Don’t underestimate the power of the Like button. Fanta has created a game using Timeline’s cover photo. New visitors are greeted by a vibrant image, but something is missing. The company’s team of characters have been lost in time and only fans can bring them back to the present.
Each character requires a certain amount of Likes to be found; however, once found, more Likes are necessary to bring him or her back to 2012. The company displays the amount of Likes needed to bring a character back once he or she has been found — so far only one has made it back.
Fanta is going beyond a click and encouraging its fans to navigate through its Timeline — something that might not happen otherwise. It’s a great way to welcome your audience and introduce them to a new layout.
2. Verizon Wireless
Verizon has cleverly mixed product promotion with fan engagement with its 30 Tablets in 30 Days photo contest. The company has asked its fans to submit their best city or landscape photos taken with their Verizon phones or tablets. Individuals are then entered to win a tablet; the winner’s photo will also be featured as the cover photo on the Verizon Page.
Chosen individuals will have their images credited in the top left corner of the cover photo, along with references to their pictures and the make/model of their phones.
Not only has Verizon created a great opportunity for aspiring photographers and mobile enthusiasts — selected photos will be seen by more than 2 million people — but it has also found a way to work product mentions into the photo through the image credits.
3. Captain Morgan
There’s much more to Timeline than contests and games. The cover photo is a valuable piece of real estate, but don’t forget about providing fans with valuable and entertaining content.
Timeline has reinforced the importance of storytelling. It gives companies the opportunity to highlight important moments and share experiences with fans. While some companies are using “Milestones” to mark the launch of a new product, Captain Morgan decided to chronicle the fictional captain’s life on the high seas.
Does it offer any real value in terms of sales? No, probably not. However, it does help to humanize the brand. If your company is going to enlist the help of a spokesperson or brand mascot then share his or her story, too.
4. ABF U-Pack Moving
ABF U-Pack Moving has not only created an inviting and informative cover photo, but it also takes advantage of the icons on the navigation bar. The company has created a consistent theme among the icons using the same colors featured in the cover photo. It’s important to draw attention to your navigation bar because it houses your photos, Likes, apps, and important calls-to-action — such as getting a quote.
This might be less innovative and more practical, but it’s bad form to expect your customers to dig around for important information like customer support, pricing, and so on. Facebook allows you to feature up to 12 apps on your navigation bar and you can rearrange the order any time — we recommend putting the important ones first, such as your own custom apps. ABF U-Pack rocked the overall theme, but be sure to read over Facebook’s cover photo rules before uploading — contact information shouldn’t be included in the image itself.
There’s still time to prepare your Page before Facebook makes the switch at the end of the month. It might seem like a daunting task, but think of Timeline as equal parts archive and scrapbook. Have fun with it!
Update: ABF U-Pack is in the process of updating its Timeline cover photo to align with Facebook’s terms of service.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.