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Facebook Timeline for Brands


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We've taken a look at the upcoming updates to Facebook pages. This presentation outlines some of the changes that Brands will need to consider as Facebook Timeline for Brands rolls out in Australia as of 30th March 2012.

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Facebook Timeline for Brands

  1. 1. Facebook Timeline:What does it mean for brands?Thursday, 15 March 2012
  2. 2. Facebook timeline for brands•  On 30 March 2012 Facebook will launch the new timeline profile for brand pages.•  This is compulsory for all brand pages•  Many successful brands have already created timelines, including: •  Coca-Cola ( •  Mustang ( •  Subway ( •  Old Spice (
  3. 3. What will you find in this document?•  The document outlines the new changes to Facebook pages for brands & how it will impact your page.•  It also outlines some recommendations about how to use the new Facebook timeline to maximise it for your brand.3
  4. 4. What will you find in this document?•  This document covers: 1.  Overview: Timeline - what is it & what has changed? •  Cover photo: what can & can’t be done? •  Profile picture: new restrictions apply •  Tabs: default landing tab removed & what will happen to my existing tabs •  New post option: double wide call outs & pinned posts •  Posts: pinning a post •  Interest lists: a new way to subscribe to updates 2.  Admin panel, messaging & insights 3.  Other changes impacting brands: offers & ads 4.  Image dimension cheat sheet 5.  Suncorp: Recommendations 6.  Next steps 4
  5. 5. 1. OverviewTimeline - what is it & what has changed?
  6. 6. Timeline: what is it?•  A powerful new way to communicate your brand’s unique story, personality & identity.•  Showcase images, logos & products to visually engage your fans.•  The more visually engaging the better.•  People are expected to spend more time reading the timeline rather than just using the wall to ask questions.•  Companies can highlight key milestones in their history to help tell their story. Sources:  h+p://­‐:meline-­‐brand-­‐pages/  6
  7. 7. Timeline: What does it look like?7
  8. 8. Timeline: what has changed?•  Facebook introduced: •  Large cover photo •  New restrictions to profile pictures•  Default landing page removed•  Tabs are now called “apps”•  New double wide call outs for company milestones•  Fan status updates about your brand will appear in timeline•  New admin capabilities•  Not yet visible for mobile Sources:
  9. 9. . Cover photo •  A cover photo is one large image that appears at the top of the Facebook page. •  Ideal size is 850 x 315 pixels •  This can be a photo of a popular menu item, album artwork or a picture of people using your product9
  10. 10. Cover photo: what can’t be done?•  What can’t be done: •  Price or purchase information, such as "40% off" or "Download it at our website” •  Contact information, such as web address, email, mailing address or other information intended for your pages About section •  Reference user interface elements, such as Like or Share, or any other Facebook site features •  Calls to action, such as “get it now" or “tell your friends” •  Be false, deceptive or misleading, & must not infringe on third parties intellectual property •  Encourage or incentivise people to upload your cover image to their personal timelines. 10
  11. 11. Profile picture: new restrictions apply •  The new profile picture is restricted to 180 x 180 pixels •  Best used for logo or design without a lot of words •  Previously, brands could include extend the length, add calls to action & other information. •  This is no longer allowed11 Source:
  12. 12. Default landing tab: removed •  Previously new fans landed on a default tab with a like-gate, encouraging fans to like their page •  Now non-fans must find their way to apps where calls to action can be used •  Brand will have to be more clever in how they drive non-fans to these tabs Source: TheUltimateFacebookTimelineforPag esQA.html12
  13. 13. Default landing tab: removed (cont’d)•  This means offering more interesting content on tabs •  The more intriguing the functionality, the more likely users will click to them from ads, page posts & thumbnails.•  Build apps that strike a chord with fans & are unique to your brand •  Exclusive content, games, contests, samples, live events to attract people.•  Fans are also more likely to share interesting content, tapping into their current friend network to grow your fan base. 13 Source:
  14. 14. Tabs: what will happen to my existing tabs?•  If you’ve created a custom welcome tab or other tabs, they haven’t disappeared•  Tabs are now called “apps” & appear as photos under the cover photo•  Four apps are displayed at all times•  Users can maximise the app menu to reveal up to 12 apps•  Custom photos can be made for apps•  Apps can have unique call to action captions such as “click me”•  App photo dimensions are 111 x 74 pixels14 Source:
  15. 15. Tabs: how will these be displayed?•  Tabs/apps are represented by a tile image on timeline•  Only 4 tiles show on timeline automatically. Other tabs/apps are only shown on click & expanded15
  16. 16. Timeline profile example: Coca-Cola 1.  Cover photo 1   2.  Profile picture 3.  Number of fans & fans talking about the brand 2   4.  Company 7   information 3   5.  Apps (expanded view – only4   5   displays top 4 in normal view) 6.  Unique captions 7.  Admin centre 6   16
  17. 17. New post option: double wide call outs •  Unlike personal timelines, brand timelines have the admin option to make posts span the across the entire width of the page. •  E.g. Brands use this for important milestones like an anniversary, debut hit product, acquisition or first sale.17
  18. 18. New post option: pin posts •  Posts can be pinned to the top of the timeline for 7 days. •  A pinned post has an orange flag in the top right corner. •  To pin a post simply click on the pencil icon in the upper corner of the post & select “pin to top”. •  This is a good way to feature items like interactive posts, offers & encourage users to like the page or add to lists. Sources: http:// help?18 faq=235598533193464
  19. 19. New feature: interest lists •  Interest lists help users organise updates from fan pages & public figures into similar categories •  This feature is connected to the “subscribe” function. •  E.g. a user can create a list called “Recipes” & add pages like Betty Crocker, the Food Network & food bloggers to which they’ve subscribed. •  Users can subscribe to interest lists created by other people – just like recommended friends, Facebook will recommend popular lists •  Content is automatically pulled into newsfeed & can be viewed in separate list newsfeed19 Source:
  20. 20. New feature: interest lists (cont’d)•  How can brands leverage interest lists? •  Brands can leverage this on the new timeline by pinning a message that encourages users to add your content to a list. •  Remember, it is called an “interest list” so fans won’t add you unless your content is interesting. Update regularly with fresh, relevant & high-quality content. Source:
  21. 21. 2. Admin panel, messaging & insights
  22. 22. Admin panel, messaging & insights •  Insights are now located in an admin panel. •  Can invite email contacts, friends, share the page & create ads. •  When clicking on the likes box you can now see: •  The most popular age group, •  Number of people talking about your posts, •  Most popular week. •  Fans can now send messages to the page – this is optional. Source: http:// www.socialmediaexa facebook-changes-22 impacting- businesses/
  23. 23. 3. Other changes impacting brandsFacebook offers & new advertisements
  24. 24. Facebook offers: what are they?•  Described as “deals on steroids”•  Offers are made as deals which appear in fans newsfeeds•  Fans claim the offer by clicking the “Claim Offer Button”•  Only a few companies have access currently.•  Expected to be made more available more broadly – TBC•  Investigate caps on numbers before jumping into offers – high demand could lead to fulfillment issues24 Source:
  25. 25. Reach & premium ads: new ways to advertise •  Ads will be larger: •  Reach generator ads: •  Designed to reach more existing fans than through the newsfeed. •  Currently pages on reach 15% of audience each week with posts. Reach generator ads will increase this to 50% weekly and 75% monthly. –  E.g. through beta testing Ben & Jerry’s found it was able to reach 98% of fans & double engagement. –  Reach ads will be “always on” and shown on the right hand side of the page in newsfeeds & mobile streams. 25
  26. 26. Reach & premium ads: new ways to advertise •  Premium ads: •  Designed to distribute stories to new connections and will be shown on •  Home page •  News feed •  Mobile streams & on the log out screen 26
  27. 27. 4. Cheat sheet
  28. 28. Dimensions: what size images will you need?•  Cover photo: •  850 x 315 pixels•  Profile picture: •  180 x 180 (on page) & 32 x 32 (post icon) •  Positioned 239 pixels from the right side of the cover photo & 23 pixels from the left•  Custom apps (formerly ‘tabs’): •  111 x 74 pixels (need to replace old tab images with new ones) •  No larger than 5MB (JPG, GIF, PNG)•  Tab page width: •  810 pixels wide •  Old designs will remain 520 pixels wide & will be centered28
  29. 29. Thank youWiTH | | | 02 8203 2128