Confidential

Facebook Timeline for Brands Key Insights on Timeline’s Design & Features

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Facebook Today

• World’s largest social network (850 million users).

• Responsible for 1 out of every 5 page

views in the U.S.

• 425 million mobile users.

• 37 million fan pages with more than 10 likes.

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Timeline Takeover

• Debuted in Sept. 2011 for general users.

• Timeline for brands debuted in March 2012. It is now mandatory.

• Promises to “showcase brands’ unique stories and identities.”

• How’s that working? Brands get 46% more engagement per status update with Timeline, and that boost jumps to 65% for photos and videos.

• Engagement improves EdgeRank, meaning more fans see your posts in their news feeds (more on this later).

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* Simply Measured 2012

A Whole New World

Timeline presents fan pages in a

brand new light.

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A Whole New World

Timeline presents fan pages in a

brand new light.

• More visual

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A Whole New World

Timeline presents fan pages in a

brand new light.

• More visual

• Better control over look

and feel

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A Whole New World

Timeline presents fan pages in a

brand new light.

• More visual

• Better control over look

and feel

• Bring your communities to life

with more customization

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Key Features of Timeline

• Larger cover photo

• No more landing pages

• Apps on top of the page

• Highlight & pin important posts

• Message fans directly

• Deeper admin panel allows for better insights

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Larger Cover Photo

• 850 x 315 banner

– Awkward size so be sure and have a high res image.

• Conveys emotional appeal with an arresting image that catches users’ attention.

• Facebook’s Terms of Service prohibits the use of prices, calls to action, contact info, and promotions on the cover photo.

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No More Landing Pages

• New fans used to be directed to landing

pages before seeing the Wall.

• Now, every new visitor (fan or not) will

see the Wall first, making first

impressions more important than ever.

• Fan-gated apps and tabs are still

permitted, but not as landing pages.

• Visitors always see the Timeline first.

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Where’s the

“Like” button?

No landing

pages mean

fans will see

Timeline first.

Apps on Top of the Page

• Thumbnails for apps are not

featured at the top of the page.

– These used to be included on the

left side of the fan page.

• Apps include photos, videos,

events, promotions, etc.

• Feature up to 12 apps, though the

first one is always photos.

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Apps are now featured on

the top of the fan page, so

make them count.

Highlight & Pin Important Posts

• Highlighting a post extends it across

the page, making it even more

visible to viewers.

• Pinning keeps posts at the top of the

page, no matter the time stamp.

• Great for campaigns, allowing your

most important messages to always

stand out on the Timeline.

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This highlighted post

stretches across the page!

Message Fans Directly

• Brands can now connect with fans

through messages, not just wall posts.

• Fans can send messages to brands,

and brands can respond. But brands

can’t initiate private messages with fans.

• Great for customer service.

• Notifications appear in the admin panel.

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Deeper Admin Panel

• Displays insights automatically

at the top of the fan page

– Only visible to page admins.

• Shows notifications, messages, new

likes—making it easier for you to see

key insights and conversations.

• New insights include Friends of Fans

(reach), and Talking About This

(conversation size).

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See your notifications and

know when to respond.

Monitor your new likes for

demographic insights.

If You Only Remember One Thing

Facebook doesn’t care what you have to say. It only cares what you

have to show.

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Photos and videos can get you here.

EdgeRank’s Weighted Posts

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Photos / Videos

Status Updates

Links

EdgeRank’s Weighted Posts

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Photos / Videos

Status Updates

Links

These get seen in your

fans’ news feeds.

EdgeRank’s Weighted Posts

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Photos / Videos

Status Updates

Links

These get seen in your

fans’ news feeds.

These do not.

Old vs. New

Here are two ways of sharing the

same story, taking advantage of

Timeline’s new features:

• Links like this aren’t prioritized

by EdgeRank.

• That’s because thumbnail

images are hard to see, and

Facebook knows fewer people

will click on it.

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Old vs. New

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• Instead, upload a photo!

• Include shortened link so you can

track click-throughs.

What We’re Seeing with Timeline

• Content is still king (well, at least photos and videos).

• First impressions are even more important, so maintain a gorgeous page.

• Once-a-day-posts aren’t enough—just 16% of fans see your posts.

• Friend mentions appear near the top of Timeline, so your fans will always see the interactions their friends are having with your brand.

• Pinning posts to the top of the page increases engagement with that post and extends the life of a campaign.

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* Facebook 2012

Confidential

Connect with Banyan Branch Social Media Agency

Website: www.BanyanBranch.com

Blog: www.BanyanBranch.com/Social-Blog

Facebook: www.facebook.com/BanyanBranch

Twitter: @BanyanBranch

Phone: 1.206.971.0010

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