Published on July 13, 2012
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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