Engagement is key when you want to run a successful Facebook page. Updates with questions, eye-catching photos, and share worthy stories that go viral are all important elements to make your fans more devoted to your Facebook page and brand.
Contests can increase engagement and improve your image but it’s important to have an understanding of what you’re up against before entering the big competition.
Get more fans, likes & engagement
Most marketers believe that matters, as for instance customer service is what the consumers desire on social media. This infographic however underlines that what the consumers really want is exclusive content and promotions which happens to be the box that contests fit into. It could thus be a great idea to make a contest if you want to improve your fan base. You should in this case always make it mandatory to like your page before participating.
Contests can create a stronger relation between fans and your brand. The participants are actually putting an effort in the favour of your brand by joining the contest. Hopefully, the contestants will be so passionate about the competition that it will benefit your edgerank with threads of conversations revolving your brand or the competition. You should keep in mind that with your contest you do not only have a serious but also an open relationship. Therefore it’s important to include a viral element, like ‘share’ or ‘invite a friend’ that can increase the amount of competitors and spread the knowledge about the contest.
Get the permission!
Remember to get your permission text straight. In this text you describe more explicit what the rules are, what the prize involves, and maybe you can also get the approval to send out newsletters to your fans.
User generated content
Contests have many sizes and shapes. They can for example end up generating testimonials, essays, videos, and photos from the contestants. People are participating because it’s entertaining, and perhaps they are eager to win. When the competition is over they have a stronger relation with your brand but they might have forgotten about their contribution. In this case I use the motto ‘One man’s trash another man’s treasure’. Once you remembered to state it in the rules, you are free to create all the user-generated content you like. Don’t be afraid of annoying your fans. Most people love when they get their stuff exposed, especially on an official site. Also consider making a fan section on your Facebook page, which will function as a showcase of the finest examples of your fans’ contributions and express your appreciation of your fans.
What’s in it for me?
When your potential contestants are exposed for your contest, they make a quick decision, should I do this or not? Don’t play hard to get! If you want a lot of contestants, don’t ask for a homemade one-hour video. Make a light level call-to-action that doesn’t demand too much of the contestants.
Another good advice is using photos. This is well-fitted content for Facebook since it’s all about the images, and this type of content is simple to produce for the contestants and easy to understand for everyone.
Secondly, the prize is also an important motivation for the contestant. It should always be in the right context regarding to the brand and it’s strategy.
A vacation to Hawaii seems to attract a lot of people but this also can also sound like an overwhelming prize that is unreachable. Concert tickets, Ray-Bans, or a tablet are on the other hand more realistic prizes and attractive to win.
When you start planning your contest the first question you should ask yourself is what is your goal? Do you want to expand your likes? Do you want to launch a new product? Do you wish for stronger engagement? Afterwards you can plan the contest following this main goal, let it revolve the same social values as your brands’ and maybe include subscriptions. The contest should always go hand in hand with the same goal your brand aims for.
And remember, a contest is not about winning but about participating!