As the next post in Extole’s blog series, 5 Ways Facebook’s Open Graph Will Impact Your Marketing, I’d like to talk about shifting your brand’s marketing focus to the Consumer Timeline with the Open Graph.
In conjunction with the Open Graph, Facebook introduced the Timeline. The Brand Timeline is focused on telling the brand’s story by providing marketers with an opportunity to engage consumers with photos, videos, contests, and more. The Brand Timeline provides less of an opportunity for brands to control the consumer experience than the old Facebook Brand Page – making it less of a marketing tool vs. a consumer engagement forum. At the same time, ComScore research shows that Brand Pages reach only 16% of fans each week on average.
Consumer Timelines, on the other hand, are now incredibly valuable to marketers because they are where the majority of consumer interaction takes place. Extole customer data shows that 65% of consumer interaction with Open Graph stories takes place on the Consumer Timeline vs. the News Feed and the Ticker (which makes sense because there is a lot of “noise” in the News Feed and Ticker).
With the Open Graph, consumer stories about a brand are now broadcast front-and-center on Consumer Timelines as well as in the News Feeds and Tickers of their friends, creating digital virality. In addition, brands can create a persistent connection with the consumers’ Timelines by creating an aggregation or “Brand Billboard” which tells the ongoing story of that relationship.
While the Brand Timeline is an important tool for consumer engagement, brands need to develop strategies to claim real estate on the Consumer Timeline. A program to foster consumer stories through the Open Graph is a critical element of these strategies.
In addition to Shifting the Focus to the Consumer Timeline, the Open Graph also enables brands to Move Beyond the Like, which was featured in our last blog post. Stay tuned for our next post that will outline how the Open Graph allows marketers to gain unprecedented insight into consumer demographics.