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M80 on f8.oct03

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M 80 M80 on F8 Introduction Exciting changes came out of last week's F8 conference which will greatly affect how brands and consumers build relationships on Facebook. As GroupM's social media specialist agency, M80 has created this brief document cataloging the changes to the platform and what these changes mean to brands in social media. Should you wish to discuss these or other any other social media topics, please feel free to reach out to us via email ([email protected]) or on Twitter (@m80im). Verb and Changes to the Open Graph September 26, 2011 Overview New Facebook Functionality Surveying the new features to the platform, it's clear that Facebook targeted the most compelling features of up-and-coming social networks, using its own scale and technological prowess to replicate and improve many applications that have lived as standalone presences. Each change seeks to inspire more activity within the Facebook social graph by creating more nuanced, accessible data for application developers and users alike. Because F8 is for the development community, the biggest changes Facebook is rolling out are geared toward the functional.
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Page 1: M80 on f8.oct03

M 80

M80 on F8 Introduction

Exciting changes came out of last week's F8 conference which will greatlyaffect how brands and consumers build relationships on Facebook. As GroupM's social media specialist agency, M80 has created this briefdocument cataloging the changes to the platform and what these changes mean to brands in social media.

Should you wish to discuss these or other any other social media topics, please feel free to reach out to us via email ([email protected]) or onTwitter (@m80im).

Verb and Changes to the Open Graph

September 26, 2011

Overview

New Facebook Functionality

Surveying the new features to the platform, it's clear that Facebook targeted the most compelling features of up-and-coming social networks,using its own scale and technological prowess to replicate and improvemany applications that have lived as standalone presences. Each change seeks to inspire more activity within the Facebook social graph by creatingmore nuanced, accessible data for application developers and users alike.

Because F8 is for the development community, the biggest changesFacebook is rolling out are geared toward the functional.

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M80 on F8

An early feature of Facebook's Open Graph was Beacon, launched in2007 to automatically share users' actions like purchases to their Walls. The world wasn't ready for Beacon, and the unpopular feature was shutdown in 2009.

Fast forward four years, and now that consumers are much morecomfortable in sharing in social media, automatic sharing has beenreintroduced. Every action in an application may now feed into a user's timeline, creating with Gestures a larger understanding of what we do, what we want, and - in keeping with the previous paradigm - what we like. With obvious benefits for automated and human-powered recommendations,the data already generated by this change is flooding users' tickers and feeds.

September 26, 2011

Changes to Open Graph and Permissions

Facebook Music, one of the firstimplementations of the new featuresafforded by the changes to OpenGraph is powered by constant streams of activity from entertainmentpartners like Spotify.

Through Facebook Gestures, the semantic and functional limitations ofthe Like button (and news-oriented Recommend button) are mitigated.Nearly any action can be created through Gestures - you can [verb] many[nouns] - triggering deeper interactions and assigning more meaning thanthe "Like" button could.

The possibilities for application developers are very compelling and willdrive toward greater social engagements, though early stage developermisuse and brand-side strategic re-alignments around interaction insteadof fan count will cause growing pains.

Verb/Gestures

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M80 on F8September 26, 2011

The new design of Facebook profiles allows for much greater visual control of the page, once again gives a home to applications on the profie,and crucially allows for the easy browsing of the user's entire social mediastory over the years.

TimelineOne of the initial draws to Facebook was its cleanly designed profiles - especially relative to the leader in social media at the time, MySpace. That visual cleanliness has come and gone in waves over the years, and with theroll out of Timeline it once again moves toward the "very busy" visual designthe network once eschewed. The trade-off, though, is completely worth it. Facebook user profiles are changing from a "one-sheet" on who each of us isto the full story - displaying arcs of interests, relationships, and major lifeevents. Just as users have curated interesting bits of content on networks likeTumblr, we'll now be able to curate the story of our lives through the many options of Timeline.

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What This Means About Facebook's Near Future

Facebook is a rapidly maturing company, pivoting from building the complete social graph to driving ever more sharing and content consumption through its platform by using the hyperactive tech start-up space as a research and development laboratory.

We can expect that Facebook and its application development partners willwork hard to continue to bring new and different experiences to their users.

Facebook Continuing to Innovate

September 26, 2011

Once a social media behavior achieves early mass scale and mindshareamong thought leaders, Facebook does one of three things: co-opt the technology, partner with the company, or buy them outright. The start-upecosystem will continue to yield new new social interactions, andFacebook will be there to bring them to the masses.

Perhaps most relevant to brand advertisers, new analytics tools forapplications will finally allow developers to better track the downstreameffects of published actions. Source attribution for various measures ofconversion has long been missing in Facebook insights, and this newfunctionality brings these numbers to the fore in a helpful (and even good-looking) way. This is hugely important, as new Verbs must be tested andoptimized.

Analytics

Technology and Analytic Provider Shake-UpsMany providers of technology and analytic tools hinge their entire businesson Facebook's platform - as that platform changes, tools that had been veryvaluable for brands in social media may be immediately irrelevant, while others may quickly adapt to the new ways of working. Brands must evaluateits technology partners to make sure that the tools they use are actually worth continued investments.

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What This Means For Brands

New tools are going to give marketers different options to engage with consumers, from any connected device or website, at any time. Social media strategies and content plans should never be so calcified to not allowfor a quick re-evaluation of a brand's approach in social media, and brandsand agencies alike must be careful to select tools and production partners that reflect and understand the new ways of working.

September 26, 2011

Developers Finding The Unexpected

When brands engage consumers on Facebook, they must play by thesocial network's rules - it's Facebook's world, not ours. When changes debut, brands must evaluate how they plan to acquire and retain the consumers they wish to engage, how they plan to continue to engage withthem, and which tools will do the best job to fulfill social media and businessgoals.

Everyone's excited by these changes - whether in the positive or negative sense of the word - so there will be a flurry of users trying to get the most out of the new experience. Developers will provide a myriad of tools, toys and fixes to bring the best out of the platform for users, providing brands spaces in paid and owned media.


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