Interactive Promotions Require… Interaction.
Online promotions with a Tell-A-Friend (TAF) component drive an increase in registration rates by nearly 10% with 1 in 5 users referring at least 3 people (generic/rule of thumb). These obviously vary based on brand, prize, site design, etc…
The example below from Long John Silver is a nice/standard approach. Check it out yourself at http://www.ljsbeachready.com/ (PrizeLogic plug).
Is 10% good? Perhaps. But I have yet to run across a marketer that isn’t looking to beat the field… Unless you have a novel idea (uploading a photo doesn’t count as novel anymore) or amazing content - your site won’t be “going” viral organically anytime soon. While TAF is a great start, there are other ways…
According to a 2/12/09 report by Pew Research http://bit.ly/GFVqN “Nearly one in five (19%) online adults ages 18 and 24 have ever used Twitter and its ilk, as have 20% of online adults 25 to 34…” Facebook reports nearly 45.3 million active users and is growing in every age/gender demographic. Women 55+ are up 175.3% in the last 120 days and 45% of Facebook’s US audience is now 26 years or older. For further insights; http://bit.ly/loUdc
Enter Facebook Connect (details: http://bit.ly/IRPVq). Basically, it allows users to share information and actions on your site with their friends on Facebook. While TAF emails may seem more personal, CAN-SPAM legislation generally limits the number of emails that can be sent from your site. On the other hand, the reach one can get on Facebook is limited only to the number of friends your user has connected.
What about Twitter? Why not let your users tweet their game play activity with the twitterverse. Perhaps, “I just played the… Have you? link” Simple = effective!
Lastly, try building social features into your site. I’m not talking about an entire social network of your own. Just give them an easy way to connect with the friend they’ve invited. A good example of this is the http://3pp.subwayfreshbuzz.com (I know - another PrizeLogic plug) After playing the 3-point shootout, users can invite friends to join their team; create a profile, and track each others progress.
All of the above are relatively easy implementations into any site. Also, Facebook and Twitter are hardly the only two social networks. If your brand is highly targeted or skewed toward a specifc demo, don’t be afraid to get specific with your social network integrations. There is a network for most every niche now! Don’t believe me, checkout http://www.ning.com
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