Facebook RedesignWhat means for Marketers?	           09/22/11	                           1
NOTICE: Proprietary and Confidential 	All the content of this document (text, figures, lists, financial information, graphics...
Facebook as changed its design once   again and for the 2nd time this year 	                    	  It has made more change...
Video	http://www.youtube.com/watch?v=b6JrZdF4IPAfeature=relmfu	                                                           ...
Changes from User Perspective	                                   5
Changes from User Perspective	          Top Stories	          	List	 	                                              6     ...
Changes from User Perspective	News Feed design changed		News will appear on thestream with mostinteresting stories(interes...
Changes from User Perspective	User now can createList of Friends		Share contentexclusively withpeople of the List	        ...
Changes from User Perspective	Also users will have theoption to mark a postas a top story, thusincreasing the likelihoodth...
Changes from User Perspective	 Photos	                         10
Changes from User Perspective	News Feed photos                        Old Size	size hasincreasedconsiderably whenare poste...
Changes from User Perspective	                            Ticker	                            	                            ...
Changes from User Perspective	Users will have the new “Ticker” feature onthe right hand-side of the screen		News Feed now ...
and as a Marketer, 	            	What’s in for me?	                            14
Content Distribution	Facebook CEO did not talkabout Brand Fan Pages. Heonly say “rethink yourindustries”		Social Media Man...
From [Noun] to [Verb]	After some researchFacebook identified thatyoung people did notlike to much the“Like” button [noun]be...
From [Noun] to [Verb]	Therefore Facebook will rollout “Watched,” “Listened”and “Read” buttons [verbs]hoping more clicking(...
From [Noun] to [Verb]	As this [Verbs] appears on the Ticker (not in News Feedunless Facebook considered as an important ev...
Applications	http://www.youtube.com/watch?v=q3b94kFBah8 	                                                 19              ...
Applications	Applications will onceagain be the best way toto take advantagesas spontaneoussharing verbs are used			      ...
Applications	Applications will onceagain be the best way toto take advantagesas spontaneoussharing verbs are used		“Cookin...
Applications	Applications will onceagain be the best way toto take advantagesas spontaneoussharing verbs are used		“Cookin...
Applications	One new advantage forApplications is that Appsneed to ask only onceto share stories onuser behalf		Before, Ap...
OpenGraph	 All those changes in Facebook construct what is               call: OpenGraph	                         	OpenGra...
OpenGraph	 All those changes in Facebook construct what is               call: OpenGraph	                         	OpenGra...
However, more changes are  coming…	                26
Timeline	a new way for users toexpress who they are.” 	       Mark Zuckerberg, CEO Facebook		Profile takes on a look simila...
Timeline	The new design transforms theuser profile into a virtualscrapbook that digs all the wayinto user’s past. 		It make...
Patterns  Reach people	Facebook executive’s talked severaltimes about the “consumerpatterns” that people made byusing Time...
Patterns  Reach people	For Advertiser might representsa whole new way to targetpeople in a granular way notseen before. 		...
Patterns  Reach people	For Advertiser might representsa whole new way to targetpeople in a granular way notseen before. 		...
Other small changes…	Some features came live early this week and some from yesterday Keynote. There are theunannounced fea...
New Facebook Redesign Challenges                  for Brands	1	     Figuring out how to effectively use                 Ti...
New Facebook Redesign Challenges                  for Brands	1	     Figuring out how to effectively use                 Ti...
Thank you	Salomon Dayan: 	                	       	       		Email: sdayan@lih.com             	       	       	Twitter : h...
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Facebook Redesign - What marketers need to know

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Summarize several articles on how the new Facebook redesign implies challenges in marketing and what marketers need to know and do.

What marketers need to know about Timeline, Ticker, OpenGraph, Applications, Facebook ads.

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Facebook Redesign - What marketers need to know

  1. 1. Facebook RedesignWhat means for Marketers? 09/22/11 1
  2. 2. NOTICE: Proprietary and Confidential All the content of this document (text, figures, lists, financial information, graphics, design, diagrams, as well as other graphicelements and/or audio and videos), whichever is the format used (paper or electronic), is confidential and proprietary to LIH. Thisdocument includes ideas and information based on the experience, know-how, intellectual/creative effort of LIH. For thesereasons, this material shall not be used, reproduced, copied, disclosed, transmitted, transformed, commercialised orcommunicated, in whole or in part, neither to third parties to the public, without the express and written consent of LIH” http://www.allfacebook.com/what-should-facebook-page-admistrators-do-after-f8-2011-09 http://www.elpais.com.uy/110922/ultmo-595047/ultimo-momento/facebook-lanza-su-nuevo-diseno/ http://content.usatoday.com/communities/technologylive/post/2011/09/live-coverage-facebooks-f8-developer-conference/1 http://news.cnet.com/8301-1023_3-20109469-93/at-f8-facebook-talks-timeline-music-more-live-blog/ http://www.socialmediaexaminer.com/6-ways-to-track-the-impact-of-social-media-on-public-relations/#more-11544 http://www.allfacebook.com/facebook-ads-newsfeed-2011-09 http://www.allfacebook.com/facebook-redesigns-news-feed-makes-ticker-official-2011-09 http://www.allfacebook.com/facebook-changes-2011-09 http://mashable.com/2011/09/22/facebook-timeline/ http://www.youtube.com/watch?v=hzPEPfJHfKUfeature=player_embedded http://www.youtube.com/watch?v=b6JrZdF4IPAfeature=relmfu  http://www.youtube.com/watch?v=q3b94kFBah8 http://mashable.com/2011/09/22/new-facebook-open-graph/ 2
  3. 3. Facebook as changed its design once again and for the 2nd time this year It has made more changes that were previously announced so what is the implications for marketers? (as we know so far) 3
  4. 4. Video http://www.youtube.com/watch?v=b6JrZdF4IPAfeature=relmfu 4
  5. 5. Changes from User Perspective 5
  6. 6. Changes from User Perspective Top Stories List 6
  7. 7. Changes from User Perspective News Feed design changed News will appear on thestream with mostinteresting stories(interesting according toFacebook algorithm)feature at the top Those top stories dontregenerate muchthroughout the day 7
  8. 8. Changes from User Perspective User now can createList of Friends Share contentexclusively withpeople of the List 8
  9. 9. Changes from User Perspective Also users will have theoption to mark a postas a top story, thusincreasing the likelihoodthat this type of post orfriend will appear on theTop of News Feed or onthe other hand even“Unsubscribe” to it 9
  10. 10. Changes from User Perspective Photos 10
  11. 11. Changes from User Perspective News Feed photos Old Size size hasincreasedconsiderably whenare posted by New Sizes friends (brand Fan Page photos maintain size for the moment) 11
  12. 12. Changes from User Perspective Ticker 12
  13. 13. Changes from User Perspective Users will have the new “Ticker” feature onthe right hand-side of the screen News Feed now shows friend information likestatus updates, relationship status, while theTicker shows more real-time,lightweight” information such as new photoin an album, new Farmville plantation, etc. Once clicked, the Ticker expands overthe News Feed Ticker updates faster therefore is morecurrent and great to get update of whatfriends are currently doing 13
  14. 14. and as a Marketer, What’s in for me? 14
  15. 15. Content Distribution Facebook CEO did not talkabout Brand Fan Pages. Heonly say “rethink yourindustries” Social Media Managers willonce again face newchallenges in ContentDistribution due to thoseinnovations… 15 Source: http://bit.ly/r82GZY
  16. 16. From [Noun] to [Verb] After some researchFacebook identified thatyoung people did notlike to much the“Like” button [noun]because of the impliedendorsement 16
  17. 17. From [Noun] to [Verb] Therefore Facebook will rollout “Watched,” “Listened”and “Read” buttons [verbs]hoping more clicking(therefore more interaction) but also developers will beallowed to create theirown verbs (actions)buttons 17
  18. 18. From [Noun] to [Verb] As this [Verbs] appears on the Ticker (not in News Feedunless Facebook considered as an important event), brand needs to start thinking how to describe itself in verbs terms that people will click on… 18
  19. 19. Applications http://www.youtube.com/watch?v=q3b94kFBah8 19
  20. 20. Applications Applications will onceagain be the best way toto take advantagesas spontaneoussharing verbs are used 20
  21. 21. Applications Applications will onceagain be the best way toto take advantagesas spontaneoussharing verbs are used “Cooking with Foodily” 21
  22. 22. Applications Applications will onceagain be the best way toto take advantagesas spontaneoussharing verbs are used “Cooking with Foodily” “Running with Nike+” 22
  23. 23. Applications One new advantage forApplications is that Appsneed to ask only onceto share stories onuser behalf Before, Apps need to askevery time; now whenauthorizing the app, it willask the user and neverhas to ask again 23
  24. 24. OpenGraph All those changes in Facebook construct what is call: OpenGraph OpenGraph opens the possibility to create new ways of brand content distribution that allow users to share whatever they are doing without overwhelming friends 24
  25. 25. OpenGraph All those changes in Facebook construct what is call: OpenGraph OpenGraph opens the possibility to create new ways of brand content distribution that allow users to share whatever they are doing without overwhelming friends Figuring out how to effectively use Ticker and Verbs is the first main challenge 25
  26. 26. However, more changes are coming… 26
  27. 27. Timeline a new way for users toexpress who they are.” Mark Zuckerberg, CEO Facebook Profile takes on a look similarto a magazine format,highlighting activities,photos and apps along witha cover photo sitting on top This new format is called: Timeline 27
  28. 28. Timeline The new design transforms theuser profile into a virtualscrapbook that digs all the wayinto user’s past. It makes a visual history ofeverything you’ve ever done,all the way to when you wereborn (according to Facebook) https://www.facebook.com/about/timeline http://www.youtube.com/watch? v=hzPEPfJHfKUfeature=player_embedded Since yesterday it will enter a Betaperiod and available for Developers; itwill be rolled out progressively 28
  29. 29. Patterns Reach people Facebook executive’s talked severaltimes about the “consumerpatterns” that people made byusing Timeline and OpenGraphfeatures What users do from watchingcertain movies, listening certainmusic and sharing with friends withsimilar tastes and likes will buildthe pattern within the Timeline; aTimeline that collects all thehistory about this consumer 29
  30. 30. Patterns Reach people For Advertiser might representsa whole new way to targetpeople in a granular way notseen before. For example Nestle targetingsomebody who is watching“The Chocolate Factory” notjust who just “Like” Jonny Deep 30
  31. 31. Patterns Reach people For Advertiser might representsa whole new way to targetpeople in a granular way notseen before. For example Nestle targetingsomebody who is watching“The Chocolate Factory” notjust who just “Like” Jonny Deep Effective use of targeted Facebook Ads is the second main challenge 31
  32. 32. Other small changes… Some features came live early this week and some from yesterday Keynote. There are theunannounced features: •  Posts can now be as long as 5,000 characters, ten times the previous maximum length. •  You can no longer accompany a friend request with a message. •  Part or all of the navigation bar can remain on the screen even when you scroll down the page. •  You can create bookmarks, labeled favorites, in the left-hand column. •  Birthday reminders appear in the upper right side well-wishes now show up as notifications on the upper-right-hand corner of the screen, near where you see poke notifications. •  Friend lists that existed before the new smart list prompts have an entirely new management interface. •  The poke button has become a link tucked into a pull-down to the right of the add friend button. •  A thumbnail image of the user, and his or her name, appears in the right corner of the top blue navigation bar; when one surfs the site using a page alias, the name and main image appears in the same place. 32
  33. 33. New Facebook Redesign Challenges for Brands 1   Figuring out how to effectively use Ticker and Verbs 33
  34. 34. New Facebook Redesign Challenges for Brands 1   Figuring out how to effectively use Ticker and Verbs Effective use of targeted Facebook2   Ads 34
  35. 35. Thank you Salomon Dayan: Email: sdayan@lih.com Twitter : http://twitter.com/sedayanr LinkedIn: http://do.linkedin.com/in/salomondayan Website: http://lih.com/ 35
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