Getting coupons and discounts is a strong motivator for consumers to “like” a brand on Facebook. A recent study found that 37% of Facebook users joined fan pages because they wanted to get coupons and discounts (eMarketer). Brands can get more out of these interactions by making coupon redemption easier and by funneling Facebook likes to their CRM database.
Source: eMarketer, 2010
A Better Consumer Experience
Tactically, social couponing can be challenging to implement. According to eMarketer senior analyst Debra Aho Williamson, “The discount offer must print or download easily and must work as promised. And the retail store or distribution channel must be prepared for demand.”
Response Media provides a Facebook couponing solution that overcomes these execution issues because it taps into the existing loyalty card programs of major retailers like Kroger and ShopRite. It attracts consumers to the brand’s Facebook page with an all-digital coupon offer that is loaded directly to the consumer’s loyalty card.
The convenience consumers experience goes a long way in strengthening brand-consumer relations. Consumers appreciate having a coupon downloaded securely and directly onto their loyalty card via the Facebook application – so they avoid the hassle of printing coupons or displaying them on their mobile device. The redemption rates for these coupons are typically more than 12%.
Benefits for Brands
This Facebook couponing solution adds “Likes” to the brand Facebook page at no cost. Furthermore, your brand can acquire email addresses on a cost per acquisition basis to leverage Facebook fans into its email channel. Most importantly, you can get insight into who your brand’s Facebook fans are – what they buy and what they try – to help optimize your marketing efforts. Your campaign can launch in 2-3 weeks.
How It Works
- Consumers are driven to LIKE the brand’s page to receive a coupon offer. Once they like the brand, they are shown an opportunity to get the coupon.
- Consumer select their retailer of choice and enter their frequent-shopper card number, opt in to receive email communication ― and poof, coupon downloaded!
- The last step is the optional Facebook App permissioning and disclosure window, informing the consumer that to proceed, the application will gain access to personal information, that the consumer may be contacted via email and that there will be a wall post.
- Then the consumer becomes part of the brand’s CRM program and is invited to share the offer with Facebook friends. These interactions are announced on the consumer’s newsfeed for additional brand awareness and conversions.
A recent social coupon campaign not only provided new Facebook fans and digital coupon redemptions for Ben & Jerry’s, but also allowed the brand to better understand and engage with its existing Facebook fans.
Let’s Get It Started
We’ve given you an overview of our innovative Facebook couponing solution. Now let’s discuss the specifics of how you can integrate this solution into your CRM program. Email us to start this conversation: innovation@responsemedia.com.
