Marketing Strategies Using Facebook Timeline for Brands

Marketing Strategies forFacebook Pages Using Timeline March 14th 2012Host: Asma Stephan, SnapApp Social Media ManagerFor more information and insights, us at Facebook.com/SnapApp 1

Housekeeping Items• Turn your computer speakers on & up!• Share your questions in the chat window• Tweet using #SnapApp4Facebook• Recording & slides will be made available within 48 hours• Like us SnapApp on Facebook & leave your feedback so we can improve our next events!#SnapApp4Facebook 2

What We’ll Cover1. What is Snapapp?2. The “Timeline” time table3. What these changes mean.4. Overview of the changes, including: – Cover image – About Section – Tabs/Application/”Favorites” – Timeline Feed Features – Messaging• And Marketing strategies for each• Admin tool• Quick-Start Checklist for converting your page#SnapApp4Facebook 3

Facebook Website Blog Twitter, Google+ Mobile Ad Unit#SnapApp4Facebook 4

The “Timeline” Timeline • User Profile Timelines started rolling out in late 2011 – To become mandatory “in the next several weeks” • Brand Page Timeline announced Feb 29th. – Currently optional. – BUT Mandatory deadline March 30! • During this time period, activate your preview! – Your page will not be live, but you can “stage” your page so it’s perfect when it’s released. – http://www.facebook.com/pages/status/#SnapApp4Facebook 5

Why Is FacebookMaking these Changes?• Emphasis on engagement – Started with initial profile timeline rollout – People talking about this metric• No longer emphasizing Likes – Discouraging like-gating tactics• Focus on community#SnapApp4Facebook 6

Cover Image• Now the only landing page option.• This image takes up the top third of your page.• Best size is 815x315px.#SnapApp4Facebook 7

Before After #SnapApp4Facebook 8

Cover Image Don’ts • DON’T mention discounts or offers (Get 40% off!) • DON’T Include a call to action (Download now!) • DON’T reference Facebook (i.e. no asking people to “Like” your Page or “share” content) • Facebook Policy on Cover Images: http://www.facebook.com/help?faq=%202763291157674#SnapApp4Facebook 9

Example Cover Image B2C#SnapApp4Facebook 10

Example Cover Image B2B#SnapApp4Facebook 11

How to Put Your Best Face Forward• Choose an image that is welcoming – “Yes, this is the right place!”• Include your motto or tagline – What is your value proposition? What can you offer?• Consider updating/rotating the image – seasonally, with a new product or in conjunction with major campaigns.• Ask a question in the Cover – “What is your favorite thing about our products?”• Hold a contest, or ask users to vote on your cover image – Must use a third party app#SnapApp4Facebook 12

Profile Photo• Your profile photo might not fit anymore.• If it was tall, it will be cropped.• 180x180px Before After#SnapApp4Facebook 13

Combine Profile and Cover• Consider a clever profile photo that is part of your cover image.#SnapApp4Facebook 14

About Section• This blurb gets pulled from your Profile• 150 characters #SnapApp4Facebook 15

What You Should Know About Me• Use this as an opportunity to welcome fans to your page.• You can include a link.#SnapApp4Facebook 16

New Look for “Tabs” • Limited to 12 slots for apps. – Only have 3 Tabs “Above the Fold” Note: App size for tabs is still 520 x 600px#SnapApp4Facebook 17

Favorite Applications • Rotate and swap tab order. – Move Likes tab below the fold. • Keep name short and sweet. • Feature your most relevant and engaging appsWelcome VideoQuizSweepstakes#SnapApp4Facebook 18

How to Edit Settings• Click the down arrow to display all of the tabs.• Hover over the tab you want to edit and click the pencil edit icon• Change the image 170x70• Tab name #SnapApp4Facebook 19

What does this mean?• No longer option to select a “default tab” – Work harder to Drive traffic to your tabs/applications. – Engaging content. Get Your Tabs Noticed!• Make tabs eye-catching to draw attention – 170x70 px – CTA language IS Okay on tabs! • (“Click for more fun!” or “Vote Now”)• Post contests and timely apps above the fold.• Post links to apps directly in the Timeline#SnapApp4Facebook 20

Is Like-Gating Dead?• Like-gating down, but not out!• Send outside users to the tab page directly. Source: http://www.business2community.com/facebook/rethinking-fan-gating-strategies-#SnapApp4Facebook for-facebooks-new-timeline-for-pages-0141949 21

Timeline (Formerly the Wall) Before After #SnapApp4Facebook 22

If You Like It Then You Shoulda Put A Pin In It• Pin important pins (including links to tabs) to the top of your timeline.• Pins stay put for 7 days. #SnapApp4Facebook 23

Seeing Stars• Highlight posts with photos, videos, or lots of activity.• Starred posts are spread across the width of the Timeline for more visibility.#SnapApp4Facebook 24

Reaching Milestones• Manually add milestones to your Timeline.• Use photo and video to make moments stand out. Major events Founding Product releases Significant hires Personal achievements#SnapApp4Facebook 25

Engaging With Milestones• Add funny or poignant milestones in line with your brand’s messaging#SnapApp4Facebook 26

Hide Posts• Remove duplicate or irrelevant posts#SnapApp4Facebook 27

Messaging• Fans can send private messages to pages• Customer service channel.• Can only respond after fan initiates.• Pages can disable this.#SnapApp4Facebook Source: http://www.jonloomer.com/facebook- timeline-for-pages-tutorials/ 28

Admin Panel• View notifications• Respond to messages• View your Page insights• Access your activity log to curate content on your Page• Access the Edit menu to make changes to your Pages settings#SnapApp4Facebook 29

Quick-Start Checklist Choose a eye-catching cover that follows the rules. (815x315px) Adjust your profile image if necessary. (180x180px) Edit your “About Me” section (<150 characters) Sort your tabs and edit them to update thumbnails (170x70px) Highlight and pin important and relevant posts in the timeline. Hide duplicate or irrelevant posts.Or, watch our video!http://youtu.be/sXE1KUTtQ8I #SnapApp4Facebook 30

Q&A • Visit http://blog.snapapp.com for Facebook Marketing tips including our post about these Timeline changesDon’t forget to us at Facebook.com/SnapApp #SnapApp4Facebook 31

Marketing Strategies Using Facebook Timeline for Brands

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Marketing Strategies Using Facebook Timeline for Brands Presentation Transcript

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