Hurdle Buster: How to create social media campaigns properly, and follow Facebook's rules & guidelines.

1. HURDLE BUSTERS
HOW TO: Run Social Media campaigns
and follow Facebook Rules
#StartupPhoenix

2. Create Context
Name
Where are you from
What do you do / working on
How did you hear about Eureka/My talk

3. Facts:
“A tribe is a group of people connected to one another,
connected to a leader, and connected to an idea. For
millions of years, human beings have been part of one
tribe or another. A group needs only two things to be a
tribe: a shared interest and a way to communicate.”
― Seth Godin, Tribes: We Need You to Lead Us
What is a TRIBE
PeopleHelpingPeople
73% of American adults use social media sites.
People spend 27% of their time online using SM. In America = 16 minutes of every hour.
In 2010, SM passed pornography as the #1 activity online & remains in the top spot

4. Social Mediageneral Rules
#StartupPhoenix
● Every social site has a culture -
understand, engage, innovate
● USE the Content Rules:
○ 20% rule: Only 1 of 5 posts should be self-discussion
(apply to contest - only 1 in every few should be re-promoting your contest)
● Make sure profile / contest matches business.
○ if you wouldn’t do it offline, don’t do it online
● PLAN & AUTOMATE {Calendar, Hootsuite}

5. Why have contest / campaigns
● Create fun
● Engage YOUR tribe
● Help brand awareness (grow tribe)
● Gain UGC (User Generated Content)
● Grow email list
● Increase leads
● Make sales
● Test market / product / idea
Dive in: 101 reasons & tips for Facebook contests:

6. THE RULES: Facebook
● Change OFTEN!!! (google “new facebook contest rules)
● Always start with reading FB Page Guidelines
● NO MORE “like-gating”
● Keep it your YOUR page
○ Cannot give them entries for
posting / sharing to THEIR page
○ You can ask for it, but can’t reward it
FB for Biz: New promotion guidelines (2013)
FB Promotion guidelines & FAQs

7. THE RULES: DO
● Always include the FB Disclosure (the fine print for legal purposes)
Acknowledgement that the “promotion is in no way sponsored, endorsed or administered by, or
associated with, Facebook.”
● Include “official rules” somewhere obvious
○ Start & end date, way of entry, method of choosing winner, eligibilty (or limitations if any) age requirements, keep it to 18+, etc), & way of
winner announcement.
● Choose words carefully (offer VS give) - read FB policies to decide words to use
● Use a 3rd party app (mobile ready, anywhere accessible)
● Keep it as simple as possible (KISS)
○ Be appropriate for your goal.
● Use posting, liking, commenting as “entries / voting)
○ now allowed, utilize getting people to engage ON YOUR PAGE
● Announce winner on your page (email if possible)
○ Newly added to FB in 2013, use this to build trust and social proof

8. THE RULES: DON’T
● Break federal, state, local laws
○ IRS FAQs on gift tax
○ DEEP Dive on online contest laws
● Give contest on personal (profile) timeline
● Offer age related content without having blocks
(tobacco, alcohol, firearms, etc)
● Promote medications (or anything that’s not yours)
● Mislead / be spammy / cheesy (about contest or INFO collecting)
● Ask for wrongful “tagging” in photos
○ If they are not in the photo don’t tag them (or ask them to tag
others

9. Define Goals & objectives
● Goal = WHY you want to do it
● Make sure a contest is BEST way to acheive
○ If your b2b niche, contest may not be best
● pick 1-3 KPI (key performance indicators)
○ you’ll get lost if looking at ALL stats
○ Participants, emails, engagement (comments, conversations, etc), UGC, likes, web
visitors, etc
○ be SMART (specific, measurable, attainable, realistic, time-specific)
○
^ Principle is true for things BEYOND contest...

10. Decide on Platform
Don’t reinvent the Wheel
● ON Facebook / Insta / Twitter / Pinterest vs APP
○ customize
● 3rd party app options
○ Shortstack
○ SnapApp
○ Pagemodo
○ Wishpond (step by step tutorial)
○ Woobox
○ Heyo
○ Guavabox (b2b)

11. Decide on Reward
● What type of PEOPLE are you wanting to motivate & attract
MUST MATCH
● Don’t offer an iPad - unless your apple, which you’re not
● Gift cards for YOUR biz can be great
● Create a package

12. Promote, Engage & Monitor!!!
● Cross promote - your platforms & partners
● Personally engage - chat back
● Make them realize they’re being seen
● Watch KPI - change the way you’re promoting as necessary
○ Consider advertising during this time

13. Reminder
#StartupPhoenix
● Every social site has a culture -
understand, engage, innovate
● USE the Content Rules:
○ don’t post ONLY about your contest - but do HIGHLIGHT
● PLAN & AUTOMATE {Calendar, Hootsuite}
Contests done right!
More

15. Extras:
Follow:
Facebook for Business
Hubspot
Social Media Examinar
Wishpond
4 things to consider
Automation:
Hootsuite, Google calendar

16. TO DO cont...
A) Join: Meetup.com/Eureka-Scottsdale
B) Sept / Oct Talks: Email me with any topics you
may be intersted in...
1) Hashtags: What they are, how to appropriately use them
2) Twitter: Understanding it, using it, Do’s and Dont’s
3) Pinterst: Understanding it, using it, Do’s and Dont’s
What do you want to hear about? Write down or email me:
Hashtags, Facebook Contest, Twitter, Pinterest, Blogging, Wordpress,
Instagram, Graphics help, iPhone tips, creating a website, email
campaigns, OTHER CONTENT

17. Connect with me
Chelsea Dygert (G+)
252-717-9919
cjdygert@gmail.com
Find me:
twitter / instagram
@cimforgiven
at Local coffee shop
#StartupPhoenix