Presentation covers the basics of the Facebook changes to timeline and how it impacts current Facebook page owners and administrators in the food and beverage category.

1. Facebook Timeline For Food
And Beverage Companies.
© 2012 Recipe Marketing

2. The One Constant With Facebook
Is Change.
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3. Four Ways To Deal With The
Changes.
1. Get angry
2. Quit
3. Accept it and make the most of it
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4. Make Facebook Timeline Work For
Your Brand.
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5. Say Goodbye To The Photo Strip.
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6. Say Hello To The Cover Photo.
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7. 851px x 315px of Fantastic Facebook
Real Estate.
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8. Imagine The Possibilities.
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9. Bring Your Brand To Life.
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10. Get Creative.
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11. Give Them A Taste Of Your Product.
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12. Warning: There Are Restrictions.
• Price or purchase info, such as “40% off” or “Download it at our
website.”
• Contact info, such as web address, email mailing address or
other info intended for your Page’s About section
• Reference to user interface elements, such as “Like” or “Share”
or any other Facebook site features
• Calls to action, such as “Get It Now” and “Tell Your Friends”
• Space not meant for promotions, coupons or advertisements.
• Cover photo should not be primarily text-based or infringe on
anyone else’s copyright
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13. Along with Your Cover Photo, You Get A
New Profile Picture Size.
• Use a 180 px x 180 px picture for your profile
• Many brands are using their logo, the
corporate face of the company
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14. Recipe Tip:
For the photoshop impaired, there are photo
resizing websites like Picasa, Flickr and for a
short time longer, Picnik.
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15. Guess what?
Your Tabs Have Moved.
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16. Tabs Have Also Changed
Their Name To Apps.
• You can have up to 12 apps but only 4 are
visible on the your timeline
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17. Here’s The Good News.
• You can arrange your apps, create cover pictures for them
and make them actionable
http://www.amyporterfield.com
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18. Each is 107px wide and 70px high.
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19. Here’s The Bad News. No More
Default Page Settings.
.
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20. Like Gating Has Changed.
.
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21. Now You Need To Drive Traffic to
Your Welcome App.
.
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22. Facebook Ads Help Drive Traffic.
New Ads Units:
Reach Generator Ads –an ongoing sponsorship that guarantees
one sponsored post a day and a 75% reach over a month
Mobile Ads – Ads will now show up on the Facebook mobile
application in the newsfeed
Logout Ads – when you log out of Facebook you will see more
ads
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23. The Silver Lining.
• The landing pages have increased to 810px from
520px.
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24. Recipe Tip:
FREE AND LOW COST APP BUILDERS
• Tabsite, NorthSocial, PageLever, Wildfire, iwiPage,
Fanpageengine, Tabpress, Webuzz, Shortstack, Luj
ure
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25. There’s A Shiny New Admin Panel.
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26. Think Of It As Engagement Central.
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27. There’s New Edit Settings.
•
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28. •
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29. Other Nice Timeline Features.
• Highlighting a post.
• Pinning (last 7 days).
• Adding milestones (like profiles).
• Private messaging.
• Facebook offers (coming)
• You can now invite your friends or email contacts
to like your page by clicking on “build” audience.
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30. Something That Didn’t Go Away,
The Evil EdgeRank.
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31. Sheryl Sandberg, Facebook’s
COO, acknowledged that on average the
reach of status updates is only 16% –
meaning that only 16 out of every 100 of
your “fans” actually see your status
updates.
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32. So Engage Your Fans.
• Use the new Facebook features to your advantage
– Respond to your fans when they message you
– Acknowledge them when they fan you
– Invite your email list
– Highlight your fans posts
– Thank them for sharing
– Check your insights to see what posts your fans find most interesting and
give them more of what they want
– Feature them in your cover photo
– Visually delight them
– Send them to your interesting apps and contests
– Buy Facebook ads to drive traffic to your apps
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33. The Bottom Line On Timeline.
• More visually
oriented.
• Engagement is
everything.
• Advertising on
Facebook more
important to
drive traffic.
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34. Facebook Changes. Marketing
Fundamentals Don’t.
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35. Recipe’s Ingredients for Success.
• Clarity
• Consistency
• Creativity
• Commitment
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36. Clarity:
• Clear budget
• Clear objective
• Clear strategy
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37. Clarity:
• Clear Facebook Metrics
– Fans
– Web traffic (Google analytics)
– Sales
– Impressions
• Facebook insights, Swixhq, Pagelever, Twentyfeet,
Peoplebrowsr, Socialbaker, Fangager, Vitrue, Buzzref,
Crowdbooster
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38. Consistency:
• Consistent brand image
• Consistent brand personality
• Consistent posting presence
– Hootsuite
– Social oomph
– Postling
– Tweetdeck
– Radian6
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39. Recipe Tip:
“Don’t have a social presence if you won’t be present.”
– Anonymous
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40. Consistency:
• Consistent Personality
– Admin rules
– Page wall moderating
guidelines
– Have set times for who
checks the admin panel
and when and how they
respond
http://ow.ly/5sDEP
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41. Creativity:
• Make sure its REMA,
relevant, engaging,
memorable and
actionable.
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42. Commitment:
• Post regularly
• Engage authentically
• Measure often
• Make adjustments
• Rinse and repeat
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43. Remember,
Facebook Is Just One Tactic.
Think Across All Channels.
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44. Thank You!
For more tips on social media, please visit
www.facebook.com/recipefoodandbeveragemarketing
Or call us at 805-439-2202.
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45. www.recipemarketing.com
© 2011 Recipe Marketing