Meta & Children's Online Safety"[Y]oung teens... are the users with the potential for highest loyalty and value over time"
All figures are presented as ballpark approximations since many simplifying assumptions were made." …
Unnamed employee
Profits over Safety
People in the archive
Robert Chen
Published excerpts and testimony that name this person.
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"Acquiring people when they are young (e.g., 13) results in the highest lifetime value because their long-term retention is the highest when they are young"
'The young ones are the best ones'" …
Unnamed employee
Youth TargetingProfits over SafetyKnowledge
"Goal: Grow MAP, DAP, and time spent among U13 kids"
[2017 Top-Line Goal]: "Strategic goal: Time Spent Share" — "What percent of all <= 18 smartphone + tablet time is an FB experience?" …
Unnamed employee
Youth TargetingProfits over Safety
"We are aligned on the importance of young teens/tweens for winning teens longer term"
[What I will do]: "Locations data: By 4/19, share normalized teen/adult FB location feature usage data" "Branding: Connect with ████ on branding work which targets young …
Unnamed employee
Youth Targeting
"We should acquire teens as young as possible"
[Highlights]: 2. …
Unnamed employee
Youth Targeting
Robert Chen: "'the young ones are the best ones.' You want to bring people to your service young and early."
Lifetime Value (LTV) This number is core to making decisions about your business. …
Unnamed employee
Youth Targeting
Robert Chen: "Location Location Location. How can we get teens to share their location with us so we can leverage that data for awesome product experiences and also analytics around high schools?"
[Immediate Focus Areas]: "2. Up-level the priority of broad branding work for Youth. …
Unnamed employee
Youth Targeting
Robert Chen: "our rivalry with YouTube (in combination with our former focus on the time spent metric) has led Facebook to take self-destructive actions such as doubling the amount of video watch time in 2017"
"'The future is already here — it's just not very evenly distributed.' Is Facebook missing the future by not optimizing for teens in high GDP countries?" …
Unnamed employee
Youth Targeting
Robert Chen: "the lifetime value of a 13 y/o teen is roughly $270 per teen"
"Teen Opportunity Cost and Lifetime Value. Caveat: There are lots of assumptions going into the below numbers. Consider them ballpark estimations." …
Unnamed employee
Profits over Safety
Robert Chen: "We have an acquisition problem for young teens"
"Locations Data: US teens overindex by 2.3X on Messenger live location sends compared to adults" "Implication: This suggests that there may be an opportunity to build more …
Unnamed employee
Youth Targeting
Robert Chen: "We must onboard people into Facebook/Messenger as early as possible (tweens ideally) before they become attached to alternative social apps"
We must onboard people into Facebook/Messenger as early as possible (tweens ideally) before they become attached to alternative social apps such as Snapchat, Instagram, and …
Unnamed employee
Youth TargetingKnowledge
Robert Chen: "What can we build for 9th graders? 8th graders? 7th graders? 6th graders?"
Winning Teens = Winning Generations" "Thesis: Facebook, if it is to win with teens, will win with teens (13-18 y/o's) on a generation by generation basis." …
Unnamed employee
Youth Targeting