CleverwoodFRIDAY SESSIONS“ The Next Facebook ”Christelle DeliensStijn Vogels Follow @Cleverwood Use #FridaySession
Table of contents1. How Facebook pages evolved2. Facebook Timeline for brands3. Frictionless sharing4. Motives and consequences5. Questions: what do you think?
HOW FACEBOOK PAGES EVOLVED
Fake profiles (2006—2009)
Current pages (2009—March 2012)
Timeline (March 2012—)
FACEBOOK TIMELINE FOR BRANDS
Overview of changes All Facebook brand pages will be transfered to this new concept by March 30, 2012. There are 8 important facts you need to know.
1. Cover PhotoA big horizontal banner now appears on top of the page (851 x 315 pixels).This new eye-catching format allows brands to capture fans attention with animage that speaks for the brand.
2. Profile Picture The new format for the profile picture is a square with bigger dimensions (180 x 180 pixels).3. Description The ‘about’ section (Description) shows 145 characters before « more » appears. (255 ch. max).
4. Tabs and applicationsTabs and applications can no longer be set as default landing page for fans and non-fans.They now appear on the top of the page with a more detailed visual up to 111 x 74 pixelsA Tab name contains a maximum of 15 charachters and has a visual you can customize.In total there is room for 12 tabs. Only 4 tabs are visible at all timesThe ‘Photos’ tab is fix..
5. New feature: Pinned post Facebook now allows you to highlight a specific post (question, photo album, video, note, …) and pin this one at the top of your page during 7 days.
5. New feature: Pinned post Example : Full width visuals You can now make your page visually attractive by posting big and small foto’s and video’s
6. Date Selector: TimelineThe Date Selector on the right top of the page offer to fans the possibilityto see important milestones in the life of your brand
7. Insights extract All fans and non-fans can check some statistics about your brand: • People talking about this • New likes per week • Most popular week • Most popular City • Most popular Age group
8. New feature: Message to brand
8. New feature: Message to brandWhen fans click on « Message » at the top of your page, they are redirected totheir Facebook messages.You can choose to activate this service or not by going to the page settings andunchecking the option.
Frictionless sharing On January 2012 Facebook announced 60 apps that automatically share your content. This follows Mark Zuckerberg’s “law of social sharing”: the amount of data people share doubles every year. Games already had this. Now, everything you do is shared automatically. – News article from The Guardian or Washington Post – Music you listen to on Spotify – Images you share on Pinterest – Etc. This works both way: friends see what you do, and you can discover what’s popular among your friends.
Frictionless sharing: The Guardian
Frictionless sharing: Spotify
Frictionless sharing: Tripadvisor
Frictionless sharing: Pinterest
MOTIVES AND CONSEQUENCES
Consequences for brands: positiveThere are certainly a lot of positive changes for brands:1. More and better information on brand fans. What do they read, listen, watch, want… This allows for more targeted campaigns.2. New ways to interact with a brand. From now on interactions won’t be limited to just the timeline but also in the news feed and the ticker.3. Good quality is rewarded. The changes will push brands to invest in quality content, to get the most out of the timeline and ticker.4. New indicators of engagement. Before, brands had only two indicator: number of fans and like. With the new buttons, there will be more accurate data on member interactions: what do they read, like, share...
Consequences for brands: negative1. Graphic distraction. A giant graphic to the top of your page may look nice, but it does not drive any action that benefits your brand. The real engagement elements are pushed down the page.2. Relevance of pinned posts. The highlighting of posts is interesting, but only if fans visit the brand page. Statistics show people don’t return to a page once they’ve liked the brand.3. Private messages. Being able to receive messages from your fans with only 1 click is a great improvement. But popular brands will receive 1.000’s of messages per day, making it worse than spam. What is the cost of reading and responding to all?4. Timeline irrelevancy for brands. Facebook’s Timeline was designed to showcase a real person’s life. For brands today, the present day is what really matters.
Consequences for advertising1. More personal information. Timeline for profiles encourages people to add more detailed information to their profile: place of residence, education, date of marriage, recent travels... Facebook can now look into your past for even better targeting.2. New buttons for improved targeting. The previous Facebook had only one way for interacting: "Like". New buttons can gather more information: read, watch, listen... all without having to like. Real interest will be declared through the "Want" button. This data is a gold mine!3. Interactive applications. There are thousands of Facebook applications that let you do almost anything, with varying success. The new timeline will encourage sharing through applications. Publishers have to take advantage of this.4. Users never leave Facebook. With the addition of services for music, movies, news... users will end up spending their entire day (and night) on Facebook. More exposure = more time spent sharing = higher CPM. With members being only 12 hours/day, there is no really limit for the price they can ask advertisers.
QUESTIONS: WHAT DO YOU THINK?
Cleverwood is your New Media Consulting partner, providing expertise, knowledge and consulting services for Social Media, Web, Mobile, Interactive Television and emerging channels. And tweets down here Summary over here Thank You ! Christelle Deliens & Stijn Vogels Twitter: @christelle501 & @aardling Pic’s will be here Slides will up beCleverwood is a trademark of Fair Wood Ventures sprl/bvba