Facebook: The Changing Landscape

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A quick guide to Facebook’s changes and what they mean for your brand.

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  • They definitely need to adjust, I do however feel that they need to be more concerned about alienating smaller businesses that don't have the budget to spend a lot on advertising. Fortunately we are able to spend a bit and have seen excellent results, but smaller businesses are really suffering and losing value in their Facebook marketing efforts because everything is shifting toward paid and they don't necessarily have that in their budgets with such slim margins.
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  • Thanks for the comment Anthony. It's certainly something that we hear a lot from clients. When you're making over $1m revenue per employee, it can be hard to scale service. Still, you have to admire Facebook's commitment to change.
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  • They definitely need to fix things. As a marketer, I have been extremely disappointed with the downgrade in benefit that Facebook offers to our marketing strategy. I feel like the only time we get anything done is when we spend money on Ads. Other than that, our visibility has been limited. We have been able to find workarounds, but I think some serious changes need to be made to the platform.
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Facebook: The Changing Landscape

  1. THECHANGING LANDSCAPE JULY2013A quick guide to Facebook’s changes and what they mean for your brand.
  2. FACEBOOKHASTHE LOWESTSATISFACTION RATINGOFANYSOCIAL NETWORKANDISFACING DECLININGGROWTH.
  3. WHY?
  4. Priorities Changed Facebook moved away from what consumers wanted — When Facebook went public, the demand for revenue, required to satisfy the stock market, resulted in 27 ad placements appearing throughout Facebook pages. — Facebook was treating its users more like a product rather than a customer. — Revenue soared. — User satisfaction plummeted. Consumers moved away from Facebook — Facebook was littered with in your face advertising that wasn’t personalised. — Privacy was hard to maintain with a number privacy breaches. — Facebook has not kept up with soaring mobile usage, losing eyeballs to other networks.
  5. HOWAREFACEBOOKRESPONDING?
  6. What They’ve Done 1. Visual Re-Design 2. Tag & Search 3. Facebook ‘Home’ 4. Better Tools For Brands — Since mid 2012, Facebook have been announcing parts of a complete re-design. — The re-design is based on a mobile first approach, reducing clutter for both consumers and marketers. — Creating an environment centred around personalised discovery. — This presentation will focus on four key changes:
  7. CHANGE#1 VISUALRE-DESIGN
  8. What’s changed? — Consolidation of UI (User Interface) elements draws a clearer distinction between users’ timelines and personal information. — Places a greater focus on apps, check-ins, and likes. — Friends’ information is easier to find and consume. What does it mean for marketers? — Frequently visited brand pages are surfaced on users’ timelines. — Trendsetters can influence a larger group of their friends. Recommendations — Review content strategy to ensure it encourages repeat visitation. Consolidation of UI elements OLD NEWTimeline
  9. News Feed What’s changed? — More emphasis on visual content. — News filter options allow users to personalise their news feed. — Consistent design across desktop, mobile and tablet. — Copy is overlaid on images instead of displayed above it. What does it mean for marketers? — Increased screen real-estate per post will highlight low quality content. — Opportunity to be seen in multiple feeds. Recommendations — Review content strategy with greater emphasis on quality of image. — Take into account the copy positioning change when publishing imagery. — Create a Spotify company account to get seen in the Music feed. OLD NEW
  10. What’s changed? — Customised pages for different businesses. — Brand pages will highlight ‘about’ information and photos. — Local business pages will highlight location, prices and store hours. — Nearby is now a highlighted feature allowing discovery of local businesses. — Like, call, message, share, ratings and friends activity are now at the top of the page. What does it mean for marketers? — Discovery of brands will be easier for consumers. — First impressions from a content sense are even more important. — Easier for people to like, call, message and share your business/brand. Recommendations — Decide which page your business or brand needs to be on. — Provide useful, contextual information about your business or brand. LOCALBUSINESS BRAND Brand Page
  11. Facebook Insights What’s changed? — Insights page has been re-designed to highlight key metrics. — Clearer navigation tabs: Overview, Page, Posts, People. — Graphs now also include Page Likes and Engagement. — Post Details now also highlights Engaged Users and Click-Throughs. — New report: People Engaged, which compares the people who engaged with your posts with all of your fans. What does it mean for marketers? — Provides clearer, more actionable data. — Track post/page performance better. Recommendations — Spend less time negotiating with the .xls data file, more time creating great content.
  12. CHANGE#2 TAGANDSEARCH
  13. Graph Search What’s changed? — Allows specific searches for unconnected products or services. — Users can ask Facebook any questions, i.e. where is a good place for coffee in St Kilda? — Users will get recommendations based on friends’ and other people’s checked-ins/ ratings/likes/recommendations. What does it mean for marketers? — It provides superior insights into what people like and do. — Allows marketers to better profile target audiences. — Provides basis for better decision making. Recommendations — Encourage in-store customers to check-in, rate, like and recommend your brand page. — Profile your current Facebook audience and adjust content strategy where necessary. — Use graph search to test hypotheses about target audiences.
  14. #Hashtag What’s changed? — Facebook has introduced #hashtags. — Hashtags allows consumers to participate in larger conversations. — Hashtags still fall behind the privacy settings on everyone’s profile: — Public posts, with or without hashtags, are public. — Private posts, with or without hashtags, are private. What does it mean for marketers? — Brands can easily join in/create conversations with their target audience. — Marketers can unify their efforts across all social platforms. — Hashtags can help to measure campaigns and manage user reactions. Recommendations — Use hashtags in traditional media to continue the conversation on social. — Tag campaigns with a hashtag to help measure its effectiveness. — Find out what your target audience is talking about, and take part.
  15. CHANGE#3 FACEBOOK‘HOME’
  16. Facebook ‘Home’ What’s changed? — Facebook Home is an app for Android that displays your news feed on the lock and home-screen. — Combines Facebook messaging and text messaging for a seamless integration into your phone. What does it mean for marketers? — As users become more familiar with Facebook Home, they will become more dependent on Facebook as their core communication tool. — Marketers will eventually be able to advertise on the lock & home screen. — Intuitive algorithms will mean that advertising will have better engagement with users. Recommendations — There is no option to advertise on Facebook ‘Home’ yet. — Keep across any announcements Facebook make about this product.
  17. CHANGE#4 BETTERTOOLSFORBRANDS
  18. Third Party Apps What’s changed? — Facebook acquired Parse with the intention of making it easier for developers to integrate Facebook into their mobile applications. — Facebook’s direction has shifted to put a greater focus on creating user experiences. What does it mean for marketers? — Users are staying within Facebook’s network longer. — Marketers can use Facebook’s data exchange to create a more intimate experience for users. — Facebook’s focus is long-term, with the intention of easily integrating into to new platforms/technologies. Recommendations — Plan integration of Facebook into your mobile app with an emphasis on personalisation and sharing. What’s been happening? — Integration allows real time interaction with Facebook friends through mobile apps. — Includes more meaningful content and data into 3rd party mobile apps. — Currently 80% of iOS apps and 70% of Android apps integrate Facebook.
  19. Recommendations — Focus on creating a high performance ecosystem of ad units, rather than individual units. Simplified Ad Units What’s changed? — Facebook are simplifying the ad units, from 27 to roughly half. — There will be visual and functional consistency between ad units. — Sponsored stories can no longer be bought individually, as the feature will become built in to most ad units. What does it mean for marketers? — Less ad units means less clutter. — Consistent ad units with a story will have higher engagement rates with users. — Marketers will eventually be able to tell Facebook what they aim to achieve and the ad tools will be able to suggest the best combination of products to help achieve their aim.
  20. SUMMARYWHAT: Facebook has embraced a mobile-first approach in response to shifting consumer behaviour. WHY: Facebook aspires to become the primary interface between our digital and physical worlds. HOW: Facebook has released a new set of features for brands to form deeper, more frequent connections with their customers.
  21. THANKYOU! For more information please email tim.evans@dtdigital.com.au dtdigital.com.au facebook.com/dtdigital twitter.com/dtdigital

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