July 19th, 2012 by Lloyd Gofton
As you can see by the agenda the line up was impressive, kicking off with Andy Pang from Facebook, and including brands such as Manchester City FC, Nokia, BBC, Guardian, Yorkshire Tea, Kraft (Cadburys), agencies such as TBG Digital, Edelman, We are Social, Isobar Social and SiteVisibility, and technologies such as Agorapulse and Tempero, as well as many more in the crowd.
You can see the presentations here.
The event, which will also be running in New York and Singapore, was jam-packed with 18 sessions developed to uncover the latest strategies, tools and insights for running Facebook campaigns, including case studies on brands such as Dove, Heinz, and Kellogg’s.
The event also coincided with the launch of two pieces of research, which were quoted during the event:
1. comScore and Facebook: European Insights About Earned and Paid Media Reach and Effectiveness
2. Facebook Global Ad Report 2012. Sponsored Story ads are now 53% more engaging than standard FB ads by TBG Digital
This was backed up by a range of learning/stats and advice from the sessions, examples of which include:
- Facebook only holds 6 months worth of data
- 66% of people follow less than 5 brands
- People don’t share facts, they share emotions. Brands that don’t measure will fail
- Most antisocial thing brands could do on Facebook is turn off comments
- videos, photos & links are “weightier” than other updates, therefore more likely to appear in newsfeeds; likes & comments add weight
- Likes are meaningless
- Japan has the quickest growing Facebook penetration percentage in the world
- A high CTR (click through rate) doesn’t equal a good ROI (Return on investment)
Andy Pang, Facebook: Facebook State of the nation
Richard Ayers, Manchester City FC & British Film institute: Facebook Strategy: How Facebook fits into a social & Digital strategy
Tom Smith and Brett Petersen, GlobalWebIndex: Facebook – Beyond the Hype
Discussion – Facebook and traffic, localisation and devices
Kelvin Newman, SiteVisibility: an introduction to Edgerank
Dom Dwight, Yorkshire Tea: Little Urn, human voice and Facebook Tea
Jeremy Waite, TBG Digital: why brands are doing Facebook advertising wrong
Sarah Lindley, Cadbury: drives Dairy Milk engagement with a giant, chocolate thumb
Nils Mork-Ulnes & Judith Lewis, Beyond Interactive: The Science of sharing
Russell Goldsmith, Markettiers4DC: driving engagement with interactive video
Voices, real people and Black Swans: 3 case studies: Dove, Kellogg’s, XBox
Martin Belam, Emblem: leveraging the Facebook platform – Guardian Reader
Tom Ollerton, We are Social: Selling FMCG on Facebook with Heinz
Paul Marsden, Social Commerce Today: Ringing the Tills: An introduction to Fcommerce
Thomas Messett, Nokia: Nokia and Fcommerce
Many of the sessions were also reported on by titles such as Marketing Week and eConsultancy, examples of the stories can be seen below:
The conversation didn’t finish at the end of the event either, as debate continued both online and in the pub.
Facebook Marketing 2012 was a huge success and Chinwag and Our Social Times should be congratulated for bringing together such an impressive line up and pulling it off.