Football Giveaway + Social Media = Increased Alumni Engagement OnlinePosted: August 15, 2013 | |
The University of Iowa Alumni Association (UIAA) launched a Football Weekend Giveaway with a stellar grand prize: club seat tickets for the Iowa vs. Wisconsin football game, entrance to the UIAA Tailgate Party, a two-night stay at the Iowa House Hotel, and $100 gift certificate to a downtown Iowa City restaurant. In addition, UIAA members have an exclusive opportunity to win a $250 Hawk Shop gift certificate.
Alumni and friends enter to win by “liking” the UIAA’s Facebook page and completing an entry form. Participants can enter once a day and submit bonus entries by tagging the UIAA in an Instagram photo showing Hawkeye pride with #onceahawkeye in the caption.
This online campaign has a lot of potential. To increase their social media following, UIAA has targeted a younger alumni audience with a highly desirable offer. And, they’ve incorporated a premium for alumni members (the exclusive opportunity to win the Hawk Shop gift certificate), communicating even in this small way the value of the UIAA membership.
We spoke to Dylan Hendricks, UIAA Web Editor, to find out the goal of this online campaign, the response so far, and what advice he has for other alumni programs who might take a similar approach.
What is the goal of the campaign? The primary goal is to grow our social media following on Facebook and Instagram, to encourage alumni engagement through social media, and to promote alumni membership.
What response have you seen so far? Overall, people have been very excited about our giveaway. This is the third year that we are running this campaign, but the first that we incorporated Instagram. We thought people would enjoy showing all the ways they show their school pride, and we have been thrilled with the results so far.
What advice would you offer to others considering a similar approach?
- Make sure the prize is really something your alumni want or need—we have always had success with working with local partners to sponsor our giveaway, which allows us to offer a better giveaway package.
- Make sure everything you are doing is mobile friendly. This year we have seen a large spike in the number of alumni who are engaging with us primarily through their tablet or smartphone.
- Focus on one segment as your ideal target audience. Our giveaway is open to everyone, but we added Instagram this year as a way to try to engage with more young alumni. We have been more than happy with the response.
Need to Track Your Alumni Instagram Account?
BWF social media consultant Justin Ware says: “Measure, measure, measure. No social media strategy is complete without the ability to test your activity. To do so requires access to useful and meaningful metrics. For Instagram users, a good and affordable (free) option is Statigram.” Read Justin’s intro to Statigram on BWF’s Social Philanthropy Blog.