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How to target the
       CORRECT audience
       using contests on
       Social Media


By Michal Cepek
On November 2, 2011
It is relatively easy to gain
  followers/fans using SM
           contests
Problem –we need
them to be targeted!
Three considerations
         1) Correct SM platform
         2) Correct form of contest
         3) Correct prize
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
Contest on Last.fm - Logitech
Contest on deviantART
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
2) Correct form of contest
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
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.
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
Thank you for your
attention!

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How to target the correct audience using SM contests

  • 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
  • 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!