Mumbrella Social@Ogilvy Webinar: Facebook Timeline for Brands


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Facebook Timeline: The Hidden Implications, a webinar from the Social@Ogilvy Australia team, moderated by Mumbrella and sponsored by GoToWebinar.

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Mumbrella Social@Ogilvy Webinar: Facebook Timeline for Brands

  1. 1. Sponsored by: Welcome to our Free Webinar The Hidden Opportunities of Facebook TimelineListen to audio over your computer speakers or headphones, or phone in toll-free on: Australia: 1800 903 061 | New Zealand: 0800 45 2198 Access Code: 352-221-262 We will begin at approximately 1pm Australian EST
  2. 2. Meet your Moderator Tim BurrowesFounder / Editor-in-Chief @Mumbrella
  3. 3. How to Interact todayRaise your virtual hand up to ask an audio question at the end Type your comments and questions here throughout Type question here #FBTL
  4. 4. Meet Your PresentersBrian Giesen Mitch PhillipsRegional Director Senior Digital AnalystSocial@Ogilvy Social@Ogilvy @bdgiesen @mitch_phillips
  5. 5. Facebook Timeline for BrandsThe Changes, and the Hidden Implications22 May 2012
  6. 6. Twitter Hashtag#FBTL 6
  7. 7. Poll question:Would you purchaseshares in FB? 7
  8. 8. Our Agenda TodayFacebook has recently Which features matter What are the hiddenpushed Timeline for brands. most? implications for teams? 8
  9. 9. 11.3 million Number of Australians That Visit Facebook Each Month8.12 hours Time Spent on Facebook Each Month SOURCE: Source: Nielsen Online Ratings March 2012
  10. 10. Each of us has our own“Personal Message Shield” 10
  11. 11. We increasingly get news We spend more time on And the average Facebookand information via our Facebook than on Google user generates 90 piecesSocial Networks of content every month Source: ComScore MediaMetrix, Citi Investment Research and Analysis Source: Facebook Statistics 11
  12. 12. We take our social By 2014, more people will Over 35% of Facebook useconnections with us access the internet via a comes via a mobile deviceeverywhere mobile device than via a PC Source: InSite Consulting 12
  13. 13. Brands that useSocial Media well,can deliver valueacross their businessand pass through thePersonal MessageShield 13
  14. 14. Poll question:How Are You UsingFacebook? 14
  15. 15. A quick rundown of the newfeature set…
  16. 16. Page = “Mission Control Branded cover photo (851x315) and profile pic (125X125) allow for maximum creativity Applications and tabs appear as “favorites” beneath cover photo as thumbnails. You select four to display. Friends of user that Pinned posts keep like the page features at top of page for 7 days Timeline automatically inserts geo-targeted posts for fans in that 16 country/city
  17. 17. Page = “Mission Control Reach Generator premium advertising option will enable Fan posts promotion of a aggregated in a specific post into 50% separate stream of fans newsfeeds or sponsored story areas. Will reach fans via mobile as well as desktop. Browse page history chronologically Ability to post content in full page width box Fanta is a Social@Ogilvy client. 17
  18. 18. What impact willthese changesreally have on mystrategy and myteam?
  19. 19. 1.Timeline invites Obvious Impact Hidden Implicationbrands to play The ability to postdate content will add a Telling a brand history is the(creatively) in a new layer of depth to brand stories and obvious application of timeline, butvisually appealing, by extension, user engagement. the creative arms race will bechronological space. reinvigorated as top brands out-do Content will continue to be viewed in each other with inventive timeline Newsfeeds, but if well executed, it will uses. hook friends in to a much larger, more intensive Facebook experience back on the brand’s home page. 19
  20. 20. Brand HistoryCoke is telling their rich brandhistory chronologically 20
  21. 21. Character HistoryCaptain Morgan USA goesway back to recreate the storyof Admiral Sir Henry Morgan. 21
  22. 22. GamificationFanta invites friends to findlost characters locked in theirtimeline. 22
  23. 23. Brand VisionThe New York Times bringsarchives to life throughhistorical time pieces 23
  24. 24. 2.Timeline raises the Obvious Impact Hidden Implicationcreative bar, and The cover photo and nested profile Historically, many brands re-usedcreative investment. picture say it all – it’s time to call in the content from other platforms as filler creative cavalry. Creatives will start to for Facebook posts. Brands who play a much larger role in Facebook are fully adopting a unique timeline strategy, as well as asset development. strategy will need to recalibrate levels of investment in creative direction and resources in order to develop Facebook timeline content. 24
  25. 25. Page Layout Timeline Layout 25
  26. 26. Importance of theCover Photo 500% More Time Spent Viewing Cover Photos Than Profile Pictures Before Timeline After Timeline Source: Mashable Study by EyeTrackShop 26
  27. 27. #1: Tourism Australia URL: 27
  28. 28. #2: Milo A&NZ URL: 28
  29. 29. #3: KLM URL: 29
  30. 30. #4: Ben & Jerry’s Australia URL: 30
  31. 31. #5: Lenovo A&NZ URL: 31
  32. 32. #6: Louis Vuitton URL: 32
  33. 33. #7: McGrath Foundation URL: 33
  34. 34. #8: Essendon FC URL: 34
  35. 35. #9: Triple J URL: 35
  36. 36. 3.It’s all about Obvious Impact Hidden Implication“storytelling” The new emphasis on multimedia The community management storytelling will force brands away from calendar process will need to be text-dominated updates towards more revisited to accommodate text creative expression. Day in day out editorial and high volumes of production will require teams to augment multimedia. This will impact high quality multimedia with faster, timelines, review cycles and brand cheaper, more nimble forms of content. teams involved in the process. 36
  37. 37. The New ConversationCalendar Photo: Courtesy Facebook Australia Emphasis: Emphasis: • Monthly planning • Quarterly planning • Text-based updates (w/occassional photo) • Telling stories through text & multimedia • Run primarily by one person • Collaborative effort 37
  38. 38. Capture the MomentNike collects consumergenerated #makeitcountphotos submitted via socialmedia and brings them to lifeon Facebook, and inNIKETOWN New York. 38
  39. 39. 4.Reach Generator will Obvious Impact Hidden Implicationmake brand posts With Reach Generator, brands with Reach Generator will literallywork harder with 50k+ fans and a post frequency of 7-14X promote an entire post as an in-existing fans. a week can promote entire posts in fan newsfeed promoted ad. This newsfeeds or sponsored story area with means the job of community a guaranteed reach of 50 – 75%* of manager expands to include media fans. More eyeballs from those who planning/deployment as well as already “like” your brand should mean posting and moderation. more engagement and more sharing. *Existing brand posts reach an estimated 16% of current fans 39
  40. 40. Reach Generator 40
  41. 41. 5.A new collaborative Obvious Impact Hidden Implicationownership model is The new ad model combined with proper Who owns your page? Whoimportant to success community management allows your page manages it? Now that Timeline to be set up to become a storytelling allows your brand’s page to become narrative that can be “on 24/7/365” with a true integrated paid/earned incredible reach beyond traditional media channel, it’s important to have paid impressions. and earned experts in place working in tandem to take advantage of this new landscape. 41
  42. 42. Eight Ingredients That Make aGreat “Community Manager 2.0”1. Strong Creative2. Media Planning Know-How3. Nimble Content Creator4. Good communication/social skills5. Has passion for the brand6. Relatable7. Void of ego8. Has a round-the-clock mentality9. Desire to help10. Strong PR Skills
  43. 43. Poll question:What Do You See asthe Biggest ChallengeAssociated With the Changes 43
  44. 44. Learn MoreFacebook: and prepared by: Brian Giesen Digital Director Email: Twitter. @bdgiesen Mitch Phillips Senior Digital Analyst Email. Twitter. @mitch_phillips 44
  45. 45. Q&AType your comments Type question here and questions here
  46. 46. great3 Reasons to fill out the exit survey Receive the Handout Slides from1 today’s webinar presenters Request a free trial of Citrix GoMeeting2 or GoToWebinar for online pitches, presentations and events made easy Access a special GoTo subscription3 offer First 2 Months Free before 31 May
  47. 47. Q&AType your comments Type question here and questions here
  48. 48. Thank you for (and Interacting) Today’s webinar brought to you by: Online Meetings & Webinars Made Easy For a free trial and to learn more: Australia: 1800 451 485 New Zealand: 0800 42 4874 Do connect with todays guest speakers: Brian Giesen @bdgiesen Mitch Phillips @mitch_phillips #FBTL