– Aaron Smith, Director, Client Solutions, ePrize

Since the conclusion of Facebook’s F8 conference, digital marketing managers everywhere have been scrambling to add the latest Facebook plugins to everything from their homepages to skinny jeans. But why? What does the simple act of clicking a Like button do for a brand? I decided to seek out some industry professionals to find out what all the hubbub was about. I sat down with two of my colleagues I knew would be able to help: Tony Vecchiato, Director of Product Innovation and Don Fairbanks, Senior Director of Strategic Services.

Why is it so important for consumers to “Like” your content?

“There are many benefits for a consumer “Liking” your brand,” says Vecchiato. “Three benefits in particular truly drive value”:

1. The Trust Factor - Consumers trust other consumers – so if “Jack” visits your website and notices three of his friends have Liked content on your site (or the website itself), they’re more likely to interact with it. Even if your site has non-friend “endorsements”, the trust evoked through the opinions of others makes the tool very persuasive.

2. Increase Fan Base – When I Like something on your site, all my friends are notified through an automatic Facebook newsfeed post. They can then see what I “Like” and, because we share interests and trust each other’s opinions, are more willing to “Like” the same things.

3. Increase Website Traffic – Following the last idea, when my friends see my Facebook newsfeed, the fact that I “Liked” something may pique their interest. They are then more likely to click on the post and proceed to your site to get more info, thus increasing traffic to your site.”

That makes sense, but what on earth do you do with these 47,549 Facebook Connections once you have them?

“You deliver on the promise you made that compelled them to connect in the first place,” Fairbanks states. “This might be in the form of rich entertainment, practical utility or compelling offers. The bottom line is that, like any other relationship, some level of fair trade value needs to be present. The minute you start taking this for granted and cease to hold up your end of the deal, is the moment your fans will assuredly find another source to satisfy their needs.”

One example can be found in a current Coca-Cola “99 Days of Summer” campaign. It’s a photo contest where consumers are asked to vote for their favorite entry by “Liking” it. When they do, they’re prompted to post it on Facebook, complete with the photo and personal comments.

Sounds to me like the ‘Like’ button can help bring people to your site and connect them to your brand, but it’s up to you to make sure they stay where they are.

I’d like to hear from you. What are some compelling “Like” button success stories you’ve seen or experienced?

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Filed under: Latest Postings on July 22nd, 2010 | No Comments » Add Comment

Brian Quinton for PROMO Xtra  — To mark the pending first anniversary of its Shop Your Way buyer rewards programs in its Sears and Kmart retail brands, Sears Holding Corp. has launched a contest that will give one lucky loyalty member up to a billion points in their account, just in time for Christmas shopping this fall.

The only catch: They have to give half of the points to charity.

That’s not a catch but an incentive, according to a survey Sears and Kmart commissioned earlier this month from Kelton Research. According to those findings, 81% of Americans say that if they came into a large sum of money, they’d most likely donate a portion of that award to a charity, non-profit or other aid organization.

The “What Would You Do with One Billion Points?” contest allows the 17 million Shop Your Way members to do just that. The contest winner will have the choice of giving half those points to one or two of SHC’s three long-time charity partners (low-income housing rehabber Rebuilding Together, St. Jude’s Children’s Research Hospital, or the March of Dimes), or splitting the donation between one of Sears’ partners and a charity of their choice that meets basic contest qualifications.

rs and Kmart Shop Your Way members can enter themselves into the competition by submitting a 45-second video  at a dedicated microsite explaining just what they would do if they won a billion loyalty points. In a twist to encourage submissions, the prize pool started at 100,000 points on July6 14. Every video entered adds another 10,000 loyalty points to the prize total until it reaches that 1-billion-point limit. A counter at the site keeps track of the number of points in the kitty—at press time, 100,440,000.

Read the full article at promomagazine.com.

Filed under: Latest Postings on July 20th, 2010 | No Comments » Add Comment

Get to know our team! Meet ePrizer…

Meg R., Copywriting Guru
ePrizer Since: May 2008
ePrize Location: Detroit
Shares a birthday with: Katie Couric – January 7

ePrize: Why do you do what you do…what drives your passion for your craft at ePrize?
Meg: I’m fascinated by the impact words have on human behavior – that’s really what motivates me and drives my passion. Words have great power, and the design/copy collaboration is an unstoppable force! Together, we can take a brand/idea/concept/thought anywhere.

ePrize: Have you ever met anyone famous? Dish!
Meg: I saw Kid Rock at a local restaurant, he is from Michigan you know, and congratulated him on his marriage to Pam.

ePrize: If given the choice between a free trip to the moon or traveling around the world for a year, which would you pick and why?
Meg: Around the world because I’m scared of going to the moon. However, I could have astronaut ice cream which would be a dream. Granted, I can eat it on Earth but eating one of my favorite space foods IN space would be something else.

ePrize: If your life didn’t lead you to ePrize, what other career would you have right now?
Meg: Editor of O, The Oprah Magazine or a TV show writer. I really want to win an Emmy.

ePrize: How does the evolution of technology change your role at ePrize?
Meg: As technology advances, the words people respond to change. It’s my job to stay one step ahead of the game. It’s a constant challenge – but one I eagerly accept!

Keep a look out to meet more ePrize team members!

Filed under: Latest Postings on July 19th, 2010 | No Comments » Add Comment