The document outlines the updates to Facebook's timeline features for business and brand pages, emphasizing the importance of cover photos and customization options. Key changes include the removal of default landing tabs, the ability to pin and feature content, and new guidelines for cover images. It also highlights the focus on brand storytelling and user engagement through friend activity and paid advertising options.

1. NEW FACEBOOK TIMELINE
Updated tools for your business, brand or organization

2. FACEBOOK VIDEO PREVIEW
http://www.facebook.com/about/pages/

3. NEW FEATURES
• Cover Photos*: custom designed brand pages just became
more important with the image-heavy design. *note there are
new guidelines for what can be used in Cover Images
• Page Dimensions: 3rd party apps that were previously
being used for Contests, Welcome tabs, and more are now
being updated to fit the new (much wider) dimensions
• Removal of Default Landing Tabs: “Facebook has
removed default landing pages and replaced them with other
options to allow brands to drive content to application
pages.” - Involver

4. NEW FEATURES
• Apps: Tabs, now referred to as application pages, can now
have customized images associated with them
• Pinning Content: It is now possible to pin updates to stay
at the top of a brand’s timeline. This is a great way to highlight
important notices
• Featured (Starred) Content: an increase in visual real
estate can be given to important content, which will extend
the content/image across your entire page width

6. WHEN?
• Currentlyall brand pages have the option to turn on
Timeline Preview (for brand admins only to see)
• Once all of the elements are populated, the “Publish” feature
will turn the brand’s timeline to public.
• All
Pages will be automatically upgraded on
March 30, 2012

7. COVER PHOTO
• Goal: Unique photo that expresses your brand or the interests of people in your Page
• New rules:
✴ Must be at least 399 pixels wide. Ideal size 851 x 315.
✴ May not contain price or purchase information, such as 40% off or “Download it at our website”
✴ May not contain contact information such as web address, email , or other information intended
for your Page’s About sections
✴ May not contain references to User Interface Elements, such as “Like” or “Share”, or any other
Facebook site features
✴ May not contain calls to action, such as “Get it now” or “Tell your friends”
✴ You may not encourage or incentivize people to upload your cover image to their
personal Timelines

8. CONTENT CONTROL
• Weekly pinned posts (anchored to the top of the page)
• Starred posts (larger story format)
• Milestones(a type of posting to celebrate and emphasize
important moments over time. Examples: new openings,
product launch, etc.)
• Change post dates
• Hide/Unhide posts

9. APPS
(PREVIOUSLY TABS)
• Existing tabs are still at 520px by default.
• All existing tabs can be switched to 810px
• You can no longer have a default landing tab, but
you can feature up to 3 tabs on the cover and
you can pin posts to draw attention to apps
• Visible tabs are now called “Favorites”.
http://www.facebook.com/redbull/app_147501331977683
• The cover icons for each app are customizable

10. NEW ADMIN PANEL
Notifications, Insights, and Messages*

11. FOCUS: THE BRAND STORY
• The new design places emphasis
on historical data, and will show
content with high “importance”
to a broader audience.
• Date specific posts will help
build the ongoing story about
brands and products.

12. FRIEND ACTIVITY
• When people visit your page, they
will be able to see their friends’
interactions with your brand
• This gives a personal feel to those
visiting your page
• Noteworthy: negative posts are
likely to receive more attention
than the previous brand page setup

13. PAID ADVERTISING
• Premium Ads and Sponsored Stories will now be
featured on the mobile newsfeed as well as the
Facebook web version
• New introduction of Offers: a free way for
businesses to share promotions directly from their
company Facebook Page
• From Facebook “Only admins of some
Facebook Pages are currently eligible to
create offers.”

14. BRAND: BUTTERFINGER
Profile Image: Blends with Cover Photo

15. BRAND: FORD
Profile Image: Blends with Cover Photo

16. BRAND: AMERICAN EXPRESS
Custom App Icons

17. image source: http://www.business2community.com/facebook/prep-your-business-page-for-facebook-
timeline-5-lessons-learned-from-old-spice-and-other-big-brands-0141456
BRAND: OLD SPICE
Individual Elements Explained

18. BRAND: STARBUCKS
Highlighted/Featured Stories

19. BRAND: NIKE
Featured Album

20. BRAND: COLDPLAY
App Integration - Top Songs, Friends “Listened”

21. BRAND:
BURBERRY
Historical Story Telling

22. BRAND:
HERBAL ESSENCES
Historical Story Telling

23. BRAND: SUBWAY
Brand Milestones

24. BRAND:
WALMART
Brand Milestones

25. BRAND: FANTA
Timeline engagement strategy

26. BRAND: MACY’S
Room to expand custom elements

27. BRAND: TIDE
Example of re-size of tabs causing inconsistency

28. RESOURCES
• Facebook
Overview: http://ads.ak.facebook.com/ads/
FacebookAds/Pages_Overview.pdf
• http://www.learnfacebookpages.com/
• http://www.business2community.com/facebook/prep-your-
business-page-for-facebook-timeline-5-lessons-learned-from-
old-spice-and-other-big-brands-0141456

29. CONTACT
INFO
Elysa Rice ~ @elysa
Red Urban // Emerging Media Manager
elysa.rice@dal.redurban.com
http://www.redurban.com
linkedin.com/in/elysa ~ gplus.to/elysa