This document provides an overview of new Facebook Timeline features for brands, including cover photos, profile pictures, tabs, the timeline, and the info section. It recommends using visuals and storytelling to showcase a brand's history, products, services and achievements. Advertising is shifting from promotional copy to organic content and social connections. Premium ads and sponsored stories aim to build connections by showing how friends engage with a brand. New admin features make it easier for brands to message fans directly and gain real-time insights.

1. “Facebook Timeline for Brands – What You Need
to Know Now”
March 28, 2012

2. R2INTEGRATED: WHO WE ARE
Who Am I
And how to talk about this “How To”
Lindsay Moore
Digital Marketing Strategist
lmoore@r2integrated.com
410.327.0007 x 1043
@lindsay_moor
e
#R2integrated
#r2ihowto

3. AGENDA
• Design
• Advertising
• Administrative
• Questions

4. Design Evolution
Focus on Images, Brand Themes, Emotions, Storytelling, and History

5. DESIGN THEMES
• Emphasis on Big Images
• Focus on Content
• Storytelling & Brand History

6. NEW FEATURES
Cover Photo
851x315
Profile Photo
180x180
Tabs & Apps
Info Section
Timeline
Pinned Post

7. COVER PHOTO
• Cover images may not include:
• Price or purchase information (“Get 50% Off”)
• Contact information (Website, email, mailing address, etc.)
• Calls to action (“Learn more” or “Get it Now”)
• References to Facebook features (Like, Share)
• Arrows (Pointing to Like Buttons)
• Dimensions: 851x315
• Privacy: All Cover Photos are public and anyone who visits your Page will
be able to see your Cover Photo
• Strategy: Visually showcase your brand through images that convey key
company themes, product associations, emotional connections

8. COVER PHOTO
Use Cover Photo to depict lifestyle associated with your brand

9. COVER PHOTO
Use Cover Photo to evoke key emotions in relation to your brand

10. COVER PHOTO
Use an existing photo that conveys key themes associated with your
brand or organization for the Cover Photo

11. COVER PHOTO
Use Cover Photo to shape perceptions about your brand

12. COVER PHOTO
Use Cover Photo to showcase your products through compelling visuals

13. COVER PHOTO
Use Cover Photo collage design to showcase multiple products and
brand themes

14. COVER PHOTO
Use Cover Photo to creatively depict your services through design

15. COVER PHOTO
Use Cover Photo to show what your products or services can do while
encouraging engagement and user-generated content from your Likers

16. COVER PHOTO
Use Cover Photo to show iconic buildings associated with your organization

17. COVER PHOTO
Use Cover Photo to emphasize the local flavor of your organization

18. COVER PHOTO
Use Cover Photo to take a peek inside the office

19. COVER PHOTO
Use Cover Photo to display people in your organization

20. COVER PHOTO
Use Cover Photo to extend advertising campaign

21. COVER PHOTO
Use Cover Photo to highlight your organization’s mission

22. COVER PHOTO RECAP
• Lifestyle associated with brand
• Key emotions related to brand
• Existing photos to showcase organization/brand theme
• Shape perceptions of brand
• Showcase products
• Creatively depict services
• Collage design to show multiple products/services
• User-generated-content from Likers
• Iconic buildings associated with your organization
• Emphasize local flavor
• Show people in your organization
• Peek inside the office
• Extend ad campaign/cross-promotion
• Highlight mission or current issues

23. PROFILE PICTURE
• Dimensions: 180x180 to 32x32
• Presence: The profile picture is used as thumbnail image in
news feed stories, ads, featured stories, posts from your
Page.
• Strategy: The profile picture should be highly branded and
recognizable – logos are generally suggested. The picture
should also integrate well with your Cover Photo.

24. PROFILE PICTURE
In general, a logo is recommended. You can become more creative
with your Cover Photo if your recognized logo is used for the profile
picture.

25. PROFILE PICTURE
If you’d prefer not to use a logo, make the profile picture an image
closely associated with your brand

26. PROFILE PICTURE
Profile pictures could be used to showcase well recognized advertising
campaigns

27. TABS
• Placement: Four thumbnails now appear below Cover Photo. Tabs are
re-orderable except for the Photos thumbnail which will always have the
left spot. You can show a maximum of 12 tabs and apps so put the best
ones in the top 3 spots next to the Photos thumbnail.
• Dimensions of New Thumbnail: 117x74
• Dimensions of New Tab: 800 wide with no length limit
• Shift away from landing page tabs for non-fans: Facebook has removed
the ability to send non-fans to a default landing tab. Tabs still will have
unique URL’s so you can send people there via ads, email, etc.
• Strategy: Use tabs for specific campaigns, promotional offers, events, etc.

28. TABS
Use consistent imagery in tab thumbnails to emphasize brand imagery

29. TABS
Use consistent imagery in tab thumbnails to emphasize brand imagery

30. TABS
Design tabs to take up full width of new dimensions

31. TABS
Say Goodbye to “Like-Gating”

32. TABS
Ensure tabs are not designed with old layout in mind

33. TAB RECAP
Design Recommendations:
• Make thumbnails consistent in terms of design
• Expand width of tabs to new specs
• Remove arrows pointing to like buttons by 3/30 since layout will change
Content Recommendations:
While tabs can no longer best as default landing pages for non-Likers, tabs should
still be use to engage likers in various formats.
• Contests
• Events
• Games
• Surveys
• Promotions

34. TIMELINE
• Strategy: Show case the history of your organization from the founding
to today, including key milestone events through compelling visuals.
Use Timeline to expand on the brand story you convey with your Cover
Photo.
• Dimensions of Milestone Pictures: 843x403
• Examples of Milestone Events: Founding of organization, opening of
first store or expansion to new stores, first customers, hiring of new
employees, winning awards, reaching certain number of fans on
Facebook.

35. TIMELINE
Evoke brand history and touch on emotional connections

36. TIMELINE
Showcase achievements & connection to present day through Milestone
photos

37. TIMELINE
Showcase major product launches or organizational shifts through Milestone
photos

38. TIMELINE
Facebook will automatically populate your old posts to the Timeline

39. TIMELINE RECAP
• Brand history
• Emotional connections to the past
• Achievements
• Product launches
• Organization shifts
• Connections to present day
• Automatic population of old posts

40. INFO SECTION
• Content: This is the place to highlight contact info and explain the
nature of your page.
• Character Limit: 180 including spaces
• Strategy: Think about what you want to accomplish with your
Facebook page to determine what to say in the Info Section

41. INFO SECTION
Use Info Section to explain the purpose and value of your Page

42. INFO SECTION
Use Info Section to convey your mission statement and guiding
philosophies

43. INFO SECTION
Use Info Section to boost credibility by highlighting experience and position

44. INFO SECTION
Use Info Section to provide contact information or links to your other
owned properties

45. INFO SECTION
Use Info Section to state details specific to your organization or product

46. INFO SECTION
Use Info Section to draw attention to current campaigns running on
Facebook, promote events, or cross-promote other marketing campaigns

47. INFO SECTION
Be cognizant of character limits

48. INFO SECTION RECAP
• Explain purpose of Page
• Tell people value in Liking the Page or returning to the Page after Liking
• Convey mission statement
• Boost credibility by highlighting experience
• Provide contact info or links to owned properties
• Share specific details on your organization or product
• Cross-promote campaigns
• Keep character limits in mind

49. PINNED POST
• Timing: Pinned Posts stay live at the top of your Page for 7 days
• Strategy: Use Pinned Posts to promote specific seasonal
offers, campaigns, deals, events, and more that you used to promote with
landing page tabs.

50. PINNED POST
Highlight events or campaigns that are timely in nature

51. PINNED POST
Capitalize on pop culture or current events

52. PINNED POST
Spark visible engagement at the top of your Page

53. PINNED POST RECAP
• Highlight timely events or campaigns
• Draw attention to monthly promotions or giveaways
• Relate your brand or organization to a current event or pop culture happening
• Spark engagement and solicit responses from your Likers

54. Advertising Evolution
A Shift from Promotional Copy to Organic Content & Social Connections

55. ADVERTISING FEATURES
• Marketplace Advertising
• No monthly minimum spend required
• Purchased on recommended CPC basis through self-serve portal
• Ads appear on Right Sidebar
• Copy is reduced to 90 characters
• Premium Advertising NEW
• $20,000 - $50,000 monthly minimum spend
• Purchased on CPM basis through IO with advertising sales rep
https://www.facebook.com/business/contact.php
• Ads appear in 4 places: Newsfeed, Right Sidebar, Mobile Newsfeed, Logout
Pages
• Reach Generator NEW
• Flat fee (not CPM or CPC)
• New product enabling brands to buy one page post each day on up to 75% of
its fans’ homepages
• In a test, Ben & Jerry’s was able to reach 98% of its Page’s fans (up from 16% of
fans that Pages reach without ads or Sponsored Stories)

56. PREMIUM ADS AND SPONSORED STORIES
• Focus on building essential connections and creating social context
• Ads enable you to reach a new audience (new connections)
• Increase Awareness
• Generate Likes
• Drive Traffic to Campaign that Lives on a Tab
• Sponsored Stories enable you to reach your existing audience and their
friends (existing and new connections). Sponsored Stories show someone
how their friends Like your Page next to your Ad message.
• Engage
• Reward
• “Premium Ads and Sponsored Stories with enhanced social content are 80%
more likely to be remembered, driving 40% higher engagement and a
significant increase in purchase intent.”
Source: http://ads.ak.facebook.com/ads/FacebookAds/Premium%20Ads%20and%20Sponsored%20Stories.pdf

57. PREMIUM ADS & SPONSORED STORIES
Source: http://ads.ak.facebook.com/ads/FacebookAds/Premium%20Ads%20and%20Sponsored%20Stories.pdf

58. FROM A PAGE POST TO AN AD
Source: http://ads.ak.facebook.com/ads/FacebookAds/Premium%20Ads%20and%20Sponsored%20Stories.pdf

59. PAGE POST AD SPECS
Source: http://ads.ak.facebook.com/ads/FacebookAds/Premium%20Ads%20and%20Sponsored%20Stories.pdf

60. LOG OUT PAGE ADS

61. New Admin Features

62. MIGRATING TO TIMELINE
STEP 1: Navigate to your Page
STEP 2: Hit Preview To Start Tour

63. MIGRATING TO TIMELINE
STEP 3: Tour, Update, and Publish
• Cover
• Profile Picture
• Tabs (Views)
• Review Timeline,
• Tour New Admin Panel,
• Learn How To Respond Privately With Messages via Admin Panel
• Publish

64. INSIGHTS
Facebook Now Offering Real Time Insights

65. INSIGHTS
New Insights Related to Likes

66. INSIGHTS
New Insights Related to Reach

67. INSIGHTS
New Insights Related to Talking About This

68. NEW ADMIN FEATURES
Change Page Name http://www.facebook.com/help/contact_us.php?id=262629790471076

69. NEW ADMIN FEATURES
Message with Likers Directly

70. Questions

71. R2INTEGRATED: CONTACT US
www.r2integrated.com
Lindsay Moore | Digital Marketing Strategist
R2integrated- Digital Marketing & Technology
[P] 410-327-0007x1043
www.r2integrated.com |
facebook.com/r2integrated Twitter: @lindsay_moore