In Part 1 of our series Your Brand Won: how to execute winning promotions on Facebook, we outlined a framework consumer brands should prioritize when defining promotion strategies and tactics for generating fan engagement in Facebook.
Here is Part II, where we discuss the importance of and how to create broad-scale awareness in Facebook. If your Brand is looking to generate a large fan base, or introduce a new product or service, [wire] stone strongly urges you to consider creating an entertaining sweepstakes. Why? Because the goal is to do something that reaches the largest number of people possible AND make it easy for people to engage with relevant and rewarding marketing content. Sweepstakes are great for exactly these reasons – people engage with them with little effort and share them with friends just as easily. Other promotions, such as contests that require people to submit photos, write a story, or create a video require more work – some people are willing to do this kind of stuff, but most will only participate this deeply if or when they feel more deeply connected with the actual product or service…so you don’t want to lose them by making them do too many things before they’re even engaged with the very things you want them to know about.
Here’s how to do sweepstakes promotions the right way on Facebook: