Facebook fMC 2012: Pages Breakout with Blaise DiPersia and Jeff Kanter # Facebook Ads,

Facebook's Blaise DiPersia and Jeff Kanter announce exciting changes to Facebook Pages.

being here today thank you for coming to
our session and thanks to everyone who's
tuned in on the live stream right now
we've been working on this for a couple
months and so we're excited to to
finally show it to you guys and tell you
guys all about it so you may have heard
my coughing or talk a little bit before
about how we think of pages as Mission

Control on facebook everything starts
from the page you'll hear a couple of
themes throughout today you'll hear a
little bit about Express so the ability
to now express yourselves in a couple of
new ways using the cover and some other
tools you'll hear about reach the
ability to continue to reach your
audience on the web and mobile by
posting out into newsfeed and then
taking those posts and curating them how
you want on your page timeline and then
finally you'll hear about respond the
ability to respond to people in a quick
and more personal way using some of our
new features like messages so blaze is
going to talk a little bit about the
design and the philosophy behind these
five features everything from covered
and a pin post and then finally the
admin panel and then I'm going to walk
through some examples of different ways
in which you can actually use these
things so wait why don't you start so
when the design team started to take a
look at big refresh or pages we went we
looked across the web to see how people
were representing their brands digitally
we went out we spoke with small
businesses to see what the small
business owner needed and most
importantly took a lot of feedback from
you there are partner managers to see
whether big brands need to communicate
their message to their customers we
wanted to do this in a very Facebook
design way we believe in simplicity and
moving the interface away we don't want
a lot of clutter we have a saying around
the design studio is to design an
interface like a piece of glass what
that means is to bring the voice up to
the front and to move the clutter in the
interface away there no pattern
backgrounds we don't have anything
auto-playing no animations no music when
you land there just the main message of
the page and so we started with a cover
area the cover area should handle
everything that a basic website can do
at the top of your Facebook page we want
to start that out with the logo now most
users will have a profile picture here
change this often to represent what
they're up to tell people about their
identity but the identity of a company
of a brand needs to stay consistent and
we think it's very important that you
use your logo always the same way you're
going to put it in your billboard your
business card it's going to be on your
products it's going to be on your
website it's going to be on your
Facebook page and most importantly this
is going to go through the facebook news
feed has to get really small 30 pixels
by 30 pixels this is your voice this is
your identity and it's not a good idea
to change this a lot if you feel the
need for a visual status update if you
feel like you need to change things all
the time to stay relevant we have a spot
for them now this is the cover photo
this is your visual status update this
is where you can change your message
every few months every month every few
weeks change it with current events
change it to match what your fans are
saying and we want this to be the thing
that sets the tone for your page and
your profile picture your logo to travel
with your voice through the rest of our
system on the bottom left we have an
area for a little elevator pitch to
quick sentences about your business what
it's about if you're a local business
this is going to have your hours your
phone number your address the basic
information a customer needs when
they're looking to find out the basic
stuff for their for your business on the
bottom we have an area for rich
applications so we have a suite of apps
that Facebook is made and also there are
custom applications that many of our
partners have made and the cool thing is
these apps will continue to work the
same way they did before but now they
have a very rich panel that you can
click and really engage your customers
with last of all you don't really need
this slide for us to know now that we're
Red Bull right the tone of the page has
been set and it's all done with a few
images and a few rich apps on the bottom
the new pages works for all types of
businesses we've seen so an apparel
company like Nike this is what their
page would looks like it's pretty cool
you can see that their profile pic here
if it were scaled down to 30 pixels by
30 pixels of you saw this in your
newsfeed
I immediately know that this is Nike and
they did a great job of tying their
profile picture in this case on the page
itself to their cover their covers
promoting a new product a new fuel band
and they did that in a cool visual way
using this creative and then they have a
mix of native apps from facebook and
then also custom maps we love this
example for verizon this is one where
they're actually encouraging their
community to upload photos that have
been taking on different devices and
then they're going to start using this
as the cover so in this case Ryan
uploaded a photo from the Samsung Galaxy
Nexus and so this is the first one of
many that they're going to start
featuring at the top they're really
trying to drive a lot of community and
getting people to interact with them you
can see below that under apps and views
they're using one of our vocations app
or our map app which you can see here
when people click into that what it's
going to do is it's going to show you
the different verizon wireless places
the different stores around you so if we
were to click on it from right here from
the museum we would actually see the
stores that are around us around this
location another awesome example with
Harley the first thing that you probably
think of when you think of
harley-davidson is their bikes and the
open road so you can see here at the top
they've put an awesome cover photo with
their bikes a logo that you see on their
bikes on their apparel and now on their
page and then below they have a bunch of
custom apps that they've built and so if
you click in here to ride book or
community you'll get a full experience
the same map that was working on the
previous pages and they can still
encourage people to interact with them
in a new way and we see that ben &
jerry's has done a great job the iconic
cows of vermont are up there on the
cover and they have a recognizable logo
that will go through the newsfeed they
happen to be using all the custom
facebook apps that we've built for pages
to engage their customers more now if
Ben & Jerry's is going out and they're
really trying to reach their customers
they might be posting all the time and
try and engage the customers through the
newsfeed and then the customer gets back
to the Ben & Jerry's page and there's
not really a good way right now for Ben
and Jerry's to have their voice mixed in
with the voice of
customers Facebook we want to make the
experience social so that your customers
your fans can help tell your your story
so you want to introduce some new
controls with pages to help you really
curate your page to really bring up the
best stories possible the first simple
one is allow you can go to any story
whether it's posted by your page or by
one of your customers and click allow
and that will show up on your timeline
and of course you can hide things to do
the same you can star things to make
them double-wide this is great for rich
media photos photo albums videos and
look fantastic all the way across your
page and if you're a heritage brand you
can backdate things which would be
really nice if you want to tell the
story of how your company was formed ben
& jerry's page today if you were to
actually look at it you know this
morning before we turn this on you would
see the last 30 or so stories from the
last couple days weeks and now what you
can do is they be able to choose which
ones are the most meaningful which one
should really stand out on the page
timeline so they've chosen these
recently and you can see in the top
right this is a user post that they
decided the whole community should see
that should live there they have this
photo down here that they really want to
stand out so they're making it double
wide by starring it and then we now have
the ability to backdate posts if it
makes sense for your brand if you're if
you're a heritage brand or business so
if we go back in time let's go back to
nineteen eighty the year that actually
blaze was born and this is what this is
what Ben & Jerry's marketing looked like
at the time so it was black and white
they're talking about fun for all this
is one of their posters that they would
put around town and then you can see
that in nineteen eighty this was also
the year that they started creating
pints and so that you can get a pint at
your local grocery store mocha chip
front french vanilla this is a new type
of story it's called a milestone
something that if you really want to
emphasize a big moment that happened in
your brand's history and somebody to
call out is you're still going to be
most effective by reaching people in
news feed so you should choose you
should keep figuring out how to post
really rich content out there and then
get people to these different parts of
your timeline and really think about the
top of your timeline as well
TV and movies are perfect fit for the
new pages we have modern family here for
the cover photo using some really cool
media that they can probably put in
magazines and billboards as well the
thing is if they're reaching out to
their customers in the same way and
they've created the past of their
timeline as we were just talking about
we might miss the most important message
of the week relevancy is important and
putting out a post every single day will
still bury the post that you've been
putting out all week if you put
something out of Monday you might lose
it by Friday so you want to create
something that will really act as a post
of the week a way to take the most
important message for the week put at
the top of the page so when your
customers get there they see what you're
talking about above the fold modern
family you'll see here at the top they
have a new episode coming out every week
as we all know and what they've been
doing is they have sneak peeks they have
exclusive videos if they show you to
tease the upcoming episode and so this
is a perfect candidate for content of
the week in this pin post placement
another example is with dove dove
similar to verizon is trying to engage
the community get them to tender
interact with them and upload content
and so they have this fan of the week
program and so this is something that
they can do each week is highlight in an
album like this they're different fans
that they really want to showcase at the
top one of the best ways to engage your
customers is still our questions product
where you can structure it you can get
them to see it in their newsfeed or on
your page and easily interact with you
and choose one of these one of these one
of these results here and so you can see
that windows here they're asking they're
trying to do market research they're
asking how much times you spend on your
PC they can keep this front and center
at the top of their page that they get a
lot of engagement and this is really the
main thing that they want to emphasize
for the week another example of chevy
sonic they're trying to promote this
application a couple weeks ago for the
superbowl they're trying to get people
to vote up one of their commercials and
so what they're doing here is they're
using a link story to drive traffic to
that application to get people to engage
with it and then finally we heard over
here today that we have a new type of
page post called an offer it's a really
great way to distribute
discount to your fans and then as they
claim it their friends will find out
about it spread virally and so Macy's in
this case they ran an offer about a week
ago and so they would put this front and
center at the top of their page and
really emphasize it it's the most
important content right now local
businesses or businesses are going to
work really really well with Facebook
pages this is kind of a local business
where we are today the American Museum
of Natural History they're doing
something really smart that we think
will work for all forms of shops they
have a photo of their place of business
right as a cover photo and they have a
logo use in their profile picture now
not all businesses are going to have
logos a good way to do this is maybe
what's on your business card what's on
the front door said that as your profile
picture they also on the bottom left
have this great thing we have a map we
have the place we have the phone number
we have the hours all the basic
information is right there we had
they're using pin post which is really
cool we can see on the right they have a
new feature and that's the friend
activity feature we want to make sure
that when a person gets to a page they
know how they're related to it they know
which of their friends have liked it
who's been there who is listened they
want to know the business is related to
them and that they too should like it so
we've created the friend activity filter
this is something that we pulled off of
a sub tab a sub tab that we launched
last August it brought a lot of
engagement for the few people who
clicked on it so we thought the best way
to bring up that engagement for everyone
is to bring it to the front I go to the
page this is what I would see these
we're a bunch of my friends that are
connected to it in some way some people
have liked it some people have checked
in there and so this is going to look
different for me and it's going to look
even different even more different for
blaze and each one of us who visits the
page it's your own friends and so a
friend of mine Andy was actually here
last summer he checked a bunch of people
in he added a photo and so this is
something that we want to highlight to
make sure that I see when I visit the
page other examples with Alicia Keys so
if you see these are all the friends
that I have right now that are that like
Alicia Keys currently last year at f8 we
lost we launched a music integration
with a bunch of
companies companies like spotify and
rdio it allows you to listen to music on
those services and publish it back to
facebook for your friends to see and so
what we're doing is we're collecting
those stories about what your friends
have listened to you in this case alicia
keys and we're actually populating the
top songs from alicia keys and that's
personal for me and so we're starting
out with the music vertical right now we
want to figure out how to expand open
graph to other verticals in the coming
months beneath this summary section at
the top is a highlighted friend story so
you can see my friend viola posted on my
friend e mais wall with an alicia keys
with alicia keys song so that's
something that we're going to highlight
for me when i go there another example
is is nike and so we have a bunch of
different filters you can see at the top
here and so if i want to see all of my
friend activity related to this page i
can click on this filter i can select
front activity then as you scroll down
you'll see all of the stories that your
friends have posted about this
particular page and so i mentioned the
FuelBand before a lot of my friends are
posting a video about that so this is a
way to get a comprehensive view of what
your friends think about this particular
thing pages will also really kill it
with blogs this is our own blog is a
little plug facebook studio is something
you should all actually probably your
laptop's up go like it right now
facebook studio is the team that puts on
all of these events they will push out
the best marketing on facebook all the
time if you want to stay up to date with
what's going on with a really good
social marketing Facebook studio is the
way to do it if we look down the page
there's a lot of stuff here i have my
friend activity a pin post post my
friend Paul made about the page a
beautiful rich album of a talk that Jeff
did with Facebook studio and Sydney a
few weeks ago all the pages that
Facebook studio has liked its legs are
right there on the on the front page
featured likes filtered up to the top
with all of this stuff going on if we
want pages to really be Mission Control
we need the response part the admin part
of this new page experience to be much
much better right now you have
notifications over here maybe you have
to switch login if you want to see who's
liked your page recently in
sites is a sub tab that's also hidden
there's no way for us to really push out
good tips to help you do what you need
to do with the five minutes of the day
that you have to manage your page so
we've launched the new admin panel the
atom in view the view that you all will
have of your pages has this panel at the
top that really really helps pages
become Mission Control for your business
on the web we've put everything together
and as you can see we also have the new
message feature so if we go through each
one of these sections right now if
somebody posts on your timeline if
somebody likes or comments on different
page posts if they tagged you in a post
now you can find it front and center and
you can quickly respond to them so it's
more of a two-way communication instead
of them just reaching out to you beneath
that will show new likes this is
something we showed before but it was
kind of buried and so will show you up
to 500 new likes so you can get a sense
for who's connecting to your page we
have insights towards the end of last
year we launched a bunch of new insights
you could go and see how many people is
each one of my posts actually reaching
and how many people are talking about me
and so now its front and center so you
can get a snapshot of it or you can
click in to see more and another quick
plug if you stay in this room after this
session the next breakout session is
going to be all about insights they're
going to be talking about some other new
stuff that's pretty cool so a couple of
page tips we're going to continue to
beef this up with more recommendations
so you can know how to better manage
your page and then as blaze mentioned
we've launched a new messages feature
today the ability for people to reach
out to you privately and then you can
respond privately as well and this is we
think this is great for customer service
we heard from a lot of folks that this
was something that was needed and so in
addition to these features something
that we're not actually launching today
but we wanted to announce we heard from
you over the last you know many months
that not all admins are created equal we
heard that that there's a need for
different levels of admins full access
publishing only access insights access
so we're actually announcing today five
new admin permissions as well that are
going to be coming out which we're very
excited about
so more to come in the coming weeks on
that we're hoping to have it out by the
end of March so so yeah it's just a
quick summary of all the major themes
that we just went over expressed you can
express your page your business with a
cover area that's where you really set
the tone for things once you be able to
reach your audience and make sure your
audience is the best experience when
they get to your page page timeline pin
post friend activity and the highlights
will be there and then respond we want
to make sure you can always respond to
your customers the fastest most
efficient way and that's what the admin
panel allows you to do to make pages
your mission control that's the main
part of our presentation we're going to
have QA right now Christina and Natalie
are going to run some mics and on the
web we're going to cut the livestream
and take questions live with Kim online
sorry
hi what about application tabs yep so
the the views in app section in the
cover those are intended for your
applications and so all the same apps
that have existed already are going to
exist today and there's actually an
opportunity to add a custom image to
draw more people into those so right now
you could you could actually rearrange
three of