Typically Facebook contest rules are like this: ■ Like us on Facebook ■ Like this status update (try to make it a photo) and/or tell us why you want to win
■ We’ll pick the winner by random and announce on (day) {day}
You can also promote your contest on Facebook, but host it at your kiosk where people have to come to you and fill out a piece of paper or scan a QR Code to win. This helps generate foot traffic and gives you the chance to talk to them face-to-face. 4. Partner with mall management or other kiosks.
Most likely the mall itself has a Facebook page. If so, try to work with them in two ways. 1. Like their Facebook with your page and like/comment on
some of their posts each week, this is considered “social media networking” which most businesses don’t do. Most businesses just post to their page and never have a conversation with other pages.
However, don’t just comment to comment; actually add in
helpful or meaningful comments like, “Great weekend ideas! We’d add seeing (band name) play live at the (venue), it sounds like a great show!” or “We had no idea about this, thanks for the heads up!” Try to avoid things like “Cool” “Thanks” “Good post” and add something of substance. When you add a comment onto the mall’s page, you’re helping their engagement score (“Talking About” score) and you’re gaining exposure to their Likes who see/like/comment on that post. 2. When you run a contest or giveaway on your
Facebook page, tell the mall management a few weeks in advance and see if there is any way they can promote your contest too. Typically they’re looking for content to share on their page, and if you can write some posts for them to share, you’ll save them time on finding and writing these updates. Plus, the more people who enter to win your contest the more exposure for the mall! Take it a step
further and try to partner with the mall on a contest, or partner with other kiosks and do a Scavenger Hunt or Cart Crawl where to enter to win, people
must go to each cart (provide them a list of participating carts and their location) and complete a scavenger hunt. Design a
custom graphic for a contest like this and ask the mall and all participating carts to post at their cart, and on their Facebook pages. 5. Use Facebook Graph Search. Finally, Graph Search
is a great tool to find out more about your likes so you can post information on your Facebook page that is interesting to customers, which will make them like, comment and/or share. Plus, using Graph Search is a great way to stay competitive. If you’re not clear about what Graph Search is, it’s Facebook’s internal search engine which uses information gathered from users, their network of friends and supplementary information supplied by Bing. Graph Search provides personalized search results for each individual user. Try these two graph search examples below to see how it works and to understand the type of data you can find. In the Facebook search bar enter: Pages liked by people who like The Promenade Temecula (or enter your local mall)
You’ll see results like the city page, the Temecula Patch
page (a local resource which is great for local retailers!) and some other businesses like wineries and the library. These are pages that, if you had a cart inside the Temecula mall, you could like, and network with by leaving comments and sharing their content. Now try entering Interested liked by people who like Promenade Temecula (or enter your local mall) You’ll find results of the things people who like the Promenade Temecula Facebook page like doing, which can give you ideas of what to talk about on your Facebook page, to be relatable and participate in (and start!) the conversation.
Crystal Vilkaitis is the owner of Crystal Media, a company dedicated to helping independent retailers market online. Vilkaitis started Social Edge, an online membership group exclusive to retailers looking to gain an edge over competition using online tools. For more information visit
crystalmedia.co.
SpecialtyRetail.com Fall 2013 n Specialty Retail Report 137
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