crowdsourcing | storytelling | citizenship
People’s Insights: Volume 1, Issue 10
Facebook Timeline for Pages
Facebook Timeline for 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.
Source : http://www.location3.com/facebook-timeline/, http://www.facebook.com/about/pages
New features 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.
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 aesthetics & milestones to improve EdgeRank 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.
Source : http://www.slideshare.net/jackmortonWW/marketers-guide-to-facebook-timeline-tips-forbrands-and-marketers-for-the-2012-changes-to-pages-11812395 , http://www.one1onemarketing.com.au/blog/facebook-brand-pages-go-to-timeline/
Brands can tell a story better 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.
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
Engagement, not promotion 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.
Source: https://www.arkovi.com/2012/03/building-your-business-online-brand-a-facebook-timeline-redesign-byarkovi/ , http://www.techjournalsouth.com/2012/03/facebook-timeline-offers-marketers-room-to-build-engagement/
Not about 'likes' and 'fan-gating' 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.
Source : http://techcrunch.com/2012/02/29/death-of-the-facebook-default-landing-tab/ , http://facebook.com
What users see first 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.
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/
Better for customer service 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.
Source: http://peopleslab.mslgroup.com , http://techcrunch.com/2012/02/29/how-to-use-timeline-for-pages/
Users are happy, marketers aren't 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.
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-badand-ugly/SP-Article1-819701.aspx
More about users than brand marketing 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.
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
The future 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.
Source : http://mashable.com/2012/03/09/facebook-timeline-brands-examples/#530695-Captain-Morgan
More People’s Insights Weekly reports 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.
Crowdsourcing
Storytelling:
Citizenship
Mahindra Spark the Rise
@MarsCuriosity
#Kony2012
For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/
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
People’s Insights weekly blog
People’s Insights Quarterly magazine
50+ MSLGROUP planners share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling.
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.
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, contact pascal.beucler@mslgroup.com