Feature: The Facebook events feature let’s FB users create events for any occasion (private or public), invite users to the event, monitor and manage event registrations. Facebook wants to bring people together online and offline with Facebook Events. It wants to empower users to connect their audience and inspire them to spend time together in the real world.
Users & Their Needs:
1. Create private or public events
2. Invite friends to event
3. Make plans on the event page
4. Collect payments from their friends
1. Create free events vs. selling tickets for events by linking to a ticketing website vs. selling tickets directly on FB by setting-up integration with ticketing partner
2. Create one-off events vs. recurring events
3. Run ads by clicking “Boost Event” and get more event attendees
4. Manage event performance
User to focus on: Individual User.
– To focus on FBs goal of helping connect FB friends in the real world. Many competitors exist that help businesses create and manage events.
– Not many alternatives that are popular exist to help friends connect offline. So I’d focus on building the best tool possible for those users.
– Downsides may include lack of immediate advertising revenue. However, if users create and attend events “close to their heart” → created by their immediate friend group, they could build a habit to check-out business/sponsored events as well.
– FB can mix showing sponsored and personalized events in one place, conditioning the user to go to that place for everything that’s happening on their calendar.
Ideas for new FB event feature for the Individual User:
1. Build basic event creation features for individual user
2. Build function for individual users to collect money for event. Value: helps users manage event finances and creates a new revenue stream for FB with service fee.
3. Build function for event organizer to send and schedule specific push notifications for invitees like “Our cottage trip is 2 days away, everyone find a carpool please” or “Today is the cottage day and here are the new driving directions.” Value: helps users plan event in one sitting for the next few weeks/months and eliminates the continues hassle of updating the event and attendees.
Ability for attendees to add photos into a “Memories Portal” and FB will auto create a video composed of some of the photos to share. Value: helps users capture memories and share then on FB.
Choosing an Idea:
I’ll pick to build the basic event creation features 1st and after that build in the function for Facebook to help event organizers collect money. Why? There is a lack of competitor products that help friends manage payments between each other (Tilt was acquired and shut down). It is one of the core and most pressing issues friends face. The alternatives are complex and time-consuming like spending hours doing payments math at a McDonalds after the trip, or using Excel. Friends often lose out on money after an event and can be discouraged from organizing more friends with their friends. This feature will help empower users to create more events on the platform and can be extended to businesses after this initial test. It’s also a great additional revenue stream for FB.
Customer Journey – Event Creator:
1. Go to FB page
2. Click “Create Event”
3. Mark event as private or public
4. Mark event as free or paid
5. Set event details (photo, name, location, date, description)
6. If paid, set payment amount per person
7. If paid, connect bank account to collect deposits
8. Click Create Event [or exit]
9. Invite friends [or abandon event]
10. Interact over event posts [all event invitees]
11. Monitor payments coming in
12. Mark total payment as complete
Customer Journey – Event Attendee:
1. Go to FB page
2. See notification for event invite
3. Set status – going, maybe, not going
4. Interact over event posts
5. If paid, acknowledge and accept payment fee
6. If paid, connect bank account to send deposit
– Appearance of event in invitees news feed + % activated
-Appearance of event in notifications + % activated
-% free events vs. % paid events
-% events using FB Payments System vs. % of events not using FB Payments System
-% of users that started event creation but cancelled vs. % of users that successfully completed event creation
-% of users that created event but didn’t invite anyone to it vs. % of users that invited 1+ attendees to event
-% of users that were invited to an event and didn’t view it vs. % of users that viewed it
-% of users that were invited to an event and engaged with it vs. didn’t engage with it
Engagement = accepted event or declined event
-Daily # of events created + growth rate (are we making it easy for event creators to create an event and invite people to it?)
-Average % of confirmed attendees + growth rate (are we helping event creators get their attendees to accept the invite?)
-% of attendees engaging with posts
-Average # of posts + comments on event
-# of events with daily engagement
-% of event creators that connected their bank account and finished setting up payments
-% of attendees that paid to attend event through FB Payments System
Choosing a Metric:
I would focus on % of events that have been created, have at least 1+ attendees invited, and FB Payments system set-up. This % will let me know if we are successfully onboarding event creators to create event, invite members and set up payments. If all these steps are successful chances are the attendees will be more eager to engage with the event and accept the invite. We should take care of growing our “supply side” or the feature first and then optimizing the attendees engagement next. If we enable the event organizer to seamlessly and super easily create and manage the event, we’ll free up their time to build real (online and offline) relationships with their attendees, send them personalized follow up messages, etc.