7 Steps to a Successful Social Media Giveaway (Step 3)

7 steps to a successful social media giveaway step 3

The giveaway has been launched and the clock is ticking until the winner will be announced with a Facebook Live broadcast.

I will cover the specifics of how I would promote the giveaway up until a winner is announced, but first, a brief reminder about the giveaway structure and promotion plan. Skip the next two sections if you have seen this already.

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.

Similar to steps one and two, this step will have specific content examples of my schedule of promotion.

Step 3 — Promote Giveaway

Just like with step 2, I would use eight communication channels to promote the giveaway:

  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

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 addresses the five weeks after the giveaway launch.

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.

—Week 1—

Monday

Giveaway launch day covered in this blog post here.

Wednesday

Instagram, Twitter, LinkedIn and Gab

Post a giveaway reminder picture with number of days left to enter until a winner is announced.

Thursday

Instagram Stories

Create a sequence of pictures and videos in Instagram Stories to remind people to enter the giveaway. Communicate at the end of the sequence how many days are left to enter. Sequence would be similar to video below.

Friday

Snapchat

Create a sequence of pictures and videos in Snapchat to remind people to enter the giveaway. Remind viewers at the sequence’s end how many days are left to enter. Sequence would be similar to video below.

Twitter and Gab

Post some variation of this giveaway reminder message and communicate how many days are left to enter:

Enter to win our $10,000 giveaway by visiting our Facebook page at www.facebook.com/thecompany. 25 days left to enter!

Facebook

Wait until week 2 for posting anything since on giveaway launch day there was a Facebook post and Facebook Live broadcast.

— Weeks 2, 3 and 4—

These weeks would follow the same format as week 1 but I would vary the content and messaging each week so as not to say the same thing but get the same message across. The only difference is each week would see posts on Facebook, Twitter and Gab each Monday.

Monday

Facebook

Post on Facebook either a picture or video to promote giveaway.

$10,000 social media giveaway promotion picture for Facebook and Instagram

Facebook post description: **SHARE FACEBOOK POST FOR ONE GIVEAWAY ENTRY**
Our $10,000 giveaway launched last week. For the next 23 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 three more 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 23 days from today. Make sure to tell your friends so they don’t miss out!

Twitter and Gab

Post some variation of this giveaway reminder message and communicate how many days are left to enter:

Our $10,000 giveaway can be entered by visiting our Facebook page at www.facebook.com/thecompany. 23 days left to enter!

Tuesday — Friday

Similar content to week 1 with varied pictures, videos and descriptions that communicate the same message.

— Week 5 —

Similar to weeks 2–4 but the giveaway winner would be chosen on Wednesday of this week.

Monday

Similar content to weeks 2–4 with varied pictures, videos and descriptions that communicate the same message.

Wednesday

Pick giveaway winner live with a Facebook Live broadcast.


2. Dealer Network

Halfway into the giveaway I would do two things:

  • Call each dealer marketing person, get feedback about how the giveaway was going and how their customers were responding.
  • Send an email to the whole dealer network reminding them that the giveaway is halfway done.
Email to dealer network about the social media giveaway 1

A day before the giveaway I would:

  • Send email to the whole dealer network reminding them that the giveaway winner will picked tomorrow.
Email to dealer network about the social media giveaway 2

3. Direct Sales Force

Same as dealer network plan but instead of sending an email, I would call all sales people and ask them what type of feedback and responses they are getting from customers.


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 Publications 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 send an email:

  • At the giveaway halfway point.
Email to industry publications and websites about social media giveaway 1
  • A day before the giveaway winner is announced.
Email to industry publications and websites about social media giveaway 2

6. Email Marketing to Customer List

Send an email:

  • Halfway through the giveaway as a reminder to enter.
Email to customer list about social media giveaway 1
  • A day before the giveaway winner is announced.
Email to customer list about social media giveaway 2

7. All Hands on Deck

Send an email:

  • Halfway through the giveaway to remind all Company team members that have contact with the customer about the giveaway.
Email to all employees about social media giveaway 1
  • A day before the giveaway winner is announced.
Email to all employees about social media giveaway 2

8. Company Website

  • Keep the company website the same as giveaway launch day with the special header at the very top.
Company website on mobile for 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.

Desktop vs. mobile internet consumption

Stats from Digiday article about desktop vs. mobile internet consumption


Next are Steps 4–6 — Announce the Winner, Launch Post-Giveaway Content Sharing Campaign and Announce Next Upcoming 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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