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In September 2011, Facebook announced Timeline its f8 conference. After a few delays, timeline was released to the public in December. For now, users must activate Timeline in order to see it. A user-controlled roll-out means that adoption will be gradual at first, but brands need to be prepared to engage with early adopters and the rest of the user base when they convert to timeline. This also is an opportunity for brands to help users learn about Timeline and possibly help shape early experiences and behaviors with it.
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What it Means for Users What it Means for Brands How Brands integrate with Users’ Timelines
Profiles evolve to scrapbooks. Users will shift from reporting (posts about what’s happening now) to storytelling (curating the content of their lives – past, present, and future).
Apps and verbs help make users’ Timelines more interesting and enable sharing and discovery with friends.
A new dynamic for brands on Facebook. Brands shift from content creators to experience architects.
Develop experiences that provide value to users, help them enhance their Timelines, and engage with brands.
Create opportunities for participation with your brand that can manifest in interesting ways on users’ Timelines.
Think beyond actions on Facebook. Look for opportunities to express real-world actions online and opportunities on mobile and other digital sites.
Following Change on Facebook – Timeline
Following Change on Facebook, Vol 1, Issue 8 December 2011 © Leo Burnett / Arc Worldwide Contact: Marina Molenda 312-220-5465 / Twitter: @marina81
Create unique ways to enhance a Timeline.ABC targeted fans of its shows to inform fans of cover photos available for their use. The post also educated fans on how to switch to Timeline.
Users that upload a new cover photo show off their love for their favorite shows at the top of their profile and generate a story on their Timeline.
Bring real-world actions and self expressions to Facebook.Apps that seamlessly integrate real-world actions with Timeline are still in development and will likely emerge in early 2012. These apps will allow users to frictionlessly share and show off their real-world activities.
Take Nike+ for example. The current app requires the user to publish the results of their run and each post has the same format. A future version that takes advantage of Timeline might create a variety of different stories and visuals from the user’s data.
Help users enhance their Timeline while sharing and discovering with friends.Spotify’s Facebook integration provides frictionless sharing for users by posting the music they are listening to on Spotify to their Timeline. Friends can easily discover new music by listening to it directly from a post.
Examples
For more information on Timeline, check out: https://www.facebook.com/about/timeline
