9 Things You Must Know to Run a Successful Quiz App on Facebook

Posted on October 29, 2013 by
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  • Make sure a facebook quiz app is the right fit to help you reach your goals

Quizzes are among the most viral and engaging campaigns you can run on Facebook. Your fans will enjoy the challenge and have fun showing off their knowledge.  They will actively promote their participation and invite their friends to challenge them, consequently promoting your campaign and your brand for you!

The quiz is advantageous for collecting emails (though not spectacular), offering an in-depth brand experience, capitalizing on person-to-person marketing, nurturing your brand ambassadors and finding new ones. It will also throw a little gasoline on your brand awareness machine.

Is a quiz a good fit for your audience?  Yes.  The quiz is the most versatile app on the Facebook market.  It works well with all kinds of audiences- B2C, B2B, groceries, luxury products, car parts, sports fans and enthusiasts, lawyers, bankers, high tech, low tech…  And, it’s also one of the few apps that can create a draw with or without prizes. Basically, you can run a quiz for any brand, targeting any kind of audience, and do so without giving anything away if you choose.  You’re not taking any risks running a quiz on your Facebook page!

However, the level of engagement required (time) may reduce the number of email addresses and qualified information you would normally collect from a simpler campaign (sweepstakes or instant win).

1 - Sweepstakes image

If you want to recruit fans and opt-in emails on a massive scale, a simple sweepstakes will be a better choice than a quiz.

 

A quiz will require more time and attention from you as well.  You’ll need to draft images and well thought out copy to build your campaign.  If prizes are involved, and you choose to increase your participants’ scores based on the number of friends they invite (see below), you’ll need to be attentive during your campaign for potential fraud.  Basically, if you’re looking for a “low maintenance” type of app, the quiz ain’t it.

The bottom line:

Sophisticated and fun user experience to make your brand more memorable: yes

Quick and easy fan growth and option email collection: no

Sound like the right fit for your goals?  Run a Facebook Quiz App on your page today.

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  • Make sure you have the time and or the resources to be creative

Unlike most other Facebook apps, a quiz will require some creativity and copywriting skills. First, you need to find the right subjects to challenge your fans’ knowledge.  Then, you’ll need to write creative questions and answers that will keep them engaged until the end of the game.  Finally, you’ll need to create more visuals than any other type of app (each question will require a unique illustration).

If you already have a good idea as to which questions you want to ask and can easily find royalty free images on the web to compliment them, you’ll be set in no time. But, if you don’t have the time or resources to write the necessary copy and/or create or curate all the visuals, a quiz will be tough to put together.

Ideally, a quiz will require you to create a unique visual for each question. So, not only will you need to be creative with a lot of copy, you’ll also need to be creative with your illustrations!

Ideally, a quiz will require you to create a unique visual for each question. So, not only will you need to be creative with a lot of copy, you’ll also need to be creative with your illustrations!

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  • Offer prizes!  Or not! 

Unlike most Facebook apps, the quiz doesn’t require prizes to draw a crowd.  They can be launched just for fun, or award prizes with no monetary value, such as recognitions or VIP benefits.  Regardless of your industry, your fans want to be challenged, and they want to show off.  A newspaper may organize a quiz about recent news to test participants’ knowledge about a specific subject.  In this case, a simple “grade” comparing one’s performance against their friends will be enough to motivate users to participate.

Offering a prize may boost the conversion, however, as well as increase the number of participants.  So, if your goal is to get a high conversion in terms of new fans or email entries, offering a prize will be necessary.

One of the differences between a quiz with prizes and one without, is the inevitable attraction to bounty hunters. If you’re offering prizes, whatever you do, they will come.  You’ll increase the number of participants, but afterward you’ll have to live with those who came only for the prize. These new ‘fans’ are likely to hide your posts and disengage from your stories after the chance to win is over.  This will eventually decrease your ability to reach even your most loyal fans.

A quiz without prizes will ensure high quality fans for your page that won’t drag down your edgerank score, but there will be fewer.

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  • A Facebook quiz as a public service

    A Facebook quiz as a public service

    Offering prizes?  Choose carefully

Avoid offering attractive prizes that have nothing to do with your brand. A free holiday will not attract fans of your beauty products.  Everyone wants to win an iPad. But, how many online gadget hunters are potential customers for your hand made jewelry, motorcycle accessories or phone contracts? An appropriate award will deflect prize hunters, who will hide your posts or unlike your page as soon as your campaign is over.  Eventually, this kind of activity will drag your EdgeRank score down, thus fewer of your true fans will see your content.

The prizes you offer should interest participants who are already your customers, or will be in the future. If your contest prize attracts contestants who have no reason to become your customer, change it!

Lord and Taylor

Lord & Taylor, a female online fashion retailer is awarding fashion accessories from its website.

If you are an airline, why not offer more miles to fans who are already members of your loyalty program, or an upgrade on their next flight? If you’re offering trips to resorts, send your winner to one of the destinations in your portfolio. If your business specializes in selling iPads, why not give away a must have accessory?  Or, an iPad?  😉

Choosing the right prize is your main guard against attracting opportunists and cheaters. You may have fewer entrants, but in the long run, you’ll be far better off with 100 new potential customers, than 1,000 scavengers.

 

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  • Make your quiz go viral.  Here’s how

The quiz has built in social features that Facebook loves.  If your app provider has built in open graph frictionless sharing, like Agorapulse, stories will be created on friends’ newsfeeds and tickers for each participation. Certain app vendors will even award additional points to participants who invite their friends to participate, capitalizing on the exciting chance to compare scores with peers. The Agorapulse Facebook Quiz app also gives additional points for answering quickly.

These features can really boost the viral potential of your quiz campaign, but, as always, awarding points for friend invitations will open up the potential for fraud. You will always have scavengers who will create fake Facebook profiles to raise their score artificially. Don’t panic!  There are ways to ensure your viral strategy won’t jeopardize the whole campaign!

5 - quiz ranking

Quiz ranking among friends

 

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  • Simple steps to avoid fraud and protect your contest: 

Avoid awarding prizes based solely on the top scores.

There are many alternatives, the best being a mix of your highest scorers, a jury selection and a random draw. The ideal formula entails awarding prizes to a participant selected by the jury among the 10 top scorers.

Try a combo like this:

–        A jury selects winners among the top 10 or 20 scorers

–        A random draw is made among all participants with a minimum number of correct answers

This will take a little more time to organize, but at least it’s not time spent dealing with scavengers and disgruntled honest participants.

Make sure the app you choose allows you to identify participants by IP address. If you spot numerous participations coming from the same IP address, you’ve probably spotted the use of fake Facebook accounts, and a participant who is scamming your quiz.

6 - suspicious users detection

Fraud protection should be simple and efficient, giving you the power to choose

 

Make sure you can easily ban the users you have identified as cheating. Once fraud is uncovered, you want the concerned entries removed in one click.

Display clear rules which state cheating behaviors will lead to exclusion.   Rules determine how winners are chosen, and how users may be disqualified.  If you have to ban users, your rules for participation will clearly explain why you’ve taken this action.

Run a Facebook Quiz App with fraud protection features on your page today.

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  • Triple check your calls to action

Visitors can’t guess what you want them to do, you have to tell them.  If you want them to like your page to enter, tell them so, if they need to click to enter, show them where, if filling a form is required to enter, let them know that, and use visuals as much as possible.  Most people don’t read text or instructions on the web.

Bad call to action

If you want your fans to like your page to enter, it is better to direct their attention to the like button they will need to click. In this example, the call to action may not be simple enough to be idiot proof… 

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  • Don’t forget mobile users!

There are 1.1 billion active users on Facebook, and 750 million active users on mobile. That’s almost 70%!

If you think mobile users will only check their friend’s stories and never use your Facebook app, think again.  Based on our internal data, 40% of fans who are offered the chance to enter your competition from their mobile device do so!

Would you close the door to 40% of your fans and prospects?

gender and source of users

A Facebook campaign ran by one of our clients. Almost 33% of the 26,000 participants were on a mobile device when they entered.

Make sure the app vendor you choose offers mobile access to your quiz, the standard link to your campaign tab will not work.  Zuck Dawg hasn’t built Facebook tabs for mobile yet, and possibly never will (you’d have to have really super small thumbs to click on the right one anyway ;).  App vendors, like Agorapulse, will provide you with a specific link, which detects the type of device your participants are using and optimize the format for their screen.

 

 

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  • Promoting your Quiz, Facebook ads or organic communication?

As a general rule, we do not recommend investing in Facebook ads to recruit new fans. Even though they offer pretty good targeting options, your Facebook ads may generate new fans who are more interested in your prizes than your brand, product or services.

You can get rid of unwanted traffic to your website without leaving a damaging trace. But you can’t get rid of fans- they’re here to stay, unless they decide to leave. So if a bulk of your page’s fans aren’t genuine, they will probably hide your posts and never engage with you, bringing your edgerank score down, and your ability to reach those who truly love you down with it.

As a top-notch marketer, your goal is not to recruit more fans, but to recruit the right ones- those highly valuable fans you can build a productive relationship with.  The best way to do that is to leverage the communication channels you already own, like your email list, your website traffic or your point of sale.

The best leverage you have to bring the right new fans into your social fold is your current customer base.  These excited customers who are already trafficking your website, reading your emails or visiting your stores are probably waiting to tell the world about you!  Make sure your Facebook app provider offers you an embed feature to reach them were they are.  Your website traffic can like your page, answer your questions, give you their email address and other valuable information without ever having to leave your site.

Agorapulse offers an option that allows you to embed your Facebook contest right within your blog or website. A convenient way to leverage your existing web traffic and boost participation in your Facebook Instant Win.

Agorapulse offers an option that allows you to embed your Facebook contest right within your blog or website. A convenient way to leverage your existing web traffic and boost participation in your Facebook Instant Win.

Make sure the app can be accessible through mobile, as more and more users are now checking their emails from their mobile devices.  If you’re a brick and mortar retailer, make sure you have a QR code (or short URLs) signage at the point of sale to convert these “real” visitors into fans.

This is the rollup we use on our booth when we sponsor events. Visitors are prompted to scan the QR code to install our Facebook app. This tactic converts a significant number of booth visitors into leads. You could use the same tactic to invite people to participate to Instant Win directly in your store.

This is the rollup we use on our booth when we sponsor events. Visitors are prompted to scan the QR code to install our Facebook app. This tactic converts a significant number of booth visitors into leads. You could use the same tactic to invite people to participate to Instant Win directly in your store.

Sometimes, investing a little in Facebook ads to increase the number of qualified fans can be a legitimate expense, but we recommend leveraging your own communication channels over paid ones first.  With Agorapulse’s mobile optimization and website embed options you can easily get new fans directly from your point of sale, your website, blog traffic or email list without spending a dime!

So, will a Facebook Quiz App meet your marketing goals?  Yes, if you have the time and creativity to invest in your campaign.

 

Richard is a Client Happiness Jedi for Agorapulse, based out of San Francisco and Paris, advising agencies and brands across the globe on Facebook page management and marketing. He sings Bachata in the shower and dances salsa 3x a week whether he needs it or not.