Facebook is dramatically redesigning its users' profile pages to create what CEO Mark Zuckerberg says is a "new way to express who you are.''
11:58 a.m. - Zuckerberg wrapping things up. "Timeline" in beta now, rolling out in next few weeks.
Open Graph will let developers start on apps now .. Music, movies, etc., launches now.
11:51 a.m. - Hmmmm. Netflix continues to be well-meaning, but sheesh. CEO Reed Hastings says Netflix will integrate into FB, so you can "like" and "share" movies. Problem? It won't be available to US users, because of copyright law. Dang.
11:49 a.m. - Now talking about info graphics. You know, those summaries we love so much. They're now coming to Facebook. The idea, they say, is to summarize one person, in an info graphic. What did you do in life? That's what timeline seems to be about. FB says it will gradually roll out to it's users over the next couple of weeks.
11:22 a.m. - FB really turning the focus to apps. CTO now talking about "open graph," a way to put apps on Facebook. Also, how Timeline might seem small at first (status updates and photos), but will gradually grow as you add to it.
11:21 a.m. - Remember Color? Phase two will be as a Facebook app. Also, Spotify added on for social music sharing. This is what Spotify was known for so this seems to be a good marriage. It'll be interesting to see if this can make inroads on the iTunes model.
10:50 a.m. - Zuck just showed a Timeline video. We should all be so fast and efficient on Facebook. The page looks busier, but the app integration makes sense.
10:45 a.m. - Also more photo integration. You can top your Timeline with a photo .. Also, go back in "time," and hover over a photo to bring forward. I.e., an important photo of a new girlfriend .. You can also hide photos of old girlfriends. "Lost" would appreciate this type of time travel.
10:42 a.m. - Another FB add: "Reports.". Another way to let people know what you're doing, what you've cooked, etc. Because of Timeline, this is all chronological. Think of it as your life passing in front of you .. But you're not dying. FB also talking "apps," that you can add to timeline .. Integration of apps & FB.
10:33 a.m. - Zuckerberg: This is the first thing to share. "Timeline." all your stories, all your apps .. A new way to show who you are. To be honest, Zuckerberg is doing his best Steve Jobs impersonation. Jobs is even on a photo in Zuck's profile. Lots of new things on your FB page. Scroll, and your photos, places, and comments - all layer out in front of you.
10:26 a.m. - Zuckerberg: in one day, half a billion people use Facebook.
10:24 a.m. - Zuckerberg and Samberg onstage together. Decent but nerdy back and forth. The crowd - decidedly nerdy - loves it. Big applause for Samberg as he leaves. Now, Zuckerberg talking features.
10:23 a.m. - This is cool .. Even as things start, a surprise guest .. Andy Samberg, doing a Zuckerberg impersonation. Crowd loves it.
The Facebook developer conference, hiply called F8, is underway.
Alongside the buzz about Meg Whitman reportedly snagging the HP CEO gig -- a surreal topic to hear about at a 2011 Facebook event -- is lots of talk about music, the new Facebook design, and, of course, music.
CEO Mark Zuckerberg just took the stage to begin the keynote, and the place is overflowing with people.
All signs point to this being a huge year of growth for Facebook, what with the recent Skype integration, multiple acquisitions and a hiring spree to make the rest of the country say, "I'll have what they're having."
Yes, the stock market is flailing, the world economy is treading water, and jobs are scarce, but Zuckerberg's plan to give people a place to hang out and chat is proving to be an economic and social giant.
Now, will it also take over the music business?
Scott's updates can be followed on this blog and on Twitter: @scottbudman