facebook timeline for brands

Costs, Implications, and Opportunities

FACEBOOK TIMELINE FOR BRANDS

INDUSTRIAL STRENGTH MARKETING ON THE WEB WEBSITE: HTTP://MARKETSTRONG.NET BLOG: HTTP://INDUSTRIALMARKETER.COM

PREPARED BY JOSHUA CAMP

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Avatar is now a fixed thumbnail size (125x125px)

Branded Cover Photo allows new real estate for creative (851x315px) Fans can now directly message

brands, so monitoring for responses becomes more critical

‘Tabs’ are given up in favor of your choice of (4) thumbnails for your applications, fans, etc.

User posts are now automatically displayed based on Geo-targeting and user’s city/country

People in your network that ‘like’ your page are now prominently displayed.

Posts can now be ‘pinned’ to the Timeline for 7 Days

OVERVIEW OF CHANGES

©2012, Industrial Strength Marketing

OVERVIEW OF CHANGES

Posts and media can be “highlighted” and will display full-width in the timeline

Fan/User activity is now displayed as a micro-news feed


OVERVIEW OF CHANGES

Depending on the page type (places, business, brand, etc. ), The “About” information that is displayed varies

Replacing the “view posts by brand/by everyone” is new ability to display only “highlights”


NEW CREATIVE OPPORTUNITIES


NEW CREATIVE OPPORTUNITIES

Date-based filters allow brands to creatively display things in chronological order. What will you do? Show your brands history in photos? Show the history of your product vertical? The possibilities are endless.

By changing the options here, you can assign dates, remove/add posts and media to the timeline, etc.


EXAMPLE OF BRAND HISTORY

Coke is telling their history through creative use of the Timeline…


OTHER CHANGES: APPLICATIONS

Current Applications are limited to 520px in width

New Applications live in a wide 903px area

Users can now quickly select between different “tabs”


FUN NEW OPPORTUNITIES

Fanta is using ‘Gamification’ by inviting fans to find and comment on “lost’ characters in their timeline


FUN NEW OPPORTUNITIES

The new “Reach Generator” Ad format will impact how you reach your Audience

•  Brands with over 50k fans and post frequency of 7+ posts/week can now promote entire posts in fan news feeds and sponsored stories areas

•  This guarantees an increase of 50-75% in Reach to existing fans, allowing “remarketing” to be more effective than ever

•  This should mean an increase in fan retention and engagement


RISKS AND CONSIDERATIONS

•  Brands will be in an all out ‘Arms’ race to out do each other •  30 days to make the change isn’t much notice

•  Content calendars will have to tightly modified to ‘play nice’ with any new initiatives

•  Multimedia is more important to the new timeline experience •  The new “Reach Generator” Ads also mean media planning is EXTREMELY

important when crafting editorial schedules


RECAP OF REQUIRED ASSETS

Things your brand needs to immediately address: •  Strategic plan for taking advantage of the new format

•  Editorial plan that accounts for strategic objectives and approach to crafting the “brand story” through the timeline

•  Editorial plan that includes paid media for increased reach (for brands with 50k+ likes)

•  New 125x125px Avatar •  New application thumbnails •  New 851x315px Cover photo •  Active monitoring of fan messages

•  Active management of user posts



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RESOURCES: •  FACEBOOK GUIDELINES •  COCA-COLA •  FANTA •  EYAL SHAHAR •  GIANMARCO CARRIERI •  EKKAPONG TECHAWONGTHAWORN •  ALBA BOTANICA

facebook timeline for brands

Business

industrial strength

new timeline

new ability

new creative opportunities2012

new format editorial

new initiatives multimedia

new reach generator

fun new opportunities