Who the hell enters photo contests?

23 Mar

I ask myself this question every time I see an ad promoting one. You want me to take a picture of my family enjoying downtown Victoria, upload it to your microsite, and plead my friends to go there and vote for it…all for a chance to win a shopping spree? Hell no!

social mediaThe thing is, people do enter photo contests. Just not me. You can find out if your target audience would be likely to at Forrester Research. They categorize different demographics into six groups based on their social media behaviour. Groups include “Creators” (people that publish their own blog and upload content that they created), “Critics” (people who leave blog comments or post reviews), and “Joiners” (people who have social media profiles and visit others’ profiles).

If the audience you’re trying to reach is Males 18-24 (32% Creators), a make-your-own-video or photo content could work. If you’re trying to reach Females 35-44 (15% Creators), you’d be better off asking them to like you on Facebook for a chance to win (63% of them are Joiners).

Forrester’s profiling tool is free, so give it a try the next time you’re planning a promotion.

(PS This is called Social Technographics. How’s that for impressive?)

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3 Responses to “Who the hell enters photo contests?”

  1. regkrake@gmail.com March 23, 2011 at 2:01 pm #

    Having been a user of and subscriber to Forrester’s research services (extensive and useful on everything marketing technology related), I am already a fan. You can’t go as deep on their site without a paid subscription, mind you, but you can still scratch the surface and see what’s available, as your post points out.

    Related to your posting on Social Technographics, I’ll take this opportunity to highly recommend Forrester’s book on the subject from a couple years ago, “Groundswell: winning in a world transformed by social technologies”:
    http://www.forrester.com/Groundswell

    Despite all the rapid changes in social media and technology, the book still holds up — I was recently re-reading it and found it just as relevant as when it was published. In essence, it provides great ways of assessing YOUR company’s needs (or clients’ needs, as the case may be) and creating a strategy that focuses in on those social media that would provide the right impact for what YOU want to do (and leveraging, of course, the Social Technographics). Along with good strategy, this allows you to minimize cost (i.e. avoiding throwing money and resources at “everything social” without knowing what will stick, or how to make it stick) and maximize efficiency and impact.

    And from an old and enduring passion for measurement and results, it also provides important reminders to develop measures to understand results and be able to decide if you’re realizing success with those efforts.

    I’ve often wondered about photo contests as well for their impact or relevancy — but then again, I recently was fascinated and, ultimately very impressed, by an agency’s wacky idea to attract interns by asking them to apply within an “all-zombie” theme. Weird, wild, wacky, way-out and, in the end, wonderful, both in terms of quality and exposure. Who knew???

  2. sgoth March 23, 2011 at 2:22 pm #

    Thanks for the comment Reg. I’ll have to add their book to my l-o-n-g must-read list. I wonder how much the proportion of each technographic group will change as SM continues to grow its reach.

    Thanks for the feedback on the intern contest. It was as fun for us as we hope it was for the entrants!

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