What the F8 Facebook Changes Mean for Marketers


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  • The only brand page change thus far is the removing of the insight stats on the wall, per post.
  • Creating memories. V. Bookmarking your web behavior
  • What the F8 Facebook Changes Mean for Marketers

    1. 1. Facebook Updates From f8<br />What is changing and what it means for marketers.<br />1<br />
    2. 2. There were lots of changes.But it’s promising. Really promising.<br />2<br />
    3. 3. 3<br />Current changes are mostly user-facing.Brand page changes have yet to be revealed but will be “consistent” with Timeline’s look and feel. <br />Our creative technologists spoke with Facebook. Brand page updates are so far out on the roadmap that it’s safe to assume they won’t happen in 2011. Source: David Fischer, VP of Global Marketing Solutions @ Facebook<br />
    4. 4. Timeline: A new profile page<br />Compiles all your activity into a visual scrapbook and life story. <br />4<br /><ul><li>Designed to give users all their stories and apps in one place.
    5. 5. Will be rolling out to all users over the next several weeks.</li></li></ul><li>Gestures: Now you can do more than “Like”<br />You can [verb] any [noun], thus creating more expressive interactions.<br />5<br /><ul><li>Further defines and reflects user identities and behaviors.
    6. 6. Provides a way for brands to subtly share content into user feeds.
    7. 7. “Like” activity will still exist, but will be less prominent with its migration into the Ticker. (Slide 10)</li></li></ul><li>6<br />Does that mean competitors can create negative actions against my brand?<br />No, all actions must be submitted for approval by Facebook.<br />
    8. 8. Apps: One click automates all activity sharing<br />Facebook apps no longer need to ask for permission every time they share information.<br />7<br />
    9. 9. 8<br />Apps: One click automates all activity sharing<br />Facebook apps no longer need to ask for permission every time they share information.<br />An example of how Windows Phone might interact with the new Timeline.<br /><ul><li>This would typically occur on the mobile device. Now it can also occur through a Facebook app tab. </li></li></ul><li>9<br />Won’t that just clutter my newsfeed?Thankfully, no. The Ticker solves that.<br />
    10. 10. Ticker: A lightweight, real-time activity feed<br />Users can now see Top Stories and Most Recent all on one page.<br />10<br />No “Most Recent” tab<br />Real-time activity stream<br /><ul><li>Contains all “lightweight” information.
    11. 11. When you hover over an activity, you can see the full story and join the conversation as it happens.
    12. 12. The Ticker self-updates to show a complete picture of what friends are doing right now.
    13. 13. Already rolled out.</li></li></ul><li>Partnerships: Integrating over a dozen providers<br />Music, news and video partners will make Facebook an entertainment hub.<br />11<br />
    14. 14. 12<br />User page impact on brand pages <br />Micro-blogging element: Posts can now be up to 5,000 characters (previously 500). Photos are now larger in size.<br /><ul><li>Implication: Potential for more robust engagement content.</li></ul>Subscribe button: Users can follow any public content and filter the amount of information received from existing friends. <br /><ul><li>Implication: Offers a way for users to get closer to certain individuals.
    15. 15. Implication: Increased need to manage public-facing information.</li></ul>View shares: Links now allow brands to view and track shares of a post.<br /><ul><li>Implication: Easier to identify influencers.</li></ul> <br />Open interaction: Users no longer have to “Like”a brand page to post a comment on its wall.<br /><ul><li>Implication: Potential increase in number of conversations happening on the page.
    16. 16. Implication: Potential increase in unrelated comments, spam and troll activity.</li></ul>Post stats: Impression data per post has been removed from the wall and added to Page Insights.<br /><ul><li>Implication: The data per post can now be exported, giving brands the ability to better gauge and optimize content.</li></li></ul><li>What does this mean?<br />The next Facebook has arrived. The era of storytelling.<br />Implication: Marketers can now be content providers and publishers.<br />Timeline makes Facebook meaningful and emotionally powerful. <br />Implication: Marketers will need to truly focus on providing engaging, personally-relevant content that integrates into their customers’ lives. <br />The question to ask: How can a brand create a significant story/event in their customers’ life?<br />Activity outside of Facebook can be automatically streamed into Facebook.<br />Implication: There will be a surge in contextual targeting. Marketers can serve ads against what people are reading, watching and listening to.<br />Changes are all user-focused.<br />Implication: Users will have full control over what content they want and do not want to see. Relevance will reign.<br />13<br />
    17. 17. What about Google+?<br />Facebook: Capitalizes on never forgetting.<br />Google+: Capitalizes on never having to remember.<br />14<br />
    18. 18. 15<br />Facebook is now in the storytelling business.Success lies in providing content that connects with 800MM Facebook users at an emotional, personally relevant level. <br />
    19. 19. Thank you<br />@T3ThinkTank | 512.499.8811<br />16<br />