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Archive for the ‘Social Media’ Category

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.

Facebook Tops Pinterest in Consumer Purchasing Power on Black Friday

December 23rd, 2014 5:55pm

Black Friday Results 2014 from IBM’s Digital Analytics Benchmark Reports.

Led by strong mobile traffic, Thanksgiving Day and Black Friday saw record online retail sales. Digging deeper into the data, Facebook produced a stunning number, as a referral source (media channel), its average price per holiday order rocketed from $52.30 in 2013 to $109.94 in 2014, eclipsing Pinterest’s average per order of $100.00 in 2014.

Facebook vs Pinterest, from this year’s IBM report (Black Friday 2014):

On Black Friday, marketers continued to rely on social channels to build brand loyalty and drive sales. As a part of understanding this marketing effort, IBM analyzed the trends from two leading social sites, Facebook and Pinterest.

They discovered the following: Facebook referrals drove an average of $109.94 per order compared to $100.00 for Pinterest, a difference of nearly 10 percent. Facebook referrals converted online sales at more than twice the rate of Pinterest.

IBM’s 2013 Black Friday report also analyzed Facebook and Pinterest.

The results:

The report determined that holiday shoppers referred from Pinterest spent 77 percent more per order than shoppers referred from Facebook. Facebook’s average order value was $52.30 versus Pinterest’s average order value of $92.50.

The biggest story is clearly Facebook’s dramatic jump in average order value from 2013 to 2014 on Black Friday: $52.30 to $109.94! That is a percentage increase of over one hundred percent.

Possible Reasons

  1. Facebook’s demographics have been maturing by gaining older users, presumably with more purchasing power. Since 2011, Facebook added 10.8 million new users 25 to 43 years old, 16.4 million users 35 to 54 years old, and 12.4 million users aged 55+.
  2. Facebook marketers are simply getting better, along with Facebook’s marketing and advertising tools. For instance, Facebook is releasing call to action buttons in 2015 for Fan Pages.
  3. Facebook may be benefiting from a larger, non-Facebook specific trend. Such as, are consumers feeling more comfortable making purchases as a part of their social experience.

We are Only in the Beginning

The power of Social Media to drive purchases is just beginning to be realized. It is the youngest and least developed media channel in the digital world (search, advertising, social, email), but is keeping pace with the progress in other traffic sources (search, advertising, social, email).

For instance, in Q1 2014:

  • Search traffic’s average order value (AOV) was $188.10 – 75% higher than social’s average
  • But average order value (AOV) for social traffic was $107.50, up from $91.40 the year prior
  • With a conversion rate of 1.08%, social’s conversions trailed search (2.27%) and email (3.31%)
  • But social’s conversion rate increased to 1.08% in Q1 2014 from .69% in Q1 2013
  • Instagram increased its Q1 2014 AOV  to $127.98, doubling its $51.00 mark from a year earlier

Overall, the value of Social as a traffic and purchasing source cannot be ignored or undervalued by brands large or small. Particularly Facebook, with a growing adult user base filled with valuable demographic and psychographic profile data that can be captured and redeployed in broad marketing automation processes elsewhere.

If you’re interested in running promotional campaigns on Facebook, the Web or Mobile – or building customer email lists for remarketing and retargeting purposes, call us or request a demo today. We want to hear from you.