9:00 am - 9:45 am
Keynote: Introduction to BBC World Social Activities This presentation will outline how the BBC harnesses social technologies to support BBC brands and will take a look at opportunities for enhancing engagement and monetization across a variety of social media platforms including Facebook. Attendees will walk away from this keynote with actionable tips and first-hand insight into how one of the largest broadcast companies in the world is successfully leveraging social media.
9:45 am - 10:15 am
Case Study: Moving Marketing from the Web to Facebook and then onto Mobile
In little over a year, King.com grew from a business focused on webbased games tournaments to the second largest games developer on Facebook andthe leader in fully synchronised cross-platform gaming. In this presentation, CMO Alex Dale will explain how King.com re-pivoted a traditional web businessaround the opportunities presented by Facebook and mobile; building new revenuestreams in advertising and micro-transactions. Through a case study approach, he will outline how to take a game from the web to Facebook and then ontomobile and how customers recruited through Facebook can help grow both mobileand web based businesses. The presentation will also discuss the different viral and game play techniques used by King.com to build and retain an audience on Facebook.
10:15 am - 10:45 am
10:45 am - 11:15 am
The Science of Social: Facebook Engagement
Whether you know itor not, your brand is competing for consumers’ attention more than ever before.Perhaps nowhere is this more evident than on Facebook, where brands struggle every day to capture the attention of fans amid the torrent of status updates, friend photos, ads, check-ins, etc. But there are ways to succeed in this landscape. In this session, we will look at the science of attention on Facebook. How do people use the platform? What content works bestand what times are people most receptive to messaging? Using data collectedfrom over 500 Facebook Pages and spanning over 380,000 posts, we will look atproven strategies for succeeding on Facebook and increasing engagement without increasing the amount of work required.
11:15 am - 12:00 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
1:00 pm - 1:45 pm
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.
1:45 pm - 2:30 pm
Real-Time Optimization: Putting Facebook User Attributes to Work
Predictive optimization platforms that leverage Facebook attributes have emerged producingsignificant lift results in key performance indicators (KPIs) in apps, games,campaigns, and websites. Just how effective are they? Marketers can now generate persistent boost in KPIs by way of presenting usersthe content, pages, promotions, or game options that they actually want to see, resulting in higher conversion rates. Facebook user attributes when combined with behavioral attributes plus session, source, and geo-demographicaldata produce a powerful mix for predictive optimization. Boosting engagement, retention, virality, and monetization has been a daunting job formarketers, yet the payoffs are too good to pass up. We will discussdifferent methods for achieving lift; from ‘simple’ analytics to A/B testing to segmentation methods that used to require statisticians. We will highlight anovel, real-time, best-fit optimization technology that achieves the most gainand removes most of the pain.
2:30 pm - 3:00 pm
3:00 pm - 3:45 pm
Going Beyond The “Like”: Diagnosing your Facebook Marketing Performance
This session will explore the importance of performance and its impact on brand visibility within Facebook while identifying metrics that will provide meaningful data including audience affinity, posting schedule, content marketing performance, acquisition and nurturing tactics.You’ll walk away with actionable steps that will help you immediately diagnose the performance of your Facebook marketing campaign.
3:45 pm - 4:15 pm
Case Study: Paddy Power and Adobe talk Social Media
Businesses are now using paid media in social to complement earned media efforts to create visibility, drive scale and maintain momentum. Social media monitoring is important for Paddy Power, an online betting company. Adobe has helped Paddy Power to significantly scale the number of campaigns that they can run on Facebook. They can have hundreds of campaigns without having to have hundreds of people producing them.
Learn about Paddy Power’s approach to paid social, what goals they set and how social fits into their marketing mix. Hear about how Paddy Power structures work flows into efficiency, turns engaging posts into ads and figures out how fans become customers.
4:15 pm - 4:45 pm
Social Media: Move the Metrics that Matter and Understand the Real Value of your Social Connections
Join us for a highly interactive session as Karl Havard reveals the inside scoop on how TBG successfully helps clients measure and optimize ad spend for the metrics that are most vital to their businesses. From Advocacy through to Brand Preference and Sales, TBG will shine a light on how Facebook can truly move the metrics that matter while proving the real value that Social Media connections can bring.
4:45 pm - 5:30 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? What are the differences between contests and sweepstakes and what are the legal and marketing implications of each type of promotion? 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.
5:30 pm - 6:30 pm
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