Social Studies: Facebook Timeline for Brands
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Social Studies: Facebook Timeline for Brands

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Facebook Timeline for brands goes live on March 30, 2012. Here, the Periscope Community Team presents a how-to guide for getting your brand's Timeline up, running and optimized.

Facebook Timeline for brands goes live on March 30, 2012. Here, the Periscope Community Team presents a how-to guide for getting your brand's Timeline up, running and optimized.

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  • 1. SOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS (ITʼS REALLY HAPPENING) March 2012 SOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS March 2012
  • 2. When is this happening?Automatic rollout happens on March 30th, butbrands can proactively switch to FacebookTimeline format any time before then. Source: FacebookSOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS March 2012
  • 3. Why is this happening? “Today we can’t just talk, we have to listen aswell. And that means for marketers, too.”Facebook Timeline for brands makes itpossible for people to interact with brands theway they interact with friends. Sources: Sheryl Sandberg, Facebook Marketing Conference, February 2012SOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS March 2012
  • 4. How is it different?Say hello to the new Facebook.SOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS March 2012
  • 5. Format Facebook Timeline for brands looks a lot like Timeline for users. Brands can add milestones that pre-date Facebook, in order to give a comprehensive representation of the brand’s history. Life before Facebook? Do any of us remember it? Large cover photo Smaller profile photo that doubles as avatar for brand posts The About section is more visible and tabshave been replaced byfeatured content areas (photos and custom apps) that can be Users who visit your arranged to page can see how your preference other Facebook users are talking about your brand. Source: Facebook SOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS March 2012
  • 6. Format Users can message a brand New features place the emphasis on engagement. privately—a huge help for keeping the focus on content vs. individual issues or posts Stories can be sorted “Talking about this” by highlights, brandmeasures the level of posts, posts by othersengagement with your or posts from a users content. Including own social circleLikes, shares, taggedphotos and mentions of your brand Users who visit your page see how many of Prioritize content you their friends like you, and want people to see: how they’ve talked about“Pinned” posts stay at your page the top of your page for up to seven days. Like your personal “Star” a post that is timeline, the visibility of important and hide every post or piece of stories you don’t like user engagement is managed on the “activity log” Source: Facebook SOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS March 2012
  • 7. Open InsightsNow, your engagement is (semi) public domain. Anyone who visits your page can see who among their friends Likes your page and view the evolution of your fan base. Sources: FacebookSOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS March 2012
  • 8. Admin Panel Messages from users A centralized place for page management. will all appear here All user activity is located hereNew likes used to disappear after awhile. Now they’re all here Page insights are readily available and visible for all admins Source: Facebook SOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS March 2012
  • 9. Things to ConsiderThe good, the bad and the okay. •  Apps are now wider: •  You can choose from the formerly standard “narrow” view (at 520px) or the new “wide” view at 810px. •  Like-gates are gone. •  Cover photos aren’t a free-for-all. You can’t: •  Include a price or offer •  Include a call to action •  Include contact information for your company •  Violate a third party’s intellectual property (duh) •  Photos are better than ever •  Each milestone can include an image of 843x403px. •  “Starring” posts can make them fullscreen, so choose photos that are a minimum width of 852px.Source: FacebookSOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS March 2012
  • 10. Facebook Timeline in 5 Easy StepsNew features place the emphasis on engagement. •  Pick a new cover photo •  You have an expansive 851x315px to make a splash. •  Select a profile picture •  This image becomes the avatar for your brand on your own page, within the news feed and on sponsored stories. •  Logos are recommended, and will scale from 180x180px to 32x32px. •  Arrange your apps (and tabs) •  What do you want to feature on your page’s nav bar? •  Are your apps updated to reflect the new tab width? •  Do you have icons that reflect the new 111x74px format? •  Comb through your activity log •  Preview what your page will look like with the Timeline format. •  What stories do you want to pin at the top of your page? Which stories do you want to star as important? •  What stories do you want to hide on your timeline? •  Map out your milestones •  What are the key dates for your brand? Each milestone can have a photo at 843x403px. •  You can update and edit as time goes by. SOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS March 2012
  • 11. New paid optionsReach Generator and Premium are blurringthe line between paid and earned content,making your Facebook page “missioncontrol” for all engagement.SOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS March 2012
  • 12. Reach GeneratorTurn your content into ads. •  What they promise: •  Guaranteed reach of 75% of your fans each month, 50% of fans each day. •  What it does •  Turns your brand’s posts into sponsored stories on the right side of their page or within their news feed. •  Doubles the volume of engagement (likes, comments, shares). Source: Facebook SOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS March 2012
  • 13. PremiumTurn your content into ads. •  What they promise: •  For a minimum required spend, you get 5-10x more engagement for placements in the right-hand side and Facebook newsfeed. •  What it does: •  Turns your brand’s content into ads: •  Right-hand side of homepage with sponsored stories •  News feed stories in a user’s home page •  News feed on mobile •  Log-out experience: a highly visual ad that users see when they (you guessed it) log out of Facebook Source: Facebook SOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS March 2012
  • 14. PremiumTurns your page content into ads. Every post has the potential to become an ad.As a result, your ads are as compelling as your content. Source: Facebook SOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS March 2012
  • 15. PremiumFacebook will automatically truncate your premium post to fit into their newcharacter limits. Here’s what this means for the different ad options: •  Photos: Facebook will feature the first 90 characters of the photo caption you choose to promote and will include a photo thumbnail that is 168x128 (4:3 aspect ratio) •  Video: Facebook will feature the first 90 characters of the video caption and include a thumbnail of your video that is 185x104 (16:9 aspect ratio) •  Question: Facebook will feature up to four answers, or the first three plus a “see more” link •  Status: Facebook will feature the first 150 characters of your promoted status update •  Event: Facebook will feature the first 90 characters of your post and will include a 70x70 event thumbnail and up to about 5 lines of text from the event description •  Link: Facebook will feature the first 90 characters of your link description and a 75x75 thumbnailSource: FacebookSOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS March 2012
  • 16. Brought to you by the Periscope Community Team your friendly social media resource.Will Stark Nora McInerny Purmort Rebecca Lunna Tara Olson Evan CarpenterPensive and thoughtful. A tall glass of milk. Singer. Raconteur. Class, sass and sparkles. A loner and a rebel.@onegoodwill @noraborealis @rlunna @futureadexec @evancarpenter84 SOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS March 2012
  • 17. THANK YOU! " ® THANK YOU!PERISCOPE "" " SOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS March 2012