Facebook fMC guidebook (Dachis Group)

Are you ready for March 30th?Four Must-Do Updates for Your Facebook PageMarch 6, 2012@dachisgroupwww.dachisgroup.com

On Feb 29, 2012, Facebook rolled out some exciting changesfor brand marketers at their fMC event in New York City.This guide provides a snapshot of what you need to know toget ready for the March 30 deadline.In this guide:1. Two Big Announcements from Facebook fMC.2. Four Must-Do Updates for your Facebook page by March 30th.3. Three Should-Do Updates to consider.® 2012 Dachis Group. Conﬁdential and Proprietary 2

Two Big Announcements from fMC1. Timelines for Brands: New functionality to help promote content, going live on all pages on March 30, 2012.2. New Advertising Offerings: Reach Generator (to increase story distribution), Premium on Facebook (to control story placement), and Offers (enhanced promotions).® 2012 Dachis Group. Conﬁdential and Proprietary 3

Four Must-Dos Updates Before March 30th1. Create and Upload a Cover Photo2. Edit and Optimize Your Proﬁle Image3. Transform Your Tabs Into “Views”4. Understand the New Rules For Posting Content® 2012 Dachis Group. Conﬁdential and Proprietary 4

1. Create a Cover Photo: Make a Good First Impression Landing tabs are out. Cover Photos are in. Your Cover Photo is your best—and maybe only—chance to make an impression on Facebook. Does it tell a new visitor everything that they need to know about your brand on Facebook? Has it been designed with the ideal Facebook user experience in mind? Do you know what Facebook does not allow brands to do with their Cover Photos?® 2012 Dachis Group. Conﬁdential and Proprietary 5

2. Edit Your Profile Image: Think Inside the Box The role of your profile image has changed. It’s now the badge of your brand across Facebook. Does it clearly communicate a single visual idea? Can fans instantly identify it with your brand? Is it formatted properly to take advantage of the new profile image dimensions? Is it the image that you want associated with everything that your brand does on Facebook?® 2012 Dachis Group. Confidential and Proprietary 6

3. Transform Tabs to Views: See Tabs In a New Light Your page tabs will become Views in the new layout. The transition will significantly increase the visibility of some Views, while reducing others. Are you taking full advantage of all options to direct your users to your most important Views? Do the thumbnail images of your Views complement the design of your profile image and Cover Photo? Do all of your Views make sense in the context of your new page?® 2012 Dachis Group. Confidential and Proprietary 7

4. Understand Posting Options: Are You Being Heard? The new brand page layout also ushers in a number of changes to the way you can post and prioritize content. Do you know how to change the position and size of your posts on your Timeline? Have you ﬁgured out what makes a photo look good (and what doesn’t) in Timeline posts? Are you aware of the new options for interacting with fans, and the repercussions that they will have on your customer service?® 2012 Dachis Group. Conﬁdential and Proprietary 8

How Red Bull Implemented Pages for Brands When Red Bull was given early access to the new Pages for Brands, they turned to Dachis Group to help unlock its potential for their 27 million fans. Facebook refers to the new Pages for Brands as “Mission Control for Brands on Facebook.”® 2012 Dachis Group. Conﬁdential and Proprietary 9

Three Should-Dos Updates Worth Considering1. Update your tabs and apps for the new layout2. Adjust your content strategy to take advantage of Timeline3. Leverage Facebook’s new advertising products to increase reach and drive engagement® 2012 Dachis Group. Conﬁdential and Proprietary 10

1. Update Tabs for New Layout: Room to Stretch Out In the previous layout, all Facebook tabs had a maximum width of 520 pixels. The new brand pages increase that by more than 50%, to 810 pixels wide. If your old tabs look cramped in the new layout, or if you don’t want to lose one-third of the new Views canvas to white space, we can help you reformat your tabs to take full advantage of the additional breathing room.® 2012 Dachis Group. Conﬁdential and Proprietary 11

2. Adjust Content for Timeline: What’s Your Story? With new options for engaging with an audience, displaying content and highlighting speciﬁc posts, savvy brands need to rethink what they’re doing with Facebook and why they’re doing it. For Red Bull, we didn’t just help them create a Facebook page that instantly conveyed the spirit of their brand. We also developed a Timeline “scavenger hunt” that is encouraging fans to discover aspects of the Red Bull story in a fun and engaging way. What’s your brand’s story? And how can you use all of Facebook’s new tools and options to tell it best?® 2012 Dachis Group. Conﬁdential and Proprietary 12

3. Leverage Ad Products: Get the Most for Your Money At fMC, Facebook shared a startling statistic: each brand page post reaches only 16% of fans. As Facebook becomes an increasingly more competitive marketing channel, paid media support is more critical than ever. The brands who have enjoyed the most success on Facebook have never bought into the common misperception that “social is free.” But it doesn’t have to cost a fortune, either. We can help you maximize your investment with new Facebook products like Offers, Reach Generator and Facebook Premium that help you reach new fans in new places—including mobile.® 2012 Dachis Group. Conﬁdential and Proprietary 13

Why Dachis Group? As the world’s largest Facebook Preferred Developer for Facebook solutions, Dachis Group has created hundreds of unique social experiences for 40% of the Fortune 500. Our team of 250 Social Business Professionals spans 13 ofﬁces across 10 countries. Since 2006, we have developed and deployed over 500 Facebook tabs, applications and Facebook Connect experiences for the world’s leading brands.® 2012 Dachis Group. Conﬁdential and Proprietary 14

Want to learn more? We’re glad to help.•See our posts on Facebook’s changes: www.dachisgroup.com/blog/ “Facebook’s fMC" “Timeline for Brands: A Primer” “Key Takeaways from the Facebook Marketing Conference”•Relive fMC: www.facebook.com/business/fmc/•Request a 1:1 brieﬁng: info@dachisgroup.com•Tweet a question: @dachisgroup® 2012 Dachis Group. Conﬁdential and Proprietary 15

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Facebook fMC guidebook (Dachis Group)

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