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Designing for the Facebook Brand47:59 with Cameron Ewing
Cameron Ewing will be discussing Insights gleaned from being a communications designer working on crafting the Facebook brand, as well as sharing broader thoughts around the future of integrated/experiential brand design—tracing the arc from the static identity/logo, to how brands live in the moving world, to what we now think of as the future of integrated/experiential branding. Audience Takeaways; 1. Facebook's approach to brand 2. Integration of branding and product design 3. The evolution of the Facebook brand
[SOUND] Thanks guys, for joining me. 0:00 I'm sure it's been a fun and eventful couple of days so far. 0:04 So I'm gonna talk to you guys about, what we're 0:08 doing at Facebook internally, in terms of crafting the brand voice. 0:09 A bit about my background, what we're up to and how we're doing it. 0:13 [SOUND] So I don't know if any of you have seen the talk by Simon Sinech. 0:17 If you haven't seen his TED Talk it's amazing. 0:20 If you hadn't read his book, it's also amazing. 0:22 The reason I bring it up is that he makes 0:24 a really, kind of, solid and distinct point which is 0:26 if it's not, it's not what you do, it's not 0:30 how you do it, it's really why you're doing those things. 0:32 [SOUND] It's something I believe internally. 0:34 But also, it's, it's an ethos that we 0:36 have Facebook, really really, really grasp, as well. 0:38 So, I'm gonna walk you through a bit of that kind of process. 0:42 We're gonna start with why, what, why we're 0:46 doing what we're doing at Facebook, at all. 0:49 Which is to make the world a more open and connected place. 0:51 This really serves as our north star. 0:54 And it seems a bit you know, kind of brand-y and 0:56 brand heavy but it's truly something that we all really embrace. 0:58 And if the work you're doing, the 1:01 documents you're, you're making, the things you're 1:03 building don't accrue to this it's really easy to know if you're off track. 1:06 So in that spirit, I'm gonna do a quick 1:10 little exercise with you guys, if that's all right. 1:11 If everyone has a business card or piece of paper. 1:13 Take those out and a pen. 1:16 Yeah. 1:17 I know it's a little uncomfortable. 1:17 We're gonna do it, I'm gonna do it with you. 1:19 So grab that piece of paper or a business card. 1:20 Great. 1:23 I know, it's an antiquated medium but we're gonna try it. 1:25 Take that. 1:29 If it's, if it's not a business card put your 1:30 name on it and your identifying piece of, of information. 1:31 Your email or blog or website. 1:34 And answer this for me what gets you out of bed in the morning? 1:37 What's that thing that you kind of wake up 1:40 and you think yeah, I'm, I'm gonna charge this today. 1:41 This is like, what I'm getting up for. 1:44 So I'm gonna write that on mine also. 1:47 And once everyone has done that, we're just gonna do a quick exchange. 1:50 So, I'm gonna pick someone. 1:54 And you guys can turn to your left or your right and 1:55 just go ahead and, introduce yourselves and swap that piece of paper. 1:57 You weren't participating. 2:00 Busted. 2:01 [LAUGH] There you are. 2:01 There's mine. 2:03 I'm gonna grab yours afterwards. 2:04 So go ahead and do that quick, quick exchange. 2:05 And we'll come back to this, at the end of the conversation. 2:09 Great, great, swapping, swapping, good. 2:14 Cool, all right, we're gonna keep moving. 2:18 [SOUND] So in the spirit of the why, how, and what, 2:21 that tone, I'm gonna go in to frame this conversation today. 2:23 I'm gonna start with my why. 2:26 Why I'm doing what I do. 2:29 The how, which is the, the tools and the design process like Facebook and the 2:31 what which is you know, the juicy bits 2:35 where we're actually making what we're up to. 2:37 So lets start with the why, why branding and why Facebook on a personal note for 2:40 me my why is I grew up in a very artistic, kind of driven, driven household. 2:44 My mom was an arts teacher, I loved making, I 2:49 love painting, I love you know, the realm of creativity. 2:51 I didn't, I didn't know if I had the, the chops to be a fine artist for my career. 2:55 So I really wanted to find a way that I could be creative and expressive. 3:00 But also you know, pay rent. 3:03 Design has been an amazing platform for me, in terms of my self expression, but 3:05 also you know to make some cool stuff and, and, and ship it to the world. 3:09 Why branding? 3:15 I've kind of been around the block of, I've done a 3:16 lot of different practices, worked within a lot of practices within design. 3:18 Branding is a great platform for me as an individual, but as 3:23 an umbrella for making all sorts of, of design communication pieces, right? 3:26 It's film making, it's environments, it's identity, it's 3:30 it's, it's really kind of dry, written communication. 3:34 It's all of the diff, different pieces I loved 3:37 doing throughout my career, all in one kind of place. 3:39 So that's why I'm, attracted to branding, and that's why I'm pursuing it. 3:41 And why Facebook? 3:46 It's a, it's a kind of interesting time right now for the company. 3:47 Obviously, we've just celebrated our ten year anniversary 3:50 which is ancient, in the [UNKNOWN] of social media. 3:52 But it's exciting in that, there is a new emphasis on a real 3:55 design focus and a design collaboration 3:59 with engineering's engineering [UNKNOWN] of the company. 4:01 And I think we are really coming in our 4:05 own in terms of how we talk about ourselves. 4:07 With people, with people on Facebook, and also interact with the world. 4:10 So in that, in that spirit we are 4:14 working on building what we call the Facebook factory. 4:16 Which is an, an in house agency essentially. 4:18 We're a communications design team that's crafting the Facebook brand. 4:21 When I started there were eight of us. 4:25 There were a couple of documentary style film makers a few designers. 4:27 A couple of writers and a couple of managers. 4:32 And it was really kind of ragtag. 4:33 but, you know, kind of roll up your sleeves and get stuff done team. 4:35 We're now growing quite a bit. 4:39 We're about 40 people, including production now and art directors. 4:40 And, and additional kind of copywriters. 4:43 And we're kind of making this a more robust and sustainable team. 4:45 Our why as a group is to help people use, understand, and enjoy Facebook. 4:51 and, you know, I, I get excited about this just because I think we're in a bit of 4:57 a deficit in that there's a lot that we're 5:00 doing on the platform that people don't know about. 5:03 We've grown quite a bit, doing cool stuff, and yeah, I 5:06 think, you know, that's it, similar to our, our company mission. 5:09 If, if the work we're doing doesn't accrue to this, to this mission, to 5:13 this, this, this idea, then we know very quickly if, if we're off base. 5:16 So what is everybody doing here? 5:21 This is like the number one question I get when 5:23 I when I give tours to friends or family or 5:24 even colleagues on campus, you know people say, okay, it 5:28 takes a a few people to run a website, right? 5:32 Great. 5:33 But there are thousands of people walking around, what is everyone doing? 5:35 So this is what we're, we're doing as a 5:38 group, and we're broadly around the brand, the brand ecosystem. 5:40 Like I say, we're, we're, we're film centric, but 5:45 we also we delve into product, quite a bit. 5:48 We do a lot of product features. 5:50 There's a very separate track as product designers, 5:51 who are you know, kind of, hard, hard 5:53 core focused on the, the day to day 5:55 innovations happening on, on Facebook as, as an experience. 5:58 We come in with [SOUND] what we call product 6:02 features right which are kind of slightly out, outside, outside 6:04 of the average kind of feed and timeline experience 6:07 and all the, the additional kind of hard core features. 6:10 [SOUND] We do a lot of film making and storytelling. 6:13 This is not only for, the launching of 6:17 products but it's also for communicating initiatives talking 6:19 about the things that we're doing, how, how 6:23 we're doing them and why we're doing them. 6:25 [SOUND] environmental. 6:29 We do a lot of kind of conferences workshops,. 6:30 Joshua Davis was just a collaborator, collaborator [UNKNOWN] with 6:34 us which was amazing and I'll talk about some of 6:37 that work in a bit and we do a 6:39 lot of static also, that's internal, that's print, that's publications 6:41 it's a lot of environmental stuff that we do 6:46 all the way down to like poster print making, and, 6:49 bearing that in mind this is kind of a 6:53 filter that is, embraced by the team that you're designing 6:55 for the system right the audience is, is massive I think it's, it can 6:59 be hard to get ones head around 1.3 billion, in fact its nearly impossible. 7:03 But this is a filter that, you've got to kind of put all the work through, right? 7:08 If, whatever you're touching. 7:11 If it's, if it's product, if it's feature. 7:11 It's really important to know that this all cascades through, through the system. 7:13 This is reaching people in emerging world. 7:17 This is what, reaching people in first world. 7:19 [SOUND] So that's a bit about my why and the group's why and 7:22 I'd like to talk a little bit about the design tools and process. 7:26 And how we're doing things. 7:29 So if you can, take yourselves back all, all the way 7:32 back to 2004 this is what Facebook looked like at launch. 7:34 Which was again quite crude. 7:37 But you know historically as, as an experience 7:39 Facebook is built by engineers and designed by engineers. 7:41 We're now moving into an era where we're collaborating 7:45 a bit more with designers, story tellers and engineers. 7:47 And crafting this experience in concert, which like I 7:51 say is a really exciting time I, I think. 7:53 So, in this spirit I think engineering and design are working in lock step together. 7:56 In my previous experiences and practices and agency life it was kind 8:01 of big chunks of, of work we're happening up front in design. 8:06 And or engineering separately and we're kind of lobbing 8:11 work back and forth without a ton of interaction. 8:13 And in this, in this new model which I, I'm, 8:17 I'm seeing, you know, more and more amongst our community. 8:19 Is a really working, like I say, in lock step the whole way through. 8:22 Right? 8:26 That's from, that's from concept. 8:26 That's to prototyping. 8:28 That's to, to launch. 8:29 And that's through iteration and really repeating that cycle. 8:30 In that way, we're, we're really sure that 8:33 things are working, things are thought through from 8:36 all different angles and we are not kind 8:38 of wasting any time in that, in that transition. 8:40 [SOUND] I think, paper is a really good example of one 8:44 of, of this initiative at Facebook in terms of our process. 8:46 Paper if you haven't download it, check it out. 8:50 It's essentially, really kind of immersive. 8:53 Beautifully designed and well crafted from a def perspective. 8:55 Experience of your Facebook content, and built from the, from the ground up. 8:59 It's really [UNKNOWN] the interaction's really smooth. 9:02 It's really, really immersive, like I say. 9:05 And really well, well designed and well considered. 9:08 And I think this is a testament to this kind 9:10 of, this, this more seamless kind of interaction between disciplines. 9:12 This is a launch video that we commissioned and art directed 9:17 with Widen and Kennedy, maybe we can crank the volume up. 9:20 to, to kind of announce this, this new, this new product to the world. 9:23 [MUSIC] 9:31 So again our film making [SOUND] Crosses a span. 9:34 Sometimes it's product launch, sometimes it's talking about 9:38 an issue that means a lot to us. 9:42 And this was specifically telling a story about paper. 9:43 >> They can be told with words. 9:47 Or with a single picture. 9:50 [SOUND] And how each story is told, is as 9:51 important as the story itself, whether 9:57 its from a far off land, [SOUND] a moment 10:02 shared by a friend, the latest from 10:07 the front page, [SOUND] or in cat sized 10:12 tale set in outer space. 10:17 [SOUND] 10:20 [MUSIC] 10:22 So we've created a way to enjoy your 10:29 friend's stories and discover a range of new subjects. 10:31 [MUSIC] 10:35 From familiar sources. 10:43 [MUSIC] 10:45 And fresh points of view. 10:46 While letting you share the stories that matter most. 10:50 [MUSIC] 10:53 Your own. 10:58 [MUSIC] 10:59 Introducing Paper, from Facebook. 11:10 >> So I mentioned earlier that you know, we didn't do a lot of kind of 11:15 [SOUND] speaking about Facebook in the conversation that 11:18 was happening in the public and I think 11:21 this is a great example of how we're 11:23 starting to kind of, interject our voice and 11:24 tell our story and tell people why we're doing things and and what we're up to. 11:26 so, how, what are the tools we're, that we're working with? 11:30 They're the usual suspects, you know, the creative suites. 11:35 But there are a few more that we're 11:38 working with, that I get really excited about. 11:39 Origami is is a platform we, we recently, recently released. 11:43 It's actually a toolkit built on for, for Quartz Composer. 11:47 I don't know if you guys are familiar with Quartz. 11:51 It's an amazing prototyping tool, there are loads of them out there. 11:53 This one is, is quite robust. 11:56 It's really handy in terms of, attacking a prototyping 11:58 from a visual perspective, but it's also something you 12:00 can really open up the hood and, and kind of delve in to the code and the build. 12:03 It's module-based and node-based and it's kind 12:07 of, you know, serious, of essentially patch-based. 12:09 You kind of connect together. 12:12 We're not the only ones doing this. 12:13 Ideo just recently released a series of patches 12:15 based on Origami that essentially allows you to create 12:19 all the, the swipes, the navigation, the carouseling, the 12:22 kind of, the physical response that you, that you 12:25 want to communicate, when you're in that concepting phase 12:28 so it really has removed that, that, the kind 12:32 of legacy in, interaction where by you would create 12:34 static mocks you know, hand those off to like 12:38 an ENG team or a DEV team try, to communicate like what you're 12:40 thinking about and instead both, both 12:43 teams are communicating really nimbly, really seamlessly. 12:46 With tools like this. 12:50 So there's, there's no kind of guess work to be involved. 12:51 And then, all of the settings and all of the the, the information that's kind 12:53 of used to compose Quartz, those settings can 12:57 be right, brought right into the, the development. 12:59 So there's, like I said, there's no, there's no lag. 13:02 Sketch is another tool that we're, we're we're starting to use, quite a bit. 13:05 Is this kind of like, light weight and snappier tools that, 13:09 that are starting to kind of accelerate our design and interation process. 13:12 It's great for you know, particular sketch 13:17 is great for you know, working with vectors, 13:19 but know also it's really quick in, 13:21 in you know, knocking out components for prototyping. 13:23 It's just it's kind of like all in one App that's super, super 13:26 easy, super, quick and like I say, really kind of streamlining our process. 13:30 [SOUND] We make a lot of other tools including typography. 13:36 This is like, you know, again, again bread and butter for designers. 13:39 But it's an ongoing initiative for the design team at the factory. 13:43 Eric Olsen has been great great collaborator 13:47 with this type of process type foundry. 13:49 He's revised clavicle and redrawn it kind of over and over and over 13:52 and it's not only part of our word mark its also kind part 13:57 of our kind of typing communication system and we, we obviously use and 13:59 work with typography in conjunction with our illustration style and our glyph kit. 14:04 When you're working with many 100 of designers, when you kind 14:09 of look at the, the landscape of product design and communication design. 14:12 It's really important that we're all kind of working in lock step. 14:16 So you know, it, it doesn't scale well to kind of 14:19 have like, you know, a fab that you kind of pass around. 14:20 So, we have repository where we keep all of our glyphs. 14:23 Those are always updated, kind of you know 14:25 holistically so everyone is working with the latest tools. 14:28 [SOUND] And then we shall to put those together. 14:31 And out of those tools we build other tools 14:33 this is the sub-branch system that we've designed and implemented. 14:35 This is the games identity, designed for the games team. 14:39 They're the crew that are up to you 14:42 know, obviously providing a gaming platform on Facebook. 14:44 We get a lot of these kinds of requests on a daily basis, right. 14:47 There's all of these teams kind of running around. 14:50 The launching product, they need identities, they need elements, they 14:52 need kind of you know a brand essence so we, 14:55 we mount the topography, the gigs and create just this 14:58 multifacy it's just a Brance that can be [INAUDIBLE] variety applications. 15:01 [SOUND] We also have additional external tools 15:07 for our partners and people who are working 15:08 with Facebook, so you know these are the light bottoms, this are the, the logos. 15:10 The dos and don't s, and the question that people typically have when they're 15:14 kind of, you know either working on the Facebook platform or designing for it. 15:17 So our process. 15:23 We, like I say, we operate very much like an external agency. 15:24 We're building this, this kind of process in-house. 15:27 We got a ton of initial re, request. 15:30 A lot of that is kind of filtering the signal from the noise. 15:32 And trying to understand you know whose, which team's 15:35 kind of projects and vectors align with our goals. 15:38 Once we filter those out, we do a ton of information gathering. 15:42 There's a lot of research that happens in the field. 15:45 We have an entire content strategy team 15:47 that's just traveling and bringing us back real 15:49 time data info, information on the, the myriad 15:51 markets that are that are interacting on Facebook. 15:54 So a lot of that is kind of real times heading back to us. 15:57 Once we've assessed and done our, done our research we'll then kick off, as you do 16:00 [SOUND] that team that we kick off with 16:04 can be composed of any, any number of disciplines. 16:06 It's typically it's a designer or two, it's a film maker it's a producer. 16:08 A writer or two someone to manage the process and 16:14 and kind of, you know drive the project to uuu. 16:17 Once we kick off we move very quickly 16:21 into concepting and then right into design and builds. 16:22 Like I said, the prototyping phase is, is really kind 16:25 of moved up front in our process so that we've removed 16:28 the kind of, the hypothetical out of, out of the out 16:30 of the, the steps that we kind of go through, right? 16:33 we're, we're testing this hypothesis very quickly and, 16:36 and finding out if they work or not. 16:38 And I think that save us not only time but this is, 16:39 allows us to move quickly and you know, not, not, get out of 16:43 that kind of frozen [UNKNOWN] or kind of creative you know mind block 16:47 or dry, we're, we're making, we're 16:50 thinking all in constant together and repeating. 16:51 All the way up until launch and even after we launch we keep on iterating. 16:53 I'll talk a little bit about what we're doing for World Cup in a bit but that's a 16:57 great example of you know, going to launch and 17:00 then keep on driving that thing because, you're getting feedback 17:02 from people who are using it, you're getting feedback 17:05 from, from colleagues and you yourself are continuing to 17:07 kind of test and break the system and as 17:10 you go, go through the process you need to iterate. 17:12 This is one of my favorite illustrations from Tucker Nichols, who was an 17:16 artist is residence at our AIR program, at the analog lab at Facebook. 17:19 And he's a really insightful illu, illustrator. 17:25 If you haven't checked out his work, check him out. 17:26 His last name is N-I-C-H-O-L-S. 17:28 And this is an illustration he did about the Facebook kind of eco system. 17:31 Right were a very flat company and there aren't a lot of titles. 17:35 [SOUND] And everyone has kind of has like an autonomous role meaning that were a lot 17:39 of self starters and a lot of you 17:43 know drivers of our own project and own content. 17:45 Which is amazing but it could kind of, create a bit of chaos. 17:48 So as a group, we have you know, I think, made, made some, some, some 17:51 bit of structure out of our group but 17:57 also we have really clearly identified our collaborators. 17:58 So, product design is huge. 18:01 We obviously bring you know, a lot of, when I 18:03 say, products, these are all kind of features on Facebook. 18:05 Right? 18:07 So these, these are timeline, these are, these are 18:07 the things we kind of all understand to be 18:10 Facebook, but, internally we kind of reference these as, 18:11 as products and, and projects we kind of work on. 18:14 [UNKNOWN] these guys are really helpful in, in helping us streamline our 18:17 con, our conversation and communication when 18:22 we're bringing something to market, right? 18:24 So we're kind of, creating this, this 18:25 ecosystem of, of creative expression that's talking about 18:27 the things that we're making and these guys 18:30 helped kind of focus, focus that those points. 18:32 Recruiting this is obviously ongoing as we 18:36 grow we're always looking for the best talent. 18:38 Growth this is also a team that we work with in terms of our audience. 18:40 Facilities, it takes a lot of coordination 18:45 just to move bodies around when you're working 18:47 with this many people in one spot so 18:49 it's really helpful to have these guys involved. 18:50 Legal and policy it's always a bummer when 18:53 these guys walk into the room, for a meeting. 18:55 But if there aren't too many lawyers in 18:57 the room you know you're, you're doing pretty well. 18:59 [SOUND] research, like I said, there's a lot of up, up front research so, all, 19:02 all the,the, the, the guessing is taken, kind of taken out of the equation, right. 19:06 We're not, kind of guessing what's happening 19:09 in any particular region of the world. 19:12 We are really informed that we know who 19:13 we're designing for, and, and why we're designing. 19:15 And then content strategy, these guys are, are, are also very close 19:16 with us in in developer team, and we'll work very closely [UNKNOWN], right. 19:20 So, we're kind of, thinking in like, as a trio, in terms of how 19:25 we're practice language, why we're practice language, 19:28 what we're saying and where we're saying it. 19:31 And then marketing, the factory in the end, 19:33 in the end falls under the marketing umbrella. 19:35 so, you know, more broadly this is the team that's 19:38 kind of bringing all of this communication to the public. 19:42 So, that's a bit about the why we're doing stuff, 19:48 the how we're doing stuff, and into what we're actually making. 19:52 [SOUND] a big piece of the Facebook culture is. 19:57 You know the environment and they this is a photograph taken 20:01 of Scott Bombs a colleague of mine in the analogue lab. 20:04 And the analogue lab was created a few years ago by a gentleman called 20:09 Ben Berry who's a really talented designer and you know as a craft I think 20:12 we really I mean it can be taken for granted what we do in terms 20:17 of experiencing things on screen and sometimes 20:21 its really nice just to slow things down. 20:23 And you know pull out the inks, pull out the 20:26 paper and you know make a bit of, of handmade communication. 20:28 This is Scott pulling a poster and again it's all self initiated right? 20:32 This isn't someone kinda telling us we have 20:36 to have like cool posters on the walls. 20:38 This is being in a meeting and someone says something that's really 20:39 inspiring and you think you know what people need to know about that? 20:41 So after hours, before work, on your lunch break, whatever, you're 20:45 kinda you know get in the lab, getting dirty and making communication. 20:49 This is the Red Book of Hack. 20:55 This is an onboarding project that Tim Billonicks of 20:58 I believe a designer, driver of and on your 21:02 first day you kind of go through a pretty 21:05 rigorous boot camp whether you're a designer or a developer. 21:06 And this, just a way to kind of transfer, institutional 21:10 knowledge to noobs on day one all in one go, right. 21:14 So it's a really, very beautifully produced 21:17 and designed book and it's full of 21:19 all of the kind of, the anecdotes that have been collected over the years. 21:21 The things that leadership have said the way that we feel internally 21:24 a bunch of our kind of why and our aspirations and our 21:27 goals and as with everything at Facebook you know we kind of 21:30 continue to update these as we go and roll out new versions. 21:36 And then we fall out with the blue book with hack. 21:42 A lot of our collaborators, we were finding that 21:43 there an additional on boarding that has to happen right? 21:45 We play with them like in a very specific creative space. 21:49 And we bring in collaborators to work with us and I think 21:52 it can be tricky to kind of communicate what our, what our barriers 21:55 are, what those kind of boundaries are and a document like this is 21:58 really helpful in terms of communicating our spirit, like I say, our Why. 22:02 But also, I think transferring that 22:05 internal knowledge we may take for granted, 22:07 and and so it's really, again, easy way to kind of transfer that knowledge. 22:09 Similar, similar kind of ethos, our why, 22:15 but very specifically crafted for an external audience. 22:18 [BLANK_AUDIO] 22:22 There are quite a few cultural moments that 22:27 we celebrate at Facebook internally but also externally. 22:30 Pride is a great example of something that we feel very passion, passionately about. 22:36 There's a really keen understanding that we want 22:41 everyone to be their authentic selves at work which 22:44 I think can kind of, it doesn't always ring 22:46 true, but I think it's a really important thing. 22:50 And I feel very lucky to work at a place where I 22:52 know that I can be my true self, everyday and it's really encouraged 22:54 and I think that you know, having worked at a bunch of 22:57 shops kind of around, around the Bay, around the country, around the world. 23:00 This isn't always the case and you know, it's a, 23:04 it feels like a privilege but it shouldn't be and 23:07 hopefully, this is something that you know, is something that 23:09 can spread and really should be a part of our workplace. 23:12 So, we celebrate that internally but also externally with the community which 23:15 is again, is great this is the, the San Francisco Pride Parade. 23:19 And we had hundreds of people come out and 23:24 celebrate and really support the community and and the effort. 23:25 We do a lot of communications on campus also, 23:33 so we're not just kinda broadcasting to the world. 23:36 This is an example of the signage that we designed for one of the shops on campus. 23:39 This is the Lightning Bolt Barbecue Shack, right. 23:45 So whereas this very easily could've been a thing 23:48 where some vinal lettering went up or some neon signage 23:51 went up i believe that variant ten balonics worked 23:54 on this you know it's going away it's researching vernacular. 23:58 It's figure out the kind of the authentic and 24:03 insightful way to talk about the thing that is happening. 24:06 We collaborate with Bohemia sign painters quite a bit and they come in and do 24:09 a lot of sign painting with and for us so it's, it's been a great 24:13 partnership and also a really nice way to kind of, you know, bring the campus 24:16 and bring them kind to life and in the spirit of half culture, you know. 24:20 There's, there's a a real understanding, you kinda ask permission later, right? 24:25 So outside in front of the campus, there's a big kind 24:28 of thumb sign that, that marks where, where the campus is. 24:31 And one of the designers on the team 24:35 thought, great, I'm gonna celebrate for Mother's Day. 24:36 It's only, not only, not only a gift for my mom, but all moms. 24:39 So he went out he produced a bunch of vinyl stickering and went out and just put 24:42 it out with a few friends and this has 24:48 now become a tradition so when there are cultural 24:49 events happening both on campus but just kind of world wide this is a hack that we 24:52 do quite frequently so this is for you know 24:57 special kind of holidays and occasions Christmas et cetera. 24:59 And speaking of you know, bigger, broader, more heavily produced events, 25:06 this is F8, which is now an annual kind of hack event. 25:11 When it first started we used to do eight hours of hacking after the event itself. 25:16 So it was a real, kind of, way to roll up your sleeves and 25:21 get down and dirty, and, you know, 25:23 collaborate with other developers in the community. 25:24 We've cut out the hack bit but it, we still 25:28 have a, quite an, an int, an interactive day of scheduling. 25:29 This is the installation that Joshua Davis, 25:34 who just spoke collaborated with us on. 25:36 Throughout the day, I worked as a, as a way to understand the programming for 25:39 the, the space and what was happening 25:42 in which areas and also surfaced developers, profile 25:44 photos, the projects and the apps that we are developing which is you know, amazing 25:47 thing to see real time and it was all held in a San Francisco design concourse. 25:50 So we brought in hundreds of developers who were working on the 25:57 platform to learn about you know the changes were rolling out for platform. 25:59 How that affects what they are building and really the improvements 26:04 we are making I think this varies sometimes in the past 26:06 we haven't been the greatest at communicating what we are up 26:10 to and it is these types of things that really help us. 26:14 I think really share and educate what we're doing and why 26:16 we're doing it with the, with the people that are using Facebook. 26:20 The garage was a version of kind of the hack, right? 26:25 So, instead of eight hours of hack, 26:27 we actually had developers in house engineering 26:29 you know, team on site answering questions 26:33 about tech supports, about about the new features. 26:35 We had designers also staffing the booth, kind of talking about how 26:38 we're, how we're design for, for platform now, and what the changes were. 26:41 So again, it's really hands-on, it's really 26:45 kinda like opening up laptops and, and talking 26:47 through problems that people are having in 26:49 real-time and this is one of the developers. 26:50 We had a massive installation of everyone's profile pick, right, so as you 26:53 came in, profiles were e-checked in, profiles 26:56 were printed and stuck on the wall. 26:59 So it really kinda I think connect to the community, made it feel like a really 27:01 open and friendly warm space and it was 27:04 a great way to introduce people as they arrived. 27:06 And these are the two designers on my team that helped drive 27:09 this effort, this is Liz Gilmore and Zach Stoobonfall and they drove 27:11 a lot of the creative piece of this project right so that's 27:17 coming up with this massive projection we called the neb on the ceiling. 27:19 And I think this is really indicative of the late night grind as we 27:22 all know.t The night before the launch cold ramen and empty cups of coffee. 27:26 So from culture to events to now product, the 27:34 year in review is, is annual thing that we do. 27:39 Most companies to a year in review. 27:42 Our version is essentially surfacing your year of posts, and 27:44 images, and content, and the way you've interacted with friends. 27:48 This was, you know, it's a tradition that we've done for years. 27:51 It originated by a guy on our team called 27:55 Nick Quietech, who is an engineer with a design background. 27:57 So he drew this thing up. 28:01 He designed it, he built it, really impressive and like 28:02 I say it's kind of been refining over the years. 28:07 All working toward something more, more immersive, and more compelling. 28:09 Which lead us to a look back, that we rolled out this last February. 28:14 So a few month's before February came around we knew 28:19 that February is going to be our ten year anniversary. 28:23 We thought let's do something for that occasion and you know, it's, it's 28:26 difficult to kind of say right like, what did we do, celebrate ourselves? 28:29 No, no, like that's not the point of the thing right? 28:32 The real point of the thing is to 28:34 celebrate people, and the people on Facebook which is 28:35 really what Facebook is right, it's not about 28:38 the platform, it's about the content and the interactions. 28:40 So we thought it might be a cool idea to give people the 28:43 ability to kind of look back at their entire time on tenure, right? 28:46 The gift of reflection, in their sphere of Facebook. 28:50 So this is a very short film talking about that process and how we did it. 28:53 >> [MUSIC] 28:58 >> The biggest challenge creatively for us was 29:01 to take this moment, an anniversary for the company,. 29:03 And translate that into an experience for all of the people that have 29:08 come along on this journey with us and really made Facebook what it is. 29:12 We landed on the idea of that a movie 29:16 of one's life would be a really powerful gift. 29:19 >> The first step in the process 29:22 to creating these videos is gathering the data. 29:24 Data, we use a system called, timeline, to scan all the years 29:26 that a person has used Facebook usually there's just hundred of posts. 29:30 The 2nd part, which I believe is, the magic of in these videos is, 29:33 how do we, select and order the post, I shall say tell a compelling story. 29:37 In the end I think that final algorithm encompasses 29:42 like dozens of data sources and lots of techniques, 29:46 but it's really about encoding our beliefs of what 29:49 tells a great story and then scaling that to everyone. 29:53 >> The trick was to create something that relative to the content 29:57 that we actually had in this video worked on every platform, retained all 30:00 of the quality but still allowed us to meet the deadline to create 30:04 all of these videos for all the people who are gonna watch them. 30:07 >> Somehow, the, the idea of giving people a gift, like 30:10 energized people at this company and people put in like 150%. 30:13 We had like two hundred million people look at it in the first two days 30:17 the videos that we generated were so viral that fifty percent of people shared it 30:21 after seeing the video that two hundred 30:25 million people that saw their video shared it 30:26 so much in the first few days that it was like a feature of Facebook. 30:28 We were doing 450 gigabits of traffic at peak which 30:31 is about 10 times more than we anticipated doing at all. 30:36 >> We wanted to give people something that would brighten their day 30:40 and also remind them that that's always what we wanna do at Facebook. 30:45 We always wanna make things that are just simply 30:49 for the benefit of the people who are on it. 30:51 >> So 30:54 that was a really fun ex, experience for us all. 30:56 You know, when it started it was just a few of us and by 30:58 the end of the thing before launch it grew to a, a huge team. 31:01 A huge engineering lift. 31:05 It was something like 31 years of processing time that we 31:06 think kind of compressed and rolled out around the world to 31:08 all of servers with, through a process called Moonshot, right, which 31:11 is essentially kind of tracking down server time around the world. 31:14 And deploying this rendering as a kind of, 31:17 you know, the clock that travelled around the world. 31:20 So it was a huge win for us, but really, you know, a huge win for people. 31:22 I think it is something that people really enjoyed. 31:25 We also did a lot of branding, not 31:28 only for sub-brands, but for new products, new features. 31:30 The messenger identify and launch for 3.0 was a big push for us. 31:34 We were mostly focused on the launch and the, the web communication. 31:38 The team came to us with a, a pretty well baked mark on their own. 31:43 We did a bit of exploration around the competitive landscape 31:46 and made sure it was kind of appropriate and felt 31:48 like it was a part of Facebook but also a kind of a new thing as a part of Facebook. 31:51 Obviously the identity had implications that travelled 31:56 over into the product, and vice versa, right. 31:58 So like the blue kind of product color, was informed by the mark and vice versa. 32:00 And these guys just did a bang up job 32:06 for a good number of months in developing messenger. 32:07 And so then we collaborated with them and kind of embedded ourselves 32:11 with the messenger team and worked on, the actual launch and so in 32:14 this case, we just thought, the, the, the messenger app is such 32:20 a killer app, we wanted to get out of it's own way, right? 32:23 We didn't want to kind of put bells and whistles on it. 32:26 We just wanted to, to actually communicate what the 32:27 thing does, and at it's core, it's kind of 32:30 a free SMS service, and it is, With stickers, 32:32 and animated sticker packs that are kind of ongoing. 32:37 It's really snappy and quick for sending images and messages. 32:40 It's cross platform right, so it's iOS, it's 32:44 android and also messenger phone and in that 32:47 way it was really easy for us to kind of let messenger tell its own story. 32:50 So this is us, you know, bringing in hand models in house. 32:55 We have a very quick set up for a rig. 32:58 And shot a series of hands and then made sure we kind of, you 33:01 know, told the story that, that wove 33:04 throughout that, that quick conversation on messenger. 33:06 And that was the launch of that product. 33:08 We just rolled out, a few days 33:11 ago, Slingshot, which we're really excited about. 33:12 Another kind of stand alone app if you haven't downloaded it, check it out. 33:15 It's sling.me. 33:18 It's basically an ephemeral way to share 33:20 messages and images and sketches and doodles. 33:22 But the catch is that you've got to sling a 33:25 shot to, to open a shot or receive a shot. 33:27 so, like I say, it's, it's a, it's a different kind of look for Facebook. 33:30 It's super fun, super lightweight. 33:33 We just launched this website, for the launch of Slingshot. 33:36 And basically, it's a collection of slings that have been, been happening for the 33:40 last, couple of weeks and months in, in dog food and, these are illustrations. 33:43 These are, you know, short bids that employees have, have shot 33:48 and sung back and forth and then we also, on the website. 33:50 If you go to sling.me, this is where you can download. 33:53 But you can also check out a bit of an introduction video. 33:56 [MUSIC] 34:00 Yeah, so again, very much like Messenger it's about us kind of getting 34:44 out of the way of the thing, and letting it really speak for itself. 34:47 This is a larger initiative that we 34:51 worked on with leadership, and it's called Internet.org. 34:53 And basically this is our effort to connect the worlds, the 34:57 merging worlds in terms of the majority worlds into the internet right? 35:00 So these are the fringes of, of the 35:04 kind of technological sphere that aren't on the internet 35:06 yet and that we're really aiming to connect Just 35:09 started as a very, very, kind of you know, 35:14 big idea, but very unpolished idea and we sat 35:16 down with the leaders of the company and, kind 35:19 of, crafted, I think, the narrative but also cemented, 35:21 I think, what this can and, and will be. 35:25 We launched with a bit of an inspiration film. 35:28 And we continued to, kind of, communicate in film and storytelling. 35:31 So we'll show that, that launch film. 35:34 [MUSIC] 35:36 >> I am not referring to the absolute 35:39 infinite concept of universal peace and good will. 35:41 Of which some fantasies and fanatics dream. 35:45 Let us focus instead on a more practical, more attainable peace. 35:50 This will require a new effort. 35:56 A new context for world discussions. 35:59 It will require increased understanding, and 36:02 increased understanding will require increased contact. 36:05 So let us not be blind to our differences. 36:10 But let us also direct attention to our common interests. 36:13 Our most basic common link, errors that we all inhabit this small planet, we all 36:17 breathe the same air, we all cherish our children's futures, and we are all mortal. 36:24 [MUSIC] 36:31 >> And what's so great about, I think the team is 36:42 that, you know, we're, we've got diverse background, diverse skill sets. 36:44 And the whole way that this film came about was 36:48 one of the, filmmakers had watched a documentary, saw the 36:50 JFK speech, and was really truly moved and thought, you 36:53 know, this is exactly what we're kind of up to. 36:55 So her worked on getting access and rights to using the narration. 36:58 Then we sent a team off around the 37:04 world to capture these stories of actually emerging 37:05 markets that are just starting to connect to 37:09 the internet and actually defined what that means. 37:11 So we then launched the web site this is 37:14 kind of a communication platform for us to talk about 37:16 all of the ongoing research we are doing all 37:19 the collaborations we have ongoing to actually connect the world. 37:22 And this is a follow up film 37:26 that communicates a bit of the logistics around. 37:28 >> The way the world works is 37:30 changing. 37:37 We used to live in an economy that was primarily resource based. 37:40 Which meant that, if I own something, you can also own the same thing. 37:46 But the future of the world economy is a knowledge economy. 37:52 Me knowing something doesn't prevent you from also 37:57 knowing it because we can share knowledge and information. 38:00 Imagine a world where everyone had access to education and healthcare information. 38:05 A world where farmers could look up information to improve their crop 38:12 yields and students could consult Wikipedia to help out with their homework. 38:15 The internet is really the backbone of the knowledge economy. 38:22 If everyone had access to those basic tools, we'll all be able 38:26 to benefit from all the innovation and creativity and ideas that everyone had. 38:30 [MUSIC] 38:35 >> So, it's very clear, this is like a big though, 38:39 and it's a bigger initiative that something we're, we're kinda working on 38:40 an ongoing basis, it's a huge technological lift, but we're really happy 38:43 that we're starting to ship away at this, at this internet dialog. 38:47 Thing that we've created 38:50 and lastly I'll show you a bit of what we just launched for the World Cup. 38:53 It's kind of two pieces. 38:57 One is the Facebook ref and the other one is 38:58 the World Cup kind of hub is what we call it. 39:01 Up until a few weeks ago there really wasn't 39:03 a central place to experience one cultural event on Facebook... 39:06 It's might pop up in your feed but there wasn't, like I say 39:10 kind of a place to go to for a thing like the World Cup. 39:12 So we launched Facebook.com/Worldcup and when you go here this 39:16 is kind of like I say a filtering of all 39:21 World Cup content from your network, from players, from teams 39:23 and in addition we created this character called the ref... 39:28 Which is essentially your, your all-access kind 39:31 of information's spot for games, live updates, 39:35 scores, beginning and finishing and so kind of, it's a new creation for us. 39:40 It's sli, slightly outside of our, of our prior kind of, you know, body of work. 39:44 But it's been a really engaging and hopefully entertaining piece 39:49 of the World Cup and this is his entran, sorry. 39:53 His introduction video's coming. 39:56 This is an example of us designing for Snap 2 and M Touch phones, right so. 39:58 Like we were talking about earlier. 40:03 Were not just designing for first world, were not just designing for smart phones. 40:04 Were designing for the world, and the largest audience 40:08 watching, participating in the world cup are on basic phones. 40:12 So it was really crucial that we designed 40:15 in concert with you know very simple product integration. 40:16 In addition to you know desktop and also you know, smartphones. 40:21 So, this is the ref's Facebook page you can go here, 40:26 you can like the ref that'll bring it in your feed. 40:31 You can also just experience it on facebook.com/worldcup. 40:34 And frankly, I think it's hilarious. 40:37 We've shot hundreds of reaction videos, right. 40:39 So that one, when, when goals are scored, score, and red cards are thrown. 40:41 We can post video. 40:45 We've got live sports and comedy writers actually writing as the Ref 40:46 and he's replying real tie, real-time to people who are commenting to him. 40:50 [BLANK_AUDIO] 40:54 >> My name is Rafael Eduardo Fernandez. 40:57 They call me Ref. 41:01 I grew up in a small village. 41:04 The town was split into two sides, the North side and the South. 41:07 [MUSIC] 41:11 Every Sunday the two sides would come together and play. 41:16 Now, my family's house was in the middle of town, literally. 41:20 [MUSIC] 41:28 I didn't know, which team I belong. 41:29 I don't, so instead I remain a neutral. 41:31 I watched, studied and analyzed. 41:35 I became a student of the game. 41:41 On my tenth birthday I received the key that would unlock my destiny. 41:45 I was born to be a ref. 41:55 This is what I do. 41:56 [MUSIC] 41:58 I cheer for fairness, and loyalty, is to the whistle. 41:59 The games are upon us, and when it starts, I will be here. 42:06 Follow me. 42:11 [MUSIC] 42:15 [SOUND] So, like I said at the beginning of the talk. 42:20 You know, we haven't always been a 42:29 part of the conversation that's happening about Facebook. 42:30 And I think, in this way, we're starting to kind of interject our 42:33 brand voice in a kind of, entertaining, but also informative and functional way. 42:36 So those are some of our tools a bit 42:41 of our process the project that we are working on. 42:44 But most importantly our why and just to bring it back full 42:47 circle in the famous words of Guy Manuel and Thomas 42:52 Bingalter, do it, do it faster make it better work harder our work is never over. 42:57 Which is absolutely true and they're words to live by. 43:03 And in fact they're, these are all over the walls at, at Facebook. 43:05 So thank you, and thanks for participating 43:08 on the little kind of collaboration earlier. 43:10 If you guys didn't exchange your information with 43:12 someone else, I encourage you to do so. 43:14 I think it's very much in the spirit of, making the world more open and connected. 43:16 and, in terms of your answer. 43:21 As far as why you get up in the morning. 43:23 Maybe that's not your why, maybe it should be your why, 43:26 but I encourage you to all think about what your why is. 43:28 Thanks. 43:31 [APPLAUSE]. 43:31 >> Cameron, thank you. 43:37 We actually just have a few extra minutes, so if we have any questions for Q and A. 43:37 >> Yea, I loved to. 43:41 I actually. 43:43 >> So I'll start off with one. 43:43 >> Yeah, cool. 43:44 >> So Facebook is pretty ubiquitous. 43:45 >> Yeah. 43:47 >> So that means that it makes for a pretty big target. 43:48 >> Yeah. 43:51 >> So do you guys hear some of the. 43:52 >> Loads. 43:54 >> Chatter and some of the discontent. 43:54 >> All the time. 43:56 Yeah, absolutely. 43:56 >> So what happens? 43:57 Do you discuss how it happens when it filters in? 43:58 >> So I think there are like a few different vectors in right. 44:00 There like, there's brand discontent. 44:03 There's also product discontent right? 44:05 So we do a lot of community operations in terms of 44:07 people really being unhappy with whatever product features and these broken. 44:09 We really have like a really robust 44:13 team that communicates with people around the world. 44:14 Trying to solve those problems real time. 44:17 The brand get discontent is huge and I think 44:19 that's why I'm most excited about my job right? 44:21 We're studying at a deficit here. 44:23 And like I say, I think we're just starting to 44:25 talk about ourselves and inter, interject our voice into the conversation. 44:27 So, we went bash a while, fully accept that, you know? 44:31 I kind of had my own issue that you know, with, with Facebook, before I joined. 44:34 And I think it's also really important, not to forget those issues, right? 44:39 So yeah, very aware. 44:41 I think it's, it's tenuous. 44:43 But like I said, that's why I'm most excited about working on 44:44 the brand because there's a lot of room to grow, you know? 44:47 Does anybody else have a question? 44:50 Here's one right here in the front. 44:52 >> Yeah, I have a question about the Facebook messenger. 44:56 >> Yeah. 44:59 >> A lot of my friends say they, 44:59 they find it annoying that they're two separate apps. 45:01 >> Yeah. 45:03 >> How do you handle the response to that? 45:04 >> Yeah, I think it's fair enough. 45:07 I think, you know, it's, it's quite clear that Facebook 45:09 has kind of grown into a really massive, you know, experience. 45:11 Right? 45:14 There's a lot happening there. 45:14 When I say products, that's how we talk about various 45:16 features internally, but really Facebook is just this thing, Facebook. 45:18 I think in order to make really robust features sing and work well and 45:21 be hyper-functional, we're starting to break some 45:27 of those out like we're seeing in Messenger. 45:29 I think it's hard to argue that it's a very fast and nimble app. 45:32 Does a, does a clever home screens, I don't know, you know, these 45:36 are the things we are wrestling with and we're kinda defining as we go. 45:39 But it's clear that you know, communication one-to-one 45:41 is really important, and this is for us 45:44 one of our easiest ways to kind of 45:47 make that you know, overly well-polished and well-functioning app. 45:49 Yeah. 45:53 >> Any other ones? 45:54 Here we go. 45:56 >> So, a lot of designers have an issue where now we have 45:58 kind of a design by committee, where a project manager will kind of dictate. 46:02 >> Yeah. 46:06 >> Certain things about the design of something. 46:06 And they may not always have a design background. 46:09 >> Yeah. 46:12 >> How do you guys deal with that issue at Facebook? 46:12 You mentioned you guys have a more flat structure. 46:15 >> Mm-hm. 46:17 >> Does that play a part in that, in that kind of back and forth? 46:18 >> Yeah, its interesting I think there are two kind of pieces to that response. 46:22 One is that our team our factory, everyone is 46:27 kind of highly experienced and trained in this space, right? 46:30 So everyone is really savvy. 46:32 You know, it, be it PM's who have a ton of industry experience and they're not making 46:34 creative calls but really contributing to the creative idea, 46:38 ideation and kind of, you know consultation and reviews. 46:42 We have a creative creative director in Scott Tratner, who's you know. 46:46 Super talented, has a ton of experience in the Brown Space, Apple and other places. 46:50 And he's kinda providing the overall kind of you know, creative leadership. 46:55 Which is really helpful for us. 46:58 There is a bit of structure there admittedly. 46:59 But speaking more broadly then to my second point about the flat structure. 47:01 The whole company comes along for the ride right? 47:05 So when we're working on stuff, we release it 47:07 really early to the company internally for dog fooding. 47:09 So in that way everyone has a voice and everyone has a say. 47:12 And it's, it's a, I think the old 47:14 notion of the designer knows best is very antiquated. 47:16 And it's really about good ideas come from every, every angle. 47:20 No matter your discipline and I think 47:23 everyone's voice is, is kinda worth being heard. 47:25 So it's not a matter of, I don't think, designing by committee. 47:27 But really, I think, you know, crowd sourcing feedback, right? 47:29 I think, as a, as a single designer. 47:34 It's impossible for me to kind of field test a product in the way 47:36 that, you know, 500 people would, in the way that 1 million people would. 47:40 So that's a huge piece of our feedback loop in our design process. 47:44 >> I probably have time for one more, so do we have one more question for Cameron. 47:48 In that case lets put our hands together Cameron thank you very much. 47:53 >> All right. 47:55 Thank you guys. 47:56 [APPLAUSE] 47:58
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