Facebook Timeline for BrandsUW SMC – Spring 2012

Facebook TodayWorld’s largest social network (845+ million users).

1 out of every 5 page views in U.S.

425 million mobile users.

37 million fan pages with more than 10 Likes.

Timeline TakeoverDebuted in Sept. 2011 for general users.

Timeline for brands launched in March 2012.

Promised to “showcase brands’ unique stories and identities.”

How’s that working? Brands get 46% more engagement per post with Timeline.

Engagement boost climbs to 65% for photos and videos.

* Simply Measured (2012)

A Whole New WorldTimeline presents

fan pages in a totally new light:

A Whole New WorldTimeline presents

fan pages in a totally new light:o More visual

A Whole New WorldTimeline presents

fan pages in a totally new light:o More visualo Better control over

look and feel

A Whole New WorldTimeline presents

fan pages in a totally new light:o More visualo Better control over

look and feelo Bring your

communities to life

Key FeaturesLarger cover photo

No more landing pages or tabs

Apps on top of the page

Pin & feature important posts

Message fans directly

Deeper admin panel

Larger Cover Photo850 x 315 banner

Coveys emotional appeal

TOS prohibit prices, calls to action, contact info, and promotions

No More Landing Pages or TabsNew fans used to be

directed here

Fan-gated apps still permitted, but not as landing page

Visitors always see the Timeline first

Apps on Top of the PageThumbnails at the

top of the page

Photos, videos, events, promotions

Feature up to 12 apps, though first one always photos

Pin & Feature Important PostsHighlight a current or

past post

Pinning keeps it at the top of the page

Featuring stretches it full width of page

Great for campaigns

Message Fans DirectlyBrands can now connect

with fans through messages

Pages cannot send private messages to fans

Respond to questions

Notifications appear in the admin panel

Deeper Admin PanelDisplays automatically

at the top of page

Shows notifications, messages, new likes

New Facebook Insightso Friends of Fanso Talking About This

What We’re SeeingContent is still king (well, at least photos and videos)

First impressions are even more important

Once a day isn’t enough—just 16% of fans see your posts

Friend mentions appear in the the Timeline

Pinning posts increases engagement; wall posts are down

If You Only Remember One ThingFacebook doesn’t care what you have to say. It only cares what

you have to show.

If You Only Remember One ThingFacebook doesn’t care what you have to say. It only cares what

you have to show.

EdgeRank’s Weighted PostsPhotos / Videos

Links

Status Updates

EdgeRank’s Weighted PostsPhotos / Videos

Links

Status Updates

These get seen in your fans’ news feeds.

EdgeRank’s Weighted PostsPhotos / Videos

Links

Status Updates

These get seen in your fans’ news feeds.

These do not.

Old posts look like this.

But that’s not good enough anymore.

• Upload a photo!• Include shortened link

in status update

Questions?

Facebook Timeline for BrandsUW SMC – Spring 2012

Presented by Derek BeltBanyan Branch Social Media Agency

@derekbelt