How Facebook’s Timeline Affects DML’s Customers, Partners

September 30, 2011 § Leave a comment

Dear Customers, Partners and Friends,

At f8 Facebook announced several major changes which directly affect the visibility of your brand and the engagement users have with your brand within Facebook. Fortunately, many of these are positive. To help you make sense of the changes we have boiled down the list to the key elements that we think you should be focused on. Here they are:

Timeline
Facebook released an entirely new perspective on a user’s social profile call Timeline (https://www.facebook.com/about/timeline). Timeline is fundamentally a catalogue of the user’s whole life (at least as he may have uploaded it to Facebook) curated by the user. Users choose a cover photo and highlight life events (e.g, birth of a child, marriage, etc.) to tell their story. To make the whole timeline manageable, Facebook condenses the information that is displayed in the user’s Timline the further back in time you scroll.

What is most meaningful for marketers is that users can connect applications to their Timelines. Once connected, an app automatically loads information and actions into a user’s Timeline. The actions can be any verb and noun combination – listening to music, cooking a recipe – that the brand establishes for its apps. If it meets relevancy criteria (see GraphRank below) the auto-inserted information appears in the Ticker of the user’s friends. The insertion continues forever or until the user actively stops it – which is great for brands!. Important events also appear in the user’s News Feed. The Ticker drives social discovery of your app, and your brand, by the user’s friends.

GraphRank
For marketers, application and brand discovery have always been a problem on Facebook. To help solve the discovery issue, in addition to the compelling solution of the Timeline and the Ticker, Facebook has built a relevance filter called GraphRank. GraphRank promotes information based on the amount a user and his/her friends interact with an application and its content. More interaction – greater visibility, For marketers, this ups the ante to create and deliver applications and content that users want to, and do, regularly engage.

What You Should Do?
The list is short but simple. First, audit your apps and see where including the “Add to Timeline” functionality would be relevant and add it. Second, continue to create experiences and content that users love – now you will be rewarded handsomely for your efforts. And third, design future apps with the Timeline and Ticker in mind.

As you know, the Direct Message Lab platform is based around creating compelling, customized and targeted experiences for users. The new Facebook changes provide a wealth of new information for the REACH platform to target users, build user profiles and understand your customers on a granular level. We would be happy to provide assistance as you think about how the latest Facebook changes can help you connect with customers and build your brand.

Direct Message Lab provides a central platform , REACH v4,  for brands to effectively build, manage, and analyze their social, mobile and app-based marketing. For more information, check out www.directmessagelab.com, and follow us on Twitter, @dmlinfo.

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