Facebook recently created some new opportunities for brands and marketers who want to target mobile consumers on the social networking site, which include three main components – Pages, Ads, and Sponsored Stories.
There are some exciting opportunities for brands and marketers that want to target mobile consumers on Facebook, the company revealed in an exclusive interview with Mobile Marketer.
Facebook has mobile applications for all of the top smartphone operating systems and has a mobile Web site as well. The company claims that approximately 200 million consumers access Facebook from their mobile device daily.
This is an obvious and huge opportunity for marketers. But it has been unclear as to what Facebook offers marketers on its mobile destinations, until now.
Mobile Marketer Deputy Managing Editor Giselle Tsirulnik interviewed Facebook regarding some of the opportunities for marketers on the social network’s mobile destinations.
Here is what the company said:
What are some of the opportunities that Facebook offers brands in terms of marketing and commerce?
Facebook has become an important part of online marketing. This is evidenced not only by the growth of Facebook’s business but also by the industry being quickly built around it. Facebook is now at the center of a fundamental shift in how marketers think about the role of social in their marketing.
There are three components for brands who want to get involved on Facebook – Pages (owned), Ads (paid) and Sponsored Stories (amplifying earned).
When you combine an engaging Page with creative Ads and Sponsored Stories, the opportunity to achieve a truly “always on” status increases exponentially.
We’re just getting data back on the success of Sponsored Stories, since they are a new addition to a marketer’s toolbox on Facebook, and it’s impressive. On average we’re seeing twice the engagement over Ads and in some cases we’re seeing up to seven times the engagement.
In order to help brands scale their efforts, Facebook created the Ads API, the Insights API, and the Pages API so third parties can help their clients efficiently buy and measure Facebook ads.
The Ads API is now out of Beta and anyone can apply to use these APIs.
The Ads API Beta included more than 20 companies that have already used the Ads API to service thousands of advertisers.
What role does mobile play in terms of the marketing and commerce opportunities for brands on Facebook?
Brands looking to take advantage of mobile marketing opportunities with Facebook can activate Check-In Deals when they claim their Place on Facebook.
Check-In Deals can be a powerful way to connect with local customers and spread the word about a brand or business.
There are four types of Check-In Deals:
● Individual Deal: You can offer this type of deal to both new and existing customers. You may create Individual Deals when you want to launch a new product, get rid of excess inventory, offer seasonal incentives, or simply get more people into your store.
● Friend Deal: Friend Deals allow you to offer discounts to groups of up to eight people, when they check in together. Friend Deals are a great way to build even more exposure for your business because more stories are generated when multiple people check-in.
● Loyalty Deal: To focus on rewarding your most loyal customers, create a Loyalty Deal. These deals may be claimed by customers only after a certain number of check-ins. Depending on your business, the number of check-ins may vary. Please note that you must create a deal that is redeemable after no fewer than two and no more than 20 check-ins.
● Charity Deal: Create a Charity Deal to make a donation to the charity of your choice. This is a great way for your business to give back to the community while adding a human touch to your business.
Recently, Places has been enhanced, allowing people to also check-in to an Event on Facebook, view their friends’ check-ins through a map view and have the ability to Like a Place (like a brick and mortar location) without leaving the mobile app.
At this point Facebook has not announced plans to serving Ads on mobile apps. However, a developer could choose to serve Ads in their own mobile application or mobile Web site.
Can brands split efforts for mobile and online? In other words have specific programs for PC users and different smartphone-tailored programs for mobile?
Yes, brands always have control over where they want to focus their efforts.