What are Sponsored Stories? • Sponsored Stories enable businesses and organizations to increase the distribution of organic stories about their Page, Place(s) and Applications that show up in News Feed. Here’s how it works: i. A user likes your Page, uses your application or checks-‐in to one of your store locations ii. Normally, a story about this activity can be generated on their friends’ News Feeds, which their friends may or may not see iii. If you have included Sponsored Stories in your Facebook Ads campaign, then this user’s friends can also see the story appear in the right-‐hand column on Facebook pages where Facebook Ads appear. Premium locations (Home Page & Profile with 100% share of voice) for Premium Sponsored Stories and Marketplace locations (Profile, Photos and other pages on Facebook) on top of the area in the right hand column where Marketplace Ads appear.Are Sponsored Stories ads? • Sponsored Stories are an extension of News Feed and complementary to ads, but they arent ads. We see them as part of our broader suite of marketing products -‐ Facebook Ads, Pages, Applications, Deals • We’ve positioned Sponsored Stories as a brand new type of product, different from Facebook Ads units for a few reasons: 1. It is truly a new product because it’s an extension of News Feed, which only Facebook has. 2. Ads have creative, supplied by the advertiser. Sponsored Stories do not have creative. Advertisers don’t control the content that show up in Sponsored Stories; our users do. 3. The Social Ads opt-‐out does not apply to Sponsored Stories. This product is an extension of the Facebook News Feed and no one can opt-‐out of News Feed.Will these units completely replace traditional News Feed stories? • No, the traditional News Feed stories will still occur and be unaffected. Sponsored Stories is purely additive and boosts the distribution of the stories.
What News Feed stories will get boosted into Sponsored Stories? • User stories that fall within the selected use case will be boosted. Advertisers can currently select 1 of 4 use cases: Page Like stories, Application interaction stories, Place check-‐in stories and Page posts. Which users will be shown Sponsored Stories? • The same friends that would see the story in their News Feed will also be eligible to see the Sponsored Story. Users who are not friends of the user who took the action will not be eligible to see the story. • For Page posts, only fans of a Page can see the Sponsored Stories Doesn’t this mean you’re selling people’s actions on Facebook? • Sponsored Stories reflect the way that people use Facebook every day—they share things and see what their friends are doing. Sponsored Stories are just a new way for us to surface content that already exists on the site and show it to your friends. Sponsored Stories respect people’s existing privacy settings so they remain in control of who sees content they share. We don’t sell anyone’s personal information to advertisers. Can a user opt out of having their name included in Sponsored Stories? • Facebook is about sharing. Our privacy controls give you the power to decide what and how much you share. Sponsored Stories respect existing privacy settings for content you post. • Sponsored Stories feature news about the actions that a user’s friends have taken on Facebook respect applicable privacy settings. • Only people who are eligible to see a News Feed story are eligible to see it as as Sponsored Story. • While there is no way to opt out of seeing all or being featured in any Sponsored Stories, people can remove specific stories by clicking the “X” displayed in the upper right side of a story and choosing the appropriate option when prompted.
This sounds similar to “Promoted Tweets” by twitter. How is Sponsored Stories different? • We can’t speak to other company’s products, but Sponsored Stories are different from ads and enhance distribution of News Feed stories on Facebook. Ads like Promoted Tweets have content that was created by an advertiser. How soon after launch will we be able to go live with Sponsored Stories publicly? • Any Premium/IO advertiser worldwide can start including Sponsored Stories in their Facebook Premium Ads campaign starting January 26, 2011. How much do these Sponsored Stories cost? • Sponsored Stories are subject to the same pricing as Facebook Ads. Could a user technically see the Page post in their News Feed and the Sponsored Story showcasing the same story at the same time? • Technically, yes, but it’s unlikely.Can a non-‐fan see a Sponsored Story Page post? • No, only fans will seeCan an advertiser run Sponsored Stories as part of a Reach Block? • No, Sponsored Stories are not compatible with Reach Blocks at this time. It has to do with not being able to guarantee reach and delivery of impressions since Sponsored Stories are completely dependent on the number of organic News Feed stories that are generated from peoples’ actions. • Advertisers can run Sponsored Stories in a Target Block (formerly known as “Heavy Up”) or sustained media. • You can recommend that an advertiser run a Reach Block, then run sustained media using Sponsored Stories the week following the Reach Block. Reach your
target audience with a message (Facebook Ads), then tell all their friends how they engaged with your brand (Sponsored Stories). In an Advertiser’s ad report, will we add a line item to show where this engagement or acquisition (of a new fan) came from? • No, at this time we aren’t breaking out engagement or fan acquisition separately from Facebook Ads within the same campaign.Will I be able to see Sponsored Stories in my metrics and reporting separate from Facebook Ads? • Yes, Sponsored Stories will be visible in reporting at the individual level with the same reported metrics as normal ad units, i.e Premium Poll Ad is one line, Sponsored Stories is another line. How will frequency of Sponsored Stories be controlled? • Sponsored Stories within a Target Block or sustained media campaign are subject to the same frequency caps of Facebook Ads. For example, if a user has a lot of stories in their News Feed that qualifies for Sponsored Stories, they won’t see a ton of Sponsored Stories. They’ll see the same number of impressions as they would have seen if they were targeted with a regular Facebook Ads campaign. Will they have all the same targeting options as Facebook Ads? • No. The story can only be shown to users that are also eligible to see the story in their News Feeds, however they can narrow that down further with the same targeting options that are available for ads. Please note that Sponsored Stories do not support targeted Page Posts. Are they going to have editing capabilities for the ads or will it just pre-‐populate based on what the News Feed story is?
• No editing. It will show the story as it appears in the News Feed (unless it needs to be abridged because of character constraints, in which case ellipses will follow) Is there any way to control the priority of stories that get boosted? For example, if someone downloads an app, uses the app to research a fare, and then purchases something through the app (and each generates a story), the app would obviously want the purchase to be boosted over the app download. • No, not currently How would we handle those types of stories that are generated by the same user over a short period of time? Can they selectively prioritize or blacklist certain stories that are generated by their app? • No, not currently Is there a criteria to use Sponsored Stories? X amount of connections? • No, but we are communicating to clients that if they have a limited number of users engaged with their Page, Place or Application they may not see the delivery they would like. Do you have to have a lot of fans to use Sponsored Stories? • No matter how many fans you have, Sponsored Stories allows you to increase the distribution of stories your fans are posting about your Page. Are we able to quantify the number of impressions that will be available to an advertiser to boost? Id imagine that would be difficult due to the fact that the stories are user generated. • No, the impressions are purely based on the number of organic interactions that are happening in the News Feed. Sponsored Stories takes those interactions and surfaces them to friends, which generates further engagement with the brand.
Can you use/change targeting for the Sponsored Stories—change from the original ad targeting or make it target a specific audience? • By default, Sponsored Stories are targeted to users who are eligible to see the story in their News Feed. You can select advanced targeting in addition, but please note that this will further reduce the audience reach. Are there any safeguards in place to ensure that negative comments/stories arent boosted? For example, if someone checks-‐in to Starbucks and adds a comment about how much they dont like the new 30oz Starbucks cup, will this potentially be boosted? • No there is no way to filter negative comments. Yes the story will be boosted. If someone Likes a Page using the Like Box widget from an external site, will that be included in Sponsored Stories? • If it’s the Like Box widget (not an object-‐level Like via Social-‐Plugins or the Graph API), then the person is liking the client’s Page on Facebook. This can generate a News Feed story, which means it qualifies to show up in Sponsored Stories. Can I track conversions from Sponsored Stories? • Advertisers cannot change the tracking url, but they can see whether a click came from a Sponsored Story or a regular stream story by looking at the referrer. Will Sponsored Stories respect the ‘game filter’, which doesnt allow app stories to be published to your news feed if you aren’t playing that game? • No, we will show these as Sponsored Stories to users who do not play the game but we will not show it if the user has explicitly hid that application. This should be valuable for application developers, but could be touchy for users so we will play this one by ear.