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Mike Essex

Facebook New Features June 2011

21st Jun 2011 Social Media, Facebook, News, Industry News 2 minutes to read

FacebookFacebook held a Webinar on the 17th June detailing the new features they have recently added as well as new items for advertisers to get to grips with. As part of our Facebook Management campaign we attended the webinar to bring an update on new features. This post includes:

  • Sponsored Stories
  • Facebook Studio
  • Power Editor

We cover each of these items and how they can help advertisers. As the call was focused on sales there was no mention of issues such as the speculation of declining Facebook users, but it was still a useful product update:

Goals
The first stage of the presentation was to highlight the means of creating and growing a brand on Facebook. This was summarised as:

  • Build – Grow your fan base with Like ads
  • Engage – Publish content to fans
  • Amplify – Create ads to user friends or use sponsored stories

Sponsored Stories
Some interesting stats were presented from a Nielsen study on the effectiveness of adding Like buttons to adverts and showing friend Likes. This led to:

  • 1.6x lift in brand recall
  • 2x lift in message awareness
  • 4x lift in purchase intent

This certainly made for interesting listening, and Facebook then summarised the types of sponsored stories, of which there are a lot, so here we go:

  • People liked a page
  • A post on your page
  • A page post people liked
  • Use of an app
  • When an app is shared
  • When people check-in at your location

The most interesting of these was ‘domain sponsored’ items which can be used if you have Like buttons on your website. You can then show Facebook users that people have linked something on your external website. Definitely something we’ll use.

Facebook Studio
A great place to find ideas for new Facebook campaigns is Facebook Studio (http://www.facebook-studio.com/). Although it’s owned by Facebook so just focuses on the good examples, there’s still a lot that can be learnt so it’s worth a look.

Power Editor
It’s already been announced that the bulk uploader will be retired on June 30th and replaced by a new power editor. Old adverts can be imported and it’ll allow for the mass editing of adverts. A central image library will make it easier to find images and you can copy and paste keywords. All of this seems like an attempt to bring the system closer to Google AdWords Editor, which is certainly a welcome change.

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