LivingSocial made a killing in January by offering $20 Amazon gift card for $10. The offer went out to millions of LivingSocial members across 89 markets and resulted in sale of 1.4 million vouchers, an insane amount of media coverage and a huge spike in traffic.
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We were surprised by the viral nature and massive revenue by the August 19th Groupon/Gap promotion which generated up to $11 million in sales – and we’ve been exploring the results ever since it happened. Previously, we looked at data on web traffic provided by Experian Hitwise and Alterian offered Social Times exclusive insights into participants in and distribution of conversations about the deal across web platforms.
At the request of Social Times, NetBase used its ConsumerBase analysis tool to look at consumer sentiment related to Groupon before, during and after the Gap deal. Read more
In our analysis of data provided by Experian Hitwise on the August 19th national Groupon deal with Gap, we observed that unlike most social media activities, this promotion was anchored with metrics allowing us to use it to put both our collective concepts of “best practices” and our measurement tools to the test. Social Times asked two companies known for their social media analytics to provide additional insights to help social media marketers apply the lessons of this deal to their own campaigns.
As Alterian did when we examined the JetBlue flight attendant incident, the company used its SM2 monitoring and analysis package to uncover consumer social media activity related to the Groupon/Gap deal. Read more
It was hard to avoid the buzz on August 19th, when Groupon offered a national deal with The Gap which offered purchasers $50 in merchandise for $25, a 50% savings. Social Times’ analysis was that the promotion was a clear win for Groupon; assessing how well The Gap fared requires a more long-term view. Hot off the spreadsheets of Experian Hitwise are some statistics that quantify some of the deal’s social media activity. After the jump, what we learned. Read more
Overwhelmed by the response, Groupon‘s servers faltered, but never failed yesterday as bargain hunters clamored to pay $25 for $50 worth of merchandise at national retailer Gap. Julie Mossler, Groupon’s Consumer Marketing Manager, told Social Times that 441,000 deals were sold. If Groupon splits the revenue with Gap – as analysts speculate is their standard take, but Groupon would neither confirm or deny – Groupon may pocket $5.5 million. Read more
