You are the PM for Facebook Live, what are your priorities?
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3 Answers

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Let's break the questions down further and try to clarify individual parts:

  • What does FB live solve today?

    • Let's assume that facebook live allows it's users to connect with their connections in 1 to many ways. It allows this by realtime audio/visual/textual communication.

    • Users want to connect in this way generally to "broadcast themselves".

    • Intended use can also be geared towards seminars, webinars and other group activities.

  • Business goals for facebook live?

    • User engagement & retention

    • User acquisition (as content creators enable potential users to discover the app through some surface-discovery funnel)

    • User delight that enforces brand awareness and brand loyalty

    • Support power users - enable business users to reach their user base in an organic way

  • How do these goals align with the company's mission?

    • Fits perfectly with "bringing people together" - FB live provides an interface for people who have common interests to be able to connect with each other.

    • "create tools to build community" - Live is a great tool to have video interactions with topics a group of people may care about.

Let's look at the user segments here:

  • Consumers - folks who are invited to join a call (either by the caller or via facebook notification that tells them their friends are going live).

  • Live goers :) - the users that actually broadcast or start a live call. These are the set of users who are taking the initiative and have an intention, topic or agenda in mind to communicate.

For each of these users, the features and solutions will differ. The priorities for the product will have to come from the alignment of business goals and the user needs. Some questions to hold:

  • What user actions will enable better results for the business goals? Northstar metrics

  • Which user segment creates more value? Tracking metrics

  • How do we enable a virtuous cycle between the users? Because doing so will create a feedback loop. Engagement metrics

The live goers are the set of users that will help drive traffic into the product. Their actions and frequency will define success to a great extent. Engaging, enabling and growing this user base is key to success. The consumers do have an important part to play as well. They will need to engage. If they don't engage frequently or act passive throughout the call, chances are, the content is either boring or they don't resonate with it. This will result in lower engagement rate & possibly the association of the product to a negative experience. Let's put a few metrics to make sure the above user segments can be tracked:

MetricsWhat does it tell me about where to focus?Priority
# of FB DAU that share new content with their connections.This gives a baseline set of potential "live goer" users I would want to see using the FB Live.5
# of the users from the above group that start a FB live call/weekThis gives a baseline of all users currently aware of the FB live feature. If this # is low (compared to the one above), we should focus on user awareness.1
# of users joining FB live calls/week and engage in one of the ways available to them: likes, reactions, comments etc.Gives us a sense of the engagement of consumer users. Also tells us if some call is more engaging than others4
# of users that start a live call but abruptly stop it (within a few minutes) and never initiate againControl group that we should focus on to see what went wrong?3
# of the user that joins a Live call but exit the call abruptly.Gives us a place to find out how can we make the product more sticky for these users? (assuming they don’t exit a call due to external circumstances).2
# of users that have a tendency to hop from call to call.These users know how to use the product but maybe can’t find the right content. How do we keep them engaged or get them to recommendations that will enable engagement behaviours?6

 

The priority above optimizes for growth. Both user and product growth. 

Vertical alignment: I would also look for the opportunities of vertical alignment on the value chain because facebook is already doing it well horizontally. A couple of ideas to consider here will be (1) FB Live integration with the connections on all FB platform - sending notifications & call to action for users across Instagram and Facebook for instance. This shall enable tighter integration and foster stronger engagement with a larger group. (2) Recommendations to jump on a live call based on user activity and known events. For instance, recommending a user to start a FB live call if they just reached a major milestone in their life and posted an updated based on it. This will naturally enable users to jump into a “broadcast yourself” mode and may create a net positive experience.

Again these ideas will be depended on some hypothesis and surely some A/B testing to validate if this should be the path forward.

So in summary, my priorities for FB live will ride on the product alignment with the business & user goals. I can measure those based on some of the metrics mentioned above to look for ways to find growth paths. Strategically, vertical alignment with other products within the FB ecosystem may also support the overall business goals and hence a good start for an A/B testing. There will certainly be tradeoffs that we will have to consider. For instance, a wrong recommendation for a user to broadcast their activity may result in low

by (45 points)
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Seems like the answer is not complete?
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1. What does this product do? (value proposition) and how does ths product do for its users? (features)

2. Who are the users does this product focus? in a specific market? specific device?

3. What is the goal we are looking for here? I do not know yet but let's list out some of the metrics to analyze, then we can see what priority should I focus on.

4. User journey (check in with the interviewer to see if i miss anything)

- user who does live stream

1) people sign up FB/people login to FB (# of sign ups, # of MAU on FB)

2) people go click FB live (# of clicks on FB live button)

3) people live stream on FB live (# of live stream per account per week, length of live stream per account per week)

4) people receive likes/comments (# of likes, # of comments per account per week)

5) people exit live stream (# of opt out)

6) live stream saved somewhere? (storage space per user account?)

- user who view live stream

1) sign up/login to FB (# of sign ups, # of MAU of FB)

2) receive notification of friend's live stream (notification click through rate - clicks/impressions)

3) newsfeed of facebooker live stream (news feed CTR)

4) ignore live stream

5) go in comment/like live stream (# of likes/comments per user per week generated)

6) exit (opt out rate)

5. Analysis and prioritization

aquisition: people who sign up/login to FB may not go to live stream

engagement: people who interact with FB may ignore live stream or do not do live stream

retention: people who use live stream a bit may opt out the product

monetization: not clear

Then I will need to check on data for each of the metrics in the user journey. what did the data say from these metrics, then we prioritize it.
by (49 points)
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You are the PM for Facebook Live, what are your priorities?

Interviewee: I want to make sure that my understanding of Facebook Live is correct. Facebook Live is a product for users to go live, and connect directly with their fans or followers and interact with them in real-time. Users can connect at a different level. 

Interviewer: Yes, that sounds good

Interviewee: Does the scope include 'Live Videos' or is it limited to the feature for a user to go 'Live'?

Interviewee: How long has it been Facebook Live? Would you consider it as an early stage or late stage product?

Interviewer: It's relatively a new product

Interviewee: Do we know of any existing challenges with this product?

Interviewer: No

Interviewee: Ok, thank you. I need a few minutes to organize my thoughts and then will discuss them with you

Interviewee:

 

Product goals:

a) Seamless way to interact with users in real-time, connect at a different level, share content or an experience in live-time

 

User personas:

a) Enaged content creators: These are users or businesses who want to broadcast information or content with other people in real-time. They want to be able to instantly broadcast their experience (enhance them with filters) to users and interact with them in real-time via comments etc.

b) Passive content consumers: These are users who create less content and consume content that is relevant to them. They should easily discover content relevant to them and in a timely manner so that they can engage with it and benefit from it. This also gives encouragement to content creators

 

Business goal: Overall business goal would be engagement with this feature as well as giving the right set of tools to content creators to produce more live-videos

 

Metrics: 

Primary Metrics:

 

Adoption:

# of DAUs who have used Live

# of DAUs who have participated in watching a Live video or sent comments

# Live-videos per user or a business segment

 

Engagement:

# of comments per live-video

# of users who have watched a live-video

# of likes or reactions per live-video

# of users/ Live-video when a video is live

# of users who view a Live-video post being live

# of comments/Live-video when a video is live

 

Other metrics:

Filters used by live-video creators?

How many videos are saved after going live?

Which channel are they saved to?

Which features - captions, emoticons etc. are being used by live-video creators?

 

Summary: I would prioritize engagement features for content creators and hence prioritze # of live-videos created and the tools to support content creators measured via filters, captioning tools, emoticons. In addition to this, I would also prioritize engagement features for content consumers measured via views, likes, comments on a live-video, # of users who engage with a video

by (38 points)
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@tejashree24 interesting, can you feedback on how or why? what would you add or change to this response?

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