David Spark vom Online Magazin Mashable hat 10 schlagende Argumente gesammelt, warum Online Wettbewerbe ein nützliches Social Media Marketing Instrument für Unternehmen, Organisationen und Internet Fans sind.
Traditionell veranstalten Unternehmen Wettbewerbe, um Menschen von Ihren Produkten zu begeistern und Email Listen für Werbekampagnen zu sammeln. Heute, in Zeiten von Social Media, gibt es keinen Grund mehr warum es nur Unternehmen sein sollten, die Online Wettbewerbe veranstalten.
Die folgenden Beispiele zeigen 10 Unternehmen, die mit Kreativität Ihren eigenen Online Wettbewerb veranstaltet haben und damit sehr interessante und erfolgreiche Ergebnisse erzielen konnten.
Online Wettbewerbe bringen Menschen und Kunden zusammen
1. Community Building
“Every weekday the Downtown Ithaca Alliance hides a garden gnome somewhere in downtown Ithaca, New York. They then post a clue to its location on their Facebook Fan Page. The first person to email or SMS the location of the gnome wins free coffee and bagels for their office. All types of local professionals, from lawyers, accountants, and university professors have gotten into the game, said Vicki Taylor, the director of marketing and events for the Downtown Ithaca Alliance. “Some offices send out the gnome finding team as soon as the clue is posted,” said Taylor, “The purpose is to make downtown feel like a community. We want people to be excited about being here.” Even though some contestants have been ruthless, Taylor claims, “No gnomes were harmed in the game, so far.”
2. Eine Marke an eine existierende Communtiy anbinden
“At the South by Southwest (SXSW) Interactive Conference in Austin, Web application developers Iridesco connected with the social media savvy with SXSW Bingo, a game where contestants used Twitpic, Twitter, and the hashtag #sxswbingo to document people and items at the ultra hip social media conference. Examples included people playing Rock Band, a pie chart in a presentation, Gary Vaynerchuk drinking a glass of wine, and other Internet celebrities who were all very cool about being photographed as they became part of the game, said Michael Dolan of Iridesco. People had a lot of fun playing and SXSW Bingo got a lot of traditional and social media coverage. But more importantly, said Dolan, the game allowed Iridesco to introduce their products Get Harvest (time tracking) and Co-op (group communications) to an influential audience.”
Online Wettbewerbe machen einfach Spass
3. Einen neuen Dienst oder ein neues Produkt promoten
“For Comcast, and movie and TV trivia fans, every Tuesday is #TriviaTues, a day-long trivia event where Twitter users who follow @FancastTrivia answer twenty trivia questions to win free DVDs, movie tickets, and t-shirts. The goal of the weekly trivia game is to raise awareness for Fancast, Comcast’s competitor to Hulu. The game requires a full day’s commitment for fans online via Twitter, and the audience appreciates it as they’ve responded by really getting into the trivia and offering up some tough questions themselves. So far, according to Comcast, Fancast referrals from Twitter have increased 400 percent. But for a company as large as Comcast, they’ve still got lots of work to do; as of writing this article, @FancastTrivia has less than a thousand followers”
4. Aufmerksamkeit für eine Marke oder ein Unternehmen erregen
“Improving recognition of your company and product is one of the most common reasons for holding a social media-powered contest. SmartyPig, a company that offers a simple online savings account application, runs a monthly Twitter trivia contest where followers of @SmartyPig are asked questions about SmartyPig’s services, which forces contestants to learn more about the company. To pick winners of the $100 gift cards from those who answered correctly, SmartyPig conjures up some creative selection techniques that they perform on videotape. Watch them pick winners by dropping watermelons off a balcony, putting golf balls, and throwing snowballs.”
Online Wettbewerbe helfen Geschäftsentscheidungen treffen
5. Grenzen zwischen Büroräumen und -gebäuden überwinden & Mitarbeiterinteraktion fördern
“To show off how great it is to work at their company, long term home healthcare operator Interim Healthcare decided to produce a documentary. The problem is they didn’t know which of their 350 offices they should profile. Instead of guessing who would be the best, they created an internal “A Day in the Life of a Nurse” contest where offices would shoot their own three minute videos to tell their stories. Even though staff members weren’t video producers, ten percent of the offices participated. All the entries were then uploaded to Interim’s Intertube site. While they ended up picking an office in Bakersfield, California to produce the documentary, they didn’t expect the new closeness the videos created among all the offices. People were able to match a name with a face in a culture where everything was email and a voice on a phone, said Christian Boswell, creative director with bfw Advertising, the company that produced the contest.”