Social media atlanta_running_social_media_promotions_by_e_prize

www.eprize.com ©2010, ePrize® LLC - CONFIDENTIAL

Promotions in Social Media

Presented By:

Mark Staples

Ben Ryder

January 27, 2011

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ePrize

Promotions Overview

Key Platforms

Policies

Agenda

©2010, ePrize® LLC - CONFIDENTIAL

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ePrize


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4

11 Years in Business

6000+ Campaigns

44 Countries

76 out of the Top 100 Brands

17 out of the Top 20 Agencies

©2010, ePrize® LLC - CONFIDENTIAL eprize.com

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5 ©2010, ePrize® LLC - CONFIDENTIAL eprize.com

MOTIVATING

BEHAVIOR


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Social Media Tactics

Social Plugins

Product Sampling

Photo Contests

Twitter Essay

Add This

Community Management

Coupons

Legal Review

Facebook Integration Widgets

Facebook Applications

Instant Win Applications Advergame Apps

Like Box

Social Strategy Polls

Twitter Sweeps

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Promotions

Overview


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Strategic and Creative Approach


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• Objectives

• Demo/Target

• Timing

• Budget

• Prizing

• Creative Assets/Themes

• Communication Plan

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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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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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Promotion Flow – Sweepstakes/Instant Win


Login Registration

Instant Win Tell-A-Friend

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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

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User Flow - Contest

Landing Page/Login Upload Phase

Gallery – Consumer Voting/Rating

Winner Gallery

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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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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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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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Social

Platform

Policies


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2008 & 2009

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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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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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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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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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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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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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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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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):

I Just Donated My Status!

Non-Compliant Compliant

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Telling Friends

Users may only tell one friend at a time through applications

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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

Compliant Non- Compliant

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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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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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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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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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Ben Ryder

Manager, Emerging Technologies [email protected]

248.414.3153

Mark Staples

Senior Director, Strategy

[email protected]

248.543.3964

Contact Information


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