Power of news feed - Facebook

1. The Power of News Feed
The most powerful place to advertise

2. Advertising in the news feed
CONNECT with more people more effectively online and on mobile
ENGAGE people at the center of their Facebook experience
INFLUENCE customers to drive your brand and business results

3. Connect with more people more
effectively online and on mobile

4. News feed is where 950M+ people spend time
sharing the most important parts of their lives
40%
of peoples’ time
on Facebook is
on news feed
Source: comScore, June 2012.

5. News feed is also where people stay connected
with brands wherever they are
40-­‐150x
more likely people will
consume branded
content on the
news feed than on
a brand Page
Source: comScore, June 2011.

6. News feed provides advertisers with the most
scaled, dynamic mobile platform
543M
mobile monthly
active users
67%
YOY mobile
MAU growth
Source: Facebook 10Q, June 2012.

7. So, how do brands connect with
people in news feed?

8. RELEVANT
STORIES
get organically placed
into John’s
news feed

9. John
The most relevant
stories are being
shown to John in his
news feed.
In this case, your
brand story was
relevant enough that
it was shown to John
organically.

10. RELEVANT
STORIES
get organically placed
into Anna’s
news feed

11. Anna
Anna attended a
wedding this week
and all of her friends
are posting about it.
Because of this
engagement from her
friends, they will be
shown in her feed.
As a result, your
brand’s Page post
may not appear
organically or will
appear below all of
these friend stories.

12. But…
You can promote it as
a sponsored story, so
that it will appear in
Anna’s feed, or appear
higher than it would
have organically.
Sponsored
story

13. Sponsored stories expand your reach to fans and
friends of fans in news feed
Friends of
Fans
Fans
Organic
reach
Source: Facebook internal data, August 2012.

14. Engage people at the center of
their Facebook experience

15. News feed is the most engaging place on Facebook
for marketers
65%
65%
of likes of likes
happen in happen in
news feed
115B
65B
news feed
news
feed
story
news
feed
impressions
daily
story
impressions
35%
daily
45%
of comments of comments
happen in happen in
news feed news feed
Note: Data reflects both Page posts and user stories.
Source: Facebook internal data, August 2012.

16. News feed puts your brand in the center of the
Facebook experience

17. …with more real estate than other publishers
2x
the size of a
300x250 banner

18. …with more real estate than other publishers
Full
screen on
mobile

19. News feed is the most engaging place for Page Posts
>8x
engagement for Page
Post in news feed vs.
right-hand side
Note: Engagement analysis is based off of average CTR for aggregate Page posts over a 7-day period., comparing news feed (delivery to fans and friends of fans) to right-hand side.
Source: Facebook internal data, July 2012. Worldwide normalized data (based on news feed impressions and right-hand side impressions).

20. Influence customers to drive
your brand and business results

21. Improve ad recall and brand resonance
with news feed
10x
Higher ad recall for
news feed vs.
right-hand side
Note: Right-hand side based on marketplace.
Source: Internal data, July 2012.

22. Drive ROI via Facebook offers featured in news feed
Aria generated 485% ROI
Overview
• Uses Page daily to update fans
• Ran a Facebook offer - $110 resort credit
+ VIP passes to its nightclub
News feed
• Page posts featured offer
• Sponsored stories showed friends of fans when
friend claimed offer
Results
• 485% ROI from Facebook advertising
• 100X click-through rates for sponsored stories in
news feed vs. right-hand side
• 25K+ new fans

23. Drive sales via offers and stories in news feed
1-800 flowers drove 300% more transactions and increased reach
Overview
• Used Page to remind fans of Mother’s Day &
showcase gifts
• Used Facebook offers to promote $15 off offer
News feed
• Sponsored stories showed friends of fans when
friend claimed offer
Results
• 300% increase in transactions due to Facebook
activities vs. last year
• 15x increase in reach (29M) on Facebook
on Mother’s Day

24. News feed:
The core of every campaign

25. To drive the
greatest
results,
no matter what
your business
objective, every
campaign should
start with
news feed

26. News feed complements right hand side to achieve
your business objectives

27. Your approach to news feed will vary based on your
business objective
• Drive awareness of your message
• Drive fan acquisition
• Drive online sales and app installs
• Drive mobile app installs

28. Drive awareness of your message in news feed
Best types of creative for your campaign: Get started:
1. Post your message on your Page
2. Promote this post to fans and
friends of fans
• Promote in news feed and right-hand side
using our self-serve interface
Page post
OR
• To guarantee a number of impressions on the
homepage (news feed and right-hand side),
promote in Premium on an IO
Page post like 3. Promote all associated
sponsored stories in news feed

29. Drive fan acquisition in news feed
Best type of creative for your campaign: Get started:
1. Create a Page like ad (will show in right-
hand side) to generate stories about
people liking your Page in news feed
Page like
sponsored 2. Amplify those stories by creating a Page
story like sponsored story in news feed

30. Drive online sales and app installs
Best type of creative for your campaign: Get started:
1. Post on your Page and insert a link
to your site or app (in the app store)
within your post
Use Page post ads
linking to your site 2. Promote your post, and all associated
or app sponsored stories (Page post likes,
page post comments) in news feed

31. Drive mobile app installs
Best type of creative for your campaign: Get started:
LIMITED BETA
1. Build an app install ad in Power Editor
2. Choose to advertise in mobile
news feed only
App install ads

32. Buy feed placement via self-serve (API, PMDs, Power Editor)
3 steps in Power Editor
Create a Page post ad,
app install ad or
sponsored story
1
Select news feed desktop,
Select “Placements” mobile, or both
2 3

33. Or buy news feed placement directly from your Page

34. Best practices for news feed advertising
Recency: Use posts published in last 6 days
Quality: Use content that is memorable, engaging, and aligned with your brand
Visibility: Post on Page to get distribution
Targeting: Target fans and friends of fans
Bid and budget: Bid as high as you can per click or impression in feed
Guarantee delivery: To get guaranteed number of impressions – buy news feed and right-hand
side on IO; otherwise, can buy via self-serve interface