Facebook Updates

News from the Facebook Marketing Conference

February 29, 2012

Contents are proprietary and confidential.

Definitions

• Page: a company or brand’s page/presence on Facebook

• Profile: an individual user’s page/presence on Facebook

• Timeline: a chronological view of a Page’s or Profile’s posts and activity

• Applications: the custom tabs on a Page

• Message: a private message from one entity to another

• Page Admin: the administrator(s) of a Facebook Page, granted access to editorial features and Insights

• Page Insights: the reporting functionality of a Facebook Page

Contents are proprietary and confidential.

Summary

• On Feb 29, Facebook instituted changes to its brand Pages. These changes were announced at their Facebook Marketing Conference in NYC. There were a few points that we will note:

1. “Timeline,” which had been available to Profiles for a few months is now available for Pages.

2. A large “Cover Photo” will grace the top of the Page.

3. Fans can now privately message a Page, and a Page can privately respond.

4. Page admins can activate these changes now but will happen automatically on Mar 30, 2012.

Contents are proprietary and confidential.

Timeline For Pages – Updates, Implications

• The “Timeline” view has been available for user profiles – it’s now available to Pages.

• This new view will be automatically implemented on your Page on Mar 30, 2012 if you do not do it first.

• It will show the entire chronology of your Page’s activity.

• Option to add milestone events to your Page’s timeline.

• You can “pin” any post to the top of your Page. It will remain pinned there for 7 days.

• Pages becoming more personal with friend activity.

You can viewWCG’s test Page at

facebook.com/testaquel

Contents are proprietary and confidential.

Timeline For Pages – Updates, Implications

• Fans can now scroll and jump within the timeline easier to find older posts (including negative ones).

• New “Offers” option to feature promotions. Posted as a story where users can claim via single click and sent to email/phone. Expected later this month.

• Custom tabs/apps have moved from the left to the top.

• You must redesign custom application (tab) icons to be 111x74 pixels instead of 16x16 pixels.

• Applications can now be up to 810 pixels wide.

• Profile pictures are changing – going down to 180x180 pixels. Focus on strong brand representation – logo.

• If you had a tall profile picture, you will not see the lower portion of the picture like you could in the old Page view. One would need to click on the image to see the whole thing. Important if you had a promotion or ISI there.

BEFORE

AFTER

Contents are proprietary and confidential.

Cover Photo

• A new, larger Cover Photo will grace the top of the Page.

• The image can not be promotional (including calls-to-action, coupons, deals, Like references, etc.). It can only be used for branding purposes.

Contents are proprietary and confidential.

Cover Photo (Specs)

• You will need to design a new image for this Cover Photo.

• Image needs to be 851x315 pixels.

• Be wary that the Profile Photo will cover the lower-left of the Cover Photo.

315

px t

all

851 px wide

obscured

Contents are proprietary and confidential.

Message From Profile to Page

• Profiles (fans) can now send a private Message to a Page. The Page can respond to that Message privately.

• However, a Page can not privately Message a Profile unsolicited.

Contents are proprietary and confidential.

Message From Profile to Page (Implications)

• You can utilize and promote this Message button as a means of fans contacting you about:

• Adverse events

• Drug mentions

• Customer service

• Sensitive matters

• Product complaints

• You will need to ensure you (marketing, customer service) or your agency is monitoring for incoming messages.

• You can turn this off in the Page settings.

Contents are proprietary and confidential.

Changes Take Effect on Mar 30, 2012

• You can Publish (update) your Page with the Timeline starting today.

• You can first test it offline by selecting “Preview.”

• Your Page will be converted on Mar 30, 2012 if you do not.

• You may need Legal review of the new look, so get started ASAP.

Contents are proprietary and confidential.

Other Tidbits From FMC

• This Page update will be available for Facebook on smartphones later in 2012.

• Reach Generator: use Sponsored Stories (instead of ads) to reach up to 75% of your fans, instead of the typical 16% of Facebook content the average user sees.

• Premium on Facebook: distribute your content on the news feed (desktop and mobile), right-hand of the homepage, and on log-out.

Contents are proprietary and confidential.

Other Tidbits From FMC (cont.)

• Facebook serves 100B impressions of stories to the news feed to 500M people every day.

• 425M people use the mobile version of FB per month.

• 105M log out of FB every month.

• They rolled up all different activity into what’s called “people talking about this.”

• Real-time Page Insights coming soon.

• Fan-gating (aka Like-gating) is no longer allowed.

• Brands can no longer dictate which tab new fans land on. All fans will land on the Wall.

Questions/Discussion

blog.wcgworld.com