LiveWorld POV: New Features for Brands Announced at  Facebook’s Feb 29, 2012 Marketing Conference  March 2, 2012 liveworld...
Executive Summary <ul><li>Facebook's perspective:  &quot;Stories are more powerful than Ads, and a Brand Page is where the...
LiveWorld Recommends <ul><li>Embrace  the  Timeline  and make yours shine </li></ul><ul><li>Leverage  the new  admin tools...
New Facebook Features <ul><ul><li>Enhanced pages  with addition of cover area,  private messaging for brands, and improved...
Focusing Pages <ul><li>Consider  Pages  to be  mission control for your business on Facebook </li></ul><ul><li>Pages estab...
Cover Area Breakdown Logo   shown for consistent identification of brand when posting.  Should not change. Cover Photo  is...
Timeline <ul><li>Timeline is a chronological look at interactions with the brand on Facebook </li></ul><ul><li>Timeline al...
Admin Panel <ul><li>The new admin controls give you the ability to highlight, organize and delete content in a much more u...
Personalizing a Brand Page <ul><li>Brands need to be aware that Facebook increased personal </li></ul><ul><li>relevance an...
Offers: A New Content Type <ul><li>Offers give brands a new vehicle to deliver concise marketing offers to the customers <...
Reach Generator <ul><ul><li>Fans see sponsored stories and non-fans see ads </li></ul></ul><ul><ul><li>Custom reporting th...
Premium on Facebook  <ul><li>tells good stories.  With Facebook Premium their stories post on the Facebook  home page.  </...
Premium Distribution Options <ul><li>Option 1 :  Regular   post on Wall (Page) has no cost. </li></ul><ul><li>Option 2 :  ...
Sizing Up Facebook Insights (FB reviewed these features that were released in Q4 2011) <ul><ul><li>Much clearer view of co...
LiveWorld Recommends <ul><li>Embrace  the  Timeline  and make yours shine </li></ul><ul><li>Leverage  the new  admin tools...
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Liveworld POV new FaceBook features for brands

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Facebook presented a number of changes that the company positions as natural outgrowth of its perspective that “Stories are more powerful than Ads, and a Brand Page is where the brand creates stories that fans then share and create mini-stories on top of.”

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Liveworld POV new FaceBook features for brands

  1. 1. LiveWorld POV: New Features for Brands Announced at Facebook’s Feb 29, 2012 Marketing Conference March 2, 2012 liveworld.com Your brand lives in the voice of your customers LiveWorld Confidential Patent Pending
  2. 2. Executive Summary <ul><li>Facebook's perspective: &quot;Stories are more powerful than Ads, and a Brand Page is where the brand creates stories that fans then share and create mini-stores on top of” </li></ul><ul><li>The event included Facebook product announcements that </li></ul><ul><ul><li>Enable brands to deploy richer, more engaging story telling (e.g. Timeline for brand pages) </li></ul></ul><ul><ul><li>Deploy new advertising venues that will enable brands to reach more fans and non fans, while enabling Facebook to increase their monetization of the service </li></ul></ul>
  3. 3. LiveWorld Recommends <ul><li>Embrace the Timeline and make yours shine </li></ul><ul><li>Leverage the new admin tools to curate and highlight your content </li></ul><ul><li>Continue to earn the attention of your fans with strong content that engages </li></ul><ul><li>Use data to identify the most successful content and consider piloting the new distribution methods </li></ul><ul><li>Plan for the impact of additional content on Timeline, managing private messages, and the new curation tools </li></ul>
  4. 4. New Facebook Features <ul><ul><li>Enhanced pages with addition of cover area, private messaging for brands, and improved admin controls </li></ul></ul><ul><ul><li>Introduced Timeline for brand pages, moved and diminished custom Apps tabs </li></ul></ul><ul><ul><li>Enhanced fans’ personalization of a brand page </li></ul></ul><ul><ul><li>Introduced additional advertising and distribution platforms including Offers, Reach Generator and Facebook Premium </li></ul></ul><ul><ul><li>Reviewed recent improvements to Facebook Insights </li></ul></ul><ul><ul><li>Announced coming changes to permissions for moderators (We consider this critical to watch) </li></ul></ul>
  5. 5. Focusing Pages <ul><li>Consider Pages to be mission control for your business on Facebook </li></ul><ul><li>Pages establish your identity and relay your stories </li></ul><ul><li>Later this year, Pages will be on your smartphone as well </li></ul>
  6. 6. Cover Area Breakdown Logo shown for consistent identification of brand when posting. Should not change. Cover Photo is larger banner like image used to set tone of your page. Easily changed to suit current campaigns. Business Description is a two line overview for at-a-glance consumption. Apps panel is a quick view of the ways to engage. Maximum display of 5 apps, 2 of which MUST be “About” and “Photos”. Additional apps accesses via clicking on a drop down menu. Fans can like and send private messages to the brand.
  7. 7. Timeline <ul><li>Timeline is a chronological look at interactions with the brand on Facebook </li></ul><ul><li>Timeline allows the brand to tell its story in a more robust and visual way </li></ul>Shows the brands posts New Admin controls allow the brand to highlight posts by featuring, creating milestones, marking as top content or fan of the week Brands can add to the history by back dating content Fans can navigate back in time Brands can allow or disallow fans to post to Timeline
  8. 8. Admin Panel <ul><li>The new admin controls give you the ability to highlight, organize and delete content in a much more user friendly layout </li></ul>Admin panel gives you quick view into your page One place to see activity and take actions on each post Quick portal into Facebook Insights
  9. 9. Personalizing a Brand Page <ul><li>Brands need to be aware that Facebook increased personal </li></ul><ul><li>relevance and allows fans to further customize their view. </li></ul>Your friends that like this brand. Default view includes stories your friends shared from the brand. **Note: Brands can remove this from the default view, but fans can still filter to see . Can filter to see only brand content or only friend shared content.
  10. 10. Offers: A New Content Type <ul><li>Offers give brands a new vehicle to deliver concise marketing offers to the customers </li></ul><ul><li>Encourages viral spread by showing which of your friends have redeemed </li></ul><ul><li>Can be time-bound offer </li></ul><ul><li>Simple to redeem in browser or mobile </li></ul>
  11. 11. Reach Generator <ul><ul><li>Fans see sponsored stories and non-fans see ads </li></ul></ul><ul><ul><li>Custom reporting that shows reach, engagement and brand tracking </li></ul></ul><ul><ul><li>Guaranteed higher fan reach </li></ul></ul><ul><ul><li>Facebook specifies: “only available to qualifying clients” </li></ul></ul><ul><ul><li>LiveWorld is researching the details of this offer </li></ul></ul><ul><ul><li>An always-on ad option to increase engagement </li></ul></ul>
  12. 12. Premium on Facebook <ul><li>tells good stories. With Facebook Premium their stories post on the Facebook home page. </li></ul><ul><li>They reached 98% of their fans, doubled engagement, and increased sales 3:1 ROI. </li></ul>Typical Brand stories reach about Of their fans Premium delivers Of their fans <ul><ul><li>Get your message to more fans </li></ul></ul>
  13. 13. Premium Distribution Options <ul><li>Option 1 : Regular post on Wall (Page) has no cost. </li></ul><ul><li>Option 2 : Highlight the post on the right side of your fans’ pages. (Estimated 3x ROI) </li></ul><ul><li>Option 3 : Distribute the post into the Newsfeed of your fans . Estimated 5-10x click-through rate above option 1. Includes Newsfeed on desktop and mobile devices. </li></ul><ul><li>Option 4 : Highlight post in the Facebook logout experience. </li></ul>Note: The pricing of each option has not been clearly defined.
  14. 14. Sizing Up Facebook Insights (FB reviewed these features that were released in Q4 2011) <ul><ul><li>Much clearer view of content performance of various content allowing better content optimization </li></ul></ul><ul><ul><li>Key metrics </li></ul></ul><ul><ul><ul><li>Likes AND how many people are talking about a brand right on the brand’s page </li></ul></ul></ul><ul><ul><ul><li>Displayed in the new timeline beneath the cover photo </li></ul></ul></ul><ul><ul><li>Dashboard with host of new measures </li></ul></ul><ul><ul><ul><li>More granularity on fans’ interaction with brand content </li></ul></ul></ul><ul><ul><ul><li>Reach of each content type for fans and friends of fans </li></ul></ul></ul><ul><ul><li>Interactive graphs on the dashboard </li></ul></ul><ul><ul><ul><li>Very usable </li></ul></ul></ul><ul><ul><ul><li>Deeper data accessible through data exports </li></ul></ul></ul>
  15. 15. LiveWorld Recommends <ul><li>Embrace the Timeline and make yours shine </li></ul><ul><li>Leverage the new admin tools to curate and highlight your content </li></ul><ul><li>Continue to earn the attention of your fans with strong content that engages </li></ul><ul><li>Use data to identify the most successful content and consider piloting the new distribution methods </li></ul><ul><li>Plan for the impact of additional content on Timeline, managing private messages, and the new curation tools </li></ul>Let us know if we can help!

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