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
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
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
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.
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.
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
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
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.
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
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
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
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
- 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.
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.
- 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
Subtly generate likers
One of the most important issues in his campaign appears on the cover, without any calls to action or contact information
“Evolving from advertising to stories…ads are good but stories are better” – FB customer marketing director at fMC
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
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)
New to Likes Tab of Insights
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)
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
Formerly you could not change your page name once you had accumulated a certain # of fans – now you can apply