“facebook timeline for brands – what you need to know now”

“Facebook Timeline for Brands – What You Need to Know Now”

March 28, 2012

Lindsay MooreDigital Marketing

Strategistlmoore@r2integrated.com

410.327.0007 x 1043

@lindsay_moore#R2integrated#r2ihowto

R2INTEGRATED: WHO WE ARE

Who Am I

And how to talk about this “How To”

AGENDA

• Design

• Advertising

• Administrative

• Questions

Design EvolutionFocus on Images, Brand Themes, Emotions, Storytelling, and History

DESIGN THEMES

• Emphasis on Big Images

• Focus on Content

• Storytelling & Brand History

NEW FEATURES

Cover Photo 851x315

Profile Photo 180x180

Info Section

Tabs & Apps

Pinned Post

Timeline

COVER PHOTO

• Cover images may not include: • Price or purchase information (“Get 50% Off”)• Contact information (Website, email, mailing address, etc.)• Calls to action (“Learn more” or “Get it Now”)• References to Facebook features (Like, Share)• Arrows (Pointing to Like Buttons)

• Dimensions: 851x315• Privacy: All Cover Photos are public and anyone who visits your Page

will be able to see your Cover Photo• Strategy: Visually showcase your brand through images that convey

key company themes, product associations, emotional connections

COVER PHOTO

Use Cover Photo to depict lifestyle associated with your brand

COVER PHOTO

Use Cover Photo to evoke key emotions in relation to your brand

COVER PHOTO

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

COVER PHOTO

Use Cover Photo to shape perceptions about your brand

COVER PHOTO

Use Cover Photo to showcase your products through compelling visuals

COVER PHOTO

Use Cover Photo collage design to showcase multiple products and brand themes

COVER PHOTO

Use Cover Photo to creatively depict your services through design

COVER PHOTO

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

COVER PHOTO

Use Cover Photo to show iconic buildings associated with your organization

COVER PHOTO

Use Cover Photo to emphasize the local flavor of your organization

COVER PHOTO

Use Cover Photo to take a peek inside the office

COVER PHOTO

Use Cover Photo to display people in your organization

COVER PHOTO

Use Cover Photo to extend advertising campaign

COVER PHOTO

Use Cover Photo to highlight your organization’s mission

COVER PHOTO RECAP

• Lifestyle associated with brand

• Key emotions related to brand

• Existing photos to showcase organization/brand theme

• Shape perceptions of brand

• Showcase products

• Creatively depict services

• Collage design to show multiple products/services

• User-generated-content from Likers

• Iconic buildings associated with your organization

• Emphasize local flavor

• Show people in your organization

• Peek inside the office

• Extend ad campaign/cross-promotion

• Highlight mission or current issues

PROFILE PICTURE

• Dimensions: 180x180 to 32x32• Presence: The profile picture is used as thumbnail

image in news feed stories, ads, featured stories, posts from your Page.

• Strategy: The profile picture should be highly branded and recognizable – logos are generally suggested. The picture should also integrate well with your Cover Photo.

PROFILE PICTURE

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

PROFILE PICTURE

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

PROFILE PICTURE

Profile pictures could be used to showcase well recognized advertising campaigns

TABS

• Placement: Four thumbnails now appear below Cover Photo. Tabs are re-orderable except for the Photos thumbnail which will always have the left spot. You can show a maximum of 12 tabs and apps so put the best ones in the top 3 spots next to the Photos thumbnail.

• Dimensions of New Thumbnail: 117x74• Dimensions of New Tab: 800 wide with no length limit • Shift away from landing page tabs for non-fans: Facebook has

removed the ability to send non-fans to a default landing tab. Tabs still will have unique URL’s so you can send people there via ads, email, etc.

• Strategy: Use tabs for specific campaigns, promotional offers, events, etc.

TABS

Use consistent imagery in tab thumbnails to emphasize brand imagery

TABS

Use consistent imagery in tab thumbnails to emphasize brand imagery

TABS

Design tabs to take up full width of new dimensions

TABS

Say Goodbye to “Like-Gating”

TABS

Ensure tabs are not designed with old layout in mind

TAB RECAP

Design Recommendations:

• Make thumbnails consistent in terms of design

• Expand width of tabs to new specs

• Remove arrows pointing to like buttons by 3/30 since layout will

change

Content Recommendations:

While tabs can no longer best as default landing pages for non-Likers,

tabs should still be use to engage likers in various formats.

• Contests

• Events

• Games

• Surveys

• Promotions

TIMELINE

• Strategy: Show case the history of your organization from the founding to today, including key milestone events through compelling visuals. Use Timeline to expand on the brand story you convey with your Cover Photo.

• Dimensions of Milestone Pictures: 843x403• Examples of Milestone Events: Founding of organization,

opening of first store or expansion to new stores, first customers, hiring of new employees, winning awards, reaching certain number of fans on Facebook.

TIMELINE

Evoke brand history and touch on emotional connections

TIMELINE

Showcase achievements & connection to present day through Milestone photos

TIMELINE

Showcase major product launches or organizational shifts through Milestone photos

TIMELINE

Facebook will automatically populate your old posts to the Timeline

TIMELINE RECAP

• Brand history

• Emotional connections to the past

• Achievements

• Product launches

• Organization shifts

• Connections to present day

• Automatic population of old posts

INFO SECTION

• Content: This is the place to highlight contact info and explain the nature of your page.

• Character Limit: 180 including spaces• Strategy: Think about what you want to accomplish with your

Facebook page to determine what to say in the Info Section

INFO SECTION

Use Info Section to explain the purpose and value of your Page

INFO SECTION

Use Info Section to convey your mission statement and guiding philosophies

INFO SECTION

Use Info Section to boost credibility by highlighting experience and position

INFO SECTION

Use Info Section to provide contact information or links to your other owned properties

INFO SECTION

Use Info Section to state details specific to your organization or product

INFO SECTION

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

INFO SECTION

Be cognizant of character limits

INFO SECTION RECAP

• Explain purpose of Page

• Tell people value in Liking the Page or returning to the Page after

Liking

• Convey mission statement

• Boost credibility by highlighting experience

• Provide contact info or links to owned properties

• Share specific details on your organization or product

• Cross-promote campaigns

• Keep character limits in mind

PINNED POST

• Timing: Pinned Posts stay live at the top of your Page for 7 days• Strategy: Use Pinned Posts to promote specific seasonal offers,

campaigns, deals, events, and more that you used to promote with landing page tabs.

PINNED POST

Highlight events or campaigns that are timely in nature

PINNED POST

Capitalize on pop culture or current events

PINNED POST

Spark visible engagement at the top of your Page

PINNED POST RECAP

• Highlight timely events or campaigns

• Draw attention to monthly promotions or giveaways

• Relate your brand or organization to a current event or pop culture

happening

• Spark engagement and solicit responses from your Likers

Advertising EvolutionA Shift from Promotional Copy to Organic Content & Social Connections

ADVERTISING FEATURES

• Marketplace Advertising • No monthly minimum spend required• Purchased on recommended CPC basis through self-serve portal• Ads appear on Right Sidebar• Copy is reduced to 90 characters

• Premium Advertising NEW • $20,000 - $50,000 monthly minimum spend• Purchased on CPM basis through IO with advertising sales rep https://

www.facebook.com/business/contact.php • Ads appear in 4 places: Newsfeed, Right Sidebar, Mobile Newsfeed, Logout

Pages

• Reach Generator NEW• Flat fee (not CPM or CPC)• New product enabling brands to buy one page post each day on up to 75% of

its fans’ homepages• In a test, Ben & Jerry’s was able to reach 98% of its Page’s fans (up from 16%

of fans that Pages reach without ads or Sponsored Stories)

PREMIUM ADS AND SPONSORED STORIES

• Focus on building essential connections and creating social context

• Ads enable you to reach a new audience (new connections)• Increase Awareness• Generate Likes• Drive Traffic to Campaign that Lives on a Tab

• Sponsored Stories enable you to reach your existing audience and their friends (existing and new connections). Sponsored Stories show someone how their friends Like your Page next to your Ad message. • Engage • Reward

• “Premium Ads and Sponsored Stories with enhanced social content are 80% more likely to be remembered, driving 40% higher engagement and a significant increase in purchase intent.”

Source: http://ads.ak.facebook.com/ads/FacebookAds/Premium%20Ads%20and%20Sponsored%20Stories.pdf

PREMIUM ADS & SPONSORED STORIES

Source: http://ads.ak.facebook.com/ads/FacebookAds/Premium%20Ads%20and%20Sponsored%20Stories.pdf

FROM A PAGE POST TO AN AD

Source: http://ads.ak.facebook.com/ads/FacebookAds/Premium%20Ads%20and%20Sponsored%20Stories.pdf

PAGE POST AD SPECS

Source: http://ads.ak.facebook.com/ads/FacebookAds/Premium%20Ads%20and%20Sponsored%20Stories.pdf

LOG OUT PAGE ADS

New Admin Features

MIGRATING TO TIMELINE

STEP 1: Navigate to your Page

STEP 2: Hit Preview To Start Tour

MIGRATING TO TIMELINE

STEP 3: Tour, Update, and Publish

• Cover• Profile Picture• Tabs (Views)• Review Timeline,• Tour New Admin Panel, • Learn How To Respond Privately With Messages via Admin Panel• Publish

INSIGHTS

Facebook Now Offering Real Time Insights

INSIGHTS

New Insights Related to Likes

INSIGHTS

New Insights Related to Reach

INSIGHTS

New Insights Related to Talking About This

NEW ADMIN FEATURES

Change Page Name http://

www.facebook.com/help/contact_us.php?id=262629790471076

NEW ADMIN FEATURES

Message with Likers Directly

Questions

Lindsay Moore | Digital Marketing Strategist R2integrated- Digital Marketing & Technology

[P] 410-327-0007x1043 www.r2integrated.com | facebook.com/r2integrated

Twitter: @lindsay_moore 

www.r2integrated.com

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