This document summarizes how Facebook pages have evolved over time and the key changes introduced with Facebook's new timeline feature. It outlines 8 important facts about the timeline layout for brands, including a larger cover photo and profile picture, changes to tabs and apps, and new features like pinned posts. It then discusses the motives behind frictionless sharing across apps and the potential positive and negative consequences for brands, advertising, and user privacy. The document raises questions about how these changes might impact engagement and targeting on Facebook.

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Christelle Deliens
Stijn Vogels
“The Next Facebook
”

2. 1. How Facebook pages evolved
2. Facebook Timeline for brands
3. Frictionless sharing
4. Motives and consequences
5. Questions: what do you think?
Table of contents

3. HOW FACEBOOK PAGES EVOLVED

4. Fake profiles (2006—2009)

5. Current pages (2009—March 2012)

6. Timeline (March 2012—)

7. FACEBOOK TIMELINE FOR BRANDS

8. Overview of changes
All Facebook brand
pages will be transfered
to this new concept by
March 30, 2012.
There are 8 important
facts you need to know.

9. 1. Cover Photo
A big horizontal banner now appears on top of the page (851 x 315 pixels).
This new eye-catching format allows brands to capture fans attention with an
image that speaks for the brand.

10. 2. Profile Picture
The ‘about’ section (Description) shows 145
characters before « more » appears.
(255 ch. max).
The new format for the profile picture is a
square with bigger dimensions (180 x 180
pixels).
3. Description

11. 4. Tabs and applications
Tabs and applications can no longer be set as default landing page for fans and non-fans.
They now appear on the top of the page with a more detailed visual up to 111 x 74 pixels
A Tab name contains a maximum of 15 charachters and has a visual you can customize.
In total there is room for 12 tabs. Only 4 tabs are visible at all times
The ‘Photos’ tab is fix..

12. 5. New feature: Pinned post
Facebook now
allows you to
highlight a specific
post (question,
photo album, video,
note,…) and pin this
one at the top of
your page during 7
days.

13. 5. New feature: Pinned post
Example : Full width visuals
You can now make your page visually attractive by posting big and
small foto’s and video’s

14. 6. Date Selector: Timeline
The Date Selector on the right top of the page offer to fans the possibility
to see important milestones in the life of your brand

15. 7. Insights extract
All fans and non-fans
can check some
statistics about your
brand:
• People talking about
this
• New likes per week
• Most popular week
• Most popular City
• Most popular Age
group

16. 8. New feature: Message to brand

17. 8. New feature: Message to brand
When fans click on « Message » at the top of your page, they are redirected to
their Facebook messages.
You can choose to activate this service or not by going to the page settings and
unchecking the option.

18.  On January 2012 Facebook announced 60 apps that automatically share your content.
 This follows Mark Zuckerberg’s “law of social sharing”: the amount of data people share
doubles every year.
 Games already had this. Now, everything you do is shared automatically.
– News article from The Guardian or Washington Post
– Music you listen to on Spotify
– Images you share on Pinterest
– Etc.
 This works both way: friends see what you do, and you can discover what’s popular
among your friends.
Frictionless sharing

19. Frictionless sharing: The Guardian

20. Frictionless sharing: Spotify

21. Frictionless sharing: Tripadvisor

22. Frictionless sharing: Pinterest

23. MOTIVES AND CONSEQUENCES

24. Consequences for brands: positive
There are certainly a lot of positive changes for brands:
1. More and better information on brand fans. What do they read, listen,
watch, want… This allows for more targeted campaigns.
2. New ways to interact with a brand. From now on interactions won’t be
limited to just the timeline but also in the news feed and the ticker.
3. Good quality is rewarded. The changes will push brands to invest in quality
content, to get the most out of the timeline and ticker.
4. New indicators of engagement. Before, brands had only two indicator:
number of fans and like. With the new buttons, there will be more accurate
data on member interactions: what do they read, like, share...

25. Consequences for brands: negative
1. Graphic distraction. A giant graphic to the top of your page may look nice,
but it does not drive any action that benefits your brand. The real
engagement elements are pushed down the page.
2. Relevance of pinned posts. The highlighting of posts is interesting, but only
if fans visit the brand page. Statistics show people don’t return to a page
once they’ve liked the brand.
3. Private messages. Being able to receive messages from your fans with only
1 click is a great improvement. But popular brands will receive 1.000’s of
messages per day, making it worse than spam. What is the cost of reading
and responding to all?
4. Timeline irrelevancy for brands. Facebook’s Timeline was designed to
showcase a real person’s life. For brands today, the present day is what
really matters.

26. Consequences for advertising
1. More personal information. Timeline for profiles encourages people to add
more detailed information to their profile: place of residence, education,
date of marriage, recent travels... Facebook can now look into your past for
even better targeting.
2. New buttons for improved targeting. The previous Facebook had only one
way for interacting: "Like". New buttons can gather more information: read,
watch, listen... all without having to like. Real interest will be declared
through the "Want" button. This data is a gold mine!
3. Interactive applications. There are thousands of Facebook applications that
let you do almost anything, with varying success. The new timeline will
encourage sharing through applications. Publishers have to take advantage
of this.
4. Users never leave Facebook. With the addition of services for music,
movies, news... users will end up spending their entire day (and night) on
Facebook. More exposure = more time spent sharing = higher CPM. With
members being only 12 hours/day, there is no really limit for the price they
can ask advertisers.

27. QUESTIONS: WHAT DO YOU THINK?

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Thank You !
Christelle Deliens & Stijn Vogels
Twitter: @christelle501 & @aardling