Facebook’s focus shifted from ads to stories with its shift to sponsored stories. New changes introduced today further the evolution from advertising to stories: incorporating stories in everything from content to offers to the new Premium on Facebook.
Today’s fMC introduced new features and shared case studies of success on Facebook. fMC featured keynote speakers and break out sessions to help businesses achieve greater success on Facebook
Premium now offers more options for distributing your stories to get them on the newsfeed in the coveted right hand side that produces 3X the ROI of other elements on the page.
As part of Premium on Facebook you’ll have options to feature your stories on the right side of fans Facebook pages, on their mobile devices, and soon on logout from Facebook.
Every day 37 million Facebook users log out of their Facebook page. Coming in April, Facebook will offer distribution of your stories on log out.
Premium on Facebook
Premium on Facebook allows businesses to publish their offer as a story, rather than an advertisement. Facebook then takes care of reach and engagement, leaving businesses free to focus on the story and creative.
Brands who have great stories to tell and brands who have customers who can tell great stories will expand their reach and boost their market. Brands that haven’t focused on building these stories into their DNA will have to quickly coming up to speed or face declining revenues.
After all, as Nigel Morris, from Aegis Media said,
Brands are nothing but the accumulation of stories.
Pages are Mission Control on Facebook
New business pages rolled out today and they look more like the Timeline pages used by many profile users on Facebook. The new business pages had the goal of cleaning up pages without a lot of distraction from patterns and music. The cover page features your 30X30 logo, which should be fairly consistent. The logo will travel through Facebook Newsfeeds, so it should be a major part of both online and offline branding and be recognizable.
The larger cover photo offers visual expression for events, offers and to build engagement with visitors. Below your logo, you have 2 sentences for branding – showing you’re a local business, listing your services, or offering a short pitch. Then, you can use a few native apps to customize the cover.
New controls, such as “Allowed” lets you share stories from others on your Newsfeed. You can also star certain posts, allowing them to be larger than other posts. So, you might star photos so they show up more visibly in your Timeline. Firms can also reorganize their timeline so more important stories are featured rather than the timeline being chronological. You can also pin posts so they stay above the fold.
A new admin panel brings all your important tools to 1 place at top so pages can your page can become mission control on Facebook. Notifications are front and center and new likes are featured. Insights are also in the new admin panel. A major feature of the new admin panel is it allows graded permissions to limit ability of admins to do various functions. So, some admins can create content, but others might only be able to view insights.
A new messages feature is a part of the redesign, answering the needs expressed by lots of brand. Using the message feature, so people can reach out to you privately and you can reach them privately.
A major addition to the new business page is the friend’s activity feature, which allows visitors to see how your friends are engaged with the brand. This creates enhanced engagement.
Stay tuned to tomorrow’s post sharing additional insights from fMC.