Facebook is making significant changes to how brands can utilize pages and advertising on the platform: 1. Pages will now feature a large cover photo and profile picture to represent the brand, replacing the tab images. Notable posts can be pinned to the top of the timeline. 2. Advertising is shifting to focus on organic posts from pages rather than separate ads. Fans will see expanded posts in their newsfeeds that they can like and comment on directly. 3. New offerings like offers, premium ad packages, and reach generator products provide options for boosted distribution of page content or running mobile ads targeting fans.

1. facebook’s big changes
DIGITAL MARKETING
& TECHNOLOGY
r2integrated.com
What You Need to Know:
Facebook announced new changes at their fMC event last have worthwhile content on their Pages as ads will
week. It was clear at r2i that Facebook is putting Brand now come mostly from Page posts. We’ve highlighted
Pages at the center of paid media strategies. Going this and other important changes for your Facebook
forward – the new ad platform will require that brands page in an infographic below.
changes to your brand page:
These are the big changes you need to know about.
180 x 180
851 x 315
NEW PHOTO
ELEMENTS
TIMELINE FEATURES
• A Cover Photo (851x315) is now featured at the
top of the page. The photo cannot include price, • New ability to Highlight or
purchase information, contact information, calls to Pin posts you would like
action, references to Facebook features, or arrows to feature to the top of
(meaning the photo cannot be an ad and can’t the Timeline for a week –
direct people to “like the page”). good way to market deals,
promotions, events, etc.
• Profile pictures must be uploaded at 180x180 pixels.
• A Timeline is now available to all
brands, which means brands can
tell their stories going back to
Tab Images (111x74) their founding. Functionality is
• Images for your Tabs and other applications will very similar to that of the
appear beneath your cover photo. These are all Facebook Profile. All pages can
re-orderable except for photos which will always update starting 2/29/12 but the
have the left spot. The Info section will appear to changes do not become
the left of the Tab tiles. mandatory until 3/30/12.
how facebook advertising has changed:
Offers, Mobile, Premium Ad Packages – They’re all here.
ADVERTISING EVOLUTION OFFERS & PACKAGES
• Changes to Facebook’s advertising are meant to • Offers is Facebook’s “daily deals” platform and
“evolve from advertising to stories”, meaning ads when a deal is claimed by a Facebook user, his or
her friends will see an ad in their newsfeed and an
will start as a post to a brand’s Page. Now, ads
action will post to the user’s Timeline.
will be created from content posted organically to
brand pages and from status updates, photos, • Premium Ad Packages: Details on how to buy these
videos, links, questions, and events. haven’t yet been released. But these ads will
appear in the newsfeed, right-hand side, mobile
• Ads for fans: Fans of a Page will see an expanded newsfeed, and logout pages.
ad interface, allowing people to Like or comment • Marketplace Ad Packages: These will be purchased
on the post directly from the ad. through Facebook’s self-serve portal (most similar
to what we do now).
• Mobile: Mobile ads are finally here, but only
through premium ad buys which will serve ads in
mobile users’ news feeds.
More Information
• Reach Generator: A new product that enables a
brand to buy one page post each day on up to • Other changes and information can be found at:
75% of its fans’ homepages. https://www.facebook.com/about/pages/
Copyright 2012 R2integrated. All Rights Reserved.