Retailers continually mention to us they want to create special promotions or unique social deals specifically for the Facebook fans. Some want to do this sporadically, while others want to tee-up something new each week or even each day. The Social Commerce research validates that discounts or deals are a principle desire of your fans but our discussions reveal that success for the retailer/brand will be measured by both revenue as well as the depth of excitement and engagement from their fans. This dual goal make sense to validate the return on investment for the effort.
So what’s the best way to launch a social deal? We believe if you follow these simple steps that you will deliver value to your fans and to your organization.
Dig for ideas. Here are some simple places to look for clues.
- Fan Page – start with a review of your fan page to find what are your fans are asking about and if they showing interests in specific topics, product lines, newly launched features/products or other areas related to your offerings?
- Facebook Insights – Review your Fan Page – see where fans are spending time when they do go to your Facebook page. Or maybe you can tell they aren’t spending time on your page and you want to do something to change this behavior.
- Facebook Messages – use a fan page post to everyone or send private messages to your fans and ask them what they would like to see or hear about. It may make sense to segment the responses from your new fans versus those that have been on your page for years.
Now, use this information to declare your deal ideas and then pick one you best option. Place close attention to your pricing, packaging, volumes and time sensitivity.
Set goals. We’re all about measuring impact so declare if you want sales, social shares, likes or other measurements. These targets will guide how you build your deal to drive these actions. If you don’t get in the habit of picking a success goal, you aren’t likely to see long-term impact.
Set up your purchase system. You may evaluate the use of a Facebook Store with a special configuration, a dedicated social deal app like ShopTab’s SharedDeal or direct users via a tracking URL back to your website. NOTE: Keep in mind you want it to be easy for your buyers to view your offer and that most Facebook users will see your offer via their mobile phone, so make sure it is optimized for this environment.
Promote. Facebook posts, Tweets, Pins, emails….and don’t forget offline marketing options too. Build a plan for your activities. This won’t work unless you make people aware of your fantastic deal and that they realize it has special pricing or packaging, limited quantities and a restricted time to purchase. Without those elements, it isn’t a deal.
Make sure once you’ve completed the social deal that you debrief on what worked and what didn’t. It will be important to improve each time so that you can exceed your long-term goals.
If you want to give a social deal a quick try, we offer a 7 day free trial with our Social Deal App. Complete steps 1 thru 3 and then sign-up for our SharedDeal trial. Run your program in less than 7 days and you won’t pay a penny.
Find more information on how Giro Sports uses this Flash Store to create fan exclusivity.
Review our FAQ for a Social Deal implementation with SharedDeal to see how much effort it may take to set-up your first offer.
See a demo Daily Deal app in Facebook.