Google PM Interview: Facebook Messaging Strategy

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Watch our mock Google PM interview. Kevin Wei (Coinbase PM) asks Ethan, Google PM, a product strategy interview question about Facebook's messaging apps.
Chapters -
00:00:00 - Introduction
00:00:47 - Question
00:01:28 - Clarifying questions
00:02:33 - Mission
00:03:17 - Answer
00:03:43 - Factors
00:23:39 - Summary
00:25:31 - Interview analysis
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[@tryexponent]

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[@ashwinkumar675]

Why we use each of these apps is super important to consider. If I chat with the same friends on Instagram and WhatsApp, the key difference is what I talk about. So I would start with “what Instagram is, what WhatsApp is, why we communicate on either or both and who the main user groups are. For example - On WhatsApp, it’s more of a conversation like in iMessage and regular communication. And the user base is different too - more “groups of friends who are in your contacts” For example - On Instagram, it’s more likely that you have conversations with acquaintances or influencers who follow you or vice versa (who’s contacts you may not already have). A lot of conversations are also based on sharing or reacting to memes and videos, so the “why” is different too.

[@TheRahul195]

Great framework! Although looked more like a PM thinking about the opportunity and not a strategy person. I would also talk about the impact on people, partners and competition because of this consolidation. The human element of such consolidations can be devastating if not handled well.

[@NithinNair]

May be comparing user segments (GenZ,Millenials, Business Users) that each app will be dealing with could have been a decision factor as well. Great framework though !!!

[@dhanashreew]

Thanks a lot! It helps and not an easy topic to think in 30 mins. Loved the framework! My initial instincts were to keep it separate, however after looking at all the factors mentioned above I could see that instagram and facebook can be combined as both are for social networking keeping whatsapp separate. Though this thinking is surely not derived in a 20 min time frame but carefully thinking about the points for an hour or so. End user’s context switch between one social media to another might not have adverse effects compared to social vs personal/professional(whatsapp). Most uncertainty is with the end users trust issues with privacy and visibility for availability on a single platform. As MVP, hybrid approach can also be considered. We can think of start with combining databases to a single platform keeping the separate UI as is. Eventually finding out the denominator between multiple apps and combining it one by one on the UI. Separate groups, labels can be incorporated in the UI so users can clearly differentiate the type of conversation/users displayed in the system.

[@techchanx]

I would start with pros and cons of each messaging platforms and then consider potential for consolidating all or some of them.

[@ashwinkumar675]

+1

[@BHhere-c2z]

Revenue- whatsapp monetizes by whatsapp for businesses where companies can advertise or share info with their users

[@abhisheksaxena8331]

The maim concern will be login factor as different apps have different login authentication as in whatsapp uses only number ,insta user are searched by username ......correct me if m wrong.... Db structure will be changed alot ..

[@Alex-kf4pl]

Thanks a lot. This helps. I love your thought process and approach. Please, Kelvin, keep ‘em coming. 💯💯

[@tryexponent]

Glad it helped!

[@swateabeauty8835]

It’s not a traditional PM framework but it so worked well for this question

[@baby_krivish]

One more imprtant aspect to consider would have been why user come to these apps and what are the prerequisites? While Facebook and Instagram do not have any prerequsite, whatsapp does require phone number to be able to connect with peers. So the use cases of whatsapp, messenger and Insta chat are totally on different tangents. Also one more thing that could have been said in the security and privacy aspect is to be able to send out messages to people even if they are not on your followers like creators and Influencers, but on whatsapp that's not the same. Considering all other aspects that the interiewee has listed, I would conclude saying Insta and facebook chats consolidation could be explored even further to get enough data points , but not whatsapp.

[@tryexponent]

Hi Akhila! Thanks for watching and sharing your thoughts!

[@bigyoyo2030]

Just wondering how this type of scenario is coming to your mind? just because Whatsapp and Facebook are the most popular? can you imagine how many other use cases can be just to not choose something that is ridiculously popular but does not bring any new value at all?

[@ravindrabhatt]

This is done very nicely, weighing in Pros and cons. This is very non engineer discussion tho' and one thing I wanted add is how urgent is this, but he did cover this at the end.

[@alexanderevergreen]

How would the engineer conversation goes if they would have to discuss the same matter? Thank you.

[@peeyushsinghal9854]

most useless answer