50+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling on the MSLGROUP Insights Network. Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights and foresights with you on our People’s Insights blog and compile the best insights from the network and the blog in the iPad-friendly People’s Lab Quarterly Magazine, as a showcase of our capabilities. This week, our topic is Facebook Timeline Apps. For more, see:http://peopleslab.mslgroup.co

1. crowdsourcing | storytelling | citizenship
People’s Insights: Volume 1, Issue 4
Facebook
Timeline Apps

2. Introducing Facebook Timeline Apps
Facebook recently rolled out 60 apps that sync with its new timeline,
allowing users to share experiences around their interests – shopping,
cooking, working out, etc – in a better manner.
Source: http://econsultancy.com/us/blog/8732-facebook-launches-60-new-timeline-apps,

3. Taking the Open Graph to the next level
Open Graph, a set of application interface tools that allows developers to create
apps on Facebook, has evolved from allowing third-party websites and pages to
be 'liked' and displayed on the newsfeed to letting apps model user activities
based on 'actions' and 'objects'
Source : http://developers.facebook.com/docs/opengraph/ ,
http://developers.facebook.com/blog/post/634/

4. 'Actions' and 'Objects'
For the apps, ‘actions’ are things that users do (listen, for instance),
while ‘objects' are what these actions apply to (a song, in this case). A
magazine app, for example, lets users read (action) an article(object).
Source : http://developers.facebook.com/docs/opengraph ,
http://techcrunch.com/2012/01/18/facebooks-new-timeline-app-platform-introduces-new-
verbs-like-bought-want-and-love/

5. The thinking behind the apps
The apps tap into users’ growing feelings of ‘curiosity’ and ‘satisfaction
of the ego’ by keeping friends updated hour-by-hour of their activities
through ‘actions’
Source : http://www.johnhaydon.com/2012/01/facebook-timeline-applications-ultimately-
about-mobile/ , www.facebook.com/about/timeline/apps

6. More accurate user depictions
The apps give a truer representation of users' personalities by allowing them to
tell their stories. Content sharing is easier as users give the apps permission to
track their activities for Facebook friends, such as a daily account of their travels,
favourite music, movies watched, etc.
Source : http://www.communityorganizer20.com/2012/01/23/facebook-timeline-apps-new-
way-to-engage/ , http://mashable.com/2011/09/21/prepare-for-the-new-facebook/

7. Opportunity for brands that thrive on personal
interactions or high social value
Brands have a better chance of appearing in users' news feeds as the apps
encourage users to share experiences in real time. It offers significant
opportunities for brands by allowing them to tell their stories and demonstrate
ongoing conversations with fans.
Source : http://www.fastcocreate.com/1679443/facebook-update-yes-brands-are-coming-to-
facebook-timeline-open-graph, http://www.twitter.com

8. Facebook user activity for brands won't be
defined by 'likes'
An app is a deeper commitment than a passive 'like'. The increase in app
discovery could lead to heightened word-of-mouth activity, subscriptions and
sales. Overexposure of actions from consumers, however, might be detrimental
to brands and users.
Source : http://technorati.com/blogging/article/why-facebooks-new-timeline-apps-will/,
http://www.twitter.com

9. Sense of nostalgia for businesses, users
Timeline apps record all user activities across time in an organised
manner, which help users reminisce or peek into friends' lives. Users
can also track their activities by date.
Source : http://marketingbyraj.com/2012/01/25/new-apps-let-facebook-record-your-personal-
history/ , http://www.facebook.com/find-friends/browser/?ref=ler#!/profile.php?id=1748963404

10. Plenty of criticism too
Just like every innovation on Facebook, this one received flak from
many users, who cited intrusion of privacy, over-information and the set-
it-and-forget-it nature of the apps as the biggest flaws.
Source : http://mashable.com/2012/01/18/facebook-60-apps-timeline/ ,
http://www.thinkdigit.com/Apps/Facebook-introduces-60-new-Timeline-apps_8532.html

11. A clear vision for the future
FB wants to create an app eco-system comparable to that of Apple's iOS by
reaching out to top content providers, ensuring more time spent on the platform.
It recognises that mobile devices are the future; hence encouraging frictionless
sharing via mobile through actions
Source : http://www.johnhaydon.com/2012/01/facebook-timeline-applications-ultimately-
about-mobile/

12. More People’s Insights Weekly reports
Every week, we dive into one topic for discussion on the MSLGROUP
Insight’s Network and discuss insights and foresights, in three key
areas: crowdsourcing, storytelling and citizenship.
Crowdsourcing Storytelling: Citizenship
Mahindra Spark the Rise @MarsCuriosity #Kony2012
For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/

13. Read People’s Lab insights and foresights
The People’s Lab team shares the insights and foresights from the
MSLGROUP Insights Network on the People’s Insights weekly blog and
the People’s Insights Quarterly magazine.
MSLGROUP Insights People’s Insights People’s Insights
Network weekly blog Quarterly magazine
50+ MSLGROUP planners We deep dive into Every quarter, we will compile
share and discuss inspiring conversations around one the best insights from the
projects on corporate project -- on the MSLGROUP network and the blog in the
citizenship, crowdsourcing and Insights Network itself but also iPad-friendly magazine, as a
storytelling. on the broader social web -- to showcase of our capabilities.
distill insights and foresights.
For more, visit http://peopleslab.mslgroup.com

14. Coming soon: People’s Insights Annual
Report
In early January 2013 we will publish the People’s Insights Annual
Report, in which we synthesize our insights from throughout 2012 and
provide foresights for business leaders and change-makers for 2013.

15. People’s Lab: Crowdsourcing Insights &
Innovation
People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and
approach that helps organizations tap into people’s insight for
innovation, storytelling and change.
For more, visit http://peopleslab.mslgroup.com

16. For People’s Lab
solutions, contact
pascal.beucler@mslgroup.com