“Facebook Timeline for Brands – What You Needto Know Now”March 28, 2012
R2INTEGRATED: WHO WE AREWho Am IAnd how to talk about this “How To”                          Lindsay Moore                ...
AGENDA• Design• Advertising• Administrative• Questions
Design EvolutionFocus on Images, Brand Themes, Emotions, Storytelling, and History
DESIGN THEMES• Emphasis on Big Images• Focus on Content• Storytelling & Brand History
NEW FEATURES Cover Photo 851x315Profile Photo180x180                Tabs & AppsInfo Section                 TimelinePinned...
COVER PHOTO• Cover images may not include:    • Price or purchase information (“Get 50% Off”)    • Contact information (We...
COVER PHOTOUse Cover Photo to depict lifestyle associated with your brand
COVER PHOTOUse Cover Photo to evoke key emotions in relation to your brand
COVER PHOTOUse an existing photo that conveys key themes associated with yourbrand or organization for the Cover Photo
COVER PHOTOUse Cover Photo to shape perceptions about your brand
COVER PHOTOUse Cover Photo to showcase your products through compelling visuals
COVER PHOTOUse Cover Photo collage design to showcase multiple products andbrand themes
COVER PHOTOUse Cover Photo to creatively depict your services through design
COVER PHOTOUse Cover Photo to show what your products or services can do whileencouraging engagement and user-generated co...
COVER PHOTOUse Cover Photo to show iconic buildings associated with your organization
COVER PHOTOUse Cover Photo to emphasize the local flavor of your organization
COVER PHOTOUse Cover Photo to take a peek inside the office
COVER PHOTOUse Cover Photo to display people in your organization
COVER PHOTOUse Cover Photo to extend advertising campaign
COVER PHOTOUse Cover Photo to highlight your organization’s mission
COVER PHOTO RECAP•   Lifestyle associated with brand•   Key emotions related to brand•   Existing photos to showcase organ...
PROFILE PICTURE• Dimensions: 180x180 to 32x32• Presence: The profile picture is used as thumbnail image in  news feed stor...
PROFILE PICTUREIn general, a logo is recommended. You can become more creativewith your Cover Photo if your recognized log...
PROFILE PICTUREIf you’d prefer not to use a logo, make the profile picture an imageclosely associated with your brand
PROFILE PICTUREProfile pictures could be used to showcase well recognized advertisingcampaigns
TABS• Placement: Four thumbnails now appear below Cover Photo. Tabs are  re-orderable except for the Photos thumbnail whic...
TABSUse consistent imagery in tab thumbnails to emphasize brand imagery
TABSUse consistent imagery in tab thumbnails to emphasize brand imagery
TABSDesign tabs to take up full width of new dimensions
TABSSay Goodbye to “Like-Gating”
TABSEnsure tabs are not designed with old layout in mind
TAB RECAPDesign Recommendations:•   Make thumbnails consistent in terms of design•   Expand width of tabs to new specs•   ...
TIMELINE• Strategy: Show case the history of your organization from the founding  to today, including key milestone events...
TIMELINEEvoke brand history and touch on emotional connections
TIMELINEShowcase achievements & connection to present day through Milestonephotos
TIMELINEShowcase major product launches or organizational shifts through Milestonephotos
TIMELINEFacebook will automatically populate your old posts to the Timeline
TIMELINE RECAP•   Brand history•   Emotional connections to the past•   Achievements•   Product launches•   Organization s...
INFO SECTION• Content: This is the place to highlight contact info and explain the  nature of your page.• Character Limit:...
INFO SECTIONUse Info Section to explain the purpose and value of your Page
INFO SECTIONUse Info Section to convey your mission statement and guidingphilosophies
INFO SECTIONUse Info Section to boost credibility by highlighting experience and position
INFO SECTIONUse Info Section to provide contact information or links to your otherowned properties
INFO SECTIONUse Info Section to state details specific to your organization or product
INFO SECTIONUse Info Section to draw attention to current campaigns running onFacebook, promote events, or cross-promote o...
INFO SECTIONBe cognizant of character limits
INFO SECTION RECAP•   Explain purpose of Page•   Tell people value in Liking the Page or returning to the Page after Likin...
PINNED POST• Timing: Pinned Posts stay live at the top of your Page for 7 days• Strategy: Use Pinned Posts to promote spec...
PINNED POSTHighlight events or campaigns that are timely in nature
PINNED POSTCapitalize on pop culture or current events
PINNED POSTSpark visible engagement at the top of your Page
PINNED POST RECAP•   Highlight timely events or campaigns•   Draw attention to monthly promotions or giveaways•   Relate y...
Advertising EvolutionA Shift from Promotional Copy to Organic Content & Social Connections
ADVERTISING FEATURES• Marketplace Advertising   •   No monthly minimum spend required   •   Purchased on recommended CPC b...
PREMIUM ADS AND SPONSORED STORIES• Focus on building essential connections and creating social context• Ads enable you to ...
PREMIUM ADS & SPONSORED STORIESSource: http://ads.ak.facebook.com/ads/FacebookAds/Premium%20Ads%20and%20Sponsored%20Storie...
FROM A PAGE POST TO AN ADSource: http://ads.ak.facebook.com/ads/FacebookAds/Premium%20Ads%20and%20Sponsored%20Stories.pdf
PAGE POST AD SPECSSource: http://ads.ak.facebook.com/ads/FacebookAds/Premium%20Ads%20and%20Sponsored%20Stories.pdf
LOG OUT PAGE ADS
New Admin Features
MIGRATING TO TIMELINESTEP 1: Navigate to your Page STEP 2: Hit Preview To Start Tour
MIGRATING TO TIMELINESTEP 3: Tour, Update, and Publish  •   Cover  •   Profile Picture  •   Tabs (Views)  •   Review Timel...
INSIGHTSFacebook Now Offering Real Time Insights
INSIGHTSNew Insights Related to Likes
INSIGHTSNew Insights Related to Reach
INSIGHTSNew Insights Related to Talking About This
NEW ADMIN FEATURESChange Page Name http://www.facebook.com/help/contact_us.php?id=262629790471076
NEW ADMIN FEATURESMessage with Likers Directly
Questions
R2INTEGRATED: CONTACT USwww.r2integrated.com         Lindsay Moore | Digital Marketing Strategist      
R2integrated- Digi...
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“Facebook timeline for brands – what you need to know now”

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  • - Emphasis on big images (Cover Photo, Standout Profile Picture, Tab thumbnails, Milestone photos, newsfeed photos larger)Focus on content – rather than asking people to like your page immediately, you want to show them visually compelling content via the cover photo, summarize your key message with the Info section, and take advantage of the 4 tabs to showcase specific campaigns, events, contests, etc. - Storytelling – use images to tell the story of your brand – evoke key themes. Use timeline to literally chart the history of your organization or brand.
  • Snapshot of all the major design changes. We’ll go through each one in detail and provide examples of how some big companies and local brands are using the new features.
  • - we’ll show some big brands to show some very compelling ways of doing this but if you manage marketing for a small organization you can still make this work using an existing photo that meets one of the purposes we’ll go through
  • Subtly generate likers
  • One of the most important issues in his campaign appears on the cover, without any calls to action or contact information
  • “Evolving from advertising to stories…ads are good but stories are better” – FB customer marketing director at fMC
  • Capture core message in first 90 charactersChoose formats that match marketing objectives Think about how your posts will look as Ads and Sponsored StoriesPage Post: drive engagementPage Post (video): launch product, drive awareness, drive video consumptionPage Post (photo): launch product, drive engagementPage Post (question): drive engagementPage Post (link): drive offsite, drive salesPage Post (event): drive to an event
  • Size of bubbles represent how many posts your Page published each day. Page posts are easiest way to get people to talk about you. People talking about you are the number of unique people who have created a story about your page – getting more people to talk about your page is a great way to reach more peopleWeekly total reach is the # of unique people who have seen any content associated with your Page (including ads and sponsred stories) Friends of fans (# of people who were friends with people who liked your page)
  • New to Likes Tab of Insights
  • Organic = # of unique people who saw your content in News Feed, ticker, on your Page (including people who liked your page and who haven’t)Paid = number of unique people who saw an ad or sponsored story that pointed to your apgeViral = # of unique people who saw a story about your Page published by a friend (including liking your Page, posting to your Page’s wall, liking commenting or sharing one of your Page posts)Total (# of people who saw any content associated with your Page including Ads or Sponsored Stories)
  • Number of unique people who created a story about your Page – use dropdown to segment whether it was a Page like, story, story from your post, mention, photo tag, or post from othersViral Reach: # of people who saw a story published by a friend about your Page
  • Formerly you could not change your page name once you had accumulated a certain # of fans – now you can apply
  • “Facebook timeline for brands – what you need to know now”

    1. 1. “Facebook Timeline for Brands – What You Needto Know Now”March 28, 2012
    2. 2. R2INTEGRATED: WHO WE AREWho Am IAnd how to talk about this “How To” Lindsay Moore Digital Marketing Strategist lmoore@r2integrated.com 410.327.0007 x 1043 @lindsay_moor e #R2integrated #r2ihowto
    3. 3. AGENDA• Design• Advertising• Administrative• Questions
    4. 4. Design EvolutionFocus on Images, Brand Themes, Emotions, Storytelling, and History
    5. 5. DESIGN THEMES• Emphasis on Big Images• Focus on Content• Storytelling & Brand History
    6. 6. NEW FEATURES Cover Photo 851x315Profile Photo180x180 Tabs & AppsInfo Section TimelinePinned Post
    7. 7. COVER PHOTO• Cover images may not include: • Price or purchase information (“Get 50% Off”) • Contact information (Website, email, mailing address, etc.) • Calls to action (“Learn more” or “Get it Now”) • References to Facebook features (Like, Share) • Arrows (Pointing to Like Buttons)• Dimensions: 851x315• Privacy: All Cover Photos are public and anyone who visits your Page will be able to see your Cover Photo• Strategy: Visually showcase your brand through images that convey key company themes, product associations, emotional connections
    8. 8. COVER PHOTOUse Cover Photo to depict lifestyle associated with your brand
    9. 9. COVER PHOTOUse Cover Photo to evoke key emotions in relation to your brand
    10. 10. COVER PHOTOUse an existing photo that conveys key themes associated with yourbrand or organization for the Cover Photo
    11. 11. COVER PHOTOUse Cover Photo to shape perceptions about your brand
    12. 12. COVER PHOTOUse Cover Photo to showcase your products through compelling visuals
    13. 13. COVER PHOTOUse Cover Photo collage design to showcase multiple products andbrand themes
    14. 14. COVER PHOTOUse Cover Photo to creatively depict your services through design
    15. 15. COVER PHOTOUse Cover Photo to show what your products or services can do whileencouraging engagement and user-generated content from your Likers
    16. 16. COVER PHOTOUse Cover Photo to show iconic buildings associated with your organization
    17. 17. COVER PHOTOUse Cover Photo to emphasize the local flavor of your organization
    18. 18. COVER PHOTOUse Cover Photo to take a peek inside the office
    19. 19. COVER PHOTOUse Cover Photo to display people in your organization
    20. 20. COVER PHOTOUse Cover Photo to extend advertising campaign
    21. 21. COVER PHOTOUse Cover Photo to highlight your organization’s mission
    22. 22. COVER PHOTO RECAP• Lifestyle associated with brand• Key emotions related to brand• Existing photos to showcase organization/brand theme• Shape perceptions of brand• Showcase products• Creatively depict services• Collage design to show multiple products/services• User-generated-content from Likers• Iconic buildings associated with your organization• Emphasize local flavor• Show people in your organization• Peek inside the office• Extend ad campaign/cross-promotion• Highlight mission or current issues
    23. 23. PROFILE PICTURE• Dimensions: 180x180 to 32x32• Presence: The profile picture is used as thumbnail image in news feed stories, ads, featured stories, posts from your Page.• Strategy: The profile picture should be highly branded and recognizable – logos are generally suggested. The picture should also integrate well with your Cover Photo.
    24. 24. PROFILE PICTUREIn general, a logo is recommended. You can become more creativewith your Cover Photo if your recognized logo is used for the profilepicture.
    25. 25. PROFILE PICTUREIf you’d prefer not to use a logo, make the profile picture an imageclosely associated with your brand
    26. 26. PROFILE PICTUREProfile pictures could be used to showcase well recognized advertisingcampaigns
    27. 27. TABS• Placement: Four thumbnails now appear below Cover Photo. Tabs are re-orderable except for the Photos thumbnail which will always have the left spot. You can show a maximum of 12 tabs and apps so put the best ones in the top 3 spots next to the Photos thumbnail.• Dimensions of New Thumbnail: 117x74• Dimensions of New Tab: 800 wide with no length limit• Shift away from landing page tabs for non-fans: Facebook has removed the ability to send non-fans to a default landing tab. Tabs still will have unique URL’s so you can send people there via ads, email, etc.• Strategy: Use tabs for specific campaigns, promotional offers, events, etc.
    28. 28. TABSUse consistent imagery in tab thumbnails to emphasize brand imagery
    29. 29. TABSUse consistent imagery in tab thumbnails to emphasize brand imagery
    30. 30. TABSDesign tabs to take up full width of new dimensions
    31. 31. TABSSay Goodbye to “Like-Gating”
    32. 32. TABSEnsure tabs are not designed with old layout in mind
    33. 33. TAB RECAPDesign Recommendations:• Make thumbnails consistent in terms of design• Expand width of tabs to new specs• Remove arrows pointing to like buttons by 3/30 since layout will changeContent Recommendations:While tabs can no longer best as default landing pages for non-Likers, tabs shouldstill be use to engage likers in various formats.• Contests• Events• Games• Surveys• Promotions
    34. 34. TIMELINE• Strategy: Show case the history of your organization from the founding to today, including key milestone events through compelling visuals. Use Timeline to expand on the brand story you convey with your Cover Photo.• Dimensions of Milestone Pictures: 843x403• Examples of Milestone Events: Founding of organization, opening of first store or expansion to new stores, first customers, hiring of new employees, winning awards, reaching certain number of fans on Facebook.
    35. 35. TIMELINEEvoke brand history and touch on emotional connections
    36. 36. TIMELINEShowcase achievements & connection to present day through Milestonephotos
    37. 37. TIMELINEShowcase major product launches or organizational shifts through Milestonephotos
    38. 38. TIMELINEFacebook will automatically populate your old posts to the Timeline
    39. 39. TIMELINE RECAP• Brand history• Emotional connections to the past• Achievements• Product launches• Organization shifts• Connections to present day• Automatic population of old posts
    40. 40. INFO SECTION• Content: This is the place to highlight contact info and explain the nature of your page.• Character Limit: 180 including spaces• Strategy: Think about what you want to accomplish with your Facebook page to determine what to say in the Info Section
    41. 41. INFO SECTIONUse Info Section to explain the purpose and value of your Page
    42. 42. INFO SECTIONUse Info Section to convey your mission statement and guidingphilosophies
    43. 43. INFO SECTIONUse Info Section to boost credibility by highlighting experience and position
    44. 44. INFO SECTIONUse Info Section to provide contact information or links to your otherowned properties
    45. 45. INFO SECTIONUse Info Section to state details specific to your organization or product
    46. 46. INFO SECTIONUse Info Section to draw attention to current campaigns running onFacebook, promote events, or cross-promote other marketing campaigns
    47. 47. INFO SECTIONBe cognizant of character limits
    48. 48. INFO SECTION RECAP• Explain purpose of Page• Tell people value in Liking the Page or returning to the Page after Liking• Convey mission statement• Boost credibility by highlighting experience• Provide contact info or links to owned properties• Share specific details on your organization or product• Cross-promote campaigns• Keep character limits in mind
    49. 49. PINNED POST• Timing: Pinned Posts stay live at the top of your Page for 7 days• Strategy: Use Pinned Posts to promote specific seasonal offers, campaigns, deals, events, and more that you used to promote with landing page tabs.
    50. 50. PINNED POSTHighlight events or campaigns that are timely in nature
    51. 51. PINNED POSTCapitalize on pop culture or current events
    52. 52. PINNED POSTSpark visible engagement at the top of your Page
    53. 53. PINNED POST RECAP• Highlight timely events or campaigns• Draw attention to monthly promotions or giveaways• Relate your brand or organization to a current event or pop culture happening• Spark engagement and solicit responses from your Likers
    54. 54. Advertising EvolutionA Shift from Promotional Copy to Organic Content & Social Connections
    55. 55. ADVERTISING FEATURES• Marketplace Advertising • No monthly minimum spend required • Purchased on recommended CPC basis through self-serve portal • Ads appear on Right Sidebar • Copy is reduced to 90 characters• Premium Advertising NEW • $20,000 - $50,000 monthly minimum spend • Purchased on CPM basis through IO with advertising sales rep https://www.facebook.com/business/contact.php • Ads appear in 4 places: Newsfeed, Right Sidebar, Mobile Newsfeed, Logout Pages• Reach Generator NEW • Flat fee (not CPM or CPC) • New product enabling brands to buy one page post each day on up to 75% of its fans’ homepages • In a test, Ben & Jerry’s was able to reach 98% of its Page’s fans (up from 16% of fans that Pages reach without ads or Sponsored Stories)
    56. 56. PREMIUM ADS AND SPONSORED STORIES• Focus on building essential connections and creating social context• Ads enable you to reach a new audience (new connections) • Increase Awareness • Generate Likes • Drive Traffic to Campaign that Lives on a Tab• Sponsored Stories enable you to reach your existing audience and their friends (existing and new connections). Sponsored Stories show someone how their friends Like your Page next to your Ad message. • Engage • Reward• “Premium Ads and Sponsored Stories with enhanced social content are 80% more likely to be remembered, driving 40% higher engagement and a significant increase in purchase intent.” Source: http://ads.ak.facebook.com/ads/FacebookAds/Premium%20Ads%20and%20Sponsored%20Stories.pdf
    57. 57. PREMIUM ADS & SPONSORED STORIESSource: http://ads.ak.facebook.com/ads/FacebookAds/Premium%20Ads%20and%20Sponsored%20Stories.pdf
    58. 58. FROM A PAGE POST TO AN ADSource: http://ads.ak.facebook.com/ads/FacebookAds/Premium%20Ads%20and%20Sponsored%20Stories.pdf
    59. 59. PAGE POST AD SPECSSource: http://ads.ak.facebook.com/ads/FacebookAds/Premium%20Ads%20and%20Sponsored%20Stories.pdf
    60. 60. LOG OUT PAGE ADS
    61. 61. New Admin Features
    62. 62. MIGRATING TO TIMELINESTEP 1: Navigate to your Page STEP 2: Hit Preview To Start Tour
    63. 63. MIGRATING TO TIMELINESTEP 3: Tour, Update, and Publish • Cover • Profile Picture • Tabs (Views) • Review Timeline, • Tour New Admin Panel, • Learn How To Respond Privately With Messages via Admin Panel • Publish
    64. 64. INSIGHTSFacebook Now Offering Real Time Insights
    65. 65. INSIGHTSNew Insights Related to Likes
    66. 66. INSIGHTSNew Insights Related to Reach
    67. 67. INSIGHTSNew Insights Related to Talking About This
    68. 68. NEW ADMIN FEATURESChange Page Name http://www.facebook.com/help/contact_us.php?id=262629790471076
    69. 69. NEW ADMIN FEATURESMessage with Likers Directly
    70. 70. Questions
    71. 71. R2INTEGRATED: CONTACT USwww.r2integrated.com Lindsay Moore | Digital Marketing Strategist 
R2integrated- Digital Marketing & Technology 
[P] 410-327-0007x1043 www.r2integrated.com |facebook.com/r2integrated
Twitter: @lindsay_moore

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