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FACEBOOK
TIMELINE
INFO @ ROOM214.COM
Brandon Whalen | @BrandonSings
Jill Mailander | @jillmailander

@Room_214
Facebook.com/Room214
CONTENTS
PAGE MANAGEMENT               3
DESIGN YOUR TIMELINE          12
BEST PRACTICES                26
QUESTIONS                     42




•   Page Management
•   Designing Your Timeline
•   Best Practices
PAGE
MANAGEMENT
Planning Posts
Pinning and Highlighting
Changes to Your Wall
New Administration Panel
Editing Your Settings
PLANNING POSTS
ENGAGING VISUALS                    RELEVANT CONTENT   TARGETED AUDIENCE




 4 | Page Management | Planning Posts
HIGHLIGHTING

    Pinning posts
    Highlighting posts




    5 | Page Management | Highlighting Posts
FAN WALL POSTS
THE GOOD
     Collects all posts into one area and is easier to see
     Easier for brand managers to respond to the fans
     Hides negative commenting more


THE 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
FAN WALL POSTS
THE 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
ADMINISTRATION PANEL




8 | Page Management | Administration Panel
MESSAGE




9 | Page Management | Messages
MESSAGE




10 | Page Management | Messages
EDITING PAGE SETTINGS
NEW SETTINGS
   “Recent Posts by Others”
   Allow or deny posts by others on timeline

TO ACCESS:




11 | Page Management | Page Settings
DESIGN YOUR
TIMELINE
Cover Photos
Profile Images
Customizing and Organizing Tabs
Milestones
Timeline Maintenance
COVER PHOTOS




13 | Design Your Timeline | Cover Photos
COVER PHOTOS




14 | Design Your Timeline | Cover Photos
COVER PHOTOS
PHOTOS 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
PROFILE IMAGES
REMEMBER
       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
APPLICATIONS: CUSTOMIZING




                                                 50 x 50




1.             2.                           3.             4.




     17 | Design Your Timeline | Applications
APPLICATIONS: ORGANIZING




               1.                              2.   3.



.




    18 | Design Your Timeline | Applications
MILESTONES




.




    19 | Design Your Timeline | Milestones
MILESTONES

                   1.




                   2.




.




    20 | Design Your Timeline | Milestones
MILESTONES
    3.




.




    21 | Design Your Timeline | Milestones
MILESTONES


                         843 px




        403 px




.




    22 | Design Your Timeline | Milestones
TIMELINE MAINTENENCE




23 | Design Your Timeline | Timeline Maintenance
TIMELINE MAINTENENCE
CLEAN 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
GREAT TIMELINE EXAMPLES
•   Room 214: History of Social Media
•   Manchester United: Team History
•   Coca-Cola: Brand History
•   Livestrong: History Behind Organization




25 | Design Your Timeline | Great Timeline Examples
BEST
PRACTICES
Importance of Content
Content Strategy Tips
Engagement Tips
Changes to Tabs
Changes to Paid Advertising
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
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
LIFE OF A STATUS UPDATE
Facebook’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
CONTENT STRATEGY:
RULE-OF-THIRDS
1. POSTS ABOUT YOU
Posts about your brand/product/group which
cover news, new content (such as blogs and
videos), and anything else directly related.




 30 | Best Practices | Importance of Content | Content Strategy
CONTENT STRATEGY:
RULE-OF-THIRDS
2. POSTS ABOUT FANS
Re-posted comments, posts, and other content
from your fans. Example: First you posted a
question asking for an opinion the color of a
product. Followup by posting individual
comments and opinions from fans.




 31 | Best Practices | Importance of Content | Content Strategy
CONTENT STRATEGY:
RULE-OF-THIRDS
3. POSTS ABOUT INTERESTS
Get to know your audience, and observe what
they normally post to their own streams. You
should be posting similar content to your
stream to identify with them.




 32 | Best Practices | Importance of Content | Content Strategy
STATUS UPDATE STATS
Status updates and page posts are the number one way people
interact 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
STATUS UPDATE TIPS
There are a few general guidelines you can follow as you write your
page 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
RESPOND TO
EVERYTHING
When someone posts on your page, they want to
know there is a human on the other end of the
conversation. Respond to every comment and
question and your fans will be more likely to
engage.


COMMENT TAGGING
Within a comment stream, type “@” and a
commenter’s name. It will allow you to tag
specific fans in your response. It also notifies the
commenter that you have tagged them in a
comment.




 35 | Best Practices | Importance of Content | Engagement Tips
CHANGES TO
APPS & TABS
GOOD NEWS
       111x74 app image (was 16x16)
       More visibility for first three apps
       Apps now have 810 pixels of space
BAD NEWS
       No more default landing tabs
       Only space for up to 3 tab/apps
       Old 520px apps don’t look right
MOVING 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
PAID ADVERTISING: REACH
GENERATOR
REACH 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
PAID ADVERTISING: LOGOUT ADS
Logout Ads: Take up a large amount of real estate. Think of them as Facebook’s version
of “page takeovers.”




 38 | Best Practices | Changes to Paid Advertising
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
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
PAID ADVERTISING:
NEW AD SIZE & COPY LIMIT
CHANGES TO FACEBOOK ADS                                 OLD
      Image sizes reduced to 99x72 px
      Copy length reduced to 90 characters
      More ad units displayed per page


TIPS
      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
QUESTIONS?
INFO @ ROOM214.COM
Brandon Whalen | @BrandonSings
Jill Mailander | @jillmailander

@Room_214
Facebook.com/Room214

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Be An Expert on Facebook Timeline

  • 1. FACEBOOK TIMELINE INFO @ ROOM214.COM Brandon Whalen | @BrandonSings Jill Mailander | @jillmailander @Room_214 Facebook.com/Room214
  • 2. CONTENTS PAGE MANAGEMENT 3 DESIGN YOUR TIMELINE 12 BEST PRACTICES 26 QUESTIONS 42 • Page Management • Designing Your Timeline • Best Practices
  • 3. PAGE MANAGEMENT Planning Posts Pinning and Highlighting Changes to Your Wall New Administration Panel Editing Your Settings
  • 4. PLANNING POSTS ENGAGING VISUALS RELEVANT CONTENT TARGETED AUDIENCE 4 | Page Management | Planning Posts
  • 5. HIGHLIGHTING  Pinning posts  Highlighting posts 5 | Page Management | Highlighting Posts
  • 6. FAN WALL POSTS THE GOOD  Collects all posts into one area and is easier to see  Easier for brand managers to respond to the fans  Hides negative commenting more THE 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 POSTS THE 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 PANEL 8 | Page Management | Administration Panel
  • 9. MESSAGE 9 | Page Management | Messages
  • 10. MESSAGE 10 | Page Management | Messages
  • 11. EDITING PAGE SETTINGS NEW SETTINGS  “Recent Posts by Others”  Allow or deny posts by others on timeline TO ACCESS: 11 | Page Management | Page Settings
  • 12. DESIGN YOUR TIMELINE Cover Photos Profile Images Customizing and Organizing Tabs Milestones Timeline Maintenance
  • 13. COVER PHOTOS 13 | Design Your Timeline | Cover Photos
  • 14. COVER PHOTOS 14 | Design Your Timeline | Cover Photos
  • 15. COVER PHOTOS PHOTOS 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 IMAGES REMEMBER  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 50 1. 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 MAINTENENCE 23 | Design Your Timeline | Timeline Maintenance
  • 24. TIMELINE MAINTENENCE CLEAN 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 Organization 25 | Design Your Timeline | Great Timeline Examples
  • 26. BEST PRACTICES Importance of Content Content Strategy Tips Engagement Tips Changes to Tabs Changes 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 UPDATE Facebook’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-THIRDS 1. POSTS ABOUT YOU Posts about your brand/product/group which cover news, new content (such as blogs and videos), and anything else directly related. 30 | Best Practices | Importance of Content | Content Strategy
  • 31. CONTENT STRATEGY: RULE-OF-THIRDS 2. POSTS ABOUT FANS Re-posted comments, posts, and other content from your fans. Example: First you posted a question asking for an opinion the color of a product. Followup by posting individual comments and opinions from fans. 31 | Best Practices | Importance of Content | Content Strategy
  • 32. CONTENT STRATEGY: RULE-OF-THIRDS 3. POSTS ABOUT INTERESTS Get to know your audience, and observe what they normally post to their own streams. You should be posting similar content to your stream to identify with them. 32 | Best Practices | Importance of Content | Content Strategy
  • 33. STATUS UPDATE STATS Status updates and page posts are the number one way people interact 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 TIPS There are a few general guidelines you can follow as you write your page 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 TO EVERYTHING When someone posts on your page, they want to know there is a human on the other end of the conversation. Respond to every comment and question and your fans will be more likely to engage. COMMENT TAGGING Within a comment stream, type “@” and a commenter’s name. It will allow you to tag specific fans in your response. It also notifies the commenter that you have tagged them in a comment. 35 | Best Practices | Importance of Content | Engagement Tips
  • 36. CHANGES TO APPS & TABS GOOD NEWS  111x74 app image (was 16x16)  More visibility for first three apps  Apps now have 810 pixels of space BAD NEWS  No more default landing tabs  Only space for up to 3 tab/apps  Old 520px apps don’t look right MOVING 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: REACH GENERATOR REACH 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 ADS Logout Ads: Take up a large amount of real estate. Think of them as Facebook’s version of “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 LIMIT CHANGES TO FACEBOOK ADS OLD  Image sizes reduced to 99x72 px  Copy length reduced to 90 characters  More ad units displayed per page TIPS  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.COM Brandon Whalen | @BrandonSings Jill Mailander | @jillmailander @Room_214 Facebook.com/Room214