A Sliding Social Media Campaign, or “The curtain falls, but The Man still pushes some buttons.”

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Don’t worry, folks, I don’t plan to post often (see below.) I just got such a kick out of the impact that Mommy Points had on the Austin Aloft Facebook campaign, that I thought I’d just throw this out there. The Points Guy has posted a well-written open letter to campaign planners regarding the impact of viral marketing, and I thought it would be prudent to indicate that there are certainly options when it comes to the next planned “Like” effort.

A sliding scale of award points could be instituted that would protect the marketing budget, yet allow for viral influence (which ought to be the justification for the effort) to still occur.

As an example, let’s say this month’s market budget is $10,000. At a 2% point conversion rate, this would generate 500,000 available points. If 50 or fewer likes occur, each “liker” would be awarded 10,000 points. If MilePoint, Daraius and Gleff mention it (to name just a few very influential bloggers and forums) then it’s likely 10,000 people would like the page in question.

With such an effort, a marketing blitz wouldn’t need to cap the promotion time-wise, but “Like”-wise. The promotion would be live longer, and would allow for fewer people interested in the promotion from being excluded by not finding the deal in time.

If we take this one step further, the promotion could be self-funded by an offer of additional points for a paid booking that occurs within 24 hours of the “Like”. That way, interested travelers who want to stay at the hotel in question (in this example) could get additional points, yet the hotel wouldn’t be inundated with non-patrons simply seeking free points.

The interesting side effect of this type of marketing campaign would be whether or not it would go viral, as the lucky few potential 10,000 point recipients would hope the value of their “Like” wouldn’t be diluted. In either case, the promoter’s budget is protected, and let’s face it, some people would still hit a button and send an email for 50 free points. The other interesting side effect is that those addicted to amassing points would constantly be returning to the page to see if the next threshold has been reached which dilutes their award value…

Boy, anyone want to start a “points options” advertising firm with me? 🙂 What’s the 60-day put on a Heth, Arkansas Facebook campaign?

In any case, I do hope these campaigns continue to flourish. Vilification in social media is still vilification, and there’s no such thing as bad press net, right?

Retreating once again behind the curtain,

-The Man

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