COUPSMART BLOG

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Archive for the ‘Social Media’ Category

Our 5 Best Practices for Promoting Your Coupon (or) Offer on Facebook

May 5th, 2015 10:11am

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The success of a digital promotion depends on two variables, the value of your offer, and how your offer or coupon is marketed.

A successful promotion on Facebook relies on traffic, exposure, and a solid conversion rate. The more traffic and eyeballs that you generate, the higher amount of claims you receive. If the offer provides value, and your customers consider it a “good deal,” claims and redemptions increase dramatically to the upside.

We have five key elements – or, best practices – to effectively promote a coupon campaign on Facebook. They are:

  1. Pre-posting to your Page (building up the campaign)
  2. Use images and video
  3. Boost page posts
  4. Incorporate Facebook Display Ads
  5. Use an experienced third party vendor

Pre-posting to your Page

Pre-posting alerts consumers, your fan base, and customers that a great offer is coming soon. Short, teaser posts are particularly effective 1-2 days before a campaign starts. Even respected digital marketers, such as Jeff Walker, recommend executing pre-campaigns that promote the upcoming campaign – to build excitement and anticipation.

Consider Images and (video)

A creative video is workable in the pre-campaign phase. While a well-designed coupon/offer (which acts as the image) appears enticing to your Facebook audience, because social photos generate more engagement on Facebook.

Boost page posts

Facebook’s rules have changed, and as result, marketing strategies and patterns have adapted accordingly. Facebook limits the reach of organic posts from Companies’ Fan Pages, thereby making it necessary to ‘boost’ a post to achieve large scale quickly.

Incorporate Facebook Display Ads

Facebook display ads help draw more traffic to a coupon post, grabbing new customers (and market-share) by introducing them to your Facebook coupon.

Consider a third party vendor

A third party vendor knows the ropes, and reduces your learning curve by implementing their hard-won knowledge. Additionally, third party technology can add front-end or back-end value in terms of capabilities or business value-adds. For instance, in the case of CoupSmart, its Facebook technology captures consumer data, including email addresses and likes, among over a dozen other data points, when brands’ fans are claiming an offer.

Other best practices:

-          Talk about it on other platforms

Cross-channel promotion adds leverage to existing efforts. Promoting a Facebook campaign with a tweet, and an email communication to an existing marketing list, only serves to give the Facebook campaign more exposure.

-          Send email redemption reminders

When using technology from an experienced partner, additional capabilities are available. For example, when a consumer gives permission to email them; emails based on campaign-activity, and other information, such as demographic and psychographic information based on Facebook profiles can be sent to encourage more redemptions or to achieve other marketing goals.

CoupSmart is a great partner for brands and retailers looking for more advantages in the print-at-home or social marketing channels. Send us a message to learn more.

How Can Brands Capture More Data With Social Coupons?

March 31st, 2015 10:04am

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Digital coupons are the most recent innovation in the coupon category. While print-at-home, mobile/app coupons, and load to card are leading the charge in innovation, a fourth segment is gaining momentum in coupon innovation: social coupons.

Social coupons are coupons, offers, promotions, contests, or discounts run on a social media site or other digital channel (such as a website or mobile property) that are programmatically connected to a social media platform’s back-end system, such as Facebook.

In the case of CoupSmart, its social technology connects a brand or retailer’s multi-channel coupons with Facebook. This allows brands and retailers distributing coupons across multiple channels to capture highly relevant and valuable consumer data when a consumer claims a coupon, discount, or offer in the digital ecosphere.

Here’s an example:

A toy company regularly places coupons on their mobile sites, and drives traffic to those sites from search engines and their email marketing efforts. The toy company uses CoupSmart’s technology to embed an offer or discount on a specific landing page or portfolio site.

Since CoupSmart is connected to Facebook’s API, when a customer of the toy company clicks to claim a coupon on a branded website, the following happens:

The CoupSmart social application asks the consumer to grant it permission to access their profile. The consumer clicks yes, granting permission 92% of the time, and then claims the coupon/offer to print off or email to themselves.

This matters because, during this process, the toy company captures the customer’s most important demographic and psychographic data from their social profile.

Through CoupSmart, the brand or retailer acquires the social profile data of all consumers that claim one of their coupons/offers across multiple channels (Facebook, web, mobile, and email). Seventeen key demographic and psychographic data points are captured, including: email address, age, gender, location, relationship status, and likes and interests.

What are the benefits of this data?

The two most obvious and immediate benefits (in addition to driving sales) for the brand or retailer are the ability to use the data for (1) email remarketing campaigns and analyzing it for (2) deeper consumer insights.

Since email addresses are captured, brands/retailers can configure email remarketing campaigns based on each customer’s behavior: like campaign activity, likes and interests, or demographic data.

The second benefit opens the door for more robust consumer insights –since the large bucket of data captured by the CoupSmart system is passed on to the brand or retailer, it is available for the brand or retailer to analyze patterns and behaviors among their social customer base.

Are you interested in learning more about CoupSmart? Request a demo of the platform.

4 Reasons Why Social Coupons Are Your Brand’s Secret Weapon

February 23rd, 2015 2:25pm

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Reason #1: They Drive Traffic to Your Brand’s Own Web Properties, Not a Third Party’s

Unlike Coupons.com and similar coupon destination site providers, social coupon providers run promotional campaigns on your brand’s Facebook Page or website, distributing coupons to your most loyal followers at scale. This keeps more consumers and brand advocates on your digital properties, building traffic and engagement for your site, not a third party’s.

Reason #2: They Capture Your Customers’ Behavioral Data

Marketing and selling anything successfully requires an understanding of your customers’ behaviors, preferences, and patterns. One way to gather this type of data is by using social coupons. Social coupon technology bypasses the form registration process and the need to install download-to-print software. It uses social apps for log-in and authentication to distribute coupons and digital offers across the web, social, and mobile.

During this process, valuable campaign and consumer-level data is captured, which is then given back to the brand or retailer to be redeployed in marketing initiatives elsewhere. This social data is generally of higher quality (and more accurate) than data captured from a form submission.

Reason #3: They Kick-Start Your Remarketing Campaigns

Because of tools developed by Email Service Providers (ESPs) and other technologies, the captured demographic and behavioral data can be plugged back into your marketing systems for 1:1 email remarketing campaigns. A practical application is sending custom content based on likes and interests, such as unique recipes based on customers’ interest in baking (read the customized content case study).

Reason #4: They Increase Your Conversion Rates

By relying on app permissions versus form submissions or download-to-print applications, conversion rates explode, driving sales growth for your brand or product.

For example, a customer filling out a form to download and print a coupon on a brand’s website (such as a pizza or toy company) must go through eleven steps before printing the actual coupon. Using a social log-in process, a consumer can claim an identical coupon on the same website in four steps. Read more about shortening the user experience.

Conversion rates for form submissions across all industries and types hover around 11%. Conversely, Facebook app permissions typically convert around 80% for Facebook Quizzes, Instant Win, and Fan Vote promotions. With coupons, we see conversion rates average around 92%.

Social couponing technology is an emerging segment in digital couponing, and your brand can be an early mover.

To learn more about using this technology with your digital promotions in the next quarter, contact CoupSmart for more information.

Email or request a demo.

[Video] Connecting Digital Promotions With Email Service Provider Silverpop

January 19th, 2015 3:10pm

CoupSmart’s technology extracts personal data from fans to allow 1:1 email communications. This data can then be plugged back into email service providers for automated remarketing campaigns to segmented customers. We capture this data when customers authorize our Facebook App to claim a digital promotion from your Fan Page or website.

In this video, Blake Shipley, Founder and CEO of CoupSmart, explains how our partners’ (in this case, IBM Silverpop) customers can leverage social couponing data in their overall marketing strategy.

To learn more about becoming a CoupSmart partner, or how your brand can increase the value of its digital campaigns, contact us at sales@coupsmart.com.

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Facebook’s New Fan Page CTAs Can Increase Conversions 2x

December 31st, 2014 2:20pm

Good news, Facebook’s new Fan Page call-to-action buttons will help drive more source traffic from your Fan Page to your website. While this new feature was announced on the Facebook blog on December 11, the product has yet to be fully rolled out in the U.S. or worldwide. But limited releases have begun in the United States and are expected to be completed by the end of 2015.

The new call to action buttons can definitely work. Dollar Shave Club served as Facebook’s beta tester, using the call-to-action button to facilitate customer acquisition. The results were good.

Time period: Three weeks
Call to action: Sign Up
Results: 2.5x higher conversion rate versus other comparable social placements

What it looks like (the sign up button to the left of the traditional Like button).  Dollar Shave Club Call to Action

The call-to-action buttons can link to an external URL. Their purpose is to support the broad business objective of a business or brand, such as gaining new subscribers, creating purchases, booking reservations, driving traffic, or generating leads.

Here are the seven call-to-actions (and their probable uses).

  1. Book Now
    • Travel and reservations (Travel, Real estate)
  2. Contact Us
    • Lead generation for services, subscriptions, b2b (Nonprofit, Education, Finance, Healthcare)
  3. Use App
    • For productive or informative apps (Technology, Games, Social)
  4. Play Game
    • For gaming apps (Games, Social)
  5. Shop Now
    • For ecommerce (Apparel, Consumer Electronics, Home, Crafts and hobbies)
  6. Sign Up
    • For customer acquisition or subscription lists (Technology, Media and entertainment)
  7. Watch Video
    • Useful for viral marketing, or potentially, b2b lead generation (Education, Technology, Media and entertainment, Nonprofit)

Here is a second example we found during our search, using the Contact Us call-to-action. Fan Page Contact Us You access and add your call-to-action button by being a page admin, and clicking on your cover page image, according to these Facebook instructions.

  1. Go to your Page’s cover photo and click Create Call-to-Action
  2. Choose your call to action and the destination URL that you want to link to. We’ll automatically choose the best destination based on your specified web address, but you can edit these suggested destinations.
  3. Click Create.

How Will They Perform?

While performance data for the new Fan Page call-to-actions is not yet available, data regarding the performance of the recently introduced call-to-action advertisement buttons in the news feed is, with an impressive click through rate lift of 2.85x, according to AdRoll. There is no reason to believe performance results for the new Fan Page CTA button this year can’t be successful.

The bottom line is that Facebook has been implementing system-wide call-to-action buttons in ads and now on Fan Pages to improve their own platform’s advertising effectiveness, and make their platform friendlier for businesses, as the Wall Street Journal speculates.