Meta & Children's Online Safety2017 Teens Strategic Focus (Nov. 8, 2016)
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2017 Teens Strategic Focus FBF Product Leads Distro 11/8/2016 HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) META3047MDL_RVOL003 ΜΕΤΑ3047MDL-003-00172010 METANMAG-002-00172506 PLTF EX-00420_0001 PLTF EX PLTF EX-00420 Contents H1 Plan: What we shared with Zuck Oct. 27 What happens next HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) META3047MDL_RVOL003 2 ΜΕΤΑ3047MDL-003-00172011 METANMAG-002-00172507 PLTF EX-00420 0002 Where we're at in the H1 planning process Sept. 8: Kicked off age modeling, Understand sprint Oct. 14: Now: Teem Brainstorm Understand: Research, Data, Modeling, Legal Joint planning with partner teams Agree key project goals, partner teams, Now: Nov. 22: staffing Dec. 13: Confirm plans at H2 reviews Dec 15: All Understand research + data lands Early Jan: Finalize product goals, build HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) META3047MDL_RVOL003 3 ΜΕΤΑ3047MDL-003-00172012 METANMAG-002-00172508 PLTF EX-00420 0003 Our 2017 Goal & Market Position HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) META3047MDL_RVOL003 4 ΜΕΤΑ3047MDL-003-00172013 METANMAG-002-00172509 PLTF EX-00420 0004 2017 Top-Line Goal Strategic goal: Time Spent Share What percent of all <= 18 smartphone + tablet time is an FB experience? Operational metric: Aggregate Total Time Spent e.g. "15 billion minutes/day across FB Family" Built from MAP * DAP/MAP * TS/DAP Total time is the product of participation and engagement Rewards both Growth and Engagement wins Diverse projects can all be sized by contribution to time HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) META3047MDL_RVOL003 META3047MDL-003-00172014 METANMAG-002-00172510 PLTF EX-00420 0005 We estimate that we have 32% of global youth smartphone time spent United States Western Europe RoW Smartphone Daily Hours 23M Android 36M Android 60M IOS 83M Total FBF Daily Hours 5.7M Android 7.6M IOS 13M Total Facebook Inc. Share 25% Android 13% iOS 16% Total 40M IOS 76M Total 10.4M Android 11.4M IOS 22M Total 29% Android 28% iOS 29% Total 371M Android 59 M IOS 430M Total 131M Android 21M IOS 152M Total 35% Android 36% iOS 35% Total Note: Youth: <=18. Estimates are approximate based on a combination of Onavo and internal data. HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) META3047MDL_RVOL003 6 ΜΕΤΑ3047MDL-003-00172015 METANMAG-002-00172511 PLTF EX-00420_0006 The two key drivers of youth smartphone time spent are social and entertainment Millions of Hours United States Western Europe RoW Total (M hours) Social: Broad Sharing 22% 18% 23% 22% Social: Small Group 15% 19% 20% 19% Sharing Entertainment: Video 30% 30% 19% 22% YouTube Only 17% 22% 15% 15% Entertainment: Gaming 9% 13% 14% 13% Other 24% 21% 24% 23% Total (Daily Hours) 100% 100% 100% 100% Total (Daily Hours) 83M 76M 430M 589M Notes: (1) Youth: <=18. (2) Smartphone inclusive of iOS and Android. HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) META3047MDL_RVOL003 ΜΕΤΑ3047MDL-003-00172016 METANMAG-002-00172512 PLTF EX-00420 0007 To win social time spent share, being #1 for each user is crucial Share of Total Daily Time Spent on Social Apps, US Android Teens 80% 71% 53 min / day 70% 60% 50% 40% 17 min / day 30% 20% 20% 10% 0% 1 2 7 min / day 7% 2% 1% 3 4 5 Ordinal most-used social app per user Source: Onavo. Note: This analysis is based on 7-day average daily social app usage between 9/2-9/9/2016. While the data shown is for US teens, the trend is relatively consistent across international markets. As Calvin mentioned, most of the growth will be coming from Android teens, I will like to dive a bit deeper to understand the competition among social apps for teens on Android. Firstly, I would like to argue that the competition among social apps is about competing to the #1 app. HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) META3047MDL_RVOL003 ΜΕΤΑ3047MDL-003-00172017 METANMAG-002-00172513 PLTF EX-00420_0008 Smartphone TS is approx. 26% of developed world youth* digital media consumption United States Western Europe RoW Total Public Sharing 18.4 13.4 100.6 132.3 Private Sharing 12.5 14.3 87.6 114.4 Entertainment: Video 130.1 YouTube Only Smartphone 26% # TV 25.5% Entertainment: 7.3 10.0 59.4 76.6 Gaming Other 20.6 16.0 101.8 138.4 Total (Daily Hours) 84.4 76.1 431.3 591.8 Other Game PC 16% Tablet 15% Digital Console Devices 8.5% 9% Key takeaway: Smart phone usage heavily under-indexes the importance of entertainment in teen lives * Youth: <=18. Figure is approximate for US and Western Europe. HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) META3047MDL_RVOL003 9 ΜΕΤΑ3047MDL-003-00172018 METANMAG-002-00172514 PLTF EX-00420_0009 Our current results are despite FB choosing not to serve the U13 segment All of our youth products are for 13-18+ In regulated markets we legally restrict access for underage youth We have not built and launched any products to serve the significant social and entertainment needs of younger kids Tablet and smartphone usage trends continue to push the age of first connected device and first social needs younger HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) META3047MDL_RVOL003 ΜΕΤΑ3047MDL-003-00172019 METANMAG-002-00172515 PLTF EX-00420 0010 U13: Significant tablet usage starts at 3-4 Tablet ownership, by age of child: 2010, 2012, 2013, 2014 and 2015 % ↑ 11 15 ↑ 43 43 45 34 29 20 18 13 7 4 4 2 1 26 3 2010 2012 2013 2014 2015 2010 2012 N 2013 2014 2015 2010 2012 2013 2014 2015 2010 2012 2013 45 200 Aged 3-4 Aged 5-7 Aged 8-11 Aged 12-15 Source: UK data. Ofcom Children and Parents: Media Use and Attitudes Report. November 2015. Base: Parents of children aged 3-4 (688 in 2015) or 5-15 (1379 aged 5-15, 399 aged 5-7, 492 aged 8-11, 488 aged 12-15 in 2015) - significance testing shows any change between 2014 and 2015. Note: Ofcom was established in the British Communications Act of 2003 as "the independent regulator and competition authority for the UK communications industries." 11 HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) META3047MDL_RVOL003 ΜΕΤΑ3047MDL-003-00172020 METANMAG-002-00172516 PLTF EX-00420_0011 U13: Smartphones dominate from age 10 Figure 12: Smartphone ownership, by age of child: 2015 100% 80% 60% 40% 20% Smartphone dominance over non-smartphones 0% Age 3 Age 4 Age 5 Age 6 Age 7 Age 8 Age 9 Age 10 Age 11 Age 12 Age 13 Age 14 Age 15 Any mobile Smartphone Non- smartphone Source: UK data. Ofcom Children and Parents: Media Use and Attitudes Report. November 2015. Base: Parents of children aged 3-4 or 5-15 (371 aged 3, 317 aged 4, 160 aged 5, 129 aged 6, 110 aged 7, 171 aged 8, 118 aged 9, 94 aged 10, 109 aged 11, 164 aged 12, 108 aged 13, 97 aged 14, 119 aged 15) HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) META3047MDL_RVOL003 12 ΜΕΤΑ3047MDL-003-00172021 METANMAG-002-00172517 PLTF EX-00420_0012 U13: Social identity is an unmet need ages 5- 11 Figure 48: Children who go online and have an active social networking site profile (2010, 2012) or social media profile or account (2014, 2015), by age % Unmet Need 43 43 40 37 27 22 20 23 1 79 80 76- 71 5 5 2 2 2 3 2014 2015 2010 2012 2014 2015 2010 2012 2014 2015 2010 2012 2014 2015 2010 2012 2014 2015 Aged 3-4 Aged 5-15 Aged 5-7 Aged 8-11 Aged 12-15 Source: UK data. Ofcom Children and Parents: Media Use and Attitudes Report. November 2015. Base: Parents whose child ever goes online at home or elsewhere aged 3-4 (262) ог 5-15 (1176 aged 5-15, 260 aged 5-7, 441 aged 8-11, 475 aged 12-15). Significance testing shows any change between 2014 and 2015. Question amended from 2014 to refer to social media sites or apps, previously referred to social networking sites. From 2014 responses are taken from the child aged 8-11 or aged 12-15 rather than the parent HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) META3047MDL_RVOL003 ΜΕΤΑ3047MDL-003-00172022 METANMAG-002-00172518 PLTF EX-00420_0013 2017: What We're Building & Why Note to product leads: The following slides are a declarative strawman. We expect to work with you and your teams to confirm and refine actual product plans, investments, and goals. HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) META3047MDL_RVOL003 14 ΜΕΤΑ3047MDL-003-00172023 METANMAG-002-00172519 PLTF EX-00420 0014 Globally, we should rebuild social Facebook to work better for teens, including entertainment Goal: Retain MAP and DAP, grow teen time spent Use Camera, Stories + Direct for OBPS, and Feed for both OBPS and entertainment Build a new profile that de-emphasizes timeline and past sharing, and allows greater self-expression and personalization Build audience controls and help new FB teens manage their graph Shift feed and connections ranking like PYML to better match the interests and needs of teens, including entertainment content Build a new media composer to create and share GIFs, memes, music clips, and more non-original self expression Rationale: Our entire product needs to evolve into a coherent sharing space that meets key teen needs of social + entertainment For teens, Social biases toward messaging and small-group sharing, and Entertainment benefits from the broad sharing and viral aspects of Feed 15 HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) META3047MDL_RVOL003 META3047MDL-003-00172024 METANMAG-002-00172520 PLTF EX-00420 0015 In the US, emphasize "social entertainment" market opportunity to win back teen interaction Real World and Social Entertainment coexist in FB, with different emphasis by geography: Row is more "real world" and US is more "social entertainment" Real World Social Camera, Stories + Direct Profile Audience controls Graph management Social Entertainment Media composer Feed Teen video Connections ETV: Video Creators HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) META3047MDL_RVOL003 16 ΜΕΤΑ3047MDL-003-00172025 METANMAG-002-00172521 PLTF EX-00420 0016 For U.S. teens, we should bet big on Instagram Direct + Stories to beat Snapchat Goal: Increase U.S. teen time spent Make Instagram Direct and Instagram Stories the best platform for U.S. teen messaging and sharing Rationale: Messaging + Stories is key to winning social for U.S. teens Instagram is our strongest platform with this audience This is hard but important There may be leverage in Instagram's strength around topical public content + teen interests HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) META3047MDL_RVOL003 17 META3047MDL-003-00172026 METANMAG-002-00172522 PLTF EX-00420 0017 For RoW teens, we should build FB social video around teen stars Goal: Increase RoW teen time spent Through partnerships, monetization guarantees, and better tools for creators, significantly grow the VoD content from teen stars on Facebook Initial pilots underway in Egypt and Colombia Targeting~250 high quality new hours of inventory per country per month Time spent goals drive Q2 expansion to 10 MENA, LATAM, APAC countries Once proven (2018?) bring back to US in force, at scale Rationale: Teens love video of all kinds, and teen stars produce very engaging and social content 18 HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) META3047MDL_RVOL003 META3047MDL-003-00172027 METANMAG-002-00172523 PLTF EX-00420 0018 For U.S. Teens, we should maximize high school communal activities within Facebook Goal: Grow MAP, DAP, and time spent among U.S. teens News and Events Group features for clubs & classrooms/homework High school sports: potential live broadcast + was-live highlights to drive teen and parent social engagement during and after games Rationale: High school is the key driver of U.S. teen social activity and occupies 6+ hours per day Research indicates that we have "FB" and "non-FB" high schools correlated with Android and iOS; tipping schools via unique shared experiences may be high impact Parents play a big role in extracurricular events and sports fandom - leveraging where teens and parents are socially aligned may be a viable strategy HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) META3047MDL_RVOL003 ΜΕΤΑ3047MDL-003-00172028 METANMAG-002-00172524 PLTF EX-00420 0019 For U13 kids, we should build Facebook One Goal: Grow MAP, DAP, and time spent among U13 kids Identity and platform login to power many partner games and apps A new Facebook app Visual & text messaging with parents and friends Feed of video and entertainment content Parents use FB Blue to message, share video, and manage kid account COPPA-compliant and launched in the U.S. ~August Rationale: Market need is growing Lack of clear winner Our strength with parents is valuable Platform login can accelerate adoption by making existing kid apps social and better HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) META3047MDL_RVOL003 ΜΕΤΑ3047MDL-003-00172029 METANMAG-002-00172525 PLTF EX-00420 0020 Summary: Our big 2017 bets Fix Facebook: Row Social -US Entertainment Instagram: US messaging and Stories Teen Video: grow to US HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) META3047MDL_RVOL003 SET JƏPUN - Platform Video 21 ΜΕΤΑ3047MDL-003-00172030 METANMAG-002-00172526 PLTF EX-00420 0021 What Happens Next HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) META3047MDL_RVOL003 22 ΜΕΤΑ3047MDL-003-00172031 METANMAG-002-00172527 PLTF EX-00420 0022 Next stages of our planning process Now: High-level Zuck slides Nov. 11th One pagers after iteration and focus Nov. 24th Product & partnership plans Dec. 13th initial goals + reviews January: Final plans, goals, and BUILD HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) META3047MDL_RVOL003 23 ΜΕΤΑ3047MDL-003-00172032 METANMAG-002-00172528 PLTF EX-00420 0023 New H1 project ramp-up status Fix Facebook: Feed: "Teen feed' actively staffing out of SEA; setting goals and plans now Profile: Identity summit with Profile, IG, Teens (next week...?) Media Composer: Initial planning with Friend Sharing Clean Graph: Early planning with Growth 'Social Entertainment' concept: Alex Instagram: Ongoing with Instagram is point Teen Video: Ongoing with Media, Pages U13 Planning: Teem-Driven Platform: Initial planning stages HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) META3047MDL_RVOL003 24 ΜΕΤΑ3047MDL-003-00172033 METANMAG-002-00172529 PLTF EX-00420 0024 Current Teem Project Status Content Discovery: Full Speed Ahead -> Feed & Connections Teen Video: Full Speed Ahead -> Teen Video Schools: Ship colleges in H2, start plan for HS focus in H1 ETV: Ship Profile work, plan with Pages for H1 expansion Lifestage: Pause active development HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) META3047MDL_RVOL003 25 META3047MDL-003-00172034 METANMAG-002-00172530 PLTF EX-00420 0025 We're building a new age affinity model 11/11 ΕΤΑ of Version 0 Year of birth model Includes IG validation Reference + playbook for product teams Deltoid, Dashboards should be available in Q1 State of the Union on & off FB surfaces Onavo Platform App Data Progress Target countries identified: US (>13 only), UK, AU, FR, IN, EG, TH (U13), BR (U13) Purchase of external data in progress Processing new internal data Happy 'nth' Birthday posts <22 produced 2m in US, 6m RoW 26 HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) META3047MDL_RVOL003 ΜΕΤΑ3047MDL-003-00172035 METANMAG-002-00172531 PLTF EX-00420 0026 Appendix HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) META3047MDL_RVOL003 27 ΜΕΤΑ3047MDL-003-00172036 METANMAG-002-00172532 PLTF EX-00420 0027 Things we don't know yet How much emphasis on FB vs. IG for teen Stories + Direct? If we pivot FB toward entertainment, are we OK with OBPS impact? U13 people problem Research is in progress IG or WhatsApp or Flash for RoW messenger - how can we help? How important is tipping U.S. high schools? It's unclear how Messenger can help - everywhere but not 1st anywhere HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) META3047MDL_RVOL003 28 ΜΕΤΑ3047MDL-003-00172037 METANMAG-002-00172533 PLTF EX-00420 0028 H2 Understand Research Workstreams U13 October November Foundation: Key transition points and people problems Idea Exploration: Facebook Login Deep Dive: High School Sports High School Past Learnings Summarize learnings from previous research College Country Immersion: Brazil Idea Exploration: Identity TBD? Idea Exploration: Newsfeed TBD? Idea Exploration: TBD? Facebook Usage Survey: Motivations / Barriers to FB Usage Ongoing Product Support: 6 Residential Colleges Foundation: Non-Residential Colleges HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) META3047MDL_RVOL003 December Play Book Summarize learnings and create playbook for other teams ΜΕΤΑ3047MDL-003-00172038 METANMAG-002-00172534 PLTF EX-00420_0029 Understanding teen usage - fixing the growth and engagement funnel Acquisition and activation Connection and network building Growth accounting (ETA: 12/1) Multiple accounts/deletion Friending and PYMK Connection building: GYSJ, PYML, PYSF Consumption Production • NF ranking • Feedback and mimicry • • Inventory (following) Profile vs NF Curation/snap-sharing Profile curation Off FB sharing Link sharing Platform sharing (YT) 30 HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) META3047MDL_RVOL003 ΜΕΤΑ3047MDL-003-00172039 METANMAG-002-00172535 PLTF EX-00420_0030 H2 Recent Relevant Research Synthesis of Past Research U13 Tween Use of Musical.ly Teens Teen Opportunities Focus Groups 2015 Teen App Landscape Survey (2016 coming soon) Colombia Video Immersion & Teen Creators Interviews High School Utility Needs Survey Video Content Consumption Speed Snap Spectacles Expert Review Collections Usability Round 1 & Round 2 Snapchat Use in Norway Focus Groups Teen Audience Barriers Survey Flash Brazil Usability Test Use of Snapchat Snaps vs Stories Survey College College Utility Needs Survey Role of Exclusivity in College Communities Survey HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) META3047MDL_RVOL003 31 ΜΕΤΑ3047MDL-003-00172040 METANMAG-002-00172536 PLTF EX-00420_0031