Eye On:
Facebook Promotions

START
HERE

IS YOUR PROMOTION

No

MORE THAN A FEW


Yes

WEEKS LONG?

IS IT DIFFICULT TO
FUL...
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Eye On: Facebook Promotions

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On August 27, 2013 Facebook changed its terms to allow for promotions (contests, games, sweepstakes) to take place directly on the Timeline.

While the change does provide a new avenue for promotions on Facebook it doesn’t come without risk. Regardless of how brands activate a promotion, the brand is still responsible for the lawful operation, compliance, and fulfillment of the promotion. As prize value and promotion length increase, so does the risk to a brand. And as risk increases, brands should also increase consideration for more formal promotion activations.

It is important to understand the risks and know when to host a promotion on the timeline vs in a custom app. We’ve developed this infographic help you understand your options and make an informed decision.

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Eye On: Facebook Promotions

  1. 1. Eye On: Facebook Promotions START HERE IS YOUR PROMOTION No MORE THAN A FEW Yes WEEKS LONG? IS IT DIFFICULT TO FULFILL PRIZES? WANT TO LAUNCH A (QTY, METHOD OF PROMOTION ON DELIVERY, POTENTIAL FACEBOOK? Yes LIABILITY, ETC) Yes No SOLUTION 2: IS THE VALUE OF EACH PRIZE MORE THAN $50? Facebook Timeline SOLUTION 1: App/Facebook Tab Yes No No Yes Yes Yes IS LEAD GENERATION Yes A GOAL OF THIS PROMOTION? IS IT A LARGE-SCALE PROMOTION (BIG MEDIA SPEND, HIGH-PROFILE, INTEGRATED, ETC.) No DO YOU NEED TO DO YOU WANT TO VERIFY ENTRIES No MODERATE CONTENT (AGE, PROOF OF No PURCHASE, ETC)? FROM ENTRANTS BEFORE IT IS POSTED? READY TO ACTIVATE? Best Practices Regardless of how a promotion is administered, brands should follow these best practices: • Use a community management tool to control access to the community and track activity of moderators • Engage the sweepstakes, games, contest subject matter experts to review, prepare, and protect the client and agency brands • Consult with agency and client legal teams Facebook’s New Promotion Guidelines YES, YOU CAN NO, YOU CAN’T Collect entries by having users: Use actions on a personal timeline for participation in a promotion; actions have to be on the brand page • Post on a brand page’s timeline • Comment on or like a brand page post • Message the brand’s page Utilize likes as a voting mechanism via the Like button plug-in Announce a winner on a brand page Require entrants to come back to the brand page to see if they are the winner Collect entries by requiring users to share content to their timeline or another user’s timeline Have a brand page tag users or encourages users to tag themselves in content that they are not actually depicted in Users can post entries directly to a brand page All sweeps rules, filings and legal regulations still apply and Facebook requires the brand to be responsible. Eye On: Facebook Promotions. Vol 2, Issue 7, October 2013 © Leo Burnett/Arc Worldwide Contact: Marina Molenda (312.220.5465) or Amanda Mckinney (312.220.3886)

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