Facebook Sponsored Stories Webinar

Sponsored Stories Webinar
Tuesday October 18th
www.adparlor.com

Agenda
Everything you need to know about sponsored stories - Hussein Fazal
Different types of sponsored stories
How much does a fan cost? regular ads vs. sponsored stories
Engaging your fan base
Blueprint for brand advertising

What is a Sponsored Story?
“Something that would appear on a users news feed – turned into an ad unit”

Types of sponsored stories

Page Like
Viewer: Friend’s of your current user base
‘Word-of-mouth’ promoted through an ad unit
Increasingly large user base = Increasingly large reach… cheaper fan acquisition cost!

Sponsored Page Post
Viewer: Your current user base
Newsfeed impressions often get lost

Page Post Like
Viewer: Friends of your fans who liked the post
Hybrid ad unit: Page Like & Page Post
Combination of a friend’s “Like” and more engaging content wrapped into one ad
Starting the conversation before acquiring fan!

?
Some Big Questions
Can we optimize sponsored stories?
Should I be using all three types of sponsored stories?
How effective are sponsored stories for fan acquisition?

How much does a fan cost?
It depends!
Marketplace Ad – Inline Like

Get cheaper fans

Why do Sponsored Stories get you cheaper fans?
Higher Click-Through-Rate (CTR) gets you cheaper clicks
Higher Conversion Rate (CVR) gets you more for those clicks

If the ingredients are perfect
Super Targeted Fan Acquisition Campaign
$.08
Effective Cost Per Fan
Able to achieve 0.29% CTR and 81% CVR through life of campaign

Engage Your Fan Base
Frequency of posts – roughly once/day (if you have something worthwhile to say)
Tone –consistent & professional while personal
Length – Higher engagement with shorter posts (under 80 characters)
Timing–learn when your audience is most active! Think about time and day
Ask Questions –‘when’, ‘where’, ‘would’, ‘should’
Facebook Insights –Use them and learn about your audience

A Six-Step Blueprint for Brand Advertising on Facebook
1) Standard Marketplace Ads - Objective: Grow your fan base
2) 'Page Like' Sponsored Story - Objective: Grow your fan base
3) Post Frequently - Objective: Engage your fan base4) Sponsored Page Post - Objective: Engage your fan base5) 'Page Post Like' Sponsored Story - Objective: Grow your fan base6) Standard Marketplace Ads - Objective: Leverage your engaged fan base
Link Posted on the AdParlor Facebook Fan Page
http://adage.com/article/digitalnext/brand-advertising-facebook-a-6-step-blueprint/229166/

The New Stuff
3 New types of sponsored stories (only available via Ads API)
Liked a Page post (in the last 7 days)
Voted on a question (in the last 7 days)
RSVPedto an event (in the last 7 days)
New Premium Ad Unit (AdWeek)
Advanced Page Post Like

Summary
Leverage sponsored stories
Cheaper way to drive new fans
Better way to engage your existing fans
They are very easy to create – so do it now!
Facebook favours sponsored stories when delivering ads
Lot’s of new ad units coming – focus is on sponsored stories

Thank You
hussein.fazal@adparlor.com
www.adparlor.com
www.facebook.com/adparlor

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Facebook Sponsored Stories Webinar

by hussein_fazal on Oct 18, 2011

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Facebook Sponsored Stories Webinar — Presentation Transcript