Following Change on Facebook – Timeline What it Means for Users
What it Means for Brands
How Brands integrate with Users’ Timelines
Profiles evolve to scrapbooks. Users will shift from reporting (posts about what’s happening now) to storytelling (curating the content of their lives – past, present, and future).
A new dynamic for brands on Facebook. Brands shift from content creators to experience architects.
Create opportunities for participation with your brand that can manifest in interesting ways on users’ Timelines.
Develop experiences that provide value to users, help them enhance their Timelines, and engage with brands.
Think beyond actions on Facebook. Look for opportunities to express real-world actions online and opportunities on mobile and other digital sites.
Apps and verbs help make users’ Timelines more interesting and enable sharing and discovery with friends.
Examples Bring real-world actions and self expressions to Facebook. Apps that seamlessly integrate real-world actions with Timeline are still in development and will likely emerge in early 2012. These apps will allow users to frictionlessly share and show off their real-world activities.
Create unique ways to enhance a Timeline. ABC targeted fans of its shows to inform fans of cover photos available for their use. The post also educated fans on how to switch to Timeline.
Take Nike+ for example. The current app requires the user to publish the results of their run and each post has the same format. A future version that takes advantage of Timeline might create a variety of different stories and visuals from the user’s data.
Users that upload a new cover photo show off their love for their favorite shows at the top of their profile and generate a story on their Timeline.
For more information on Timeline, check out: https://www.facebook.com/about/timeline
Following Change on Facebook, Vol 1, Issue 8 December 2011 © Leo Burnett / Arc Worldwide Contact: Marina Molenda 312-220-5465 / Twitter: @marina81
Help users enhance their Timeline while sharing and discovering with friends. Spotify’s Facebook integration provides frictionless sharing for users by posting the music they are listening to on Spotify to their Timeline. Friends can easily discover new music by listening to it directly from a post.