There are a few key characteristics of promotions on social media that make the best stand out from the rest: sociability is engrained in the experience, rewards being offered justify the requirements for entry, and they have a clear and distinct purpose. There are, of course, other factors that contribute to the excellence of social media promotions, but in my experience, these three are the most frequently overlooked.
INCLUSION OF SOCIABILITY
A major premise of social media is that experiencing anything on web socially makes it a richer, more rewarding or useful experience. Despite this, so many social media promotions are completely devoid of anything that makes them social. Ideally, a promotion run on any social media platform will have a core element of sociability built into the experience of participating. By doing this, you will foster a stronger sense of community, increase the chances of generating real conversations about your brand, and maximize the amplification of your promotional effort to a broader relevant audience.
REWARDS THAT JUSTIFY THE ASK
Every promotion requires an entry mechanic. In the world of social media, this can range from simply re-tweeting an update on Twitter, to film submission competitions, and even more challenging and involved mechanics. When you are working through the framework of your social media promotion, make sure that the reward you are offering will adequately justify what you are asking participants to do for entry. If you’re asking for people to shoot, edit, upload and vote on video of themselves and their friends living for 30 days in an underwater life support capsule, you really should be offering up more than a $2 coupon for paper towels.
This is a really basic point, but one that I find is often overlooked. Before diving in head first to executing a social media promotion, you really need to figure out strategically what you are hoping to accomplish. If the purpose of running your social media promotion is for email acquisition, the whole structure of the program should be dramatically different than if the purpose is to increase brand loyalty. Without a clearly defined purpose, you won’t have the basis on which to make any decisions about how to create a successful promotion.
In your experience, what are some other contributing factors to a successful social media promotion?
How have you engrained sociability into a promotional experience?
Do you know of any particularly great social media promotions that you’d like to share?
Please share your thoughts in the comments, or on Twitter @RGBSocial. It’d be great to hear from you.
Photo Credit: Veer (Photoshopped and put in layout)