International Facebook contests

International prize contests on Facebook

Organizing and managing international prize contests on Facebook has a significant legal impact. Brands must rely on a partner with a strong experience in international competitions on social media, like Webing.

The complexity is usually related to the countries involved. Each country has its own legislation on prize promotions which may be simple or complex, depending on the country. Regulations are quite different from country to country and what is allowed –let’s say– in the UK, might not be legal in Italy; or when addressing a promotion to the USA not all States have the same laws and a contest which is legal in California isn’t usually allowed in Rhode Island. It is then necessary to draw up in advance a list of countries and the mechanics of the contest and check the limitations imposed by those countries.

The second important issue to address is the type of competition and how you are going to define the winners (eg. draw, ability) and prize values. Skill competitions, for example, are very different from sweepstakes and usually have a different regulatory impact.

The third aspect to consider is the total prize pool: in some cases maintaining the total value below certain thresholds simplifies the procedures.

Webing has organized and run several international competitions in Italy, USA, UK, France, Germany, Spain, UAE, and, through a network of specialized law firms, manages both creative and legal/administrative requirements.

We take care of all aspects:

  • design and build the campaign (apps, games)
  • domestic and international regulatory compliance
  • drafting of detailed terms & conditions in different languages
  • prize sourcing and fullfilment
  • global digital PR and advertising campaigns to promote the contests

International prize promotions

We specialize in competitions, giveaways, sweepstakes and contests on social media. Thanks to our strong experience we can organize and run competitions quickly, usually within a few days. We don’t provide “instant competitions”.

Read the case history of our last international competition that we have organized and managed for Ferrari.

Concorsi su Facebook

Facebook contests

How to organize and run Facebook contests

Facebook contests are a great way to generate leads and “migrate” your audience from Facebook into your company CRM.
But to properly organize prize contests on Facebook brands must take into consideration several aspects, from creative concepts to regulations (both domestic or international, depending on the target of the campaign) to software requirements, just to name a few.

Points to consider are:

  • the type of contest (sweepstake, competition, photo contest, etc.)
  • creative concept
  • terms & conditions
  • develop a Facebook application
  • promote the contest
  • drawing winners
  • operational management during and after the contest

Relying on a good social media agency specializing in Facebook contests is a right choice if you want to make sure to achieve the better results in terms of ROI. It’s also important to rely on a partner with an extensive experience on prize promotions which can also provide legal advice so that your contest meets the requirements of current regulations on prize promotions.

Webing has launched more than 500 contests on Facebook in countries like Italy, UK, Spain, France, USA, UAE and Germany and is an expert partner for those brands interested in launching international prize promotions on social media, or in the above mentioned countries.

How long does it take to organize a Facebook contest?

Thanks to our know-how and experience we can activate Facebook contests quite quickly. Within a working week we can conceive the contest mechanics, provide a draft of T&Cs and prepare all necessary paper work needed to formally launch the campaign.

We run contests on Facebook for brands and organizations including Ferrari, Alitalia, Meridiana, Hyundai, Euronics, Pepe Jeans London, Ruffino, IBL Bank, Vodafone, the SalzburgerLand Tourist Board, Tommy Hilfiger.



How to calculate the ROI of social media marketing campaigns

Firstly, it seems obvious to say, properly defining the objectives. Some campaigns are launched to increase the brand awareness, others to grow the audience of a social account (e.g. the “followers” or “fans”) and others to get leads for further business initiatives.

For each goal type you should be able to use different concepts and proper metrics to measure the results: for example, if the goal is to increase the awareness of a brand, you probably don’t care about measuring how many leads you get, but you’re likely more looking into the engagement rate, the impressions, the total number of interactions (e.g. comments, likes, shares). We have to admit that in some cases the campaigns have not gone wrong, but simply they have been measured incorrectly or the data that have been analyzed are not the ones that should be taken into consideration.

Our suggestion is to measure and compare the KPIs that apply to your specific case. Over the years we have identified 4 types of KPIs to measure social campaigns according to their scopes:

  • Audience growth
  • Inbound traffic (clicks to website)
  • Leads
  • Conversions
social contest

Social Contests

Social media contests are powerful tools to reach a wide audience and transform it into leads and eventually into customers. Social media are the best and cheaper digital marketing platforms so far. They gather almost all types of consumers and conversations are a great way to create and maintain a stable relationship.
However, it is crucial to remember that we don’t own the audience (fans/followers) who follows our social accounts: we are all “guests” of Facebook, Twitter, Instagram, YouTube, etc. Beyond the “insights” that are made available by social media we do not know our audience, we cannot contact our followers, unless we post content and advertise it. The value of this relationship can be very low or even non-existent:

  • We don’t know our users
  • We don’t have their email addresses
  • We don’t have their phone numbers
  • Above all, we haven’t even gotten their consent to send them a newsletter (still one of the most powerful digital marketing tool we have).

In essence, the impossibility of having those data quite essential to every marketing team makes the investment often quite vain or otherwise very difficult to measure.

Why social contests?

Sweepstakes and other social media contests are a very effective solutions to turn fans and followers into leads and profiled leads.
Through such campaigns, we require users to fill out a form and interact in some ways with our content. Users are usually also asked to invite their friends and this engagement sorts a viral diffusion of the campaign and exponentially increase the visibility of the contests and users base.

Come organizzare un social media contest

Affidarsi a professionisti esperti come Webing è indispensabile, sia perché l’esperienza maturata ci consente di indirizzare i nostri clienti verso le meccaniche più indicate, sia perché la gestione anche a livello legale può essere estremamente complessa, specialmente se coinvolge diversi Paesi.

How to organize and run a social media contest

Relying on experienced professionals like Webing is indispensable, because managing a contest without prior experience can be extremely complex, particularly if it involves several countries.

What to do to organize a contest:

  • Define the objectives (e.g., brand awareness, lead generation)
  • Create or choose the most suitable concept (e.g. photo contest, member get member, etc.) taking also into account the legal aspects and limits set by the promotion guidelines of targeted social media
  • Provide the formal requirements (terms & conditions; prizes, etc.)
  • Develop a software application to run the contests
  • Activate an adv campaign to attract users
  • Engage with the communities to ensure the success of the initiative

For more information

Contact us