Case study // Facebook offer gets huge response.

Facebook offers have been increasing in popularity for businesses this year. As small-to-medium business owners become more tech- and social media-savvy, Facebook functionality also continues to evolve and adapt to these growing needs. Large businesses have also recognised the opportunity to maximise this platform and have been testing various strategies for engagement and ROI response.
  
One hotel in Ireland has decided to test this strategy, and in particular Facebook's recently added functionality of 'offers', and the results themselves have been overwhelming.
  

Roe Park Resort managed to drive over $1 million of revenue in only 24 hours. The hotel's offer which featured on Facebook (pictured below) offered consumers a 1 night stay at a low £42.50. Thanks to the viral nature of this sharing platform and its far reach and ability to penetrate through interconnected networks through both shares and connections, close to 30,000 people have decided to redeem this offer.
  

The next question now is whether the hotel actually has the capacity to host these 30,000 people who have now chosen to stay at the hotel before the offer expiry date of December 31, 2012. Certainly there is a guaranteed stream of activity for the hotel, even if this is at a lowered rate, bringing some sense of security and certainty to what has been a fairly insecure financial climate.

  

    
There is an abundance of Case Studies available, highlighting the potential ROI and social engagement of Facebook native promotions and strategies - several of which have been captured in a previous post on this website. There are a great number of possibilities and many advertisers are taking a "test and see" strategy as we continue to accumulate data and gain insights into this platform and the evolving way in which consumers are engaging with this.
  
The formula for success remains the same; know your brand/product, know your audience, understand the nature of your possible platforms/channels and how these are optimised. At the core of all of these should be a single-minded, insightful and powerful creative idea to drive all of these and bring the excitement, affiliation and loyalty to your business that represents both iconic and profitable brands.