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Keeping Up with
              The Facebook
                             {No Kardashians Here}




Lauren Melcher
Digital Strategist, Weber Shandwick Minneapolis
lmelcher@webershandwick.com
What’s new?

What’s on the way?
• Recent Changes
  •       OPEN GRAPH – CODE ACCESSIBILITY FOR DEVELOPERS, INCREASED
          FLEXIBILITY
  •       “TALKING ABOUT THIS” – DATA/MEASUREMENT IN REAL TIME
  •       THE TICKER


• Coming Soon
  •       TIMELINE FOR BRAND PAGES (AND PERSONAL PROFILES)
      •    ROLL-OUT TBD
VERB ANY NOUN

Facebook gestures
-- 8th Bridge
IMPLICATIONS


ONLINE SHOPPING: want

TELEVISION SHOWS: watching

ELECTIONS: voted


What you won’t see: “dislike” (and other banned
words, according to Facebook’s discretion)
“TALKING ABOUT THIS”

meaningful analytics for brand
 performance on Facebook
“The current
barometer of how
much conversation
is being generated
by a Page on
Facebook.”
-- Facebook
BUT WHERE DOES IT COME FROM?
• Refreshes daily but goes back a week

• User interactions that impact the number:
   •   LIKING A PAGE

   •   POSTING TO A PAGE’S WALL

   •   LIKING, COMMENTING ON OR SHARING A PAGE POST

   •   ANSWERING A QUESTION POSTED

   •   RSVP’ING TO AN EVENT

   •   MENTIONING A PAGE IN A PERSONAL POST

   •   PHOTOTAGGING A PAGE

   •   LIKING OR SHARING A CHECK-IN DEAL

   •   CHECKING IN AT A PLACE
THE TICKER

love it or hate it?
REAL-TIME NEWS




                 Source
TIMELINE FOR BRANDS

the evolution of Pages
Source
Source
Source
FACEBOOK TIMELINE FOR BRANDS

• More emphasis on visuals
   MORE BRANDING CAPABILITIES


                                           Source



• Separation between
  brand posts and user
  posts (possibly)
     MORE COMMUNITY MANAGEMENT
      OPPORTUNITIES



                                  Source
PLUS
Five Smaller Changes
1. “Subscribe to profile” feature
2. Ability to search posts
      by everyone
3. Facebook Places = dead


4. Longer character limit for posts
(5,000 characters instead of 420)
5. More mobile friendly overall
(support for mobile versions of apps
      + long-awaited iPad app)

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Keeping Up With The Facebook

Editor's Notes

  1. Announced at the F8 conference in October 2011, Facebook will soon allow developers to code personalized “like” buttons – now called Facebook gestures.
  2. Imagine the potential for social e-commerce and civic engagement initiatives, in particular, with these new options.
  3. “Talking about this” numbers are public. On this slide: Post-it page (3M), Etsy, NASCAR Sprint Cup, Wells Fargo, Minneapolis Snow Emergency. Come back and look at the “talking about this” number during a snow storm – it’s guaranteed to be a lot higher.