2. Facebook Timeline for Brands
All new features are not created equal.
Which are most important to our business?
What are the implications of these changes?
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3. First, a quick overview of the Facebook Timeline…
Updated Tools & New Features
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4. New Page = “Mission Control”
Timeline
Cover Photo Allows fans to browse
(851 x 315px) page chronologically
Profile Pic
(125x125)
Tabs & Apps
Appear as “favorites”
below cover photo.
Select 4 to display.
Friends of Fans
Visible to users who like
the page
Pin Function
Keeps one
feature post at
top of page up
to 7 days Private Messages
Fans can message us
directly now. This
feature can also be
disabled.
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5. Additional Features
Star Function
Allows us to expand any specific post to full width of page
Geo-Targeted Posts
Timeline automatically inserts by fan’s city
Reach Generator
Premium Advertising Model for Brand Timelines
Promotes any post to 50% News Feed or Sponsored Story
areas
Can each fans via mobile as well as desktop
Fan Posts
Aggregated into a separate stream when users visit the page
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6. What’s the Impact?
1. Brand Visibility
3. Content Strategy
5. More 1x1 Customer Service
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7. Creating the New Social Experience
Brand Identity & Storytelling
Navigating the “Social Site” – App Toolbar
“Content is King” – Stars and Pins
Leveraging Customer Service
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8. Profile Pic – 180 x 180 px
Cover Photo – 851 x 315x
App Buttons – 111 x 74px
BRAND IDENTITY NEEDS
9. Brand Identity & Storytelling
Reflects our brand personality
Visually Stimulating
Identity with a “bigger picture”
Hubspot - Boston skyline
(i.e., their “Hub”)
Verizon - “Share your Life”
User-generated contest
One wins the cover each day
10. Brand Identity & Storytelling
Use Milestones to highlight events
Chronologically posted within Timeline
Company founded
New product releases
Fan growth
Key hires
Acquisitions
Events, awards, etc.
12. “Social Site” Navigation – App Toolbar
12 Apps allowed Total
4 are Customizable as Main Navigation
“Photos” is currently 1 of 4 by default
13. “Social Site” Navigation – App Toolbar
Never dismiss low budget apps
Events & Notes can be used creatively – and effectively
Ben & Jerry’s – Notes as Recipes
14. “Social Site” Navigation – App Toolbar
Calls-to-action restricted from Cover Photo
But you can get them close
Edit your navigation
Custom image & App title as call-to-action
15. “Content is King” – Pin Function
Anchor a story to the top of
your timeline for up to 7 days
Recommended Use:
Calls-to-action
Coupons
Sweepstakes
Polls / Questions
Contests
New product or campaigns
Visual aid is advised
17. “Content is King” – Star Function
Highlight posts expanding to full page width
NOTE: Does not freeze post location
Recommended for
White-papers
Videos / demos
Audio / podcasts
Include calls-to-action
18. Leveraging Customer Service
Admin Panel
The all-in-one monitoring center
Activity & insights in one dashboard
Private Messaging
Also visible in the admin panel
Users can now message brands directly
NOTE: You cannot initiate this dialogue