Facebook has introduced new Timeline features for brand pages that change the layout and user experience. The key changes include a focus on visual storytelling through milestones, a friend-prioritized viewing experience, and more control over user posts and apps. Marketers are advised to focus on creating engaging visual content, continue prioritizing the News Feed for reaching users, and shift from forced community to telling the brand's story.
Marketer's guide to Facebook timeline: Tips for brands and marketers for the ...Jack Morton Worldwide
On 29 Feb 2012, Facebook launched its Timeline layout for brand Pages and several new advertising products. The new layout will have an impact on what brands have built on Facebook in the past and how brands can best use Facebook in the future.
What's your timeline for making the most of the new layout? How about starting now?
Jack’s guide to Facebook Timeline suggests new best practices and addresses how the changes put brands over communities, could distract marketers from the News Feed, necessitate visualization and encourage storytelling through brand heritage.
Prophets presents "Facebook Timeline for brands essential training"Prophets Agency
In this presentation we explain what changed in the Facebook layout, and what this means for your brand, how you should respond to these changes.
We include many examples and notes what these changes mean for your brand online.
contact us at info@prophets.be or on www.prophets.be
Marketer's guide to Facebook timeline: Tips for brands and marketers for the ...Jack Morton Worldwide
On 29 Feb 2012, Facebook launched its Timeline layout for brand Pages and several new advertising products. The new layout will have an impact on what brands have built on Facebook in the past and how brands can best use Facebook in the future.
What's your timeline for making the most of the new layout? How about starting now?
Jack’s guide to Facebook Timeline suggests new best practices and addresses how the changes put brands over communities, could distract marketers from the News Feed, necessitate visualization and encourage storytelling through brand heritage.
Prophets presents "Facebook Timeline for brands essential training"Prophets Agency
In this presentation we explain what changed in the Facebook layout, and what this means for your brand, how you should respond to these changes.
We include many examples and notes what these changes mean for your brand online.
contact us at info@prophets.be or on www.prophets.be
Liveworld POV new FaceBook features for brandsLiveWorld
Facebook presented a number of changes that the company positions as natural outgrowth of its perspective that “Stories are more powerful than Ads, and a Brand Page is where the brand creates stories that fans then share and create mini-stories on top of.”
Live world pov - Facebook Improves Pages Security by Adding Admin Access LevelsLiveWorld
Facebook rolled out new admin access levels for Pages this past week, taking a huge step forward in security and protection for brands that have multiple workgroups, agencies, and personnel managing their Page and advertising campaigns.
Facebook’s launch of Timeline for brands requires marketers to prioritize content strategy and engaging experiences more than ever. Gone are the days when accumulating "Likes" is an acceptable key performance indicator. Now companies must carefully develop editorial and engagement plans in order to use Facebook to build connected brands – or close relationships with audiences formed by being useful, usable, desirable, visible, and engaging.
On March 7, 2013, Facebook introduced us to their latest updates to the News Feed which promises to "cut the clutter." 22squared's POV provides advertisers & marketers with a breakdown of the changes, brand implications and five immediate takeaways.
The newly launched Facebook Graph Search allows members of the world's largest social network to find content through their Facebook social connections. If Facebook can get its members to adopt the new functionality and power personalized results, marketers may see Graph Search start to own Local Search over the likes of Google Local, Trip Advisor and Yelp. But we are in early days. As Facebook Graph Search evolves, CMOs and their teams should ensure visibility in both Graph Search and users' newsfeeds by sharing engaging content with their audiences. Moreover, employing a holistic social strategy and active community management are increasingly essential to succeeding on Facebook under the new world of Graph Search. In essence, companies will succeed in the era of Graph Search by building connected brands, or a close relationship with their audiences. This point of view discusses in more detail what Graph Search is all about and how brands can use content and conversation to build connected brands.
Overview of the changes to brand pages with the introduction of Facebook Timeline. Screenshots of several brand examples with different elements being highlighted. Cover photo rules and dimensions discusses, along with apps, paid media and landing pages. Deck from presentation to colleagues. Feel free to get in touch with questions.
Facebook Timeline for Brands | Changes & Hidden ImplicationsOgilvy Consulting
On February 29, 2012, Facebook announced updates to Pages at their first ever Facebook Marketers Conference in New York City. The big story, as expected, was the roll out of Timeline for brands. And the corresponding big headline, as expected, was, "Brands are multimedia storytellers!"
But, there's much more to it. The brand world will soon be divided into those who fully "adopt" Timeline, and those who simply "migrate" their old strategy and ways of working to the new feature set. Brands looking to adopt must consider and prepare for the hidden implications of Timeline - reallocation of resources, increased creative involvement, a reset of content process, the new profile of community managers and more.
Check out this presentation for a summary of the Pages changes and the hidden implications of Facebook Timeline for brands.
Official Facebook Marketing Best Practices GuideThérèse Cator
This is the Official Best Practices Guide that Facebook recently released. It gives businesses a guide on how to effectively navigate the Facebook ecosystem. The focus is on Marketing on Facebook, and also details ways to use Facebook ads, plugins, analytics and more.
Liveworld POV new FaceBook features for brandsLiveWorld
Facebook presented a number of changes that the company positions as natural outgrowth of its perspective that “Stories are more powerful than Ads, and a Brand Page is where the brand creates stories that fans then share and create mini-stories on top of.”
Live world pov - Facebook Improves Pages Security by Adding Admin Access LevelsLiveWorld
Facebook rolled out new admin access levels for Pages this past week, taking a huge step forward in security and protection for brands that have multiple workgroups, agencies, and personnel managing their Page and advertising campaigns.
Facebook’s launch of Timeline for brands requires marketers to prioritize content strategy and engaging experiences more than ever. Gone are the days when accumulating "Likes" is an acceptable key performance indicator. Now companies must carefully develop editorial and engagement plans in order to use Facebook to build connected brands – or close relationships with audiences formed by being useful, usable, desirable, visible, and engaging.
On March 7, 2013, Facebook introduced us to their latest updates to the News Feed which promises to "cut the clutter." 22squared's POV provides advertisers & marketers with a breakdown of the changes, brand implications and five immediate takeaways.
The newly launched Facebook Graph Search allows members of the world's largest social network to find content through their Facebook social connections. If Facebook can get its members to adopt the new functionality and power personalized results, marketers may see Graph Search start to own Local Search over the likes of Google Local, Trip Advisor and Yelp. But we are in early days. As Facebook Graph Search evolves, CMOs and their teams should ensure visibility in both Graph Search and users' newsfeeds by sharing engaging content with their audiences. Moreover, employing a holistic social strategy and active community management are increasingly essential to succeeding on Facebook under the new world of Graph Search. In essence, companies will succeed in the era of Graph Search by building connected brands, or a close relationship with their audiences. This point of view discusses in more detail what Graph Search is all about and how brands can use content and conversation to build connected brands.
Overview of the changes to brand pages with the introduction of Facebook Timeline. Screenshots of several brand examples with different elements being highlighted. Cover photo rules and dimensions discusses, along with apps, paid media and landing pages. Deck from presentation to colleagues. Feel free to get in touch with questions.
Facebook Timeline for Brands | Changes & Hidden ImplicationsOgilvy Consulting
On February 29, 2012, Facebook announced updates to Pages at their first ever Facebook Marketers Conference in New York City. The big story, as expected, was the roll out of Timeline for brands. And the corresponding big headline, as expected, was, "Brands are multimedia storytellers!"
But, there's much more to it. The brand world will soon be divided into those who fully "adopt" Timeline, and those who simply "migrate" their old strategy and ways of working to the new feature set. Brands looking to adopt must consider and prepare for the hidden implications of Timeline - reallocation of resources, increased creative involvement, a reset of content process, the new profile of community managers and more.
Check out this presentation for a summary of the Pages changes and the hidden implications of Facebook Timeline for brands.
Official Facebook Marketing Best Practices GuideThérèse Cator
This is the Official Best Practices Guide that Facebook recently released. It gives businesses a guide on how to effectively navigate the Facebook ecosystem. The focus is on Marketing on Facebook, and also details ways to use Facebook ads, plugins, analytics and more.
Facebook Timeline: A Marketer's Guide To Making The Most Of 2012 ChangesBen Grossman
On 29 Feb 2012, Facebook launched its Timeline layout for brand Pages and several new advertising products. The new layout will have an impact on what brands have built on Facebook in the past and how brands can best use Facebook in the future.
What’s your timeline for making the most of the new layout? How about starting now?
Jack’s guide to Facebook Timeline suggests new best practices and addresses how the changes put brands over communities, could distract marketers from the News Feed, necessitate visualization and encourage storytelling through brand heritage.
Now the Facebook Timeline is mandatory for Pages. As of March 31th, 2012, ALL Facebook Pages will switch over to the new layout. This slide presentation provides and overview of the new layout, it's features and limitatoins.
3 New Facebook Promotional Engagement ModelsTom Edwards
The white paper outlines three new promotional engagement models that Facebook now supports based on recent changes to the promotional guidelines. It can be used as a resource when mapping client objectives to the ideal promotional engagement model, including making the call between an app vs. responsive News feed strategy or how hashtag promotions differ on Facebook vs. other platforms such as Twitter, Instagram and Vine.
FACEBOOK NEWS FEED CHANGES & HOW THEY MIGHT AFFECT YOU AS A BUSINESS?Branding by Pixels
Facebook’s CEO & Founder – Mark Zuckerberg announced in January that they are making changes to the news feed algorithm to now enable more peer to peer conversations rather than showcase ads.
Oxford Communications is an agency deeply committed to understanding the way consumers live, eat, sleep, socialize, make decisions and (ultimately) buy. So, believe me, we definitely like tracking changes. This report is less about how consumers change, and more about the nitty gritty details of the recent changes to Facebook - the platform that fuels the social lives of half of the people living in the United States.
On Feb. 10, 2011, Facebook released its first major update to Facebook Pages, its product offering for businesses, in over six months. The changes, billed by Facebook as ‘upgrades’, move Pages closer to the newly re-designed Facebook Profile Pages, which users have been enjoying (or complaining about) since Dec. 2010.
Social Media Evolution: Impact of new Facebook on MarketersCustomer Centria
Most marketers were trying to learn and leverage on the 5th largest economy in the world – Facebook, only to realise that the rules of engagement recently changed and how fast!
So, What does Facebook’s bold and radical list of changes spell for marketers and corporates?
Goodbye to all the “digital agencies” who built their business on buying facebook fans. Its no longer How much- its only about HOW?
“To be integrated is to feel secure, to feel connected.” The views and experi...AJHSSR Journal
ABSTRACT: Although a significant amount of literature exists on Morocco's migration policies and their
successes and failures since their implementation in 2014, there is limited research on the integration of subSaharan African children into schools. This paperis part of a Ph.D. research project that aims to fill this gap. It
reports the main findings of a study conducted with migrant children enrolled in two public schools in Rabat,
Morocco, exploring how integration is defined by the children themselves and identifying the obstacles that they
have encountered thus far. The following paper uses an inductive approach and primarily focuses on the
relationships of children with their teachers and peers as a key aspect of integration for students with a migration
background. The study has led to several crucial findings. It emphasizes the significance of speaking Colloquial
Moroccan Arabic (Darija) and being part of a community for effective integration. Moreover, it reveals that the
use of Modern Standard Arabic as the language of instruction in schools is a source of frustration for students,
indicating the need for language policy reform. The study underlines the importanceof considering the
children‟s agency when being integrated into mainstream public schools.
.
KEYWORDS: migration, education, integration, sub-Saharan African children, public school
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Enhance your social media strategy with the best digital marketing agency in Kolkata. This PPT covers 7 essential tips for effective social media marketing, offering practical advice and actionable insights to help you boost engagement, reach your target audience, and grow your online presence.
Buy Pinterest Followers, Reactions & Repins Go Viral on Pinterest with Socio...SocioCosmos
Get more Pinterest followers, reactions, and repins with Sociocosmos, the leading platform to buy all kinds of Pinterest presence. Boost your profile and reach a wider audience.
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Surat Digital Marketing School is created to offer a complete course that is specifically designed as per the current industry trends. Years of experience has helped us identify and understand the graduate-employee skills gap in the industry. At our school, we keep up with the pace of the industry and impart a holistic education that encompasses all the latest concepts of the Digital world so that our graduates can effortlessly integrate into the assigned roles.
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Multilingual SEO Services | Multilingual Keyword Research | Filosemadisonsmith478075
Multilingual SEO services are essential for businesses aiming to expand their global presence. They involve optimizing a website for search engines in multiple languages, enhancing visibility, and reaching diverse audiences. Filose offers comprehensive multilingual SEO services designed to help businesses optimize their websites for search engines in various languages, enhancing their global reach and market presence. These services ensure that your content is not only translated but also culturally and contextually adapted to resonate with local audiences.
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Improving Workplace Safety Performance in Malaysian SMEs: The Role of Safety ...AJHSSR Journal
ABSTRACT: In the Malaysian context, small and medium enterprises (SMEs) experience a significant
burden of workplace accidents. A consensus among scholars attributes a substantial portion of these incidents to
human factors, particularly unsafe behaviors. This study, conducted in Malaysia's northern region, specifically
targeted Safety and Health/Human Resource professionals within the manufacturing sector of SMEs. We
gathered a robust dataset comprising 107 responses through a meticulously designed self-administered
questionnaire. Employing advanced partial least squares-structural equation modeling (PLS-SEM) techniques
with SmartPLS 3.2.9, we rigorously analyzed the data to scrutinize the intricate relationship between safety
behavior and safety performance. The research findings unequivocally underscore the palpable and
consequential impact of safety behavior variables, namely safety compliance and safety participation, on
improving safety performance indicators such as accidents, injuries, and property damages. These results
strongly validate research hypotheses. Consequently, this study highlights the pivotal significance of cultivating
safety behavior among employees, particularly in resource-constrained SME settings, as an essential step toward
enhancing workplace safety performance.
KEYWORDS :Safety compliance, safety participation, safety performance, SME
2. HIGHLIGHTS FROM FACEBOOK’S 2012 CHANGES
TIMELINE FOR BRANDS: OUR POINT OF VIEW
MAIN PAGES CHANGES
#1: VISUALIZATION: TIMELINE LAYOUT
#2: TIMELINE OPTIMIZATION
#3: FACEBOOK APPLICATIONS
#4: 1-ON-1 MESSAGES & USER CONTROL
BRAND PROMOTIONS
#1: OFFERS POSTS
#2: POSTING STANDARDS
#3: REACH GENERATOR
#4: PREMIUM ON FACEBOOK
BEST PRACTICES: A NEW SET OF PRINCIPLES
#1: BRAND OVER COMMUNITY
#2: DON’T FORGET NEWS FEED
#3: EMPHASIS ON VISUALIZATION
#4: STORYTELLING THROUGH MILESTONES
JACK MORTON WORLDWIDE
TABLE OF CONTENTS
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3. Every once in a while, Facebook makes its users and marketing partners
feel like it’s ruining everything. Does Facebook’s new Timeline layout
really ruin Facebook for brands? Probably not. But there are some
substantial changes marketers should be aware of just one year after the
last round of sweeping changes (remember photo strips?). One thing to
know: your custom applications won’t look as good as they used to.
On the heels of the rollout of its new Timeline format for user Profiles,
Facebook is launching the new Timeline format for its brand partners,
too. The new layout will have an impact on what brands have built on
Facebook in the past (i.e. applications, posts, photos and more) and how
brands can best use Facebook in the future.
Brands have until March 30th to activate the new layout for their Pages,
but in the meantime, Jack Morton has assembled this guide to key
changes in the platform and the best ways to leverage tomorrow’s
Facebook starting today.
HIGHLIGHTS FROM
FACEBOOK’S 2012 CHANGES
4. Facebook has undeniably changed the way we communicate with and relate to other humans. As Facebook
COO Sheryl Sandberg said in her keynote during the Facebook Marketing Conference, “For the first time,
technology is powering us… and who we are.”
On its path to reshape our lives as individuals (and yes, make a profit), Facebook (and social media in general)
has also begun to change the way brands communicate with consumers.
The focus is no longer on how brands communicate, but rather on how they relate. We
believe brands relate best to consumers through brand experiences. We also believe that
brand experiences are most meaningful when consumers are surrounded by their social
connections.
Facebook has given brands a platform to listen, comment, ask, answer, converse, innovate and, yes, even sell
while users are surrounded by their social context. Facebook’s Timeline puts social brand experience at the
platform’s center. No longer will users experience brands in isolation or with a few other (often random) users
on message board-style Pages, but rather, users will be prompted to experience brands and their heritage
through their closest -- and most trusted -- social connections.
In light of Facebook’s announcement of the rollout of Timeline-based layouts for brand Pages, we’re
having conversations with our clients about what the social brand experiences of the present and
future will look like. To catch a glimpse into our thinking, we offer up this guide to the shifts on the
platform, including what we believe will be the best practices for brands as they journey forward to
relate to their consumers.
Is your brand ready to make the most of Facebook’s Timeline for brand Pages?
FACEBOOK TIMELINE FOR BRANDS:
OUR POINT OF VIEW
Ben Grossman
Digital Strategist
6. VISUALIZATION:
TIMELINE LAYOUT
PAGES CHANGE #1:
PROFILE PICTURE
Though many brands used
extended, promotional profile
pictures in the past, Facebook’s new
Timeline layout means that a
brand’s profile picture can now stay
a relatively consistent reflection of
the logo, using the Cover Image for
major promotions instead. It should
be uploaded at 180 x 180 pixels. It
will automatically be scaled down to
32 x 32 pixels for News Feed
viewing.
COVER PHOTO
The new home for on-Page promotion, the Cover Photo should be
uploaded at 851 x 315 pixels. The perfect place to feature a fan or
photo of the month, a new promotion or even a call-out for a (now
more hidden) custom Facebook Application. Careful! Cover Photos
may not include price or purchase information, contact information
or calls to action. Consult Facebook’s rules before development.
TIMELINE LAYOUT
The new Page layout allows for the biggest,
most customizable visual branding ever.
Combined with a new, moments-in-time
focused layout, Pages now act as more of a
brand narrative than a community message
board.
7. VISUALIZATION:
TIMELINE LAYOUT
PAGES CHANGE #1:
VISUALLY COMPELLING POSTS WIN
Facebook was popularized based on a sleek and simple,
mostly text-based interface that made it easier to understand
what friends were thinking, doing and saying. With bad
memories of flashing and disorganized MySpace profiles far
behind users (or even before some users’ time), Facebook is
beginning to put more of an emphasis on helping users
visualize their friends’ and brands’ posts and activity.
Brands that create posts that are accompanied by visual media
(i.e. a photo or video) enjoy greater inclusion and engagement
through users’ News Feeds and also are now core to a quality
user experience in the Timeline layout.
Posts that include fill-in-the blanks, caption contests and
video clips will drive engagement as Facebook continues to
evolve. Additionally, visually compelling posts make for an
easily scannable, engaging Timeline history, which users can
now scroll through at any time.
8. TIMELINE OPTIMIZATION
PAGES CHANGE #2:
FRIEND-PRIORITIZED VIEWING
A new section of Pages acts as a personalized social lens
through which users can view a given brand. A call-out with the
number of a user’s friends who like the Page as well as some of
their recent activity pertaining to the brand is featured at the top
of the Timeline.
Friends care about friends, making the prominence of this
section a compelling reason for brands to respond to each and
every post on their Pages.
WHAT GIVES TIMELINE ITS
NAME? WELL, A TIMELINE.
The entire structure of the new
Facebook Pages layout is inspired by
a history-based timeline that
documents a brand’s existence
(fictional or actual), from its
founding or opening to the present.
Brands with a rich and interesting
history now have the opportunity to
use a new type of posts,
“Milestones,” which allow them to
add historical landmarks for their
businesses or the backstory for an
upcoming movie. A simple tool at
the right of Pages allows for
navigation through time.
9. TIMELINE OPTIMIZATION
PAGES CHANGE #2:
PINNING POSTS FOR 7 DAYS
While Facebook recommends Pages post once per day, it has
created a capability that allows Administrators to “Pin” a post to
the top of the Page, so that it is the first thing users see upon
arrival for a 7-day period.
The terminology of “Pinning” may seem suspiciously close to that
of recent social media darling Pinterest. Widely, the media agrees
and attributes the use of the terminology to Zuckerberg’s ongoing
obsession with staying up to speed with start-up competition.
STARRING STORIES
Page Administrators now have a way to prioritize
their own content within the Timeline by starring
the best (most engaging) ones and allowing it to
expand with double width on the timeline.
Just as easily, Administrators can hide less
engaging or less important stories. The net
effect of this functionality is that once a post is
no longer current, Administrators can choose
not to feature it as a main part of the company’s
past in the Timeline. As such, product recall
announcements or public apologies can still be
distributed and shown while relevant, but can
later be hidden in favor of more positive
milestones in the brand’s past.
10. FACEBOOK APPLICATIONS
PAGES CHANGE #3:
NO WELCOME TAB. APP SIZE
UPDATE.
The new Timeline layout dispenses with a
tab-based brand favorite: the welcome tab.
Administrators will no longer be able to set a
default landing tab as the first thing users
see upon arriving to the Page. Instead, the
Cover Photo will need to do any “Welcome”
talking desired by the brand (though current
fans will see it too).
The new application display will continue to
allow older apps (520 pixels in width) to
display, but they’ll look narrow in the new
layout that allows for 810 pixel-wide
layouts. Applications new and old require a
new icon to appear on the Page that is 111 ×
74 pixels.
11. FACEBOOK APPLICATIONS
PAGES CHANGE #3:
APPLICATIONS GET A DOWNGRADE
Much to many brands’ chagrin, custom Facebook Applications,
which represent a significant investment to many marketers,
were given a low priority in the new Timeline layout. Pages can
choose to feature up to three custom applications by default
(the Photos Application is fixed), but the rest fall below in an
area that must be expanded by the user prior to viewing
additional applications.
Because Facebook’s interface has long been based on a tabbed
navigational structure, where brands would often create
“Welcome Tabs” to orient users to the Page, this will trigger a
major change in many Page’s user experience. Users will now
have to be drawn in by a brand’s content, rather than a
messaging tab.
12. 1-ON-1 MESSAGES & USER CONTROL
PAGES CHANGE #4:
COMMUNITY MANAGERS: REJOICE!
Uncharacteristically, Facebook is allowing
brands complete control over how
conversations appear on their Pages.
Buried in Facebook’s Timeline updates are new
capabilities that allow Administrators to
prevent fans’ posts to the Timeline from
showing up publicly until they have been
approved by an administrator.
Administrators can also hide a box that allows
users to see recent post by people other than
their immediate friends, pretty much killing
any sense of community that Pages once had.
1-ON-1 MESSAGES ARE HERE
Previously, the only way brands could communicate with
consumers through their Pages was publicly through the
Page’s wall. With Timeline, Facebook is introducing a new
“Message” button that appears next to the “Like” Button
at the top of the Page (at a brand’s discretion -- it can be
hidden).
Though brand’s still cannot reach out to users directly to
initiate a 1-to-1 conversation, they can now receive
messages from users and respond through the platform.
Not all customer service can or should be public.
14. OFFERS POSTS
BRAND PROMOTION #1:
READY TO BATTLE DAILY
DEALS? NOT YET.
Facebook has made several attempts over
the past few years to develop an offering
that could rival daily deals sites like
Groupon and Living Social.
With the release of Timeline, Facebook
has added another new post type called
“Offers.” Using the post, brands can
feature a promotion on their page, allow
users to claim it and have the coupon sent
directly to the user’s email or mobile
device. The seamless experience is
powered by Facebook’s ability to leverage
users’ profile data to offer analytics and
tracking that brands will be intrigued by.
For additional exposure, Facebook also
recommends combining Offers with its ad
units to reach a broader audience and
trigger viral spread.
15. POSTING STANDARDS
BRAND PROMOTION #2:
FACEBOOK GOES ON RECORD
WITH RECOMMENDATIONS
For the first time publicly, Facebook went on
the record with recommendations about the
frequency of posts Pages should use. The
answer was what most strategists had
concluded: one, engaging post per day is
golden.
Facebook also released some staggering
statistics about what types of posts work
best.
• Visually engaging posts generate 2X the
engagement of basic text posts.
• On average, people visit and engage with
Pages most often between 9pm and
10pm.
• Posts between 100 and 250 characters
(less than 3 lines of text) see about 60%
more likes, than longer posts.
Facebook estimates that the average Page
reaches 16% of its fans in the average week. It
also recommends using Page Insights to find
out when people engage most with content
and post during those hours.
16. REACH GENERATOR
BRAND PROMOTION #3:
FACEBOOK’S NEW TAKE ON
SPONSORED STORIES
Over a year ago, Facebook launched new ad
units referred to as “Sponsored Stories.” These
units essentially help to amplify Page Posts so
that they reach more users (both fans and
non-fans) to trigger further viral spread and
awareness of the brand and/or offering.
These ad units have now been re-launched
and now fall under an umbrella grouping
called “Reach Generator.”
In addition to re-naming the offering,
Facebook is also breaking its Sponsored Story
ad units out of the right side of the interface.
Units will now also be eligible to appear in
users’ News Feeds on their desktops and, once
Timeline comes to mobile devices in April,
through mobile devices. This will be the first
time mobile advertisements are available
through Facebook’s platform.
When using Sponsored Stories, it it is
imperative that brands express the core of the
message in the first 90 characters of the post,
as that is the size of the ad unit.
17. PREMIUM ON FACEBOOK
BRAND PROMOTION #4:
BIG SPENDS GET BIG BENEFITS
Facebook’s top advertising spenders will now
be using an offering re-named “Premium on
Facebook.” In order to augment its pre-
existing premium advertising offering,
Facebook is adding the in-News Feed ads,
mobile News Feed ads and a new Log-out
experience as parts of its paid media
offerings.
And these higher end products have paid off
in the past. Facebook reports that ad units
featured on its homepage (reserved for
premium advertisers) have generated 5x-10x
more engagement than all other places on the
site.
Further, Facebook reports that Premium Ads
and Sponsored Stories on the right-hand side
are typically 40% more engaging and 80%
more likely to be remembered than all
previous offerings.
Among other new claims Facebook is making
about the benefits of its paid advertising
products is that “well-run campaigns that
leverage social drive ROIs of 3x or greater.”
19. BRAND OVER
COMMUNITY
BEST PRACTICE #1:
FORCED COMMUNITY IS DEAD...
CONTROL IS BACK
One of the biggest challenges for brands
joining Facebook (especially those in highly
regulated industries) has always been the fact
that users could post whatever they wanted to
brand’s walls whenever they wanted to... for
the world to see.
Timeline does away with that. In fact, the
entire interface has made a shift from being a
dolled up message board with some cool
interactive features to becoming a narrative
story about a brand... completely controlled by
the brand. Administrators can prevent users
from posting to the timeline, moderate all
posts and even re-publish the user-generated
posts they like.
The Timeline is engineered to tell the brand’s
story as it wants to be seen. Blemishes can be
hidden and Community Managers have
complete control over what happens on the
Page. One-to-one, consumer-to-brand
messaging also keeps consumers’ and brands’
dirty laundry (i.e. customer service issues) out
of sight and, perhaps, out of mind.
20. DON’T FORGET THE
NEWS FEED
BEST PRACTICE #2:
VISUALS SHOULDN’T DISTRACT
FROM WHAT’S REALLY MISSION
CONTROL.
If nothing else, users will have to admit:
Timeline is pretty. Marketers are sure to love
playing with the Cover Photos and finding
new ways to feature neat history as part of the
Timeline. Facebook is even pushing the idea
of the Page itself as “Mission Control” every
chance it gets.
None of that changes the fact, however, that
perhaps the most important part of Facebook
for brands has not significantly changed at
all: the News Feed. Indeed, the majority of
engagement and awareness is generated by
brands’ posts being seen among their friends’
posts in the News Feed.
While Facebook’s new paid advertising units
will be able to land brands in the News Feed,
a strong content strategy with engaging posts
at the right time will still be at the core of the
most successful brands on Facebook. So go
ahead, make your brand’s Page beautiful...
but don’t forget to think long and hard about
that News Feed.
21. EMPHASIS ON
VISUALIZATION
BEST PRACTICE #3:
RICH VISUALS MAKE THE BEST
CONTENT AND THE BEST TIMELINES
No one wants to read a book when they hop on
Facebook to stalk a few friends. A quick scroll
through a brand’s timeline will give you an idea of
whether it is posting enough rich visual content.
The more photos, videos and links relevant to
individual posts, the more a brand stands out in
the timeline and builds affinity through its
timeline.
As the entire Internet drives towards a future of
representing a new world of data with easy-to-
understand visuals, it will be no surprise if
Facebook continues to focus on making
improvements to the platform that make it more
visually gripping.
22. STORYTELLING THROUGH
MILESTONES
BEST PRACTICE #4:
HISTORIC NARRATIVES
CONTRIBUTE TO BRAND STORIES
THROUGH TIMELINE
Brands, public figures and institutions that
have a rich history have a perfect opportunity
to display it through Timeline in an engaging
way. Administrators can literally go back in
time and use the new “Milestone” post type to
add landmarks in an organization’s past all
the way back to the year it was founded.
Brands that have longstanding relationships
with customers can even encourage users to
contribute photos that can then be re-posted
as part of the Page’s history.
For those brands that don’t have a history,
like movies, Timeline allows Administrators to
tell a fanciful backstory that can build
anticipation for premieres. For television
shows or entertainers, Timeline offers a
wonderful way to catalogue episodes or
performances and the journey to
accomplishment.
23. WILL YOU USE TIMELINE TO CREATE COMPELLING
SOCIAL BRAND EXPERIENCES FOR CONSUMERS?
JACK MORTON WORLDWIDE is a global brand experience agency with offices on four continents. Our agency culture
promotes breakthrough ideas about how experiences connect brands and people – in person, online, at retail and through the
power of digital and word of mouth influence. We work with both BtoC and BtoB clients to create powerful and effective
experiences that engage customers and consumers, launch products, align employees and build strong experience brands.
Ranked at the top of our field, we’ve earned over 50 awards for creativity, execution and effectiveness last year, including best
new product introduction, best media event and employee campaign of the year. Jack Morton is part of the Interpublic Group of
Companies, Inc. (NYSE: IPG).
More information is available online:
Web site: http://www.jackmorton.com/
Blog: http://blog.jackmorton.com/
Twitter: http://twitter.com/jackmorton
FOR MORE INSIGHT INTO FACEBOOK’S TIMELINE FOR BRANDS,
CONTACT BEN_GROSSMAN@JACKMORTON.COM