The Email Research Center

Upon first glance of the chart included in our Facebook X Factors report, it’s tempting read between the lines and proclaim, “Coupons, deals, and discounts are the why consumers become FANS on Facebook.”

True, 40% of respondents to our Subscribers, Fans, and Followers survey indicated that they have been motivated to become a FAN by promotions and coupons, slightly more than have become a FAN “to show support for the brand.”



However, every statistic, every article, every strategy, and every tactic must be interpreted in context. So, here’s some context for why simply promoting coupons is not the way to go on Facebook.

1. Consumers will always say they like getting coupons, discounts, and promotions given this option. However, 40% is comparatively underwhelming vs the 67% of consumers who sign up for email to receive discounts and promotions.
2. 40% of consumers that have been motivated by discounts to become a FAN on Facebook are “Deal Seekers.” These consumers primary motivation for engaging brands through ANY CHANNEL is to receive discounts and promotions. (Read more about Deal Seekers in The Social Profile, the third paper in the Subscribers, Fans, and Followers series.)
3. During the study we asked consumers, “If you wanted to receive promotions or discounts from a brand, where would you look?” Only 17% of consumers said they would check Facebook. Consumers are much more likely to search for discounts using a search engine, goto the companies website, or SUBSCRIBE to email (this was addressed earlier in the SFF series in Email X Factors).
4. We asked research participants to to name which business social marketing companies they believed did the “best job on Facebook.” This formed the basis of the Top 5 brands who used Facebook for business this list is included in the study. Oreo's Facebook page was the most frequently mentioned by a margin of more than 2X over any other brand. Oreo sets the gold standard in consumer’s minds. Study their Facebook page. It isn’t about coupons and promotions, but they do post promotions from time to time.

So, what about the 40% of survey respondents who were motivated to become a FAN in order to get promotions and coupons?

Add up the figures and you’ll get 335%. People were allowed to select ALL that applied and sometimes it is about promotions. However, these people also have non-promotional motivations for becoming a FAN.

Of the 40% who HAVE become a FAN in order to receive discounts and promotions:

• 41% have become a FAN in order “to get access to exclusive content”
• 40% have become a FAN in order “to show their support for the company to others”
• 39% have become a FAN in order “to stay informed about the activities of the company”
• 32% have become a FAN in order “for fun and entertainment”

Now look at the fact 39% of consumers have been motivated to become a FAN “to show their support for the company to others.” Compare this to the fact only 11% of email subscribers have SUBSCRIBED to email, and only 23% of Twitter followers have FOLLOWED for the same reason. It is the ability to publically endorse brands on Facebook that sets it apart from these other channels.

People have a wide range of motivations for engaging with brands on Facebook. But the things that make it distinct from email and Twitter are Entertainment, Connection, Self-Expression, and Discovery—not coupons. These are Facebook’s X Factors. True, coupons can be a good every once in a while to thank FANS and keep enthusiasm up on your Facebook page. However, given the larger context on Facebook, a promotion-heavy strategy is likely to lead to boredom among your FANS—and result in the slow death of your Facebook page.