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Come organizzare concorsi a premio su Facebook sia dal punto di vista legale che marketing. Redoute: gioca e vinci al fashion quiz.

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Come organizzare concorsi a premio su Facebook sia dal punto di vista legale che marketing. Redoute: gioca e vinci al fashion quiz. – Giorgio Crippa, Founder, SDM Interactive Passion.

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Come organizzare concorsi a premio su Facebook sia dal punto di vista legale che marketing. Redoute: gioca e vinci al fashion quiz.

  1. 1. come organizzare concorsi apremio su facebook sia dal punto divista legale che marketing.La Redoute:gioca e vinci al fashion quiz29 Marzo 2012, Giorgio Crippa
  2. 2. #sdm Siamo un’agenzia che si occupa, con passione e competenza, di strategia e sviluppo di progetti digitali avvalendosi di tecnologie e media innovativi#numeri >= 1995 15 professionisti 74 clienti 247 contest + 30%#promosuite® È la piattaforma proprietaria per lo sviluppo di progetti speciali e concorsi a premio digitali (web, mobile, social) che abbiamo utilizzato per lo sviluppo della case la Redoute.
  3. 3. #laredoute La Redoute, azienda internazionale leader nel commercio elettonico di prodotti di#brief moda, ci ha incaricato di ideare un progetto facebook based che parta dalla sua pagina sul social network e si ponga i seguenti obiettivi: coinvolgere gli utenti della pagina facebook con un’esperienza ludica, informativa e premiante; Informare i fan con le novità delle collezioni in uscita; Incentivare gli utenti a diventare fan della pagina e a sottoscrivere la newsletter; Sfruttare le leve virali e sociali del social network per propagare l’iniziativa
  4. 4. #strategia Abbiamo proposto un Contest su Facebook che consente alle utenti di giocare con le#keyword collezioni la Redoute attraverso un foto quiz. Le concorrenti che rispondono correttamente al photo quiz partecipano al Daily instant win di un buono spesa la Redoute e se accettano di iscriversi alla newsletter partecipano alla final win di un mega buono spesa la Redoute. Per sfruttare la viralità del mezzo facebook abbiamo collegato al contest un sistema di loyalties e gamifcation rilasciando a secondo delle risposte dei badge Specialist la Redoute. Il gioco verrà nell’arco dell’anno attualizzato applicando delle Temporary skinning e modificando il contenuto delle domande.
  5. 5. #flusso#concorso Visit http://tiny.cc/re8wbw
  6. 6. #opportunità Ecco le opportunità di promuovere un#marketing concorso su facebook: Gli utenti sono già loggati e identificati dal social network Si puo’ accedere facilmente ai profili degli utenti e quindi alle informazioni caricate nel rispetto dei settaggi di privacy impostati Si possono attivare semplicemente logiche di socializzazione e viralizzazione che permettono di farsi aiutare dagli utenti stessi a diffondere il concorso. Si puo’ alimentare automaticamente la bacheca della pagina con le giocate degli utenti
  7. 7. #vincoli Ma non mancano i vincoli e regole da#legal rispettare: Ministero dello Sviluppo Economico Dl 430/2001 e successive modifiche http://tiny.cc/yh0tbw Facebook linee guida sulle promozioni http://tiny.cc/3j0tbw
  8. 8. #vincoli  I partecipanti devono essere iscritti al social network prima che sia iniziata la manifestazione#ministero a premio oppure è necessario avere un canale anche indipendente da facebook  L’applicazione deve essere esterna a facebook e deve salvare le informazioni dei partecipanti su macchine italiane conforme alla normativa  L’applicazione deve essere corredata di adeguato atto notorio circa la non manomettibilità del software e l’assoluta imparzialità del sistema di estrazione il tutto per garantire la fede pubblica.  …. occorre naturalmente adempiere a tutte le tradizionali incombenze dei concorsi a premio: regolamento, fidejussione, 15 giorni prima, estrazione con responsabile della fede pubblica, pagamento oneri fiscali, consegna premi, chiusura concorso
  9. 9. #vincoli   Il promotore è totalmente responsabile della promozione Le promozioni devono includere:#facebook a. Una dichiarazione in cui ciascuno degli utenti che partecipano alla promozione solleva Facebook da qualsiasi responsabilità. b. Una dichiarazione che la promozione non è in nessun modo sponsorizzata, appoggiata o amministrata da Facebook né associata a Facebook. c. Una dichiarazione in cui viene specificato che il partecipante sta fornendo le sue informazioni al promotore e non a Facebook  Non è consentito usare le funzioni o le funzionalità di Facebook come meccanismo di registrazione/partecipazione alla promozione  Non è consentito subordinare la registrazione o la partecipazione allesecuzione di azioni da parte dellutente mediante funzioni o funzionalità di Facebook diverse dal cliccare su Mi piace su una Pagina  Non è consentito usare funzioni o funzionalità di Facebook, come ad esempio il pulsante Mi piace, come meccanismo di voto per una promozione  Non è consentito inviare notifiche ai vincitori mediante Facebook, ad esempio messaggi di Facebook, messaggi in chat o post su profili o Pagine.  Non è consentito incentivare un’azione dell’utente per scoprire se ha vinto
  10. 10. #Promosuite® I  tecnologia : piattaforma robusta adeguatamente periziata ai sensi della normativa italiana  creatività : grande sensibilità grafica e realizzativa che valorizza i vostri concept  competenza e professionalità : maturate in oltre 15 anni di attività nel settore promozionale  puntualità e precisione : indispensabili per chi organizza una manifestazione a premi
  11. 11. #grazie Giorgio Crippa crippa@sdm.to SdM Srl interactive passion Milano, via San Vincenzo 18/d Ph +39 02 58106275 www.sdm.to

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