© 2012 Recipe Marketing

Facebook Timeline For Food And Beverage Companies.

The One Constant With Facebook Is Change.

© 2012 Recipe

Four Ways To Deal With The Changes.

1. Get angry

2. Quit

3. Accept it and make the most of it

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Make Facebook Timeline Work For Your Brand.

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Say Goodbye To The Photo Strip.

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Say Hello To The Cover Photo.

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851px x 315px of Fantastic Facebook Real Estate.

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Imagine The Possibilities.

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Bring Your Brand To Life.

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Get Creative.

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Give Them A Taste Of Your Product.

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Warning: There Are Restrictions.

• Price or purchase info, such as “40% off” or “Download it at our website.”

• Contact info, such as web address, email mailing address or other info intended for your Page’s About section

• Reference to user interface elements, such as “Like” or “Share” or any other Facebook site features

• Calls to action, such as “Get It Now” and “Tell Your Friends”• Space not meant for promotions, coupons or advertisements.• Cover photo should not be primarily text-based or infringe on

anyone else’s copyright

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Along with Your Cover Photo, You Get A New Profile Picture Size.

• Use a 180 px x 180 px picture for your profile• Many brands are using their logo, the

corporate face of the company

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Recipe Tip:

For the photoshop impaired, there are photo resizing websites like Picasa, Flickr and for a

short time longer, Picnik.

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Guess what? Your Tabs Have Moved.

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Tabs Have Also Changed Their Name To Apps.

• You can have up to 12 apps but only 4 are

visible on the your timeline

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Here’s The Good News.• You can arrange your apps, create cover pictures for them

and make them actionable

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http://www.amyporterfield.com

Each is 107px wide and 70px high.

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Here’s The Bad News. No More Default Page Settings.

.

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Like Gating Has Changed.

.

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Now You Need To Drive Traffic to Your Welcome App.

.

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Facebook Ads Help Drive Traffic.

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New Ads Units:

Reach Generator Ads –an ongoing sponsorship that guarantees one sponsored post a day and a 75% reach over a month Mobile Ads – Ads will now show up on the Facebook mobile application in the newsfeedLogout Ads – when you log out of Facebook you will see more ads

The Silver Lining.• The landing pages have increased to 810px from

520px.

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Recipe Tip:

FREE AND LOW COST APP BUILDERS

• Tabsite, NorthSocial, PageLever, Wildfire, iwiPage, Fanpageengine, Tabpress, Webuzz, Shortstack, Lujure

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There’s A Shiny New Admin Panel.

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Think Of It As Engagement Central.

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There’s New Edit Settings.

•

© © 2012 Recipe

•

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Other Nice Timeline Features.

• Highlighting a post.• Pinning (last 7 days).• Adding milestones (like profiles).• Private messaging.• Facebook offers (coming)• You can now invite your friends or email contacts to like your

page by clicking on “build” audience.

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Something That Didn’t Go Away, The Evil EdgeRank.

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Sheryl Sandberg, Facebook’s COO, acknowledged that on average the reach of status updates is only 16% – meaning that only 16 out of every 100 of your “fans” actually see your status updates.

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So Engage Your Fans.

• Use the new Facebook features to your advantage– Respond to your fans when they message you– Acknowledge them when they fan you– Invite your email list– Highlight your fans posts– Thank them for sharing– Check your insights to see what posts your fans find most interesting and give them more of what

they want– Feature them in your cover photo– Visually delight them– Send them to your interesting apps and contests– Buy Facebook ads to drive traffic to your apps

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The Bottom Line On Timeline.• More visually oriented.• Engagement is

everything. • Advertising on

Facebook more important to drive traffic.

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Facebook Changes. Marketing Fundamentals Don’t.

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Recipe’s Ingredients for Success.

• Clarity• Consistency• Creativity• Commitment

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Clarity:

• Clear budget• Clear objective• Clear strategy

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Clarity:• Clear Facebook Metrics

– Fans– Web traffic (Google analytics)– Sales– Impressions

• Facebook insights, Swixhq, Pagelever, Twentyfeet, Peoplebrowsr, Socialbaker, Fangager, Vitrue, Buzzref, Crowdbooster

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Consistency:

• Consistent brand image• Consistent brand personality• Consistent posting presence

– Hootsuite – Social oomph – Postling– Tweetdeck– Radian6

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Recipe Tip:

“Don’t have a social presence if you won’t be present.” – Anonymous

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Consistency:

• Consistent Personality– Admin rules– Page wall moderating

guidelines– Have set times for who

checks the admin panel and when and how they respond

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http://ow.ly/5sDEP

Creativity:

• Make sure its REMA, relevant, engaging, memorable and actionable.

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Commitment:

• Post regularly• Engage authentically• Measure often• Make adjustments• Rinse and repeat

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Remember,Facebook Is Just One Tactic. Think Across All Channels.

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Thank You!

For more tips on social media, please visitwww.facebook.com/recipefoodandbeveragemarketing

Or call us at 805-439-2202.

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© 2011 Recipe Marketing

www.recipemarketing.com