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How Strategic Promotions Can Positively Impact Your Brand
Presented by Dave Kerpen, CEO, @LikeableMedia
Maya Grinberg, Social Media Manager, @WildfireappSeptember 25th, 2012
http://bit.ly/PromoWebinarhttp://slideshare.net/Likeable
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Today’s Presenters
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Dave KerpenCEO, Likeable Media
@davekerpen
Maya GrinbergSocial Media Manager,
Wildfire@papayamaya
Have a Question?
• Tweet questions to @LikeableMedia or use the hashtag #likeable
• Ask questions on our Facebook page at
fb.com/LikeableMedia• Use the chat bar in GoToWebinar to
ask questions
Questions
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What’s Inside
• Meet Likeable • The evolution of promotions• Why are promotions important?• Sweepstakes vs. Contests• How to show ROI• Tips for success• Case studies• Grand Prize, Q&A
What’s Inside
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The Evolution of Promotions
From this…
The Evolution
To this…
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Why Are Promotions Important?
Drive traffic online and offline
Why are promotions important?
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Increase brand awareness
Why are promotions important?
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Surprise and delight customers
Why are promotions important?
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Engage users and grow fan base
Why are promotions important?
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Gain consumer data and insight• Build your email database
Why are promotions important?
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Generate leads and sales
Why are promotions important?
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Sweepstakes vs. Contests
Sweepstakes: The chance based promotion
Contests: Skill based promotion
Sweepstakes vs. Contests
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Sweepstakes
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Contests
*Client
Other Promotion Types
Coupons
Quizzes
Trivia
Group Deals
Polls
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How To Show ROI of a Promotion
How To Show ROI of a Promotion
Develop a clearly defined goal • Establish KPIs to determine ROI
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How To Show ROI of a Promotion
Put the right system in place
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How To Show ROI of a Promotion
Track progress and measure results
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How To Show ROI of a Promotion
Adjust strategy based on key learnings
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Tips For Success
Tips For Success
Pick the right prize for your community
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Tips For Success
Plan Ahead• One of the biggest reasons promotions fail
is due to lack of planning
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Keep It Simple• Execution is more important than the
concept• A concise message, clear call to action and
good user experience is key • Make it easy to share
Tips For Success
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Leverage Partners• Sponsors can increase the prize value• Technology partners can make it easy to
create and manage the promotion
Tips For Success
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Promote Your Promotion
Tips For Success
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Follow Facebook’s Promotion Guidelines
Tips For Success
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Use a third party application
Tips For Success
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Landing Page Layout:6 Best Practices For High Participation & Lowered
Bounce Rates
Don’t make users scroll
Tips For Success
If a user has to scroll in order to understand what to do next, you’ll lose him.
While screen sizes are different, displaying content in top 300 pixel space is the general rule.
Responsive design for mobile is important.
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Tell users how easy it is
Tips For Success
Treat your instruction as a headline.
How do you want the user to engage? What will he get if he does?
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Show examples of what you expect
Tips For Success
Asking for something specific? Show users an example of what you expect, so they can mimic it. #Likeable
Simplify the instruction
Tips For Success
If your engagement application needs user interaction, make your instructions simple and explicit.
Asking users to write something, and looking for quantity? Stick to “closed” statements, leave little room for interpretation.
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Ask questions that are aspirational
Tips For Success
Struggling to think up some “closed” topics to encourage an engaging conversation and interactions?
Consider aspirational topics, such as “ideal” adventures, “dream” vacations, and other things people aspire to.
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Do the 10 second test
Tips For Success
Make sure you’ve done your landing page right by giving it a 10-second once over.
Do you understand its purpose? What are you, as a user, supposed to do on it?
How clearly is your intended engagement activity coming across?
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Likeable Promotions: Case Studies
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Get Results Today!
• Likeable drives ROI for organizations through Wildfire promotions.• For more information
email Gaby Piazza at [email protected]
• How can you measure the success of social media? Request our Free ROI Ebook today: http://bit.ly/ROIebook
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Thank You!Questions/Grand Prize/Feedback
Dave Kerpen, CEO, @LikeableMedia http://[email protected]
FB.com/Dkerpen@DaveKerpen
FB.com/LikeableMedia@LikeableMedia
