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.

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Facebook Sponsored Stories Webinar

  1. 1. Sponsored Stories Webinar<br />Tuesday October 18th<br />www.adparlor.com<br />
  2. 2. Agenda<br /><ul><li>Everything you need to know about sponsored stories - Hussein Fazal</li></ul>Different types of sponsored stories<br />How much does a fan cost? regular ads vs. sponsored stories<br />Engaging your fan base<br />Blueprint for brand advertising<br />
  3. 3. What is a Sponsored Story?<br />“Something that would appear on a users news feed – turned into an ad unit”<br />
  4. 4. Types of sponsored stories<br />
  5. 5. Page Like<br />Viewer: Friend’s of your current user base<br /><ul><li>‘Word-of-mouth’ promoted through an ad unit
  6. 6. Increasingly large user base = Increasingly large reach… cheaper fan acquisition cost! </li></li></ul><li>Sponsored Page Post<br />Viewer: Your current user base<br /><ul><li>Newsfeed impressions often get lost</li></li></ul><li>Page Post Like<br />Viewer: Friends of your fans who liked the post<br /><ul><li>Hybrid ad unit: Page Like & Page Post
  7. 7. Combination of a friend’s “Like” and more engaging content wrapped into one ad
  8. 8. Starting the conversation before acquiring fan!</li></li></ul><li>?<br />Some Big Questions<br /><ul><li>Can we optimize sponsored stories?
  9. 9. Should I be using all three types of sponsored stories?
  10. 10. How effective are sponsored stories for fan acquisition?</li></li></ul><li>How much does a fan cost?<br />It depends!<br />Marketplace Ad – Inline Like <br />
  11. 11. Get cheaper fans<br />
  12. 12. Why do Sponsored Stories get you cheaper fans?<br />Higher Click-Through-Rate (CTR) gets you cheaper clicks<br />Higher Conversion Rate (CVR) gets you more for those clicks<br />
  13. 13. If the ingredients are perfect<br />Super Targeted Fan Acquisition Campaign<br />$.08 <br />Effective Cost Per Fan <br />Able to achieve 0.29% CTR and 81% CVR through life of campaign<br />
  14. 14. Engage Your Fan Base<br /><ul><li>Frequency of posts – roughly once/day (if you have something worthwhile to say)
  15. 15. Tone –consistent & professional while personal
  16. 16. Length – Higher engagement with shorter posts (under 80 characters)
  17. 17. Timing–learn when your audience is most active! Think about time and day
  18. 18. Ask Questions –‘when’, ‘where’, ‘would’, ‘should’
  19. 19. Facebook Insights –Use them and learn about your audience </li></li></ul><li>A Six-Step Blueprint for Brand Advertising on Facebook<br />1) Standard Marketplace Ads - Objective: Grow your fan base<br />2) 'Page Like' Sponsored Story - Objective: Grow your fan base<br />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<br />Link Posted on the AdParlor Facebook Fan Page <br />http://adage.com/article/digitalnext/brand-advertising-facebook-a-6-step-blueprint/229166/<br />
  20. 20. The New Stuff<br /><ul><li>3 New types of sponsored stories (only available via Ads API)
  21. 21. Liked a Page post (in the last 7 days)
  22. 22. Voted on a question (in the last 7 days)
  23. 23. RSVPedto an event (in the last 7 days)
  24. 24. New Premium Ad Unit (AdWeek)
  25. 25. Advanced Page Post Like</li></li></ul><li>Summary<br /><ul><li>Leverage sponsored stories
  26. 26. Cheaper way to drive new fans
  27. 27. Better way to engage your existing fans
  28. 28. They are very easy to create – so do it now!
  29. 29. Facebook favours sponsored stories when delivering ads
  30. 30. Lot’s of new ad units coming – focus is on sponsored stories</li></li></ul><li>Thank You<br />hussein.fazal@adparlor.com<br />www.adparlor.com<br />www.facebook.com/adparlor<br />