With the implementation of the new open graph system and timeline for pages, Facebook also introduced “Offers”.  Offers were meant to be a self serve option where brands could display on offer on their page without approval from Facebook.  Once posted, users can click a link to have the offer emailed to them.  This was meant to be a replacement for the now non-existent check-in deals.  However, the roll out of Offers has been slow to roll out and it seems that smaller brand pages have yet to receive this new functionality.  However a Facebook spokesperson released the following statement in regards to this issue: “We are slowly rolling offers out over the course of the coming weeks, but eventually, any business with a page will be able to run an offer.”

Majestic Media had rolled out a similar Facebook sampling application for Kraft that allowed users to quickly and easily receive a free sample of Crystal Light.

At the first Facebook Marketing Conference, it was announced that check-in deals would be phased out in favour of a new form of advertising called “offers”.  In order to smooth the transition from check-ins to offers, Facebook has released a guide explaining the guidelines for offers and way brands can optimize the implementation of offers.  Here are some of the key points from the guide:

• Offers can be created free of charge by brands, and Facebook users receive emails they can use to redeem the offers at the brand’s physical locations
• To create an offer, go to the sharing tool at the top of the timeline for the page, click offer, add a headline, set an expiration date, upload a small photo, outline the terms and conditions, and click post
• Offers can only be created by Facebook managed advertising clients
• The number of Facebook users who have claimed each offer is available under its expiration date

Facebook also went on to explain ways brands can effectively utilize this new format:

• Make discounts substantial: Discounts should be at least 20 percent off regular prices. Facebook also suggested free goods or services, if applicable.
• Keep it simple:  Outline terms and conditions,
• Use an engaging image: Photos of people using a product inspire more engagement than photos of just the product, and substantially more than a logo.
• Set a reasonable expiry date: Give  users time to discover and claim offers, as well as to share them with friends.
• Promote your offer: Use sponsored stories and pin offers to the top of the page.
• Train your staff: Make sure your employees know the terms of your offer and how to help people redeem.

Although Facebook is currently not charging for creating these offers.  Offers would benefit from utilizing sponsored stories or premium ads to reach a larger audience.

In what appears to be a small test campaign a few retailers have been posting “offers”.  This new form of advertising allows brands to create offers that appear to be similar to a standard wall post.  The offers behave, other than appearance, like any other wall post.  A user can like comment or share the offer.  If you choose to “get offer” a notification pop-up appears informing the user that an email has been sent to them and instructions on how to redeem the offer.  One of the benefits of this new format is that when a user chooses to get the offer it will appear in their news feed.  The unique styling of the post will help differentiate it from standard stories allowing, in theory leading to more exposure.  This could be a very effective way for a brand to go viral.  It is not known yet when or if this project will be implemented on a larger scale.