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Be An Expert on Facebook Timeline

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  • FACEBOOKTIMELINEINFO @ ROOM214.COMBrandon Whalen | @BrandonSingsJill Mailander | @jillmailander

    @Room_214Facebook.com/Room214

  • 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 isnt as much of a conversation Fan posts arent 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 brands story

    | Design Your Timeline | Timeline Maintenance24

  • GREAT TIMELINE EXAMPLES Room 214: History of Social Media Manchester United: Team History Coca-Cola: Brand History Livestrong: History Behind Organization

    | Design Your Timeline | Great Timeline Examples25

  • BESTImportance of ContentContent Strategy TipsEngagement TipsChanges to TabsChanges to Paid Advertising

    PRACTICES

  • INTEREST LISTS Fans can now segment updates from pages into interest lists Dont 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 UPDATEFacebooks 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.

    Dont 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 commenters 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 dont 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 Facebooks 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 Facebooks mobile platforms

    Around 40% of Facebooks 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 | Cha

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