Just cuts timeline suggestions

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Just cuts timeline suggestions

  1. 1. Hello Kelly, Danielle and relevant Just Cuts staff members.This is a revised set of recommendations, taking into account the recent implications ofchanging over to FB Timeline, which has implications for the i-phone competition that iscurrently running from the page. If addressed properly, we can heighten the effectivenessof the campaign in reaching our targeted audience – obviously, the sooner we adjust tothese changes the better!Re-Ordering of AppsOne of the primary changes is the removal of the traditional „tabs‟. In Timeline, these havebeen replaced by „apps‟, 4 of which are displayed at any one time. 1. Photo apps (this one can not be moved) 2. „Like‟ button (has been removed because it showcases the „stats‟ of the likes, taking up valuable space and potentially confusing the audience – you cannot „Like‟ a page by clicking on this app. We propose that this app become your i=phone competition app. 3. Your Third app 4. Your fourth appCustomized Competition AppAs the app boxes are located at the top of the page, they are arguably more visible to thefan / potential fan. This „increased visibility‟ should be leveraged by carefully consideringthe image and name of the competition app, which can be customized. We feel that itwould be worthwhile to streamline the image of the competition app with the banner(located at the top of the page) so that they are consistent with one another.Customized BannerThink of the header graphic (banner) as your pages introduction to the visitor. At thiscurrent point in time, you want visitors to „Like‟ the page and participate in the iphonecompetition. We feel that the banner should reflect this. This would require slightadjustment to the banner image at the very least; we propose that it be adjusted topromote the Just Cuts app and subsequent competition. Facebook have some strict rulesfor the header images and certain guidelines need to be adhered too (for example, pricingand purchase information, references to „Liking‟ your page and calls to action i.e. „get itnow!‟) are not allowed. We can provide you with a customized banner that adheres to therules, promoting the competition. Ideas have been generated as to what this banner couldinclude. As no buttons/click throughs are enabled on this section of the Timeline, it mightbe beneficial to have an arrow pointing to the competition app for example.Strong Content StrategyFacebook is no longer allowing advertisers to serve ads in the News Feed of anyone theywant to target. A user must have „Liked‟ a page of a friend that took action on the page(„Like‟, Comment, Share, Check-in, Claim and Offer, etc). For ads to show up on a personspage (who hasn‟t Liked the page or doesn‟t have the endorsement of a friend) then the adswill show up on the right hand side of the page like all other ads. Now on FB, there has tobe some existing relationship between a user and the content creator before the contentcan be shown in the News Feed.To properly address this change, a strong content strategy should be a key focus. It is theperfect time for Just Cuts to be running a competition from this stance, as engagingcustomers in the news feed is more heavily reliant on „incentivising‟ their return. As a pageadmin, we suggest that you make more frequent posts about the competition so that itmakes it into people‟s news feeds, post about the apps and link them regularly toencourage a click. Having a strong content strategy, with engaging posts at the right time isstill important.
  2. 2. We suggest that posts include more information on how to navigate the new timeline pagewith relevance to the competition. I.e. to vary the posts from pointing towards thecompetition app, posts could direct fans to navigate to the timeline tool bar (which offerseasy access to apps) to see how to enter the iphone app competition.Increasing the Page VisualsThis is where some of the suggestions in the previous email can be revisited. Effectivecommunication on Timeline is much more reliant on the posting of rich and visual images. Apage visitor is now much more likely to quickly scroll downs the Timeline for a „visual‟overview of the brand. The more posts, videos and links relevant to the individual posts,the more the brand stands out in the Timeline and builds affinity through it‟s Timeline. Thecurrent iphone competition provides a perfect opportunity to both build and capitalize onthis change. We suggest that Just Cuts staff, in promoting the competition, utilize the JustCuts iphone app and post the images to the Timeline. This will provide an opportunity forfriends of staff to comment on the images, increasing the opportunity for the competitionto enter into friends of fans News Feeds (essentially capitalizing on the new requirement tobe a fan or endorsed by one).NB - posts by staff members around these posts should encourage fans how have enteredthe competition to post their image onto their own wall (skewing the posts to say that themore they share, the more likely they are to win the competition prizes, more people beingknowledgeable to vote for them).Utilizing FB ‘Pin Post’ FeatureWe suggest that you also trial FB new „pin post‟ feature to promote the competition app. Itis now possible to pin one status update for up to a week, this pin will remain at the top ofyour Timeline. An update could be “Have you heard entered our iphone app competition?You could be the lucky winner of $5000!”.The ability to do circumvent the difficultiesassociated with the rules guiding banner design.Further ideas that we are Cultivating…At the moment, we are thinking about creative ways that the „Milestone‟ features can beutilized. Perhaps it could be used to track the number of store openings or even thenumber of people who have entered the competition. Additionally, a feature of theTimeline that we are keenly aware of is that it now lets customers‟ private message page
  3. 3. admins: allowing complaints to be dealt with privately. Perhaps, the 4 th app could contain alink to private mail section, encouraging visitors to message their complaints and queriesthere. As a minimum, make sure that the „private message‟ option is activated.Below are the recommendations sent Week 2 of the Just Cuts i-phone app competition(for Kelly Gaunt to review).The suggestions we have to assist this require a slight adjustment to the Facebook pagemanagement, the primary recommendation being that there be an increased amount ofposts on the Facebook page re: the competition.· Fans, those who have already Liked the Facebook page, might not easily find theiphone competition tab. Thus, we recommend that in some of the posts concerning thecompetition, you include a link to the iphone competition tab (or directions on where tofind the tab).· Additionally, it would be worthwhile to explain/clarify the competition details (howto enter etc) in some of the Facebook posts, this would give Fans / those interested in thecompetition an opportunity to comment on the post with any questions they might have.· NB - the relevant Just Cuts representative could also anticipate questions thatpotential entrants might have, answering them within the post (or subsequent feed).· Thirdly, we recommend that the Just Cuts staff get involved by using the iphone app,and posting images of themselves on the page. Images could be emailed to the Just Cutspage administrator who could upload them onto the page at his/her discretion.· NB - images of the Fudge prize pack should also be uploaded (in conjunction with theproduct information that commonly features in the news around Fudge product.Suggested adjustment to Facebook Ads.Below is a brief outline of the best and worst performing ads, based upon their analyticsscores. The scores focused upon were the CTR and Connection rate.Advertising ManagementLow Performing Ads· Ad1: Just Cuts™ are giving away $5,000 in CASH! Enter your New Look into our iphoneapp to be in the running. Click here for more details...· Ad2: Want a haircut but not sure what Style to get? Give Just Cuts‟™ new iphone app atry & you could WIN! Head to our page now for details· Ad3: Just Cuts™ is „just‟ a little different. Like our new page to be kept in the loop onthe latest news and offers „just for fansBest Performing Ads· Ad4: Tried Just Cuts™ new iphone app yet? You could WIN $5,000 cash or a Fudge prizeworth $1,000! Check out our new page now for detailsHello Danielle,Week 2 of the Just Cuts iphone app competition commences today! Having had our first WIPsince the competitions launch, we have come up with some recommendations to optimizethe ads, contributing to an even more effective promotional outcome.The suggestions we have to assist this require a slight adjustment to the Facebook pagemanagement, the primary recommendation being that there be an increased amount ofposts on the Facebook page re: the competition.· Fans, those who have already Liked the Facebook page, might not easily find theiphone competition tab. Thus, we recommend that in some of the posts concerning thecompetition, you include a link to the iphone competition tab (or directions on where tofind the tab).
  4. 4. · Additionally, it would be worthwhile to explain/clarify the competition details (howto enter etc) in some of the Facebook posts, this would give Fans / those interested in thecompetition an opportunity to comment on the post with any questions they might have.· NB - the relevant Just Cuts representative could also anticipate questions thatpotential entrants might have, answering them within the post (or subsequent feed).· Thirdly, we recommend that the Just Cuts staff get involved by using the iphone app,and posting images of themselves on the page. Images could be emailed to the Just Cutspage administrator who could upload them onto the page at his/her discretion.· NB - images of the Fudge prize pack should also be uploaded (in conjunction with theproduct information that commonly features in the news around Fudge product.

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