Facebook Promotions Update

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The updates to Facebook promotional guidelines comes with very specific permissions, giving brands more freedom to host contest and giveaways, while adding a layer of restrictions to protect Facebook users from invasive marketing efforts.

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Facebook Promotions Update

  1. 1. AttentionPOV Facebook Promotions Update September, 2013- Jennifer Hirst Updates Overview The updates to Facebook promotional guidelines comes with very specific permissions, giving brands more freedom to host contest and giveaways, while adding a layer of restrictions to protect Facebook users from invasive marketing efforts. How Brands Can Host Promotions: - Commenting on a page post Example: “Share with us a quote that inspires you. We’ll giveaway a t-shirt to 3 of our favorites.” - Liking a page post Example:“Once we reach 10,000 Likes, we’ll giveaway a ticket to the Super Bowl to one lucky winner.” - Messaging the page Example: “Message us a photo where you’re #lovinglife and we’ll message you back a code for a free New York Guide app!” How Brands CANNOT Host Promotions: - Tag people in an attached asset Example: “Tag three friends in this image to enter them to win a free summer cosmetics gift set!”
  2. 2. Facebook Promotion Rules Update 2 - Asking fans to share the post Example:“Share this post with three friends and we’ll send you a sample of our new body lotion!” Third Party Apps Although third-party apps may not be used as often for simple giveaways and contests due to prohibitive cost, there are still benefits to using them, as illustrated below. Why they’re still beneficial - Collecting data Whether it’s growing your email marketing list or collecting information about your fans, apps can be a great way to integrate data collection with your promotion. - Incentivize fans to share the offer with their friends Having fans share a brand post on their walls not only allows brands to spread awareness to users’ friends, it also turns fans into brand advocates. - Like-gate to enter contest Combining a contest on the wall with a Facebook ad for fan acquisition is a potent combination. To lower the drop-off rate, using a third party to install a Like-Gated tab is a time-tested solution. - Legal rules Third parties are experienced at making sure the promotion is abiding by lawful operation. Third party vendors will help the brand navigate legal components such as official rules, offer terms and eligibility requirements. - A visually robust branded experience A more branded, visually robust experience is available with the use of third party apps, including implementation of interactive design. Conclusion
  3. 3. Facebook Promotion Rules Update 3 The ability to independently host promotions is a cost-effective and powerful way to promote the brand on the Timeline. We suggest optimizing the Facebook content strategy to include recurring contests and giveaways. In general, Facebook is moving in the direction of bringing advertising from the background to the forefront, enabling Facebook Pages to take on the look and feel of a marketing tool, rather than protecting the notion that it is an extension of the personal profile. This view is supported by the recent changes on the platform of: the allowance of 20% text within cover photos; theability to giveaway products and hold contests on the timeline; and activation of in-stream e-commerce widgets. We anticipate a series of ad products to be released in the near future supporting the outwardly marketing-focused brand pages. -- Jennifer is a manager at Attention specializing in content development as well as crafting and implementing strategic social media marketing. Her experience includes a vast portfolio o clients including Mattel, Seventh Generation, Calvin Klein and Pepperidge Farm.

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