SOCIAL MEDIA With a focus on Facebook Timeline

Express your own opinions, on your own site/blog/page

Share your own video’s or watch and comment on

others

Connect with friends . Share,

comment. Upload & discuss

Upload your images for

others to see, discuss and download

Express yourself in 140 characters

(mini blogging)

Connect with your

colleagues (share,

comment, network)

There are more than 133 million blogs currently active online

You Tube has 13 billion videos viewed per day and has now become the second largest search engine in the U.S.

Facebook has more than 850 million users and has 300 billion pages viewed per month

5 billion photos are hosted by this platform, being posted by more than 52 million users

‘’Twitterers’’ publish more than 200 million tweets per day, representing more than 800 tweets per second!

2.9 billions of pages are viewed per month on Linked-in, with an average of 101 million users reported

Social Media Landscape

Our 11 golden social media rules

1. Know what you are talking about

2. Always be transparent

3. Be yourself

4. Post frequently

5. Add value

6. Respond

7. Listen to what others have to say

8. Learn from your mistakes

9. Be external

10. Have fun

11. Don’t start until you are ready to commit

Pledge # 5

A social media manifesto

Pledge #

1

•Be attentive

•Listen to what consumers are talking about. Respond accordingly,

•Accurate and timely.

Pledge #

2

•Be interesting

•If you’re not interested, why should they? Identify the DNA that

•makes your story compelling and newsworthy.

Pledge #

3

•Be sociable

•Apply the same social techniques that you would face to face. Be sociable,

•be polite. Act like a person meeting someone for the first time

Pledge #

4

•Be honest

•Don’t try and control consumers. Don’t put up walls. Be honest

•transparent and take criticism constructively

Pledge #

5

•Be useful

•Create a utility that benefits consumers lives and enriched

•their relationship with you. Failing that, make them laugh and smile

FACEBOOK TIMELINE Implications for brands

WHAT IS TIMELINE?The basics

What is Timeline?

Timeline Map

Cover Photo

Profile Image

About

Message

Date Selector

Tabs & Apps

Content Selector

Timeline

Friend Content

PHOTOS & IMAGESThe cover photo

Details and Specs

A large-scale, eye-catching way to introduce your brand.

Think of this photo as exactly what the name suggests, the cover of the multimedia scrapbook.

Keep in mind Facebook's new restrictions on what is not allowed in this photo:• Price or purchase information, such as “40% off” or “Download it at our website”.• Contact information such as a website address, email, mailing address, or information that should go in

your Page’s “About” section.• References to Facebook features or actions, such as “Like” or “Share” or an arrow pointing from the cover

photo to any of these features.• Calls to action, such as “Get it now” or “Tell your friends”.

* New Dimensions: 851x315 px

Ideas and Inspiration

• New product line announcements

• User-submitted photos/images

• Exclusive & Behind-The-Scenes images

• Recognizable representations of your brand

• Contests/Campaign winners

• Event photos

• Milestone celebrations

• Fan comments and feedback

Ideas and Inspiration

PHOTOS & IMAGESThe profile picture

Details and Specs

• A small square that represents your brand anywhere it appears (Newsfeed, user

Timelines, other brand pages, etc.)

• Since the dimensions of this space are much smaller than before, we recommend

to use your brand's logo here and use the Cover photo for campaign-related

promotion.

• Dimensions: This picture scales well from 180x180 px to 32x32 px

PHOTOS & IMAGESTab and app images

Details and Specs

• Located under your Cover Photo

• Move around these boxes that link to your Tabs and Apps by clicking the

"pencil" icon in the top right of each square. Then, you can swap their

positions with others as you can only feature three Tabs or Apps in the top

menu (the rest of your Tabs and Apps will be in a drop-down).

• The only position that you cannot swap is the Photos box that will remain

static in the first position.

• Each Tab and App will need an eye-catching photo (Dimensions: 111x74 px) to

represent what users might experience upon clicking that image

Ideas and Inspiration

• Consistent look and feel with Cover Photo• Visually represent the experience of the tab or app• Communicate larger campaign initiative• Include text if possible• Bright, eye-catching colours• Swap out these images often to keep content fresh, even if the tab/app is the same• Don’t need “Likes” here as it just takes up space

COMMUNICATION, CONTENT AND OUTREACHPosting content

Details and Specs

• Your brand's Timeline has replaced your brand's Wall• Users will see posts from their friends who Like your brand and posts from their friends that relate to your brand when they first visit your page• You can choose to pin, highlight, or hide posts on or from your Timeline

Pinned Posts: You can choose one post to

"pin" to the top of your

Timeline.

This post will remain pinned for up

to seven days.

We recommend creating a

content calendar to keep

this fresh and relevant

Highlight Posts: Your posts will generally appear on the left or the right of your Timeline. You can choose to "highlight" (or expand) posts (or stories) that you deem important. Highlighting posts will expand them the entire width of your Timeline.

Hide Posts: If you want posts to go out in to your Newsfeed but do not necessarily want them to appear on your brand's Timeline, you can "hide" them.

Details and Specs

Ideas and Inspiration

• Use large, eye-catching, colourful images when a story is highlighted

• Go back in time and ensure each point in time is well curated

• Find great content from Fans and feature their posts

• Video content also expands to full-width, keep this in mind when highlighting

• Share fun facts, stories, and exclusive information that represents your brand

• Make Timeline curation an experience for your Fans

COMMUNICATION, CONTENT AND OUTREACHMilestone curation

• Milestones are very similar to Life Events on user Timelines• Curate your brand's Milestones to commemorate events as far in the past as your company's founding, the launch of new lines of products, and social achievements like fan count numbers• You can feature these Milestones on your Timeline or simply add them for future perusal• When you add your first Milestone, you must establish a point in time that your Timeline will end at. Keep this in mind as it is unclear at this point how to change this after the date has been established

Details and Specs

Ideas and Inspiration

• Fan growth milestones

• New product lines

• Company milestones and key events

in history

• Founder and leadership content

• Fan-related milestones for

features, etc.

• Character and content-based

milestones

• Use milestones to engage and

inform

COMMUNITY/REPONSE MANAGEMENT & WORK FLOWActivity log

• Admins will be able to review all the activity on their page in the Activity Log

• If you choose to review and approve fan commentary to be added to your brand's

Timeline, you will need to visit

the Activity Log to do so

• Spam: Select the "Spam" selection in the drop-down of your Activity Log to view

what Facebook has auto-

• deemed to be spam.

Details and Specs

Keep in Mind

• Review the Activity Log daily to identify fan content for

highlighting/deleting

• Use Activity Log to approve/deny content to be added to your Timeline

• Do you want to pre-approve content to be added to your Timeline?

• Use Activity Log to determine Spam and content-related trend

COMMUNITY/REPONSE MANAGEMENT & WORK FLOWMessages

• You now have the unique ability to private message users from your brand page

• This will help brands who want to feature only positive commentary on their

Timelines

• We recommend to change your Admin settings to "Only show posts by [Your Page] and

friend activity on your

Page until reviewed by an admin" so that if there is a negative comment, you can

respond to it privately and it

won't appear on your Timeline

• Brands will need to develop policies and strategy around this new feature

Details and Specs

TABS & APPSThe basics

• The default landing tab experience has been eliminated.

• Each Tab and App appears in a 810 px wide canvas, great real estate for campaign

content

• Users can navigate from Tabs and Apps (and back to the Timeline) through a drop

down menu at the top left

• At this time, fan-gating (Like-gating) is not functional. Facebook has logged

this as a bug and it is currently

being addressed

Details and Specs

Keep in Mind

• Since you don’t have a default landing tab, use the Pinned Posts feature to highlight content and drive traffic to your tabs

• Leverage the larger real-estate with unique experiences for your fans

• If you have made the switch and have a fan-gated tab, ensure that your experience is functional

• Consider that only three tabs can be featured in the top menu at once

TABS & APPSAbout section

35

• Since this section now appears directly below your brand's profile picture, it is important to include relevant, helpful information in this space

• You can include URLs here, so, this is an opportunity to link to your website

Details and Specs

TABS & APPSSocial actions and lifestyle apps

Facebook is moving towards building a fully-integrated experience that allows brands to create apps that organically share social actions.

This new category of apps has different levels of implementation and impact, specifically in reference to the News Feed, Ticker, and personal/brand Timelines.

Facebook wants to build out a “library” of social actions like “bought,” “saw,” “ran,” and “cooked” that would be integrated in to this new category of lifestyle apps. These actions relate to a variety of objects.

Though this experience is not yet active for brand pages, it will be in the near future

• Once this launches for brand pages, what does the aggregation look like on your Timeline?

• What is most important in your app?

• What will your fans find most interesting and informative?

• How will key content and users be highlighted?

• How will you build content from this experience

Details and Specs

Q&A on TimelineAnd all other things social

39

These ideas and concepts are presented on the understanding that: 

The Client acknowledges and agrees that any identifiable and original idea or concept presented by the Agency in relation to any promotion invented or developed by the

Agency shall be acknowledged as being available only for such promotion, and shall not be used for any other purposes whatsoever without the Agency’s express prior written consent. Even where no promotion is agreed, the ideas and concepts presented to the

Client shall remain strictly confidential and shall not be used in anyway, including communication to any third party, without the Agency’s express prior written consent.

 Social Fuel 2012©