Every movement begins with a moment.


Posted 20 April 2016 9:00 AM by Jerry Hudson (@jrryhdsn), John Rich, Catherine Morgan and Nisha Contractor (@nishdish)

After a decade of a world with Facebook, this year’s annual F8 conference was a significant one. Mark Zuckerberg delivered his ambitious 10-year plan for the company. In summary, Facebook is planning to (1) put the internet on notice, (2) prove that artificial intelligence is the real deal and (3) use virtual reality to create out-of-this-world social experiences.

Facebook continues its quest to become the new internet.

Facebook is one of a handful of corporate giants aggressively pushing to connect the 4.5 billion people on the planet currently without internet access. This is based on a mix of altruism (amplifying human potential) and profit (optimizing earning potential) — a win/win for the brand and, if you believe in the tenets of capitalism, the world.

For every 10 people given internet access, one person is lifted out of poverty

Facebook’s latest foray into this massive endeavor is the solar-powered plane that it’s building. This, coupled with other projects, like low-earth orbiting satellites, will bring most of the world into the web’s reach within the next few years — forever transforming the social, cultural, political and economic landscape.

Artificial intelligence is the new everything.

Artificial intelligence (AI) might prove to be the most important invention of all time. Every single facet of our lives will be touched by it over the next 10 years. Facebook’s latest use of AI resides in its Messenger platform, in the form of chatbots for brands. While not a new idea, it will be the largest and most far-reaching attempt to create tighter bonds with brands through bots. Early missteps aside (we’re looking at you, Tay), the long-term success of using bots to communicate with companies seems bright, given Facebook has a billion loyal users that seem to be less and less inclined to leave the expanding ecosystem. For advertisers, analytics within Messenger will be key, since the feature will move beyond customer service and into more sales-focused efforts.

The second application of AI is enhanced image recognition capabilities that can make the billions of images on the Facebook platform more accessible to more users by, for example, creating photo descriptions for the blind. This also seems to be a precursor to live language translation, which will become essential as billions of new users that speak hundreds of different languages come on board.

Virtual reality creates the ultimate social experience.

Virtual reality (VR) is the most immersive, persuasive and empathy-inducing medium ever created. It has the ability to evoke emotional and physiological reactions that rival that of “real-world” experiences. If VR’s significance to the next generation of social wasn’t evident enough with Facebook’s two-billion-dollar purchase of Oculus Rift in 2014, it certainly is now: VR is a key pillar in Facebook’s 10-year roadmap to “give everyone the power to share anything with anyone.” 

With Facebook’s reach and the exponential rate of technological advancement, Social VR may well be the killer app that, in only a few years’ time, solidifies virtual reality as the most influential communication tool ever created.  

Live video adds more stickiness to the Facebook ecosystem.

The explosive growth of live video platforms like Periscope, YouTube and Twitch has demonstrated the power of real-time video to attract massive audiences and create stickier content. Once limited to celebrities, Facebook live video streaming will now be available to developers, brands and any Facebook user. These videos are more compelling — partially because they’re not curated — and elicit up to 10x the numbers of comments. Live video streams have also been able to pull in larger audiences than many mass media channels. This gives users one more reason to stay longer on Facebook’s version of the new internet, making the platform that much more attractive to brands.

Other noteworthy announcements:

  • Instant Articles: This program will allow media organizations and journalists to publish specific content only to Facebook, creating a new property for ad inventory and revenue. Launch partners include BuzzFeed, National Geographic and The New York Times.
  • Save Plugin: The Save button allows users to save relevant content to one place on Facebook. This is especially important for companies trying to drive online purchase. New features will also allow advertisers to send notifications for price or availability changes.
  • Branded Content Policy: This update will enable verified Pages to share branded content. This will help companies better integrate influencer campaigns and celebrity endorsements.
  • New Share Functionality: Facebook is promising to create a more seamless sharing experience for mobile. New quote and hashtag sharing products will allow for more content optimization.
  • Profile Expression Kits: Following in the footsteps of Snapchat, this new platform will allow users to upload video profiles from third-party apps.
  • Events Ticketing: Facebook will be teaming up with Eventbrite and Ticketmaster for a test to ease ticket purchases for consumers. 
  • Rights Manager: In order to combat “stolen videos,” Facebook will introduce an admin tool for Pages that allows them to upload videos without the ability for other businesses to use it.

View full details from Facebook Business here. And share your thoughts and comments below.

IMAGE - Source: Google Image


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