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.
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
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
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
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
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