Mais conteúdo relacionado Semelhante a Social media atlanta_running_social_media_promotions_by_e_prize (20) Social media atlanta_running_social_media_promotions_by_e_prize1. Promotions in Social Media
Presented By:
Mark Staples
Ben Ryder
January 27, 2011
©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
4. 11 Years in Business
6000+ Campaigns
44 Countries
76 out of the Top 100 Brands
17 out of the Top 20 Agencies
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©2010, ePrize ® LLC - CONFIDENTIAL www.eprize.com
eprize.com
5. MOTIVATING
BEHAVIOR
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©2010, ePrize ® LLC - CONFIDENTIAL www.eprize.com
eprize.com
6. Social Media Tactics
Facebook Applications Social Plugins
Photo Contests Add This Coupons
Instant Win Applications
Facebook Integration Widgets Advergame Apps
Like Box Twitter Sweeps
Twitter Essay Polls Product Sampling
Social Strategy Legal Review
Community Management
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©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
8. Strategic and Creative Approach
• Objectives
• Demo/Target
• Timing
• Budget
• Prizing
• Creative Assets/Themes
• Communication Plan
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©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
9. Sweepstakes
Definition
• Winner is randomly drawn at the
end of the promotion period
Benefits
• High level of consumer
participation and awareness
based on the availability of a
large prize
• Low cost engagement
opportunity
When to Use
• Limited number of large prizes
available
• Frequency is not a key objective
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©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
10. Instant Win
Definition
• Consumers are given a random
chance to instantly win prizes
Benefits
• High frequency of participation
based on daily chance to win
• Immediacy amplifies excitement
• Heightened perception of
“winnability”
When to Use
• Large number of small prizes
available
• Continuous engagement is
desired
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©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
11. Promotion Flow – Sweepstakes/Instant Win
Login Registration
Instant Win Tell-A-Friend
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©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
12. Contests - Consumer Generated Content
Any type of creative media content that has been created by the
consumer to be used in a brand program: Essay, Photo, Video, Digital
www.eprize.com
13. User Flow - Contest
Landing Page/Login Upload Phase
Gallery – Consumer Voting/Rating
Winner Gallery
www.eprize.com
14. Legal Necessities
• State lottery laws govern promotions. Running a lottery is illegal.
• Three elements that make a promotion illegal (ie. A lottery).
• Prize - anything of value
• Chance - any random element at any point of the process
• Consideration - Two types of consideration
• Monetary - Any sort of payment to play the promotion
• Non-Monetary - Anything that has substantial effort that
enhances the consideration
• If you were to take any one of the three elements away, the
promotion is not a lottery and becomes a legal sweepstakes.
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©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
15. Legal Necessities
• Rules
• Timing of program
• Prizing
• AMOE (alternative method of entry) if needed
• Eligibility – age, geography etc
• Placement - Full rules online, abbreviated on POS
• Bonding and Registration
• Required in FL& NY when the ARV of a game of chance is over
$5,000
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©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
16. Legal Necessities
• Select winners, screening, judging
• Notify, confirm and manage potential winners
• Affidavit required by winners of prize $600 and over
• Cairns Patent (Instant Wins)
• Codes printed on or w/in packaged goods or delivered at point of
purchase
• Direction to consumer to go online to enter code to see if winner
• Find out if won during same browser session in which they entered code
• Indemnification
• Definition: to guarantee against a loss which another might
suffer.
• Example: ePrize agrees to pay any successful claims brought by
a third party against the customer arising from the services
ePrize provides pursuant to the contract.
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©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
20. November 4, 2009
Facebook releases a new set of
guidelines governing the publicizing
and administration of any
sweepstakes, contest, competition
or similar offering.
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©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
21. Administering vs. Publicizing Promotions
Administer
You cannot administer a promotion through Facebook, except through
an application. Administration includes the operation of any element of
a promotion, such as collecting entries, conducting a drawing, judging
entries, or notifying winners within Facebook
Publicize
Anyone can publicize a promotion. This includes promoting,
advertising or referencing a promotion in any way on Facebook, for
example, in ads, on a Page, or in a status update
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©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
22. Universal Facebook Promotion Restrictions
• The promotion cannot be open or marketed to individuals who are
under the age of 18
• The promotion, if a sweepstakes, cannot be open to individuals
residing in Belgium, Norway, Sweden, or India
• The promotion's objective cannot promote any of the following
product categories: gambling, tobacco, firearms, prescription drugs,
or gasoline
• The prize or any part of the prize cannot include alcohol, tobacco,
dairy, firearms, or prescription drugs
• If the promotion is a sweepstakes it cannot condition entry upon the
purchase of a product, completion of a lengthy task, or other form of
consideration
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©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
23. Administering
• In order to administer a promotion on Facebook, you must obtain written
approval from an account representative at least seven days prior to the
start date of your Promotion
• Access to an Account Representative requires an ad buy with Facebook
repealed
• You will only allow users to enter the promotion in the following locations: On
the canvas page of the application
• On the application box in a tab on a Facebook Page
Canvas Tab
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©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
24. User Flow Restrictions - Administering
• Cannot condition entry upon user providing content on Facebook
• Post to Wall
• Upload Photo
• Update Status
• Telling Friends
• Sharing Content
• Cannot have users automatically enter by liking a page, checking-in or
connecting via Facebook Integration
• Cannot notify winners through Facebook (message, chat, posts)
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©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
25. Marketing Tools - Administering
• Third-party applications are used to provide the content which
conditions entry to promotion, i.e. registration
• You can require entrants to like your page, check-in to your Place or
connect via FB Integration before you ask for registration information
• You can collect an email through an app to notify winner(via
registration)
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©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
26. Facebook Platform Policy
Incentivizing
You cannot incentivize users to use Facebook communication
channels, or imply that an incentive is directly tied to the use of
Facebook channels
Non-Compliant:
• “Thanks for entering, receive an additional entry for every friend
you tell”
• “Post to your wall and receive another instant win opportunity”
Compliant:
• “Thanks for entering, would you like to share this story?”
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©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
27. Facebook Platform Policy
Providing Post Content
You cannot pre-fill any of the fields associated with stream stories
Photos (caption), Videos (description), Notes (title and content), Links
(comment):
Non-Compliant Compliant
I Just Donated My Status!
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©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
29. Facebook Platform Policy
Post Consenting
Users must always consent to any Stream story you post on their
behalf. Buttons associated with sharing must also be clearly marked
with publish and skip messaging
Non- Compliant Compliant
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©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
31. Basics
Promotion Policy
• Currently twitter does not have policies in places that are aimed to
govern promotions on their platform
• While twitter does not currently have a policy in place, it does not
negate the need to follow standard promotion law when executing a
promotion within twitter
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©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
32. Basics
Blind Entry
• Users need to be given the opportunity to read rules associated with
a twitter promotion and voluntarily enter
• A link to the promotion rules must always be included with each
consumers entry
• The standard ePrize twitter promotion will link back to a landing
page which will give consumers the details of the program as well as
the official program rules
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©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
33. Basics
Following a Brand
• As part of a users entry, they will be required to follow the
associated brand and remain a follower until the promotion period
has ended
• This requirement is due to the lack of registration associated with
twitter promotions
• Following allows the program administrators to direct message
potential winners at the program end
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©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
34. Standard Flow
1. Consumer receives call to action
2. Consumer is driven to promotion landing page
3. Consumer goes to brand's twitter page
4. Consumer follows the brand
5. Consumer tweets or retweets to brand's twitter account for entry
6. Winners selected at promotion end
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©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com
37. Contact Information
Ben Ryder
Manager, Emerging Technologies
ben.ryder@eprize.com
248.414.3153
Mark Staples
Senior Director, Strategy
mark.staples@eprize.com
248.543.3964
©2010, ePrize® LLC - CONFIDENTIAL www.eprize.com