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Social Promotions 101 with Mike Wei

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Social Promotions Marketing & Legal 101 with Mike Wei from Strutta.com

Internet Masterminds Group/Social Networking Meetup
Monday, February 20th, 2012.

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Social Promotions 101 with Mike Wei

  1. 1. A SOCIAL PROMOTIONS PRIMER: LEGAL AND MARKETING 101 @michael_wei #Strutta101 Mike Wei | Dir. Business Development - Strutta | 1-877-477-5717 1Monday, 20 February, 12
  2. 2. A HISTORICAL CONTEST Napoleon Bonaparte 2Monday, 20 February, 12
  3. 3. A HISTORICAL CONTEST Nicolas Appert 3Monday, 20 February, 12
  4. 4. FOUR P’S OF MARKETING 4Monday, 20 February, 12
  5. 5. AGENDA 1. Why run a promotion? 2. Common types of promotions. 3. Promotional law. 4. Planning your promotion. 5. Tips for a successful promotion. 6. Awesome case studies. 5Monday, 20 February, 12
  6. 6. #1 WHY RUN A PROMOTION? 6Monday, 20 February, 12
  7. 7. WHY RUN A PROMOTION 1. Drive traffic to brand property 2. Generate leads and sales 3. Grow fan/followers base 4. Drive opt-in to newsletters/subscribers 5. Improve brand reputation 6. Gain user data and insight 7. Collect consumer generated content 7Monday, 20 February, 12
  8. 8. INCREASE SALES! Marketing Supports Sales 8Monday, 20 February, 12
  9. 9. #2 COMMON TYPES OF PROMOTIONS 9Monday, 20 February, 12
  10. 10. SWEEPSTAKES Chance based promotion VS CONTEST Skill based promotion 10Monday, 20 February, 12
  11. 11. SWEEPSTAKESMonday, 20 February, 12
  12. 12. SWEEPSTAKES •Enter to Win! • Short Entry Form - necessary info • Good Design • Clear Message / Call to Action •Winning! • Single Prize or Multiple Prizes • Random Draw 12Monday, 20 February, 12
  13. 13. OTHER SOCIAL SWEEPSTAKES •Tweet to Win! 1. Follow Me @ 2. RT or #CONTEST 3. Tweet •Winning! • Multiple Prizes (1st, 2nd 3rd) • “Random” Draw 13Monday, 20 February, 12
  14. 14. CONTEST 14Monday, 20 February, 12
  15. 15. CONTEST •Skill Based Promotion • Public voting/Judging/Head-to-head battle • What are the entry requirements • What is the criteria for winning •Decide what information you need • email, phone number, postal code • collect only necessary information you need • Keep it simple! 15Monday, 20 February, 12
  16. 16. REWARDING PARTICIPANTS •Coupons •Free Samples •Reward •Encourage •Engage Have Fun! 16Monday, 20 February, 12
  17. 17. WHAT IS THE DIFFERENCE? 17Monday, 20 February, 12
  18. 18. #3 PROMOTIONAL LAW 18Monday, 20 February, 12
  19. 19. BASICS OF PROMOTION LAW LOTTERY IS PROHIBITED! 1. Prize •Anything of tangible value 2. Chance •Any random selection of winner/absence of skill 3. Consideration •Purchase/Payment/Substantial effort •Is a consideration with UGC contests Eliminate any one of the 3 to avoid being a lottery 19Monday, 20 February, 12
  20. 20. CANADIAN PROMOTION LAW Prohibits Lottery Winner cannot win based on pure luck Must Include Skill Testing Question • Part Math Question {(121 + 33)/2 -12} = • Trivia 20Monday, 20 February, 12
  21. 21. WHAT ABOUT QUEBEC? 21Monday, 20 February, 12
  22. 22. CANADIAN PROMOTION LAW 1. Register the sweepstakes rules and all advertisements used to promote the contest with the Quebec government at least 30 days ahead of the sweepstakes launch. 2. Pay a fee of up to 10% of the sweepstakes value, depending on who is allowed to enter. 3. Agree to allow the government of Quebec to mediate any lawsuits arising from the contest. 4. Follow strict guidelines about the contents of the sweepstakes rules. 5. Allow the Quebec government to determine if the sweepstake may be changed or canceled once it has started 6. File a written report after the contest has concluded, attesting that the prizes have been delivered or attempted to be delivered. 7. Agree to follow a number of other rules and guidelines. See the Quebec Sweepstakes Laws. 22Monday, 20 February, 12
  23. 23. UNIQUE ISSUES FOR TWITTER The Twitter disclosure challenge •140 character limit makes disclosure of any material terms, rules or privacy policy challenging Risk Mitigation •Reference official rules/URL •Shortened URL to rules/link to complete rules on Twitter page Noise & Clutter •Tweets using same #hashtag becomes sorting issue •Twitter discourages posting the same Tweet repeatedly •Posting duplicate updates or links is a violation of the Twitter Rules 23Monday, 20 February, 12
  24. 24. FACEBOOK PROMOTIONS GUIDELINES 24Monday, 20 February, 12
  25. 25. FACEBOOK PROMOTIONS GUIDELINES DON’T •Administer a promotion directly on your Page or use Facebook features as an entry or voting mechanism •Cannot be automatically entered for Liking, posting a photo or comment •Cannot use a Like button for voting •You cannot notify winners on Facebook 25Monday, 20 February, 12
  26. 26. FACEBOOK PROMOTIONS GUIDELINES 26Monday, 20 February, 12
  27. 27. FACEBOOK PROMOTIONS GUIDELINES 27Monday, 20 February, 12
  28. 28. FACEBOOK PROMOTIONS GUIDELINES 28Monday, 20 February, 12
  29. 29. FACEBOOK PROMOTIONS GUIDELINES 29Monday, 20 February, 12
  30. 30. FACEBOOK PROMOTIONS GUIDELINES DO •Use a 3rd party application Strutta •You can require a user to Like your page or check-in to a location provided the promotion is administered through an app • Be sure your promotion includes the following: a. A complete release of Facebook by each entrant or participant. b. Acknowledgment that the promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook. c. Disclosure that the participant is providing information to (your brand) and not to Facebook. 30Monday, 20 February, 12
  31. 31. DOUBLE CHECK WITH LEGAL & USE A 3RD PARTY APP 31Monday, 20 February, 12
  32. 32. #4 PLANNING YOUR PROMOTION 32Monday, 20 February, 12
  33. 33. PLANNING YOUR PROMOTION Do you have time & resources to plan? Do you have a clear goal? Do you have resources to manage? Do you know what your audience wants? 33Monday, 20 February, 12
  34. 34. PLANNING YOUR PROMOTION 34Monday, 20 February, 12
  35. 35. CHOOSING YOUR PROMOTION TYPE 35Monday, 20 February, 12
  36. 36. PLANNING IS KEY 36Monday, 20 February, 12
  37. 37. #5 TIPS FOR A SUCCESSFUL PROMOTION 37Monday, 20 February, 12
  38. 38. TIPS FOR RUNNING YOUR PROMOTION PLAN AHEAD “if you build it they will come” 38Monday, 20 February, 12
  39. 39. TIPS FOR RUNNING YOUR PROMOTION DON’T OVER COMPLICATE Favour execution over concept. A concise message, clear call to action, and good UI will outperform “clever but complex.” 39Monday, 20 February, 12
  40. 40. TIPS FOR RUNNING YOUR PROMOTION LEGAL PARTNERS Consult with legal counsel about promotional rules that vary from provinces/state. The sponsor is on the hook. 40Monday, 20 February, 12
  41. 41. TIPS FOR RUNNING YOUR PROMOTION TECHNOLOGY PARTNERS Use social media tools that make it easy to create and manage a promotion. Look Facebook PDC and experience over cost. 41Monday, 20 February, 12
  42. 42. TIPS FOR RUNNING YOUR PROMOTION MARKETING PARTNERS Partners expand the reach of your promotion and provide additional marketing channels. They can also help increase the prize value, making it more attractive to entrants. 42Monday, 20 February, 12
  43. 43. 10 TIPS TO PROMOTE 1. Email existing customers / database 2. Post on Facebook fan page wall 3. Leverage other social networks (Twitter, G+) 4. Enlist sponsors to cross promote 5. Fan-gate your promotion 6. Add it to your website 7. Use UGC entries to promote contest 8. Word of Mouth & Influential Bloggers 9. Make it easy to share 10. Offline Help 43Monday, 20 February, 12
  44. 44. CASE STUDIES 44Monday, 20 February, 12
  45. 45. CASE STUDY Ultimate Wedding Contest $35M IN GIFT REGISTRY CREATION 3 MILLION PAGE VIEWS HALF A MILLION VOTES CAST 45Monday, 20 February, 12
  46. 46. CASE STUDY 46Monday, 20 February, 12
  47. 47. LEARN & GROW Shape your message and ensure they are useful and relevant to participants Check the metrics regularly to learn: • Facebook Insights, Google Analytics, etc. • What did your customers like • What day of the week most people visit • Which posts are were the most engaging • Benchmark and improve 47Monday, 20 February, 12
  48. 48. THANK YOU! Mike Wei | Dir. Business Development - Strutta | @michael_wei 48Monday, 20 February, 12

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