May 4, 2012 6 Comments
Before I get started on all you need to know about “Facebook Offer”, I would like to inspire you with a success story of a small Northern Irish hotel. Roe Park Resort decided to use “Facebook Offer” feature to get more bookings, so the company created an offer that allowed the Facebook fans to get a 1 night stay at the hotel for £42.50. The offer quickly went viral and it was claimed over 28,000 times in 24 hours!
It is no secret that the biggest reason why people become fans of a Facebook page is to gain access to the exclusive offers. In fact, the special offer motivates 68% of fans to click on that “Like” button. So far the businesses had to push the special offers on Facebook through variety of creative ways – third-party coupon tab, special offer tab, events, or links to the third party sites. Back in February 2012, Facebook announced the great news of having an “Offer” feature on Facebook pages, which would give companies an easy avenue to share their deals with their Facebook fans. Few premium brands and advertisers were able to test the feature early, but most businesses had to wait for Facebook to enable the feature on a larger scale. As of May 3, 2012, Facebook announced it’ll now start rolling out this FREE feature on more Facebook pages of the local businesses that are based in the U.S. Sure enough, this feature started to appear on many more Facebook pages, so chances are your Facebook page has this feature already or will get it in next few days or weeks.
Simply go to your Facebook page and you should see “Offer, Event +” right next to “Status” and “Photo/video” sharing options [you must be an administrator of that Facebook page to see that feature, so make sure you are an admin of the page]. If you are not an admin, ask the person who handles your Facebook page to make you an admin (takes 2 minutes).
– Rejoice! You will be able to share special deals with your fans, add value, increase brand awareness and your revenue!
– Read Facebook guidelines that specify the rules for Facebook offers (http://www.facebook.com/page_guidelines.php)
– Decide what offer you want to run and make sure your offer complies with Facebook guidelines
– Create the offer on your Facebook page (it’s free!):
- Go to your Facebook page, click on “Offer, Event+”, click on “Offer” and fill out the easy form
- There is no minimum on how value or discount required, though Facebook recommends at least 20% off for the best impact.
- You can’t edit the Offer once it’s posted, so make sure it is exactly the way you want it
- You can add a thumbnail, headline, expiration date, and terms & conditions
- You can limit how many people can claim the offer
- You can’t limit the offer to fans only, so it’ll be visible to all Facebook users who view your page
- You can choose to target your offer’s audience by country and language only (before posting, click the drop down Public menu next to the Post button and select Language / Location.)
When you create an offer, it will show up in your fans’ news feed and on your Facebook page. Fans who click on your offer will be able to redeem it by receiving an email that they present at your business’s site. If you are running an offer that does not involve physical business location, you may have to use more creativity on how to have the users redeem the offer. In either case, right after you know what offer you’ll be running, inform the staff who would be involved in the offer redemption (cashiers for retail stores, staff at the front desk if you’re a hotel, waiters if you’re a restaurant etc.).
If you need to change the offer or want to stop running it altogether, you can delete it (you can’t edit it) but make sure you honor the offer claimed by the fans who already redeemed it prior to your deletion.
Last but not least, make sure you track your success (hopefully not failure). “Offer” feature includes a counter of how many people redeemed the offer; however, it doesn’t mean that all the fans who actually signed up to receive it via email will actually redeem it at your location. That is why it is advisable to collect the print outs from the fans and store them in one place so you can easily track the actual success of the offer. Pick and instruct your employees to collect these print outs and tell them where to keep them, so they are easy to find and count. Don’t forget to analyze which offer produced the best results!
– You can ask Facebook to enable it on your Facebook page by filling out this form: http://www.facebook.com/help/contact/?id=367554259954235
– Make sure your Facebook page is categorized under “Local Business” and that you filled out the address for your business (Click on “About” – then “Edit” on Basic info tab). If your business address is outside of the U.S., you will have to wait for the feature a bit longer (though Facebook allowed few foreign businesses to test the feature).
– You can meanwhile share your special deals with customized tab like Hilton Miami Downtown did (requires involving the graphic designer and programmer)
– You can install a free coupon tab from third-party applications like www.woobox.com
Whether your Facebook page has the “Offer” feature or not, you should create special social media offers regularly to add value, increase the number of your Facebook fans, and differentiate yourself from the competitors. It is also a great way to generate more revenue directly and decrease reliance on OTAs and sites like Groupon that take generous commissions!