Ad people vs Normal people [infographic] ow.ly/1jFUpS

— Willem Schüngel (@wschungel) May 12, 2012

Since the Tweet really took off in terms of clicks on the link (100+), I thought it was worthwile mentioning it specifically here as well. Find the specific Infographic here:

Source: http://www.adverblog.com/2012/05/12/ad-people-vs-normal-people-infographic/

Recently, Adobe interviewed me on the current project I am working on for Royal Philips, and how we leverage the potential of their platform tools. Quite an interesting read on how Adobe is supporting the engagement needs for Philips and in particular for Male Grooming (shavers & groomers BU).

Read the full article here!

Although it was announced quite some time ago, since yesterday brands now need to start (re)thinking their presence on Facebook. From March 30th onward, all Brand Pages will be displayed according to the Timeline setup. Untill that date, page admions have the possibility to play around with the new settings.

What does this mean? And what are the implications for community managers / marketeers? I thought it would be useful to provide a quick and dirty overview. You can download the documentation from Facebook here.

Changes

• Change in layout; square Avatar (180 x 180) and large Cover photo (851 x 315) on top of page
• All posts now displayed according to timeline setup
• Option to make posts ‘sticky’ at the top of the page for a week (‘pin’ them)
•  No more welcome page for non-fans
• Larger frame for apps (810 px) and larger app icon (111 x 74) displayed in top
• Milestones can be added for important moments in time
• Larger images and video to display as posts
• New page admin dashboard

Next steps / what to do 

• Change your avatar if it is not 100% square
• Add an engaging image at the top of the page that ‘says it all’ (no more arrows or hints to like the page possible -will be removed by Facebook)
• Think about how you handle sticky posts

No more welcome page

In my opinion, the most important change is the lack of a welcome page for non-fans. What we currently see  happening (in the old Brand Page setup), is that brands create graphic-heavy pages for consumers to convert them to fans. In most cases by means of making content within the App or iFrame hidden from non-fans “Like us to read more”. This will all change now. Fans will like you based on your posts. Period. This means your content should be great at a glance. No more possibilities to fake it.

Good news for consumers and a real challenge for Community Managers and marketeers!

Inspiration

What we see is that many pages use Timelines to give a view on how their brand evolved over time. Check out these cool examples:

Ad Age: http://www.facebook.com/AdAge
Manchester United: http://www.facebook.com/manchesterunited 

This obviously lead to an enormous amount of tag-on advertising. Also within Social Media. And based on the engagements reached throughout these tag-ons, it proves that Social Media is all about relevance. And fun. Take a look:

Unfortunately, it was called off after a lot of discussion around the lack of 15cm of solid ice throughout the track.

HEMA (retailer) on www.facebook.com/HEMA
Translation: 15cm ice

Heineken on www.facebook.com/heineken
Translation: More than enough. 16,6 cm

GAMMA (Hardware store) Ad
Translation: No tour (draught)? Anti-draught tape:

Albert Heijn (Grocery store) Ad:
Translation: It’s on (in Frysian dialect) sale

Karwei (hardware store) Ad:
Translation: Let’s scrape history. 1111 free snow scrapers at Karwei – Snow scrapers are also used to clear the tracks on ice for ice skating races

Unox (food & beverages) Ad:
Translation: A true Frysian will not ‘break’ before 200 kilometers – a knak (break) is the name of a snack sausage.