Facebook Offers Advertisers Word of Mouth On Steroids

Facebook Global Marketing Solutions VP Carolyn Everson took the stage in the Debussy Theater at Cannes for the last session Wednesday where she shared with delegates some of Facebook's advertising initiatives for marketers. Topping the list was Sponsored Stories, a new product which leverages the power of word of mouth by placing a Liked page in the right hand column of friend's pages.

In terms of the power of word of mouth, Everson noted research that showed 75% of new parents would rather get recommendations from friends on Facebook than anywhere else and 74% who make purchase are influenced by friends. And 68% are more likely to recommend a product if the ad is on a friend's page. Hence leveraging these recommendations are what power Facebook Sponsored Stories.

It's all part of Everson's effort to get marketers to think of Facebook as not just a place to place display ads but a full blown word of mouth platform that can spark conversation.

Many case studies were shared but the gist of the presentation centered on making delegates aware of Facebook's strength as a marketing platform akin to word of mouth on steroids.

Everson also touted Facebook Studio, a community where marketers can learn, view other's work, share their own work, avail themselves of the many resources Facebook has to provide marketers to make advertising on the site easier and to get new ideas.

She closed by announcing the formation of the Client Council, a group tasked with helping marketers and agencies work better together towards creating programs that avail themselves of the many social advertising opportunities Facebook has to offer. McCann Worldgroup Chairman and CEO Nick Brien and Coke Integrated Marketing and Communications & Capabilites SVP Wendy Clark are the group's first two members.