Facebook announced significant changes to how brands can engage with users on Facebook pages with the launch of Timelines. This will change the design, content, community management, and media strategies for brands. Brands need to update their page design, content, and community management protocols to take advantage of new features like the cover photo, pinned posts, pre-moderation, and direct messages by certain deadlines. Embracing the full Facebook ecosystem, creating useful and conversational content, offering utility to users, and activating brand advocates will be important for success in the new Timeline era.

1. Timeline
For Brands
getting your page ready for march 30th and beyond
1

2. The New
at the inaugural facebook marketing conference in new york city on feb. 29,
Facebook announced the most fundamental reimaginings of the way brands participate with
the Facebook community since Brand Pages were first introduced.
Facebook
From the new Timeline design, to new content considerations, to apps, to community manage-
ment to how media can be used as an amplifier—everything has been given a new veneer.
These changes not only affect the look of a brand’s page, but also how a brand’s fans interact
Timeline
with and experience the content on that page.
With all brand pages automatically being switched to the Timeline design on March 30, Prox-
imity’s SocialWork team has created the following list of immediate considerations to ensure
your page is ready for the Timeline Era.
2

3. Design
facebook’s launch of timeline for brands will significantly change
the way your Facebook Page looks and feels to visitors. While it will be in line with
where Facebook has taken personal profiles, there will be significant creative op-
portunities to tell your story visually at the top of the Timeline through the following A
components:
Cover Photo A
An 851x315 px image that tells your brand’s story. There can be no overt marketing
or calls-to-action in the image.
Profile Picture B
The familiar 180x180 px image that also acts as the page’s avatar in posts on the
page and other pages
App Icons C
111x74 px icons for the four apps displayed prominently. You can’t put a custom B
image on a stock Facebook app (photos, likes, etc.), but you can on many third C
party apps or apps you design yourself. Photos is always the first app by default. (It
d
is still be determined whether a particular image can be selected as the photo app’s
“album cover,” or if it will default to the most recent photo posted.) The order of
the next three apps is up to the Page to determine, with a remaining maximum of 8
more apps hidden, but still accessible.
App size
The size of the custom app canvas has expanded to 810 px wide from 520 px wide.
Existing apps will continue to function and will stay their current size and float in the
centre of the page.
App functionality
Apps with embedded video or animations can now play automatically without
requiring a user interaction
About section d
The “about” section features prominently under the cover photo and is a chance to
tell a quick story about the brand in approximately 120 characters and includes the
ability to post a hyperlinked URL.
3

4. Design Checklist
By March 30 By April 30
Select/design a dramatic cover photo that captures the essence of Create Facebook graphic standards manual
your brand.
Determine your cover photo refresh protocol. With an odd-sized im-
Select/design a profile picture that quickly identifies your brand. age, it will be difficult to insert images in an ad hoc manner, so some
Simple logos are recommended. planning will help ensure this valuable real-estate is maximized. Will
you keep the same image forever? Switch monthly? Highlight sea-
Design app icons for your three visible applications outside of sonality? Profile particular products in the portfolio?
photos.
Design app icons for buried apps, if required.
Consider a unified design, where each of the above elements work
together to tell a story and intersect/interact. Complete/update entire basic information section of Page.
Apps currently in development will need to be evaluated to deter-
mine if creative changes need to be made to accommodate sizing
them up to 810 px or to incorporate auto-play functionality
Review existing apps to determine whether creative refresh or re-
build required, or if they will operate satisfactorily at 520 px.
Draft new about section and determine what URL will be used.
4

5. Content
timeline for brands has introduced new ways to post content to the
wall that can draw attention to what you really want to highlight by allowing greater
control over what can be seen and how prominently it is placed on the wall. The A
familiar “Composer” panel is still at the top left of the page, but now includes only
four options (“link” and “video” have been removed and “milestone” has been
added): Status, Photo, Ask Question and Milestone.
Status A
A 403 px-wide post that includes any text-only update (maximum 60,000 charac-
B
ters). If a URL is included, it will be hyperlinked and a thumbnail and a non-editable
description will be included from the site’s meta data.
Photo B
A 403 px-wide post (approximately 260 characters) that includes a 403x403 px
photo or video uploaded from the current PC, a photo or video chosen from an
existing Facebook album, or a photo or video captured via the current PC’s web-
cam (maximum 20 minutes). Another graphically interesting feature is the ability to
upload a photo album that will display multiple photos in one post (maximum of 4 in
normal post; 8 in a highlighted post). C
C
Ask Question
A 403 px-wide post that includes a poll. The number of poll answers is unlimited,
but only 3 are displayed in the post when it is displayed on Timeline.
Milestone C
A 843 px-wide post that features a key moment in the organization’s history dis-
played across the two columns of Timeline. The name of the event, an 843x403
image and a 140 character story, including a URL can be customized and placed on
the Timeline on the date that it happened. These Milestones can be hidden from the
newsfeed should the brand not wish to broadcast them to its fans.
Once posted, new content can be made more prominent in three new ways:
• Highlights
• Pinned Posts
• Other pages can be tagged in posts, but not individuals
5

6. Content
Highlights D
D
Any post can be selected as a Highlight, which will expand the post to cover the full
width of Timeline at 843 px. Any photos will expand to the full width as well, so the
original square image will be cropped significantly. However, the option is there to
reposition the image to ensure it looks acceptable.
Pinned Post E
Any post can be selected and pinned to the top left of the Timeline for seven days.
Pinned Posts are always 403 px wide even if they started as Highlights or Mile-
stones. By the same token, content can be de-emphasized by either being hidden
or deleted from Timeline or full-width milestones or previous highlights can be
reduced to single column 403 px wide if preferred.
E
Default Landing pages
Facebook has removed the ability to select any tab as the default landing page for
non-fans to see when they first visit the page. This had been a useful shortcut for
brands who were driving people to their Facebook URL (facebook.com/brand).
With that functionality gone, and restrictions on overt calls-to-action in the cover
photo, the Pinned Post will now act as the pointer to richer experiences within cus-
tom apps.
6

7. Content Checklist
By March 30 By April 30
Draft company milestones and source/create supporting images Develop weekly pinned post calendar
Review Timeline to hide/remove old posts that are no longer relevant Create protocol for highlighting, un-highlighting, hiding posts
Review Timeline to highlight worthy posts Project list of milestones for the future and plan supporting copy/
images
Replace default landing tab with pinned post
7

8. Community Management
the community manager is the glue that holds the facebook page
together by keeping fans interested and engaged with proactive content, while also
dealing with issues, questions and concerns on a daily basis.
Timeline for Brands includes several new features that can both help and compli-
cate the community manager’s role.
Admin Permissions
A
While not launching with Timeline, Facebook will be soon adding different levels
of administrative access to Pages to recognize that different people or agencies
have different needs to access the back end of a Facebook Page. These roles may
include everything from full administrative access, to publishing-only permission to B
insights-only permission.
Messages A
Pages now have the option to accept direct, incoming messages from people who
visit the page. This direct dialogue, however, must be intiated by the the user. The
Page cannot direct message any individual person without first being contacted
through the messaging functionality. These messages can be retrieved and re-
sponded to from the admin panel, or the admin can be notified by e-mail when new C
messages appear.
Pre-moderation B
Community managers now have the ability to hold posts from Page visitors in
moderation until they are approved for posting. This will help reduce spam and the
need to watch the page round-the-clock for those rare occasions where someone
attacks your brand at 2:30 a.m. Comments left on posts from the Page can not be
pre-moderated, so setting a blocklist is still required
Activity Log C
The activity log shows a record of posts that are hidden or marked as spam and al-
lows the community manager to change the visibility status of certain posts quickly
and easily.
8

9. Community Management
Recent Posts
Pages have the option to display a listing of the five most recent posts or comments
that people have left on your page. If enabled, this would show in a 403 px box on D
the top right of the page.
Friend Activity D
Actions taken by friends of people who visit a page will be prominently displayed in
top right of the Timeline. E
Page Likes E
Five of the Pages your Page likes will be featured in a 403 px box on the right side of
the Timeline. These five can be selected by the community manager.
Spam Filter
Facebook has added an automated spam filter that will hide and flag posts and
comments as spam. Community manager can reinstate posts that aren’t spam and
delete comments that are.
Posting as Page F
Community managers have the option to post as themselves or as the name of the
Page. This option can be selected under the Admin Panel. F
9

10. Community Management Checklist
By March 30 By April 30
Create and publish a list of “house rules” for the Page that details Determine admin access levels for those with administrative access
what’s acceptible content and language from visitors, response times to the Page
for direct Messages, other ways to contact the
organization, etc. Re-evaluate decisions on messages, recent posts and moderation
based on usage and community feedback.
Decide whether the Page will disable the Messages feature. It is
enabled by default.
Decide whether Recent Posts will be enabled on the Timeline
Decide whether posts from Page visitors will be held in moderation
and approved before posting
Decide on which five pages will be featured in the Like box on
Timeline
10

11. Media
facebook has launched two new approaches to media:
Premium and Reach Generator. These are large-scale buys for big
brands best discussed with your media buyer to determine their
suitability for your brand’s needs. Marketplace “like” ads still exist
and can be used tactically to drive awareness to a page or custom
app on your page.
By March 30
Determine where current Facebook media buy is driving visitors to
and modify if required
By April 30
Determine role of Facebook media within Page strategy related to
acquisition of likes and amplification of content and community
interactions.
11

12. Imperatives of the Timeline Era
embrace content offer activate
the for your
ecosystem conversations utility advocates
Fully embracing the entire Facebook For a brand in the social space, the Simply put, the need for brands to Activate your fans to take some sort
ecosystem is key to connecting with value of the relationship is obvious; offer utility cannot be understated. As of business action that helps drive
your fans and advocates. From Open loyalty, advocacy, and revenue. For the a brand, you want to be part of your your business forward. Create unique
Graph on your site, to a robust and consumer, the reason to be “friends” consumers’ actual life—not just their experiences that makes fans feel
interactive page, to compelling and use- with a brand is less obvious. Let’s face virtual one. Offering utility that starts valuable: provide VIP access for fans
ful apps, to notifications and smart use it, people know what your product costs in—or extends out into—the real world only, give them first crack at sampling
of Facebook media, creating the right and where to buy it (or can easily find and then uses the Timeline canvas a new flavor, recruit a focus group
recipe for your brand is crucial to social out) and they probably aren’t interested to record and amplify whatever they from your community, crowd source
success that drives business results. in discussing last night’s game with you are participating with through your ideas. Start thinking about unlocking
Timeline has created an inflection (unless your brand is last night’s game). brand will be the quickest and most the power of the motivated brand
point that provides an interesting op- And that is why the content of your powerful way in. What brand or product champions on your Page.
portunity for brands to rethink how they conversation is so crucial in creating extensions can you create that will add Nothing shows the power of a brand
are participating with their communi- a connection that your consumer also value to their story as well as yours? than the strength of its community
ties, while on the flipside, brands who regards as having value. It requires that How or where do they already use to carry the brand on their collective
haven’t fully realized their Facebook you know who you are as a brand, and your product, is there a story to tell, shoulders to help promote and/or
presence have an opportunity to catch more importantly, that you listen and and what are you doing to facilitate the defend with the situation calls for it.
up with what is, arguably, a leveled play- learn and adapt to what your “friends” frictionless sharing of that story? This is
ing field. are telling you, sharing with you, and the sweetspot.
asking of you. Easier said than done, but
well worth the effort.
12

13. About
SocialWork
social isn’t a channel, medium, skill or content strategy; it’s a behavior. not a new behavior, but a new way
of instantly connecting and collaborating with communities of shared interest. how we connect to this
world will define our ability to make brands more valuable to people and people more valuable to brands.
this real-time environment requires a careful alchemy of insights, creative, conversation and amplification,
which is exactly what socialwork guides us to deliver through the strategic planning, creative develop-
ment, execution, paid media community management and insights phases of our work.
13

14. About SocialWork
SocialWork comprises three equally important trains of thought that contribute to
success in the social spaces: trigger
truth
1 Getting to social-ready work Listen, analyze and understand the online conversations around a brand or topic;
2 The role of paid media use these insights to design the social experience
3 Executing in the social spaces
recruitment
getting to social-ready work Use media and other amplification opportunities to efficiently attract people to
Understanding how social fits into people’s lives as part of our insights and stra- your social experience
tegic planning ensures that the social layer is properly considered throughout
the ideation phase of our work. It’s more than simply coming up with an idea for interaction
a TV ad and convincing a brand that the more outrageous ones would make a You’re always on and must be in constant contact with those who have honored
great viral video. Sometimes social is THE idea, sometimes it supports an idea and you with the time they spend in your social presences
sometimes social is not involved at all.
give value
the role of paid media Provide ongoing opportunities and experiences that make it worthwhile for your
It’s naive to believe that social media and social networks are the end of advertis- community to stay engaged
ing and the advent of a new era of technology-driven word-of-mouth marketing.
Paid media has a tremendous role to play in the success of many social media pro- get value
grams. Contextually relevant, strategically placed advertising within social plat- Activate the community to take a win-win business action
forms can go a long way to driving awareness, grabbing attention and bringing
the right people to the social presence that has been carefully crafted for them. enrich
Reward a loyal community with exclusive, medium-specific opportunities
executing in the social spaces
At the heart of SocialWork is a framework for how we approach social media plan- return
ning, execution and evaluation. It’s a real-time acronym for the real-time social Extract insights from the space that help the brand’s business and informs its
media world and lays out the steps to follow for a winning end-to-end social strat- future decisions
egy. We call it TRIGGER.
14

15. More Information
blogs
SocialWork blog: www.thesocialworkblog.com
Digital Lab blog: www.digitallabblog.com
whitepapers
Facebook Commerce
Social Shopping
The Social Stage
All BBDO Proximity whitepapers can be found here: http://digitallabblog.com
twitter
Proximity WorldWide: @ProximityWW
BBDO: @BBDOWorldWide
Digital Lab: @TheDigitalLab
15