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
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
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
