1. Seth Lieberman
CEO, SnapApp
@SethWLieberman
#AllFacebookConf

2. SnapApp is a self-serve platform that
integrates marketers branding
needs, engagement objectives
and customer acquisition goals
together into a seamless user
experience across social, the web
and mobile.

3. Why Run a Promotion on Facebook?
• Companies that run a sweepstakes get a 34% increase
in traffic—meaning sweepstakes often drive more traffic
than original blog content or videos.
• 70% of users that see a sweepstakes enter it
• Retention
• New Customer Acquisition
• FB -> DB Conversion
1 Source: L2 Think Tank's Magazine, Digital IQ Index, July 2011
2 Source: SnapApp Data

4. Rule #1 Definitions
Contest:
A contest rewards skill or creativity;
the winner(s) is selected based merit,
popularity or judging
Sweepstakes:
A random winner purely
based on chance
Lottery:
A sweepstakes with
a paid entry

5. • 38,000 Newsletter Subs
• 20,000 New “Likes”
• 2,500 New Mag Subs
• 19,000 Shares

6. +25%
Likes
in one
week

9. Drive
Engagement

10. Rule #2 Offer Value
High Value
Low Cost High Cost

11. Rule #3 Like Gate

13. Maximize Sharing: Edgerank

14. 44% of Facebook Traffic is Mobile

15. Rule #4 Know the Law
• Except where explicitly outlawed, anyone must be able
to enter. Official rules must be made available at all
times.
• Register + Bond regulations in RI, if your prize $500+
• Register + Bond regulations in NY and FL, if the prize is
$5k+
• AZ also has special regulations.
• Consider excluding these states if you don't have the
resources to become registered and bonded.
• If your target audience includes children under 13, make
sure your sweepstakes is COPPA compliant. If they are
under 18, parental or guardian permission is required to
accept the prize.

16. Rule #5 Do NOT Stop at the “Like”

17. Rule # 6 Measure ROI
• Lead / Like Cost
• Customer Acquisition Cost
• Brand Value
• Technology Costs
• Human Costs
• Pain-In-The Ass Costs

18. Seth Lieberman
CEO, SnapApp
@SethWLieberman
slieberman@snapapp.com
#AllFacebookConf