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50+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling on the MSLGROUP Insights Network. Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights and foresights with you on our People’s Insights blog and compile the best insights from the network and the blog in the iPad-friendly People’s Lab Quarterly Magazine, as a showcase of our capabilities. This week, our topic is Facebook Timeline for Pages. For more, see:http://peopleslab.mslgroup.com
Citation preview
crowdsourcing | storytelling | citizenship
People’s Insights: Volume 1, Issue 10
Facebook Timeline for Pages
Facebook Timeline for pages
Source : http://www.location3.com/facebook-timeline/, http://www.facebook.com/about/pages
After profiles and apps, Facebook has taken Timeline to pages. It will go
live on March 31, 2012. Content will be presented by date, month and
year in a more aesthetic, user-friendly way.
New features
Source : http://mashable.com/2012/02/29/facebook-brand-timelines-changes-marketing/ ,
http://mashable.com/2012/03/01/facebook-timeline-brands-guide/#5121519-Getting-to-know-you
Focus on visual storytelling through new features that include cover
photo, updated look and feel, pins, messages, highlights, no landing
page, friend activity, milestones and admin panel.
Focus on aesthetics & milestones to improve
EdgeRank
Source : http://www.slideshare.net/jackmortonWW/marketers-guide-to-facebook-timeline-tips-for-
brands-and-marketers-for-the-2012-changes-to-pages-11812395 ,
http://www.one1onemarketing.com.au/blog/facebook-brand-pages-go-to-timeline/
The new interface encourages multimedia content, improves aesthetic
appeal. Milestones are favoured by the EdgeRank algorithm to standard
posts, increasing visibility of pages on the newsfeed.
Brands can tell a story better
Source : http://www.likeable.com/2012/03/3-ways-to-tell-your-brand-story-using-facebook-timeline/ ,
http://articles.businessinsider.com/2012-03-07/news/31131000_1_brands-vampires-ad
Timeline gives brands an identity, allowing them to tell more engaging
stories by sharing content as per different phases. It helps customers
see the evolution of a brand.
Engagement, not promotion
Source: https://www.arkovi.com/2012/03/building-your-business-online-brand-a-facebook-timeline-redesign-by-
arkovi/ , http://www.techjournalsouth.com/2012/03/facebook-timeline-offers-marketers-room-to-build-engagement/
Milestones, cover photos discouraging promotion, and a shift from static
landing pages to stories highlight Facebook's efforts in encouraging
brand-building rather than sales.
Not about 'likes' and 'fan-gating'
Source : http://techcrunch.com/2012/02/29/death-of-the-facebook-default-landing-tab/ ,
http://facebook.com
Asking fans to like a page in exchange for something is tougher now.
Users will only 'like' pages to follow a brand's story rather than for a
single activity, which makes brands focus on quality engagement.
What users see first
Source: http://www.pagemodo.com/blog/drive-more-traffic-to-custom-timeline-tabs/ ,
http://techcrunch.com/2012/02/29/how-to-use-timeline-for-pages/
Without landing tabs, it becomes tougher to determine what a user sees
first. Facebook ads driving traffic to an app, featured tabs, pinned posts
and friend activity now determine what a user sees first.
Better for customer service
Source: http://peopleslab.mslgroup.com ,
http://techcrunch.com/2012/02/29/how-to-use-timeline-for-pages/
Timeline allows users to send private messages to brands, reducing
negatives on the wall. The format of posting by date will help marketers
keep track of the wall, making listening and responding easy.
Users are happy, marketers aren't
Source : http://mashable.com/2012/03/01/facebook-timeline-brands-guide/#5121519-Getting-to-know-you ,
http://www.hindustantimes.com/technology/SocialMedia-Updates/Facebook-timeline-for-brands-The-good-bad-
and-ugly/SP-Article1-819701.aspx
The changes have sparked intense debates, with most of brand and
marketer sentiment being negative due to the stifling of direct promotion.
Customers like it for its aesthetics, discouragement of spam.
More about users than brand marketing
Source : http://venturebeat.com/2012/03/03/why-marketers-should-embrace-facebooks-new-timeline-for-brands/,
http://mashable.com/2012/03/01/facebook-timeline-brands-guide/#5121519-Getting-to-know-you
Users will not be tricked into 'liking' a page to view content. The first
thing users see is organic content and what friends are saying in the
'Friend Activity' box. The new format discourages spam.
The future
Source : http://mashable.com/2012/03/09/facebook-timeline-brands-examples/#530695-Captain-Morgan
Brands should have a to-do list in place. Brands like Red Bull & Captain
Morgan have already made the switch. Just like Timeline for Profiles,
'pages' received early criticism but will eventually get users' vote.
More People’s Insights Weekly reports
For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/
Every week, we dive into one topic for discussion on the MSLGROUP
Insight’s Network and discuss insights and foresights, in three key
areas: crowdsourcing, storytelling and citizenship.
CrowdsourcingMahindra Spark the Rise
Storytelling:@MarsCuriosity
Citizenship#Kony2012
Read People’s Lab insights and foresights
The People’s Lab team shares the insights and foresights from the
MSLGROUP Insights Network on the People’s Insights weekly blog and
the People’s Insights Quarterly magazine.
MSLGROUP Insights
Network
50+ MSLGROUP planners
share and discuss inspiring
projects on corporate
citizenship, crowdsourcing and
storytelling.
People’s Insights
weekly blog
We deep dive into
conversations around one
project -- on the MSLGROUP
Insights Network itself but also
on the broader social web -- to
distill insights and foresights.
People’s Insights
Quarterly magazine
Every quarter, we will compile
the best insights from the
network and the blog in the
iPad-friendly magazine, as a
showcase of our capabilities.
For more, visit http://peopleslab.mslgroup.com
Coming soon: People’s Insights Annual
Report
In early January 2013 we will publish the People’s Insights Annual
Report, in which we synthesize our insights from throughout 2012 and
provide foresights for business leaders and change-makers for 2013.
People’s Lab: Crowdsourcing Insights &
Innovation
People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and
approach that helps organizations tap into people’s insight for
innovation, storytelling and change.
For more, visit http://peopleslab.mslgroup.com
For People’s Lab
solutions, [email protected]