how strategic promotions can positively impact your brand

How Strategic Promotions Can Positively Impact Your Brand

Presented by Dave Kerpen, CEO, @LikeableMedia

Maya Grinberg, Social Media Manager, @WildfireappSeptember 25th, 2012

http://bit.ly/PromoWebinarhttp://slideshare.net/Likeable

#likeable

Today’s Presenters

#Likeable

Dave KerpenCEO, Likeable Media

@davekerpen

Maya GrinbergSocial Media Manager,

Wildfire@papayamaya

Have a Question?

• Tweet questions to @LikeableMedia or use the hashtag #likeable

• Ask questions on our Facebook page at

fb.com/LikeableMedia• Use the chat bar in GoToWebinar to

ask questions

Questions

#Likeable

What’s Inside

• Meet Likeable • The evolution of promotions• Why are promotions important?• Sweepstakes vs. Contests• How to show ROI• Tips for success• Case studies• Grand Prize, Q&A

What’s Inside

#Likeable

#Likeable#Likeable

#Likeable

#Likeable

#Likeable

The Evolution of Promotions

From this…

The Evolution

To this…

#Likeable

Why Are Promotions Important?

Drive traffic online and offline

Why are promotions important?

#Likeable*Client

Increase brand awareness

Why are promotions important?

#Likeable

Surprise and delight customers

Why are promotions important?

#Likeable*Client

Engage users and grow fan base

Why are promotions important?

#Likeable

Gain consumer data and insight• Build your email database

Why are promotions important?

#Likeable

Generate leads and sales

Why are promotions important?

#Likeable*Client

Sweepstakes vs. Contests

Sweepstakes: The chance based promotion

Contests: Skill based promotion

Sweepstakes vs. Contests

#Likeable

Sweepstakes

#Likeable*Client

Contests

*Client

Other Promotion Types

Coupons

Quizzes

Trivia

Group Deals

Polls

#Likeable

How To Show ROI of a Promotion

How To Show ROI of a Promotion

Develop a clearly defined goal • Establish KPIs to determine ROI

#Likeable

How To Show ROI of a Promotion

Put the right system in place

#Likeable

How To Show ROI of a Promotion

Track progress and measure results

#Likeable

How To Show ROI of a Promotion

Adjust strategy based on key learnings

#Likeable

Tips For Success

Tips For Success

Pick the right prize for your community

#Likeable*Client

Tips For Success

Plan Ahead• One of the biggest reasons promotions fail

is due to lack of planning

#Likeable

Keep It Simple• Execution is more important than the

concept• A concise message, clear call to action and

good user experience is key • Make it easy to share

Tips For Success

#Likeable

Leverage Partners• Sponsors can increase the prize value• Technology partners can make it easy to

create and manage the promotion

Tips For Success

#Likeable

Promote Your Promotion

Tips For Success

#Likeable

Follow Facebook’s Promotion Guidelines

Tips For Success

#Likeable

Use a third party application

Tips For Success

#Likeable

Landing Page Layout:6 Best Practices For High Participation & Lowered

Bounce Rates

Don’t make users scroll

Tips For Success

If a user has to scroll in order to understand what to do next, you’ll lose him.

While screen sizes are different, displaying content in top 300 pixel space is the general rule.

Responsive design for mobile is important.

#Likeable

Tell users how easy it is

Tips For Success

Treat your instruction as a headline.

How do you want the user to engage? What will he get if he does?

#Likeable

Show examples of what you expect

Tips For Success

Asking for something specific? Show users an example of what you expect, so they can mimic it. #Likeable

Simplify the instruction

Tips For Success

If your engagement application needs user interaction, make your instructions simple and explicit.

Asking users to write something, and looking for quantity? Stick to “closed” statements, leave little room for interpretation.

#Likeable

Ask questions that are aspirational

Tips For Success

Struggling to think up some “closed” topics to encourage an engaging conversation and interactions?

Consider aspirational topics, such as “ideal” adventures, “dream” vacations, and other things people aspire to.

#Likeable

Do the 10 second test

Tips For Success

Make sure you’ve done your landing page right by giving it a 10-second once over.

Do you understand its purpose? What are you, as a user, supposed to do on it?

How clearly is your intended engagement activity coming across?

#Likeable

Likeable Promotions: Case Studies

#Likeable

Get Results Today!

• Likeable drives ROI for organizations through Wildfire promotions.• For more information

email Gaby Piazza at gaby@likeable.com

• How can you measure the success of social media? Request our Free ROI Ebook today: http://bit.ly/ROIebook

#Likeable

Thank You!Questions/Grand Prize/Feedback

Dave Kerpen, CEO, @LikeableMedia http://likeable.comdave@likeable.com

FB.com/Dkerpen@DaveKerpen

FB.com/LikeableMedia@LikeableMedia