Businesses will be better in a connected world . That ’s why we connect 800M people to their friends and the things they care about . “ ” - Facebook
Changes to Facebook At the f8 conference on September 22, Facebook announced two major changes: TIMELINE OPEN GRAPH
Timeline: A new profile Timeline allows people to tell their life story through activities on websites and apps…
And for brands that want to tell a story, it ’s a way to paint a more complete picture Timeline: The story of your [brand ’s] life What Brand Page MAY Look Like Source: http://mashable.com/2011/09/29/facebook-timeline-brands/
Open Graph allows users to connect with nouns and verbs rather than just people… Open Graph: User impact Social Graph (2007) People
The digital version of social networks
Connecting with people.
Open Graph (2010) Nouns
Added function of connecting with non-human objects.
New Open Graph (2011) Nouns and verbs
A way to share lightweight activity in a socially acceptable way
… thus making the acts of connecting and relating to things more meaningful Going beyond LIKING
For brands, this creates new opportunities for more seamless and relevant integration Open Graph: Brand impact Facebook Platform (2007)
3 rd party applications that interact with core Facebook features.
Open Graph (2010)
Harnessing user information of the Social Graph to tailor content.
New Open Graph (2011)
New generation of “social apps” with better integration into a user’s profile
New apps for user experiences Communication Games Media Lifestyle “ cook recipe” New social apps will help brands become more visible to consumers…
Building fan relations And provide a platform to better communicate with consumers ...
All consumer interactions with a brand ’s app are instantly posted in friends’ Tickers… The Ticker
Users don ’t like annoying their friends by flooding their news feeds with unimportant stuff.
The Ticker solves this problem by giving “lightweight” activity a place off a user’s main site.
Marketers can profit from that since users will be more willing to engage with things related to brands and sharing them
Users can share experiences, such as listening to music, through the new Facebok Open Graph and the ticker. Once a social app has been granted permission, it automatically links itself to a users ticker or timeline. This means that a user ’s engagement with the brand app will be updated in real time, giving other users the chance to see it and co-experience it with the original user in real time. SPOTIFY EXAMPLE The real-time serendipity will help users explore new things… Exploring new things Lightweight activity in the ticker can be share and synced with friends in REAL TIME
Patterns in friends ’ activities help users find not only new, but also relevant things… Exploring relevant things News Film Music Brands Actor 1 Actor 2 Actor 3 Actor 2 Actor 2 Actor 3 Actor 4 Actor 5 Band 2 Band 2 Band 2 Band 1 Band 4 Band 5 Band 2 Band 1 Topic1 Topic1 Topic 1 Topic1 Topic 2 Topic 3 Topic 5 Topic 4 Brand 5 Brand 5 Brand 5 Brand 5 Brand 4 Brand 1 Brand 2 Brand 3
Targeting your ads Further, Sponsored Stories will appear in the Ticker, giving brands an opportunity to use earned media in the Open Graph platform Source: http://www.allfacebook.com/sponsored-stories-appear-in-facebooks-new-ticker-2011-09
For brands, these changes allow for more detailed insights into user preferences, tastes, and attitudes Unprecedented richness of consumer data Source: http://www.hiboox.com/ (photo)
ThomasCrampton.com Asia-Pacific Director | 360° Digital Influence Ogilvy Hong Kong mobile: +852 6397 1662 e-mail: firstname.lastname@example.org blog: www.thomascrampton.com twitter: @thomascrampton