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Social Matters



                        Preparing Your Brand
                        Page for Facebook’s Evolved
                        News Feed & Timeline


                                                           1 / 29
                                         © 2013 Critical Mass, Inc. All Rights Reserved




Thursday, 4 April, 13
Rethinking Your Brand’s
                        Visual Presence on Facebook

                        In March 2013, Facebook announced significant             While these changes are primarily aimed at
                        changes to the way that content will be displayed        individual users and will roll out over the next
                        to users in three of the core elements of the            several months, the Critical Mass social media
                        Facebook platform:                                       strategy team has identified the impact these
                                                                                 adjustments will have on Brand Pages and has
                        1. News Feed
                                                                                 outlined the implications and action plan for
                        2. Ad units
                                                                                 each element.
                        3. Timeline




                                                                            2 / 29                                               © 2013 Critical Mass, Inc. All Rights Reserved




Thursday, 4 April, 13
NEWS FEED



                          3 / 29


Thursday, 4 April, 13
What’s Changing
                        Based on current user behavior, Facebook announced several significant
                        changes to the News Feed that will have a major impact on how brands
                        consider and construct the content they share through pages, apps and ads:

                        - Primacy of visual content
                        - Screen consistency between desktop and mobile
                        - Enhanced News feed filtering




                                                                           4 / 29                    © 2013 Critical Mass, Inc. All Rights Reserved




Thursday, 4 April, 13
Primacy of Visuals
                        With News Feed content continuing to trend
                        towards multimedia sharing, the real estate
                        allocated to this type of content is being increased.

                        - The size of photos and videos will increase
                          significantly

                        - Thumbnails from linked content will have a
                          cleaner look with more white space

                        - Image-driven apps will be given more prominence

                        - Page likes will now display both the cover photo
                          and the profile image




                                                                                5 / 29   © 2013 Critical Mass, Inc. All Rights Reserved




Thursday, 4 April, 13
Examples - Photos/Videos




                        Before                              After


                                           6 / 29                   © 2013 Critical Mass, Inc. All Rights Reserved




Thursday, 4 April, 13
Examples - Thumbnails




                        Before                           After


                                         7 / 29                  © 2013 Critical Mass, Inc. All Rights Reserved




Thursday, 4 April, 13
Examples - Page Likes




                        Before                           After


                                         8 / 29                  © 2013 Critical Mass, Inc. All Rights Reserved




Thursday, 4 April, 13
Screen Consistency
                        Facebook’s continuing evolution to a mobile-first experience has seen the
                        social network continue to adjust to the way users choose to access their
                        profile and share content with each other.

                        As of December, 2012,   608 million            users accessed the site
                        from their mobile devices. In recognition of this continuing trend, Facebook
                        has unified the News Feed experience across all devices for the first time.




                                                                             9 / 29                    © 2013 Critical Mass, Inc. All Rights Reserved




Thursday, 4 April, 13
Screen Consistency Example




                            608 million




                                   10 / 29           © 2013 Critical Mass, Inc. All Rights Reserved




Thursday, 4 April, 13
App Integration
                        In line with the primacy of visual storytelling in the
                        newsfeed, images shared through Graph Apps such
                        as Instagram, Pinterest, Goodreads and Netflix will
                        be even more prominent.




                                                                                 11 / 29   © 2013 Critical Mass, Inc. All Rights Reserved




Thursday, 4 April, 13
Example - Pinterest




                        Before                         After


                                        12 / 29                © 2013 Critical Mass, Inc. All Rights Reserved




Thursday, 4 April, 13
Enhanced Filtering
                        Facebook has gone back and forth with News Feed filtering over the years.
                        Users ultimately want to control what they see. For some, they see too much.
                        Others don’t see what they want or expect to see. Trying to find the right level
                        of control for users is a tricky undertaking.

                        The latest attempt puts filtering in an obvious place on the News Feed and
                        gives users a choice of options that could potentially relegate Brand Pages to
                        a second tier within many people’s News Feeds.




                                                                             13 / 29                      © 2013 Critical Mass, Inc. All Rights Reserved




Thursday, 4 April, 13
Example - Enhanced Filtering

                        News Feeds currently feature sorting mechanism that allows users to switch between the default “top stories” setting and “most recent” stories.
                          The new News Feed will include the ability to navigate by friends, content type or “following,” which is where Brand Pages will be housed.




                                                    Before                                                                             After


                                                                                            14 / 29                                                              © 2013 Critical Mass, Inc. All Rights Reserved




Thursday, 4 April, 13
FACEBOOK ADS



                            15 / 29


Thursday, 4 April, 13
What’s Changing
                        Some of Facebook’s ad units have received makeovers in line with
                        the look of the updated News Feed, but it seems they are taking
                        their time and testing different types as the News Feed rolls out over
                        the next few months.

                        As is shown in the following examples, some sponsored story units
                        have a new visually-enhanced look, while marketplace ads that
                        appear in the right rail have a cleaner look.

                        One key change to note is the prominence of the “hide” button on
                        the new ad units.




                                                                             16 / 29            © 2013 Critical Mass, Inc. All Rights Reserved




Thursday, 4 April, 13
Examples - Facebook Ads in the News Feed

                                        Page-like sponsored story




                        Before                                          After


                                                 17 / 29                        © 2013 Critical Mass, Inc. All Rights Reserved




Thursday, 4 April, 13
Examples - Facebook Ads in the News Feed

                                  Page-like sponsored story with recent post




                        Before                                                 After


                                                    18 / 29                            © 2013 Critical Mass, Inc. All Rights Reserved




Thursday, 4 April, 13
Examples - Facebook Ads in the News Feed

                                         Page-post photo ad




                        Before                                         After


                                               19 / 29                         © 2013 Critical Mass, Inc. All Rights Reserved




Thursday, 4 April, 13
Examples - Facebook Ads in the right rail

                        Notice how the ad titles align with the rest of the copy, giving the ad images more prominence




                                 Before                                                                  After


                                                                   20 / 29                                               © 2013 Critical Mass, Inc. All Rights Reserved




Thursday, 4 April, 13
Action Items   Relevant, compelling content is still the key to success in social

                                 Use of the entire Facebook ecosystem (page, apps, ads)

                     for Brand   ensures reach and engagement


                         Pages
                                 Improve the visual quality and cadence of the visual content
                                 your brand is sharing

                                 Create and optimize images for use on desktop, tablet,
                                 smartphone and Facebook media

                                 Consider adding image-sharing apps to your social footprint
                                 (e.g. Pinterest, Instagram, Vine)

                                 Use short, direct, well-crafted copy to support images.

                                 Monitor Page Insights as the Newsfeed is adopted by all
                                 users to determine if Page reach and engagement drops
                                 due to filtering




                                      21 / 29                                               © 2013 Critical Mass, Inc. All Rights Reserved




Thursday, 4 April, 13
TIMELINE


                           22 / 29


Thursday, 4 April, 13
What’s Changing
                        Facebook introduced Timeline to personal profiles      The key changes in the personal Timeline that are most significant are:
                        in September 2011 and followed that with Timeline
                        for Pages in February 2012.                           Two-column layout adjusted to                           Other recent changes
                        While rolled out much more quietly in the days        40:60 ratio from 50:50
                                                                                                                                      In addition to the Timeline layout, additional changes
                        following their News Feed announcement, Timeline                                                              to content structure and policies have recently been
                                                                              - Personal posts will be in the expanded right
                        is getting a new look in line with the other image-                                                           announced that will have a more immediate impact
                                                                                column
                        centric changes.                                                                                              on Brand Page design and content strategy:
                                                                              - What is being called the “About” section displays
                        Even though this will roll out to personal profiles                                                            - Comments on posts will be threaded making it
                                                                                down the reduced left column and mandatorily
                        first, it’s safe to expect that Brand Pages will see                                                              easier to have a discussion in the comments
                                                                                features “About ,“Friends” and “Photos”. Other
                        this change come in the months ahead as
                                                                                former tabs can be selected along with apps that
                        Facebook likes to keep the experience consistent.                                                             - Cover images can now contain calls to action,
                                                                                you wish to display here
                                                                                                                                         though Facebook still maintains text must take up
                                                                                                                                         no more than 20% of the image
                                                                              Tab icons have been removed
                                                                                                                                      - Possible inclusion of hashtags to allow for
                                                                              - Some brands use custom tab icons to add                  aggregation/searching of posts similar to Twitter
                                                                                additional visual interest to their page. A cleaner
                                                                                design will put more focus on the cover image and
                                                                                profile picture
                                                                                                 23 / 29                                                               © 2013 Critical Mass, Inc. All Rights Reserved




Thursday, 4 April, 13
Examples - Timeline




                        Before                         After


                                        24 / 29                © 2013 Critical Mass, Inc. All Rights Reserved




Thursday, 4 April, 13
Threaded Comments




                              25 / 29       © 2013 Critical Mass, Inc. All Rights Reserved




Thursday, 4 April, 13
Action Items   As there has been no word on how Timeline will be rolled out
                                 to Brand Pages, there is very little to be done proactively. Should there

                     for Brand   be plans to invest in new content or pages in the later part of 2013,
                                 consider the following:


                         Pages        Prepare for changing dimensions of images in future
                                      single-column posts

                                      Prepare for need to resize older images in posts and milestones

                                      Prepare your Brand Page layout for the elimination of tab icons

                                      Experiment with integrating image-centric apps like Instagram
                                      and Pinterest

                                      Test using calls to action in the cover image and gauge response
                                      from page fans

                                      Adjust community management protocols to accommodate
                                      replies/threaded comments



                                         26 / 29                                               © 2013 Critical Mass, Inc. All Rights Reserved




Thursday, 4 April, 13
Critical Mass
                        About                                      Follow                               Social Media Team
                        Critical Mass, an Omnicom digital          ExperienceMatters.criticalmass.com   David Jones, VP Social Media
                        marketing agency, helps the world's                                             @DoctorJones
                        leading companies use digital media to
                                                                   Twitter.com/CriticalMass             Alison Fraker, Sr. Social Planner
                        create extraordinary experiences—
                                                                                                        @AlisonFraker
                        experiences that bring together creative
                        thinking, smart ideas and emerging                                              Daniel Honigman, Sr. Social Planner
                                                                   Facebook.com/CriticalMass.Agency
                        technologies to drive our clients’                                              @DanielHonigman
                        businesses. Consistently recognized as                                          Kyle Bottoms, Social Planner
                        a leading interactive agency, Critical     YouTube.com/CriticalMassAgency
                                                                                                        @KyleBottoms
                        Mass operates globally from offices in
                                                                                                        Lindsay Renwick, Social Planner
                        Calgary, Toronto, Chicago, New York,
                                                                   Slideshare.net/CM1234                @LindsayRenwick
                        Nashville, Los Angeles, London,
                        Amsterdam and Costa Rica.                                                       Nikki Lloyd, Community Manager
                                                                                                        @Nikki_Lloyd
                        www.criticalmass.com

                                                                                    27 / 29                                                 © 2013 Critical Mass, Inc. All Rights Reserved




Thursday, 4 April, 13
Further Reading
                        http://www.insidefacebook.com/2013/03/07/how-ads-look-in-the-new-news-feed-layout/

                        https://developers.facebook.com/blog/post/2013/03/13/making-apps-a-bigger-part-of-timeline/

                        http://newsroom.fb.com/News/584/Improvements-to-Timeline

                        http://techcrunch.com/2013/03/13/facebook-timeline-redesign/

                        http://www.ragan.com/Main/Articles/Infographic_Photo_posts_get_120_more_engagement_on_46290.aspx#

                        http://www.buddymedia.com/newsroom/2012/09/salesforce-buddy-media-facebook-timeline-best-practices-wall-posts/




                                                                                         28 / 29                                         © 2013 Critical Mass, Inc. All Rights Reserved




Thursday, 4 April, 13
CM Offices
                        Calgary                    London                                Nashville                   Toronto

                        1011 9th Avenue SE         52-58 Shorts Gardens                  209 10th Avenue South       312 Adelaide St. West
                        Suite 300                  London, United Kingdom                Suite 507                   6th Floor
                        Calgary, Alberta, Canada   WC2H 9AN                              Nashville, Tennessee, USA   Toronto, Ontario, Canada
                        T2G 0H7                                                          37203                       M5V 1R2
                                                   +44 (0) 203 077 1350
                        +1 403 262 3006                                                  +1 504 301 8385             +1 416 673 5275




                        Chicago                    Los Angeles                           New York                    Costa Rica

                        225 N. Michigan Avenue     12555 West Jefferson Blvd.             711 3rd Avenue, Floor 11    300 metros al oeste de CENADA
                        Suite 2050                 Los Angeles, CA, USA                  New York, New York, USA     Metro Park, zona franca metropolitana
                        Chicago, Illinois, USA     90066                                 10017-4043                  Edificio 5b-B, Barreal de Heredia,
                        60601                                                                                        Costa Rica
                                                   +1 310 305 5381                       +1 212 801 8318
                        +1 312 288 2500                                                                              +1 855 242 6427




                                                                               29 / 29


Thursday, 4 April, 13

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Facebook News Feed & Timeline: Impact on Brand Pages

  • 1. Social Matters Preparing Your Brand Page for Facebook’s Evolved News Feed & Timeline 1 / 29 © 2013 Critical Mass, Inc. All Rights Reserved Thursday, 4 April, 13
  • 2. Rethinking Your Brand’s Visual Presence on Facebook In March 2013, Facebook announced significant While these changes are primarily aimed at changes to the way that content will be displayed individual users and will roll out over the next to users in three of the core elements of the several months, the Critical Mass social media Facebook platform: strategy team has identified the impact these adjustments will have on Brand Pages and has 1. News Feed outlined the implications and action plan for 2. Ad units each element. 3. Timeline 2 / 29 © 2013 Critical Mass, Inc. All Rights Reserved Thursday, 4 April, 13
  • 3. NEWS FEED 3 / 29 Thursday, 4 April, 13
  • 4. What’s Changing Based on current user behavior, Facebook announced several significant changes to the News Feed that will have a major impact on how brands consider and construct the content they share through pages, apps and ads: - Primacy of visual content - Screen consistency between desktop and mobile - Enhanced News feed filtering 4 / 29 © 2013 Critical Mass, Inc. All Rights Reserved Thursday, 4 April, 13
  • 5. Primacy of Visuals With News Feed content continuing to trend towards multimedia sharing, the real estate allocated to this type of content is being increased. - The size of photos and videos will increase significantly - Thumbnails from linked content will have a cleaner look with more white space - Image-driven apps will be given more prominence - Page likes will now display both the cover photo and the profile image 5 / 29 © 2013 Critical Mass, Inc. All Rights Reserved Thursday, 4 April, 13
  • 6. Examples - Photos/Videos Before After 6 / 29 © 2013 Critical Mass, Inc. All Rights Reserved Thursday, 4 April, 13
  • 7. Examples - Thumbnails Before After 7 / 29 © 2013 Critical Mass, Inc. All Rights Reserved Thursday, 4 April, 13
  • 8. Examples - Page Likes Before After 8 / 29 © 2013 Critical Mass, Inc. All Rights Reserved Thursday, 4 April, 13
  • 9. Screen Consistency Facebook’s continuing evolution to a mobile-first experience has seen the social network continue to adjust to the way users choose to access their profile and share content with each other. As of December, 2012, 608 million users accessed the site from their mobile devices. In recognition of this continuing trend, Facebook has unified the News Feed experience across all devices for the first time. 9 / 29 © 2013 Critical Mass, Inc. All Rights Reserved Thursday, 4 April, 13
  • 10. Screen Consistency Example 608 million 10 / 29 © 2013 Critical Mass, Inc. All Rights Reserved Thursday, 4 April, 13
  • 11. App Integration In line with the primacy of visual storytelling in the newsfeed, images shared through Graph Apps such as Instagram, Pinterest, Goodreads and Netflix will be even more prominent. 11 / 29 © 2013 Critical Mass, Inc. All Rights Reserved Thursday, 4 April, 13
  • 12. Example - Pinterest Before After 12 / 29 © 2013 Critical Mass, Inc. All Rights Reserved Thursday, 4 April, 13
  • 13. Enhanced Filtering Facebook has gone back and forth with News Feed filtering over the years. Users ultimately want to control what they see. For some, they see too much. Others don’t see what they want or expect to see. Trying to find the right level of control for users is a tricky undertaking. The latest attempt puts filtering in an obvious place on the News Feed and gives users a choice of options that could potentially relegate Brand Pages to a second tier within many people’s News Feeds. 13 / 29 © 2013 Critical Mass, Inc. All Rights Reserved Thursday, 4 April, 13
  • 14. Example - Enhanced Filtering News Feeds currently feature sorting mechanism that allows users to switch between the default “top stories” setting and “most recent” stories. The new News Feed will include the ability to navigate by friends, content type or “following,” which is where Brand Pages will be housed. Before After 14 / 29 © 2013 Critical Mass, Inc. All Rights Reserved Thursday, 4 April, 13
  • 15. FACEBOOK ADS 15 / 29 Thursday, 4 April, 13
  • 16. What’s Changing Some of Facebook’s ad units have received makeovers in line with the look of the updated News Feed, but it seems they are taking their time and testing different types as the News Feed rolls out over the next few months. As is shown in the following examples, some sponsored story units have a new visually-enhanced look, while marketplace ads that appear in the right rail have a cleaner look. One key change to note is the prominence of the “hide” button on the new ad units. 16 / 29 © 2013 Critical Mass, Inc. All Rights Reserved Thursday, 4 April, 13
  • 17. Examples - Facebook Ads in the News Feed Page-like sponsored story Before After 17 / 29 © 2013 Critical Mass, Inc. All Rights Reserved Thursday, 4 April, 13
  • 18. Examples - Facebook Ads in the News Feed Page-like sponsored story with recent post Before After 18 / 29 © 2013 Critical Mass, Inc. All Rights Reserved Thursday, 4 April, 13
  • 19. Examples - Facebook Ads in the News Feed Page-post photo ad Before After 19 / 29 © 2013 Critical Mass, Inc. All Rights Reserved Thursday, 4 April, 13
  • 20. Examples - Facebook Ads in the right rail Notice how the ad titles align with the rest of the copy, giving the ad images more prominence Before After 20 / 29 © 2013 Critical Mass, Inc. All Rights Reserved Thursday, 4 April, 13
  • 21. Action Items Relevant, compelling content is still the key to success in social Use of the entire Facebook ecosystem (page, apps, ads) for Brand ensures reach and engagement Pages Improve the visual quality and cadence of the visual content your brand is sharing Create and optimize images for use on desktop, tablet, smartphone and Facebook media Consider adding image-sharing apps to your social footprint (e.g. Pinterest, Instagram, Vine) Use short, direct, well-crafted copy to support images. Monitor Page Insights as the Newsfeed is adopted by all users to determine if Page reach and engagement drops due to filtering 21 / 29 © 2013 Critical Mass, Inc. All Rights Reserved Thursday, 4 April, 13
  • 22. TIMELINE 22 / 29 Thursday, 4 April, 13
  • 23. What’s Changing Facebook introduced Timeline to personal profiles The key changes in the personal Timeline that are most significant are: in September 2011 and followed that with Timeline for Pages in February 2012. Two-column layout adjusted to Other recent changes While rolled out much more quietly in the days 40:60 ratio from 50:50 In addition to the Timeline layout, additional changes following their News Feed announcement, Timeline to content structure and policies have recently been - Personal posts will be in the expanded right is getting a new look in line with the other image- announced that will have a more immediate impact column centric changes. on Brand Page design and content strategy: - What is being called the “About” section displays Even though this will roll out to personal profiles - Comments on posts will be threaded making it down the reduced left column and mandatorily first, it’s safe to expect that Brand Pages will see easier to have a discussion in the comments features “About ,“Friends” and “Photos”. Other this change come in the months ahead as former tabs can be selected along with apps that Facebook likes to keep the experience consistent. - Cover images can now contain calls to action, you wish to display here though Facebook still maintains text must take up no more than 20% of the image Tab icons have been removed - Possible inclusion of hashtags to allow for - Some brands use custom tab icons to add aggregation/searching of posts similar to Twitter additional visual interest to their page. A cleaner design will put more focus on the cover image and profile picture 23 / 29 © 2013 Critical Mass, Inc. All Rights Reserved Thursday, 4 April, 13
  • 24. Examples - Timeline Before After 24 / 29 © 2013 Critical Mass, Inc. All Rights Reserved Thursday, 4 April, 13
  • 25. Threaded Comments 25 / 29 © 2013 Critical Mass, Inc. All Rights Reserved Thursday, 4 April, 13
  • 26. Action Items As there has been no word on how Timeline will be rolled out to Brand Pages, there is very little to be done proactively. Should there for Brand be plans to invest in new content or pages in the later part of 2013, consider the following: Pages Prepare for changing dimensions of images in future single-column posts Prepare for need to resize older images in posts and milestones Prepare your Brand Page layout for the elimination of tab icons Experiment with integrating image-centric apps like Instagram and Pinterest Test using calls to action in the cover image and gauge response from page fans Adjust community management protocols to accommodate replies/threaded comments 26 / 29 © 2013 Critical Mass, Inc. All Rights Reserved Thursday, 4 April, 13
  • 27. Critical Mass About Follow Social Media Team Critical Mass, an Omnicom digital ExperienceMatters.criticalmass.com David Jones, VP Social Media marketing agency, helps the world's @DoctorJones leading companies use digital media to Twitter.com/CriticalMass Alison Fraker, Sr. Social Planner create extraordinary experiences— @AlisonFraker experiences that bring together creative thinking, smart ideas and emerging Daniel Honigman, Sr. Social Planner Facebook.com/CriticalMass.Agency technologies to drive our clients’ @DanielHonigman businesses. Consistently recognized as Kyle Bottoms, Social Planner a leading interactive agency, Critical YouTube.com/CriticalMassAgency @KyleBottoms Mass operates globally from offices in Lindsay Renwick, Social Planner Calgary, Toronto, Chicago, New York, Slideshare.net/CM1234 @LindsayRenwick Nashville, Los Angeles, London, Amsterdam and Costa Rica. Nikki Lloyd, Community Manager @Nikki_Lloyd www.criticalmass.com 27 / 29 © 2013 Critical Mass, Inc. All Rights Reserved Thursday, 4 April, 13
  • 28. Further Reading http://www.insidefacebook.com/2013/03/07/how-ads-look-in-the-new-news-feed-layout/ https://developers.facebook.com/blog/post/2013/03/13/making-apps-a-bigger-part-of-timeline/ http://newsroom.fb.com/News/584/Improvements-to-Timeline http://techcrunch.com/2013/03/13/facebook-timeline-redesign/ http://www.ragan.com/Main/Articles/Infographic_Photo_posts_get_120_more_engagement_on_46290.aspx# http://www.buddymedia.com/newsroom/2012/09/salesforce-buddy-media-facebook-timeline-best-practices-wall-posts/ 28 / 29 © 2013 Critical Mass, Inc. All Rights Reserved Thursday, 4 April, 13
  • 29. CM Offices Calgary London Nashville Toronto 1011 9th Avenue SE 52-58 Shorts Gardens 209 10th Avenue South 312 Adelaide St. West Suite 300 London, United Kingdom Suite 507 6th Floor Calgary, Alberta, Canada WC2H 9AN Nashville, Tennessee, USA Toronto, Ontario, Canada T2G 0H7 37203 M5V 1R2 +44 (0) 203 077 1350 +1 403 262 3006 +1 504 301 8385 +1 416 673 5275 Chicago Los Angeles New York Costa Rica 225 N. Michigan Avenue 12555 West Jefferson Blvd. 711 3rd Avenue, Floor 11 300 metros al oeste de CENADA Suite 2050 Los Angeles, CA, USA New York, New York, USA Metro Park, zona franca metropolitana Chicago, Illinois, USA 90066 10017-4043 Edificio 5b-B, Barreal de Heredia, 60601 Costa Rica +1 310 305 5381 +1 212 801 8318 +1 312 288 2500 +1 855 242 6427 29 / 29 Thursday, 4 April, 13