Tag Archives: Coke

How Your Brand Can Make the Most of the New Facebook Timeline

Facebook is switching all personal profiles and brand Pages to its Timeline format this week, changing a template that many of us grown accustomed to. This exciting new format offers opportunities for brands smart enough to take advantage of them.

How can your brand make the most of the new Facebook Timeline? Read on.

Take Off From Landing
How many hours did your designer spend creating your Facebook landing page? Well, it was nice while it lasted; landing pages are gone. Facebook is trying to eliminate “like-gating” – forcing users to like a page to view any content – as well as deceptive Pages that trick you into liking or sharing them. The new format comes with only one landing page, which includes the big cover photo, tabs (now at the top), and the timeline itself. All these features are customizable.

Pin to Win
You may be tempted to post content in the large cover photo, but Facebook doesn’t allow you to post prices, contact information, or a call to action in that space. Don’t worry — you can now keep important content at the top of your Page by “pinning” any post. The “pin” lasts seven days and ensures that it’s the first thing visitors see. If you’re running a contest or a sale, pin it!

Tell Stories
Storytelling was the most popular topic at South by Southwest this year. Brands are starting to realize that they can’t just post press releases or tweet “Thanks for following.” They must tell stories. Facebook’s timeline feature is the perfect way to share your brand’s story and make an emotional connection with your fans. Talk about odds you overcame, innovations you pioneered, or awards you earned. Add images to the timeline to make it even more compelling – people will be charmed by a picture of your first office, especially if it includes your 90s haircut!

Talk to Your Fans
Fans of a Page can now contact the brand by Facebook message, so you can make some interactions private. A complaint-and-recovery process no longer has to take up valuable Wall space, and smaller matters, like a contest winner’s home address, can now be shared privately. As Twitter direct messages have shown, people are thrilled to have personal contact with the brands they love, so find a reason to drop them a line, whether it’s “How did you enjoy your stay at our hotel?” or “Did your refund arrive on time?”

Bonus Info
A few more tips on how your brand can make the most of Facebook Timeline:

What size is the Facebook cover photo? 315 pixels high by 851 wide. The image should definitely not be smaller than 400 pixels wide.

Use the expanded Insights feature to view analytics on your Page, including the age of your Fans, which can be useful when buying Facebook Ads.

Tabs are now at the top. You can have a lot of them – Coke has 12 – but only four are visible when users first come to your site. So make sure those four have great images that make fans want to see more!

There’s no minimum fan number for a “vanity URL.” The moment you create your Page, you can make the address “facebook.com/yourbrandname.” And you can change the URL until you reach 100 fans.

Want a killer design and copywriting team to help create your new Facebook Page? Brandemix can help.

From Impressions to Expressions: Why Coke is a Social Media Superstar

Can’t make it to see Brands Undercover, my ERE presentation in San Diego on March 28? Then I guess you’ll miss hearing about how Coca-Cola is the #1 brand in the world.

And, in honor of my favorite award show day,  I am also going to bestow Coke with Brandemix’s very own SoMe Superstar award.

Here’s why:

1. In addition to tracking consumer impressions, they are increasingly tracking Consumer Expressions. Defined by Joe Tripodi, Executive Vice President and Chief Marketing and Commercial Officer of the Coca-Cola Company, it means “any level of engagement with our brand content by a consumer or constituent. It could be a comment, a ‘like,’ uploading a photo or video or passing content onto their networks.” While consumer impressions have long been the metric of choice for measuring SoMe ROI, they are passive, unlike consumer expressions which track active involvement with a brand.

2. They  have a webpage with their Online Social Media Principles which include The Five Core Values of the Company in the Online Social Media Community: Transparency, Protection, Respect, Responsibility and Utilization.

3. Their Super Bowl 2012 ad was so successful at driving traffic that it actually crashed their Facebook server.

4. They have embraced the communication strategy of keeping  “Liquid and Linked,” defined as curating work that is so emotionally compelling, authentic and culturally relevant that it can flow through any medium.

It must be working. Coke estimates that of the 146 million views of content related to Coca-Cola on YouTube, only 26 million views were of content that they themselves created. Nice to have 120 million brand ambassadors on your team! Which brings us to:

5. They have relinquished control. When Coke’s Facebook Page was targeted by an activist group whose members posted negative messages, it was the Facebook fans who rallied and responded with messages of support for the company.

As Coke gets ready to celebrate their 125 anniversary, they are a shining example of getting old both gracefully and greatly.

Congratulations to Coke on being Brandemix’s SoMe Superstar! Might we humbly offer one bit of advice? It might be time to freshen up your careers site to keep it as great as your brand. We know someone who can help.