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