Social Promotions
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Case Study: Heartland Cafe 
It’s not all about discounting.  The owner of the Heartland Cafe, from Wisconsin, wanted his place to become known as the place to watch the Green Bay Packers.  
We came up with a "$1 beer and brat" special for the first half of the football game. With only 24 hours notice and pushing to Facebook, Twitter, and our network of friends, together we got about 20 people in the next day for the game (with many more informed but already at Packer parties).   
Not too shabby.  But, more interesting was the lasting effect.  Each Sunday they continued the special and word got out.  What really closed the loop was when a friend, not knowing I had any affiliation but knowing I was a fellow cheesehead, said "Hey, did you hear about that new Packer bar in West Seattle?"  Score!  
The branding effect of one well thought out promotion, focused on building an audience over time, can last much longer than a discount.  
Think: What is unique about your brand?  What do you want to become known for?  

Case Study: Heartland Cafe 

It’s not all about discounting.  The owner of the Heartland Cafe, from Wisconsin, wanted his place to become known as the place to watch the Green Bay Packers.  

We came up with a "$1 beer and brat" special for the first half of the football game. With only 24 hours notice and pushing to Facebook, Twitter, and our network of friends, together we got about 20 people in the next day for the game (with many more informed but already at Packer parties).   

Not too shabby.  But, more interesting was the lasting effect.  Each Sunday they continued the special and word got out.  What really closed the loop was when a friend, not knowing I had any affiliation but knowing I was a fellow cheesehead, said "Hey, did you hear about that new Packer bar in West Seattle?"  Score!  

The branding effect of one well thought out promotion, focused on building an audience over time, can last much longer than a discount.  

Think: What is unique about your brand?  What do you want to become known for?  

Webinar Wednesdays - Social Promotions

Getting Started with Social Promotions 

This webinar will teach you the basics of what a social promotion is, a case study overview, and how you can get started running your own. 

Date: Every Wednesday 

Time: 10 am PST / 1 pm EST 

Duration: 30 minutes 

Details: 

1. Please go to: 

https://www.freeconferencing.com/meetings/115-418-645

Fill out your full name in the Meeting Login box. Once filled in, click on the Login button.

2. Join the conference call:

Dial: (712) 432-0075  and when prompted, enter Access Code: 507132# 

OR 

Go to Skype and add freeconferencing.0075 to your list of contacts to dial in using Skype. 

If you have problems or questions in the meantime, please contact hello@promobomb.com 

PromoBomb takes a BITE out of Seattle.  An event with 450,000 Seattle-area food lovers and PromoBomb with a flyer and QR code allowing the foodies to ‘extend the Bite’ with bar and restaurant discounts.  In this video you’ll see a sample of the scan and mobile coupon wallet.  As Tyler of PromoBomb says - you can use the discount now or you can pull them up at a later time … like after the Bite. Convenient! 

Scan the QR code on the flyer to see for yourself, or go to http://bit.ly/seattlebombdotcom

A customer scanning a QR code with his phone outside of Tacos Chukis in Seattle. The scan leads to a mobile coupon for three $1 tacos.  
Tacos Chukis is getting an average of 2-3 new customers per day from the promotion. 
According to the owner, 75% or more have made an additional purchase.  
Roberto says ”I give them the 3 tacos and then sell them more product.” 
This is exactly what restaurants need to accomplish when running a promotion - get people in the door, then upsell them once they are inside.  Give people a compelling reason to experience your brand then convert them into loyal customers.  

A customer scanning a QR code with his phone outside of Tacos Chukis in Seattle. The scan leads to a mobile coupon for three $1 tacos.  

Tacos Chukis is getting an average of 2-3 new customers per day from the promotion. 

According to the owner, 75% or more have made an additional purchase.  

Roberto says ”I give them the 3 tacos and then sell them more product.” 

This is exactly what restaurants need to accomplish when running a promotion - get people in the door, then upsell them once they are inside.  Give people a compelling reason to experience your brand then convert them into loyal customers.  

QR Code in NYC subway by Red Bull
I previously wrote about a QR Code used by Jet Blue on a NYC subway train, here is an improved campaign by Red Bull.  
What Red Bull did.  The QR code: 
1) Was located in a section that had phone reception, and therefore Internet (necessary to receive the scan) 
2) Scan led to a short, cool video with a CTA (call to action) 
The CTA was simply to go to the event in the park on x date. 
What I wonder is: 
What happens when the event expires?  Can they backfill the content to the permalinked QR Code / did they think about this ahead of time? 
Could the CTA have been stronger, ie go to the event listed and use code x1234 to get a free Red Bull?  I believe this would drive more incentive to scan the code and go to the event.  
Another plus for Red Bull - they included their Twitter handle on the sign as well as printed information on the event so that nobody actually missed it.  It wasn’t just one giant QR code with no information.  They should have added text around the QR code that said ‘Scan Me’ but overall the promotion was effective.  
Had it also grabbed my information - i.e. asked me for my details to claim a RedBull at the event - there would be an additional marketing opportunity to follow up with me to make sure I was going.  They did respond to my tweet but they also could be reminding me of the event and that there’s a Red Bull waiting for me.  

QR Code in NYC subway by Red Bull

I previously wrote about a QR Code used by Jet Blue on a NYC subway train, here is an improved campaign by Red Bull.  

What Red Bull did.  The QR code: 

1) Was located in a section that had phone reception, and therefore Internet (necessary to receive the scan) 

2) Scan led to a short, cool video with a CTA (call to action) 

The CTA was simply to go to the event in the park on x date. 

What I wonder is: 

What happens when the event expires?  Can they backfill the content to the permalinked QR Code / did they think about this ahead of time? 

Could the CTA have been stronger, ie go to the event listed and use code x1234 to get a free Red Bull?  I believe this would drive more incentive to scan the code and go to the event.  

Another plus for Red Bull - they included their Twitter handle on the sign as well as printed information on the event so that nobody actually missed it.  It wasn’t just one giant QR code with no information.  They should have added text around the QR code that said ‘Scan Me’ but overall the promotion was effective.  

Had it also grabbed my information - i.e. asked me for my details to claim a RedBull at the event - there would be an additional marketing opportunity to follow up with me to make sure I was going.  They did respond to my tweet but they also could be reminding me of the event and that there’s a Red Bull waiting for me.  

Social Media ROI
The 3 parts of real social media ROI - listening, communicating, and providing an opportunity to bring customers into your door by targeting their interests. 

Social Media ROI

The 3 parts of real social media ROI - listening, communicating, and providing an opportunity to bring customers into your door by targeting their interests. 

Workshop: Getting Started with Social Promotions

What: Hands on workshop and online webinar
Date/Time: June 15th, 2011 5-7 pm 
Location: Bratz Gourmet German Food, U-District, Seattle
What to Bring: Bring your laptop, iPad, or smartphone
Cost: Free.  One complimentary beverage will be provided with a PromoBomb (details TBA) 

To Register click here.  Password: welcome 

Description:

You have a Facebook page and a Twitter account, a blog and a website. Now what? Where is my ROI?

It’s time to monetize your online presence by using a simple tool to post and manage your promotions.

Get an overview of social promotions and how to take advantage of your online presence by driving promotions, engaging, and building brand.  

Leave with a live promotion.  

What you’ll learn:

  • Case studies on how others have benefited from social promotions, and get ideas for how you can promote your business
  • Tips/tricks how to engage your audience on Facebook / Twitter 
  • QR Code - what is it and how it can be a part of your marketing strategy 
  • Learn how to quickly and creatively set up and manage a social promotion
  • Actually create and run your first promotion with a 30 day free trial from PromoBomb.com.  
  • BONUS (for Seattle-based businesses): Your live promotion will get exposure at the Bite of Seattle  

Our goal is for you to leave with the knowledge and tools to boost your fan page and business growth. 

Top Reasons you should attend

1) Facebook fans spend more with your brand. Attend this free workshop and learn tips that will make you money and increase your fan base.

2) If you have ever wondered about running your own promotions instead of deep discount daily deal sites. 

Contact hello@promobomb.com for help or with questions.

"Engaged Facebook users are nearly 70% more likely than average to patronize (chain), and “hyper-engaged” users are more than 85% more likely." (Source: Mediapost.com)
How do you engage users and get likes? By giving them a compelling reason to like you.
According to Exact Target (see image), the number 1 reason people will fan your page is because they want discounts and promotions (40% of people fan your page for promotions). MORE people fan your page for promotions than they do to show support for your brand (39%). Coming in at number 3 at 36% - people fan your page “to get a “freebie” (e.g., free samples, coupon).  
Let’s give ‘em what they want - promotions, coupons, samples, discounts.  Set the fan-gate requirement in PromoBomb (user must become fans of your page to get the promotion) and start building engagement, likes, and ROI. 

"Engaged Facebook users are nearly 70% more likely than average to patronize (chain), and “hyper-engaged” users are more than 85% more likely." (Source: Mediapost.com)

How do you engage users and get likes? By giving them a compelling reason to like you.

According to Exact Target (see image), the number 1 reason people will fan your page is because they want discounts and promotions (40% of people fan your page for promotions). MORE people fan your page for promotions than they do to show support for your brand (39%). Coming in at number 3 at 36% - people fan your page “to get a “freebie” (e.g., free samples, coupon).  

Let’s give ‘em what they want - promotions, coupons, samples, discounts.  Set the fan-gate requirement in PromoBomb (user must become fans of your page to get the promotion) and start building engagement, likes, and ROI. 

What is the Average value of a Facebook fan? 
Studies have proven that fans who ‘like’ you are worth more than ones who do not.  
Research has also shown that fans will engage more, and spend more - quite a bit more - than non-fans.  Syncapse recently did a study and found:   
 
Fans are 28 percent more likely than non-fans to continue using a specific brand.
Fans are 41 percent more likely than non-fans to recommend a product they are a fan of to their friends.
On average, fans spend an extra $71.84 they would not otherwise spend on products they describe themselves as fans of, compared to those who are not fans.
68% of fans on Facebook say they are very likely to recommend a product (and each ‘like’ is displayed on friends’ pages for all their friends to see, promoting their affinity of your brand) 
McDonald’s saw the largest variability, with Fans reporting spending $159.79 more per-year than non-fans
On average, people fan 2 pages/month.  They may visit your page, but they will not always fan your page.  If they become engaged by liking your page, they are not only more likely to engage but also to patronize your location.

What is the Average value of a Facebook fan? 

Studies have proven that fans who ‘like’ you are worth more than ones who do not.  

Research has also shown that fans will engage more, and spend more - quite a bit more - than non-fans.  Syncapse recently did a study and found:   

  • Fans are 28 percent more likely than non-fans to continue using a specific brand.
  • Fans are 41 percent more likely than non-fans to recommend a product they are a fan of to their friends.
  • On average, fans spend an extra $71.84 they would not otherwise spend on products they describe themselves as fans of, compared to those who are not fans.
  • 68% of fans on Facebook say they are very likely to recommend a product (and each ‘like’ is displayed on friends’ pages for all their friends to see, promoting their affinity of your brand) 
  • McDonald’s saw the largest variability, with Fans reporting spending $159.79 more per-year than non-fans
  • On average, people fan 2 pages/month. They may visit your page, but they will not always fan your page. If they become engaged by liking your page, they are not only more likely to engage but also to patronize your location.

    Social Promotions: New Definition

    Just what is a Social Promotion?  

    In the ‘old school’ days, it related to students getting promoted based on peers instead of satisfactory grades.  

    Fast Forward.  The new definition of Social Promotions: 

    Social Promotions are digital promotions that take place on a social platform.  The promotions can be shared by peers and have the tendency for viral expansion and increased ‘fan’ purchases. 

    Running a promotion on Facebook or Twitter would be an example of a social promotion. The promotion is generated and shared among peers.  

    The value in a promotion created in the social space is: 

    • - the more compelling the promotion is, the more viral potential 
    • - easy to share 
    • - tracking number of shares, views (equaling potential total views) 
    • - increased purchases from fan engagement (fans on average will spend an additional $71.84 than non-fans, and ‘Fans are 28% more likely than non-fans to continue using the brand” - source: Mashable) 
    • - ability to transfer from social to mobile to continue offline engagement 

    Remember that social promotions to increase fan engagement and sales is not an overnight quick-fix but something your company wants to do over the long term.  

    Virtual beers are a great way to stay connected, and it costs nothing, at least not with the Buy A Round Facebook App.  You can send a friend a “virtual” beer for free.  Your friend will get their virtual beer along with a personalized message.  It’s a great way to say hello, congrats, happy birthday, etc, and for companies, it’s a great digital marketing program for building a social digital footprint.  
What’s also great about this app - you can actually purchase and attach real beer money with it ($5-$25) and your friend can print or via phone can take their beer money down to a participating Beer2Buds bar and turn it into an actual beer. 
Social apps like this are helping bridge the gap between the virtual online and physical offline worlds.  
Breweries - Find out how to add your tap - http://bit.ly/taphandles 

    Virtual beers are a great way to stay connected, and it costs nothing, at least not with the Buy A Round Facebook App.  You can send a friend a “virtual” beer for free.  Your friend will get their virtual beer along with a personalized message.  It’s a great way to say hello, congrats, happy birthday, etc, and for companies, it’s a great digital marketing program for building a social digital footprint.  

    What’s also great about this app - you can actually purchase and attach real beer money with it ($5-$25) and your friend can print or via phone can take their beer money down to a participating Beer2Buds bar and turn it into an actual beer. 

    Social apps like this are helping bridge the gap between the virtual online and physical offline worlds.  

    Breweries - Find out how to add your tap - http://bit.ly/taphandles 

    Flyer on sidewalk sign outside of Bratz Gourmet German restaurant in Seattle.  QR code and short link lead to a mobile coupon for a $3 curry wurst, redeemable via smartphone.  
The promotion is limited to fans on Facebook.  4 people scanned within the first 10 minutes after the flyer was posted.  
Powered by PromoBomb.com. 

    Flyer on sidewalk sign outside of Bratz Gourmet German restaurant in Seattle.  QR code and short link lead to a mobile coupon for a $3 curry wurst, redeemable via smartphone.  

    The promotion is limited to fans on Facebook.  4 people scanned within the first 10 minutes after the flyer was posted.  

    Powered by PromoBomb.com. 

    Mashable study shows that users will be more likely to use coupons and discounts versus checkins related to status and badges.  

    According to the article, 85 percent of shoes.com sales come from mobile website, not from apps.