to Social Contest Success STEPS

AJ Gerritson Founding Partner

617-259-1605

AJ@451marketing.com

www.linkedin.com/in/ajgerritson

@AJGerritson

www.451Marketing.com

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

Social media sites and blogs now account for approximately 27% of the

total time Americans spend online.

Everyone LOVES Prizes

Over 70% of big companies will

use gamification in their marketing strategies by 2014

http://blog.hubspot.com/social-media-contest-stats-infographic

+34%

average percentage of new fans acquired with social contest

Social Media Explorer

User-Generated Content

KNOW THE

RULES

PICK THE

PRIZES

MEASURE AND

TRACK

EXTEND CONTEST

LIFE

LAUNCH YOUR

CONTEST MAINTAIN MOMENTUM

STEPS TO A SUCCESSFUL

SOCIAL CONTEST

CRAFT YOUR

CONCEPT

CRAFT YOUR

CONCEPT

Goals? CRAFT YOUR

CONCEPT

ALL Can Be Achieved Through Social Contest

Decide On Contest Type CRAFT YOUR

CONCEPT

Pick Your Channels CRAFT YOUR

CONCEPT

KNOW THE

RULES

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)

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)

KNOW THE

RULES

https://support.twitter.com/articles/68877-guidelines-for-contests-on-twitter

KNOW THE

RULES

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

KNOW THE

RULES

http://help.instagram.com/464700830247492

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

PICK YOUR PRIZES

Prizes should relate to your brand or target audience

PICK THE

PRIZES

To receive entries with higher barrier to entry, incentivize with a higher value prize

PICK THE

PRIZES

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

LAUNCH YOUR

CONTEST

Coordinate With PR LAUNCH YOUR

CONTEST

Put Out Teasers LAUNCH YOUR

CONTEST

LAUNCH YOUR

CONTEST

Use Social Advertising

Your Contest

Spread The Word LAUNCH YOUR

CONTEST

LAUNCH YOUR

CONTEST

Use Facebook as hub for social contest– create custom tabs and have users link content from other platforms

Case Study: Hood Blimp

451 Marketing and Hood took social promotion to soaring new heights

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

Fill-in-the-blank/ Most Creative Answer

Photo Upload

RT and Follow

LAUNCH YOUR

CONTEST

LAUNCH YOUR

CONTEST

Case Study: Annie Selke Companies

Pinterest users prove to be big online spenders for luxury interior design purveyor Annie Selke Companies

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

LAUNCH YOUR

CONTEST

LAUNCH YOUR

CONTEST

MAINTAIN MOMENTUM

Showcase the best entries, comment & like entries, profile great entrants

MAINTAIN MOMENTUM

MAINTAIN MOMENTUM

MEASURE AND

TRACK

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

Create a Hashtag

#IfIHadGlass

MEASURE AND

TRACK

MEASURE AND

TRACK

Measure Search Traffic

Have your search team set up goals and track traffic social traffic sources

Set Up Google Alerts

EMAIL or RSS feed

MEASURE AND

TRACK

EXTEND CONTEST

LIFE

EXTEND CONTEST

LIFE

Feature on Social

Recap on Blog EXTEND CONTEST

LIFE

CELEBRATE YOUR

WINNERS

Additional PR

Local Man Wins Contest

KNOW THE

RULES

PICK THE

PRIZES

MEASURE AND

TRACK

EXTEND CONTEST

LIFE

LAUNCH YOUR

CONTEST MAINTAIN MOMENTUM

STEPS TO A SUCCESSFUL

SOCIAL CONTEST

CRAFT YOUR

CONCEPT

Questions?

to Social Contest Success STEPS