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SOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS March 2012
SOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS (ITʼS REALLY HAPPENING) March 2012
SOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS March 2012
When is this happening?
Automatic rollout happens on March 30th, but brands can proactively switch to Facebook Timeline format any time before then.
Source: Facebook
SOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS March 2012
Why is this happening?
“Today we can’t just talk, we have to listen as well. And that means for marketers, too.”
Facebook Timeline for brands makes it possible for people to interact with brands the way they interact with friends.
Sources: Sheryl Sandberg, Facebook Marketing Conference, February 2012
SOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS March 2012
How is it different?
Say hello to the new Facebook.
SOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS March 2012
Format Facebook Timeline for brands looks a lot like Timeline for users.
Large cover photo
Smaller profile photo that
doubles as avatar for brand posts
Brands can add milestones that pre-date Facebook, in
order to give a comprehensive representation of the brand’s
history. Life before Facebook? Do any of us remember it?
The About section is more visible and tabs
have been replaced by featured content areas (photos and custom
apps) that can be arranged to
your preference
Source: Facebook
Users who visit your page can see how
other Facebook users are talking about your
brand.
SOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS March 2012
Format New features place the emphasis on engagement.
“Talking about this” measures the level of engagement with your
content. Including Likes, shares, tagged photos and mentions
of your brand
Stories can be sorted by highlights, brand
posts, posts by others or posts from a users
own social circle
Users who visit your page see how many of
their friends like you, and how they’ve talked about
your page
Prioritize content you want people to see:
“Pinned” posts stay at the top of your page for up to seven days. “Star” a post that is important and hide
stories you don’t like
Like your personal timeline, the visibility of every post or piece of user engagement is
managed on the “activity log”
Users can message a brand privately—a huge help for
keeping the focus on content vs. individual issues or posts
Source: Facebook
SOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS March 2012
Open Insights Now, your engagement is (semi) public domain.
Anyone who visits your page can see who among their friends Likes your page and
view the evolution of your fan base.
Sources: Facebook
SOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS March 2012
Admin Panel A centralized place for page management.
All user activity is located here
New likes used to disappear after awhile. Now they’re
all here
Page insights are readily available and visible for all admins
Messages from users will all appear here
Source: Facebook
SOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS March 2012
Things to Consider The good, the bad and the okay.
Source: Facebook
• Apps are now wider: • You can choose from the formerly standard “narrow” view
(at 520px) or the new “wide” view at 810px.
• Like-gates are gone.
• Cover photos aren’t a free-for-all. You can’t: • Include a price or offer • Include a call to action • Include contact information for your company • Violate a third party’s intellectual property (duh)
• Photos are better than ever • Each milestone can include an image of 843x403px. • “Starring” posts can make them fullscreen, so choose
photos that are a minimum width of 852px.
SOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS March 2012
Facebook Timeline in 5 Easy Steps New features place the emphasis on engagement.
• Pick a new cover photo • You have an expansive 851x315px to make a splash.
• Select a profile picture • This image becomes the avatar for your brand on your own page, within the news feed
and on sponsored stories. • Logos are recommended, and will scale from 180x180px to 32x32px.
• Arrange your apps (and tabs) • What do you want to feature on your page’s nav bar? • Are your apps updated to reflect the new tab width? • Do you have icons that reflect the new 111x74px format?
• Comb through your activity log • Preview what your page will look like with the Timeline format. • What stories do you want to pin at the top of your page? Which stories do you want to
star as important? • What stories do you want to hide on your timeline?
• Map out your milestones • What are the key dates for your brand? Each milestone can have a photo at 843x403px. • You can update and edit as time goes by.
SOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS March 2012
New paid options
Reach Generator and Premium are blurring the line between paid and earned content, making your Facebook page “mission control” for all engagement.
SOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS March 2012
Reach Generator Turn your content into ads.
• What they promise: • Guaranteed reach of 75% of your fans each month,
50% of fans each day.
• What it does • Turns your brand’s posts into sponsored stories on
the right side of their page or within their news feed. • Doubles the volume of engagement (likes,
comments, shares).
Source: Facebook
SOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS March 2012
Premium Turn your content into ads.
• What they promise: • For a minimum required spend, you
get 5-10x more engagement for placements in the right-hand side and Facebook newsfeed.
• What it does: • Turns your brand’s content into ads:
• Right-hand side of homepage with sponsored stories
• News feed stories in a user’s home page
• News feed on mobile • Log-out experience: a highly
visual ad that users see when they (you guessed it) log out of Facebook
Source: Facebook
SOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS March 2012
Premium Turns your page content into ads. Every post has the potential to become an ad. As a result, your ads are as compelling as your content.
Source: Facebook
SOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS March 2012
Premium Facebook will automatically truncate your premium post to fit into their new character limits. Here’s what this means for the different ad options:
• Photos: Facebook will feature the first 90 characters of the photo caption you choose to promote and will include a photo thumbnail that is 168x128 (4:3 aspect ratio)
• Video: Facebook will feature the first 90 characters of the video caption and include a thumbnail of your video that is 185x104 (16:9 aspect ratio)
• Question: Facebook will feature up to four answers, or the first three plus a “see more” link
• Status: Facebook will feature the first 150 characters of your promoted status update
• Event: Facebook will feature the first 90 characters of your post and will include a 70x70 event thumbnail and up to about 5 lines of text from the event description
• Link: Facebook will feature the first 90 characters of your link description and a 75x75 thumbnail
Source: Facebook
SOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS March 2012
Brought to you by the Periscope Community Team your friendly social media resource.
Will Stark Pensive and thoughtful. @onegoodwill
Nora McInerny Purmort A tall glass of milk. @noraborealis
Rebecca Lunna Singer. Raconteur. @rlunna
Tara Olson Class, sass and sparkles. @futureadexec
Evan Carpenter A loner and a rebel. @evancarpenter84
SOCIAL STUDIES: FACEBOOK TIMELINE FOR BRANDS March 2012
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