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  • 1. A creative guide to FacebookPages: Timeline for brands
  • 2. A creative guide to Facebook Pages: Timeline for brands Guide A creative guide to Facebook Pages: Timeline for brandsContents Facebook Pages for brands are a prime social marketing tool for building connections between your business1: Visual content is and the people you want to reach. Use these pages to express your brand visually with engaging features such key—especially the as a cover image, profile pictures, views, and apps. cover image2: Primary elements of The Timeline format for the new Facebook Pages, introduced in early 2012, offers exciting opportunities for the Timeline reaching audiences with your brand story. Early marketing research indicates that the Timeline format can help3: Different approaches for different goals and enhance engagement and interest in your brand. A study by Simply Measured showed an average increase of needs 46% in engagement per post and a 14% increase in overall fan engagement for pages that have moved to the12: Types of posts for Timeline format.* your Timeline12: The tools you need When using the Timeline format, it’s important to have a clear understanding of how to best leverage its components and features to optimize the brand experience on your pages. The following are some practical insights and considerations that can help you best take advantage of this new format. Visual content is key—especially the cover image How people engage with Facebook content is changing. The larger images available in the Timeline format are resulting in greater engagement with content that is visual. To drive increased engagement for your page, you need to post more videos and photos than ever before. You might even think of the Timeline as your brand’s “scrapbook.” An eye-tracking study commissioned by Mashable with EyeTrackShop† found that in the Timeline format, cover images are by far the star attraction. Viewers always look at them first, and the majority spend the most time there. The study also found that among cover images, those that have faces attract more attention than those that don’t. “The new Facebook Timeline limits the effective branding space, and the top portion of the page must be effectively utilized,” suggest the study’s authors. Understanding this shift can help you best optimize how your information is presented on the page. * Mashable Business. Facebook Timeline Provides 46% Lift in Brand Page Engagement. March 27, 2012 | http://mashable.com/2012/03/27/facebook-timeline-brands-engagement. † Mashable Business. . Facebook Timeline Changed the Way We See Brand Pages; Here’s How. Mashable Business, April 30, 2012 | http://mashable.com/2012/04/30/facebook-timeline-eyetrack-study.
  • 3. Primary elements of the Timeline Cover image This is the first thing people see when they visit your page. In the Mashable study, 100% of viewers looked at the cover image—and they looked at it first. Obviously, this is your prime real estate. Choose a unique photo or illustration (851 x 315 pixels) that supports your brand message and don’t hesitate to change it frequently. Fans have reported that they check back to a page more often when they know it is regularly updated. Examples of content you might use for this space include a popular menu item, album artwork, or a picture of people using your product. Profile picture The profile picture represents your page on other parts of Facebook: in ads, sponsored stories, and the news feed. Choose a picture that clearly represents your business, such as a logo. Use a high-quality image that scales well from 180 x 180 pixels to 32 x 32 pixels. Views and apps These photos and custom apps appear at the top of your Page. You can easily change the images representing your apps by going to the Manage drop-down menu in the Facebook Admin panel. Pinned posts You can anchor the most important story of the week to the top of your Page for up to seven days. Refresh the pinned post regularly to align with timely events, marketing campaigns, and key messages. Larger stories The Simply Measured research showed that larger imagery helps drive increased engagement in the Timeline format. Use visuals as a way to draw readers to key photos, videos, and linked stories. Highlighted posts To make an images or video really stand out, highlight it by clicking the star in the upper right corner of the post. This causes it to display at full page width. See page 14 for example. A creative guide to Facebook Pages: Timeline for brands Guide 2
  • 4. Different approaches for different goals and needsWhen planning your Timeline content, be clear about your business and marketing objectives for the page.Then determine the most effective approach for meeting those goals. And remember, because you can changeyour cover image and other Timeline elements easily, you have the flexibility to support different marketinggoals at different times as well as to make adjustments whenever you like.Based on best practices and preliminary user feedback, Adobe has identified nine distinct approaches thatalign across various goals for successful Timeline pages. The following examples from company FacebookPages that span a variety of industries illustrate these different approaches.Core Brand Goal: BrandYou can create an emotional connection with your customers through imagery that powerfully represents yourbrand. For example, Red Bull’s cover image conveys energy, speed, and power, while Coke’s cover imageshowcases brand colors and shapes to evoke the feeling of the brand. A creative guide to Facebook Pages: Timeline for brands Guide 3
  • 5. Innovative Goal: Brand or CampaignThe cover image is a great opportunity to become playful with other visual elements on the page. This Fantapage uses a profile picture that cleverly integrates with the cover image. This Smirnoff page creates a visualcanvas in which the profile picture interacts with the cover photo. When these key visual components arealigned, viewers’ eyes are more likely to broadly scan the entire page. A creative guide to Facebook Pages: Timeline for brands Guide 4
  • 6. Customer Relationship Goal: BrandFacebook is a great medium for paying tribute to your customers and expressing appreciation for them. Doingso helps humanize your brand. Dove uses their cover image to showcase real customers using Dove products,and Nike created an aspirational pinboard of athletes who use Nike’s products. A creative guide to Facebook Pages: Timeline for brands Guide 5
  • 7. Humanize Goal: BrandShowcasing employees in your cover image can help create an authentic connection between viewers andyour brand, showing the humans behind the product. Ford brings this to life by actually having their employeesembody the company logo. Starbucks features employees with product images to tie the human factor toevery beverage that they serve. A creative guide to Facebook Pages: Timeline for brands Guide 6
  • 8. Historical Goal: BrandYou can use the Timeline to showcase historic photos that provide context and history for your brand. Theseimages can help create an emotional connection and portray a personal and local touch. This Burberry pagefeatures their first retail store, and the Ford Motor Company page shows their historic headquarters building.This approach is especially appropriate company anniversaries and milestone celebrations. A creative guide to Facebook Pages: Timeline for brands Guide 7
  • 9. Product Goal: Brand or CampaignThe cover image is a terrific place to showcase a product up close and personal. For example, Starbuckscreated a page dedicated to a specific product and it very clearly conveys the feeling of getting a frappuccino.The Lexus page features a cover image of the futuristic Lexus 2+2 coupe LF-LC concept vehicle, while theTimeline exemplifies the brand’s evolution and pursuit of perfection over the years. A creative guide to Facebook Pages: Timeline for brands Guide 8
  • 10. Specific Campaign Goal: CampaignBecause you can easily change a cover photo at any time, it’s a great vehicle for promoting specific campaigns.Safeway’s ‘Get out & Grill” campaign is the focus of this summertime cover image. You can also use the coverphoto to provide a visual tie-in with other social media campaign material, mirroring or visually referencingimagery in the application thumbnails beneath it. This Old Spice example illustrates a strong visual correlationbetween the thumbnails and the cover image which highlights “The Scent of Image” campaign. A creative guide to Facebook Pages: Timeline for brands Guide 9
  • 11. Seasonal/Timely Goal: Brand or CampaignThe versatile nature of the cover image lends itself to conveying a sense of relevance and seasonality. Fresh andtimely images can help establish an immediate connection with your brand. This Toyota cover image conveyshappiness, speed, and springtime, while the Sears page evokes a feeling of the season. A creative guide to Facebook Pages: Timeline for brands Guide 10
  • 12. Call to action Goal: CampaignAlthough Facebook guidelines don’t allow explicit marketing messages or direct calls to action, you canachieve the same result with subtle visuals while adhering to the usage guidelines. In this Livestrong page, aviewer’s eye is guided to the Like button and their blog by a yellow ribbon and its visual alignment. Spotifyencourages listening to music by including an image of the mobile user interface for playing songs and alignsit with the “Go to App” button. A creative guide to Facebook Pages: Timeline for brands Guide 11
  • 13. Types of posts for your TimelineThe new format for Facebook Pages provides a great opportunity to tell your brand’s story through a highlyvisual and organized Timeline, while still allowing brand enthusiasts to discuss and interact with your brand.You can support these activities through a variety of elements, including milestones, pinned posts, views andapps, highlighted posts, publishing, and direct messages. While the cover image garners initial attention, theseadditional features can help flesh out your complete brand story.MilestonesMilestones are a strong tool for highlighting important events on the Timeline in a visually compelling way. Theycan give context and history to your larger brand story or create a personal and local touch. Effective milestonesinclude employee stories, compelling historic photos, international locations, or historically significant events.Starbucks takes advantage of milestones with quick history notes, such as the dates when the first store wasopened and when the Starbucks card was introduced. Pottery Barn has created an infographic of their earlyhistory and posted it by decade, leveraging the popularity of infographics within the Timeline format. A creative guide to Facebook Pages: Timeline for brands Guide 12
  • 14. Pinned postsYou can choose to “pin” a post to make sure that it always appears at the top left of your Timeline page. Pinnedposts are great for highlighting timely and important posts and driving traffic to key campaigns and high-engagement experiences. Including large, visually engaging photos and other interactive elements like videos andstream applications can raise engagement levels even higher. You must change the pinned posts at least onceevery seven days. They serve the same purpose as Default Tabs in the previous Facebook Wall format.Views and appsThe views and apps area can play into a larger visual story when coordinated with your cover and profileimages. You can also provide links to top-priority content, highlighting items such as hot features, breakingnews, current campaigns, and helpful resources. A creative guide to Facebook Pages: Timeline for brands Guide 13
  • 15. Highlighted posts You can highlight select images and videos on your Timeline by clicking the star icon in the upper right corner of each post. Highlighting a post increases it to full page width, making it more visually prominent on your page. Expedia does a great job of using highlighted posts to regularly feature gorgeous and exotic vacation destinations. Adidas uses it to call out sports videos that feature athletes in Adidas gear. Strategizing your campaign It’s important that the user experience for your page is relevant and timely and that you communicate with your users in a strategic way. Creating a more detailed editorial calendar that specifically calls out pinned posts, highlighted posts, views, and apps and cover images is fundamental to a successful strategy, along with continuing engagement with users through wall comments. Visual content dominates. You should increase your use of photos and videos. All photography for the Timeline format should be of a higher resolution than you might have used for the previous Facebook Wall format. The tools you need Adobe® Social provides an integrated solution to help you make the most of your social marketing investments, offering a workflow environment that combines engagement with listening and industry-leading business analytics. For more information, visit www.adobe.com/products/social.html. About Adobe Systems Incorporated Adobe is changing the world through digital experiences. For more information, visit www.adobe.com.Adobe Systems Incorporated Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners.345 Park AvenueSan Jose, CA 95110-2704 © 2012 Adobe Systems Incorporated. All rights reserved. Printed in the USA.USAwww.adobe.com 91072754 7/12