Social media has fundamentally changed crisis communications and issue advocacy in the 21st century. In today’s 1440 news cycle – one measured in minutes and not hours – literally every minute of the day can potentially impact the life cycle of your brand and your reputation in the online marketplace. With every critic armed with a globally connected social media megaphone aimed directly at your reputation, strategies relying exclusively on traditional media to advance proactive messaging and change public perceptions simply will not work. Without a strong, integrated digital and social media presence, reputations suffer and critical opportunities to control the narrative are missed. Insights on the usage of social media in the advocacy and legislative arenas, and lessons learned from several of the greatest social media brand disasters and successes of the past year will be discussed during the interactive session that ultimately asks every attendee: Are you ready?
Once you’ve inspired, augmented and otherwise stimulated advocates, what are the best ways to keep the momentum? Peril and press are great instigators but how do brands get to “I do” in the real world? What do the conversations behind the corporate curtain look like? With everyone in organizations wanting to stake a claim on the social marketing world, how will you get your initiatives to move forward? Every “Like,” “Digg,” and “+” is a transaction and your currency is limited. Let’s explore how to make the most of social equity inside and outside your organization.
by Gene Hoffman, John H. Getze, Owais Farooqui and Wilson Kriegel
As some of the largest companies in the space continue to grow, what does that mean for small and medium developers? Is it game on or game over? What tactics, tips and tricks can smaller developers use to counter the clout of the "big 4" in the space? Our panel of industry veterans will share their thoughts and insights on what it takes to fuel your ROI and succeed as a small or medium sized social games developer.
Beer and pizza. Milk and cookies. Popcorn and movies. Some things make fantastic combos – just like social media and mobile. While each is an effective channel on its own, the intersection of the two creates an exponentially more powerful marketing opportunity. Why? Consider this: Industry stats show that 150+ million mobile users are on Facebook. Mobile Facebook users are twice as active than non-mobile users. And 60% of all mobile internet usage is spent on social networking sites. In other words, the Internet is really becoming the “Socialnet,” and its mobile denizens are driving its growth! But are you capitalizing on this potent pairing? This session will discuss how businesses can best combine the power of social media and mobile to reach their target audiences. We’ll cover innovative ways brands are leveraging the two today, case studies of the duo’s success in action, and secrets to developing an effective mobile and social strategy. But be ready to take some notes, as we’ll be delivering best practices to make it all work. Overall, you’ll walk away with an understanding of why mobile and social media create a combo not to be missed!
App stores enable developers to distribute to the whole world using one unified channel. Because this channel is so efficient, mobile developers have mostly neglected offering localized versions of games/apps. But recently, there are more and more reasons to consider going local. This panel will focus on the opportunities and challenges of mobile localization and whether it will become a crucial success factor for apps. Developers and monetization platform representatives will discuss prospects and obstacles for international distribution in different markets as well as the ins and outs of local monetization.
by Corey Weiner
The “Wedding of the Century” was held earlier this year. Nope, not Prince William and Kate. In the social space, the uniting of online video advertising and social games, both online and mobile, has created a marriage made in heaven. Social games are tremendous opportunity for advertisers, but that opportunity has been limited to “wedding crashers” types of advertising. That is until recently through the creation of a brand new, premium inventory – an inventory badly needed for online video advertising. The combination of online video ads and social games enables advertisers to reach a vast and powerful audience of social gamers totaling hundreds of millions by trading a video view for virtual currency. Find out about the incredibly premium inventory newly created and how brands are engaging in a value-added exchange, rather than interruption, and how social gaming companies can tap into one of the fastest-growing segments of digital advertising.
While Facebook may have the largest inherent distribution network, social games are no longer just about Facebook. Join us for a highly informative session as we explore the fine details of what it takes to build and distribute a game across Facebook and a variety of other social networks and platforms. We’ll discuss how to seed your game with a significant user base in order for it to experience exponential growth and succeed at the outset. We’ll also 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.
by Geoff Cook
The growing economy of mobile gaming apps is garnering cult-like status among consumers and the media. However, ubiquity of gaming apps does not always equal profitability. How do these games sustain monetary value and consumer interest in an overflowing app market? Join Geoff Cook, CEO, myYearbook, as he reveals the importance of integrating a mobile social layer that increases user engagement and thus, app sustainability. Geoff will also explore monetization opportunities inherent in mobile gaming apps through an infrastructure of mobile advertising and virtual currency. Gaming as a mechanism to meeting new people and driving app value, traffic and scalability is all part of the discussion.
by Peter Farago
The mobile app market place is maturing at break-neck speeds, on both iOS and Android platforms. And competition is intensifying to attract and maintain sizable app audiences. In this session, Flurry will unveil the the next stage of effectively marketing mobile social games. With insights from over 50,000 companies across more than 110,00 apps, Flurry has identified the best-practice loop to first acquire and measure users, then update an app while targeting campaigns to re-engage users. Using the power of data and segmentation, mobile social games can build a better audiences, faster, and earn more revenue. Attend to learn how.
by Andrew Eliopoulos
To build a successful online business, companies must have strong acquisition and retention strategies. Andy will share Vindicia's Top Tips on Acquisition and Retention and illustrate how these tips have helped companies like Mind Candy achieve higher customer acquisition and retention rates and have dramatically increased their online revenue.
Given the immense popularity and explosive growth of mobile devices, it's no surprise that developers are furiously scrambling to monetize, market and merchandise their apps. But with several options available including advertising, licensing models and in-app charging, how can a developer successfully parlay their profit into a sustainable business? More importantly, what business and marketing elements does a developer need to be aware of in order to sufficiently drive downloads and profit? Join us for a candid discussion as our panel of experts explore the monetization options open to developers and consider the costs of developing apps on each of the various platforms.Lessons learned, best practices, and the inevitable impact of HTML5-enabled web apps are all part of the lowdown.
Managing a growing virtual economy is not easy. What should you track? What are the key indicators of a healthy virtual economy? Our panel of metrics and economy experts will share their thoughts on this important subject.
by Stewart Putney
In this session, we'll discuss the advantages of HTML5 over native apps from both a developer and a consumer perspective. We'll also delve into the potential impact of HTML5 on proprietary app stores like Google's Android Market and the Apple iPhone App Store. This session will also review examples of mobile social apps built on HTML5 that are succeeding (e.g. the Financial Times just announced a HTML5 web app) and examine what constitutes a popular app.
Over the last two years social gaming has quickly established itself as highly profitable business model in the interactive entertainment industry. But now that the word is out, where do we go from here? Or, more formally, how does one build a long-term sustainable business in social gaming? This panel will briefly cover the history of social gaming and provide an assessment of the current landscape, but will predominantly focus on how social gaming will move forward in the next few years. Key topics covered include: consolidation, licensing and venture capital.
by Geno Church
Social media has revolutionized brand communications. Online tools allow you to talk to vast numbers of people, and more fully engage with your audience. But still more than 93% of retail sales and 90% of word of mouth referrals happen offline. So what do thousands of online fans and followers mean if they aren’t buying your product and not telling others why they do business with you? How can you integrate offline interactions with your online strategy for a well-rounded, effective brand communications plan and build a true word of mouth movement? Geno Church shares the answers to these questions and demonstrates how to inspire excitement and engage the customers and other stakeholders who will advocate for you both online and offline. Expect a show and tell presentation loaded with case studies from real word of mouth movements like the National Center for Family Literacy’s Wonderopolis, which grew from zero to 25K website visits per month and multiple influential offline mentions in less than five months – through a multi-faceted online/offline strategy. After attending this session, you’ll take back the keys to building long-term momentum online and offline for your company, product, service or organization.
The developer community, thanks to social media, not to mention mobile, has changed the Internet forever. Their greatest creation, however, isn’t the coolest, hottest or most used social game, service or product. It is the billions upon billions of activities their applications generate that have created a new, active and engaged web. With a new medium, there comes an incredible monetization opportunity through advertising – right in the stream of those billions of activities. While developers have dramatically changed the Internet, most advertising hasn’t changed. Chris Cunningham, co-founder and CEO of appssavvy, a social activity company, will speak about the changing market backed by research – the Social Activity Index – demonstrating how marketers can engage in social and deliver insights into social media consumer response to advertising based on what they’re doing, not where they are surfing. Developers, start leveraging your greatest asset today and advertisers, learn more about opportunities to reach an engaged user in this new medium.
In a crowded market, where acquiring new users has become one of the major hurdles, a cross-platform strategy gives app developers more exposure and greater chance of discovery. It also helps them diversify risk and benefit from synergy effects. With dominating ecosystems such as Facebook or Apple’s App Store in place, it has become easier to port from one platform to another because the channels follow similar rules – to an extent. This panel is aimed at developers who wish to expand their horizons and bridge the gap between platforms. Topics addressed will include technical barriers that need to be overcome while setting up a working cross-platform monetization strategy on both desktop and mobile platforms as well as tackling the issue of app discovery.
Can transactions become social? In this case study from Bo.lt and custom messenger bag maker Rickshaw Bagworks, attendees will see how Rickshaw is turning simple purchase transactions into a highly personalized social experience. The two have used BO.LT’s webpage editing and sharing platform to create #FreshBagFeed, a branded showcase of customer creations, that has increased awareness and sales for the brand. Bo.lt and Rickshaw will share what they’ve learned from the collaboration and how their success can be replicated.
Every product leader, from a startup first coming to market, to the GM of Fortune 500 companies, faces the challenge of getting their message out in an earnest, legitimate way. Yet, they also need leverage for their message to scale. This session shows how engaging with topical influencers can both preserve the company's integrity and provide a tidal wave of grass-roots support. Whether their current challenge is a new product launch, a PR crisis that needs to be addressed, or keeping their existing users engaged, understanding the most relevant people and interacting with them in the right way is key. How do you quickly and reliably find the *right* influencers for the specific topic and message of the moment? How do you validate that they are truly relevant and interested in what you have to say? How do you understand what makes them tick, to know how to (or whether to) approach them, without spending hours reading all of their 50 social media accounts? Lost in the bright light of social media monitoring and keyword mentions are these human elements, important as always, which this session will teach attendees how to address to put the "earnest" in earned media.
As search marketing has shown, "intent" is the most valuable currency of the Web. However, with so much time being spent in social media and associated applications there is an ever increasing amount of valuable intent that Advertisers, Publishers and Technologies need to harvest. This roundtable session will explore how various companies are successfully separating the intent signal from the noise in Social Media. We'll also examine new and novel methods for capturing, organizing and making actionable that intent to improve performance for Advertisers and value for Publishers.
by James Yancey
Despite Facebook’s growth, questions remain regarding how to properly measure the impact of the platform and its audience. While most marketers only look at conversions from Facebook, engagement metrics -- such as recency, frequency, duration and activity from website visits -- are needed to truly understand the social network’s impact on audiences and marketing performance. Are people who arrive at a marketer’s site after visiting Facebook more or less likely to convert, and how engaged are they? In this session, IgnitionOne’s James Yancey will present new research that combines cross-channel attribution, engagement and conversion data to give new perspective to the value Facebook provides in the online conversion funnel.
by Ron Jones
Are you interested in learning how keywords and keyword research can help turbo charge your social media campaigns? It has been proven that one of the most basic and important aspects of digital marketing is keyword research and analysis. Unfortunately, many social networking website owners are still in the dark when it comes to understanding the power keywords, and keyword research can bring to social media sites and in developing content. You need to have a collection of the “right” keywords that are relevant to your social networking niche to help you succeed. This session goes beyond the basics of general keyword research and opens the door to knowledge that can be used not only for PPC and SEO but specifically for social media marketing. You will walk away from this presentation with the key to unlocking more intelligence about keywords and how they can bring you additional marketing success and increased campaign performance.
So you’ve setup your brand on Twitter & Facebook – now what? Social Media Marketing may be cost effective, but where is your return on investment? This session is not a “how to setup Facebook,” and it’s not about the basics. During this presentation, Natalie is going to “pop the hood” and help you make your social media marketing campaign shine. The world spends 110 billion minutes on social networks and blogs. 93% of all business buyers believe all companies should be using Social Media platforms. Are you taking advantage of this key asset yet? If you want to see a real return for the time you put into Social Media Marketing, this session is for you. This is an in-depth look into Social Media and a “how-to” approach to dominating search results and gaining market share online.
Social Media is now at the forefront of online marketing efforts for many organizations. Unlike the early days of the web when measurement was a second thought, C-level management now wants to know the ROI/benefits of their social media efforts and the currently available measurement metrics are elusive at best. Attempts have been made to measure success by number of Twitter followers or Facebook group members but these are meaningless numbers. To meet the growing need for meaningful measurements several tools have come to market promising to help organization unravel this mystery. This session will explore what measurements organizations of all types should be focusing on and how the different free and paid tools can help them understand the positive impact their social media efforts are having on their campaigns and the organization itself.
Discover how to leverage extremely personal combinations of Facebook users’ traits, from professional characteristics to private predilections. Find your audience and master highly focused targeting on Facebook’s social graph. Learn how best-in-class marketers build out killer creative and test variants of ad copy and landing pages. Measure results, not only in Facebook but the holistic impact on other channels including search and organic social.
With the rising ubiquity of the social graph, and the increased socialization of the traditional web, it is now more important than ever for businesses large and small to possess comprehensive online visibility and brand protection capability. As such, “reputation management” and “social monitoring” are fulfilling critical enterprise needs. But these ideas are only a first step. Syndicated social publishing, elegant sentiment analysis, automated controls and integrated loyalty systems are all features of a holistic communication platform that businesses will demand as digital engagement becomes more fragmented and complex. Leaders in this emerging space will share their vision for how reputation management will continue to evolve, and the impact for businesses that leverage these dynamic tools.
Social media has become a vital part of any performance marketer's digital strategy. Understanding the social audience and creating resonant ads takes time and budget that many advertisers simply do not have. In this innovative session, Matt Esslinger will reveal how marketers can efficiently and effectively test tens of thousands of creative/target combinations in dozens of ads. Using multivariate testing to gather insights on individual ad components from the user-centric audiences on Facebook, performance marketers will develop an understanding of their distinct social audiences and learn how to unite best performing ad components.
Should you build a fan base or is it more profitable to send ad traffic to your site? How do you turn fans into emails? How does conversion rate compare between Twitter and Facebook? How does your advertising strategy impact your bottom line? How do you reduce costs and increase revenues? 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.
Social media, with its nebulous, random activity, also gives marketers a lot of real-time intelligence about where their market – or potential market – is, and what they are talking about. This has led to the new specialty of social media optimization, which leverages all this data so that marketers can make the most of social media. This session will look at methods for optimizing – from posting when a target market is most responsive to technologies that target potential fans or followers.
20th–21st October 2011