92% of consumers around the world say they trust earned media, such as word-of-mouth or recommendations from friends and family, above all other forms of advertising—an increase of 18 percent since 2007, according to a study from Nielsen, a leading global provider of information and insights into what consumers watch and buy. *
Many marketers have put considerable effort into enticing fans to join their communities on Facebook, google+, Twitter and Pinterest. And why do fans accept the invitation? They are extending their approval and loyalty, but they are also expecting exclusive offers, invitations or opportunities to participate in promotions. What have you done lately to retain those fans, show appreciation and inspire word of mouth recommendations from your fans and followers?
CoupSmart, (full disclosure: Raise Your Share provides sales & marketing for the company) is all about the science of social couponing. According to CoupSmart, 58% of consumers cite coupons as the top reason to follow a brand on Twitter and Facebook. That means your posts, your pics, and your poems– they’re all fine and dandy, but (per usual) it’s money that really talks. Realize that there’s been a one-third increase in coupon usage since 2007. That’s huge.
So what’s the big deal? Why social coupons?
More consumers now than ever are pre-shopping. That is, they’re making decisions before they even leave the comfort of their home or office. In today’s faced-paced world, people know what they want, where to go, and how much they’re going to spend before they shop, and that’s all heavily dependent on where the deals are. According to CoupSmart’s research, the percentage of consumers searching online for coupons before making a decision on what to buy and where to shop doubled in 2011 to– wait for it– 64%.
CoupSmart offers a simple and straightforward concept
(1) Offer an exclusive deal, (2) make it worthwhile for the consumer and (3) make it available only for a limited time. It sounds simple, and it is. CoupSmart’s tech makes it so. Like all things social, the key is to let your strategy work for you. Services like CoupSmart are delivered to your fans on Facebook. Automated analytics work with you to track who responds, how often, and which offers they redeem, providing a sense of accountability for where, exactly, marketing dollars are going. The key is turning the passive observer into an active user – a fan into a customer. Offering an exclusive offer to your fans, which, in turn, allows them to make a word of mouth recommendation by sharing the offer, satisfies your fan’s expectations and gives them a way of including their friends too! Everybody wins.
Contact Raise Your Share for more information about what CoupSmart can do for you. Want to learn more about couponing with social media? Follow CoupSmart’s blog now.
* Nielsen Global Trust in Advertising and Brand Messages report, 2011