Facebook Redesign ���What means for Marketers?

09/22/11

1

"NOTICE: Proprietary and Confidential

All the content of this document (text, figures, lists, financial information, graphics, design, diagrams, as well as other graphic

elements and/or audio and videos), whichever is the format used (paper or electronic), is confidential and proprietary to LIH. This

document includes ideas and information based on the experience, know-how, intellectual/creative effort of LIH. For these

reasons, this material shall not be used, reproduced, copied, disclosed, transmitted, transformed, commercialised or

communicated, in whole or in part, neither to third parties to the public, without the express and written consent of LIH”

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=hzPEPfJHfKU&feature=player_embedded http://www.youtube.com/watch?v=b6JrZdF4IPA&feature=relmfu 

http://www.youtube.com/watch?v=q3b94kFBah8 http://mashable.com/2011/09/22/new-facebook-open-graph/

2

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)

4

Video

http://www.youtube.com/watch?v=b6JrZdF4IPA&feature=relmfu

5

Changes from User Perspective

6

Changes from User Perspective

Top Stories

List

7

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

Changes from User Perspective

User now can create List of Friends Share content exclusively with people of the List

Changes from User Perspective

8

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

Changes from User Perspective

9

10

Changes from User Perspective

Photos

11

News Feed photos size has increased considerably when are posted by friends

(brand Fan Page photos maintain

size for the moment)

Changes from User Perspective

Old Size

New Sizes

12

Ticker

Changes from User Perspective

13

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

Changes from User Perspective

14

and as a Marketer,

What’s in for me?

15

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…

Content Distribution

Source: http://bit.ly/r82GZY

16

After some research Facebook identified that young people did not like to much the “Like” button [noun] because of the implied endorsement

From [Noun] to [Verb]

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

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…

19

Applications

http://www.youtube.com/watch?v=q3b94kFBah8

20

Applications

Applications will once again be the best way to to take advantages as spontaneous sharing verbs are used

21

Applications will once again be the best way to to take advantages as spontaneous sharing verbs are used “Cooking with Foodily”

Applications

22

Applications will once again be the best way to to take advantages as spontaneous sharing verbs are used “Cooking with Foodily” “Running with Nike+”

Applications

23

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

Applications

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

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

26

However, more changes are

coming…

"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

Timeline

27

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

Since yesterday it will enter a Beta period and available for Developers; it will be rolled out progressively

Timeline

28

http://www.youtube.com/watch?v=hzPEPfJHfKU&feature=player_embedded

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

Patterns & Reach people

29

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

Patterns & Reach people

30

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

Patterns & Reach people

31

Effective use of targeted Facebook Ads is the

second main challenge

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.

33

1   Figuring out how to effectively use Ticker and Verbs

New Facebook Redesign Challenges for Brands

34

1   Figuring out how to effectively use Ticker and Verbs

2   Effective use of targeted Facebook Ads

New Facebook Redesign Challenges for Brands

Thank you Salomon Dayan: Email: sdayan@lih.com ���Twitter : http://twitter.com/sedayanr LinkedIn: http://do.linkedin.com/in/salomondayan Website: http://lih.com/

35