facebook open graph sponsored stories - learn how-to promote apps & content with sponsored...

Facebook Open Graph Sponsored StoriesLearn how-to promote Apps & Content with Sponsored StoriesOct 10th - OMCap Berlin 2013

http://die.socialisten.atMichael Kamleitner, Die Socialisten

die.socialisten.atsocial network developmentSwat.io - Enterprise Social Media Management Suite (http://swat.io)

die.socialisten.atsocial network development

About: Die Socialisten"Die Socialisten" is a Vienna-based social-software agency focussing on the design & implementation of apps and marketing-solutions on social web platforms like Facebook.

To date, we have successfully built more than onehundred brand-pages, applications and integrations of external websites.

Our clients include Red Bull, Axel Springer/Bild.de, Bertelsmann, FTD, Krone Multimedia, ATV and Hitradio Ö3. "Die Socialisten" are Austria's first agency listed in the official "Facebook Preferred Marketing Developer"-program.

http://die.socialisten.athttp://facebook.com/diesocialisten

About: MichaelMichael Kamleitner, CEO Co-Founder “Die Socialisten”

http://facebook.com/michael.kamleitnerhttp://twitter.com/@_subnet

Ads, Ads, Ads...There are plenty of well established ad-formatson Facebook, so why bother with yet another one?

Page Post Ads

- Text, - Photo, - Video, - Link

Offer Ads

Event Ads

Page Like Ads

Mobile App Install Ads

App Ads

Domain Ads

Sponsored Stories

- Page Like, - Page Post Like, - Page Post Comment, - Page Post Share, - Event, - Check-in, - Game Played, - App Shared, - Domain, - Open Graph

Page Post Ads

- Text, - Photo, - Video, - Link

Offer Ads

Event Ads

Page Like Ads

Mobile App Install Ads

App Ads

Domain Ads

Sponsored Stories

- Page Like, - Page Post Like, - Page Post Comment, - Page Post Share, - Event, - Check-in, - Game Played, - App Shared, - Domain, - Open Graph

}}

Pages

Pages

Page Post Ads

- Text, - Photo, - Video, - Link

Offer Ads

Event Ads

Page Like Ads

Mobile App Install Ads

App Ads

Domain Ads

Sponsored Stories

- Page Like, - Page Post Like, - Page Post Comment, - Page Post Share, - Event, - Check-in, - Game Played, - App Shared, - Domain, - Open Graph

Apps?What Facebook Ad-Units can helppromoting your App or Web-App?

Page Post Ads

- Text, - Photo, - Video, - Link

Offer Ads

Event Ads

Page Like Ads

Mobile App Install Ads

App Ads

Domain Ads

Sponsored Stories

- Page Like, - Page Post Like, - Page Post Comment, - Page Post Share, - Event, - Check-in, - Game Played, - App Shared, - Domain, - Open Graph

} Apps

} Apps

Install-Ads, no social context

Some social context, but generic

Page Post Ads

- Text, - Photo, - Video, - Link

Offer Ads

Event Ads

Page Like Ads

Mobile App Install Ads

App Ads

Domain Ads

Sponsored Stories

- Page Like, - Page Post Like, - Page Post Comment, - Page Post Share, - Event, - Check-in, - Game Played, - App Shared, - Domain, - Open Graph } Apps

Built on Social Context & User Interactions!

1. Connecting your App with Facebook Open Graph

What are Open Graph Actions?Open Graph allows any Facebook-connected Website, Web-App or mobile App to publish any kind of user-interaction to Newsfeed-Stories.

Content-/News: Let people “react” with one-click to pieces of content! (http://buzzfeed.com)

Now

Content-/News: Let people “react” with one-click to pieces of content! (http://buzzfeed.com)

Content-/News: Let poeple “react” with one-click to pieces of content! (http://buzzfeed.com)Let people “review”, “list”... pieces of content! (http://airbnb.com)

Content-/News: Let poeple “react” with one-click to pieces of content! (http://buzzfeed.com)Let people “review”, “list”... pieces of content! (http://airbnb.com)

Content-/News: Let poeple “react” with one-click to pieces of content! (http://buzzfeed.com)Music/Media: Let people “listen”, “watch”... pieces of content! (http://facebook.com/LastfmScrobbler)

Music/Media: Let people “listen”, “watch”... pieces of content! (http://facebook.com/LastfmScrobbler)

Content-/News: Let poeple “react” with one-click to pieces of content! (http://buzzfeed.com)Let people share their outdoor activities! (http://endomondo.com)

Content-/News: Let poeple “react” with one-click to pieces of content! (http://buzzfeed.com)Let people share their outdoor activities! (http://endomondo.com)

Content-/News: Let poeple “react” with one-click to pieces of content! (http://buzzfeed.com)Let people share their favorite TV-Shows & Movies! (http://imdb.com)

Content-/News: Let poeple “react” with one-click to pieces of content! (http://buzzfeed.com)Let people share their favorite TV-Shows & Movies! (http://imdb.com)

Open Graph Actionsincrease your AppsOrganic Reach in Newsfeed, Timeline...

1. User publishes Open Graph Action in App

2. Action is displayed on Newsfeed, Timleine & Ticker

3. Some, but not all, friends of the publishing user see the Action!

Friends - Organic Reach

Timeline Newsfeed Ticker

Why use Open Graph Actions?Open Graph Actions improve Newsfeed reach & visibility of your App!

Why use Open Graph Actions?Open Graph Actions drive user growth!

What Open Graph Actions are good for promotion?- Actions with Low-Entry-Barrier for users

- Actions with High Volume

- Actions including User-Generated-Content (photos, videos...)

- Actions including Geo-Location

2. Using Open Graph Sponsored Stories

How do Open Graph Sponsored Stories work?Open Graph Sponsored Stories are boosting Open Graph Actions, which have been published by existing app-users.

Open Graph Sponsored Stories are available for Common and Custom Actions.

Sponsored Stories f. Open Graph Actionsincrease your AppsPaid Reach in Newsfeed!

1. User publishes Open Graph Action in App

2. Action is displayed on Newsfeed, Timleine & Ticker

3. More Friends will see the action in their Newsfeed!

Friends - Paid Reach

Newsfeed

Friends - Organic Reach

Pre-RequirementsApp or Website integrated with Open Graph, signifcant no. of MAU and no. of published actions!

Currently not supported in Ads Manager or Power Editor!

3rd Party-Tools: Qwaya (http://qwaya.com) - USD 39,-/Month, Pulse, adSage.Social, Glow...

3. How-To: Open Graph Sponsored Stories

1. Signup for Free Trial at Qwaya, Create Ad - “Open Graph Sponsored Story”

2. Use the wizard to create Open Graph Sponsored Stories...

Action Spec

3. ....or enter Action Spec manually to target your Open Graph Actions

Action Spec: Targetting Open Graph StoriesThis Ad is based on all “scrobble”-actions, which have been published in the App Last.fm Scrobbler.

{"application": "127675550671337",

"action.type": "lastfm-og-scrobbler:scrobble"}

Action Spec: Targetting Open Graph StoriesThis Ad is based on all “scrobble”-actions, which have been published in the App Last.fm Scrobbler.

{"application": "127675550671337",

"action.type": "lastfm-og-scrobbler:scrobble"}

App Namespace

Action Spec: Targetting Open Graph StoriesThis Ad is based on all “scrobble”-actions, which have been published in the App Last.fm Scrobbler.

{"application": "127675550671337",

"action.type": "lastfm-og-scrobbler:scrobble"}

Action

Action Spec: Targetting Open Graph StoriesThis Ad is based on all “scrobble”- & “love”-actions, which have been published in the App Last.fm Scrobbler.

Multiple Open Graph Actions are targetted by providing a JavaScript-array in “action.type”.

{"application": "127675550671337",

"action.type": ["lastfm-og-scrobbler:scrobble", "lastfm-og-scrobbler:love"]}

Action Spec: Targetting Open Graph StoriesThis Ad is based on all “scrobble”-actions, which have been published on a particular Song in the App Last.fm Scrobbler.

The song is identified by providing the <og:url> of the Open Graph Object in “track”.

{"application": "127675550671337",

"action.type": "lastfm-og-scrobbler:scrobble",

"track": "https://lastfm.diesocialisten.at/tracks/16542940"}

Action Spec: Targetting Open Graph StoriesThis Ad is based on all “scrobble”-actions, which have been published on a particular Song in the App Last.fm Scrobbler.

The song is identified by providing the <og:url> of the Open Graph Object in “track”.

{"application": "127675550671337",

"action.type": "lastfm-og-scrobbler:scrobble",

"track": "https://lastfm.diesocialisten.at/tracks/16542940"}

Open Graph Object URL: https://lastfm.diesocialisten.at/tracks/16542940

Action Spec: Targetting Open Graph StoriesThis Ad is based on all “scrobble”-actions, which have been published within the last 30 days in the App Last.fm Scrobbler.

The timeframe is given in “time_expire” and defaults to the last 14 days.

{"application": "127675550671337",

"time_expire": 30,

"action.type": "lastfm-og-scrobbler:scrobble"}

Narrow down to fans!

Exclude existing users!

4. Narrow down targetting even further by interest & by excluding existing app-users!

Limit to Desktop or Mobile

5. Limit to Desktop or Mobile depending on your apps prime use-case!

Audience not relevant / not correct, since the actual audience is determined by the no. of friends, users who have performed the action actually are having.

6. Publish the Ad! Ignore audience-size, as its not correctly calculated by Qwaya!

4. Performance of Open Graph Sponsored Stories

Display of Open Graph Sponsored Story on right-hand-side

And this is how Open Graph Sponsored Stories are displayed on Right-Hand-Side!

...and updated Newsfeed

Display of Open Graph Sponsored Story in old...

And this is how Open Graph Sponsored Stories are displayed on Newsfeed!

Open Graph Sponsored Stories: Higher CTR, Lower CPC!

5. Executive Summary

Executive Summary1. Integrate your web-app, mobile app etc. with Open Graph and let your users publish Actions!

Open Graph Sponsored Stories help growing the userbase of your Open Graph-app or content-website!

2. Boost the reach of Open Graph Actions by using Sponsored Stories!

Use 3rd Party Tools to publish Open Graph Sponsored Stories

For maximum Conversion, target particular Open Graph Objects & combine with narrow targetting of interests. Exclude existing app-users!

3. Open Graph Sponsored Stories can be complex - plan & design campaigns together with your app-developer!

Die Socialisten

Michael Kamleitner (@_subnet)

http://fb.com/diesocialistenhttp://twitter.com/diesocialistenhttp://slideshare.net/socialisten

Thank You!