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Facebook Timeline for Brands
Key Insights on Timeline’s Design & Features




                                               Confidential   1
Facebook Today

 •   World’s largest social network (850 million users).

 •   Responsible for 1 out of every 5 page
     views in the U.S.

 •   425 million mobile users.

 •   37 million fan pages with more than 10 likes.




                                                           2
Timeline Takeover
 •   Debuted in Sept. 2011 for general users.

 •   Timeline for brands debuted in March 2012. It is now mandatory.

 •   Promises to “showcase brands’ unique stories and identities.”

 •   How’s that working? Brands get 46% more engagement per status
     update with Timeline, and that boost jumps to 65% for photos and videos.

 •   Engagement improves EdgeRank, meaning more fans see your posts in
     their news feeds (more on this later).
                                                                       * Simply Measured 2012


                                                                                          3
A Whole New World

 Timeline presents fan pages in a
 brand new light.




                                    4
A Whole New World

 Timeline presents fan pages in a
 brand new light.

     • More visual




                                    5
A Whole New World

 Timeline presents fan pages in a
 brand new light.

     • More visual

     • Better control over look
       and feel




                                    6
A Whole New World

 Timeline presents fan pages in a
 brand new light.

     • More visual

     • Better control over look
       and feel

     • Bring your communities to life
       with more customization


                                        7
Key Features of Timeline
 •   Larger cover photo

 •   No more landing pages

 •   Apps on top of the page

 •   Highlight & pin important posts

 •   Message fans directly

 •   Deeper admin panel allows for better insights

                                                     8
Larger Cover Photo
 •   850 x 315 banner
      – Awkward size so be sure and
        have a high res image.

 • Conveys emotional appeal with
   an arresting image that catches
   users’ attention.

 • Facebook’s Terms of Service
   prohibits the use of prices, calls to
   action, contact info, and
   promotions on the cover photo.

                                           9
No More Landing Pages
 •   New fans used to be directed to landing
     pages before seeing the Wall.

                                               Where’s the
 • Now, every new visitor (fan or not) will    “Like” button?
   see the Wall first, making first
                                               No landing
   impressions more important than ever.       pages mean
                                               fans will see
                                               Timeline first.
 • Fan-gated apps and tabs are still
   permitted, but not as landing pages.

 • Visitors always see the Timeline first.

                                                                 10
Apps on Top of the Page

 •   Thumbnails for apps are not
     featured at the top of the page.
      – These used to be included on the
        left side of the fan page.


 • Apps include photos, videos,
   events, promotions, etc.

 • Feature up to 12 apps, though the
                                           Apps are now featured on
   first one is always photos.             the top of the fan page, so
                                           make them count.


                                                                         11
Highlight & Pin Important Posts
                                                This highlighted post
                                             stretches across the page!
 •   Highlighting a post extends it across
     the page, making it even more
     visible to viewers.

 • Pinning keeps posts at the top of the
   page, no matter the time stamp.

 • Great for campaigns, allowing your
   most important messages to always
   stand out on the Timeline.


                                                                          12
Message Fans Directly

 •   Brands can now connect with fans
     through messages, not just wall posts.

 • Fans can send messages to brands,
   and brands can respond. But brands
   can’t initiate private messages with fans.

 • Great for customer service.

 • Notifications appear in the admin panel.


                                                13
Deeper Admin Panel
                                                                        See your notifications and
                                                                        know when to respond.

 •   Displays insights automatically
     at the top of the fan page
      – Only visible to page admins.


 • Shows notifications, messages, new
   likes—making it easier for you to see
   key insights and conversations.

 • New insights include Friends of Fans
   (reach), and Talking About This         Monitor your new likes for
   (conversation size).                    demographic insights.


                                                                                                14
If You Only Remember One Thing
Facebook doesn’t care what you have to say. It only cares what you
have to show.
                     Photos and videos can get you here.




                                                                     15
EdgeRank’s Weighted Posts

                Photos /
                Videos


                 Status
                Updates


                 Links

                            16
EdgeRank’s Weighted Posts

These get seen in your   Photos /
fans’ news feeds.        Videos


                          Status
                         Updates


                          Links

                                    17
EdgeRank’s Weighted Posts

These get seen in your   Photos /
fans’ news feeds.        Videos


                          Status
                         Updates
                                    These do not.

                          Links

                                                    18
Old vs. New
              Here are two ways of sharing the
              same story, taking advantage of
              Timeline’s new features:

              •   Links like this aren’t prioritized
                  by EdgeRank.

              •   That’s because thumbnail
                  images are hard to see, and
                  Facebook knows fewer people
                  will click on it.


                                                       19
Old vs. New




     •   Instead, upload a photo!
     •   Include shortened link so you can
         track click-throughs.

                                             20
What We’re Seeing with Timeline
 •   Content is still king (well, at least photos and videos).

 •   First impressions are even more important, so maintain a gorgeous page.

 •   Once-a-day-posts aren’t enough—just 16% of fans see your posts.

 •   Friend mentions appear near the top of Timeline, so your fans will always
     see the interactions their friends are having with your brand.

 •   Pinning posts to the top of the page increases engagement with that post
     and extends the life of a campaign.
                                                                          * Facebook 2012


                                                                                     21
Connect with
Banyan Branch Social Media Agency
Website: www.BanyanBranch.com
Blog: www.BanyanBranch.com/Social-Blog
Facebook: www.facebook.com/BanyanBranch
Twitter: @BanyanBranch
Phone: 1.206.971.0010

                                          Confidential   22

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Facebook Timeline for Brands - Banyan Branch

  • 1. Facebook Timeline for Brands Key Insights on Timeline’s Design & Features Confidential 1
  • 2. Facebook Today • World’s largest social network (850 million users). • Responsible for 1 out of every 5 page views in the U.S. • 425 million mobile users. • 37 million fan pages with more than 10 likes. 2
  • 3. Timeline Takeover • Debuted in Sept. 2011 for general users. • Timeline for brands debuted in March 2012. It is now mandatory. • Promises to “showcase brands’ unique stories and identities.” • How’s that working? Brands get 46% more engagement per status update with Timeline, and that boost jumps to 65% for photos and videos. • Engagement improves EdgeRank, meaning more fans see your posts in their news feeds (more on this later). * Simply Measured 2012 3
  • 4. A Whole New World Timeline presents fan pages in a brand new light. 4
  • 5. A Whole New World Timeline presents fan pages in a brand new light. • More visual 5
  • 6. A Whole New World Timeline presents fan pages in a brand new light. • More visual • Better control over look and feel 6
  • 7. A Whole New World Timeline presents fan pages in a brand new light. • More visual • Better control over look and feel • Bring your communities to life with more customization 7
  • 8. Key Features of Timeline • Larger cover photo • No more landing pages • Apps on top of the page • Highlight & pin important posts • Message fans directly • Deeper admin panel allows for better insights 8
  • 9. Larger Cover Photo • 850 x 315 banner – Awkward size so be sure and have a high res image. • Conveys emotional appeal with an arresting image that catches users’ attention. • Facebook’s Terms of Service prohibits the use of prices, calls to action, contact info, and promotions on the cover photo. 9
  • 10. No More Landing Pages • New fans used to be directed to landing pages before seeing the Wall. Where’s the • Now, every new visitor (fan or not) will “Like” button? see the Wall first, making first No landing impressions more important than ever. pages mean fans will see Timeline first. • Fan-gated apps and tabs are still permitted, but not as landing pages. • Visitors always see the Timeline first. 10
  • 11. Apps on Top of the Page • Thumbnails for apps are not featured at the top of the page. – These used to be included on the left side of the fan page. • Apps include photos, videos, events, promotions, etc. • Feature up to 12 apps, though the Apps are now featured on first one is always photos. the top of the fan page, so make them count. 11
  • 12. Highlight & Pin Important Posts This highlighted post stretches across the page! • Highlighting a post extends it across the page, making it even more visible to viewers. • Pinning keeps posts at the top of the page, no matter the time stamp. • Great for campaigns, allowing your most important messages to always stand out on the Timeline. 12
  • 13. Message Fans Directly • Brands can now connect with fans through messages, not just wall posts. • Fans can send messages to brands, and brands can respond. But brands can’t initiate private messages with fans. • Great for customer service. • Notifications appear in the admin panel. 13
  • 14. Deeper Admin Panel See your notifications and know when to respond. • Displays insights automatically at the top of the fan page – Only visible to page admins. • Shows notifications, messages, new likes—making it easier for you to see key insights and conversations. • New insights include Friends of Fans (reach), and Talking About This Monitor your new likes for (conversation size). demographic insights. 14
  • 15. If You Only Remember One Thing Facebook doesn’t care what you have to say. It only cares what you have to show. Photos and videos can get you here. 15
  • 16. EdgeRank’s Weighted Posts Photos / Videos Status Updates Links 16
  • 17. EdgeRank’s Weighted Posts These get seen in your Photos / fans’ news feeds. Videos Status Updates Links 17
  • 18. EdgeRank’s Weighted Posts These get seen in your Photos / fans’ news feeds. Videos Status Updates These do not. Links 18
  • 19. Old vs. New Here are two ways of sharing the same story, taking advantage of Timeline’s new features: • Links like this aren’t prioritized by EdgeRank. • That’s because thumbnail images are hard to see, and Facebook knows fewer people will click on it. 19
  • 20. Old vs. New • Instead, upload a photo! • Include shortened link so you can track click-throughs. 20
  • 21. What We’re Seeing with Timeline • Content is still king (well, at least photos and videos). • First impressions are even more important, so maintain a gorgeous page. • Once-a-day-posts aren’t enough—just 16% of fans see your posts. • Friend mentions appear near the top of Timeline, so your fans will always see the interactions their friends are having with your brand. • Pinning posts to the top of the page increases engagement with that post and extends the life of a campaign. * Facebook 2012 21
  • 22. Connect with Banyan Branch Social Media Agency Website: www.BanyanBranch.com Blog: www.BanyanBranch.com/Social-Blog Facebook: www.facebook.com/BanyanBranch Twitter: @BanyanBranch Phone: 1.206.971.0010 Confidential 22