On February 29, 2012 Facebook announced a significant platform change that will alter the way that brands communicate with consumers across paid, owned and earned media. With over 150MM consumer to brand daily interactions, brands are in a position to offer more effective and targeted communications, content and experiences. Now, there is an even greater need for a wholly integrated Facebook marketing approach.

1. FMC 2012 Conference
ATTENTION
POINT-­‐OF-­‐VIEW
(POV)
I.
Executive
Summary/Overview:
On
February
29,
2012
Facebook
announced
a
significant
platform
change
that
will
alter
the
way
that
brands
communicate
with
consumers
across
paid,
owned
and
earned
media.
With
over
150MM
consumer
to
brand
daily
interactions,
brands
are
in
a
position
to
offer
more
effective
and
targeted
communications,
content
and
experiences.
Now,
there
is
an
even
greater
need
for
a
wholly
integrated
Facebook
marketing
approach.
Overview
Two
significant
changes
to
the
Facebook
platform
were
unveiled
at
the
2012
FMC
Marketers
Conference.
As
Facebook’s
COO
Sheryl
Sandberg
notes,
these
changes
will
result
in
“a
shift
from
the
wisdom
of
crowds
to
the
wisdom
of
friends.”
The
purpose
of
this
document
is
to
make
further
sense
of
these
changes,
analyze
what
they
may
mean
within
a
broader
context,
and
identify
specific
opportunities
for
us
to
take
advantage
of
these
developments
from
a
practical
marketing
perspective.
Two
major
functionality
changes
were
announced
at
the
conference:
1) Timeline,
the
customizable
“lifestream,”
has
migrated
to
brand
Pages
and
will
turn
the
Page
format
into
a
true
storytelling
canvas
2) Admin
Panel
and
Activity
Log
allow
brands
to
manage
their
Page
in
one
place,
by
responding
to
users,
assessing
Page
insights,
and
editing
all
Page
posts
3) Premium
on
Facebook
and
Reach
Generator
allow
brands
to
ensure
that
the
right
people
see
their
stories
in
the
right
places
via
paid
media
II.
Breakdown:
Through
these
changes,
brands
can:
• Brand
their
Page
• Highlight
what
matters
• Manage
content,
applications
and
media
in
one
centralized
location
• Amplify
compelling
content
In
the
section
below,
we
will
outline
the
details
of
each
update
and
what
they
mean
for
brands.
ATTENTION
160
Varick
Street,
5th
Floor,
New
York,
NY
10013

2. FMC 2012 Conference
Brand
Your
Page
Cover
Photo
The
cover
photo
should
highlight
the
essence
of
the
brand,
showcase
the
product
or
service,
or
call
out
a
current
campaign:
• Brand
can
change
their
cover
photo
as
often
as
they
like
• Size:
851x315
pixels
• Cover
Photo
policies
stipulate
that
Page
images
cannot
include:
o Price
or
purchase
information
(e.g.
“40%
off”
or
“Download
it
at
our
website.”)
o Contact
information
for
the
brand
such
as
website,
email.
That
should
go
in
the
“About”
section
o Reference
to
Facebook
features
or
actions,
such
as
“Like”
or
“Share”
or
any
visual
cues
directing
users
from
the
cover
photo
to
any
of
these
features
o Calls
to
action,
such
as
“Get
it
now”
or
“Tell
your
friends”
• The
Profile
Picture
still
exists,
but
it
is
now
a
square
image
o Size:
while
there
are
not
specific
requirements
for
this
asset,
the
quality
should
scale
well
from
180x180
pixels
to
32x32
o This
image
is
used
as
a
thumbnail
image
in
the
news
feed
stories,
ads
and
Sponsored
Stories
Views
and
Apps
Instead
of
being
pushed
out
to
the
brand
Page’s
side
gutter,
photos
and
custom
apps
will
now
appear
at
the
top
of
the
Page:
• Brands
can
customize
their
application
images/icons,
and
change
the
order
of
all
of
these
icons
apart
from
the
Photos,
which
will
always
remain
in
the
far
left
position
o Icon
size:
111x74
pixels
• The
timeline
is
now
the
default
landing
place
for
all
users,
fans
and
non-­‐fans
alike.
This
means
that
brands
can
no
longer
set
a
tab
or
application
as
their
default
landing
page
for
non-­‐fans
o Users
will
no
longer
be
under
the
assumption
that
they
cannot
engage
with
a
brand
without
Liking
them,
first.
Now,
their
first
interaction
with
the
brand
will
be
seeing
its
organic
content
and
what
their
friends
are
saying.
Ultimately,
this
will
be
better
for
consumers
and
will
keep
them
on
the
site,
and
the
brand
Page,
longer
o Tabs
will
still
have
unique
URLs
so
brands
can
promote
them
in
Posts
and
ads
o Tabs
can
still
be
like-­‐gated
if
brands
would
like
to
share
exclusive
content
with
users
that
are
only
fans
of
the
brand’s
Page.
Please
note,
the
Like
button
has
changed,
so
if
a
brand’s
non-­‐fan
tab
image
contains
a
“Like”
call-­‐to-­‐action,
it
will
need
to
be
updated
ATTENTION
160
Varick
Street,
5th
Floor,
New
York,
NY
10013

3. FMC 2012 Conference
o An
underutilized
resource
is
the
Object
within
tabs.
As
a
Page
admin,
brands
can
require
users
to
Like
an
individual
object
within
a
tab
to
access
a
special
asset
or
deal
Highlight
What
Matters
Through
Timeline,
when
a
user
visits
a
brand’s
Page,
they’ll
see
a
mix
of
stories
published
by
the
brand,
by
their
friends,
and
stories
from
other
users
that
have
received
considerable
engagement
(e.g.
Likes,
comments,
and
shares).
This
is
markedly
different
from
the
dedicated
Page-­‐only
and
other
users-­‐only
feeds
prior
to
the
launch
of
Timeline.
However,
users
can
opt
to
visit
those
dedicated
feeds
through
filter
settings
on
the
Timeline.
Friend
Activity
Users
can
see
how
their
friends
are
engaging
with
a
Page
through
the
Page
Timeline.
This
information
is
featured
at
the
top
of
the
Timeline,
as
it
is
most
important
to
users.
They
can
see:
• How
many
of
their
friends
Like
the
Page
• What
their
friends
are
saying
about
the
brand
Pinned
Post
Brands
can
anchor
the
most
important
story
to
the
top
of
their
Page
for
up
to
7
days.
This
is
another
great
way
to
guarantee
that
fans
see
the
brand’s
most
important
and
engaging
content.
• This
is
a
great
way
to
call
out
a
current
campaign
or
drive
traffic
to
an
important
tab
or
application
ATTENTION
160
Varick
Street,
5th
Floor,
New
York,
NY
10013

4. FMC 2012 Conference
• These
posts
are
featured
at
the
top
left
of
the
timeline
and
are
denoted
by
a
small
yellow
flag
at
the
top
of
the
post
Star
and
Hide
Content
Administrators
have
the
ability
to
highlight
important
stories
and
make
them
more
prominent
as
well
as
hide
stories
that
are
no
longer
relevant.
• This
can
be
done
for
both
brand
posts
and
user
posts
Larger
Stories
The
new
Timeline
features
larger
photos,
which
will
ultimately
drive
increased
engagement
with
a
brand’s
Page:
• Including
a
photo
album
or
picture
could
generate
2x
more
engagement
than
other
posts
• As
these
images
are
larger,
the
photos
will
have
better
quality
Milestones
Define
a
brands’
key
moments
in
time
through
this
tool
(e.g.
launch,
certain
number
of
fans,
winning
and
award)
• These
updates
are
likely
favored
by
the
EdgeRank
news
feed
visibility
algorithm,
and
may
receive
more
impressions
in
the
newsfeed
and
more
prominence
on
the
width
of
the
brand
Page
• They
are
denoted
by
a
special
flag
icon
at
the
top
of
the
post
• Dimensions
for
milestone
images
are
843x403
pixels
Date
Selector
Users
can
select
which
portion
of
a
brand’s
Timeline
they
would
like
to
see.
The
default
setting
is
to
view
the
most
current
content,
but
users
can
choose
to
select
a
certain
year
or
month
to
expand
• This
is
featured
along
the
far
right
gutter
of
the
Page
ATTENTION
160
Varick
Street,
5th
Floor,
New
York,
NY
10013

5. FMC 2012 Conference
Offers
Offers
are
a
free
method
for
brands
to
share
special
deals
or
promotions
with
their
fans
directly
through
their
Facebook
Page:
• Deals
can
be
distributed
through
the
newsfeed
or
promoted
as
an
ad
unit
• Users
can
redeem
Offers
via
email
or
on
a
mobile
device
Private
Messages
A
new
solution
for
CRM,
users
can
now
communicate
directly
with
a
brand
without
posting
on
the
Timeline
• Page
Timelines
allow
users
to
send
direct
private
messages
,
creating
a
new
customer
service
channel
where
brands
can
address
users’
concerns
without
having
to
discuss
issues
in
a
public
forum
on
the
Page’s
wall/Timeline
• Pages
cannot
proactively
send
messages,
brands
can
only
respond
to
users
inquiries
Centralized
Management
All
Pages
feature
an
Admin
Panel
at
the
top
of
the
Page.
Rather
than
sending
admins
to
a
separate
interface,
the
new
Admin
Panel
drops
down
and
appears
overlaid
over
Timeline
on
click.
It
displays
notifications
of
recent
activity
such
as
posts
to
Timeline
by
fans,
a
list
of
a
brand’s
most
recent
Page
Message
conversations,
new
Likes,
and
a
snapshot
of
a
brand’s
Insights
data,
including
the
volume
of
brand-­‐
posts,
total
reach,
and
the
number
of
“people
talking
about
this”.
Each
section
offers
detailed
analytics
via
dropdown.
Notifications
This
section
offers
a
quick
snapshot
of
users
to
whom
brands
need
to
respond,
both
users
who
have
posted
on
the
Page,
and
users
who
have
sent
a
private
message
directly
to
the
brand.
• Brands
can
respond
to
both
formats
within
the
Admin
Panel
Insights
This
gives
brands
easy
access
to
Page
performance.
• View
new
Likes,
top
performing
posts,
and
other
important
metrics
Build
Audience
Through
this
feature,
Page
admins
can
share
the
Page,
invite
friends
to
join
and
create
ads
to
broaden
reach.
ATTENTION
160
Varick
Street,
5th
Floor,
New
York,
NY
10013

6. FMC 2012 Conference
Activity
Log
Here,
Page
admins
can
see
every
published
post,
including
hidden
posts,
as
well
as
those
posted
by
users
mentioning
the
brand.
• The
Activity
Log
makes
it
easier
for
brands
to
curate
their
Timeline
• View
posts
by
year
• Star,
delete
and
hide
stories
or
change
the
date
of
a
post
• Highlight
a
user’s
post
to
be
visible
on
the
Page’s
Timeline
to
all
visitors
by
setting
that
post
to
be
“Allowed
to
Timeline”
o As
it
stands
now,
only
posts
that
are
very
popular
or
posted
by
a
user’s
friends
will
be
visible
to
users
on
the
timeline
o Admins
can
also
control
the
general
visibility
of
users’
posts
on
the
page
Amplify
Compelling
Content
Facebook
has
launched
two
new
promotional
tools:
Reach
Generator
and
Premium
on
Facebook.
Both
tools
empower
brands
to
ensure
that
the
right
people
see
their
stories
in
the
right
places.
When
combined,
these
new
solutions
demonstrate
immense
opportunities
for
brands
to
connect
with
consumers
and
drive
measureable
business
results.
Through
these
tools,
a
brand’s
content
can
convert
to
ad
content,
promoting
a
brand’s
most
engaging
content.
Brands
have
the
ability
to
reach
200x
the
number
of
fans
they
have
through
socially
aware
ads.
Currently,
Marketplace
ads
are
the
only
self-­‐serve
ad
unit.
Premium
on
Facebook
and
Reach
Generator
must
be
purchased
directly
through
Facebook.
Ads:
Marketplace
and
Premium
• Conventional
Facebook
ads
as
they
were
once
known
are
now
obsolete.
There
are
no
longer
ads
with
pre-­‐determined
copy
and
image
• Through
these
new
tools,
the
content
a
brand
publishes
to
Facebook
and
the
metrics
associated
with
those
posts
are
the
front-­‐end
of
the
ad
system.
The
posts
that
receive
the
most
engagement
are
those
that,
through
paid
amplification,
will
be
distributed
further
• Marketplace
ads
appear
on
the
right-­‐hand
side
of
Facebook.
These
are
bought
directly
through
Facebook’s
self-­‐serve
portal
o Brands
can
still
run
self-­‐serve
Marketplace
ads
that
drive
off
the
Facebook
platform
• Premium
on
Facebook
highlights
the
most
important
or
compelling
stories
in
the
best
places
on
Facebook
to
engage
and
influence
people
o Maximize
the
number
of
users
interacting
with,
and
talking
about,
a
brand
o Placed
in
the
most
influential
spaces
on
Facebook,
these
ads
have
5-­‐10x
more
engagement
than
other
places
on
the
site.
They
are
featured
in:
 Right-­‐hand
side
of
the
homepage
(served
to
non-­‐fans
and
fans)
ATTENTION
160
Varick
Street,
5th
Floor,
New
York,
NY
10013

7. FMC 2012 Conference
 News
feed
on
the
homepage
(served
to
fans)
 News
feed
on
MOBILE
(served
to
fans)
 Log-­‐out
experience
(optional)
• Note:
37M
users
logout
each
day.
105M
logout
each
month
o The
possible
ad
formats
are:
 Like
Page
Post
(up
to
90
characters
of
text
and
an
image)
 Video
Page
Post
(90
characters
of
text
and
a
video
thumbnail)
 Question
with
for
answers
or
three
with
a
“see
more”
link
 Status
Page
Post
(up
to
150
characters
of
text)
 Event
Page
Post:
Event
details
with
up
to
90
characters
of
text
and
an
image
or
video.
This
has
the
ability
to
drive
RSVPs
o Premium
ads
offer
automatic
social
context
and
engagement
options
 When
the
friend
of
a
brand’s
fan
sees
this
sort
of
ad,
the
ad
unit
will
automatically
expand
to
provide
enhanced
social
context
about
those
friends
who
are
fans.
 As
with
past
ad
formats,
users
will
have
the
ability
to
Like
a
brand
directly
through
an
ad
unit.
However,
they
will
now
also
have
the
ability
to
like
the
content
or
post
directly
through
the
ad
o Premium
ads
and
sponsored
stories
on
the
right-­‐hand
side
are
typically
40%
more
engaging
and
80%
more
likely
to
be
remembered
than
all
previous
offerings
o Like
everything
else
on
Facebook,
these
ads
start
with
publishing
engaging
content
o Any
post
can
be
converted
into
a
premium
ad.
This
has
two
larger
implications:
 The
content
on
a
Page
needs
to
be
compelling
 Fans
will
ultimately
tell
brands
what
content
they
should
use
for
ads
by
voting
with
their
clicks,
Likes,
comments
and
shares
Reach
Generator
Currently,
Pages
reach
about
16%
of
their
fans
on
average,
due
to
factors
like
time
and
EdgeRank.
Reach
Generator
ensures
that
a
brand’s
Page
content
reaches
75%
of
their
fans
each
month,
and
50%
of
their
fans
each
week
in
a
simple,
“always-­‐on”
way:
ATTENTION
160
Varick
Street,
5th
Floor,
New
York,
NY
10013

8. FMC 2012 Conference
• Fans
will
see
a
brand’s
message
as
a
Sponsored
Story
on
the
right-­‐hand
side
of
their
homepage
or
in
their
newsfeed
on
desktop
or
mobile
o Posts
that
are
to
be
amplified
in
this
manner
should
be
90
characters
or
less
to
avoid
being
cut
off
• This
will
greatly
increase
the
volume
of
engagement
with
your
brand
(Likes,
shares,
comments)
by
2x
As
mentioned
earlier,
these
tools
allow
a
brand
to
not
only
better
tell
the
story
of
their
business,
but
also
allow
them
to
connect
with
users
through
more
powerful
and
more
meaningful
ways.
Timeline:
What
We
Think
Through
the
new
Timeline
for
Pages
and
its
added
functionalities,
brands
are
given
more
tools
to
share
their
story,
engage
with
fans,
and
control
the
content
on
their
page:
• Additions
like
the
cover
photo,
milestones
and
pinned
content
will
allow
brands
to
highlight
their
most
important
moments
and
will
ultimately
increase
a
Page’s
EdgeRank
and
drive
fan
engagement
• The
additions
of
the
Admin
Panel
and
Activity
Log
will
make
the
lives
of
community
managers
and
customer
service
representatives
much
easier,
as
all
messages
and
metrics
will
be
concentrated
in
one
centralized
hub
• Customer
Service
issues
will
no
longer
clutter
the
wall
of
the
Page
but
can
be
addressed
through
one-­‐on-­‐one
communication
between
the
consumer
and
the
brand.
Furthermore,
this
will
heighten
a
brand’s
image
in
the
eye
of
the
user
as
they
will
not
see
a
litany
of
complaints
on
the
wall
when
they
first
arrive
on
the
Page
Premium
on
Facebook
and
Reach
Generator
Thus
far,
brands
have
invested
in
fans.
And
brands
have
invested
in
content
to
engage
them.
Now,
by
investing
in
Reach
Generator
and
Premium
on
Facebook,
brands
have
the
ability
to
guarantee
that
fans
see
this
content.
While
brands
are
paying
for
distribution,
brands
are
receiving
significantly
more
engagement.
This
will
greatly
increase
a
Page’s
EdgeRank
score,
which
will,
in
turn,
grant
a
greater
ROI
as
more
of
a
brand
Page’s
content
will
be
viewed
over
time.
IV.
Conclusions
+
Next
Steps:
These
changes
are
ushering
in
a
new
era
of
consumer
engagement
on
the
Facebook
platform.
Users
are
put
in
the
driver’s
seat
to
determine
which
content
is
most
important
to
them,
thus
allowing
it
to
rise
ATTENTION
160
Varick
Street,
5th
Floor,
New
York,
NY
10013

9. FMC 2012 Conference
through
the
ranks
along
the
brand’s
Timeline.
But
brands
are
also
granted
new
special
powers
to
tell
their
own
story
and
control
their
image
on
Facebook.
Potential
Action
Items
Below
is
a
list
of
simple
updates
to
a
brand
Page
and
additional
options
• Design
a
cover
and
profile
photo
• Create
a
list
of
important
brand
moments
throughout
time
to
retroactively
post
in
the
timeline
as
Milestones
• Outline
a
schedule
of
important
content
to
be
pinned
on
the
Page’s
timeline
in
the
coming
weeks
• Check
your
settings
on
the
activity
log
to
see
what
sort
of
user
content
is
being
featured
on
your
Page
• Evaluate
any
upcoming
specials
your
brand
is
running
and
asses
if
they
would
be
good
Facebook
Offers
• Assess
the
current
reach
of
a
brand’s
Page
to
determine
if
Premium
on
Facebook
and/or
Reach
Generator
are
appropriate
solutions
for
the
brand
• Continue
to
tell
the
brand
story
through
compelling
content
for
your
fans!
ATTENTION
160
Varick
Street,
5th
Floor,
New
York,
NY
10013