So, yesterday Facebook announced that they are rolling out Timeline for Facebook pages. If you haven’t switched your page over already you’ll have until March 30th to do so, before Facebook automatically changes pages over. But, that’s not all they announced. Yesterday was the first ever FMC (Facebook Marketing Conference) which was an invite only event, however they did stream it live so I was able to listen in.
Mike Hoefflinger, the Director of Global Business Marketing at Facebook introduced us to a few new products, some of which Facebook rolled out yesterday and others that won’t be out til April.
Hoefflinger told the story of how we are “going back to the future”, relating new ways of doing business with mom and pop stores of the past. He stated, “People prefer narration. Ads come from anywhere, stories come from people that you are connected to and have a relationship with. We’ve been doing ads because we couldn’t build enough connections to tell stories and have relationships at the scale of business today.” Social is changing that.
He went on to talk about how Facebook is leading that change making is to you can build enough connections and here are some of the products that they are rolling out that will hopefully help to accelerate that change.
1. Timeline for Pages: Mission control for you business – launch pad for your stories
Not only do you get the new cleaner look and bigger cover image new pages offer a greater experience to know what your friends are doing and how they are interacting with a particular brand or page which in turn builds stronger connections for you.
You can now also include how you got started and many other milestones for your company that have happened in the past, creating a greater story for your company.
Now people can message you directly on your page. You can give a personal one on one reply that they deserve.
2. Brand new story type: Offers
These are simple offers that will show up in the news feed and all you have to do to collect on them is click the add. You will then immediately have the offer emailed to your email account that’s attached to your Facebook account.
Check out Mari Smith’s blog post “Facebook Launches ‘Facebook Offers’ for Businesses” for more info.
3. Reach Generator:
This is a new premium advertising solution for large clients seeking to reach a higher percentage of fans via sponsored activity. While this is probably not going to be used my small and mid sized businesses, it is a new product that Facebook is offering.
Currently pages reach 16% of fans/friends every month, what if you could reach 50 – 75%? With Reach Generator you can now double your engagement. This is a package you purchase from Facebook where every day they sponsor a post and guarantee a 75% reach to your fanbase over a month long period. Some numbers that Hoefflinger gave as an example:
Using Reach Generator the following companies accomplished…
- Ben & Jerry’s reached 98% of all their fans and increased sales at a 3-1 ROI
- Dr. Pepper had a 140% increase in people talking about this
- Butterfinger had a 6 point increase in brand favorability
This is definitely a product worth using if you are a larger company with the money to afford it.
4. Premium on Facebook: the most impactful way for you to distribute your content on Facebook (you create, Facebook takes care of placement)
With Premium on Facebook your ads will no longer be the small ad to the right of the page but instead it will be seamlessly integrated throughout the site as if it were a regular update that had a lot of reach. As Hoefflinger says, “Marketing on Facebook will now feel like the rest of Facebook.”
Top placements for these ads? You the advertiser would start with a page post, then it would be placed on the right hand side of Facebook, then it would be put in the newsfeed.
There will also be a 4th placement option with Premium that will allow businesses to display ads on the log-out page of Facebook after users have logged out. This can include video, photos etc.
Not only will your ad now be in the newsfeed and possibly the logout, but it will also be on mobile, something Facebook has not done in the past.
According to Hoefflinger, using Premium on Facebook you should see 5 – 10x improvement in your ads success.
What are your thoughts on the new products Facebook is offering it’s advertisers?
Joan Woodbrey Crocker
Check out Flyte’s New Timeline