Apresentação do encontro promovido pela Social Agency sobre as mudanças do Facebook para empresas anunciadas no fMC em Nova York.

1. FACEBOOK PARA EMPRESAS
As novidades do fMC
março de 2012

2. Figure 1
The Connected World Is A More Accurate Reflection Of Consumer Behavior
Page 3

3. Use o Facebook como
ferramenta social!
O primeiro recado do
Facebook no fMC é que as
marcas devem tentar se
relacionar com as pessoas,
assim como as pessoas já
fazem umas com as outras.
É hora de criar histórias!

4. A páginas ficam Os anúncios viram Insights em tempo
mais sociais histórias real

5. 1. Express your identity with features like cover photo and Page timeline.
AS PÁGINAS FICAM MAIS SOCIAIS. Painel de controle da presença no Facebook.
2. Reach and engage your audience on the web and on mobile.
3. Respond to people in a quick, more personal way.
Cover photo
Use a photo that captures the essence
of your brand and showcases your
product or service.
Profile picture
•Expresse sua
Use a logo that people associate with identidade;
your business.
•Alcance e engaje seu
Views and apps público;
Your photos, events, and custom apps •Responda as pessoas
are now easier for people to find. rápido, e de maneira
Friend activity pessoal (E.Life CRM).
People can see how their friends
are engaging with your Page.
Composer
Post regularly on your Page to reach
your audience and drive engagement.
Pinned post
Anchor the most important story to the
top of your Page for up to 7 days.
Use a consistent and branded
profile picture that scales well
from 180x180 to 32x32 pixels.
Your profile picture follows
your business on Facebook as a
thumbnail image in news feed
stories, ads and sponsored stories.

6. Pages
AS PÁGINAS FICAM MAIS SOCIAIS. Painel de controle da presença no Facebook.
Star and hide stories
Highlight important stories
and hide stories that aren’t as
engaging or relevant.
Make your Page posts visually
engaging. While a diverse set of •Monte a página com
post types is important, posts conteúdos que digam
including a photo album or picture algo sobre sua marca;
can generate 2x more engagement
•Destaque as histórias
than other post types.1
mais importantes.
Larger stories
Take advantage of our larger photo format
to drive engagement.
Use Page Insights to find out
when people engage most with
your content and post during
those hours. On average, we
have found that people visit and
engage with Pages most often
between 9pm and 10pm, with
the 18-24 age group being the
most active.2

7. than other post types.
AS PÁGINAS FICAM MAIS SOCIAIS. Painel de controle da presença no Facebook.
Larger stories
Take advantage of our larger photo format
to drive engagement.
Use Page Insights to find out
when people engage most with
your content and post during
those hours. On average, we
have found that people visit and
•Crie cupons de desconto
no próprio Facebook;
engage with Pages most often
between 9pm and 10pm, with •Conte a história da sua
the 18-24 age group being the marca na página,
most active.2 inclusive com dados
retroativos.
Milestones
Define your key moments through time.
1. Average figures, based on internal studies,
July 2011.
2. Average figures, based on internal studies,
December 2011.

8. AS PÁGINAS FICAM MAIS SOCIAIS. Painel de controle da presença no Facebook.

9. NÃO PODE MAIS...

10. MAS PODE...

11. of fans each week3 in a simple, always-on way. Fans
will see your message as a sponsored story on the
OS ANÚNCIOS side of their homepage or in their newsMaior alcance e novos formatos.
right-hand VIRAM HISTÓRIAS.
feed on desktop or mobile.
1. Average figures, based on internal studies. Sponsored story on your
2. comScore, March 2011. fan’s homepage
Page post on your Page
3. Weekly reach may vary.
nd
to Reach Generator Benefits Reach 75% of your fans
nd 2x
Reach 75% of your fans on a regular basis
Increase the volume of engagement with your
ans each
brand (likes, comments, and shares) by 2x4
reach
ed 50% Receive custom monthly reports that show
y. Fans reach, engagement, and brand tracking
on the This package is only available for qualifying clients. Please reach
out to your account team to learn more.
news
4. Estimate. Individual advertiser engagement may vary. Before Reach Generator After Reach Generator
Sponsored story on your
1. Postfan’s homepage maximize reach. Posting too frequently reduces the amount of time needed to
once a day to
distribute each Page post to your audience.
2.
Express your core message within the first 90 characters of your post to ensure your audience sees it
Reach 75% of your fans post becomes an ad or sponsored story. Longer messages will be truncated.
when your Page
3. Post at the optimal time. Only you know what’s right for your business, and you can use your Page
Insights to figure out what’s working. Many restaurants find that posting between 7am and 12pm is
our
Somente 16% dos fãs das páginas são normalmente impactados pelas publicações,
ideal, while retailers find that posting between 8am and 2pm works best. People engage with Pages the
especialmente se a base de fãs foi construída à partir de promoções e concursos culturais.
most between 9pm and 10pm and the 18-24 age demographic is the most engaged during this time.5
Isso acontece por diversos motivos, que envolvem desde a frequência com que as pessoas
5. Average figures, based on internal studies, December 2011.
visitam o Facebook, até como ele entende a página como engajadora ou não. O reach
generator aumenta o alcance real de posts mais importantes entre seusEssential Connections
Facebook: Building
fãs.
e reach
Before Reach Generator After Reach Generator

12. Reach Generator Benefits Reach 75% of your fans
OS ANÚNCIOSofVIRAM a regular basis
Reach 75% your fans on HISTÓRIAS. Maior alcance e novos formatos.
Increase the volume of engagement with your
brand (likes, comments, and shares) by 2x4
Receive custom monthly reports that show
reach, engagement, and brand tracking
This package is only available for qualifying clients. Please reach
out to your account team to learn more.
4. Estimate. Individual advertiser engagement may vary. Before Reach Generator After Reach Generator
1. Post once a day to maximize reach. Posting too frequently reduces the amount of time needed to
distribute each Page post to your audience.
2. Express your core message within the first 90 characters of your post to ensure your audience sees it
when your Page post becomes an ad or sponsored story. Longer messages will be truncated.
3. Post at the optimal time. Only you know what’s right for your business, and you can use your Page
Insights to figure out what’s working. Many restaurants find that posting between 7am and 12pm is
ideal, while retailers find that posting between 8am and 2pm works best. People engage with Pages the
most between 9pm and 10pm and the 18-24 age demographic is the most engaged during this time.5
5. Average figures, based on internal studies, December 2011.
Facebook: Building Essential Connections

13. Share your most compelling stories in the best places on Facebook to engage and influence people.
Premium on Facebook helps you maximize the number of people interacting with your brand and
OS ANÚNCIOSabout you, while unlocking the power of fans andalcance e novos formatos. most
talking VIRAM HISTÓRIAS. Maior their friends. All of this is done on the
impactful placements on Facebook:
Right-hand side of homepage
Log-out experience
(optional)
News feed on
the homepage News feed on mobile
Placements in the right-hand side and in news feed on Facebook’s homepage have an average of
5x-10x more engagement than all other places on the site.1

14. OS ANÚNCIOS VIRAM HISTÓRIAS. Maior alcance e novos formatos.
•Conteúdo;
•Enquetes;
•Eventos;
•Vídeos;
•Ofertas!

15. ANÚNCIOS SÃO BONS, HISTÓRIAS SÃO
MELHORES.

16. INSIGHTS EM TEMPO REAL. Mais engajamento com mais inteligência.
, measured by the number of people talking about your Page
ship between reach, engagement and people talking about your content for each piece of
have posted
ching the Right Audiences Online”, October 2011
O Facebook Insights não
deve necessariamente
Facebook: Building Essential Connections
servir para análises. Os
dados do insights devem
orientar o que fazer em
seguida.

17. E COMO NOS PREPARAMOS?

18. C
Conexão
I E
Integração Engajamento
I
Influência
A Social Agency oferece uma abordagem completa para a
sua presença social.