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 Power of Conversational User Experiences

Over the years I have built and defined go-to-market strategies for a number of native applications. I enjoy a clean user experience and I am always on the look out for new and compelling ways to connect with consumers.

With that said I am incredibly impressed by the launch of Quartz’s Native IOS app. Instead of an endless stream of news headlines their approach is to simplify the news experience into an emoji driven, text/messaging like conversation that gives the user the illusion that they are in control of the content experience.

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There are three aspects of the experience that I find unique. Below are points to consider that could have application for brand marketers who create heavily content centric experiences.

Conversational Flow – The simplicity and familiarity of the experience makes it very appealing. The user experience (UX) is framed just like a traditional text/messaging conversation.

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This immediately provides a feeling of intimacy vs. being presented with a sea of information to wade through. The use of emoji and animated gifs also gives it more of a conversational messenger feel vs. a traditional news/content experience.

User-Controlled Experience – The other aspect of the UX that I really like is the ability to self select the direction of the experience. I have the option to click the emoji driven option that opens the article within the native app or continue down the path of the next article.

This semblance of control is important as psychologically being in an environment that feels safe and gives me the illusion of control is key to gaining attention and deliberate focus to the topics at hand.

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The integration into notifications as a driver for ongoing engagement is key as well. Knowing the experience is more conversational vs. disruptive can potentially lead to longer term engagement.

Conversational Advertising – From a marketing and advertising perspective the format is very interesting. Each story is tied to a user action and a preference signal is given. Over time it could be possible to build a robust progressive profile based on interactions that can lead to a truly personalized experience.

Out of the gate I do not see the Quartz app taking this approach, but that would be a natural next step to continue to refine the offering and potentially have it powered by an AI based system that can quickly parse the data into personalized streams and map “conversational advertising” into the experience.

What I did like about the ad serving within the experience is that it was not disruptive. Once I had completed reviewing the curated selection of content I was then rewarded with an animated gif that again reinforces the conversational aspect and then given a simple advertising message about the app being brought to me by the new MINI Clubman.

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Even though this is a form of native advertising, I am going to call it conversational advertising as we are in the midst of a massive shift from social media to social messaging where consumers are looking for intimate, conversational experiences that are focused on empowering, enabling and enhancing their mobile/digial/social experiences.

Kudos to the Quartz team for delivering a highly conversational approach to information overload and understanding the importance of empowering the consumer.

Follow Tom Edwards @BlackFin360