Mobile App Install Ads and Sponsored Stories for Domains are currently the most widespread ways of advertising apps or content-heavy web sites on Facebook. These ads make it possible to promote likes, shares and app installations in an efficient manner, but is this really all?
Since the introduction of Open Graph in 2012, user interactions on your own app or web site can be displayed on Facebook with much more variety than ever before – and Open Graph Sponsored Stories are a valuable tool for boosting these interactions and improve your apps reach in Newsfeed.
Facebook Open Graph Sponsored Stories - Learn how-to promote Apps & Content with Sponsored Stories
1. Facebook Open Graph Sponsored Stories
Learn how-to promote Apps & Content with Sponsored Stories
Oct 10th - OMCap Berlin 2013
http://die.socialisten.at
Michael Kamleitner, Die Socialisten
3. die.socialisten.at
social 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.at
http://facebook.com/diesocialisten
About: Michael
Michael Kamleitner, CEO Co-Founder “Die Socialisten”
http://facebook.com/michael.kamleitner
http://twitter.com/@_subnet
4. Ads, Ads, Ads...
There are plenty of well established ad-formats
on 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
5. 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
6. 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 help
promoting your App or Web-App?
7. 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
8. 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!
10. 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.
13. 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)
14. 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)
15. 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)
16. Music/Media: Let people “listen”, “watch”... pieces of content! (http://facebook.com/LastfmScrobbler)
17. Content-/News: Let poeple “react” with one-click to pieces of content! (http://buzzfeed.com)Let people share their outdoor activities! (http://endomondo.com)
18. Content-/News: Let poeple “react” with one-click to pieces of content! (http://buzzfeed.com)Let people share their outdoor activities! (http://endomondo.com)
19. 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)
20. 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)
21. Open Graph Actions
increase your Apps
Organic 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
22. Why use Open Graph Actions?
Open Graph Actions improve Newsfeed reach & visibility of your App!
23. Why use Open Graph Actions?
Open Graph Actions drive user growth!
24. 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
26. 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.
27. Sponsored Stories f.
Open Graph Actions
increase your Apps
Paid 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
28. Pre-Requirements
App 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...
33. Action Spec: Targetting Open Graph Stories
This 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"}
34. Action Spec: Targetting Open Graph Stories
This 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
35. Action Spec: Targetting Open Graph Stories
This 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
36. Action Spec: Targetting Open Graph Stories
This 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"]}
37. Action Spec: Targetting Open Graph Stories
This 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"}
38. Action Spec: Targetting Open Graph Stories
This 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
39. Action Spec: Targetting Open Graph Stories
This 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"}
40. Narrow down to fans!
Exclude existing users!
4. Narrow down targetting even further by interest & by excluding existing app-users!
41. Limit to Desktop or Mobile
5. Limit to Desktop or Mobile depending on your apps prime use-case!
42. 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!
48. Executive Summary
1. 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!
49. Die Socialisten
Michael Kamleitner (@_subnet)
http://fb.com/diesocialisten
http://twitter.com/diesocialisten
http://slideshare.net/socialisten
Thank You!