For starters, I think it's important to point out that there's an enormous difference between a social media giveaway run by a big brand and one that's run by a small business or startup. Brands that are already well known (read: have lots of $$$) have a much bigger megaphone to work with than us little guys, but that doesn't mean social media giveaways won't work for us. It simply means we need to be creative, strategic and very, very intentional.
Social media platforms like Facebook, Twitter and blogs offer a plethora of ways for the savvy marketer (or business owner) to generate buzz and customer loyalty around his or her brand. Here are my top 4 picks:
1) Facebook photo tagging contest.
This idea is a complete rip-off of the photo tagging contest Ikea ran last year, but it's a great idea which could be repurposed in a number of ways.
The contest: You post a single photo which lays out several of your products, then ask your Facebook fans to tag themselves on products they want. The first person to tag themselves on a product wins that product.
Who should use this strategy? This campaign works best with consumable products, especially if they're fun and/or aesthetically pleasing. Consumable, tangible services such as spa services could work too, if they were creatively arranged in a single photo. If a spa in my town ran this campaign, I'd tag my name on that leg wax nook like it was gold.
Keys to success: If you don't already have a sizable Facebook fan base (300+), you're likely going to be disappointed. More fans means more exposure, and if you're going to go to the effort, make it worthwhile by investing in some targeted Facebook PPC ads before launch.
2) Give money to charity.
Nothing says "we care" like donating cash to a worthy cause. Social media platforms make it easy to get others involved in your efforts, and a well articulated charity giveaway can pick up momentum quickly. Your customer base will appreciate your generosity and work with you to further your cause - and your brand.
The contest: Do your homework, and choose a charity organization that has an excellent reputation and that preferably relates to your industry. Do you sell motorcycle apparel? Choose an organization that assists injured motorcyclists. Do you provide graphic design services? Choose an organization that promotes art education. Next, decide how you'd like people to participate. Volunteer to donate $1 for every Facebook "Like", $2 for every follower, or $3 for every blog subscriber. Be sure you have a clear strategy for following through.
Who should use this strategy? Any business with a well-established customer base, a solid (if somewhat small) brand and an ambition to be seen as a company that gives back to its community.
Keys to success: Set goals first, then pick your strategy. If you need to build your blog/website's search engine rankings (SERPs), ask participants to comment on your blog. If you want to build a solid following on Twitter or Facebook, put your efforts there. And be sure to publicize. Write blog posts. Tweet about it, and ask for retweets. Post it on Facebook. Write and syndicate a press release about it. Ask local bloggers and/or citizen journals to do a feature. Get the word out!
3) Facebook Survey Sweepstakes
Need feedback or market research on your product or service? Nothing hits the spot like a survey baited with a juicy sweepstakes prize.
The contest: Choose a prize that's relevant to your customer base. If you have healthy social media accounts, consider asking your fan base (albeit tactfully) what kind of prize they might enjoy. It might be as simple as a free product/service, or it might be something else. Next, write your survey questions clearly and succinctly - don't make people work to understand your survey. Use multiple choice whenever possible.
Who should use this strategy? I've found this is particularly effective for small local service businesses, although product companies could also use this as a great opportunity to stir up enthusiasm about a specific product.
Keys to success: Keep it simple, short and sweet. The best way to do this is to choose a streamlined 3rd party application which specializes in Facebook contests. Wildfireapp is my particular favorite.
4) Twitter Hashtag Giveaway
Perhaps the simplest type of giveaway, Twitter hashtag giveaways are an excellent way to boost your followers, and they're very simple to execute.
The contest: Choose a prize people think they can't live without, then choose a unique hashtag to identify your contest. Next, write a blog post about your contest, detailing exactly when this contest will be in effect, what the prize is and how it will be distributed (people will want to be assured it's not a scam). Instruct people to write creative tweets using your designated #contesthashtag, then specify how winners will be chosen - at random? Based on creativity?
Who should use this strategy? Companies that have a clear strategy and purpose for their Twitter account. Followers are not like knickknacks; once you've collected them, you need to interact with them and maintain a clear, strategic relationship. Before deciding to invest $1,000s in your Twitter followers, be sure a) Twitter is going to effective for your business, and b) you know what to do with all those new followers.
Keys to success: Twitterers are inundated by a LOT of information, so your carrot needs to be juicy if you're going to stir up genuine enthusiasm. Try to choose something universal, like a flat screen TV or an iPad. Something that will get people excited. And, as always, promote the contest. Ask industry writers who are active on Twitter to blog and tweet about it.
Remember to set yourself up for success by laying out clear strategies for your social media giveaway. If you need help concocting a strategy, I'd be happy to put on my social media consulting hat and lend a hand.
1 comments:
We all know the a lot of people love free stuff. Giveaways is one of most common use by internet specialists to promote their product. Facebook and Twitter is the perfect tools for giveaways.
social media planner
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