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Facebook Redesign - What marketers need to know
 

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. ...

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 Facebook Redesign - What marketers need to know Presentation Transcript

    • 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, 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=hzPEPfJHfKU&feature=player_embedded http://www.youtube.com/watch?v=b6JrZdF4IPA&feature=relmfu  http://www.youtube.com/watch?v=q3b94kFBah8 http://mashable.com/2011/09/22/new-facebook-open-graph/ 2
    • 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
    • Video http://www.youtube.com/watch?v=b6JrZdF4IPA&feature=relmfu 4
    • 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(interesting according toFacebook algorithm)feature at the top Those top stories dontregenerate muchthroughout the day 7
    • Changes from User Perspective User now can createList of Friends Share contentexclusively withpeople of the List 8
    • 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
    • Changes from User Perspective Photos 10
    • 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
    • Changes from User Perspective Ticker 12
    • 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
    • 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 Managers willonce again face newchallenges in ContentDistribution due to thoseinnovations… 15 Source: http://bit.ly/r82GZY
    • From [Noun] to [Verb] After some researchFacebook identified thatyoung people did notlike to much the“Like” button [noun]because of the impliedendorsement 16
    • 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
    • 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
    • Applications http://www.youtube.com/watch?v=q3b94kFBah8 19
    • Applications Applications will onceagain be the best way toto take advantagesas spontaneoussharing verbs are used 20
    • Applications Applications will onceagain be the best way toto take advantagesas spontaneoussharing verbs are used “Cooking with Foodily” 21
    • Applications Applications will onceagain be the best way toto take advantagesas spontaneoussharing verbs are used “Cooking with Foodily” “Running with Nike+” 22
    • 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
    • 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
    • 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
    • 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 similarto a magazine format,highlighting activities,photos and apps along witha cover photo sitting on top This new format is called: Timeline 27
    • 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=hzPEPfJHfKU&feature=player_embedded Since yesterday it will enter a Betaperiod and available for Developers; itwill be rolled out progressively 28
    • 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
    • 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
    • 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
    • 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
    • New Facebook Redesign Challenges for Brands 1   Figuring out how to effectively use Ticker and Verbs 33
    • New Facebook Redesign Challenges for Brands 1   Figuring out how to effectively use Ticker and Verbs Effective use of targeted Facebook2   Ads 34
    • 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