Adobe Summit: learning &recommendations for Sony EU Prepared by Stuart G. Hall/21 May 2012
Best practice• Facebook Sponsored Stories are an opportunity to extract greater Page engagement• As part of a wider re-think of Facebook strategy, with a view to understanding how Facebook Page fits into the social media mix• Aim is to turn Page into a place to build relationships, not just a landing page
Best practice• This is based on Adobe Summit presentation from Paddy Power’s Johnny Devitt – argues that to leverage engagement can’t use old school app- to-page-to-sale linear route to conversion• Instead need to seed idea that brand has something useful to offer fans, do that by using Page• Note: remains issue of proving measured value of a fan in this respect
Best practice• Back to basic approach – listen to what fans are saying, compare with data from off-estate Radian 6 analysis, and get involved in the conversation• Tool to help deliver this value out of FB Page is Sponsored Stories, as help maximise delivery of content on top of the >20% who get Page content in their news feed
Recommendations• Run a pilot using Facebook Sponsored Stories on an active Facebook Page – benchmark engagement before and after• Use Radian6 to look for off-estate topics to add value to Facebook Page content to create positive listening• Ideal = run with event or campaign to see hard ROI gain?