How to exucute a great Facebook Contest

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Do you really need a campaign?

Before making the decision to invest in a Facebook contest for your business, evaluate if you really need it. A Facebook contest may not be right for every business, such as a B2B business that gets most of it’s income from a small batch of clients.

Eg – A lumber company that sells lumber to a handful of clients probably won’t benefit from a Facebook contest.
Set Goals

Be realistic with your goals and decide on a few things that you’d like to gain from running this contest to make it successful in your eyes, whether it be that you’d like to gain more fans, increase engagement, bring awareness to a new product or create some brand advocates for your brand. Setting goals is an important part of the process.

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Choose the type of Contest and Prize

When running a Facebook competition the main types of contest are broken down in 4 categories ; Photo, video, sweepstakes and essay contests. Whichever contest you decide to run make sure the prize is desirable, don’t be picky, YOU HAVE TO GIVE TO GET. When choosing a prize just think to yourself  “would I do what this contest requires to win this prize?”, if your answer isn’t immediately YES, raise the value of the prize.

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Use a Third Party-app

Due to Facebook rules which you can view below

  • All promotions must be managed through a third-party app.
  • You must not use Facebook features or functionality (likes, comments, videos, photos, cover photos, etc.) as a promotion’s registration or entry mechanism. For example, the act of liking a Page or checking in to a place cannot automatically register or enter a promotion participant. Similarly, requiring someone to share a post or photo in order to enter a promotion is not allowed.
  • Facebook features and functionality, such as the Like button, can’t be used as a voting mechanism in a promotion.

as you can see from you have to use a 3rd party app to run a Facebook contest or you’ll get punished by Facebook if they catch you breaking the rules. Thankfully there are a wide variety of 3rd party apps to choose from such as – Wildfire, Strutta, Votigo, Shortstack, Fanappz, North Social, Woobox and my personal favorite Offerpop.

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Launch and Promote it

When you’ve finished setting your goals, choosing the type of contest and prize as well as the 3rd party app you’ll use to run it with, the next step is to launch and promote it. When promoting your Facebook competition your going to want to invest in some ads, one thing to take into consideration before you do this is Facebook’s 20% text rule, whatever design you choose to represent your competition it must contain 20% text or less in order to be eligible to be promoted via ads. The following is an exceprt from facebook regarding the 20% text rule and how you can check to see if you comply with the rule.

To see if your ad meets the limit of 20% of text for an ad image, use our grid tool. This tool is a 5×5 grid with a total of 25 boxes (see below). To meet the 20% text, text may appear in a maximum of 5 boxes (5/25=25).

To use the grid tool:

  1. Go to the grid tool.

  2. Click Browse to upload an image you want to use in your ad.

  3. Click Show grid to display the image within the 5×5 grid.

  4. Click on the boxes that contain text. If text is present in 6 or more boxes, then the image has more than 20% text and is not eligible to be used in an ad in News Feed.

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Thank fans and review stats

At the end of the competition it’s important to let fans know that you appreciate their participation in your contest and also review the stats that would have been gathered from your 3rd party app regarding the contest to see if you met or missed your goals and decide on how you can do better next time.

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