Facebook has introduced new changes to Pages with its rollout of the Timeline format for brands. This includes a new visual layout focused on a timeline of brand milestones and history, more controls for brands over user posts and interactions, and new post types for promotions. Brands are encouraged to focus on visual storytelling through their timeline, continue engaging users through the News Feed, and leverage new promotion options while maintaining a high-quality posting frequency of about one post per day. The changes emphasize brands having more control over their narrative and presence on Facebook.
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
Facebook Timeline for Brands -- Getting Your Page Ready for March 30th and Be...David Jones
At the inaugural Facebook marketing conference in New York City on Feb. 29,
Facebook announced the most fundamental reimaginings of the way brands participate with
the Facebook community since Brand Pages were first introduced.
From the new Timeline design, to new content considerations, to apps, to community management
to how media can be used as an amplifier—everything has been given a new veneer.
These changes not only affect the look of a brand’s page, but also how a brand’s fans interact
with and experience the content on that page.
With all brand pages automatically being switched to the Timeline design on March 30, Proximity’s
SocialWork team has created the following list of immediate considerations to ensure
your page is ready for the Timeline Era.
Facebook recently announced wide-ranging changes to the way brands and marketers use the platform to reach, connect and engage with fans. The changes have important implications for your existing Facebook presence and planned initiatives. This document reviews the changes and what they mean for you.
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
Facebook Timeline for Brands -- Getting Your Page Ready for March 30th and Be...David Jones
At the inaugural Facebook marketing conference in New York City on Feb. 29,
Facebook announced the most fundamental reimaginings of the way brands participate with
the Facebook community since Brand Pages were first introduced.
From the new Timeline design, to new content considerations, to apps, to community management
to how media can be used as an amplifier—everything has been given a new veneer.
These changes not only affect the look of a brand’s page, but also how a brand’s fans interact
with and experience the content on that page.
With all brand pages automatically being switched to the Timeline design on March 30, Proximity’s
SocialWork team has created the following list of immediate considerations to ensure
your page is ready for the Timeline Era.
Facebook recently announced wide-ranging changes to the way brands and marketers use the platform to reach, connect and engage with fans. The changes have important implications for your existing Facebook presence and planned initiatives. This document reviews the changes and what they mean for you.
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 Studies: Facebook Timeline for BrandsPeriscope
Facebook Timeline for brands goes live on March 30, 2012. Here, the Periscope Community Team presents a how-to guide for getting your brand's Timeline up, running and optimized.
Facebook Marketing Solutions - building better Brand connectionsRAPP Tribal
At fMC NYC, Facebook introduced three new marketing solutions to help businesses achieve better outcomes on the worlds most popular social networking platform.
Pages have been overhauled to give brands more creative control over how they tell their brand story.
Facebook’s Reach Generator guarantees your reach 75% of your fan base and an estimated 50% of your fans each week, a huge improvement on current estimates of 16% - comScore, March 2011.
Finally, Facebook Premium distributes your posts on peoples homepages as a sponsored story, in their newsfeed on their desktop or mobile device or on the Facebook log out page, ensuring your content is seen at the right time in the most impactful place.
This guide will help you navigate these new solutions, making sure you’re ready to take full advantage of these innovations which have been designed to help you be more relevant to your customers.
Are your email campaigns missing pieces of flare? Check out Yesmail’s annual lookbook to learn email design practices that contribute to better open, click-through and conversation rates. The lookbook showcases real-world email campaigns that incorporate cutting edge design concepts, such as
mobile scalable hybrid layout, dynamic content display, click-to-launch app.
Facebook News Feed Update: What Brands Should KnowRacepoint Global
A few members of the Digital Influence Group team break down key elements of the recent Facebook News Feed redesign, including the optimizations brands should be prepared to make in the near term to take advantage of the changes.
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.
A primer to those already familiar with Facebook through personal profiles and the old style Pages. It addresses the new
upgrades, and provides ideas and thought starters to help you create - or
improve - your brand’s presence.
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 Studies: Facebook Timeline for BrandsPeriscope
Facebook Timeline for brands goes live on March 30, 2012. Here, the Periscope Community Team presents a how-to guide for getting your brand's Timeline up, running and optimized.
Facebook Marketing Solutions - building better Brand connectionsRAPP Tribal
At fMC NYC, Facebook introduced three new marketing solutions to help businesses achieve better outcomes on the worlds most popular social networking platform.
Pages have been overhauled to give brands more creative control over how they tell their brand story.
Facebook’s Reach Generator guarantees your reach 75% of your fan base and an estimated 50% of your fans each week, a huge improvement on current estimates of 16% - comScore, March 2011.
Finally, Facebook Premium distributes your posts on peoples homepages as a sponsored story, in their newsfeed on their desktop or mobile device or on the Facebook log out page, ensuring your content is seen at the right time in the most impactful place.
This guide will help you navigate these new solutions, making sure you’re ready to take full advantage of these innovations which have been designed to help you be more relevant to your customers.
Are your email campaigns missing pieces of flare? Check out Yesmail’s annual lookbook to learn email design practices that contribute to better open, click-through and conversation rates. The lookbook showcases real-world email campaigns that incorporate cutting edge design concepts, such as
mobile scalable hybrid layout, dynamic content display, click-to-launch app.
Facebook News Feed Update: What Brands Should KnowRacepoint Global
A few members of the Digital Influence Group team break down key elements of the recent Facebook News Feed redesign, including the optimizations brands should be prepared to make in the near term to take advantage of the changes.
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.
A primer to those already familiar with Facebook through personal profiles and the old style Pages. It addresses the new
upgrades, and provides ideas and thought starters to help you create - or
improve - your brand’s presence.
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.
What Marketers need to know about new Facebook Brands Pagessalomon dayan
On Wednesday February 29th 2012, Facebook made timeline available to all pages
This capability will automatically roll out to all pages on March 30, but Admin can upgrade to timeline right now
Key changes include:
1.- Having a more visual canvas to present the brand history (story)
2.- Admin have more control of post
3.- More social, engaging and retail oriented ads
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.
Winning at Social - 4 Steps to Enhance Your Social Media StrategyEvgeny Tsarkov
Winning at Social - 4 Steps to Enhance Your Social Media Strategy (by MarketingCloud)
Победить в социальных медиа - 4 шага к расширению вашей стратегии работы в социальных медиа
Listen Publish Analyze - Intelligent Guide to Social Media Management PlatformsEvgeny Tsarkov
Listen Publish Analyze - Intelligent Guide to Social Media Management Platforms (by UnMetric)
Слушай, Публикуй, Анализируй - Интеллектуальное руководство по платформам управления социальными медиа
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Albert Hoitingh
In this session I delve into the encryption technology used in Microsoft 365 and Microsoft Purview. Including the concepts of Customer Key and Double Key Encryption.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Epistemic Interaction - tuning interfaces to provide information for AI support
Marketers guide to Facebook timeline
1. 2012
2011
2010
MARKETER’S GUIDE TO:
FACEBOOK
2009
TIMELINE
2008
2007
TIPS FOR BRANDS AND MARKETERS TO MAKE THE MOST
OF FACEBOOK’S 2012 TIMELINE CHANGES FOR PAGES
2006
2005
2. TABLE OF CONTENTS
HIGHLIGHTS FROM FACEBOOK’S 2012 CHANGES ...... 3
TIMELINE FOR BRANDS: OUR POINT OF VIEW ............. 4
MAIN PAGES CHANGES ............................................... 5
#1: VISUALIZATION: TIMELINE LAYOUT
#2: TIMELINE OPTIMIZATION
#3: FACEBOOK APPLICATIONS
#4: 1-ON-1 MESSAGES & USER CONTROL
BRAND PROMOTIONS ................................................ 13
#1: OFFERS POSTS
#2: POSTING STANDARDS
#3: REACH GENERATOR
#4: PREMIUM ON FACEBOOK
BEST PRACTICES: A NEW SET OF PRINCIPLES ............. 18
#1: BRAND OVER COMMUNITY
#2: DON’T FORGET NEWS FEED
#3: EMPHASIS ON VISUALIZATION
#4: STORYTELLING THROUGH MILESTONES
JACK MORTON WORLDWIDE ..................................... 23
3. HIGHLIGHTS FROM
FACEBOOK’S 2012 CHANGES
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.
4. FACEBOOK TIMELINE FOR BRANDS:
OUR POINT OF VIEW
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?
Ben Grossman
Digital Strategist
6. PAGES CHANGE #1:
VISUALIZATION: PROFILE PICTURE
Though many brands used
TIMELINE LAYOUT 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.
TIMELINE LAYOUT COVER PHOTO
The new Page layout allows for the biggest, The new home for on-Page promotion, the Cover Photo should be
most customizable visual branding ever. uploaded at 851 x 315 pixels. The perfect place to feature a fan or
Combined with a new, moments-in-time photo of the month, a new promotion or even a call-out for a (now
focused layout, Pages now act as more of a more hidden) custom Facebook Application. Careful! Cover Photos
brand narrative than a community message may not include price or purchase information, contact information
board. or calls to action. Consult Facebook’s rules before development.
7. PAGES CHANGE #1:
VISUALIZATION:
TIMELINE LAYOUT
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. PAGES CHANGE #2:
TIMELINE OPTIMIZATION
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.
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.
9. PAGES CHANGE #2:
TIMELINE OPTIMIZATION
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.
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.
10. PAGES CHANGE #3:
FACEBOOK APPLICATIONS
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. PAGES CHANGE #3:
FACEBOOK APPLICATIONS
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. PAGES CHANGE #4:
1-ON-1 MESSAGES & USER CONTROL
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. 1-ON-1 MESSAGES ARE HERE
Previously, the only way brands could communicate with
Administrators can also hide a box that allows consumers through their Pages was publicly through the
users to see recent post by people other than Page’s wall. With Timeline, Facebook is introducing a new
their immediate friends, pretty much killing “Message” button that appears next to the “Like” Button
any sense of community that Pages once had. 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. BRAND PROMOTION #1:
OFFERS POSTS
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. BRAND PROMOTION #2:
POSTING STANDARDS
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. BRAND PROMOTION #3:
REACH GENERATOR
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. BRAND PROMOTION #4:
PREMIUM ON FACEBOOK
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. BEST PRACTICE #1:
BRAND OVER
COMMUNITY
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. BEST PRACTICE #2:
DON’T FORGET THE
NEWS FEED
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. BEST PRACTICE #3:
EMPHASIS ON
VISUALIZATION
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. BEST PRACTICE #4:
STORYTELLING THROUGH
MILESTONES
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
24. 2012
2011
2010
MARKETER’S GUIDE TO:
FACEBOOK
2009
TIMELINE
2008
2007
TIPS FOR BRANDS AND MARKETERS TO MAKE THE MOST
OF FACEBOOK’S 2012 TIMELINE CHANGES FOR PAGES
2006
2005