7 Steps to a Successful Social Media Giveaway (Step 1)

7 steps to a successful social media giveaway step 1

A few years ago, I made a $10,000 giveaway mistake.

I ran a giveaway and did not capitalize on the momentum it created.

If the giveaway had been done properly, it would have (1) generated new social media followers and (2) re-energized existing social media followers. It did neither.

If I Were To Do The Giveaway Again

I would:

  • Run giveaway for 30–45 days
  • Use Facebook as the social network where customers sign up for the giveaway.
  • Share a Facebook giveaway themed post each week. Each one would require anyone who wants to enter the giveaway to “Like” the company Facebook page and share that Facebook post.
  • Use a Facebook Live broadcast to pick and announce the winner on giveaway announcement day.

NOTE: A customer would be allowed to enter the giveaway as many times as they want. For example, if there were five giveaway themed Facebook posts, a customer could enter the giveaway five times.

Giveaway Promotion Plan

There would be seven steps to my new giveaway promotion plan:

  • Step 1 — Announce upcoming giveaway.
  • Step 2 — Launch giveaway.
  • Step 3 — Promote giveaway.
  • Step 4 — Announce the winner.
  • Step 5 — Launch post-giveaway content sharing campaign.
  • Step 6 — Announce next upcoming giveaway.
  • Step 7 — Repeat steps 2–6 above.

Over the next few weeks, I will share the details of my plan, step by step, with samples of all the content I would create and share starting with step 1 below.

Step 1 — Announce Upcoming Giveaway

One of the major things I would do differently is to utilize all available communication channels. In my case, there were seven:

  1. Social media (Facebook, Instagram, Snapchat, YouTube, Twitter, Gab and LinkedIn)
  2. Dealer network
  3. Direct sales force
  4. Co-marketing partners
  5. Industry publications and industry websites
  6. Email marketing to customer list
  7. All hands on deck

Below is my detailed plan with content examples for each communication channel.

1. Social Media

Since the content posted on each social network would be different, this step will contain a lot of detail and content examples. The social media section is organized by days prior to giveaway launch.

— One Week Prior to Giveaway Launch —

Facebook, Instagram and Twitter

  • Upload and share a 30 second video WITH captions that a big giveaway is coming next week. This video would contain captions since almost 90% of videos viewed on Facebook are seen with the volume off. On Twitter and Instagram, videos start playing with no sound.

TWITTER TIP: For Twitter, the Tweet that contains the video would be pinned to the account. A pinned Tweet is any Twitter post stuck to the top of a Twitter account. The goal is to get each visitor to a Twitter account to see at least that one Tweet.

INSTAGRAM TIP: Since Instagram does not allow external linking, I would add a link to the company Instagram profile bio that leads to the Facebook company page. The bio would also be changed with instructions to go to the company Facebook page to enter the giveaway.

YouTube

  • Upload and share a 30 second video WITHOUT captions that a big giveaway is coming next week.

Gab and LinkedIn

TIP: Video link would be shared on LinkedIn as an update.

Three ways to share social media content on LinkedIn

Three ways to share social media content on LinkedIn

Medium

  • Compose an article with sparse details on the giveaway and insert a link for the 30 second YouTube video.

Twitter

  • Share a picture that says “7 Days Until Giveaway Launch” with a Twitter message to view the pinned video in the top of the company account.
7 days until the social media giveaway launch

Instagram Stories

  • Share a picture that says “7 days until giveaway launch” then another picture with the giveaway at the bottom right and the company username.
Instagram Stories and the social media giveaway promotion

TIP: Tagging the company username with an @ symbol makes it easier for someone to access the Instagram bio with the Facebook page website link since they can just press on it while in Instagram Stories (great tip I learned from Chris Kubbernus).

Snapchat

  • Share two pictures to the company’s Snapchat story. One that says “7 days until giveaway launch” then another picture with a link to the company Facebook page to get more information.
Snapchat and promoting the social media giveaway

TIP: Since Snapchat puts a picture frame around any photos shared from the camera roll (unlike with Instagram Stories), I would not share the same type of picture.

— Six Days Prior to Giveaway Launch —

Facebook, Instagram, LinkedIn, Twitter and Gab

  • Post a picture that says “6 Days until giveaway launch” with company branding at the bottom left and a picture of the giveaway in the bottom right counting down every day until giveaway launch.
6 days until the social media giveaway launch

Instagram Stories

  • Share a picture that says “6 days until giveaway launch” then another picture with the giveaway at the bottom right and the company username counting down every day until giveaway launch. This would be the same combo as above with Instagram Stories.

Snapchat

  • Share two pictures to the company’s Snapchat Story. One that says “6 days until giveaway launch” then another picture with a link to the company Facebook page to get more information. This would be the same combo as above with Snapchat.
Promoting 6 days until social media giveaway launch on Snapchat

— One Day Prior to Giveaway Launch —

Facebook, Instagram, LinkedIn, Twitter and Gab

  • Post a picture that says “1 Day Until Giveaway Launch” with company branding at the bottom left and a picture of the giveaway in the bottom right.
1 day until the social media giveaway launch

2. Dealer Network

This step contains several content examples organized by days prior to giveaway launch.

TIP: This giveaway would give me another good reason to call the dealer network.

— Two Weeks Prior to Giveaway Launch —

  • Call each dealer principle, each dealer sales person and each dealer marketing person about giveaway and explain how customers can sign up. Encourage each dealership to share the company’s giveaway-themed Facebook posts, Tweets or any other giveaway-themed communication with their social media followers. Immediately after phone calls, send giveaway email instructions and thank you to each dealer principle, each dealer sales person and each marketing person.

Email to dealer principles, dealer sales people and dealer marketing people after phone calls:

email to dealer network announcing the upcoming social media giveaway 1

Two email samples and electronic handout for dealer packet referenced in email are below.

Sample email for dealers to send to their customers to announce giveaway:

email to dealer network announcing the upcoming social media giveaway 2

Sample for dealers to send to their customers on giveaway launch day:

email to dealer network announcing the upcoming social media giveaway 3

Sample giveaway handout for dealers to print or email to their customers after giveaway launch:

Giveaway handout for dealers to promote the social media facebook account

TIP: This save giveaway handout would be given to the direct sales force but would have the company logo at the bottom right.

— One Day Prior to Giveaway Launch —

  • Send email reminder to each dealer principle, each dealer sales person and each dealer marketing person that giveaway launches the following day.

3. Direct Sales Force

Same as dealer network plan except the whole sales team would meet to discuss the giveaway instead of me calling each sales person.


4. Co-Marketing Partners

Same as dealer network plan.

TIP: Co-marketing partners are companies that sell aligned products which do not directly compete.


5. Industry Publications and Industry Websites

— One or Two Months Prior to Giveaway Launch —

Contact all industry publications and industry websites:

  • Offer a giveaway press release for their magazine or website.
  • Ask about doing a follow-up article for them after the giveaway.
  • Encourage them to share the company’s giveaway themed posts across each social network with their followers.

Giveaway press release sample as mentioned above.

Press release for social media giveaway announcement

— One Day Prior to Giveaway Launch —

Send email reminder to each industry publication and industry website that giveaway launches the following day.

TIP: An industry publication might or might not give you free promotion in their printed magazine, however, they might have a different view with social media since it’s simpler to share and the goal of social media marketing is to bring value to your followers.


6. Email Marketing to Customer List

— One Week Prior to Giveaway Launch —

  • Send brief email to customer list announcing the giveaway.
Giveaway upcoming announcement for social media giveaway to customer list

7. All Hands on Deck

— One Week Prior to Giveaway Launch —

  • Meet with non-sales team personnel who communicate with customers. Explain the giveaway and ask them to tell each customer they talk to about signing up for the giveaway.

— One Day Prior to Giveaway Launch —

  • Send email reminder to each non-sales person that giveaway launches the following day.

Next Week is Step 2 — Launch Giveaway

About giveaway content examples

I put them in here for anyone to copy, if you want to know specific fonts or how I made any content examples, I would be more than happy to share. Just send me a message on Snapchat or let me know in a comment.


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