Facebook Launches “Deals”

Posted: February 1st, 2011   |   Category: Case Studies | Industry News | Promotion | Social | Tools

Facebook has just launched a new product called ‘Deals’ in Canada, as well as France, Germany, Italy, Spain and the UK.

This new product will be a great way for businesses – large or small, for profit or non-profit – build awareness and focus on local markets.

Deals not only lets people find businesses nearby, but also let people find opportunities to save money or generate loyalty rewards nearby as well.

How To Set Up a Deal

Setting up a deal with Facebook is relatively straight-forward.

First, you need to decide what type of deal you plan to offer:

  1. Individual deal – something for checking in or a promotion offered for each person
  2. Friend deal – friends benefit from you sharing a deal with them
  3. Loyalty deal – reward frequency
  4. Charity deal – give back to community when people participate

Example:  Facebook lets friends see that someone checked into a restaurant because they saw a deal for 20% off for Facebook users and their friends.  This user can now use this deal to their advantage.

As deals build and you connect with more people, you’ll continue to accumulate visibility with the social network of all of these people.  The end result is that you’ll maximize exposure with a minimal amount of cost and effort.

Building Your Deal

The next thing you have to do is go to Facebook and go your claimed Facebook Place (if you’re a small business, this is something you should ASAP if you haven’t already).

Click on ‘View Page’ and then click on the ‘Deals’ folder down towards the lower left menu.  See below for a sample:

As mentioned above, there are four options:  Individual deal, Friend deal, Loyalty deal and Charity deal.

From a strategic standpoint, we can work with you and your team to develop the right deal for your audience.

Our favourite is the Loyalty deal, as it rewards return customers and encourages multiple check-ins.

Once you’ve set up your deal, you then modify some of the details related to the deal, including frequency required for a reward (ie. 7 visits for a free cup of coffee) and the duration of the deal.  See below for details:

Please note that all deals are subject to review.  The good news is that you can cancel a deal at any time.

The final step is to share your deal with connections or run a marketplace ad on Facebook.com.  We’ll cover these topics in later blog entries.

It’s critical that all of your employees and other stakeholders are aware of the nature of the deal and details.  Having sufficient quantity on hand, knowledgeable staff and so on will make or break your success.

The End of Loyalty Programs in Canada?

It’s unlikely that services like Deals (or GroupOn or FourSquare) will kill loyalty programs in Canada, but they’ll likely put a dent in their bottom-line because businesses that once used third-party programs like the Air Miles Reward Miles will no longer be faced with excessive bureaucratic processing and payouts.  Businesses will simply go to the social platform, set up an offer, decide on how ‘special’ it will be to local users and click ‘Go’.

To get around this, loyalty programs will have to be fast on their feet and figure out ways to generate complimentary offers or services for people that use platforms like Deals or GroupOn.

Bill Wittur
Managing Director
Bottree Digital Services
416-613-3422

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