Edge Advisory - Changes to Facebook's Rules on Contests

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Facebook recently made dramatic changes to the rules for running contests on Pages. We'll guide you through the changes - and the opportunities that they bring.

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Edge Advisory - Changes to Facebook's Rules on Contests

  1. 1. Client Advisory Changes to Facebook Contests Terms EdgeAsia in Digital Age Singapore August 28, 2013
  2. 2. Change Change Change!
  3. 3. Change Change Change! We are all used to it. The hoops we’ve had to jump through to run contests and sweepstakes on Facebook. “Why can’t we just run it on the page” has been the common collective cry. Many have observed (not entirely unreasonably may we add) that Facebook’s guidelines on contests were unnecessarily strict and unevenly enforced. Well, now those guidelines have been relaxed. Let us guide you through what that means to you and your marketing.
  4. 4. Can Can Can!
  5. 5. Essentially the easiest way to describe the change is that you no longer need to run contests within a separate app/tab on Facebook. (No need to run them here any more)
  6. 6. This throws up some interesting possibilities Including the three on the right!
  7. 7. Facebook gave us this as an example of a contest that will be valid under the new rules More from Facebook here: http://bit.ly/17k8eFl
  8. 8. What Facebook say that we can do Now, promotions may be administered on Page Timelines and in apps on Facebook. For example, businesses can now: • Collect entries by having users post on the Page or comment/like a Page post • Collect entries by having users message the Page • Utilize likes as a voting mechanism
  9. 9. What Facebook say that we cannot do In order to maintain the accuracy of Page content, our Pages Terms now prohibit Pages from tagging or encouraging people to tag themselves in content that they are not actually depicted in. So, for instance: • It’s OK to ask people to submit names of a new product in exchange for a chance to win a prize • It’s not OK to ask people tag themselves in pictures of a new product in exchange for a chance to win a prize • Also, as before, however, businesses cannot administer promotions on personal Timelines
  10. 10. And the perennial question: Is this a good or a bad thing?
  11. 11. Is this a good or a bad thing? GENERALLY YES: IT’S A GOOD THING! Rules have been relaxed. This will allow for quicker promotions which involve less friction on the user side, and should result in more participation. The creative possibilities have opened up! In addition, the traditional “old school” way of running a contest on a separate tab is still possible. This will still work well for larger promotions, especially those run with Fan Acquisition in mind.
  12. 12. Of course some pages may become “spammy” in their tactics, which could potentially degrade the entire Facebook experience, but then that’s what the Unlike button is for! Overall this is fantastic news. Along with Page Post Advertisements, this will prove to be another powerful tool in the Facebook marketers toolbox - when used correctly!
  13. 13. For more info or to kick start your new campaign today contact Duane Melius duane@edge-asia.com +65 9392 6328 Thank you.

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