These days, Facebook marketing feels like a popularity contest. CEOs and marketing execs are eager to measure the value of social media marketing, so they emphasize the statistics on social networking sites like Facebook and Twitter.
A ton of emphasis has been places on the number of Facebook “likes” a company receives on The Social Network, though even marketing specialists are finding it hard to grow that number: How can brands and businesses grow their online likability? The answer may be more simple than you think: coupons.
A recent survey conducted by Ad Age/Ipsos Observer finds that coupons are the number one reason consumers “like” brands on Facebook.
We’ve all seen the popularity of daily deal sites like Groupon, but it turns out that good ol’ retail coupons are a great incentive for Faebook users to “like” a business page. The findings of the survey make sense: Facebook users are not typically willing to share their information and their network with just anyone, but it seems they’re more willing to do so if they get something in return.
“Brands can always post a coupon on their Facebook page by dropping a link on their wall,” Steven Boal told CNET. Boal is the CEO of coupons.com, a site dedicated to helping brands provide coupons on Web 2.0 platforms.
Energizer, the battery company, tested the coupon hypothesis with Brandcaster social, a marketing and communications agency. The campaign resulted in 60,0o0 likes only in two days.
“We may only drop a handful of coupons each year,” Serge Traylor, brand manager of communications at Energizer, told CNET. “We don’t want to offer coupons all the time but at certain times of the year, like before big shopping events, it makes sense.”
Not sure how to create a coupon campaign on Facebook? There are many apps and services that are ready to help. Watch this video (below) to see how simple and easy-to-use it is to offer coupons though lykd.it. Lykd.it helps business create trackable and printable coupons for Facebook users in exchange for Facebook “likes.”
The infographic also shows how internet coupon growth is up by 263%, with the largest coupons being redeemed for food and drink, followed by a close second for beautiy, spa and massage services. And—in case your wondering—the biggest coupon redeemers aren’t grandmothers, despite the “coupon-clipping” stigma attached to old people. Instead, the coupon clippers are women aged 18-34. Women are also more likely than men to use regular daily deal sites.
Are you a coupon hunter? What do you look for in a daily deal? Have you “liked” a brand on Facebook in exchange for a coupon? Tell us about it in the comments section.