The document discusses ways that companies can use Facebook creatively for higher user engagement. It provides 10 strategies, including adding interesting milestones, incorporating the profile picture into the cover photo, telling stories with photos, branding with apps, using the about section for calls to action, using clever photo collections, creating standalone visual campaigns, educating audiences, embedding Facebook videos in blog posts, and developing community around a charity. It also provides an example of American Express' successful Small Business Saturday campaign.

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Facebook
Group 13
Credits: lightinghouseinsights.in

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The Team
M Karthik
Prasad
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Mehtaab
Singh Lalas
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Shashank
Shrimal
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Rufus
John
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Anoop
Krishnakumar
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Smarak
Dash
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Varun
Venugopal
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V Venkata
Phani
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Priti
Subba
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Rajat
Sharma
FT152003

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About Facebook
• Started as social utility to allow friends to connect with each other at Harvard
University
• Mark Zuckerberg moved operations to Palo Alto where it attracted its first
investor PayPal co-founder Peter Thiel
• Facebook was open to anyone over age of 13 Years and had 12 million users
by 2006
• Sheryl sandberg is the COO and David Eberson is the chief financial officer

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Timeline
• Launched in 2004 by Mark Zuckerberg and Four room-mates at Harvard
University
• In 2009 Mark brought in Sheryl as COO and David as CFO
• In 2012 facebook announced plans to go Public and IPO was released in May
2012
• As of June 2014 facebook had 1.3 billion active users

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How Can Corporates Use Facebook Creatively
For Higher User Engagement

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6#1: Adding Interesting Milestones
• Interesting Milestones may work better if your company has some history. Coca-
Cola, founded in 1886, has the benefit of a long and interesting history, so they
can show their products from 1916 and how they have since evolved.
• But you still may be able to get creative with product releases and things
that you have accomplished.

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#2: Incorporating the Profile Picture Into Your
Cover Photo
• The profile picture is a good place for your company logo, but since the profile
picture overlaps the cover photo, you will need to leave some blank space in the
lower-left corner of your cover photo. So why not blend the two pictures?
• Tim Ware posted about creative personal profile cover photos, including a Photoshop
template to incorporate the profile picture into the cover photo. We are now seeing
how brands are getting creative with profile pictures and cover photos in these
examples.

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8#3: Telling a Story With Photos
• Photos have gotten larger in Timelines and you can use the Highlight feature
to show even more of the album. The Kia Soul page has highlighted their
concept car album to display more pictures

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9#4: Branding With Apps
• Apps are much more visible on the new Timeline. The Facebook Photos app will
always be in the first row, in the first position, and will always display the most recent
photo. The next three apps in the row will be most visible, so put your best apps in
the first row.
• If your apps are interesting, you may have people click the down arrow on the right
side to see what else you have available. Notice how these pages have really
branded their apps and added a call to action within both the app’s name and custom
graphic.

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#5: Using the About Section to Give a Call to
Action
• While you can’t have a call to action (such as “Click Like” or “Buy Now”) or your
website address in the cover photo of your Timeline, you can have that
information in your About section. The About section is hot property, so use it
well.

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11#6: Use Clever Photo Collections
• The American Express Facebook
page strives to give a strong visual
representation of the brand. That can be
a tall order for a service-based company.
American Express rose to the challenge by
taking photographs of related items, then
sharing them with short updates that ask a
question or evoke a certain feeling.
• Recently, the freezing weather in the US
has everyone talking. American Express
shared this simple but hugely descriptive
picture on their Facebook timeline.

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12#7: Create Stand-Alone Visual Campaigns
• Sometimes a company’s marketing gimmick can take on a life of its own. Several
years ago, UK-based insurance comparison site Compare The Market created a
campaign around the idea that market sounds just a little bit like meerkat.
• They introduced Aleksandr Orlov, a meerkat with a Russian accent and an aristocratic
heritage. The campaign was a huge hit. Even though Compare The Market isn’t
actually on Facebook, Aleksandr has his own page, with more than 800,000 likes!

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13#8: Educate Your Audience
• Another type of effective video is to give a quick tip or teach something
useful to your audience. At Social Media Examiner, we’ve been featuring hot
tips on Tuesdays, which do very well in terms of engagement and reach.

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14#9: Embed Facebook Videos in Blog Posts
• Facebook videos have an Embed feature available just like on YouTube. The videos
play in the blog posts and someone can also easily see all of the comments and
interaction on the post itself.
• To embed Facebook video, first navigate to the full video post. Click on the date
stamp on the post or go into the Video tab and select the video. Select the
Embed Post link on the right sidebar.

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15#10: Develop Community Around a Charity
• Many businesses make a point of giving back to their community, but TOMS
shoes goes much further. The company was founded on the charitable concept
that for every pair of shoes they sold, they would donate a pair to children in
poverty around the globe.
• TOMS makes an impact on their fans by sharing pictures of those they’ve
helped. It’s one thing to know a company has a strong charitable background,
but seeing it helps fans appreciate the effect they’re having on the world.

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American Express Case
• Small business Saturday Campaign
• 28% increase in business and 9% increase in Retail
• Campaign was about increasing spending in holidays on Small businesses. In
two weeks campaign was all over the place with more than million likes which
meant three fold increase in awareness