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Boo! Are You Scared of Facebook’s “Promotion” Changes? Don’t be!

Social Sonar - Wednesday, October 30, 2013

Is it Halloween Eve or just change in general that has you spooked about the latest updates to creating promotions on Facebook? There’s no need to be scared! We’re here to walk you through it and help you find out how the new rules could benefit your business! But first...

Why Should I Care About Promotions?

Customers love promotions, and business owners can benefit greatly from them, too. Facing a dry spell on your Facebook page? Boost traffic and engagement by creating a special promotion. Looking to celebrate a milestone event in your business's history? Let your customers in on the celebration by creating a special giveaway. Gearing up for a big holiday season? Boost revenue with promotions that encourage your customers to choose you over your competitors.

How has Facebook Changed its Rules   for Running Promotions?

1. You don't need an app for that. One day, your children's children will speak of a time when you needed to run Facebook promotions through apps. As they jump on their hoverboards to go to school, they’ll wonder how small business owners ever managed.

Facebook is moving past their apps requirement and will allow small businesses to run promotions directly from their pages. No separate apps required!

2. Rock the vote or rock the like? Running promotions directly from your own page lets you use “likes” as votes. You can also collect votes by having your followers message your business’s page, “like” a featured post or comment on a featured post.

3. Don’t tag if you’re not “it.” Although there are new and flexible ways to vote, don’t misuse the tag feature in order to collect votes. For instance, you shouldn’t ask followers to enter a contest by tagging themselves in pictures where they don’t actually appear.

4. It’s not personal; it’s promotional.  As before, you shouldn’t run promotions for your own personal timeline. If you are running a promotion for your business, make sure that you are doing from your business’s Facebook page and not your personal profile.

5. Don’t dare to share. Sure, sharing is caring, but in this case it’s better not to dare to ruffle the feathers of the powers that be at Facebook, who won't take kindly to your breaking of this rule: Sharing content is great, but don’t encourage users to enter contests by sharing links to your promotion. As a general rule, keep things limited to your business page (see above).

6. You make the rules.  When you roll out a promotion, the rules should be explicit and clear. If you forget to include something or make the rules broad enough that you end up with more winners than anticipated, the buck stops with you!

7. Don’t forget the small print. Every Facebook promotion needs to include a clause where you release Facebook of all responsibility and explicitly state that Facebook is not directly administering or supporting your promotion in any way.

Facebook Pages and scroll down to the “promotions” section. Don’t forget to check out this news update about running promotions as well.

Are you excited about running promotions through your Facebook page? Will the new rules encourage you to get in on the game just in time for the holidays? Share your thoughts in the comment section below.

How Southwest Airlines Won Social Media

Social Sonar - Wednesday, October 02, 2013

Sometimes a company uses the power of social media to brighten someone’s day, put the icing on the cake of a great customer service experience, or quickly resolve an issue that may have otherwise gone unnoticed. But seldom does a marketing team channel the power of social networking to really blow the lid off a customer’s experience. That’s exactly what Southwest Airlines did for a couple en route from Nashville to Phoenix. Here’s the story of their flight attendant, Holly, and the whiz PR team that turned one online comment into an unforgettable event for everyone involved.

It All Started at Cruising Altitude...

Thousands of miles up in the air, a passenger named Rowland and his girlfriend had the good fortune of meeting Holly, an aircrew member set on going above and beyond the call of duty when it came to making her passengers comfortable and happy. When she learned that Rowland and his girlfriend were fans of Taylor Swift, she gifted them with some guitar picks that Swift’s father had given to her on a previous flight. Needless to say, they were elated!

One Post Spurred it All

Rowland was so taken with Holly’s generous gesture that we had to share it with the world. Here’s what he shared via Facebook:

“If someone in the Southwest Airlines corporate HQ can see this – I’m on flight 913 currently en route to Phoenix and I want yall to know that our flight attendant Holly is perhaps one of the most remarkably kind and helpful people my girlfriend and I have ever met. If you can meet us at the gate with something remarkable for this remarkable woman (a promotion, a raise, a chipotle burrito, anything), I will sign a document pledging to only fly Southwest from here on out (unless you do not fly where I need to go). Of course – I request a “Keyman Clause” in this agreement stipulating the contract terminates if Holly ever leaves. People like her are why I fly SWA.”


A Golden Opportunity

Seeing a golden opportunity before them, the marketing team at Southwest Airlines devised a plan. Their response included a well-earned sash and giant commemorative cookie for Holly (who had certainly proved herself to be worthy of her new title), and a freshly minted contract for Rowland, where he could follow through on his commitment to only fly Southwest Airlines. With a big to-do at the gate, the Southwest team was able to turn one great customer experience into a fantastic photo-op and viral story that was bound to gain some traction as it made its way across the web.

What’s the biggest takeaway from Holly and Rowland’s story? Interactions with guests and customers are at the heart of every business, so it's vital to shine a spotlight on them. With a sharp eye for what your followers are saying about you on social media and a willingness to spring into action when a great PR opportunity shows up, you can create a really memorable event that sums up what you’re all about as a business: building relationships and creating great customer experiences. What are some other big takeaways from Southwest Airline’s response? Stay tuned for part two of this blog post, where we delve deeper into some lessons learned from Holly, Rowland, and Southwest Airlines.

What’s the Deal with Online Deals?

Social Sonar - Wednesday, April 10, 2013

We love a good deal. There's something awesome about getting that thing you desperately need or desire for a few bucks off. Special deals helps us feel like we're in the loop, and somehow ahead of the rest of the pack. They also help us feel rewarded for being loyal customers. But from your perspective, deals can be risky business. Social media is a great way to promote savings, but are you using the intersection between deals and social media to the best of your advantage?

Don't be a Coupon Machine

It's tempting to use social media as the primary way to advertise coupons, sales and deals. The danger here lies in becoming a coupon catalogue. Don't let special offers take over in such way that all your other content falls by the wayside. You need time and space to develop other aspects of your brand, so don't let the coupon clutter build too much.

Do Reward Loyal Followers

If you're trying to engage with your most loyal customers, deals and savings are a great way to reward their excitement and passion for your product. You can generate excitement online with competitions, teasing special deals along the way. It's also not a bad way to repair damage from bad customer experiences.

Online-Sales.jpg

Don't Use it as Your Only Strategy For Growth

As this study from Rhythm Insights shows, most social media users (close to 60%) follow brands to show their loyalty or support. Creating original content that shows off who you are as a brand is much more vital to a sound social media strategy, so make sure that those efforts take priority over publicizing deals.

Do Make Stipulations

For any deal you're offering, always make stipulations. Plan ahead and set deadlines for deals to expire. Brainstorm with staff members to make sure there aren't any gaping loopholes in your plan that would allow someone to run off with more than you can afford to give away. Make sure you communicate all the fine print to your followers before they take you up on any special deals. You can avoid awkward confrontations and negative customer experiences that way.

With the knowledge that gaining and retaining followers doesn't rely solely on the discounts you offer, you can relax a little and refocus your energies elsewhere. Be as specific as you can with what you're offering, so that your next coupon or sales discount isn't a deal breaker for your most valued customers. Finally, have fun! Create contests, roll out deals with teases that build excitement and document people enjoying your special offers so that you have a reminder of what makes it all worth it.

3 Reasons to Start a Loyalty Program

Social Sonar - Thursday, December 13, 2012
Frequent Shopper Stamp

Many shoppers belong to several loyalty programs that allow them to acquire points, money, or merchandise. Big chain stores have been implementing this easy marketing tool to establish customer retention. Small business might assume that these programs will cost too much to implement and maintain, but their benefits can be greatly underestimated. Here are some reasons why you should kick off 2013 with a loyalty program.

1. Return Customers

If a shopper knows they are building up for incentives, they'll go out of their way to support your establishment. It's nice to think that if you get 10 cups of tea, you'll get one free. Chances are the customers who enroll or take part in the loyalty program know that they frequent your business and would benefit from the program. Its an easy sell.

2. Easy Implementation

You don't need to make your loyalty program complex. It can be as simple as stamping a card and having the customer fill out a form with her name, email address, and birth date. Or you can create a program where cards are swiped or scanned and allow for points to accumulate. Your choice is just a matter of budget and time.

3. Targeted Marketing Efforts

If you have a special promotion, or maybe even an event, you'll be able to communicate with the right audience. Maintaining a marketing database will ensure you are talking to consumers who already love your brand. You'll have a successful return on your invest because you will be speaking to the right people.