6 Reasons Why Your Facebook Contest Failed
3. The prize wasn't compelling enough. The incentive has to be something unique and desirable. iPads may no longer cut it; everyone's giving those away (though I've yet to win one!). Instead, try offering a chance at a brand-relevant prize or, better yet, a unique experience that's hard to come by. This helps separate your campaign from others and will drive participation.
4. The follow-up was poor or nonexistent. So maybe people entered but your unsubscribes are off the charts. It's not enough to simply drive one-time engagement. For your effort to be successful, you need to plan for how to keep your new fans interested.
5. The audience wasn't well targeted. Ensure you've carefully determined who you want to reach and have identified the age, gender, income level, location and interests of your desired public. Identify how and when they want to receive information and act accordingly. Otherwise, you may overshoot your audience or worse, piss them off.
6. Your timing was off. Competing sweepstakes and other events may have gotten in the way. Holidays and national primetime games come immediately to mind, unless you've got enough money to spend on a BCS national championship football game ad. The more you can stay away from large-scale activities that will distract your audience the better. While it may not be possible to avoid all events, holding off launching a sweepstakes for big conflicts will be to your benefit.
As self-evident as these may appear, many marketing teams forget to evaluate a campaign based on these common shortcomings. It's understandable to a point; teams get too caught up in the design and distribution tactics that the big picture is compromised. The reality is that taking a step back and looking at the big picture is arguably the most important step any campaign manager should do before launching a social media contest.