Facebook Embraces Utility with Food Ordering and Ticketing


Facebook wants you to participate in your community, not just talk about it, with a slew of new features launching today. From Facebook Pages, you’ll now be able to order food through Delivery.com and Slice, request an appointment through MyTime, get a professional services quote, or buy movie and event tickets through Ticketmaster and EventBrite without leaving Facebook.

This is the latest evolution of Facebook’s quest to make the Yellow Pages come alive. Native ticket buying could be especially powerful since 650 million people use Facebook’s Events feature each month but always have to go log in somewhere else to actually purchase their admission. Reducing this friction could make Facebook more popular with Event promoters looking for a high-conversion destination to their ads.

If you want your friends’ suggestions about what to do either in your city or while traveling, you can use the new Recommendations feature. It automatically appears when Facebook’s artificial intelligence detects that you’re writing a status update requesting advice from friends. If you turn on Recommendations, a big request for suggestions will appear in the News Feed, and comments from friends will be added to a map and Recommendations bookmark for easy browsing. Now it will be a lot easier to solicit and manage answers to “Where should I go in Tokyo?” or “What’s the best burrito in San Francisco?”

Lastly, Facebook is bringing the best of its new standalone Events app back to the Events tab in its main app. You’ll now by default see a feed of Event discovery content including RSVPs from friends, and ways to browse what’s up today, tomorrow, or this weekend. You can switch to a more traditional full calendar of what’s coming up for you. The idea is to reveal what parties, concerts, art exhibitions, meetups, and more could be happening right around you.

All these experiences will start rolling out today in the US. If they perform well, Facebook may extend them to other geographies. Developers can apply for access to this Facebook Pages utility platform.

This is about stealing a little bit of the traffic currently flowing to Google, Yelp, Fandango, local news, and mobile food ordering apps. Facebook thinks a convenient browsing experience powered by friends’ suggestions can beat a mobile search experience that requires a bunch of typing and doesn’t understand who you are.

Of course, that will require a shift in behavior users may be stubborn to make. But it would provide Facebook with lucrative data on what you buy from where. If Facebook knows you frequently buy concert tickets for a certain venue or order a specific type of food, it can better target its ads towards you.

The more Facebook can become a place where you learn about and interact with businesses, the more it can accomplish its goal of connecting you with more than just people, and the more likely that businesses will pay to grow their visibility on the social network.

Facebook希望你参与你的社区,不是说说而已,再加上目前发布的一些新功能。 从Facebook页面,您现在可以通过Delivery.com和Slice订购食物,通过MyTime请求预约,获得专业的服务报价,或通过Ticketmaster和EventBrite购买电影和活动门票。


这是Facebook寻求使黄页活跃着的最新进展。 本地购票特别强劲因为6.5亿人每月使用Facebook的活动功能,但总是要去其他地方登录,以实际购买他们的入场券。 减少这种摩擦可使Facebook更受欢迎和活动发起人寻找他们的广告的高转换目的地。


如果你想要你的朋友建议你在这城市或旅行时可以做的活动,你可以使用新得建议功能。当Facebook的人工智能检测到您正在写一个状态更新请求朋友的建议时,它会自动出现。 如果您开启建议,系统会在新闻Feed中显示一个重要的建议请求,朋友的评论将被添加到地图和推荐书签,以方便浏览。 现在,更容易征求和管理“我在东京应该去哪里?”或“哪是旧金山最好的墨西哥卷饼?”的答案。


最后,Facebook将其最新的独立“活动”应用程序带回到其主应用程序中的“活动”选项卡。现在,您现在可以查看活动发布内容的Feed,包括来自朋友的回复,以及浏览今天,明天或本周末活动的方式。您可以切换到更传统的完整日历。 这个想法是展示聚会,音乐会,艺术展览,聚会,和更多可能发生在你身边。


所有这些经验将于今天在美国推出。 如果他们表现良好,Facebook可能会扩展到其他地区。 开发人员可以申请访问此Facebook Pages实用程序平台。这是关于窃取一小部分目前流向Google,Yelp,Fandango,本地新闻和移动食品订购应用程序的流量。 Facebook认为一个方便的浏览体验由朋友的建议驱动可以击败移动搜索体验,只需要打一大堆的字却不必知道你是谁。


当然,这将需要改变用户可能顽固做出的行为。 但它会为Facebook提供有关您从哪里购买的有利可图的数据。 如果Facebook知道你经常为某个场地购买音乐会门票或订购特定类型的食物,它可以更好地定位到你的广告。


Facebook可以成为一个你了解和与企业互动的地方,它越能实现其与更多的人连接的目标,以及企业在社交网络上提高其知名度的可能性越大。


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