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

March 28, 2012
R2INTEGRATED: WHO WE ARE

Who Am I

And how to talk about this “How To”



                          Lindsay Moore
                    Digital Marketing Strategist
                    lmoore@r2integrated.com
                        410.327.0007 x 1043




             @lindsay_moor
             e
             #R2integrated
             #r2ihowto
AGENDA


• Design

• Advertising

• Administrative

• Questions
Design Evolution
Focus 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
                Tabs & Apps

Info Section




                 Timeline
Pinned Post
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 Evolution
A 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
R2INTEGRATED: CONTACT US




www.r2integrated.com



         Lindsay Moore | Digital Marketing Strategist
      
R2integrated- Digital Marketing & Technology
                              
[P] 410-327-0007x1043
                           www.r2integrated.com |
facebook.com/r2integrated
Twitter: @lindsay_moore

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

  • 1. “Facebook Timeline for Brands – What You Need to Know Now” March 28, 2012
  • 2. R2INTEGRATED: WHO WE ARE Who Am I And how to talk about this “How To” Lindsay Moore Digital Marketing Strategist lmoore@r2integrated.com 410.327.0007 x 1043 @lindsay_moor e #R2integrated #r2ihowto
  • 3. AGENDA • Design • Advertising • Administrative • Questions
  • 4. Design Evolution Focus on Images, Brand Themes, Emotions, Storytelling, and History
  • 5. DESIGN THEMES • Emphasis on Big Images • Focus on Content • Storytelling & Brand History
  • 6. NEW FEATURES Cover Photo 851x315 Profile Photo 180x180 Tabs & Apps Info Section Timeline Pinned Post
  • 7. 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
  • 8. COVER PHOTO Use Cover Photo to depict lifestyle associated with your brand
  • 9. COVER PHOTO Use Cover Photo to evoke key emotions in relation to your brand
  • 10. COVER PHOTO Use an existing photo that conveys key themes associated with your brand or organization for the Cover Photo
  • 11. COVER PHOTO Use Cover Photo to shape perceptions about your brand
  • 12. COVER PHOTO Use Cover Photo to showcase your products through compelling visuals
  • 13. COVER PHOTO Use Cover Photo collage design to showcase multiple products and brand themes
  • 14. COVER PHOTO Use Cover Photo to creatively depict your services through design
  • 15. COVER PHOTO Use Cover Photo to show what your products or services can do while encouraging engagement and user-generated content from your Likers
  • 16. COVER PHOTO Use Cover Photo to show iconic buildings associated with your organization
  • 17. COVER PHOTO Use Cover Photo to emphasize the local flavor of your organization
  • 18. COVER PHOTO Use Cover Photo to take a peek inside the office
  • 19. COVER PHOTO Use Cover Photo to display people in your organization
  • 20. COVER PHOTO Use Cover Photo to extend advertising campaign
  • 21. COVER PHOTO Use Cover Photo to highlight your organization’s mission
  • 22. 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
  • 23. 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.
  • 24. 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.
  • 25. PROFILE PICTURE If you’d prefer not to use a logo, make the profile picture an image closely associated with your brand
  • 26. PROFILE PICTURE Profile pictures could be used to showcase well recognized advertising campaigns
  • 27. 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.
  • 28. TABS Use consistent imagery in tab thumbnails to emphasize brand imagery
  • 29. TABS Use consistent imagery in tab thumbnails to emphasize brand imagery
  • 30. TABS Design tabs to take up full width of new dimensions
  • 31. TABS Say Goodbye to “Like-Gating”
  • 32. TABS Ensure tabs are not designed with old layout in mind
  • 33. 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
  • 34. 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.
  • 35. TIMELINE Evoke brand history and touch on emotional connections
  • 36. TIMELINE Showcase achievements & connection to present day through Milestone photos
  • 37. TIMELINE Showcase major product launches or organizational shifts through Milestone photos
  • 38. TIMELINE Facebook will automatically populate your old posts to the Timeline
  • 39. TIMELINE RECAP • Brand history • Emotional connections to the past • Achievements • Product launches • Organization shifts • Connections to present day • Automatic population of old posts
  • 40. 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
  • 41. INFO SECTION Use Info Section to explain the purpose and value of your Page
  • 42. INFO SECTION Use Info Section to convey your mission statement and guiding philosophies
  • 43. INFO SECTION Use Info Section to boost credibility by highlighting experience and position
  • 44. INFO SECTION Use Info Section to provide contact information or links to your other owned properties
  • 45. INFO SECTION Use Info Section to state details specific to your organization or product
  • 46. INFO SECTION Use Info Section to draw attention to current campaigns running on Facebook, promote events, or cross-promote other marketing campaigns
  • 47. INFO SECTION Be cognizant of character limits
  • 48. 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
  • 49. 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.
  • 50. PINNED POST Highlight events or campaigns that are timely in nature
  • 51. PINNED POST Capitalize on pop culture or current events
  • 52. PINNED POST Spark visible engagement at the top of your Page
  • 53. 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
  • 54. Advertising Evolution A Shift from Promotional Copy to Organic Content & Social Connections
  • 55. 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)
  • 56. 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
  • 57. PREMIUM ADS & SPONSORED STORIES Source: http://ads.ak.facebook.com/ads/FacebookAds/Premium%20Ads%20and%20Sponsored%20Stories.pdf
  • 58. FROM A PAGE POST TO AN AD Source: http://ads.ak.facebook.com/ads/FacebookAds/Premium%20Ads%20and%20Sponsored%20Stories.pdf
  • 59. PAGE POST AD SPECS Source: http://ads.ak.facebook.com/ads/FacebookAds/Premium%20Ads%20and%20Sponsored%20Stories.pdf
  • 62. MIGRATING TO TIMELINE STEP 1: Navigate to your Page STEP 2: Hit Preview To Start Tour
  • 63. 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
  • 64. INSIGHTS Facebook Now Offering Real Time Insights
  • 67. INSIGHTS New Insights Related to Talking About This
  • 68. NEW ADMIN FEATURES Change Page Name http://www.facebook.com/help/contact_us.php?id=262629790471076
  • 69. NEW ADMIN FEATURES Message with Likers Directly
  • 71. R2INTEGRATED: CONTACT US www.r2integrated.com Lindsay Moore | Digital Marketing Strategist 
R2integrated- Digital Marketing & Technology 
[P] 410-327-0007x1043 www.r2integrated.com | facebook.com/r2integrated
Twitter: @lindsay_moore

Hinweis der Redaktion

  1. - Emphasis on big images (Cover Photo, Standout Profile Picture, Tab thumbnails, Milestone photos, newsfeed photos larger)Focus on content – rather than asking people to like your page immediately, you want to show them visually compelling content via the cover photo, summarize your key message with the Info section, and take advantage of the 4 tabs to showcase specific campaigns, events, contests, etc. - Storytelling – use images to tell the story of your brand – evoke key themes. Use timeline to literally chart the history of your organization or brand.
  2. Snapshot of all the major design changes. We’ll go through each one in detail and provide examples of how some big companies and local brands are using the new features.
  3. - we’ll show some big brands to show some very compelling ways of doing this but if you manage marketing for a small organization you can still make this work using an existing photo that meets one of the purposes we’ll go through
  4. Subtly generate likers
  5. One of the most important issues in his campaign appears on the cover, without any calls to action or contact information
  6. “Evolving from advertising to stories…ads are good but stories are better” – FB customer marketing director at fMC
  7. Capture core message in first 90 charactersChoose formats that match marketing objectives Think about how your posts will look as Ads and Sponsored StoriesPage Post: drive engagementPage Post (video): launch product, drive awareness, drive video consumptionPage Post (photo): launch product, drive engagementPage Post (question): drive engagementPage Post (link): drive offsite, drive salesPage Post (event): drive to an event
  8. Size of bubbles represent how many posts your Page published each day. Page posts are easiest way to get people to talk about you. People talking about you are the number of unique people who have created a story about your page – getting more people to talk about your page is a great way to reach more peopleWeekly total reach is the # of unique people who have seen any content associated with your Page (including ads and sponsred stories) Friends of fans (# of people who were friends with people who liked your page)
  9. New to Likes Tab of Insights
  10. Organic = # of unique people who saw your content in News Feed, ticker, on your Page (including people who liked your page and who haven’t)Paid = number of unique people who saw an ad or sponsored story that pointed to your apgeViral = # of unique people who saw a story about your Page published by a friend (including liking your Page, posting to your Page’s wall, liking commenting or sharing one of your Page posts)Total (# of people who saw any content associated with your Page including Ads or Sponsored Stories)
  11. Number of unique people who created a story about your Page – use dropdown to segment whether it was a Page like, story, story from your post, mention, photo tag, or post from othersViral Reach: # of people who saw a story published by a friend about your Page
  12. Formerly you could not change your page name once you had accumulated a certain # of fans – now you can apply