I don’t really like competitions. I think they are incredibly mainstream, and I don’t do mainstream very well. I do Storyliving very well indeed.
I constantly deal with competitions in social media as a tool for content marketing, because competitions have become the commodity on the internet. That is the first thing you can think of when it comes to involving people in your brand on social media: competitions.
‘Giving people cake’
I’m biased as I write this because I know that a lot of companies out there are trying to grasp the social media and win over more and more people to like them, involve them, engage them, follow them around like puppy dogs, digging what they do, making them into a cool company and brand. Adding them to an ever-growing community.
However, my idealistic, outsider-ish self says that it becomes too much of a commodity for the public to sell their personal Facebook identity – and their network to win a competition on a Facebook page. You are giving these companies permission to be right in your center of attention as well as those around you: the newsfeed! My dismay is not the competition in itself. Heck sometimes I, myself even enter and win stuff (and I’m happy when I do!). My point is that;
1. It’s filling up my newsfeed on Facebook. I evangelize that with social media you have a hands-on tool to save the world for the better, and you decide to earn your own fame instead, by doing Facebook competitions? What happened to storyliving ? aka. When you, in addition to telling the story (storytelling), document it on the social web?
2. It is filling up my RSS reader – the place I turn to daily to get my ladies magazine kick and getting to know what smart people think about business.
3. Competitions are so widely successful that it is the ONLY thing that a lot of companies do on Facebook to involve people. You can WIN! Wow. I want to be a winner! It reminds me of all those times where I have sat in agency meetings talking about a new concept and the finishing touch to that concept often becomes: “let’s get some celebrities to endorse this”. People will identify themselves with the celebs and we sell, sell, sell. I really hate those concepts.
BUT: I am willing to cut you some slack people. I am willing to accept that you need to do this in order to get more people involved in what you’re doing, on one condition:
Start doing Storyliving
Here’s some advice for what I would do if I was you (in addition to the Facebook competitions):
–Find 3 things in the soul of the company. Communicate them. Storylive them and get people to see that you’re not just a lottery company, you do cool stuff as well.
– Practice strategic creativity. Don’t just put up stuff on the internet that is going to get you Facebook likes and followers and stuff, because it’s cool. Define how the creativity is going to bring in the dough. What is the strategic flow of your actions on the social web?
You may say I’m a dreamer: I’m madly in love with companies that dare to tell the world what they dream about for the future. I get euphoric when I see that they are working towards it in a targeted way. Have you told the people around you (aka. your peers) today what you dream of, why they should give you the money instead of the competition, Because you’re sassy, cool and you dream and act big, not just for the sake of the company you work for, but for the whole world.
I look forward to seeing how you’re storyliving out there.. =)