Summarize several articles on how the new Facebook redesign implies challenges in marketing and what marketers need to know and do. What marketers need to know about Timeline, Ticker, OpenGraph, Applications, Facebook ads.

1. Facebook Redesign
What means for Marketers?
09/22/11
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http://www.allfacebook.com/what-should-facebook-page-admistrators-do-after-f8-2011-09
http://www.elpais.com.uy/110922/ultmo-595047/ultimo-momento/facebook-lanza-su-nuevo-diseno/
http://content.usatoday.com/communities/technologylive/post/2011/09/live-coverage-facebooks-f8-developer-conference/1
http://news.cnet.com/8301-1023_3-20109469-93/at-f8-facebook-talks-timeline-music-more-live-blog/
http://www.socialmediaexaminer.com/6-ways-to-track-the-impact-of-social-media-on-public-relations/#more-11544
http://www.allfacebook.com/facebook-ads-newsfeed-2011-09
http://www.allfacebook.com/facebook-redesigns-news-feed-makes-ticker-official-2011-09
http://www.allfacebook.com/facebook-changes-2011-09
http://mashable.com/2011/09/22/facebook-timeline/
http://www.youtube.com/watch?v=hzPEPfJHfKUfeature=player_embedded
http://www.youtube.com/watch?v=b6JrZdF4IPAfeature=relmfu
http://www.youtube.com/watch?v=q3b94kFBah8
http://mashable.com/2011/09/22/new-facebook-open-graph/
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3. Facebook as changed its design once
again and for the 2nd time this year
It has made more changes that were
previously announced so what is the
implications for marketers?
(as we know so far)
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4. Video
http://www.youtube.com/watch?v=b6JrZdF4IPAfeature=relmfu
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5. Changes from User Perspective
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6. Changes from User Perspective
Top Stories
List
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7. Changes from User Perspective
News Feed design changed
News will appear on the
stream with most
interesting stories
(interesting according to
Facebook algorithm)
feature at the top
Those top stories don't
regenerate much
throughout the day
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8. Changes from User Perspective
User now can create
List of Friends
Share content
exclusively with
people of the List
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9. Changes from User Perspective
Also users will have the
option to mark a post
as a top story, thus
increasing the likelihood
that this type of post or
friend will appear on the
Top of News Feed or on
the other hand even
“Unsubscribe” to it
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10. Changes from User Perspective
Photos
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11. Changes from User Perspective
News Feed photos Old Size
size has
increased
considerably when
are posted by New Sizes
friends
(brand Fan Page photos maintain
size for the moment)
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12. Changes from User Perspective
Ticker
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13. Changes from User Perspective
Users will have the new “Ticker” feature on
the right hand-side of the screen
News Feed now shows friend information like
status updates, relationship status, while the
Ticker shows more real-time,
lightweight” information such as new photo
in an album, new Farmville plantation, etc.
Once clicked, the Ticker expands over
the News Feed
Ticker updates faster therefore is more
current and great to get update of what
friends are currently doing
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14. and as a Marketer,
What’s in for me?
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15. Content Distribution
Facebook CEO did not talk
about Brand Fan Pages. He
only say “rethink your
industries”
Social Media Managers will
once again face new
challenges in Content
Distribution due to those
innovations…
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Source: http://bit.ly/r82GZY

16. From [Noun] to [Verb]
After some research
Facebook identified that
young people did not
like to much the
“Like” button [noun]
because of the implied
endorsement
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17. From [Noun] to [Verb]
Therefore Facebook will roll
out “Watched,” “Listened”
and “Read” buttons [verbs]
hoping more clicking
(therefore more interaction)
but also developers will be
allowed to create their
own verbs (actions)
buttons
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18. From [Noun] to [Verb]
As this [Verbs] appears on the Ticker (not in News Feed
unless Facebook considered as an important event), brand needs
to start thinking how to describe itself in
verbs terms that people will click on…
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19. Applications
http://www.youtube.com/watch?v=q3b94kFBah8
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20. Applications
Applications will once
again be the best way to
to take advantages
as spontaneous
sharing verbs are used
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21. Applications
Applications will once
again be the best way to
to take advantages
as spontaneous
sharing verbs are used
“Cooking with Foodily”
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22. Applications
Applications will once
again be the best way to
to take advantages
as spontaneous
sharing verbs are used
“Cooking with Foodily”
“Running with Nike+”
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23. Applications
One new advantage for
Applications is that Apps
need to ask only once
to share stories on
user behalf
Before, Apps need to ask
every time; now when
authorizing the app, it will
ask the user and never
has to ask again
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24. OpenGraph
All those changes in Facebook construct what is
call: OpenGraph
OpenGraph opens the possibility to create new
ways of brand content distribution that
allow users to share whatever they are doing
without overwhelming friends
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25. OpenGraph
All those changes in Facebook construct what is
call: OpenGraph
OpenGraph opens the possibility to create new
ways of brand content distribution that
allow users to share whatever they are doing
without overwhelming friends
Figuring out how to effectively use
Ticker and Verbs is the first main
challenge
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26. However, more
changes are
coming…
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27. Timeline
a new way for users to
express who they are.”
Mark Zuckerberg, CEO Facebook
Profile takes on a look similar
to a magazine format,
highlighting activities,
photos and apps along with
a cover photo sitting on top
This new format is called:
Timeline
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28. Timeline
The new design transforms the
user profile into a virtual
scrapbook that digs all the way
into user’s past.
It makes a visual history of
everything you’ve ever done,
all the way to when you were
born (according to Facebook)
https://www.facebook.com/about/timeline
http://www.youtube.com/watch?
v=hzPEPfJHfKUfeature=player_embedded
Since yesterday it will enter a Beta
period and available for Developers; it
will be rolled out progressively
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29. Patterns Reach people
Facebook executive’s talked several
times about the “consumer
patterns” that people made by
using Timeline and OpenGraph
features
What users do from watching
certain movies, listening certain
music and sharing with friends with
similar tastes and likes will build
the pattern within the Timeline; a
Timeline that collects all the
history about this consumer
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30. Patterns Reach people
For Advertiser might represents
a whole new way to target
people in a granular way not
seen before.
For example Nestle targeting
somebody who is watching
“The Chocolate Factory” not
just who just “Like” Jonny Deep
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31. Patterns Reach people
For Advertiser might represents
a whole new way to target
people in a granular way not
seen before.
For example Nestle targeting
somebody who is watching
“The Chocolate Factory” not
just who just “Like” Jonny Deep
Effective use of targeted
Facebook Ads is the
second main challenge
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32. Other small changes…
Some features came live early this week and some from yesterday Keynote. There are the
unannounced features:
• Posts can now be as long as 5,000 characters, ten times the previous maximum length.
• You can no longer accompany a friend request with a message.
• Part or all of the navigation bar can remain on the screen even when you scroll down the
page.
• You can create bookmarks, labeled favorites, in the left-hand column.
• Birthday reminders appear in the upper right side well-wishes now show up as
notifications on the upper-right-hand corner of the screen, near where you see poke
notifications.
• Friend lists that existed before the new smart list prompts have an entirely new
management interface.
• The poke button has become a link tucked into a pull-down to the right of the add friend
button.
• A thumbnail image of the user, and his or her name, appears in the right corner of the
top blue navigation bar; when one surfs the site using a page alias, the name and main
image appears in the same place.
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33. New Facebook Redesign Challenges
for Brands
1
Figuring out how to effectively use
Ticker and Verbs
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34. New Facebook Redesign Challenges
for Brands
1
Figuring out how to effectively use
Ticker and Verbs
Effective use of targeted Facebook
2
Ads
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35. Thank you
Salomon Dayan:
Email: sdayan@lih.com
Twitter : http://twitter.com/sedayanr
LinkedIn: http://do.linkedin.com/in/salomondayan
Website: http://lih.com/
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