An offer you can't refuse, Facebook offers!
So I took the new Facebook "Fan Page Offers" for a spin the other day on a client fan page ( The Chicken Bone ). Facebook wants its share of the "Special Deals" space. Oh and if you're not sure of a fan pages value you should be rethinking that.
This is such an awesome tool that the concept of sliced bread no longer exists.
All I can say is that I took the clients test offer for a spin and after two hours had to turn it off because it was doing too well. 200 offer downloads in 2 hours and I had neglected to iron out a max quantity for the offer. My Bad... The offer had good potential anyways, it was something for free just for checking in at the establishment. Let's dissect the whole event (and the tool).
- Follows a model like Groupon, Google Offers, etc. with the fantastic exception of not having to pay a third party to facilitate delivery of the offer itself.
- Once the offer is configured and posted on the page, a fan of your page will click the offer which creates a sharable email in their inbox. This is a little tickle giving a customer something to print out and take to the establishment (very Groupon-esque)
- As page fans collect you offer, Facebook sends out the appropriate status update so friends of page fans see what they have done. Voila! Viral!
The Fan Page:
- Once on the fan page the offer shows a counter letting people know how many others have taken advantage of the offer. Great psychology, the more people click the offer, the more people want to click the offer...
- We all know that insights run a couple of days behind but what you will see is your Reach shoot way up for the page. Pre offer we averaged about a 5K reach, post offer reach went to 13.1K
- Page likes will spike while the offer is running also (and beyond). We went form a couple of likes a day to almost 10 a day even in the two days after the offer was pulled back. Yay!
- It was getting downloaded at an extraordinary rate in very short order. This is due in small part to the offer email having a share button but mainly the model that is Facebook doing it's thing.
- The jury is out on how many collect on the offer. With Group-on where the customer spends money to get some value in return you know you'll have virtually a 100% collection rate. This offer system as of yet does not allow you to configure a purchase to say, have a potential customer buy $20 worth of goods for $10 dollars but I predict they will get there sooner rather than later.