Facebook Timeline - Implications & Strategy

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Information about Facebook Timeline - Implications & Strategy
Technology

Published on July 13, 2012

Author: branditlikebarker

Source: slideshare.net

Description

2012 overview of the changes Facebook Timeline presents to marketers, and how to optimize your efforts accordingly.

AutoZone Social Media Facebook Timeline Changes & Implications for F12

Facebook Timeline for BrandsAll new features are not created equal. Which are most important to our business? What are the implications of these changes? 2

First, a quick overview of the Facebook Timeline… Updated Tools & New Features 3

New Page = “Mission Control” TimelineCover Photo Allows fans to browse(851 x 315px) page chronologicallyProfile Pic(125x125) Tabs & Apps Appear as “favorites” below cover photo. Select 4 to display. Friends of Fans Visible to users who like the pagePin FunctionKeeps onefeature post attop of page upto 7 days Private Messages Fans can message us directly now. This feature can also be disabled. 4

Additional Features Star Function  Allows us to expand any specific post to full width of page Geo-Targeted Posts  Timeline automatically inserts by fan’s city Reach Generator  Premium Advertising Model for Brand Timelines  Promotes any post to 50% News Feed or Sponsored Story areas  Can each fans via mobile as well as desktop Fan Posts  Aggregated into a separate stream when users visit the page 5

What’s the Impact?1. Brand Visibility3. Content Strategy5. More 1x1 Customer Service 6

Creating the New Social Experience Brand Identity & Storytelling Navigating the “Social Site” – App Toolbar “Content is King” – Stars and Pins Leveraging Customer Service 7

Profile Pic – 180 x 180 px Cover Photo – 851 x 315x App Buttons – 111 x 74pxBRAND IDENTITY NEEDS

Brand Identity & Storytelling Reflects our brand personality Visually Stimulating Identity with a “bigger picture” Hubspot - Boston skyline  (i.e., their “Hub”) Verizon - “Share your Life”  User-generated contest  One wins the cover each day

Brand Identity & Storytelling Use Milestones to highlight events Chronologically posted within Timeline  Company founded  New product releases  Fan growth  Key hires  Acquisitions  Events, awards, etc.

Brand Identity & Storytelling

“Social Site” Navigation – App Toolbar 12 Apps allowed Total 4 are Customizable as Main Navigation  “Photos” is currently 1 of 4 by default

“Social Site” Navigation – App Toolbar Never dismiss low budget apps  Events & Notes can be used creatively – and effectively  Ben & Jerry’s – Notes as Recipes

“Social Site” Navigation – App Toolbar Calls-to-action restricted from Cover Photo  But you can get them close Edit your navigation  Custom image & App title as call-to-action

“Content is King” – Pin Function Anchor a story to the top of your timeline for up to 7 days Recommended Use:  Calls-to-action  Coupons  Sweepstakes  Polls / Questions  Contests  New product or campaigns Visual aid is advised 

“Content is King” – Pin Function

“Content is King” – Star Function Highlight posts expanding to full page width  NOTE: Does not freeze post location Recommended for  White-papers  Videos / demos  Audio / podcasts Include calls-to-action

Leveraging Customer Service Admin Panel  The all-in-one monitoring center  Activity & insights in one dashboard Private Messaging  Also visible in the admin panel  Users can now message brands directly  NOTE: You cannot initiate this dialogue

Leveraging Customer Service

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