Practical Ecommerce

3 New Facebook Marketing Tools: Timeline, Reach Generator, Premium

At last week’s Facebook Marketing Conference, the social media giant unveiled three new marketing solutions to drive business growth using social technology: Timeline, Reach Generator and Premium.

Here is a list of Facebook’s new marketing products. Access the conference videos to learn more about the new products and to see them in action.

Timeline for Pages

Facebook has released Timeline for brand pages. The layout features a large cover photo, with a small profile or logo image in the lower left-hand corner. The cover photo is a space to express a brand identity, rather than push contact or purchase information. The Page timeline is along the right side of the screen. Photos, events, and custom apps are now easier to find beneath the cover photo.

Page owners have from now until March 30 to make the change to Timeline voluntarily. After that date, Facebook will release Timeline to all business Pages. For more information and ideas on Timeline, see “Facebook Implements Timeline for Business Pages,” our previous article on that topic.

Reach Generator

Reach Generator guarantees you reach 75 percent of your Fans each month and an estimated 50 percent of Fans each week. Typically, a post by a brand only reaches 16 percent of Fans.

With Reach Generator, Fans will see a message as a sponsored story on the right-hand side of their Facebook page or in their news feed on desktop or mobile. Rather than pay on a per-click basis, Reach Generator allows advertisers to pay a fixed fee based on a Page’s Fan count. Reach Generator is only available to qualifying clients.

Premium

Premium enables brands to place sponsored story ads in impactful places. According to Facebook’s internal studies, Premium ads and sponsored stories on the right-hand side are typically 40 percent more engaging and 80 percent more likely to be remembered than all previous offerings.

For someone not connected to a brand, the story will appear on the right-hand side of his or her home page as an ad. For a brand’s Fans, the story will appear as a sponsored story on the right-hand side and it can also appear in news feed on both desktop and mobile. The story may also appear at log-out. All of these placements are on Facebook’s home page.

Sig Ueland

Sig Ueland

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  1. VolusionLauren March 7, 2012 Reply

    Thanks for the overview! Facebook’s premium ads will be an exciting opportunity for brands to further engage with their fans, but will definitely come with a hefty price tag. It can cost up to $25,000 per month to run some of these premium ads and for a small start-up, that’s most likely out of budget. Luckily, Facebook’s Maketplace ads will not be affected and more than likely are the only advertising option for many small businesses.

    Lauren at Volusion
    http://www.volusion.com