Daniel Vaczi
Thinking of running a social media contest? Make sure to kick it off the right way with a clear strategic goal. Far too often, businesses launch contests without solidifying a big-picture plan.
Are you running giveaways to generate leads or build consumer awareness? How will giveaways improve your marketing and translate back into sales? How do you know that your contests are helping to reach the right prospects? If you’re running a promotion, do you know your legal obligations and rights?
Don’t let these questions scare you away from experimenting from this powerful and fun marketing tactic. Whether you’re running a professional services firm, big brand, or small business, here are the most important steps that you need to take.
Know the Social Media Contest Rules
If you’re thinking of using Facebook or Twitter to host or promote your giveaway, make sure that you know the rules so that you don’t accidentally violate any terms and conditions. Facebook’s promotions terms are available here, and Twitter’s promotions terms are available here. You should review these documents every time you plan to launch a giveaway, as terms and conditions change regularly.
Many brands don’t know that if they’re administering a promotion on Facebook, they need to do so through a third-party app, like Wildfire. You can use Facebook to promote a giveaway that you’re hosting elsewhere on your own website, but you cannot ask people to submit entries through wall posts, friend requests, or status updates.
You can, however, use the Twitter platform to administer a giveaway. You will need to make sure that you follow applicable rules, encourage entries through the @reply feature, and discourage spam behavior.
Know the Social Media Contest Laws
Giveaway laws vary on a state-by-state basis. If you want to run a giveaway, you need to be sure to comply with every state’s policy to avoid running the risk of operating an illegal lottery. Working with an attorney can help in clarifying ambiguity. To familiarize yourself with the landscape, you may want to read official rules from other brands to see where offers are void – New York and Florida are common examples. “Void where prohibited” is language that brands frequently use to protect themselves.
Every contest or sweepstakes needs official rules that are readily accessible to prospective entrants. In your rules, make sure to clarify and strictly enforce eligibility requirements, winner selection guidelines, start dates, and end dates. You’ll also need to report the prize to the IRS as income to your giveaway winner via Form 1099-MISC, so keep your accounting team up to speed.
Focus on Generating Leads
Don’t expect your contests to generate immediate sales. Although some strategies can focus on that impulse buying decision, your giveaway goal should be to bring new prospects to your website to kickstart a long-term relationship. Collect names, email addresses, and additional details about potential customers so that you can keep in touch with them after your giveaway ends. You can leverage the entry process to create segmented email lists that will target prospects with the products they specifically are most interested in. Build relationships.
Reach the Right Customer Networks
Are you hoping to reach business or consumer audiences? The answer to that question will guide your overall marketing strategy. If you’re hoping to reach fellow business owners, LinkedIn discussion groups provide a strong forum for reaching prospects. Facebook is a channel that works best with consumer audiences, and Twitter is an ambidextrous network that caters to both groups. Rather than aimlessly posting your giveaway on forums and sweepstakes boards, make sure that you are reaching the right audience.
Encourage Return Visits
Bring visitors back to your website! Encourage multiple entries, and invite entrants back to your website to vote for or read about the winner. The more your prospects engage with your brand, the more likely they are to remember the product or offer you are promoting. A portion of your entrants might be interested in working or shopping with your brand – regardless of whether or not they win.
Most Importantly: Make Your Social Media Contest Fun and Social
Encourage entrants to talk about the giveaway, tell fun stories, laugh, and have fun. Instead of making entrants fill out a form, get them to share an anecdote about a product, funny office moment, or product review. Make your contest as personal and fun as possible – encourage visitors to talk about themselves and to enjoy doing it. Build a community of prospects who care.
Image Credit: royblumenthal