Contests and promotions are a great way to boost brand awareness both online and off. Social media platforms such as Facebook, Pinterest and Instagram offer exciting ways for your audience to get engaged with your brand online. But, you have to follow the rules and best practices or you run the risk of getting your contest booted (by the platform) or ignored (by your fans).

1. to Social Contest Success
STEPS

2. AJ Gerritson
Founding Partner
617-259-1605
AJ@451marketing.com
www.linkedin.com/in/ajgerritson
@AJGerritson
www.451Marketing.com

3. About 451 Marketing
National Public Relations, Social
Media, and Search Marketing Agency
Founded in 2004
Headquartered in Boston with offices
in Los Angeles and New York
65 full-time staff
Recognized as a 2011, 2012, 2013
an award recognizing the fastest
growing private companies
headquartered in Massachusetts
Recognized for multiple
Bell Ringer Awards, for campaign and
individual excellence in public
relations

4. Social media sites and blogs now
account for approximately 27% of the
total time Americans spend online.

5. Everyone LOVES Prizes

6. Over 70% of big companies will
use gamification in their marketing
strategies by 2014
http://blog.hubspot.com/social-media-contest-stats-infographic

7. +34%average percentage of new fans
acquired with social contest
Social Media Explorer

8. User-Generated Content

9. KNOW
THE
RULES
PICK
THE
PRIZES
MEASURE
AND
TRACK
EXTEND
CONTEST
LIFE
LAUNCH
YOUR
CONTESTMAINTAIN
MOMENTUM
STEPS
TO A SUCCESSFUL
SOCIAL CONTEST
CRAFT
YOUR
CONCEPT

10. CRAFT
YOUR
CONCEPT

11. Goals? CRAFT
YOUR
CONCEPT
ALL Can Be Achieved
Through Social Contest

12. Decide On Contest Type CRAFT
YOUR
CONCEPT

13. Pick Your Channels CRAFT
YOUR
CONCEPT

14. KNOW
THE
RULES

15. FYI: Facebook Updates KNOW
THE
RULES
No longer have to host on a tab using a 3rd
party vendor!
You CAN use your cover photo as a contest CTA
You CAN host on your timeline
Likes and comments CAN count as entries
(shares cannot)

16. KNOW
THE
RULES
Acknowledgement that the promotion is
in no way associated with Facebook
Can’t ask to share on Personal Timeline
https://www.facebook.com/page_guidelines.php (Section 3E)

17. KNOW
THE
RULES
https://support.twitter.com/articles/68877-guidelines-for-contests-on-twitter

18. KNOW
THE
RULES
http://business.pinterest.com/brand-guidelines/ (“Promotions and Marketing”)

19. KNOW
THE
RULES
http://help.instagram.com/464700830247492

20. Only 18+
Winner must be chosen through
judgment criteria
Can’t use video submissions for
marketing purposes
KNOW
THE
RULES
https://support.google.com/youtube/answer/1620498? hl=en

21. PICK
YOUR
PRIZES

22. Prizes should relate to your brand
or target audience
PICK
THE
PRIZES

23. To receive entries with higher barrier to entry,
incentivize with a higher value prize
PICK
THE
PRIZES

24. To increase number of low barrier entrants, give out more
prizes to give perception of higher chance of winning.
Enter to win one of 100 Hood
Latte coolers this summer!
PICK
THE
PRIZES

25. LAUNCH
YOUR
CONTEST

26. Coordinate With PR LAUNCH
YOUR
CONTEST

27. Put Out Teasers LAUNCH
YOUR
CONTEST

28. LAUNCH
YOUR
CONTEST
Use Social Advertising

29. Your
Contest
Spread The Word LAUNCH
YOUR
CONTEST

30. LAUNCH
YOUR
CONTEST
Use Facebook as hub for
social contest– create
custom tabs and have
users link content from
other platforms

31. Case Study: Hood Blimp
451 Marketing and Hood took social promotion
to soaring new heights

32. Goal
Boost engagement and keep the brand at top of mind within key New
England markets during peak ice-cream purchasing season.
Approach
451 Marketing launched a thrilling Facebook contest challenging New
Englanders to identify famous New England locations from aerial view
photographs taken by the Hood Blimp pilot.
Results
In one month:
• 2,896 new Facebook fans on the HP
Hood page
• 1,950 entries into the contest
Case Study: Hood Blimp

33. Fill-in-the-blank/
Most Creative Answer
Photo Upload
RT and Follow
LAUNCH
YOUR
CONTEST

34. LAUNCH
YOUR
CONTEST

35. Case Study: Annie Selke Companies
Pinterest users prove to be big online spenders for luxury
interior design purveyor Annie Selke Companies

36. Goal
Increase brand awareness and drive sales using social media.
Approach
451 Marketing launched exciting Pinterest campaign showcasing the
brands’ high quality and visually appealing products. 451 also helped
execute “Pin to Win” promotions.
Results
In the first year of the campaign:
• 135 assisted conversions - 50% last
interaction conversions
• $39,019.32 in direct sales
Case Study: Annie Selke Companies

37. LAUNCH
YOUR
CONTEST

38. LAUNCH
YOUR
CONTEST

39. MAINTAIN
MOMENTUM

40. Showcase the best entries,
comment & like entries, profile
great entrants
MAINTAIN
MOMENTUM

41. MAINTAIN
MOMENTUM

42. MEASURE
AND
TRACK

43. Create an account and paste
your contest landing page link
into the box.
Get statistics on your link:
when and how many times
people are clicking
Create a Bit.ly
MEASURE
AND
TRACK

44. Create a Hashtag
#IfIHadGlass
MEASURE
AND
TRACK

45. MEASURE
AND
TRACK
Measure Search Traffic
Have your search team set up goals and track traffic
social traffic sources

46. Set Up Google Alerts
EMAIL or RSS feed
MEASURE
AND
TRACK

47. EXTEND
CONTEST
LIFE

48. EXTEND
CONTEST
LIFE
Feature on Social

49. Recap on Blog EXTEND
CONTEST
LIFE

50. CELEBRATE
YOUR
WINNERS
Additional PR
Local Man Wins Contest

51. KNOW
THE
RULES
PICK
THE
PRIZES
MEASURE
AND
TRACK
EXTEND
CONTEST
LIFE
LAUNCH
YOUR
CONTESTMAINTAIN
MOMENTUM
STEPS
TO A SUCCESSFUL
SOCIAL CONTEST
CRAFT
YOUR
CONCEPT

52. Questions?

53. to Social Contest Success
STEPS