Category Archives: Facebook Marketing

C-Suite TV Executive Perspectives

I recently had the pleasure of sitting down with Jeffrey Hayzlett of C-Suite TV to kick off season 7 of Executive Perspectives. We discussed digital disruption, conversational experiences, artificial intelligence and best practices for leveraging data to connect with consumers.

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Facebook F8 2016 Trend Recap

I recently attended Facebook’s F8 developer conference in San Francisco and the event did not disappoint. Mark and the Facebook team outlined their approach to a ten year roadmap, launched the highly anticipated Messenger chat bot beta and showcased their first concepts of a social virtual reality experience.

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The presentation below covers:

•  The 10 year roadmap analysis

•  The Rise of Chat bots

•  Immersive Experiences & Social VR

The 10 year Roadmap

Facebook Roadmap

This was the 10 year roadmap presented at F8. It follows the lifecycle continuum approach outlined in the previous slide.

Facebook proper is the most mature and has a thriving 3rd party ecosystem as well as a sustainable monetization model.

Messenger has been identified as the next ecosystem with powerful tools that were released at F8 2016 to drive conversational commerce and a new approach to replacing apps..

VR, Connectivity and AI represent the near future for Facebook and Social VR will be a key area to watch. Developing strategies that capitalize on creating value today while experimenting for the future is key.

For analysis on Facebook’s 10 year roadmap including Facebook’s approach to product lifecycle, Facebook proper, the Live video API, approach to connectivity, artificial intelligence and Facebook’s investment in hardware and open platforms view slides 4-12 in the embedded slideshare.

The Rise of Chatbots

With 900M users and over 1 billion messages sent per month, Facebook felt that Messenger has progressed through their continuum approach to product lifecycle and now has hit the inflection point of scale to build out an ecosystem to solidify and sustain Messenger as the go to mobile application.

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The key is that Messenger will support one bot to many pages. This makes it easy to seamlessly connect brands or services in a portfolio to create compelling and unique experiences that are 1:1.

Since Facebook does not own the mobile hardware or the operating system, they are positioning Messenger threads as a replacement for native apps.

For in-depth analysis of chat bots including an overview, conversational commerce, the send & receive API, wit.ai, discovery within Messenger, promotion and conversational advertising  view pages 14-22 of the embedded slideshare.

In addition to this POV our Epsilon agency team wrote  a comprehensive eBook that launched when Facebook announced the Messenger Beta. The ebook covers the shift from social media to messaging and the role data, chat bots and conversational commerce will play for brands.

Social Shift Toward Messaging

Virtual & Augmented Reality

Facebook states that virtual reality is the next evolution of computing and is heavily invested in the hardware and experiences that will comprise aligning technology with presence.

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During F8 Facebook outlined a path forward for active VR experiences, demonstrated social VR concepts for the first time publicly and identified augmented reality as a viable disruptor for the first time as to date all the conversation has been about VR experiences.

Virtual Reality experiences are coming and the key will be empowering consumers to create their own immersive experiences. Facebook’s long term goal is to create completely virtual experiences that recreate the physical world. For now wave 1 will be avatar based.

For in-depth analysis of virtual reality including an overview of the role of the Gear VR in the ecosystem, Oculus Touch, the first public demo of Facebook’s Social VR concepts and the bets of the future review slides 23-29 of the embedded slideshare.

For more insights and analysis follow Tom Edwards @BlackFin360

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The Social Shift Towards Messaging eBook

Today at F8,  Facebook made the formal announcement to beta launch 3rd Party Chat bot support for Facebook Messenger. I have written a few articles on this topic and have consolidated the thinking into an eBook.

Social media—and now social messaging—is a path to understanding and being in a relationship with your customers. Social messaging is poised to become the most direct, direct marketing channel, creating immediate 1:1 conversations with customers.

As consumer behavior shifts toward more intimate forms of communication and away from public sharing, we’re seeing social messaging apps become more popular than networking apps. Social messaging apps are the new lifestyle platforms, where consumers can do everything from booking a vacation or ordering food to checking traffic giving rise to a new form of commerce. 

 

This white paper provides a deep-dive into:

1) Shifting consumer behaviors towards social messaging,

2) The potential impact of these changes driven by chatbots and conversational commerce 

3) Proposed best practices and future considerations.

Download the eBook today!

Social Shift Toward Messaging

Follow Tom Edwards @Blackfin360

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ClickZ: Chatbots & E-Commerce

I was recently asked by ClickZ for commentary about what role chatbots can play for e-commerce.

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Are Chatbots the future or fad?

 I am a believer that chatbots are a key element in the creation of conversational user experiences and will become core to the messaging experience. Chatbots will introduce new interaction models with new rules of engagement and capabilities that will flow seamlessly based on user interactions vs. installing and swapping between multiple apps.

A messenger chatbot ecosystem could rival and ultimately replace traditional app marketplaces and conversational chatbots, be it artificial intelligence or a bot augmented by humans will become the new standard for content delivery, experiences and transactions.

We view messaging apps as the new brand portal, conversational user experiences are the new interface and chatbots are the new apps. What makes this approach unique is it’s permission based, contextually relevant, immediate and native to mobile.

How can brands use chatbots to enhance their ecommerce?

Conversational commerce will be a key value proposition from messaging platforms. Our Epsilon research shows that messaging significantly impacts purchasing behaviors. Notably, consumers take photos, screenshots, and conduct video chats in real time to seek out assistance during their shopping process.

Brands can build bots with topical response decision trees that align with creating seamless paths to products and services. An example is how Sephora recently partnered with Kik to create a bot driven experience that led a customer through a personalized journey that ends with conversion directly within the conversation.

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With Facebook’s upcoming launch of 3rd party chatbot support, they are empowering chatbot developers with tools to create structured messages that include images, descriptions, call-to-action and URL’s to connect conversation to commerce.

The key for brands to understand is that for now Chatbots are domain specific vs. general intelligence. This means that there is an opportunity to capture data upfront to establish a frictionless and personalized experience for consumers.

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An Emoji Basketball Could Be The Future of Marketing

On March 17th Facebook rolled out a simple update to Messenger just in time for March Madness.

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By simply using the basketball emoji in Messenger a user can play a simple swipe and shoot mini game directly within the Messenger app experience.

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This very simple integration could very well show the future for how brand marketers can capitalize on activating within the messenger ecosystem. This along with the potential rise of 3rd party chat bots could fundamentally change how we interact with our mobile devices, social media & apps moving forward.

Facebook Messenger has over 800 million users. And in January of this year Social Messaging Apps such as Facebook Messenger  passed Social Networks for the first time when it comes to active users.

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I have written a lot about Facebook’s plans to convert Messenger into a commerce hub and a 3rd party development platform. Next month Facebook is rumored to release their Chat Bot SDK at F8 and that could quickly accelerate a massive shift in behavior.

The basketball emoji example shows how a brand can potentially activate in a contextual way through a conversational UI and activate emoji, stickers and other experiences directly within the messenger experience.

As of today,  43.7 million players worldwide have played the Basketball Messenger mini-game. It hit the 300 million sessions mark just a week after launch, and the game took place in 61 million different conversations on Messenger.

Facebook would join Telegram as the only two Messenger providers that support open 3rd party apps 100%. You can see examples of bot integrations in action as Uber & Lyft are already integrated with Messenger.

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This move by Facebook would provide scale and a massive audience and I am seeing additional enhancements being made prior to F8 such as the testing of in-line bots before the release of an SDK. This is similar to Telegram & Kik and allows users to connect directly with existing bots.

The example below shows in-line bots for Facebook Chess and Daily Cute.

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A Messenger Chat Bot ecosystem could rival and ultimately replace app marketplaces. Conversational chat bots + AI through messaging could become the new standard for content delivery, experiences and transactions.

Building on the models we have seen in Asia with WeChat and Line, brand marketers will need to rethink the role their brands play to enable conversations, entertainment and convenience through bots vs. how they engage today through social and other channels.

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Going back to the Basketball example, this means that brands could theoretically own the activation of unicode emoji as well as custom stickers and experiences. There is also a stickiness to the experience as high scores and other messages are shared between both parties.

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Bots can also reduce the need for whole mobile apps for multiple phone operating systems, offering lower operational costs. Chat will quickly become the mobile portal, just like Google dominates Desktop search, Facebook is looking to dominate Messaging on mobile.

We cannot ignore the shift of consumers to more intimate means of sharing as well as the potential of comprehensive messenger based ecosystem that can allow the delivery of information, rich media, location services, e-commerce and traditional commerce.

I will be on the ground at F8 and will bring live coverage of all of the details if and when Facebook formally announces their 3rd Party Chat Bot SDK.

Follow Tom Edwards @BlackFin360

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IBT Q3 Earnings Commentary Facebook, Twitter & Google

Recently the International Business Times asked me to provide commentary and analysis of Q3 2015 earnings reports for multiple digital and technology organizations. I find quarterly earnings calls to be incredibly insightful, especially towards the end of the calendar year as new product investment announcements are made.

Below is my multi-article commentary about the future offerings that may impact new products and digital marketing experiences for Google, Twitter & Facebook.

FACEBOOK: Facebook had an impressive 3rd quarter as they continue to invest in core products and services. What was most impressive were the latest numbers being touted, specifically for private groups, messenger and WhatsApp.

earnings numbers Q3

Facebook’s approach to aligning products with varying levels of consumer intimacy while also keeping an eye towards the future of computing was impressive all while turning in impressive quarter over quarter earnings.

Post Earnings Facebook Commentary

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Pre-Earnings Facebook Analysis

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TWITTER:  Twitter definitely faced turbulence with the release of their Q3 earnings report. I do believe that the renewed focus on maximizing interest-based connections through Moments is a key addition to better engage the existing & logged out users.

Time will tell if this will be enough to convince investors to stick with Twitter as a long term investment. But their recent emphasis on creating new experience based hubs is a strong move towards a maximizing the value created by their existing audience.

Post Earnings Twitter Commentary

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Pre-Earnings Twitter Article

IBT Twitter

GOOGLE: I recently posted about Google’s Q3 earnings. Google’s decision to streamline their organization into a house of brands vs. a branded house will ultimately have a positive impact on their advertising business and more details about revenue and profitability will become clear in Q4 once Google & Alphabet separate revenue by business unit.

For Q3, By clearly defining the boundaries of Google vs. the other entities housed in Alphabet, Google has aligned the core revenue generating advertising products and simplified the value proposition of what Google is.
Moving forward as advertising dollars continue to shift from search into other advertising product lines, Google can further integrate their offerings into a comprehensive ecosystem that can flex to better meet the needs of advertisers and continue to be a core revenue driver to further compete with Facebook.

International Business Times

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Art + Science = Facebook Anthology Initiative

I recently attended the latest Facebook Openbook event in NYC. The topics included the latest video product updates and the new Anthology initiative was unveiled.

Openbook

Anthology is a creative brief based program that combines the insights and scale of Facebook with the reach and relevance of large publisher partners.

Anthology

Facebook is providing access to insights rooted in detailed analysis of target audiences to inform publisher creative. Their goal is to combine art + science to inform the creation of highly relevant & shareable content that drives business.

Facebook Anthology Purpose

There are 7 initial partners in the program.

Vox Media – Millennial Focused media entity targeting: Sports (SB Nation), Tech (The Verge), Gaming (Polygon),  Real-Estate (Curbed), Food (Eater) & Racked (Retail/Shopping)

Vox Media

Vice Media – Millennial Focused media entity that creates over 6,000 pieces of content daily across 10 primary channels covering news, music, tech, food, sports and fashion, all by young people, for young people.

Vice

Oh My Disney – Ability to leverage assets and properties of Disney in short form content that is designed to be shared.

Oh My Disney

The Onion – satirical news content creator

The Onion

TasteMade – Mobile centric video network that reaches 25 million people monthly

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Funny or die – Original & UGC Comedy & Pop Culture Content creator

Funny Or Die

Electus Digital – Properties include Collegehumor.com, Dorkly (Geek Culture) and Nuevon (Hispanic)

Electus Digital

Each publisher partner created a mock “anthology” based on Facebook insights and a hypothetical brand/agency creative brief. Each anthology program had it’s own unique creative slant based on the insights provided by Facebook and the unique perspective of the publisher.

ForD Anthology

The publishers produce the content and partner with Facebook to distribute the content both through Facebook’s media network as well as their own distribution properties.

anthology example

The Anthology program can be beneficial for brands and agencies alike as it is a quick way to collaborate with some of the most relevant millennial focused publishers as well as leverage proprietary user data and insights provided by Facebook.

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10 Learnings from Facebook F8 2015

Today my recap of 10 Learnings from Facebook F8 is the lead cover story for iMedia. Here is a link to the full article and below is a repost of the content.

iMedia Cover Story F8

I recently attended the 2015 Facebook F8 conference. Below is a recap of my top ten takeaways from the annual developer conference. The following outlines the current and future plans of one of the world’s largest tech companies.

F8 2015 Top 10

Current State – The primary theme of the opening keynote delivered by Mark Zuckerburg was one of “people first”. Facebook is now positioning it’s core offerings as a family of applications that are designed to align with how people are naturally using technology to engage and share.

F8 2015 Current State

It was quickly noticeable that each platform now plays a very specific role in the Facebook ecosystem. WhatsApp will continue to be a simple messaging platform, Instagram will maintain a focus on simplicity and creative expression.

Messenger is quickly being positioned as the primary mechanism for 1:1 communication and direct connection with businesses and groups continues to be a go to for 700 million people who want to collaborate around specific topics.

The core Facebook experience is focused on further extending it’s video capabilities while highlighting how they will remain relevant in the future by setting the foundation to support deeply immersive forms of content such as virtual reality.

Enhanced Messaging – One of the highly touted announcements was the expansion of Messenger to a 3rd party development platform. This is an important move for Facebook, especially with WhatsApp confirming during the conference that they will not be providing API’s any time soon on their product roadmap.

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3rd parties can now reach and engage over 600 million active users. With the Messenger Platform it is possible to drive discovery, engagement and attribution through images, videos, GIF’s and sound clips.

Applications can either be stand-alone apps designed to enhance conversations, or it is possible for a brand application to create a workflow to share content through messenger and deep link into the messenger optimized experience in their native application.

F8 2015 Enhanced Messaging 2

Facebook also announced the beta launch of Businesses on messenger, which is how Facebook envisions brands and consumers engaging directly through enhanced customer service and value add to the consumer through templates that can showcase product details and enhanced order details.

Embedded Video – Facebook users are viewing over 3 billion videos per day and Facebook took another step towards challenging Google owned YouTube for market share by launching a new embedded video capability.

The new feature supports view count synchronization, full-bleed video and includes social actions in video such as Like and Share. Key points to consider are the desktop version is flash based and mobile is HTML5.

F8 2015 Embedded Video

In recent Facebook briefings there have been discussions about Q3 introducing sequential storytelling into the fold. This is one area that the current embedded video option is lacking compared to YouTube. YouTube currently has the ability to create annotations and now “Cards” to create connections between assets.

Importance of Advocacy – With all of the talk about Facebook and brands lack of organic reach, it was confirmed that for users the newsfeed is still mostly deterministic in terms of the content that is served. This confirmed that peer to peer sharing is still the most viable option for content centric brands.

Another central theme was tied to sharing of content and the importance of creating relevant and engaging content that inspires consumers to share. It is also important to create content that is tailored for the audience and then selecting the ideal application from the Facebook family delivery and discovery.

F8 2015 Importance of Advocacy

While most social brand personification strategies have taken a back seat now on Facebook’s primary platform due to the shift towards reach and frequency, leveraging consumer and employee advocates as well as groups are still viable means to distribute a message outside of paid advertising.

State of Plug-Ins – Social plug-ins have been a staple of the Facebook ecosystem for years. The Facebook social plug-in’s team outlined their intentions to redefine the experience of many of the standard plug-in’s to create a richer mobile experience.

The first step is to relaunch Facebook moderation tools to allow greater flexibility and an optimized experience for moderation that includes bulk actions, custom lists and is being rewritten from scratch for a better mobile experience.

F8 2015 State of Plug Ins

The team also outlined they are testing a new form of comment mirroring that aggregates comments from external news articles to the Facebook page and vice-versa. This is a key point to consider as this will align different audiences and shift the potential engagement that happens on-page.

Instagram – The Instagram team reiterated their focus on being community first and maintained that simplicity matters above all else when it comes to their product roadmap and the overall experience of the application.

The team confirmed that the Instagram newsfeed is 100% deterministic meaning that the content posted from your followers will appear in your feed. Based on this feedback, potentially adding features like a ReGram is not currently on the roadmap as the goal is to keep the experience simple.

F8 2015 Instagram

They reiterated that Instagram is not a distribution platform for brands. Likes, follows and comments will not necessarily drive additional visibility within the platform due to the deterministic feed and the lack of any type of ReGram functionality.

For brands, the ideal approach is to curate against existing behaviors and create a relationship with passionate fans to showcase their view of the brand as the core assets to fuel your branded experiences.

Omnichannel – In recent years, Facebook has increased their focus on shopper and direct response capabilities. They stated that they view Omnichannel as the future of commerce and they are positioning their cross-channel approach as the ideal for brands.

Facebook highlighted the size of their network, the persistence of logged-in identity and their cross-platform approach as to why they should be considered as a holistic omnichannel offering.

F8 2015 Omnichannel

A key point of discussion was tied to cross-screen attribution without proxies. With their SDK and conversion pixel, they stated that they have the ability to capture accurate measurement tied to their real users.

Future State – The most intriguing aspect of F8 was the insight into the future of Facebook strategy outlined by Facebook’s CTO Mike Schroepfer. In his keynote, he discussed the three core areas of focus for the near future. Those being planetary connectivity, natural interfaces and immersive experiences.

F8 2015 Future State

Services that scale and planetary connectivity are key areas of focus in the near future for Facebook. One of the key initiatives is tied to the Aquila unmanned solar drone. The drone is designed to stay aloft for three months at a time to deliver connectivity for remote regions.

Information overload was also an area of discussion for the future of Facebook. The goal is to build contextual systems that deal with information overload. One approach was the use of artificial intelligence built around the concept of convolutional neural nets that essentially create deeper associations between content elements at a faster rate than a simple algorithm.

The last of the three core pillars of the future state of Facebook is tied to the importance of creating and enabling the consumption of immersive content such as virtual reality. One of the key immediate takeaways was the fact that 3d spherical videos will be supported in the Facebook newsfeed. This is setting up for the immersive virtual reality experiences that are to come.

Parse + IOT – Facebook’s Parse was also a primary area of focus. Facebook acquired Parse in 2013. Since then, they are leveraging the platform as a service offering to provide additional rapid development services to mobile app developers such as user management, push notifications and analytics at scale.

F8 2015 Parse + IOT

Now with over 400,000 apps built on Parse, the Facebook team is now extending Parse to connect Internet of Things experiences. Facebook wants to make it easier for developers to leverage data from connected devices into their applications.

Many other tech heavyweights are investing in IOT data solutions. Apple, Google and recently IBM are all vying to unlock the key to leveraging IOT data.

Facebook’s approach is to connect devices and software that share common elements to increase the probability of systems working together. This could then lead to Facebook being the data aggregator between devices, software and data to create unique experiences across devices.

Virtual Reality – Virtual Reality played a key role throughout F8. Facebook referenced Virtual Reality as the next evolution of content experiences.

They showcased different applications from their teleportation stations that showcased what was happening in Menlo Park to their more immersive Crescent Bay demos that showed off the full capability of the Oculus Rift.

F8 2015 Virtual Reality

Facebook also spent half of a keynote simply showcasing the physiology associated with virtual reality and how the timing is now right as the cost of technology to create affordable consumer products is feasible, the experience is compelling and there is broad industry participation and a long-term commitment to advance the technology.

Facebook did a great job of balancing the short term vs. the future state while ensuring they are bringing their developer partners along the way. By shifting towards the family of apps strategy as well as building towards connected devices and immersive experiences, Facebook is in a position to remain relevant well beyond whatever happens with the core Facebook platform.

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Mobile Marketer: Facebook TV Spots

I was recently asked by Mobile Marketer to provide commentary about the recently released Facebook TV ads.

Mobile Marketer How unprecedented is it for Facebook to do a strict branding campaign like this? Why is this symbol of the social media/mobile age going to television ads, a traditional tool generally used for branding?

Tom Edwards – The brand campaign aligns with recent shift towards a reach and frequency approach vs. social engagement. Facebook is now positioning itself to drive incremental revenue from television while also focusing on discovery and video as key drivers moving forward. By using traditional media, it can create a bridge and further align itself as a mass media entity in it’s own right.

Mobile Marketer What opportunities or challenges can this campaign open for FB?

Tom Edwards – Facebook does not have an awareness problem, however the usage behavior, especially within the younger demographics are shifting. By positioning the brand and the core promise of what Facebook delivers, connections with the people that matter the most and share your life, they are reinforcing the core value of the platform.

Mobile Marketer- What do these ads say about how Facebook is positioning itself for consumers?

Tom Edwards – The campaign reinforces some of the core behaviors associated with why consumers engaged with the brand in the first place and it carefully highlights multiple audience segments while reinforcing the value of connection. 

Mobile Marketer- What does the ad say about the internal challenges Facebook is facing?

Tom Edwards – Facebook has reinvented itself multiple times over the past few years. In order to maintain it’s massive user base Facebook will need to continue to evolve. You see this in the acquisitions of Instagram, WhatsApp, Oculus and Live Rail as well as the parsing out of messenger from the native app. Creating relevant points of connection and value across physical and digital while creating value and scale for advertisers will be key areas of focus moving forward.

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Tom Edwards is the Executive Vice President of Digital Strategy & Innovation at The Marketing Arm

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