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Facebook's FMC Updates

Facebook's FMC Updates

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Published by Digitas Health
On February 29, 2012, Facebook held its first-ever Facebook Marketing Conference in New York City. Unlike previous developer conferences that focused on bells and whistles of the platform itself, the focus was on advertisers' active involvement with the social network. In the latest Digitas Health POV, Director, Account Planning, Sarah Larcker and SVP, Media, Christopher Andrew provide insight into how the developments will impact the way pharmaceutical, biotech and medical device companies view and use Facebook's latest tools.
On February 29, 2012, Facebook held its first-ever Facebook Marketing Conference in New York City. Unlike previous developer conferences that focused on bells and whistles of the platform itself, the focus was on advertisers' active involvement with the social network. In the latest Digitas Health POV, Director, Account Planning, Sarah Larcker and SVP, Media, Christopher Andrew provide insight into how the developments will impact the way pharmaceutical, biotech and medical device companies view and use Facebook's latest tools.

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Published by: Digitas Health on Mar 06, 2012
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100 East Penn Square|Philadelphia, PA 19107© 2012 Digitas Health phone (215) 545-4444 |fax (215) 545-4440 |digitashealth.com 
Facebook Updates from FMC 2012
Implications for the Pharma Industry
March 2, 2012
Contributors:Sarah Larcker, Dir | Account PlanningChristopher Andrew, SVP | Media
 
Executive Summary
On February 29, 2012, Facebook held FMC, the first-ever Facebook Marketing Conference in NewYork City. Unlike previous developers conferences that focused on the bells and whistles of theplatform itself, for the first time, the focus was on advertisers actively using the platform. Someof the developments announced will have significant impact on the way pharmaceutical, biotech,and medical device companies view Facebook, especially the imminent rollout of Timeline forbrand pages, the introduction of private messaging, the creation of Reach Generator, and new adplatforms options that help improve storytelling opportunities and enhance social context for paidplacements.In light of these new developments, Digitas Health recommends that companies:
1.
 
Immediately develop a version of Facebook pages for the timeline feature, which must beimplemented by March 30, 2012.
2.
 
Take advantage of the private messaging feature to both enhance customer service and toremain compliant with FDA guidance on keeping certain communications private.
3.
 
Consider participation in the Reach Generator to expand the impact of Facebook participation.
4.
 
Incorporate new ad units into upcoming media planning.
5.
 
Ask agency partners to begin reporting via the Insights feature on Facebook pageperformance.
Six Key Announcements
1. Timeline for PagesDescription
: While many individuals have been using personal Timelines since F8(Facebook’s 2011 developer conference), brand pages have remained in the traditionalformat. Beginning March 1, brands will be empowered to transition their pages over to theTimeline format. Brands will have 30 days to complete the transition, and will be forciblymoved onto the Timeline platform on
March 30, 2012
.
Implications
: Many marketers have viewed Timeline on brand pages as sub-optimalbecause brands change over time and may not want to feature older content, brandpositioning, or claims. However, this feature will be mandatory on all brand pages as of March 30, 2012.Pages for FDA-regulated companies and their products will need to be redesigned. It will nolonger be possible to designate a “landing page” on Facebook, as all visitors will beautomatically directed to the brand’s Timeline.
 
 
March 2, 2012 Digitas Health FMC POV Page2 of 4 
Brand teams should take advantage of this ability and use “preview” as a stagingenvironment. Screen shots of this new design should be reviewed and approved by themedical, legal, regulatory committees as soon as possible so it is implemented on time.Pages promoting products will, of course need to be submitted to OPDP (or APLB) prior toimplementation. Given the tight timeline, it is recommended that brand teams use existingapproved assets to ease the approval process.
Additional Details:
 
Tabs
: Existing tabs on brand pages will not be eliminated. Instead, brands will beforced to prioritize which tabs will be prominently displayed in one of the fouravailable spots on the Timeline homepage. Deprioritized tabs will still be accessible,but visitors will have to click a drop-down menu to display them. Tabs will also nowbe 810px wide.
 
Mobile
: At this time, Timeline is not yet available for brand pages on mobile devices.No dates were given for mobile implementation, but future implementation isreportedly in the works. Current mobile implementations will continue unchanged forthe time being, so companies do not need to immediately make changes.
 
Backdating
: Brands can backdate all aspects of their Timeline at any time, butcannot date forward (e.g. the Timeline can reflect when the company was founded orimportant research milestones, but not talk about anticipated future events). Whenupdating the page with the backdate feature, it is possible to disable the feature thatupdates our fans on these changes to avoid spamming them; in this case, updateswill only show up on the brand page itself.
 
Pinned Page Post
: Pinning allows brands to highlight important posts on their wallfor up to a week. For example, if a brand posts daily but wants an important post tostay at the top of the list, Page Posts allows prioritization such that and thedesignated post would always bubble up to the top. This feature could be used tohighlight Offers the brand wishes to remain top-of-mind. This post could alsopotentially contain risk information in the form of Important Safety Information,community guidelines, or any other information that is deemed essential (e.g. link tothe PI, PPI, Med Guide).
 
Controls
: New controls will be put in place to allow the administrator to determine if a post will show up on the page wall. Additional details about these features areforthcoming.
 
Layout
: With the addition of Timeline, there are a number of additional layoutchanges that should be considered:
o
 
The logo will be front and center, to the exclusion of dates, promotions, callsto action, offers, and calls to Like a page
o
 
Pages will need to develop copy to reflect what the page is about, as thisinformation will be highlighted on the page
o
 
Pages will need to design/choose a large cover photo. This photo can changefrequently and will set the tone for the brand and the page. The image isdesigned to be 851 x 315 pixels
 
 
March 2, 2012 Digitas Health FMC POV Page3 of 4 
2. Private MessagingDescription
: With the rollout of Timeline at the end of March 2012, pages will also have theability to private message a user who posts on the wall.
Implications
: Private messaging removes a core hurdle for products that have beenparticipating on Facebook. This update allows pages to satisfy FDA guidelines (especiallythose recently announced in the guidance about responding to unsolicited requests for off-label information) and baseline visitor expectations for customer service (e.g., informing auser why a comment could not be posted due to violating terms & conditions). As a result,private messaging should be built into existing response schematics and plans.
3. Reach GeneratorDescription
: While Facebook algorithms have traditionally throttled newsfeed exposure sothat only 16% of fans see posts on a weekly basis, this new subscription product will allowbroader message penetration across the fan base, perhaps as high as 75%.
Implications
: Companies should strongly consider subscribing to Reach Generator as a paidmedia buy to ensure page fans will actually be exposed to page content via newsfeeds,which is the primary means by which fans consume information.
4. Newly Upgraded Premium Ad UnitsDescription
: There will be six newly upgraded premium ad options: Photos, Videos,Questions, Status, Events and Links.The basic premise of these units is that page posts (the six types mentioned above)seamlessly become content for premium ads. Premium ads will be delivered through theright rail, within desktop newsfeeds and mobile newsfeeds. In addition, there will be anoptional 4th placement, the “logout experience,” which is an ad placed on the page afterusers logout of Facebook, instead of redirecting to the homepage.While Facebook has replaced its former advertising model with these new ad units, twoformer ad options will remain. Sponsored stories (paid advertising that amplifies the visibilityof earned actions by page fans) and marketplace ads (text/banner ads in the right rail, withthe option to drive off-site) will continue to exist in addition to the new ad options.
Implications
: Companies with pages have more options than ever to attract visitors andfans to their pages with new premium ad units. However, it is now more critical than everthat content is valuable, relevant, and timely, since all premium ads will be based onelevating this existing content.Paid/owned/earned components must work in concert and be carefully orchestrated in orderto perform effectively. This will be amplified now more than ever. Premium ad content (paid)will now be re-purposed page content (owned) and the quality of that content will determineshares, likes and engagement (earned) both on the posts and the ads themselves.Content calendars should take these new premium ad options into consideration.

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