Post on 16-Apr-2017
This whole plan is a result of my $10,000 giveaway mistake.
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 promo;on plan.
(Skip ahead if you have seen this before.)
If I were to do the same giveaway again, I would:
1.Run giveaway for 30–45 days
2.Use Facebook as the social network where customers sign up for the giveaway.
3.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.
4.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 ;mes as they want. For example, if there were six giveaway themed Facebook posts, a customer could enter the giveaway six ;mes.
There would be seven steps to my new giveaway promo;on 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.
Let’s pick it up with step 2: Launch Giveaway
I would u;lize eight communica6on channels:
1.Social media (Facebook, Instagram, Snapchat, YouTube, Twi\er, Gab and LinkedIn)
2.Dealer network
3.Direct sales force
4.Co-‐marke;ng partners
5.Industry publica;ons and industry websites
6.Email marke;ng to customer list
7.All hands on deck
8.Company website
1. Social Media
This sec;on is grouped by what ;mes I would post/share content on giveaway launch day.
8 AM
1. Social Media
Upload and share a short video WITH cap6ons that shows the equipment and explains the giveaway.
This video would contain sub;tles since almost 90% of videos viewed on Facebook are viewed the volume off while on Twi\er and Instagram, videos start playing with no sound.
Facebook, Instagram and TwiGer
8 AM
TIP
8 AM
Hashtags are one of the best ways to be discovered on Instagram, I would use up to 30 on the Instagram post.
Upload and share a short video WITHOUT cap6ons (same as Facebook video) that shows the equipment and explains the giveaway.
YouTube
8 AM
Gab and LinkedIn
8 AM
Copy the YouTube video link (immediately above) and paste it into a Gab post and LinkedIn update with this message: “$10,000 giveaway launches today: h\ps://www.youtube.com/watch?v=l5Rk7m1swh8.”
By The Way…Follow me on Snapchat if you are not already.
I talk about digital marke;ng every week and also make mildly amusing jokes (even my wife thinks they are funny).
9 AM
1. Social Media
Back to the acBon
Instagram Stories
9 AM
Create and share a sequence of pictures and videos that explain the giveaway and show the equipment.
Snapchat
9 AM
Create and share a sequence of pictures and videos that explain the giveaway and show the equipment.
LinkedIn and Medium
9 AM
Compose an ar;cle en;tled “$10,000 Giveaway Launch is Today”. Copy the YouTube video link (video above) and paste it into the top of the ar;cle with this descrip;on below:
12 PM
1. Social Media
Instagram, TwiGer LinkedIn and Gab
12 PM
Share a picture that says “$10,000 Giveaway Launches Today” with company branding on the bo\om middle.
TIP
8 AM
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.
TIP
8 AM
Picture would be shared on LinkedIn by clicking “Upload a photo” from their op;ons.
2 PM
1. Social Media
Live Video on Instagram Stories
2 PM
Live stream broadcast with Live Video on Instagram Stories where I explain the giveaway and show the equipment (similar to Facebook Live video example at 3 PM).
TIP
8 AM
Live Video on Instagram Stories allows you to publicly broadcast live video that does not save to your profile when the live broadcast ends. During your live stream broadcast, Instagram puts a no;fica;on at the top of everyone’s News Feed, in the Instagram Stories sec;on, that you are broadcas;ng live.
3 PM
1. Social Media
Facebook Live
3 PM
Live stream broadcast with Facebook Live where I explain the giveaway and show the equipment.
TIP
3 PM
This would be a similar broadcast to the Live Video on Instagram Stories broadcast except it will save to the company Facebook page.
TIPUnless someone turns off the no;fica;on, every person that has “liked” a Facebook page gets a no;fica;on when that page starts a Facebook Live broadcast.
5 PM
1. Social Media
Instagram, TwiGer LinkedIn and Gab
5 PM
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 bo\om middle.
TIP
5 PM
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.
TIP
5 PM
Picture would be shared on LinkedIn by clicking “Upload a photo” from their op;ons.
By The Way…Follow me on Instagram if you aren’t already
I talk about digital marke;ng every week and also post pictures of my way-‐be\er-‐looking-‐than-‐me son/family.
@claytonjay101
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:
1.Send an email to each dealer principle, each dealer sales person and each dealer marke;ng person that today is giveaway launch day. 2.Call each dealer marke;ng 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.
Email to dealer principles, dealer sales people and dealer marke;ng people:
TIPI would also ask the each dealer marke;ng person to share giveaway themed social media posts across Twi\er, Gab, LinkedIn and Instagram.
TIPInstagram does not allow a user to directly share a picture or video (like Facebook) by pressing a bu\on. Therefore, the dealer marke;ng 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 ForceSame 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-‐Marke?ng PartnersSame as dealer network plan.
NOTE: Co-‐marke;ng partners are companies that sell aligned products which do not directly compete.
5. Industry Publica?ons and Industry Websites
Email reminder:
6. Email Marke?ng to Customer List
Send and email first thing in the morning to announce the giveaway launch.
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.
8. Company Website
Put a special sec;on at the top of the website homepage with a giveaway descrip;on, how someone can enter and a link to the company Facebook page.
TIPMy website design has the menu on the bo\om of the mobile (phone) web browser since it is easier to reach with your thumb when scrolling with one hand.
TIPThis website example is mobile first. What I mean by “mobile first” is I have priori;zed how the website looks/func;ons 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 that show traffic volume of desktop vs. mobile internet consump;on.
Next is step 3 -‐ Promote Giveaway
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