Figuring Out Facebook Sweepstakes and Avoiding Contest Fatigue
As you may already know, it’s tough to see a brand page on Facebook today without a special offer, contest or sweepstakes. And with good reason: they work! An infographic released this past month by Get Satisfaction and Column Five Media shows that offers, specials and deals are the top reason customers follow brands on social networks. In an age of information overload, it’s not surprising that a personal incentive often proves to be the extra push many people need to click “Like.”
That said, marketers are starting to speculate that "sweepstakes fatigue” may be imminent. Too many contests and consumers will grow weary and unable to differentiate between the noise, so the current cry goes.
Fatigue doesn’t have to occur if your campaign is well designed and carefully planned, however. Sweepstakes, which have long been a critical tool in the marketing arsenal, can remain effective for digital marketers. Here’s a few pointers to help you get the most value out of your sweepstakes programs:
Start with your business objectives and target audience. There are many benefits that can come from a sweepstakes. To effectively design the best program, decide what your primary goals are and who your target audience is. For example, do you wish to attract new users? Engage existing ones? Build out your marketing distribution list? Get insights into the social profile of your fan base? Find out what other brands your users like? What kinds of activities and interests they have?
Design your contest to support your goals. Once you have your objectives and audience defined, you can create a program to attain them. Remember that the user experience and details of your contest will vary depending on what your goals are. For example, if you want your contest entrants to ultimately install your application, you may have a higher level of permissions to enter your contest than you would if you just want them to like your Facebook page.
Greg Brown is vice president of Melissa, provider of global contact data quality and identity verification solutions that span the entire data quality lifecycle and integrate into CRM, e-commerce, master data management and Big Data platforms. Connect with Greg at firstname.lastname@example.org or via LinkedIn.