Social Media Campaigns and Contests
Friday, March 01, 2013

Social Media Campaigns and Contests

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Seocial Media Campaigns

Social media is here to stay! Personalities, public figures, brands, nonprofits and organizations use social media in a variety of ways including public relations, marketing, recruiting, customer service and reputation management.

No matter what you’re using social media for, both contests and campaigns will most certainly play a major role in your efforts. Today’s article should help you better understand the role contests and campaigns play in your social strategy.

Social Media Contests:

Social media contests are, generally, competitions hosted on a social platform(s) for a fixed period of time and reward participant(s) based on previously defined terms and conditions. Social contests can come in many different forms from sweepstakes and giveaways to talent-based competitions.

Organizations can expect a boost in stats after running social contests. Community growth, spiked engagement and an increase in user-generated content (UGC) are some of the more common outcomes from social contests.

While social media contests are popular and highly effective, there are some important things to consider before launching one. Both Federal and state laws must be reviewed and abided by, platform restrictionsfollowed and additional barriers come into play when a contest takes the form of a sweepstakes.

Here’s an example of a successful social contest Tilson PR crafted for TheBright.com in December 2012:

TheBright.com’sReward Yourself: Pin it to Win it

Purpose:

  • Increase awareness of their Pinterest page
  • Drive traffic to website

How to Enter:Participants were encouraged to create a “Reward Yourself” Pinterest board pinning a minimum of five of TheBright’s must-have shopping items. The winner was the person with the most inspiring bio on their board and they won one of the items pinned to their board.

Success:

  • Increased sales
  • Increase followers
  • Increased traffic to the website
  • Increased engagement
  • Increased visibility

Social Media Campaigns

Social media campaigns are not the same as contests. Campaigns are long-term efforts to raise awareness, increase brand reach, grow advocates and get great media coverage. Most often social media campaigns incorporate multiple platforms and often reach outside of social media, incorporating traditional efforts.

There are virtually limitless types of social campaigns. The more creative, out-of-the-box and targeted the better.  When done correctly, campaigns can be much more impactful than contests because they’re about more than “winning.” Messages last longer and often have further reach. 

While there are many benefits of social campaigns, there are still some hurtles you’ll have to overcome, resources being one of the largest. The keys to a successful campaign are creativity and visibility. Take the time to understand and clearly define your campaign goals and then formulate the right campaign.

Here’s an example of a successful social media campaign:

Nike at the Olympics:#FindGreatness’

Purpose:

  • Draw limelight away from Adidas during the Olympics
  • Leverage timely opportunity

Success:

  • Adidas, spent tens of millions of pounds as official sponsor, ran a campaign featuring Team GB athletes and the hashtag ‘#takethestage.’
  • More than 16,000 tweets associating Nike with the word Olympic between July 27 -  August 2 compared to 9,295 for Adidas.
  • Nike attracted 166,718 new Facebook fans during the Games versus 80,761 for Adidas.
  • Nike achieved a 6% growth in its number of Facebook fans and a 77% boost in engagement on its Facebook page compared to 2% and 59% respectively for Adidas.

Curious about how a social contest and campaign can enhance your businesses? Tilson PR has a strong and experienced social media team that can help your businesses leverage social contests and campaigns!

Read 162808 times Last modified on Friday, 01 March 2013
Meaghan Edelstein

Senior Social Strategist

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