Facebook's mission in 2010 was to bring together the developers and entrepreneurs who are building the social Web by moving fast, taking risks, and hacking traditional systems. After having worked together on the previous f8 conference, Opts and Facebook the synergy and momentum drove to excellence.

Internally, Facebook is making it so all websites can work together to build a more comprehensive map of connections and create better, more social experiences for everyone. They have redesigned Facebook Platform to offer a simple set of tools that sites around the web can use to personalize experiences and build out the graph of connections people are making.

The goals were:

• Launch the "Like", "Not Like" application
• Leverage press and developer community in attendance to position Facebook as a developers site, not just a social network.

• Inspire developers to attend
• Convey image of Facebook as dynamic, exciting, cutting edged, developer friendly
• Set expectations for a cool, sexy event experience
• Build viral buzz about Facebook's platform for developers and potential as a world-class technology company and place to work.

The F8 Message

• Facebook is a leading technology company with utility that extends to a broad audience of users
• Facebook is the ideal platform for developers to introduce and test their new applications to a huge and growing audience of enthusiastic users

Situation Analysis

Facebook needed to break out of the social network, college-oriented mold it had been cast in. It had to cut through the noise and competition in the marketplace for the attention of the developer -- going up against market leaders like Google and Yahoo, leveraging partnerships with Microsoft, Amazon and others, while maintaining a position of independence and strength in it's own identity and culture.

Many companies have been here before. Facebook is following in their footsteps, but at the same time, doing something unique and revolutionary in its approach. The event theme must capture attention and imagination, be fresh and evergreen, and convey meaning and relevance across diverse audiences and stakeholders.

Event Theme and Execution

In 2008, when we first began working with Facebook on this project, we counseled our client to create a totemic emblem and name for the event, which they did, deciding on F8 (fate) as the name for what may become an annual event. They maintained this powerful theme this year – it has become a vital part of their brand as whole.

As this year was focused on the growth of networks that Facebook was taking on, the whole day was focused interconnectivity – between brands, developer and entrepreneurs alike.

We returned to the Concourse in San Francisco for the 3rd year. It's convenience to travelers and open environment mirrored the dynamic and creative open plan offices in the Palo Alto office. Electric.

The design sensibility and brand values demanded a lot of creativity in how to transform the metal roofed, open beamed warehouse like the Concourse into a wonderland of interconnected buzz.

The Result

Facebook has become a global entity that molds the world that we live in. They are front and center to developers throughout the world and thus, have an extremely high profile. Compared to 2008, Facebook's first public event, 2010 introduced a more mature company, one that was not looking to sell gimmicks but instead to connect with their audience. The event conveyed a balance of fresh eager energy with confidence, sophistication with brashness, and sent a clear message that the company was in it for the long haul.

The media reported favorably on the event itself as well as the news announced and the attention served to attract new users, developers and some talented, experienced staff to the growing company.

The social graph platform has been a resounding success, with most of the worldwide web interconnected and with Facebook at the center.