facebook marketing solutions - building better brand connections

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© RAPP Tribal New Zealand 2012 1 DESCRIPTION Facebook Marketing Solutions – Building better brand connections DATE March 2012 VERSION 1.0 Facebook Marketing Solutions Building better brand connections

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At fMC NYC, Facebook introduced three new marketing solutions to help businesses achieve better outcomes on the worlds most popular social networking platform. Pages have been overhauled to give brands more creative control over how they tell their brand story. Facebook’s Reach Generator guarantees your reach 75% of your fan base and an estimated 50% of your fans each week, a huge improvement on current estimates of 16% - comScore, March 2011. Finally, Facebook Premium distributes your posts on peoples homepages as a sponsored story, in their newsfeed on their desktop or mobile device or on the Facebook log out page, ensuring your content is seen at the right time in the most impactful place. This guide will help you navigate these new solutions, making sure you’re ready to take full advantage of these innovations which have been designed to help you be more relevant to your customers.

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RAPP Tribal New Zealand 2012

1 DESCRIPTION Facebook Marketing Solutions Building better brand connections

DATE March 2012

VERSION 1.0

Facebook Marketing Solutions Building better brand connections

RAPP Tribal New Zealand 2012

2 DESCRIPTION Facebook Marketing Solutions Building better brand connections

DATE March 2012

VERSION 1.0

Contents 1. Introduction 2. Pages 3. Facebook Premium 4. Reach Generator 5. So what does this mean?

Appendix A. Page Checklist B. Links to learn more

Introduction

RAPP Tribal New Zealand 2012

4 DESCRIPTION Facebook Marketing Solutions Building better brand connections

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New Marketing Solutions At fMC NYC, Facebook introduced three new marketing solutions to help businesses achieve better outcomes on the worlds most popular social networking platform.

Pages have been overhauled to give brands more creative control over how they tell their brand story.

Facebooks Reach Generator guarantees your reach 75% of your fan base and an estimated 50% of your fans each week, a huge improvement on current estimates of 16% *1.

Finally, Facebook Premium distributes your posts on peoples homepages as a sponsored story, in their newsfeed on their desktop or mobile device or on the Facebook log out page, ensuring your content is seen at the right time in the most impactful place.

This guide will help you navigate these new solutions, making sure youre ready to take full advantage of these innovations which have been designed to help you be more relevant to your customers. *1 comScore, March 2011

Pages

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Timeline More than a layout change, Timeline represents the best opportunity weve had to tell our brand story.

All Pages will automatically upgrade to the Timeline layout on March 31, 2012.

Page administrators can preview the Timeline layout today and can upgrade their page as soon as theyre ready.

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Cover The Cover is the first thing people see when they visit your brand page, so its vital you choose an image that captures the essence of your brand and leaves a lasting impression.

A cover image cannot contain price or purchase information, contact information, reference to Facebook site features e.g. Like or a call to action.

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Profile picture The profile picture sits below the Cover image and is used by Facebook to visually identify your brand in newsfeeds stories and social ads.

RAPP Tribal New Zealand 2012

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Views and Apps Photos, Videos, Events and custom Facebook apps appear below the Cover, making navigation easier.

Whilst you can change the order in which items appear, Photos will always occupy the first position on the left.

Brands can no longer land visitors who arent fans of the page on a custom welcome app.

For campaign apps, we recommend using a Page Post ad as well as pinning a post with a link to the custom campaign app.

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Pinned posts

Fixed to the top of the page for up to seven days, pinned posts are a great way to highlight important content for people to see.

A pinned post is identified by a

Until now brands have struggled with important messages being pushed out of view as a result of fan posts. But in pinned posts we have a great solution to this.

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Starred posts You can draw peoples attention to a particular post by starring it. A starred post immediately takes up the width of the brand page.

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Starred posts Another example of a starred post, this time from Ford.

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Milestones Milestones are a great way to celebrate key events in your brands history.

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Messages for Pages Facebook have moved a step closer to allowing brands to have a 1 on 1 conversation with a person. But, theres a catch. The person has to initiate the conversation using Messages for Pages.

In fact, Mango PR have already noticed people are choosing to use Messages for customer service including complaints, rather than airing these matters publicly.

A person does not need to like the page in order to use Messages for Pages.

Messages between a person and a brand are private and do not appear in newsfeeds.

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Friend Activity When people visit a page, theyll see what their friends and people they subscribe to are saying about it.

Friend Activity uses social validation tactics to help people make up their mind about a brand, based on what they think of their friends who like the page and their interactions with the brand.

Facebook Premium

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Facebook Premium Facebook Premium provides brands with new distribution options for ads, including mobile.

Brands can select one of their page posts and eectively syndicate it as a sponsored ad on the right side of the home page, into peoples news feeds on their home page and coming soon, into peoples news feeds on their mobile phone.

Brands can also choose to place an ad that appears when people log out of Facebook.

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Sponsored ad on the Home page This Sponsored ad is a page post on the Powerade New Zealand brand page.

Creative, PR + Media agencies must review conversation calendars together and identify page posts that can be distributed as social ads, ensuring fans and friends of fans see important messages.

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Sponsored ad in the News feed This Sponsored ad is a page post on the Nike Football New Zealand brand page and is identified as a sponsored ad by the word Sponsored in the bottom right corner of the post.

Another give away is the time it was posted, 15 hours ago. Posts either side of this social ad are literally minutes ago.

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Log out experience Ford Mustang used the log out experience to serve a Video Ad. This type of ad is particularly useful in environments where people must log out after using a public computer e.g. Public library, Internet Cafe, Universities.

Reach Generator

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Reach Generator In March 2011, comScore stated brands may only reach 16% of their fans on Facebook each week.

The Reach Generator guarantees brands reach 75% of their fans each month and an estimated 50% of fans each week in a simple, always-on way.

Facebook recommend brands post once a day to maximise their reach. In my opinion, this recommendation is to help the Reach Generator work optimally, but I would urge caution as posting daily will most likely annoy people.

The Reach Generator is not yet available in New Zealand.

So what does this mean?

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So what does this mean? 1. The changes to Pages give brands a great

opportunity to creatively engage people through visually interesting story telling.

2. These stories can be quickly converted into social ads and distributed on desktop and mobile home pages of fans and friends of fans.

3. Revisiting a brands history provides a deeper level of engagement for people to interact with and hopefully talk about or share.

4. Facebook recommends brands create more visually stimulating content as its news feed algorithms promote photos and videos over copy only posts.

5. Post optimisation is the new search engine optimisation.

Dont forget people spend most of their time on their home page so brands still have to create content that will cut through on news feeds

Team work is crucial to success here. Clients, Creative, PR and Media agencies need to work closely to make social ads succeed.

This has the potential to reopen wounds for some people, so community managers need to be ready to manage historical issues again.

Art Directors will play a larger role in the creation of conversation calendar content. Time and cost to produce this kind of content will increase.

Page Insights is key to understanding reach + share/talk value to reduce reliance on Paid media

Appendix A : Page Checklist

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Page Checklist Heres a checklist to help you prepare for the Pages cut-over. We have more information on specifications if you require.

Pages cut-over 1 Cover photo 2 Profile picture 3 About copy 4 Images for applications 5 Photos + Videos for Timeline content i.e. historical starred posts and milestones

On going 1 Updated conversation calendar, identifying:

1 pinned posts 2 starred posts 3 milestones 4 social ad opportunities

Appendix B : Links to learn more

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Useful links to learn more Learn Facebook pages http://www.learnfacebookpages.com/

Examples of Pages https://www.facebook.com/about/pages

FAQ about Pages http://www.facebook.com/help/?page=203955942973503

Learn Page Insights https://www.facebook.com/about/pages

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Thanks

Ian Hulme Senior Digital Planner RAPP Tribal New Zealand [email protected]