Feel free to consider this part three of my Twitter tutorial. In this entry however, I will walk you through the steps of a social media contest at KVSC 88.1FM where we incorporate both Facebook and Twitter. So far at KVSC, we have only done concert ticket giveaways as a social media contest. We are planning to do a costume contest during Trivia Weekend to coincide with the theme Superheroes of Trivia. That contest will be on Facebook only and participants will post photos of themselves in their superhero costume on our wall and winners will be chosen by number of likes and comments. That should be fun.
The process is really pretty simple and it gets even easier when you limit the contest to just Twitter (Mashable has a great “how to” on Twitter contests). First, decide what your marketing goals are–create brand awareness, find out more about your customers, increase engagement, etc. Once you decide why you are doing a social media contest, figure out how you want to achieve your goals. At KVSC, our main focus is to increase engagement with our listeners and hopefully drive traffic to our website and to increase overall listenership.
Second, you need a game plan. Now that you know your marketing goals, it’s time to lay down some rules. This is almost too simple for something such as a concert ticket giveaway. For Facebook, just state the rules in a status update. That’s basically it. Remember to tag appropriate pages (in this case KVSC and First Avenue) and provide any additional links. Here’s an example:
KVSC – 88.1FM is giving away ONE pass to ALL CONCERTS at First Avenue & 7th Street Entry for the remainder of 2010! Simply hit the “Like” button at the bottom of this message to win! For and additional entry, visit http://twitter.com/kvsc881fm and retweet the contest message. Visit http://www.kvsc.org/ for full details.
Then do the same on Twitter, only now, you are restricted to 140 characters or less. Also, you may want to add a unique hashtag to monitor and help in promoting some aspect of the contest (or your company, cause, etc). Remember to use @mentions where appropriate:
@kvsc881fm – giving away ONE 40th Anniv. Pass to ALL concerts @Firstavenue for ALL OF 2010! Retweet to win! http://kvsc.org/ #KVSC1st_ave
Be sure to have information on your website with full details and promote in anyway possible. For KVSC, we usually make an on-air push and promote in our monthly e-newsletter. Once you have made your posts and promoted the contest a little bit, sit back and watch. When the deadline comes, compile all the valid entries and draw a winner (or winners) from a hat. Notify the winners and do a simple follow-up to everyone else via another post, and you’re done!
The best thing about social media contests is it’s very easy to measure your success. For Facebook, look at the number of likes, comments and any increase in new people who like your page. For Twitter, count the number of retweets and any other interactions.
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