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Facebook Timeline for Brands | Changes & Hidden Implications

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On February 29, 2012, Facebook announced updates to Pages at their first ever Facebook Marketers Conference in New York City. The big story, as expected, was the roll out of Timeline for brands. And the corresponding big headline, as expected, was, "Brands are multimedia storytellers!"

But, there's much more to it. The brand world will soon be divided into those who fully "adopt" Timeline, and those who simply "migrate" their old strategy and ways of working to the new feature set. Brands looking to adopt must consider and prepare for the hidden implications of Timeline - reallocation of resources, increased creative involvement, a reset of content process, the new profile of community managers and more.

Check out this presentation for a summary of the Pages changes and the hidden implications of Facebook Timeline for brands.

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Facebook Timeline for Brands | Changes & Hidden Implications

  1. Facebook Timeline for Brands Kaitlyn Wilkins | EAME Regional Director February 2012
  2. New Facebook Pages Facebook just announced Which features matter What are the hidden Timeline for brands. most? implications for teams? 2
  3. A quick run down of the new feature set…
  4. Page = “Mission Control Branded cover photo (851x315) and profile pic (125X125) allow for maximum creativity Applications and tabs appear as “favorites” beneath cover photo as thumbnails. You select four to display. Friends of user that Pinned posts keep like the page features at top of page for 7 days Timeline automatically inserts geo-targeted posts for fans in that 4 country/city
  5. Page = “Mission Control Reach Generator premium advertising option will enable Fan posts aggregated promotion of a in a separate stream specific post into 50% of fans newsfeeds or sponsored story areas. Will reach fans via mobile as well as desktop. Browse page history chronologically Ability to post content in full page width box Fanta is a Social@Ogilvy client. 5
  6. What impact will these changes really have on my strategy and my team?
  7. 1. Hidden Implication Timeline invites Obvious Impact brands to play The ability to postdate content will add a Telling a brand history is the (creatively) in a new layer of depth to brand stories and obvious application of timeline, but visually appealing, by extension, user engagement. the creative arms race will be chronological space. reinvigorated as top brands out-do Content will continue to be viewed in each other with inventive timeline Newsfeeds, but if well executed, it will uses. hook friends in to a much larger, more intensive Facebook experience back on the brand’s home page. 7
  8. Brand History Coke is telling their rich brand history chronologically 8
  9. Character History Captain Morgan USA goes way back to recreate the story of Admiral Sir Henry Morgan. 9
  10. Gamification Fanta invites friends to find lost characters locked in their timeline. 10
  11. Brand Vision The New York Times brings archives to life through historical time pieces 11
  12. 2. Timeline raises the Obvious Impact Hidden Implication creative bar, and The cover photo and nested profile Historically, many brands re-used creative investment. picture say it all – it’s time to call in the content from other platforms as filler creative cavalry. Creatives will start to for Facebook posts. Brands who play a much larger role in Facebook are fully adopting a unique timeline strategy, as well as asset development. strategy will need to recalibrate levels of investment in creative direction and resources in order to develop Facebook timeline content. 12
  13. Page Layout Timeline Layout 13
  14. 3. It’s all about Obvious Impact Hidden Implication “storytelling” The new emphasis on multimedia The community management storytelling will force brands away from calendar process will need to be text-dominated updates towards more revisited to accommodate text creative expression. Day in day out editorial and high volumes of production will require teams to augment multimedia. This will impact high quality multimedia with faster, timelines, review cycles and brand cheaper, more nimble forms of content. teams involved in the process. 14
  15. Capture the Moment Nike collects consumer generated #makeitcount photos submitted via social media and brings them to life on Facebook, and in NIKETOWN New York. 15
  16. 4. Reach Generator will Obvious Impact Hidden Implication make brand posts With Reach Generator, brands with Reach Generator will literally work harder with 50k+ fans and a post frequency of 7-14X promote an entire post as an in- existing fans. a week can promote entire posts in fan newsfeed promoted ad. This newsfeeds or sponsored story area with means the job of community a guaranteed reach of 50 – 75%* of manager expands to include media fans. More eyeballs from those who planning/deployment as well as already “like” your brand should mean posting and moderation. more engagement and more sharing. *Existing brand posts reach an estimated 16% of current fans 16
  17. 5. A new collaborative Obvious Impact Hidden Implication ownership model is The new ad model combined with proper Who owns your page? Who important to success community management allows your page manages it? Now that Timeline to be set up to become a storytelling allows your brand’s page to become narrative that can be “on 24/7/365” with a true integrated paid/earned incredible reach beyond traditional media channel, it’s important to have paid impressions. and earned experts in place working in tandem to take advantage of this new landscape. 17
  18. And, 5 Facebook Basics Truer Than Ever 1. Your brand is still a digital storyteller, with an evolving storyline where stories replace ads. 2. Facebook should still be a part of your digital content strategy, with a team empowered to work horizontally to develop the best content. 3. Your content should still work integrated into your page, or as a standalone in a Newsfeed. 4. Facebook is still an epicenter for brand crises, be ready to deal with issues new – and old. 5. Integrated Facebook dashboards combining conversation, content and advertising performance are still the way to measure and optimize. 18
  19. Contact: Kaitlyn Wilkins EAME Regional Director Email. kaitlyn.wilkins@ogilvy.com Twitter. @kaitlynwilkins John Bell Global Managing Director Email. john.bell@ogilvy.com Blog. http://johnbell.typepad.com Twitter. @jbell99 19
  20. About Social@Ogilvy Social@Ogilvy is the largest social media marketing communications network in the world. Named 2011 Global Digital/Social Consultancy of the Year by The Holmes Report, the practice leverages social media expertise across all Ogilvy & Mather disciplines, offering an extensive list of services within the foundational business solutions – Listening and Analytics; Social Business Solutions; Social Media Marketing and Communications; Social Shopping; Social CRM; Social Care; and Conversation Impact. For more information, visit social.ogilvy.com ad connect with us at www.facebook.com/ socialogilvy, www.twitter.com/socialogilvy, www.slideshare.com/socialogilvy 20
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On February 29, 2012, Facebook announced updates to Pages at their first ever Facebook Marketers Conference in New York City. The big story, as expected, was the roll out of Timeline for brands. And the corresponding big headline, as expected, was, "Brands are multimedia storytellers!" But, there's much more to it. The brand world will soon be divided into those who fully "adopt" Timeline, and those who simply "migrate" their old strategy and ways of working to the new feature set. Brands looking to adopt must consider and prepare for the hidden implications of Timeline - reallocation of resources, increased creative involvement, a reset of content process, the new profile of community managers and more. Check out this presentation for a summary of the Pages changes and the hidden implications of Facebook Timeline for brands.

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