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(GhaniKunto.me) Download - Facebook: Beyond Hackathons

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This week, Bill Gates, Facebook CEO Mark Zuckerberg and Twitter co-founder Jack Dorsey joined forces to support a new initiative, Code.org to encourage young people to code.While it makes sense for ...

This week, Bill Gates, Facebook CEO Mark Zuckerberg and Twitter co-founder Jack Dorsey joined forces to support a new initiative, Code.org to encourage young people to code.While it makes sense for any tech company to invest in the next generation of engineers, the real challenge will not be in attracting professional talent to the company. It will be in winning the hearts and minds of the amateur developers.

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(GhaniKunto.me) Download - Facebook: Beyond Hackathons (GhaniKunto.me) Download - Facebook: Beyond Hackathons Document Transcript

  • A!lied Storytelling in MarketingFacebook:Beyond HackathonsT here are over 1 billion potential young coders in the world today. Facebook, Apple, Amazon and Google need to focus on winningthis cognitive surplus of young creators.This week, Bill Gates, Facebook CEO Mark Zuckerberg and Twitter co-founder Jack Dorsey joined forces to support a new initiative, Code.org toencourage young people to code.While it makes sense for any tech company to invest in the next generation ofengineers, the real challenge will not be in attracting professional talent to thecompany. It will be in winning the hearts and minds of the amateurdevelopers.We’re shifting from a consumer economy to a creator economy. A lot of thecode creation is done by individuals outside of the company, outside of thecompany’s control. Where previous IT battles were won and lost in the driveto get people onto a specific platform, the new battleground will be in getting1 billion people to create for that platform.Personal storytelling drives Facebook’s marketingNo one joins Facebook to listen Facebook’s brand story. People joinFacebook to listen to the friends’ stories.To remain relevant, Facebook needs to develop better ways to help its userstell their own stories. But the mobile experience is too big and Facebook can’tcover all bases. You can’t just write a piece of code to add a feature and thenleave it alone. Coders need to commit and maintain the piece of code they Find articles, case studies and podcast on the role of storytelling in marketing: http://GhaniKunto.me
  • write. The rule in Facebook is: “If you are checking in code, you have tomaintain your code.”  The tools the next generation are using to tell their own stories already varywidely. Some instances of social interactions call for a status update whileothers call for picture sharing. As the number of users grow and they becomemore educated in social media, the default Facebook toolset becomesincreasingly irrelevant. If the company only depends on internal innovation toprovide the customized experience users demand, the company acceleratesits race to obsolescence.While Facebook’s hacker culture enables employees to work on the featuresthat are important to them, the next step in growth will be in enabling users todo the same. In one interview, Zuckerberg have said, “What resonates with alot of people is that you are building stuff for your friends and family.” Facebook’s marketing challenge is in extending this beyond the confines ofits company into the hands of everyday users.The natural limits of HackathonsWhile Facebook’s use hackathons to provide a low-risk, high-reward settingthat encourages coders and engineers to bring ideas to life has yielded plentyof great features (Facebook Chat, the type-ahead feature in search, the friendsuggester, among many) the approach has its limits.One of them is in who it attracts. Most hackathons attendees are male (90%)and between the age of 25 - 34 years old (61%). In other words, the usualsuspects. But how about the female side of the market? How about theyounger age groups?"We used to think that inviting students as young as 18 years old was great,"said Apples marketing chief, Phil Schiller, in an interview last week. But hesaid Apples iPhone and iPad software has lately attracted interest from aneven younger group of developers."We would get emails after the developer conference from students, 16, 15,14 years old, saying I already have X number of apps in the app store. Im adeveloper. Can I take part in this too?" he said.Our research shows that youth are the most prolific creators online: 80% ofyouth aged 15-21 create original content online compared to only 34% ofpeople aged 30 and above. Find articles, case studies and podcast on the role of storytelling in marketing: http://GhaniKunto.me
  • How can Facebook capture innovations generated in these underservedmarkets? Organizing a hackathons-for-girls or hackathon-for-kids seemsforced and a generally bad idea.Hackathons may be a useful way of structuring that interaction today butFacebook needs to be wary of relying on these tools the same way brandsshould be wary of relying on focus groups for insights. ***Discussion points:1. Companies today are increasingly becoming like Facebook: customers don’t get on board to listen to the brand story but to share their own stories. How is your brand enabling your customers to do this?2. What should Facebook do to enable and curate the tools generated by its underserved coders (female and teens?3. Which segments in your company are underserved and how can you involve them in your marketing and innovation process? Find articles, case studies and podcast on the role of storytelling in marketing: http://GhaniKunto.me View slide