The Invoke team recently crammed into the boardroom for a company-wide breakfast n' learn on all things Facebook! As Preferred Marketing Developers, we thought it high time to share our insights on Facebook timeline from every angle. The following presentation on social design on Facebook was prepared and presented by Invoke designer, Lyndon Mayer.

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

4. FACEBOOK’S NEW FAN PAGES

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

7. ADIDAS COVER IMAGE CREATOR

8. VOLKSWAGEN HITCHHIKE WITH A LIKE

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.