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Social media atlanta_running_social_media_promotions_by_e_prize

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The Practice and Pitfalls of Running Social Media Promotions: Do You Know the Rules for Success? …

The Practice and Pitfalls of Running Social Media Promotions: Do You Know the Rules for Success?

Contests, promotions and games of chance are big on Twitter, Facebook and other social media channels. All of us have probably seen - or taken part in - a "Tweet this and win" contest, or Liked a Page for the opportunity to win big. Even I've won something on Twitter - GA Aquarium silly bands for my daughter.

We know promotions can work, but many of us are not 100% clear on the rules. So we're bringing in an expert to answer all of your questions. Join SMC Atlanta later this month as we host our first educational event of 2011: The Practice and Pitfalls of Running Social Media Promotions & Games of Chance.

Ben Ryder, manager of emerging technologies with the interactive promotions agency ePrize and member of Social Media Club Detroit, will share his expertise and insight; Brian Rudolph will moderate.

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  • 1. Promotions in Social Media Presented By: Mark Staples Ben Ryder January 27, 2011©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
  • 2. AgendaePrizePromotions OverviewKey PlatformsPolicies©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
  • 3. ePrize©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
  • 4.  11 Years in Business 6000+ Campaigns 44 Countries 76 out of the Top 100 Brands 17 out of the Top 20 Agencies4©2010, ePrize ® LLC - CONFIDENTIAL www.eprize.com eprize.com
  • 5. MOTIVATING BEHAVIOR5©2010, ePrize ® LLC - CONFIDENTIAL www.eprize.com eprize.com
  • 6. Social Media Tactics Facebook Applications Social Plugins Photo Contests Add This Coupons Instant Win Applications Facebook Integration Widgets Advergame Apps Like Box Twitter Sweeps Twitter Essay Polls Product Sampling Social Strategy Legal Review Community Management6©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
  • 7. PromotionsOverview©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
  • 8. Strategic and Creative Approach• Objectives• Demo/Target• Timing• Budget• Prizing• Creative Assets/Themes• Communication Plan8©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
  • 9. SweepstakesDefinition• Winner is randomly drawn at the end of the promotion periodBenefits• High level of consumer participation and awareness based on the availability of a large prize• Low cost engagement opportunityWhen to Use• Limited number of large prizes available• Frequency is not a key objective9©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
  • 10. Instant WinDefinition• Consumers are given a random chance to instantly win prizesBenefits• High frequency of participation based on daily chance to win• Immediacy amplifies excitement• Heightened perception of “winnability”When to Use• Large number of small prizes available• Continuous engagement is desired10©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
  • 11. Promotion Flow – Sweepstakes/Instant Win Login Registration Instant Win Tell-A-Friend11©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
  • 12. Contests - Consumer Generated ContentAny type of creative media content that has been created by theconsumer to be used in a brand program: Essay, Photo, Video, Digital www.eprize.com
  • 13. User Flow - Contest Landing Page/Login Upload Phase Gallery – Consumer Voting/Rating Winner Gallery www.eprize.com
  • 14. Legal Necessities• State lottery laws govern promotions. Running a lottery is illegal.• Three elements that make a promotion illegal (ie. A lottery). • Prize - anything of value • Chance - any random element at any point of the process • Consideration - Two types of consideration • Monetary - Any sort of payment to play the promotion • Non-Monetary - Anything that has substantial effort that enhances the consideration• If you were to take any one of the three elements away, the promotion is not a lottery and becomes a legal sweepstakes.14©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
  • 15. Legal Necessities• Rules • Timing of program • Prizing • AMOE (alternative method of entry) if needed • Eligibility – age, geography etc • Placement - Full rules online, abbreviated on POS• Bonding and Registration • Required in FL& NY when the ARV of a game of chance is over $5,00015©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
  • 16. Legal Necessities• Select winners, screening, judging • Notify, confirm and manage potential winners • Affidavit required by winners of prize $600 and over• Cairns Patent (Instant Wins) • Codes printed on or w/in packaged goods or delivered at point of purchase • Direction to consumer to go online to enter code to see if winner • Find out if won during same browser session in which they entered code• Indemnification • Definition: to guarantee against a loss which another might suffer. • Example: ePrize agrees to pay any successful claims brought by a third party against the customer arising from the services ePrize provides pursuant to the contract.16©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
  • 17. SocialPlatformPolicies©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
  • 18. 18©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
  • 19. 2008 & 200919©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
  • 20. November 4, 2009 Facebook releases a new set of guidelines governing the publicizing and administration of any sweepstakes, contest, competition or similar offering.20©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
  • 21. Administering vs. Publicizing PromotionsAdministerYou cannot administer a promotion through Facebook, except throughan application. Administration includes the operation of any element ofa promotion, such as collecting entries, conducting a drawing, judgingentries, or notifying winners within FacebookPublicizeAnyone can publicize a promotion. This includes promoting,advertising or referencing a promotion in any way on Facebook, forexample, in ads, on a Page, or in a status update21©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
  • 22. Universal Facebook Promotion Restrictions• The promotion cannot be open or marketed to individuals who are under the age of 18• The promotion, if a sweepstakes, cannot be open to individuals residing in Belgium, Norway, Sweden, or India• The promotions objective cannot promote any of the following product categories: gambling, tobacco, firearms, prescription drugs, or gasoline• The prize or any part of the prize cannot include alcohol, tobacco, dairy, firearms, or prescription drugs• If the promotion is a sweepstakes it cannot condition entry upon the purchase of a product, completion of a lengthy task, or other form of consideration22©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
  • 23. Administering• In order to administer a promotion on Facebook, you must obtain written approval from an account representative at least seven days prior to the start date of your Promotion• Access to an Account Representative requires an ad buy with Facebook repealed• You will only allow users to enter the promotion in the following locations: On the canvas page of the application • On the application box in a tab on a Facebook Page Canvas Tab23©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
  • 24. User Flow Restrictions - Administering• Cannot condition entry upon user providing content on Facebook • Post to Wall • Upload Photo • Update Status • Telling Friends • Sharing Content• Cannot have users automatically enter by liking a page, checking-in or connecting via Facebook Integration• Cannot notify winners through Facebook (message, chat, posts)24©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
  • 25. Marketing Tools - Administering• Third-party applications are used to provide the content which conditions entry to promotion, i.e. registration• You can require entrants to like your page, check-in to your Place or connect via FB Integration before you ask for registration information• You can collect an email through an app to notify winner(via registration)25©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
  • 26. Facebook Platform PolicyIncentivizingYou cannot incentivize users to use Facebook communicationchannels, or imply that an incentive is directly tied to the use ofFacebook channelsNon-Compliant: • “Thanks for entering, receive an additional entry for every friend you tell” • “Post to your wall and receive another instant win opportunity”Compliant: • “Thanks for entering, would you like to share this story?”26©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
  • 27. Facebook Platform PolicyProviding Post ContentYou cannot pre-fill any of the fields associated with stream storiesPhotos (caption), Videos (description), Notes (title and content), Links(comment): Non-Compliant Compliant I Just Donated My Status!27©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
  • 28. Facebook Platform PolicyTelling FriendsUsers may only tell one friend at a time through applications28©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
  • 29. Facebook Platform PolicyPost ConsentingUsers must always consent to any Stream story you post on theirbehalf. Buttons associated with sharing must also be clearly markedwith publish and skip messaging Non- Compliant Compliant29©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
  • 30. 30©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
  • 31. BasicsPromotion Policy• Currently twitter does not have policies in places that are aimed to govern promotions on their platform• While twitter does not currently have a policy in place, it does not negate the need to follow standard promotion law when executing a promotion within twitter31©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
  • 32. BasicsBlind Entry• Users need to be given the opportunity to read rules associated with a twitter promotion and voluntarily enter• A link to the promotion rules must always be included with each consumers entry• The standard ePrize twitter promotion will link back to a landing page which will give consumers the details of the program as well as the official program rules32©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
  • 33. BasicsFollowing a Brand• As part of a users entry, they will be required to follow the associated brand and remain a follower until the promotion period has ended• This requirement is due to the lack of registration associated with twitter promotions• Following allows the program administrators to direct message potential winners at the program end33©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
  • 34. Standard Flow1. Consumer receives call to action2. Consumer is driven to promotion landing page3. Consumer goes to brands twitter page4. Consumer follows the brand5. Consumer tweets or retweets to brands twitter account for entry6. Winners selected at promotion end34©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
  • 35. 35©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
  • 36. Mobile & location based36©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
  • 37. Contact InformationBen RyderManager, Emerging Technologiesben.ryder@eprize.com248.414.3153Mark StaplesSenior Director, Strategymark.staples@eprize.com248.543.3964©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com

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