Contests and Promotions for Social Media, Week 5 for PRL 408 at Utica College. Spring 2014.

1. Utica College
PRL 408: Social Media
Thomas Armitage
Week #5
February 26, 2014

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Why grow a following?
Quality vs quantity
Should I buy followers?
How to grow a following
Types of promotions
Why run a contest?
Things to consider
What are your goals?
Type of social media users
Software
Types of contests
Tips
Breakout

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“6 Benefits of Running Social Media
Contests” - http://bit.ly/1hmA8Wf
“13 Ingredients in the Perfect Social Media
Contest” - http://bit.ly/1jrBEbq
“Everything You Need to Run a Successful
Social Media Contest” - http://bit.ly/1mBGckq

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With any marcom effort, you should ask who
and how many are you reaching?
Social media: You can easily see who watches
you and who actually cares + you can react
No one wants to speak to an empty room

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What value do my followers bring?
Will they help push my messages?
Will they engage and hold conversations that
strengthen loyalty?
Will they buy my product?

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Strategic activity
Blogging
Share to access
Advertising
Email marketing
Online
promotions

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Giveaways
Sweepstakes
Fan of the Week
Trivia/quizzes
Check-ins
Coupons
Tug of war or ceiling goal
Contests (simple or user generated)

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Incentivize people to follow and share
Build awareness
Increase web traffic/subscribers
Increase engagement
Increase sales
(Lee, 2013)

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Goals
Target audience
Software
Type
Platform
Theme/name
Timeline
Graphics
Rules
Prize
(Baer, 2013)

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Branding/awareness?
Build fanbase?
Get people talking?
Boost web traffic?
Sales?
(Vaughan, 2013)

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No Shows (41%):
Mix-n-Minglers (19%)
Onlookers (16%)
Newcomers (15%)
Cliquers (6%)
Sparks (3%)
(Dyer, 2012)

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Wildfire (by Google)
Hubspot
Invovler
ContestCore
Vitrue
Buddy Media
Wishpond
GroSocial
Strutta

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Simple enter
Share/hashtag use
Comment, quiz or short story
Photo/video submission
Most votes
(Vaughan, 2013)

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Remember goals
Follow the rules
Terms and conditions
Make use an app
Include CTAs
Include form to capture data
How will you notify winner?
Measure results
(Vaughan, 2013)

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Remember goals
Iron out details
Timetable
Pick unique but memorable hashtag
Respond accordingly
Measure results
(Vaughan, 2013)

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Goals
Follow pin etiquette
Rules
Use hashtag and/or boards
How will you announce
winner?
Measure results
(Vaughan, 2013)

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Goals
Develop a theme
Tease it on multiple
platforms
Unique but
memorable hashtag
Measure results
(Vaughan, 2013)

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Goals
Tease it
Set up form for
submission
Thank you page
Share for
additional entries
Measure results

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Use a good app
Beware of rules
Encourage sharing
Promote
Consider a partner
Use the results!
(Pickering, 2012)

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Groups of 3
15 minutes
5 contest ideas
PR/marketing team for the following
companies:
 Ashley Furniture, Toyota, Petsmart, Best Buy,
Make A Wish, New York State Tourism

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Reputation Management and Crisis
Communication
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To do:
 Read articles from #UticaCollegeSM and comment
 Continue working on PPT presentations
 Twitter presenter should be ready to present

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Baer, J. (2013, December 1). 13 Ingredients in the Perfect Social Media Contest. Convince &
Convert. Retrieved on February 23, 2014 from http://www.convinceandconvert.com/socialmedia-marketing/13-ingredients-in-the-perfect-social-mediacontest/?utm_content=buffer24813&utm_medium=social&utm_source=twitter.com&utm_ca
mpaign=buffer
Dyer, P. (2012, June 25). The 6 types of social media users. SocialMediaToday. Retrieved on
February 23, 2014 from http://socialmediatoday.com/pamdyer/564409/6-types-social-mediausers
Leaning, B. (2012, July 3). Everything you need to run a successful social media contest. Inbound
Blog. Retrieved on February 23, 2014 from
http://blog.hubspot.com/blog/tabid/6307/bid/33352/Everything-You-Need-to-Run-a-SuccessfulSocial-MediaContest.aspx?utm_content=buffer952bb&utm_medium=social&utm_source=twitter.com&utm
_campaign=buffer
Lee, A. (2013, March 14). 6 benefits of running social media contests. Maximized Social
Business. Retrieved on February 23, 2014 from http://maximizesocialbusiness.com/6-benefitsof-running-social-media-contests-8288/
Pickering, B. (2012, June 28). 8 tips for running social media promotions. Socail Media
Examiner. Retrieved on February 23, 2014 from http://www.socialmediaexaminer.com/socialmedia-promotion-tips/
Scott, D. M. (2013). The New Rules of Marketing and PR. New Jersey: Wiley.
Vaughan, P. (2013, August 9). 15+ stats to know before running your next social media contest.
Inbound Blog. Retrieved on February 23, 2014 from http://blog.hubspot.com/marketing/socialmedia-contest-stats-infographic