1. How to target the
CORRECT audience
using contests on
Social Media
By Michal Cepek
On November 2, 2011

2. It is relatively easy to gain
followers/fans using SM
contests

3. Problem –we need
them to be targeted!

4. Three considerations
1) Correct SM platform
2) Correct form of contest
3) Correct prize

5. 1) Correct SM platform
• Before launching a SM contest
campaign, the company must know
where its audience is.
• Not only Facebook and Twitter!
▫ Artists: deviantART
▫ Photographers: Flickr
▫ Music fans: Last.fm

6. Contest on Last.fm - Logitech

7. Contest on deviantART

8. 2) Correct form of contest
• Many forms of participation
▫ Like/Follow/Join
▫ Share a status/tweet
▫ Active contribution
 Write a review/exp/blog entry
 Upload a photo
 Make a video

9. 2) Correct form of contest

10. 3) Correct prize
• Bigger is not always better
• Cash = not suitable if looking for
targeted customers
• Generic prizes appeal to a wide
range of people
• Carefully selected prizes do better
job in attracting interested
audience

11. 3) Correct prize (cont.)
• The prize doesn’t have to be
physical. It can be a public honor
or status for the winner.
• Selected prize needs to do 2
things:
▫ Encourage people in the niche to
enter the contest.
▫ Discourage people who aren’t in the
niche from entering.

12. Examples
Tickets to the next show; band
Musician merchandise
Meal for 2; coffee for life;
Restaurant / Café cooking lesson from the chef
Tickets to the next game; signed
Sports merchandise
Tickets to the red carpet
premiere; movie passes; movie
Movies merchandise
Top selling product; a copy of
Website / Ecommerce your e-book; gift card
Free subscription of the
Magazine publisher magazine
Merchandise from the show;
Television dinner with the biggest star

13. Thank you for your
attention!