facebook timeline: 4 ways brands are utilizing the new creative canvas
DESCRIPTION
Whether you were ready for it or not, your Facebook brand page has made the switch to Timeline, too. Some of the biggest changes: landing tabs have gone away; a rich, historic timeline is ready to be populated; real-time insights are visible via an admin panel; and a private messaging feature is now live. But let’s not forget the flood of creativity that has exploded across the platform. A massive creative canvas is now front and center on the page, serving as the literal cover. Dig deeper and you’ll see that thousands of years of history have been unlocked and are available for you to tell a richer and more immersive story about your brand. This presentation outlines four ways brands can make the most of the new cover photo and timeline features.TRANSCRIPT
Coca-Cola
Coca-Cola is bringing the iconic brand’s rich history to life by curating a series of fan interactions over the years. It’s a Timeline 125 years in the making.
1. PUT FANS AT THE CENTER of your brand’s NARRATIVE.
If your brand cherishes and champions fans first and foremost, the cover is now the ultimate thank you. Oreois featuring a different birthday every day all year.
Oreo
Kraft Singles highlights fan quotes at the top of its cover photos – allowing people to share what the brand means to them in their own words.
Kraft Singles
Bravo TV
To celebrate Bravo’s place in pop culture, the network’s Timeline highlights its storied transformation over the past decade – from popular shows like Project Runway and Queer Eye to forgotten hits like Celebrity Poker Showdown.
2. BRANDS AREN’T BORN OVERNIGHT. Use timeline to SHARE YOUR RICH HISTORY.
Beyond the cover, Canon has opened their archives to enhance the backfill of milestones, which true photography aficionados are sure to relish.
Canon USA
Guinness US
Smirnoff US
The communities of Diageo spirits brands Guinness and Smirnoffare also excellent examples of how brands can highlight key milestones via the Timeline feature.
When reality drama is what fans want, that’s what you give them. Bravo fans are emotionally charged by their connection to the stars, so the network puts its revered ‘Bravolebrities’ front and center.
Real Housewives of Atlanta
3. Place your fans’ passion points front and center.
Fairly Legal
USA Network fans often demonstrate a deep interest in the production & filming of their favorite programs. Shows like Fairly Legal update their cover photo weekly to offer a glimpse into the latest episode.
If it’s the characters who really set you apart, then that’s the promise you make on your cover. USA Network shows like Psych highlight episodic photos of the characters and sprinkle in shots from the set.
Psych
On Facebook, Canon empowers the community to explore the new product developments and celebrate the beauty of the craft. Both messages come to life in the brand’s cover photo.
Canon USA
Foodies, chefs and recipe hounds have a similar passion for product and craft, so it’s no surprise that the beauty of food served as the inspiration to the Kraft Canadacover photo.
Kraft Canada
Top Chef
For brands with varied or cyclical programming like Top Chef, the cover photo can be used to promote specific episodes or installments.
4. showcase a multidimensional or dynamic side of your brand.
Cover art can really set the tone for the messaging. For example, UGG Australia’s new UGG for Men campaign can be prominently showcased via the cover photo.
UGG Australia
‘Fair and square’ retailer jcpenney refreshes its cover photo each month to portray a new tone and thematic style.
jcpenney