It only seems like yesterday when having a presence on Facebook for businesses was frowned upon and seen like child’s play during business hours. It was something that you did at your own spare time with your own resources. Fortunately, times are changing and Facebook is now the Holy Grail for marketers in Zimbabwe. Businesses are beginning to realise its value and are slowly putting in resources to make it work.
Facebook is the marketer’s utopia, a gold mine where you can get any information about your target audience whether it is their date of birth, whether there are in a relationship or not. You can even find out their mood. But there is a catch as with all good things. You have to give your target audience something of value in exchange for all this information.
You see, to be called a marketer is easy but to climb to the higher echelons of the trade, the one per cent, you have to master the trade and do truly unique things. It’s the same on Facebook in the midst of clutter and race for likes, you have to present a well thought out and unique campaign to draw eyeballs to your page and get your target audience interacting with you.
Buddie is More Pop Quiz
Showing a clear departure from the traditional methods of marketing, Econet used a Facebook Contest to provide awareness of Econet’s products and Ecocash Short codes. The Contest was in the form of a fun yet educative game (quiz) about the Econet’s products and services.
To raise awareness and educate the Customer about Buddie’s products and services and Ecocash Short codes.
• Games played: 840,615
• Number of players: 3,358
• Average number of games per user: 120
From the results gotten it is clear that this might be Zimbabwe’s most successful Facebook Campaign yet by a corporate brand. The exciting thing about their campaign is that it provides a framework that both small businesses and big like can learn from.
#1 Offer a Relevant Desirable Prize
A prize has to be meaningful, relevant and enticing enough to capture the attention of the target audience to get them to play. Econet did not go over the top and offer a car, but rather offered prizes in line with their products. Ipads, Smart Phones, Airtime and 3G dongles.
#2 Provide Method of Entry
A common mistake by marketers executing a contest on Facebook is not providing a proper method of entry which will allow for capturing of fans’ details and information. Many say Like our Facebook Page or share this post to enter. The problem with this strategy is that you lose out on fan details such as Emails or Contact numbers that you need for marketing purposes after the contest.
From the Facebook page under the Buddie is more Quiz Tab, users were asked to register to keep track of their cumulative score and display a leader board.
#3 Offer Social Proof
The herd mentality works in marketing like everywhere else. We tend to follow the actions of other people to provide us with proof as to what is correct and what’s not. If others can do it, I can too.
Econet created a leader board which displayed 10 users with the highest scores as social proof. Users were motivated to keep playing in order to win and to say ‘hey that could be me.’
#4 Turn Fans into Raving Evangelists
Social Media has turned all of us into publishers. We either creating or curating content, sharing or consuming content. A savvy marketer uses social media to help generate traction and momentum for their Facebook Contest.
After playing the game, Econet provided a share button to encourage fans to share in order to earn another entry. They also promoted the game through the radio during Inspired Talk ( A sponsored Radio Programme) as well as in print Media.
#5 Clear End Dates
In his book Influence Robert Cialdini talks about how marketers have used scarcity over and over again to boost sales. The principle says that things are more attractive when their availability is limited or there is competition. The same should be applied to Facebook Contests. They become more attractive when there is a deadline or a clear end date. For Econet they ran the competition for 8 weeks.
Wrapping It Up
There you have it, running a successful Facebook Contest is not Rocket Science. With a clear plan and aggressive execution, one can easily increase engagement and number of likes. What about you? What contests stand out for you? Share with me your thoughts below in the comments section or on any of the social media platforms.