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Contest su Facebook – Daniele Ghidoli

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Contest su Facebook – Daniele Ghidoli

  1. 1. CONTEST SU FACEBOOK Consigli, criticità e procedure Daniele Ghidoli www.bigthink.it @Ghido Daniele Ghidoli
  2. 2. Cosa ne dice Zuck? https://www.facebook.com/promotions_guidelines.php Daniele Ghidoli
  3. 3. 2 Tipi di contest“ By “contest” or “competition” we mean a promotion that includes a prize of monetary value and a winner determined on the basis of skill (i.e., through judging based on specific criteria). By “sweepstakes” we mean a promotion that includes a “ prize of monetary value and a winner selected on the basis of chance. Daniele Ghidoli
  4. 4. 1. Applicazioni o Tab “ Promotions on Facebook must be administered within Apps on “ Facebook.com, either on a Canvas Page or an app on a Page Tab. Daniele Ghidoli
  5. 5. Quindi… NON si possono fare contest sulle bacheche di Pagine o Gruppi! Daniele Ghidoli
  6. 6. 2. Vietato incentivare le interazioni“ You must not condition registration or entry upon the user taking any “ action using any Facebook features or functionality other than liking a Page, checking in to a Place, or connecting to your app. For example, you must not condition registration or entry upon the user liking a Wall post, or commenting or uploading a photo on a Wall. Daniele Ghidoli
  7. 7. Vietati i contest fotografici in bacheca! Daniele Ghidoli
  8. 8. Vietati i contest nei commenti dei post! Daniele Ghidoli
  9. 9. Vietati i contest nelle Note Daniele Ghidoli
  10. 10. Vietati i contest su Gruppi o Eventi! Daniele Ghidoli
  11. 11. Vietati i contest con i Tag! Daniele Ghidoli
  12. 12. 3. Niente Like Button!“ “ You must not use Facebook features or functionality, such as the Like button, as a voting mechanism for a promotion. Daniele Ghidoli
  13. 13. NO! Daniele Ghidoli
  14. 14. SÌ! Daniele Ghidoli
  15. 15. 4. Vietata l’iscrizione automatica“ “ You must not use Facebook features or functionality as a promotion’s registration or entry mechanism. For example, the act of liking a Page or checking in to a Place cannot automatically register or enter a promotion participant. .“ MA! “ You must not condition registration or entry upon the user taking any action using any Facebook features or functionality other than liking a Page, checking in to a Place, or connecting to your app. Daniele Ghidoli
  16. 16. Quindi… Si può obbligare l’utente a fare Like su una Pagina come condizione necessaria per partecipare. Daniele Ghidoli
  17. 17. 5. Vietato contattare direttamente i vincitori“ You must not notify winners through Facebook, such as through “ Facebook messages, chat, or posts on profiles (timelines) or Pages. Daniele Ghidoli
  18. 18. 6. Scarico di responsabilità“ Promotions on Facebook must include 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 [disclose recipient(s) of information] and not to Facebook. Daniele Ghidoli
  19. 19. Ora sorge un problema! Daniele Ghidoli
  20. 20. Cosa ne dice la Legge? Daniele Ghidoli
  21. 21. Ministero dello Sviluppo Economico“ Entro 15 giorni antecedenti la data di inizio del concorso limpresa deve compilare le diverse sezioni da A a M del modulo CO/1, allegando i seguenti documenti: 1. Regolamento del concorso 2. Dichiarazione sostitutiva di atto notorio “ 3. Documento originale di cauzione prestata a garanzia dei premi promessi Daniele Ghidoli
  22. 22. Ecco il problema! Il Ministero vuole che Facebook venga specificato come partner associato all’iniziativa. MA!“ “ Acknowledgment that the promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook. Daniele Ghidoli
  23. 23. Soluzione 1: Non fare un concorso!  Non mettere premi in palio.  Mettere in palio premi “morali” e non tangibili.  Dare il regalo a chiunque partecipi. Daniele Ghidoli
  24. 24. Premi per tutti! Daniele Ghidoli
  25. 25. Premi morali Daniele Ghidoli
  26. 26. Soluzione 2: Fare una versione web Applicazione Facebook Sito web Daniele Ghidoli
  27. 27. Accesso multiplo Daniele Ghidoli
  28. 28. Soluzione 3: Limitare a chi è già iscritto a Facebook Daniele Ghidoli
  29. 29. I rischi di un contest Daniele Ghidoli
  30. 30. Gli utenti sono str… subdoli! Daniele Ghidoli
  31. 31. Si scambiano i voti! Daniele Ghidoli
  32. 32. Soluzioni  Controllare la data di iscrizione a Facebook  Verificare che sia un utente Facebook verificato  Fare controlli su cookie e IP Daniele Ghidoli
  33. 33. Prevedere tutto  Stilare un regolamento a prova di bomba  Contemplare tutte le possibili scorrettezze  Non cambiare le carte in tavola Daniele Ghidoli
  34. 34. Non cambiare le carte in tavola Daniele Ghidoli
  35. 35. Analizziamo il caso più noto: LEICA Daniele Ghidoli
  36. 36. Come può essere stato approvato? Daniele Ghidoli
  37. 37. 1. È necessario essere iscritti a Facebook“ Per candidarsi a partecipare è necessario: […] 2) avere – o creare - una pagina Facebook, e cliccare su mi piace sulla pagina Facebook Leica Talent Italia “ http://www.lab.leica-camera.it/pdf/Leica_24x36_Regolamento.pdf Daniele Ghidoli
  38. 38. 2. Gli utenti dovevano likare le foto Daniele Ghidoli
  39. 39. Ecco il perché: NON era un contest!“ Agli autori dei suddetti lavori, verrà data l opportunità affiancare un “ fotografo professionista nella realizzazione di un progetto fotografico, ed una selezione di foto potrà essere utilizzata per la realizzazione di mostre o di eventi di comunicazione a livello italiano o internazionale. NON C’È UN PREMIO! Daniele Ghidoli
  40. 40. I like non contavano come voto primario “ La selezione sarà effettuata sia in base al gradimento che le foto avranno ottenuto attraverso il meccanismo della votazione, sia attraverso una valutazione qualitativa delle foto stesse. “ “ Il solo criterio applicato per tale selezione è quello qualitativo relativo alle tre fotografie inviate. In questa fase non si tiene conto dei voti ricevuti dai partecipanti attraverso Facebook. “http://www.lab.leica-camera.it/pdf/Appendice_al_regolamento_del_progetto_Leica_24X36.pdf http://www.lab.leica-camera.it/pdf/Leica_24x36_Regolamento.pdf Daniele Ghidoli
  41. 41. Attenzione a non generare SPAM Daniele Ghidoli
  42. 42. Il contest deve quindi essere:  Ben progettato e regolamentato!  In regola con le linee guida di Facebook  In regola con la legislazione italiana Daniele Ghidoli
  43. 43. Meglio chiedere consiglio ad un legale! Daniele Ghidoli

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