How to Create a Successful Social Commerce Deal

Daily-dealRetailers 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.

  1. 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?
  2. 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.
  3. 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.

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Build your Social Deal Store with ShopTab’s SharedDeal

Shared Deal Logo-HRShopTab is excited to announce our newest application, SharedDeal, which delivers a Social Deal Store or Flash Store to your Facebook Fan page (see a demo app here).   ShopTab is the first to create a social “daily deal” app that is easily controlled by the retailer inside of Facebook. This new application can be valuable for virtually all brands and retailers as an element of their social marketing plan.   This technology is based upon ShopTab’s experience of listening to tens of thousands of Facebook store clients worldwide since 2009. This application also reflects social commerce research from Edison Research and Arbitron that validates a social deal provides financial value and audience reach payoff because of their use of exclusivity, creation of unique revenue opportunities and increased levels of product awareness.

A recent deployment of the Flash Store app with Giro Sports Design demonstrates the value in creating exclusive offerings. Their “FirstGiro - Red Glove in store Friday” monthly product promotion creates a unique opportunity to tell a story about a new product that is only available to their Facebook fans. Access to the flash store is available only to those that have liked the page using SharedDeal’s fan gate, which drives up their long-term marketing opportunities. Given their passionate fan base, these monthly promotions drive continued returns to their fan page and long-term ability to continue their conversation about their company and products via the fans news feed. Many argue that your biggest brand advocates are followers of the brand’s Facebook fan page – shouldn’t they be rewarded for this loyalty?

Ultimately, creating new revenues is an important aspect of all social marketing activities.  Offering special deals for time-sensitive products will impact your ability to drive revenues in a timely fashion. Holiday gifts, out of season items or even when you are overstock on an item are perfect opportunities to leverage a Facebook Flash Store.  We feel that a social deals app can even the playing field for small and mid-sized retailers in situations such as Black Friday, when large brands dominate selling efforts in social media.  Additionally, the SharedDeal store provides a highly segmented opportunity to promote products and packages that won’t dilute your other online marketing efforts since it will be limited to your Facebook fans and their friends.

The promotion of a daily deal or flash store provides a heightened level of awareness to new products, a new packaged offering or the testing of new pricing for an existing product. By placing these options in your Facebook flash store, you will receive immediate feedback in terms of sales but also by measuring the viral effect through likes and shares.  The SharedDeal store has a special “promote” feature that will allow you to immediately place the offer on your Fan Page news feed for distribution to your fans.  This makes the product available for purchase, or to share, by all users either through desktop, tablet or mobile access to their news feed.

And best of all, by launching your social deal store using SharedDeal you won’t be paying the high marketing costs (up to 50%) to organizations such as Groupon or LivingSocial.  With SharedDeal you are in control of what offers you provide and how you promote them to your fans and their friends – the ultimate way to gauge your financial and audience success.

Use our 7 day free trial to experiment with this new app.  If it is successful for your organization the monthly subscription is only $14.95.  Learn more here about ShopTab’s SharedDeal Daily Deal store.

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