Facebook Open Graph Sponsored Stories
Learn how-to promote Apps & Content with Sponsored Stories
Oct 10th - OMCap Berlin 2...
die.socialisten.at
social network developmentSwat.io - Enterprise Social Media Management Suite (http://swat.io)
die.socialisten.at
social network development
About: Die Socialisten
"Die Socialisten" is a Vienna-based social-software a...
Ads, Ads, Ads...
There are plenty of well established ad-formats
on Facebook, so why bother with yet another one?
Page Pos...
Page Post Ads
- Text,
- Photo,
- Video,
- Link
Offer Ads
Event Ads
Page Like Ads
Mobile App Install Ads
App Ads
Domain Ads
...
Page Post Ads
- Text,
- Photo,
- Video,
- Link
Offer Ads
Event Ads
Page Like Ads
Mobile App Install Ads
App Ads
Domain Ads...
Page Post Ads
- Text,
- Photo,
- Video,
- Link
Offer Ads
Event Ads
Page Like Ads
Mobile App Install Ads
App Ads
Domain Ads...
Page Post Ads
- Text,
- Photo,
- Video,
- Link
Offer Ads
Event Ads
Page Like Ads
Mobile App Install Ads
App Ads
Domain Ads...
1. Connecting your App with Facebook Open Graph
What are Open Graph Actions?
Open Graph allows any Facebook-connected Website, Web-App or mobile App
to publish any kind o...
Content-/News: Let people “react” with one-click to pieces of content! (http://buzzfeed.com)
Now
Content-/News: Let people “react” with one-click to pieces of content! (http://buzzfeed.com)
Content-/News: Let poeple “react” with one-click to pieces of content! (http://buzzfeed.com)Let people “review”, “list”......
Content-/News: Let poeple “react” with one-click to pieces of content! (http://buzzfeed.com)Let people “review”, “list”......
Content-/News: Let poeple “react” with one-click to pieces of content! (http://buzzfeed.com)Music/Media: Let people “liste...
Music/Media: Let people “listen”, “watch”... pieces of content! (http://facebook.com/LastfmScrobbler)
Content-/News: Let poeple “react” with one-click to pieces of content! (http://buzzfeed.com)Let people share their outdoor...
Content-/News: Let poeple “react” with one-click to pieces of content! (http://buzzfeed.com)Let people share their outdoor...
Content-/News: Let poeple “react” with one-click to pieces of content! (http://buzzfeed.com)Let people share their favorit...
Content-/News: Let poeple “react” with one-click to pieces of content! (http://buzzfeed.com)Let people share their favorit...
Open Graph Actions
increase your Apps
Organic Reach in
Newsfeed, Timeline...
1. User publishes Open
Graph Action in App
2....
Why use Open Graph Actions?
Open Graph Actions improve Newsfeed reach & visibility of your App!
Why use Open Graph Actions?
Open Graph Actions drive user growth!
What Open Graph Actions are good for promotion?
- Actions with Low-Entry-Barrier for users
- Actions with High Volume
- Ac...
2. Using Open Graph Sponsored Stories
How do Open Graph Sponsored Stories work?
Open Graph Sponsored Stories are boosting Open Graph Actions,
which have been pu...
Sponsored Stories f.
Open Graph Actions
increase your Apps
Paid Reach in
Newsfeed!
1. User publishes Open
Graph Action in ...
Pre-Requirements
App or Website integrated with Open Graph, signifcant no. of MAU and no. of published actions!
Currently ...
3. How-To: Open Graph Sponsored Stories
1. Signup for Free Trial at Qwaya, Create Ad - “Open Graph Sponsored Story”
2. Use the wizard to create Open Graph Sponsored Stories...
Action Spec
3. ....or enter Action Spec manually to target your Open Graph Actions
Action Spec: Targetting Open Graph Stories
This Ad is based on all “scrobble”-actions, which have been
published in the Ap...
Action Spec: Targetting Open Graph Stories
This Ad is based on all “scrobble”-actions, which have been
published in the Ap...
Action Spec: Targetting Open Graph Stories
This Ad is based on all “scrobble”-actions, which have been
published in the Ap...
Action Spec: Targetting Open Graph Stories
This Ad is based on all “scrobble”- & “love”-actions, which have been
published...
Action Spec: Targetting Open Graph Stories
This Ad is based on all “scrobble”-actions, which have been published on a
part...
Action Spec: Targetting Open Graph Stories
This Ad is based on all “scrobble”-actions, which have been published on a
part...
Action Spec: Targetting Open Graph Stories
This Ad is based on all “scrobble”-actions, which have been published within th...
Narrow down to fans!
Exclude existing users!
4. Narrow down targetting even further by interest & by excluding existing ap...
Limit to Desktop or Mobile
5. Limit to Desktop or Mobile depending on your apps prime use-case!
Audience not relevant / not correct, since the
actual audience is determined by the no. of
friends, users who have perform...
4. Performance of Open Graph Sponsored Stories
Display of Open
Graph Sponsored
Story on right-
hand-side
And this is how Open Graph Sponsored Stories are displayed on Ri...
...and updated
Newsfeed
Display of Open
Graph Sponsored
Story in old...
And this is how Open Graph Sponsored Stories are d...
Open Graph Sponsored Stories: Higher CTR, Lower CPC!
5. Executive Summary
Executive Summary
1. Integrate your web-app, mobile app etc. with Open Graph
and let your users publish Actions!
Open Grap...
Die Socialisten
Michael Kamleitner (@_subnet)
http://fb.com/diesocialisten
http://twitter.com/diesocialisten
http://slides...
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Facebook Open Graph Sponsored Stories - Learn how-to promote Apps & Content with Sponsored Stories

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Mobile App Install Ads and Sponsored Stories for Domains are currently the most widespread ways of advertising apps or content-heavy web sites on Facebook. These ads make it possible to promote likes, shares and app installations in an efficient manner, but is this really all?

Since the introduction of Open Graph in 2012, user interactions on your own app or web site can be displayed on Facebook with much more variety than ever before – and Open Graph Sponsored Stories are a valuable tool for boosting these interactions and improve your apps reach in Newsfeed.

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Facebook Open Graph Sponsored Stories - Learn how-to promote Apps & Content with Sponsored Stories

  1. 1. Facebook Open Graph Sponsored Stories Learn how-to promote Apps & Content with Sponsored Stories Oct 10th - OMCap Berlin 2013 http://die.socialisten.at Michael Kamleitner, Die Socialisten
  2. 2. die.socialisten.at social network developmentSwat.io - Enterprise Social Media Management Suite (http://swat.io)
  3. 3. die.socialisten.at social network development About: Die Socialisten "Die Socialisten" is a Vienna-based social-software agency focussing on the design & implementation of apps and marketing-solutions on social web platforms like Facebook. To date, we have successfully built more than onehundred brand-pages, applications and integrations of external websites. Our clients include Red Bull, Axel Springer/Bild.de, Bertelsmann, FTD, Krone Multimedia, ATV and Hitradio Ö3. "Die Socialisten" are Austria's first agency listed in the official "Facebook Preferred Marketing Developer"-program. http://die.socialisten.at http://facebook.com/diesocialisten About: Michael Michael Kamleitner, CEO Co-Founder “Die Socialisten” http://facebook.com/michael.kamleitner http://twitter.com/@_subnet
  4. 4. Ads, Ads, Ads... There are plenty of well established ad-formats on Facebook, so why bother with yet another one? Page Post Ads - Text, - Photo, - Video, - Link Offer Ads Event Ads Page Like Ads Mobile App Install Ads App Ads Domain Ads Sponsored Stories - Page Like, - Page Post Like, - Page Post Comment, - Page Post Share, - Event, - Check-in, - Game Played, - App Shared, - Domain, - Open Graph
  5. 5. Page Post Ads - Text, - Photo, - Video, - Link Offer Ads Event Ads Page Like Ads Mobile App Install Ads App Ads Domain Ads Sponsored Stories - Page Like, - Page Post Like, - Page Post Comment, - Page Post Share, - Event, - Check-in, - Game Played, - App Shared, - Domain, - Open Graph } } Pages Pages
  6. 6. Page Post Ads - Text, - Photo, - Video, - Link Offer Ads Event Ads Page Like Ads Mobile App Install Ads App Ads Domain Ads Sponsored Stories - Page Like, - Page Post Like, - Page Post Comment, - Page Post Share, - Event, - Check-in, - Game Played, - App Shared, - Domain, - Open Graph Apps? What Facebook Ad-Units can help promoting your App or Web-App?
  7. 7. Page Post Ads - Text, - Photo, - Video, - Link Offer Ads Event Ads Page Like Ads Mobile App Install Ads App Ads Domain Ads Sponsored Stories - Page Like, - Page Post Like, - Page Post Comment, - Page Post Share, - Event, - Check-in, - Game Played, - App Shared, - Domain, - Open Graph } Apps } Apps Install-Ads, no social context Some social context, but generic
  8. 8. Page Post Ads - Text, - Photo, - Video, - Link Offer Ads Event Ads Page Like Ads Mobile App Install Ads App Ads Domain Ads Sponsored Stories - Page Like, - Page Post Like, - Page Post Comment, - Page Post Share, - Event, - Check-in, - Game Played, - App Shared, - Domain, - Open Graph } Apps Built on Social Context & User Interactions!
  9. 9. 1. Connecting your App with Facebook Open Graph
  10. 10. What are Open Graph Actions? Open Graph allows any Facebook-connected Website, Web-App or mobile App to publish any kind of user-interaction to Newsfeed-Stories.
  11. 11. Content-/News: Let people “react” with one-click to pieces of content! (http://buzzfeed.com) Now
  12. 12. Content-/News: Let people “react” with one-click to pieces of content! (http://buzzfeed.com)
  13. 13. Content-/News: Let poeple “react” with one-click to pieces of content! (http://buzzfeed.com)Let people “review”, “list”... pieces of content! (http://airbnb.com)
  14. 14. Content-/News: Let poeple “react” with one-click to pieces of content! (http://buzzfeed.com)Let people “review”, “list”... pieces of content! (http://airbnb.com)
  15. 15. Content-/News: Let poeple “react” with one-click to pieces of content! (http://buzzfeed.com)Music/Media: Let people “listen”, “watch”... pieces of content! (http://facebook.com/LastfmScrobbler)
  16. 16. Music/Media: Let people “listen”, “watch”... pieces of content! (http://facebook.com/LastfmScrobbler)
  17. 17. Content-/News: Let poeple “react” with one-click to pieces of content! (http://buzzfeed.com)Let people share their outdoor activities! (http://endomondo.com)
  18. 18. Content-/News: Let poeple “react” with one-click to pieces of content! (http://buzzfeed.com)Let people share their outdoor activities! (http://endomondo.com)
  19. 19. Content-/News: Let poeple “react” with one-click to pieces of content! (http://buzzfeed.com)Let people share their favorite TV-Shows & Movies! (http://imdb.com)
  20. 20. Content-/News: Let poeple “react” with one-click to pieces of content! (http://buzzfeed.com)Let people share their favorite TV-Shows & Movies! (http://imdb.com)
  21. 21. Open Graph Actions increase your Apps Organic Reach in Newsfeed, Timeline... 1. User publishes Open Graph Action in App 2. Action is displayed on Newsfeed, Timleine & Ticker 3. Some, but not all, friends of the publishing user see the Action! Friends - Organic Reach Timeline Newsfeed Ticker
  22. 22. Why use Open Graph Actions? Open Graph Actions improve Newsfeed reach & visibility of your App!
  23. 23. Why use Open Graph Actions? Open Graph Actions drive user growth!
  24. 24. What Open Graph Actions are good for promotion? - Actions with Low-Entry-Barrier for users - Actions with High Volume - Actions including User-Generated-Content (photos, videos...) - Actions including Geo-Location
  25. 25. 2. Using Open Graph Sponsored Stories
  26. 26. How do Open Graph Sponsored Stories work? Open Graph Sponsored Stories are boosting Open Graph Actions, which have been published by existing app-users. Open Graph Sponsored Stories are available for Common and Custom Actions.
  27. 27. Sponsored Stories f. Open Graph Actions increase your Apps Paid Reach in Newsfeed! 1. User publishes Open Graph Action in App 2. Action is displayed on Newsfeed, Timleine & Ticker 3. More Friends will see the action in their Newsfeed! Friends - Paid Reach Newsfeed Friends - Organic Reach
  28. 28. Pre-Requirements App or Website integrated with Open Graph, signifcant no. of MAU and no. of published actions! Currently not supported in Ads Manager or Power Editor! 3rd Party-Tools: Qwaya (http://qwaya.com) - USD 39,-/Month, Pulse, adSage.Social, Glow...
  29. 29. 3. How-To: Open Graph Sponsored Stories
  30. 30. 1. Signup for Free Trial at Qwaya, Create Ad - “Open Graph Sponsored Story”
  31. 31. 2. Use the wizard to create Open Graph Sponsored Stories...
  32. 32. Action Spec 3. ....or enter Action Spec manually to target your Open Graph Actions
  33. 33. Action Spec: Targetting Open Graph Stories This Ad is based on all “scrobble”-actions, which have been published in the App Last.fm Scrobbler. {"application": "127675550671337", "action.type": "lastfm-og-scrobbler:scrobble"}
  34. 34. Action Spec: Targetting Open Graph Stories This Ad is based on all “scrobble”-actions, which have been published in the App Last.fm Scrobbler. {"application": "127675550671337", "action.type": "lastfm-og-scrobbler:scrobble"} App Namespace
  35. 35. Action Spec: Targetting Open Graph Stories This Ad is based on all “scrobble”-actions, which have been published in the App Last.fm Scrobbler. {"application": "127675550671337", "action.type": "lastfm-og-scrobbler:scrobble"} Action
  36. 36. Action Spec: Targetting Open Graph Stories This Ad is based on all “scrobble”- & “love”-actions, which have been published in the App Last.fm Scrobbler. Multiple Open Graph Actions are targetted by providing a JavaScript-array in “action.type”. {"application": "127675550671337", "action.type": ["lastfm-og-scrobbler:scrobble", "lastfm-og-scrobbler:love"]}
  37. 37. Action Spec: Targetting Open Graph Stories This Ad is based on all “scrobble”-actions, which have been published on a particular Song in the App Last.fm Scrobbler. The song is identified by providing the <og:url> of the Open Graph Object in “track”. {"application": "127675550671337", "action.type": "lastfm-og-scrobbler:scrobble", "track": "https://lastfm.diesocialisten.at/tracks/16542940"}
  38. 38. Action Spec: Targetting Open Graph Stories This Ad is based on all “scrobble”-actions, which have been published on a particular Song in the App Last.fm Scrobbler. The song is identified by providing the <og:url> of the Open Graph Object in “track”. {"application": "127675550671337", "action.type": "lastfm-og-scrobbler:scrobble", "track": "https://lastfm.diesocialisten.at/tracks/16542940"} Open Graph Object URL: https://lastfm.diesocialisten.at/tracks/16542940
  39. 39. Action Spec: Targetting Open Graph Stories This Ad is based on all “scrobble”-actions, which have been published within the last 30 days in the App Last.fm Scrobbler. The timeframe is given in “time_expire” and defaults to the last 14 days. {"application": "127675550671337", "time_expire": 30, "action.type": "lastfm-og-scrobbler:scrobble"}
  40. 40. Narrow down to fans! Exclude existing users! 4. Narrow down targetting even further by interest & by excluding existing app-users!
  41. 41. Limit to Desktop or Mobile 5. Limit to Desktop or Mobile depending on your apps prime use-case!
  42. 42. Audience not relevant / not correct, since the actual audience is determined by the no. of friends, users who have performed the action actually are having. 6. Publish the Ad! Ignore audience-size, as its not correctly calculated by Qwaya!
  43. 43. 4. Performance of Open Graph Sponsored Stories
  44. 44. Display of Open Graph Sponsored Story on right- hand-side And this is how Open Graph Sponsored Stories are displayed on Right-Hand-Side!
  45. 45. ...and updated Newsfeed Display of Open Graph Sponsored Story in old... And this is how Open Graph Sponsored Stories are displayed on Newsfeed!
  46. 46. Open Graph Sponsored Stories: Higher CTR, Lower CPC!
  47. 47. 5. Executive Summary
  48. 48. Executive Summary 1. Integrate your web-app, mobile app etc. with Open Graph and let your users publish Actions! Open Graph Sponsored Stories help growing the userbase of your Open Graph-app or content-website! 2. Boost the reach of Open Graph Actions by using Sponsored Stories! Use 3rd Party Tools to publish Open Graph Sponsored Stories For maximum Conversion, target particular Open Graph Objects & combine with narrow targetting of interests. Exclude existing app-users! 3. Open Graph Sponsored Stories can be complex - plan & design campaigns together with your app-developer!
  49. 49. Die Socialisten Michael Kamleitner (@_subnet) http://fb.com/diesocialisten http://twitter.com/diesocialisten http://slideshare.net/socialisten Thank You!
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