"Facebook Timeline for Brands - What You Need to Know Now" March 28, 2012
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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_moore
#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:
h*p://ads.ak.facebook.com/ads/FacebookAds/Premium%20Ads%20and%20Sponsored%20Stories.pdf
PREMIUM ADS & SPONSORED STORIES Source: h*p://ads.ak.facebook.com/ads/FacebookAds/Premium%20Ads%20and%20Sponsored%20Stories.pdf
FROM A PAGE POST TO AN AD Source: h*p://ads.ak.facebook.com/ads/FacebookAds/Premium%20Ads%20and%20Sponsored%20Stories.pdf
PAGE POST AD SPECS Source: h*p://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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