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Adam SchoenfeldCEO, Cheddr Media

Primer on Twitter Contests

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Contests are an effective mechanism to build & enhance your Twitter influence

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Why Twitter Contests?

1. Acquire followers

2. Drive traffic or user actions

3. Engage followers & customers

4. Gather feedback/spot research

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Moonfruit created a simple, relevant structure that aligned with contest goals

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Acquiring Followers + Traffic: Moonfruit

Relevant prize for target audience

Participants required to follow @moonfruit to win

Retweet copy includes link to landing page (drives traffic)

Dead simple CTA for users to participate

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Moonfruit’s contest was a massive win driving huge spikes in followers & traffic

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Moonfruit Success Metrics

Pre-Contest: ~800 followers

Post-Contest: 30K+ followers

480K+ Clicks to Landing Page

Top Trend

FOLLOWERS TRAFFIC

http://bit.ly/info/96bxC

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Big Traffic spike was followed by a sustained increase

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Moonfruit Success Metrics Continued

Pre-Contest 3 month average:

177K monthly UVsPost-Contest 3 month average:

205K monthly UVs

Traffic data from Compete.com

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Contests can be an effective mechanism to drive interaction with followers

• Typical 48 hrs period = 5 @ replies• During contest = 70 @ replies

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Engaging Followers: Justin.tv

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Twitter contests are a quick method to solicit customer feedback

• Incentivized single question surveys• Responses to product or feature launches• Start a customer dialog• Align responses with public twitter data for

deeper insight – location, bio, affinity• Prize = optional

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Feedback/Spot Research

Good option for B2B companies with small follower base

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Sweepstakes law can be a pain

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Other Tactical Considerations

Contest Rules– $600, $5,000– NY, FL, RI

IRS FORM 1099

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Have a plan to create initial awareness and measure results

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Other Tactical Considerations

Driving Awareness– DIY vs. Partnership– Media– Influencers

Measuring Results– Follower growth, @mentions, hashtag use, clicks– Bit.ly, Tweetmeme, Twitter counter, on-site analytics

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How could Avelle use Twitter contests?

• Followers? • Engagement? • Traffic & Registrations?

• Match CTA to goals• Keep it simple• Relevant prize for audience• Let users be creative

• Partnership with Fashion bloggers/writers? Celebrities?

• Push in established channels

• Follower growth and participant demographics (are they targeted?)

• Click through, @replies/RTs

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Hypothetical Use Case: Avelle

STEP 1: Set Goals

STEP 3: Promote

STEP 2: Structure

STEP 4: Measure

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THANK YOU

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Adam SchoenfeldCEO, Cheddr MediaMail: adam@cheddrmedia.comMy Tweets: @schoenyCompany Tweets: @cheddrmedia