The advent of Social Codes from the leading voucher code affiliate was not on the presentation agenda this year at Performance Marketing Insights. That is not to say, however, that it was not on everyone’s minds.
Affiliate managers in attendance used the expo as a chance to express their concerns and gain advice for industry leaders. Our summary of social codes, the concern this brings for merchants and advice on how to manage this new function is outlined below:
Social codes in a nutshell
Social codes is a user generated content area on Vouchercodes.co.uk whereby users can share deals and offer found online with the Vouchercode.co.uk community.
Main advertiser concerns:
- User generated content is hard to proactively control
- ROI is difficult to control
- Codes from other channels run the risk of being published such as staff discount codes
- Advertisers who opt out of social codes risk being penalised with limited exposure on site
Exclusive codes offered to other partners may be published as a social code on VoucherCodes.co.uk, thus affecting relationships with other partners
Run a test with social codes to understand the impact this may have
- Distribute single use codes to deter consumers from sharing these
- Monitor the use of voucher codes with a management tool. This will ensure any sales generated from an ‘exclusive’ code can be declined if the code was not offered to said publisher exclusively.