Sweepstakes are an effective way to boost fan engagement, grow likes, generate a viral buzz AND increase site referral traffic. But there is a right way and a wrong way to run a sweepstakes on Facebook! And, there are special state laws and Facebook rules you need to know before you get started. Download this guide to learn best practices from SnapApp.

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Running Successful
Sweepstakes &
Social Promotions

2. WHY SHOULD YOU RUN A FACEBOOK SWEEPSTAKES?
Running a sweepstakes or promotion on Facebook is a popular, and highly-
effective 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 traffic—meaning
sweepstakes often drive more traffic 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
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3. 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 different
prize each day.
The sweepstakes yielded over 100,000 leads and more
than 1,400 new Facebook likes.
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4. 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 offers.
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
official Philadelphia Eagles website.
The result—a 25% increase in Facebook Likes, more than
5000 new likes, in just 5 days.
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5. 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 traffic 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 offer your customers value,
and it doesn't need to be expensive.
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6. 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.
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7. 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
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8. 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/
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9. 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 efforts
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!
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10. 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
traffic and promote your company's brand?
Once you have your goals in place, you can begin to put
together your sweepstakes.
855-Snap-App

11. 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.
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12. 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
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