1. This website uses cookies to improve service and provide a tailored user experience. By using this site, you agree to this use. See our Cookie Policy.
    Dismiss Notice

▶︎▶︎ Anatomy of a Facebook/Instagram Giveaway & Why You're Doing It Wrong

Discussion in 'Making Money' started by abradabra, Jun 16, 2019.

  1. abradabra

    abradabra Jr. VIP Jr. VIP

    Joined:
    Apr 14, 2013
    Messages:
    1,303
    Likes Received:
    519
    Home Page:
    [​IMG]

    Giveaways are favourites amongst social media managers & marketers, especially the ones starting out.

    The flurry of new users engaging with their business attract the owners.

    The immediate increase in activity holds with it a promise to increase revenue.

    It does make sense — everybody likes the free stuff, don’t we?

    However, the smart ones are wary. The chance of users engaging just because the good is FREE & then never returning to their business is very reasonable.

    But are the giveaways, actually doing that?

    Here are some example giveaways I found on Instagram & Facebook with a quick search.

    However, if you have been on the internet for long, you would know that almost every giveaway follows this template.

    [​IMG]


    Goal of a Giveaway



    [​IMG]
    Engagement’s good, but that doesn’t pay the bill.

    The giveaways we are doing right now start and end at the first phase itself.


    Breaking Down The Giveaway

    A giveaway consists of essentially 3 elements:

    1. The Prize
    2. The Conditions/Rules
    3. The Winner Announcement

    The Prize
    What you offer is completely up to you. However, I have some pointers for choosing the prize:

    1. Choose something the users would be comfortable sharing with friends
    2. Choose something aspirational (ask yourself “if money was no object, what would the user want from my store?”
    3. Don’t offer many options. You want the user to not think before entering your giveaway.
    The road from the giveaway to $$$ in your bank account is looong. Better to not waste time on things that slow the journey.

    4. Don’t offer complicated products/services.

    Understand the state of awareness of your user and offer something that they understand at the first glance.

    [​IMG]
    User Awareness Levels

    5. Have up-sells, bonuses & incentives (UBI).

    In order for your campaign to succeed on its own, you need to push the users to share your giveaway. The UBI trio comes handy here.

    E.g. If I am offering a concert ticket, I can give the user another free ticket if he/she can get 20 of her friends to sign up. You don’t need to be good at math to be convinced of this in principle.

    Or if the product/service is limited in quantity. You can incentivise the user with a jump in queue for sharing the giveaway & getting his/her friends to sign up.

    This snowballs into an avalanche effect & you get free publicity, leads & revenue.

    One last thing,

    [​IMG]

    This adds nothing to your business. The users don’t get to ‘taste’ your business, nor does it attract people that would be interested in the business.

    It attracts the exact kind users we all dread…

    In other words, if you own a Scuba Diving company, don’t giveaway iPhones!

    Give us an extra tank of oxygen or extra dives. Iphone’s not that good anymore anyway…

    The Conditions

    The classic giveaway always has this:

    1. Like/Follow the business’s Facebook page/Instagram account/<insert latest social media>
    2. Comment on the post
    3. Tag a friend

    What does it do?

    Creates engagement, generates page likes, some visits to the website & if you’re lucky, maybe some sales.

    Now what?

    Now you pay Facebook again to reach out to these users.

    Is it effective in generating revenue? Yes

    Can we make it more profitable? Definitely, YES

    HOW?

    Generate leads.

    A major piece of the puzzle missing out from giveaways is the generation of leads.

    When you only push for engagement, you HAVE to pay again to have your product/service again in front of these engagers.

    (Organic doesn’t work. Instagram proudly highlights how limited organic reach has become)

    But when you generate leads, you get a free highway to get anything & everything in front of your target, WITHOUT SPENDING ANYTHING!

    Well, you probably knew the importance of leads. Let’s understand it from the context of giveaways & generating revenue.

    P.S. You can always push ads too for a holistic campaign. If I had the money, I would

    Winner Announcement & Making Money

    Step 1 — Announce the giveaway

    Step 2 — Generate Leads

    Step 3 — Announce the winner

    Step 4 — Include a discount code or coupon with the Announcement & a CTA for them to buy the same product.

    If their original interest was high, there’s a good chance a fraction of them would buy the product.

    Step 5 — Start a drip feed campaign. Send value & promotions ( I follow the 1 sales offer for 3 pieces of value)

    These can link to your website or any other 3rd party tool you want to.

    The ultimate goal is to push the user to a sale.

    It could also be a conversation starter where the entire transaction happens over Messenger.

    [​IMG]

    Leads & Giveaway — A How-to
    Most popular ways to generate leads:

    1. Email leads
    2. Phone numbers
    3. Messenger Leads *new*
    4. Direct mail

    [​IMG]
    Comparison between most popular ways of lead generation
    With so much of spam emails, shady marketers & public availability of one’s data, people have increasingly become hesitant in sharing private information.

    And this is not because the usage of the email, phone or messages have gone down, it has shot up dramatically.

    Plus, there’s a general disdain for email for their slow response expectations & for phone for being a waste of time when things can be done via email or messages

    Messaging has slowly but steadily revolutionised the way we communicate. It’s the #1 preferred choice for majority of the population.

    Messenger apps are bigger than the social networks they sprouted out from. (Source: BI Intelligence)

    [​IMG]
    And it beats email, hands down in everything you want. It’s like the ultimate Tesla to your petrol car

    1. Customisable
    2. Almost 100% inbox rate
    3. Extremely high open/click/response rate
    4. Easier to opt-out
    5. One stop solution for sales & support

    [​IMG]
    The companies of the future and the companies of the present that will make it to the future will and have Messenger Chatbot applications developed or in various stages of development.

    But how does it matter to a giveaway?

    It does significantly.

    1. 2 tap sign up. No information requested. No confirmation required. Friction lowered = Higher Conversion Rate
    2. Easy to Share. The future of communication is private. Allowing users a way to share the giveaway equals free leads & word-of-mouth publicity. Free Leads = Higher Revenue
    3. No coding required. To get started, you don’t need to be Whiz Kid. A few quick steps (read below) and you can start generating leads
    Case Study
    Facebook Ad Campaign — 20,000+ Leads Generated

    [​IMG]
    Industry — Pillows

    Giveaway Prize — Most Popular Product (Mid price range)

    Giveaway Conditions — Just Sign Up

    Targeting — People that showed interest in Pillows or sleep related interests AND who were Online Shoppers.*The ‘And’ part is very important as here is when you minimise your chances of receiving users that aren’t just after the freebie.
    Total Leads — 20,329

    Total Engagement — 381,308

    Total Comments- 922

    10X Performance With Quick Upgrades to your Chatbot

    Remember we talked about creating the avalanche effect? Where the users spread awareness about your giveaway in-return for a better chance at winning?

    [​IMG]
    Yep, this is how you do it within the Chatbot (or rather how I do it)

    We add 2 components to the Chatbot

    1. Leaderboard
    2. “Share” button
    The Leaderboard gives the participation a competition-esque feeling that encourages them to get more involved with the giveaway.

    The “Share” features allows the participants to share the giveaway with their friends.

    The recipe for a viral, funnel-proof, revenue generating giveaway is in place.

    It’s time for Facebook ads!

    To be continued…
     
    • Thanks Thanks x 20
  2. Hoco

    Hoco Junior Member

    Joined:
    Apr 14, 2017
    Messages:
    166
    Likes Received:
    40
    Perfect timing for this write up as I am running a giveaway right now, with some great success that is e-mail based, but never thought about using Messenger. I bet the advertising is cheaper as it's directing to messenger, right? The advantage I like with my set up is the incentive to do an action (visit something) to increase entries/chances of winning. So not only am I getting new leads and shares but also sales.

    Can you do that with your giveaway, or is it purely a "share" only action?
     
  3. abradabra

    abradabra Jr. VIP Jr. VIP

    Joined:
    Apr 14, 2013
    Messages:
    1,303
    Likes Received:
    519
    Home Page:
    You can incentive users the way you want to. It's only limited to your imagination & your developer's skills.

    The advertising is much cheaper than email leads and quality is also superior.
     
  4. inumel

    inumel Senior Member

    Joined:
    Sep 3, 2009
    Messages:
    943
    Likes Received:
    539
    Occupation:
    Every and Anything
    Location:
    Earth
    Solid post abradabra :) I have a few questions. what chatbot platform do you use for your campaigns? Or are have you developed your own?

    How do you navigate through Facebook 1 day followup of non promotional content. Are you going to show us a example of setting up a dummy campaign where you implement the sharing and leaderboard aspect?

    From your ad account your spent roughly around $2,300 usd for the 20k leads which is a great ad campaign but what was the client actually roi generated. How many actually pay for the product when they didn’t win as oppose just ignore it.

    I agree with the “And” inclusion with your interest targeting. Can you show us a dummy template of the ad copy you use to run your giveaway.

    What do you / your client do with the leads after the giveaway? do you setup a zapper connection to continue the conversation through email with a nurturing campaign or ? Thank you for your share again
     
  5. Fast Cheap Services

    Fast Cheap Services Regular Member

    Joined:
    Dec 16, 2016
    Messages:
    301
    Likes Received:
    196
    Location:
    Las Canteras
    i give like before reading was looking for this a long time ago
     
  6. Hay700

    Hay700 Regular Member

    Joined:
    Mar 6, 2016
    Messages:
    432
    Likes Received:
    378
    Quite a few of us are using this Viral aspect on sites/lps - It's like a real life virus spreading ;)
    One of the best posts I've seen on here in a while with actual case study. Awesome stuff!
     
  7. Bratishka

    Bratishka Jr. VIP Jr. VIP

    Joined:
    Feb 28, 2012
    Messages:
    105
    Likes Received:
    15
    good analytics and manual, I think it will help me
     
  8. leohaegger

    leohaegger Registered Member

    Joined:
    Nov 20, 2014
    Messages:
    90
    Likes Received:
    23
    Man, this is gold!!! Really inspiring. I was doing with email marketing, but this is a new approach. Thanks.
     
  9. Jonnn

    Jonnn Jr. VIP Jr. VIP

    Joined:
    Aug 29, 2016
    Messages:
    540
    Likes Received:
    248
    Gender:
    Male
    Great guide going to do something like this for real estate agents building my portfolio
     
  10. abradabra

    abradabra Jr. VIP Jr. VIP

    Joined:
    Apr 14, 2013
    Messages:
    1,303
    Likes Received:
    519
    Home Page:
    1. Chatfuel

    However, the case study was done on ManyChat (as requested by the client)

    2. Earlier it was to get users under 'Subscription Messaging'. It's still possible but you need to seek permission from Facebook.

    For a work around, you can add a "Quick Reply" button at the end of your message so that the user engages with the message.

    A very simple "no-brainer" type of a message.

    E.g. Have a "thumbs down", "thumbs up" option at the end for user to rate your content.

    3. @Chintoo designed the Leaderboard & Sharing aspect. PM him and he might do it. I have already tried :p

    4. We were only contracted to generate the leads. We did not have any say with the follow-ups or anything that happened to the lead afterwards

    However, I did talk to the client to see if it was profitable to them & this is what he said:

    [​IMG]

    Thank you.

    It's inevitable. People love to share & we get free buzz. Win-win.

    Thank you!

    Let everyone know if it does or even if it does not

    Thank you. E-mail will still exist but it's use case is going to get severely limited in the future.


    Awesome. For real estate, you can have properties listed within Chatbots, setup appointments, give users a tour etc etc. Chatfuel has some nice free templates if you'd like to try them.
     
    • Thanks Thanks x 1
    Last edited: Jun 19, 2019
  11. whynot

    whynot Registered Member

    Joined:
    Oct 3, 2007
    Messages:
    82
    Likes Received:
    133
    abradabra thanks for this well laid out guide, could you share how much you could realistically charge a client to set up a giveaway campaign like this. I know it depends on the clients industry and profit margin per sale but I see this as a valuable service and makes sense to the client as once they have them engaged within messenger and the giveaway they no longer have to spend on retargeting ads to market to those leads.
     
    • Thanks Thanks x 1
  12. bouayakashawinning

    bouayakashawinning Newbie

    Joined:
    Jul 27, 2018
    Messages:
    36
    Likes Received:
    3
    Gender:
    Male
    Is the point here that clicking the "Enter Giveaway" button doesn't solve this issue, and thus an actual reply is necessary by the user in order to continue the chatbot flow? So, for example, this requirement of them to type "Yes" would solve it, and then you can continue the flow? Trying to understand this issue as best I can.

    [​IMG]
     
  13. bouayakashawinning

    bouayakashawinning Newbie

    Joined:
    Jul 27, 2018
    Messages:
    36
    Likes Received:
    3
    Gender:
    Male
    It seems like this whole flow violates Facebook policies:

    > Policy Reminder Messages shared via these APIs are subject to https://developers.facebook.com/policy#properuse. Bots may not incentivize sharing or lead users to share in a deceptive manner.

    https://developers.facebook.com/docs/messenger-platform/webview/sharing/v3.3

    It seems really clear:
    https://developers.facebook.com/docs/apps/examples-platform-policy-4.4
     
  14. abradabra

    abradabra Jr. VIP Jr. VIP

    Joined:
    Apr 14, 2013
    Messages:
    1,303
    Likes Received:
    519
    Home Page:
    Thank you for pointing it out.

    Yes, I didn't realise sharing privately amongst friends wasn't allowed either. I was only aware of posting on Facebook.

    You can still keep the "Share" option but the approach wouldn't be "Increase Their Chances". Just a regular "Share with Friends"

    So, a couple of texts is the only thing you would need to change.

    Let me know if I missed anything

    P.S. The case study didn't have any "incentivised rewards for sharing"
     
  15. bouayakashawinning

    bouayakashawinning Newbie

    Joined:
    Jul 27, 2018
    Messages:
    36
    Likes Received:
    3
    Gender:
    Male
    But the case study says "Increase your chances" and this is how it went viral, right? I'm confused.

    Plus, what's the point of a leaderboard if there's no "increase your chances" part? Everyone would have the same score.
     
  16. abradabra

    abradabra Jr. VIP Jr. VIP

    Joined:
    Apr 14, 2013
    Messages:
    1,303
    Likes Received:
    519
    Home Page:
    The bot where you see "Increase Your Chances" & "Leaderboard" is a separate template I released earlier in the year. The screenshot/flow from the case study is the one with the "bedsheet" above. The opening sequence ends when the user enters the giveaway

    Leaderboard was a suggested upgrade . You can disregard it until we develop something better.
     
    • Thanks Thanks x 1
  17. bouayakashawinning

    bouayakashawinning Newbie

    Joined:
    Jul 27, 2018
    Messages:
    36
    Likes Received:
    3
    Gender:
    Male
    Thanks for explaining. It's inspiring ideas! But also good to confirm details so nobody gets their account banned without knowing :)
     
  18. Shyout

    Shyout Jr. VIP Jr. VIP

    Joined:
    Feb 11, 2019
    Messages:
    107
    Likes Received:
    35
    Gender:
    Male
    Great post. Will be launching a giveaway in the coming month. I'll try doing a case study of how it went based on advices from this post and some others on BHW.
     
  19. Aladdin_

    Aladdin_ Newbie

    Joined:
    Mar 11, 2019
    Messages:
    23
    Likes Received:
    3
    Great Thread Op thank you !
     
  20. TheVigilante

    TheVigilante Jr. VIP Jr. VIP

    Joined:
    Aug 31, 2010
    Messages:
    8,714
    Likes Received:
    5,840
    Occupation:
    ↓ USA-Native Author↓
    Location:
    ↓ Money-site Quality↓
    Home Page:
    Bookmarked!