power of news feed - facebook

The Power of News Feed The most powerful place to advertise

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

Advertising in the news feed

Connect with more people more effectively online and on mobile

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.

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.

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.

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

RELEVANT STORIES

get organically placed into John’s news feed

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.

RELEVANT STORIES

get organically placed into Anna’s news feed

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.

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

Friends of Fans

Sponsored stories expand your reach to fans and friends of fans in news feed

Fans

Organic reach

Source: Facebook internal data, August 2012.

Engage people at the center of their Facebook experience

News feed is the most engaging place on Facebook for marketers

Note: Data reflects both Page posts and user stories. Source: Facebook internal data, August 2012.

65B  news  feed  story    

impressions  daily  

115B  news  feed  story    impressions  daily  

35%  of comments

happen in news feed

65%  of likes

happen in news feed

45%  of comments

happen in news feed

65%  of likes

happen in news feed

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

…with more real estate than other publishers

2x  the size of a

300x250 banner

…with more real estate than other publishers

Full screen on

mobile

News feed is the most engaging place for Page Posts

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).

>8x  engagement for Page Post in news feed vs.

right-hand side

Influence customers to drive your brand and business results

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.

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

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

News feed: The core of every campaign

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

News feed complements right hand side to achieve your business objectives

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

Drive awareness of your message in news feed

Best types of creative for your campaign:

Page post

Page post like

Get started:

3.  Promote all associated sponsored stories in news feed

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

OR

•  To guarantee a number of impressions on the homepage (news feed and right-hand side), promote in Premium on an IO

Drive fan acquisition in news feed

Best type of creative for your campaign:

Page like sponsored story

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

2.  Amplify those stories by creating a Page like sponsored story in news feed

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

2.  Promote your post, and all associated sponsored stories (Page post likes, page post comments) in news feed

Use Page post ads linking to your site or app

Drive mobile app installs

Best type of creative for your campaign: Get started:

1.  Build an app install ad in Power Editor

2.  Choose to advertise in mobile news feed only

App install ads

LIMITED BETA

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 “Placements” 2 Select news feed desktop, mobile, or both

3

Or buy news feed placement directly from your Page

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

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

Visibility: Post on Page to get distribution