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I’m currently involved in a new online venture with a group of people from a variety of marketing and advertising backgrounds. The venture is a Canadian business directory that, in exchange for extremely inexpensive advertising, provides businesses with free web pages, a QR code generator, search engine optimization, and much more.

Naturally strategy meetings eventually focused on methods of traffic generation. It’s interesting that in a room full of people with backgrounds in radio, television, print advertising and web marketing, who seldom agreed on anything, all accepted social contests and giveaways as the promotional tool to go with.

For online promotion particularly, social contests and giveaways are incredibly effective at attracting attention. However, the problem is that a following generated through giveaways and contests is that those followers are less likely to interact once the incentives for doing so are no longer present. However, there are exceptions, and social contests and giveaways can be highly effective when done correctly.

As with any marketing strategy initiated, social media contests must have a clearly defined goal to generate any return on investment (ROI). Most marketers believe they know their goal, “The goal is to raise follower numbers on social by X amount.” Unfortunately, this approach is wrong but few marketers know it.

It’s important to have a large a number of followers across a number of social channels, but that should never be the end goal of a contest or giveaway. Companies need to retain the followers gained from contests and giveaways, the very same followers who are unlikely to have any interest in the business being promoted beyond the opportunity to win a prize or receive a gift for participation.

The primary goal of conducting a social contest or engaging in a giveaway is always to earn money. However, contests and giveaways do not generate any direct revenues. Therefore, ROI needs to be measured in terms of new leads generated, participant sales conversion ratios, or an increase in potential consumers through membership registrations. Before launching a contest or giveaway, it’s necessary to determine what the goal is, and measure the results based on what is actually achieved.

An example of a contest with the goal of increasing brand awareness was one recently held by Bing. Bing launched a Jingle contest which required users to upload a video of their “Bing Jingle” for a chance to win a cash prize. The contest was promoted it across all of Bing’s social media outlets. The end result was increased viral engagement, substantial word of mouth advertising, and a great deal of chatter on major blogs, which drove organic content development.

A contest held to increase product awareness and sales was recently conducted by business software company Basecamp. Basecamp held a “Tell A Friend” contest, offering a discount to new users who signed up through their friends. The contest worked well because most business owners who use Basecamp are friends with other business owners who would also benefit from using the software. This gave new users a chance to acquire the software at a great price, and Basecamp to increase their customer base.

Giveaways offered through social networks have included everything from cosmetics through cars, but tend to mostly feature mobile electronics. Unlike contests, giveaways award prizes to all participants. One giveaway I though was particularly clever was conducted by a travel agency. All participants sending the company either a video, photo or written journal of their most recent vacation received a discount coupon redeemable against their next vacation. Receiving unique content for their travel based website and newsletter was a bonus, and combined with gaining a quality list of potential customers it far offset the cost of redeemed coupons.

So, the decision for the CanLookUp.com folks is only to decide between a contest or a giveaway, and what the prizes will be. The choice of using a social contest or giveaway over any other form of promotion was a go from the moment it was tabled. Generally, there are three types of prizes companies offer in contests. These are third-party prizes, a product from the business running the contest, or intangibles.

Of the three prize categories, third-party prizes are the most common. They are also most often the poorest choices. The mass appeal of an iPad for example, is reason enough for many people to participate in a contest, so it would likely be successful in generating interest. However, a great many of the contestants vying for the price would not be a market for the company’s goods or services, and therefore would not figure in any ROI the company hoped to earn from the contest.

Prizes that come from the business itself are often just as desirable as a third party product. Plus, using the company’s own product or service there is the added benefit of lower up front cost for prizes, and it generates brand awareness. Also, using a prize from the product line of the company running the contest, contestants are more likely to be from a demographic that represents potential customers.

The final prize category, intangible prizes, requires some creativity, but used successfully can produce a massive ROI. Intangible prizes generally cost little, if anything. A restaurant owner I consulted used social media to offer prizes to the winner of a contest to name the house wines. The prize for coming up with the winning name for each category of wine, white, red and rose was a dinner for two. Minimal cost, excellent participation in the contest, and buzz that would normally have cost thousands of dollars in advertising expense to duplicate.

So, going with social media contests and giveaways was given a thumbs up. Now the debate as to what to offer as awards has to be decided.

Almost all businesses have started utilizing Social Media campaigns since long. However, they still need to get some tips and advice on proper usage of the online media. This is because this media is a dynamic platform that never remains stagnant, but keeps changing now and then. While some businesses have been able to get a grip on developing a Social Media strategy, there are still others that are yet to get a grip on it. Marketing on social networking sites is exciting and interesting because it offers a blend of creative ideas of Social Media and the old concept of traditional marketing.

Let’s discuss about the top five Cs of Social Media:

Various experts and enthusiasts have got something different to say about the five Cs, we list the most important ones on the list:

Content: The most important ‘C’ of Social Media. Without content, the online media stands nowhere. You should have writers who can create and develop content that is of quality, has authenticity, and also the capability to evoke interest. It has to be highly product/service centric and of course engaging.

Connect: The second most essential aspect of marketing on online Media is to be able to connect to various groups of people. Without this the concept of marketing on the social web platforms remains futile. There should be proper tactics and plans behind networking. This will help businesses to have along lasting relationship with the members of the community.

Communicate: So you have connected. It is time for you to start communicating. Keep in mind, Social Media cannot be a one way traffic. You have to communicate with the audience to receive instant feedback, positive or negative. Striking up a conversation on Social Media might seem easy, but how you can do that might not be that simple. Unless, of course, you know the right policy. Communicating on a regular basis will satisfy your audience and help them communicate back to you. Start answering the what, where, who, when and why questions to people.

Curiosity: You should never let go of your curiosity. You and your team of marketers should be curious enough to know what is happening on Social Media, the current trend and who is your audience.

Consistent: You must be consistent in marketing and communicating your brand to the audience. Only then you can expect a perfect response from the other end. One thing leads to the other, and when you have connected and communicated, you should be able to continue the flow.

The above five ‘C’s should be kept in mind while developing a Social Media strategy.

Pinterest is a social media platform that is gaining popularity amongst businesses. It’s a simple and easy to use tool for businesses to reach out to customers and spread brand awareness. The concept of the site is more on visual communication. Users can post images they like, whether they took them themselves or they find them online, by pinning them on their “Boards.” Boards represent a user’s category of interest like Lifestyle, Books to Get, Places to go, and any topic that a user is interested in.

Sharing and pinning images are easy because of the “Pin It” bookmarklet tool, allowing users to instantly save and post an image they see on the web. Their iPhone app also makes it convenient for users to upload and post images on their account.

The site’s growing popularity among businesses is attributable to its ability to drive traffic to a website. You can market your brand on Pinterest by posting pictures of your products and services then add a link to your website or blog. According to HitWise, Pinterest is becoming one of the top 5 referrers for apparel retailers. When customers see an image they want, they want to know more about it so they click on the image. This directs them to a brand’s website, learning more about the business. Personal brands or services can also gain and take advantage of Pinterest and here are 5 ways you can do it:

Promoting a lifestyle or culture – Share your interests through images and let your images speak about your brand. If your brand is about traveling, share images of places you’ve been to. If you have a blog site, link that image to your blog if you have already written something about that place. Soon you will be attracting others that share your passion for traveling and they will visit your site when they want to know more about the places you’ve been to or how you plan your trips. Through Pinterest, your images can be shared to others and so will your blog.

As a focus group – When you post an image, users can “Repin” your images and share them on their network. Users can also comment on your images. You can post a creative image of your brand or services, and when users comment on it, you can ask them what they think about it. You can use their comments to get an idea of how other consumers think about your business.

As crowdsource – when you post images about your business, users will start commenting. As consumers, we like to share our insights about products and services that we’ve tried or got our attention. You can gather insights and ideas from other users – it’s exciting to see how another’s “perspective” can help you view your brand, services, and even problems from a much different angle and advantage. This will help you make improvements in case the ideas you get are doable.

Run contests – as consumers, we like contests. We like getting free things or discounts because, after all, the best things in life are free. Your brand or business can run contests using the site. There are many ways to do it. Let’s say you are running a contest to give away free massages. You can ask users to comment on the image and why they deserve the free massages. As a way to promote your personal brand, you can give away free accommodations or discounts to users who Repin 5 to 10 images that you traveled to that they find interesting and why. Be creative and attract other users to interact with you through the site. Keep them interested.

Inspire your team – If you have a team that works for your business, you can share images of anything you can find on the web that can inspires them. Make learning interesting by using the site. Instead of sending them links to inspirational articles, images, and videos, post the image or video on your site. Link inspirational articles through an image relating to the article. This will make your team inspired to learn because of the fun and creative approach of learning through the things they see.

Your business brand and each team member’s personal brand have lots of good visual play time on Pinterest. Just remember to answer the question, “How does this fit in my marketing and communication strategy?” before you make your first board, and this platform can be a powerful tool in your brand toolbox.

A brief explanation.
Social Media is hype and Facebook is called the second internet. Read how to use this hype and to set up a successful strategy.

1. Think about the content you want to deliver and post on Facebook
1.1. What is your goal on Facebook?
1.2. What kind of information and news do you want to publish?
1.3. Do you have enough information to keep your fans updated?
1.4. Does this news and information support your goal?
1.5. Define a timeframe on that basis news and information will be posted
1.6. Find the right amount of information regarding your fans
1.7. If you don’t have any information to post on Facebook, motivate your fans to be active
1.7.1.Motivate your fans to create content
1.7.2.Get in interaction through e.g. competitions, lotteries, uploads etc
1.8. Important: Any posted or created content must be so interesting that, ideally, people want
to share this and click the Like button or post a comment

2. Generate fans
2.1. The best fan pages have no effect without fans
2.2. To use the viral social media effect you need a basis of fans who transport your
brand/product to other friends
2.3. As the barrier to click the Like button is very low (as opposed to other sign in forms) users
who are interested in your content/activities need to become a fan to participate
2.4. Create a deal to motivate users to become a fan e.g. get a discount of 10%, print out a
voucher, etc
2.5. Spread the deal with your existing marketing instruments and on Facebook

3. Get your fans to your website/business
3.1. It is nice to have fans but what now?
3.1.1. A fan is a motivated user who has given you the permission to get in contact
3.1.2. A Fan is also a very loyal consumer who likes and supports your brand
3.2. Attract your fans to your business/website
3.3. Tease fans with interesting information or activities, however, it is necessary to link to your
website where you make your business
3.3.1. Find a motivation why the fans should leave Facebook
3.3.2. To get further information or to be able to participate at any activities the fans must go
to your website or directly to a “buy now” page

4. Make a risk analysis and define an exit strategy
4.1. Social media allows users to produce content (user generated content)
4.2. There is a risk with any social media campaign that users leave or post negative comments
4.3. Negative comments or expressions will motivate more dissatisfied customers or politically
motivated people to post further negative statements
4.4. In the worst case the campaign is turning into a negative campaign for your product/brand
4.5. Therefore, a risk analysis exit plans is essential
4.5.1.Define action plans for “what-if-when” cases
4.5.2.Define control and monitoring key data
4.5.3.Define a decision maker
4.6. Potential risks
4.6.1. Mis-usage of the guestbook
4.6.2. The campaign is not spreading
4.6.3. The barrier to participate is too high
4.6.4. The campaign is too complex
4.6.5. User leaves the campaign without finishing

5. Define your operating figures
5.1. Like any other marketing activity, social media marketing generates costs
5.2. To find out whether your social media activities are successful you need to define
quantitative and qualitative operating figures, e.g.:
5.2.1. Social media ROI
5.2.2. Increase of image
5.2.3. Number of leads
5.2.4. Value of a fan
5.2.5. Increase of PIs
5.2.6. Number of comments or posts
5.2.7. Number of followers on Twitter
5.3. Also define a basis value before you start a campaign and a goal to analyse and compare
your successes and problem areas
5.4. As there is no standard method of evaluation for social media monitoring so far, you need to
define your own method and sources for your data, e.g.:
5.4.1. sozialwebanalyzer.com
5.4.2. facemeter.de
5.4.3. Facebook Insights

When an author is looking to increase the numbers of his fans and readers, he should set himself up with a social network, such as Twitter.

But why?

Twitter COO Dick Costolo has shown that Twitter has over 190 million users, tweeting more than 65 million times a day. Factor in the consideration that over 34 million, of the consumers using Twitter, review and recommend products to their friends and family on a daily basis. These referrals are trusted nearly 12 times more than any mass-produced or artificial descriptions put out by spam marketers.
So, if you plan correctly, you can get yourself into a lot of traffic and be 12 times more effective than by way of traditional marketing methods.

One of the best uses of this type of social networking is to run special “viral” contests.

In a “viral” contest, you create a giveaway, such as a free copy of your new book or an e-book from WordClay.com. The contest is open to anyone who “re-tweets” a specific message you post. (“Re-tweeting” is the act of forwarding someone else’s tweet to a different set of followers.) To be eligible for the giveaway, all a participant needs to do is follow you and re-tweet your specific message to his own “followers.”

Example: “enter contest for FREE copy of the new zombie book, “The Deadz,” when you follow @The Deadz and re-tweet this. Just message me for code.”

For every person that re-tweets the message you get a new follower. In addition, that same message goes out into each re-tweeter’s sphere of influence, and so on and so forth. A “viral” contest message ends up piggybacking through follower after follower.

The end result is a growing list of followers that will have expressed an interest in getting a copy of your book. Now you can pick one of them at random and message them directly with details on how to receive their free copy of your paperback. You can then message everyone else with some sort of special offer. Better yet, increase your social standing by sending them all a coupon code enabling them to download a free copy of your e-book as a consolation prize. Watch your e-book fly off the virtual shelf.

This idea can be customized in a number of ways. Perhaps you want to offer a free copy to anyone willing to write a review for your blog or product page. You can set up a t-shirt giveaway by using an online design studio to design something cool with your book’s title on it. The applications of this marketing technique are endless.

Now put it to work for you today.

After publishing your book, you will likely need to let the world know that it exists. With Social Media, it’s never been easier to reach your readers wherever they may be in the world. Online sites like Facebook, Twitter, YouTube, LinkedIn, Tumblr and your personal blog are just a number of social media avenues to reach readers with the news of your brilliant books. Get the inside story about the top media tools available for authors and how to leverage these tools to get out the news of your book.

Blogging- Blogging authors can create a space for intimate connection with readers. This is a close knit community. To be an effective blogger you must commit to regular blog posts and answering every comment placed on your blog. This community will love your work fiercely and serve as free force to tout your books all over the web. Many readers also blog. If you don’t have time to blog find the bloggers who talk about your book. Comment on their posts, engage the blogger and build a relationship. Contact bloggers and see if they will be willing to review your book or better yet, interview you. Say yes to every interview request from bloggers.

Twitter- Twitter is a social networking site about connecting all sort of people with short bursts of info, only 140 characters are allowed with each “tweet.” Twitter is a good piece of the writing connection. Tweeting is about hooking readers. It’s great because it reaches a wide audience. You must perfect pitch lines to be heard on Twitter. This site uses fewer words to hook people and to get them to go to your website or blog… where they can buy your book.

Hopefully, you are getting a sense of the big picture. You will have to involve yourself in a number of these activities to reach your book audience. Each social networking tool reaches different audiences. Consider your options and then dive in. Happy blogging, Facebooking and Tweeting. May your book rise to the top.

Facebook- Facebook is about connecting with a community of friends. This network is somewhat targeted. It’s about who you know. Authors can create fan pages on Facebook and create a real spot to interact with readers. To make this work, you have to dedicate some time. Consider forming a group that brings together like-minded folks who are also potential book buyers. Here is some advice. Work toward building connections with readers not with other writers.
Google Plus – Similar to Facebook, Google plus lets you create an online profile which branches out extensively to your other online profiles (i.e. YouTube, Flickr, Twitter, etc. ) through the wonders of Google’s search engine. It has enhanced its offering with video “hangouts” where you can speak face-to-face with readers via a live video chat. It also has the “business pages” functionality which works like Facebook’s Fan Pages.

Pinterest- Pinterest is a fast rising visuals-driven sharing site where you can post your various interests into image “boards” and categorized whichever way you want (you could label a board as “My Favorite Authors” or “My Favorite Books”). It allows your readers to get a glimpse about things you like, books you love and images you keep close to your heart. Its sheer simplicity is a big draw to non-technical users who just enjoy ogling images instead of lengthy word descriptions.

YouTube- With over 60 hours worth of videos being uploaded and millions of viewers watching by the minute, YouTube presents you with an unmatched reach.

Create a mini-presentation about yourself and your book, and share it with friends, colleagues, clients and even browsing strangers can generate a lot of buzz for your book. Like everything online, your video stands a better chance of spreading virally if you blog, Tweet and share it on your Facebook page. Find out how companies like AuhtorHouse are doing it. Don’t forget to include plenty of relevant keywords so that someone looking for your book will find it when they search for other related topics. For instance, if your book is a mystery thriller set in Paris, the words “Mystery,” “Thriller” and “Paris” should be in your keywords for the video.