what the f8 facebook changes mean for marketers

Facebook Updates From f8!What is changing and what it means for marketers  

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There were a helluva lot of changes.But, itʼs promising. Really promising.!

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Current changes are mostly user-facing.

Brand page changes have yet to be revealed but will be “consistent” with Timelineʼs look-and-feel.

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Our creative technologists spoke with Facebook and brand page updates are so far out on the roadmap it is safe to assume itʼs not happening in 2011. Source:  David  Fischer,  VP  of  Global  Marke=ng  Solu=ons  @  Facebook  

Timeline: A new profile page!Compiles all your activity into a visual scrapbook and life story. !

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•  Designed to give users all their stories and apps in one place.!

•  Will be rolling out to all users over the next several weeks.!

Gestures: Now you can do more than “Like”!You can [verb] any [noun], creating more expressive interactions.!

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The  “Like”  Era   With  Facebook  Gestures  

John  Likes  Sprite    John  Likes  UPS  

John  Drank  a  Sprite  John  Uncapped  a  Sprite  John  Sent  a  package  with  UPS  John  Received  a  package  via  UPS  

John  Likes  Nike   John  Wears  Nike    

John  Likes  Drake   John  Is  A6ending  a  Drake  concert    

John  Likes  iPad   John  Wants  an  iPad  

•  Further defines and reflects usersʼ identities and their behavior.!

•  Provides a way for brands to subtly share content into user feeds.!

•  “Like” activity will still exist, but will be less prominent, with its migration into the Ticker. (Slide 10)!

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Does that mean competitors can create negative actions against my brand?

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No, all actions must be submitted for approval by Facebook.  

FB Apps: One click automates all activity sharing!Apps no longer need to ask for permission every time they share information.!

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FB Apps: One click automates all activity sharing!Apps no longer need to ask for permission every time they share information.!

An example of how Windows Phone might interact with the new Timeline.!!•  This would typically occur on the

mobile device, but now can also occur through a Facebook app tab.  

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But wonʼt that just clutter my newsfeed?

Thankfully, no. The Ticker solves that.!

Ticker: A light-weight, real-time activity feed!Users can now see Top Stories and Most Recent all on one page.!

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No “Most Recent” tab!

Real-time activity stream!

•  Contains all “lightweight” information. !

•  When you hover over an activity, you can see the full story and join the conversation as it happens.!

•  Self-updates to show a complete picture of what friends are doing, right now.!

•  Already rolled out!

Partnerships: Integration of over a dozen providers!Music, news and video partners will make Facebook an entertainment hub.!

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Micro-blogging element: Posts can now be up to 5,000 characters (previously 500). Photos are now larger in size.!

•  Implication: Potential for more robust engagement content!!Subscribe button: Users can follow any usersʼ public content, and filter the amount of information received from existing friends. !

•  Implication: Offers a way for users to get closer to interested individuals. !•  Implication: Increased need to manage public-facing information!

!View shares: Links now allow brands to view and track shares of a post.!

•  Implication: Easier to identify influencers! !

Open interaction: Users no longer have to 'Like' a brand page to post a comment on its wall.!•  Implication: Potential increase in number of conversations happening on the page!•  Implication: Potential increase in unrelated comments, spam and troll activity!!

Post stats: Impression data per post has been removed from the wall and added to Page Insights.!•  Implication: The data per post can now be exported, providing brands the ability to better gauge and

optimize content!

User page effects on brand pages !

What does this mean?!

The next Facebook has arrived. The era of storytelling.!•  Implication: Marketers as content providers and publishers has arrived.!

Timeline makes Facebook meaningful and emotionally powerful. !•  Implication: Marketers will need to truly focus on providing engaging, personally-relevant

content that integrates into their consumersʼ lives. !•  The question to ask: How can a brand create a significant story/event in their consumersʼ life?!!Activity outside of Facebook can be automatically streamed into Facebook.!•  Implication: There will be a surge in contextual targeting. Marketers can serve ads against what

people are reading, watching, listening to.!!Changes are all user-focused.!•  Implication: Users will have full control over what content they want to see, and what they do

not want to see. Relevance will reign.!13  

What about Google+?!

Facebook: Capitalizes on never forgetting.!!!!Google+: Capitalizes on never having to remember.!

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Facebook is now in the story-telling business.

Success lies in providing content that connects with the 800MM

Facebook users at an emotional, personally-relevant level. !

Thank you @T3ThinkTank | 512.499.8811  

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