Home Page

Re-design Preview
October 2009

FOR BRAND ADVERTISERS. CONFIDENTIAL.

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New Home Page

Surfacing content that is most important to you
Facebook is simplifying the user experience on the home page by
introducing Top News and Recent Activity streams. Now, when users log on
to Facebook for the first time in a while, they will see the most important
stories that they missed while they were away. From there, users can
navigate to the real-time stream and toggle between both views throughout
their sessions. In addition to making it easier for users to view content that
is most relevant to them, this change also speeds up the time it takes for the
home page to load and makes birthday reminders more prominent.

Ultimately, Facebook believes these changes will increase engagement on

the home page by surfacing more relevant stories to users.
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News Feed
Overview
Users now have two views of News Feed: a summary view (Top News) of the most
interesting activity happening with your friends and a real-time view (Recent
Activity) that shows you exactly what is happening right now.

Top News view Recent Activity view

People will be able to catch-up on what they may have missed while they weren’t
logged in, and then easily toggle to the real-time stream during the same session.
This gives people a better understanding of what the most important events
happening around them over time are and gives them instant access to what’s also
happening right now.

Previously, the content that Facebook determined as the most interesting was
presented in a Highlights section on the right hand side of the home page.
In the new design, this content is surfaced in one of two views you see in the
main stream. Users now have the opportunity to engage with that content by
commenting, liking, or sharing it with their friends.

Facebook has also put information back into the stream that people have asked
for, including photo tags, friend acceptances, relationships, Event RSVPs and group
memberships. In addition, birthdays are now viewable above the fold.
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Engagement Ads
Impact on Ads
Organic fanning, event RSVP, and virtual gift stories will appear in the stream, in
both summary and real-time views.

Now that the right column is less cluttered, the home page ad becomes more
prominent. Facebook does not expect any change in brand impact or action rates
associated with the ad in the new home page design.

Impact to Pages
The opportunity to acquire Fans increases with this new home page design. This
is due to several reasons including the migration of Fan stories into the center
stream, and the increase in “Suggestions” from one to two connections.