1. Adobe Summit: learning &
recommendations for Sony EU
Prepared by Stuart G. Hall/21 May 2012

2. Best practice
• Facebook Sponsored Stories are an
opportunity to extract greater Page
engagement
• As part of a wider re-think of Facebook
strategy, with a view to understanding how
Facebook Page fits into the social media mix
• Aim is to turn Page into a place to build
relationships, not just a landing page

3. Best practice
• This is based on Adobe Summit presentation
from Paddy Power’s Johnny Devitt – argues that
to leverage engagement can’t use old school app-
to-page-to-sale linear route to conversion
• Instead need to seed idea that brand has
something useful to offer fans, do that by using
Page
• Note: remains issue of proving measured value of
a fan in this respect

4. Best practice
• Back to basic approach – listen to what fans
are saying, compare with data from off-estate
Radian 6 analysis, and get involved in the
conversation
• Tool to help deliver this value out of FB Page is
Sponsored Stories, as help maximise delivery
of content on top of the >20% who get Page
content in their news feed

5. Recommendations
• Run a pilot using Facebook Sponsored Stories
on an active Facebook Page – benchmark
engagement before and after
• Use Radian6 to look for off-estate topics to
add value to Facebook Page content to create
positive listening
• Ideal = run with event or campaign to see hard
ROI gain?