This is the story of the first foray a group of creative multimedia students are making in the realm of Facebook marketing. It’s part of http://www.lit.ie/Courses/LC517.
Bernie Goldbach’s first-hand experience with Facebook since 2006 has empowered the creative multimedia department in the Limerick School of Art and Design with a new teaching and learning metaphor. These are the first steps.
We have a physical limitation with space but a wide-open theatre on line.
We know we have a lot of work to do. But we have a plan.
Hangouts work nicely on iOS.
A highly successful Coca-Cola brand activity.
The Timeline is engineered to tell the brand’s story as it wants to be seen. Blemishes can be hidden and Community Managers have complete control over what happens on the page. One-to-one, consumer-to-brand messaging also keeps consumers’ and brands’ dirty laundry (i.e. customer service issues) out of sight and, perhaps, out of mind.
A lot of the artists in our third level curriculum are discoverable.
Facebook also recommends combining Offers with its ad units to reach a broader audience and gets viral spread.
Sponsored stories should have legs planted in other locations on the web.
Inside info from our on-going FB ad campaign.
While Facebook’s paid advertising units helps brands land in the News Feed, a strong content strategy with engaging posts at the right time will still be at the core of the most successful brands on Facebook.
The current world wants easy-to-understand visual data. FB has tweaked its displays to favour visually compelling content.
Brands, public figures and institutions that have a rich history have a perfect opportunity to display it through Timeline in an engaging way. Administrators can literally go back in time and use the new “Milestone” post type to add landmarks in an organization’s past all the way back to the year it was founded. Brands that have longstanding relationships with customers can even encourage users to contribute photos that can then be re-posted as part of the Page’s history. For those brands that don’t have a history, like movies, Timeline allows Administrators to tell a fanciful backstory that can build anticipation for premieres. For television shows or entertainers, Timeline offers a wonderful way to catalogue episodes or performances and the journey to accomplishment.
The Pen & Pixel story is just beginning.
We assess these tasks in the Limerick School of Art and Design.
The Impact Equation by Chris Brogan and Julien Smith.
Both TWiG and MOC have hands-on experience with G+ and Hangouts.
JackMorton.com shares clever Facebook insights.
This presentation is shared via Creative Commons at Slideshare.net: http://www.slideshare.net/topgold/fb-for-art. The blog post: http://www.insideview.ie/irisheyes/2013/01/facebook-for-art.html See my curated G+ links at http://pinboard.in/u:topgold/t:googleplus
The Google shortener takes you into a cluster of pages on http://www.insideview.ie dealing with social media.
Facebook for Art
Facebook for Art
We are learning in the
Limerick School of Art &
for an Art Exhibition
Taking a blended approach
with @topgold from LIT.ie.
Conclusions Up Front
O You must have engagement on an active
O You must share decent images.
O You must respect brevity.
O You should balance your marketing of
creative portfolios that people want to see
O Web Analytics
O The focus is no longer on how brands
communicate, but rather on how they relate.
O Brands relate best through brand
O Brand experiences are most meaningful
when consumers are surrounded by their
O Our brand’s profile logo is 180 x 180 pixels
on our page.
O Our logo scales to 32 x 32 pixels in News
Brand Cover Photo
O On-Page Cover Photo is 851 x 315
O Cover photos feature fan or photo of
the month, a new promotion or even a
call-out for a custom Facebook
O Cover Photos may not include price or
purchase information, contact
information or calls to action.
Role of Images
O Brands that create posts that are
accompanied by visual media enjoy greater
inclusion and engagement through users’
O Visual content is core to a quality user
experience in the Timeline layout.
O Pages acts as a personalized social lens
through which users can view a given brand.
O A call-out with the number of a user’s
friends who like the Page as well as some of
their recent activity pertaining to the brand
features at the top of the Timeline.
O Friends care about friends, making this a
compelling reason for brands to respond to
each and every post on their Pages.
O Page Administrators can prioritise their own
content within the Timeline by starring the
best (most engaging) ones and allowing it to
expand with double width on the timeline.
O Administrators can hide less engaging or
less important stories.
O Administrators can choose not to feature
items in the Timeline.
O You can control how conversations appear
on your Pages.
O Administrators can prevent fans’ posts to
the Timeline from showing up publicly until
they have been approved.
O Administrators can also hide a box that
allows users to see recent post by people
other than their immediate friends.
O 1-ON-1 Messaging.
O Timeline introduced the “Message” button
that appears next to the “Like” Button at the
top of the Page (at a brand’s discretion -- it
can be hidden).
O Facebook post type called “Offers” lets you
feature a promotion on your page.
O Users can claim an offer and have the
coupon sent directly to the user’s email or
O This is seamless, powered by Facebook
users’ profile data and connects to analytics
and tracking. Potent.
O Visually engaging posts generate 2X the
engagement of basic text posts.
O On average, Page Insights show people visit
and engage with P&P Pages most often
between 8pm and midnight.
O Posts between 100 and 250 characters (less
than 3 lines of text) see about 60% more
likes, than longer posts.
O Facebook estimates that the average Page
reaches 16% of its fans in the average week.
O Treated as ad units.
O Effective Sponsored Stories express the
core of the message in the first 90
characters of the post as that is the size of
the ad unit.
O Facebook reports that Premium Ads and
Sponsored Stories on the right-hand
side are typically 40% more engaging
and 80% more likely to be remembered
than all previous offerings.
O Facebook says “well-run campaigns
leverage social drive ROIs of 3x or
Brand Over Community
O The Timeline is a prime example of
O Timelines tell branded stories.
O Admins hide blemishes from Timelines.
O Community Managers squelch rabbles.
O One-to-one, consumer-to-brand messaging
also keeps consumers’ and brands’ dirty
laundry (i.e. customer service issues) out of
sight and, perhaps, out of mind.
News Feeds Work
O For brands, the most important part of
Facebook is the News Feed.
O The majority of engagement and
awareness is generated by brands’ posts
being seen among their friends’ posts in
the News Feed.
O Rich visuals make the best content
and the best timelines.
O Facebook Mobile is a quick stalking
O The more photos, videos and links relevant to
individual posts, the more a brand stands out
in the timeline and builds affinity through its
O Wonderful stories can unfold on
O Mounting an exhibition is a story with
O Milestone post types add landmarks.
O Admins can create fanciful back