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If you would tell us your name
and the spelling so we get it right.
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Mark Zuckerberg. M-A-R-K
Z-U-C-K-E-R-B-E-R-G.
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Would you describe yourself as the
founder of Facebook? Yeah.
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CHEERING AND APPLAUSE
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In just seven years Mark Zuckerberg
has gone from college student to
multibillionaire.
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I'm off to meet him.
I would say to Mark Zuckerberg,
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you are a defining entrepreneur,
you're one of the top ten
entrepreneurs who has ever existed.
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Zuckerberg's brainchild, Facebook,
has found its way into the personal
lives of 800 million people.
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When you put technology behind the
power of who we are as people,
the world changes.
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That is the power of what we do.
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Once in a while a business
comes along, which defines an era,
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by doing something very new
and very big.
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In this case changing the way that
hundreds of millions of people
talk to each other.
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What makes Facebook unique is that
its founder has so quickly created
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not just a business but
a whole new global culture.
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If you go back most people in the
world had no voice right, they had
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no podium where they could share
things but now everyone does.
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He's right.
Even the Queen is on Facebook as well
as half the population of Britain,
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making Facebook the most
visited website in the UK.
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It's phenomenally powerful but the
biggest issue for Facebook is
it becomes too popular.
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Zuckerberg's creation has
produced lawsuits, accusations of
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privacy invasion
and even inspired a Hollywood movie.
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Do you see any of your code on
Facebook? You stole our whole idea.
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Now Facebook's using the detailed
personal information its users
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have given it
to build its own advertising machine.
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But can that justify the astronomical
values being put on the company
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ahead of a possible
stock market floatation?
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I don't think it's crazy at all
to say Facebook will be worth
a 100 billion, Facebook is hot!
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Sorry. I'm kind of nervous.
We have the President of
the United States here.
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With exclusive access to
Mark Zuckerberg, we ask whether
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Facebook's phenomenal growth
means compromising his student dream
of a more connected world.
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'My name is Barack Obama
and I'm the guy'
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who got Mark to wear a jacket
and tie.
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LAUGHTER AND APPLAUSE
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And I'm very proud of that.
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Today
thousands of software developers,
venture capitalist and entrepreneurs
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have come to rub shoulders with
Facebook's star for its annual
conference in San Francisco.
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The biggest act on the bill
is still just 27 years old
but no-one doubts he's the boss.
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CEO Mark Zuckerberg!
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CHEERING AND APPLAUSE
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Yeah!
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Yeah!
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Come on!
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Hey welcome to F8. We're going to
change the universe!
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Zuckerberg himself waits in the
wings, enjoying his very own
warm-up act.
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What the hell are you doing?
Er...
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I'm Mark Zuckerberg.
No, I'M Mark Zuckerberg.
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The real Mark Zuckerberg is no longer
the new kid on the block.
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By now, I think that most people see
that social networks are going to be
a ubiquitous tool used by billions
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of people around the world
to stay connected everyday.
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In Britain alone, 30 million
people have registered on Facebook.
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It's free. You just give your name
and e-mail address and ask other
Facebook users to be your friend.
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You can add information about your
background and tastes and upload
a photo to your own profile page.
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Once you've got a few friends,
Facebook makes it easy by suggesting
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more people you may know from
what you've told it about yourself.
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You may be surprised how many friends
you can accumulate. The average
user has 130, many have a lot more.
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200 or 250 something around there.
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About 264.
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500 odd.
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Between 600-700.
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About 700. Close to 1,000.
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1,921 friends.
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More than I have in real life,
definitely.
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The only content on Facebook is
what its users have put on there,
so Facebook stands or falls
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on their willingness to keep posting
new material for others to see.
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You want us to share.
Mmm. Why?
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Well, the mission of the
company is to make the world
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more open and connected because
we believe that
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everyone will have a much
better experience when they're doing
different things with their friends.
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When there's more information
out or you can discover great
content through your friends
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or you can discover
new food that you want to eat or
places to run or anything like that,
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your world becomes a lot richer.
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Zuckerberg practises what he
preaches, sharing a lot about his
personal life
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on his own Facebook
page, which anyone can see.
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He shows pictures with his long-term
girlfriend, Priscilla Chan,
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lists his favourite movies and books
and records the life of his dog,
Beast.
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Come on, Beast, you got this,
you got this!
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Can we get some Eye Of The Tiger?
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LAUGHTER
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Our development is guided
by the idea that every year
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the amount that people want to add
and share and express is increasing.
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It seems to be true, in September
Zuckerberg was able to announce
a new record.
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For the first time ever, in a
single day, we had 0.5 billion
people use Facebook.
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0.5 billion people.
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APPLAUSE
For many, it's now as much
a necessity as a choice.
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There is social pressure to join it
and if you're not part of it you
don't get invited to certain things.
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I always said I'd never us it but
since I've got it, I've ended up
using it more and more and more.
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What makes it so addictive
is that you are... It's like
living a second life.
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No-one e-mails any more but
everyone's posting on Facebook.
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Facebook not only attracts massive
numbers of users - 800 million at
the last count -
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but more surprisingly, every day half
of them log on to the site making it
the stickiest on the internet.
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Now Zuckerberg wants them
to get even more attached.
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We're not trying to make it so that
people spend more time on Facebook,
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we're trying to make it so that
the time that you spend
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is so valuable that you want
to keep on coming back every day.
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Facebook has signed up more people
than live in the United States
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and European Union
combined, including me.
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Questions about how we communicate
on it, about privacy and sharing
and about Zuckerberg himself
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will come into sharp focus as the
company heads towards a likely stock
market flotation next year.
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00:07:21,040 --> 00:07:24,400
There's speculation it could be worth
a $100 billion but Facebook will only
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be worth that if Zuckerberg can
keep the trust of ordinary users.
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Thank you.
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CHEERING AND APPLAUSE
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That's why his own story and motives
are key to the company's prospects.
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Zuckerberg's Facebook journey
began just seven years ago
at Harvard University.
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He was studying psychology
and computer science.
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When not in lectures he was forming
his vision of a more social internet.
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I remember hanging out with my
friends and going to the local
pizza place and talking about,
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you know, in the future, you're
going to be able to share all the
stuff that you want and you're going
to
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be able to have access to it, know
all the things that you're doing
and all these different experiences.
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But we just figured someone else
was going to do it. Who are we
to go build this?
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We were 19 years old, we were in
college, we knew nothing about
companies
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but we want this to exist.
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We've focused on it probably
more than anyone else and we're one
of the companies
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that's helping to
bring this about. It's really cool
and who'd have thought, right?
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Harry Lewis taught Zuckerberg
computer science. Decades earlier,
he also taught Bill Gates.
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The thing I would say about
Zuckerberg is that
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he was very eager to learn
and very sceptical
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about whether anything we
were teaching him was actually
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the right things for him to learn.
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00:08:49,280 --> 00:08:56,400
I think Bill Gates had exactly
the same feeling. It was not
disrespect for what was being taught
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but maybe not exactly what he
was interested in and so on.
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So he was absorbing
everything and not paying any
attention to it at the same time.
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00:09:04,760 --> 00:09:08,880
Zuckerberg's invention of Facebook
began with a false start.
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At the time a facebook was just the
name of this kind of printed album
of students photos and details.
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Zuckerberg used his fellow
students' facebook pictures
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to make a mischievous website,
to rate their looks.
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Kind of as a prank my roommates
and I came up with this idea that
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we'd go through and take all the
pictures off of all the facebooks
and make a site that
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juxtaposed two of the same gender
and let users click on the one that
they thought was more attractive.
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He called it Facemash.
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Within hours of going online, there
were complaints to the university
authorities.
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So you have a website that
pisses off the administration.
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I almost got
kicked out of school for that.
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HE LAUGHS
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Yeah, that was a little chequered
point in our history.
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Joe Green was Zuckerberg's
collaborator and roommate.
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You can see Mark's mind at work,
figuring out these social dynamics.
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The Facemash was literally up
for four or five hours and was like
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the most used site on
campus on a Sunday afternoon.
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Harvard had been planning to put
its facebooks online but shelved
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the idea because of privacy issues
highlighted by Facemash.
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Harvard issued a statement that
because of privacy concerns that
I'd raised from this prank,
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their online facebook
would be delayed indefinitely.
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So I was like well you know
that's a bit like ridiculous like
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these websites aren't that
hard to make so I'll just
kind of throw one together
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in a week or a week and a half
and we'll have our online Facebook.
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So I did and that was "Thefacebook."
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Thefacebook, as it was called, got
round the privacy problem by inviting
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people to post their own information,
which they were eager to do.
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Within a few days thousands
of people were, were on it
at Harvard and I remember in
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?the first week alone I'd come
home from classes and see that
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10% of students at Harvard were
logged on at any one point in time.
Then that was just really cool.
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So then by the second week
we'd all these people
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from other colleges around us like
MIT and other colleges
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in the neighbourhood were e-mailing
in asking if we could release
Facebook at their schools too.
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Zuckerberg wasn't your typical
geek. He was as interested in
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how people were using Facebook
as in its computer code.
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00:11:20,240 --> 00:11:26,720
Is it the human side that drives
you on this rather than the
technological, the computing side?
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It's really both. I took a lot of
computer science classes and I was
formerly a psychology major
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and I think that those two
things together really represent
the DNA of what Facebook is.
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We're a technology company
and we design social products
and there are a lot of
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technology companies and a lot of
people who think about social issues
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but there aren't a
lot of people doing both.
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The genius is when you get a
really creative person who can
take different disciplines,
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different subject matters
and find where the opportunities are
and spend lots of time being
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creative with them and, and that
certainly something that Zuckerberg
took advantage of while he was here.
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There aren't many 20-something's
whose lives have been turned into
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00:12:06,120 --> 00:12:09,640
a Hollywood movie
but Zuckerberg's has.
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This site's life.
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00:12:10,600 --> 00:12:13,920
You know what? Let's go get
a drink and celebrate.
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00:12:13,920 --> 00:12:19,240
The truth about Facebook's origins
will always be compared to the
story told in The Social Network.
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00:12:19,240 --> 00:12:25,800
This movie is,
like it or not, the de facto
myth to how Facebook was created.
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I've covered this story for years
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00:12:28,280 --> 00:12:31,640
and I still have to think,
"Now is this how it happened?
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"Or is this how the movie said
it happened?"
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00:12:34,200 --> 00:12:36,400
And that likely will always be true.
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"As of yesterday evening,"
Zuckerberg said,
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"over 650 students had
registered to use thefacebook.com."
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The movie centres on Zuckerberg's
legal battle with his two fellow
students, the Winklevoss twins.
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00:12:48,360 --> 00:12:52,040
If I was a drug dealer I couldn't
give free drugs to 650 people
in one day.
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This guy doesn't have three
friends to rub together.
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In highlighting the Winklevoss case,
the movie underplays the existence at
the time of other social networks.
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Even before he went to Harvard,
Zuckerberg had worked on a website
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at his school, which included
an online student facebook.
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00:13:09,920 --> 00:13:15,600
And millions were already signed up
to the social networks Friendster
and Myspace.
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In Britain, Friends Reunited had
16 million users - social networks
were a feature of university life.
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At campuses across the country
tons of students were
thinking up Facebook.
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Maybe they didn't call it Facebook
but at Brown University there was a
site at Columbia University
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there was a site, at the
University of Texas there was
a site and on and on and on and on.
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The Winklevoss twins really did
dispute ownership of Facebook
and have done for years.
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Our idea was stolen
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by Mark Zuckerberg and we're
basically trying to retrieve that
back.
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Can I get a large coffee, please?
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00:13:50,120 --> 00:13:57,120
Four years later Facebook settled
with the Winklevoss' for $65 million,
while still denying their claims.
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Zuckerberg's former roommate Joe
Green now runs his own online
business but at college he
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00:14:04,400 --> 00:14:07,600
turned down an offer from Zuckerberg
probably the best business offer ever
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00:14:07,600 --> 00:14:12,280
made to anyone this century
on parental advice.
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00:14:12,280 --> 00:14:15,240
There was a moment when
no-one knew what we'd be seeing
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00:14:15,240 --> 00:14:18,920
seven years down the line and you
were invited to become part of it?
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00:14:18,920 --> 00:14:24,840
Yeah, I was asked to be a sort of
part of it, cofounder
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00:14:24,840 --> 00:14:29,400
and I ended up... Zuck likes to
jokingly call the billion dollar
mistake but I,
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00:14:29,400 --> 00:14:33,040
combination of, erm... We got
into a bit of trouble for Facemash
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00:14:33,040 --> 00:14:37,040
and my father's a professor
and wasn't super-thrilled
about that.
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00:14:37,040 --> 00:14:39,320
What was the conversation
you had with your dad?
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00:14:39,320 --> 00:14:42,880
You know he was just,
"You shouldn't be doing any more of
these Zuckerberg projects."
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00:14:42,880 --> 00:14:46,280
But it's all good now.
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00:14:48,840 --> 00:14:52,320
With its Harvard origins,
simple design and Zuckerberg's
determination
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00:14:52,320 --> 00:14:57,560
never to let it crash,
Facebook became the student network.
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00:14:57,560 --> 00:15:01,120
Zuckerberg began to wonder
if it could be a real business
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00:15:01,120 --> 00:15:05,280
and whether he should drop
out of college to find out.
212
00:15:05,280 --> 00:15:08,560
I don't think Mark's family was
hugely resistant to him
213
00:15:08,560 --> 00:15:10,760
dropping out and trying this idea.
214
00:15:10,760 --> 00:15:14,640
Of course any parent wants
their kid to get a college degree
215
00:15:14,640 --> 00:15:20,120
even if they've become a billionaire
probably you know many parents would
say, "It'd be good for you."
216
00:15:20,120 --> 00:15:24,960
But I think that does begin
to wane after the second or third
billion, perhaps.
217
00:15:31,760 --> 00:15:36,520
As the summer vacation arrived,
Zuckerberg moved from east coast
218
00:15:36,520 --> 00:15:44,680
to west swapping university life
for a new one in California at the
heart of the technology business.
219
00:15:44,680 --> 00:15:48,560
There's only so long that you
can build a high-tech company in
220
00:15:48,560 --> 00:15:53,000
a college dorm surrounded by
pizza boxes and piles of laundry.
221
00:15:53,000 --> 00:15:57,080
There comes a time when you
have to move to Silicon Valley
222
00:15:57,080 --> 00:16:00,400
be surrounded by pizza boxes
and piles of laundry here instead.
223
00:16:00,400 --> 00:16:06,960
This is where Zuckerberg ended up,
a small house in Silicon Valley
30 miles south of San Francisco.
224
00:16:08,640 --> 00:16:11,640
He was joined by his Harvard
friends. The students were pleased
225
00:16:11,640 --> 00:16:17,000
to find that this being California,
the new home included a pool.
226
00:16:17,000 --> 00:16:20,360
Go! Go! Ahhhh!
227
00:16:23,920 --> 00:16:25,280
I didn't die. I know.
228
00:16:25,280 --> 00:16:28,680
The Social Network movie shows
how they used it.
229
00:16:28,680 --> 00:16:30,400
OK. Ready...
230
00:16:30,400 --> 00:16:33,440
Zuckerberg was starting
to make media contacts.
231
00:16:33,440 --> 00:16:36,040
So I took a phone call with this
young guy
232
00:16:36,040 --> 00:16:37,720
and there was all this noise
233
00:16:37,720 --> 00:16:41,880
in the background and he told me it
was because he was living in a house
in Palo Alto with his friends
234
00:16:41,880 --> 00:16:44,000
and they were all in the backyard
235
00:16:44,000 --> 00:16:48,080
and he had all kinds of things,
stretched out in the backyard.
236
00:16:48,080 --> 00:16:52,680
He had a zip line across the
backyard and they were
all hanging out.
237
00:16:54,400 --> 00:16:59,800
Those who studied Facebook's history
say this was only part of the story.
238
00:16:59,800 --> 00:17:02,120
DOORBELL RINGS
239
00:17:02,120 --> 00:17:04,880
That's the doorbell. I didn't know
we had a doorbell. Andrew...
240
00:17:04,880 --> 00:17:09,000
The movie's portrayal of Facebook
Palo Alto experiences
is not accurate.
241
00:17:09,000 --> 00:17:13,200
It was a serious bunch of guys
that had a sense of mission
from the beginning.
242
00:17:13,200 --> 00:17:16,240
They worked incredibly hard,
they also partied hard.
243
00:17:18,560 --> 00:17:25,880
Zuckerberg was serious about Facebook
but the tales of poolside parties
weren't pure Hollywood mythology.
244
00:17:25,880 --> 00:17:32,240
The owner's inventory when the
students left lists barbeque ashes
dumped in a flowerpot,
245
00:17:32,240 --> 00:17:37,800
a pool filter shattered by
broken glass, damage to a chimney
from a zip wire.
246
00:17:39,760 --> 00:17:43,320
I think it's probably fair to say
there wasn't all work that summer.
247
00:17:43,320 --> 00:17:47,520
# Disco sounds, it's all
on the west coast... #
248
00:17:47,520 --> 00:17:50,920
By the autumn, Facebook
had reached 200,000 users.
249
00:17:50,920 --> 00:17:52,720
Every day it needed to rent
250
00:17:52,720 --> 00:17:56,720
more computing power and that meant
looking for some serious investment.
251
00:17:56,720 --> 00:18:00,280
Facebook had reached
a critical juncture.
252
00:18:00,280 --> 00:18:02,240
How big did Zuckerberg want it to be?
253
00:18:02,240 --> 00:18:07,920
He started making contact
with Silicon Valley's
venture capitalists.
254
00:18:07,920 --> 00:18:12,760
He was in shorts and flip-flops,
I mean there wasn't
anything formal about it.
255
00:18:12,760 --> 00:18:15,600
He got a meeting with
veteran investor, Ron Conway.
256
00:18:15,600 --> 00:18:18,720
I asked him how
big can this company get?
257
00:18:18,720 --> 00:18:25,400
He said, with a 100% conviction,
"We can get to 300 million users."
258
00:18:27,880 --> 00:18:31,040
Zuckerberg landed a first
investment of $500,000.
259
00:18:31,040 --> 00:18:35,120
He hired an office above
a Chinese restaurant.
260
00:18:35,120 --> 00:18:39,320
Within a few months Facebook
reached its first million users.
261
00:18:39,320 --> 00:18:42,440
18 months after the founding
of Facebook a light bulb went on
262
00:18:42,440 --> 00:18:50,040
in Zuck's mind and said,
"Wow! This thing's growing at
thousands of percent a month.
263
00:18:50,040 --> 00:18:54,960
"This is a real company." Partying
wasn't interesting any more.
264
00:18:57,240 --> 00:19:01,960
In 2005, the
year after it was launched,
Facebook hit five million users.
265
00:19:01,960 --> 00:19:10,000
The big investment companies in
Silicon Valley's Sand Hill Road
started paying serious attention.
266
00:19:10,000 --> 00:19:11,440
Are you getting courted by
267
00:19:11,440 --> 00:19:14,080
big companies that what to buy this?
268
00:19:14,080 --> 00:19:17,040
Yeah, a few but it's a lot of work
269
00:19:17,040 --> 00:19:24,880
to maintain it and to grow
and add new stuff so there's not a
lot of time to talk to people.
270
00:19:24,880 --> 00:19:27,640
Soon the very biggest players in
technology didn't just want to invest
271
00:19:27,640 --> 00:19:33,480
in Facebook, they wanted to
buy the entire business.
272
00:19:33,480 --> 00:19:40,320
In 2006, Zuckerberg refused an
offer from Yahoo for $1 billion.
273
00:19:40,320 --> 00:19:44,400
Everyone around the company, a lot
of the investors and the executives
were you know, it was like,
274
00:19:44,400 --> 00:19:48,240
"You could sell this for $1 billion.
What the hell's wrong with you?"
275
00:19:48,240 --> 00:19:54,120
It takes an almost sort
of insane degree of vision
276
00:19:54,120 --> 00:19:56,840
and self-confidence to be able to
sort of weather through that storm.
277
00:19:56,840 --> 00:20:01,920
The next year Zuckerberg took a big
gamble, freeing Facebook from the
278
00:20:01,920 --> 00:20:06,320
world of universities by opening it
up to anyone with an e-mail address.
279
00:20:06,320 --> 00:20:13,800
Suddenly 50,000 new users a day were
joining. Dude, what's up?
Dude, you're on TV?
280
00:20:15,240 --> 00:20:20,120
Facebook was courted by Microsoft
with an offer that made a billion
look like an insult.
281
00:20:20,120 --> 00:20:26,840
When Microsoft in 2007 offered
$15 billion for it, he wasn't
interested in taking that either.
282
00:20:26,840 --> 00:20:33,760
That to me is the most amazing story
because when he was 23 years old
he could have made over $4 billion
283
00:20:33,760 --> 00:20:39,800
personally, by selling it. He didn't
even consider accepting it. I think
that shows what kind of a guy he is.
284
00:20:39,800 --> 00:20:42,040
The kind of offers that were
coming in to you were like
285
00:20:42,040 --> 00:20:47,800
15 billion from Microsoft, how does a
23 year old manage to say no to that?
286
00:20:47,800 --> 00:20:52,400
Well, the hardest one was when Yahoo
offered us a billion dollars
287
00:20:52,400 --> 00:20:58,400
because that was the first
really big offer and at the
time I knew nothing about business.
288
00:20:58,400 --> 00:21:01,160
So I knew nothing about what a
company would be worth and I had to
289
00:21:01,160 --> 00:21:04,120
make this argument to people
that somehow this
was going to be the
290
00:21:04,120 --> 00:21:09,240
right decision and from the people
who weren't in it for the long-term,
I think a lot of them left.
291
00:21:09,240 --> 00:21:11,720
And then we got a new wave of
people who were really committed,
292
00:21:11,720 --> 00:21:15,560
so that by the time that Microsoft
and others tried to buy the company,
we'd already made those decisions.
293
00:21:15,560 --> 00:21:18,200
We knew we weren't going to sell the
company and that we were going to
build it.
294
00:21:20,880 --> 00:21:24,520
It's one thing to run an
insanely successful start-up.
295
00:21:24,520 --> 00:21:28,200
I want to find out how Facebook works
as a big business.
296
00:21:28,200 --> 00:21:32,840
And how it plans to grow even bigger
by using the personal data
297
00:21:32,840 --> 00:21:36,920
its users give it
whilst still retaining their trust?
298
00:21:36,920 --> 00:21:45,200
This is its headquarters south of San
Francisco at the end of a residential
street in Silicon Valley.
299
00:21:45,200 --> 00:21:50,320
Senior Manager Dan Rose
gives me the tour. This is Facebook.
300
00:21:50,320 --> 00:21:55,960
Looking round the office it's hard
to guess who's on work experience
and who's a top exec.
301
00:21:55,960 --> 00:22:00,360
This open kind
of format where people
302
00:22:00,360 --> 00:22:04,360
don't sit in offices really lends
itself to collaboration. Where would
Mark's office be then?
303
00:22:04,360 --> 00:22:08,760
Well, Mark actually sits at
a desk right over here just like
everyone else. What, this is him?
304
00:22:08,760 --> 00:22:10,800
This is him here, yeah.
305
00:22:10,800 --> 00:22:18,160
With the famous hoodie? Yeah, There's
his hoodie and a Mark Zuckerberg
doll on his desk.
306
00:22:18,160 --> 00:22:21,000
So he wants to sit out here,
no office.
307
00:22:21,000 --> 00:22:24,720
Yeah and he collaborates with
everyone just like
the rest of the company.
308
00:22:28,920 --> 00:22:33,360
As Facebook has grown, Zuckerberg's
tried to hang on to the energy
and flexibility of a start-up.
309
00:22:33,360 --> 00:22:35,760
"Move fast and break things"
310
00:22:35,760 --> 00:22:37,520
is its unofficial motto.
311
00:22:37,520 --> 00:22:40,560
Zuckerberg's still
closely involved in the details.
312
00:22:40,560 --> 00:22:42,720
He spends an enormous
amount of time in the office.
313
00:22:42,720 --> 00:22:47,640
One of the ways that he really
operates is to engage with
314
00:22:47,640 --> 00:22:49,200
our engineers and our product
leaders
315
00:22:49,200 --> 00:22:52,240
around the design of the new
products that we're building.
316
00:22:52,240 --> 00:22:55,240
But when he's not in the office,
he's usually at home on Facebook
317
00:22:55,240 --> 00:22:58,560
talking to all of our
employees about different
things that we're working on.
318
00:22:58,560 --> 00:23:02,600
Andrew Bosworth is
Facebook's chief engineer.
319
00:23:02,600 --> 00:23:05,680
he has to run it past the boss.
320
00:23:05,680 --> 00:23:08,800
He's less concerned with the code
He lets us deal with that.
321
00:23:08,800 --> 00:23:10,800
But in terms of the look
and feel and certainly
322
00:23:10,800 --> 00:23:13,040
all the integration of the products
323
00:23:13,040 --> 00:23:14,840
he's a strong voice and when
324
00:23:14,840 --> 00:23:18,880
you're launching a product at
Facebook, the Zucker
view is kind of those things that
325
00:23:18,880 --> 00:23:22,120
you really work towards and your
product is really buttoned up and,
326
00:23:22,120 --> 00:23:26,000
he uses all the products while
you're being developed and gives
notes like very kind of like
327
00:23:26,000 --> 00:23:30,440
lengthy notes over the weekend so
writing four or five paragraphs of
things we need to do differently.
328
00:23:30,440 --> 00:23:33,480
And tries to provide the high-level
direction so we understand
329
00:23:33,480 --> 00:23:35,480
why he's doing things
the way he's doing them.
330
00:23:35,480 --> 00:23:39,280
Everyone at Facebook's
expected to move fast.
331
00:23:39,280 --> 00:23:45,680
New programmers get a chance to write
computer code that contributes to the
site in their first few days at work.
332
00:23:45,680 --> 00:23:48,840
I'm given some tasks to work on
and I've already actually
333
00:23:48,840 --> 00:23:51,040
pushed codes on to Facebook's
website.
334
00:23:51,040 --> 00:23:52,800
Within two weeks of working here.
335
00:23:52,800 --> 00:23:57,880
So I told all my friends and my mum,
"Hey, check out this little piece
of code. It's now mine!"
336
00:23:57,880 --> 00:24:01,760
It was really exciting.
So what would I see if I went
on and I go, "This bit's Eric's!"
337
00:24:01,760 --> 00:24:07,800
I change how some of the text looks
in the top right corner of
one of the boxes.
338
00:24:07,800 --> 00:24:10,720
It's kind of smaller stuff but
339
00:24:10,720 --> 00:24:13,640
it's still seen by like
750 million people, right?
340
00:24:13,640 --> 00:24:19,120
When we push it out
and you see it on the live site,
it's just so rewarding.
341
00:24:19,120 --> 00:24:20,800
It's mind-boggling.
342
00:24:22,480 --> 00:24:31,000
Facebook has the classic Silicon
Valley office style - the food is
free, you can get your washing done,
343
00:24:31,000 --> 00:24:34,840
there are games to give your
brain a rest from programming...
344
00:24:36,880 --> 00:24:41,440
..or you can RipStik and work on
a coding problem at the same time.
345
00:24:41,440 --> 00:24:47,440
Finally, if your keyboard breaks in
the early hours, you don't have to
wait for the IT dept to open.
346
00:24:49,840 --> 00:24:51,080
Useful.
347
00:24:54,840 --> 00:24:58,800
Investors had always fought for
the chance to buy into Facebook,
348
00:24:58,800 --> 00:25:02,200
without worrying too much about
how it was going to make money.
349
00:25:02,200 --> 00:25:05,920
But by 2008,
with more than 100 million users,
350
00:25:05,920 --> 00:25:11,360
it was time to think seriously
about harnessing its huge audience
to a profitable business model.
351
00:25:15,280 --> 00:25:17,480
But how?
352
00:25:17,480 --> 00:25:21,360
Well, there was one company in
Silicon Valley that was legendary
for having built
353
00:25:21,360 --> 00:25:25,600
an audience BEFORE finding a way
to make money on a grand scale.
354
00:25:25,600 --> 00:25:27,840
Google.
355
00:25:27,840 --> 00:25:32,120
Zuckerberg approached one
of its star executives.
356
00:25:32,120 --> 00:25:36,400
Poaching Sheryl Sandberg
is seen as one of his biggest coups.
357
00:25:36,400 --> 00:25:40,720
We had one dinner out at this little
restaurant called Flea Street Cafe.
358
00:25:40,720 --> 00:25:42,880
After
that we just literally had dinner
359
00:25:42,880 --> 00:25:45,720
at my house and Mark would say
sometimes you know,
360
00:25:45,720 --> 00:25:48,400
"I'm so sorry I
can't invite you over for dinner."
361
00:25:48,400 --> 00:25:49,800
But at the time he only had
362
00:25:49,800 --> 00:25:53,640
I think a one... Not even a one
bedroom, like a one-room
apartment.
363
00:25:53,640 --> 00:25:56,280
He didn't have any
furniture, like he had a futon.
364
00:25:56,280 --> 00:25:58,720
He thought that would be
awkward, which it would have been.
365
00:25:58,720 --> 00:26:03,000
We spent hours,
dozens and dozens of hours on,
366
00:26:03,000 --> 00:26:07,520
over weeks, just making sure that
this was the right fit because it...
367
00:26:07,520 --> 00:26:09,280
That's what's important, right?
368
00:26:09,280 --> 00:26:11,720
There was no question about,
"Is she good enough?
369
00:26:11,720 --> 00:26:15,600
"Or is the company good enough?"
It was all like just, "Are we
trying to do the same thing?"
370
00:26:15,600 --> 00:26:20,640
Eventually there was agreement
and Sandberg switched from Google
to Facebook.
371
00:26:20,640 --> 00:26:23,920
Enter Sheryl Sandberg.
Sheryl was necessary at that company
372
00:26:23,920 --> 00:26:29,840
because she knew exactly how to
build a company from start-up phase
to grown-up phase.
373
00:26:29,840 --> 00:26:35,760
She'd done that very effectively
at Google and most important,
Sheryl had chemistry with Mark.
374
00:26:35,760 --> 00:26:38,760
Sandberg knew exactly how Google
had made a fortune from advertising.
375
00:26:38,760 --> 00:26:45,240
On the very day Facebook was launched
at Harvard, Sandberg
was explaining to
376
00:26:45,240 --> 00:26:49,320
BBC viewers why Google's
advertising system works so well.
377
00:26:49,320 --> 00:26:53,120
With Google you on the web searching
for information
378
00:26:53,120 --> 00:26:56,200
and we give you
an ad as part of that search.
379
00:26:56,200 --> 00:26:58,280
So it's integral to what
you're already looking for.
380
00:26:58,280 --> 00:27:01,880
Google offers advertisers the
chance to put their message
381
00:27:01,880 --> 00:27:05,560
in front of people who are
ready to buy at that very moment.
382
00:27:05,560 --> 00:27:10,960
One example - Panama hats. Let's say
I was looking for Panama hats today.
383
00:27:10,960 --> 00:27:16,560
Here I go Panama Hats Direct.
A very specific search looking
for a very specific product
384
00:27:16,560 --> 00:27:20,760
and the advertiser is able to find
me and I'm looking for that product.
385
00:27:22,520 --> 00:27:28,680
Sandberg's challenge was to
come up with Facebook's version
of the Google money machine.
386
00:27:28,680 --> 00:27:33,000
We don't compete
in the search market, we're not
competing for the Google ad dollars
387
00:27:33,000 --> 00:27:36,640
in search marketing in
the sense that when you are looking
388
00:27:36,640 --> 00:27:40,680
for a product, you don't actually
come to Facebook, you go to Google.
389
00:27:40,680 --> 00:27:44,960
According to Sandberg,
Facebook ads like TV or magazine ads
390
00:27:44,960 --> 00:27:47,600
are there to tempt you
with new products and ideas.
391
00:27:47,600 --> 00:27:50,600
Where we are
is actually in demand-generation.
392
00:27:50,600 --> 00:27:55,320
So when you think about your TV ads,
TV ads that are shown to you,
393
00:27:55,320 --> 00:27:59,640
other ads that are shown to you,
you're not in active searching
mode for something to buy.
394
00:27:59,640 --> 00:28:02,720
You're not fulfilling demand -
you're actually generating demand,
395
00:28:02,720 --> 00:28:04,880
something you
didn't know you wanted.
396
00:28:04,880 --> 00:28:09,200
And when you think about what people
are doing on Facebook, they're
much more in discovery mode.
397
00:28:09,200 --> 00:28:16,480
So could the fact that Facebook users
aren't searching for products or
services be an advertising advantage?
398
00:28:16,480 --> 00:28:18,600
Some outsiders are sceptical.
399
00:28:18,600 --> 00:28:22,120
Professor Ben Edelman
studies online businesses.
400
00:28:22,120 --> 00:28:24,960
They're hoping that advertisers will
bet on the future value of a
customer
401
00:28:24,960 --> 00:28:26,800
even if in the short run
402
00:28:26,800 --> 00:28:29,520
the customer actually doesn't buy
much of anything at all.
403
00:28:29,520 --> 00:28:37,160
If one accepts ephemeral value,
value that's hard to measure,
possible future value as reasons
404
00:28:37,160 --> 00:28:40,880
to conduct the advertising, then it
certainly is possible to justify.
405
00:28:40,880 --> 00:28:43,040
Of course that could
justify just about anything.
406
00:28:43,040 --> 00:28:47,440
Advertise on the far side of the
moon and when the aliens
finally get to you,
407
00:28:47,440 --> 00:28:49,320
they'll know
what they need to buy.
408
00:28:49,320 --> 00:28:58,160
In comparison with Google, Facebook
undeniably holds one trump card,
which is already proving profitable.
409
00:28:58,160 --> 00:29:00,320
Facebook is
probably the most valuable
410
00:29:00,320 --> 00:29:02,480
marketing research tool that's ever
existed.
411
00:29:02,480 --> 00:29:07,840
In a way, it's the most valuable
research tool for anything about
people that has ever existed.
412
00:29:07,840 --> 00:29:13,080
Facebook lets advertisers
reach large numbers of just
the kind of people they want
413
00:29:13,080 --> 00:29:18,000
by tapping into the information
they've revealed about themselves
whilst they're using the site.
414
00:29:18,000 --> 00:29:22,880
When you place an ad on Facebook,
which anyone can do
from a normal laptop,
415
00:29:22,880 --> 00:29:26,720
you get the chance to narrow down
the whole of the Facebook population
416
00:29:26,720 --> 00:29:31,560
and target just the people you think
will be interested in your product.
417
00:29:31,560 --> 00:29:37,720
So supposing you run a beauty salon
and you've got a special offer
for brides.
418
00:29:37,720 --> 00:29:43,200
Facebook offers you access
in the UK to 30 million people.
419
00:29:43,200 --> 00:29:47,240
Now we're going to narrow it down
and say, we're looking for the women.
420
00:29:47,240 --> 00:29:51,520
Estimated reach is now telling me
it's 15 million, about half of that.
421
00:29:51,520 --> 00:29:54,800
So then we're trying to find the word
that will target the right people,
422
00:29:54,800 --> 00:29:59,880
so we're going to type in,
in interests, the word 'beauty.'
423
00:29:59,880 --> 00:30:04,120
And that's now brought the number
down to just under half a million.
424
00:30:04,120 --> 00:30:08,360
And now, because I'm targeting
brides, I can be even more specific,
425
00:30:08,360 --> 00:30:12,400
I can go down to the
relationship status box
426
00:30:12,400 --> 00:30:16,720
and here I target those women
who are 'engaged.'
427
00:30:16,720 --> 00:30:21,360
And suddenly we've brought that
number right down to 27,000 people.
428
00:30:21,360 --> 00:30:27,920
And that is the way that the adverts
can be targeted precisely to the
core demographic you want to reach.
429
00:30:27,920 --> 00:30:31,920
The advertisers don't know who you
are, doesn't know what your name is
430
00:30:31,920 --> 00:30:34,720
or where you live,
but it knows you as a number
431
00:30:34,720 --> 00:30:36,360
and it can use that number.
432
00:30:39,400 --> 00:30:42,920
Although anyone at home
can place an ad on Facebook,
433
00:30:42,920 --> 00:30:48,000
there's a new kind of agency
turning out Facebook ads
on an industrial scale.
434
00:30:48,000 --> 00:30:51,440
TBG is a London company
specialising in Facebook ads.
435
00:30:51,440 --> 00:30:53,440
Its boss, Simon Mansell,
436
00:30:53,440 --> 00:30:57,520
believes he's part of a big change
in advertising.
437
00:30:57,520 --> 00:31:02,200
It's turned much more from
an art form to more of a science
438
00:31:02,200 --> 00:31:05,640
and that's sometimes where some big
traditional companies have struggled
439
00:31:05,640 --> 00:31:08,920
because they were artists and now
they have to try and be scientists.
440
00:31:08,920 --> 00:31:13,360
TBG doesn't rely on creatives to
guess what people will respond to,
441
00:31:13,360 --> 00:31:18,920
instead its software runs mass
experiments on many possible versions
of a Facebook ad.
442
00:31:18,920 --> 00:31:20,680
Even though the ads are small,
443
00:31:20,680 --> 00:31:22,760
there's three different parts
of the ad -
444
00:31:22,760 --> 00:31:26,360
the headline, the image
and the little piece of copy
for most Facebook ads
445
00:31:26,360 --> 00:31:28,800
and there's 12 different
targeting criteria.
446
00:31:28,800 --> 00:31:32,160
Age, gender, relationship status,
that kind of thing.
447
00:31:32,160 --> 00:31:36,440
So once you've multiplied those up,
there's thousands of
different permutations.
448
00:31:36,440 --> 00:31:40,880
TBG typically tries
27,000 variants on an ad.
449
00:31:40,880 --> 00:31:47,280
Charlotte Knights is working on a
campaign for Heineken, promoting a
sponsored music festival in Poland.
450
00:31:47,280 --> 00:31:52,080
Initially, we can see this image
here is outperforming this image.
451
00:31:52,080 --> 00:31:55,240
Then TBG decides who should be shown
which version of the ad.
452
00:31:55,240 --> 00:32:02,520
What our software does is it
would work out which ad variant
works best for which audience.
453
00:32:02,520 --> 00:32:06,320
So it might be that a 25-year-old
in New York City who likes cats
454
00:32:06,320 --> 00:32:10,880
responds differently
to a 33-year-old male in London
who likes dogs.
455
00:32:10,880 --> 00:32:15,400
Facebook knows about its users
from what they have done on the site.
456
00:32:15,400 --> 00:32:21,160
So your ad can specifically go
towards this specific age group,
this specific gender,
457
00:32:21,160 --> 00:32:27,040
this kind of person and if you say,
"I like Heineken, oh, I had a really
nice Heineken earlier,"
458
00:32:27,040 --> 00:32:29,440
then it will take it from that.
459
00:32:29,440 --> 00:32:33,800
Facebook's advertising revenue's
expected to top $3 billion this year,
460
00:32:33,800 --> 00:32:38,040
but there are still some in the ad
business who question Facebook
461
00:32:38,040 --> 00:32:40,080
as a new advertising medium.
462
00:32:40,080 --> 00:32:43,280
The primary interaction here
is the social interactions,
463
00:32:43,280 --> 00:32:46,000
it's a social network,
it's not a commercial network
464
00:32:46,000 --> 00:32:49,680
and therefore I think you use it
commercially at your peril.
465
00:32:49,680 --> 00:32:54,040
The potential of Facebook
is more, in my mind,
as a public relations medium
466
00:32:54,040 --> 00:32:56,880
than it is as an in-your-face
advertising medium.
467
00:32:56,880 --> 00:33:01,160
Elliot Schrage deals with
public policy for Facebook.
468
00:33:01,160 --> 00:33:03,880
I asked him what he made of
Sir Martin Sorrell's point
469
00:33:03,880 --> 00:33:07,560
that people come to Facebook for
social and not commercial messages.
470
00:33:07,560 --> 00:33:12,560
I think we're well on our way
to finding a very protective balance
471
00:33:12,560 --> 00:33:18,080
of providing people with information
they want to receive from friends,
472
00:33:18,080 --> 00:33:22,600
recognising that most people,
when they're in their course
of the Facebook experience,
473
00:33:22,600 --> 00:33:25,200
are not focused
on purely commercial activities.
474
00:33:25,200 --> 00:33:30,480
Indeed, if you compare us to any
online service, any newspaper,
475
00:33:30,480 --> 00:33:35,000
I think the percentage of space
devoted to commercially related
476
00:33:35,000 --> 00:33:38,160
or commercially orientated messages
is tiny.
477
00:33:40,640 --> 00:33:45,920
Now, if the first part of
Facebook's strategy is to sell
ads using its targeting ability,
478
00:33:45,920 --> 00:33:50,520
the second it to invite
businesses themselves on to Facebook
479
00:33:50,520 --> 00:33:53,000
and they can set up their own pages.
480
00:33:53,000 --> 00:33:57,280
Pages act pretty much like people
on Facebook,
481
00:33:57,280 --> 00:34:04,200
but instead of being friends with a
business you can choose to 'like' it.
482
00:34:04,200 --> 00:34:10,520
When you say you 'like' it,
you're allowing it to send you
messages, as you would a friend.
483
00:34:10,520 --> 00:34:14,880
And if it strikes you as an odd thing
to do, well, have a look at this.
484
00:34:14,880 --> 00:34:19,920
Nearly 35 million people have pressed
the 'like' button for Coca-Cola.
485
00:34:24,920 --> 00:34:28,360
Rather than being
the passive recipients of ads,
486
00:34:28,360 --> 00:34:34,040
when people connect to Facebook
pages, they're choosing to link
themselves to brands and products.
487
00:34:34,040 --> 00:34:37,720
Managing those relationships
is a new kind of marketing.
488
00:34:37,720 --> 00:34:45,440
Here in New York, Buddy Media helps
big businesses talk to millions of
people who 'like' them on Facebook.
489
00:34:45,440 --> 00:34:49,280
If you're one of the top advertisers
in the world,
490
00:34:49,280 --> 00:34:52,040
we work with eight out of the
top ten global advertisers.
491
00:34:52,040 --> 00:34:53,560
You may have 400 brands
492
00:34:53,560 --> 00:34:57,440
and you may do business in every
country in every language
493
00:34:57,440 --> 00:35:02,040
so what you need is the ability to
really manage all this content
globally.
494
00:35:02,040 --> 00:35:06,960
And you cannot do it
without software and then on top of
that we tell them what's working,
495
00:35:06,960 --> 00:35:10,400
what's not working. How do you
really optimise what's going on?
496
00:35:10,400 --> 00:35:12,840
How you get the right content
to the right people?
497
00:35:14,360 --> 00:35:19,360
Companies try to get chatting
to their Facebook fans
because when anyone responds,
498
00:35:19,360 --> 00:35:25,200
what they've said and the company's
name will automatically spread
to all their Facebook friends.
499
00:35:26,800 --> 00:35:29,120
So now Pretzel Crisps
is doing things like
500
00:35:29,120 --> 00:35:32,920
posting the recipes
of ways to eat pretzels
501
00:35:32,920 --> 00:35:36,800
and asking questions and asking
people to comment on these recipes.
502
00:35:36,800 --> 00:35:42,040
You can see people are starting to
engage, in this case 174 people
have actually engaged,
503
00:35:42,040 --> 00:35:44,520
in this conversation
about these recipes.
504
00:35:44,520 --> 00:35:48,400
Which you'd never be able to do
anywhere else.
505
00:35:48,400 --> 00:35:51,840
Marketing people call it
'word of mouth at scale.'
506
00:35:51,840 --> 00:35:56,320
Social media for the last million
years has been about just
word of mouth
507
00:35:56,320 --> 00:35:59,800
so even when the wheel
was created, people said,
508
00:35:59,800 --> 00:36:03,240
"Wow, the wheel is here,
you've got to check this thing out!"
509
00:36:03,240 --> 00:36:05,960
And so that obviously spread
like wildfire,
510
00:36:05,960 --> 00:36:10,720
but it took time to go, you know,
within a community and then
to another community.
511
00:36:10,720 --> 00:36:13,560
With Facebook,
it spreads instantaneously.
512
00:36:15,000 --> 00:36:20,720
You don't have to be a multinational
to want to communicate
to your customers on Facebook.
513
00:36:20,720 --> 00:36:24,920
Representing small enterprises
on Facebook has become
a new cottage industry.
514
00:36:24,920 --> 00:36:28,600
You do guitar lessons? We'll do
repairs and obviously sell...
515
00:36:28,600 --> 00:36:32,280
Beverley Ames-Rookes runs
Facebook pages for small businesses.
516
00:36:32,280 --> 00:36:36,680
What's really nice with Facebook
is you can listen to what people
say about your business
517
00:36:36,680 --> 00:36:39,040
and then you can interact with them.
518
00:36:39,040 --> 00:36:42,400
Today she's trying to sign up
new clients in her Surrey village.
519
00:36:42,400 --> 00:36:44,680
I can do it all,
your Facebook banner,
520
00:36:44,680 --> 00:36:48,720
I create your albums,
update your albums for you.
521
00:36:48,720 --> 00:36:55,120
Beverley, hi, hello. Emily.
How was it? How did it go in there?
522
00:36:55,120 --> 00:37:00,600
'Beverley creates a page for each
client and then posts news
and comments as that business
523
00:37:00,600 --> 00:37:04,120
'to Facebook users
and on other social networks.'
524
00:37:06,200 --> 00:37:10,040
She can find herself communicating
as a shop, a pub,
525
00:37:10,040 --> 00:37:14,920
or even an exotic holiday resort in
Asia, which she has at least visited.
526
00:37:14,920 --> 00:37:19,160
I felt the atmosphere,
I know when the DJs are playing,
I know when there's live music.
527
00:37:19,160 --> 00:37:26,120
I know the local beers so I can talk
easily on behalf of those venues.
528
00:37:26,120 --> 00:37:29,560
In the last couple of days, take us
through what you've actually said.
529
00:37:29,560 --> 00:37:32,200
All right. "Banana Tempura
Caramel Toffee Ice Cream!
530
00:37:32,200 --> 00:37:35,640
"Who's feeling naughty?"
As you can see,
531
00:37:35,640 --> 00:37:39,880
it pushes for a response and
what you're trying to do is to
get people to interact with you.
532
00:37:39,880 --> 00:37:43,960
OK, so Helga says, "Sounds yummy,
hope I can try it in August."
533
00:37:43,960 --> 00:37:47,880
Suzee Jones says, "September for
me!!" And Kitty White, "Original!!!"
534
00:37:47,880 --> 00:37:51,880
With lots of exclamation marks.
I don't know what Kitty
is making of that one.
535
00:37:51,880 --> 00:37:56,600
'Each time someone comments,
the resort's mentioned
to that person's friends.'
536
00:37:56,600 --> 00:38:00,040
That will show up that
they've commented on a page
537
00:38:00,040 --> 00:38:04,920
so all of a sudden we've got a bit
of exposure on somebody's profile.
538
00:38:04,920 --> 00:38:09,560
Facebook claims that when a business
is brought to someone's attention
by a friend,
539
00:38:09,560 --> 00:38:14,480
it's a much more powerful
form of recommendation than
an ordinary advert. But is it?
540
00:38:14,480 --> 00:38:19,400
You're similar to your friends and
the ads that your friends respond
to, you respond to also, so yes,
541
00:38:19,400 --> 00:38:20,880
people come in clusters,
542
00:38:20,880 --> 00:38:23,360
yes, what your friends bought,
you might buy,
543
00:38:23,360 --> 00:38:25,400
but you might have bought it anyway.
544
00:38:25,400 --> 00:38:28,600
To what extent can Facebook
truly take credit for that?
545
00:38:30,480 --> 00:38:34,240
After targeted advertising
in Facebook pages,
546
00:38:34,240 --> 00:38:40,280
the next part of Facebook's business
armoury is its amazing ability
to keep users glued to the site.
547
00:38:40,280 --> 00:38:45,920
Facebook sessions
typically last around half an hour
and most users come back often.
548
00:38:45,920 --> 00:38:49,160
I probably spend about half an hour
a day on Facebook.
549
00:38:49,160 --> 00:38:53,960
Everyday, a few times a day.
Not more than an hour total a day.
550
00:38:53,960 --> 00:38:56,520
I spend two hours on Facebook a day.
551
00:38:56,520 --> 00:39:00,120
Probably about three hours a day.
About three-and-a-half hours a day.
552
00:39:00,120 --> 00:39:01,960
Three, four hours during the day.
553
00:39:01,960 --> 00:39:05,600
I don't think I have it that bad, I
know people who go on it every hour.
554
00:39:09,080 --> 00:39:13,000
At Facebook, we're pushing to make
the world a more open place.
555
00:39:14,760 --> 00:39:19,440
Facebook users are kept hooked partly
as a result of a decision Zuckerberg
made four years ago
556
00:39:19,440 --> 00:39:22,960
to open the site up
to other software developers.
557
00:39:24,760 --> 00:39:29,320
This year, there are more people
than ever at Facebook's
developer conference.
558
00:39:32,040 --> 00:39:37,120
Facebook isn't just a website,
it's also what's known in techy
circles as 'a platform.'
559
00:39:37,120 --> 00:39:40,560
This means that software developers
from other companies
560
00:39:40,560 --> 00:39:44,600
can write programmes
which then run on Facebook.
561
00:39:44,600 --> 00:39:50,840
Apps, in other words, and the reason
Facebook likes that is because
it provides more to do,
562
00:39:50,840 --> 00:39:56,280
but also because these apps create
a kind of technology eco-system
563
00:39:56,280 --> 00:39:58,880
with Facebook right at the core.
564
00:39:58,880 --> 00:40:04,640
Now there are more than a million
different developers who build
things on top of Facebook
565
00:40:04,640 --> 00:40:07,440
and are trying to bring these
great experiences to people.
566
00:40:07,440 --> 00:40:12,960
And, you know, we think to ourselves
we're just a small company
and we have, I'm sure,
567
00:40:12,960 --> 00:40:19,160
all these people who are using our
products but we have 500, 600
engineers building all this stuff.
568
00:40:19,160 --> 00:40:24,720
Companies like Microsoft or Google
have tens of thousands of engineers.
We're tiny compared to that.
569
00:40:24,720 --> 00:40:29,520
So how can we ever possibly build
all the stuff that we want
to see get out there
570
00:40:29,520 --> 00:40:33,120
and the answer is build an
eco-system and make it so that
571
00:40:33,120 --> 00:40:38,240
all these developers, whether it's
a student in a dorm room who
hasn't had a job yet
572
00:40:38,240 --> 00:40:42,920
or a big company or a company that
we've never heard of in some other
country can build this stuff.
573
00:40:42,920 --> 00:40:44,960
And that's the part
that's so cool about it.
574
00:40:44,960 --> 00:40:48,520
When Zuckerberg opened Facebook
to developers,
575
00:40:48,520 --> 00:40:53,680
nobody guessed that the runaway
success would be Facebook
based games.
576
00:40:53,680 --> 00:40:59,600
London is home to the world's
second biggest social gaming company.
577
00:40:59,600 --> 00:41:04,840
Kristian Sergestrale, the co-founder
of Playfish, employs 350 people
578
00:41:04,840 --> 00:41:09,080
to make games for his 100 million
regular players.
579
00:41:09,080 --> 00:41:11,520
Facebook has created the level
of infrastructure
580
00:41:11,520 --> 00:41:14,000
which means you can visit
your real friends' houses,
581
00:41:14,000 --> 00:41:16,280
interact with your
real friends' characters,
582
00:41:16,280 --> 00:41:17,640
give them gifts and so on.
583
00:41:17,640 --> 00:41:19,560
And you can work on things together
584
00:41:19,560 --> 00:41:22,920
which simply brings an entirely
new dimension to computer games.
585
00:41:22,920 --> 00:41:26,000
And in some ways almost takes
games back to where they came from.
586
00:41:26,000 --> 00:41:30,000
So it's as much about
interaction as it is about
what's going on in the screen.
587
00:41:30,000 --> 00:41:34,760
In the company's San Francisco
office, two of its customers
588
00:41:34,760 --> 00:41:38,360
have come in to show how they play
a couple of the most popular games.
589
00:41:38,360 --> 00:41:44,800
Michelle Maruyama is a violinist
and has been playing Restaurant City
for two years.
590
00:41:44,800 --> 00:41:48,120
I sometimes really enjoy playing
right after I come home from work,
591
00:41:48,120 --> 00:41:50,600
if there's a conductor
I don't like or something.
592
00:41:50,600 --> 00:41:53,200
But if I'm just home
all day practising,
593
00:41:53,200 --> 00:41:57,480
you can just stop once an hour
and check on your restaurant.
594
00:41:57,480 --> 00:42:05,080
The games are designed to keep
you hooked with timed penalties
if you don't keep checking in.
595
00:42:05,080 --> 00:42:09,240
It's definitely a chore and it
definitely cuts into
your spare time.
596
00:42:09,240 --> 00:42:14,280
I know that I used to read
the New Yorker pretty much
cover to cover every single week
597
00:42:14,280 --> 00:42:16,760
and I know that I absolutely
do not do that any more.
598
00:42:16,760 --> 00:42:22,440
John House plays Pet Society,
which has attracted up to
21 million users a month.
599
00:42:22,440 --> 00:42:25,160
You have a virtual home
600
00:42:25,160 --> 00:42:27,200
and you have your one virtual pet
601
00:42:27,200 --> 00:42:31,560
and you have a bunch of friends
that you can visit.
602
00:42:31,560 --> 00:42:36,400
Playfish pets have their own
peculiar biological functions.
603
00:42:36,400 --> 00:42:42,920
They poop, and they poop
different types of poop
so there is the carrot cake poo.
604
00:42:42,920 --> 00:42:45,200
There's the creme egg poo.
605
00:42:45,200 --> 00:42:49,080
There is the snake poo
from the wizards' school.
606
00:42:49,080 --> 00:42:53,320
These kinds of special items are
the key to a new revenue stream
for Facebook
607
00:42:53,320 --> 00:42:57,600
because game players can pay
real money for virtual goods.
608
00:42:57,600 --> 00:43:01,600
They pay by sending money
to Facebook to buy credits.
609
00:43:01,600 --> 00:43:05,320
It's already a business worth
hundreds of millions of dollars.
610
00:43:05,320 --> 00:43:12,000
John was so pleased with his
special duck poo that he paid a pound
for a virtual case to display it in.
611
00:43:12,000 --> 00:43:15,880
And Facebook takes a third of that,
but John has no complaints.
612
00:43:15,880 --> 00:43:19,080
You know what? For that
giant duck poo, it's worth it.
613
00:43:26,040 --> 00:43:32,960
Facebook's strategy, including games
and Facebook pages, has attracted
ever-growing numbers to the site,
614
00:43:32,960 --> 00:43:37,600
but the company has an even bigger
ambition on the wider web.
615
00:43:37,600 --> 00:43:40,880
Today, millions of websites
have links to Facebook on them
616
00:43:40,880 --> 00:43:44,960
and if you use these links
with your Facebook identity,
617
00:43:44,960 --> 00:43:51,000
you can communicate with your
friends on Facebook even if you're
on an entirely different site.
618
00:43:51,000 --> 00:43:55,200
For Mark Zuckerberg, it's the
fulfilment of a grand ambition
619
00:43:55,200 --> 00:44:00,240
to provide the pipes through which
the world's social connections
can start to flow
620
00:44:00,240 --> 00:44:05,680
and in the process,
Facebook's beginning to colonise
the whole of the web.
621
00:44:05,680 --> 00:44:09,920
Zuckerberg's dorm project has come
a long way in seven years,
622
00:44:09,920 --> 00:44:14,880
not just as a piece of technology,
but as a change to the way many
people relate to each other.
623
00:44:16,600 --> 00:44:19,080
It's easier to communicate
with people,
624
00:44:19,080 --> 00:44:22,280
but it also makes communicating
less personal.
625
00:44:22,280 --> 00:44:27,800
Let's say I was with my boyfriend,
instead of paying attention to him,
I'm on my Facebook.
626
00:44:27,800 --> 00:44:35,120
It's an idyllic representation
of who you are which I think can get
misinterpreted by yourself even.
627
00:44:35,120 --> 00:44:40,360
Probably 80% is the real me on
there, the rest of it's just
what I want people to see.
628
00:44:40,360 --> 00:44:46,080
My dad posts on my wall sometimes.
I have to delete that. He will
just post "I love you sweetie!"
629
00:44:46,080 --> 00:44:50,040
I'm like "Dad!" But that's sweet.
It's nice but it's a little
too much.
630
00:44:55,960 --> 00:45:03,120
Today, Facebook seems unstoppable.
A huge social world online that runs
in parallel with the real world.
631
00:45:03,120 --> 00:45:07,200
Many Facebook users already spend
more time with their Facebook friends
632
00:45:07,200 --> 00:45:14,320
than meeting real friends,
but do their personas on Facebook
reflect their real selves?
633
00:45:14,320 --> 00:45:18,920
Jaron Lanier is one of the pioneer
inventors of virtual reality.
634
00:45:18,920 --> 00:45:24,520
He says Facebook's version
of our lives is too rigid
and one dimensional.
635
00:45:24,520 --> 00:45:26,880
What's happened with Facebook
in particular
636
00:45:26,880 --> 00:45:30,120
is this sort of flattening where
everybody's stuff looks the same,
637
00:45:30,120 --> 00:45:31,960
everybody's just filling out a form.
638
00:45:31,960 --> 00:45:37,040
It's so strange. It used to be
that when you filled out forms,
639
00:45:37,040 --> 00:45:40,320
it was acknowledged that that
was the fake aspect of your life.
640
00:45:40,320 --> 00:45:42,320
You fill out forms to apply
for school
641
00:45:42,320 --> 00:45:44,360
and you fill out forms
at the doctor's office,
642
00:45:44,360 --> 00:45:46,400
but nobody would say,
"This is who I really am,
643
00:45:46,400 --> 00:45:49,040
"if you want to know me,
know my forms."
644
00:45:49,040 --> 00:45:52,720
There are signs of a backlash
against the assumptions of Facebook.
645
00:46:03,520 --> 00:46:08,120
So how much is the attraction
of Facebook an escape?
646
00:46:08,120 --> 00:46:10,000
We're in terrible economic times,
647
00:46:10,000 --> 00:46:14,640
terribly reduced prospects
and you see a lot of young people
648
00:46:14,640 --> 00:46:19,680
investing tremendous pride in
their online personas or their
online lives
649
00:46:19,680 --> 00:46:24,160
and yeah, you have to wonder
if Facebook, Twitter and the rest
650
00:46:24,160 --> 00:46:28,280
are serving as a sort of bread
and circuses, as a distraction,
651
00:46:28,280 --> 00:46:32,040
as a way to ignore the real world
in front of one's nose.
652
00:46:32,040 --> 00:46:37,040
BJ Fogg is a psychologist
who studies online behaviour.
653
00:46:37,040 --> 00:46:41,040
A lot of people stay in touch
on Facebook that wouldn't have
stayed in touch otherwise.
654
00:46:41,040 --> 00:46:46,360
It's giving us a lot more
relationships that are weaker
655
00:46:46,360 --> 00:46:49,440
and it's taking our strongest
relationships
656
00:46:49,440 --> 00:46:51,400
and it's weakening those.
657
00:46:51,400 --> 00:46:54,840
Because if you have 800 friends
on Facebook, you're not going to
658
00:46:54,840 --> 00:46:58,720
have time to put the energy into
the most important relationships.
659
00:46:58,720 --> 00:47:03,480
Facebook wants its world to be like
our real social world,
but the Facebook world
660
00:47:03,480 --> 00:47:07,640
now includes brands and businesses
as part of the conversations.
661
00:47:07,640 --> 00:47:11,720
Facebook says that just makes it
more like real life, but are those
662
00:47:11,720 --> 00:47:15,920
commercial messages a part of life
that users want to find on Facebook?
663
00:47:15,920 --> 00:47:17,400
Mark's vision of the world
664
00:47:17,400 --> 00:47:22,040
is one where we're better if we
are more open and connected.
665
00:47:22,040 --> 00:47:24,640
My life is improved
by knowing what you're doing,
666
00:47:24,640 --> 00:47:28,560
if I care what you're doing and if
I've chosen to connect
to a Starbucks,
667
00:47:28,560 --> 00:47:32,480
I want their announcements,
just like I friend someone,
I've chosen this.
668
00:47:32,480 --> 00:47:37,920
We have social ads
and we have non-social ads, right,
669
00:47:37,920 --> 00:47:40,760
and so you can either for example
see an ad from Coca-Cola
670
00:47:40,760 --> 00:47:43,200
that is just Coca-Cola
saying drink Coca-Cola.
671
00:47:43,200 --> 00:47:46,800
Or you can see an ad where
your friend who likes Coca-Cola,
672
00:47:46,800 --> 00:47:49,440
the ad is just
this person likes Coca-Cola
673
00:47:49,440 --> 00:47:53,360
and which one do you think people
who use Facebook prefer?
674
00:47:53,360 --> 00:47:58,640
They want to see something about
their friends, they want to learn
about what their friends are doing.
675
00:47:58,640 --> 00:48:04,720
But when Facebook has tried to mix
social messages with advertising in
the past, it's run into trouble.
676
00:48:04,720 --> 00:48:09,600
We've built a little product called
'Beacon' that's going to allow you
to do this from your own website.
677
00:48:09,600 --> 00:48:12,840
Beacon told people's friends
what they were buying.
678
00:48:12,840 --> 00:48:16,120
There were furious complaints
and Zuckerberg withdrew it
with apologies.
679
00:48:16,120 --> 00:48:18,360
We really think about
the trust issues.
680
00:48:18,360 --> 00:48:24,200
A lot of people right now are upset
with us over these changes
and I take that really seriously.
681
00:48:24,200 --> 00:48:28,280
After a series of such controversies,
a pattern has emerged.
682
00:48:28,280 --> 00:48:33,760
Facebook tends to do a three steps
forward, one step back
launch approach.
683
00:48:33,760 --> 00:48:38,480
It often launches products that
really push us, tests the water,
684
00:48:38,480 --> 00:48:44,320
so to speak, and then Facebook
pulls back and begins to roll it out
again more slowly.
685
00:48:44,320 --> 00:48:47,080
So if you look, for example,
at the products
686
00:48:47,080 --> 00:48:50,680
that caused the most tension
say three or four years ago,
687
00:48:50,680 --> 00:48:56,720
all of those products exist in
various facets of Facebook today
and nobody's talking about them
688
00:48:56,720 --> 00:49:00,400
because at this point culturally
we're all comfortable with them.
689
00:49:00,400 --> 00:49:05,280
Today there's another Facebook
idea that users might be
uncomfortable with.
690
00:49:05,280 --> 00:49:11,120
If you click a like button on
a business' Facebook page,
that business can pay Facebook
691
00:49:11,120 --> 00:49:14,880
to display a little box in the right
hand column of your friends' pages
692
00:49:14,880 --> 00:49:19,120
with your picture and the logo
of the business, telling them
you've liked it.
693
00:49:19,120 --> 00:49:24,360
Facebook calls it a sponsored story
and you can't opt out.
694
00:49:24,360 --> 00:49:31,000
So if you found your name and face in
a sponsored story would you say,
"Harmless enough?"
695
00:49:31,000 --> 00:49:35,680
Or would you feel you'd been
used in an ad without
anyone asking your permission?
696
00:49:39,560 --> 00:49:46,320
If I press a like button
on a brand, that could pop up
as a sponsored story.
697
00:49:46,320 --> 00:49:49,720
I might not know about it,
I certainly wouldn't necessarily
agree to it.
698
00:49:49,720 --> 00:49:54,840
But when you press a like button
on a brand or on an ad
699
00:49:54,840 --> 00:49:58,640
or on a page,
you're saying "I like this".
700
00:49:58,640 --> 00:50:01,040
I'm not saying I advertise this.
701
00:50:01,040 --> 00:50:04,360
Well, I suppose when you...
So let's pause.
702
00:50:09,000 --> 00:50:11,000
It's an interesting...
703
00:50:16,880 --> 00:50:21,040
I mean, you're asking a profound
question - what's advertising?
704
00:50:21,040 --> 00:50:26,720
When I press a like button on an ad,
I'm trying,
705
00:50:26,720 --> 00:50:32,880
on the Facebook system,
I'm affirmatively communicating
that I'm associating myself
706
00:50:32,880 --> 00:50:37,280
with whatever I'm liking and what
that does is it creates a story.
707
00:50:37,280 --> 00:50:40,920
But you can call it a story,
many people would call it
an advertisement
708
00:50:40,920 --> 00:50:43,800
and Facebook is getting paid
for those by the companies.
709
00:50:43,800 --> 00:50:46,280
I think... I...I...I...
710
00:50:46,280 --> 00:50:52,320
It's a ranking mechanism, I don't
know if I would call it
an advertisement.
711
00:50:52,320 --> 00:50:57,200
Sponsored stories highlight the
critical dilemma for Facebook.
712
00:50:57,200 --> 00:51:03,480
How far can it go in using
personal information without
its users feeling exploited?
713
00:51:03,480 --> 00:51:06,720
It says it gives users full control
over their privacy,
714
00:51:06,720 --> 00:51:09,960
but it also believes a more
open world would be better.
715
00:51:09,960 --> 00:51:16,120
Do you fundamentally believe that
people will gradually become
more open,
716
00:51:16,120 --> 00:51:19,320
that they'll regard privacy
with less concern?
717
00:51:19,320 --> 00:51:24,200
No, I don't think that... It's not
that people won't care
about privacy.
718
00:51:24,200 --> 00:51:28,280
I think privacy is a really
fundamental thing and I think
everyone cares about it.
719
00:51:28,280 --> 00:51:32,560
I think the big cultural change is
that now more and more people
are finding that
720
00:51:32,560 --> 00:51:37,400
they can build a reputation,
they can help discover stuff,
get credit for that,
721
00:51:37,400 --> 00:51:40,040
they can be part of discovering
other people's stuff.
722
00:51:40,040 --> 00:51:44,240
And I just think that people
are seeing every day
that that's awesome.
723
00:51:44,240 --> 00:51:47,120
And that's why I think the world
is moving in that direction.
724
00:51:47,120 --> 00:51:49,920
But people every day also
wake up and I think are like,
725
00:51:49,920 --> 00:51:54,240
"What stuff do I want to have
out there and what don't I?"
I don't think that will change.
726
00:51:54,240 --> 00:52:00,360
But how much do Facebook's business
needs create a tension between
privacy and sharing?
727
00:52:00,360 --> 00:52:04,200
They've chosen terminology
and at least as important,
728
00:52:04,200 --> 00:52:08,080
they've chosen a user interface
design that encourages sharing.
729
00:52:08,080 --> 00:52:11,520
They've set their defaults in a way
that makes it seem like this is
730
00:52:11,520 --> 00:52:14,560
the right and normal
and natural thing to do.
731
00:52:14,560 --> 00:52:17,800
I'm not so sure it really is,
I'm not so sure that it's been
732
00:52:17,800 --> 00:52:20,320
the way of things or needs to be
the way of things
733
00:52:20,320 --> 00:52:25,800
for every picture you take to be
distributed to hundreds or thousands
or tens of thousands of people.
734
00:52:25,800 --> 00:52:30,640
And yet they've tried to convince
us that's the new normal
and that's the way it should be.
735
00:52:30,640 --> 00:52:35,080
They've always said,
"Facebook's about helping you share,
with the people around you".
736
00:52:35,080 --> 00:52:41,200
So if my privacy settings
are set to open,
737
00:52:41,200 --> 00:52:46,040
Facebook as a company,
as a business model, will do better?
738
00:52:46,040 --> 00:52:50,920
Oh, yeah, absolutely, and
if you were an investor in
Facebook, you would insist on that.
739
00:52:50,920 --> 00:52:56,000
You would insist on that. It's like,
we become a bigger company, faster,
740
00:52:56,000 --> 00:52:59,680
wealthier faster the more people
share and the more they share
openly.
741
00:52:59,680 --> 00:53:04,120
So as a business strategy,
as your investor, I insist this is
how you design the interface.
742
00:53:04,120 --> 00:53:08,200
Facebook insists
its advertising model
743
00:53:08,200 --> 00:53:12,240
does not depend on its users
agreeing to be less private.
744
00:53:12,240 --> 00:53:15,920
Our goal is to make it so that
people share what they want to.
745
00:53:15,920 --> 00:53:20,560
And we believe that over time,
people are going to want to share
more things.
746
00:53:20,560 --> 00:53:26,000
That's a big trend that we see
happening in the world, but we don't
benefit from being ahead of it.
747
00:53:26,000 --> 00:53:29,560
If we have people share things
that they don't want to,
748
00:53:29,560 --> 00:53:31,800
they'll stop using our service
and not like us.
749
00:53:34,400 --> 00:53:38,800
Facebook's revenue is expected
to more than double this year,
750
00:53:38,800 --> 00:53:40,280
to $4 billion.
751
00:53:40,280 --> 00:53:43,960
If its challenge was to come up
with a way of making money
752
00:53:43,960 --> 00:53:47,760
that played to its strengths,
well, it's done a pretty good job.
753
00:53:47,760 --> 00:53:50,600
Is it now set to rival Google?
754
00:53:50,600 --> 00:53:54,040
Well, earlier this year, Google
responded with the most sincere
755
00:53:54,040 --> 00:53:59,160
form of flattery, launching its own
social network, Google +.
756
00:53:59,160 --> 00:54:02,720
We are pretty excited about
the capability of Google +.
757
00:54:02,720 --> 00:54:06,360
We think we can make sharing
even easier than it is today.
758
00:54:06,360 --> 00:54:10,360
I think you're going to see
a much better experience
as we continue to innovate.
759
00:54:10,360 --> 00:54:15,200
Google + already has 40 million
users and the means to recruit more.
760
00:54:15,200 --> 00:54:18,680
You now have effectively
a two-horse race.
761
00:54:18,680 --> 00:54:23,800
Google is a very rich, very global
company that has a number of engines
to drive traffic
762
00:54:23,800 --> 00:54:30,280
into its social network, notably
Gmail, YouTube and Google
search products.
763
00:54:30,280 --> 00:54:34,760
And all three of those tools can be
used by Google to drive people
toward Google +.
764
00:54:34,760 --> 00:54:38,240
Is that a threat for you now,
Google +? Do you take that seriously?
765
00:54:40,200 --> 00:54:45,960
Yeah, Google's a great company
and I think we want to look at
and learn from
766
00:54:45,960 --> 00:54:50,160
everything that they do,
but at the same time, you know,
767
00:54:50,160 --> 00:54:57,280
people have shared a lot on Facebook
and they already have told a lot
of their life story on Facebook.
768
00:54:57,280 --> 00:55:01,240
And we think that we have by far
the better tools for doing that.
769
00:55:01,240 --> 00:55:05,280
This year, we're taking
the next step.
770
00:55:05,280 --> 00:55:09,320
We're going to make it so you can
connect to anything you want
in any way you want.
771
00:55:09,320 --> 00:55:13,920
Facebook is widely expected to float
on the stock market next year
772
00:55:13,920 --> 00:55:18,600
as the biggest tech business
to do so since Google.
773
00:55:18,600 --> 00:55:25,920
If it is worth $100 billion, that
would make it bigger than McDonald's
or Amazon and twice as big as Tesco.
774
00:55:25,920 --> 00:55:30,120
This is a very young company,
it's just starting to figure out
775
00:55:30,120 --> 00:55:35,160
strategies for making money
and I think advertising is only
one component of that.
776
00:55:35,160 --> 00:55:38,120
So if this company were to truly
want to start monetising
777
00:55:38,120 --> 00:55:41,840
I think that $100 billion
may start to feel tiny.
778
00:55:41,840 --> 00:55:46,960
Facebook's long-term value may depend
on users' concerns about privacy
779
00:55:46,960 --> 00:55:50,920
and whether they feel comfortable
sending Facebook their information.
780
00:55:50,920 --> 00:55:52,920
The big issue is privacy.
781
00:55:52,920 --> 00:55:58,400
I just have an inkling that closed
networks, networks that are more
private,
782
00:55:58,400 --> 00:56:01,880
that are more restricted
ultimately actually become...
783
00:56:01,880 --> 00:56:03,920
may become more interesting.
784
00:56:03,920 --> 00:56:09,160
My advice to Facebook would be
you've got to maintain the trust
of your users,
785
00:56:09,160 --> 00:56:11,400
that's the number one asset.
If you lose that,
786
00:56:11,400 --> 00:56:16,240
you're vulnerable to Google
and others winning this game.
787
00:56:17,720 --> 00:56:21,360
And that's where Zuckerberg himself
is vital to Facebook.
788
00:56:21,360 --> 00:56:25,640
He could be worth $17 billion
after a stock market floatation,
789
00:56:25,640 --> 00:56:28,680
but as long as most users
believe in his sincerity,
790
00:56:28,680 --> 00:56:32,760
they'll probably accept whatever
changes Facebook throws at them
791
00:56:32,760 --> 00:56:35,760
because by all accounts
he hasn't changed much.
792
00:56:35,760 --> 00:56:38,000
Mark drives the same
four-year-old Acura
793
00:56:38,000 --> 00:56:41,480
that I recommended that he get
a few years ago.
794
00:56:41,480 --> 00:56:44,360
Like, you know,
and still lives, you know...
795
00:56:44,360 --> 00:56:47,960
He's finally bought a house,
but it's not like he bought
some crazy mansion.
796
00:56:47,960 --> 00:56:49,680
He bought a house in Palo Alto.
797
00:56:49,680 --> 00:56:54,680
But, you know, really being,
you know, one of Mark's stated
interests on Facebook is minimalism.
798
00:56:54,680 --> 00:56:57,720
He doesn't care for material
possessions at all.
799
00:56:57,720 --> 00:57:03,680
He actually wears the same jeans
and the same t-shirt and jacket
everyday.
800
00:57:03,680 --> 00:57:07,080
In fact, one of the things I first
did when I came to the company
801
00:57:07,080 --> 00:57:12,560
is told a lot of people, "He has a
lot of those jackets, don't worry,
he's not wearing the same jacket
802
00:57:12,560 --> 00:57:15,800
"every single day, it's just many
versions of the same jacket.
803
00:57:15,800 --> 00:57:19,000
Zuckerberg just wants to keep
a low profile
804
00:57:19,000 --> 00:57:22,920
and get on with what he loves -
designing new features for the site.
805
00:57:22,920 --> 00:57:28,280
But even inside Facebook,
people can't help treating him
like something of a celebrity.
806
00:57:28,280 --> 00:57:31,560
It's really cool when I see Zuck
eating in the same cafeteria as us.
807
00:57:31,560 --> 00:57:32,640
Does he queue?
808
00:57:32,640 --> 00:57:36,920
I stood behind him in line once
and... Did you chat?
809
00:57:36,920 --> 00:57:42,400
I was scared, I was nervous.
I wanted to say, "Hey, Zuck!"
But it didn't come out.
810
00:57:42,400 --> 00:57:46,480
I've seen him in his conference
room. The first day I came in there
I got to see him
811
00:57:46,480 --> 00:57:49,520
and then I had some friends come
for lunch yesterday and I took them
by the conference room
812
00:57:49,520 --> 00:57:54,200
and I was like "That's Mark
Zuckerberg! I get to look, he saw
me!" So it's amazing.
813
00:57:54,200 --> 00:57:58,040
Zuckerberg will have to learn
to accept the world's attention.
814
00:57:58,040 --> 00:58:01,320
His very lack of showmanship
could be an asset,
815
00:58:01,320 --> 00:58:06,360
reassuring users of Facebook's good
faith as it grows in influence
and income.
816
00:58:06,360 --> 00:58:08,400
Half of Britain
already uses Facebook,
817
00:58:08,400 --> 00:58:13,000
but can Mark Zuckerberg keep making
us share intimate details
818
00:58:13,000 --> 00:58:17,640
about our life whilst driving
Facebook forward as a business?
819
00:58:17,640 --> 00:58:20,400
It's a difficult balancing act
and if he gets it wrong,
820
00:58:20,400 --> 00:58:27,120
more of us will be asking not
what Facebook can do for us,
but what we are doing for Facebook.
821
00:58:34,240 --> 00:58:36,280
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822
00:58:36,280 --> 00:58:38,120
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