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TIMELINE UPDATEFacebook Opens The App Floodgates
BACKGROUNDFacebook is moving toward the seamless integration ofapps on their platform. When a user takes an action ona thi...
LAUNCH PARTNERS
PINTEREST EXAMPLE  To show you what this new experience looks like  through the eyes of a user, let’s walk through theproc...
PINTEREST EXAMPLE            PART 1First, I’m prompted to add Pinterestto my Facebook Timeline. I confirmby clicking Try It...
PINTEREST EXAMPLE             PART 2My pins are grouped into thePinterest app, and displayed on myTimeline:But, I can turn...
DON’T SPAMBecause users can turn off the abilityfor your app to update their profilewith a single change in their settings,...
VERBSAs part of this transition, Facebook will allow   applications to define their own verbs.     Each update will take th...
CUSTOM VERBSApps can also define their own verbs that support their                 branding, such as:              Pintere...
CUSTOM VERBS  Lastly, apps can create wacky and unusual verbs, aslong as they are reflective of the actions a user will tak...
UPDATED PERMISSIONS  In order to provide deeper integration into a user’s   Timeline, Facebook has updated the app approva...
UPDATED PERMISSIONSBut, the more permissions that an app requests, themore daunting it appearsfor a user who is decidingwh...
NOTESGranular activities will sometimes skip the NewsFeed and only show up in the News TickerCertain app categories, such ...
WHAT NOW?Think on a top level about what actions you wantusers to share with their friendsThis is part of a long term chan...
WHAT NOW?Once you’re comfortable, you can develop newapplications to take advantage of these new verbsYou should also look...
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Facebook Timeline Update

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Facebook is moving toward the seamless integration of apps on their platform with a combination of the News Ticker and the Timeline. The News Ticker is a live log of all user actions, while the Timeline is an archive of significant actions the user has taken, grouped by app. When a user takes an action on a third party site or within a third party app, Facebook would like to broadcast that action to the user’s friends. This increases the reach of each user action and provides opportunities for sponsored content.

This deck gives an introduction to these changes, an example of what this new process looks like to a user, and best practices for marketers and advertisers to take advantage of these new opportunities.

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Facebook Timeline Update

  1. 1. TIMELINE UPDATEFacebook Opens The App Floodgates
  2. 2. BACKGROUNDFacebook is moving toward the seamless integration ofapps on their platform. When a user takes an action ona third party site or within a third party app, Facebookwould like to broadcast that action to the user’s friends. This increases the reach of each user action and provides opportunities for sponsored content.Facebook is doing this with a combination of the NewsTicker and the Timeline. The News Ticker is a live log of all user actions, while the Timeline is an archive of significant actions the user has taken, grouped by app.
  3. 3. LAUNCH PARTNERS
  4. 4. PINTEREST EXAMPLE To show you what this new experience looks like through the eyes of a user, let’s walk through theprocess of connecting Pinterest with a user’s account.
  5. 5. PINTEREST EXAMPLE PART 1First, I’m prompted to add Pinterestto my Facebook Timeline. I confirmby clicking Try It Out:Now any new pins added by friendson Pinterest automatically show up inmy News Ticker:
  6. 6. PINTEREST EXAMPLE PART 2My pins are grouped into thePinterest app, and displayed on myTimeline:But, I can turn this off at any time if Ithink I’m spamming my friends, ordon’t see any added value:
  7. 7. DON’T SPAMBecause users can turn off the abilityfor your app to update their profilewith a single change in their settings,it’s important to choose the types ofupdates that you broadcast carefully.Sharing updates that aren’t relevantto a user’s friends, or sharing updatestoo frequently, will flood a user’sTimeline with your updates, andincreases the chance that they decideto disconnect from your app for good.
  8. 8. VERBSAs part of this transition, Facebook will allow applications to define their own verbs. Each update will take the form of “[Username] is [Verb]”, such as: Music - Cory is listening... Gaming - Cory is playing... News - Cory is reading... Food - Cory is cooking...
  9. 9. CUSTOM VERBSApps can also define their own verbs that support their branding, such as: Pinterest - Cory pinned... RunKeeper - Cory ran... Gogobot - Cory wishlisted... Foodspotting - Cory spotted... Turntable.fm - Cory awesomed...
  10. 10. CUSTOM VERBS Lastly, apps can create wacky and unusual verbs, aslong as they are reflective of the actions a user will take on that site, and contain existing user action verbs. For example, a news site called Wetpaint will allowusers to share when they “meh’d” or “eww’d” a story.
  11. 11. UPDATED PERMISSIONS In order to provide deeper integration into a user’s Timeline, Facebook has updated the app approval process to make it more clear what data a user will be sharing, and how that data will be seen by others:First, users install the app and adjust Then, users approve or adjust privacy settings: extended permissions:
  12. 12. UPDATED PERMISSIONSBut, the more permissions that an app requests, themore daunting it appearsfor a user who is decidingwhether or not to approve. In the minds of many users, more permissions equals more privacy invasion, so keep these requests to a minimum.
  13. 13. NOTESGranular activities will sometimes skip the NewsFeed and only show up in the News TickerCertain app categories, such as music apps, will haveadditional social actions that can be taken from theNews Ticker
  14. 14. WHAT NOW?Think on a top level about what actions you wantusers to share with their friendsThis is part of a long term change that Facebook isimplementing, so there’s no need to rush to be thefirst out of the gateStart by integrate these shared social actions intoexisting applications
  15. 15. WHAT NOW?Once you’re comfortable, you can develop newapplications to take advantage of these new verbsYou should also look for opportunities to generateadditional actions, including contests, games andsweepstakesPay attention to trends in user behavior, as users willadjust to these new actions and abilities over time

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