Multiple reports suggest that Facebook is preparing to launch a Groupon-inspired Deals program that will help local merchants reach social audiences.
Last month, Brafton reported that Facebook announced some updates to its Deals program. The company explains that business partners would benefit from extra promotion, marketing the improved Deals as a social experience through which users can email promotions to friends.
The value of Facebook friends' influence in ecommerce is something the company is promoting heavily these days. As Brafton has reported, the social network recently shared figures indicating that Likes and social mentions have boosted revenue for some notable brands.
Facebook has vaguely said the new Deals will be available in “the coming weeks.” But the coming weeks may be sooner rather than later, as Business Insider predicts the product will launch soon and place deals directly on users' news feeds (thereby eliminating costs for advertisers). Business Insider is not alone – multiple sources believed that Facebook would announce a socially conscious Groupon-style Deals program at a press conference last week.
And perhaps Deals will also help international businesses attract Chinese audiences – the company has signed a deal with China's leading search engine (Baidu) for a jointly owned social network, according to a separate Business Insider report.
Social marketers may like this news, but Google might be taking it hard. Not only was the search giant in legal cahoots with China (again) last month, but its own rumored daily deal finder – Google Offers – seems to have fallen off of people's radars.
While Brafton has reported that search is still the leading starting point to online conversion (and Google dominates this market), CEO Larry Page seems to have his eyes on Facebook and the social market. Marketers may want to follow suit and see how Facebook Deals (and Facebook in China) develop.
