At fMC NYC, Facebook introduced three new marketing solutions to help businesses achieve better outcomes on the worlds most popular social networking platform. Pages have been overhauled to give brands more creative control over how they tell their brand story. Facebook’s Reach Generator guarantees your reach 75% of your fan base and an estimated 50% of your fans each week, a huge improvement on current estimates of 16% - comScore, March 2011. Finally, Facebook Premium distributes your posts on peoples homepages as a sponsored story, in their newsfeed on their desktop or mobile device or on the Facebook log out page, ensuring your content is seen at the right time in the most impactful place. This guide will help you navigate these new solutions, making sure you’re ready to take full advantage of these innovations which have been designed to help you be more relevant to your customers.

1. Facebook Marketing Solutions
Building better brand connections
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Facebook Marketing Solutions – Building better brand connections
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© RAPP Tribal New Zealand 2012

2. 1. Introduction
Contents 2.
3.
Pages
Facebook Premium
4. Reach Generator
5. So what does this mean?
Appendix
A. Page Checklist
B. Links to learn more
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3. Introduction

4. New Marketing Solutions
At fMC NYC, Facebook introduced three new marketing solutions to help
businesses achieve better outcomes on the worlds most popular social
networking platform.
Pages have been overhauled to give brands more creative control over how they
tell their brand story.
Facebook’s Reach Generator guarantees your reach 75% of your fan base and an
estimated 50% of your fans each week, a huge improvement on current estimates
of 16% *1.
Finally, Facebook Premium distributes your posts on peoples homepages as a sponsored story, in their
newsfeed on their desktop or mobile device or on the Facebook log out page, ensuring your content is
seen at the right time in the most impactful place.
This guide will help you navigate these new solutions, making sure you’re ready to take full advantage of
these innovations which have been designed to help you be more relevant to your customers.
*1 comScore, March 2011
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5. Pages

6. Timeline
More than a layout change,
Timeline represents the best
opportunity we’ve had to tell
our brand story.
All Pages will automatically
upgrade to the Timeline
layout on March 31, 2012.
Page administrators can
preview the Timeline layout
today and can upgrade their
page as soon as they’re
ready.
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7. Cover
The Cover is the first thing
people see when they visit
your brand page, so it’s vital
you choose an image that
captures the essence of
your brand and leaves a
lasting impression.
A cover image cannot
contain price or purchase
information, contact
information, reference to
Facebook site features e.g.
Like or a call to action.
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8. Profile picture
The profile picture sits
below the Cover image and
is used by Facebook to
visually identify your brand
in newsfeeds stories and
social ads.
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9. Views and Apps
Photos, Videos, Events and custom Facebook apps appear
below the Cover, making navigation easier.
Whilst you can change the order in which items appear, Photos
will always occupy the first position on the left.
Brands can no longer land visitors who aren’t fans of the page
on a custom welcome app.
For campaign apps, we recommend using a Page Post ad as
well as pinning a post with a link to the custom campaign app.
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10. Pinned posts
Until now brands have struggled with important messages
being pushed out of view as a result of fan posts. But in
pinned posts we have a great solution to this.
Fixed to the top of the
page for up to seven
days, pinned posts are a
great way to highlight
important content for
people to see.
A pinned post is
identified by a
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11. Starred posts
You can draw people’s attention to a particular post by
starring it. A starred post immediately takes up the width
of the brand page.
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12. Starred posts
Another example of a starred post, this time from Ford.
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13. Milestones
Milestones are a great way to celebrate key events in your
brand’s history.
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14. Messages for Pages
Facebook have moved a step closer to allowing brands to
have a 1 on 1 conversation with a person. But, there’s a
catch. The person has to initiate the conversation using
Messages for Pages.
Messages between a person and a
brand are private and do not appear
in newsfeeds.
In fact, Mango PR have already noticed people are
choosing to use Messages for customer service
including complaints, rather than airing these matters
publicly.
A person does not need to like the page in order to use
Messages for Pages.
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15. Friend Activity
When people visit a page, they’ll see what their friends and people they subscribe to are saying about it.
Friend Activity uses social validation tactics to help
people make up their mind about a brand, based
on what they think of their friends who like the
page and their interactions with the brand.
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16. Facebook Premium

17. Facebook Premium
Facebook Premium provides brands
with new distribution options for ads,
including mobile.
Brands can select one of their page
posts and effectively syndicate it as a
sponsored ad on the right side of the
home page, into peoples news feeds
on their home page and coming soon,
into peoples news feeds on their
mobile phone.
Brands can also choose to place an ad
that appears when people log out of
Facebook.
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18. Sponsored ad on the Home page
This Sponsored ad is a page post on the
Powerade New Zealand brand page.
Creative, PR + Media agencies must review
conversation calendars together and
identify page posts that can be distributed
as social ads, ensuring fans and friends of
fans see important messages.
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19. Sponsored ad in the News feed
This Sponsored ad is a page post on the
Nike Football New Zealand brand page and
is identified as a sponsored ad by the word
Sponsored in the bottom right corner of
the post.
Another give away is the time it was
posted, 15 hours ago. Posts either side of
this social ad are literally minutes ago.
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20. Log out experience
Ford Mustang used the log out experience to serve a Video Ad. This type of ad is particularly useful in
environments where people must log out after using a public computer e.g. Public library, Internet Cafe,
Universities.
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21. Reach Generator

22. Reach Generator
In March 2011, comScore stated brands may only reach
16% of their fans on Facebook each week.
The Reach Generator guarantees brands reach 75% of their
fans each month and an estimated 50% of fans each week
in a simple, always-on way.
Facebook recommend brands post once a day to maximise
their reach. In my opinion, this recommendation is to help
the Reach Generator work optimally, but I would urge
caution as posting daily will most likely annoy people.
The Reach Generator is not yet available in New Zealand.
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23. So what does this mean?

24. So what does this mean?
1. The changes to Pages give brands a great Don’t forget people spend most of their time on
opportunity to creatively engage people through their home page so brands still have to create
visually interesting story telling. content that will cut through on news feeds
2. These stories can be quickly converted into social Team work is crucial to success here. Clients,
ads and distributed on desktop and mobile home Creative, PR and Media agencies need to work
pages of fans and friends of fans. closely to make social ads succeed.
3. Revisiting a brands history provides a deeper level This has the potential to reopen wounds for some
of engagement for people to interact with and people, so community managers need to be ready
hopefully talk about or share. to manage historical issues again.
4. Facebook recommends brands create more visually Art Directors will play a larger role in the creation
stimulating content as it’s news feed algorithms of conversation calendar content. Time and cost to
promote photos and videos over copy only posts. produce this kind of content will increase.
5. Post optimisation is the new search engine Page Insights is key to understanding reach +
optimisation. share/talk value to reduce reliance on Paid media
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25. Appendix A : Page Checklist

26. Page Checklist
Here’s a checklist to help you prepare for the Pages cut-over. We have more information on
specifications if you require.
Pages cut-over
1 Cover photo
2 Profile picture
3 About copy
4 Images for applications
5 Photos + Videos for Timeline content i.e. historical starred posts and milestones
On going
1 Updated conversation calendar, identifying:
1 pinned posts
2 starred posts
3 milestones
4 social ad opportunities
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27. Appendix B : Links to learn more

28. Useful links to learn more
Learn Facebook pages
http://www.learnfacebookpages.com/
Examples of Pages
https://www.facebook.com/about/pages
FAQ about Pages
http://www.facebook.com/help/?page=203955942973503
Learn Page Insights
https://www.facebook.com/about/pages
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29. Thanks
Ian Hulme
Senior Digital Planner
RAPP Tribal New Zealand
ian.hulme@rapptribal.co.nz
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