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Social Media Strategy : Using Competitions to Boost Engagement
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Odimax
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Social Media,
Tips
14 November 2012
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Sport is always a popular topic on social media, and even for those who aren’t fans of the game (myself included! -Liz), it’s been difficult to avoid the football tweets today as ‘England’ has trended worldwide for much of the day.
Tonight England take on Sweden in a friendly match which marks Captain Steven Gerrard’s 100th cap for the England team, entering him into an exclusive club of footballing elite. To mark the occasion Gerrard’s sponsor, Adidas, have specially designed a pair of custom Predator LZs for the national captain.
The creation of the boots was announced on Twitter alongside a competition which has gained nearly 1000 RTs since it was posted shortly after 11 o’clock this morning.
By offering a prize which is relevant to news stories of the moment, and asking entrants to simply follow the account and ReTweet the post to be in with a chance to win, Adidas have massively increased the spread of their message, and increased the number of engaged followers of their account.
The Adidas social media team have been quick to respond to posts to the account, acknowledging and encouraging their fans and brand advocates, thus further boosting sentiments surrounding their brand.
Could you use competitions and current events to boost your social media fan engagement? Here are our top tips for maximising your campaign success.
Have you run any competitions on social media? What are your top tips?
Tonight England take on Sweden in a friendly match which marks Captain Steven Gerrard’s 100th cap for the England team, entering him into an exclusive club of footballing elite. To mark the occasion Gerrard’s sponsor, Adidas, have specially designed a pair of custom Predator LZs for the national captain.
The creation of the boots was announced on Twitter alongside a competition which has gained nearly 1000 RTs since it was posted shortly after 11 o’clock this morning.
By offering a prize which is relevant to news stories of the moment, and asking entrants to simply follow the account and ReTweet the post to be in with a chance to win, Adidas have massively increased the spread of their message, and increased the number of engaged followers of their account.
The Adidas social media team have been quick to respond to posts to the account, acknowledging and encouraging their fans and brand advocates, thus further boosting sentiments surrounding their brand.
Could you use competitions and current events to boost your social media fan engagement? Here are our top tips for maximising your campaign success.
- Be relevant. Companies often try to jump onto news stories which are unrelated to their industry or which have more serious overtones. Don’t draw bad press like these brands did when they tried to jump onto the back of Hurricane Sandy.
- Set clear entry criteria (follow, RT, comment, use a #hashtag…) so people know exactly what they need to do to enter.
- Set a deadline for entries and a time when the winner(s) will be announced.
- Share you competition across platforms to maximise the spread and impact of your message.
- Create a unique #hashtag (Adidas’ #AllIn is not unique to them. If you want to be able to easily track the spread of your message and those tweeting about your competition, create a tag which is unique to your brand and use monitoring software to track it).
- Increase engagement by responding to queries and commenting on entries. Aim to engage entrants in an extended conversation, and start to build a relationship with active and engaged users.
- Announce your winner(s) publically (following the schedule you previously announced) so they can share the news of their win and other entrants can see who pipped them to the post and share their congratulatory messages and envious tweets.
- Follow up with post-competition engagement with entrants. A great way to keep them engaged is by offering a special offer or discount to those who entered your competition. Keep conversations going and add value to turn your new followers into engaged brand advocates.
Have you run any competitions on social media? What are your top tips?
