In this presentation on Facebook Timeline, we cover all of the management features, and design features which can help you build a real personality for your brand with Facebook Timeline.

1. FACEBOOK
TIMELINE
INFO @ ROOM214.COM
Brandon Whalen | @BrandonSings
Jill Mailander | @jillmailander
@Room_214
Facebook.com/Room214

2. CONTENTS
PAGE MANAGEMENT 3
DESIGN YOUR TIMELINE 12
BEST PRACTICES 26
QUESTIONS 42
• Page Management
• Designing Your Timeline
• Best Practices

3. PAGE
MANAGEMENT
Planning Posts
Pinning and Highlighting
Changes to Your Wall
New Administration Panel
Editing Your Settings

4. PLANNING POSTS
ENGAGING VISUALS RELEVANT CONTENT TARGETED AUDIENCE
4 | Page Management | Planning Posts

5. HIGHLIGHTING
 Pinning posts
 Highlighting posts
5 | Page Management | Highlighting Posts

6. FAN WALL POSTS
THE GOOD
 Collects all posts into one area and is easier to see
 Easier for brand managers to respond to the fans
 Hides negative commenting more
THE BAD
 The wall isn’t as much of a conversation
 Fan posts aren’t automatically seen by other fans
 Fans may feel that their voice is less important
6 | Page Management | Fan Wall Posts

7. FAN WALL POSTS
THE ALTERNATIVE
 The wall has a tab that you can choose to see posts by
others and not the highlights of the brand page
7 | Page Management | Fan Wall Posts

8. ADMINISTRATION PANEL
8 | Page Management | Administration Panel

9. MESSAGE
9 | Page Management | Messages

10. MESSAGE
10 | Page Management | Messages

11. EDITING PAGE SETTINGS
NEW SETTINGS
 “Recent Posts by Others”
 Allow or deny posts by others on timeline
TO ACCESS:
11 | Page Management | Page Settings

12. DESIGN YOUR
TIMELINE
Cover Photos
Profile Images
Customizing and Organizing Tabs
Milestones
Timeline Maintenance

13. COVER PHOTOS
13 | Design Your Timeline | Cover Photos

14. COVER PHOTOS
14 | Design Your Timeline | Cover Photos

15. COVER PHOTOS
PHOTOS MAY NOT CONTAIN
 Price or purchase information
 Contact information like email, address, URLs
 References to “like,” “share,” or other
Facebook features
 Call to action, such as “get it now”
TIPS
 Best Quality: sRGB JPG file that is 851x315 and
less than 100 kb
 Be visual, not literal
 Think about emotions vs. goals or tactics
 Integrate design into profile picture, and
application icons
15 | Design Your Timeline | Cover Photos

16. PROFILE IMAGES
REMEMBER
 Pictures will shrink to 125x125 px
 Insider knowledge: Profile picture sizes increase to 160x160 on April 26th
 Make sure your profile photo is distinguishable as a thumbnail
 Thumbnail is the most often seen aspect of your Facebook page
160 x 160 50 x 50 160 x 160 50 x 50
16 | Design Your Timeline | Profile Images

17. APPLICATIONS: CUSTOMIZING
50 x 50
1. 2. 3. 4.
17 | Design Your Timeline | Applications

18. APPLICATIONS: ORGANIZING
1. 2. 3.
.
18 | Design Your Timeline | Applications

19. MILESTONES
.
19 | Design Your Timeline | Milestones

20. MILESTONES
1.
2.
.
20 | Design Your Timeline | Milestones

21. MILESTONES
3.
.
21 | Design Your Timeline | Milestones

22. MILESTONES
843 px
403 px
.
22 | Design Your Timeline | Milestones

23. TIMELINE MAINTENENCE
23 | Design Your Timeline | Timeline Maintenance

24. TIMELINE MAINTENENCE
CLEAN YOUR TIMELINE
 Highlight important posts
 Hide questionable content
 Add important milestones
• Create a theme
• Tell your brand’s story
24 | Design Your Timeline | Timeline Maintenance

25. GREAT TIMELINE EXAMPLES
• Room 214: History of Social Media
• Manchester United: Team History
• Coca-Cola: Brand History
• Livestrong: History Behind Organization
25 | Design Your Timeline | Great Timeline Examples

26. BEST
PRACTICES
Importance of Content
Content Strategy Tips
Engagement Tips
Changes to Tabs
Changes to Paid Advertising

27. INTEREST LISTS
 Fans can now segment updates from pages into “interest lists”
 Don’t be surprised to see fans use this to clean up their news feeds
 Is your content news feed worthy?
27 | Best Practices | Importance of Content | Interest Lists

28. WHAT HAPPENS POST –LIKE?
YOU NEED A CONTENT STRATEGY FOCUS ON ENGAGEMENT
 “Typically, only 15-20% of your fans will see  Fan engagement has a big effect on how many
any given post.”* people see your posts
 The vast majority of your fans only see and  If your community is not engaged, you are
interact with your page through their home letting potential fans go to waste
feed
28 | Best Practices | Importance of Content | Post Like Stats | *Source: Facebook.com

29. LIFE OF A STATUS UPDATE
Facebook’s edge rank algorithm determines which fans and non-fans see stories from your page.
What does it mean?
You need engagement! The more comments, likes, and posts from your fans, the more
people will see your updates.
29 | Best Practices | Importance of Content | Facebook Algorithm

30. CONTENT STRATEGY:
RULE-OF-THIRDS
1. POSTS ABOUT YOU
Posts about your brand/product/group which
cover news, new content (such as blogs and
videos), and anything else directly related.
30 | Best Practices | Importance of Content | Content Strategy

31. CONTENT STRATEGY:
RULE-OF-THIRDS
2. POSTS ABOUT FANS
Re-posted comments, posts, and other content
from your fans. Example: First you posted a
question asking for an opinion the color of a
product. Followup by posting individual
comments and opinions from fans.
31 | Best Practices | Importance of Content | Content Strategy

32. CONTENT STRATEGY:
RULE-OF-THIRDS
3. POSTS ABOUT INTERESTS
Get to know your audience, and observe what
they normally post to their own streams. You
should be posting similar content to your
stream to identify with them.
32 | Best Practices | Importance of Content | Content Strategy

33. STATUS UPDATE STATS
Status updates and page posts are the number one way people
interact with brands and organizations on Facebook.
 Posts 80 characters or less in length have 27% higher
engagement rates
 Posts which end with a simple question receive 15% higher
engagement
 Pages that post outside of business hours have 20% higher
engagement
 “Soft sell” words are more effective than hard sell words
(ex. “win” vs. “promotion”)
33 | Best Practices | Importance of Content | Engagement Tips

34. STATUS UPDATE TIPS
There are a few general guidelines you can follow as you write your
page updates, which can help you keep your fans engaged.
 Post Often: Pages that post 2-3 times daily have more fans and
interactions than pages who post only a few times weekly.
 Don’t Over-Post: Time your updates to be at least 3-4 hours
apart so as not to overwhelm your fans.
 Be Timely: Updates that refer to holidays and current events are
more likely to gain interactions.
 Ask Questions: Ask your fans questions to get them talking.
 Give Fans a Call to Action: Give your fans specific directions on
how to respond to your post (example: “Do you enjoy cake? If
yes, click like!”).
 Go Beyond Text: There are several of ways to enagage your fans.
Post photos, albums, links, videos and event invites.
34 | Best Practices | Importance of Content | Engagement Tips

35. RESPOND TO
EVERYTHING
When someone posts on your page, they want to
know there is a human on the other end of the
conversation. Respond to every comment and
question and your fans will be more likely to
engage.
COMMENT TAGGING
Within a comment stream, type “@” and a
commenter’s name. It will allow you to tag
specific fans in your response. It also notifies the
commenter that you have tagged them in a
comment.
35 | Best Practices | Importance of Content | Engagement Tips

36. CHANGES TO
APPS & TABS
GOOD NEWS
 111x74 app image (was 16x16)
 More visibility for first three apps
 Apps now have 810 pixels of space
BAD NEWS
 No more default landing tabs
 Only space for up to 3 tab/apps
 Old 520px apps don’t look right
MOVING FORWARD
 Default landing tabs are now gone
 You can still use like-gates for conversions
 Drive traffic with ads, promoting within your
community
 Use game mechanics within apps to
incentivize fans to invite friends
36 | Best Practices | Changes to Apps and Tabs

37. PAID ADVERTISING: REACH
GENERATOR
REACH MORE OF YOUR FANS
 The reach generator always runs
 Only 15-20% of fans see your posts
 Creates sponsored stories out of page content
and distributes them to the rest of your fans
37 | Best Practices | Changes to Paid Advertising

38. PAID ADVERTISING: LOGOUT ADS
Logout Ads: Take up a large amount of real estate. Think of them as Facebook’s version
of “page takeovers.”
38 | Best Practices | Changes to Paid Advertising

39. PAID ADVERTISING:
MOBILE ADVERTISING
 Sponsored stories and premium ads will appear
in users’ news feeds on the mobile Facebook
website and on iOS/Android apps
 First time advertising will be a part of Facebook’s
mobile platforms
 Around 40% of Facebook’s 800 millions users
access the site through mobile
39 | Best Practices | Changes to Paid Advertising

40. PAID ADVERTISING: FACEBOOK OFFERS
 Allows users to collect coupons via news feed or ads
 Can be used on the self serve ad platform, but only by premium advertisers
40 | Best Practices | Changes to Paid Advertising

41. PAID ADVERTISING:
NEW AD SIZE & COPY LIMIT
CHANGES TO FACEBOOK ADS OLD
 Image sizes reduced to 99x72 px
 Copy length reduced to 90 characters
 More ad units displayed per page
TIPS
 Keep it simple, stupid
 Refer to one offer or subject, and in as few
words as possible NEW
 Focus on audience: Play off ego, ask a
compelling question
 Images: Focus on smiling faces, aspirational
items, or something bright/shocking
41 | Best Practices | Changes to Paid Advertising

42. QUESTIONS?
INFO @ ROOM214.COM
Brandon Whalen | @BrandonSings
Jill Mailander | @jillmailander
@Room_214
Facebook.com/Room214