Facebook Offers In The River Promotion


Two trends within Facebook that I have written frequently about: - Facebook Offers: which has morphed from a Groupon-like platform to an extension of their sponsored ad format - In the River Marketing: which is particularly important for large products / platforms like Facebook (examples here: New Facebook Photos and Facebook Places)

Combine those and you have the following series of screenshots: Facebook's In the River promotion of their new Facebook Offers product. When you visit your Facebook page, you are prompted with a takeover atop the status box:

"Welcome to Facebook Offers: Drive people to your busienss with an offer that people can share with their friends." Various examples are cycled through - starting with Red Robin in this case ($5 off).

You can then "take the tour" and Facebook walks you through the various components and how to set up a campaign. Notably, its placed in-line next to the Status and Photo box.... that is prime real estate.

The walkthrough itself is not exactly noteworthy (write a strong headline! Choose a great thumbnail!) - however, the presentation of the tour and the location of the product is important. Furthermore, the final step of the tour is very interesting because it demonstrates the friction of online to offline content and commerce:

"Prepare your staff: Let your staff know about the offer so they're ready to accept it from people who show it from a mobile phone, or in printer form." Easier said than done as this is a far bigger problem than a one-line reminder to tell your staff about the coupon.