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Sponsored Stories for
         Premium and Marketplace
         April 25th, 2011




         What are Sponsored Stories?  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .2

         Sponsored Stories Types  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .3

                  Page Like Story .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .3

                  Page Post Story  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .4

                  Page Post Like Story  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .5

                  App Used and Game Played Story  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .6

                  App Share Story  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .7

                  Check-in Story  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .8

                  Domain Story  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .9

                  Summary  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .10

         Create Marketplace Sponsored Stories in 5 easy steps  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .11




Facebook © 2011                                                                                                                                                                              Page 1
What are Sponsored Stories?
          People are naturally interested in things their friends care about. That’s why the News
          Feed is such a central part of Facebook: News Feed stories give friends an easy way
          to show each other what they like.

          Now with Sponsored Stories, you can increase the visibility of these
          powerful News Feed stories when they relate to your organization or
          business. No matter how many fans you have, they are only a portion of the people you can reach
          on Facebook. Sponsored Stories broadens your reach by allowing your fans to help their friends
          discover your brand and connect with your campaign objectives. Like Facebook Ads, Sponsored
          Stories are non-disruptive and respect people’s privacy settings. There are seven types of Sponsored
          Stories that each surface different types of content.




             How Sponsored Stories work:
               1    A person engages with your Page, App, Place or Domain.


               2    Normally, a story about this activity can be generated on their friends’
                    News Feeds, which their friends may or may not see due to the dynamic
                    nature of News Feed.


               3    By including Sponsored Stories with your Facebook Ads campaign,
                    this person’s friends can also see the story appear in the right-hand side of
                    Facebook.




          Sponsored Stories also support the content that your Facebook Page publishes to its fans. The dynamic nature
          and unique algorithm behind each person’s News Feed means that each person’s experience is different on
          Facebook. For Page owners, this means that some of your fans do not see your valuable Page posts (status
          updates, videos, photos) in their News Feed. Sponsored Stories for Page Posts allows Page owners to ensure
          your fans see the content that your Page publishes.




© 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.                      Page 2
Sponsored Stories Types

          All Sponsored Stories are 240 px wide and have variable height. Since they’re generated from the
          actions people take with your business, you do not need to add a creative to your Sponsored Stories
          campaign.



          1. Page Like Story


          What happens: Someone liked your Page directly from Facebook or from the Like
          Box on your website at any point in time.

          What you can do: You can use the Page Like Story to make sure his friends know
          about this action.

Friend’s Photo & Name
The photo and link take you to
this friend’s profile                                         Mike Fretto and Mary-Jane
                                                                                                      Page Name Full name
                                                              Faul like Southwest Airlines .
                                                                                                      of Page is preserved (up to
                                                                                                      70 characters)
Page Image Thumbnail                                                            Southwest Airlines
50px wide, 50px high (same as                                                        Like
thumbnail managed by Page;
aspect ratio is preserved). Takes                                                                     Like Clicking on it makes
you to Page                                                                                           you a fan of the Page, inline




© 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.                       Page 3
2. Page Post Story

          What happens: You published a post from your Facebook Page to your fans.

          What you can do: You can use the Page Post Story to make sure that more of your
          fans see your most recent Page post*.
          *Note: excludes posts with language or location filtering




Page Name & Photo Take you
to Page. Full name of Page is
preserved (up to 70 characters)
                                                                CNN Heroes This week’s CNN                                     Page Post Takes you
                                                                Hero uses the internet to redefine                             to the permalink for the
                                                                ‘family’ for teens who’ve lost many                            News Feed story
                                                                adults to AIDS . Look for her later
                                                                tonight at http://CNNHeroes .com .

                                                                                 CNN Heroes 2011
Comment & Like Tags Take you                                                     - Everyday People                             Share Allows you to
to the permalink for the News Feed                                               Changing the World                            share the Page post on
story, where you can comment                                                     CNNHeroes .com                                your profile or send as a
and/or like the story as well                                                                                                  message to a friend
                                                                     2      24 · Share




                                                    • If Page post is an image alone: max dimensions of 90px wide, 90px high (aspect ratio is pre-
                                                    served); 70 character maximum for photo title

                                                    • If Page post is an image with comment: 50 px wide, 50px high (aspect ratio is preserved); 70
                                                    character maximum for photo title; 100 character maximum (followed by ellipses)

                                                    • If Page post is a video alone*: 90px wide, 90px high (aspect ratio is preserved); 70 character
                                                    maximum for video title

                                                    • If Page post is a video with comment*: 50px wide, 50px high (aspect ratio is preserved); 70 char-
                                                    acter maximum for video title; 100 character maximum (followed by ellipses) for comment

                                                    *Note: Premium Sponsored Stories have video-play capabilities inline, while Marketplace Spon-
                                                    sored Stories do not.




© 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.                                              Page 4
3. Page Post Like Story

         What happens: One of your fans liked one of your Page posts in the last seven
         days.

         What you can do: You can use the Page Post Like Story to make sure his friends
         know about this action.


Friend’s Photo & Name                                                                                                           Page Name Takes you to
The photo and link take you to                                                                                                  Page.. Full name of Page is pre-
                                                                                                                                served (up to 70 characters)
this friend’s profile                                         Fidji Simo likes adidas Soccer’s
                                                              album FC Dallas 4/17/11 .

                                                                                     FC Dallas 4/17/11                          Page Post Takes you
Comment & Like Tags
                                                                                                                                to the permalink for the
Take you to the permalink for the
                                                                                                                                News Feed story
News Feed story, where you can com-
ment and/or like the story as well
                                                                   23        174




                                                    • If the liked Page post is a status update: 100 character maximum (followed by ellipses)

                                                    • If the liked Page post is an image alone: max dimensions of 90px wide, 90px high (aspect ratio
                                                    is preserved); 70 character maximum for photo title

                                                    • If the liked Page post is an image with comment: 50 px wide, 50px high (aspect ratio is pre-
                                                    served); 70 character maximum for photo title; 100 character maximum (followed by ellipses)

                                                    • If the liked Page post is a video alone*: 90px wide, 90px high (aspect ratio is preserved);
                                                    70 character maximum for video title

                                                    • If the liked Page post is a video with comment*: 50px wide, 50px high (aspect ratio is preserved);
                                                    70 character maximum for video title; 100 character maximum (followed by ellipses) for comment

                                                    *Note: Premium Sponsored Stories have video-play capabilities inline, while Marketplace Sponsored
                                                    Stories do not.




© 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.                                                   Page 5
4. App Used and Game Played Story

         What happens: Someone used your App or played your Game at least twice or for
         at least 10 minutes in the last month.

         What you can do: You can use the App Used and Game Played Story to make sure
         his friends know about this action.


                                                                                                      App Name Full title of
                                                                                                      the App story is pre-
Friend’s Photo &
                                                                                                      served (up to 70 charac-
Name The photo and
                                                                                                      ters). Takes you to the
link take you to this
                                                                                                      Canvas App page
friend’s profile                                               Lauryn Hale played Glory of Rome .

                                                                                                      Play Takes you to the
                                                                                Glory of Rome         Canvas App page
App Image Thumbnail                                                                 Play
50px wide, 50px high (same
as thumbnail managed by
App; aspect ratio is pre-
served). Takes you to the
Canvas App page




© 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.                      Page 6
5. App Share Story

         What happens: Someone shared a story from your App in the last seven days.

         What you can do: You can use the App Share Story to make sure his friends know
         about this action.

                                                                                                       Comment by Friend
Friend’s Photo & Name                                                                                  (if applicable)
The photo and link take you to                                                                         100 character maximum
this friend’s profile                                                                                  (followed by ellipses)
                                                               Hayes Metzger is supporting the
                                                               UCSF Benoff Children’s Hospital .
                                                               Double win .
                                                                                                       App Name Full title
                                                                                                       of application story is
                                                                                 Eventbrite -
                                                                                 TechCrunch and        preserved (up to 70 char-
App Image Thumbnail 50px                                                                               acters). Takes you to the
                                                                                 CrunchGear present
wide, 50px high (same as thumb-
                                                                                 TRON: Legacy in 3-D   Canvas App page
nail managed by Application; as-
                                                                                 (San Francisco)
pect ratio is preserved) Takes you
                                                                                 Eventbrite
to the Canvas App page
                                                                           4 · Get Tickets
                                                                                                       Action Link
Comment and Like Tags Take                                                                             Takes you to a specific
you to the permalink for the News                                                                      place in the Canvas App
Feed story, where you can com-                                                                         page that is designated
ment and/or like the story as well                                                                     by the App developer




© 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.                       Page 7
6. Check-in Story

         What happens: Someone checked in and/or claimed a deal at one of your
         claimed Places in the last seven days using Facebook Places.

         What you can do: You can use the Check-in Story to make sure his friends know
         about this action.



                                                                                                                         Comment by Friend
Friend’s Photo & Names
                                                                                                                         (if applicable)
The photo and link take you to
                                                                                                                         100 character maximum
this friend’s profile
                                                              Lisa Carey Second time today —                             (followed by ellipses)
                                                              at Starbucks with Philip Zigoris



Place Image Thumbnail                                                            Starbucks                               Place Name Full name
50px wide, 50px high (same as                                                         Like                               of Place is preserved (up
thumbnail managed by Place Page;                                                                                         to 70 characters). Goes to
aspect ratio is preserved). Goes to                                 1        1                                           parent Page (Page admin
parent Page (Page admin specifies                                                                                        specifies default landing
default landing tab for people who                                                                                       tab for people who are
are not yet fans of the Page)                                                                                            not yet fans of the Page)




Comment and Like Tags Take                                                                            Like If the person viewing the Sponsored
you to the permalink for the News                                                                     Story is not already a fan of your Place,
Feed story, where you can com-                                                                        they will have the option to Like your Place
ment and/or like the story as well                                                                    from the Sponsored Story. For Sponsored
                                                                                                      Stories promoting check-ins to Places that
                                                                                                      are connected to a parent Page, the person
                                                                                                      viewing the Sponsored Story who is not
                                                                                                      already a fan of your Page will have the
                                                                                                      option to Like your parent Page from the
                                                                                                      Sponsored Story




© 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.                                          Page 8
7. Domain Story

          What happens: Someone liked a piece of content on your website using the Like
          button, shared a piece of content from your website using the Share button, or
          pasted a link to your website in his status update in the last seven days.

          What you can do: You can use the Domain Story to make sure his friends know
          about this action.



                                                                                                           Comment by Friend
                                                                                                           (if applicable)
Friend’s Photo & Names
                                                                                                           80 character maximum
The photo and link take you to
                                                                                                           (followed by ellipses)
this friend’s profile                                         Mike Fretto Great cause

                                                                               Autism Thing Dark           Story Title 70 charac-
                                                                               T-shirt on CafePress .com   ters before ellipses. Takes
Image Thumbnail 50px wide,
                                                                               www .cafepress .com         you to the Open Graph
50px high. For Likes and Shares, the
                                                                                                           object page on that domain
image is the one specified in the
                                                                           1· Share                        where action occurred
meta tags on the page. For pasted
links, the image is the same as the
one chosen by the user in the News
                                                                                                           URL Takes you to the
Feed Story. Takes you to the Open
                                                                                                           home page of the domain
Graph object page on that domain
where the action occurred

                                                                                                           Share Allows you to share
                                                                                                           the story on your profile
Comment and Like tags Take
                                                                                                           or send as a message to a
you to the permalink for the News
                                                                                                           friend
Feed story, where you can comment
and/or like the story as well




© 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.                             Page 9
Summary: 7 Sponsored Stories types
  Story type                    Image                                   Story content                          Who sees it

  Page Like                                                              Someone liked your Page directly      The friends of your fans.
                                                                         from Facebook or from the Like
                                                                         Box on your website at any point
                                                                         in time.

  Page Post                                                              You published a post from your        Your current fans.
                                                                         Facebook Page to your fans.




  Page Post Like                                                         One of your fans liked one of your    The friends of your fans who liked
                                                                         Page posts in the last seven days.    your Page posts.




  App Used and                                                           Someone used your App or played       The friends of the people who used
  Game Played                                                            your Game at least twice or for at    your App or played your Game.
                                                                         least 10 minutes in the last month.




  App Shared                                                             Someone shared a story from your      The friends of the people who
                                                                         App in the last seven days.           shared a story from your App.




  Check-in                                                               Someone checked in and/or             The friends of the people who
                                                                         claimed a deal at one of your         checked in or claimed a Deal.
                                                                         claimed Places in the last seven
                                                                         days using Facebook Places.



  Domain                                                                 Someone liked a piece of content      The friends of the people who liked
                                                                         on your website using the Like        or shared content from your site.
                                                                         button, shared a piece of content
                                                                         from your website using the Share
                                                                         button, or pasted a link to your
                                                                         website in his status update in the
                                                                         last seven days.




© 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.                                        Page 10
Create Marketplace Sponsored Stories in 5 easy steps


  Step 1           Go to http://www.facebook.com/ads/create



  Step 2           Select the Destination you want to promote

          In the ‘Destination’ drop-down menu, please select the Page, Place, App or Domain that you want
          to promote using Sponsored Stories. If you want to promote stories coming from your Domain, you
          will first need to claim your Domain. This process should take your developer about five minutes to
          complete and simply involve adding tags to the header of your webpage. Claiming your Domain will
          also allow you to get access to Insights for Domains, a Facebook dashboard providing detailed ana-
          lytics about the people who interact with content on your website. To claim your domain, please click
          here and follow the instructions under “Claiming a Domain”.




© 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.               Page 11
Step 3            Select the type of stories you want to promote




          Under ‘Type’, please select ‘Sponsored Stories’. The type of Sponsored Stories that you will be able
          to select under ‘Story Type’ will vary:

                • For a Page, you will be able to choose a Page Like Story, a Page Post Story or a Page Post Like Story
                • For a Place, you will be able to choose a Page Like Story, a Page Post Story, a Page Post Like Story
                  or a Check-in Story
                • For an App that is a Game, you will be able to choose an App Share Story or a Game Played Story
                • For an App that is not a Game, you will be able to choose an App Share Story or an App Used Story
                • For a Domain, you will only be able to select a Domain Story

          In order to create several types of Sponsored Stories, you have to go through the create flow each
          time you want to create a new type.

          Please refer to pages 3 to 9 of this guide to determine which type of Sponsored Stories will help you
          achieve your marketing objectives.


© 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.                       Page 12
Step 4            Select your targeting criteria

          Sponsored Stories are targeted to people who are eligible to see the story in their News Feed. You
          can narrow down your target audience further using the same targeting options that are available
          for Marketplace Ads. For more information about these
          targeting criteria, please visit the Guide to Facebook
          Ads at http://www.facebook.com/adsmarketing/                                          !
                                                                        Please be aware that using additional
                                                                        targeting options will reduce your reach.




   Step 5            Set up your campaign budget, pricing and scheduling
                     You can set up your campaign budget, pricing and scheduling for Sponsored Stories the
                     same way you would for Marketplace Ads. You can learn more about it by visiting the
                     Guide to Facebook Ads at http://www.facebook.com/adsmarketing.


     Recommendation: Increase organic actions
     Sponsored Stories depend on the amount of organic actions people take with your Page, Place, App or Domain. Therefore, we
     recommend that you use both Sponsored Stories and Facebook Ads. Your ad campaign will increase the number of actions
     people take with your content, while Sponsored Stories will broaden the reach of those actions. Additionally, we advise you
     to put social plugins on prominent locations your website and give people compelling reasons to share content from your
     site in order to increase to number of organic stories about your business.



© 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice.                         Page 13

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Facebook Sponsored Stories Guide

  • 1. Sponsored Stories for Premium and Marketplace April 25th, 2011 What are Sponsored Stories? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2 Sponsored Stories Types . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3 Page Like Story . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3 Page Post Story . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4 Page Post Like Story . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5 App Used and Game Played Story . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6 App Share Story . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7 Check-in Story . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8 Domain Story . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9 Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10 Create Marketplace Sponsored Stories in 5 easy steps . . . . . . . . . . . . . . .11 Facebook © 2011 Page 1
  • 2. What are Sponsored Stories? People are naturally interested in things their friends care about. That’s why the News Feed is such a central part of Facebook: News Feed stories give friends an easy way to show each other what they like. Now with Sponsored Stories, you can increase the visibility of these powerful News Feed stories when they relate to your organization or business. No matter how many fans you have, they are only a portion of the people you can reach on Facebook. Sponsored Stories broadens your reach by allowing your fans to help their friends discover your brand and connect with your campaign objectives. Like Facebook Ads, Sponsored Stories are non-disruptive and respect people’s privacy settings. There are seven types of Sponsored Stories that each surface different types of content. How Sponsored Stories work: 1 A person engages with your Page, App, Place or Domain. 2 Normally, a story about this activity can be generated on their friends’ News Feeds, which their friends may or may not see due to the dynamic nature of News Feed. 3 By including Sponsored Stories with your Facebook Ads campaign, this person’s friends can also see the story appear in the right-hand side of Facebook. Sponsored Stories also support the content that your Facebook Page publishes to its fans. The dynamic nature and unique algorithm behind each person’s News Feed means that each person’s experience is different on Facebook. For Page owners, this means that some of your fans do not see your valuable Page posts (status updates, videos, photos) in their News Feed. Sponsored Stories for Page Posts allows Page owners to ensure your fans see the content that your Page publishes. © 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. Page 2
  • 3. Sponsored Stories Types All Sponsored Stories are 240 px wide and have variable height. Since they’re generated from the actions people take with your business, you do not need to add a creative to your Sponsored Stories campaign. 1. Page Like Story What happens: Someone liked your Page directly from Facebook or from the Like Box on your website at any point in time. What you can do: You can use the Page Like Story to make sure his friends know about this action. Friend’s Photo & Name The photo and link take you to this friend’s profile Mike Fretto and Mary-Jane Page Name Full name Faul like Southwest Airlines . of Page is preserved (up to 70 characters) Page Image Thumbnail Southwest Airlines 50px wide, 50px high (same as Like thumbnail managed by Page; aspect ratio is preserved). Takes Like Clicking on it makes you to Page you a fan of the Page, inline © 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. Page 3
  • 4. 2. Page Post Story What happens: You published a post from your Facebook Page to your fans. What you can do: You can use the Page Post Story to make sure that more of your fans see your most recent Page post*. *Note: excludes posts with language or location filtering Page Name & Photo Take you to Page. Full name of Page is preserved (up to 70 characters) CNN Heroes This week’s CNN Page Post Takes you Hero uses the internet to redefine to the permalink for the ‘family’ for teens who’ve lost many News Feed story adults to AIDS . Look for her later tonight at http://CNNHeroes .com . CNN Heroes 2011 Comment & Like Tags Take you - Everyday People Share Allows you to to the permalink for the News Feed Changing the World share the Page post on story, where you can comment CNNHeroes .com your profile or send as a and/or like the story as well message to a friend 2 24 · Share • If Page post is an image alone: max dimensions of 90px wide, 90px high (aspect ratio is pre- served); 70 character maximum for photo title • If Page post is an image with comment: 50 px wide, 50px high (aspect ratio is preserved); 70 character maximum for photo title; 100 character maximum (followed by ellipses) • If Page post is a video alone*: 90px wide, 90px high (aspect ratio is preserved); 70 character maximum for video title • If Page post is a video with comment*: 50px wide, 50px high (aspect ratio is preserved); 70 char- acter maximum for video title; 100 character maximum (followed by ellipses) for comment *Note: Premium Sponsored Stories have video-play capabilities inline, while Marketplace Spon- sored Stories do not. © 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. Page 4
  • 5. 3. Page Post Like Story What happens: One of your fans liked one of your Page posts in the last seven days. What you can do: You can use the Page Post Like Story to make sure his friends know about this action. Friend’s Photo & Name Page Name Takes you to The photo and link take you to Page.. Full name of Page is pre- served (up to 70 characters) this friend’s profile Fidji Simo likes adidas Soccer’s album FC Dallas 4/17/11 . FC Dallas 4/17/11 Page Post Takes you Comment & Like Tags to the permalink for the Take you to the permalink for the News Feed story News Feed story, where you can com- ment and/or like the story as well 23 174 • If the liked Page post is a status update: 100 character maximum (followed by ellipses) • If the liked Page post is an image alone: max dimensions of 90px wide, 90px high (aspect ratio is preserved); 70 character maximum for photo title • If the liked Page post is an image with comment: 50 px wide, 50px high (aspect ratio is pre- served); 70 character maximum for photo title; 100 character maximum (followed by ellipses) • If the liked Page post is a video alone*: 90px wide, 90px high (aspect ratio is preserved); 70 character maximum for video title • If the liked Page post is a video with comment*: 50px wide, 50px high (aspect ratio is preserved); 70 character maximum for video title; 100 character maximum (followed by ellipses) for comment *Note: Premium Sponsored Stories have video-play capabilities inline, while Marketplace Sponsored Stories do not. © 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. Page 5
  • 6. 4. App Used and Game Played Story What happens: Someone used your App or played your Game at least twice or for at least 10 minutes in the last month. What you can do: You can use the App Used and Game Played Story to make sure his friends know about this action. App Name Full title of the App story is pre- Friend’s Photo & served (up to 70 charac- Name The photo and ters). Takes you to the link take you to this Canvas App page friend’s profile Lauryn Hale played Glory of Rome . Play Takes you to the Glory of Rome Canvas App page App Image Thumbnail Play 50px wide, 50px high (same as thumbnail managed by App; aspect ratio is pre- served). Takes you to the Canvas App page © 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. Page 6
  • 7. 5. App Share Story What happens: Someone shared a story from your App in the last seven days. What you can do: You can use the App Share Story to make sure his friends know about this action. Comment by Friend Friend’s Photo & Name (if applicable) The photo and link take you to 100 character maximum this friend’s profile (followed by ellipses) Hayes Metzger is supporting the UCSF Benoff Children’s Hospital . Double win . App Name Full title of application story is Eventbrite - TechCrunch and preserved (up to 70 char- App Image Thumbnail 50px acters). Takes you to the CrunchGear present wide, 50px high (same as thumb- TRON: Legacy in 3-D Canvas App page nail managed by Application; as- (San Francisco) pect ratio is preserved) Takes you Eventbrite to the Canvas App page 4 · Get Tickets Action Link Comment and Like Tags Take Takes you to a specific you to the permalink for the News place in the Canvas App Feed story, where you can com- page that is designated ment and/or like the story as well by the App developer © 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. Page 7
  • 8. 6. Check-in Story What happens: Someone checked in and/or claimed a deal at one of your claimed Places in the last seven days using Facebook Places. What you can do: You can use the Check-in Story to make sure his friends know about this action. Comment by Friend Friend’s Photo & Names (if applicable) The photo and link take you to 100 character maximum this friend’s profile Lisa Carey Second time today — (followed by ellipses) at Starbucks with Philip Zigoris Place Image Thumbnail Starbucks Place Name Full name 50px wide, 50px high (same as Like of Place is preserved (up thumbnail managed by Place Page; to 70 characters). Goes to aspect ratio is preserved). Goes to 1 1 parent Page (Page admin parent Page (Page admin specifies specifies default landing default landing tab for people who tab for people who are are not yet fans of the Page) not yet fans of the Page) Comment and Like Tags Take Like If the person viewing the Sponsored you to the permalink for the News Story is not already a fan of your Place, Feed story, where you can com- they will have the option to Like your Place ment and/or like the story as well from the Sponsored Story. For Sponsored Stories promoting check-ins to Places that are connected to a parent Page, the person viewing the Sponsored Story who is not already a fan of your Page will have the option to Like your parent Page from the Sponsored Story © 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. Page 8
  • 9. 7. Domain Story What happens: Someone liked a piece of content on your website using the Like button, shared a piece of content from your website using the Share button, or pasted a link to your website in his status update in the last seven days. What you can do: You can use the Domain Story to make sure his friends know about this action. Comment by Friend (if applicable) Friend’s Photo & Names 80 character maximum The photo and link take you to (followed by ellipses) this friend’s profile Mike Fretto Great cause Autism Thing Dark Story Title 70 charac- T-shirt on CafePress .com ters before ellipses. Takes Image Thumbnail 50px wide, www .cafepress .com you to the Open Graph 50px high. For Likes and Shares, the object page on that domain image is the one specified in the 1· Share where action occurred meta tags on the page. For pasted links, the image is the same as the one chosen by the user in the News URL Takes you to the Feed Story. Takes you to the Open home page of the domain Graph object page on that domain where the action occurred Share Allows you to share the story on your profile Comment and Like tags Take or send as a message to a you to the permalink for the News friend Feed story, where you can comment and/or like the story as well © 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. Page 9
  • 10. Summary: 7 Sponsored Stories types Story type Image Story content Who sees it Page Like Someone liked your Page directly The friends of your fans. from Facebook or from the Like Box on your website at any point in time. Page Post You published a post from your Your current fans. Facebook Page to your fans. Page Post Like One of your fans liked one of your The friends of your fans who liked Page posts in the last seven days. your Page posts. App Used and Someone used your App or played The friends of the people who used Game Played your Game at least twice or for at your App or played your Game. least 10 minutes in the last month. App Shared Someone shared a story from your The friends of the people who App in the last seven days. shared a story from your App. Check-in Someone checked in and/or The friends of the people who claimed a deal at one of your checked in or claimed a Deal. claimed Places in the last seven days using Facebook Places. Domain Someone liked a piece of content The friends of the people who liked on your website using the Like or shared content from your site. button, shared a piece of content from your website using the Share button, or pasted a link to your website in his status update in the last seven days. © 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. Page 10
  • 11. Create Marketplace Sponsored Stories in 5 easy steps Step 1 Go to http://www.facebook.com/ads/create Step 2 Select the Destination you want to promote In the ‘Destination’ drop-down menu, please select the Page, Place, App or Domain that you want to promote using Sponsored Stories. If you want to promote stories coming from your Domain, you will first need to claim your Domain. This process should take your developer about five minutes to complete and simply involve adding tags to the header of your webpage. Claiming your Domain will also allow you to get access to Insights for Domains, a Facebook dashboard providing detailed ana- lytics about the people who interact with content on your website. To claim your domain, please click here and follow the instructions under “Claiming a Domain”. © 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. Page 11
  • 12. Step 3 Select the type of stories you want to promote Under ‘Type’, please select ‘Sponsored Stories’. The type of Sponsored Stories that you will be able to select under ‘Story Type’ will vary: • For a Page, you will be able to choose a Page Like Story, a Page Post Story or a Page Post Like Story • For a Place, you will be able to choose a Page Like Story, a Page Post Story, a Page Post Like Story or a Check-in Story • For an App that is a Game, you will be able to choose an App Share Story or a Game Played Story • For an App that is not a Game, you will be able to choose an App Share Story or an App Used Story • For a Domain, you will only be able to select a Domain Story In order to create several types of Sponsored Stories, you have to go through the create flow each time you want to create a new type. Please refer to pages 3 to 9 of this guide to determine which type of Sponsored Stories will help you achieve your marketing objectives. © 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. Page 12
  • 13. Step 4 Select your targeting criteria Sponsored Stories are targeted to people who are eligible to see the story in their News Feed. You can narrow down your target audience further using the same targeting options that are available for Marketplace Ads. For more information about these targeting criteria, please visit the Guide to Facebook Ads at http://www.facebook.com/adsmarketing/ ! Please be aware that using additional targeting options will reduce your reach. Step 5 Set up your campaign budget, pricing and scheduling You can set up your campaign budget, pricing and scheduling for Sponsored Stories the same way you would for Marketplace Ads. You can learn more about it by visiting the Guide to Facebook Ads at http://www.facebook.com/adsmarketing. Recommendation: Increase organic actions Sponsored Stories depend on the amount of organic actions people take with your Page, Place, App or Domain. Therefore, we recommend that you use both Sponsored Stories and Facebook Ads. Your ad campaign will increase the number of actions people take with your content, while Sponsored Stories will broaden the reach of those actions. Additionally, we advise you to put social plugins on prominent locations your website and give people compelling reasons to share content from your site in order to increase to number of organic stories about your business. © 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. Page 13