Our case study detailing the strategy and results behind a three-month summer Facebook campaign using Wildfire's Sweepstakes application.

1. Summer Sweepstakes: Facebook and my-DittoJerusalem Web ProfessionalsKelli Brown | Sept. 2011

3. Search Engine Optimization (SEO)

4. Website Development

5. Custom Facebook Tabs and Pages

6. Consulting

7. Strategy

8. Implementation

10. The product – my-Ditto External hard drive accessible worldwide by disk on key Accessible through Apple and Android apps Affordable, secure, plug and play device Available in wide range of memory sizes, configurations

11. Campaign Goals Boost sales of my-Ditto online Build a following of educated consumers Create one dominant social media presence Highlight the product’s value for personal use Prepare target market for upcoming releases: New website New product revision

12. Challenges Product is relatively complex to understand Lacks tech sex appeal Existing website was awful Unable to buy my-Ditto Lacked blog functionality, RSS, etc. Company lacked a following on social outlets Duplicate efforts – multiple FB pages

13. What we did Launched three-month campaign using Wildfire’s Sweepstakes app May: Sonos S5 Music Player & my-Ditto server June: Flat-screen TV & my-Ditto server July: iPad 2 & my-Ditto server Enabled entries via Facebook, Twitter, email newsletter blast and widget on website Seeded initial entries with Facebook ads

14. Wildfire App details Standalone tab on FB page Entries required name and email address Direct export to Constant Contact lists Did not require entrant to “like” the page Pros and cons re: Edge Rank Encouraged entrant to share with friends

15. Content Love it, covet, buy it – sales push later Educated users about “cool side” of my-Ditto Focus on usage with other existing tech toys Scare tactics (sad, but very effective): Dangers of cloud storage Privacy concerns Frequent outages & mistakes Preserving family memories

16. Results – over three months 12,866 entries ~3,500 new fans ~320 new links back to the main site Web-based sales increased 22% over previous year Content shared on FB page was viewed an average of 9,000 times per month

17. Final push – follow-up email New website launched two weeks later Email campaign announced new site launch Offered non-winners a discount on my-Ditto Sent to roughly 12,500 new fans 27% of recipients made a purchase via new website Single most-effective sales tactic ever used

18. Getting lucky – Edge Rank App charges extra ($$) to mandate “liking” One third of entries via FB became fans New fans remain active participants today Everything you need to know about Facebook’s EdgeRank – The Next Web http://ow.ly/6xX9v DO NOT FORCE ENTRANTS TO “LIKE” YOU or you risk harm to your Edge Rank

19. Final notes – what we learned Entry rate is exponential, not linear Huge benefit to long-term cumulative campaign Details generate entries Excitement over Sonos S5 vs. “a TV” Partnerships didn’t work as well as hoped Same campaign didn’t work on Twitter Plan for the six months after the campaign

20. Thanks! Keep in touch with me at kelli@pixelpointpress.com Connect with us online at pixelpointpress.com facebook.com/pixelpointpress twitter.com/pixelpointpress