Social media promotions refer to brand building incentives and offers that gain attention through social media sites, website traffic, buzz and word of mouth. Here’s a case in point.
TortillaLand is a brand of fresh tortillas from Circle Foods found in the refrigerated section of stores like Costco, Walmart and major grocery chains, primarily on the West Coast. Distribution across the country is increasing and social media promotions are playing an important role.
Once people try TortillaLand, they swear by the fresh-baked taste and authentic eating experience (“like eating a fresh made tortilla at a restaurant”). But the brand’s low awareness and store placement in the refrigerated section, away from main Mexican food aisle, presents businesses challenges.
Since these are challenges where fans and advocates can help by spreading the word, TortillaLand has run 5 social media promotions on their Facebook Brand Page within the past year. They’ve helped increase sales +35% versus year ago, built a valuable database, taken Facebook “Likes” from 885 to 15,351 and proved a high return on investment (ROI).
Needless to say, they work. Here are the promotions:
- Win 3 iPads; 1 for you, 2 for friends (run twice)
- 1000 Free TortillaLand Coupons
- 1000 Free TortillaLand Coupons for Winn Dixie
- Cinco de Mayo Cookware Giveaway
Here are 12 best practices of successful social media promotions.
- DEFINE DESIRED RESULTS: Begin be being clear about what you expect. If your brand is an impulse buy or has a short buying cycle, short term sales increases are certainly possible. If it takes a number of months from first contact to conversion, consider the value a new database provides from entries and use it from re-contact and conversion.
- CHOOSE THE SOCIAL PROMOTION APP TO MATCH YOUR BUDGET: The software to run the promotion can cost from $200 to $5000+ so there is a budget range to meet the need of any business from a local pilate studio to a CPG company. Social promotion apps are available from companies like Wildfire, Strutta and Votigo.
- CREATE A HIGH-VALUE OFFER: In promotion, the offer is king. Although high value can be a high dollar amount (like 3 iPads), you’d be surprised how high value “free” coupons are in the hands of people who love your brand.
- MAKE SHARING PART OF THE OFFER: If you want fans to spread the word, do something to motivate them like give a prize for them and their friends or an incentive (e.g. 10% off) is they “Like” your Facebook page.
- SET A RELEVANT TIME FRAME: Six to eight weeks is considered to be the right amount of time to see meaningful business results while creating urgency to act among fans
- SPREAD THE WORD: You have to spread the word so think of all you have available to tell fans who will tell their friends and so on – like email lists, Facebook Fans, Twitter Followers. your company blog. Social media sharing generally increases outreach by 33%+.
- ESTABLISH RULES FOR ENGAGEMENT: Post frequently on social networks (3+ times/week) but look closely to see when and where you are getting the most engagement (e.g. comments, “Like,” Shares, RT’s). Engage when you are getting response; Pull back and look someplace else when you’re not.
- INTEGRATE INTO THE MARKETING MIX AND INCLUDE MOBILE: Social media promotions should be part of brand communications and featured on your website. 43% of social media users say they access their social networks by mobile devices and 20% of visits to a website, on average, are from mobile devices. Not all promotion apps are mobile friendly but generally do offer a mobile alternative. Don’t overlook mobile and be clear with fans about mobile entries – “here’s how to enter from your mobile device…”
- BUILD A DATABASE: A valuable asset of any social media promotion is the database that comes from entry forms. In the case of TortillaLand, it is now a major business building tool. It has been segmented by state. It is used to reward fans, ask for their help with specific items in specific grocery chains and is used for survey research.
- LOOK FOR UPTAKE FROM SWEEPSTAKES AND COUPON BLOGGERS: Many people underestimate the media impressions that come from sweepstakes and coupon blogger. Coupon bloggers generate major traffic, have significant followings and are sophisticated internet marketers. This is another reason to create a high-value offer. So it has appeals to them and their audiences.
- SET ASIDE SOME PROMOTION FUNDS “JUST IN CASE”: Interest and entries is likely to peak at the start and near the end. If needed, save some funds, not a lot, for Facebook Ads or Facebook Promoted Posts. They can have a strong impact.
- DON’T FORGET THE POST-PROMOTION PERIOD: Once the promotion is over, the communication isn’t. Announce the winner quickly and don’t leave fans waiting. Consider an interview with the winner in a blog and e-mail to humanize the event. Survey your database as to what other offers, incentives or news is most relevant and motivating to learn for the next time.
Social media promotions don’t run themselves. You have to be involved but the learning, results and ROI can be very rewarding.
If you’re interested in trying TortillaLand fresh tortillas, here’s where you can find a store in your area. If you think this type of thinking can help your business, here’s where you can find out more about social promotions.
Do these best practices demonstrate the value of social media promotions for your brand?