7 Steps to a Successful Social Media Giveaway (Step 2)

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This whole plan is a result of my $10,000 giveaway mistake. A few years ago, I did not capitalize on a giveaway’s momentum and now have come up with a plan of how I would do it over again today.

This step is about launch day.

Before I go into specifics about how I would launch the giveaway, a brief reminder about the giveaway structure and promotion plan. Skip the next two sections if you saw this last week.

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 six giveaway themed Facebook posts, a customer could enter the giveaway six 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.

Like I did with step one, every week I will share the details of my plan, step by step, with samples of all the content I would create and share picking up with step 2 below.

Step 2 — Launch Giveaway

Unlike last week (step 1), this step will be all about how I would execute on giveaway launch day. For this step, I will again utilize all seven communication channels plus an additional one to promote the giveaway launch:

  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
  8. Company website (additional communication channel)

TIP: With emails to the dealer network, co-marketing partners, industry publications and industry websites and all hands on deck, they would all be auto emails. I would write these ahead of time and queue them up to send on giveaway launch day with a program like MailChimp.

1. Social Media

This section is grouped by what times I would post/share content.

— 8 AM —

NOTE: Since I am doing a mock giveaway, the stand-in for a real prize will be a bicycle. For the purposes of this giveaway, the bike is valued at $10,000.

Facebook, Instagram and Twitter

  • Upload and share a short video WITH captions that shows the equipment and explains the giveaway.

TIP: As noted last 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.

Facebook post description: **SHARE FACEBOOK POST FOR ONE GIVEAWAY ENTRY**
Our $10,000 giveaway officially launches today. For the next 30 days, you can enter to win a Model Alpha valued at $10,000.

In order to enter the giveaway:
1. “Like” our Facebook page
2. Share this Facebook post

NOTE: There will be five Facebook posts (one per week) marked **SHARE FACEBOOK POST FOR ONE GIVEAWAY ENTRY**. You will receive an additional giveaway entry for each of these posts you share.

The winner will be announced with a Facebook Live broadcast 30 days from today. Make sure to tell your friends so they don’t miss out!

Instagram post caption: Our $10,000 giveaway officially launches today. For the next 30 days, you can enter to win a Model Alpha valued at $10,000.

In order to enter the giveaway:
1. “Like” our Facebook page at www.facebook.com/thecompany (link in bio)
2. Share a Facebook post marked **SHARE FACEBOOK POST FOR ONE GIVEAWAY ENTRY**

NOTE: There will be five Facebook posts (one per week) marked **SHARE FACEBOOK POST FOR ONE GIVEAWAY ENTRY**. You will receive an additional giveaway entry for each of these posts you share.

The winner will be announced with a Facebook Live broadcast 30 days from today. Make sure to tell your friends so they don’t miss out!
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#giveaway #giveaways #giveawaycontest #giveawaypromo #giveaway2016 #giveawayishere #freestuff #comingsoon #itshere!! #itshere2016 #promotionalitems #giveawaypromotion
(And other targeted hashtags depending on the equipment and industry.)

TIP: Hashtags are one of the best ways to be discovered on Instagram, I would use up to 30 on the Instagram post.

Twitter post description: Our $10,000 giveaway officially launches today. Visit our Facebook page to enter at www.facebook.com/thecompany.

YouTube

  • Upload and share a short video WITHOUT captions (same as Facebook video) that shows the equipment and explains the giveaway.

YouTube video description: Our $10,000 giveaway officially launches today. For the next 30 days, you can enter to win a Model Alpha valued at $10,000.

In order to enter the giveaway:
1. “Like” our Facebook page at www.facebook.com/thecompany
2. Share a Facebook post marked **SHARE FACEBOOK POST FOR ONE GIVEAWAY ENTRY**

NOTE: There will be five Facebook posts (one per week) marked **SHARE FACEBOOK POST FOR ONE GIVEAWAY ENTRY**. You will receive an additional giveaway entry for each of these posts you share.

The winner will be announced with a Facebook Live broadcast 30 days from today. Make sure to tell your friends so they don’t miss out!

Gab and LinkedIn

Three ways to share content on LinkedIn.

Three ways to share content on LinkedIn.

— 9 AM —

Instagram Stories

  • Create and share a sequence of pictures and videos that explain the giveaway and show the equipment.

Snapchat

  • Create and share a sequence of pictures and videos that explain the giveaway and show the equipment

Medium

  • Compose an article entitled “$10,000 Giveaway Launch is Today”. Copy the YouTube video link (video above) and paste it into the top of the article with this description below:
Our $10,000 giveaway officially launches today. For the next 30 days, you can enter to win a Model Alpha valued at $10,000.
In order to enter the giveaway:
1. “Like” our Facebook page at www.facebook.com/thecompany
2. Share a Facebook post marked **SHARE FACEBOOK POST FOR ONE GIVEAWAY ENTRY**
NOTE: There will be five Facebook posts (one per week) marked **SHARE FACEBOOK POST FOR ONE GIVEAWAY ENTRY**. You will receive an additional giveaway entry for each of these posts you share.
The winner will be announced with a Facebook Live broadcast 30 days from today. Make sure to tell your friends so they don’t miss out!

— 12 PM —

Instagram, Twitter, LinkedIn and Gab

  • Share a picture that says “$10,000 Giveaway Launches Today” with company branding on the bottom middle.
Instagram photo announcing the social media giveaway launch

TIP: I would not share this photo on Facebook since I would not want to confuse people about which post they need to share in order to enter.

Instagram post caption: Seriously. We really are giving away $10,000.

In order to enter the giveaway:
1. “Like” our Facebook page at www.facebook.com/thecompany (link in bio)
2. Share a Facebook post marked **SHARE FACEBOOK POST FOR ONE GIVEAWAY ENTRY**

NOTE: There will be five Facebook posts (one per week) marked **SHARE FACEBOOK POST FOR ONE GIVEAWAY ENTRY**. You will receive an additional giveaway entry for each of these posts you share.

The winner will be announced with a Facebook Live broadcast 30 days from today. Make sure to tell your friends so they don’t miss out!
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#giveaway #giveaways #giveawaycontest #giveawaypromo #giveaway2016 #giveawayishere #freestuff #comingsoon #itshere!! #itshere2016 #promotionalitems #giveawaypromotion
(And other targeted hashtags depending on the equipment and industry.)

Twitter post description: Seriously. We really are giving away $10,000. Visit our Facebook page to enter at www.facebook.com/thecompany.

LinkedIn picture description: Seriously. We really are giving away $10,000.

In order to enter the giveaway:
1. “Like” our Facebook page at www.facebook.com/thecompany (link in bio)
2. Share a Facebook post marked **SHARE FACEBOOK POST FOR ONE GIVEAWAY ENTRY**

NOTE: There will be five Facebook posts (one per week) marked **SHARE FACEBOOK POST FOR ONE GIVEAWAY ENTRY**. You will receive an additional giveaway entry for each of these posts you share.

The winner will be announced with a Facebook Live broadcast 30 days from today. Make sure to tell your friends so they don’t miss out!

Three ways to share content on LinkedIn.

Three ways to share content on LinkedIn.

TIP: Picture would be shared on LinkedIn by clicking “Upload a photo” from their options.

Gab post description: Seriously. We really are giving away $10,000. Visit our Facebook page to enter at www.facebook.com/thecompany.

— 2 PM —

Live Video on Instagram Stories

  • Live stream broadcast with Live Video on Instagram Stories where I explain the giveaway and show the equipment (similar to Facebook Live video below).

TIP: Live Video on Instagram Stories allows you to publicly broadcast live video that can be saved when the live broadcast ends. During your live stream broadcast, Instagram puts a notification at the top of everyone’s News Feed, in the Instagram Stories section, that you are broadcasting live.

— 3 PM —

Facebook Live

  • Live stream broadcast with Facebook Live where I explain the giveaway and show the equipment.

TIP: This would be a similar broadcast to the Live Video on Instagram Stories broadcast except it will save to the company Facebook page.

TIP: Unless someone turns off the notification, every person that has “liked” a Facebook page gets a notification when that page starts a Facebook Live broadcast.

— 5 PM —

Gab, LinkedIn, Twitter and Instagram

TIP: Since the picture shared at 12 pm had one message “$10,000 giveaway launches today!”, I would share a separate photo that actually shows the equipment someone can win later in the day.

  • Share a picture that says “We are giving away this” with a picture of the equipment being given away and the company branding on the bottom middle.
Giveaway item for the social media promotion.

Instagram post caption: Here’s how you can enter to win a Model Alpha:
1. “Like” our Facebook page at www.facebook.com/thecompany (link in bio)
2. Share a Facebook post marked **SHARE FACEBOOK POST FOR ONE GIVEAWAY ENTRY**

NOTE: There will be five Facebook posts (one per week) marked **SHARE FACEBOOK POST FOR ONE GIVEAWAY ENTRY**. You will receive an additional giveaway entry for each of these posts you share.

The winner will be announced with a Facebook Live broadcast 30 days from today. Make sure to tell your friends so they don’t miss out!
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.
.
.
#giveaway #giveaways #giveawaycontest #giveawaypromo #giveaway2016 #giveawayishere #freestuff #comingsoon #itshere!! #itshere2016 #promotionalitems #giveawaypromotion
(And other targeted hashtags depending on the equipment and industry.)

Twitter post description: Enter to win our giveaway by visiting our Facebook page at www.facebook.com/thecompany.

LinkedIn picture description: Here’s how you can enter to win a Model Alpha:
1. “Like” our Facebook page at www.facebook.com/thecompany (link in bio)
2. Share a Facebook post marked **SHARE FACEBOOK POST FOR ONE GIVEAWAY ENTRY**

NOTE: There will be five Facebook posts (one per week) marked **SHARE FACEBOOK POST FOR ONE GIVEAWAY ENTRY**. You will receive an additional giveaway entry for each of these posts you share.

The winner will be announced with a Facebook Live broadcast 30 days from today. Make sure to tell your friends so they don’t miss out!

Three ways to share content on the social network LinkedIn

Three ways to share content on LinkedIn

TIP: Picture would be shared on LinkedIn by clicking “Upload a photo” from their options.

Gab post description: Enter to win our giveaway by visiting our Facebook page at www.facebook.com/thecompany.


2. Dealer Network

Since the dealer network has been prepared for the giveaway by my previous phone calls and emails, I would do two things:

  • Send an email to each dealer principle, each dealer sales person and each dealer marketing person that today is giveaway launch day.
Email to dealer network to promote the upcoming social media giveaway
  • Call each dealer marketing person to remind them to (1) send an email to their customer list informing them about the giveaway launch and (2) share The Company’s giveaway themed Facebook post.

TIP: I would also ask the each dealer marketing person to share giveaway themed social media posts across Twitter, Gab, LinkedIn and Instagram.

TIP: Instagram does not allow a user to directly share a picture or video (like Facebook) by pressing a button. Therefore, the dealer marketing person could download the app Repost to share The Company’s Giveaway themed Instagram posts or I would email the Instagram content for them to post.


3. Direct Sales Force

Same as dealer network plan but instead of sending an email, I would call all sales people and remind them the giveaway launch is today.


4. Co-Marketing Partners

Same as dealer network plan.

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


5. Industry Publication and Industry Websites

With every publication and website that expressed interest in promoting the giveaway with our press release or on social media, I would:

  • Call each person, remind them the giveaway launch is today and encourage them to at least share our Facebook page video post.
  • Follow-up with an email reminder
Reminder email to the media about the social media giveaway launch

6. Email Marketing to Customer List

  • Send an email first thing in the morning to announce the giveaway launch.
Email reminder to the company direct customer that a giveaway is coming

7. All Hands on Deck

  • Send an email first thing in the morning to remind all Company team members that have contact with the customer about giveaway launch.
Email reminder to the company employees about the social media giveaway

8. Company Website

  • Put a special section at the top of the website homepage with a giveaway description, how someone can enter and a link to the company Facebook page.
Home page mobile website design for company to promote a social media giveaway

TIP: My website design has the menu on the bottom of the mobile (phone) web browser since it is easier to reach with your thumb when scrolling with one hand.

TIP: This website example is mobile first. What I mean by “mobile first” is I have prioritized how the website looks/functions in a mobile web browser over a desktop web browser. Mobile (from your phone) internet and social media traffic has a higher volume than desktop (from your computer) traffic.

Stats from Digiday article about desktop vs. mobile internet consumption

Stats from Digiday article about desktop vs. mobile internet consumption


Next is Step 3 — Promote 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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tips from the trenches by ERP 101 small business resource center logo


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1Even though I write this on every post, thanks for reading.