Registration and Breakfast
9:00 am - 9:30 am
KEYNOTE: Supercharging Your Brand on Facebook
Your brand has hundreds of locations, multiple products, and/or a diverse consumer base. You have a mandate to grow your presence on Facebook. But what should it cost, what strategies are most appropriate for your brand, and what should you expect? In this keynote session, Eric Ludwig will reveal how Facebook determines what shows up on your users’ walls and how to leverage that understanding for your brand’s growth.
9:30 am - 10:00 am
Brand Voice and Personality: Cultivating Better Conversations on Facebook
The idea of brands having a distinct personality was developed in the Mad Men era of the 60’s. In the age of social media, it has become imperative for brands to flesh out their own personalities and voices and to beable to join in the small talk. After all – how else can a brand engage in what P&G’s Marc Pritchard has called one-on-one marketing? Building off of the concept of brand voice, marketers can then become full participants in Facebook on a conversational level. In this presentation, examples of brands use of social conversation in Facebook will be discussed.
10:00 am - 10:30 am
10:30 am - 11:00 am
Understanding the Most Valuable Digital Real Estate: The Facebook Newsfeed
Facebook users (950+ million MAU and 500+ million DAU) are literally obsessed with their Newsfeeds. In the US, 27% of the time spent on Facebook is on the Newsfeed—or 4% of all time spent online—and that number is growing. But you’re not reaching a vast majority of your fans, and you don’t want to pay for ads or sponsored stories. We’ll discuss how and why succeeding on Facebook starts with a deep understanding of the Facebook Newsfeed—including an in-depth look at Facebook’s EdgeRank algorithm. We’ll highlight best-practices and case studies from Pages that ‘get it’ so you walk away from this session with tangible takeaways.
11:00 am - 11:30 am
Vendor Workshop: 6 Secrets to Make Your Facebook Page Stand Out from the Rest
Measuring performance, acknowledging the individual and collective desires of your fan base, and driving engagement are not easy tasks. But they are the basis for how your work will be judged by your boss, colleagues and clients! In this session, we’ll show you how to tune-up your Facebook Page’s performance in less than 30 minutes per week, then leverage the increased engagement you'll generate.
11:30 am - 12:15 pm
You Don’t Need a Million Facebook Fans!
Some of us (in fact most of us) with never have a million fans (or Likes if you prefer) on Facebook – so social media marketing needs to be about more than collecting fans. Therefore, social media marketing needs to be about weaving social media strategies and tactics into your current marketing programs. It needs to be about utilizing other people’s social connection on Facebook to further your brand and paying attention to Facebook’s buzz metrics like “talking about this.” And of course, it needs to be about creating interesting and valuable content and utilizing free social tools that encourage people to share that content. Join us for an enlightening seminar where we walk you through the practical steps organizations need to take to truly integrate the power of social media into their marketing mix and then measure the results and ROI. His presentation will include real case studies from companies large and small who use social media to weave their brands, offers and messages into the web to make lasting connection with consumers, encourage engagement and viral promotion and of course drive results!
12:15 pm - 1:15 pm
Lunch roundtable discussion sponsored by:
Outlook for Advanced Facebook Features (FBX, Open Graph, and More) and How to Determine Which are Best for Your Campaign
1:15 pm - 2:00 pm
The Impact of Facebook’s Open Graph on Marketers
The way consumers engage with brands has fundamentally changed. Consumers are sharing more online than ever before, and the true power of word of mouth marketing has bubbled up to the social media surface. Platforms and brands alike have taken note, and evolved accordingly. This is largely due in part to the potential of Facebook’s Open Graph which facilitates and reinforces the importance of fostering consumer-to-consumer sharing. In this session, panelists will provide an overview of how the Open Graph provides fresh opportunities to marketers, highlighting elements such as third-party action, object integration and structured stories. Panelists will illustrate their points with real-life brand examples and further discuss the importance of integrating Open Graph opportunities with their web site and other marketing initiatives.
2:00 pm - 2:45 pm
Facebook Ads: Can They Promote More Than Just Likes?
In 2011, Facebook sold almost $4 billion in advertising impressions, clicks, likes, and more. However, can Facebook Ads deliver more than just “likes” for its own Facebook Pages and internal traffic? Join us to hear from a panel of brands and agencies who are making Facebook Ads work to drive traffic, sales, and revenue on their brand sites… outside the walled garden of Facebook.
2:45 pm - 3:15 pm
3:15 pm - 4:00 pm
Connecting the Social Revenue Dots: Facebook and Beyond
Social media’s foundation is undisputedly communication. Brands have been trying to harness, understand and accurately gage the impact of online conversations since the first social “networks” have appeared. Facebook and other communication aggregate destinations provide a consolidated platform for brands and their constituents. We’ve come a long way since the early days of haphazard online brand interactions. Today, brand managers are required to not only understand rapidly changing and overlapping communication spheres, but truly harness the power of a medium that sees constant and almost daily change. Our discussion will center around best practices for agency, technology provider and brand manager with each personality in the room. We’ll discuss integrating intellectual capital, advertising and every available organizational asset to make the most of the audience experience and revenue potential.
4:00 pm - 4:30 pm
Friend-to-Friend Marketing: A Look Inside by Wrapp and The Gap
Wrapp is the first social gifting app for celebrating, thanking, surprising and delighting Facebook friends and family with free gift cards from top brands. It has attracted top tier partners such as The Gap who were eager to avoid discounts and crack the social/mobile/local nut in a way that was attractive to their customers. For social media and smartphone users, Wrapp makes it fun and easy to give, receive and redeem gift cards using mobile devices or the Web, and allows your social graph to contribute to the presents. For merchants, Wrapp is a discount-free marketing platform for conducting performance-based customer acquisition and retention campaigns. With Wrapp, retailers use friend-to-friend marketing to drive highly targeted in-store and on-line sales, and have real-time access to aggregated campaign and customer demographic data. In this presentation, Wrapp and The Gap will talk about what it means to build a Facebook-centric Wrapp campaign, how to sustain it, and what to expect as a result.
4:30 pm - 5:00 pm
How UNICEF Shares on Facebook: Building off Local and Global Results
Join us as Nicholas Ledner discusses the challenges and opportunities of working with over 100 UNICEF local country offices from around the world, providing normative guidance, strategic support and training on social media. He’ll discuss the editorial process for sourcing compelling content from local UNICEF Facebook pages while creating innovative, original content for the global Facebook page. You’ll walk away from this session with direct insight into UNICEF’s social media process and learn how analytics is leveraged to grow not only their Facebook page but their entire social media presence as a world organization dedicated to the rights of every child.
5:00 pm - 5:30 pm
The Great Lie of the 'New' Social Media Metrics
The birth of Internet advertising brought with it new advertising metrics, and a new level of confusion. Hits, impressions, clicks, click-through rate, and many, many more new inventions sought to illuminate advertisers of the effectiveness of advertising, but instead, they added new layers of confusion and ways to obfuscate clients. But did we really need them all? Did the clients really need to be bombarded with these new numbers? Now, as internet advertising creeps up on its 20th year, social media has brought us a whole new level of data and new confusion for advertisers. Likes, followers, shares, and so on try to convince us that social media users are doing more than just posting pictures of their cat, but many are still asking, do we need these new numbers? This presentation will discuss what is the great lie of the ʺnewʺ social media metrics, if they are needed at all, and what is truly missing from the social media effectiveness equation.
5:30 pm - 6:30 pm
DAY 2: December 5
Registration and Breakfast
9:00 am - 9:45 am
Competitive Analysis on Facebook
How many fans should you have? How are your competitors doing on fan growth versus engagement rate? We'll examine your Facebook presence live versus competitors in your industry. If you have a portfolio of pages (a grouping of TV shows, products, or retail chains), we'll examine your overall portfolio down to fan density by location and demographic composition. See the graph API, Facebook ads tool, and other data sources combined in ways you've never seen.
9:45 am - 10:15 am
Dominating Scale with Facebook Technology to Drive True ROI
Whether it's delivering ad buys that are contextually relevant to specific fans, or the issues with content targeting for specific fans via newsfeed posts, all brands struggle with scale. This becomes increasingly true for retailers that want a local strategy for many individual locations. Using client Southeast Toyota as an example, 22squared's Chris Tuff and Southeast Toyota's Julie Tullis will discuss how brands and marketers can best stay ahead of the ever-changing Facebook marketing environment to deliver true ROI. He will also share 10 sure-fire techniques for harnessing the power of data to take your Facebook marketing to the next level.
10:15 am - 10:45 am
10:45 am - 11:15 am
Integrating Facebook into your Marketing Strategy Social media is no longer an option for marketers who don't want to be left behind. The lines between media types are blurring and savvy innovative marketers are putting social at the core of this integrated strategy. Social Media Advertising Consortium (SMAC.org) is made of of the top thought leaders insocial from brands, agencies and industry partners. This panel will include several members of the SMAC board and will explore real world examples of how brands are integrating Facebook into the core of their marketing strategy.
11:15 am - 11:45 am
Vendor Workshop: Protect Your Brand Pages
Tips and solutions to increase trust and reduce liability, mitigate account hacks, and prevent damage to your brand.
11:45 am - 12:15 pm
Social Media Failures and How to Avoid Them
The success or failure of your online marketing and social media strategy rests in correct execution. And while we may have some success despite obvious mistakes, or when flying by the seat of our pants, we have to ask what are we leaving on the table. These small missing factors have a huge impact on the value and return from any campaign. How could we get more for roughly the same effort? What mistakes are leading to false proclamation that social can't work in your business, industry, or field? It's time for a second set of eyes and input. This session will highlight real world examples of social media usage that failed to connect the dots, and will provide minor adjustments that would have resulted in exponential results.
12:15 pm - 1:15 pm
Lunch sponsored by:
1:15 pm - 2:00 pm
How Professional Sports are Monetizing through Facebook There is lots of talk these days about acquiring fans, building community, two-way conversations, etc. but significantly less is written about how these things correlate to driving the bottom line. In this panel, we'll discuss how professional sports teams and leagues measure the ROI of their social media actions and specifically what they are doing to drive incremental revenue through Facebook. Is Facebook more significant for driving revenue through ticket sales or merchandise? What do sponsorship deals on Facebook look like? We will tackle these questions and more throughout this diverse panel comprised of representatives from the NBA, NFL, MLB and more.
2:00 pm - 2:45 pm
Asymmetrical Warfare on Facebook: Outengaging Competitors 3x Your Size Many organizations find themselves at a significant fan-size disadvantage versus their competitors. Are there answers to being able to win the engagement war on Facebook without simply throwing money at Facebook fan acquisition ads? TV Guide Magazine has unlocked a secret in its community that enables it to dwarf the engagement footprint of any of its (much larger) entertainment new competitors.
2:45 pm - 3:15 pm
3:15 pm - 4:00 pm
How Social Is Changing the Search Game Every day consumers are sharing more online. Currently consumers share four billion updates, conversations, recommendations, photos, videos, tweets, posts, shares on Facebook, 200 million on Twitter and one billion on Google+ per day. This shift in consumer online behavior is the catalyst behind the ongoing updates to search engine algorithms. Search engine giants Google and Bing have updated their algorithms to incorporate consumer-generated content into search engine result placement (SERP). What’s more, they are now serving personalized results based on the data aggregated from consumers’ social graphs.In this session, panelists will discuss the impact that social signals such as product reviews, social referrals, Facebook posts, tweets, +1’s, Stumble’s, Linkedin, etc. have on search engine result placement (SERP). We’ll also delve into how marketers must implement social media marketing initiatives that facilitate the creation and sharing of consumer-generated content about their brands and why social referral programs are a key addition to a marketer’s social strategy as they are a natural way to foster consumer-generated content. Why Bing shouldn’t be counted out of the search race, due to its ability to access to Facebook data, and what the future of social marketing may look like based on this data is all part of the conversation.
4:00 pm - 4:45 pm
News From The Edge: The Latest Developments from Facebook The web is being re-organized around people. Content is contextual-- Brand Timeline Profiles, Premium Ads, Offers, Marketplace Ads, Open Graph apps, Social Plug-Ins, Credits, Check-Ins, Real-Time Insights, Mobile Ads, Reach Generators, and a barrage of products. Facebook calls this word-of-mouth at scale-- your content now being ads, your users now being ad vehicles. What strategies are now working for major brands, small businesses, direct marketers, non-profits, as well as the agencies that serve them? How do these recent changes affect you? Why are pages getting less and less exposure in the news feed? Hear from an all-star panel of practitioners who will share their secrets and arm you with what you need to know. Come away with an action plan that will work for you now and still be viable for the next 18 months.
4:45 pm - 5:15 pm
Fan as Creator: How to Produce Your Next Video Ad Through Contests on FacebookLearn how social media marketers are using Facebook as a channel to source advertising content. In this session, Arsene Lavaux, former Digital & Direct Channel Manager for Jarden Consumer Solutions, and Wil Merritt, CEO of Zooppa, will discuss how brands increasingly encourage their social “crowds” to produce the next generation of advertising. After this session, you’ll be able to put together your own plan for a creative contest on Facebook to generate compelling content and engage your online audiences.