Facebook Timeline: The Hidden Implications, a webinar from the Social@Ogilvy Australia team, moderated by Mumbrella and sponsored by GoToWebinar.

1. Sponsored by:
Welcome to our Free Webinar
The Hidden Opportunities of
Facebook Timeline
Listen to audio over your computer speakers or headphones, or phone in toll-free on:
Australia: 1800 903 061 | New Zealand: 0800 45 2198
Access Code: 352-221-262
We will begin at approximately 1pm Australian EST

2. Meet your Moderator
Tim Burrowes
Founder / Editor-in-Chief
@Mumbrella

3. How to Interact today
Raise your virtual hand up to ask
an audio question at the end
Type your comments
and questions here
throughout Type question here
#FBTL

4. Meet Your Presenters
Brian Giesen Mitch Phillips
Regional Director Senior Digital Analyst
Social@Ogilvy Social@Ogilvy
@bdgiesen @mitch_phillips

5. Facebook Timeline for Brands
The Changes, and the Hidden Implications
22 May 2012

6. Twitter Hashtag
#FBTL
6

7. Poll question:
Would you purchase
shares in FB?
7

8. Our Agenda Today
Facebook has recently Which features matter What are the hidden
pushed Timeline for brands. most? implications for teams?
8

9. 11.3 million Number of Australians That Visit
Facebook Each Month
8.12 hours Time Spent on Facebook Each
Month
SOURCE: Source: Nielsen Online Ratings March 2012

10. Each of us has our own
“Personal Message Shield”
10

11. We increasingly get news We spend more time on And the average Facebook
and information via our Facebook than on Google user generates 90 pieces
Social Networks of content every month
Source: ComScore MediaMetrix, Citi Investment Research and Analysis
Source: Facebook Statistics
11

12. We take our social By 2014, more people will Over 35% of Facebook use
connections with us access the internet via a comes via a mobile device
everywhere mobile device than via
a PC
Source: InSite Consulting
12

13. Brands that use
Social Media well,
can deliver value
across their business
and pass through the
Personal Message
Shield
13

14. Poll question:
How Are You Using
Facebook?
14

15. A quick run
down of the new
feature set…

16. Page = “Mission Control
Branded cover photo
(851x315) and profile
pic (125X125) allow
for maximum
creativity
Applications and tabs
appear as “favorites”
beneath cover photo
as thumbnails. You
select four to display.
Friends of user that
Pinned posts keep like the page
features at top of
page for 7 days
Timeline
automatically inserts
geo-targeted posts
for fans in that 16
country/city

17. Page = “Mission Control
Reach Generator
premium advertising
option will enable Fan posts
promotion of a aggregated in a
specific post into 50% separate stream
of fans newsfeeds or
sponsored story
areas. Will reach
fans via mobile as
well as desktop.
Browse page history
chronologically
Ability to post content
in full page width box
Fanta is a Social@Ogilvy client. 17

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

19. 1.
Timeline invites Obvious Impact Hidden Implication
brands to play The ability to postdate content will add a Telling a brand history is the
(creatively) in a new layer of depth to brand stories and obvious application of timeline, but
visually appealing, by extension, user engagement. the creative arms race will be
chronological space. reinvigorated as top brands out-do
Content will continue to be viewed in each other with inventive timeline
Newsfeeds, but if well executed, it will uses.
hook friends in to a much larger, more
intensive Facebook experience back on
the brand’s home page.
19

20. Brand History
Coke is telling their rich brand
history chronologically
20

21. Character History
Captain Morgan USA goes
way back to recreate the story
of Admiral Sir Henry Morgan.
21

22. Gamification
Fanta invites friends to find
lost characters locked in their
timeline.
22

23. Brand Vision
The New York Times brings
archives to life through
historical time pieces
23

24. 2.
Timeline raises the Obvious Impact Hidden Implication
creative bar, and The cover photo and nested profile Historically, many brands re-used
creative investment. picture say it all – it’s time to call in the content from other platforms as filler
creative cavalry. Creatives will start to for Facebook posts. Brands who
play a much larger role in Facebook are fully adopting a unique timeline
strategy, as well as asset development. strategy will need to recalibrate
levels of investment in creative
direction and resources in order to
develop Facebook timeline content.
24

25. Page Layout Timeline Layout
25

26. Importance of the
Cover Photo
500% More Time Spent
Viewing Cover Photos
Than Profile Pictures
Before Timeline After Timeline
Source: Mashable Study by EyeTrackShop
26

27. #1: Tourism Australia
URL: www.facebook.com/seeaustralia
27

28. #2: Milo A&NZ
URL: www.facebook.com/miloausnz
28

29. #3: KLM
URL: www.facebook.com/KLM
29

30. #4: Ben & Jerry’s Australia
URL: www.facebook.com/BenandJerryAustralia
30

31. #5: Lenovo A&NZ
URL: www.facebook.com/LenovoANZ
31

32. #6: Louis Vuitton
URL: www.facebook.com/LouisVuitton
32

33. #7: McGrath Foundation
URL: www.facebook.com/McGrathFoundation
33

34. #8: Essendon FC
URL: www.facebook.com/Essendon
34

35. #9: Triple J
URL: www.facebook.com/TripleJ
35

36. 3.
It’s all about Obvious Impact Hidden Implication
“storytelling” The new emphasis on multimedia The community management
storytelling will force brands away from calendar process will need to be
text-dominated updates towards more revisited to accommodate text
creative expression. Day in day out editorial and high volumes of
production will require teams to augment multimedia. This will impact
high quality multimedia with faster, timelines, review cycles and brand
cheaper, more nimble forms of content. teams involved in the process.
36

37. The New Conversation
Calendar
Photo: Courtesy Facebook Australia
Emphasis: Emphasis:
• Monthly planning • Quarterly planning
• Text-based updates (w/occassional photo) • Telling stories through text & multimedia
• Run primarily by one person • Collaborative effort
37

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.
38

39. 4.
Reach Generator will Obvious Impact Hidden Implication
make brand posts With Reach Generator, brands with Reach Generator will literally
work harder with 50k+ fans and a post frequency of 7-14X promote an entire post as an in-
existing fans. a week can promote entire posts in fan newsfeed promoted ad. This
newsfeeds or sponsored story area with means the job of community
a guaranteed reach of 50 – 75%* of manager expands to include media
fans. More eyeballs from those who planning/deployment as well as
already “like” your brand should mean posting and moderation.
more engagement and more sharing.
*Existing brand posts reach an estimated 16% of current fans
39

40. Reach Generator
40

41. 5.
A new collaborative Obvious Impact Hidden Implication
ownership model is The new ad model combined with proper Who owns your page? Who
important to success community management allows your page manages it? Now that Timeline
to be set up to become a storytelling allows your brand’s page to become
narrative that can be “on 24/7/365” with a true integrated paid/earned
incredible reach beyond traditional media channel, it’s important to have paid
impressions. and earned experts in place working
in tandem to take advantage of this
new landscape.
41

42. 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
43

44. Learn More
Facebook:
https://www.facebook.com/business/fmc
Social@Ogilvy:
http://social.ogilvy.com/thinking/ideas
Written and prepared by:
Brian Giesen
Digital Director
Email: brian.giesen@ogilvy.com.au
Twitter. @bdgiesen
Mitch Phillips
Senior Digital Analyst
Email. mitch.phillips@ogilvy.com.au
Twitter. @mitch_phillips
44

46. Q&A
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and questions here

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48. Q&A
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and questions here

49. Thank you
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Do connect with todays guest speakers:
Brian Giesen @bdgiesen
Mitch Phillips @mitch_phillips
#FBTL