1. What
are
Sponsored
Stories?
• Sponsored
Stories
enable
businesses
and
organizations
to
increase
the
distribution
of
organic
stories
about
their
Page,
Place(s)
and
Applications
that
show
up
in
News
Feed.
Here’s
how
it
works:
i. A
user
likes
your
Page,
uses
your
application
or
checks-­‐in
to
one
of
your
store
locations
ii. Normally,
a
story
about
this
activity
can
be
generated
on
their
friends’
News
Feeds,
which
their
friends
may
or
may
not
see
iii. If
you
have
included
Sponsored
Stories
in
your
Facebook
Ads
campaign,
then
this
user’s
friends
can
also
see
the
story
appear
in
the
right-­‐hand
column
on
Facebook
pages
where
Facebook
Ads
appear.
Premium
locations
(Home
Page
&
Profile
with
100%
share
of
voice)
for
Premium
Sponsored
Stories
and
Marketplace
locations
(Profile,
Photos
and
other
pages
on
Facebook)
on
top
of
the
area
in
the
right
hand
column
where
Marketplace
Ads
appear.
Are
Sponsored
Stories
ads?
• Sponsored
Stories
are
an
extension
of
News
Feed
and
complementary
to
ads,
but
they
aren't
ads.
We
see
them
as
part
of
our
broader
suite
of
marketing
products
-­‐
Facebook
Ads,
Pages,
Applications,
Deals
• We’ve
positioned
Sponsored
Stories
as
a
brand
new
type
of
product,
different
from
Facebook
Ads
units
for
a
few
reasons:
1. It
is
truly
a
new
product
because
it’s
an
extension
of
News
Feed,
which
only
Facebook
has.
2. Ads
have
creative,
supplied
by
the
advertiser.
Sponsored
Stories
do
not
have
creative.
Advertisers
don’t
control
the
content
that
show
up
in
Sponsored
Stories;
our
users
do.
3. The
Social
Ads
opt-­‐out
does
not
apply
to
Sponsored
Stories.
This
product
is
an
extension
of
the
Facebook
News
Feed
and
no
one
can
opt-­‐out
of
News
Feed.
Will
these
units
completely
replace
traditional
News
Feed
stories?
• No,
the
traditional
News
Feed
stories
will
still
occur
and
be
unaffected.
Sponsored
Stories
is
purely
additive
and
boosts
the
distribution
of
the
stories.

2. What
News
Feed
stories
will
get
boosted
into
Sponsored
Stories?
• User
stories
that
fall
within
the
selected
use
case
will
be
boosted.
Advertisers
can
currently
select
1
of
4
use
cases:
Page
Like
stories,
Application
interaction
stories,
Place
check-­‐in
stories
and
Page
posts.
Which
users
will
be
shown
Sponsored
Stories?
• The
same
friends
that
would
see
the
story
in
their
News
Feed
will
also
be
eligible
to
see
the
Sponsored
Story.
Users
who
are
not
friends
of
the
user
who
took
the
action
will
not
be
eligible
to
see
the
story.
• For
Page
posts,
only
fans
of
a
Page
can
see
the
Sponsored
Stories
Doesn’t
this
mean
you’re
selling
people’s
actions
on
Facebook?
• Sponsored
Stories
reflect
the
way
that
people
use
Facebook
every
day—they
share
things
and
see
what
their
friends
are
doing.
Sponsored
Stories
are
just
a
new
way
for
us
to
surface
content
that
already
exists
on
the
site
and
show
it
to
your
friends.
Sponsored
Stories
respect
people’s
existing
privacy
settings
so
they
remain
in
control
of
who
sees
content
they
share.
We
don’t
sell
anyone’s
personal
information
to
advertisers.
Can
a
user
opt
out
of
having
their
name
included
in
Sponsored
Stories?
• Facebook
is
about
sharing.
Our
privacy
controls
give
you
the
power
to
decide
what
and
how
much
you
share.
Sponsored
Stories
respect
existing
privacy
settings
for
content
you
post.
• Sponsored
Stories
feature
news
about
the
actions
that
a
user’s
friends
have
taken
on
Facebook
respect
applicable
privacy
settings.
• Only
people
who
are
eligible
to
see
a
News
Feed
story
are
eligible
to
see
it
as
as
Sponsored
Story.
• While
there
is
no
way
to
opt
out
of
seeing
all
or
being
featured
in
any
Sponsored
Stories,
people
can
remove
specific
stories
by
clicking
the
“X”
displayed
in
the
upper
right
side
of
a
story
and
choosing
the
appropriate
option
when
prompted.

3. This
sounds
similar
to
“Promoted
Tweets”
by
twitter.
How
is
Sponsored
Stories
different?
• We
can’t
speak
to
other
company’s
products,
but
Sponsored
Stories
are
different
from
ads
and
enhance
distribution
of
News
Feed
stories
on
Facebook.
Ads
like
Promoted
Tweets
have
content
that
was
created
by
an
advertiser.
How
soon
after
launch
will
we
be
able
to
go
live
with
Sponsored
Stories
publicly?
• Any
Premium/IO
advertiser
worldwide
can
start
including
Sponsored
Stories
in
their
Facebook
Premium
Ads
campaign
starting
January
26,
2011.
How
much
do
these
Sponsored
Stories
cost?
• Sponsored
Stories
are
subject
to
the
same
pricing
as
Facebook
Ads.
Could
a
user
technically
see
the
Page
post
in
their
News
Feed
and
the
Sponsored
Story
showcasing
the
same
story
at
the
same
time?
• Technically,
yes,
but
it’s
unlikely.
Can
a
non-­‐fan
see
a
Sponsored
Story
Page
post?
• No,
only
fans
will
see
Can
an
advertiser
run
Sponsored
Stories
as
part
of
a
Reach
Block?
• No,
Sponsored
Stories
are
not
compatible
with
Reach
Blocks
at
this
time.
It
has
to
do
with
not
being
able
to
guarantee
reach
and
delivery
of
impressions
since
Sponsored
Stories
are
completely
dependent
on
the
number
of
organic
News
Feed
stories
that
are
generated
from
peoples’
actions.
• Advertisers
can
run
Sponsored
Stories
in
a
Target
Block
(formerly
known
as
“Heavy
Up”)
or
sustained
media.
• You
can
recommend
that
an
advertiser
run
a
Reach
Block,
then
run
sustained
media
using
Sponsored
Stories
the
week
following
the
Reach
Block.
Reach
your

4. target
audience
with
a
message
(Facebook
Ads),
then
tell
all
their
friends
how
they
engaged
with
your
brand
(Sponsored
Stories).
In
an
Advertiser’s
ad
report,
will
we
add
a
line
item
to
show
where
this
engagement
or
acquisition
(of
a
new
fan)
came
from?
• No,
at
this
time
we
aren’t
breaking
out
engagement
or
fan
acquisition
separately
from
Facebook
Ads
within
the
same
campaign.
Will
I
be
able
to
see
Sponsored
Stories
in
my
metrics
and
reporting
separate
from
Facebook
Ads?
• Yes,
Sponsored
Stories
will
be
visible
in
reporting
at
the
individual
level
with
the
same
reported
metrics
as
normal
ad
units,
i.e
Premium
Poll
Ad
is
one
line,
Sponsored
Stories
is
another
line.
How
will
frequency
of
Sponsored
Stories
be
controlled?
• Sponsored
Stories
within
a
Target
Block
or
sustained
media
campaign
are
subject
to
the
same
frequency
caps
of
Facebook
Ads.
For
example,
if
a
user
has
a
lot
of
stories
in
their
News
Feed
that
qualifies
for
Sponsored
Stories,
they
won’t
see
a
ton
of
Sponsored
Stories.
They’ll
see
the
same
number
of
impressions
as
they
would
have
seen
if
they
were
targeted
with
a
regular
Facebook
Ads
campaign.
Will
they
have
all
the
same
targeting
options
as
Facebook
Ads?
• No.
The
story
can
only
be
shown
to
users
that
are
also
eligible
to
see
the
story
in
their
News
Feeds,
however
they
can
narrow
that
down
further
with
the
same
targeting
options
that
are
available
for
ads.
Please
note
that
Sponsored
Stories
do
not
support
targeted
Page
Posts.
Are
they
going
to
have
editing
capabilities
for
the
ads
or
will
it
just
pre-­‐populate
based
on
what
the
News
Feed
story
is?

5. • No
editing.
It
will
show
the
story
as
it
appears
in
the
News
Feed
(unless
it
needs
to
be
abridged
because
of
character
constraints,
in
which
case
ellipses
will
follow)
Is
there
any
way
to
control
the
priority
of
stories
that
get
boosted?
For
example,
if
someone
downloads
an
app,
uses
the
app
to
research
a
fare,
and
then
purchases
something
through
the
app
(and
each
generates
a
story),
the
app
would
obviously
want
the
purchase
to
be
boosted
over
the
app
download.
• No,
not
currently
How
would
we
handle
those
types
of
stories
that
are
generated
by
the
same
user
over
a
short
period
of
time?
Can
they
selectively
prioritize
or
blacklist
certain
stories
that
are
generated
by
their
app?
• No,
not
currently
Is
there
a
criteria
to
use
Sponsored
Stories?
X
amount
of
connections?
• No,
but
we
are
communicating
to
clients
that
if
they
have
a
limited
number
of
users
engaged
with
their
Page,
Place
or
Application
they
may
not
see
the
delivery
they
would
like.
Do
you
have
to
have
a
lot
of
fans
to
use
Sponsored
Stories?
• No
matter
how
many
fans
you
have,
Sponsored
Stories
allows
you
to
increase
the
distribution
of
stories
your
fans
are
posting
about
your
Page.
Are
we
able
to
quantify
the
number
of
impressions
that
will
be
available
to
an
advertiser
to
boost?
I'd
imagine
that
would
be
difficult
due
to
the
fact
that
the
stories
are
user
generated.
• No,
the
impressions
are
purely
based
on
the
number
of
organic
interactions
that
are
happening
in
the
News
Feed.
Sponsored
Stories
takes
those
interactions
and
surfaces
them
to
friends,
which
generates
further
engagement
with
the
brand.

6. Can
you
use/change
targeting
for
the
Sponsored
Stories—change
from
the
original
ad
targeting
or
make
it
target
a
specific
audience?
• By
default,
Sponsored
Stories
are
targeted
to
users
who
are
eligible
to
see
the
story
in
their
News
Feed.
You
can
select
advanced
targeting
in
addition,
but
please
note
that
this
will
further
reduce
the
audience
reach.
Are
there
any
safeguards
in
place
to
ensure
that
negative
comments/stories
aren't
boosted?
For
example,
if
someone
checks-­‐in
to
Starbucks
and
adds
a
comment
about
how
much
they
don't
like
the
new
30oz
Starbucks
cup,
will
this
potentially
be
boosted?
• No
there
is
no
way
to
filter
negative
comments.
Yes
the
story
will
be
boosted.
If
someone
Likes
a
Page
using
the
Like
Box
widget
from
an
external
site,
will
that
be
included
in
Sponsored
Stories?
• If
it’s
the
Like
Box
widget
(not
an
object-­‐level
Like
via
Social-­‐Plugins
or
the
Graph
API),
then
the
person
is
liking
the
client’s
Page
on
Facebook.
This
can
generate
a
News
Feed
story,
which
means
it
qualifies
to
show
up
in
Sponsored
Stories.
Can
I
track
conversions
from
Sponsored
Stories?
• Advertisers
cannot
change
the
tracking
url,
but
they
can
see
whether
a
click
came
from
a
Sponsored
Story
or
a
regular
stream
story
by
looking
at
the
referrer.
Will
Sponsored
Stories
respect
the
‘game
filter’,
which
doesn't
allow
app
stories
to
be
published
to
your
news
feed
if
you
aren’t
playing
that
game?
• No,
we
will
show
these
as
Sponsored
Stories
to
users
who
do
not
play
the
game
but
we
will
not
show
it
if
the
user
has
explicitly
hid
that
application.
This
should
be
valuable
for
application
developers,
but
could
be
touchy
for
users
so
we
will
play
this
one
by
ear.