Facebook Timeline - Implications & Strategy
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Facebook Timeline - Implications & Strategy



2012 overview of the changes Facebook Timeline presents to marketers, and how to optimize your efforts accordingly.

2012 overview of the changes Facebook Timeline presents to marketers, and how to optimize your efforts accordingly.



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Facebook Timeline - Implications & Strategy Facebook Timeline - Implications & Strategy Presentation Transcript

  • AutoZone Social Media Facebook Timeline Changes & Implications for F12
  • Facebook Timeline for BrandsAll new features are not created equal. Which are most important to our business? What are the implications of these changes? 2
  • First, a quick overview of the Facebook Timeline… Updated Tools & New Features 3
  • New Page = “Mission Control” TimelineCover Photo Allows fans to browse(851 x 315px) page chronologicallyProfile Pic(125x125) Tabs & Apps Appear as “favorites” below cover photo. Select 4 to display. Friends of Fans Visible to users who like the pagePin FunctionKeeps onefeature post attop of page upto 7 days Private Messages Fans can message us directly now. This feature can also be disabled. 4
  • Additional Features Star Function  Allows us to expand any specific post to full width of page Geo-Targeted Posts  Timeline automatically inserts by fan’s city Reach Generator  Premium Advertising Model for Brand Timelines  Promotes any post to 50% News Feed or Sponsored Story areas  Can each fans via mobile as well as desktop Fan Posts  Aggregated into a separate stream when users visit the page 5
  • What’s the Impact?1. Brand Visibility3. Content Strategy5. More 1x1 Customer Service 6
  • Creating the New Social Experience Brand Identity & Storytelling Navigating the “Social Site” – App Toolbar “Content is King” – Stars and Pins Leveraging Customer Service 7
  • Profile Pic – 180 x 180 px Cover Photo – 851 x 315x App Buttons – 111 x 74pxBRAND IDENTITY NEEDS
  • Brand Identity & Storytelling Reflects our brand personality Visually Stimulating Identity with a “bigger picture” Hubspot - Boston skyline  (i.e., their “Hub”) Verizon - “Share your Life”  User-generated contest  One wins the cover each day
  • Brand Identity & Storytelling Use Milestones to highlight events Chronologically posted within Timeline  Company founded  New product releases  Fan growth  Key hires  Acquisitions  Events, awards, etc.
  • Brand Identity & Storytelling
  • “Social Site” Navigation – App Toolbar 12 Apps allowed Total 4 are Customizable as Main Navigation  “Photos” is currently 1 of 4 by default
  • “Social Site” Navigation – App Toolbar Never dismiss low budget apps  Events & Notes can be used creatively – and effectively  Ben & Jerry’s – Notes as Recipes
  • “Social Site” Navigation – App Toolbar Calls-to-action restricted from Cover Photo  But you can get them close Edit your navigation  Custom image & App title as call-to-action
  • “Content is King” – Pin Function Anchor a story to the top of your timeline for up to 7 days Recommended Use:  Calls-to-action  Coupons  Sweepstakes  Polls / Questions  Contests  New product or campaigns Visual aid is advised 
  • “Content is King” – Pin Function
  • “Content is King” – Star Function Highlight posts expanding to full page width  NOTE: Does not freeze post location Recommended for  White-papers  Videos / demos  Audio / podcasts Include calls-to-action
  • Leveraging Customer Service Admin Panel  The all-in-one monitoring center  Activity & insights in one dashboard Private Messaging  Also visible in the admin panel  Users can now message brands directly  NOTE: You cannot initiate this dialogue
  • Leveraging Customer Service