September
2011
Facebook f8 Announcements
Facebook
has
just
announced
a
number
of
major
platform
‐
level
innovations
at
their
annual
“F8
Developer
Conference”
in
San
Francisco.
The
fact
that
they
chose
to
make
these
announcements
at
a
developer
‐
only
gathering
is
important
in
that
it
signals
their
desire
to
put
the
user
experience
as
their
first
priority.
As
such,
the
marketing
implications
are
not
fully
known
at
this
time.
Digitas
will
stay
close
to
these
developments
as
well
as
our
partners
at
Facebook.
We
will
continue
to
provide
updates
as
we
have
them.
This
summary
serves
to
share
a
description
of
these
innovations
and
a
first
‐
take
on
what
they
might
mean
for
our
clients
and
our
work.
INNOVATIONS ANNOUNCED AT F8
1.
Open
Graph:
Apps
Description
:
In
the
early
days
of
Facebook,
users
were
able
to
populate
their
profiles
with
various
kinds
of
apps.
Most
apps
provided
nothing
but
badge
value
(e.g.:
“what
kind
of
beer
are
you”
or
“gift
someone
an
animated
sticker”).
Accordingly,
Facebook
ultimately
relegated
them
to
a
less
prominent
role.
With
today’s
announcements,
they
are
now
reviving
Apps
as
a
centerpiece
of
their
platform.
Similar
to
the
smartphone
ecosystem,
developers
will
begin
building
apps
for
use
on
Facebook.
In
some
cases,
these
will
be
apps
adapted
from
other
platforms
(iPhone,
Android,
Netvibes).
In
other
cases,
they
will
be
built
from
scratch.
The
goal
in
each
instance
will
be
to
connect
a
user’s
app
activity
to
the
social
graph.
As
Mark
Zuckerberg
said
in
his
keynote
address:
“Your
apps,
now
with
friends.”
Examples
of
app
types
will
include:
media
(music,
TV,
news),
lifestyle
(running,
cooking),
games
and
communication.
There
are
two
likely
reasons
why
apps
are
central
to
Facebook’s
strategy
moving
forward.
First,
they
would
like
to
provide
users
with
the
ability
to
socialize
their
activities
in
a
seamless
and
frictionless
manner.
They
described
this
as
creating
“real
‐
time
serendipity”
between
people
and
content.
Second,
they
stand
to
create
more
allegiance
for
their
platform
(including
even
greater
time
spent
per
user)
as
they
become
a
next
generation
portal
–
not
a
start
‐
page
for
the
web,
but
a
start
‐
middle
‐
and
‐
end
‐
page.
Timing
:
Developers
will
have
the
ability
to
begin
creating
apps
for
Facebook
immediately.
Users
will
begin
seeing
apps
appear
in
their
timelines
in
the
next
month.
Digitas
will
be
working
closely
with
our
clients
to
determine
what
apps
(if
any)
need
to
be
built
to
and
to
align
on
strategy
in
this
area.
2.
Open
Graph:
Verbs
Description
:
In
addition
to
updating
one’s
status
and
indicating
location,
users
will
now
be
able
to
share
activities
with
their
friends
in
new
and
potentially
brand
‐
friendly
ways.
Actions
like
“Richard
is
driving
a
Cadillac”
and
“Emily
is
flying
with
Delta”
will
become
part
of
the
vernacular.
These
verbs
–
“driving”
and
“flying”
–
will
become
clickable
enabling
friends
to
go
deeper
into
these
activities
and
discover
more
about
them.
Verbs
will
be
connected
with
apps
and
will
require
users
to
install
your
app
and
grant
permissions
to
start
posting
to
the
Timeline.
Verbs
are
not
ad
hoc,
but
are
modeled
within
the
Open
Graph,
allowing
rich
meta
‐
data
to
be
associated
with
actions
the
user
can
take.
While
not
all
of
the
innovations
announced
at
F8
were
expressly
built
with
marketers
in
mind,
in
Verbs
we
see
a
number
of
possible
pathways
materializing
in
a
brand’s
interest.
There
will
likely
be
both
earned
and
paid
September
2011
elements
that
are
born
out
of
this
innovation.
Timing
:
Verbs
are
already
available
for
developers
to
begin
using,
but
we’re
unlikely
to
see
significant
(non
‐
beta)
apps
roll
out
for
4
‐
6
weeks.
Some
apps,
like
Spotify,
have
participated
in
a
pilot
of
Verbs
and
will
be
available
sooner.
3.
Timeline
Description
:
In
his
address,
Zuckerberg
described
Timeline
as
a
new
way
of
“seeing
all
of
your
stories,
all
of
your
apps
and
a
better
way
to
express
who
you
are.”
The
middle
well
of
each
Facebook
profile
page
will
soon
be
populated
with
a
reverse
chronological
accounting
of
each
user
(earliest
pictures,
activities
and
posts
at
the
bottom;
most
recent
at
the
top).
The
Timeline
will,
in
essence,
replace
today’s
version
of
“The
Wall.”
With
Timeline,
Facebook
aims
to
create
a
much
more
visual
and
emotional
experience
versus
the
text
‐
heavy
Wall
offered
to
date.
Essentially,
each
user
will
be
publishing,
on
their
own
terms,
a
diary
of
their
life
in
pictures,
videos,
updates,
maps
and
apps.
In
Zuckerberg’s
words,
Facebook
is
seeking
to
provide
“a
modern
vehicle
for
the
age
old
process
of
scrapbooking.”
“Reports”
on
each
user’s
activity
–
status
updates,
posts,
app
usage
and
the
like
–
will
be
available
to
read
and
share
regardless
of
whether
that
content
was
published
by
a
friend,
a
media
outlet
or
a
brand.
The
Timeline
is
supported
by
the
same
Open
Graph
functionality
that
allows
us
to
define
verbs
–
so
the
app
stories
that
are
posted
into
the
Timeline
will
use
the
Verbs
you
have
defined.
This
allows
the
user
a
rich
view
of
the
activities
of
his
life
and
allows
him
to
display
more
information
about
the
activities
that
mean
the
most
to
him.
The
following
link
shows
the
Timeline
feature
and
underscores
the
visual
nature
of
the
new
format.
https://www.facebook.com/about/timeline
Timing
:
Beta
begins
immediately
for
developers;
Users
will
begin
seeing
changes
within
weeks;
According
to
the
Facebook
sales
organization,
Marketers
may
not
be
offered
profiles
in
the
Timeline
format.
As
of
now,
brands
will
continue
to
utilize
the
current
profile
template
until
Facebook
determines
their
chosen
display
format
for
brands.
4.
Ticker
Description
:
The
old
middle
‐
well
was
populated
by
a
linear
accounting
of
status
updates
and
content
posts.
A
new
feature
–
“The
Ticker”
–
will
provide
a
dynamic,
real
‐
time
account
of
all
activity
being
published
by
a
user’s
friends
and
favored
brands.
This
functionality
will
live
on
the
upper
right
‐
side
of
the
page
and
will
appear
as
a
vertical
scroll,
much
like
a
crawler
on
cable
news.
The
middle
well
will
continue
to
publish
a
curated
feed
determined
by
Facebook’s
EdgeRank
algorithm.
Hovering
over
stories
displayed
in
the
Ticker
will
expand
them
and
allow
users
to
interact
with
the
content.
Content
displayed
in
the
Ticker
is
not
just
status
updates
and
content
posting,
but
also
app
activity
including
use
of
new
Verbs
functionality.
Timing
:
Live
as
of
9/20
for
users;
Conversational
and/or
messaging
calendars
will
have
to
be
reviewed
in
the
coming
weeks
to
determine
any
desired
or
necessary
changes
to
cadence,
frequency
and
pace.
Apps
will
need
to
be
developed
to
take
full
advantage
of
the
Ticker.
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Jordan Bitterman - Facebook f8 Announcements
Following Facebook's "F8 Developer Conference" yesterday, Digitas' Jordan Bitterman and the Social Marketing practice have put together a document outlining the new innovations announced and what they could mean for marketers.
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