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SOCIAL DESIGN ON FACEBOOK
PREPARED BY
FACEBOOK’S SOCIAL DESIGN PRINCIPALS

                                      BUILD A COMMUNITY
                                      Communities feel familiar, relevant and
                                      trusted by default. Surface users' interests
                                      and their friends in your app to create
                                      personalized user experiences.


                                      START CONVERSATIONS
                                      Conversations are how people express their
                                      identities to communities and how they
                                      receive feedback from them. Build
                                      experiences that give people the power to
                                      connect and share.



                                      CURATE IDENTITY
                                      Social Design plays to the most powerful
                                      form of motivation: the self. People share
                                      and interact with communities because they
                                      want to, because they learn more about
                                      themselves and enjoy feeling known by their
                                      community.
FACEBOOK’S NEW FAN PAGES



 Profile
 picture
                                       Cover Photo




                            App/Tab
                           Thumbnail
FACEBOOK’S NEW FAN PAGES
SOME PEOPLE DOING THIS REALLY WELL
                                     PORSCHE

   RED BULL




                                               COCA COLA


   ADIDAS
FACEBOOK’S NEW TAB APPLICATIONS



                App and tab
                  picker



                                     App     Gutters
                                  viewport
ADIDAS COVER IMAGE CREATOR
VOLKSWAGEN HITCHHIKE WITH A LIKE
FACEBOOK CANVAS APPLICATIONS


                                                  Your
                                              Applications




                               Fluid Canvas
                                 Viewport
SOME BRANDS DOING THIS REALLY WELL
                                                          FED-EX’S ENCHANTED FOREST - 110k monthly users


DEXTER’S SLICE OF LIFE GAME - 40k monthly users




                                                                                                           COCA COLA


                                                  THE VOICE’S 5TH COACH - 40k monthly users
NIKE’S THE CHANCE - 110k monthly users
HOW WE SHOULD BE APPROACHING THESE FORMATS

               BRAND PAGES



               TAB APPS

               once




               CANVAS APPS


               off rate increases.
SOME INTERESTING FINDINGS
                 LOTS OF BRANDS ARE OPTING OUT OF USING CANVAS APPS -
                 INSTEAD THEY’RE CREATING MICRO SITES WITH OPEN GRAPH
                 INTEGRATION THEN LINKING TO THEM VIA A TAB.

                 FRICTIONLESS SHARING IS RESULTING IN OVER-SHARING AND
                 PEOPLE ARE STARTING TO LOOK NEGATIVELY UPON IT.

                 VIDEO IS AMONGST THE HIGHEST CONTENT TYPE THAT’S SHARED
                 MAKING IT A GOOD CONTENT TYPE FOR BRANDS TO USE ON FACEBOOK.
                 GAMES ARE UTILIZING THE CANVAS APP FORMAT THE MOST AND
                 SEEING A MUCH HIGHER NUMBER OF USERS THAN BRAND APPS.
FACEBOOK IS A SOCIAL ENVIRONMENT AND WE’RE IMPOSING
A BRAND INTO THAT SPACE. WHATEVER WE DESIGN IT NEEDS TO
 BE SOMETHING THAT COMPLIMENTS THE SOCIAL EXPERIENCE
     NOT EXPLOITS IT. KEEP IT FUN BECAUSE THAT’S WHAT
              SOCIALIZING IS SUPPOSED TO BE.

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Social Design on Facebook

  • 1. SOCIAL DESIGN ON FACEBOOK PREPARED BY
  • 2. FACEBOOK’S SOCIAL DESIGN PRINCIPALS BUILD A COMMUNITY Communities feel familiar, relevant and trusted by default. Surface users' interests and their friends in your app to create personalized user experiences. START CONVERSATIONS Conversations are how people express their identities to communities and how they receive feedback from them. Build experiences that give people the power to connect and share. CURATE IDENTITY Social Design plays to the most powerful form of motivation: the self. People share and interact with communities because they want to, because they learn more about themselves and enjoy feeling known by their community.
  • 3. FACEBOOK’S NEW FAN PAGES Profile picture Cover Photo App/Tab Thumbnail
  • 5. SOME PEOPLE DOING THIS REALLY WELL PORSCHE RED BULL COCA COLA ADIDAS
  • 6. FACEBOOK’S NEW TAB APPLICATIONS App and tab picker App Gutters viewport
  • 9. FACEBOOK CANVAS APPLICATIONS Your Applications Fluid Canvas Viewport
  • 10. SOME BRANDS DOING THIS REALLY WELL FED-EX’S ENCHANTED FOREST - 110k monthly users DEXTER’S SLICE OF LIFE GAME - 40k monthly users COCA COLA THE VOICE’S 5TH COACH - 40k monthly users NIKE’S THE CHANCE - 110k monthly users
  • 11. HOW WE SHOULD BE APPROACHING THESE FORMATS BRAND PAGES TAB APPS once CANVAS APPS off rate increases.
  • 12. SOME INTERESTING FINDINGS LOTS OF BRANDS ARE OPTING OUT OF USING CANVAS APPS - INSTEAD THEY’RE CREATING MICRO SITES WITH OPEN GRAPH INTEGRATION THEN LINKING TO THEM VIA A TAB. FRICTIONLESS SHARING IS RESULTING IN OVER-SHARING AND PEOPLE ARE STARTING TO LOOK NEGATIVELY UPON IT. VIDEO IS AMONGST THE HIGHEST CONTENT TYPE THAT’S SHARED MAKING IT A GOOD CONTENT TYPE FOR BRANDS TO USE ON FACEBOOK. GAMES ARE UTILIZING THE CANVAS APP FORMAT THE MOST AND SEEING A MUCH HIGHER NUMBER OF USERS THAN BRAND APPS.
  • 13. FACEBOOK IS A SOCIAL ENVIRONMENT AND WE’RE IMPOSING A BRAND INTO THAT SPACE. WHATEVER WE DESIGN IT NEEDS TO BE SOMETHING THAT COMPLIMENTS THE SOCIAL EXPERIENCE NOT EXPLOITS IT. KEEP IT FUN BECAUSE THAT’S WHAT SOCIALIZING IS SUPPOSED TO BE.