Facebook Timeline for Brands - Banyan Branch


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Get the most out of Facebook Timeline for your brand. Here are the changes you need to know about, as well as a few tricks to get your content seen by more of your fans. From leading social media agency Banyan Branch.

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Facebook Timeline for Brands - Banyan Branch

  1. 1. Facebook Timeline for BrandsKey Insights on Timeline’s Design & Features Confidential 1
  2. 2. Facebook Today • World’s largest social network (850 million users). • Responsible for 1 out of every 5 page views in the U.S. • 425 million mobile users. • 37 million fan pages with more than 10 likes. 2
  3. 3. Timeline Takeover • Debuted in Sept. 2011 for general users. • Timeline for brands debuted in March 2012. It is now mandatory. • Promises to “showcase brands’ unique stories and identities.” • How’s that working? Brands get 46% more engagement per status update with Timeline, and that boost jumps to 65% for photos and videos. • Engagement improves EdgeRank, meaning more fans see your posts in their news feeds (more on this later). * Simply Measured 2012 3
  4. 4. A Whole New World Timeline presents fan pages in a brand new light. 4
  5. 5. A Whole New World Timeline presents fan pages in a brand new light. • More visual 5
  6. 6. A Whole New World Timeline presents fan pages in a brand new light. • More visual • Better control over look and feel 6
  7. 7. A Whole New World Timeline presents fan pages in a brand new light. • More visual • Better control over look and feel • Bring your communities to life with more customization 7
  8. 8. Key Features of Timeline • Larger cover photo • No more landing pages • Apps on top of the page • Highlight & pin important posts • Message fans directly • Deeper admin panel allows for better insights 8
  9. 9. Larger Cover Photo • 850 x 315 banner – Awkward size so be sure and have a high res image. • Conveys emotional appeal with an arresting image that catches users’ attention. • Facebook’s Terms of Service prohibits the use of prices, calls to action, contact info, and promotions on the cover photo. 9
  10. 10. No More Landing Pages • New fans used to be directed to landing pages before seeing the Wall. Where’s the • Now, every new visitor (fan or not) will “Like” button? see the Wall first, making first No landing impressions more important than ever. pages mean fans will see Timeline first. • Fan-gated apps and tabs are still permitted, but not as landing pages. • Visitors always see the Timeline first. 10
  11. 11. Apps on Top of the Page • Thumbnails for apps are not featured at the top of the page. – These used to be included on the left side of the fan page. • Apps include photos, videos, events, promotions, etc. • Feature up to 12 apps, though the Apps are now featured on first one is always photos. the top of the fan page, so make them count. 11
  12. 12. Highlight & Pin Important Posts This highlighted post stretches across the page! • Highlighting a post extends it across the page, making it even more visible to viewers. • Pinning keeps posts at the top of the page, no matter the time stamp. • Great for campaigns, allowing your most important messages to always stand out on the Timeline. 12
  13. 13. Message Fans Directly • Brands can now connect with fans through messages, not just wall posts. • Fans can send messages to brands, and brands can respond. But brands can’t initiate private messages with fans. • Great for customer service. • Notifications appear in the admin panel. 13
  14. 14. Deeper Admin Panel See your notifications and know when to respond. • Displays insights automatically at the top of the fan page – Only visible to page admins. • Shows notifications, messages, new likes—making it easier for you to see key insights and conversations. • New insights include Friends of Fans (reach), and Talking About This Monitor your new likes for (conversation size). demographic insights. 14
  15. 15. If You Only Remember One ThingFacebook doesn’t care what you have to say. It only cares what youhave to show. Photos and videos can get you here. 15
  16. 16. EdgeRank’s Weighted Posts Photos / Videos Status Updates Links 16
  17. 17. EdgeRank’s Weighted PostsThese get seen in your Photos /fans’ news feeds. Videos Status Updates Links 17
  18. 18. EdgeRank’s Weighted PostsThese get seen in your Photos /fans’ news feeds. Videos Status Updates These do not. Links 18
  19. 19. Old vs. New Here are two ways of sharing the same story, taking advantage of Timeline’s new features: • Links like this aren’t prioritized by EdgeRank. • That’s because thumbnail images are hard to see, and Facebook knows fewer people will click on it. 19
  20. 20. Old vs. New • Instead, upload a photo! • Include shortened link so you can track click-throughs. 20
  21. 21. What We’re Seeing with Timeline • Content is still king (well, at least photos and videos). • First impressions are even more important, so maintain a gorgeous page. • Once-a-day-posts aren’t enough—just 16% of fans see your posts. • Friend mentions appear near the top of Timeline, so your fans will always see the interactions their friends are having with your brand. • Pinning posts to the top of the page increases engagement with that post and extends the life of a campaign. * Facebook 2012 21
  22. 22. Connect withBanyan Branch Social Media AgencyWebsite: www.BanyanBranch.comBlog: www.BanyanBranch.com/Social-BlogFacebook: www.facebook.com/BanyanBranchTwitter: @BanyanBranchPhone: 1.206.971.0010 Confidential 22