2009: Pages introduced, you can “become a fan”. 2010: Tabs on side, photostream. Other: Advertising and statistics.
Some rules to respect regarding this cover photo : No html No pricing or promotion can be mentioned No website address mention No Call To Action to like/share the page
Note that with the new format, no more default landing tab is available. All fans and non-fans see the same page. Facebook wants to position itself as the place where the community talks, and not as a collection of websites from brands.
Tabs and applications can no longer be set as default landing page for fans and non-fans. Only via ads or redirects from other pages, you can redirect people directly to a tab or application.
In total there is room for 12 tabs. Only 4 tabs are visible at all times ; all the other tabs are hidden and only appear when a fan clicks on the small button with number and downward arrow.
The ‘Photos’ tab is fix. You can not remove or change this tab. Next to the ‘Photo’s tab, there is room for 3 other tabs.
When clicking on a tab/app, you will see an expanded visual up to 810 pixels width instead of 520 pixels in the past.
If you want to keep a post pinned at the top of your page for a longer time, you need to repin this every 7 days.
When a milestone is added to your timeline, a blue flag indicates this as a milestone for your brand.
Fans can now contact Brands directly through Facebook private messages.
You also have the possibility to show posts from your brand or fan activity only after it has been reviewed/validated by a Brand Page Admin
From this space, fans can write you a private message, just like an e-mail.
Other news media: Washington Post, The Independent, Mashable, WSJ, The Daily, USA Today, The Onion http://www.guardian.co.uk/info/2011/sep/22/guardian-facebook-app-faq At The Guardian, social traffic is close to overtaking search as main search of traffic. http://econsultancy.com/uk/blog/9394-guardian-predicts-social-to-become-more-important-than-search-for-traffic
Real time ticket / Direct play / Music stories / Music dashboard Other music apps: Deezer, Mixcloud, Turntable.fm, Rdio, Rhapsody, NRJ http://www.spotify.com/us/about/spotify-on-facebook/
Other travel apps: Foursquare, Airbnb https://apps.facebook.com/tripadvisortravelmap
Other shopping apps: https://www.facebook.com/pinterest
Un meilleur ciblage des membres en fonction de leurs consultations. Nécessité de repenser les logiques d’engagement et miser sur du contenu La qualité est récompensée De nouveaux indicateurs d’engagement
Overview of changes
All Facebook brand
pages will be transfered
to this new concept by
March 30, 2012.
There are 8 important
facts you need to know.
1. Cover Photo
A big horizontal banner now appears on top of the page (851 x 315 pixels).
This new eye-catching format allows brands to capture fans attention with an
image that speaks for the brand.
2. Profile Picture
The ‘about’ section (Description) shows 145
characters before « more » appears.
(255 ch. max).
The new format for the profile picture is a
square with bigger dimensions (180 x 180
4. Tabs and applications
Tabs and applications can no longer be set as default landing page for fans and non-fans.
They now appear on the top of the page with a more detailed visual up to 111 x 74 pixels
A Tab name contains a maximum of 15 charachters and has a visual you can customize.
In total there is room for 12 tabs. Only 4 tabs are visible at all times
The ‘Photos’ tab is fix..
5. New feature: Pinned post
allows you to
highlight a specific
photo album, video,
note,…) and pin this
one at the top of
your page during 7
5. New feature: Pinned post
Example : Full width visuals
You can now make your page visually attractive by posting big and
small foto’s and video’s
6. Date Selector: Timeline
The Date Selector on the right top of the page offer to fans the possibility
to see important milestones in the life of your brand
7. Insights extract
All fans and non-fans
can check some
statistics about your
• People talking about
• New likes per week
• Most popular week
• Most popular City
• Most popular Age
8. New feature: Message to brand
When fans click on « Message » at the top of your page, they are redirected to
their Facebook messages.
You can choose to activate this service or not by going to the page settings and
unchecking the option.
On January 2012 Facebook announced 60 apps that automatically share your content.
This follows Mark Zuckerberg’s “law of social sharing”: the amount of data people share
doubles every year.
Games already had this. Now, everything you do is shared automatically.
– News article from The Guardian or Washington Post
– Music you listen to on Spotify
– Images you share on Pinterest
This works both way: friends see what you do, and you can discover what’s popular
among your friends.
Consequences for brands: positive
There are certainly a lot of positive changes for brands:
1. More and better information on brand fans. What do they read, listen,
watch, want… This allows for more targeted campaigns.
2. New ways to interact with a brand. From now on interactions won’t be
limited to just the timeline but also in the news feed and the ticker.
3. Good quality is rewarded. The changes will push brands to invest in quality
content, to get the most out of the timeline and ticker.
4. New indicators of engagement. Before, brands had only two indicator:
number of fans and like. With the new buttons, there will be more accurate
data on member interactions: what do they read, like, share...
Consequences for brands: negative
1. Graphic distraction. A giant graphic to the top of your page may look nice,
but it does not drive any action that benefits your brand. The real
engagement elements are pushed down the page.
2. Relevance of pinned posts. The highlighting of posts is interesting, but only
if fans visit the brand page. Statistics show people don’t return to a page
once they’ve liked the brand.
3. Private messages. Being able to receive messages from your fans with only
1 click is a great improvement. But popular brands will receive 1.000’s of
messages per day, making it worse than spam. What is the cost of reading
and responding to all?
4. Timeline irrelevancy for brands. Facebook’s Timeline was designed to
showcase a real person’s life. For brands today, the present day is what
Consequences for advertising
1. More personal information. Timeline for profiles encourages people to add
more detailed information to their profile: place of residence, education,
date of marriage, recent travels... Facebook can now look into your past for
even better targeting.
2. New buttons for improved targeting. The previous Facebook had only one
way for interacting: "Like". New buttons can gather more information: read,
watch, listen... all without having to like. Real interest will be declared
through the "Want" button. This data is a gold mine!
3. Interactive applications. There are thousands of Facebook applications that
let you do almost anything, with varying success. The new timeline will
encourage sharing through applications. Publishers have to take advantage
4. Users never leave Facebook. With the addition of services for music,
movies, news... users will end up spending their entire day (and night) on
Facebook. More exposure = more time spent sharing = higher CPM. With
members being only 12 hours/day, there is no really limit for the price they
can ask advertisers.
Cleverwood is a trademark of Fair Wood Ventures sprl/bvba
Cleverwood is your New Media
Consulting partner, providing
expertise, knowledge and
consulting services for Social
Media, Web, Mobile, Interactive
Television and emerging
Slides will up be there
Pic’s will be here
Andtweets down here
Thank You !
Christelle Deliens & Stijn Vogels
Twitter: @christelle501 & @aardling
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