New Facebook Features and How to Use Them to Drive Your Business

2
1

Info@BootCampDigital.com

646-‐450-‐2267
www.bootcampdigital.com

How
Facebook’s
New

Features
Can
Impact

CMO
Briefing

Your
Business

Facebook:

Facts

What’s
New?
Bottom
Line

Facebook
click-‐through
rates
Features
like
Timeline
and
Only
16%
of
fans
see
your

are
up
20%
from
one
year
Promoted
Posts
give
content.
What
you
should

ago.
The
time
to
get
your
companies
plenty
of
really
be
focusing
on
is

Facebook
marketing
in
opportunities
to
reach
their
getting
the
people
who

shape
is
now
or
never.
target
market.

already
like
you
to
pay

attention
to
you.

The
Business
Leader’s
Guide
to
Facebook
Marketing

Many
companies
are
finding
better
ROI
with
the
new

Facebook
features.
How
can
your
business
benefit?

Why
You
Should
Pay
Attention

Many
people
find
that
trying
to
keep
up
This
Briefing
will
get
you
up
to
Studies
show
that
Facebook
is
a
great
resource

with
Facebook
is
frustrating
because
it
is
speed
on
Facebook
without
having
when
it
comes
to
loyalty
marketing.
Even
though

constantly
changing.
But
in
reality,
your
to
waste
hours
on
the
site,
or
only
16%
of
fans
are
seeing
your
content,
your

ultimate
goal
is
still
the
same:
to
post
reading
hundreds
of
articles.

We’ll
business
can
still
benefit
by
paying
attention
to

content
that
people
are
interested
in,
and
cover:
those
fans
instead
of
trying
to
reach
millions
of

to
try
and
get
them
to
interact
with
you.
uninterested
viewers.

• Current
marketing
trends

Visibility
plays
a
huge
role
in
social
media

When
it
comes
to
adapting
to
the
new
• Timeline
and
Innovative
Ways
marketing,
because
psychology
has
proven
that
we

Facebook
features,
you
do
not
need
to
That
Marketers
Are
Using
It
do
business
with
people
we
know,
like,
and
trust.

change
your
marketing
strategy.
You’re
Remember…

• Promoted
Posts
and
other

just
modifying
your
execution.

new
ways
to
feature
posts
Traditional
Marketing
will
not
work
on
Facebook

This
report
shares
the
key
insights
you
• How
to
manage
content
• Successful
Facebook
marketing
is
about

need
to
know
get
the
ultimate
results
for
• How
you
can
benefit
from
posting
content
that
people
are
interested

your
business
using
the
new
Facebook
other
new
changes
in,
not
talking
about
yourself

Do
You
Want
Me
to
Personally
Show
You
All
of
the
Features
and

How
to
Take
Advantage
of
them?

Join
our
featured
training
program
on
the
New
Facebook
Features
for
an
extremely
low

introductory
rate!
www.bootcampdigital.com/NewFB

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646-‐450-‐2267
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How
Are
You
Going

to
Stand
Out?

Every
brand
that
is
marketing
on

Facebook
wants
to
do
the
same

thing
–
increase
their
success.

Whether
the
ultimate
goal
is
to

build
brand
awareness,
drive
traffic

to
their
website,
or
generate
sales,

marketers
are
bombarding

Facebook
users
with
content
and

information.
How
are
you
going
to

ensure
that
your
fans
want
to
hear

from
you?

Why
Are
Marketers
Using
How
Your
Fans
See
It

Facebook?

The
CMO
Council
conducted
a
survey
focusing
on

A
survey
conducted
by
Ad
Age/Citigroup
shows
that
reasons
that
fans
like
brands
on
Facebook
versus

companies
have
several
different
goals
for
advertising
what
Marketers
think
the
“like”
actually
means.

on
Facebook.

The
top
6
goals
included:
A
few
of
the
reasons
matched
up
fairly
well,
such
as

“wanting
to
track
news
on
the
brand
and
product”
or

• Building
brand
awareness
and
sentiment
at
“wanting
to
engage
with
other
customers.”

45.9%

• Driving
traffic
to
the
website
at
17.8%
But
some
of
the
reasons
were
shockingly
different.

• Building
fans
or
“likes”
at
12.1%
• While
57%
of
marketers
thought
the
“like”

• Staying
in
touch
with
customers
at
11.9%
meant
that
the
“content
is
agreeable”
only

• Generating
sales
leads
at
8.4%
30%
of
fans
agreed

• 43%
of
fans
were
looking
for
special
savings
or

• Social
commerce
at
2%

events,
but
only
27%
of
marketers
agreed

But
although
companies
may
have
very
specific
• 24%
of
Facebook
users
say
they
“like”
a
brand

agendas
for
their
Facebook
marketing,
many
are

failing
to
connect
with
fans.

because
they’re
a
loyal
customer,
but
half
of

marketers
actually
believed
that
was
true!

What
to
keep
in
mind:
• Only
33%
of
marketers
believed
fans
liked
a

• Do
not
focus
on
getting
millions
of
likes
or
fans
page
were
looking
for
“incentives
or
rewards

• The
goal
should
be
to
post
content
that
for
engaging
with
the
brand”
and
failed
to
see

encourages
interactions
with
consumers
that
this
actually
applied
to
nearly
50%
of
fans

• Try
hosting
a
photo
contest
or
posting
This
survey
makes
one
thing
clear:
marketers

relevant
videos
and
links

representing
all
kinds
of
brands
need
to
rethink
their

Facebook
marketing.

2


646-‐450-‐2267

Timeline
101:
How
to
Make
the
Most
out
of
It

What
is
Timeline?

Simply
put,
Timeline
is
a
different
visual
setup
and
display
of
Facebook.
It
provides
Facebook
users
the

opportunity
to
be
creative
and
visually
innovative
in
an
organized,
chronological
format.

What
Are
the
New
Features
Involved?

Profile
Photo

The
profile
photo
is
now
a
smaller,
simpler,
square
image.
It
is
the
perfect
way
for
companies
to
use
a
small
logo

or
emblem
that
makes
it
easier
for
people
to
associate
with
their
image
and
brand.

Cover
Photo

The
cover
photo
is
a
brand
new
large,
rectangular
image
right
at
the
top
of
each
Facebook
page.
It
allows
you
to

showcase
your
brand
or
product
while
being
visually
creative
and
stimulating.
But
there
are
some
constraints:

cover
photos
cannot
contain
calls
to
action,
pricing
or
purchasing
information
for
a
product,
contact
information,

or
references
to
different
Facebook
features,
such
as
“like
us.”

Timeline
Apps

These
were
previously
called
“tabs”
and
are
found
in
the
left
sidebar
column.
In
the
apps,
Photos
always
appear

first,
followed
by
3
additional
“applications”
that
can
be
chosen
by
page
admins.
Any
additional
apps
can
be

accessed
through
the
drop-‐down
menu.

Messages

Messages
are
optional.
If
you
make
it
available,
fans
can
message
you
directly,
allowing
for
open
communication

between
brands
and
Facebook
users.
This
does
require
monitoring.

3


646-‐450-‐2267

Pinned
Posts

Admins
have
the
option
to
“pin”
a
post
so
that
it
stays
at
the
top
of
the
feed
for
7
days.
This
is
a
great
idea
for

promoting
contests
and
other
events.

Likes
App

This
allows
for
more
publicly
available
stats
about
your
brand.
If
you
have
a
lot
of
likes,
it’s
a
good
idea
to
keep
it

at
the
top
of
the
page
so
that
other
consumers
see
your
popularity.
If
you
have
a
low
number
of
likes,
consider

using
the
option
that
allows
you
to
keep
it
hidden.

Friend
Posts

Facebook
now
allows
brand
pages
to
have
a
section
that
displays
posts
made
by
a
user’s
friends
about
the
brand.

This
not
only
socializes
the
pages
content,
but
also
increases
the
chances
that
a
user
interacts
more
with
the

brand
page,
since
they
see
that
their
friends
are
doing
it.

Fan
Posts

Fan
posts
are
now
placed
in
a
small
box,
allowing
posts
by
the
actual
brand
to
be
the
most
prominent
and
visually

dominating.

Application
Pages

Formerly
known
as
“tabs”
but
now
displayed
on
a
full
page.
This
gives
content
more
space
and
gives
admins

more
creative
freedom
in
designing
said
apps.
Application
pages
can
no
longer
act
as
“welcome”
or
“landing”

pages,
but
can
still
be
fan-‐gated.

The
Drawbacks
of
Timeline…

Since
Facebook
launched
Timeline,
there
has
been
a
53%
decline
in
views
of
tabs.
Why?

• Brands
can
no
longer
default
a
tab
page
for
non-‐fans

• Tabs
are
less
prominent
in
the
Timeline
view

Overwhelmed
yet?

Let
me
personally
show
you
the
latest
changes

and
how
they
apply
to
your
business.

Join
our
featured
training
program
on
the
New
Facebook
Features
for
an
extremely
low

introductory
rate!
(You’ll
probably
spend
more
on
coffee
in
a
week)


4

2
1


646-‐450-‐2267

How
Can
You
Use
Timeline
to
Increase
Interactions?

Examples
of
Success
How
This
Can
Help
Your
Brand?

Many
brands
are
coming
up
with
creative
ways
to
use
• It
will
increase
your
Edgerank
Score!

Timeline
to
strengthen
their
interaction
with
fans.
• Edgerank
is
the
math
that
Facebook
uses
to

determine
what
appears
at
the
top
of
a
user’s

Verizon
Wireless
Photo
Contest

feed

Verizon
Wireless
customers
were
encouraged
to
take
• Brand
pages
that
have
the
highest
Edgeranks

pictures
with
their
Verizon
mobile
phone
and
post
it
on
are
always
placed
at
the
top
of
users’

the
page.
As
seen
above,
Verizon
posted
the
winning
Newsfeeds

photo
as
their
cover
photo.
• One
of
the
easiest
(and
free!)
ways
to
get
a

high
Edgerank
is
getting
higher
interactions
on

This
gave
them
a
chance
to
not
only
encourage
fan
your
content

communication,
but
allowed
Verizon
to
demonstrate
• Future
content
you
post
will
show
up
higher
in

the
quality
of
their
products.

Newsfeeds
if
more
people
are
visiting,
liking,

and
commenting
on
your
page

Red
Bull
Timeline
Timewarp
• The
easiest
way
to
do
this
is
by
promoting

Timeline
allows
brands
to
add
“milestones”
to
their
contests
and
events,
and
posting
content
that

page
(such
as
when
the
company
started).
Red
Bull
users
are
interested
in

added
a
series
of
milestones
to
their
company
page
and
• It’s
as
simple
as
this:
post
relative
content
à

created
a
scavenger
hunt
for
fans.

get
a
high
Edgerank
à
show
up
in
more
fans’

Newsfeeds
à
achieve
brand
awareness,
get

The
contest
was
fun
and
engaging,
taught
fans
more
new
customers,
generate
sales…
the

about
the
product,
and
allowed
Red
Bull
to
freely
possibilities
are
endless!

advertise
to
participants
about
their
brand.

5


646-‐450-‐2267

Other
New

Changes…

• New
Admin
Features:

admins
can
have

different
roles

assigned
to
them,

giving
you
more
control
of
your
page

• New
buttons:
Facebook
is
testing
new
buttons,

such
as
the
“want”
button

• Facebook
email:
All
users
now
have
a
Facebook

Promoted
Posts

email,
(username@facebook.com).
Users
will
get

a
message
in
their
inbox
if
emailed

Facebook
now
allows
you
to
pay
to
promote
your
• Instagram:
Facebook
recently
bought
Instagram,

posts
and
so
that
they
show
up
at
the
top
of
so
users
can
now
autoshare
Instagram
to

someone’s
feed.
Promoted
posts
can
be
extremely
Facebook

effective
if
you
post
the
right
content.

• Edit
Comments:
Facebook
users
can
now
edit
past

comments

• In
the
posting
box,
click
the
drop
down
• Hover
Features:
Hovering
over
a
person’s
name

“promote”
button
allows
you
to
see
more
information
about
them

• Think
about
what
posts
are
relevant
and
how
• Mobile:
Like
buttons
in
apps
creates
more
mobile

they
can
help
your
brand
potential
for
Facebook
integration

• The
post
will
show
the
first
90
characters
• Recommendations
Tab:
Timeline
allows
your

• Use
the
ad
builder
to
customize
who
sees
your
brand
page
to
have
a
tab
with
recommendations

post,
and
then
preview
it
from
customers

• Budget
based
on
impressions/interactions
• Offers:
Click
on
the
box
where
you
post
content,

and
there
is
an
option
to
create
an
offer
on
your

Remember:
promoted
posts
typically
don’t
increase

page

fan
count.
It’s
about
expanding
reach
–
you’ll
reach
a

higher
percent
of
your
audience
compared
to
a

regular
post.

The
average
post
is
seen
by
16%
of
fans,
but

promoted
posts
can
be
seen
by
up
to
75%
of
fans.
The

ultimate
coal
is
to
increase
engagement
to
increase

your
Edgerank.

Other
New
Ways
to
Feature
Posts
More
Management
Tools

• Highlight
a
post:
extends
a
post
to
take
up
the
1. Fan
post
moderation:
deny/allow
posts
before

whole
page
(use
it
for
big
pictures)
they
appear
in
Timeline

• Pin
a
post:
Remember
you
can
pin
a
post
so
2. Activity
log:
star,
hide,
delete,
or
change
the
date

that
it
stays
at
the
top
of
your
page
for
7
days
of
posts
in
the
admin
panel

• Schedule
posts:
Facebook
deprioritizes
posts
3. Post-‐date
Timeline
posts:
schedule
posts
to

from
3rd
party
sites
(like
Hootsuite)
so
now
you
appear
at
a
later
time

can
do
it
directly
on
Facebook

6


646-‐450-‐2267

It
All
Comes
Down
to
the
Content…

Facebook
is
always
going
to
be
launching
new
features,
whether
you
like
it
or
not.
The
important
thing
to
remember
is
that

all
you
will
need
to
do
is
change
your
execution.
Your
strategy
should
never
change:
the
goal
is
content,
content,
content.

Remember
That
There’s
Always
Room
The
Time
to
Act
Is
Now…

In
a
poll
by
AYTM
Market
Research,
results
showed
that
only

for
Organic
Improvement

42.6%
of
Facebook
users
believed
ads
on
Facebook
were

Promoted
posts
and
advertising
on
Facebook
can
really

somewhat
relevant
to
their
interest,
and
only
6.9%
actually

go
a
long
way.
But
there
are
always
ways
to
build
your

believed
they
were
fully
relevant.

brand
organically,
meaning
people
see
content
about

your
page
in
their
newsfeed
even
though
you
don’t
pay

That
means
that
over
half
of
Facebook
users
are
still

for
it.

unimpressed
and
disinterested
in
the
brands
that
they’re

exposed
to.
By
taking
the
information
you’ve
learned
and

• You
should
post
content
that
is
visually
impactful

applying
it
to
your
brand,
you
could
change
that
number

(photos,
videos,
and
links).
It
always
lasts
longer

more
easily
than
you
realize.

in
Edgerank.

• Always
distribute
your
content
when
users
are

most
active
(so
no
3
am
posts!)

• Train
your
audience
to
watch
for
your
content.
By

posting
consistently
and
creating
regular

features,
users
will
automatically
start
expecting

to
hear
from
you.

Bottom
Line

There
are
hundreds
of
success
stories
of
brands
harnessing
the
new
tools
on
Facebook
and
getting

excellent
results.
It
can
work
for
your
brand
too
–
no
matter
how
big
or
small
your
business
is.
See
the

page
below
to
find
out
how
you
can
walk
away
with
an
action
plan
to
get
your
marketing
in
shape.

7


646-‐450-‐2267
www.bootcampdigital.com

About
the
Author:

Krista
Neher

Krista
Neher
is
the
CEO
of
Boot
Camp
Digital,

a
bestselling
author
and
an
international

speaker.

As
the
CEO
of
Boot
Camp
Digital

Krista
has
trained
thousands
of
marketers
and

businesses
on
how
to
harness
the
power
of

social
media
to
grow
their
business.

Krista
has

over
10
years
of
marketing
experience
and
has

worked
with
companies
like
P&G,
Macy’s,
GE

and
the
United
States
Senate.

Krista
is
the
author
of
the
bestselling
Social

Media
Field
Guide
and
a
co-‐author
of
a
leading

textbook
titled:
Social
Media
Marketing
A

Get
Your
Social
Media
in
Shape.

Strategic
Approach.

Krista
also
created
one
of
Do
you
want
to
stay
up
to
date

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social
media
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programs.
on
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media?

Learn
Exactly
How
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New Facebook Features and How to Use Them to Drive Your Business

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