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Facebook Sponsored Stories Webinar


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Slides from a Webinar hosted by AdParlor discussing Facebook Ads with a focus on Sponsored Stories & Fan page growth.

Slides from a Webinar hosted by AdParlor discussing Facebook Ads with a focus on Sponsored Stories & Fan page growth.

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  • 1. Sponsored Stories Webinar
    Tuesday October 18th
  • 2. 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
  • 3. What is a Sponsored Story?
    “Something that would appear on a users news feed – turned into an ad unit”
  • 4. Types of sponsored stories
  • 5. Page Like
    Viewer: Friend’s of your current user base
    • ‘Word-of-mouth’ promoted through an ad unit
    • 6. 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
    • 7. Combination of a friend’s “Like” and more engaging content wrapped into one ad
    • 8. Starting the conversation before acquiring fan!
  • ?
    Some Big Questions
    • Can we optimize sponsored stories?
    • 9. Should I be using all three types of sponsored stories?
    • 10. How effective are sponsored stories for fan acquisition?
  • How much does a fan cost?
    It depends!
    Marketplace Ad – Inline Like
  • 11. Get cheaper fans
  • 12. 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
  • 13. If the ingredients are perfect
    Super Targeted Fan Acquisition Campaign
    Effective Cost Per Fan
    Able to achieve 0.29% CTR and 81% CVR through life of campaign
  • 14. Engage Your Fan Base
    • Frequency of posts – roughly once/day (if you have something worthwhile to say)
    • 15. Tone –consistent & professional while personal
    • 16. Length – Higher engagement with shorter posts (under 80 characters)
    • 17. Timing–learn when your audience is most active! Think about time and day
    • 18. Ask Questions –‘when’, ‘where’, ‘would’, ‘should’
    • 19. 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
  • 20. The New Stuff
    • 3 New types of sponsored stories (only available via Ads API)
    • 21. Liked a Page post (in the last 7 days)
    • 22. Voted on a question (in the last 7 days)
    • 23. RSVPedto an event (in the last 7 days)
    • 24. New Premium Ad Unit (AdWeek)
    • 25. Advanced Page Post Like
  • Summary
    • Leverage sponsored stories
    • 26. Cheaper way to drive new fans
    • 27. Better way to engage your existing fans
    • 28. They are very easy to create – so do it now!
    • 29. Facebook favours sponsored stories when delivering ads
    • 30. Lot’s of new ad units coming – focus is on sponsored stories
  • Thank You