I’m not gonna lie to you, I’ve been involved in projects where a new (as in *zero* Fans) Facebook Page ends the week with a couple of hundred thousand Likes.
It’s actually not that hard. No high-fives are exchanged, I’ll tell you that.
You build a campaign that includes the Facebook Page along with dropping $150k on banners on major portals and maybe some TV spots running on prime time. Of course you have to be a major brand as well, I’m talking maybe a video game console or a popular soda, maybe even a wireless communications brand.
If you and I get 200k Fans in a week, we will be crying on Oprah, wearing a funny hat.
Let’s get real now.
In the last few months we’ve experienced the crash and burn soap opera of Facebook Reach. We’re not going to get into that, it’s time to focus on how to play the game with the new rules. And the new rules of Facebook marketing indicate that this year, you will have to be a lot more creative to reach an audience, engage them and turn them into customers.
Today we are not going to talk about concepts either, I’m going to show you a real-life example of how playing your cards right can get you 736 Fans in 6 days, without running any ads.
Meet Koření od Antonína, a small and independent shop that sells spices in Prague, Czech Republic.
Koření just celebrated its 15th anniversary back at the end of January 2014 (notice the date is after Reach went down), and they decided to take the celebration online to give away some prizes to its customers. In order to that, they decided to run a contest on their Facebook Page.
The goal was simple: Engage existing Fans and get new Page Likes.
Here is what they did in 5 steps:
1- Custom App
The contest was hosted inside Facebook, for this, a custom tab was created.
In order to get new Fans, the only requirement to participate in the contest is to like the Page. So a Like-gate was set up.
3- Quiz Contest
The contest was a quiz that puts the Fan’s knowledge to the test. It’s fun, it has a gaming aspect to it, and it also adds a layer of authenticity to the whole thing. If you a true Fan, you probably know your spices, right?
This means that if a person enters the contest for the sole purpose of getting a freebie, this quiz pretty much gives the true spice aficionado a clear advantage. This is actually helping you pre-qualify your Fans.
Let’s stay focused, when I say it’s important to have a virality component, I don’t mean we are looking for 7 million eyeballs. You are not Beyoncé.
Koření enabled its own participants to spread the promotion by awarding a “Referral Bonus” for each additional Facebook friend they refer. Now things got interesting!
Contests on Facebook Pages must have some type of promotion, as you probably know, the majority of the people that like your page never come back to the page itself, some say this is as low as 2%.
This means, if you don’t promote, your contest or whatever you’re doing, will be practically invisible.
Koření did 3 things to promote its contest:
- 2 Organic posts on the Facebook Page
- Announcement of the main website
- Announcement in the email newsletter
That’s it. No Facebook ads.
And here is what was accomplished:
- 1,493 visits generated from the Facebook posts, the company website and the newsletter
- 1,300 visits were generated through the Referral Bonus incentive
- 2,793 total tab visits
- 1,100 people participated in the contest
- 760 people coming from the Page posts, website and newsletter entered and participated in the contest
- 340 participants were recruited through the Referral Bonus
- That’s 39.4% of the people that visited the contest tab
- 736 people liked the Page to participate in the contest
- 364 participants were already Fans of the Page
- That means 736 Likes were generated out of those 2,793 for a Like Conversion of 26.4% (I know, I’m not considering that some of those visitors were already Fans of the Page)
Cost per Page Like
So far everything sounds like a big success, but we still need to look at the cost of generating those Page Likes.
As I mentioned before, there was no investment for paid media, everything was done organically through existing channels. Everything was produced in-house, so there is no cost for design either. The only cost is in the actual prizes. Here is the breakdown:
- Marketing: $0
- Design: $0
- Value of prizes: $150
The promotion generated a total of 736 new Fans, that means the cost per Page Like is: $0.20
Build your own Quiz Contest for free
The Quiz Contest was built with TabFoundry, which is free. Yes. As in FREE.