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8/2/2019 Razorfish FBTimelines POV v1
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1Facebook Timeline Brand Pages Proprietary & Confidential
Facebook Timeline Brand Page POVMarch 1, 2012 | Version 1
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TABLE OF CONTENTS
Facebook Timeline for Brands is Here Pg. 3
A New Canvas for Visual Engagement Pg. 4
Design/Layout Updates Pg. 5
Community Management Tools Pg. 14
Whats Missing from the Timeline Pg. 19
Topline Recommendations Pg. 22
Next Steps Pg. 23
Appendix Pg. 24
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RECENT NEWS: FACEBOOK TIMELINE FOR BRANDSIS HERE
2/29/12:
Facebook officially soft-launches the Timeline format for Brand Pages
Brands now have a 30-day grace period to transition to the new format beforeall pages are automatically upgraded on March 30th
Page Administrators can preview page changes prior to March 30th deadline,and have the option to publish in the new format
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A NEW CANVAS FOR VISUAL ENGAGEMENT
The two-column format offers a dynamic, storytelling experience,ultimately providing deeper engagement opportunities than the currentlong-stroll format
Photo & videos are incredibly important - we can now visually expressourselves in a format that is familiar to users and consistent with their
personal timeline profiles The time-based experience enables us to celebrate our historical
milestones as a brand
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NEW FEATURES:DESIGN/LAYOUT UPDATES
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A RANGE OF NEW FEATURES
DESIGN/LAYOUT UPDATES
Cover Photo & Profile Photo:Enhanced visual real estate at top of brand page
Page Navigation:Page navigation has been updated to feature photos and 3 open spots tohighlight tabs/applications, Likes, Events etc.
Milestones:Post historical milestones defining our key brand moments throughout time, includingnew product launches, fan growth, awards, press, etc.
Friend Activity:Display how many of your friends like the page and their recent activity ormentions related to the page
Tab/Application Width: We now have the option to use Narrow (520pixels) or Wide(810pixels)
About Section:Offers a more limited space for a brief text description on the brand
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IN DEPTH: COVER PHOTO & PROFILE PICTURE
RECOMMENDED APPROACH:
Leverage cover photo as a visualrepresentation of the brand, a featuredproduct or an ongoing program/campaign
The profile photo should serve as a brandedicon or logo (also appears as the pages
thumbnail photo)
1.
2.
SUMMARY:
1. Cover photo is the featured visual space at top of page (851x315 pixels)2. Profile photo is the square thumbnail space at lower left of cover photo (180x180 pixels)
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COVER PHOTO EXAMPLES
Old Spice: App icon functions as part of the coverphoto
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IN DEPTH: COVER PHOTO POLICIES
COVER PHOTOS CANNOT INCLUDE:
Price or purchase information, such as 40% off or Download it at our website.
Contact information such as a website address, email, mailing address, or information thatshould go in your Pages About section.
References to Facebook features or actions, such as Like or Share or an arrow pointingfrom the cover photo to any of these features.
Calls to action, such as Get it now or Tell your friends. Covers must not be false, deceptive or misleading, and must not infringe on third parties
intellectual property.
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IN DEPTH: PAGE NAVIGATION
SUMMARY:
Application icons will appear within Page Navigation, beneath cover photo (111x74 pixels) Page Navigation space will include:
Photos (must be first)
Three tabs of our choice
More arrow to view up to 12 total tabs
Tab names should be no longer than 16 characters, or it is automatically truncated with ellipses There is currently no ability to rename a tab from whats defined in the developer console for that app (may be a
bug)
About Descriptions are now limited to about 165 characters
1. 2. 3.PhotosAbout DescriptionMore
RECOMMENDED APPROACH:
Develop app icon images that are legible,unique for each app experience, andcreatively consistent with the cover photo
Select 3 engaging tabs (apps, events, likes)to feature as top icons in Page Nav space
Revise About description to new limit
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IN DEPTH: HISTORICALMILESTONES
SUMMARY: Ability to backfill timeline with full brand history
Images can mark historic brand moments (843x403pixels) to enhance storytelling
Option to include images, videos, links, text posts
RECOMMENDED APPROACH:
Compile a comprehensive list of key milestones for thebrand and add them to Timeline, including:
Founding date
Key product launches
Branding evolution
Product placements within popular culture
Awards
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MILESTONE EXAMPLES
Manchester United: Captures its rich history
with numerous photo-based milestones
Old Spice: Incorporates their unique sense of
humor into image & text based milestones
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IN DEPTH: APPLICATIONS
SUMMARY:
Application width can now be adjusted to be narrow (520pixel) or wide (810pixel) Existing apps are already in the narrow format
Both narrow and wide formats will continue to have Facebooks blue/white surrounding border space
Apps in narrow format are centered when published in the new format
RECOMMENDED APPROACH:
Ensure that creative design of existing apps and apps under development are optimized for
wide format
Example of app leveraging wide format Example of app in narrow format
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NEW FEATURES:COMMUNITY MANAGEMENT TOOLS
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A RANGE OF NEW FEATURES
NEW COMMUNITY MANAGEMENT TOOLS
Pinned Posts: Pin the most important posts to the top of the page for up to seven days
Can also be used to highlight posts about a tab app, overcoming limitations ofdisplaying only three tabs
Highlighted Stories:Highlight important news or visuals using the full width of timeline
Direct Messaging:Ability for users to directly contact the page via private message
Management Tools:Admin Panel and updated Activity Log offer enhanced capabilities toquickly review and manage the page
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IN DEPTH: PINNED POSTS
RECOMMENDED APPROACH:
Use pinned posts to highlight key initiatives for
the week i.e. campaigns, featured applications,product announcements etc.
Seek opportunities to enhance pinned postswith visual content (photos, video etc.)
SUMMARY:
Ability to anchor an important post to the top of the Brand Page timeline for up to seven days
Yellow ribbon denotes pinned post
Example post that has been pinned
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IN DEPTH: HIGHLIGHTED STORIES
SUMMARY:
We now have the option to enlarge and highlight posts that are very visual in nature; highlightedposts will span the full width of the timeline and can serve to drive further engagement
RECOMMENDED APPROACH:
Develop a clear process to identify content thatdeserves a large-story format within the timeline
Consider the following types of content forhighlighted stories:
Visually appealing posts (photos, videos)
Campaign/Programming announcements
Product news
Fan # achievements
Brand/product accolades
Example of post leveraging enlarged story
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IN DEPTH: DIRECT MESSAGING
SUMMARY:
Users now have the ability to send a direct private message to the Brand Page
Brand Page admins can view and respond to private user messages within the Message Inboxon the Admin Panel (visible to Admins only)
RECOMMENDED APPROACH:
Work with a CMS provider that can provide anefficient and responsive workflow for directmessages, in addition to existing commentmanagement tools
Leverage this tool to extend sensitive or complexone-on-one user conversations in a private setting,rather than cluttering the public page
Surprise and delight users who have directmessaged the brand by responding
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WHATS GOING AWAY
WITH TIMELINE
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IN DEPTH: WHATS GOING AWAY COMPLETELY
Filmstrip above the wall Current photo reel of 5 header images will no longer appear on Brand Page
Default Landing Tabs
We can no longer set an app page as default landing page experience; this is going to
significantly impact the importance and order of tab icons
*NOTE:Timeline format is not yet available for mobile experience*
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RECOMMENDATIONS & NEXT STEPS
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IMMEDIATE TOPLINE RECOMMENDATIONS
Leverage multi-media assets (video, imagery, campaigns in-market) to tell a
captivating visual story; begin with an updated cover photo and establishvisual cadence
Fully utilize Timelines ability to tell the brand story with milestone-drivenhistorical content; begin with identifying key moments that visually recount theappropriate brand history
Capitalize on the new wide app format for all foundational app experiences aswell as apps currently in development in order to allow for a deeper, moreengaging and more versatile user experience
Work with agency partners and social media teams to determine the bestapproach for utilizing the new community management
enhancements/workflow (including the emphasis of enhancements thatrequire thinking around information visualization, geo-location, etc.)
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SUGGESTED NEXT STEPS: CHECKLIST FOR BRANDS
PHASE 1: Priority Content
Provide recommended cover photo, profile image and about description for review
Provide updated app icon images for all tabs
Align on tab prioritization
Align on pinned post for launch
Determine go live launch date for Timeline
PHASE 2: Secondary Content
Add milestone historical content
Develop creative visuals for future pinned stories
Flag upcoming posts to optimize with highlighted-story creative Ensure that creative design of all apps under development is optimized for wide format
Evaluate all apps expected to live on Facebook beyond the next month for potential creative updates
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APPENDIX
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SPEC SUMMARY
DELIVERABLE ASSETS SPECS
Cover Photo 815x315 pixels
Profile Photo 180x 180 pixels
About Description 165 Characters
App Tab Icons 111x74 pixels
Milestone Images 843 x 403 pixels
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NEW PREMIUM FACEBOOK ADS
LOGOUT EXPERIENCE
Distribute Page content (e.g., posts, video, offers,photos, etc.) at the end of users experience. This is
generally considered a time when users are activelyseeking new content.
NEW PREMIUM PLACEMENT
Features ad placements on the right-hand siade of thehomepage, and includes ads within the News Feed ondesktops and mobile.
** Pricing varies
Facebook recently launched two new Premium ad products. Premium ads originate from brand
Pages and often do not look like traditional ads. They are typically based on status updates,questions and videos.
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ADDITIONAL CREATIVE EXAMPLES