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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     A new dynamic for brands on Facebook. Brands shift from content   Create opportunities for participation with your brand that can
(posts about what’s happening now) to storytelling (curating the   creators to experience architects.                                manifest in interesting ways on users’ Timelines.
content of their lives – past, present, and future).
                                                                   Develop experiences that provide value to users, help them        Think beyond actions on Facebook. Look for opportunities to
Apps and verbs help make users’ Timelines more interesting         enhance their Timelines, and engage with brands.                  express real-world actions online and opportunities on mobile and
and enable sharing and discovery with friends.                                                                                       other digital sites.


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.

                                                                                                                                                    Take Nike+ for example. The current app
                                                                                                                                                    requires the user to publish the results of their
Create unique ways to enhance a                                                                                                                     run and each post has the same format. A
Timeline.                                                                                                                                           future version that takes advantage of
ABC targeted fans of its shows to inform fans                                                                                                       Timeline might create a variety of different
of cover photos available for their use. The                                                                                                        stories and visuals from the user’s data.
post also educated fans on how to switch to
Timeline.

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.


                                                                                                                                                     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
  For more information on Timeline, check out:                                                                                                       music by listening to it directly from a post.
  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

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Following Change on Facebook: Issue 8 - Timeline

  • 1. 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 A new dynamic for brands on Facebook. Brands shift from content Create opportunities for participation with your brand that can (posts about what’s happening now) to storytelling (curating the creators to experience architects. manifest in interesting ways on users’ Timelines. content of their lives – past, present, and future). Develop experiences that provide value to users, help them Think beyond actions on Facebook. Look for opportunities to Apps and verbs help make users’ Timelines more interesting enhance their Timelines, and engage with brands. express real-world actions online and opportunities on mobile and and enable sharing and discovery with friends. other digital sites. 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. Take Nike+ for example. The current app requires the user to publish the results of their Create unique ways to enhance a run and each post has the same format. A Timeline. future version that takes advantage of ABC targeted fans of its shows to inform fans Timeline might create a variety of different of cover photos available for their use. The stories and visuals from the user’s data. post also educated fans on how to switch to Timeline. 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. 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 For more information on Timeline, check out: music by listening to it directly from a post. 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