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: chris_mclaren@gage.com

Connect : http://about.me/cmclaren1