Razorfish FBTimelines POV v1

8/2/2019 Razorfish FBTimelines POV v1

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1Facebook Timeline Brand Pages Proprietary & Confidential

Facebook Timeline Brand Page POVMarch 1, 2012 | Version 1


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TABLE OF CONTENTS

Facebook Timeline for Brands is Here Pg. 3

A New Canvas for Visual Engagement Pg. 4

Design/Layout Updates Pg. 5

Community Management Tools Pg. 14

Whats Missing from the Timeline Pg. 19

Topline Recommendations Pg. 22

Next Steps Pg. 23

Appendix Pg. 24


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RECENT NEWS: FACEBOOK TIMELINE FOR BRANDSIS 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 beforeall 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


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A NEW CANVAS FOR VISUAL ENGAGEMENT

The two-column format offers a dynamic, storytelling experience,ultimately providing deeper engagement opportunities than the currentlong-stroll format

Photo & videos are incredibly important - we can now visually expressourselves 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


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NEW FEATURES:DESIGN/LAYOUT UPDATES


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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 tohighlight tabs/applications, Likes, Events etc.

Milestones:Post historical milestones defining our key brand moments throughout time, includingnew product launches, fan growth, awards, press, etc.

Friend Activity:Display how many of your friends like the page and their recent activity ormentions 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


7/277Facebook Timeline Brand Pages Proprietary & Confidential

IN DEPTH: COVER PHOTO & PROFILE PICTURE

RECOMMENDED APPROACH:

Leverage cover photo as a visualrepresentation of the brand, a featuredproduct or an ongoing program/campaign

The profile photo should serve as a brandedicon or logo (also appears as the pages

thumbnail photo)

1.

2.

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)



COVER PHOTO EXAMPLES

Old Spice: App icon functions as part of the coverphoto



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 thatshould go in your Pages About section.

References to Facebook features or actions, such as Like or Share or an arrow pointingfrom 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.



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

Tab names should be no longer than 16 characters, or it is automatically truncated with ellipses There is currently no ability to rename a tab from whats defined in the developer console for that app (may be a

bug)

About Descriptions are now limited to about 165 characters

1. 2. 3.PhotosAbout DescriptionMore


Develop app icon images that are legible,unique for each app experience, andcreatively 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



IN DEPTH: HISTORICALMILESTONES

SUMMARY: Ability to backfill timeline with full brand history

Images can mark historic brand moments (843x403pixels) to enhance storytelling

Option to include images, videos, links, text posts


Compile a comprehensive list of key milestones for thebrand and add them to Timeline, including:

Founding date

Key product launches

Branding evolution

Product placements within popular culture

Awards


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MILESTONE EXAMPLES

Manchester United: Captures its rich history

with numerous photo-based milestones

Old Spice: Incorporates their unique sense of

humor into image & text based milestones


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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


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


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NEW FEATURES:COMMUNITY MANAGEMENT TOOLS


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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 ofdisplaying 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 toquickly review and manage the page


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IN DEPTH: PINNED POSTS


Use pinned posts to highlight key initiatives for

the week i.e. campaigns, featured applications,product announcements etc.

Seek opportunities to enhance pinned postswith visual content (photos, video etc.)

SUMMARY:

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

Yellow ribbon denotes pinned post

Example post that has been pinned


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IN DEPTH: HIGHLIGHTED STORIES

SUMMARY:

We now have the option to enlarge and highlight posts that are very visual in nature; highlightedposts will span the full width of the timeline and can serve to drive further engagement


Develop a clear process to identify content thatdeserves a large-story format within the timeline

Consider the following types of content forhighlighted stories:

Visually appealing posts (photos, videos)

Campaign/Programming announcements

Product news

Fan # achievements

Brand/product accolades

Example of post leveraging enlarged story


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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 Inboxon the Admin Panel (visible to Admins only)


Work with a CMS provider that can provide anefficient and responsive workflow for directmessages, in addition to existing commentmanagement tools

Leverage this tool to extend sensitive or complexone-on-one user conversations in a private setting,rather than cluttering the public page

Surprise and delight users who have directmessaged the brand by responding


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WHATS GOING AWAY

WITH TIMELINE


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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*


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RECOMMENDATIONS & NEXT STEPS


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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 establishvisual cadence

Fully utilize Timelines ability to tell the brand story with milestone-drivenhistorical content; begin with identifying key moments that visually recount theappropriate brand history

Capitalize on the new wide app format for all foundational app experiences aswell as apps currently in development in order to allow for a deeper, moreengaging and more versatile user experience

Work with agency partners and social media teams to determine the bestapproach for utilizing the new community management

enhancements/workflow (including the emphasis of enhancements thatrequire thinking around information visualization, geo-location, etc.)


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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


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APPENDIX


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SPEC SUMMARY

DELIVERABLE ASSETS SPECS

Cover Photo 815x315 pixels

Profile Photo 180x 180 pixels

About Description 165 Characters

App Tab Icons 111x74 pixels

Milestone Images 843 x 403 pixels


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NEW PREMIUM FACEBOOK ADS

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 activelyseeking new content.

NEW PREMIUM PLACEMENT

Features ad placements on the right-hand siade of thehomepage, and includes ads within the News Feed ondesktops and mobile.

** Pricing varies

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.


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ADDITIONAL CREATIVE EXAMPLES

Razorfish FBTimelines POV v1

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