This guest post comes to us from Brandmovers Co-Founder Hector Pages
Approximately 42.5 million people enter online sweepstakes every year and millions more participate in SMS and social media contests. In fact, contests and games are the most popular brand tactic used to grow followers and fans in the social media space. Twenty-four percent of the U.S. online audience play branded social games at least once a month with 68.7 million U.S. consumers expected to regularly play branded games of chance by 2012. (ComScore)
Contests, games, and sweepstakes are a key component of the social media marketing movement because they target specific demographic segments, cross diverse brand categories easily, and -- most importantly -- provide a measurable return on investment while creating meaningful engagement with consumers.
Here are the top five tips for success in online promotions.
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At Internet Week this morning, ShareThis released a study that found 38 percent of all referral sharing emanates from Facebook. The study, done in conjunction with Starcom MediaVest Group and Rubinson Partners, examined the sharing habits of the 300 million people who use the ShareThis button each month.
The study found sharing now accounts for 10 percent of all internet traffic and 31 percent of referral traffic. Email and Twitter followed Facebook with a combined 17 percent of referral sharing. TwechCrunch has more on the study.
comScore, today, released the results from its MobiLens service. The study found 16.7 million U.S. mobile subscribers used location-based "check-in" services on their phones in March 2011, representing 7.1 percent of the entire mobile population. 12.7 million check-in users did so on a smartphone, representing 17.6 percent of the smartphone population.
The study also found check-in service users to have a high propensity for mobile media usage, including accessing retail sites and shopping guides, and displayed other characteristics of early adopters, including a stronger likelihood of owning a tablet device and accessing tech news, when compared to the average smartphone user.
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- Kate Winslet is the new face of fashion brand St. John.
- Mazda UK is organizing the Challenge & Inspire 2011 Competition and is calling out to all art lovers to share their most inspiring, innovative or creative ideas. By doing this they can win a number of great prizes including a car for a year and a trip to New York.
- Dead or Alive gets boobalicious Nintendo 3DS Ad.
- In a recent survey of 2,480 female bloggers, 90% of the respondents like partnering with brands, as long as they are compensated. Of the 42% of bloggers approached by brands, the most commonly accepted sponsorship types are online reviews, (26%), affiliate program promotions (15%), and direct advertising (13%).
- For you young creatives out there interested in going to Cannes, there are three Young Lions packages for you to check out priced from €560 to €1,025.
- Coke is celebrating its 125th birthday with the world's largest building projection.
comScore has released an overview of the U.S. online display advertising market for Q1 2011 based on data from comScore Ad Metrix, indicating nearly 1.11 trillion display ads were delivered to U.S. Internet users during the quarter. Facebook accounted for 346 billion impressions, nearly double the number it delivered in Q1 2010, and accounting for nearly one third of all display ad impressions delivered.
Facebook led all online publishers in Q1 2011 with 346 billion display ad impressions, representing 31.2 percent market share. Facebook's market share has increased 15 percentage points from 16.2 percent in Q1 2010. Yahoo! Sites ranked second during the most recent quarter with 112 billion impressions (10.1 percent), followed by Microsoft Sites with 54 billion impressions (4.8 percent) and AOL, Inc. with 33 billion impressions (3.0 percent).
AT&T ranked as the top online display advertiser in the first quarter with 19.5 billion impressions, accounting for 1.8 percent of display ads. Experian Interactive ranked second with 16.6 billion impressions (1.5 percent), followed by Scottrade ranked third with 11.2 billion (1.0 percent) and Intuit with 11 billion (1.0 percent). Groupon entered the top ten display advertisers at #7 with 7.7 billion impressions (0.7 percent).
In what is being called a sign the advertising industry is recovering from the recession (hasn't it been for a while now?), initial results of a new study from recruiting firm 24 Seven on the state of employment in the advertising/marketing sector found salaries overall increased 31 percent from 2009 to 2011 across the industry. The average industry salary for 2011 is $107,356, up from $81,989 in 2009.
The rise in industry pay was also came with increases is bonuses and commissions. The study claims the increases are expected to continue with 60 percent of respondents indicating they anticipate salary increases in 2011.
Of the finding, 24 Seven President Celeste Gudad said, "While pay is up, all is not equal in the marketing sector. As corporate clients press agencies on fees and compensation, salaries for corporate marketers are outpacing their agency counterparts by seven-percent." Well that's not news. We've always know the money is on the brand side.
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SocialTwist and Sara Lee put together a month-long campaign to promote Jimmy Dean D-Lights sandwiches. Users were offered a $1 coupon on any one package of Jimmy Dean D-Lights 4 count sandwiches, or, if they chose to share the offer with three or more friends, they could receive a $2.50 coupon. There was also a bonus coupon for $0.50 off on Jimmy Dean Breakfast Bowls. SocialTwist's Tell-a-Friend platform was used to help Sara Lee get customers to reach out to friends and family through social networking sites and email. The campaign was seeded with ads on Walmart.com and AllYou.com.
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A new eMarketer forecast on ad spending by category predicts retailers lead all other industries in terms of online advertising, with spending expected to reach $5.73 billion this year, up from $5.16 billion in 2010.
While the retail industry will see double-digit growth of 11 percent in 2011, other verticals will increase spending more quickly. Consumer packaged goods spending will increase 29 percent to $2.66 billion this year, automotive spending will rise 14 percent to $3.24, and healthcare and pharma will boost online spending 13 percent to $1.17 billion. The growth of online video ads - especially among brand marketers who have traditionally focused heavily on TV advertising - will be a primary contributor to the growing market share of CPG and automotive companies.
- Perhaps in honor of Eva Herzigova's Hello Boys Wonderbra ad, Creative Criminals put together a collection of the best 20 Wonderbra ads.
- Possibly the most interesting cell phone ad you will ever see. Well, at least the most impressive.
- AdKeeper, a service that lets people bookmark online ads for later viewing, is now working on 30,000 site.
- Katy Perry and Chelsea FC team up for Adidas ad campaign.
- Hot Wheels has a very cool outdoor installation in Columbia which transformed a bridge into a giant loop the loop track.
- In Wyoming, you can roam free. Even if you're not a horse.
- Rico and Snoop Dog's final outing for New Zealand Air.
A new IAB study conducted by Advertiser Perceptions, An Inside Look at Demand-Side Perceptions of Digital Video Advertising, found 69 percent of marketers and 55 percent of agencies plan to increase their digital video advertising with 22 percent growth predicted in the next 12 months. Those surveyed project they will spend 17 percent of their total online display advertising budget on digital video advertising in the next 12 months.
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