Now with Page Post Ads, you can turn any Page post into a Facebook Ad, with all the flexibility and rich targeting of standard Facebook Ads. Page Post Ads also have a bold new design that is larger than other formats, with features that are more social and more engaging than standard ads.
And, as announced during Advertising Week, Premium Page Post Ads put your Page’s voice on the Home Page, in front of your ideal audience. For your fans, and friends of your fans, your ad will expand to show what people are saying about your brand alongside your brand’s message, all in one.
Page Post Ads can...
- Reach anyone, even if they aren’t fans of your Page
- Use Facebook’s full suite of ad targeting options
- Capture attention with larger, more engaging formats
- Be personalized with social context about friends that are fans
- Expand to include enhanced social stories and more points of engagement for fans and friends of fans (Premium only)
Page Post Ads are...
- Flexible. Engage people with six different kinds of Page Post Ads: status updates, videos, photos, questions, links, and events.
- Engaging. Page Post Ads create a seamless experience between interactions on your Page, in your ad, and in the News Feeds of fans and their friends. When people interact with the ad or Page, their likes and comments are captured on the Page, and generate News Feed stories to further engage their friends.
- Social. Page Post Ads tell viewers when their friends are already fans of the Page, making them personally relevant. With Premium formats, the ad unit will expand with enhanced social context.
To get started with Premium Page Post Ads, please contact your Facebook representative (you can reach Facebook Sales via this form). For Page Post Ads for Marketplace, choose your Page as the ad destination, and then select “Page Post Ads” at http://www.facebook.com/ads/create.
Create meaningful engagement anytime, anywhere
Today we announced Facebook Platform for Mobile. Now people can access Facebook apps and games on a variety of mobile devices and tablets. As a result, businesses can reach and connect with more people more often with their apps.
Every month, 350 million people use Facebook on a mobile device. For businesses developing on Facebook Platform, Facebook Platform for Mobile is a key technology to enable more connections and meaningful engagement anytime, anywhere. These new features are going to help both iPhone and iPad developers and mobile Web developers.
When you build a mobile Web app or native app with Facebook Platform, you can:
Drive deeper connections
Engage with your fans wherever they go so they have the same seamless experience with your app regardless of which device they are using.
Spread the word through essential connections
On Facebook, people rely on their friends to discover what’s interesting. By extending Facebook Platform to mobile, people can tell their friends about you through Notifications, Requests, Timeline, and News Feed.
For the full launch announcement and more on social app discovery on mobile, check out the Facebook Developer Blog. You can find more information on developing with Facebook Platform for Mobile here.
Hot on the heels of Facebook Studio Live London, we held our first UK client event in partnership with Omnicom Media Group. On September 16, more than 200 representatives from top brands and their respective Omnicom agencies gathered in East London for the Omnicom Media Group Facebook Conference. The event was co-hosted by Philippa Brown, CEO of Omnicom Media Group UK, and Stephen Haines, Commercial Director for Facebook UK. Global leaders from both Facebook and Omnicom discussed the latest social technology and strategies for marketing in a shifting media landscape. Speakers included Mark Holden, Global Strategy Director at PHD and Facebook's Christian Hernandez, Director of Platform Partnerships in EMEA. The consensus was clear: partnership among brands, agencies and media companies will be more important than ever in this new era.
Thanks to all who attended and made the conference a success. Make sure to check out the feature on the event on Omnicom Media Group, UK's new Facebook page. You can view pictures from the day on the Facebook Studio page.
** We're delighted to announce the winners of the Facebook Studio Live London hack challenge. Read on for the announcement of the winning team! **
Facebook Studio Live London was our biggest yet. One of the highlights of the day was a live hack on a subject near to the hearts of Londoners: preparing the city for public transport during the 2012 Olympic Games.
The challenge
Use Facebook to help Londoners to:
- Be aware of the impending travel congestion as well as alternative transportation solutions
- Reconsider their travel options and adopt alternative travel behaviors
- Share ideas and experiences with friends to influence them to do the same
After hearing about the principles of hacking from Facebook Engineering Director Andrew "Boz" Bosworth, the audience broke out into 28 mixed-agency teams that had just 75 minutes to come up with a strategy that TfL could put into action.
The judging
The hack was followed by a lightening round of judging by an all-star cast of industry experts. They quickly identified the most compelling entries with the following "social by design" criteria in mind:
- Is the idea social? Will people want to share the campaign?
- Does it leverage Facebook products to the fullest? For example, does it use Pages to connect with people, Ads to reach them and their friends, apps to make the campaign more engaging?
- Does it combine Facebook with other forms of media (print, TV, outdoor, etc.)?
- Does it scale?
- Is it feasible? Will Transport for London be able to implement the idea?
With help from Transport for London, the entries have now been narrowed down to a single winner...
And the winner is... Team 19!
Team 19 proposed creating a social game called the "Commuter Olympics" designed to challenge London commuters to travel differently during the 2012 Games. The game's hub is the Commuter Olympics Facebook Page and its "Go for the Gold" application. It is also featured on London's digital screen network to raise awareness of alternative routes and encourage them to check out the campaign. Commuter Olympics participants gain points and rewards for achieving goals, and can go on to compete against groups of friends and at a broader citywide level. Players feel like they are participating in the actual Olympic Games as they compete for gold, silver and bronze medals. Brands can participate as well, encouraging Commuter Olympians with Facebook Check-In Deals. The campaign uses Sponsored Stories to amplify behavior changes through people's networks and encourage friends to get involved. For example, by using Sponsored Stories, when people interact with the Go for the Gold app, their friends will see those interactions in the right hand column of Facebook.
Next steps
Here's what Mark Evers, Transport for London's Director of Games Transport had to say about the experience: "It was a real honor that we were invited to set the task for the inaugural UK Facebook hackathon. Some terrific ideas were generated by the 28 teams in just 75 minutes, and there were some common themes, such as ways commuters could use tools such as GPS mapping to demonstrate they were avoiding congested routes, have fun competing against one another, rewarding people for finding new routes and sharing their own stories through social media. Our congratulations go to the winner, Team 19, for building an imaginative and comprehensive campaign." Transport for London is currently exploring how to integrate ideas that came out of the hack into their overall strategy for reducing commuter demand during next summer's Games.
Thanks again to all who participated, and a huge thank you to Transport for London and to our judges!
Congratulations Team 19
Niku Banaie, Isobar
Sharon Braude, ZenithOptimedia
Ben Chesters, Starcom Mediavest
Andrew Clemes, McCann
Claire Coady, BBH
Ed Digby, Abundant
Nick Dobson, Brando
Ceren Doganay Karaca, Mindshare Worldwide
Rob Dougan, VCCP
Deirdre McGlashan, Aegis Media
Team 19 was led by Facebook's Taylor McCauley and Andy Pang.
Facebook Studio Live Judges
Alan Blair, DDB
Mario Bozzo, IBI
Tim Bradshaw, Financial Times
Kevin Brown, BBH
Claudine Collins, MediaCom
Jonathan Harvey, Facebook
Janet Hull, IPA
Jennifer Kattula, Facebook
Terri Lynam, Travel Demand Management
At Facebook we believe businesses will be better in a connected world. That's why we connect 800 million people and their friends to the things they care about using social technology to drive business growth. This week at Advertising Week, we're excited to share how our latest products, research and partnerships are enabling businesses to build essential connections with their customers. Here's a preview of two new products we'll be announcing:
New Page Insights
Facebook Pages are where businesses connect with people. We've heard from brands and agencies that you want more guidance on what to put on your Pages so that the conversations you have with people get shared more often and reach more people. With the new Page Insights, you will now be able to:
- Assess the performance of your Page through new metrics such as Friends of Fans, People Talking about This, and Total Reach
- Understand which content resonates with your audience by getting access to detailed analytics on reach, engagement and virality for each of your posts and
- Optimize your publishing strategy so that people are more likely to tell their friends about your Page
And because the number of people talking about a Page is a good way to understand how engaging a Page is, this number, the amount of people "Talking About This," is now going to appear on all Pages below the fan count. Now people visiting a Page can, at a glance, get a good sense of how engaging the Page is based on the number of people talking about it.
Expanded Premium Ads
The new expanded Premium Ads offer a more engaging way to reach both fans and non-fans that puts your Page posts on the Home Page, in front of your ideal audience. When people have friends who are fans of your Page, your ad will expand to show what people are saying about your brand alongside your brand's message, all in one. The expanded Premium Ad creates a seamless experience between interactions on your Page, in your ad, and in the News Feeds of people and their friends.
Please note that although we are announcing these products, they will not be available until the following week or so. If you can't join us in person for Advertising Week for these announcements and more, please join us via live stream. You can find more information and RSVP here.
Next week, the industry will descend upon New York for one of the largest advertising events in the world, Advertising Week. This year, we are excited to share how our latest products, research and partnerships are enabling businesses to build essential connections with their customers. At Facebook we believe businesses will be better in a connected world. This is made possible because we connect over 800M people and their friends to the things they care about. We hope the stories that we share during Advertising Week will inspire you to build these essential connections and drive growth for your business. Please join us!
Monday, October 3rd
Carolyn Everson, VP of Global Marketing Solutions
Keynote at IAB Mixx: Building essential connections together
9:45-10:15 am EST, Crowne Plaza Hotel, Times Square (will be streamed)
Tuesday, October 4th
David Fischer, VP Advertising and Global Operations, and Mark D'Arcy, Director of Global Creative Solutions, Facebook Session at Advertising Week: Understanding and creating essential connections
10:00-11:00 am EST, Times Center (will be streamed)
Tom Arrix, VP US Marketing Solutions, at CNBC Masters of Monetization Panel
11:00-12:00 pm EST, Times Center
Carolyn Everson, VP of Global Marketing Solutions, at Real Time Congress
1:30-2:30 pm EST, Gotham Hall
Kay Madati, Entertainment Strategist, at Television gets Social
2:30-3:30 pm EST, Paley Center for Media
The Big Ad Gig: Carolyn Everson, VP of Global Marketing Solutions, judges the social campaign pitches of aspiring creatives
3:00-5:00 pm EST, The New York Times Building (will be streamed)
Wednesday, October 5th
Mark D'Arcy, Director of Global Creative Solutions, at Wired Innovation Roundtable
10:00-11:00 am EST, Times Center
Facebook Creatives Talk Live with Andrew Robertson, President and CEO of BBDO Worldwide
1:00-1:30 pm EST, streamed from the Times Center foyer
Thursday, October 6th
John Yi, Head of Facebook's Marketing API Program, at Brands as Storytellers
3:00-4:00 pm, PwC CIBC Auditorium
All tabs on Facebook Pages should convert to HTTPS by
October 1, 2011. You can read more about changes related to secure browsing on the
Facebook Developer Blog and check out this
updated guide for step-by-step instructions.
Adding a secure tab URL will ensure that people browsing Facebook over a secure connection will be able to see content on the tab. This applies for all custom tabs, and is especially important for clients directing their Facebook Ads to custom tabs.
In mid-September, London was calling. Hundreds of agency and industry professionals gathered at the Truman Brewery in East London to attend Facebook Studio Live, an interactive agency event featuring Facebook global leaders who shared our latest strategies for creating campaigns that are social by design. Here are some of the day’s key themes, and some useful links:
Hacker culture—it isn’t just for developers.
Agencies, take the culture of hacking back to your teams, keynote speaker Andrew “Boz” Bosworth, Director of Product Engineering and creator of News Feed, told the audience. He explained that hacking is a way of working that involves ruthlessly eliminating bad ideas, overcoming the usual constraints, and quickly coming to a working solution. Sometimes this means dropping efforts on something good in pursuit of something great. The Facebook adage “What would you do if you weren’t afraid?” can apply to approaching client briefs as much as it can to building technology products.
Stories drive word of mouth at scale.
The broadcast model of marketing has fundamentally changed—the new model is recommendations between friends. That was the message from Brian Boland, Director of Product Marketing, who went on to explain how with Facebook, conversations that traditionally happened offline now happen online and at scale. Marketers have always known that word of mouth is one of the best kinds of marketing. Every day, billions of stories are shared on Facebook, many of them about brands and business. These organic stories drive word of mouth and are extremely effective at getting others to engage and take action. Agencies that help clients create and amplify stories about their brands will continue to come out ahead.
Facebook is a platform with infinite possibilities.
The Facebook platform is a set of technologies that enable people take their friends and the things they care about with them everywhere, said Christian Hernandez, Director of Platform Partnerships in EMEA. This enables people to have more social and personal experiences wherever they are—on the web, Facebook or on mobile. For agencies, this means you can build unique and rich experiences that transform consumer interactions with the brands you work with. In a similar vein, although the dominant media have changed, the core skills of the industry—storytelling, understanding the consumer and providing leadership for the client—remain the same, said Mark D’Arcy, Director of Global Creative Solutions, who stressed that in fact, these core skills are more critical than ever.
Studio Live hackers stay tuned—we’ll be announcing the winners of the challenge here on the Facebook Studio blog soon. Materials from the day are available at the links below, please share them with your teams, and don’t forget to submit your campaigns to Facebook Studio. You can find pictures from the day (we’ll be adding more soon) on the Facebook Studio page.
Thanks again to all who participated and happy hacking!
Join us for the latest Creatives Talk Live on Facebook Studio. Creatives Talk is a series designed to inspire creativity on Facebook. In this series, we will be welcoming creative thought-leaders from many fields, such as storytelling, fashion, TV, advertising, and more, to share how Facebook is influencing their creative processes.
Time: Tuesday, September 27th at 11am PST (2pm EST, 7pm GMT)
Location: Facebook Live tab on Facebook Studio
Ever wonder where creativity comes from or how to maximize your own creativity? Join us for Creatives Talk Live on Tuesday, September 27th at 11am PST (2pm EST, 7pm GMT) to find out. We will be joined by Dr. Robert Bilder, who is the Michael E. Tennenbaum Family Chair of Creativity Research at UCLA's Semel Institute.
Dr. Bilder leads a team of investigators at UCLA who are studying creative cognition and exceptional abilities that may be important keys to achievement in diverse artistic, scientific, and business domains. To see Dr. Bilder's recent TEDX Talk on Personal Brain Management, click here.
On Creatives Talk Live, Dr. Bilder will share how technology, and social technology in particular, can help spur creativity. He will also share some tips on how making your campaigns more social can create biological reactions that can make them more successful. Dr. Bilder's presentation will include a 15-20 minute talk, followed by a live Q&A with questions from our online audience. Please share this event with your friends and colleagues and post questions on the event page.
Dr. Robert Bilder Michael E. Tennenbaum Family Chair of Creativity Research, UCLA's Semel Institute.
To help fashion magazine Flair build brand affinity and reach a new, younger audience, Duval Guillaume Modem honed in on the insight that women look to each other for fashion inspiration. The agency developed the Flair Fashion Tag —a Facebook app that allows people to easily tag pieces of clothing in photos and share them with friends. All “fashion tags” are displayed on the Flair Facebook page. The best are also featured in the magazine, creating a constant interaction between Flair’s online and offline presence and building awareness of both. The campaign was one of the first published to the Facebook Studio Spotlight, and took home a Media Lion at Cannes earlier this year. We caught up with Mattijs Devroedt, strategic planner at Duval Guillaume Modem, to learn how his team created a strategy that is social by design by starting with an intuitive consumer insight.
What was the big idea behind the Fashion Tag campaign?
With the Fashion Tag campaign, we translated a real-life habit into a virtual habit. We started from the insight that when women are looking for fashion inspiration, they often look to their friends to see what they are wearing, what's hip, and where to shop. We then created an application that uses the familiar tagging mechanism from Facebook, only to allow users to tag clothes instead of people, and then to share the “fashion-tagged” items with their friends. All fashion tags are displayed in a gallery on Facebook, and the most interesting items are also featured in Flair magazine. So in addition to an engaging Facebook experience, the application also creates a cross-media flow of relevant content that incorporates what the Flair audience likes on Facebook into the magazine.
The key insight that that women look to each other for fashion inspiration—did that come from consumer research, or was it more intuitive?
It was an intuitive insight, but it is also something that we picked up from observing behavior on Facebook. I noticed several of my friends using Facebook to compliment their friends’ fashion choices by posting comments on their pictures. When we looked more broadly, the team noticed that commenting on fashion and specific items was also happening on the Flair Facebook page and in other places. So there was no research done in a formal sense, but we knew we were creating a relevant tool for Flair readers because we were translating something they already do in the real world to the virtual world.
Once you had the Fashion Tag idea, how did you execute it?
We partnered with The Parking Lot and S2Media to help us build the application. Our planners and creatives were very involved throughout the production process. We knew that if we really wanted to engage Flair readers, we needed to create something that was elegantly designed, easy to use and relevant. One of the great things about working on Facebook is that it is already part of people’s lives—part of that is because in addition to being interesting and engaging, using Facebook doesn’t require a significant effort. To create a constant flow of interaction with the Fashion Tag app, we knew we had to create a product someone would immediately want to use again. The close collaboration with the production agencies was key to making that happen.
What was reception like when you launched the Fashion Tag app? What results have you seen?
We were very pleased to see thousands of fashion tags created within the first weeks after launching the app. We wanted to make sure we created an experience that would deliver Flair’s goals of empowering and inspiring women, increasing engagement with the Flair Facebook page and increasing the size of the Flair fan community; we have done very well on all three accounts. The concept is one that gains traction over time as the magazine raises awareness of the Fashion Tag app and vice versa. Engagement has continued to grow as more people see themselves and their friends being tagged on the Facebook page and featured in the magazine.
What do you think contributed most to Fashion Tag’s success?
One of the biggest factors in Fashion Tag’s success is that sharing is inherent to the concept. It's not an experience you have once and then it’s over—sharing with friends is embedded in the idea, and we made sure that the app was easy for people to share when they wanted to. I think it's important for marketers to see the opportunity that Facebook offers brands to play a more meaningful role in the lives of consumers—and to do that all year long. We are always thinking of ways to depart from the campaign philosophy, which I think leads to better social ideas. One of the big advantages of Facebook is that you can be there when the consumer wants to interact with you, and that you can have a sustained, meaningful impact on their lives. Having that kind of impact requires a 365-day approach, instead of thinking in terms of finite campaigns.
Mattijs Devroedt is a strategic planner at Duval Guillaume Modem. Make sure to check out the Fashion Tag campaign in the Facebook Studio Spotlight.
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