facebook leadership summit feb 2017 - brian robinson€¦ · "[during the renaissance, people]...
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Media Tomorrow What you need to get ready for the next big thing
Brian RobinsonFacebook Media Partnerships Research
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"[During the Renaissance, people] were confronted each day by the present, which always arrives in a promiscuous rush, with the significant, the trivial, the profound, and the fatuous all tangled together."
—William Manchester, A World Lit Only by Fire: The Medieval Mind and the Renaissance
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Time
Networks
Mobile
Video
Insights
AGENDA
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Time
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Time
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Time - Typical Day of a US Adult
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Time - Early Desktop Era
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Time - Middle Desktop Era
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Time - Late Desktop Era
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Time - Mobile Era
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Time - Share of US Consumer Media Consumption
0
0.15
0.3
0.45
0.6
TV Radio Print Other Digital
47%
3%4%
12%
34% 36%
5%6%
13%
40%
2012 2013 2014 2015 2016 2017E
Mobile
Desktop/laptop
Source: eMarketer, April 2016
Hours/Day 11.7 12.1
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Networks
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Networks
• Pathways • Nodes
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Networks
• Pathways • Nodes
"All roads lead to Rome"ROME
Source: Wikipedia, Public Domain
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Networks
• Pathways • Nodes • Interstitials
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Networks
• Pathways • Nodes • Interstitials
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Networks
• Pathways • Nodes • Interstitials
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Networks
• Pathways • Nodes • Interstitials
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Networks
• Pathways • Nodes • Interstitials
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Networks
• Pathways • Nodes • Interstitials • Social connection
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Networks
• Pathways • Nodes • Interstitials • Social connection & targeting
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Networks
• Pathways • Nodes • Interstitials • Social connection & targeting
More & better content
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Mobile
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Internet: 3.5 B Users
• 47% of global population • Mobile • 770k new users per day
Source: International Telecommunications Union (ITU), 2016
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• 1.23 B daily users • 93% mobile • 85% outside US & Canada
Source: Facebook, December 2016
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Hourly US People on Facebook - Local User Time
0
25
50
75
100
12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11
8p-11p Eastern, Mountain, and Pacific Times 7p-10p Central Time
PRIMETIME
Source: Facebook
AM PM Local User Time
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Mobile• Primarily for communication
• Text / Image / Video • Authentic and personal • Mix of stuff from friends, relatives,
public figures, publishers, advertisers...
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Video
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Video• Growing engagement -- mobile • Transcends language & culture • Young people are especially fluent
w/visual storytelling -- consumption and production
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Video• Direct to people, without intermediation • Augmenting/enhancing traditional PR • Rich engagement between broadcaster and
audience
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Video• Anybody can do it • We are all influencers
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Insights
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Insights• Data --> Optimization • Key Metrics depend on goals
• Reach the most people • Make money • Generate engagement • Raise money for a cause
• Distribution Drivers • Fans/Followers • Social sharing -- multiple platforms • Paid distribution
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Insights• Data --> Optimization • Key Metrics depend on goals
• Reach the most people • Make money • Generate engagement • Raise money for a cause
• Distribution Drivers • Fans/Followers • Social sharing -- multiple platforms • Paid distribution
Facebook Page Insights
CrowdTangle
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The Present
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The promiscuous rush of the present• Time -- precious, shifting to Digital • Networks -- more & better content, authenticity, targeting • Mobile -- ubiquitous, small screens, global • Video -- universal language, democratic, direct to people • Insights -- fluency with the present
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—William Manchester, A World Lit Only by Fire: The Medieval Mind and the Renaissance
"[During the Renaissance, people] were confronted each day by the present, which always arrives in a promiscuous rush, with the significant, the trivial, the profound, and the fatuous all tangled together."
![Page 38: Facebook Leadership Summit Feb 2017 - Brian Robinson€¦ · "[During the Renaissance, people] were confronted each day by the present, which always arrives in a promiscuous rush,](https://reader034.vdocuments.us/reader034/viewer/2022042217/5ec2b2fb41f707391f3b2036/html5/thumbnails/38.jpg)
—William Manchester, A World Lit Only by Fire: The Medieval Mind and the Renaissance
"[During the Renaissance, people] were confronted each day by the present, which always arrives in a promiscuous rush, with the significant, the trivial, the profound, and the fatuous all tangled together."
![Page 39: Facebook Leadership Summit Feb 2017 - Brian Robinson€¦ · "[During the Renaissance, people] were confronted each day by the present, which always arrives in a promiscuous rush,](https://reader034.vdocuments.us/reader034/viewer/2022042217/5ec2b2fb41f707391f3b2036/html5/thumbnails/39.jpg)