Facebook Pages Redesign Implications and Opportunities for Marketers

Last fall, Facebook launched a major redesign of users’ profile pages and the home page.

Last fall, Facebook launched a major redesign of users’ profile pages and the home page.

With the redesign, the Facebook user profile changed from a page comprised of individual boxes to a profile centered around the wall and supported by tabs. This change was intended to make sharing more prominent and social.

With the redesign, the Facebook user profile changed from a page comprised of individual boxes to a profile centered around the wall and supported by tabs. This change was intended to make sharing more prominent and social.

Now, Facebook is redesigning business/brand Pages in a similar way. Page admins already have access to the new design and can “republish” their pages as soon as they’re ready. Every page will automatically switch over to the new design on March 11.

Now, Facebook is redesigning business/brand Pages in a similar way. Page admins already have access to the new design and can “republish” their pages as soon as they’re ready. Every page will automatically switch over to the new design on March 11.

Here’s what you need to know.

Here’s what you need to know.

The new “fan” Page looks and functions a whole lot like a user profile Page

The new “fan” Page looks and functions a whole lot like a user profile Page

It has the same updated “wall and tab” design that is featured on the profile page.

It has the same updated “wall and tab” design that is featured on the profile page.

The Wall, which now contains all of the latest updates and Wall posts, is now front and center.

The Wall, which now contains all of the latest updates and Wall posts, is now front and center.

Information will now live on the info tab and photos will live on the photos tab, allowing for a much more robust photo album experience.

Information will now live on the info tab and photos will live on the photos tab, allowing for a much more robust photo album experience.

Facebook applications like Video, Events, and Discussions can have their own tabs.

Most custom fbml based designs and applications will be moved to the boxes tab

Most custom fbml based designs and applications will be moved to the boxes tab

Some custom content and apps can also be featured on the left side of the wall tab.

Some custom content and apps can also be featured on the left side of the wall tab.

Now pages can share their status with their fans, just like Facebook users can on their own profile.

Now pages can share their status with their fans, just like Facebook users can on their own profile.

What does this mean for your Page?

What does this mean for your Page?

Your content will thrive. Information and content shared by your Pages will now appear in your Fans’ News Feed, just like that which is shared by your friends.

Information and content shared by your Pages will now appear in your Fans’ News Feed, just like that which is shared by your friends.

This means keeping your Fans informed and engaged will drive News Feed stories thereby growing traffic and ultimately your Fan base.

This means keeping your Fans informed and engaged will drive News Feed stories thereby growing traffic and ultimately your Fan base.

You can share more. In addition to being able to share photos, videos, and notes on Pages, you will now have a powerful tool previously only on Facebook profile pages - Status Updates.

In addition to being able to share photos, videos, and notes on Pages, you will now have a powerful tool previously only on Facebook profile pages - Status Updates.

With Status Updates - you can now post pithy updates that Fans might find really interesting and engaging. Sounds a lot like Twitter, huh? Brands will also be able to link tweets with status updates via the twitter application.

With Status Updates - you can now post pithy updates that Fans might find really interesting and engaging. Sounds a lot like Twitter, huh? Brands will also be able to link tweets with status updates via the twitter application.

You can choose where to send new fans-to-be. Admins will now have a choice as to the best landing page for new users. The Wall or Info tabs will likely be the best choice, but you could have non-Fans land on the Boxes tab if you want them to experience a specific application as an example.

Admins will now have a choice as to the best landing page for new users. The Wall or Info tabs will likely be the best choice, but you could have non-Fans land on the Boxes tab if you want them to experience a specific application as an example.

So now both Fans and prospects can be driven to any specific tab through Social Ads. And, any fans who stumble upon your page through organic search will automatically go to the wall tab.

So now both Fans and prospects can be driven to any specific tab through Social Ads. And, any fans who stumble upon your page through organic search will automatically go to the wall tab.

What is going to happen to all of the stuff on your existing page?

What is going to happen to all of the stuff on your existing page?

It will still be there, just organized a bit differently.

It will still be there, just organized a bit differently.

Here is what we know about the new page layout Feature Old Pages New Pages Wall Bottom of the page Has its own tab Info Top of the page Has its own tab Photos On the right-hand side Can only access profile pictures through front page Can have its own tab Can appear in either the “Boxes” tab or the static left-hand side of the “Wall” and “Info” tabs Video On the right-hand side Can have its own tab Can appear in either the “Boxes” tab or the static left-hand side of the “Wall” and “Info” tabs Discussion Board Right underneath profile picture Can have its own tab Can appear in either the “Boxes” tab or the static left-hand side of the “Wall” and “Info” tabs Built-in “discuss” feature on “Wall” tab FBML Under the profile picture/discussion board Can have its own tab Can appear in either the “Boxes” tab or the static left-hand side of the “Wall” and “Info” tabs Events On the right-hand side of the page Can have its own tab Can appear in either the “Boxes” tab or the static left-hand side of the “Wall” and “Info” tabs RSS+ Feed Right-hand side Middle of the page Can appear in either the “Boxes” tab or the static left-hand side of the “Wall” and “Info” tabs Mini-Feed Bottom of the page Integrated into the “Wall” tab Favorite Pages Top, right-hand side of the page Can appear in either the “Boxes” tab or the static left-hand side of the “Wall” and “Info” tabs Status Updates Non-existent Will have status updates like a personal Facebook page

Here is what we know about the new page layout

Bottom of the page

Has its own tab

Top of the page

Has its own tab

On the right-hand side

Can only access profile pictures through front page

Can have its own tab

Can appear in either the “Boxes” tab or the static left-hand side of the “Wall” and “Info” tabs

On the right-hand side

Can have its own tab

Can appear in either the “Boxes” tab or the static left-hand side of the “Wall” and “Info” tabs

Right underneath profile picture

Can have its own tab

Can appear in either the “Boxes” tab or the static left-hand side of the “Wall” and “Info” tabs

Built-in “discuss” feature on “Wall” tab

Under the profile picture/discussion board

Can have its own tab

Can appear in either the “Boxes” tab or the static left-hand side of the “Wall” and “Info” tabs

On the right-hand side of the page

Can have its own tab

Can appear in either the “Boxes” tab or the static left-hand side of the “Wall” and “Info” tabs

Right-hand side

Middle of the page

Can appear in either the “Boxes” tab or the static left-hand side of the “Wall” and “Info” tabs

Bottom of the page

Integrated into the “Wall” tab

Top, right-hand side of the page

Can appear in either the “Boxes” tab or the static left-hand side of the “Wall” and “Info” tabs

Non-existent

Will have status updates like a personal Facebook page

The most dramatic change will be the new placement of wide FBML boxes. These boxes will now be moved to the Boxes tab. This limits custom design but streamlines user experience.

The most dramatic change will be the new placement of wide FBML boxes. These boxes will now be moved to the Boxes tab. This limits custom design but streamlines user experience.

Here’s the new reality: The pages that keep their content updated, discussions cultivated and status updated will be the most successful.

Here’s the new reality:

The pages that keep their content updated, discussions cultivated and status updated will be the most successful.

Should you be excited about these new changes to Facebook pages?

Should you be excited about these new changes to Facebook pages?

Yes!

Yes!

Robust Page + Engaged Fans = Positive Social Media

Robust Page

+

Engaged Fans

=

Positive Social Media

By making Pages less corporate “web-sitey” and more “Facebooky” Facebook has forced us to be more human, more approachable, more…social.

By making Pages less corporate “web-sitey” and more “Facebooky”

Facebook has forced us to be more human, more approachable, more…social.

In conclusion, the new Facebook Page design will help you: Use status updates to trigger fans’ News Feeds This gives your brand the opportunity to have more frequent and conversational interaction with your Fans. With opportunity comes responsibility. Respect the News Feed and mind the frequency. Recruit, engage, and reward Fans Use the foundation of Customer Relationship Management (CRM) practices to begin Fan Relationship Management (FRM) for real. This is way beyond just an advertising channel. Become a “Social Brand” A Social Brand is a human brand. They listen more than they talk. They look for shared interests, play, and make friends. So get out there and start socializing.

Use status updates to trigger fans’ News Feeds This gives your brand the opportunity to have more frequent and conversational interaction with your Fans. With opportunity comes responsibility. Respect the News Feed and mind the frequency.

Recruit, engage, and reward Fans

Use the foundation of Customer Relationship Management (CRM) practices to begin Fan Relationship Management (FRM) for real. This is way beyond just an advertising channel.

Become a “Social Brand”

A Social Brand is a human brand. They listen more than they talk. They look for shared interests, play, and make friends. So get out there and start socializing.

Contact us. + web: brandnetworksinc.com + phone: 617.275.7051 Who we are. We leverage social networking to recruit, engage and reward your Brand Fans.

Contact us.

+ web: brandnetworksinc.com

+ phone: 617.275.7051