LiveWorld POV Facebook Timeline and the Open Graph API liveworld.com Your brand lives in the voice of your customers LiveWorld Confidential Patent Pending
Executive Summary <ul><li>Facebook recently announced the release of the Timeline Open Graph API for app developers, benefitting marketers who create Facebook applications: </li></ul><ul><ul><li>Displays interactions with a brand’ s Facebook application on the Timeline of a member’s personal profile page. </li></ul></ul><ul><ul><li>Spreads the Timeline activity virally into the News Feed and Ticker of that member’ s friends. </li></ul></ul><ul><ul><li>Increases reach and brings off-network platform fan activities to Facebook. </li></ul></ul><ul><ul><li>Etches brand/fan connections into the public, permanent Timeline of the member’ s history. </li></ul></ul><ul><li>Note: Timeline is not yet available for brand pages. </li></ul><ul><li>***Brands will find a sharp increase in fan engagement and a subsequent requirement for additional moderation once this rollout takes effect. </li></ul>
It is widely anticipated that Facebook will release Timeline for brand pages around March 2012. Timeline API We urge Facebook-enabled brands to implement the as soon as possible.
Who is doing it? We expect widespread adoption of the Timeline Open Graph API as a norm by the end of 2012 .
Adopting the Timeline API <ul><li>Members select apps to appear in their Timeline, News Feed, and Ticker. </li></ul><ul><li>If a Facebook member plays Words with Friends and Farmville , but does not want to share that activity with friends, they can elect to display just Words with Friends. </li></ul>Members have total control over how (or if) the application activity displays and can choose to display it to select groups.
Additional app data <ul><li>Brand marketers and Facebook app developers will be able to collect data on actions that the fans make with the brand app to determine: </li></ul><ul><ul><li>Public vs. private views </li></ul></ul><ul><ul><li>Page impressions </li></ul></ul><ul><ul><li>Unique users viewing content </li></ul></ul><ul><ul><li>Other valuable data points </li></ul></ul>
What is Timeline? <ul><li>A history of a member’s actions on Facebook – actions that Facebook calls stories – such as uploading a photo, updating the profile, commenting on a post, liking a page, or creating a status update. </li></ul><ul><li>Timeline creates a self-editable personal history . Friends can: view each other ’s Timelines back to 2008; review and engage with photos posted and memories created; and share via status updates and comments with their friends. </li></ul>
Timeline drives activity <ul><li>Moments of activity between a brand and their fans will be recorded into one ’s personal history (i.e., Mark ran a 10K in his new Nike shoes, Debbie bought “Girl With The Dragon Tattoo” from Amazon, etc.). </li></ul><ul><li>Items that appear in the Timeline remain active for creating new stories – a friend can comment on a 2008 story today, generating new interest in that activity or topic, potentially aiding in the development of additional brand affinity. </li></ul>
What is Newsfeed? <ul><li>A real-time streaming feed of a member’s and his/her friend’s activity , the News Feed is what typical Facebook members see when they view Facebook or click the “Home” link. Items appearing in the News Feed are controlled by the Facebook Edgerank algorithm. </li></ul><ul><li>While the News Feed has been historically defined as actions the member takes on Facebook, the new Timeline Open Graph API will help spotlight activities members perform OFF-platform in their News Feed . </li></ul>
What is the Ticker? <ul><li>The Ticker displays in the upper right hand corner of the “Home” page of a Facebook member; it can be considered the “nouns and verbs” of what your connections on Facebook are doing in real time ( i.e., David is reading “Drone pilot finds river of blood outside Dallas meat packing plant” on Yahoo News or Kellie is listening to Church Clothes by Matt Nathanson on Spotify). </li></ul>
Why marketers care <ul><li>Timeline Open Graph API will give marketers more access to people’ s personal activities on Facebook and cause an explosion of connections between brands, people, products and content sharing on the site. </li></ul><ul><li>Timeline apps identify themselves with verbs to stimulate powerful, emotional connections. While the music application Spotify could display “my friend is listening to song title by song artist,” Spotify may choose to create a marketing hook by changing the verb to “my friend is grooving to song title by song artist,” potentially stimulating a click or a sale more effectively. </li></ul>
Why marketers care (cont.) <ul><li>While appearing in the News Feed or Ticker does not generate Timeline activity , a click or interaction with the content in a News Feed or Ticker will. </li></ul><ul><li>For each act of engagement a fan takes with a brand application either on- or off-Facebook, that activity broadcasts to 2X channels generating additional engagement, visibility and increasing the possibility of becoming part of the fan ’s permanent history. </li></ul>Timeline provides powerful reach and meaningful opportunities to deepen brand affinity.