Social Media Promotion Strategies and Platform Policies

Promotions in Social Media
Presented By:
Mark Staples
Ben Ryder

January 27, 2011

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

Agenda

ePrize

Promotions Overview

Key Platforms

Policies


ePrize


 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

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

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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Promotions
Overview


Strategic and Creative Approach
• 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

www.eprize.com

User Flow - Contest

Landing Page/Login Upload Phase

Gallery – Consumer Voting/Rating

Winner Gallery

www.eprize.com

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):

Non-Compliant Compliant

I Just Donated My Status!

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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

Non- Compliant 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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Mobile & location based

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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


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