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Be An Expert on Facebook Timeline

Date post: 15-Jul-2015
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FACEBOOK TIMELINE INFO @ ROOM214.COM Brandon Whalen | @BrandonSings Jill Mailander | @jillmailander @Room_214 Facebook.com/Room214
Transcript

CONTENTSPAGE MANAGEMENT 3

DESIGN YOUR TIMELINE 12

BEST PRACTICES 26

QUESTIONS 42

• Page Management • Designing Your Timeline• Best Practices

PAGEPlanning PostsPinning and HighlightingChanges to Your WallNew Administration PanelEditing Your Settings

MANAGEMENT

PLANNING POSTSENGAGING VISUALS

| Page Management | Planning Posts4

RELEVANT CONTENT TARGETED AUDIENCE

HIGHLIGHTING

Pinning posts Highlighting posts

| Page Management | Highlighting Posts5

FAN WALL POSTSTHE GOOD Collects all posts into one area and is easier to see Easier for brand managers to respond to the fans Hides negative commenting more

THE BAD The wall isn’t as much of a conversation Fan posts aren’t automatically seen by other fans Fans may feel that their voice is less important

| Page Management | Fan Wall Posts6

FAN WALL POSTSTHE ALTERNATIVE The wall has a tab that you can choose to see posts by

others and not the highlights of the brand page

| Page Management | Fan Wall Posts7

ADMINISTRATION PANEL

| Page Management | Administration Panel8

MESSAGE

| Page Management | Messages9

MESSAGE

| Page Management | Messages10

EDITING PAGE SETTINGS

| Page Management | Page Settings11

NEW SETTINGS “Recent Posts by Others” Allow or deny posts by others on timeline

TO ACCESS:

DESIGN YOURCover PhotosProfile ImagesCustomizing and Organizing TabsMilestonesTimeline Maintenance

TIMELINE

COVER PHOTOS

| Design Your Timeline | Cover Photos13

COVER PHOTOS

| Design Your Timeline | Cover Photos14

COVER PHOTOSPHOTOS MAY NOT CONTAIN Price or purchase information Contact information like email, address, URLs References to “like,” “share,” or other

Facebook features Call to action, such as “get it now”

TIPS Best Quality: sRGB JPG file that is 851x315 and

less than 100 kb Be visual, not literal Think about emotions vs. goals or tactics Integrate design into profile picture, and

application icons

| Design Your Timeline | Cover Photos15

PROFILE IMAGESREMEMBER Pictures will shrink to 125x125 px Insider knowledge: Profile picture sizes increase to 160x160 on April 26th

Make sure your profile photo is distinguishable as a thumbnail Thumbnail is the most often seen aspect of your Facebook page

| Design Your Timeline | Profile Images16

160 x 160 50 x 50 160 x 160 50 x 50

APPLICATIONS: CUSTOMIZING

| Design Your Timeline | Applications17

50 x 50

1. 2. 3. 4.

APPLICATIONS: ORGANIZING

| Design Your Timeline | Applications18

1. 2. 3.

.

MILESTONES

| Design Your Timeline | Milestones19

.

MILESTONES

| Design Your Timeline | Milestones20

.

1.

2.

MILESTONES

| Design Your Timeline | Milestones21

.

3.

MILESTONES

| Design Your Timeline | Milestones22

.

403 px

843 px

TIMELINE MAINTENENCE

| Design Your Timeline | Timeline Maintenance23

TIMELINE MAINTENENCECLEAN YOUR TIMELINE Highlight important posts Hide questionable content Add important milestones

• Create a theme• Tell your brand’s story

| Design Your Timeline | Timeline Maintenance24

BESTImportance of ContentContent Strategy TipsEngagement TipsChanges to TabsChanges to Paid Advertising

PRACTICES

INTEREST LISTS Fans can now segment updates from pages into “interest lists” Don’t be surprised to see fans use this to clean up their news feeds Is your content news feed worthy?

| Best Practices | Importance of Content | Interest Lists27

WHAT HAPPENS POST –LIKE?YOU NEED A CONTENT STRATEGY “Typically, only 15-20% of your fans will see

any given post.”* The vast majority of your fans only see and

interact with your page through their home feed

| Best Practices | Importance of Content | Post Like Stats | *Source: Facebook.com28

FOCUS ON ENGAGEMENT Fan engagement has a big effect on how many

people see your posts If your community is not engaged, you are

letting potential fans go to waste

LIFE OF A STATUS UPDATEFacebook’s edge rank algorithm determines which fans and non-fans see stories from your page.

29 | Best Practices | Importance of Content | Facebook Algorithm

What does it mean?You need engagement! The more comments, likes, and posts from your fans, the more people will see your updates.

CONTENT STRATEGY: RULE-OF-THIRDS1. POSTS ABOUT YOUPosts about your brand/product/group which cover news, new content (such as blogs and videos), and anything else directly related.

| Best Practices | Importance of Content | Content Strategy 30

CONTENT STRATEGY: RULE-OF-THIRDS

| Best Practices | Importance of Content | Content Strategy

2. POSTS ABOUT FANSRe-posted comments, posts, and other content from your fans. Example: First you posted a question asking for an opinion the color of a product. Followup by posting individual comments and opinions from fans.

31

CONTENT STRATEGY: RULE-OF-THIRDS

| Best Practices | Importance of Content | Content Strategy

3. POSTS ABOUT INTERESTSGet to know your audience, and observe what they normally post to their own streams. You should be posting similar content to your stream to identify with them.

32

STATUS UPDATE STATS

Posts 80 characters or less in length have 27% higher engagement rates

Posts which end with a simple question receive 15% higher engagement

Pages that post outside of business hours have 20% higher engagement

“Soft sell” words are more effective than hard sell words (ex. “win” vs. “promotion”)

Status updates and page posts are the number one way people interact with brands and organizations on Facebook.

| Best Practices | Importance of Content | Engagement Tips 33

STATUS UPDATE TIPS

Post Often: Pages that post 2-3 times daily have more fans and interactions than pages who post only a few times weekly.

Don’t Over-Post: Time your updates to be at least 3-4 hours apart so as not to overwhelm your fans.

Be Timely: Updates that refer to holidays and current events are more likely to gain interactions.

Ask Questions: Ask your fans questions to get them talking.

Give Fans a Call to Action: Give your fans specific directions on how to respond to your post (example: “Do you enjoy cake? If yes, click like!”).

Go Beyond Text: There are several of ways to enagage your fans. Post photos, albums, links, videos and event invites.

There are a few general guidelines you can follow as you write your page updates, which can help you keep your fans engaged.

| Best Practices | Importance of Content | Engagement Tips 34

RESPOND TO EVERYTHINGWhen someone posts on your page, they want to know there is a human on the other end of the conversation. Respond to every comment and question and your fans will be more likely to engage.

COMMENT TAGGINGWithin a comment stream, type “@” and a commenter’s name. It will allow you to tag specific fans in your response. It also notifies the commenter that you have tagged them in a comment.

| Best Practices | Importance of Content | Engagement Tips 35

CHANGES TO APPS & TABS

| Best Practices | Changes to Apps and Tabs36

GOOD NEWS 111x74 app image (was 16x16) More visibility for first three apps Apps now have 810 pixels of space

BAD NEWS No more default landing tabs Only space for up to 3 tab/apps Old 520px apps don’t look right

MOVING FORWARD Default landing tabs are now gone You can still use like-gates for conversions Drive traffic with ads, promoting within your

community Use game mechanics within apps to

incentivize fans to invite friends

PAID ADVERTISING: REACH GENERATOR

| Best Practices | Changes to Paid Advertising37

REACH MORE OF YOUR FANS

The reach generator always runs

Only 15-20% of fans see your posts

Creates sponsored stories out of page content and distributes them to the rest of your fans

PAID ADVERTISING: LOGOUT ADSLogout Ads: Take up a large amount of real estate. Think of them as Facebook’s version of “page takeovers.”

| Best Practices | Changes to Paid Advertising38

PAID ADVERTISING: MOBILE ADVERTISING Sponsored stories and premium ads will appear

in users’ news feeds on the mobile Facebook website and on iOS/Android apps

First time advertising will be a part of Facebook’s mobile platforms

Around 40% of Facebook’s 800 millions users access the site through mobile

| Best Practices | Changes to Paid Advertising39

PAID ADVERTISING: FACEBOOK OFFERS Allows users to collect coupons via news feed or ads Can be used on the self serve ad platform, but only by premium advertisers

| Best Practices | Changes to Paid Advertising40

PAID ADVERTISING: NEW AD SIZE & COPY LIMITCHANGES TO FACEBOOK ADS Image sizes reduced to 99x72 px Copy length reduced to 90 characters More ad units displayed per page

TIPS Keep it simple, stupid Refer to one offer or subject, and in as few

words as possible Focus on audience: Play off ego, ask a

compelling question Images: Focus on smiling faces, aspirational

items, or something bright/shocking

| Best Practices | Changes to Paid Advertising41

OLD

NEW


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