Shortly after we launched the Wildfire Social Marketing Suite, our friends at Facebook asked us to create the first ever app designed to work with Facebook's Sponsored Stories. There's been a lot of discussion among social media marketers about the power of Sponsored Stories to enhance a brand's reach on Facebook through ads and the newsfeed, and Wildfire created the Storyteller app (or as we call it, plug-in) to make Sponsored Stories even more effective because it encourages the creation of authentic user generated feedback about brands (e.g. "I love my Audi because it has the most beautiful design of any car in the world") as opposed to the more formulaic stories (e.g. "Jane Doe liked the Audi Page") that are typically generated by Sponsored Stories ads. We've already worked with several major brands to run campaigns powered by our Storyteller app, including a major auto company, an entertainment company and a professional sports franchise and the results have been impressive. In this post, we'll explain what Facebook Sponsored Stories are, how the Wildfire Storyteller app works in conjunction with Sponsored Stories, and we'll share the success we had when we tested our Storyteller app on our own Facebook page.
In case you're not aware, Sponsored Stories are a Facebook advertising format-Facebook defines them as stories that are "eligible to appear in your News Feed." They show up, like traditional ads, on the right column of pages on Facebook. Companies can choose different user actions - such as posts, likes, check-ins or actions within Facebook apps - and feature them in their ad campaign. Facebook says that unlike traditional ads, "Sponsored Stories help to drive authentic and scalable word of mouth," because the ads stem from real user interactions and are shown to all of that user's friends. Here are some examples of regular stories you've probably already seen in your Facebook account:
- "App Share" Stories are created when a user starts using a Facebook app - Page Post "Like" Stories are created when a user "Likes" one of the posts made by your page
The current Sponsored Stories formats produce content that follows a template - for example "Jane Doe likes the Wildfire Page" or "Jane Doe used Farmville", so although the content is personalized it does not allow for the generation of highly unique and personalized content. Given this, Facebook and Wildfire thought it would be powerful to create an app that inherently encourages users to create unique, personalized content that can then be turned into newsfeed stories and ads. The Wildfire Storyteller app, available exclusively to Wildfire Social Suite customers, enables brands to ask their users for feedback and opinions and the responses get posted as a newsfeed story to their wall, to their friends' newsfeeds and in Sponsored Stories targeted toward their friends.
Using the Wildfire Storyteller app, you can create a tab in your Facebook Page to ask your users fun and engaging questions about your brand. You can then set up an entire customized Facebook Feed Story that gets published alongside that user's generated response. This feed story is especially powerful in that you can included a branded video or image with the story and you can also customize the feed story title, URL and description. So, for example, a movie brand could use our Storyteller app to ask fans "What was your favorite scene from the Hangover II movie trailer?" and the ad generated from a user's response could include the movie trailer, a link to buy tickets for the movie, and a description of the movie.
As long as you've created a Sponsored Stories ad campaign, all of these newsfeed posts create ads targeted to your users' friends. We wanted to test for ourselves the difference made by using the Wildfire Storyteller app with Facebook Sponsored Stories ads against traditional Facebook ads. We tested the entry rate from traditional ads against that of our Sponsored Stories ad and newsfeed posts using our Storyteller app. We found that the Storyteller app generated content was over 4x more effective than traditional ads in getting people to convert!
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