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Facebook Timeline for Brands

Facebook Timeline for Brands. UW SMC – Spring 2012. Facebook Today. World’s largest social network (845+ million users). 1 out of every 5 page views in U.S. 425 million mobile users. 37 million fan pages with more than 10 Likes. Timeline Takeover. Debuted in Sept. 2011 for general users.

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Facebook Timeline for Brands

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  1. Facebook Timeline for Brands UW SMC – Spring 2012

  2. Facebook Today • World’s largest social network (845+ million users). • 1 out of every 5 page views in U.S. • 425 million mobile users. • 37 million fan pages with more than 10 Likes.

  3. Timeline Takeover • Debuted in Sept. 2011 for general users. • Timeline for brands launched in March 2012. • Promised to “showcase brands’ unique stories and identities.” • How’s that working? Brands get 46% more engagement per post with Timeline. • Engagement boost climbs to 65% for photos and videos. * Simply Measured (2012)

  4. A Whole New World • Timeline presents fan pages in a totally new light:

  5. A Whole New World • Timeline presents fan pages in a totally new light: • More visual

  6. A Whole New World • Timeline presents fan pages in a totally new light: • More visual • Better control over look and feel

  7. A Whole New World • Timeline presents fan pages in a totally new light: • More visual • Better control over look and feel • Bring your communities to life

  8. Key Features • Larger cover photo • No more landing pages or tabs • Apps on top of the page • Pin & feature important posts • Message fans directly • Deeper admin panel

  9. Larger Cover Photo • 850 x 315 banner • Coveys emotional appeal • TOS prohibit prices, calls to action, contact info, and promotions

  10. No More Landing Pages or Tabs • New fans used to be directed here • Fan-gated apps still permitted, but not as landing page • Visitors always see the Timeline first

  11. Apps on Top of the Page • Thumbnails at the top of the page • Photos, videos, events, promotions • Feature up to 12 apps, though first one always photos

  12. Pin & Feature Important Posts • Highlight a current or past post • Pinning keeps it at the top of the page • Featuring stretches it full width of page • Great for campaigns

  13. Message Fans Directly • Brands can now connect with fans through messages • Pages cannot send private messages to fans • Respond to questions • Notifications appear in the admin panel

  14. Deeper Admin Panel • Displays automatically at the top of page • Shows notifications, messages, new likes • New Facebook Insights • Friends of Fans • Talking About This

  15. What We’re Seeing • Content is still king (well, at least photos and videos) • First impressions are even more important • Once a day isn’t enough—just 16% of fans see your posts • Friend mentions appear in the the Timeline • Pinning posts increases engagement; wall posts are down

  16. If You Only Remember One Thing • Facebook doesn’t care what you have to say. It only cares what you have to show.

  17. If You Only Remember One Thing • Facebook doesn’t care what you have to say. It only cares what you have to show.

  18. EdgeRank’s Weighted Posts

  19. EdgeRank’s Weighted Posts These get seen in your fans’ news feeds.

  20. EdgeRank’s Weighted Posts These get seen in your fans’ news feeds. These do not.

  21. Old posts look like this. But that’s not good enough anymore.

  22. Upload a photo! • Include shortened link in status update

  23. Questions?

  24. Facebook Timeline for Brands UW SMC – Spring 2012 Presented by Derek Belt Banyan Branch Social Media Agency @derekbelt

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