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Hello again ADM. I’m in need to pick your collective brain again.

A social media initiative is underway at our dealer group, the objective of which is to increase the perceived value of our brand and reinvigorate audience engagement over our dealer group Facebook and Twitter presences. Ultimately we want to immediately expand our local market social audience and network reach in the near term. But importantly I want to continue with creative and effective processes that advance our social media presence in ways that keep people engaged with our brand daily.

We’re offering a $700 prize package giveaway containing two front section floor tickets plus $100 travel cash and apparel to see Pink Floyd front man Roger Waters perform live at the Bell Center in Montreal, Canada. We are taking an empirical approach as we want to gauge impact of radio contest promotion.

At contest start we’ve approached Week 1 organically. We are in Week 2 now and we’re currently doing Facebook sponsored advertising to target a specific demographic. We are now heading into Week 3 (our final week) when we introduce radio advertising into the mix to run alongside Facebook sponsored search. Radio ads will run for seven days on a locally popular classic rock station and increase during the FloydianSlip music hour. So far we’ve had 30 entrants with 10 contest days to go. Total budgeted ad spend is $4,000.

  1. Have any ADM members conducted a contest over social media, and if so what sort of results did you get?
  2. What are some of the key performance indicator metrics used to gauge campaign effectiveness? 
  3. Assuming $136.xx is the cross-indusrty-average value for a Facebook Fan. Then what’s the value of Facebook for an average automotive dealership and Twitter follower. Any idea?


Tags: Social, contest, engagement, increasing, marketing, media, network, penetration, social

Views: 19

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