how can brands keep up with facebook changes?
TRANSCRIPT
@DAVEKERPENCEO @LIKEABLEMEDIA AUTHOR @LIKEABLEBOOK #WOMMA, 11/16/11
EVOLUTION OF YOUR BRAND’S FACEBOOK STRATEGY
KEEPING UP WITH
FACEBOOK CHANGES It takes a lot of courage to release the familiar and
seemingly secure, to embrace the new. But there is no
real security in what is no longer meaningful. There is
more security in the adventurous and exciting, for in
movement there is life, and in change there is power.
-Alan Cohen, Owner, NHL Florida Panthers
KEEPING UP WITH
FACEBOOK CHANGES
KEEPING UP WITH
FACEBOOK CHANGES
OF SUCCESSFUL FACEBOOK MARKETING & ENGAGEMENT PLAN
By understanding the factors that affect EdgeRank, your brand will gain more visibility on your potential customers’ News Feeds.
HAVE AN UNDERSTANDING OF
EDGERANK
STRIVE FOR
ENGAGEMENTCreate a community and engage by creating a dialogue with and between your fans. Provide a call to action, ask interesting questions, and give users a reason to interact with your brand.
PROVIDE CONTENT THAT ADDS
VALUEProvide interesting and useful content. Understand your fan base and give them a reason to interact by providing shareable content, including: exclusive multi-media, contests, and applications.
ESTABLISH AND RETAIN YOUR
VOICEWhether it’s witty, serious, expert or friendly, make sure you are always speaking on-brand.
ENSURE
RESPONSIVENESSConstantly listen to and learn from your audience. Respond promptly and thoughtfully to both positive and negative feedback.
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UPHOLD HIGH STANDARDS OF
TRANSPARENCYBe honest. Be open. Be human. People understand that humans make mistakes. Make up for your missteps in the eyes of your customers.
CREATE & ENCOURAGE
STORY-TELLINGTell your brand’s story via engaging multi-media content to connect with your community. Encourage your customers to share their own stories.
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ALWAYS AIM TO
SURPRISE & DELIGHTStand out and be personal by showing how much you value your loyal fans. Go above and beyond to surprise and delight your customers.
THE NEW
NEWS FEEDThe News Feed now shows “top stories,” labeled with blue corners. The most “interesting” content (based on Facebook’s algorithms) now appears first.
Now, more than ever, it is important for brands to provide valuable and shareable content.
INTRODUCTION OF THE
TIMELINEUsers’ profiles have been redesigned with the Timeline. Overall, profiles are more visual and flexible:
• Section at the top called the cover photo. • Layout is now chronological. Users can add in posts all the way back to the date of their birth. • New buttons and drop-down menus for life events such as a marriage, a new job, or a baby.
CHANGES TO
ADSFacebook ads are now slightly smaller and narrower. The ads still live on the right side of the page, and remain in place even when scrolling along a user’s Timeline, allowing for an increase in visibility.
.
NEW FUNCTION:
NEW VERBS & TICKERThe new Open Graph expands the “like” into alternative actions such as “read,” “watch,” “share,” etc. All activity is reported on the ticker.
PEOPLE
“TALKING ABOUT”A new metric on Facebook Pages called “People Talking About” is a measure of interaction: how many people are sharing, liking, and commenting on your content.
Brands with large Facebook communities but low interaction now have a number on the Page reflecting this.
This means: a greater focus on valuable content and higher engagement.
EXPECTED
PAGES RE-DESIGNUpdates to Pages are expected to retain the Timeline’s look and feel, which is photo-heavy and curated to highlight the most important content.
The redesign of Pages will shift focus from building conversation to sharing content. Benefits of Timeline will help companies tell a more engaging and authentic story.
EXPECTED
PAGES RE-DESIGN
EVEN GREATER EMPHASIS ON
STORYTELLING THROUGH PICTURES
NEW WAYS FOR PEOPLE TO EXPRESS THEMSELVES THROUGH
EVEN MORE VERBS
New verbs could lead to more expression, interactions, and even social shopping.
FUTURE
CHANGES TO ADSNew changes to the Open Graph will allow for better targeting of ads based on what people are actually interested in as well as their demographics.
Soon, brands will also be able to add more functionality to sponsored stories such as, “Your friend listened to _____” or “Your friend wants_____”.
SO, WILL FACEBOOK
CHANGE AGAIN SOON?The only constant at Facebook is change. Brands can:
1)Be nimble enough to change quickly when Facebook evolves2)Work with agencies and vendors with relationships with Facebook3)Embrace the changes and leverage then before and better than your competition.
HERE’S THE
BOTTOM LINENo matter what, a focus on creative storytelling and providing value for fans will heighten the engagement and visibility of your Facebook campaigns. This will only increase with Facebook’s recent and future changes.
BEING LIKEABLE IS TIMELESS.
