Program

June 28

8:15 am
9:00 am - 9:45 am
Opening Keynote

Facebook's users are increasingly using mobile phones or tablets like the iPad. How will this post-PC world affect Facebook businesses, users, and developers? Robert Scoble takes an inside look at how it's already changing how we are approaching Facebook and introduces us to some of the tech industry's newest and most innovative startups like Loytr, Flipboard, Instagram, ShowYou, and others that are already taking advantage of this post-PC world.

9:45 am - 10:30 am
Keynote

The power of Facebook can help brands reach all of their business goals by shorting the distance between the brand and their audiences by extending their reach with content syndication on a massive scale. Facebook also provides brands with the most unique proposition around earned media that we've ever seen. So why limit your brand to programming just a Facebook page? The right audience development and acquisition strategy leveraging Facebook makes the popular social network a centerpiece and ubiquitous across all digital media platforms and consumer touch points. On Web sites. On broadband media. On mobile devices and tablets. In venues. This presentation will examine the the value of a "Facebook Everywhere" strategy. The quality of the Facebook demographic. How to implement Facebook Everywhere. Which APIs to consider. And determining the right KPIs for your business and how that can be positioned to add marketplace. Led by Perry Cooper, the NHL's chief digital media strategist, it will feature NHL casework.

10:30 am - 11:00 am
11:00 am - 12:00 pm
Applications and Credits

Amassing fans on Facebook is part science, part art - and the real challenge is to keep them coming back again and again. In this session, find out how to create a large Facebook fanbase using innovative apps and viral content. Learn to create and launch contests, fan pages, polls, promotions and coupons, games, quizzes, Top 10 lists and more, as well as social tricks to boost viral participation in these Facebook apps. Hear how the Miami Dolphins amassed 600,000 fans on Facebook by launching social apps—turning every day into "game day" for Dolphins Facebook fans—and ultimately boosted sales of tickets and merchandise through Facebook with little or no paid advertising buys.

Advertising & Targeting

Facebook advertising is a huge opportunity because of its unique targeting abilities and relatively low costs. But cost per click and cost per fan can vary from $0.01 to $2.00. What tactics get you the right fans and website visitors at the lowest costs? This session will expose the ins and outs of Facebook ad targeting options, image selection, and copywriting to get you the best fans for your business at the lowest possible cost.

12:00 pm - 12:45 pm
Applications and Credits

Facebook Credits is the mandatory virtual currency for buying virtual goods in many games and apps on the Facebook platform. Some marketers are predicting the next major step for Facebook will go beyond simple, social interactions to true social commerce – buying real products and services using Facebook Credits. Videologist and Social Media Analyst Grant Crowell will showcase real examples of using Facebook Credits with interactive product video, and how Facebook video shopping can be greatly enhanced by having virtual currency available for real-world purchases.

Advertising & Targeting

Facebook advertising is still shiny and new, and brands are reluctant to dip their toes. They still have many questions - such as: How do we measure ROI? What can we truly achieve? What does it meant to acquire a Facebook user? One thing about Facebook is the acquired user is much more valuable because the advertiser gets to acquire the geo-location, age, and gender of the customer. Nothing can be more powerful when attempting to obtain a long term customer, something JetBlue was able to experience first hand when growing its Boston market. Lacking the kind of budget the major airlines have, JetBlue wanted to execute a highly targeted campaign and decided to use Facebook to increase passenger traffic in Boston. The core objective was to deliver a high volume of sales at a profitable CPA with a range of different promotions, leveraging Facebook's advertising API. Join us as we discuss how Jet Blue targeted fans, fare campaigns and leveraged TBG's technology to allow for big scalable pushes around specific events or holidays to successfully harness the power of Facebook advertising. For example, how in less than 5 months (May to September) TBG tripled the number of JetBlue fans to 397,120 fans, while successfully delivering a large volumes of sales 20% under the target CPA, achieved in part through the unique ability to re-direct customers to resources elsewhere within minutes when airfares were full. Lessons learned and best practices included.

12:45 pm - 1:45 pm
1:45 pm - 2:30 pm
Applications & Credits

What’s available through Facebook’s APIs? No one really knows. Many think that the only available statistics lie in Facebook Insights, but since Facebook opened up their Insights API, a treasure trove of data is available to agencies and brands. API dashboards from companies like AllFacebook, Socialbakers and PageLever serve as the new focus groups and using their tools, agencies are able to identify a brands’ active and engaged fanbase and parallel those segments to determine if they’re reaching brands’ target consumer, if they’re targeting these consumers with paid Facebook ads and if not, what adjustments need to be made to their engagement strategy and idea of that brands’ target consumer.

This session will also examine the role of social media as it relates to brands as a whole, and explain why there is so much value for brands on Facebook. We’ll go on to discuss confusion around ad APIs and Facebook Connect APIs (what brands can access within consumer profiles), and share what else Facebook tools and insights can bring to both social media marketing and brand positioning.

Advertising & Targeting

This session will address how to establish realistic Facebook KPIs that speak to a variety of channels. Spanning public relations (PR), internal (within Facebook) and external (Google & Bing) search engine optimization, Facebook ads, Twitter, YouTube, blogs and other feeds, these key performance indicators will construct the meat of your data-driven Facebook marketing plan. Bonus takeaways will include a white-hat crash course on identifying Facebook Privacy leaks to support marketing tactics.

2:30 pm - 3:15 pm
Applications and Credits

Zynga earned over $500 million last year from Facebook credits. Will Facebook be the PayPal killer? As the platform opens more broadly to developers, what does this mean for you? Understand how the Issuance program differs from the payments (app2user) platform. What if you're an e-commerce player selling real-world items in retail locations-- should you use credits given the 30% fee, will it decrease, and when should you use Facebook's currency? What if you're an existing developer-- what changes might you have missed in preparing for the July 1st deadline to move to credits? What are the inflationary and currency effects that will occur when more value is held in credits, especially given exchange policies and the ability for companies to sell and trade in credits? What have the150 developers, who represent 650 games and applications, learned from using Facebook's credits? What changes can we expect in the future for our current apps and those we are planning to build?

Advertising & Targeting

The best performance marketers will be those that can use learnings and insights from individual campaigns in order to iterate across multiple mediums, thus saving time and creating extremely resonant and engaging ads and audiences. Marketers can use audience level data and insights generated from social media campaigns on Facebook to feed into their display campaigns across the web with the use of retargeting and conversion tracking.

3:15 pm - 3:45 pm
3:45 pm - 4:30 pm
Applications and Credits

The first hurdle after dreaming up a great idea for an application is to get new users to download or install your application. Once you have users, it's important to fine tune the experience to maximize engagement and goal conversion. We will speak to some of the leading metrics gurus in the social web space to find out what developers should be optimizing for and effective ways measure it.

Advertising & Targeting

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.

4:30 pm - 5:15 pm
Applications and Credits

New Belgium's Facebook fan base is over 200k strong and one of the biggest and most enthusiastic in the competitive craft brewing industry. This session will share why and how New Belgium developed their Facebook presence, starting with engagement apps that built a foundation, and growing into a true online community where the brand goes beyond campaigns to conversations with fans. How does this Facebook presence compare with other forms of media in terms of clicks and views per dollar? How can a product company like New Belgium tie a Facebook “Like” to actual purchases? What tools connect print media and packaging to the social interaction on the fan page? What’s the value of a Facebook fan in terms of engagement time, impressions, and intent to purchase? We'll discuss all these questions, sharing concrete examples, best practices, and real-world results.

Advertising & Targeting

Marketing with Facebook is not just about getting fans. It's about utilizing Facebook's sharing technology and the social graph to enable your content for viral distribution. It's about building social connections and communicating with consumers via the Like buttons on your site. It's about optimizing your marketing with Facebook Insights by analyzing the demographics of your target audience and finding out what motivates them to engage with your brand. And of course, it's about letting your customers and brand enthusiasts connect with you in a lifelong way and getting them to share what they love about your offers, products and brand.

Join us for a seminar where Harry J. Gold, CEO of Overdrive Interactive, walks through the practical steps organizations need to take to take their Facebook marketing to the next level. This presentation will include real case studies and ROI dashboards 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 viral promotion and drive measurable results and ROI.

5:15 pm - 6:15 pm

June 29

8:30 am
9:00 am - 10:00 am
Opening Keynote

Every marketer knows that social media is "important". The question is how to actually put the channel to work to move the needle. Using compelling case studies from successful brands, internationally known social media strategist Clara Shih will take us through the process of going where your customers are, grabbing their attention and delivering results to the bottom line. Named one of Fast Company’s "Most Influential People in Technology", Clara Shih is a bestselling author on the topic of Facebook and Twitter usage for business. A successful entrepreneur and the creator of the first business application on Facebook, Ms. Shih is uniquely qualified to show you what’s important — and what's not — as you make the shift from simply having a social media strategy to effectively integrating social tactics into your core business.

10:00 am - 10:35 am
Keynote

Are your Facebook marketing campaigns social enough? Businesses have always known that word of mouth is the most powerful form of marketing. And, no matter how many fans you have, they are only a portion of the people you can reach on Facebook. With Sponsored Stories, Facebook's new innovation in marketing, there is a new way to enable your loyal customers and fans to share your story with their friends. Discover how different businesses are turning to Sponsored Stories to build closer relationships with their customers, and to meet both brand and direct response campaign objectives. Learn tips and insights for weaving Sponsored Stories into your overall marketing strategy.

10:35 am - 11:05 am
11:05 am - 12:00 pm
Pages & Places

It's important to have enough fans, but what if those fans aren't seeing your posts? Facebook's EdgeRank algorithm dictates that your posts get more views if you get more clicks and likes consistently. What's the minimum Feedback Rate you need to get and how do you post in a way that guarantees interaction? This session will teach you the perspective and tactics to foster engagement and ensure visibility in your fans' news feeds.

Commerce & Monetization

With 100 million status updates a day, there is no doubt Facebook presents an enormous opportunity for brands. However, the majority of marketers have yet to monetize their efforts, begging the question, "Does Facebook marketing truly deliver a compelling ROI or is it all "show" and no "go"?" This session, using case study examples, will demonstrate the potential of Facebook marketing including the impact of a Like on the bottom line and the benefit of a well-executed Facebook contest. Further, this session will delve into why for some companies a Facebook fan is worth hundreds of dollars and for others it is zero, as well as the common pitfalls to avoid.

12:00 pm - 1:00 pm
Pages & Places

So you have a few hundred locations, a central branded page, but haven't gone around to claiming your place pages. Find out the most effective hub-and-spoke strategy, how best to leverage deals, and what kind of traffic to expect. We'll cover case studies for several national retailers who have implemented a local strategy for their locations.

Commerce & Monetization

Should you build a fan base or just send people to your site? How do you turn fans into emails? How does your advertising strategy impact your bottom line? This session explores a variety of Facebook marketing strategies, models, and tactics to help you choose the best one for your business and create the best possible ROI from your Facebook efforts.

1:00 pm - 2:00 pm
2:00 pm - 3:00 pm
Pages & Places

While there may be no secret weapon you can unleash on Facebook to make your PR initiatives successful overnight, there are a plethora of new tools, apps, features and targeting tricks that can work magic for your PR campaigns. This session will provide PR practitioners and marketers with a portfolio of tactics, tips and techniques for bolstering media relations work as well as consumer outreach along with insider advice on how to track these efforts. Whether you are looking to grow your follower base, brush up on social listening skills or simply glean PR 2.0 best practices, our Facebook experts have you covered. The panel will also provide step-by-step guidance to help you make the most of Facebook Places, Groups, Messages, Deals, and Stories. Get ready to take lots of notes!

Commerce & Monetization

In this illuminating panel, we'll examine five distinct contests and sweepstakes run on Facebook, highlighting key mistakes as well as learnings. What is allowed versus what items are surprisingly not allowed? How much traffic and how many entries can you reasonably expect? What are the biggest mistakes made in setting up, executing, judging and measuring contest success? How do you prevent your traffic from dying when the contest is over? Best practices gleaned from contests that include photos, essays, and videos; as well as micro-promotions are all part of the conversation.

3:00 pm - 4:00 pm
Pages & Places

So you have a few hundred locations, a central branded page, but haven't gone around to claiming your place pages. Find out the most effective hub-and-spoke strategy, how best to leverage deals, and what kind of traffic to expect. We'll cover case studies for several national retailers who have implemented a local strategy for their locations.

Commerce & Monetization

The use of social media for marketing and advertising purposes is one of the fastest growing areas for business and marketers. The advent of social media sites like Facebook provides the opportunity for authentic interaction and engagement with customers. Therefore, it is no surprise that it is being used as a marketing tool by companies large and small to help them achieve their strategic goals. But with every technological development and opportunity, new legal and business risks present themselves. Understanding and minimizing these risks will help you maximize the opportunities. A best practices approach to social media marketing involves having the company's philosophy, methodology, and guidelines captured in a comprehensive written policy that is clearly and regularly communicated to the employees, and regularly updated to keep abreast of new developments, opportunities and evolving legal guidance. Attendees will learn how to identify the legal issues and develop policies and procedures to keep informed about the current technology, marketing strategies and regulatory compliance.

4:00 pm - 4:30 pm
4:30 pm - 5:30 pm
Pages & Places

Now that they've begun to like your page, learn how to use content and conversation to develop deeper affinity and foster relationships. This session delves into the fine details of using cohesive branding, setting community expectations, stimulating dialog and increasing peer to peer interaction through live authenticity and a persuasive call to action. It will also touch on how to identify evangelists and detractors, and work with them; as well as how to leverage Facebook insights. Bonus content on how to develop intelligence based on community activity is all part of the discussion.

Commerce & Monetization

While Facebook has an inherent distribution network, it is still imperative to seed your game with a significant user base in order for it to experience exponential growth and succeed at the outset. With tens of thousands of games currently on the platform and more launching daily, an effective distribution strategy is more critical for success than ever before. In this panel session, we’ll explore the various distribution vehicles and speak with a variety of developers about insider tips, best practices and lessons learned. Leveraging virality, internal cross-promotion, cross-promotion bars, banner ads, Facebook Ads and other innovative approaches are all part of the discussion.

 
 
 
 
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