social media marketing Archives

February 26 2020

Social Media Contests: Are You Following the Right Trend?

Dani Social Media Marketing digital advertising, Social Media, social media contests, social media marketing

More than 70% of Americans have either entered a contest or played an online game. Why do you think this is? According to recent research, social media contests and games are an entertaining way to market certain services. While they give the user the notion that they are playing a fun game, these contests can actually work very hard for a company’s product or service by building brand awareness, generating sales leads, and strengthening relationships with customers.

Of course, being that it’s fun, you’re probably saying, “Great! Let’s do it!” While enthusiasm is certainly wonderful when starting a project, it takes a lot more than just excitement to build an online contest. So, let’s slow down a bit and take a look at what it really takes. Like any platform initiative – yes, this is marketing, even though it feels more like entertainment – putting together a social media contest takes planning.

To break it down, let’s look at it as planning and taking a trip:

Where do you want to go and how will you get there?

Think of the roads you’ll take as the social media platform rules you must follow. Before you set out, make sure you have a clear understanding of each platform’s social engagement rules. We’ll first look at Pinterest, then Twitter, followed by Instagram and Facebook.

Pinterest is like a good pal. “Hey, nothing to worry about, just a few simple rules we’d like you to follow.” Pinterest appears to be the most laid back with their contest rules. The platform actually doesn’t have specific rules for contests, so just make sure you follow a few general guidelines.

Popular Pinterest promotions:

Pin it to win it – Participants simply pin a photo to enter.
Board contest – Contestants create a board around a theme you choose. The board with the most likes/repins wins.

Twitter

Twitter is as equally laid back as Pinterest. Among a few other things, they ask that you “discourage participants from creating multiple accounts to enter your contest and discourage your followers from sending the same tweet multiple times”. You can view Twitter’s full list of guidelines here.

Popular Twitter promotions:

Sweepstakes – Contestants tweet/retweet something to enter a drawing or fill out a form.
Hashtag contest – Create a themed hashtag that asks people to respond with a clever or smart tweet that aligns with your brand or initiative.

Instagram

Now, onto Instagram. Instagram is another platform that keeps its rules for promotions and contests simple, but as a subsidiary of Facebook, it does take them very seriously. Their rules include “you must not inaccurately tag content or encourage users to inaccurately tag content, acknowledge that the promotion is in no way sponsored, endorsed or administered by, or associated with Instagram, and accept full responsibility for the lawful operation of your promotion.” Not too bad, right?

Popular Instagram promotions:

Like or repost to win – Another sweepstakes contest that’s easy to enter. You can have people share a specific photo on their accounts and tag your brand.
Caption this – You post a photo and people can enter by coming up with a creative and hilarious caption. Be sure to filter through any negative comments that may come in along the way.

Facebook

Facebook, unlike its social media compadres, has very strict guidelines when it comes to contests. You can view Facebook’s guidelines here. To give you a broad stroke definition, Facebook makes it abundantly clear that “you, and solely you, are responsible for the lawful operation of your promotion.” Facebook even goes as far to say that each participant must agree to a complete “release” of the platform, acknowledging that the promotion is “in no way sponsored, administered by, or associated with Facebook.” Friend connections and personal timelines must not be used, i.e., (ex: “share on your timeline to enter” or “share on your friend’s timeline to get additional entries,” and “tag your friends in this post to enter” are not permitted). Lastly, Facebook mentions “if you use our service to administer your promotion, you do so at your own risk.”

Popular Facebook promotions:

Sweepstakes/giveaway – The most common; these traditionally generate the most participants.
Photo and/or video contest – Participants simply post photos and/or videos around a specific theme for likes and comments. Whoever gets the most, wins.

What do you need to make this trip happen?

You’ll want to set your SMART goals (Specific, Measurable, Achievable, Relevant, and Time-Bound) in order to learn and build upon your initiative. Setting these goals will provide you with the next-level parameters you must address.

How much should you spend?
How long will the contest/promotion run? (According to kontestapp.com the ideal duration for your campaign is either 25 or 60 days)
What are you hoping to achieve? Increase brand engagement and your following on social? Build your database or generate awareness of a new product or service?
What will you offer as a “prize” and is it worth the participant’s effort to enter?

Do not try this at home

More questions may arise during this process than answers, which is why a social media promotion is not something you simply “throw out there.” Planning and executing a successful social media promotion can be a daunting task… unless you’re a pro. Again, like any marketing initiative, it pays – both literally and figuratively – to seek professional help.

We’re here to help! Have a question? Seeking guidance on any of the above? Contact Ligon Marketing today and we’d be happy to help you plan the perfect social media contest or promotion.

February 3 2020

Influencer Marketing. Influencers Say it Works!

Dani Advertising Tips, Marketing, Social Media Marketing Influencer Marketing, Influencers, social media marketing

What do you think of when you hear “influencer marketing?” If you’re like most people, you might think “celebrity endorsement.” And, while you wouldn’t be far from correct, you’d still be, well…wrong.

Two reasons. One, an influencer is not necessarily a celebrity and, two, an influencer is not necessarily seen as an endorser. Hubspot defines influencer marketing as the “employment of leading, niche content creators to improve brand awareness, increase traffic, and drive your brand’s message to your target audience.” Given the above, perhaps influencer marketing is a marketing tactic that isn’t as daunting as you may have thought.

So, what then, is an influencer? An influencer is an individual who, through building their own personal brand via social media, has established a reputation as an “expert” in a particular industry. What makes them influential is the following they have built on the web, primarily through various – if not all – social media channels. An influencer can be, for example, a consultant/former banker in the financial industry who regularly posts subject matter expert articles on industry sites, within industry-related LinkedIn groups, and in and on well-regarded industry publications and websites.

Influencer marketing has taken on a new importance recently. This importance has been a long time coming. After all, traditional marketing, i.e., advertising, along with more traditional tactics, such as out of home and broadcast, have been going the way of the dinosaur for quite a while and, in their place, are tactics and channels that offer brands the opportunity to build and maintain relationships. The emphasis in today’s marketing arena is on building connections and trust, not sales. Build connections and trust, sales will follow.

Does it really work?

So, what proof is there that this “influencer marketing” thing really works? As the old saying goes, numbers never lie, and influencermarketing.com lays it out like this:

80% of marketers say influencer marketing is effective, and 89% say it works just as well (if not better) than other marketing channels.
71% of marketers say the quality of customers and traffic from influencer marketing is better than other sources.
49% of consumers today depend on influencer recommendations for their purchase decisions, while 60% say they’ve been influenced by a recommendation when shopping in-store.
Google searches for “influencer marketing” grew 1500% in the last three years.
48% of marketers working with influencers say audience relationship is the most valuable factor when considering which influencer to collaborate with.
Influencer marketing strategies focused on branding or engagements generate 8x ROI.
The top three goals of influencer marketing for businesses include increasing brand awareness (85%), reaching new audiences (71%), and generating sales and conversions (64%).

How do you find the right influencer?

Google

The most straightforward way to go about an influencer search is with the help of Google (or any search engine). Remember, an influencer is already creating content relevant to your industry and reaching your target audience. So, a Google search for industry-related terms and keywords will surface experts in those areas.

Social Media

Search various social media platforms. Influencers often have an online profile that will tell you a great deal about them.

Blogs

Look for influencers on social media who regularly post content that’s compatible with your brand image, as well as the products/services you offer. Make note not just of the author’s name but the names of any sources cited.

Talent Agencies

If you’re looking to hire a specific celebrity influencer, you can find them… but, you’ll probably need to go through their agent.

Seek Professional Help

Like any marketing tactic or platform, Influencer marketing is an investment. It takes time and money to seek out and secure a relationship with the right influencer for your brand and product. In order to make certain that your time, and money, are well spent, you might consider engaging a professional marketing agency that can assist you in building a social media marketing strategy; one that includes influencers.