And the winner is…
Using social competitions to compel user engagement
Social competitions or contests are typically activated to help attract, engage, understand and grow your customer base across one or more marketing channels. There are a number of different strategies which can be used, but by far and away the most important point in navigating the competitive world of social contests, is that the entry mechanic is simple. Among the popular ways to compel user participation are some very simple strategies which can be used as the foundation from which to build your creative campaign:
Ask users to like or follow your brand’s social media page(s) to enter.
Post content and encourage users to ‘like’ the page for entry.
Encourage users to share your content with their friends and networks for entry.
Vote for your favourite item from a shortlist of options to enter.
Ask for user-generated content to be uploaded and include a rights management workflow for entry.
Research is telling us emphatically that people are far more trusting of peer endorsement than advertisements driven directly from brand to consumer. So invite users to create content for you. Better still, aggregate that content stream to your website or promotional microsite via our social hub.
How to integrate a competition as part of your digital strategy
A competition mechanic can be integrated with Crowd Convergence social walls, our social hub or polls widgets to reward users by random selection, or for attracting the most votes, providing a correct answer, or other creative selection or judging process of the same. A well-executed campaign won’t just appeal to the contest hunters, but work to achieve strong social conversion. We’ve got many successful case studies of brands working with us who have successfully delivered brilliant social competitions.
For sporting events social competitions offer particularly strong activation potential. The rights holder can offer (by commercial arrangement or in-kind) the contest opportunity to a partner to activate during a match. This can be as simple as a randomly selected fan who has posted a pic to our social wall. Crowd Convergence can develop a custom animation and creative reveal of the winner which can feature a partner brandmark and brand messaging. Social contests in this environment can be a revenue driver for the rights holder and a powerful activation strategy for the sponsor brand to increase their social marketing ROI as part of their broader partnership.
For live events, agency-led digital activations and corporate brand campaigns, social competitions play a huge role in driving user engagement. It is critical that as well as a low barrier to entry, competitions appeal to the interests of the target audience, where the prize relates to the brand and the promotion.
We can build your competition with whatever flavour you like
Even if you decide that your contest will play out on one platform, you can still use multiple platforms to amplify your message. Crowd Convergence can give you the technical grunt to achieve a whole-of-campaign approach. If you want something a little unique, we can custom build it for you. We’ve done it for many hundreds of clients before you and our dev team love a good challenge. For high volume campaigns and contests drawing a lot of interest, Crowd Convergence can provide a moderation service to manage the flow of entries over night, on weekends and through other periods of marketing craziness. Of course, our platform has a very sophisticated filtering engine and in-built moderation which means that your campaigns can be managed completely in-house. But for those times when you just want to hand it over to the experts, we’ve got your back. Get in touch to ask us how.