During the past several months, I’ve been professionally and personally involved in and have watched online contests and events that one way or another involve social media. During that time, I’ve learned a thing or two about what to do to help make them successful.
Before
Contests: As with any outreach project, plan how to promote your contest to help others spread the word. Include promoting the contest on your own online locations (blog, Twitter, Facebook Fan Page, etc.). Research those bloggers who have a passion and blog about the subject or geography connected to your contest. Also, there are A LOT of contest blogs — some bloggers I’ve gotten to know a bit include ContestforMoms (@PetiteMommy) and AContestBlog (@Valmg). As with any other blogger you engage, be sure that you know their audience, know them and DON’T OFFER THEM JUNK PR.
Also, if Twitter is any part of your contest promotion, decide on and promote the hashtag.
Finally, as you start to develop and promote a contest, if the actual contest process changes from the initial process you promoted — tell people about the change.
Events: Facebook and LinkedIn are two social networks that come to mind with easy event tools. If your event is a Tweetup or related to Twitter, check out Twtvite. If it might have news value, don’t forget to draft up a news release and send it to the appropriate contacts at the media that would be be interested in it.
Also, if the event is tied to a geographic community, many have event listing sites, like this one in Toledo.
Again, as with a contest, if Twitter will play any role, develop and promote a set hashtag for the event.
During
Contest: If it’s news worthy, give updates via the previously-researched outreach channels. If you have a Twitter account, give updates there (but still mix in plenty of community-oriented info.). Blog updates. Communicate with those who have entered. Still, reinforce your hashtag if you’re using Twitter in any way.
Events: Encourage attendees to send Twitpics or other Twitter-related picture and video tools. If possible, consider broadcasting it via a service like Livestream or UStream. Also, check out Twubs (a neat event-aggregator I’m also checking out).
After
Contests: Reconnect with those media outlets who expressed interest in or mentioned your contest (either the first announcement or any updates). Promote the contest on your own online media (blog, Twitter, Facebook Fan Page, etc.).
Event: Post a recap — blog, Flickr, etc. — of who attended, amount raised (if it was a charity event), thank your sponsors, attendees and others involved. Depending on the type and size of the event, the previous will vary. Definitely publicly thank others who do any recap or Tweet a congrats on a well-run event.
So, any other to-dos if you’re organizing a contest or event?
And, of course, if I can be of any assistance in brainstorming or helping to develop, organize and promote your event or contest, please don’t hesitate to ask.
-Mike
Image: Courtesy of Janeile Cudjoe. It’s of Mark Pannell recording during the first ever Tattooleetup that he and Sara Lopez organized. See more of Janeile’s images from the event on Facebook.
