How to market your brand on Facebook, Case Studies and Considerations for making sure your brand stands out in the Social Space. A definitive and comprehensive guide on using Facebook to achieve business goals

1. Managing
your Brand on
Facebook

2. Facebook Pages
A Facebook Page gives a voice to any
brand, business or organization to join
the conversation with Facebook users.
Since November 2007, bands, sports
teams, artists, films, brands, nonprofits and businesses have been using
Pages as free, customizable presences
on Facebook.

3. By leveraging the real connections between
friends on Facebook, a public profile lets
users connect to what they care about.
Facebook Pages give you a more dynamic
relationship with the public figures and
organizations you are interested in.

4. Creating a Facebook Timeline
Page
At bottom of the page are various links for information
about Facebook.
Click on “Create a Page” to get started

5. This will then take you to a page to select the type of
organization, group, brand, etc for which the Facebook Page is to be
created.

6. After selecting an option, for example
“Brand or
product”; on clicking it will open a box where the relevant category and
brand or product name is to be entered. The agreement for Facebook
Pages Terms needs to be checked in order to get started.

7. We put the product/category name as “Test”.
As the first step, there is an option to put up a Profile picture for the page.
An image from a computer or one imported from brand‟s website can be
used.

8. The second step involves feeding in some basic information about the product
and a link associated with it, which can be the website, twitter page, etc.

9. In the third step, an unique Facebook web address is to be entered that will
make it easier for people to find the page. Once set, this cannot be
changed.

10. A sample view of the timeline page without any information and
customization.

11. Here are some examples of Facebook Timeline Brand Pages

15. The Cover Photo

16. The Cover Photo

Pages for brands can use their own cover photos at
the very top of their timeline to show a new, striking
visual layer to their offerings the moment a fan lands
on the page.

Anyone who lands on the page sees the same
thing, fan and non-fan alike.

The cover image everyone sees can‟t include any
calls to action (i.e. no feature to like or share the
page or have any contact information at
all, including any web address, phone number or
mailing address).

17. Cover Photo and Profile
Picture





The cover photo acts as one large image to
showcase the page. This image must be a
minimum of 399 pixels across and the
maximum dimensions are 850 by 315 pixels.
The profile picture size is 180 by 180 pixels. It
appears next to every post in the news feed
as a 30 by 30 pixel picture.
The profile picture is best used for your logo
or other eye-catching picture without a lot of
words.
This smaller traditional profile picture needs
to be taken into account and how it plays into
the new cover photo.
There is great scope for creativity in cover
photos. Think outside of the box to make use
of this worthwhile feature.

18. Examples of a creative cover
photo

19. For more creative examples click this link and see
the second slide there.

20. The About Section

The about section has long been a part of the
Facebook page, but now it‟s more
predominately featured at the top of the
timeline.

It‟s important that this section of your timeline
is updated, depending on the which of the two
versions of the about section applies to the
timeline:
1.
Local businesses
2.
No physical location

21. Local businesses

If the timeline is associated with a physical
location, then it should look something like this:
This lists the subcategory, address, telephone number
and hours of operation. Fill out any of the missing
information by clicking on this area.

22. No physical location

If your timeline features a brand without a single
physical location, then it should look something like
this:
The section lets one add a description of up to 255
characters. It‟s important to be extremely clear and
concise, giving first time visitors a clear understanding
of what the timeline is all about.

23. Application Boxes

The applications (previously as tabs on the left hand side
of FB pages), now appear as boxes beneath the cover
photo.

There is a choice to put these boxes in any order.

Ideally they should be arranged based on importance.

If there are more than three or four applications, users
can access them by clicking on the drop down arrow to
the right of the boxes.

24. Application Boxes
It‟s unlikely the hidden applications (under the drop
down arrow), will receive the same amount of
visibility because there‟s another click required to
view them. Therefore, be selective when choosing
what to highlight in the application banner.

25. Highlighted Posts

To tell better stories on the Page, the pictures and
videos are larger and more eye-catching on the
Timeline.

A story can be highlighted by clicking the star icon in
the upper right of a post, so that it spans all the way
across the Timeline as shown in this Lexus post with a
video.

26. Pinned Posts

There is a choice to pin particular posts to the
top of the page for up to seven days. To do
this, click the pencil icon in the upper right of
the post and select Pin to Top.

This makes it easier to highlight
important, newsworthy topics to the top of the
timeline for longer promotion and visibility.

27. Milestones

Another thing that can be done to make the Timeline
more interesting is Milestones.

This involves the ability to go back and add past events
related to the history of the organization.

People can be told about big events in the life of the
brand or company.

28. 
Click on the line that runs down the middle of your
Timeline and select Milestone. Then you can fill out the
information as shown or simply go to where updates are
posted to begin posting past milestones.

This area will first require a post of a milestone about
when the organization was founded. After doing
that, other milestones can be created.

29. Milestones

Adding these past events helps create a concise storyline for your brand, while really making use of the
timeline interface to it‟s fullest.

People may be spending more time reading the Timeline
rather than just coming to the page to ask a question.
The more visually engaging the Timeline can be
made, the better.

30. Activity
Log
Recent
Posts by
Others
Fan
Management
Good
Practices
Messages
From
Fans

31. Messages from Fans

Fans now have the ability to privately message a
brand‟s timeline through the new button located
between the bottom right of the cover image and
the application boxes:

To enable private messaging, go to the admin
panel, then click manage, select edit page and
then choose manage permissions.

32. Messages from Fans

It is recommended that private messaging is activated.
As a result, fans can report issues privately, including
customer service concerns about the brand‟s products
or services. This provides an ideal way to handle any
negative feedback.

A reason to turn off this feature would be if it become
burdensome to check yet another place for customer
feedback. By keeping this feature off, a limit can be set
by where customers reach out to just your wall.

33. Recent Posts by Others

Timeline features a section at the top right that highlights a
list of recent postings from fans.

It is recommended to leave this visible to help show
engagement across the timeline.

34. Recent Posts by Others

Some people might find it confusing or overwhelming and
that would merit hiding the box.

This can be done in the same area where page and post
visibility on the permissions page is controlled.

To get there click the manage button, then select edit
page, followed by manage permissions in the right-hand
column. In the large blue window, the area labeled “post
visibility” includes box that can be unchecked if recent
posts by others are not to be seen.

35. Activity Log

This feature allows a company to approve content
before it goes live on the timeline.

Turn on this approval under manage permissions simply
to have greater control of what is shown front and
center on the timeline.

The activity log for the timeline is basically a list of
every post or activity involving the page in the past.
Stories of photos, tags and more involving your timeline
can be seen.

36. Activity Log
The content to be highlighted on the timeline can be
edited, date changed, deleted and more depending on
what you would want to change with the piece of past
content.

37. Good Practices
When creating a brand page there needs to be a certain
style guide while keeping the goals in mind. Some of
these could include:

Getting users to talk

Getting their feedback so that a better product or brand
can be built

Wanting them to advertise the brand itself by sharing
content that is posted
Once the goals are established, a relevant style guide
can be amended accordingly.

38. 
If the goal is to increase fan interaction, then
create wall posts that are interesting to the
community and ask engaging questions.

If the goal is to seed the email list, create an
incentive (like a giveaway) for signing up, and
regularly announce the prizes and winners on the
wall.

Here is an example of rue21, a clothing brand
putting up an engaging, community-relevant status
update that garners hundreds of likes and
comments:

39. Response
A no response to a phone ringing in an office is
always avoided as that would be bad customer
service. For the same reason, wall posts on the
Facebook page should never be left
unanswered. Unanswered wall posts are far
worse than an unanswered phone call, because
the customer‟s request or question is out there
for the world to see and with a time stamp on
it. Don‟t let the page‟s visitors get the
impression that the customers are not cared for.
 A policy is to be followed where there is
frequent engagement on the Facebook Wall to
address all questions and concerns posted.
 The great thing is that this works both ways.
Because the Facebook wall is public and an
increased customer loyalty will be experienced
when they see that responses to all requests are
prompt.


40. Here as an example; Bose demonstrates phenomenal customer
service, answering a question posed on their wall within minutes.

41. The Admin Panel (Sample)

42. The Admin Panel

The timeline notifications, insights, timeline settings
and private message inbox are all available in one
interface known as the admin panel located at the
top of the timeline that is only visible to
administrators.

This dashboard gives a quick oversight over the four
areas of administrating a Facebook Timeline and
allows to dive deeper into each section from here as
well by clicking to see all on the desired section.

Here invitations to the admin‟s Facebook friends and
email contacts can be sent to join the timeline‟s
audience, as well as begin buying an ad, and also use
Facebook as the page (just like a personal profile).

43. FACEBOOK INSIGHTS

44. What are Facebook Insights

Insights provides Facebook Page owners with metrics
around their content.

By understanding and analyzing trends within user
growth and demographics, consumption of content, and
creation of content, Page owners and Platform
developers are better equipped to improve their
business and create better experiences on Facebook.

45. Facebook Insights

Page admins are interested in understanding if people
are engaging with the content they publish.

To help them with this, Facebook provides Page
admins aggregated anonymous insights about people's
activity on their Page.

46. In the page a
success ?
Is the
engagement
effective ?
Insights
help
answer
Is the
content
strategy
working ?
Who is
engaging
with the
page ?

47. Locating Facebook Insights

Insights are found just above the cover photo on the
Page in the Admin Panel.

48. Facebook Insights Page

Clicking the insights tab in the admin panel opens
up the overview of the Insights Page.

49. The top part of the page shows general metrics for
a summarized insight:
This includes:
1.
Total Likes
2.
Friends of Fans
3.
People Talking About This
4.
Weekly Total Reach

Explanations for each on the next slide

50. 1. Total Likes:
The number of unique people who like the Page.
2. Friends of Fans:
The number of unique people who were friends with
people who liked the Page (as of the given date).
3. People Talking About This:
The number of unique people who created a story about
the Page (during the given period).

A story is created when someone likes the Page; posts to
the Page Wall, likes, comments on or shares one of the
Page posts; answers a question that was posted; responds
to an event; mentions the Page; tags the Page in a photo;
checks in at the Place; or recommends the Place.
4. Weekly Total Reach:
The number of unique people who have seen any content
associated with the Page (during the given period).

This includes Ads and Sponsored Stories that point to the
Page.

51. Below the general metrics, is the graph that displays
Posts, People Talking About This and Weekly Total Reach:

By hovering over each of the dots on „People Talking About
This‟, „Weekly Total Reach‟ and „Posts‟, the corresponding
number is shown for a given period/day.

52. Graph Metrics Explained
1.
Posts:

The size of the bubbles represents the number of posts the Page
published each day (during the given period).

Page posts are the simplest way to encourage people to talk about the
Page.
2. People Talking About This:

The number of unique people who have created a story about the Page
in the last 7 days, for each day (during the given period).

Getting more people talking about the Page is one of the best ways to
reach more people.
3. Weekly Total Reach:

The number of unique people who have seen any content associated
with the Page in the last 7 days, for each day (during the given period).

This includes Ads and Sponsored Stories that point to the Page.

53. Metrics for individual posts
Below the graph, are columns of posts with corresponding metrics of
Reach, Engaged Users, Talking About This and Virality that can be sorted in
ascending or descending values.

54. By default, all posts are shown in the column.
However, by clicking the button „All Post Types‟ above this section on the
left side, different post types can be selected for viewing their respective
metrics:
The Post Types include:

Status update post

Photo

Link

Video

Platform Post

Question

55. Metrics in the column area
These are:

Date: The day on which the post was published.
(all in Pacific Time)

Post: Extract from the post.
(to see the full version, click on the given text)

Reach

Engaged Users

Talking About This

Virality

56. Reach

The number of unique people who have seen the post.

This is when the post appears on the screen, based on
impressions.

The figures are for the first 28 days after a post's
publication only.

There can be three types of reach:
1.
Organic
2.
Paid
3.
Viral

57. 
On clicking the given number alongside the post gives a popup dialogue
like this:
1. Organic

The number of unique people who have seen the post in their news feeds
or on the Page. This includes people who have liked the Page and people
who haven't.
2. Paid

The number of unique people who have seen the post through a paid
channel such as a Page Post Ad or Sponsored Stories.
3. Viral

The number of unique people who have seen the post because one of their
friends interacted with it by liking, commenting or sharing the post;
answering a question that was asked; or by responding to an event.

58. Engaged Users

The number of unique people who have clicked on the
post.

The figures are for the first 28 days after a post's
publication only.

There can be three types of scenarios:
1.
Photo Views
2.
Other Clicks
3.
Stories Generated

59. 
On clicking the given number alongside the post gives a popup dialogue
like this:
1. Photo Views

The number of times any of the photos in the post have been viewed at
their full size.
2. Other Clicks

The number of clicks on the post that are not counted on other metrics.

This includes clicks on people's names, the timestamp and the number of
likes.

These clicks are also a strong indicator of attention to the post.
3. Stories Generated

The number of stories that are generated from the Page post.

Stories are created when someone likes, comments on or shares the post;
answers a question that was asked; or responds to an event.

60. Talking about this

The number of unique people who have created a story from the Page
post.

On clicking the given number alongside the post gives a popup dialogue
like this:

The figures are for the first 28 days after a post's publication only.

61. Likes a
Page post
Responds
to an
event
Answers a
question
that is
posted
Stories are
created
when
someone
Comments
on a Page
post
Shares a
Page post

62. Virality

The percentage of people who have created a story
from the Page post out of the total number of unique
people who have seen it.

It is the “Talking About This” number divided by the
“Reach” number (displayed as a percentage).

63. Creating Content for
Facebook

The quick cheat sheet

Best examples of Facebook Content (you‟re going to tell
me since you‟ve obviously seen brands by now)

64. The Quick Cheat Sheet

Like Baiting – Asking users
to like a post for a reason
or sometimes no reason
at all usually is a good
way to get a conversation
going and pick up your
numbers

Comment Baiting – Asking
a simple question with
your product eliciting a
response from users.

65. The Quick Cheat Sheet

Fan Milestone – Reward your fans for reaching a milestone with a custom
creative

66. The Quick Cheat Sheet

Quote It up

67. The Quick Cheat Sheet

Yes/No True/False A/B This/That

68. The quick cheat sheet

Fill in the blank/Gamify

69. The Quick Cheat Sheet

Celebrate with your fans

70. The Quick Cheat Sheet

Tag a friend/Feature a Fan

71. The Quick Cheat Sheet

Take digs at popular culture with your product!

72. The Quick Cheat Sheet

Educate innovatively

73. Project for Next Week – Let‟s
make chits!

Automotive

F&B

Personal Care (Male)

Personal Care (Female)

Real Estate

Service

Pharma

Telecom

Ecommerce Store

Electronics

Consumer Durables

Toilet Paper