Short post, but here’s the official Facebook Deals Guide for download (click image to download)…
We think FB Deals is a big deal – a potential Groupon slayer (new Groupon Stores, with 10% rather than 50% commission, notwithstanding), and a real opportunity for both big retailers and brands, the latter primarily through tie-ups with retailers (check-in to retailer X, get Y% off Z brand).
Jeremy Griffin over at Ignite social media has outlined some ways brands and retailers can harness Facebook Deals
- Exclusive Freebies/Discounts – e.g. 50% off coffee, 20% American Eagle – that when redeemed create implicit and explicit word of mouth (implicit by showing up automatically in the customer’s social stream, and explicitly by giving the customer bragging rights)
- Competing Location Rewards – e.g. most checked-in Baskin Robins gives everyone a free scoop
- Geotargeting (Co-Marketing) – e.g. check-in to a Nike Store, get an Apple Store discount
- ‘Canon’ Targeting (Behavioral Targeting) – e.g. check-in to five places that demonstrate behaviorally that you appreciate your pets, such as a dog park, a pet friendly restaurant or a vet’s office, and get a free rawhide chew toy (lot’s of CSR opportunities here)
- Scavenger Hunts – e.g. check in to several places in sequence, each time getting an individual discount, but then getting a major discount when you complete all the required check ins.
- Hive Couponing (Flash Mobbing) – e.g. 200 people need to check-in at a particular time/place to unlock a deal
Ultimately, Facebook Deals could not only a be potential Groupon slayer (new 10% commission Groupon Stores (contra 50% usual commission) notwithstanding), but also as a solution to social media ROI because it offers a digital path from engagement to purchase.