Netgear recently announced integration with Facebook on their APs using Facebook Wi-Fi API. Meraki and Cisco have also announced the same capability on their APs. Facebook Wi-Fi franchise is growing. It is easy to configure and get working (except when used on Cisco APs, which requires running separate CMX VM and per-AP license). That is good news for local businesses. However, does this architecture meet the requirements of mid-size to big retail enterprises? Not so fast! Let me explain.
Retail enterprises operate multiple stores across regions, states or countries. They run targeted marketing campaigns for customer engagement. This puts certain requirements on Social/Wi-Fi integration for retail enterprises, which are currently unmet with Facebook Wi-Fi integration.
1) Omni-channel marketing is essential for maximum reach
Facebook Wi-Fi allows only Facebook logins, obviously. So merchants miss out on other social channels like Twitter, Google+, Linkedin, Foursquare, etc. In addition to social logins, enterprises also want to promote brand loyalty programs when users access guest Wi-Fi. Facebook Wi-Fi does not allow this as well.
2) In the absence of social handles, there is no direct touch with the customers
In Facebook Wi-Fi, the update about the user being present on that Facebook page is automatically distributed when the user logs into Wi-Fi with Facebook credentials (hence, they call it check-in instead of login). However, the merchant does not get the social handles of these users. Note that this is despite the fact that these social handles are public information and the user discloses via check-in (whose default setting is “public”) the presence at that location. Without social handles, merchant cannot have direct touch with the customers. Retail enterprises thus require provision to obtain opt-in social handles of customers, which is not possible with Facebook Wi-Fi integration.
3) Need for customizable incentives to fuel social engagement
Retail enterprises want to provide incentives for using social logins – coupons or other ways to engage with the brand like premium status in the loyalty program. They may also want to provide additional incentives to user for taking a further step to Like or Follow the brand, or joining a loyalty program. Like or Follow has the benefit that the merchant can then reach out to the user with one on one messaging (much like email). Facebook Wi-Fi has only one simple incentive built in it - if you don’t use Facebook login, you may not get free Wi-Fi, though merchants do not have to enforce this as there are provisions in the configuration to bypass it or use a code in lieu of a Facebook login. In any case, the Facebook Wi-Fi check-in does not facilitate customizable incentive programs to encourage social engagement.
4) Comprehensive analytics and data ownership are important
Social Wi-Fi can provide retailers with rich analytics and user demographics. Retailers also want to own the analytics data. They want the analytics data available in standard format for integration with their existing marketing platforms. However, with Facebook Wi-Fi, engagement data is within Facebook and mixed up with all the other Facebook interactions.
5) No scaling for multi-store environment
This one is a bummer! The automatic update that is posted to user’s Facebook timeline subsequent to a login includes location address configured in the Facebook page. So, if you operate 50, 500 or 5000 stores, each location needs to have its own Facebook page. If you use single page for all those locations, the user location update will go with address configured in that page which may be inconsistent with the actual location where user checks in. This is just an example of how Facebook Wi-Fi is not designed with multi-unit retail enterprise in mind.
AirTight Social Wi-Fi integration with Facebook, Twitter and others
In contrast, AirTight Networks’ social Wi-Fi is designed with multi-unit retail enterprises in mind. It uses a cloud-hosted captive portal that interacts with users on one side and multiple social media apps including Facebook, Twitter, LinkedIn, Google+ etc. on the other. The portal provides all the knobs to customize the campaigns including incentives, landing pages and updates. The captive portal securely stores social engagement information including social handles and demographics that user has chosen to share. The portal provides cleanly segregated and rich Wi-Fi analytics and also makes analytics data available to merchants in standard formats.
For more information:
Read our blog post on analytics data ownership (hint: in many cases, you don't own the analytics data your Wi-Fi system generates)
/Image via Facebook.
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