Facebook Timeline for BrandsThe Changes, and the Hidden ImplicationsFebruary 2012
2Which features mattermost?What are the hiddenimplications for teams?Facebook just announcedTimeline for brands.New Facebook Pages
A quick rundown of the newfeature set…
4Branded cover photo(851x315) and profilepic (125X125) allowfor maximumcreativityPinned posts keepfeatures at top ofpage for 7 daysApplications and tabsappear as “favorites”beneath cover photoas thumbnails. Youselect four to display.Timelineautomatically insertsgeo-targeted postsfor fans in thatcountry/cityFriends of user thatlike the pagePage = “Mission Control”Fans can now sendprivate messagesdirectly to the brand.This feature can bedisabled.
5Reach Generatorpremium advertisingoption will enablepromotion of aspecific post into 50%of fans newsfeeds orsponsored storyareas. Will reachfans via mobile aswell as desktop.Fan posts aggregatedin a separate streamBrowse page historychronologicallyAbility to post contentin full page width boxPage = “Mission Control”Fanta is a Social@Ogilvy client.
What impact willthese changesreally have on mystrategy and myteam?
71.Obvious ImpactThe ability to postdate content will add anew layer of depth to brand stories andby extension, user engagement.Content will continue to be viewed inNewsfeeds, but if well executed, it willhook friends in to a much larger, moreintensive Facebook experience back onthe brand’s home page.Hidden ImplicationTelling a brand history is theobvious application of timeline, butthe creative arms race will bereinvigorated as top brands out-doeach other with inventive timelineuses.Timeline invitesbrands to play(creatively) in avisually appealing,chronological space.
8Brand HistoryCoke is telling their rich brandhistory chronologically
9Character HistoryCaptain Morgan USA goesway back to recreate the storyof Admiral Sir Henry Morgan.
10GamificationFanta invites friends to findlost characters locked in theirtimeline.
11Brand VisionThe New York Times bringsarchives to life throughhistorical time pieces
122.Obvious ImpactThe cover photo and nested profilepicture say it all – it’s time to call in thecreative cavalry. Creatives will start toplay a much larger role in Facebookstrategy, as well as asset development.Hidden ImplicationHistorically, many brands re-usedcontent from other platforms as fillerfor Facebook posts. Brands whoare fully adopting a unique timelinestrategy will need to recalibratelevels of investment in creativedirection and resources in order todevelop Facebook timeline content.Timeline raises thecreative bar, andcreative investment.
13Page Layout Timeline Layout
143.Obvious ImpactThe new emphasis on multimediastorytelling will force brands away fromtext-dominated updates towards morecreative expression. Day in day outproduction will require teams to augmenthigh quality multimedia with faster,cheaper, more nimble forms of content.Hidden ImplicationThe community managementcalendar process will need to berevisited to accommodate texteditorial and high volumes ofmultimedia. This will impacttimelines, review cycles and brandteams involved in the process.It’s all about“storytelling”
15Capture the MomentNike collects consumergenerated #makeitcountphotos submitted via socialmedia and brings them to lifeon Facebook, and inNIKETOWN New York.
164.Obvious ImpactWith Reach Generator, brands with500k+ fans and a post frequency of7-14X a week can promote entire postsin fan newsfeeds or sponsored storyarea with a guaranteed reach of 50 –75%* of fans. More eyeballs from thosewho already “like” your brand shouldmean more engagement and moresharing.Hidden ImplicationReach Generator will literallypromote an entire post as an in-newsfeed promoted ad. Thismeans the job of communitymanager expands to include mediaplanning/deployment as well asposting and moderation.Reach Generator willmake brand postswork harder withexisting fans.*Existing brand posts reach an estimated 16% of current fans
175.Obvious ImpactThe new ad model combined with propercommunity management allows your pageto be set up to become a storytellingnarrative that can be “on 24/7/365” withincredible reach beyond traditional mediaimpressions.Hidden ImplicationWho owns your page? Whomanages it? Now that Timelineallows your brand’s page to becomea true integrated paid/earnedchannel, it’s important to have paidand earned experts in place workingin tandem to take advantage of thisnew landscape.A new collaborativeownership model isimportant to success
18And, 5 Facebook BasicsTruer Than Ever126.96.36.199.5.Your brand is still a digital storyteller, with anevolving storyline where stories replace ads.Facebook should still be a part of your digital content strategy, with a teamempowered to work horizontally to develop the best content.Your content should still work integrated into your page, or as astandalone in a Newsfeed.Facebook is still an epicenter for brand crises, be ready to deal withissues new – and old.Integrated Facebook dashboards combining conversation, content andadvertising performance are still the way to measure and optimize.
20Social@Ogilvy is the largest social media marketing communications network in the world.Named 2011 Global Digital/Social Consultancy of the Year by The Holmes Report, thepractice leverages social media expertise across all Ogilvy & Mather disciplines, offering anextensive list of services within the foundational business solutions – Listening andAnalytics; Social Business Solutions; Social Media Marketing and Communications; SocialShopping; Social CRM; Social Care; and Conversation Impact.For more information, visit social.ogilvy.com ad connect with us at www.facebook.com/socialogilvy, www.twitter.com/socialogilvy, www.slideshare.com/socialogilvy