Winning: It’s What We Do! Part 2 of 3

Happy summertime, everyone!

Last month, we introduced a three-part series on how to successfully run social media contests to engage and increase your customer base. When used correctly, social media is a powerful business-building tool. This series will help you navigate through effectively running contests with your social media outlets. Why is this important? Contests can provide incentives for new users, promote new products, build brand recognition, reward and interact with customers: All of these things result in a bigger, better business with positive growth.

The first part of our series posed the essential question, “Should you run a Facebook contest?” Once you are able to confidently answer, “Yes” to that question, it’s time to move on to the eight steps for conducting a contest. This month, we’re looking at Steps 1-4 (according to a Shoutlet Webinar: “Facebook Contests: An 8-Step Guide for Success”).

Step 1: Set Goals

How will you measure success? Start by defining what you are trying to accomplish.

• More “Likes”
• More audience participation
• Brand or product awareness
• Fan retention

Step 2: Define the Details

What type of contest will give you the best chance of reaching your goals?

• Photo uploads
• Video uploads
• Essay or “story” submissions
• Sweepstakes (random selection) Choose your prize according to the following:
• Budget
• Legal regulations
• Target audience
• Tiered prizes (Will there be 2nd and 3rd place prizes?)
• Automatic giveaways (i.e. coupons, samples)

How will the winner be selected?
What personal info do you need from participants?
Is your contest mobile-friendly?

Step 3: Get Compliant

Set your Terms & Conditions by considering the following and have it drafted by a legal representative:

• Participant’s state or country of residence
• Notification of winners
• Participation of certain groups (i.e. age)
• Use of entries by company in the future
• Alternative methods of entry
• Use Facebook Promotions Policy (http://www.facebook.com/promo tions_guidelines.php)
• Familiarize yourself with Facebook’s Statement of Rights and Responsibilities, Ad Guidelines, and the Platform Policies.
• Facebook cannot administer your promotion; you must use a third-party application.
• You cannot use Facebook features for users to enter contest (i.e. “checking-in”, making comments, tagging page, etc.).
• You can require three conditions to enter: “Liking” a page, connecting to an app, or “checking in” at a Place.
• You can’t notify the winners on Facebook.
• State that Facebook is not involved in your contest and that Facebook is not liable.

“Promotions on Facebook must include the following:

1. A complete release of Facebook by each entrant or participant.

2. Acknowledgment that the promotion is in no way sponsored, endorsed or administered by, or associated with Facebook.

3. Disclosure that the participant is providing information to [disclose recipient(s) of information] and not to Facebook.”

Step 4. Promote & Start the Conversation

Use your company website, email blasts, additional social media outlets, Facebook Ads and your current users to market your contest, and then be ready to answer questions and make comments in a timely manner.

Now that we’ve covered the basic steps to launching your Facebook contest, next month’s column will discuss how to manage and analyze the data with steps 5-8. Don’t miss out!