Equating a successful social media presence to a well-planned cocktail party is a common comparison. When plotting a strategy consider a variety of techniques based around the cocktail party model.
One of those tactics is a drawing or door-prize that uses a contest model. The conversation on how to develop an online contest has come often enough and over the holiday break, I took the time to use my favorite ideation tool to develop a model.
There are two legs to this model – one is low ‘hard cost’ and just requires a good deal of manual labor to implement, monitor and manage. The second leg assumes most all of what is in the first, but allows for a more robust implementation assuming a funded budget for custom programming and monitoring tools.
What would be the results of this kind of a campaign?
- Increased awareness of the brand / message
- Increased followers / fans
- Some combination of the two
How would you determine the ROI of the effort? Begin with tracking the initial investments and setting the baseline of what’s happening now. Establish what a success looks like and monitor measure and readjust as needed.
There are probably a few more aspect than I have considered here though – what would you add?
The model used MindManager from Mindjet to create the Mind Map of the Online Contest Model. Make sure you are current with Adobe Acrobat8 and Flash9 installed and this mind map & player should work (MindJet requirements). Mac users may have issues – contact me to send you the MindMap itself if you have the Mac version of MindManager.
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