Email: FW: Prep documents for H1 2016 Planning Discussions tomorrow

Raw text

Transcribed text as recorded, including headers and formatting fragments.

Exhibit 96 Message From: Emily Eckert [/O=THEFACEBOOK/OU=EXCHANGE ADMINISTRATIVE GROUP (FYDIBOHF23SPDLT)/CN=RECIPIENTS/CN=EMILYECKERTA9B] Sent: 12/17/2015 4:55:05 AM To: __ 292"" 29 PH 5' '0 BCC: _ cat MASTER . . FW: Prep documents for H1 2016 Planning Discussmns tomorrow 11:. .'I: Subject: DAVIDSON CC. CHANCERY CI Attachments: Outreach Review Verticals and Markets.docx - W Cl C. & H. Hi Guys, Small change for the Outreadi section (team added the last bullet). Everything else from the original email 4- attachment is the same. Outreach Meeting. 12:30-1:30 H1 2016 Key Themes (attached is a lull overview at each vertical and international area: Our vertical model is working well. With a larger team we are expanding to new verticals and deepening our focus in top markets. 0 Keep: Public Figures. Music. Fashion, Teens. Photography 0 New Investment: Sports. PubhshmgNews (this is about giving media orgs from from magazines to broadcasters a sustaimad level of partnerships support; this is not a goal to Win in news) 0 Possible addition: SMB 0 Major H1 momentszAwards Season, Olympics, Election, Instagram moments (look for a few potential opportunities to create our own impactful moments like #Instal'ride) Our international model is working well. In 2016 we will be focused on growing the team in key countries and tailoring our approach in each. 0 Priority Markets aren't changing: US. UK, DE, FR, JP, BR, All, CN 0 Unique challenges in: DE, F R, JP 0 New brand campaign: Develop a brand marketing campaigi'i in 1-2 target countries to drive growth. brand love, and brand awareness. 0 Focus on local influencers: We will also invest heavily in onboarding and growing the accounts of local influencers in key markets. Emphasis on driving time spent. During Hi. we will approach major moments(Awards Show, Olympics. etc.) with an explicit goal around moving time spent. We will support our company-wide time spent goals by supporting initiatives aromid Video. Live Events, and Ranked Feed. Working together across outreach and product. In H2 2015. the outreach team worked closely with the product team on initiatives like Search & Explore. major notifications (David Beckham). and Top Account Safety. In III, we will continue to work closely with the product teams across editorial and partnerships, applying the leamings from the last halt'. Investing in data. We will begin building the capability to better understand how outreach activity drive engagement (time spent). growth (MAP. DAP) and lnstagram Brand lift, and then optimize and amplify the things that move Instagram top-line goals. Develop a deeper understanding of our brand and how to apply our superpowers through marketing/comms/outreach. This will be helpful for people who currently use Instagram, people who currently use lnstagam and other services. and the Facebook family of apps and services (c. g. teens. video). This will also be CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-IG-AG-00146487 especially important for international and our vertical teams who are trying to figure out how/when/if to react to Snapchat and others as we play to our strengths. From: <> Date: Wednesday, December 16, 2015 at 6:36 PM To: <> <> Cc: <> <> <>, <>, <>, <>, <>, <>, <>, <>, <>, <> Subject: Prep documents for H1 2016 Planning Discussions tomorrow Kevin & Mike, We are all looking forward to meeting tomorrow to discuss our H1 2016 plans for the business side of the house. We thought we could spend the first hour discussing regional and vertical strategies, followed by 20-minutes on each functional area. We want to make these meetings as efficient as possible so in preparation for the discussion tomorrow, you might want to review the high level summary for each region, vertical, and function (below) to get a sense of what we plan to cover. Attached is a spreadsheet with the key points for each region and vertical. For the functions, while are summaries below, there are links to longer, more detailed working documents for each area if you want to go deeper. Let us know if you have any questions in advance. Thanks for doing this. Looking forward to it! Marne & Team Outreach Meeting (first hour) – Swain, Amanda, Cliff, Katie, Charles, Nicky, James M, James Q, George Goal: Discuss key themes going into H1 and walk you through our vertical and regional strategy with an emphasis on what is shifting between H2 2015 and H1 2016. H1 2016 Key Themes • <!--[if !supportLists]--><![endif]-->Our vertical model is working well. With a larger team, we are expanding to new verticals and deepening our focus in top markets. o <!--[if !supportLists]--><![endif]-->Keep: Public Figures, Music, Fashion, Teens, Photography o <!--[if !supportLists]--><![endif]-->New Investment: Sports, Publishing/News (this is about giving media orgs from from magazines to broadcasters a sustained level of partnerships support; this is not a goal to win in news) o <!--[if !supportLists]--><![endif]-->Possible addition: SMB o <!--[if !supportLists]--><![endif]-->Major H1 moments:Awards Season, Olympics, Election, Instagram moments (look for a few potential opportunities to create our own impactful moments like #InstaPride) • <!--[if !supportLists]--><![endif]-->Our international model is working well. In 2016 we will be focused on growing the team in key countries and tailoring our approach in each. o <!--[if !supportLists]--><![endif]-->Priority Markets aren't changing: US, UK, DE, FR, JP, BR, AU, CN o <!--[if !supportLists]--><![endif]-->Unique challenges in: DE, FR, JP o <!--[if !supportLists]--><![endif]-->New brand campaign: Develop a brand marketing campaign in 1-2 target countries to drive growth, brand love, and brand awareness. o <!--[if !supportLists]--><![endif]-->Focus on local influencers: We will also invest heavily in onboarding and growing the accounts of local influencers in key markets. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00146488 0 <!--[if lsupportLists]->< ![endifl~>EmphasB on dmdrrle span. During H1, we will approach major moments(Awards Show, Olympics, etc.) with an explicit goal around moving time spent. We will support our company-wide time spent goals by supporting initiatives around Video, Live Events, and Ranked Feed. o < !--[if !supportLists]-><![endif]->Worldng together across outreach and produa. In H2 2015, the outreach team worked closely with the product team on initiatives like Search & Explore, major notifications (David Beckham), and Top Account Safety. ln H1, we will continue to work closely with the product teams across editorial and partnerships, applying the learnings from the last half. o <l--[if !supportLists]->< ![endif]>Investln¢ in dab. We will begin building the capability to better understand how outreach activity drive engagement (time spent), growth (MAP, DAP) and lnstagram Brand lift, and then optimize and amplify the things that move lnstagram top-line goals. o < !--[if lsupportLists]->< ![endif]~>landlng a narraflve that lndlrecfly dlfferentlaw us. This will be helpful for appealing to people who currently use lnstagram, people who currently use lnstagram and other services, and the Facebook family of apps and services (e.g. teens, video). This will also be especially important for international teams are spooked by growing presence of Snapchat. H1 2016 Vertlal 3M Mortal m Overview (attached is a full overview of each area) Functional Meetings WhnlngAsplraflom & H1 Plans o < l--[if lsupportLists]->< ![endif]->Emand our namtlves throw new brand identity and major product m8 o H1 Plan: Launch new brand identity + key products/features to help drive adoption: I Your World As It Happens (Consumption) I Ranked Feed: "So you never miss a moment that matters to you" - Explore Page: "Connecting you to your world, as it happens" - Live Events: "lnstagram is the place to go to experience a live event or moment" I Visual Voice (Creation) I Direct: "Share privately" I Multi-post stories (or H-Scroll): "Tell a story with multiple photos and videos" I Video (Consumption & Creation): "lnstagram is the best place to discover and share authentic, personal videos" o Measuring Success: Media impressions per launch; Growth (DAP/MAP); Engagement (time spent); Brand lift o Getevai morepeopletolove lnstagram-blgfoaisongetflngnon-userslnterested lnfltebrand and tryingtiie product. o Insight & Hypothesis: lnstagram users love the brand and the product with stronger affinity (80%) compared to Facebook (76%), Snapchat (76%), and Twitter (65%). However, there's a perception gap between people who use lnstagram vs. people who do not use it. Non-users do not have a strong affinity for lnstagram (17% vs. 80%). None users are awareof the brand, but they are not yet convinced of its value. Hypothesis: we can accelerate growth and earn brand love through a brand campaign to help more non~users understand the benefits of lnstagram. o H1 Plan: Develop Brand Campaign and launch in one country in 02. o Measuring Success: lG app installs (new people); lift in IG DAP/MAP (existing people); brand lift (simple, fun, express myself, connects me to interests/passions, relevant content). o Getmoreglobaland lomltopaocounuand heylnfluencesonflieplatfonn (sharedgoalsw/Pamershlpsteam) o H1 Plan: Launch tool kit to help Partnerships tell the story (e.g., Why lnstagram; vertical-specific insights; case studies, how-to) o Measuring Success: Shared with Partnerships team Top of mind o <l--[if !supportLists]->< ![endif]->Confinn alignment on success metrics for Brand Campaign. o <!--[if lsupportLists]->< l[endif]->What country to test the Brand Campaign. Recommendation is FR or JP. CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-lG-AG-00146489 Winning Aspirations & H1 Plans • Product: Surfacing great, timely, relevant content from our community (including our Top Accounts) within the app experience that drives up time spent in the app and supports the 2016 narratives: o Connecting you to your world as it happens o Instagram is the place to experience live events • Editorial: Discover and surface great accounts and content that help to drive MAP growth and time spent o Grow Instagram's editorial reach on all channels to 35% of MAP and support daily curation inside Search & Explore that drives topline time spent (2 minutes per day) o Verticals: Support narrative that Instagram is the place for discovery of fashion, photography, music, public figures, teens and sports content. o Regions: Our investment in our communities in core markets US/UK/DE/BR/JP/FR/CA/AU is increasing MAP and time spent • Advocacy: Through our support of our most vocal supporters of the platform, we are driving up time spent and MAP growth. • Data: We have strong data narratives that demonstrate how the community team provides value to Instagram's bottom line Top of mind • <!--[if !supportLists]--><![endif]-->Product o <!--[if !supportLists]--><![endif]-->How community Human + Machine content approach o <!--[if !supportLists]--><![endif]-->Pivoting team to support MVP with not much visibility into what the content strategy will be long term (i.e. changing the tires while the car is in motion) Events vs. Topics. Solution: Work closely with product team as MVP and beyond are being developed. • <!--[if !supportLists]--><![endif]-->Data & Measurement - How to measure: o <!--[if !supportLists]--><![endif]-->Value of Advocacy and Editorial intersection: the long-tail of editorial stories, do they cross-pollinate exclusive communities, and do these editorially-featured people (who then become called "advocates") and/or people who follow "advocates" have higher time-spent on the platform? Marketing and brand affinity value added o <!--[if !supportLists]--><![endif]-->"driving XXXk likes and followers to the featured account" is a big deal for community building, partnerships and Connections team goals. o <!--[if !supportLists]--><![endif]-->Animal Calendar and other printed-like things • <!--[if !supportLists]--><![endif]-->Editorial o <!--[if !supportLists]--><![endif]-->Tools - specifically CMS and Editorial Calendaring programs are necessary to help us scale from spreadsheets + Outlook + Tasks o <!--[if !supportLists]--><![endif]-->Need a surface to tell stories about the community with multiple pictures and corresponding context. Possibilities include in-app (optimal, but not on the product roadmap), FB products like instant articles, or TBD. • <!--[if !supportLists]--><![endif]-->Regions o <!--[if !supportLists]--><![endif]-->Gap on Tier 2 countries in EMEA and APAC where there are business needs but no Community staff Policy & CO Executive Summary (full plan in Quip here) -- Nicky Jackson Colaco, James Mitchell, Max Slackman, Marni T, Cheramie Cheung, Adalia Gabrielow, Caroline Frishman Winning Aspirations & H1 Plans • <!--[if !supportLists]--><![endif]-->Community Operations o <!--[if !supportLists]--><![endif]-->Efficiently creating easy and delightful support and product experiences for all users, developers, and top accounts o <!--[if !supportLists]--><![endif]-->Creating a safe community in which users don't have negative interactions or content experiences • <!--[if !supportLists]--><![endif]-->Policy o <!--[if !supportLists]--><![endif]-->Consistent positive engagement with policymakers, particularly in policy challenging regions CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00146490 o <!--[if !supportLists]--><![endif]-->High utility, low 'creep' product experiences o <!--[if !supportLists]--><![endif]-->High impact, scalable, increasingly global policy programs that recognize and address the needs of our community o <!--[if !supportLists]--><![endif]-->A broad external understanding of our policies and positioning Instagram as a leader in policy and enforcement development o <!--[if !supportLists]--><![endif]-->A culture of proactive, community-centric communications that creates a positive environment for wider outreach and monetization activity Where we will play • <!--[if !supportLists]--><![endif]-->Community Operations o <!--[if !supportLists]--><![endif]-->Efficient Support and Product Experiences ▪ <!--[if !supportLists]--><![endif]-->Our user reporting support flows and processes ▪ <!--[if !supportLists]--><![endif]-->Search and explore media consumption ▪ <!--[if !supportLists]--><![endif]-->Verification support for top accounts ▪ <!--[if !supportLists]--><![endif]-->Review process for developers to enter our API ▪ <!--[if !supportLists]--><![endif]-->Account security and access based support o <!--[if !supportLists]--><![endif]-->Safe Community ▪ <!--[if !supportLists]--><![endif]-->Nude and pornographic content in search and explore ▪ <!--[if !supportLists]--><![endif]-->Spammy experiences: auto generated and high volume ▪ <!--[if !supportLists]--><![endif]-->High sensitivity and intensity experiences: terrorism, self harm, CEI, revenge porn • <!--[if !supportLists]--><![endif]-->Policy o <!--[if !supportLists]--><![endif]-->Programs: Scalable initiatives that demonstrate how our app unifies diverse groups, empowers people, and promotes acceptance, while also inoculating ourselves from potential criticism o <!--[if !supportLists]--><![endif]-->Product policies: Internal and external policies that support our growth and business goals and that are easily understood by our community o <!--[if !supportLists]--><![endif]-->Comms: A strategy in which we amplify programs through tentpole media, provide globally accessible narratives around safety, privacy, security, and product policy, and anticipate and address policy sensitivities (proactive/reactive) o <!--[if !supportLists]--><![endif]-->Political outreach: Consistently demonstrated the value to politicians, policymakers, their staff, and their campaigns, and influence the media to use and report on Instagram in the political context Top of mind • <!--[if !supportLists]--><![endif]-->Community Operations o <!--[if !supportLists]--><![endif]-->Is top account impersonation going to be an area we can get search eng investment o <!--[if !supportLists]--><![endif]-->Engineering support for important tools that are currently aren't accounted for (i.e geo blocking, checkpoints, tiered shielding) o <!--[if !supportLists]--><![endif]-->Ongoing tool support for our API support flow • <!--[if !supportLists]--><![endif]-->Policy o <!--[if !supportLists]--><![endif]-->How do we trade high intensity, low frequency issues (geo blocking) against higher impact product asks? o <!--[if !supportLists]--><![endif]-->In 2016, how can we best anticipate how the EU regulatory environment will impact our growth (eg - establishing jurisdiction; <16 parental consent)? o <!--[if !supportLists]--><![endif]-->How should we anticipate growth pushes (eg - 'free basics' type service) and build the policy foundation for it? o <!--[if !supportLists]--><![endif]-->Used to be able to have unique identity on IG (KarltheFog) - ads and FB integrations are now closely associating FB identity with IG identity. Great for growth/engagement - any downsides? CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00146491 o < !--[if !supportLists]--><![endifl->How much of FB's heavy investment in Politics and Government should we replicate? o <!--[if !supportLists]-->< ![endif]->Is there broad alignment that growing an SMB mom (comprised of policy, marketing, monetization, community, editorial) is a good 2016 investment? Mnnlnusplntlonsl H1 Plans o Expand our namflvu and land bk product o Will be a big year for Video and Personalization in support of time spent o How we bring Ranked Feed to market will be complicated o Having a timely strategy for global moments matters; Baltimore, Paris, Nepal, NASA, Pride o Show that our ads products work o Vertlals continue to be big bet: o Drive perception that we are the platform of choice in established verticals; in new verticals, narratives build to this goal o Same: Public Figures, Teens, Fashion, Photography o New: Sports, Music, News; US Election + Olympics become temporary verticals o Hitting stride in prioritized hlgh ARPU counties o US, CA, UK, DE, FR, BR, KR, AU, JP; DE + JP are tricky o Plug in to FB comms to scale ads + issues management in others o Scale comms to holistically support our me baldt; big progress in 2015 o Kevin, Mike and Marne o Build foundation and approach for global SMB mm across comms, monetization, community and policy Top of mind o Headwind w core themes like authenticity; Snapchat is entering our verticals; YouTube becomes more important o Fine-tune how we position Instagram alongside Facebook o Own what makes IG special w out watering it down: Ads/Corp, Elections, Olympics, Teens Fine-tune our narratives, relationships and approach to sensitive issues: tolerance / hate speech / body image Our foundation is still not there: creative services, presentation design, speeches, social People vs accounts with multi-account switching + how we roll out MAP it's globally WinningAsphtionslHl Plats o CormnulmourlnvsunentandemgementmTopAmounts: o Where we'll focus on Top Accounts: I Emphasis on the head Top Accounts: I 100 top influencers in the world Making sure they are active on IG, posting their most compelling, authentic content on IG, and advocates for IG (e.g. Selena Gomez). Make a major moment with as many of these folks as possible (e.g. album launch, special announcement, etc. ). I 1000 top influencers in the world Making sure they are engaged on IG and posting their most - compelling, authentic content on IG (as compared to other platforms). I Top 3k accounts on lnstagram (vs in the world) o Emandlmtonewvertblsand deepeningfocuslntopmarkeu o Where we'll continue our work: I Core verticals: Public Figures, Music, Fashion, Teens. I Teens /Youth Focus is particularly critical to our brand and overall success in partnerships. This is also a space that is increasingly competitive. We are weaving this focus area into all of our market and vertical plans. o Where we'll create new investments: I New Verticals: Sports, Publishing/News, Local Influencers. CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-IG-AG-00146492 o Continung our work globally: I Pnorlty markets in H1: US, UK, JP, FR, DE, BR. I Scale to cover witl' goals across l'B 5PM Resources: AU, CA, KPOP, MENA (after H1 Hire), ES, MX, AR, ID o Focus on fewer, bigger moments o Doubling dawn on the biggest events In the world: Award Shows, Super Bowl, UEFA Championship, The Olympics etc. o Creating our own editorial moments similar to fllnstapride. o Partnering with Top Acc0urts on their biggest announcements (eg. Beckham launch, Beyoncé album announcement). o Product adoption o Harnessing the power of Top Accounts for successful product launches (e.g. Neymar Boomerang). o Working closely wrth Top Accounts and the product team to provide the best experience to Top Accounts (e.g. comment moderation). c Managing tough product moments wrtl' our most outspoker Top Accounts. This is specifically related to the launch of ranked feed, whicl' will be an extremely controversial procuct for all of our key partnersl'ip stakeholders. Top of mind O <!--[if !supportLists]-->< ![endifl-->Video: How and when do we want to start going aggressively after video content? O <l--[if lsupportLists]-->< ![endif]-->We will have an H1 goal with the Video team (Jeff K/Layla) to drive up video content production for the top 1000 accounts by 100% [We will drive adoption when the product is right and ready] o <!--[if lsupportLists]-->< ![endif] -->Managlng the Frown/Partnerships Relationship: We want our Top Accounts to feel supported by the procuct team Without putting us in a situation where we have a gun held to our head. O <l--[if IsupportLists]-->< l[endif]-->How wrll we manage this in a year where we launch a ranked feed? Our objective is to partner with Blake and team to have this roll out in a way that isn't thrashy for partners. We want to prove the value of rankec feed for partners, and also launch other carrots in H1 having a positive drumbeat - showing support so that they continue to feel that Instagram is their most important platform. 0 <!--[if !supportLists]-->< ![endif]-->We know that pr0vidirg data to partners and press drives a lot of excitement and the impact is very high. But, our verticals and regions have a limited ability to quickly get the data today (e.g. tracking of account content ard engagement over time). We will partrer with the growth team, the ads msrghts team and other product teams to deliver these insights internally for our teams. o <!--[if lsupportLists]--><![endifl>Competltlon: How will we build our north star in 2016 so that we don't get distracted by Snapchat or others? 0 <!--[if lsupportLists]-->< ![endifl-->Proposed approach: I <l--[if !supportLists]--><l[endif]-->lnternal mindset. Normalize the fact internally that top accounts will jom SnapChat, anc that's expected. Anc', SnapChat will be at every event (they went to play in media, global moments and events). Our response will be to build the strongest and most creative team and to maintain the strongest relationships with influencers. We will also double down at the mOSt important events, capture the biggest moments, and win as the place wrtl'. permanent content that the press can cover. I <!--[if lsupportLists]-->< ![endif]-->Starfing strategy. We tviii continue to hire the best people for key verticals and markets. We need to have the most creative team and best relationships with key influencers. We shoulc also be staffing up to wm in key areas and momerts (e.g. Olympics, Award ShOWs). I <!--[if lsupportLists]-->< l[endifl-->Product strategy. We will double down on authentic visual storytelling. Align with the product team to make sure that top accounts have the best experiences possible With our products. We need to minimize negative experiences (e.g. safety and hacking Issues, potentially the ranked feed launch) and produce new products that show value and delightful experiences (e.g. Video View Count, Video content tools, Channels, etc). o Branded Content Strategy. I We are running a quick research project to determine the extent ard quality of branded content posts coming from a random sample of the top 1000 accounts. I FB is pursuing a potertial acquisition in the marketplace space for branded content. which would enable brards/businesses to connect with influencers. and content creators to make branded content. I We'll follow up with a more detailed conversation on this topic as the research data comes back in, but warted to gauge any early thoughts on the marketplace acquisition idea. CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-lG-AG-OO146493