Presenters: Sarah Kowal (@sekowal) and Ben Ryder (@benryder) from ePrize

Location: ePrize

Presentation Overview:

• ePrize connects clients with consumers through promotions and loyalty programs – microsites, mobile and social channels. They provide reasons for consumers to interact with brands.

• ePrize works with 76 out of top 100 brands (top 100 brands according to Ad Age).

• Take consumers from hearing to owning your message – advocate and promote your brand.

• On average, over 40% of chance to win registrants opt-in to brand communications.

• Engaging promotion experiences: sweepstakes, instant win, trivia, pools, coupons/offers, loyalty, etc.

• State lottery laws govern promotions. Running a lottery is legal. Three elements constitute a lottery – prize, chance, consideration. Legal – if you were to take any one of the three elements away, the promotion is not a lottery and becomes a legal sweepstakes.

• Best practices promotions: define your success, tailor to your audience, clear directions and value prop, be where they are, don’t forget to send the invitations.

• Taking promotions social – 1:1 relationship is now 1:1:many. Keep it simple and build trust. Complaints multiply. Address comments immediately.

• Best practices in social media – campaigns and loyalty programs: 1. Incorporate promotional overlays throughout the year; 2. Balance chance to win with additional content; 3. Public voting components; 4. User generated content; 5. Include viral components on your website and promotions; 6. Frictionless registration; 7. Prizing; 8. Referral based incentives; 9. Intriguing posts; 10. Keep it simple

• Considerations: Facebook (entry cannot take place on Facebook, cannot incentize sharing, reach out to Facebook rep, but now don’t have to worry about getting Facebook approval, just be up to date on platform compliancy). Twitter (repeat tweets, can’t RT same thing more than once in a day, user generated content, must contain rules [tiny URL])

• Keep up with ever changing policies on platforms.

• Rewards for content: cannot reward for nature of opinion.

• Four ways to share on Facebook, but can’t be incentivized on Facebook (post to your wall or friend’s wall, send a Facebook app notification, use the Facebook Standard Share Functionality, AddThis/ShareThis social bookmarking).

• Loyalty and social mixology: average U.S. household is signed up in 14.1 loyalty and rewards programs.

• Rewarding upstream behavior – value proposition (transaction is a byproduct of loyalty, engagement creates loyalty). Enabled by (program microsite, social and mobile channels, improved tracking capabilities).

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