XM Asia shares Facebook timeline updates for brands. The 3 categories discussed include timeline changes, improved reach of content and management/ admin features

1. Facebook Brand Timeline Updates
29th February 2012

2. 1. 2. 3.
Timeline Changes Improve Reach of Management/
A deep dive into each of the Content Admin Functions
new and updated functions, Understand the new Overview of added
requirements and supported mechanics such as Premium management functions and
with case studies on how to Ads (Reach Generator) and how it can help community
use each of these. understand how it impacts the managers can optimize Page
strategy performances better

3. 1. Timeline Changes

4. Timeline Overview
Starred
Cover Photo
Stories
Date
Selector
Profile
Picture Message
Tab/Apps
Pinned Post
Milestones
Larger
Stories
Friend
Activity
Recent Post
by Others
Page
Activity/Stats

5. 1) Cover Photo
Purpose
This will be the first thing people will see when they visit your page.
Choose a unique photo with dimensions of 852 x 315 pixels) and
change it as often as you like. Some examples might be like a
popular menu item, album artwork, or a picture of people using
your product.
Cover Photo Policies
It should not have
• Price and purchase info such as “40% off” or “download at our
website”
• Contact info such as website address, email, etc. These should be
in the info section/.
• Reference to Facebook features or actions such as “Like” or
“Share” or an arrow pointing from the cover photo to any of
these features.
• Call to actions such as “Get it now” or “Tell your friends”
How it can be used
Australian Tourism Board uses it to feature fan photo of the week.
Coca-Cola uses it to set the tone of the website.

6. 2) Profile Picture
Purpose
Your profile picture represents your page on other parts of Facebook, in ads, sponsored stories and the news feed. Therefore, you should
choose a picture that represents your business, such as a logo.
Photo Requirement
High quality image that scales well from 180 x 180 pixels to 32 x 32 pixels.

7. 3) Timeline Features
Pinned Posts: Milestones
Anchor the most important story to the top of the Page, up to seven Set milestones to define your key moments over time. Example of
days. milestones include reaching a number of fans, opening a new store,
or winning an award. Dimensions for milestones are 843 X 403 pixels
How it can be used:
Contests that with short term prime content should utilize this prime How it can be used
real estate to gain fans attention. Starbucks uses to commemorate launches of new flavors and
products as a way to introduce to its customers.

8. 3) Timeline Features
Star Posts:
Highlight important stories with the start icon with a larger real estate across the width of the page.
How it can be used:
The width and space taken can be fully utilized with stunning pictures and punchy taglines. Australian Tourism Board features their
Friday Fan photos as a Star post to bring out the stunning effects of photos.

9. 3) Timeline Features
Date Selector:
Encourages users to browse through the history of content and for brands to further expand content engagement across time
How it can be used:
Red Bull integrated a gaming approach to encourage fans to explore the wealth of content they had over the years – helps in educating fans of
the brand and interaction with previous content worthy posts.
Timeline Timewarp is a contest where fans have to use the clues given in the timeline posts to find the final prize (post).

10. 3) Timeline Features
Friend Activity: Recent Posts by Others
The last recent friend activity will be highlighted at the right corner of Under the default view of Highlights – posts by others will only
the timeline, along with the list of friends who have also liked the be consolidated in a box below Friend Activity.
Page.
Friend posts about the brand are embedded along the timeline based
on the time the comment was posted, integrating with the Page posts.
Friend Post
There is an option for users to view – Posts by Page Only, Posts
Page Post by Others Only and Friend Activity Only.

11. 4) Tab/Applications
Non-optimized Optimized
Tab Landing Pages
There are no longer default landing tabs. However, each tab will still have their unique URLs. Ads and posts can provide these direct links to
drive traffic to the tabs. Organic traffic to the Page will require more prominent use of Tab shortcuts on the timeline to draw attention to Tab
assets. Dimensions of tab canvas should be optimized to fit the larger area and more content ( 810 pixels wide)

12. 4) Tab/Applications
Tab Photo Tiles
These are featured tabs under the cover photo with a sizeable thumbnail size to attract fans directly to the tab. These are all re-orderable except
for photos, which will always remain in the left spot.
Photo Requirement
The recommended photo pixels are 111 X 74 pixels.
How it can be used
Consistency with the overall look and feel along with simplistic icons as thumbnails, will draw attention to the functionality of the tabs.
Livestrong used the tabs as a navigation menu through its other Facebook property hosted within tabs.

13. 4) Message
Purpose
Private messaging between any Facebook user and Pages. Brands have the option
of disabling this functionality if they wish. Most Pages will rely on this
functionality for their Customer Service enquiries, allowing users to move away
from cluttering the timeline with generic FAQs and help queries.
How it can be used
KLM Has been relying on their wall as the means for their customers to post
questions and most of the public reply was simply a generic template somewhat
customized directing the solution via private messaging.
Today, KLM can fully use this message functionality that is integrated with the
Admin panels to better keep track of requests and protect confidentiality of their
users.

14. 2. Improve Reach of Content

15. Premium Ads
Premium ad pieces are generated from the most engaging Page Posts.

16. 1) Right-hand side of homepage
• These ads will appear in the same
space where “Marketplace” ads
can be bought as well.
• Unlike “Marketplace” ads that
only serve non-fans, these ads
can be viewed by fans/non-fans
as the content of ad is driven by
Page Posts and not marketing
messages.
• Audience are more likely to see
the ad if they have liked the page
or are friends with people who
have liked the Page.

17. 2) News Feed on Homepage and 3) Mobile
• These ads will appear in the News
Feed in the Homepage.
• They will not look distinguishable
from any other news feed entry
except a small print that says
“sponsored post” at the bottom.
• You’d only see one of those if you
or your friend interacted with a
brand Page. But if you didn’t
follow any brands, but a
Facebook friend did, you might
see it in your News Feed if your
friend “liked” it.
• Sometimes they will run in the
News Feed organically, just like
any other status update. At other
times, they will be paid for.

18. 4) Logout Experience
• Although most users stay login in
their Facebook account, there is a
large proportion of untapped
users who are logged-out daily.
• Nearly 37 million people log out
of Facebook each day.
• This missed opportunities for
impressions can be tapped into
by this new form of ad.

19. Reach Generator
5-10x higher
click-through
• Collectively being referred to as ‘Reach Generator’ by Facebook (along with the Right-hand and Log-out formats shown
above), there’s a fixed fee price structure based on the number of fans a Page has.
• Facebook says that this will take the average reach of a Page update from 15% to 75% and that its tests have shown the
news feed ads receive a 5-10x higher click-through rate than standard ads.

20. Offers
• Facebook offers is a new type of post that allows brands
to freely distribute coupons to fans that can be accepted
straight from their web or mobile newsfeed.
• They also can be promoted through ‘Reach Generator’ ads
to a wider, targeted audience.
• One click (or tap on mobile) sends the offer to your email
account. From there, the voucher can be used at a bricks-
and-mortar store or entered as a coupon code into an
ecommerce site.
• When you accept a Facebook offer, a story is generated
and may be shown in your friends’ newsfeeds, increasing
the viral reach of the promotion.

21. 3. Management Features

22. Admin Panel
The admin panel appears at the the top of all pages managed, offering a quick
snapshot of who you should respond to, giving you access to your page and
analytics of post performance. Notifications, Insights and editing of content
can now be accessed in the admin panel.
Messages
Notifications Respond to people when they
View and respond to all message you privately
activities on your Pages
Insights
Retrieve your Page
performance data

23. Admin Panel
For Build Audience tab, administrator The Help tab is a one-stop platform for
can invite friends, share Page and administrators to learn how to get started,
create ads to manage their Page, retrieve page
Under the Manage tab,
administrator is able to edit Page insights, expand reach, request name
and view the Activity history of change for Page and send feedback to the
actions implemented on the Page Facebook team

24. Activity Log
With the timeline highlighting milestones dated
to various years, there will be a greater load of
content to be managed. The Activity log under
the Manage tab will allow users to view all page
posts, even the ones you chose to hide. Year Selector
Administrators can also choose to star, hide or See your posts
delete stories and change the date of post so categorized by year Filter stories by type
that the time stamp will be a more accurate
reflection
Star, hide or
delete stories, and
change date of
posts

25. Real Time Insights
Real time insights (with only a 5-10 mins delay)
will be introduced. Data about Page posts will
appear in Facebook Insights just minutes after
posting, including how many views, clicks,
media consumptions, and spam marks. Other
stats will be real-time too, such as total reach
and “people talking about this”. Page-level data
aggregations will still be delayed a few days.
Implications
Community managers will be able to develop a real
sense of what post is able to garner reach successfully
and what is not almost instantly.
Real-time insight into post performance also feeds
into the new ‘Reach Generator’ product, as it will
allow those managing Pages to know which posts to
amplify with paid media – either because they’re
performing well organically and will therefore generate
a similar response amongst a wider audience if
promoted, or if important posts are not getting the
desired pick-up without paid support.

26. Competitive Analysis
Greater transparency is present with
enhanced competitive analysis. More
information on Pages’ fan base is now
released to non-administrators. This is
accessible through the “Likes” box on all
Pages. A 1 month historical graph of both
‘People Talking About’ and a brand new
metric, ‘New Likes per Week’, as well as some
base-level demographic data will be included.
Thank you!
Implications
Ongoing analysis of competitor’s analysis and
For more information, email us at: performance can be easily retrieved and brands can
react almost instantly
Rohan.Mann@xm-asia.com
Irving.Lee@xm-asia.com
Cherlyn.Phua@xm-asia.com