Social Media Contests That Work

It is no secret that running contests on social media (if done right) boosts the company’s following. You can think of it as a good strategy to increase your number of subscribers if you were talking about the email marketing. In a sense, it is very similar: by liking or following you, your fans and followers opt in to receive your company’s messages on a regular basis, which makes it for companies well worth the investment. If the turnout of the contest is good, it can be a pretty cheap way (considering the alternatives like Facebook ads) to boost the number of fans and followers on your social media sites.

In this post I won’t be advising you on how to run a successful contest but rather put on your radar some contests that have been tremendously successful, so you can learn what has worked well and apply these principles for your own contest.

I have decided to pinpoint one for Facebook, Pinterest and Twitter, so if you are thinking about running a contest on any of these platforms, you’ll find good examples to follow below.

TWITTER

Shutterbug Social’s Pre-Contest #MillionDollarPhoto Giveaway

For 4 days, Twitter users can enter Shutterbug Social’s Pre-Contest #MillionDollarPhoto Giveaway. Company used promoted tweets to spread the word on Twitter and the response has been great so far. The contest started yesterday and one day later there have been over 15k mentions and 4,660 tweets with #milliondollarphoto hashtag (when I started on this post 9 hours ago, this number was about 600 tweets lower btw.)

Source: TwitterCounter

Shutterbug Social got over 2.6k followers in two days and is now at 6.5k followers – very curious what it’s going to be on day four. Just a side note, Shutterbug Social is giving away Canon Rebel T3i, Samsung Galaxy S3 &  Canon PowerShot ELPH 110HS to three winners in this contest, not a million dollars (yet).

The tremendous response is to the large point caused by the fact that Shutterbug Social used promoted tweet, which is a sponsored tweet that appears in user timelines or search. Promoted Tweets are priced on a Cost-per-Engagement (CPE) basis, so you pay when someone retweets, replies to, clicks or favorites your Promoted Tweet. Promoted tweets are expensive for most small businesses (over $120k per day) but if you really want to get your tweet across the Twitterverse, they’re a very good way to do so. If you don’t have $120k to drop in a day, you can still run a successful Twitter contest. Twitter celebrity and social media maven, Aaron Lee, wrote a good post about that: http://askaaronlee.com/binkd-twitter-contest/

FACEBOOK

I rarely ever participate in Facebook contests, maybe because I never win or maybe because they are just not fun or simple enough. However, I fell in love with the “Spot the SunSM”  campaign ran by Marriott and Renaissance Caribbean & Mexico Resorts. The hotel giant is giving away 100 free hotel room nights each day in August on their Facebook page. Entering the contest is super easy, fast, and fun, which is partially why it became so popular.  To enter, the Facebook user has to find and click on the sun that can be found in the picture posted on the app. First grader would manage to do it, yet it is still entertaining enough for a college graduate.  Once you find a sun, you fill out short form with name and email (great way to grow their email database this way too) and then you just hope you win!

What also adds to the appeal is that you can enter again if you don’t win, as every new day means a new chance to win. The winners are announced the next day, so the curiosity will have you come back and check the page again (and enter again) before you forget such contest existed.

The page’s Facebook Insights reveal that the contest received a great response. Ever since the campaign launched, the Facebook page has been receiving over 1000 likes per week, way more than before the contest started. The engagement on the page also skyrocketed as the result of the campaign, so kudos to Marriott – nicely done.

If you’re interested in learning more about how to run successful Facebook contests, check out my “Top 10 tips on Doing Facebook Contest “ article.

PINTEREST

Norwegian Cruise Line decided to enter Pinterest with a bang and launched a week-long “Pin to Win” contest on August 15 on Pinterest. The concept is fun and smart as it integrates other social media channels (you have to either tweet or post on Facebook about the contest to finish your entry).  NCL is giving away a seven-day cruise for two in a balcony stateroom to any of Norwegian’s popular destinations such as Alaska, Bahamas, Bermuda, the Caribbean, Europe, Hawaii and more on August 24. To win, the participants need to do quite a few things including creating a special board on Pinterest, repinning NCL’s pin and tweeting/adding a comment on the Facebook page. I must admit it was too much work for me so I didn’t enter but apparently many people weren’t that “lazy”, as the contest board that contains 1 pin has over 2,000 followers and this one pin got 822 repins, 64 comments and 84 likes. Not bad if you ask me, especially since the NCL’s overall Pinterest account has just bit over 2.5k followers. It doesn’t sound like a lot, but comparing to the other cruise lines, NCL is now way ahead. Needless to say they can thank this contest for it!

Got a Q or need help?

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Facebook Ads: Target Users by Zip Code

Facebook is taking the paid ads to another level and adding the option of targeting the users by their zip code (hooray for marketers and businesses)! So far the companies have only been able to target the users by the city, which can be way too broad. After all, how often do you really travel from one side of the city to another just to eat at the restaurant? Targeting users by the zip code adds much more relevancy to the ads, making this option very appealing to the advertisers. NOW many companies can really enjoy the big BANG for the buck.

This option is to become available the following week – I know I will certainly give it a try. Choose age, key words, zip code, better yet target the fans of the page of your direct competitor … The possibilities are endless ;)

Remember some good practices for Facebook Ads:

  • Always design more versions of the ad to test what would work the best (slight changes in text and try different images)
  • Don’t rush with choosing the image – choosing the right picture is extremely important
  • The pictures should be relevant to your ad yet eye-catching
  • Make the initial bid higher – you can lower the bid during the campaign
  • Get rid of the ads that don’t convert well and keep those that get the best conversion

Guide to Facebook Ads is a great place to start if you’ve never tried Facebook Ads.

If you did, share your experience!

Top 10 Tips on Doing Facebook Contests

So you have a Facebook fan page… but how do you get fans? How do you increase the fan interaction? One of the best ways to do that is running the Facebook contest. But how to run it so it is effective? I ran quite a number of Facebook contests with huge success (even 97% growth in fan base in 2 weeks!), so I dare to say that I do know what I am talking about.. ;-) I wrote this article as a guest blogger on Ruhani Rabin’s Tech & Lifestyle site last month and already got a very nice feedback (20 comments, 128 tweets & 36 Facebook shares). Hope you enjoy it as well!  

http://www.ruhanirabin.com/top-tips-facebook-contests/

5 Things All Hoteliers Should Know About Social Media

#1: Social media is not just about Facebook.

When I talk to the hoteliers about social media, the most common response is “Yes, I know Facebook.” But there is so much more to social media than “just” Facebook. There are many other platforms (Twitter, Youtube, LinkedIn, Orkut, Foursquare etc.) as well as tools that the businesses can use to steal the spotlight from the competitors. All in all, it is a complex world full of opportunities. 

#2: Social media is not just for teenagers.

 I hear this argument a lot and I bet many who don’t say it aloud think that. To that, I say “let’s talk statistics”. The average Facebook user is 38 year old (http://bit.ly/eelYwV), so definitely far from teenage years. In fact, only 11% of Facebook users are 13-17 years of age, which means that they are the smallest user group on Facebook (http://bit.ly/he6Oqo)! This difference is even more apparent on Twitter, where 13-17 year-olds comprise only 4% of the user base! In short, social media is anything but teenage playground.

#3: Don’t expect overnight miracles.

If you launch your campaign on Facebook, Twitter etc. and expect to hit the goldmine the next day, in 99.9% you will be disappointed. It takes time to get the word out, attract the right kind of people and get connected. You have to be patient and persistent.  If your campaign is working, you should start getting the first signs of success after couple weeks or months (increased bookings via social media, fuller restaurant during the dinner time etc.) and before you know it, you will have large, loyal audience that once didn’t know you existed. 

#4: Your front desk person or 17-year-old nephew can’t do the job.

Because of the budget constraints and misconception of social media, hoteliers often think that they can put their social media campaign in just about anybody’s hands. NOT TRUE. Your social media account is the face of your company. It is your first-hand connection with your past, present and future costumer, so it is extremely important that you make a good impression. Your nephew or front desk person may have a personal Facebook account or make a good impression on you, but this really doesn’t mean that they know what they are doing. Don’t put the face of your company in the hands of the amateur.

#5 Using social media for business and for personal use are 2 very different things.

“Facebook is a waste of time. Why would I spend hours reading what someone’s eating?” Whether it is or it isn’t a waste of your PERSONAL time is a question. However, from the BUSINESS point of view, it is definitely NOT a waste of time. I have seen what social media did for many hotels and I can tell you that it is well worth the investment. Even if you would never ever set up a Facebook profile for yourself, as a professional you can’t ignore this very powerful marketing tool. If you do, your company is missing out on a lot of opportunities (which translates to sales and profit).

Learn more about me: http://onlinefantastic.wordpress.com/about/

Connect with me:

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Hotels, Promote Your Social Media Accounts!

Are your hotel’s social media accounts promoted at the front desk, on room keys or feedback cards? Does your hotel’s website and blog have easily noticeable and clickable Facebook & Twitter logos?  

Surprisingly, most hotels fail to display their social media accounts correctly online and offline. Hard-to-find or nonexistent Facebook and Twitter logos on the website OR at the property are a norm.  I call this paradox “hide and seek”, because hotels basically hide the fact that they have social media accounts and make their customers dig this information up. 

Why is it such a big problem?? If you make it hard on your customers to find you on social media, most of them simply won’t. Therefore, you lose an access to your most valuable fans and followers. I say most valuable, because the guests who have stayed at your hotel before already established an emotional connection with you, so they are more likely to interact with your brand on-line than a person who has never visited your property. Now the best social media accounts have one thing in common – they show high level of fan engagement. This being said, you NEED your guests to find you on Facebook, Twitter etc.

In short, when you play ‘hide and seek’, your fan & follower base is slow to grow and level of engagement on your social media accounts is poor. You can also express what happens in a simple equation: lost connection = lost feedback = lost chance to build trust & loyalty = lost future business. Lesson to take from this? Make it easy – as easy as possible. Display it clearly everywhere you can think of (with reason, of course) – at the minimum, all the places on my checklist below.

Finally, let’s find out if your hotel is playing ‘hide and seek’ by going through my checklist!

If ANY answer to the questions below would be “NO”, your hotel is ‘guilty’:

-         Does your hotel have Facebook & Twitter logos on at least the main page of the website?

-         Does your website have the Facebook & Twitter plug-ins integrated?

-         Is FB & Twitter part of the e-mail signatures of your employees?

-         Do your e-newsletters contain links to your social media accounts?

-         If you have a blog, is your blog linked to your Facebook, Twitter etc.?

-         Do you promote your social media accounts at the property? I.e. Do your room keys, in-room  TV, front desk, feedback cards, receipts show the address to your Facebook, Twitter etc.?

Whether your hotel plays ‘hide and seek’ consciously or unconsciously, I urge you to change it -  stop hindering your social media strategy. When you decided to enter social media space, you took a unique opportunity to connect with your past, current and potential customers. Make it easy for them to find you and you will see an amazing progress in quality as well as quantity of your audience on social media.

Connect with me!

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www.twitter.com/onlinefantastic 

Top 5 Ways Hotels Can Find and Reach Luxury Consumers Through Social Media

 Luxury hotels are all over Facebook and Twitter these days. The mere existence on social media channels is, of course, not enough. Successful social media campaign is underlined by a sound strategy, part of which is finding and reaching the target market (in this case the luxury segment).

Here are the top 5 ways on how to find & reach the luxury consumers on social media:

 

#1: Twitter Lists Rule!

Twitter directory

 If you are one of those people who think Twitter doesn’t make sense, think twice. Twitter is the easiest social media platform for finding & reaching the travelers who love luxury. Thanks to Twitter directories like twellow (www.twellow.com), twibes (www.twibes.com) or listorious (www.listorious.com), you can search through many relevant tags, users & Twitter lists in seconds. Just type in luxury travel, luxury etc. to find a relevant list and then follow every user from that list (I now see some people disapprovingly shaking their heads, but following others is the fastest way to let Twitter users know that you exist on Twitter!). Those who follow you back give you a chance to establish a relationship – please notice I do not say sell to them. Talk to them, engage, have fun & they will love you and come to you next time they travel your way.

 

#2: World Meets on Facebook Fan Pages

  

There are plenty of luxury loving fans worldwide who breathe Facebook & travel. The best way to find them is to use Facebook search on your profile’s homepage. When you search for the relevant keywords (luxury, travel, luxury travel, luxury hotels etc.)., the results will contain people, groups, apps etc., but what you really want to focus on are Facebook fan pages. Become a fan of the relevant page that has a lot of people from your target market.  By doing so, you will be able to tag the other fan pages in your Facebook posts (by using @ + start typing the name of the fan page you want to tag), which will make your Facebook page appear on the fan page that you tagged. Yes, you can write straight on the wall of these fan pages (without tagging), but such method is often viewed as a spam, so most people will ignore it plus you are risking being reported for spamming.

 

#3: Think Competitors! 

 

Social media (especially Twitter) give you an easy access to your competitors’ clients – existing and potential. You can find out who they are, reach out to them, and ultimately turn them into your clients. Though Facebook will allow you to see the list of all people who are fans of your competitors, reaching out to them is very difficult. Therefore, focus on your competitors’ Twitter accounts instead. It is generally 2 steps process: find your competitors’ Twitter accounts (if they have one) & follow all their followers. The chances are many will follow you back since you offer similar services, which means a chance for you to interact with them, show them your value, and hopefully ‘steal’ the business from your competitors.

 

#4: Luxury Twitter Users! 

 

Find the Twitter users who tweet about luxury, travel or both (especially the influential ones) in Twitter directories (more in my point #1), follow them, interact with them, follow their followers, follow who they follow.  My faves include for example @LuxeTiffany (hotel inspector who is all about luxury travel: http://twitter.com/luxetiffany),  @LuxurHolidays (tourism guide to the luxury traveler that provides a comprehensive list of the best luxury hotels of the world: http://twitter.com/luxurholidays) or @LuxurySociety (informing the world’s leading luxury professionals: http://twitter.com/luxurysociety). For more see http://listorious.com/tags/luxury. 

 

#5: Blogs!

 

There are many blogs focusing on luxury consumers. You can find the popular ones easily by putting luxury travel blogs, luxury hotels blogs, luxury travel blogs etc. into Google or you can use blog directories (i.e. www.technorati.com).  Important part is to participate, which includes commenting on blog posts, getting featured in a blog post, or use paid ads if you want to splurge a little ;). Most often it will be the choice #1 – commenting on blog posts, in which case you need to make sure that your comments are relevant and that they include the link to your site. Some of the popular blogs you should know about are Vagablond (http://www.vagablond.com), journeyPod (http://journeyPod.com/) or Luxique (http://www.luxique.com/blog/).

 No matter what you do, remember that the value is not in your selling, but your sharing [quote by @Iconic88]. 

Feel free to add to my list in the comments and best of luck!

Let’s Connect!

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How Twitter Can Benefit Your Hotel & Why Facebook Doesn’t Cut It!

There are many social media channels the hotels can use, but by far the most commonly used platforms are Twitter and Facebook. In most cases, hotels (mistakenly) put greater emphasis on Facebook and neglect Twitter. Very often hotels that have Facebook account don’t have a presence on Twitter, and if they do, the effort they put in Twitter is not anywhere close to the effort that’s made on Facebook.  

 After working on hotel social media campaigns day by day for a while, I can honestly tell you that it is a big mistake. Twitter and Facebook each have their own personalities and each platform brings completely different benefits to the table.

 

First Date on Twitter – Get Serious on Facebook!

To better understand each platform, let’s use the situation that we all are familiar with – personal relationships. Typically, before you let someone in your life, you want to know that they are worth it. You watch them, talk to them, test them out so to speak. Twitter lets consumers do just that. Once you get to know the person better and you want to have them in your life, you will want to deepen the ties between you, which is where Facebook comes in.

Consequently, if you want to make more people familiar with your brand, gain new customers or connect with people who are more private in nature, rely on your hotel’s Twitter account.

However, to engage and build a loyal relationship with your clients, use your Facebook account.

 As you can see, both platforms have completely different functions, so if you were to ask me which one your hotel should use, I would have to insist on both!

In this post, I will explain in greater detail why Twitter is not a waste of your resources and go over the biggest benefits Twitter can give you that Facebook cannot. 

Mysterious Twitter 

I say mysterious, because to most Twitter newcomers, Twitter is a confusing mess that doesn’t make sense. When I first encountered Twitter, I thought exactly the same thing. However, as I have seen people booking the hotels after interacting on Twitter and all the traffic Twitter brought to the hotels’ websites, I got to realize that Twitter was a very powerful marketing tool with advantages no other marketing channel had. 

  

3 Main Ways How Twitter Can Benefit Your Hotel & Why Facebook Doesn’t Cut It: 

 #1: The Easiest Way to Take Over Your Competitor’s Customers! 

There is nothing easier than looking up your competitors’ Twitter account and contacting/following their fans (or followers as they are called on Twitter).  Since you offer similar services to your competitors, the chances are most of their followers will be interested in what you have to offer, so they will follow you back. When they do, you have a shot to show what your hotel is about and if you are good enough, they may decide to go with you, not your competitor next time they need a hotel. 

Facebook doesn’t have such capability. You can look at the list of fans of your competitors, but good luck trying to connect with them.  

#2: The Easiest Way to Go Viral!   

Twitter is much more viral in nature than Facebook. Let’s illustrate it on example. Sheraton Maui recently sent out a message on Twitter: “Win a free trip to Hawaii!! Check out the Starwood Hawaii & SONY ‘Share Your Aloha’ photo contest here: http://bit.ly/atbAxV”  Since the account has about 2,000 followers, it means that 2,000 people could have potentially read this message. Let’s say 2 of Sheraton’s followers who each have 50,000 followers liked it and retweeted this message (meaning sent it to their followers). All of the sudden, we have additional 100,000 people who could have possibly read this message. Even though Facebook has a share button that allows fans to repost the brand’s message on the wall, it doesn’t happen all that often. Additionally, not many people on Facebook have 50,000 friends, so the impact of reposting on Facebook is way lower than on Twitter. Consequently, Twitter is generally much more effective in creating the buzz, getting the message across, and driving the traffic to your website, blog etc. than Facebook is! 

#3: The Easiest Way to Find & Reach New Customers 

Finding and reaching your target audience is a key to any sound marketing strategy. Twitter is the best tool out of all social media channels to precisely find the people you are looking for. You can look at thousands of Twitter lists that are relevant to your company as well as search the Twitter directories like Wefollow or Twellow for keywords. So for example, if you represent Hilton Chicago and your goals is to attract locals to eat at your restaurant, you could follow the people from the lists like “Chicago”, “Chicago-foodies”, “Chicago-hospitality” etc.  You could also find people on Twitter who tweet about food from Chicago area, look at the lists they are on, and follow their followers.  

One important principle to remember: if you want to be followed, follow others!  By following others, you are reaching out to them and letting them know you exist and want to connect. 

Even though you can find potential clients on Facebook via themed fan pages and groups, it is less precise and much more cumbersome. More importantly, reaching out to the people who are not fans of your brand yet is not an option on Facebook. 

There are more benefits to Twitter that I could go into (and feel free to point them out in comments), but those I mentioned above should be enough for you to realize that your hotel needs a SOLID Twitter presence! So if your hotel does not, I urge you to change that! 

  
Let’s Connect! 

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Social Media & Hotels: Top 5 Blunders

 Social media together with the hospitality industry CAN make a  great pair. Too bad very few hotels actually know   how to  make that happen. Instead, the hotels’ social media   strategies are full of mistakes, which results in countless number of missed opportunities… Here are the top 5 mistakes that most hotels’ social media accounts contain: 

  #1: No proper signage at the property

 Many hotels that have social media presence either hide it in an offline   world on purpose or do so unintentionally. The hotel may have a Twitter and Facebook account, yet when you are staying at the hotel, you would never know. Does it make any sense? No, but it often is the case. Having signs at the front desk, on the flyers, newsletters, feedback cards, receipts etc. would go a long way when it comes to encouraging the existing customers to join the hotels’ social media world. Without the signs, the hotels make the customers dig deep, which is something very few will do.

                                                                          #2: Doubtful or non-existing widgets on the hotel’s website

 Many hotels with Twitter, Facebook, YouTube etc. accounts don’t link them properly to their website. The widgets (small icons) are either not there or hard to notice. Check out Four Seasons Hotel in Prague [http://www.fourseasons.com/prague/] – guess for larger font you have to pay extra ;-) Even worse, some hotels don’t even link their social media accounts to the website at all. Talking about hindering your social media strategy…

 #3: Let’s copy all other marketing materials

 When you look at Four Seasons (http://twitter.com/fourseasons) for example, all you see are the stiff updates made out of everything you can learn from the website or printed marketing materials. Whoever runs this account doesn’t realize what my Twitter friend, @iconic88, once tweeted: “The power of Twitter is in your sharing, not your selling.” The social media channels are unlike any other marketing channels and have their distinctive advantages, like first-hand contact with existing & potential customers, so copying other marketing messages should be a secondary factor.

                                                                                                      #4: Forgetting all the fun

 Social media is all about having fun and interacting with others, regardless of whether the Twitter account represents the individual or the company. However, most hotels on Twitter tend to put on a serious business face and tweet stiff messages that don’t spark any interest. Look at Soho Grand Hotel (http://twitter.com/sohograndhotel) – these tweets make me want to go back to sleep. There is no interaction, no retweets, just a boring monologue. Exception? Absolutely not.  

#5: Collecting dust

    For some strange reason, those who handle social media accounts of the hotels  tend to think that setting up an account is enough to get results. Big  mistake.   Regular updates are important. Going into the account at least once every other day is a must for all hotel social media marketers. Hear it, Lancaster Arts Hotel(http://twitter.com/ARTSHOTEL)?

There are many more to cover, but these are the most famous ones I encounter in my line of business. You can apply these principles on other businesses on Twitter, not just hotels, of course. Bottom line – social media is about socializing, no matter what kind of account you are running.

Feel free to connect with me!

www.twitter.com/onlinefantastic

www.facebook.com/travelfantastic

What Businesses Should Jump on Twitter Train?

No matter what you sell, Twitter can help. In other words, if you own or run  the business, I would highly recommend that you learn how to tweet. Notice I am not saying establishing your Twitter account – that is not enough. In order to get results from Twitter, you need to know how to use it. Now, there are certain fields in which I would say tweeting your heart out is a must. If you are in one of the industries I named bellow and don’t have well-established presence on Twitter, you are saying “no” to a great deal of potential business, thus money.

 So, if your company operates in the following fields, make Twitter your best friend now, seriously!!!

 TECH related entities (computer & web specialists, electronic stores etc.)

  • We finally arrived to the stage in which being a geek is a way to go (luckily for me, right? :)  Jokes aside, technology is the new black, so demand for toys and those who know what to do with them is bigger than ever. In other words, there are many people on Twitter who are looking for what you have to offer if you are all about tech.

 JOB related entities (employment agencies, job boards etc.)

  • Many talented people, many people who lost their jobs, many people who want a better job: Twitter has it all. Especially in this economy, job is a precious commodity, so if that is what you can provide, you have the potential to be one of the most popular kids on the Twitter block ;-).

 TRAVEL related entities (hotels, motels, B&B, car rentals, airlines etc.)

  • Everybody travels, so everybody on Twitter can use your services. Considering that there are more than 75 million Twitter accounts, this means some serious business!

 FOOD related entities (restaurants, fast-food places, bakeries etc.)

  • We all have to eat (especially here in the U.S. food is a religion), thus millions of people your business can feed!

 LOVE related entities (online dating services, marriage counselors, wedding planners, photographers etc.)

  • Most people either have someone special or they look for someone special. Either way, all people need love in their lives, so there is audience of 75+ million people that you can make fall in love with you and your business!

 EVENT related entities (event promoters, nightclubs, bars, festivals etc.)

  • People are social creatures, hence the success of social media. People come to Twitter to socialize, network, meet new people, connect, have fun – sounds just like the audience that would be likely to go out and have fun, right?

NEWS related entities (magazines, newspapers, TV stations etc.)

  • There used to be the time when people woke up, picked up the newspaper and read it while eating breakfast or commuting to work. Today, most people begin their day with ogling their cell phones and laptops and many head to Twitter to stay on the top of things. Since anything big spreads virally on Twitter within seconds, Twitter has become the preferred news channel for many.

To sum things up, if you have a company, I recommend being active on Twitter, period. However, if you own or run the company that falls into the category I mentioned above, not being Twitter-savvy costs you a lot of money every day!! The opportunity cost that you are paying by not taking the full advantage of Twitter is huge. Do you have doubts? Connect with me and I will prove you wrong! ;-)    

Yours XOXO Lucie

www.linkedin.com/in/luciehys 

www.twitter.com/onlinefantastic

www.facebook.com/travelfantastic

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