The document discusses Facebook's new timeline feature for brands and provides guidance on how brands can utilize it. Some key points include: - Facebook will launch the timeline profile for all brand pages on March 30, 2012, making changes to the cover photo, profile picture, tabs/apps, and new post and pinning options. - The timeline allows brands to visually tell their story and highlight milestones. It provides more opportunities to engage fans than the previous profile format. - Brands should use high quality, engaging visuals for their cover photo, profile picture, and app tiles within the dimensions specified. - Other changes include removing the default landing tab, relabeling tabs as "apps", and the addition of

1. Facebook Timeline:
What does it mean for brands?
Thursday, 15 March 2012

2. Facebook timeline for brands
• On 30 March 2012 Facebook will launch the new
timeline profile for brand pages.
• This is compulsory for all brand pages
• Many successful brands have already created
timelines, including:
• Coca-Cola (https://www.facebook.com/cocacola)
• Mustang (https://www.facebook.com/fordmustang)
• Subway (https://www.facebook.com/subway)
• Old Spice (https://www.facebook.com/OldSpice)
2

3. What will you find in this document?
• The document outlines the new changes to
Facebook pages for brands & how it will impact
your page.
• It also outlines some recommendations about
how to use the new Facebook timeline to
maximise it for your brand.
3

4. What will you find in this document?
• This document covers:
1. Overview: Timeline - what is it & what has changed?
• Cover photo: what can & can’t be done?
• Profile picture: new restrictions apply
• Tabs: default landing tab removed & what will happen to my existing tabs
• New post option: double wide call outs & pinned posts
• Posts: pinning a post
• Interest lists: a new way to subscribe to updates
2. Admin panel, messaging & insights
3. Other changes impacting brands: offers & ads
4. Image dimension cheat sheet
5. Suncorp: Recommendations
6. Next steps
4

5. 1. Overview
Timeline - what is it & what has changed?

6. Timeline: what is it?
• A powerful new way to communicate your brand’s
unique story, personality & identity.
• Showcase images, logos & products to visually engage
your fans.
• The more visually engaging the better.
• People are expected to spend more time reading the
timeline rather than just using the wall to ask questions.
• Companies can highlight key milestones in their history
to help tell their story.
Sources:
h+p://mashable.com/2012/02/29/facebook-­‐:meline-­‐brand-­‐pages/
6

7. Timeline: What does it look like?
7

8. Timeline: what has changed?
• Facebook introduced:
• Large cover photo
• New restrictions to profile pictures
• Default landing page removed
• Tabs are now called “apps”
• New double wide call outs for company
milestones
• Fan status updates about your brand will appear
in timeline
• New admin capabilities
• Not yet visible for mobile
Sources: http://mashable.com/2012/02/29/facebook-timeline-brand-pages/
8

9. .
Cover photo
• A cover photo is
one large image
that appears at the
top of the
Facebook page.
• Ideal size is 850 x
315 pixels
• This can be a
photo of a popular
menu item, album
artwork or a
picture of people
using your product
9

10. Cover photo: what can’t be done?
• What can’t be done:
• Price or purchase information, such as "40% off" or
"Download it at our website”
• Contact information, such as web address, email, mailing
address or other information intended for your page's
About section
• Reference user interface elements, such as Like or Share,
or any other Facebook site features
• Calls to action, such as “get it now" or “tell your friends”
• Be false, deceptive or misleading, & must not infringe on
third parties' intellectual property
• Encourage or incentivise people to upload your cover
image to their personal timelines.
10

11. Profile picture: new
restrictions apply
• The new profile
picture is
restricted to 180
x 180 pixels
• Best used for
logo or design
without a lot of
words
• Previously,
brands could
include extend
the length, add
calls to action &
other
information.
• This is no
longer allowed
11 Source: http://www.socialmediaexaminer.com/7-new-facebook-changes-impacting-businesses/

12. Default landing tab:
removed
• Previously new fans
landed on a default tab
with a like-gate,
encouraging fans to like
their page
• Now non-fans must find
their way to apps where
calls to action can be
used
• Brand will have to be
more clever in how they
drive non-fans to these
tabs
Source: http://info.shoutlet.com/
TheUltimateFacebookTimelineforPag
esQA.html
12

13. Default landing tab: removed (cont’d)
• This means offering more interesting content on tabs
• The more intriguing the functionality, the more likely users will
click to them from ads, page posts & thumbnails.
• Build apps that strike a chord with fans & are unique to
your brand
• Exclusive content, games, contests, samples, live events to attract
people.
• Fans are also more likely to share interesting content,
tapping into their current friend network to grow your fan
base.
13 Source: http://info.shoutlet.com/TheUltimateFacebookTimelineforPagesQA.html

14. Tabs: what will happen to my existing tabs?
• If you’ve created a custom welcome tab or other tabs, they haven’t
disappeared
• Tabs are now called “apps” & appear as photos under the cover
photo
• Four apps are displayed at all times
• Users can maximise the app menu to reveal up to 12 apps
• Custom photos can be made for apps
• Apps can have unique call to action captions such as “click me”
• App photo dimensions are 111 x 74 pixels
14 Source: http://www.socialmediaexaminer.com/7-new-facebook-changes-impacting-businesses/

15. Tabs: how will these be displayed?
• Tabs/apps are represented by a tile image on timeline
• Only 4 tiles show on timeline automatically. Other tabs/apps are only
shown on click & expanded
15

16. Timeline profile
example: Coca-Cola
1. Cover photo
1
2. Profile picture
3. Number of fans
& fans talking
about the brand
2
4. Company
7
information
3
5. Apps (expanded
view – only
4
5
displays top 4 in
normal view)
6. Unique captions
7. Admin centre
6
16

17. New post option:
double wide call outs
• Unlike personal
timelines, brand
timelines have the
admin option to
make posts span
the across the
entire width of the
page.
• E.g. Brands use this
for important
milestones like an
anniversary, debut
hit product,
acquisition or first
sale.
17

18. New post option: pin
posts
• Posts can be pinned
to the top of the
timeline for 7 days.
• A pinned post has an
orange flag in the top
right corner.
• To pin a post simply
click on the pencil
icon in the upper
corner of the post &
select “pin to top”.
• This is a good way to
feature items like
interactive posts,
offers & encourage
users to like the
page or add to lists.
Sources: http://
www.facebook.com/
help?
18
faq=235598533193464

19. New feature: interest
lists
• Interest lists help users
organise updates from fan
pages & public figures into
similar categories
• This feature is connected to
the “subscribe” function.
• E.g. a user can create a
list called “Recipes” &
add pages like Betty
Crocker, the Food
Network & food bloggers
to which they’ve
subscribed.
• Users can subscribe to
interest lists created by other
people – just like
recommended friends,
Facebook will recommend
popular lists
• Content is automatically
pulled into newsfeed & can be
viewed in separate list
newsfeed
19
Source: http://blog.hubspot.com/blog/tabid/6307/bid/31766/facebook-launches-interest-lists-why-marketers-should-care.aspx

20. New feature: interest lists (cont’d)
• How can brands leverage interest lists?
• Brands can leverage this on the new timeline by
pinning a message that encourages users to add your
content to a list.
• Remember, it is called an “interest list” so fans won’t
add you unless your content is interesting. Update
regularly with fresh, relevant & high-quality content.
Source: http://blog.hubspot.com/blog/tabid/6307/bid/31766/facebook-launches-interest-lists-why-marketers-should-care.aspx
20

21. 2. Admin panel, messaging & insights

22. Admin panel,
messaging & insights
• Insights are now located
in an admin panel.
• Can invite email
contacts, friends, share
the page & create ads.
• When clicking on the
likes box you can now
see:
• The most popular
age group,
• Number of people
talking about your
posts,
• Most popular week.
• Fans can now send
messages to the page –
this is optional.
Source: http://
www.socialmediaexa
miner.com/7-new-
facebook-changes-
22 impacting-
businesses/

23. 3. Other changes impacting brands
Facebook offers & new advertisements

24. Facebook offers: what are they?
• Described as “deals on steroids”
• Offers are made as deals which appear in fans
newsfeeds
• Fans claim the offer by clicking the “Claim Offer
Button”
• Only a few companies have access currently.
• Expected to be made more available more
broadly – TBC
• Investigate caps on numbers before jumping into
offers – high demand could lead to fulfillment
issues
24 Source: http://www.socialmediaexaminer.com/7-new-facebook-changes-impacting-businesses/

25. Reach & premium ads: new ways to advertise
• Ads will be larger:
• Reach generator ads:
• Designed to reach more existing fans than through
the newsfeed.
• Currently pages on reach 15% of audience each
week with posts. Reach generator ads will
increase this to 50% weekly and 75% monthly.
– E.g. through beta testing Ben & Jerry’s found it was able
to reach 98% of fans & double engagement.
– Reach ads will be “always on” and shown on the right
hand side of the page in newsfeeds & mobile streams.
25

26. Reach & premium ads: new ways to advertise
• Premium ads:
• Designed to distribute stories to new connections and
will be shown on
• Home page
• News feed
• Mobile streams & on the log out screen
26

27. 4. Cheat sheet

28. Dimensions: what size images will you need?
• Cover photo:
• 850 x 315 pixels
• Profile picture:
• 180 x 180 (on page) & 32 x 32 (post icon)
• Positioned 239 pixels from the right side of the cover photo & 23
pixels from the left
• Custom apps (formerly ‘tabs’):
• 111 x 74 pixels (need to replace old tab images with new ones)
• No larger than 5MB (JPG, GIF, PNG)
• Tab page width:
• 810 pixels wide
• Old designs will remain 520 pixels wide & will be centered
28

29. Thank you
WiTH Collective
withcollective.com | facebook.com/withcollective | hello@withcollective.com | 02 8203 2128