Facebook Timeline for Brand Pages: Review & Implications
Nathan Eide
Associate Director, Emerging Media & Strategy
March 1, 2012
Pages
Pages allow brands to:
• Express brand identity with features like cover photo and Page timeline
• Reach and engage brand audience on the web and on mobile
• Respond to people in a quick, more personal way
What needs to happen?
1. Cover Photo & Profile Picture
2. Welcome Tabs
3. Pinned Posts
4. Timeline
5. Apps, Photos, Videos, Likes
6. Administration and Messaging
• Profile Picture– Thumbnail on stories and comments– 180x180 and 32x32
• Cover Photo– Top image visible– 850x315– No call to action
• Like us• Sale!• Share our story• 25% off
– No contact information• url• Email• Phone• Address
Cover Photo & Profile Picture
Short answer: They’re goneLonger answer: They’re not dead• Tabs are now 810px wide and
still available to use• Feature as pinned posts,
sponsored stories or custom panels
Welcome Tabs
• Pin wall posts to the top of the Timeline
• Featured posts become stickier– Custom Apps– Featured offers/promotions– Calls to Action– Events– Links– Testimonials
Pinned Posts
• Capture the history of the brand within the Facebook experience
• Utilize “archived” assets– Milestones– Evolution– Educate on the history– Weave the brand narrative
Timeline
• Panels to highlight apps and tabs• Photos will always be first• Choose the order• Limit 12
Apps, Photos, Videos, Likes
• Log of recent activity• Page and post performance
figures• Send & receive messages to and
from fans• Manage Reach Generator and
Premium on Facebook
Administration & Messaging
• Be interesting. Be creative. Use visuals
• Re-evaluate Facebook content strategy
• Create an editorial calendar• Utilize the metrics available• Promote paid components
The Big Picture
• Reach Generator• Premium on Facebook• Improved Measurement
Options
New product offerings
• A small percentage of fans continue coming back to Pages
• Brands reach 16% each week• Be seen in the News Feed and
Sidebar• Reach 75% of fans• Engagement increases 2x
Reach Generator
• Sponsored stories in News Feed received 5-10x CTR
• Dr. Pepper increased PTAT 140%• Ben & Jerry’s reached 98% of
their total audience• Ben & Jerry’s increased ROI on
sales 3:1 turning UCG into ads
Reach Generator
• Turn any post into an ad– Events, Questions, Videos,
Photos, Status, Links
• Does not eliminate traditional FB ad offerings
• Ability to target non-fans on the homepage
• Recommendations– Have Reach Generator always
on
– Use Premium to drive awareness for events and activities
– Utilize visuals
Premium on Facebook
• Real-time Insights(!)– PTAT
– Reach (Organic, Paid, Viral)
– Engaged Users
• Nielsen OCR– Accuracy delivering content to targets
across platforms
– Compare paid, organic & viral
– Evaluate reach, engagement, PTAT
• Customer Insights– Opt-in polls
– Test & target
• Nielsen Brand Effect– Brand recall
– Message awareness
– Purchase consideration
New measurement options
For more information
Christopher McLaren
Director - Emerging Media & Strategy
Gage Marketing Group
Phone: 763-242-0930
Email: [email protected]
Connect : http://about.me/cmclaren1