By: Ashlee Richards (_ashleer)

Well, folks. They’ve done it again.  Just as you thought your brand’s fan page was completely built out and finally at its peak, our good friends at Facebook threw us another change-up. They like to keep us on our toes, don’t they?  You can gripe and moan all you want… maybe even threaten to delete the account, but we all know that’s not going to happen. So take a few moments to shake your fist angrily at a photo of Mark Zuckerberg (ready… go), then just accept and adapt… mainly because you have no choice.  By March 30th all pages will be automatically updated to the Timeline layout.  You only have about a week left to preview and tweak before you publish, so you better get on it!

When I was asked to write a post about Timeline for pages, I thought “What can I write that’s not already out there?” But then I realized what I had looked for, but haven’t come across yet… a short, sweet, to the point, synopsis of what to expect with this whole Timeline thing and how to efficiently update the brand pages I manage.  Let’s be honest, we are busy people, and we don’t have time to scour multiple 50-page white papers and blog posts to uncover the 3 pages of actual information! So what I’m going to do is take everything I’ve learned via research and trial and error, and lay it out for you in a  comprehensive format that may be easily referenced.  We’ll go over the major effects that Timeline will have on your pages, and how to take advantage of those changes.  We’ll take a look at a couple of Timeline pages done well, and I’ll provide some great (and free!) resources you can use to optimize your page.

First, what does this whole Timeline thing mean to your page(s)?

Here are the top 6 effects that meant the most to me:

1. The thing that everyone is freaking out about… no more default landing pages!
Thanks a lot, Facebook. Now that landing page with the fancy like-gate and data capture fields that you paid a designer a pretty penny to create is no longer going to be the default when someone clicks on your page.  But fret not. With the cover image (billboard) space at the top of your timeline (we’ll talk specs below), you can brand the bejeezus out of your wall and it’s ALWAYS visible! (See: Macy’s and Coca Cola’s Timelines) Also, those landing pages can still be utilized. All installed applications will continue to own a unique URL you can share with people, so it’s not a complete loss.

2. More space in the “About” section = More space for calls-to-action
Even the minor updates can offer a major advantage.  The About section falls right under the profile thumbnail pic and provides the perfect real estate for a winning call-to-action.  Be sure to take advantage of the extra room to drive your fans where you’d like them to go. At the very least, include your website URL.

3. Tell your story
Milestones are a new feature that brands should take full advantage of.  Everybody likes a story, right? And stories make companies and brands seem more human. Use these milestones to lay out the life of the company.  When it started, when it introduced products or services, when it hired people, when it went public… just any ol’ thing that contributed to its success.  For instance, The New York Times has pimped out their timeline with milestones dating back to the publication’s birth in 1851. They even included an image of that first paper, back when it cost….. wait for it…… one penny a copy!

4. Control the user experience
The “Pin to Top” and “Highlighted Stories” are brilliant updates, so take advantage of them to ensure that visitors are seeing what you most want them to see.  Using the edit pencil at the top-right of every post, you can decide which post should be pinned to the top of your wall. Or you can highlight a story, by clicking the star, which blows it to the full width of the page, so it stands out.  By pinning a post to the top of your page, you can communicate the most important message (recent blog post, promo code, information about your business, etc.) to every visitor, and it will remain at the top for about 7 days. You could even use your branded cover graphic to point to that post… think about the possibilities!  Be creative… use it, and love it!

5. Improved customer service feature
There has always been that pain-point for users and brands that they couldn’t communicate via Facebook in a private manner.  If one wanted to interact with a brand, it had to be publicly displayed on the wall (if the page even allowed users to post!) Well, fret no more because there is a messaging feature on fan pages, so if I wanted to message you to tell you how awesome you are, instead of put it on blast for the world to see, I can!  And it will drop right into a messages folder that you can access when you’re using Facebook as your page.

6. Admin Panel Awesomeness
This is something that will make us look back on the old way of doing things and wonder “how did we manage like that for so long!?”  It’s a clean-looking dashboard that displays right above the banner space (and can be hid if you’re tired of scrolling past it) that shows you all of the recent *stuff* that’s going on with your fans. You’ll see recent notifications, likes, messages, and an insights overview.  If you want to view more in-depth analytics, there’s a big link to your Insights page, so you can easily access the updated, much sleeker data.

Bonus Update!
You can now create customized thumbnails for all of your apps!  Since they are larger and toward the top of the page, I was concerned that the generic logos that display with some of my apps would become eyesores, but alas! Facebook thought of that too. Get creative with these! I haven’t seen it heavily advertised, so here’s how you can access the feature (find the specific dimensions below):

- First, click the down arrow that expands the view so you can see all of your installed apps
- Hover over the desired app, and click the edit pencil
- Click “Edit Settings”
- Select “Change” that appears to the right of “Custom Tab Image:”
- And voila! You update it to be whatever you want!

Pretty sweet, huh?

As promised, here are a few dimensions that you will need to know to create the images for the updated design:

Banner Image: 830 x 315p.
The image will be stretched to fit these dimensions and must at least be 399p wide.

Profile Thumbnail: 180 x 180p

App Thumbnails: 111 x 74p

I want to mention a fabulous resource I stumbled upon while conducting my research. Mari Smith is a social media guru, and just about everything she produces is worth a read/watch.  She’s kind of my hero… hehe.  This article of hers is most helpful, and if you’re just beginning, download her Facebook checklist!

So, you see, the transition is not going to be as bad as one might think. There are lots of options and ways to improve your branding and customer service!  You have one week from today.  Accept that it has to be done, plan, and execute!  You’ll be happy you did… not to mention you’ll finally be rid of the Facebook reminders to upgrade to Timeline!

I tried to keep this short and sweet, so please, add a comment if you’re noticing more updates that should be mentioned!  If you have any questions please feel free to contact me at arichards@eilertinc.com. Have a fantastic day, and happy Facebooking! 

Lady Gaga.  At 25 she seems to have come out of nowhere and then appears everywhere. How does she inspire such devotion from her fans?

Here’s how: aside from  costumes, choreography and vocals that stand out from a “me too” sea of pop music, Lady Gaga is completely about her fans, little monsters, and relating with them on common ground.  She includes us,  and that is her secret sauce.

“Listen up little monsters..”

Referring to herself as “Mother Monster”,  she fiercely protects “little monsters”.  Her acceptance of her fans – just as they are – creates a sense of belonging. It is as if she knows each fan personally. In Gagaland, no matter how else the outside world may treat little monsters, in this world they are celebrated. Every interview, message, and staged entrance centers around the heartbeat of acceptance. And people respond.

Co-creating content with fans

A Google Chrome video, for example, was made with her fans at the release of “Edge of Glory”, with Lady Gaga posting a request for uploads to be used in a film project. The video was completed in time to coincide with her performance on the finale for Saturday Night Live.

Her latest co-creation is the Fanwall. Fans can upload their picture to be included in a photo-mosiac of fans. The mosaic looks like the “Born This Way” photo of Lady Gaga – but scroll over the tiles and see the faces of fans with their own statements.

Do the unexpected

Facebook, Twitter, blogs, YouTube and websites are expected. The unexpected – live or not – define everything she does. Like Gagaville. You may know the Farmville version. Let’s just say: Gagaville has more unicorns and glitter. Where else can you find an electric chapel, mohawked cow and gemstones? And, the sheep ride motorcycles here. Why does this work so well? Simple. The unexpected creates news. And news travels fast these days – through viral means and traditional outlets.

Blend the traditional with the untraditional

For the release of her recent CD, “Born the Way”, Lady Gaga showed up on every show from The View to MTV and fuseTV.  In interviews and billboards, the marketing  included an article for V magazine, tie in with Starbucks, fuseTV, and MTV. Add the Fanwall,  99 ¢ Amazon album downloads  and “Born this Way” membership ID cards and you get marketing magic. Her blend of traditional and “non-traditional” brilliantly reaches her fans wherever they may be.

Focus on your fans, and the rest falls in place

What can we learn from Lady Gaga? Keep centered and devoted to your own “little monsters” and they will notice. Business always revolves around relationships. If you focus on the people you do business with, include them, defend them and show up where they are, your business will grow. 

Giving back is a great way to say thanks to the community supporting you. Blackstone Media Network, a Web design and development firm in Louisville, KY wanted to give back to the town which helped them have a successful year. But how?

Their team got together and decided that giving back what they do best – develop effective websites – was a great way to help one of the many not-for-profit groups in the community. Most not-for-profits have lean budgets – especially in a recession – and a website helps with visibility and fundraising.

They came up with a contest. Their team decided to offer a local not-for-profit a free custom website, one year of free hosting and 15 e-mail addresses. Dubbed “A Website for Change“, local not-for-profits could enter from December 7, 2010 through January 5, 2011.

The company narrowed down the entries to the top 5, and has opened up community voting to select the winner. The contest is promoted through traditional media and via social media outlets like Twitter, LinkedIn and Facebook. Voting is easy – right on the website with descriptions for each of the finalists – and voters see who is in the lead with a real time graph once the vote is cast.

Benefits for the community: support for the not-for-profit community and for the people it serves. Benefits for Blackstone Media Network: great branding and a very effective way to give back.

Michael Learmonth wrote a brilliant post on Advertising Age about “the pants that stalked me on the Web”. Just as you guess from the title, an ad for the pants followed him around the Web like a stalker. Judging from the comments accompanying the article, the pants had plenty of company stalking people on the Web.

The culprit is  ”re-targeting” technology, in this case offered by Criteo. The marketing concept is to “Re-engage with lost prospects via personalised banners across the Internet.”

The theory goes like this: a person has indicated interest by coming to your site, so the likelihood of converting them to a purchase is higher than someone that hasn’t visited your site.  And there are, of course, studies to back that up.

But I have to wonder: if someone hasn’t engaged in a purchase, what if it is because they didn’t want to purchase? And  following them around will not make them happy, but more than a little irritated.  Not to mention creeped out.

Just as studies show higher conversion rates, legislation shows people do not like being hounded in their personal space. Do not call lists and opt-out lists for mail come to mind.

It gets back to what we’ve always said: “Just because you can do it, doesn’t mean you should.”

Treat your customer with respect. Treat them as a human being – not an analytic point. The golden rule – treat others as you would like to be treated – applies to effective marketing, too.

Have you visited a Web site with so many flashing animations that you leave? The same principle applies with logos: simple is good.

Here are 5 litmus tests for your new logo:

• Does it look good in black and white? If not, re-think it. Even with dinosaur technology like the fax machine, your logo will show up as a one-color wonder sometime. A crisp graphic can pull this off with ease.
• Can it be reproduced on a hat, t-shirt or mug? Wearables and promotion items help give your brand visibility. If you cannot reproduce your logo on these items, it means lost opportunity for getting your name out there.
• Does it require metallic ink, or any other special finish? Inks are expensive, and do not translate well to other mediums. (see #2)
• Will it look good on a cell phone? Mobile access means customer access – if your logo doesn’t translate to digital media easily, it works against you.
• Will it look good on a billboard? Logos show up in all sizes and scale. An excellent one will translate in any medium.

With easy design packages, animations and “do it yourself” kits available, the temptation to get carried away with all of the bells and whistles is common. But just because you can do it, does not mean you should. Technology special effects do not equal solid design.

Your logo communicates your brand in an instant. It is worth the extra time and investment to get it right. Then it can tell your story well.

Quite honestly, many of these folks build terrific looking Websites. But are they really saving you money? Or are they costing you “hidden”  money by lost opportunities you will never see? Chance are, with no marketing expertise in their skill set, it may be the latter.

The top five reasons a Web designer may cost you money:

1. Great Web design. No business context.
2. Cool design. Needs analytics and optimization.
3. Too many clicks for customers
4. Differs from all your other stuff
5. No call to action

Great Web design. No business context.
If your site looks terrific, but lacks  context to your business ,  chances are it will not sell for you. A productive site will clearly communicate what you do, and show value to your customers.  Does your designer understand what business you are in, and what will appeal to your customers? If not, consider moving on – even if the initial layout costs more, it will at least work for you.

Cool design. Needs analytics and optimization.
Behind the design are dozens of support codes that make your site visible to search engines and get data on how visitors interact with your site. Does your designer do these things? Are they optimizing your content, images, and PDFs to be visible to search engines? Can you look at traffic patterns to see what pages visitors look at, how long they stay and if they forward anything to others? Building the site is the first step, but the real results come from active management of the site over time.

Too many clicks for customers.
Information is why people look at sites. What are your visitors looking for? What do  they want to know? This should dictate what goes first on your site. If the information requires hunting around and looking for what they need through click after click, most visitors simply bail to another site. Don’t you? : )

Differs from all your other stuff.
If your site looks like an Apple iPhone® site, it looks very cool indeed. It also looks like someone else’s product line, which confuses people. You want people to be very clear about who you are and what you offer, so it is critical that everything you do looks similar – like it goes together. Does your site look like it belongs to the same company as your store, sales brochure and packaging? Boring maybe. Effective, definitely.

No call to action.
Down to business: you want people to do something when they visit your site. What is it? Sign up for a newsletter? As for a quote?  Call you or email you? This is your call to action. Make it easy for your visitors to take that action. Put it right up there on every single page. On the top of the page.

Even the best Web designer may not know your full market strategy. A bang-up Web site that does not tie in with your companies message, or have the right context for your customer will cost you much more money in the long run. By including a marketing professional in the process, who sees the bigger business and sales picture,  you will have a much more effective set of tools to bring customers in.

Why the post on job seeking?

Simple: looking for a job is pure marketing. Research the market, distill what your area of brilliance is (core competency) and refine your “one liner” about what your offer to the market.

Once you’ve done this, its time to “go to market”.

Center on your customer

Smart marketing centers on the customer, always. Laser in on where your customer lives. In this case, recruiters, HR managers and business owners seeking qualified candidates to interview. Where do they go first? The Web.

I know an excellent HR consultant who  engaged in multiple hiring searches recently. Over lunch, she described to another colleague and I how she used LInkedIn, Facebook and other Web gathering places as her first stops to find candidates.  At the other end of a recruiting search,  most companies do a background check before extending offers.  And these days, that includes a Google search, Facebook scan and other on-line checking.

The lesson? Go to where your target market goes. In this case – online. Social networking sites may not replace your current efforts – nor should they – but certainly can complement them, and increase your options for finding a great next job.