Having a Facebook page solely dedicated to your deals program is a great practice for cultivating engagement with your audience. Molly Urciolo, the Marketing Manager from The Washington Post’s The Capitol Deal, joined us to review best practices that engage audience with social media and can be applied to any deals program’s social strategy. Watch a recording of our webinar, and read our top takeaways: http://secondstreetlab.com/2012/05/top-takeaways-facebook-deals-best-practices-for-engaging-your-audience/

1. Facebook & Deals:
Best Practices for Engaging Your Audience

2. How to Interact with Us
Twitter Hashtag:
#2ndstdeals
Note: We are recording this
webinar and you will receive an
email with links to the recording
and the slide deck.
GoToWebinar™
Questions Panel

3. Who We Are
□ Increase ROI, Build
& Engage Audience
□
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4. Deadline Deals
A truly white label deals provider
To date, Deadline Deals has executed
• More than 3,000,000 gift cards sold
• On more than 400 local media sites
• More than 900,000 consumers have
purchased deals through our partner’s
sites

5. Speakers
Matt Chaney Molly Urciolo
Director of Affiliate Success – Marketing Manager -
Deadline Deals The Capitol Deal
Second Street The Washington Post
#2ndstdeals

6. Agenda
• Why Social Media and Deals
• Growing Your Audience
• Engaging Your Audience
• Product Update
• Wrap-up
• Questions
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7. Why Social Media and Deals?
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8. The Facebook User: 5 More Hours on Site
Facebook 7:09:23
AOL Media Network 2:44:02
Yahoo! 2:27:42
Google 1:50:30
MSN/WindowsLive/Bing 1:37:59
YouTube 1:34:58
Apple 1:00:25
Microsoft 0:46:02
Amazon 0:34:34
Wikipedia 0:18:42
0:00:00 1:12:00 2:24:00 3:36:00 4:48:00 6:00:00 7:12:00
Top 10 Web Brands by Time Spent
Time per viewer, hh:mm, per month, March 2012
Source: The Nielsen Company
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9. Social Media Landscape
845 Million Users
127 Million
21
Million
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10. Facebook: Preferred Way to Connect w/ Brands
6%
5%
3%
Facebook
6%
80% Twitter
LinkedIn
Other
Don't know
Preferred Social Network for Brand Connection
% of social network users, May 2011
Source: Edison Research and Arbitron
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11. Consumers Expect Something for “Like”
 Access to Exclusive
Content, Events, or
Discounts & Promotions
Consumer Expectations for Brand Liking
% of Facebook users, September 2011
Source: ExactTarget
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12. Importance of Deals Facebook Page
• Establishes a distinct
brand for your deals
program
• More control over the
message and tone
• Outlet for more
business-oriented
content
• New platform to extend
& engage your audience
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13. Growing Your Audience
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14. Like-gating
• New York Daily News
Promo Code
• Like and get $5 credit “LikeReaderOffers12”
towards next purchase
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15. Contests + Like-gating
• Top tactic for growing
your audience
• Include deals email
opt-in for 1-2 punch
• Leverage your media
to promote
– Consider targeted FB
ads to drive more
traffic
• Increases
engagement, too
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16. Facebook Contests
Database Builder
St. Louis Post-Dispatch
“Name the Rally Squirrel”
• 72 hour contest
• Facebook promotion
• Like Gating for SLPD
• 3,350 entries
• 36% sign-ups for Deals
email!
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17. Unlimited Audience Growth Potential
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18. Marketing to Deal Subscribers
• Offer incentives to
subscribers to Like us
– New promotions
– Pre-launch deals
– Giveaways
• Value-add for deal
subscribers
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19. Add “Like” to Registration Page
Gives new users the
option to Like your site
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20. Leverage Your Current Users
Add links to social
media pages in email
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21. Leverage Your Current Users
Add Facebook widget
and Links on your
deals page
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22. Leverage Your Current Users
$10 Credit for
New Referrals
Turn on Referral
Incentives to
encourage sharing
Get Yours Free
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23. Engaging Your Audience
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24. What Does Engagement Mean?
Engagement is the consumer’s unique
experience with a brand.
Sharing deals Commenting
Reposting Liking
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25. Page Layout & Design
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26. Frequency of Updates
• Make sure your site looks
“lived in” – avoid empty
restaurant syndrome
• Update consistently
• Deal updates: essential
but shouldn’t be only
post
• But don’t force it –
content must be relevant
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27. Top Content Ideas for Posts
• Basics
– Announcement
– Reminder
– Additional info about deal
• Videos & Photos
• Link to your own content
• Comments & responses
• Local and topical updates
– Sports teams
– Events
• Like & tag businesses you
run deals with
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28. Top Content Ideas for Posts
Washington Nationals Timely & Topical
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29. High-Engagement Content
• Ask a question
• Voting and Polls
• Posting a picture &
asking for comments
• Links to contests
• Giving users exclusive or
early access to deals
before they’re public
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30. Papa Johns
• Game changer
for program
• Doubled fans
• More interaction
than ever
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31. Product Launch and Feedback
• Launched Lunch
Pass in April
– Pre-launched to
Facebook fans
• Grew fans by 2,000
• But few bought
• Used Facebook to
get feedback on
ways to improve
offer
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32. Negative Posts
• Wear your customer
service hat
• Respond quickly
• Keep a positive tone
• Don’t delete unless
inappropriate
• Be honest
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33. Data Tracking
Tools & What to Track
• Facebook Insights
– Most popular posts
– Demographics
– Reach & Engagement
• Deadline Deals’ Tracking
Links:
– Revenue, Sign-ups &
Registrations
• Bit.Ly
– Real-time data
– Use click-through data to
gauge response
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34. Product Update
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35. Facebook and Deals
• Mirrors your
current deal site
• New way to
monetize social
media
• Offer exclusive or
early access deals
to fans
• Facebook-specific
reporting
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36. Wrap-up
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37. Top Takeaways
1. A dedicated Facebook page for you deals
program expands your audience & brand
2. Use Like-gating with contests and giveaways
to grow your audience
3. Encourage interaction with site
enhancements & use referral tools
4. Diversify your posts & strive for high-
engagement content
5. Track results & focus on what’s working
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38. Questions?
Matt Chaney Molly Urciolo
Director of Affiliate Success – Marketing Manager:
Deadline Deals The Capitol Deal
chaney@secondstreet.com
@mattchaney
#2ndstdeals