Professional Documents
Culture Documents
The Complete
Guide to
Facebook
Contests and
Promotions
wishpond.com
Table of Contents
Chapter 2- How 3rd Party Contest Apps Work on Your Facebook Page 10
Chapter 7- Collecting Contact Info and Social Data via Facebooks Open Graph 24
Glossary 40
wishpond all-in-one
marketing suite
... is the easiest way to run great marketing campaigns on
every channel:
Facebook Pages
Twitter
Pinterest
Websites
Mobile
Local
In this ebook youll learn everything you need to create successful contests and maximize their benefit to your
business:
Types of
Facebook
Contests
There is no shortage of options for creating engaging contests on Facebook.
But before you choose one, you need to ask yourself one question:
To answer this question, you need to go one step deeper and answer two more questions (Inception!):
a. If your goal is to simply get new Facebook fans or increase your email list, then a Sweepstakes is best. Its simple and it has a very
low barrier to entry. This option will maximize your number of entrants.
b. If your goal is to make immediate sales then you can run a group deal, or offer a coupon to push users to buy right away.
c. If your goal is to build a bank of user-generated content to have users vote on and use in the future, then a Photo, Video or
Pinterest Contest is the right choice.
If the answer is a low number (<1000 people talking about you in the past week), that means that your fans are not very engaged
with your Facebook Page and/or you dont have a very large fan-base to begin with.
If you are at this point, we recommend running a Starter Contest - which include Sweepstakes and Vote Contests - which have very
low barriers to entry and will entice a higher percentage of entrants than a contest that requires them to submit a photo or video.
If you have over 1000 people talking about you in the past week, then you are in prime position to run an Intermediate or Advanced
contest which require users to create something or make a purchase to enter. See a full list of different contest options below:
STARTER CONTESTS
Starter Contests have the lowest barrier of entry to any contest. Users simply need to enter
their contact info and click a button to enter:
Intermediate Contests require users to submit a piece of user-generated content to enter your contest, but the type of content is
easy enough for most users to create:
Photo Contests are an easy way to entice users to upload a photo and have the
community vote on their favorite to win. With the popularity of camera phones these days,
taking a photo is a very easy thing for most users to do. To maximize entries, choose a
photo theme that is easy for most users to get a photo of.
PHOTO Also - photos are the best type of content, as they are eye-catching and easy to digest, so
CONTEST this is the most recommended type of contest that requires user-generated content.
Advanced Contests require users to upload a more time-consuming piece of content or actually pay money to get something. This
will require a very large audience (over 10,000 fans minimum) to be successful, as only a very small percentage of users will take the
time to enter:
Entice users to create a video and submit it to win a prize. This is bit harder to do than
simply taking a photo, but it has the potential to give you great user content for your
brand. Just like in Photo Contest, the community votes on their favorite to win.
Video
CONTESTS
All apps come with a default image, but you can change it to fit your brand and contest by following these steps:
If your Contest Tab is not one of the top 3, it will not be seen unless you click on the drop-down arrow, which very few users will. To
place it in the top 3 follow these steps:
Incorporating
your Brand in
Creative Ways
Maximize your Contests by including your brand in interesting ways. This will boost the amount of people
actually talking about your brand - as opposed to simply talking about the contest itself!
Here are some easy ways to incorporate your brand into your contest:
Let entrants decide on your next product line or marketing campaign via a Vote Contest
Have entrants caption a photo of one of your products in a Photo Caption Contest
Have entrants create boards on Pinterest that include their favorite items that you sell
Have entrants write an essay about how they use your products or why they like them
so much
Have entrants enter a photo of themselves using your products or at your business
Make sure the Title of your Contest and the Contest Image incorporate your brand - as
these are the things that will get shared and will be seen the most.
Using
Facebook Ads
to Boost
your Contest
Facebook Advertising is a powerful platform to target new users and give your contest a boost!
To use Promoted Page Posts to promote your contest follow these steps:
1. Make a post on your Facebook Page that includes a link to your contest
2. Go to that post on your Facebook Page and click Promote Post in the bottom-right corner of the post
3. Set your budget (see below for budget recommendations)
- Promoted Posts last for 3 days - so you need to make a new one every 3 days
If you have under 500 fans, Facebook does not allow you to run Promoted Posts, but you can run a Promoted Page
Post (Yes - it is different than a Promoted Post).
To use Promoted Page Posts to promote your contest follow these steps:
1. Make a post on your Facebook Page that includes a link to your contest
2. Go to www.facebook.com/ads
3. Select your Facebook Page
4. Select Promote Page Posts
You can target those users with the Precise Interests feature. In this field you can enter your competitors names and
target their Facebook fans. You can also target based on Broad Categories, including Maritial Status, wider interests
like Food & Drink and Jazz/Blues music
Keep your audience to approximately 100,000 people - this is the optimal size of a group
that you want to target.
If youre over 100,000: Limit the ages and geography to your most targeted groups and decrease the number of
Precise Interests you have selected
If youre under 100,000: Add more Precise Interests to target a larger number of users who have interests related to
your business/industry
Cross-Channel
Promotion
Use the Following Guidelines for Promoting your
Contest Across Different Channels
Post to Twitter once per day (Tweets get lost extremely quickly, so you
very rarely need to worry about spamming your Twitter followers as only a
small percentage will see each tweet due to the sites constantly updating
nature.)
Send one email to your email list (getting multiple emails about the same
thing will get you an unpleasant number of unsubscribes.)
Add a banner to the home page of your website for the duration of your
contest (have it click-through to your contest on your Facebook Page in a
new browser tab)
Promote in-store and on the street using posters that include QR codes,
NFC chips and short links for users to enter on their mobile phones
Like-gating
Explained
The easiest way to increase Likes for your Facebook Page - within
Facebooks Promotions Guidelines is to like-gate your contest.
Through the Facebook Open Graph, 3rd party apps can detect whether a Facebook user has liked your Page or not, so only non-
fans will be shown this image.
Once a non-fan likes your Facebook Page, the app will automatically reload to show the default entry or voting page on which the
user can enter the contest.
Most 3rd party Facebook apps, including all of Wishponds, have like-gating as a built-in feature, so that they can easily be enabled
for any of your contests.
Here are some examples of specific contest actions that are not allowed:
Commenting on a picture on a Facebook Page to enter a contest
Posting a Facebook Pages Wall to enter a contest
Having a winner of a contest be determined by the number of likes their entry receives
Having users post something on their own Wall in order to be eligible to win a contest
Most 3rd party Facebook apps, including all of Wishponds, have default like-gate
images that look great and are tailored to the type of contest youre running.
Wishponds default Video Contest
Like-gate image
Collecting
Contact Info
and Social Data
via Facebooks
Open Graph
One important stipulation in Facebooks Promotions Guidelines is that you cannot contact a contest winner via Facebook. This
means that you need to collect an entrants email address and/or phone number upon entry in order to contact them.
You can collect entrants email addresses automatically via Facebooks Open Graph, but having entrants opt-in by entering their
email address manually is the best way to go to avoid being marked as spam.
When a user enters a contest, they will be asked to connect with the contest app in a pop-up window that appears. This pop-up will
describe the app, which data will be transferred through the app to the business running the contest, and what the business has
permission to do to their account.
These are the two Permissions that Wishpond apps (and most other Contest apps) ask for in this
transaction:
1. Basic Information: This includes age, gender, location and Facebook Likes of a user. This information allows you to analyze who
your users are - and send targeted emails by segmenting users based on these data points - directly within your Wishpond account
2. Ability to Post on the users behalf (optional): This allows our application to make a post on the users wall that invites each of their
friends on Facebook to enter your contest
What is the typical drop-off rate that occurs due to this transaction?
Businesses normally see a ~10% drop-off due to some users not wanting to complete this transaction. This is definitely worth the
drop-off - not only do you get to see in-depth analytics about your users, but you also get reach to each entrants entire Facebook
network through the invitation that is posted on their wall. And this reach is much more effective than an ad.
Chapter 8
Measuring
Contest ROI
How do I know if my contest was successful? What ROI should I expect?
Every contest will get different results depending on many factors - below is a list of
returns you can expect from running a contest:
New Sales (this occurs for both group deals and other contests. You will find out how to
follow-up with entrants to convert them into sales in Ch. 9, Following-up with Contest
Entrants )
In Wishponds Merchant Admin you can view participation statistics in real-time to see
how effective each promotion is that you make for getting contest entrant
You can use Wishponds Analytics to see exactly which demographics are entering your
campaigns to see if your contest attracted the desired types of customers
You can use Google Analytics to track conversions from the follow-up emails sent to
contest entrants to see how many purchases were made post campaign
Following-up
with Contest
Entrants
In terms of turning contest entrants into customers, this is the most important step.
Follow these 3 easy steps for following up with entrants to maximize your contests
PR and sales potential:
This will make users happy to associate a real person with winning the prize, and will compel the winner to
share about your brand and the contest with his/her friends
This will also alleviate any concerns/grievances that some entrants may have that no one was actually
awarded the prize stated in the contest (these concerns arise much more often that you think!)
2. Email the winner and ask them to send a picture of themselves with the prize when they receive it (this image
is BIG for your companys PR!)
Losing is not a nice feeling - even when its in a contest. Make every entrant feel like a winner by sending
them an exclusive prize - such as a 25% off coupon to your business - and telling them to stay tuned to your
Facebook Page for your next contest.
Facebook
Contests
for Mobile
Nearly 40% of Facebook users access the site on their mobile phones.
If your contest is not optimized for mobile then you are missing out on this massive group of users.
Why?
Currently Facebook does not support 3rd party applications in any of its mobile environments - including their mobile apps and
mobile website.
All of our apps come with a unique redirect link that can be used when promoting your contest.
When you send out a contest promo, include this redirect link as the contest call-to-action. When
a user clicks on it, our system checks to see if they are on a mobile/tablet device or a desktop
computer:
If the user is on a desktop they will be directed to the contest on your Facebook Page
If the user is on a mobile/tablet device they will directed to a mobile webpage (hosted by
Wishpond) where users can enter and engage with your contest, just as if they were on
Facebook
Facebook Policy
& Promotions
Guidelines
Although it may seem overwhelming, Facebooks Promotions Guidelines are pretty simple.
And if youre using a 3rd party application like Wishpond, your contest will be designed to fit
within these guidelines, so you wont need to worry about it!
Meaning: Promotions cannot be run directly on a Facebook Pages Wall - it must be housed
within a Facebook Page Tab, or on a separate Facebook App Page.
Meaning: You must explicitly state that you the merchant are running this contest and that
Facebook is not involved with it in any way (Wishponds applications have this disclaimer
built-in).
Meaning: You cannot use a Facebook feature - such as liking or checking in - as a condition to
enter a contest
Meaning: You cannot use a Facebook feature - such as liking or checking in - as the means of
entering a contest
You must not use Facebook features or functionality, such as the Like button, as a voting
mechanism for a promotion.
Meaning: You cannot use a Facebook feature - such as the like button - as a way for users to
vote on contest entries.
You must not notify winners through Facebook, such as through Facebook messages, chat,
or posts on profiles (timelines) or Pages.
Meaning: You must use email, phone, etc. to contact contest winners. Wishpond Contest apps
allow you to ask for this information upon entry, so you will not be stuck!
Case Studies
YYOGA
We recently had the pleasure of working with Canadas largest yoga company,
YYoga, who used our Social Offers product to run a special offer launching their
newest studio in the beautiful suburb of Kitsilano, Vancouver, B.C.
This offer was a great demonstration of the power of Social Offers, and we
wanted to share some of the details with you.
The YYoga offer was a resounding success, even a few of the Wishpond
members took the offer and got on board with YYogas classes. We can report
that we feel extremely relaxed, and ready to dream up the next great product to
help you promote your business.
A successful Social Offer starts with a Aside from a great offer, one of the keys to The YYoga offer reached the maximum
great offer that gets peoples attention. running a successful Social Offer is to let number of participants (1000) in less than
as many people know about it as possible. 48 hours.
YYoga started out with an amazing offer: The more people you can notify, the more
$25 for unlimited classes at their beautiful people start to participate, spreading your Total participants: 1,000
brand new studio for the remainder of offer far and wide. Redemption rate: 60%
June, this launched on June 13th and was Total pageviews: 4,728
a discount of more than 60%. YYoga got the offer off to a great start by Potential reach: 418,985 (this is the sum of all the
letting everyone they knew know about friends of all the participants in the offer therefore the total
it. They sent an email to their email list, number of people who potentially could have seen the offer in
they tweeted about it, they wrote a post their news feeds)
Diamond Candles is an online retailer that sells soy candles with embedded
jewellery. This perfect union of desirable products is a unique and enticing
offering. It is attracting considerable interest from the female 25-54
demographic segment. By combining two of that markets favorite products in
one they have created a great social media story.
With a well segmented target market every time an entrant shares their
participation, they are also sharing with their friends who will likely have similar
demographic and psychographic characteristics.
Diamond Candles challenge was the Every week Diamond Candles ran a In under a month of using Wishpond,
need to grow their brand and their sales Wishpond Sweepstakes on their Facebook Diamond Candles generated over 25,000
through the use of social media. They page. Each promotion was a simple leads, without using any additional
wanted to grow both their fans and their giveaway ranging from $25 $70 for advertising. Since Wishponds tools are
fan engagement. They had used other merchandise from their online store. The able to function on mobile devices (in
campaign tools before but they fell short. Wishpond tool, on a permission basis, comparison with other promotional tools)
As a secondary challenge they were is designed to automatically post users their participation rate was up significantly.
unable to engage users while they were participation on their wall. Diamond Candles illustrates that you dont
browsing Facebook on mobile devices. need to giveaway $1000s to get peoples
attention. As long as its something theyre
interested in, they will enter.
Appendix B
Pro Tips
Pro Tips for Maximizing your Contest
a. If you are using Promoted Posts: Make one post every 3 days (as this is how long a Promoted Post will
run for).
b. If you are not using Promoted Posts: Make one post every day
3. Run contests frequently (1-2 per month) - this will keep users engaged with your Page, which will boost your
Pages EdgeRank and in turn create more and more engagement with your Facebook Page (yes, just like a
snowball!)
4. Unless youre an electronics retailer (such as Apple), never give away an iPad as a prize. People who enter your
contests will be interested in the iPads, not your brand.
a. Converting those people into customers of your products will be next to impossible. For this reason,
always make the prize a gift card to your store, or an item you sell.
5. Post your contests on popular contesting websites. These websites attract thousands of users per day who
love to enter and share contests. They can bring you tons of entrants, especially if you dont currently have much
engagement on your Facebook Page.
Non-fan: A Facebook user who has not Liked a Facebook Page in question
Contest: Any Promotion, Contest, Giveaway, etc. that a user can participate in to win a prize, get a coupon, etc.
Facebook EdgeRank: This is Facebooks version of Google PageRank - it determines how likely a fan is to see a
post your Facebook Page makes.
- The more engaged a fan is with your Page, the higher your Pages Edgerank will be, and the more
likely it will be that your fans will see your Facebook posts.
People Talking About This: The number of Facebook users who have interacted with a Facebook Page in the
past seven days.
Like: A Like occurs when a Facebook user clicks the like button on an object - a Facebook Page, Facebook
Post, website, etc.
Written by:
Nick Steeves
Director of Marketing
Wishpond
wishpond.com