social@ogilvy facebook timeline for brands pov
TRANSCRIPT
Facebook Timeline for BrandsThe Changes, and the Hidden Implications
February 2012
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Which features matter most?
What are the hidden implications for teams?
Facebook just announced Timeline for brands.
New Facebook Pages
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
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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 HistoryCoke is telling their rich brand history chronologically
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Character HistoryCaptain Morgan USA goes way back to recreate the story of Admiral Sir Henry Morgan.
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GamificationFanta invites friends to find lost characters locked in their timeline.
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Brand VisionThe 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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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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Capture the MomentNike 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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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
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And, 5 Facebook Basics Truer Than Ever
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Your brand is still a digital storyteller, with an evolving storyline where stories replace ads.
Facebook should still be a part of your digital content strategy, with a team empowered to work horizontally to develop the best content.
Your content should still work integrated into your page, or as a standalone in a Newsfeed.
Facebook is still an epicenter for brand crises, be ready to deal with issues new – and old.
Integrated Facebook dashboards combining conversation, content and advertising performance are still the way to measure and optimize.
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Learn More Facebook:https://www.facebook.com/business/fmc
Social@Ogilvy: http://social.ogilvy.com/thinking/ideas
Tom DeLucaNorth America Regional DirectorEmail. [email protected]
Kaitlyn WilkinsEAME Regional Director Email. [email protected] Twitter. @kaitlynwilkins
Thomas CramptonAP Regional Director Email. [email protected]. http://www.thomascrampton.comTwitter. @thomascrampton
Additional Contacts
Written and prepared by:
John BellGlobal Managing Director Email. [email protected]. http://johnbell.typepad.comTwitter. @jbell99
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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
