Carefully planned and executed social media contests and sweepstakes are great tools for driving audience acquisition, engagement, and sales. “The space has evolved over the last few years,” says Mark Huerta, director of product marketing at Offerpop. “Fan acquisition was the initial need, and that’s still generally the number one goal for smaller companies. Then it became engagement. In mid-2012 we saw a sharp shift – every large brand we work with now needs social media contests, and social media in general, to drive revenue.”
Successful social media contests and sweepstakes have several common denominators – relevance to the target audience, both in terms of subject matter and prize, alignment with business objectives, and integration into overall marketing strategies. Most successful efforts are also highly sharable, promoted across channels, and perceived as fair and transparent.
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