Download - Facebook Timeline for Brands
Costs, Implications, and Opportunities
FACEBOOK TIMELINE FOR BRANDS
INDUSTRIAL STRENGTH MARKETING ON THE WEB WEBSITE: HTTP://MARKETSTRONG.NET BLOG: HTTP://INDUSTRIALMARKETER.COM
PREPARED BY JOSHUA CAMP
CONNECT WITH ME
#marketstrong
Avatar is now a fixed thumbnail size (125x125px)
Branded Cover Photo allows new real estate for creative (851x315px) Fans can now directly message
brands, so monitoring for responses becomes more critical
‘Tabs’ are given up in favor of your choice of (4) thumbnails for your applications, fans, etc.
User posts are now automatically displayed based on Geo-targeting and user’s city/country
People in your network that ‘like’ your page are now prominently displayed.
Posts can now be ‘pinned’ to the Timeline for 7 Days
OVERVIEW OF CHANGES
©2012, Industrial Strength Marketing
OVERVIEW OF CHANGES
Posts and media can be “highlighted” and will display full-width in the timeline
Fan/User activity is now displayed as a micro-news feed
©2012, Industrial Strength Marketing
OVERVIEW OF CHANGES
Depending on the page type (places, business, brand, etc. ), The “About” information that is displayed varies
Replacing the “view posts by brand/by everyone” is new ability to display only “highlights”
©2012, Industrial Strength Marketing
NEW CREATIVE OPPORTUNITIES
©2012, Industrial Strength Marketing
NEW CREATIVE OPPORTUNITIES
©2012, Industrial Strength Marketing
NEW CREATIVE OPPORTUNITIES
©2012, Industrial Strength Marketing
NEW CREATIVE OPPORTUNITIES
Date-based filters allow brands to creatively display things in chronological order. What will you do? Show your brands history in photos? Show the history of your product vertical? The possibilities are endless.
By changing the options here, you can assign dates, remove/add posts and media to the timeline, etc.
©2012, Industrial Strength Marketing
EXAMPLE OF BRAND HISTORY
Coke is telling their history through creative use of the Timeline…
©2012, Industrial Strength Marketing
OTHER CHANGES: APPLICATIONS
Current Applications are limited to 520px in width
New Applications live in a wide 903px area
Users can now quickly select between different “tabs”
©2012, Industrial Strength Marketing
FUN NEW OPPORTUNITIES
Fanta is using ‘Gamification’ by inviting fans to find and comment on “lost’ characters in their timeline
©2012, Industrial Strength Marketing
FUN NEW OPPORTUNITIES
The new “Reach Generator” Ad format will impact how you reach your Audience
• Brands with over 50k fans and post frequency of 7+ posts/week can now promote entire posts in fan news feeds and sponsored stories areas
• This guarantees an increase of 50-75% in Reach to existing fans, allowing “remarketing” to be more effective than ever
• This should mean an increase in fan retention and engagement
©2012, Industrial Strength Marketing
RISKS AND CONSIDERATIONS
• Brands will be in an all out ‘Arms’ race to out do each other • 30 days to make the change isn’t much notice
• Content calendars will have to tightly modified to ‘play nice’ with any new initiatives
• Multimedia is more important to the new timeline experience • The new “Reach Generator” Ads also mean media planning is EXTREMELY
important when crafting editorial schedules
©2012, Industrial Strength Marketing
RECAP OF REQUIRED ASSETS
Things your brand needs to immediately address: • Strategic plan for taking advantage of the new format
• Editorial plan that accounts for strategic objectives and approach to crafting the “brand story” through the timeline
• Editorial plan that includes paid media for increased reach (for brands with 50k+ likes)
• New 125x125px Avatar • New application thumbnails • New 851x315px Cover photo • Active monitoring of fan messages
• Active management of user posts
©2012, Industrial Strength Marketing
©2012, Industrial Strength Marketing
#marketstrong
RESOURCES: • FACEBOOK GUIDELINES • COCA-COLA • FANTA • EYAL SHAHAR • GIANMARCO CARRIERI • EKKAPONG TECHAWONGTHAWORN • ALBA BOTANICA