Social Promotions Marketing & Legal 101 with Mike Wei from Strutta.com Internet Masterminds Group/Social Networking Meetup Monday, February 20th, 2012.

1. A SOCIAL PROMOTIONS PRIMER:
LEGAL AND MARKETING 101
@michael_wei
#Strutta101
Mike Wei | Dir. Business Development - Strutta | 1-877-477-5717
1
Monday, 20 February, 12

2. A HISTORICAL CONTEST
Napoleon Bonaparte
2
Monday, 20 February, 12

3. A HISTORICAL CONTEST
Nicolas Appert
3
Monday, 20 February, 12

4. FOUR P’S OF MARKETING
4
Monday, 20 February, 12

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.
5
Monday, 20 February, 12

6. #1
WHY RUN A
PROMOTION?
6
Monday, 20 February, 12

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
7
Monday, 20 February, 12

8. INCREASE
SALES!
Marketing Supports Sales
8
Monday, 20 February, 12

9. #2
COMMON
TYPES OF
PROMOTIONS
9
Monday, 20 February, 12

10. SWEEPSTAKES
Chance based promotion
VS
CONTEST
Skill based promotion
10
Monday, 20 February, 12

11. SWEEPSTAKES
Monday, 20 February, 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
12
Monday, 20 February, 12

13. OTHER SOCIAL SWEEPSTAKES
•Tweet to Win!
1. Follow Me @
2. RT or #CONTEST
3. Tweet
•Winning!
• Multiple Prizes (1st, 2nd 3rd)
• “Random” Draw
13
Monday, 20 February, 12

14. CONTEST
14
Monday, 20 February, 12

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!
15
Monday, 20 February, 12

16. REWARDING PARTICIPANTS
•Coupons
•Free Samples
•Reward
•Encourage
•Engage
Have Fun!
16
Monday, 20 February, 12

17. WHAT IS THE
DIFFERENCE?
17
Monday, 20 February, 12

18. #3
PROMOTIONAL
LAW
18
Monday, 20 February, 12

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
19
Monday, 20 February, 12

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
20
Monday, 20 February, 12

21. WHAT ABOUT
QUEBEC?
21
Monday, 20 February, 12

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
sweepstake's launch.
2. Pay a fee of up to 10% of the sweepstake's 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.
22
Monday, 20 February, 12

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
23
Monday, 20 February, 12

24. FACEBOOK PROMOTIONS GUIDELINES
24
Monday, 20 February, 12

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
25
Monday, 20 February, 12

26. FACEBOOK PROMOTIONS GUIDELINES
26
Monday, 20 February, 12

27. FACEBOOK PROMOTIONS GUIDELINES
27
Monday, 20 February, 12

28. FACEBOOK PROMOTIONS GUIDELINES
28
Monday, 20 February, 12

29. FACEBOOK PROMOTIONS GUIDELINES
29
Monday, 20 February, 12

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.
30
Monday, 20 February, 12

31. DOUBLE CHECK
WITH LEGAL
&
USE A 3RD PARTY
APP
31
Monday, 20 February, 12

32. #4
PLANNING
YOUR
PROMOTION
32
Monday, 20 February, 12

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?
33
Monday, 20 February, 12

34. PLANNING YOUR PROMOTION
34
Monday, 20 February, 12

35. CHOOSING YOUR PROMOTION TYPE
35
Monday, 20 February, 12

36. PLANNING
IS KEY
36
Monday, 20 February, 12

37. #5
TIPS FOR A
SUCCESSFUL
PROMOTION
37
Monday, 20 February, 12

38. TIPS FOR RUNNING YOUR PROMOTION
PLAN AHEAD
“if you build it they will come”
38
Monday, 20 February, 12

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.”
39
Monday, 20 February, 12

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.
40
Monday, 20 February, 12

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.
41
Monday, 20 February, 12

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.
42
Monday, 20 February, 12

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
43
Monday, 20 February, 12

44. CASE STUDIES
44
Monday, 20 February, 12

45. CASE STUDY
Ultimate Wedding Contest
$35M
IN GIFT REGISTRY
CREATION
3 MILLION
PAGE VIEWS
HALF A MILLION
VOTES CAST
45
Monday, 20 February, 12

46. CASE STUDY
46
Monday, 20 February, 12

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
47
Monday, 20 February, 12

48. THANK YOU!
Mike Wei | Dir. Business Development - Strutta | @michael_wei
48
Monday, 20 February, 12