Category Archives: Facebook Marketing

Facebook F8 Full Recap & Analysis

I look forward to Facebook’s F8 developer conference each year. It’s a great opportunity to see how Facebook is prioritizing and adjusting their 10 year road map based on shifting consumer behavior and new advancements in technology. 

What was fascinating about this years conference is the rate they are accelerating the convergence of technologies that connect us, immerse us into new virtual worlds and advancing innovation well beyond what we would expect from a company that identifies itself as social first.

Facebook wants to redefine how we think about reality and the not too distant future when all reality is augmented and virtual. The following provides analysis across the consumer centric filters of connection, cognition and immersion.

  • Connection – Trends that reimagine how we connect, enable and empower consumers
  • Cognition – Trends where machine based intelligence will disrupt and redefine data assets and how we work
  • Immersion – Trends that align technology and presence to evoke emotion, entertain and power commerce

Here are few examples of the 15 territories analyzed starting with:

The Camera as the First Augmented Reality Platform  – Facebook understands that in order to truly create scale the key is to empower consumers, developers and other 3rd parties to create experiences on their behalf.  Consumer empowerment is powerful and will accelerate adoption and ultimately influence consumer behavior towards a new normal.



The democratization of augmented reality (AR) powered by advancing artificial intelligence (AI), has the potential to redefine advertisers approaches to content marketing, making it less about content and more about enabling experiences through compelling and contextually relevant effects.

Frames & AR Studio – Two sets of tools comprise the new Camera Effects Platform. The Frames Studio allows for quick deployment and creation of effects that can enhance an image, video or even Facebook live stream. This platform allows artists, creators and brands to create frames that can be targeted using Facebook targeting abilities for distribution.

The AR Studio is where it’s possible to create light weight AR effects that can developed and enhanced with elements such as real-time data to build highly contextual AR experiences. This is where brand marketers have an opportunity to align data + experiences.

Gaming & eSports

Convergence of gaming & video has been a massive trend over the past 24 months. 2B people play games each month. The rise and consumption of game streams now consists of 665M people watching people play games.

On Facebook people watch, play & create. Facebook’s gaming video product supports eSports (14-31% of live gaming consumption), developers, gaming entertainers and social connection for consumers of game stream content. 

Gaming content is digitally native baked in real time interactivity. With gaming video the audience is more than a spectator. They participate in the experience via comments and getting involved in the gameplay.

Messenger 2.0 – 2016 was considered the year of the bot. Primarily fueled by Facebook’s Messenger beta which accelerated the development of a bot ecosystem to further enhance the Messenger experience.

In 2017, Facebook is positioning Messenger as Messenger 2.0 with a sharp focus on integration of other services via chat extensions giving 3rd party bots the ability to seamlessly connect other services such as Spotify or Apple Music.

Facebook is also keen on driving discovery among the 100,000 bots now on the platform via the new discover tab.

Data Design & Artificial Intelligence 

Facebook is focused on leveraging multiple facets of Artificial Intelligence to power their products and accelerate 3rd party ecosystems.

Computer vision, natural language processing, and algorithms drive content discovery and their newly launched AR experiences. AI is now a foundational element to Facebook’s go-to-market strategy.

Facebook’s ultimate goal is to develop intelligent systems that go beyond computer vision and truly understand the world. This will then converge with their vision of an AR driven future to create a unified experience.

The Rise of Proxy’s – In the very near future we as consumers will have intelligent systems serving the role of a proxy. Facebook is betting on M to first serve as a virtual assistant that will eventually become a predictive service that is the foundation for their virtual computing future.

M will integrate into multiple facets of a users life from sharing location to recommendations. In the near future M can become the connection between a recommendation and AR object recognition action.

Virtual Reality & Facebook Spaces – Facebook officially launched Spaces for Oculus. This was first teased at F8 last year and the experience has definitely advanced from the grainy avatars from a year ago.

Facebook took research and learnings from Oculus Rooms via the Samsung Gear and refined an experience that lets your virtual avatar interact with Facebook content and friends in a virtual environment.

From virtual selfies to watching 360 video. It’s very clear to see that Facebook is focused on creating a new for of social interaction via a virtual environment.

The Future – Facebook took the first major step in achieving their 10 year goal of fully immersive augmented reality by launching the camera as their first augmented reality platform.

On day 2 of the conference, they outlined in detail how they view  transparent glasses (deemed more socially appropriate) or some equivalent that is paired with a general artificial intelligence system to enhance our daily lives.

This includes improving memory, cognition, recognition and redefining how we interact with the physical world and collaborate with one another.

Here is the full recap consisting of all 15 territories analyzed plus implications for brand marketers to consider based on the trend identified. 

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In The News: AdExchanger & F8

I had an opportunity to sit down with AdExchanger during Facebook’s F8 developer conference.

We discussed how Facebook’s new focus on Augmented Reality through camera effects can impact the future of marketing. 

From the creation of effect based advertising and the intersection of artificial intelligence and the role of data. 


Read the full article here.

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F8 2017 Live Recap

Coming to you live from San Jose and Facebook’s F8 conference. Here is a recap of day 1. From the camera as the first AR platform to AI & Social VR.

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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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In The News: 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.

Follow Tom Edwards @BlackFin360

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.

Starbucks

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.

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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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