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The Hidden Opportunities of Facebook Timeline

Welcome to our Free Webinar

Sponsored by:

Meet your Moderator

Tim Burrowes

Founder / Editor-in-Chief

@Mumbrella

Type question here

How to Interact today

#FBTL

Type your comments

and questions here

throughout

Raise your virtual hand up to ask

an audio question at the end

Mitch Phillips

Senior Digital Analyst

Social@Ogilvy

@mitch_phillips

Meet Your Presenters

Brian Giesen

Regional Director

Social@Ogilvy

@bdgiesen

Facebook Timeline for Brands

The Changes, and the Hidden Implications

22 May 2012

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#FBTL

Twitter Hashtag

7

Poll question: Would you purchase shares in FB?

8

Which features matter

most?

What are the hidden implications for teams?

Facebook has recently

pushed Timeline for brands.

Our Agenda Today

8.12 hours Time Spent on Facebook Each Month

SOURCE: Source: Nielsen Online Ratings March 2012

11.3 million Number of Australians That Visit Facebook Each Month

10

Each of us has our own “Personal Message Shield”

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And the average Facebook user generates 90 pieces of content every month

We spend more time on Facebook than on Google

Source: ComScore MediaMetrix, Citi Investment Research and Analysis

Source: Facebook Statistics

We increasingly get news and information via our Social Networks

12

Over 35% of Facebook use comes via a mobile device

By 2014, more people will access the internet via a mobile device than via a PC

We take our social connections with us everywhere

Source: InSite Consulting

13

Brands that use

Social Media well,

can deliver value

across their business

and pass through the

Personal Message

Shield

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Poll question: How Are You Using Facebook?

A quick run down of the new feature set…

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Branded cover photo

(851x315) and profile

pic (125X125) allow

for maximum

creativity

Pinned posts keep

features at top of

page for 7 days

Applications and tabs

appear as “favorites”

beneath cover photo

as thumbnails. You

select four to display.

Timeline

automatically inserts

geo-targeted posts

for fans in that

country/city

Friends of user that

like the page

Page = “Mission Control

17

Reach Generator

premium advertising

option will enable

promotion of a

specific post into 50%

of fans newsfeeds or

sponsored story

areas. Will reach

fans via mobile as

well as desktop.

Fan posts

aggregated in a

separate stream

Browse page history

chronologically

Ability to post content

in full page width box

Page = “Mission Control

Fanta is a Social@Ogilvy client.

What impact will these changes really have on my strategy and my team?

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1.

Obvious Impact

The ability to postdate content will add a

new layer of depth to brand stories and

by extension, user engagement.

Content will continue to be viewed in

Newsfeeds, but if well executed, it will

hook friends in to a much larger, more

intensive Facebook experience back on

the brand’s home page.

Hidden Implication

Telling a brand history is the

obvious application of timeline, but

the creative arms race will be

reinvigorated as top brands out-do

each other with inventive timeline

uses.

Timeline invites brands to play (creatively) in a visually appealing, chronological space.

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Brand History

Coke is telling their rich brand

history chronologically

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Character History

Captain Morgan USA goes

way back to recreate the story

of Admiral Sir Henry Morgan.

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Gamification

Fanta invites friends to find

lost characters locked in their

timeline.

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Brand Vision

The New York Times brings

archives to life through

historical time pieces

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2.

Obvious Impact

The cover photo and nested profile

picture say it all – it’s time to call in the

creative cavalry. Creatives will start to

play a much larger role in Facebook

strategy, as well as asset development.

Hidden Implication

Historically, many brands re-used

content from other platforms as filler

for Facebook posts. Brands who

are fully adopting a unique timeline

strategy will need to recalibrate

levels of investment in creative

direction and resources in order to

develop Facebook timeline content.

Timeline raises the creative bar, and creative investment.

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Page Layout Timeline Layout

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Importance of the Cover Photo

Before Timeline After Timeline

500% More Time Spent

Viewing Cover Photos

Than Profile Pictures

Source: Mashable Study by EyeTrackShop

27

#1: Tourism Australia

URL: www.facebook.com/seeaustralia

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#2: Milo A&NZ

URL: www.facebook.com/miloausnz

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#3: KLM

URL: www.facebook.com/KLM

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#4: Ben & Jerry’s Australia

URL: www.facebook.com/BenandJerryAustralia

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#5: Lenovo A&NZ

URL: www.facebook.com/LenovoANZ

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#6: Louis Vuitton

URL: www.facebook.com/LouisVuitton

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#7: McGrath Foundation

URL: www.facebook.com/McGrathFoundation

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#8: Essendon FC

URL: www.facebook.com/Essendon

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#9: Triple J

URL: www.facebook.com/TripleJ

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3.

Obvious Impact

The new emphasis on multimedia

storytelling will force brands away from

text-dominated updates towards more

creative expression. Day in day out

production will require teams to augment

high quality multimedia with faster,

cheaper, more nimble forms of content.

Hidden Implication

The community management

calendar process will need to be

revisited to accommodate text

editorial and high volumes of

multimedia. This will impact

timelines, review cycles and brand

teams involved in the process.

It’s all about “storytelling”

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The New Conversation Calendar

Emphasis:

• Monthly planning

• Text-based updates (w/occassional photo)

• Run primarily by one person

Emphasis:

• Quarterly planning

• Telling stories through text & multimedia

• Collaborative effort

Photo: Courtesy Facebook Australia

38

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.

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4.

Obvious Impact

With Reach Generator, brands with

50k+ fans and a post frequency of 7-14X

a week can promote entire posts in fan

newsfeeds or sponsored story area with

a guaranteed reach of 50 – 75%* of

fans. More eyeballs from those who

already “like” your brand should mean

more engagement and more sharing.

Hidden Implication

Reach Generator will literally

promote an entire post as an in-

newsfeed promoted ad. This

means the job of community

manager expands to include media

planning/deployment as well as

posting and moderation.

Reach Generator will make brand posts work harder with existing fans.

*Existing brand posts reach an estimated 16% of current fans

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Reach Generator

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5.

Obvious Impact

The new ad model combined with proper

community management allows your page

to be set up to become a storytelling

narrative that can be “on 24/7/365” with

incredible reach beyond traditional media

impressions.

Hidden Implication

Who owns your page? Who

manages it? Now that Timeline

allows your brand’s page to become

a true integrated paid/earned

channel, it’s important to have paid

and earned experts in place working

in tandem to take advantage of this

new landscape.

A new collaborative ownership model is important to success

Eight Ingredients That Make a

Great “Community Manager 2.0”

1. Strong Creative

2. Media Planning Know-How

3. Nimble Content Creator

4. Good communication/social skills

5. Has passion for the brand

6. Relatable

7. Void of ego

8. Has a round-the-clock mentality

9. Desire to help

10. Strong PR Skills

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Poll question: What Do You See as the Biggest Challenge Associated With the Changes

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Learn More Facebook:

https://www.facebook.com/business/fmc

Social@Ogilvy:

http://social.ogilvy.com/thinking/ideas

Brian Giesen

Digital Director Email: brian.giesen@ogilvy.com.au

Twitter. @bdgiesen

Written and prepared by:

Mitch Phillips

Senior Digital Analyst Email. mitch.phillips@ogilvy.com.au

Twitter. @mitch_phillips

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Thank you for attending (and Interacting)

Do connect with todays guest speakers:

Brian Giesen @bdgiesen

Mitch Phillips @mitch_phillips

#FBTL

www.mumbrella.com.au

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