The webinar from Facebook on sponsored stories today was very straightforward, and primarily targeted at a media buying audience.
Businesses are organising their marketing around people, looking for moments that people are talking about a product or service. Word of mouth is effective but is not predictable or scalable.
With sponsored stories you can capture the stories people are talking about in the news feed. People trust their friend’s stories and thus with sponsored stories, businesses can now do Word of Mouth marketing on scale.
Adding sponsored stories in conjunction with your ad campaign you can see what your friends like surface these social interactions and tap into their friends.
The 4 types of sponsored stories
• Page likes
• Application interactions
• Place check-ins
• Page posts (brand can feature this story by friends).
How to purchase sponsored stories
They can be booked through Facebook sales representative.
Use the ‘Advertise on Facebook’ wizard.
Sponsored stories should ultimately be used in conjunction with social ads.
Social ads remain the best way to put across a brand message to Facebook users. Sponsored stories allow you to surface all the friends of a person by boosting their social activity. Essentially they are a message from your friend rather than an advertising message.
Sponsored stories follow the same price structure as Facebook ads.
It is an auction system, based on cost per clicks and cost per impressions.
With regard to page stories, these are only visible by fans, which is one reason brands should couple sponsored stories with ads.
Up to 5 sponsored stories can show simultaneously, subject to the auctioning. Sponsored stories will always be positioned above ads as this content is the most relevant from your friends.
Sponsored stories do not require any editing. With regard to page posts, it will just show the latest post and will cut off long text so you have to be mindful of the character length
Sponsored stories metrics will be reported exactly the same way as ads.