Sponsored by:     Welcome to our Free Webinar       The Hidden Opportunities of          Facebook TimelineListen to audio ...
Meet your Moderator         Tim BurrowesFounder / Editor-in-Chief           @Mumbrella
How to Interact todayRaise your virtual hand up to ask    an audio question at the end        Type your comments         a...
Meet Your PresentersBrian Giesen        Mitch PhillipsRegional Director   Senior Digital AnalystSocial@Ogilvy       Social...
Facebook Timeline for BrandsThe Changes, and the Hidden Implications22 May 2012
Twitter Hashtag#FBTL                  6
Poll question:Would you purchaseshares in FB?                     7
Our Agenda TodayFacebook has recently         Which features matter   What are the hiddenpushed Timeline for brands.   mos...
11.3 million   Number of Australians That Visit               Facebook Each Month8.12 hours     Time Spent on Facebook Eac...
Each of us has our own“Personal Message Shield”                            10
We increasingly get news   We spend more time on               And the average Facebookand information via our    Facebook...
We take our social    By 2014, more people will   Over 35% of Facebook useconnections with us   access the internet via a ...
Brands that useSocial Media well,can deliver valueacross their businessand pass through thePersonal MessageShield         ...
Poll question:How Are You UsingFacebook?                    14
A quick rundown of the newfeature set…
Page = “Mission Control   Branded cover photo   (851x315) and profile   pic (125X125) allow   for maximum   creativity    ...
Page = “Mission Control  Reach Generator  premium advertising  option will enable              Fan posts  promotion of a  ...
What impact willthese changesreally have on mystrategy and myteam?
1.Timeline invites       Obvious Impact                               Hidden Implicationbrands to play         The ability...
Brand HistoryCoke is telling their rich brandhistory chronologically                                   20
Character HistoryCaptain Morgan USA goesway back to recreate the storyof Admiral Sir Henry Morgan.                        ...
GamificationFanta invites friends to findlost characters locked in theirtimeline.                                  22
Brand VisionThe New York Times bringsarchives to life throughhistorical time pieces                            23
2.Timeline raises the    Obvious Impact                                  Hidden Implicationcreative bar, and      The cove...
Page Layout   Timeline Layout                                25
Importance of theCover Photo                                     500% More Time Spent                                     ...
#1: Tourism Australia                        URL: www.facebook.com/seeaustralia                                           ...
#2: Milo A&NZ                URL: www.facebook.com/miloausnz                                                  28
#3: KLM          URL: www.facebook.com/KLM                                      29
#4: Ben & Jerry’s Australia                              URL: www.facebook.com/BenandJerryAustralia                       ...
#5: Lenovo A&NZ                  URL: www.facebook.com/LenovoANZ                                                    31
#6: Louis Vuitton                    URL: www.facebook.com/LouisVuitton                                                   ...
#7: McGrath Foundation                         URL: www.facebook.com/McGrathFoundation                                    ...
#8: Essendon FC                  URL: www.facebook.com/Essendon                                                   34
#9: Triple J               URL: www.facebook.com/TripleJ                                               35
3.It’s all about   Obvious Impact                             Hidden Implication“storytelling”   The new emphasis on multi...
The New ConversationCalendar                                              Photo: Courtesy Facebook Australia Emphasis:    ...
Capture the MomentNike collects consumergenerated #makeitcountphotos submitted via socialmedia and brings them to lifeon F...
4.Reach Generator will   Obvious Impact                             Hidden Implicationmake brand posts       With Reach Ge...
Reach Generator                  40
5.A new collaborative    Obvious Impact                              Hidden Implicationownership model is     The new ad m...
Eight Ingredients That Make aGreat “Community Manager 2.0”1. Strong Creative2. Media Planning Know-How3. Nimble Content Cr...
Poll question:What Do You See asthe Biggest ChallengeAssociated With the Changes                              43
Learn MoreFacebook:https://www.facebook.com/business/fmcSocial@Ogilvy:http://social.ogilvy.com/thinking/ideasWritten and p...
Q&AType your comments    Type question here and questions here
great3        Reasons to fill out the exit survey    Receive the Handout Slides from1   today’s webinar presenters    Requ...
Q&AType your comments    Type question here and questions here
Thank you                               for attendingwww.mumbrella.com.au           (and Interacting)              Today’s...
Mumbrella Social@Ogilvy Webinar: Facebook Timeline for Brands
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Mumbrella Social@Ogilvy Webinar: Facebook Timeline for Brands

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Facebook Timeline: The Hidden Implications, a webinar from the Social@Ogilvy Australia team, moderated by Mumbrella and sponsored by GoToWebinar.

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Mumbrella Social@Ogilvy Webinar: Facebook Timeline for Brands

  1. 1. Sponsored by: Welcome to our Free Webinar The Hidden Opportunities of Facebook TimelineListen to audio over your computer speakers or headphones, or phone in toll-free on: Australia: 1800 903 061 | New Zealand: 0800 45 2198 Access Code: 352-221-262 We will begin at approximately 1pm Australian EST
  2. 2. Meet your Moderator Tim BurrowesFounder / Editor-in-Chief @Mumbrella
  3. 3. How to Interact todayRaise your virtual hand up to ask an audio question at the end Type your comments and questions here throughout Type question here #FBTL
  4. 4. Meet Your PresentersBrian Giesen Mitch PhillipsRegional Director Senior Digital AnalystSocial@Ogilvy Social@Ogilvy @bdgiesen @mitch_phillips
  5. 5. Facebook Timeline for BrandsThe Changes, and the Hidden Implications22 May 2012
  6. 6. Twitter Hashtag#FBTL 6
  7. 7. Poll question:Would you purchaseshares in FB? 7
  8. 8. Our Agenda TodayFacebook has recently Which features matter What are the hiddenpushed Timeline for brands. most? implications for teams? 8
  9. 9. 11.3 million Number of Australians That Visit Facebook Each Month8.12 hours Time Spent on Facebook Each Month SOURCE: Source: Nielsen Online Ratings March 2012
  10. 10. Each of us has our own“Personal Message Shield” 10
  11. 11. We increasingly get news We spend more time on And the average Facebookand information via our Facebook than on Google user generates 90 piecesSocial Networks of content every month Source: ComScore MediaMetrix, Citi Investment Research and Analysis Source: Facebook Statistics 11
  12. 12. We take our social By 2014, more people will Over 35% of Facebook useconnections with us access the internet via a comes via a mobile deviceeverywhere mobile device than via a PC Source: InSite Consulting 12
  13. 13. Brands that useSocial Media well,can deliver valueacross their businessand pass through thePersonal MessageShield 13
  14. 14. Poll question:How Are You UsingFacebook? 14
  15. 15. A quick rundown of the newfeature set…
  16. 16. Page = “Mission Control Branded cover photo (851x315) and profile pic (125X125) allow for maximum creativity Applications and tabs appear as “favorites” beneath cover photo as thumbnails. You select four to display. Friends of user that Pinned posts keep like the page features at top of page for 7 days Timeline automatically inserts geo-targeted posts for fans in that 16 country/city
  17. 17. Page = “Mission Control Reach Generator premium advertising option will enable Fan posts promotion of a aggregated in a specific post into 50% separate stream of fans newsfeeds or sponsored story areas. Will reach fans via mobile as well as desktop. Browse page history chronologically Ability to post content in full page width box Fanta is a Social@Ogilvy client. 17
  18. 18. What impact willthese changesreally have on mystrategy and myteam?
  19. 19. 1.Timeline invites Obvious Impact Hidden Implicationbrands to play The ability to postdate content will add a Telling a brand history is the(creatively) in a new layer of depth to brand stories and obvious application of timeline, butvisually appealing, by extension, user engagement. the creative arms race will bechronological space. reinvigorated as top brands out-do Content will continue to be viewed in each other with inventive timeline Newsfeeds, but if well executed, it will uses. hook friends in to a much larger, more intensive Facebook experience back on the brand’s home page. 19
  20. 20. Brand HistoryCoke is telling their rich brandhistory chronologically 20
  21. 21. Character HistoryCaptain Morgan USA goesway back to recreate the storyof Admiral Sir Henry Morgan. 21
  22. 22. GamificationFanta invites friends to findlost characters locked in theirtimeline. 22
  23. 23. Brand VisionThe New York Times bringsarchives to life throughhistorical time pieces 23
  24. 24. 2.Timeline raises the Obvious Impact Hidden Implicationcreative bar, and The cover photo and nested profile Historically, many brands re-usedcreative investment. picture say it all – it’s time to call in the content from other platforms as filler creative cavalry. Creatives will start to for Facebook posts. Brands who play a much larger role in Facebook are fully adopting a unique timeline strategy, as well as asset development. strategy will need to recalibrate levels of investment in creative direction and resources in order to develop Facebook timeline content. 24
  25. 25. Page Layout Timeline Layout 25
  26. 26. Importance of theCover Photo 500% More Time Spent Viewing Cover Photos Than Profile Pictures Before Timeline After Timeline Source: Mashable Study by EyeTrackShop 26
  27. 27. #1: Tourism Australia URL: www.facebook.com/seeaustralia 27
  28. 28. #2: Milo A&NZ URL: www.facebook.com/miloausnz 28
  29. 29. #3: KLM URL: www.facebook.com/KLM 29
  30. 30. #4: Ben & Jerry’s Australia URL: www.facebook.com/BenandJerryAustralia 30
  31. 31. #5: Lenovo A&NZ URL: www.facebook.com/LenovoANZ 31
  32. 32. #6: Louis Vuitton URL: www.facebook.com/LouisVuitton 32
  33. 33. #7: McGrath Foundation URL: www.facebook.com/McGrathFoundation 33
  34. 34. #8: Essendon FC URL: www.facebook.com/Essendon 34
  35. 35. #9: Triple J URL: www.facebook.com/TripleJ 35
  36. 36. 3.It’s all about Obvious Impact Hidden Implication“storytelling” The new emphasis on multimedia The community management storytelling will force brands away from calendar process will need to be text-dominated updates towards more revisited to accommodate text creative expression. Day in day out editorial and high volumes of production will require teams to augment multimedia. This will impact high quality multimedia with faster, timelines, review cycles and brand cheaper, more nimble forms of content. teams involved in the process. 36
  37. 37. The New ConversationCalendar Photo: Courtesy Facebook Australia Emphasis: Emphasis: • Monthly planning • Quarterly planning • Text-based updates (w/occassional photo) • Telling stories through text & multimedia • Run primarily by one person • Collaborative effort 37
  38. 38. Capture the MomentNike collects consumergenerated #makeitcountphotos submitted via socialmedia and brings them to lifeon Facebook, and inNIKETOWN New York. 38
  39. 39. 4.Reach Generator will Obvious Impact Hidden Implicationmake brand posts With Reach Generator, brands with Reach Generator will literallywork harder with 50k+ fans and a post frequency of 7-14X promote an entire post as an in-existing fans. a week can promote entire posts in fan newsfeed promoted ad. This newsfeeds or sponsored story area with means the job of community a guaranteed reach of 50 – 75%* of manager expands to include media fans. More eyeballs from those who planning/deployment as well as already “like” your brand should mean posting and moderation. more engagement and more sharing. *Existing brand posts reach an estimated 16% of current fans 39
  40. 40. Reach Generator 40
  41. 41. 5.A new collaborative Obvious Impact Hidden Implicationownership model is The new ad model combined with proper Who owns your page? Whoimportant to success community management allows your page manages it? Now that Timeline to be set up to become a storytelling allows your brand’s page to become narrative that can be “on 24/7/365” with a true integrated paid/earned incredible reach beyond traditional media channel, it’s important to have paid impressions. and earned experts in place working in tandem to take advantage of this new landscape. 41
  42. 42. Eight Ingredients That Make aGreat “Community Manager 2.0”1. Strong Creative2. Media Planning Know-How3. Nimble Content Creator4. Good communication/social skills5. Has passion for the brand6. Relatable7. Void of ego8. Has a round-the-clock mentality9. Desire to help10. Strong PR Skills
  43. 43. Poll question:What Do You See asthe Biggest ChallengeAssociated With the Changes 43
  44. 44. Learn MoreFacebook:https://www.facebook.com/business/fmcSocial@Ogilvy:http://social.ogilvy.com/thinking/ideasWritten and prepared by: Brian Giesen Digital Director Email: brian.giesen@ogilvy.com.au Twitter. @bdgiesen Mitch Phillips Senior Digital Analyst Email. mitch.phillips@ogilvy.com.au Twitter. @mitch_phillips 44
  45. 45. Q&AType your comments Type question here and questions here
  46. 46. great3 Reasons to fill out the exit survey Receive the Handout Slides from1 today’s webinar presenters Request a free trial of Citrix GoMeeting2 or GoToWebinar for online pitches, presentations and events made easy Access a special GoTo subscription3 offer First 2 Months Free before 31 May
  47. 47. Q&AType your comments Type question here and questions here
  48. 48. Thank you for attendingwww.mumbrella.com.au (and Interacting) Today’s webinar brought to you by: Online Meetings & Webinars Made Easy For a free trial and to learn more: Australia: 1800 451 485 New Zealand: 0800 42 4874 www.gotomeeting.com www.facebook.com/GoToWebinar Do connect with todays guest speakers: Brian Giesen @bdgiesen Mitch Phillips @mitch_phillips #FBTL
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