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People’s Insights Volume 1, Issue 10 : Facebook Timeline for Pages

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50+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling on the MSLGROUP Insights Network. Every week, we pick up one …

50+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling on the MSLGROUP Insights Network. Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights and foresights with you on our People’s Insights blog and compile the best insights from the network and the blog in the iPad-friendly People’s Lab Quarterly Magazine, as a showcase of our capabilities. This week, our topic is Facebook Timeline for Pages. For more, see:http://peopleslab.mslgroup.com

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  • 1. crowdsourcing | storytelling | citizenshipPeople’s Insights: Volume 1, Issue 10FacebookTimeline forPages
  • 2. Facebook Timeline for pagesAfter profiles and apps, Facebook has taken Timeline to pages. It will golive on March 31, 2012. Content will be presented by date, month andyear in a more aesthetic, user-friendly way.Source : http://www.location3.com/facebook-timeline/, http://www.facebook.com/about/pages
  • 3. New featuresFocus on visual storytelling through new features that include coverphoto, updated look and feel, pins, messages, highlights, no landingpage, friend activity, milestones and admin panel.Source : http://mashable.com/2012/02/29/facebook-brand-timelines-changes-marketing/ ,http://mashable.com/2012/03/01/facebook-timeline-brands-guide/#5121519-Getting-to-know-you
  • 4. Focus on aesthetics & milestones to improveEdgeRankThe new interface encourages multimedia content, improves aestheticappeal. Milestones are favoured by the EdgeRank algorithm to standardposts, increasing visibility of pages on the newsfeed.Source : http://www.slideshare.net/jackmortonWW/marketers-guide-to-facebook-timeline-tips-for-brands-and-marketers-for-the-2012-changes-to-pages-11812395 ,http://www.one1onemarketing.com.au/blog/facebook-brand-pages-go-to-timeline/
  • 5. Brands can tell a story betterTimeline gives brands an identity, allowing them to tell more engagingstories by sharing content as per different phases. It helps customerssee the evolution of a brand.Source : http://www.likeable.com/2012/03/3-ways-to-tell-your-brand-story-using-facebook-timeline/ ,http://articles.businessinsider.com/2012-03-07/news/31131000_1_brands-vampires-ad
  • 6. Engagement, not promotionMilestones, cover photos discouraging promotion, and a shift from staticlanding pages to stories highlight Facebooks efforts in encouragingbrand-building rather than sales.Source: https://www.arkovi.com/2012/03/building-your-business-online-brand-a-facebook-timeline-redesign-by-arkovi/ , http://www.techjournalsouth.com/2012/03/facebook-timeline-offers-marketers-room-to-build-engagement/
  • 7. Not about likes and fan-gatingAsking fans to like a page in exchange for something is tougher now.Users will only like pages to follow a brands story rather than for asingle activity, which makes brands focus on quality engagement.Source : http://techcrunch.com/2012/02/29/death-of-the-facebook-default-landing-tab/ ,http://facebook.com
  • 8. What users see firstWithout landing tabs, it becomes tougher to determine what a user seesfirst. Facebook ads driving traffic to an app, featured tabs, pinned postsand friend activity now determine what a user sees first.Source: http://www.pagemodo.com/blog/drive-more-traffic-to-custom-timeline-tabs/ ,http://techcrunch.com/2012/02/29/how-to-use-timeline-for-pages/
  • 9. Better for customer serviceTimeline allows users to send private messages to brands, reducingnegatives on the wall. The format of posting by date will help marketerskeep track of the wall, making listening and responding easy.Source: http://peopleslab.mslgroup.com ,http://techcrunch.com/2012/02/29/how-to-use-timeline-for-pages/
  • 10. Users are happy, marketers arentThe changes have sparked intense debates, with most of brand andmarketer sentiment being negative due to the stifling of direct promotion.Customers like it for its aesthetics, discouragement of spam.Source : http://mashable.com/2012/03/01/facebook-timeline-brands-guide/#5121519-Getting-to-know-you ,http://www.hindustantimes.com/technology/SocialMedia-Updates/Facebook-timeline-for-brands-The-good-bad-and-ugly/SP-Article1-819701.aspx
  • 11. More about users than brand marketingUsers will not be tricked into liking a page to view content. The firstthing users see is organic content and what friends are saying in theFriend Activity box. The new format discourages spam.Source : http://venturebeat.com/2012/03/03/why-marketers-should-embrace-facebooks-new-timeline-for-brands/,http://mashable.com/2012/03/01/facebook-timeline-brands-guide/#5121519-Getting-to-know-you
  • 12. The futureBrands should have a to-do list in place. Brands like Red Bull & CaptainMorgan have already made the switch. Just like Timeline for Profiles,pages received early criticism but will eventually get users vote.Source : http://mashable.com/2012/03/09/facebook-timeline-brands-examples/#530695-Captain-Morgan
  • 13. More People’s Insights Weekly reportsEvery week, we dive into one topic for discussion on the MSLGROUPInsight’s Network and discuss insights and foresights, in three keyareas: crowdsourcing, storytelling and citizenship. Crowdsourcing Storytelling: Citizenship Mahindra Spark the Rise @MarsCuriosity #Kony2012For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/
  • 14. Read People’s Lab insights and foresightsThe People’s Lab team shares the insights and foresights from theMSLGROUP Insights Network on the People’s Insights weekly blog andthe People’s Insights Quarterly magazine. MSLGROUP Insights People’s Insights People’s Insights Network weekly blog Quarterly magazine 50+ MSLGROUP planners We deep dive into Every quarter, we will compile share and discuss inspiring conversations around one the best insights from the projects on corporate project -- on the MSLGROUP network and the blog in the citizenship, crowdsourcing and Insights Network itself but also iPad-friendly magazine, as a storytelling. on the broader social web -- to showcase of our capabilities. distill insights and foresights.For more, visit http://peopleslab.mslgroup.com
  • 15. Coming soon: People’s Insights AnnualReportIn early January 2013 we will publish the People’s Insights AnnualReport, in which we synthesize our insights from throughout 2012 andprovide foresights for business leaders and change-makers for 2013.
  • 16. People’s Lab: Crowdsourcing Insights &InnovationPeople’s Lab is MSLGROUP’s proprietary crowdsourcing platform andapproach that helps organizations tap into people’s insight forinnovation, storytelling and change.For more, visit http://peopleslab.mslgroup.com
  • 17. For People’s Labsolutions, contactpascal.beucler@mslgroup.com

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