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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
6
#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”
11
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
14
Poll question: How Are You Using Facebook?
A quick run down of the new feature set…
16
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?
19
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.
20
Brand History
Coke is telling their rich brand
history chronologically
21
Character History
Captain Morgan USA goes
way back to recreate the story
of Admiral Sir Henry Morgan.
22
Gamification
Fanta invites friends to find
lost characters locked in their
timeline.
23
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.
25
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
28
#2: Milo A&NZ
URL: www.facebook.com/miloausnz
29
#3: KLM
URL: www.facebook.com/KLM
30
#4: Ben & Jerry’s Australia
URL: www.facebook.com/BenandJerryAustralia
31
#5: Lenovo A&NZ
URL: www.facebook.com/LenovoANZ
32
#6: Louis Vuitton
URL: www.facebook.com/LouisVuitton
33
#7: McGrath Foundation
URL: www.facebook.com/McGrathFoundation
34
#8: Essendon FC
URL: www.facebook.com/Essendon
35
#9: Triple J
URL: www.facebook.com/TripleJ
36
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”
37
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.
39
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
43
Poll question: What Do You See as the Biggest Challenge Associated With the Changes
44
Learn More Facebook:
https://www.facebook.com/business/fmc
Social@Ogilvy:
http://social.ogilvy.com/thinking/ideas
Brian Giesen
Digital Director Email: [email protected]
Twitter. @bdgiesen
Written and prepared by:
Mitch Phillips
Senior Digital Analyst Email. [email protected]
Twitter. @mitch_phillips
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Do connect with todays guest speakers:
Brian Giesen @bdgiesen
Mitch Phillips @mitch_phillips
#FBTL
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