Facebook has unveiled its Strategic Preferred Marketing Developer scheme (PMD) to help brands identify parties that can best use its platform as well as bolster mobile marketing opportunities.
The Strategic PMD badge, (pictured), was unveiled by David Fischer, Facebook’s VP, business and marketing partnerships, speaking at the Dreamforce expo hosted by Salesforce in San Fransisco.
During the presentation he also revealed that Salesforce is among the list of Strategic PMDs, see list below, and will sit on its executive council.
This 12-strong list of companies will have early access to pre-launch product tests, priority product and business support from Facebook and improved turn-around times for ads review and technical issues, with the PMD list reviewed every six months.
The programme was explained further via a post on the Facebook Developer blog which read:
“The Strategic PMD title is the highest distinction of excellence we have ever offered to our marketing developers and signifies our interest in building a relationship forged in the true spirit of collaboration and mutual value creation.
“The goal of this initiative is to strengthen Facebook’s ability to meet client needs and accelerate the transition of marketing on mobile devices.”
During his presentation, Fischer also presented some case studies of brands using Sponsored Stories with brands including Best Western and Dominos Pizza.
“What we’ve seen since launching sponsored stories is that brands using it see more than eight times the engagement for page posts in news feed than those on the right hand side [ads] of the page,” he told attendees.
He also told brands that a recent Best Western Campaign Sponsored Stories campaign saw its content engagement rates increase by up to 12 times its normal rate.
This was then followed by the presentation of a Dominos campaign on Facebook offering participants 50% of an online order.
This helped generate the brand’s largest-ever number of home orders in a single day in the US, added Fischer.
In the presentation he also cited a Comscore study of Starbuck’s Facebook Fans which suggested this group of people was 38% more likely to go into the coffee brand’s physical stores than generic internet users.
Also presenting at the event was Marcel LeBrun, senior VP of product, Salesforce Marketing Cloud, who told attendees: “We’ve been speaking in marketing speak and possibly being ignored – social is changing that.
He also presented data suggesting that Salesforce’s Marketing Cloud customers see an average 77% increase in social engagement rates.
“So you can see what’s working and what’s not,” he said, highlighting how its social ad optimisation engine can let marketers change ads in real time.