Last week, Facebook announced Timeline for Brands at its first ever marketing conference, fMC. The changes present a major overhaul to Facebook’s Pages offering, and gives brands capacity to become rich, multi-media storytellers. But, to be successful, this isn’t just a matter of adapting your old social strategy to the new Timeline format. The new Pages calls for a revived approach to how brands use Facebook.
There will be huge opportunity for brands who fully adopt this new format, as we’re starting to see with the impressive page transformations of Coca-Cola, Starbucks, AT&T, and the New York Times, which has added historical content to its Timeline tracing back to its founding in 1851. Locally, we’re starting to see some brands take the step forward, including luxury house Shanghai Tang who has used Timeline has part of its strategy to drive anticipation for its new flagship store in Hong Kong.
But, to borrow the words from our colleagues from Social@Ogilvy EAME:
“…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.”
The Social@Ogilvy APAC team is ready and available to discuss any needs or opportunities for you or your clients based on the changes to Pages. Please do also check out the SlideShare below for our global point of view on Timeline and the hidden implications for brands.