On February 29, 2012, Facebook announced updates to Pages at their first ever Facebook Marketers Conference in New York City. The big story, as expected, was the roll out of Timeline for brands. And the corresponding big headline, as expected, was, "Brands are multimedia storytellers!" But, there's much more to it. The brand world will soon be divided into those who fully "adopt" Timeline, and those who simply "migrate" their old strategy and ways of working to the new feature set. Brands looking to adopt must consider and prepare for the hidden implications of Timeline - reallocation of resources, increased creative involvement, a reset of content process, the new profile of community managers and more. Check out this presentation for a summary of the Pages changes and the hidden implications of Facebook Timeline for brands.

1. Facebook
Timeline for
Brands
Kaitlyn Wilkins | EAME Regional Director
February 2012

2. New Facebook Pages
Facebook just announced Which features matter What are the hidden
Timeline for brands. most? implications for teams?
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3. A quick run down
of the new feature
set…

4. Page = “Mission Control
Branded cover photo
(851x315) and profile
pic (125X125) allow
for maximum
creativity
Applications and tabs
appear as “favorites”
beneath cover photo
as thumbnails. You
select four to display.
Friends of user that
Pinned posts keep like the page
features at top of
page for 7 days
Timeline
automatically inserts
geo-targeted posts
for fans in that 4
country/city

5. Page = “Mission Control
Reach Generator
premium advertising
option will enable Fan posts aggregated
promotion of a in a separate stream
specific post into 50%
of fans newsfeeds or
sponsored story
areas. Will reach
fans via mobile as
well as desktop.
Browse page history
chronologically
Ability to post content
in full page width box
Fanta is a Social@Ogilvy client. 5

6. What impact will
these changes really
have on my strategy
and my team?

7. 1. Hidden Implication
Timeline invites Obvious Impact
brands to play The ability to postdate content will add a Telling a brand history is the
(creatively) in a new layer of depth to brand stories and obvious application of timeline, but
visually appealing, by extension, user engagement. the creative arms race will be
chronological space. reinvigorated as top brands out-do
Content will continue to be viewed in each other with inventive timeline
Newsfeeds, but if well executed, it will uses.
hook friends in to a much larger, more
intensive Facebook experience back on
the brand’s home page.
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8. Brand History
Coke is telling their rich brand
history chronologically
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9. Character History
Captain Morgan USA goes
way back to recreate the story
of Admiral Sir Henry Morgan.
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10. Gamification
Fanta invites friends to find
lost characters locked in their
timeline.
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11. Brand Vision
The New York Times brings
archives to life through
historical time pieces
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12. 2.
Timeline raises the Obvious Impact Hidden Implication
creative bar, and The cover photo and nested profile Historically, many brands re-used
creative investment. picture say it all – it’s time to call in the content from other platforms as filler
creative cavalry. Creatives will start to for Facebook posts. Brands who
play a much larger role in Facebook are fully adopting a unique timeline
strategy, as well as asset development. strategy will need to recalibrate
levels of investment in creative
direction and resources in order to
develop Facebook timeline content.
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13. Page Layout Timeline Layout
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14. 3.
It’s all about Obvious Impact Hidden Implication
“storytelling” The new emphasis on multimedia The community management
storytelling will force brands away from calendar process will need to be
text-dominated updates towards more revisited to accommodate text
creative expression. Day in day out editorial and high volumes of
production will require teams to augment multimedia. This will impact
high quality multimedia with faster, timelines, review cycles and brand
cheaper, more nimble forms of content. teams involved in the process.
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15. Capture the Moment
Nike collects consumer
generated #makeitcount
photos submitted via social
media and brings them to life
on Facebook, and in
NIKETOWN New York.
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16. 4.
Reach Generator will Obvious Impact Hidden Implication
make brand posts With Reach Generator, brands with Reach Generator will literally
work harder with 50k+ fans and a post frequency of 7-14X promote an entire post as an in-
existing fans. a week can promote entire posts in fan newsfeed promoted ad. This
newsfeeds or sponsored story area with means the job of community
a guaranteed reach of 50 – 75%* of manager expands to include media
fans. More eyeballs from those who planning/deployment as well as
already “like” your brand should mean posting and moderation.
more engagement and more sharing.
*Existing brand posts reach an estimated 16% of current fans
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17. 5.
A new collaborative Obvious Impact Hidden Implication
ownership model is The new ad model combined with proper Who owns your page? Who
important to success community management allows your page manages it? Now that Timeline
to be set up to become a storytelling allows your brand’s page to become
narrative that can be “on 24/7/365” with a true integrated paid/earned
incredible reach beyond traditional media channel, it’s important to have paid
impressions. and earned experts in place working
in tandem to take advantage of this
new landscape.
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18. And, 5 Facebook Basics
Truer Than Ever
1. Your brand is still a digital storyteller, with an
evolving storyline where stories replace ads.
2. Facebook should still be a part of your digital content strategy, with a team
empowered to work horizontally to develop the best content.
3. Your content should still work integrated into your page, or as a
standalone in a Newsfeed.
4. Facebook is still an epicenter for brand crises, be ready to deal with
issues new – and old.
5. Integrated Facebook dashboards combining conversation, content and
advertising performance are still the way to measure and optimize.
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19. Contact:
Kaitlyn Wilkins
EAME Regional Director
Email. kaitlyn.wilkins@ogilvy.com
Twitter. @kaitlynwilkins
John Bell
Global Managing Director
Email. john.bell@ogilvy.com
Blog. http://johnbell.typepad.com
Twitter. @jbell99
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20. About Social@Ogilvy
Social@Ogilvy is the largest social media marketing communications network in the world.
Named 2011 Global Digital/Social Consultancy of the Year by The Holmes Report, the
practice leverages social media expertise across all Ogilvy & Mather disciplines, offering an
extensive list of services within the foundational business solutions – Listening and
Analytics; Social Business Solutions; Social Media Marketing and Communications; Social
Shopping; Social CRM; Social Care; and Conversation Impact.
For more information, visit social.ogilvy.com ad connect with us at www.facebook.com/
socialogilvy, www.twitter.com/socialogilvy, www.slideshare.com/socialogilvy
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