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Facebook Brand Timeline Updates 29 th February 2012
26

XM Facebook Timeline for Brands

Sep 01, 2014

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XM_Asia

XM Asia shares Facebook timeline updates for brands. The 3 categories discussed include timeline changes, improved reach of content and management/ admin features
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Page 1: XM Facebook Timeline for Brands

Facebook Brand Timeline Updates 29th February 2012

Page 2: XM Facebook Timeline for Brands

1. Timeline Changes A deep dive into each of the new and updated functions, requirements and supported with case studies on how to use each of these.

2. Improve Reach of Content Understand the new mechanics such as Premium Ads (Reach Generator) and understand how it impacts the strategy

3. Management/ Admin Functions Overview of added management functions and how it can help community managers can optimize Page performances better

Page 3: XM Facebook Timeline for Brands

1. Timeline Changes

Page 4: XM Facebook Timeline for Brands

Timeline Overview

Cover Photo

Profile Picture

Pinned Post

Larger Stories

Friend Activity

Tab/Apps

Starred Stories

Date Selector

Recent Post by Others

Page Activity/Stats

Milestones

Message

Page 5: XM Facebook Timeline for Brands

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.

Page 6: XM Facebook Timeline for Brands

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.

2) Profile Picture

Page 7: XM Facebook Timeline for Brands

3) Timeline Features

Pinned Posts: Anchor the most important story to the top of the Page, up to seven days. How it can be used: Contests that with short term prime content should utilize this prime real estate to gain fans attention.

Milestones Set milestones to define your key moments over time. Example of 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 Starbucks uses to commemorate launches of new flavors and products as a way to introduce to its customers.

Page 8: XM Facebook Timeline for Brands

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.

Page 9: XM Facebook Timeline for Brands

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).

Page 10: XM Facebook Timeline for Brands

3) Timeline Features

Friend Activity: The last recent friend activity will be highlighted at the right corner of the timeline, along with the list of friends who have also liked the Page. Friend posts about the brand are embedded along the timeline based on the time the comment was posted, integrating with the Page posts.

Recent Posts by Others Under the default view of Highlights – posts by others will only be consolidated in a box below Friend Activity. There is an option for users to view – Posts by Page Only, Posts by Others Only and Friend Activity Only.

Friend Post

Page Post

Page 11: XM Facebook Timeline for Brands

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)

4) Tab/Applications

Non-optimized Optimized

Page 12: XM Facebook Timeline for Brands

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.

Page 13: XM Facebook Timeline for Brands

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.

4) Message

Page 14: XM Facebook Timeline for Brands

2. Improve Reach of Content

Page 15: XM Facebook Timeline for Brands

Premium Ads

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

Page 16: XM Facebook Timeline for Brands

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.

Page 17: XM Facebook Timeline for Brands

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.

Page 18: XM Facebook Timeline for Brands

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.

Page 19: XM Facebook Timeline for Brands

Reach Generator

• 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.

5-10x higher click-through

Page 20: XM Facebook Timeline for Brands

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.

Page 21: XM Facebook Timeline for Brands

3. Management Features

Page 22: XM Facebook Timeline for Brands

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 Respond to people when they message you privately

Notifications View and respond to all activities on your Pages

Insights Retrieve your Page performance data

Page 23: XM Facebook Timeline for Brands

Admin Panel

Under the Manage tab, administrator is able to edit Page and view the Activity history of actions implemented on the Page

For Build Audience tab, administrator can invite friends, share Page and create ads

The Help tab is a one-stop platform for administrators to learn how to get started, to manage their Page, retrieve page insights, expand reach, request name change for Page and send feedback to the Facebook team

Page 24: XM Facebook Timeline for Brands

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. Administrators can also choose to star, hide or delete stories and change the date of post so that the time stamp will be a more accurate reflection

Year Selector See your posts categorized by year Filter stories by type

Star, hide or delete stories, and change date of posts

Page 25: XM Facebook Timeline for Brands

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.

Real Time Insights

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.

Page 26: XM Facebook Timeline for Brands

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.

Competitive Analysis

Implications Ongoing analysis of competitor’s analysis and performance can be easily retrieved and brands can react almost instantly

Thank you!

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