Facebook Timeline POV

Transcript

1. A POV ON:
2. UNDERSTANDING FACEBOOK BRAND TIMELINE OVERVIEW AND GUIDELINES BRAND TIMELINE
3. 3 Brand Timeline Overview As of February 29th, 2012, Brand Timelines were rolled out with a few select brands publishing new fully completed pages. Timeline has been the most significant overhaul to brand pages since they were first introduced on the platform and quite a bit has changed. We will be going into what these changes mean in detail, but some of the most important things to keep in mind are: • MARCH 30th, 2012 - SWITCH TO NEW LAYOUT MANDATORY • COVER PHOTO becomes extremely valuable real estate for the brand and an opportunity to highlight campaigns, new product launches, etc. • News stories can be PINNED to the top left corner of the timeline which is useful to promote campaign initiatives, products, and content that fans are interacting with. • DEFAULT TABS are no longer possible, which places a higher importance on premium ads, and engaging content to acquire likes and fans.
4. 4 Brand Timeline Overview As a page admin, you will be able to edit your content in “preview” mode. This is useful as it allows a brand the ability to get the page ready prior to making the changes live. As mentioned, there are a number of key differences with the timeline layout which will be further explained in the next series of pages.
5. 5 Brand Timeline Overview Cover Photo A great opportunity to be creative, highlight campaigns & product launches While there are creative ways to incorporate the avatar with the cover photo, it’s important to remember this is the thumbnail used to identify your brand Profile Photo Views & Apps Photos are in first position, but you can select what other three views display. A max of three apps can be shown here Users will be able to see friends who’ve interacted with or mentioned your brand Friend Activity Pinned Post Highlight a news story for up to 7 days to be sure users see it when visiting the page. Page View A user can choose to see content on the page several different ways. Posts by brand, Friend Activity, Posts by Others, or “Highlights” which includes a mixture. Any story from another user that has gotten many comments, likes, and shares will appear in the “Highlights” view.
6. 6 Brand Timeline Overview Larger Stories Ability to showcase larger photos and video within the timeline to increase engagement Star & Hide Stories Starring stories gives them more prominence with a post that spans both columns. Hiding stories will remove any that didn’t do well with your fans Milestones Celebrate an achievement or highlight an important moment in the brand’s history by making a story a milestone. The story will expand the width of both columns, and include a date, flag icon, and photo.
7. 7 Brand Timeline Overview MORE ABOUT TIMELINE FEATURES • Pinned Stories - Each week you can feature one important story at the top of your Page by pinning it. This story stays in the top left of the Page, directly under the Composer. A pin post will stay for 7 days, or until you pin another story. Unpinning a post will return it to it's original location in the Timeline (based on the time it was posted). • Starred Posts - You can make a post full-width by clicking the "star". You can also hide posts by clicking the top right and "Hide from Page". Admins can still see these hidden posts in the Activity Log, but regular users will not. To remove something completely, you must delete the post.
8. 8 Brand Timeline Overview MORE ABOUT TIMELINE FEATURES • Milestones - To highlight important moments, create a Milestone on your Page. Each Milestone contains the "Event Title", Location (optional), Date (can be year or year and month or Y/M/D), a "Story Description" (optional), and a photo. • Changing Dates - You are able to change dates of existing posts. This technique is good for assuring that the Timeline is showing in proper order - as well as being able to feature a starred post that may contain a photo album or video content.
9. 9 Brand Timeline Overview IMAGE DIMENSIONS Cover Photo 851px x 315px App Thumbnails 111px x 74px Profile Picture 180px x 180px Profile Pic Thumbnail 32px x 32px Application “Tab” Width 810px wide
10. 10 Brand Timeline Overview COVER PHOTO GUIDELINES • Price or purchase information (such as 40% off ) • Contact info such as web, email, mailing address, or info for about section • References to “Like” and “Share” • Calls to action, such as “Get it Now” or “Tell your Friends” Image Can’t Contain: Photo Policy From Facebook: “All cover images are public, which means anyone visiting your Page will be able to see the image you choose. Covers must not be false, deceptive or misleading, and must not infringe on third parties’ intellectual property. You may not encourage or incentivize people to upload your cover image to their personal timelines.”
11. 11 Brand Timeline Overview ADMIN PANEL Messages Users can now message a brand page directly. Respond to messages from this section within the admin dashboard Notifications Insights Pages now contain real time insights See what content fans are engaging with
12. 12 Brand Timeline Overview ADMIN PANEL Build Audience Easily share the page, invite others to view, and create ads
13. 13 Brand Timeline Overview ADMIN PANEL Admins will now be able to manage posts directly through the admin panel by using the “Activity Log” Star, highlight, or hide posts from appearing on the page Filter stories by type Filter by year
14. 14 Brand Timeline Overview AD UPDATES; “Ads are good, but stories are better” With the announcement of the Brand Timelines, Facebook also revealed new ad unit offerings which originate from a page post from the brand’s timeline. These include Reach Generator, Premium Ads, and Facebook Offers. REACH GENERATOR (RG) - ad units containing page stories that will appear within fan news feeds and homepage. Facebook guarantees 50% weekly & 75% monthly reach. Available for both desktop & mobile versions. PREMIUM ADS - newsfeed ad units which are visible via desktop, mobile, and logout (beginning in April 2012). Opportunity to extend reach as more than 100 million users logout each day.
15. 15 Brand Timeline Overview AD UPDATES; “Ads are good, but stories are better” FACEBOOK OFFERS - ability to to send offers to fans or non - fans (fee) both on desktop & mobile versions. Offers can easily be shared extending their reach
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