Facebook Timeline Brand Page POV

March 1, 2012 | Version 1

Facebook Timeline Brand Pages Proprietary & Confidential

TABLE OF CONTENTS
Facebook Timeline for Brands is Here A New Canvas for Visual Engagement Design/Layout Updates Community Management Tools Whats Missing from the Timeline Topline Recommendations Next Steps Appendix Pg. 3 Pg. 4 Pg. 5 Pg. 14 Pg. 19 Pg. 22 Pg. 23 Pg. 24

Facebook Timeline Brand Pages Proprietary & Confidential

RECENT NEWS: FACEBOOK TIMELINE FOR BRANDS IS HERE

2/29/12: Facebook officially soft-launches the Timeline format for Brand Pages Brands now have a 30-day grace period to transition to the new format before all pages are automatically upgraded on March 30th Page Administrators can preview page changes prior to March 30th deadline, and have the option to publish in the new format

Facebook Timeline Brand Pages Proprietary & Confidential

A NEW CANVAS FOR VISUAL ENGAGEMENT

The two-column format offers a dynamic, storytelling experience, ultimately providing deeper engagement opportunities than the current long-stroll format Photo & videos are incredibly important - we can now visually express ourselves in a format that is familiar to users and consistent with their personal timeline profiles The time-based experience enables us to celebrate our historical milestones as a brand

Facebook Timeline Brand Pages Proprietary & Confidential

NEW FEATURES: DESIGN/LAYOUT UPDATES

Facebook Timeline Brand Pages Proprietary & Confidential

A RANGE OF NEW FEATURES

DESIGN/LAYOUT UPDATES
Cover Photo & Profile Photo: Enhanced visual real estate at top of brand page Page Navigation: Page navigation has been updated to feature photos and 3 open spots to highlight tabs/applications, Likes, Events etc. Milestones: Post historical milestones defining our key brand moments throughout time, including new product launches, fan growth, awards, press, etc. Friend Activity: Display how many of your friends like the page and their recent activity or mentions related to the page Tab/Application Width: We now have the option to use Narrow (520pixels) or Wide (810pixels) About Section: Offers a more limited space for a brief text description on the brand

Facebook Timeline Brand Pages Proprietary & Confidential

IN DEPTH: COVER PHOTO & PROFILE PICTURE

SUMMARY: 1. Cover photo is the featured visual space at top of page (851x315 pixels) 2. Profile photo is the square thumbnail space at lower left of cover photo (180x180 pixels)

RECOMMENDED APPROACH: Leverage cover photo as a visual representation of the brand, a featured product or an ongoing program/campaign The profile photo should serve as a branded icon or logo (also appears as the pages thumbnail photo)

1.

2.

Facebook Timeline Brand Pages Proprietary & Confidential

COVER PHOTO EXAMPLES

Old Spice: App icon functions as part of the cover photo

Facebook Timeline Brand Pages Proprietary & Confidential

IN DEPTH: COVER PHOTO POLICIES

COVER PHOTOS CANNOT INCLUDE: Price or purchase information, such as 40% off or Download it at our website. Contact information such as a website address, email, mailing address, or information that should go in your Pages About section. References to Facebook features or actions, such as Like or Share or an arrow pointing from the cover photo to any of these features.

Calls to action, such as Get it now or Tell your friends.

Covers must not be false, deceptive or misleading, and must not infringe on third parties intellectual property.

Facebook Timeline Brand Pages Proprietary & Confidential

IN DEPTH: PAGE NAVIGATION

SUMMARY: Application icons will appear within Page Navigation, beneath cover photo (111x74 pixels) Page Navigation space will include:
Photos (must be first) Three tabs of our choice More arrow to view up to 12 total tabs There is currently no ability to rename a tab from whats defined in the developer console for that app (may be a bug)

Tab names should be no longer than 16 characters, or it is automatically truncated with ellipses About Descriptions are now limited to about 165 characters RECOMMENDED APPROACH: Develop app icon images that are legible, unique for each app experience, and creatively consistent with the cover photo Select 3 engaging tabs (apps, events, likes) to feature as top icons in Page Nav space Revise About description to new limit
About Description Photos

1.

2.

3.
More

Facebook Timeline Brand Pages Proprietary & Confidential

10

IN DEPTH: HISTORICAL MILESTONES

SUMMARY: Ability to backfill timeline with full brand history Images can mark historic brand moments (843x403 pixels) to enhance storytelling Option to include images, videos, links, text posts RECOMMENDED APPROACH: Compile a comprehensive list of key milestones for the brand and add them to Timeline, including: Founding date Key product launches Branding evolution Product placements within popular culture Awards

Facebook Timeline Brand Pages Proprietary & Confidential

11

MILESTONE EXAMPLES
Old Spice: Incorporates their unique sense of humor into image & text based milestones Manchester United: Captures its rich history with numerous photo-based milestones

Facebook Timeline Brand Pages Proprietary & Confidential

12

IN DEPTH: APPLICATIONS
SUMMARY: Application width can now be adjusted to be narrow (520pixel) or wide (810pixel)
Existing apps are already in the narrow format Both narrow and wide formats will continue to have Facebooks blue/white surrounding border space Apps in narrow format are centered when published in the new format

RECOMMENDED APPROACH: Ensure that creative design of existing apps and apps under development are optimized for wide format

Example of app leveraging wide format

Example of app in narrow format

13

Facebook Timeline Brand Pages Proprietary & Confidential

NEW FEATURES: COMMUNITY MANAGEMENT TOOLS

Facebook Timeline Brand Pages Proprietary & Confidential

14

A RANGE OF NEW FEATURES

NEW COMMUNITY MANAGEMENT TOOLS Pinned Posts: Pin the most important posts to the top of the page for up to seven days Can also be used to highlight posts about a tab app, overcoming limitations of displaying only three tabs

Highlighted Stories: Highlight important news or visuals using the full width of timeline Direct Messaging: Ability for users to directly contact the page via private message Management Tools: Admin Panel and updated Activity Log offer enhanced capabilities to quickly review and manage the page

Facebook Timeline Brand Pages Proprietary & Confidential

15

IN DEPTH: PINNED POSTS

SUMMARY: Ability to anchor an important post to the top of the Brand Page timeline for up to seven days

RECOMMENDED APPROACH: Use pinned posts to highlight key initiatives for the week i.e. campaigns, featured applications, product announcements etc. Seek opportunities to enhance pinned posts with visual content (photos, video etc.)

Yellow ribbon denotes pinned post Example post that has been pinned
Facebook Timeline Brand Pages Proprietary & Confidential 16

IN DEPTH: HIGHLIGHTED STORIES

SUMMARY: We now have the option to enlarge and highlight posts that are very visual in nature; highlighted posts will span the full width of the timeline and can serve to drive further engagement RECOMMENDED APPROACH: Develop a clear process to identify content that deserves a large-story format within the timeline Consider the following types of content for highlighted stories: Visually appealing posts (photos, videos) Campaign/Programming announcements Product news Fan # achievements Brand/product accolades

Example of post leveraging enlarged story

Facebook Timeline Brand Pages Proprietary & Confidential

17

IN DEPTH: DIRECT MESSAGING

SUMMARY: Users now have the ability to send a direct private message to the Brand Page Brand Page admins can view and respond to private user messages within the Message Inbox on the Admin Panel (visible to Admins only)

RECOMMENDED APPROACH: Work with a CMS provider that can provide an efficient and responsive workflow for direct messages, in addition to existing comment management tools Leverage this tool to extend sensitive or complex one-on-one user conversations in a private setting, rather than cluttering the public page Surprise and delight users who have direct messaged the brand by responding

Facebook Timeline Brand Pages Proprietary & Confidential

18

WHATS GOING AWAY WITH TIMELINE

Facebook Timeline Brand Pages Proprietary & Confidential

19

IN DEPTH: WHATS GOING AWAY COMPLETELY

Filmstrip above the wall Current photo reel of 5 header images will no longer appear on Brand Page

Default Landing Tabs

We can no longer set an app page as default landing page experience; this is going to significantly impact the importance and order of tab icons

*NOTE: Timeline format is not yet available for mobile experience*

Facebook Timeline Brand Pages Proprietary & Confidential

20

RECOMMENDATIONS & NEXT STEPS

Facebook Timeline Brand Pages Proprietary & Confidential

21

IMMEDIATE TOPLINE RECOMMENDATIONS

Leverage multi-media assets (video, imagery, campaigns in-market) to tell a captivating visual story; begin with an updated cover photo and establish visual cadence Fully utilize Timelines ability to tell the brand story with milestone-driven historical content; begin with identifying key moments that visually recount the appropriate brand history Capitalize on the new wide app format for all foundational app experiences as well as apps currently in development in order to allow for a deeper, more engaging and more versatile user experience Work with agency partners and social media teams to determine the best approach for utilizing the new community management enhancements/workflow (including the emphasis of enhancements that require thinking around information visualization, geo-location, etc.)

Facebook Timeline Brand Pages Proprietary & Confidential

22

SUGGESTED NEXT STEPS: CHECKLIST FOR BRANDS

PHASE 1: Priority Content
Provide recommended cover photo, profile image and about description for review Provide updated app icon images for all tabs Align on tab prioritization Align on pinned post for launch Determine go live launch date for Timeline

PHASE 2: Secondary Content

Add milestone historical content Develop creative visuals for future pinned stories Flag upcoming posts to optimize with highlighted-story creative Ensure that creative design of all apps under development is optimized for wide format Evaluate all apps expected to live on Facebook beyond the next month for potential creative updates

Facebook Timeline Brand Pages Proprietary & Confidential

23

APPENDIX

Facebook Timeline Brand Pages Proprietary & Confidential

24

SPEC SUMMARY
DELIVERABLE Cover Photo Profile Photo ASSETS SPECS 815x315 pixels 180x 180 pixels

About Description
App Tab Icons Milestone Images

165 Characters
111x74 pixels 843 x 403 pixels

Facebook Timeline Brand Pages Proprietary & Confidential

25

NEW PREMIUM FACEBOOK ADS

Facebook recently launched two new Premium ad products. Premium ads originate from brand Pages and often do not look like traditional ads. They are typically based on status updates, questions and videos.

LOGOUT EXPERIENCE Distribute Page content (e.g., posts, video, offers, photos, etc.) at the end of users experience. This is generally considered a time when users are actively seeking new content. NEW PREMIUM PLACEMENT Features ad placements on the right-hand siade of the homepage, and includes ads within the News Feed on desktops and mobile.

** Pricing varies
Facebook Timeline Brand Pages Proprietary & Confidential 26

ADDITIONAL CREATIVE EXAMPLES

Facebook Timeline Brand Pages Proprietary & Confidential

27