flick it like a match but only lift it up the thickness of the inner electrode and try to keep that distance the same as you use the electrode up.
What he said. It's like striking a match.
If you end up chipping some of the flux off the end of the rod after it gets stuck to the workpiece. You can quickly drag the end of the rod across some scrap to burn the electrode down even with the flux. Actually this method works for starting an arch too, it just leaves an ugly drag mark on your workpiece.
After you get an arch started, listen to the sound of the arch. It will let you know if you're getting too far from the workpiece.
After you run a bead, the electrode may be recessed into the flux. So you might need to chip a bit of flux off the electrode by tapping it on the floor or a work bench... before you begin your next bead.
I think everyone should have to learn smaw before they move on to any other type of welding...