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Competitions for BloggersThe BenefitsThe Challenges The Risks
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@mazur_w #mktfest
Hello!Wojtek MazurI am a co-founder of Elephate Agency
We do #SEO, #CM, #LB for international clients.
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@mazur_w #mktfest
How about a quick competition? ;)
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@mazur_w #mktfest
The Benefits (Our Goals)
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@mazur_w #mktfest
The Benefits (our Goals)
● Access to new audiences
● Targeted traffic
● Blog coverage
● Guest content
● Incoming links
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● Social exposure
● Increase of brand
awareness
● Newsletter subscribers
● Publicity & PR
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@mazur_w #mktfest
Most of those goals can be reached thanks to...
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@mazur_w #mktfest
...relationships with bloggers.
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@mazur_w #mktfest
Why not organize a competition for bloggers to connect with them?
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@mazur_w #mktfest
It is a win - win!
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@mazur_w #mktfest
The Benefits for Bloggers
● The prize itself
● Great PR opportunity
● Promotion of platform & personal brand
● Targeted traffic
● Social exposure
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@mazur_w #mktfest
The Case Study
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@mazur_w #mktfest
The Client
Muscle & Strength
One of the biggest US online sports supplement stores
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The Competition
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Fitness Blog Awards
● Partnered with the sponsor,Dymatize Nutrition
● Voting competition● Users could vote once p. day
@mazur_w #mktfest
The Results
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@mazur_w #mktfest
The Results
● 78 nominated blogs● 6 categories:
○ bodybuilding○ food & nutrition○ fat loss
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○ motivational
○ for women○ health
Dividing a competition to categories is like organizing multiple competitions at once.
@mazur_w #mktfest
The Results
In 2 weeks duration of the competition we achieved:
● 32 433 page views of contest’s landing page
● 18 000 votes
● 683 new newsletter subscribers
● Over 250 links from around 20 unique domains
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@mazur_w #mktfest
The Challenges
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The Challenges
● Selecting the right nominees
Solution: Detailed research & outreach ~ 120 hours
● Participants motivation & engagement
Solutions:
○ Attractive prizes (both for bloggers and voters)
○ Initiating activity
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@mazur_w #mktfest
The Risks
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@mazur_w #mktfest
The Risks
● Discrediting the legitimacy
● Loss of trust
● Complaints & bad PR
Mitigated by:
● Clear rules & transparency
● The vote totals were visible
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@mazur_w #mktfest
The Risks
● Frauds & cheaters
Mitigated by:
● Solid competition software - shortstack.com● Terms & conditions
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@mazur_w #mktfest
The Risks
● Low interest / popularity
Mitigated by:
● Lots of promotion...
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@mazur_w #mktfest
What else have we learnt?
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@mazur_w #mktfest
What else have we learnt?
● Choose a landing page wisely
(subpage vs. social profile)
● Not every blogger is willing to cooperate
To get 78 participants we had to reach out to ~ 120
● Keep developing the relationships
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