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Social Media Contests: What Works & What's Legal?

Social Media Contests: What Works & What's Legal?



Learn how to plan a strategy for your contests, three levels of engagement and costs, and how to create a positive experience for everyone with the proper rules and legal guidelines.

Learn how to plan a strategy for your contests, three levels of engagement and costs, and how to create a positive experience for everyone with the proper rules and legal guidelines.



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    Social Media Contests: What Works & What's Legal? Social Media Contests: What Works & What's Legal? Presentation Transcript

    • The contents of this document are the property of DGdesign LLC and shall not be copied or distributed without prior written consent from DGdesign.
      © Copyright DGdesign LLC 2011. All rights reserved.
      Check in and tweet that you’re here at #DFWSM #SMContests by @SocialMediaDFW.
      Social Media Contests
      What Works & What’s Legal?
      By Danielle Glick
      Social Media Director & Owner
      DGdesign LLC, a Dallas Social Media Marketing Agency
      Connect with Danielle:
      Download this presentation at Slideshare.net/DGdesign
      Scan this with i-ngima app for full contact info.
    • Topics
      Contests as a Marketing Strategy
      Three Levels of Engagement & Costs
      Legal Info
      #SMContests by @SocialMediaDFW
    • Contests as a Marketing Strategy
      Plan for great results
      #SMContests by @SocialMediaDFW
    • Strategy Schmategy!
      #SMContests by @SocialMediaDFW
      Contests are so quick and easy to do online!
      Signs of a drive-by marketing effort:
      • Tell us your favorite movie and win a T-shirt.”
      • “Sorry, you can’t win because you won less than 30 days ago.”
      • “Can you email me so I can send you your prize?”
      • “The fifth person to comment on this Facebook post wins a free dessert!”
    • Have a Strategy!
      A strategy might include:
      Business Goals: ex. long-term engagement, short-term visibility/buzz, generate content, new customers, sales
      Success Metrics: entries, votes, sales, shares, tweets, web site traffic, code redemptions, how did you hear about us?
      Target Audience: what sites do they use, are they already engaged, what will they be willing to do, what prizes will they be willing to do that to get
      Rules & Legal Terms: outsource to experts
      Logistics: budget, set up, execution, monitoring and prize fulfillment
      Awareness Plan: influencers, retailers, partnerships, marketing channels, events, non-profits
      Think: You’ll get out the same effort you put in. If you invest very little time and money in the contest, your audience is likely to invest very little time in participating!
      #SMContests by @SocialMediaDFW
    • What Makes a Good Contest?
      #SMContests by @SocialMediaDFW
      • Intensely social features:
      • People like to play games with each other
      • People love to share the chance to win a cool prize with friends and family
      • Fun or easy entry methods: you will be amazed by the things people will do to enter a contest
      • Prizes your target audience actually wants
    • Best Practices
      #SMContests by @SocialMediaDFW
      • Voting contests:
      • Limit rounds to 10 entries for people to vote on, otherwise it takes too much time to judge
      • Incentivize the audience to vote
      • Make it easy for people to share their entries and votes
      • Email entrants template graphics, links and text to promote their entry on their own web sites/profiles
      • Incorporate Facebook/Twitter share buttons
      • Give your contest time: 1 week is rarely long enough for awareness to catch on
      • Offer relevant prizes to your business and target audience.
      • One man’s trash is another man’s treasure.
      • “Valuable” prizes don’t have to be expensive. A free kiss might get more entries than a $229 iPod.
    • 3 Levels of Engagement & Costs
      Is your idea a good fit?
      #SMContests by @SocialMediaDFW
    • Low Engagement
      #SMContests by @SocialMediaDFW
      • Goal: message proliferation and awareness, not engagement
      • Audience Type: new or small social media audiences, and audiences that do not regularly post or tweet about your business
      • Logistics: use Twitter to publish, promote and collect entries
      • Awareness Plan: no real effort
      • Actions required to enter: 1 or 2 clicks, very quick
      • Cost: not much planning time or money needed
    • Low Engagement Examples
      #SMContests by @SocialMediaDFW
      • “RT for a chance to win this prize”
      • Tweet why you want this prize
      • Whoever gets the most RTs wins it
      • Use a hashtag to track entries
      • “Reply to enter”
      • Any answer will create an entry
      • “The nth person to respond wins”
      • “First person to answer correctly wins”
    • Moderate Engagement
      #SMContests by @SocialMediaDFW
      • Goal: to provide relevant prizes that will further engage the target audience
      • Audience Type: a business that already has notoriety and an online following that occasionally responds to your posts
      • Logistics: may use more than one web site, for example Twitter and your .com site
      • Awareness Plan: may include a few options
      • Actions required to enter: 2–4, may require time for a photo
      • Cost: moderate amount of logistics planning time, but not much money
    • Moderate Engagement Examples
      #SMContests by @SocialMediaDFW
      • Content or event scavenger hunts or treasure hunts
      • Trivia questions: go to our web site and figure out the answer to this question then tweet us the answer
      • Look for an image on our site and tell us who’s hiding in it
      • Favorite photo contests
      • Survey questions
      • Multi-step riddles
      Example from HP Byron Nelson PGA:
    • High Engagement
      #SMContests by @SocialMediaDFW
      • Goal: widespread exposure and rich, long-term engagement
      • Audience Type: a large audience, including at least a few diehard fans, or an audience that immediately responds to your every post
      • Logistics: may use multiple web sites and the real world
      • Awareness Plan: everything you can think of
      • Actions required to enter: 4 or more, often requires notable time or effort to create the contest entry
      • Cost: takes considerable planning time, and thus costs more at least in man hours, does not have to cost much in execution or prizes
    • High Engagement Examples
      #SMContests by @SocialMediaDFW
      • Online–real world activities:
      • Scavenger hunts: leave clues online of where to find things in your stores or city, find the winning QR code
      • Tweet a photo of yourself in our store
      • Use our product to create something, post a photo or video about it to enter
      • QR Code Golden Tickets (video)
      • Create a video
      • Doritos Super Bowl commercial
      • Tell us what you think: entrants have to write several sentences
    • #SMContests by @SocialMediaDFW
      Legal Info
      Ensuring a positive experience
      Disclaimer: legal information does not constitute legal advice.
    • Legal Definitions
      #SMContests by @SocialMediaDFW
      • “Sweepstakes”: winner is selected by random chance
      • “Contest” or “Competition”: not random, the winner is determined on the basis of a skill
      Disclaimer: legal information does not constitute legal advice.
    • Facebook Promotions Guidelines
      #SMContests by @SocialMediaDFW
      In laymen’s terms
      • You have to run the contest solely within a custom Facebook App installed in a custom tab.
      • No contests on your Wall page
      • No contests in your Photos area
      • Do not use Facebook features/functionality for anything in your contest.
      • Registration must take place inside your app. You cannot register entrants when they click a Page or Post Like button or check in.
      • Entries must take place inside your app. No “upload a photo to our Wall to enter” or “5th person to comment on this post wins”.
      • Voting must take place inside your app. No “comment/Like this post/photo to win”.
      • You cannot notify winners through Facebook chat, messages, Wall posts, comments, friend requests, etc.
      • Facebook is not connected to your contest in any way: release from liability, they aren’t sponsoring your contest, and info you collect does not go to Facebook.
      • Read the complete terms at http://www.facebook.com/promotions_guidelines.php
      Disclaimer: legal information does not constitute legal advice.
    • Twitter Terms of Service
      #SMContests by @SocialMediaDFW
      • You can essentially run any contest you want on Twitter.
      • If you do something illegal it is entirely your problem.
      • Twitter is not liable for any content users post.
      • Twitter can do anything they want with the content users post, but users retain their rights to it, too.
      • They can delete content and accounts without notice.
      • They will not share personal information.
      • If Twitter is not available during your contest, they will not be liable for any damages.
      • Read the complete terms at http://twitter.com/tos
      Disclaimer: legal information does not constitute legal advice.
    • General Legal Info
      • Who Can & Can’t Participate: age, geographic area
      • Timing: start and end date
      • How to Enter: detailed description
      • Drawings/Voting: when and how
      • Prizes: what specifically and its monetary value
      • Privacy Policy: what will we do with the info and content from everyone who enters
      • Publicity: we can use your name and photo/likeness (unless you're under 18)
      Contest Sponsor & Admin: who is it
      General Conditions: we can cancel if it becomes a compromised contest
      Release: from injury, death, any liability
      Limitations of Liability
      Disputes: how to submit, who pays fees and settlements
      Winner's List: this must be published somewhere, how to get it
      #SMContests by @SocialMediaDFW
      Most rules should cover these topics, and possibly more
      Disclaimer: legal information does not constitute legal advice.
    • Mitigating Risks
      #SMContests by @SocialMediaDFW
      Publish your rules and link to them
      For any contest on Twitter or another site where you can't post the rules on that site, create a rules page somewhere on your web site
      • For voting contests:
      • Let the public narrow the entry pool down to the final round
      • Don’t let the public vote for the final winners
      • Pre-appoint a celeb or expert to judge the final winners
      • Before you announce the finalists and winners, do a background check (jail? scandal?)
      • When in doubt, contact an expert:
      • ePrize, PrizeLogic and Tenthwave are companies that specialize in helping other companies develop rules and manage contests
      • Your lawyer
      Disclaimer: legal information does not constitute legal advice.
    • Overview
      #SMContests by @SocialMediaDFW
      Fun contests ahead!
    • Steps to Start a Contest
      Create a strategy
      Determine what engagement level and prize will work for your target audience
      Cover the logistics and legalities
      Create the contest, building in measurements for success
      Get started creating your own contest
      #SMContests by @SocialMediaDFW
    • Take Action Today
      Read the Terms of Service for the site(s) you will be using
      Draft a Rules template for your legal terms
      Talk to a web developer, if needed, about setting up a rules web page or a contest microsite
      Or… just call a social media contest professional
      Figure out what is possible
      #SMContests by @SocialMediaDFW
    • Questions?
      Tweet me @SocialMediaDFW
      Download these slideshttp://www.slideshare.net/DGdesign
      Get my full contact info on your phone
      Now or later
      Scan this with i-nigma
      #SMContests by @SocialMediaDFW