2012 overview of the changes Facebook Timeline presents to marketers, and how to optimize your efforts accordingly.

1. AutoZone Social Media
Facebook Timeline
Changes & Implications for F12

2. Facebook Timeline for Brands
All new features are not created equal.
Which are most important to our business?
What are the implications of these changes?
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3. First, a quick overview of the Facebook Timeline…
Updated Tools & New Features
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4. New Page = “Mission Control”
Timeline
Cover Photo Allows fans to browse
(851 x 315px) page chronologically
Profile Pic
(125x125)
Tabs & Apps
Appear as “favorites”
below cover photo.
Select 4 to display.
Friends of Fans
Visible to users who like
the page
Pin Function
Keeps one
feature post at
top of page up
to 7 days Private Messages
Fans can message us
directly now. This
feature can also be
disabled.
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5. Additional Features
 Star Function
 Allows us to expand any specific post to full width of page
 Geo-Targeted Posts
 Timeline automatically inserts by fan’s city
 Reach Generator
 Premium Advertising Model for Brand Timelines
 Promotes any post to 50% News Feed or Sponsored Story
areas
 Can each fans via mobile as well as desktop
 Fan Posts
 Aggregated into a separate stream when users visit the page
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6. What’s the Impact?
1. Brand Visibility
3. Content Strategy
5. More 1x1 Customer Service
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7. Creating the New Social Experience
 Brand Identity & Storytelling
 Navigating the “Social Site” – App Toolbar
 “Content is King” – Stars and Pins
 Leveraging Customer Service
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8. Profile Pic – 180 x 180 px
Cover Photo – 851 x 315x
App Buttons – 111 x 74px
BRAND IDENTITY NEEDS

9. Brand Identity & Storytelling
 Reflects our brand personality
 Visually Stimulating
 Identity with a “bigger picture”
 Hubspot - Boston skyline
 (i.e., their “Hub”)
 Verizon - “Share your Life”
 User-generated contest
 One wins the cover each day

10. Brand Identity & Storytelling
 Use Milestones to highlight events
 Chronologically posted within Timeline
 Company founded
 New product releases
 Fan growth
 Key hires
 Acquisitions
 Events, awards, etc.

11. Brand Identity & Storytelling

12. “Social Site” Navigation – App Toolbar
 12 Apps allowed Total
 4 are Customizable as Main Navigation
 “Photos” is currently 1 of 4 by default

13. “Social Site” Navigation – App Toolbar
 Never dismiss low budget apps
 Events & Notes can be used creatively – and effectively
 Ben & Jerry’s – Notes as Recipes

14. “Social Site” Navigation – App Toolbar
 Calls-to-action restricted from Cover Photo
 But you can get them close
 Edit your navigation
 Custom image & App title as call-to-action

15. “Content is King” – Pin Function
 Anchor a story to the top of
your timeline for up to 7 days
 Recommended Use:
 Calls-to-action
 Coupons
 Sweepstakes
 Polls / Questions
 Contests
 New product or campaigns
 Visual aid is advised 

16. “Content is King” – Pin Function

17. “Content is King” – Star Function
 Highlight posts expanding to full page width
 NOTE: Does not freeze post location
 Recommended for
 White-papers
 Videos / demos
 Audio / podcasts
 Include calls-to-action

18. Leveraging Customer Service
 Admin Panel
 The all-in-one monitoring center
 Activity & insights in one dashboard
 Private Messaging
 Also visible in the admin panel
 Users can now message brands directly
 NOTE: You cannot initiate this dialogue

19. Leveraging Customer Service