Always fascinated by the intersection of creativity and technologyStudied chemical engineeringTook all of my electives in psychology and artAfter coding for four yearsDecided I needed to study organizational behaviorBut then got sucked into marketing
Why I was invited & What I will talk aboutContacted because of Facebook StudioIt is about creativityAnd, it is a creative platformToday, I will talk about why we created Studio and some principles for building creativity on technical platforms
First, I want to tell a quick storyAs I was getting inspiration for this presentation, I went to my trusty bookshelfI pulled out all of the books on creativity, innovation and technologySurprisingly, every single book written in the last 10 years about ‘new technology’ was outdated. That’s not surprising - we all know that technology is moving at warp speedBut in contrast to that, all of the books on human interaction, psychology and standalone creativity were completely evergreenPeople behave the same way that they did thousands of years agoWe all care about community, flattery, recognition, relevance, interaction and completion. These social behaviors make us humanTo bring this back, it is the layered challenge of warp speed technology with ingrained and institutionalized human behaviors on top of our existing challenges that made the making of Studio even more interestingAnd, I’m talking to you about this now because we had three guiding principles in the development of this new brand. And I would suggest that these principles hold true for brands and agencies when developing anything for Facebook
What we heardFrom agencies, we heard directly that Facebook is not for brandsThey know that Facebook is important. After all, there are 500 million people on the site. And, they’re looking at this little ad unit, which really doesn’t compare to a 30-second spotFinally, the people we talked to had a hard time seeing what others were doing.We needed to shift these perceptions, and out of that came the idea for Facebook Studio
If we are going to build a resource it has to follow three guiding principles. And what I’ll suggest is that these principles hold true for marketers, brands and agencies when they are designing their next campaigns.
If we are going to build a resource it has to follow three guiding principles. And what I’ll suggest is that these principles hold true for marketers, brands and agencies when they are designing their next campaigns. Social by designA platform1%
The web is being rebuilt around peopleYour friends are at the center of what you doAnd in this case, it is your colleagues, your peer groups and your industry that is at the centerAnd we don’t just ‘search’ anymore – we discover – we find and consume information through our friends. 15M friend connections happen every day on FacebookPages on Facebook get more than 50M likes each dayPeople want recommendations from their friends online (e.g. from cars to restaurants], 75% of new parents on Facebook look to friends for product recommendations more than any other sourceThe frequency of these actions are telling us that people want social experiences[CLICK]
And what we know is that people’s behaviors don’t change that much from offline to online. So when we think about social being baked in, it is about baking in elements of human interaction that exist throughout our lives. In particular, we focused on three elements:CommunityCo-creation (crowd-sourced content)Flattery & Recognition (likes, shares, etc)Social ties (connections to people within your network through the platform)RelevancePersonalization and Customization: It’s globalEngagementInteractivity (each individuals have a say)Competition (innate nature of liking creates a healthy competition)Reciprocity (meaning each person who participates will get something n return
This shift really means we have a new way to think about designing creative, products, experiencesAt Facebook we call it ‘Social by Design’ and it’s a way to remember to think about social first. I like to eat. So I like to think about it like french fries. Social isn’t the salt that you sprinkle on top after the fries are cooked and ready to go. It’s got to be baked in from the start. Social by design is important because truly social experiences win. Facebook photos is an interesting example of this. [CLICK]
Here’s another example.This is what video games look like today. Think about this for a second—the graphics are stunning. This represents an incredible amount of work by some of the gaming industry’s most talented people.[CLICK]
Here is a game that is more popular. It has none of the features of the other game. It looks like it could’ve been built 10 years ago. Except for one crucial element: it was built around people.People were put at the center of the design process.Sharing was made simple and fast.It was designed so that a few can activate many.These are core principles of social by design.[CLICK]
And then take Squishables – this little business happening from a D.C. apartment (2 people).Saw that their Facebook fans were in love with their product and had more creative ideas than they did. Today their design process relies on their Fans - from concept-ing to design final approval – it’s social design.Products are back-ordered for months and their following and product demand continues to growPrinciple 1 is social by design – the entire idea for Studio is built around the insight that the creative community is a community – you share, you compete, you like, you get ideas from each one another
A platformIn today’s world, there are fewer and fewer vertically integrated companiesIn fact, one of the business books that I threw out said the same thing – we are no longer in an era where businesses source, build and distribute everything in house. We are increasingly in an era of specialization – where businesses can source resources globally and create value for consumers by delivering customized experiences
We are not the expertsWho is Facebook to tell the creative community “what is creative”? Facebook is just the medium.And, we wanted to build a long-term relationship with this group. This is not a fleeting moment, it is an ongoing dialogueSo we created a platform that by design was created by the community. The community submits their work. And again, by design, will define what good creative is on facebook.In the same vein, they will help us figure out what is nextBLAKES NOTES:We are here today so that you can lead the innovation and creativity that is possible using our platform and toolsFacebook is a technology platform that is meant to be built onWe are not the ones who will drive market moving creative We want agencies to be the architects – we believe you are poised to do really big things. Today we are going to share some core design principles that we think will help you seize this opportunity
BLAKE’S NOTES:We hope that today is the start of our own lasting relationship with agenciesWe are here to promise you education, ideation, research, measurement and leadership One example of our commitment is Facebook-Studio.com - which launched in April of this year. It’s a space for the creative community to stay connected to Facebook and more importantly share ideas and work with one another We are seeing about 5,000 people engaging there daily since our launch[CLICK]
And to be even more specific, being a platform means that we’re using every single communication touchpoint: the site, the Page, events, ads, you name it. Every chance for integration of this platform elements of ‘social by design’ – community, relevance and engagement that allows for the virtuous cycle to continue.
Brands are doing this today on Facebook – by letting go and listening to their communities. One of my favorite examples is XXXVirtuous cycleSocial by designBaked in elements of community, relevance and interactivityIn summary, what we did to create a platform Deliver customized experiencesEngage the participation of your communityIntegrate social by design in every single touchpoint
This is very simple. As every single person in the audience knows, technology is moving at warp speed. You can either sit around and design the ‘coolest’ thing that takes 6 months to build, or you can move fast and iterate
We have a few sayings at Facebook that come from our engineering heritageSERKAN’S NOTES:When I got to our office Palo Alto, I was greeted with these signs all over the walls. It’s important to note that these weren’t commissioned by management or part of some internal branding strategy. Nope – one of our designers came up with the idea for them, created them and hung them up everywhere. They talk about what we love about Facebook at the same time that they exemplify our culture – the signs grew through the same process as Facebook itself.
So I told you about the ‘making of Studio’, but really I wanted to tell you about the principles we used to build it. This is what we tell brands to do everyday, and this is how Facebook approaches building products. Our world is moving fast, our businesses are moving fast, and the people in the audience have the talent to blend their creativity with amazing technical possibilities. On Facebook, it is social by design, building a platform for communication and remember we are only 1% finished.
What we heard from agencies about Facebook...<br />“We realize that Facebook is important but it’s a really small box and we don’t know what to do there, so it’s a cursory glance at best.”<br />“I’ve looked around Facebook to see what brands I respect are doing and nothing has stood out.”<br />“It’s not a place for brands, it’s for people and friends.”<br />“I don’t give a damn about ‘likes.’ That will never be the metric by which creative people determine if Facebook is worthwhile.”<br />“We need a paradigm shift in how ‘great creative’ is defined.”<br />“It’s a sales tool I guess, not a creative tool.”<br />
3 PRINCIPLES; USE ANIMATION<br />SOCIAL BY DESIGN (TBD)<br />PLATFORM (TBD)<br />1% (STICKER)<br />We’re only 1% finished<br />Social by design<br />It has to be a platform<br />PRINCIPLE 1: SOCIAL BY DESIGN<br />PRINCIPLE 2: IT HAS TO BE A PLATFORM<br />PRINCIPLE 3: 1%<br />