Facebook Deals Places Geo-Targeted Offers in Users’ Newsfeeds
I get a lot of email. Not that I’m super important or anything; we all do. But as a result, I regularly cull my subscriptions from the various brands that I follow, causes that I support, and taco joints that I frequent. Sometimes, I get a little over aggressive and cut things that might actually be useful. That’s the price I pay for a tidy inbox, but I’m willing to begrudgingly accept it.
Among these victims of my ecommerce isolationism are daily-deal offerings like Groupon and Living Social. Sorry, but I can’t afford to pay ten dollars for twenty dollars’ worth of Nuevo-American faire every day, nor do I want the offers clogging up my inbox.
What is Facebook Deals
Seizing an opportunity to further grow their profit model, Facebook has introduced a similar “flash deal” style service that allows business to make special offers directly to customers in their geographic area. When you subscribe to Facebook Deals, offers from local business will appear in your newsfeed along with pictures of your cousin’s wedding and updates about your BFF’s tasty breakfast treats. This is in addition to Facebook's existing location-based program that allows users to unlock deals by “checking in” at businesses.
Why It’s Brilliant
Facebook Deals drastically lowers the burden of subscription by putting business in a place where users have already chosen to consume a massive amount of content. Instead of expecting users to open and click through an email, they've put their brief, actionable offer on a page that a user WANTS to read. Facebook Deals is essentially a vehicle for opt-in, geo-targeted banner ads backed by an industry leading site with more than 500 million users. Subscribers will also be able to “Share” a deal with their friends, further extending impressions for a deal placement. The overall reach, brand recognition, and social nature of Facebook should give serious pause to flash deal heavyweights like Groupon and Living Social.
The Limitations
Facebook Deals is currently in a limited rollout, with service to Atlanta, Austin, Dallas, San Diego, and San Francisco. No word yet on when and where the next waves are expected, but I’ve already enrolled for the Seattle metro area. This is a big step for me.
Follow Up
Do you plan to sign up for Facebook deals, or are you already using it in a pilot city? Do you think that Facebook Deals will have a serious impact on other flash deal sites? Share your thoughts in the comment section below and I’ll be sure to respond.
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