Facebook opens up PMD information groups

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Want to know more about what’s going on with Facebook’s Preferred Marketing Developer program? Now you can.

Facebook opened up two groups previously only available to PMD members: PMD News and FB Marketing Technology Dev Community. The privacy has gone from closed to open, but with an application process. This is for those who work with or are somehow affiliated with Facebook PMD.

When Facebook announces changes to PMDs, the announcements will also be posted to the group.

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STUDY: Facebook ads sequenced like stories lead to increased view-throughs

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A new study by Facebook Strategic Preferred Marketing Developer Adaptly, in partnership with Facebook and Refinery29, shows that advertisers who position and sequence their Facebook ads to take customers down the conversion funnel can experience an uplift in view-through and subscription rates.

Adaptly worked with lifestyle website Refinery29, testing ads that were sequenced like stories, receiving an 87 percent rise in overall view-throughs and a 56 percent conversion lift.

Adaptly CEO Nikhil Sethi commented on the study:

As fundamental as this question is, it’s amazing that so little has been published on the topic of sequencing vs. sustained messaging. And although the research findings might sound like an obvious outcome, some advertisers may find it counterintuitive to elongate a campaign as a way to more gradually bring their audience through the purchase funnel, rather than more immediately delivering a call-to-action. But we have proven that this classic brand-building approach it is both effective and efficient, even for direct response advertising.

Here’s how Adaptly and Refinery29 helped consumers down the conversion funnel.

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Facebook wants to bridge the information gap for advertisers

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One of the most common desires for Facebook marketers is the ability to actually talk with someone from the company when they’re looking for help or inspiration. Now it looks like Facebook is bridging that gap.

By promoting the company’s Start to Success program — which a Facebook spokesperson said has been around for 3 years — and going around the country with Facebook Fit events, Facebook wants to offer face-to-face engagement.

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How to refine your audience when boosting a Facebook post

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The Boost option on Facebook has come a long way since launch. With recent changes addressing concerns about targeting and low quality engagement, it’s now a viable option to quickly promote content.

However, some effort is still required if you want performance, so careful with simply clicking and forgetting.

Here’s how to customize your audience when using Boost Post:

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World Cup on Facebook: 350M people talking, 3B interactions

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Facebook has a little more than 1 billion users around the world. More than 350 million of them posted something about the World Cup, according to statistics released today by the social network.

The World Cup marked the highest level of conversation of any event in Facebook’s history. The most talked about event was Sunday’s final between Germany and Argentina, which generated 280 million interactions by 88 million people — the most popular sporting event in Facebook history.

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Facebook promotes ‘Start to Success’ program, offering a dedicated account manager

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Something advertisers and marketers have craved from Facebook is here: a direct line to a Facebook representative, through the Start to Success program.

The catch? You’ve got to devote $50 per day to Facebook advertising for a month (at least $1,400 total over the four-week period).

Many admins saw a prompt atop their page dashboard, asking if they want help with growing their page through Facebook. The link leads page owners to a form where they can sign up for Start to Success. A Facebook spokesperson said this program has been around, but now Facebook is making more of an effort to promote it.

Look below for the description of the program, which offers a dedicated Facebook account manager.

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How Jesse Stay uses passion pages to supercharge a brand’s Facebook audience

Jesse Stay is a long-time friend of ours at BlitzMetrics, and an accomplished author. We caught up with him for an interview on the strategy behind Familyshare.com’s Facebook presence. 

I’ll speak today in a perspective of the news industry and pull in the Deseret News experience. There, we were building a new presence called Familyshare.com, which is a family-based news website targeting a non-denominational audience.

Instead of creating and promoting one main-brand Facebook page, we figured out who our audience is and what areas we want to target, what areas we want to move into, and we built Facebook pages around each of those, focused on the passions of those audiences for each page — passion pages.

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How is Instagram evolving under Facebook’s umbrella?

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As Instagram slowly starts to mix in some advertising, the major question for the photo-sharing app is how it will become a source of monetization for Facebook. While Facebook CEO Mark Zuckerberg or COO Sheryl Sandberg might address the early effects of Instagram advertising in its Q2 earnings call on July 23, it’s worth noting that Instagram ads are still in their infancy.

How new are Instagram ads? In a Fortune story published recently about Instagram, noting that CEO and Co-Founder Mark Systrom still personally reviews each ad the limited subset of advertisers design for the app. Instagram first allowed advertisers who already appealed to core segments of Instagram’s user base.

The feature story shed some light on newer features, such as Instagram Direct and video. In the past month, 45 million Instagram users (about 25 percent) have either sent or received a message through the app.

However, the video feature hasn’t been as successful, Fortune reports.

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New Facebook ad: In-app virtual goods purchases via News Feed

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Facebook announced today a new way for app developers to prompt purchases of virtual goods right from the News Feed. Developers can create News Feed (or sidebar) ads that allow users to make a purchase of virtual goods from the desktop.

In beta, Kixeye used this ad format to push virtual goods for its game battle Pirates, re-engaging active players who had made purchases before as well as those who have not paid. The developer offered discounts on virtual currency, seeing a more than 10 percent increase in click-through rate and a 50 percent conversion rate for past paid customers. For gamers who hadn’t made a purchase previously, there was a 14 percent conversion rate.

Overall, the campaign saw a return on ad spend of greater than 5,000 percent.

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Socialbakers June U.S. report: response rate slipping on Facebook

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Though T-Mobile is once again the most socially devoted Facebook brand in the U.S., overall response rate from brands dipped by 10 percent over the past month, according to a report by Facebook Preferred Marketing Developer Socialbakers.

In May, the average response rate among top brands was 48 percent. When Socialbakers crunched the numbers for June, that figure dropped to 38 percent. Three of the top brands for response rate were telecom providers — T-Mobile, Straight Talk and AT&T.

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