Be An Expert on Facebook Timeline

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In this presentation on Facebook Timeline, we cover all of the management features, and design features which can help you build a real personality for your brand with Facebook Timeline.

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Be An Expert on Facebook Timeline

  1. FACEBOOKTIMELINEINFO @ ROOM214.COMBrandon Whalen | @BrandonSingsJill Mailander | @jillmailander@Room_214Facebook.com/Room214
  2. CONTENTSPAGE MANAGEMENT 3DESIGN YOUR TIMELINE 12BEST PRACTICES 26QUESTIONS 42• Page Management• Designing Your Timeline• Best Practices
  3. PAGEMANAGEMENTPlanning PostsPinning and HighlightingChanges to Your WallNew Administration PanelEditing Your Settings
  4. PLANNING POSTSENGAGING VISUALS RELEVANT CONTENT TARGETED AUDIENCE 4 | Page Management | Planning Posts
  5. HIGHLIGHTING Pinning posts Highlighting posts 5 | Page Management | Highlighting Posts
  6. FAN WALL POSTSTHE GOOD Collects all posts into one area and is easier to see Easier for brand managers to respond to the fans Hides negative commenting moreTHE BAD The wall isn’t as much of a conversation Fan posts aren’t automatically seen by other fans Fans may feel that their voice is less important 6 | Page Management | Fan Wall Posts
  7. FAN WALL POSTSTHE ALTERNATIVE The wall has a tab that you can choose to see posts by others and not the highlights of the brand page 7 | Page Management | Fan Wall Posts
  8. ADMINISTRATION PANEL8 | Page Management | Administration Panel
  9. MESSAGE9 | Page Management | Messages
  10. MESSAGE10 | Page Management | Messages
  11. EDITING PAGE SETTINGSNEW SETTINGS “Recent Posts by Others” Allow or deny posts by others on timelineTO ACCESS:11 | Page Management | Page Settings
  12. DESIGN YOURTIMELINECover PhotosProfile ImagesCustomizing and Organizing TabsMilestonesTimeline Maintenance
  13. COVER PHOTOS13 | Design Your Timeline | Cover Photos
  14. COVER PHOTOS14 | Design Your Timeline | Cover Photos
  15. COVER PHOTOSPHOTOS MAY NOT CONTAIN Price or purchase information Contact information like email, address, URLs References to “like,” “share,” or other Facebook features Call to action, such as “get it now”TIPS Best Quality: sRGB JPG file that is 851x315 and less than 100 kb Be visual, not literal Think about emotions vs. goals or tactics Integrate design into profile picture, and application icons 15 | Design Your Timeline | Cover Photos
  16. PROFILE IMAGESREMEMBER Pictures will shrink to 125x125 px Insider knowledge: Profile picture sizes increase to 160x160 on April 26th Make sure your profile photo is distinguishable as a thumbnail Thumbnail is the most often seen aspect of your Facebook page 160 x 160 50 x 50 160 x 160 50 x 50 16 | Design Your Timeline | Profile Images
  17. APPLICATIONS: CUSTOMIZING 50 x 501. 2. 3. 4. 17 | Design Your Timeline | Applications
  18. APPLICATIONS: ORGANIZING 1. 2. 3.. 18 | Design Your Timeline | Applications
  19. MILESTONES. 19 | Design Your Timeline | Milestones
  20. MILESTONES 1. 2.. 20 | Design Your Timeline | Milestones
  21. MILESTONES 3.. 21 | Design Your Timeline | Milestones
  22. MILESTONES 843 px 403 px. 22 | Design Your Timeline | Milestones
  23. TIMELINE MAINTENENCE23 | Design Your Timeline | Timeline Maintenance
  24. TIMELINE MAINTENENCECLEAN YOUR TIMELINE Highlight important posts Hide questionable content Add important milestones • Create a theme • Tell your brand’s story 24 | Design Your Timeline | Timeline Maintenance
  25. GREAT TIMELINE EXAMPLES• Room 214: History of Social Media• Manchester United: Team History• Coca-Cola: Brand History• Livestrong: History Behind Organization25 | Design Your Timeline | Great Timeline Examples
  26. BESTPRACTICESImportance of ContentContent Strategy TipsEngagement TipsChanges to TabsChanges to Paid Advertising
  27. INTEREST LISTS Fans can now segment updates from pages into “interest lists” Don’t be surprised to see fans use this to clean up their news feeds Is your content news feed worthy? 27 | Best Practices | Importance of Content | Interest Lists
  28. WHAT HAPPENS POST –LIKE?YOU NEED A CONTENT STRATEGY FOCUS ON ENGAGEMENT “Typically, only 15-20% of your fans will see  Fan engagement has a big effect on how many any given post.”* people see your posts The vast majority of your fans only see and  If your community is not engaged, you are interact with your page through their home letting potential fans go to waste feed 28 | Best Practices | Importance of Content | Post Like Stats | *Source: Facebook.com
  29. LIFE OF A STATUS UPDATEFacebook’s edge rank algorithm determines which fans and non-fans see stories from your page. What does it mean? You need engagement! The more comments, likes, and posts from your fans, the more people will see your updates. 29 | Best Practices | Importance of Content | Facebook Algorithm
  30. CONTENT STRATEGY:RULE-OF-THIRDS1. POSTS ABOUT YOUPosts about your brand/product/group whichcover news, new content (such as blogs andvideos), and anything else directly related. 30 | Best Practices | Importance of Content | Content Strategy
  31. CONTENT STRATEGY:RULE-OF-THIRDS2. POSTS ABOUT FANSRe-posted comments, posts, and other contentfrom your fans. Example: First you posted aquestion asking for an opinion the color of aproduct. Followup by posting individualcomments and opinions from fans. 31 | Best Practices | Importance of Content | Content Strategy
  32. CONTENT STRATEGY:RULE-OF-THIRDS3. POSTS ABOUT INTERESTSGet to know your audience, and observe whatthey normally post to their own streams. Youshould be posting similar content to yourstream to identify with them. 32 | Best Practices | Importance of Content | Content Strategy
  33. STATUS UPDATE STATSStatus updates and page posts are the number one way peopleinteract with brands and organizations on Facebook. Posts 80 characters or less in length have 27% higher engagement rates Posts which end with a simple question receive 15% higher engagement Pages that post outside of business hours have 20% higher engagement “Soft sell” words are more effective than hard sell words (ex. “win” vs. “promotion”) 33 | Best Practices | Importance of Content | Engagement Tips
  34. STATUS UPDATE TIPSThere are a few general guidelines you can follow as you write yourpage updates, which can help you keep your fans engaged. Post Often: Pages that post 2-3 times daily have more fans and interactions than pages who post only a few times weekly. Don’t Over-Post: Time your updates to be at least 3-4 hours apart so as not to overwhelm your fans. Be Timely: Updates that refer to holidays and current events are more likely to gain interactions. Ask Questions: Ask your fans questions to get them talking. Give Fans a Call to Action: Give your fans specific directions on how to respond to your post (example: “Do you enjoy cake? If yes, click like!”). Go Beyond Text: There are several of ways to enagage your fans. Post photos, albums, links, videos and event invites. 34 | Best Practices | Importance of Content | Engagement Tips
  35. RESPOND TOEVERYTHINGWhen someone posts on your page, they want toknow there is a human on the other end of theconversation. Respond to every comment andquestion and your fans will be more likely toengage.COMMENT TAGGINGWithin a comment stream, type “@” and acommenter’s name. It will allow you to tagspecific fans in your response. It also notifies thecommenter that you have tagged them in acomment. 35 | Best Practices | Importance of Content | Engagement Tips
  36. CHANGES TOAPPS & TABSGOOD NEWS 111x74 app image (was 16x16) More visibility for first three apps Apps now have 810 pixels of spaceBAD NEWS No more default landing tabs Only space for up to 3 tab/apps Old 520px apps don’t look rightMOVING FORWARD Default landing tabs are now gone You can still use like-gates for conversions Drive traffic with ads, promoting within your community Use game mechanics within apps to incentivize fans to invite friends 36 | Best Practices | Changes to Apps and Tabs
  37. PAID ADVERTISING: REACHGENERATORREACH MORE OF YOUR FANS The reach generator always runs Only 15-20% of fans see your posts Creates sponsored stories out of page content and distributes them to the rest of your fans 37 | Best Practices | Changes to Paid Advertising
  38. PAID ADVERTISING: LOGOUT ADSLogout Ads: Take up a large amount of real estate. Think of them as Facebook’s versionof “page takeovers.” 38 | Best Practices | Changes to Paid Advertising
  39. PAID ADVERTISING:MOBILE ADVERTISING Sponsored stories and premium ads will appear in users’ news feeds on the mobile Facebook website and on iOS/Android apps First time advertising will be a part of Facebook’s mobile platforms Around 40% of Facebook’s 800 millions users access the site through mobile 39 | Best Practices | Changes to Paid Advertising
  40. PAID ADVERTISING: FACEBOOK OFFERS Allows users to collect coupons via news feed or ads Can be used on the self serve ad platform, but only by premium advertisers 40 | Best Practices | Changes to Paid Advertising
  41. PAID ADVERTISING:NEW AD SIZE & COPY LIMITCHANGES TO FACEBOOK ADS OLD Image sizes reduced to 99x72 px Copy length reduced to 90 characters More ad units displayed per pageTIPS Keep it simple, stupid Refer to one offer or subject, and in as few words as possible NEW Focus on audience: Play off ego, ask a compelling question Images: Focus on smiling faces, aspirational items, or something bright/shocking 41 | Best Practices | Changes to Paid Advertising
  42. QUESTIONS?INFO @ ROOM214.COMBrandon Whalen | @BrandonSingsJill Mailander | @jillmailander@Room_214Facebook.com/Room214

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