Following Change on Facebook: fMC - This Evolution's Impact on Brands

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February 29, 2012 was the inaugural Facebook Marketing Conference (fMC).

Announced were product evolutions in Pages and Ads that will change the way brands engage with consumers forever. The key takeaway is the emphasis on storytelling – how a brand tells its story and expresses itself through the participation of people. The scale, relevance, and reach Facebook provides for those stories is unprecedented."

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Following Change on Facebook: fMC - This Evolution's Impact on Brands

  1. 1. Following Change on Facebook:" fMC – This Evolutionʼs Impact on Brands " "Today, Facebook has rewritten the rules and created a platform that provides relationships at scale, with relevance and reach. The sum of their product evolutions will revolutionize the way brands and people interact.” -Mark Renshaw, fMC NY" February 29, 2012 was the inaugural Facebook Marketing Conference (fMC). Announced were product evolutions in Pages and Ads that will change the way brands engage with consumers forever. The key takeaway is the emphasis on storytelling – how a brand tells its story and expresses itself through the participation of people. The scale, relevance, and reach Facebook provides for those stories is unprecedented." 1 Timeline for Brands! The evolution of brand pages. Brands have from now until March 30 to convert. " Storytelling! Express a brandʼs identity with a cover photo, profile picture, apps, images and brand history." Tell a brand story through content & experiences." " Implication:! Determine the brand story and have assets in place before activating timeline. A brandʼs expression and ability to tell stories through new ads and content will replace the well-known wall conversation." " " Curation! Anchor important stories to top of page with pins." Highlight brand & fan stories and feature brand milestones." " Implication! Community manager to manage the tone and deliberately boost and amplify the best content. Fan empowerment to tell/start stories will be paramount to the success of a brandʼs Timeline." " " Friends that Engaging Friends of Fans! like brand" Pages now have more relevance for non-fans by showing how their friends are interacting with a brandʼs page." " Friends talking Implication:! about brand" More relevance translates to greater likelihood that friends of fans will engage with the brand. Chance to extend reach is greatly enhanced."Vol 2, Issue 1 March 2012 © Leo Burnett / Arc Worldwide Contact: Marina Molenda 312.220.5465 / @marina81"
  2. 2. Following Change on Facebook:" fMC – This Evolutionʼs Impact on Brands "2 Promoted Content! Transforming ads into storytelling mechanisms and reach boosters." New Premium Ads! Starts as a story on a page. Is amplified through placements on news feed, right rail, mobile devices and logout page." " Implication:! Engages fans + friends of fans. Ensure promoted content budget & coordination with community management." Source: Facebook" " " Reach Generator! Always on, subscription-based service. Automatically selects and amplifies posts. Assures placement in fanʼs news feed for a guaranteed reach potential of 75% of fans per month (an improvement from the current 16% average)." " Implication! Source: Facebook" Utilize this feature to reactivate fans or to ensure promotions/important news reaches them." " Offer! Share special discounts/offers directly from a page post. Free to create and post. Amplify with Premium Ads. Note: In beta and will likely launch Spring 2012." " Implication:! The claiming of coupons generates a story which can lead to discovery by friends of fans."In Conclusion!!For brands and marketers, the biggest opportunities on the new platform are through storytelling. Powerful,engaging stories will be the basis for forming, maintaining and growing relationships with consumers.""To guide how brand stories are told, identify opportunities for participation and extend reach, brands andagencies need to evolve their thinking from community management to community empowerment. Communitymanagers and creative storytellers must work in concert to create meaningful reasons for consumers to engagewith brands.""Go forth and tell stories! We think this is yet another step in the right direction of bringing brands and peopletogether."Vol 2, Issue 1 March 2012 © Leo Burnett / Arc Worldwide Contact: Marina Molenda 312.220.5465 / @marina81"

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