SlideShare a Scribd company logo
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?

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The value of Facebook Sponsored Stories

  • 1. Adobe Summit: learning & recommendations for Sony EU Prepared by Stuart G. Hall/21 May 2012
  • 2. 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
  • 3. 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
  • 4. 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
  • 5. 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?