Slides from a session I recently did for the Community Roundtable on social marketing

1. Running Killer Contests on Twitter
(and Facebook too!)
Allen Bonde, Offerpop CMO
19 January 2011

2. Why do users follow/fan?
1
56% of F500 are now on Facebook;
60% have corp Twitter accounts
(Umass-Dartmouth CMR)
2
43% of Facebook users Like or
are fans of at least one brand
(ExactTarget study)
3 For specials/games/contests
Page 2 Copyright 2011 Offerpop

3. Contests = engagement
Contests can be a great way to grow
followers/fans and generate word-of-mouth
Photo contest doubled fan
base in 24 hours; generated
Follow and tweet contest 1000 votes in first 4 days
reached 500,000 users, grew
followers by 43% in 10 days
Page 3 Copyright 2011 Offerpop

4. Best Practices
Strategy
passion
Pick the contest
model that fits
Look for tie-ins and
themes
Build viral loops
Page 4 Copyright 2011 Offerpop

5. Movies
Books & Charity
Music
Travel
Tech
Games
Fashion Food
Page 5 Copyright 2011 Offerpop

6. Pick the model that fits
Sweepstakes* Giveaway
random draw Nth person wins First 100 win
follow and tweet to tweet the correct Be the first 100 to
get an entry answer (e.g., tweet to qualify
name this product) (e.g., for a
discount code)
* No consideration (purchase
required) - or you are running a
lottery!
Page 6 Copyright 2011 Offerpop

7. Look for tie-ins and themes
Product launch (1-time) Weekly contest (I SPY THURSDAY)
Unique hashtag
identifies participants
Page 7 Copyright 2011 Offerpop

8. Best Practices
Tactics - to drive participation + WOM
Popular/relevant prizes
Simple gestures Follow and tweet to enter,
comment to vote/enter,
Like
Multi-channel promo
1-2 weeks for one-time
events, a few hrs for
Duration
regular/weekly
contests
2-3 times a day + when
Updates hitting milestones
Page 8 Copyright 2011 Offerpop

9. Case Study
Unique hashtag
Themed contest 12 days of
Christmas
Popular prize
Daily prizes drive
participation, keep interest
level high
Simple to enter follow and
tweet hashtag
No barriers follow and
tweet from landing page or
Simple
any Twitter client
to enter
Page 9 Copyright 2011 Offerpop

10. Case Study viral offer/group deal
Viral-­‐loops each retweet
promotes the offer
Multi-­‐channel promoted Simple gesture
on Twitter, redeem only in
store
Results: Starting with 1,000
followers, the campaign
reached over 60,000 people
Updates: time
as a result of over 300 remaining
retweets on Twitter
Page 10 Copyright 2011 Offerpop

11. Case Study
Weekly game for Fans;
regular event engages users, favorite baby
keeps them tuned in shower gift?
Cross-­‐promoted on email
Results: over 500 votes in win $100 gift cert
one day; each vote is a just by commenting
comment and shared with
friends resulting in significant
word-­‐of-­‐mouth
Page 11 Copyright 2011 Offerpop

12. About Offerpop
What we do: Offerpop helps retailers, brands, community owners and
agencies run smart, white-label social media marketing campaigns aligned
Milestones: Founded in 2009, launched Twitter in June 2010, Series A
funding in Oct 2010, launched Facebook in January 2011
Locations: New York City and Boston
Customers: Over 50 companies use Offerpop to recruit qualified fans and
followers, build brand engagement and grow sales
Learn more and get a free trial:
Contact me:
www.offerpop.com
Email: allen@offerpop.com
Twitter: @abonde
Page 12 Copyright 2011 Offerpop