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  Running Successful
    Sweepstakes &
   Social Promotions
WHY SHOULD YOU RUN A FACEBOOK SWEEPSTAKES?
 Running a sweepstakes or promotion on Facebook is a popular, and highly-
 e ective way to generate leads, get more likes, and engage your current fans.
 Why is this important? Fans that are happy and engaged are easier to convert.
 Companies that run a sweepstakes get a 34% increase in tra c—meaning
 sweepstakes often drive more tra c than original blog content or videos.1
 SnapApp customers are seeing impressive results with sweepstakes. About 70% of
 people who see a SnapApp sweepstakes click to enter, and a staggering 96% of
 those visitors complete and submit the lead gen form.2




  1
      Source: L2 Think Tank's Magazine, Digital IQ Index, July 2011
  2   Source: SnapApp Webinar: The Right Way to Run a Sweepstakes to Get More Facebook Fans, 2012




                                                                                                    855-Snap-App
Here are just some a few examples of effective
sweepstakes and their results:
  Magic Beans, a retailer of baby and infant products, ran a month-long
  promotion, “Magic Beans 31 Days of Giveaways” that featured a di erent
  prize each day.




             The sweepstakes yielded over 100,000 leads and more
                                   than 1,400 new Facebook likes.




                                                                           855-Snap-App
                                                            Martha Stewart's flagship television
                                                            program, The Martha Stewart Show,
                                                            promoted their season premiere on
                                                            the Hallmark channel with, "Martha's
                                                            Ultimate Fan" sweepstakes. The
                                                            grand prize included a trip for 2 to
                                                            see "The Martha Stewart Show" live
                                                            in New York City.
                                                            The entry form for the sweepstakes
                                                            also included the option to sign up
                                                            for "The Martha Stewart Show" or
                                                            "Mad Hungry" newsletters and to
                                                            receive a free print issue of Martha
                                                            Stewart Living magazine.



    Of those who entered the sweepstakes, 77% also signed
    up for the optional o ers.




Sure, leads are great, but maybe
you just want more Facebook likes?
CSN Philadelphia used SnapApp to
create a sweepstakes giving away
Eagles season tickets that ran on
their Facebook page, on the CSN
Philadelphia website and on the
o cial Philadelphia Eagles website.




                                                 The result—a 25% increase in Facebook Likes, more than
                                                 5000 new likes, in just 5 days.




                                                                                                          855-Snap-App
BEFORE YOU BEGIN
  After looking at numbers like that, you're probably
  more than ready to run your own sweepstakes!
  Before you start, there are a few key things you
  should prepare in order to ensure your sweepstakes
  will be a huge success.
  First, you'll want to clearly define and prioritize your
  goals. Do you just want more Facebook likes? Are
  you hoping to collect leads for a mailing list or sales
  pipeline? Do you want to drive tra c and promote
  your company's brand?
  Once you have your goals in place, you can begin to
  put together your sweepstakes.




EYES ON THE PRIZE
 One of the most important elements of your
 sweepstakes is the prize. What will you use to
 incentivize your customers and achieve your goals?
 Knowing your audience is key. You want your prize
 to not only be well received by your current
 audience, but attract the right kind of visitors-
 visitors who will become loyal fans.
 Generic prizes, like a TV, computer, or mp3 player,
 might be tempting because they'll generate a lot of
 interest, but they won't generate an audience who
 will be responsive to follow-up campaigns.
 Also keep your budget in mind. A highly-targeted,
 compelling prize will o er your customers value,
 and it doesn't need to be expensive.




                                                            855-Snap-App
                                                       CONTEST FORMAT
                                                              What will your entry form look like?
                                                              What will you ask of your audience to
                                                              accept their entry? You'll need to go
                                                              back to your goals to help define this.
                                                              For example, if your goal is to collect
                                                              leads for a mailing list, you can simply
                                                              ask for email and home address. Or, if
                                                              you are looking to engage your
                                                              audience and promote your brand, try a
                                                              asking users to submit a photo or video.




Keep in mind, it might be best to keep it simple—the less
  barriers to entry, the better! Adding a like-gate to your
      sweepstakes is a great way to achieve your goal of
                                        getting more likes.




                                                                                                  855-Snap-App
KNOW YOUR RULES
       Facebook has very strict rules and
       guidelines governing sweepstakes and
       promotions run on Pages . Under no
       circumstances can you use Facebook
       technology to run a sweepstakes.3
       Violating this policy could lead to your
       Page getting shut down, and worst of
       all, losing ALL of your fans.
       The solution? Use a 3rd party platform,
       like SnapApp, to run your promotion.




                                                         Use our handy Sweepstakes Checklist
There are also some general sweepstakes                  to make sure you have everything you
rules and regulations to adhere to as well.                need to run a fantastic sweepstakes!

       • Except where explicitly outlawed, anyone
         must be able to enter. Official rules must be
         made available at all times.
       • Register and Bond regulations in RI, if your
         prize is worth $500 or more and in NY and
         FL, if the prize is worth $5,000 or more. AZ
         also has special regulations. Consider
         excluding these states if you don't have the
         resources to become registered and bonded.
       • If your target audience includes children
         under 13, make sure your sweepstakes is
         COPPA compliant. If they are under 18,
         parental or guardian permission is required
         to accept the prize.




3
    http://www.facebook.com/promotions_guidelines.php
                                                                                 855-Snap-App
KNOW YOUR RULES (Continued)




FACEBOOK SECRETS
       Make sure your sweepstakes is optimized for
       Facebook with the following tips:
         • Name Your Tab…Smartly
         • Only a few letters show on sidebar. Consider
           what will get attention quickly. “Sweeps: Name of
           Sweeps” or “Prize: Enter to Win"
                                                                          • Like-Gating – will it help achieve your goals?
         • If you have Facebook's new Timeline layout
           enabled, be sure to include a custom image.                    • Mobile Optimize Your App for the Best
                                                                            User Experience
         • Design Your App to Fit
                                                                          • 44% of Facebook's 800M members access
         • 520 × 650px will show your full app on most                      the site through their mobile devices 4
           browsers.
                                                                          • You'll need a third party to develop this for you




4
    Source: http://www.digitalbuzzblog.com/2011-mobile-statistics-stats-facts-marketing-infographic/




                                                                                                                       855-Snap-App
    LAUNCH & PROMOTE
    The duration of your sweepstakes depends on a number of factors, including:




How much did the prize cost?           How interested are people in               How vast is your network?
The more expensive the prize,          the prize?                                 The broader your network, the
the longer you’ll need to run your     If the prize has a high value take         less time it will take to get buzz
sweepstakes.                           advantage of people’s continuing           for your sweepstakes.
                                       interest and get as much return
                                       as possible by running the
                                       sweepstakes for as long as
                                       possible.


                             If you’re not sure, a month is a great starting off point!
                            This will give you enough time to make back your money
                                     while retaining the interest of your fans.


         Sweepstakes Channels
         Social Media should never be your only marketing
         strategy—you’ll need to support your viral e orts
         via multiple channels. Send an email blast, buy
         facebook ads to promote it, etc. And don’t forget
         to tweet and post on your page about your
         sweepstakes often – you can’t assume that your
         entire network saw it the first time. It’s important
         not to over promote – one post or tweet a day
         seems about right but consider the size of your
         audience and adjust to higher frequency the larger
         your network & reach.
         Community Management
         Make sure you have someone dedicated to
         responding to questions and comments about the
         sweepstakes. It’s important to make the sweepstakes
         a positive experience for fans of your page.
         The most often question you'll get is, "How do I
         enter?" It might seem obvious to you, but keep in
         mind fans have a short attention span, make sure it
         is really clear how to enter your sweepstakes!




                                                                                                         855-Snap-App
ANALYZE YOUR RESULTS
 After looking at numbers like that, you're probably more than
 ready to run your own sweepstakes!
 Before you start, there are a few key things you should prepare
 in order to ensure your sweepstakes will be a huge success.
 First, you'll want to clearly define and prioritize your goals. Do
 you just want more Facebook likes? Are you hoping to collect
 leads for a mailing list or sales pipeline? Do you want to drive
 tra c and promote your company's brand?
 Once you have your goals in place, you can begin to put
 together your sweepstakes.




                                                                     855-Snap-App
KEEP THEM ENGAGED
 Once your sweepstakes has ended, and         And don't stop engaging with your
 the prize is fulfilled, make sure to          audience, especially now that you've
 announce your winner on your social          gained a whole new following. Some of
 media networks. Make the most of this        the best strategies include posting
 announcement—fans will be eager to see       videos and photos, asking interesting
 who has won—and tie in a teaser for an       questions to illicit replies, sharing polls,
 upcoming sweepstakes or other event          personality tests, and trivia quizzes.
 that you want to promote next.
                                              Take, for example this personality test
 If you collected permission to email         posted on Figment's Facebook page
 them, consider an email to all entrants as   which allows for quick and easy
 well. This can be a great way to ignite      response using SnapApp's In News
 communication in a new channel but be        Feed Answering feature.
 explicit about what and how often you
 plan to continue your email conversation.




                                                                                    855-Snap-App
 CONTACT US TO LEARN MORE
      Are you thinking about running a sweepstakes? SnapApp can help
      your sweepstakes be a huge success! If you'd like to learn more,
      contact us, or register for your free SnapApp account and start
      creating your sweepstakes today!




               EMAIL                        PHONE                        TWITTER                           FACEBOOK




  info@snapapp.com 1–617–923–0000                                       @snap_app                         facebook.com/
                                                                                                          snapapp
                                    1–855–SNAP–APP




WHY SNAPAPP?
SnapApp is a comprehensive marketing platform that facilitates high-value audience interactions through the
creation and distribution of interactive content. With the SnapApp platform, you create engaging
sweepstakes, quiz apps or custom pages that can be shared not only on your Facebook page but also across
the web, social and mobile. SnapApp’s Facebook apps enable you to monetize your social lead generation,
extend your reach through viral sharing activities and drive higher engagement with your hard-earned
Facebook community. Learn more at www.snapapp.com



SNAPAPP’S FACEBOOK SPECIFIC FEATURES INCLUDE:
    • Facebook mobile optimization                                    • In News Feed Questions & Answers
    • Facebook connect integration                                    • Rich Analytics to track your apps performance
    • Multiple app support        (run many apps at the same time)    • Multiple engagement types: quizzes, polls, surveys,
                                                                        sweepstakes and more




                                            SnapApp.com   |   info@snapapp.com   |   1-617-923-0000   |   facebook.com/SnapApp | @snap_app
                                                                                                                 Brought to you by Pangea Media
   Engage and Acquire Customers

				
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posted:7/12/2012
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Description: facebook marketing