San Francisco, California
London, United Kingdom
POWERING FACEBOOK MARKETING & ADVERTISING
For BRANDS. For AGENCIES. For MEDIA. For SMBs.
Dublin, 19 – 20 June, 2014.
29 COMPANIES FROM ACROSS THE WORLD PRESENT ENHANCED TECHNOLOGIES FOR OPTIMIZING FACEBOOK MARKETING & ADVERTISING
As a logical extension to the unique Digital & Social Marketing Masterclass series 30 pioneering advertising technology companies from all over the world are flying in to Dublin (home of the European HQs of Facebook, Twitter, LinkedIn, Google) to share with agencies, brands and (e-commerce) SMBs how to market and advertise on the Facebook platform.
Join the world’s most sought-after marketing and advertising technology providers for two days of immersive learning and fresh insight into Facebook marketing and best practices. These companies are the social experts at the forefront of helping marketers and advertisers establish and grow lasting connections with customers.
The presenting companies build apps on Facebook, optimize social plugins, manage ad campaigns, measure performance and develop effective marketing strategies for Facebook. Packed with case studies and real-world perspectives, POWERING FACEBOOK MARKETING & ADVERTISING offers attendees a sneak peek at the latest Facebook tools, apps, demographics, research and advertising opportunities.
Most participating companies are members of the highly prestigious Facebook Preferred Marketing Developer program, providing the highest quality products for Facebook Pages, Ads, Apps and Insights. These companies work with Facebook to:
• Innovate on the Facebook platform
• Build useful, scalable custom tools and features
• Provide the right management tools, services and development resources
|Presenters will explain elements of how to optimize Facebook advertising and marketing, such as:
PMD vs Power Editor|How to select a PMD|Facebook Native Audience Targeting|FBX/retargeting on Facebook|Leveraging custom audiences and lookalikes|Creative testing and optimisation|Designing a test for Facebook advertising|Facebook mobile|DR vs Brand campaigns
|Thursday, June 19, 2014|
|08.30 – 08.45||Opening|
|Dr. Theo Lynn, Senior Lecturer at DCU Business School and Principal Investigator of the Irish Centre for Cloud Computing and Commerce.|
|08.45 – 09.05||Keynote – Is there a shift towards more in house performance advertising?|
|Will Ashton, Managing Director Europe, Nanigans
When to bring performance advertising (including Facebook) in house vs using an agency, including how to design a team around this topic. Is there a shift towards more in house performance advertising? Do brands want to do but are unsure exactly how to do it?
|09.05 – 09.25||“The future of advertising is social, local, realtime and CRM driven”|
|Achmed Awad, CEO, Media Injection
Social media is just a modest part of the total marketing mix, but when integrated & centralized it becomes the driver seat for brands to create successful campaigns in their marketing mix. Media like tv, radio, print and display tend to be static and limited in terms of behavioral insights. Social media really drills down to individual interests, behavior and even individual consumer value. We want to create a platform that offers tools to convert this knowledge to ready to use marketing products. To create the right content, with the best message, in the most successful campaign for the right audience.Media Injection (Amsterdam, The Netherlands) is currently used in over 30 countries, with 24/7 global support. Media Injection was founded early 2010 with just one goal: manage all social media data and use this data to boost marketing campaigns. One platform for publishing content, getting analytics, using social CRM, sending out social advertising, analyze again and get back to social. We are a proud to be Europe’s market leader in social media enterprise systems with offices in Amsterdam and Düsseldorf.
|09.30 – 09.50||“Collecting, analyzing and acting on valuable Facebook data”|
|Lauren Vaccarello, Vice President of Marketing, AdRoll
AdRoll is the largest retargeting platform with over 15,000 active advertisers in the US and around the world. AdRoll’s SaaS platform provides unmatched transparency, cross-platform reach across the largest display inventory sources, and innovative tools that personalize ad campaigns based on a visitor’s shopping behavior.AdRoll’s innovative and easy-to-use platform enables brands to collect, analyze and act on valuable site data, ensuring maximum return on their online advertising investment.With a 97 percent customer retention rate, AdRoll (San Francisco, CA) provides unmatched transparency and reach across the largest display inventory sources, including Google AdX, Twitter and Facebook. The company is backed by leading investors such as Foundation Capital, Institutional Venture Partners, Northgate Capital, GlenMede, Accel Partners, Merus Capital and Peter Thiel.
|09.55 – 10.15||“Innovation in Performance Marketing at scale”|
|Will Ashton, Managing Director Europe, Nanigans
Learn more about performance marketing platforms that measure, predict and optimize ad spend for lifetime value across social and mobile. By harnessing the power of Predictive Lifetime Value™ to inform more intelligent and efficient media buying, the advertising industry is moving away from proxy metrics like click-through rates and cost per action to true ROI.Nanigans (Boston, MA) was founded in 2010 as an early Facebook Ads API developer and was recently designated by Facebook a Strategic Preferred Marketing Developer (sPMD). They work with more than 250 brands world-wide on their mobile and social media marketing strategies, and is reputedly the biggest spender on Facebook at well over 250 million USD per year.
|10.20 – 10.40||“Tweak, adjust, re-target and optimize your Facebook Ad buys and placement”|
|Charles Manning, CEO, Kochava
Kochava (Sandpoint, ID) offers a unique approach in the mobile app attribution ecosystem. Their holistic approach to attribution, visualization, and optimization gives advertisers the ability to understand their UA activities in rich context. Kochava removes the guess work of mobile campaign performance, providing a single pane of glass to visualize your campaign from initial launch, through conversion, optimization and LTV reporting. They license the platform on a transactional basis or monthly subscription and are a preferred Facebook partner with the highest standards of uptime, data integrity and privacy. Learn how companies like Disney and MachineZone use Kochava to optimize their campaigns and drive LTV.
|10.45 – 11.05||“Advertise like an agency in less than 60 seconds!”|
|John Larkin, VP Marketing, PropelAd
PropelAd (Dublin, Ireland) is an ad-tech tool that helps eCommerce merchants grow their businesses through Facebook advertising. They help merchants create on demand product level adverts and use data to make them hyper targeted – showing the right product to the right person. PropelAd also track results from click to checkout so it can report on actual sales generated.
|11.10 – 11.25||Coffee Break|
|11.25 – 11.45||“What’s it worth? Using an integrated platform to show the true value of Facebook”|
|Simon Haynes, UK Managing Director, IgnitionOne
Facebook, and social media in general, has traditionally struggled to show ROI. But should we expect direct ROI from Facebook? Is it a direct response tool? Maybe. Maybe not. IgnitionOne’s UK managing director, Simon Haynes, explores the importance integrating Facebook with your broader online marketing strategy and using attribution to show the true worth of the social channel to customer engagement levels, sales and the true ROI.IgnitionOne (Akron, OH) currently scores over 300 million users monthly in 55 countries and powers more than £18 billion in revenue each year for leading brands, including General Motors, Centre Parcs, UNICEF UK, IHG and Fiat, as well as advertising agencies such as 360i, GroupM and iProspect.
|11.50 – 12.10||“Activate your social media community on Facebook and beyond”|
|Richard Jones, CEO and Co-Founder, EngageSciences
The EngageSciences social marketing platform goes beyond the quest for likes and enables brands to put the voices of their fans at the heart of their digital marketing across multiple channels and to every device, increasing advocacy and improving conversions. With content aggregation and curation, messaging, monitoring, pages, apps and gamification, brands can deliver exceptional campaigns, with Facebook at the heart of their people powered social strategy.Essentially the EngageSciences (London, UK) software as a service platform powers three things:
1. How to engage with people across digital channels
2. How to learn about them and their social graph
3. How to use what they say to drive conversions
Brands are able to put the voices of their fans at the heart of their digital marketing across multiple channels and to every device, increasing advocacy and improving conversions.
With regional HQ offices in New York City, London and Sydney, the EngageSciences client list includes Microsoft, Spotify, Arsenal, MasterCard, Virgin Mobile, Domino’s, Nokia and Yahoo!
|12.15 – 12.35||“App marketers! Let’s make data work for you”|
|Christian Henschel, CEO and Co-Founder, adjust
adjust is a business intelligence platform for mobile app marketers. It combines attribution for advertising sources with advanced analytics and store statistics such as rankings, ratings and reviews.Attribution means that mobile app marketers are able to tell where a user came from and when they install the app. This is done through adjust’s URL based tracking and integration with 200 other networks including Facebook as a Mobile Measurement Partner.A mobile app tracking and analytics company based in Berlin and San Francisco, adjust provides app businesses with a comprehensive business intelligence platform. With the broadest network and market coverage, adjust ensures that marketers and publishers know exactly how their app is performing anywhere in the world. adjust is also the only mobile analytics company to meet stringent EU privacy compliance standards. Clients include some of the world’s largest brands in Asia, the EU and the Americas, such as Baidu, Deutsche Telekom, Universal Music and Viacom. adjust delivers app analytics to the world’s largest advertising and media agencies including Vivaki, Publicis and GroupM.
|12.40 – 13.30||Lunch Break|
|13.30 – 13.50||“Unlock the power of artificial intelligence to make Facebook advertising better”|
|Andy McNab, Managing Director UK, Rocket Fuel
Today, Rocket Fuel is a leading provider of artificial intelligence advertising solutions that transform digital media buys into self-optimizing engines that learn and adapt in real time—all the time—to exceed advertising goals from awareness to sales. They are certified experts at predictive modelling and data-driven targeting.Rocket Fuel (Redwood City, CA) delivers a leading programmatic media-buying platform at big data scale and employs over 600. Rocket Fuel powers digital advertising and marketing programs globally for customers in North America, Europe, and Japan. Awarded #4 on Forbes’ 2013 Most Promising Companies in America list, Rocket Fuel was founded by online-advertising veterans and rocket scientists from NASA, Yahoo!, Salesforce.com, and DoubleClick and trades on the NASDAQ Global Select Market under the ticker symbol “FUEL.”
|13.55 – 14.15||“Managing the Needs of the Facebook Consumer – Social Media meets Customer Care”|
|Niall Devitt, Chief Strategy Officer, Ahain Group
Social Customer Service can be defined as social media meets customer care, and has emerged as a result of organic online conversation on social networks such as Facebook. Social media have driven a shift in the control of brand sentiment in favour of the consumer. While many businesses continue to offer no or very poor customer service via their social media channels, others are responding very effectively to this increasing customer demand. The social web amplifies our opportunity to listen and learn and invest ourselves in two-way dialogue, enabling companies to become a better company with more to offer the people who depend on them. This session details the components of Social Customer Service across the digital spectrum providing best practice studies and key insights into Social care conduct and the management of brand reputation through crisis.For companies, brands and organisations that require greater returns from their investment in social and digital channels. Ahain Group’s (Cork, Ireland) comprehensive experience and in-depth expertise specialises in the development of business-effective solutions to create greater, short and long-term value.
|14.20 – 14.40||“Mobile User Acquisition Strategies”|
|Oren Kaniel, CEO, Appsflyer
AppsFlyer is a Facebook Preferred Mobile Measurement Partner allowing developers to launch Facebook mobile app install ads campaigns and measure lifetime value and exact ROI. Implementing the right mythologies is critical to success. During this session, I will share our experience and insights to help you master the most important asset of your company – your data.AppsFlyer (New York, NY) is a leading mobile app tracking and campaign analytics platform that allows app developers, brands and agencies to manage, measure and optimize their entire mobile customer acquisition. AppsFlyer is a Facebook Preferred Mobile Measurement Partner allowing developers to launch Facebook mobile app install ads campaigns and measure lifetime value and exact ROI. AppsFlyer clients include: SEGA, Alawar, Foursquare, Baidu and Mail.ru
|14.45 – 15.05||“Empower every marketer with technology to build brands and generate demand on Facebook”|
|David Gilbert, Head of Social, EMEA, Kenshoo
Kenshoo’s mission is to empower every marketer in the world with technology to build brands and generate demand across media channels. In this session, learn how Kenshoo is helping marketers maximize their efficiency and ROI on Facebook through first-to-market innovations that leverage intent and demand signals, along with creative assets, from search engine marketing (SEM) and Google Shopping campaigns.With 22 international locations Kenshoo (Tel Aviv, Israel) powers campaigns in more than 190 countries for nearly half of the Fortune 50 and all 10 top global ad agency networks. Kenshoo clients include CareerBuilder, Expedia, Facebook, KAYAK, Havas Media, iREP, John Lewis, Resolution Media, Sears, Starcom MediaVest Group, Tesco, Travelocity, Walgreens, and Zappos.
|15.10 – 15.30||“How to Access, Manage, and Apply First-Party Facebook Profile Data for Marketing”|
|Richard Lack, Director of Northern Europe, Gigya
Richard will introduce and provide live applications of Gigya’s Connected Consumer Management Suite, a platform that enables 700+ global brands like KLM, Pepsi and Fox to leverage permission-based identity and behavior data from over 35 social networks. The session will provide examples of how a consumer’s Facebook profile data (gender, location, Likes, Interests) can be accessed and applied to create customized email campaigns, engaging cross-channel loyalty programs and personalized on-site experiences.Through products like Social Login, Registration-as-a-Service, Social Plugins and Gamification, Gigya (Mountain View, CA) provides clients with the rich data, intelligence, and tools needed to reach consumers with the right messages, on the right platforms at the right time. Gigya drives user acquisition and engagement for 700 enterprises and reaches 1.5 billion unique users per month, ensuring that today’s businesses stay relevant in the age of the connected consumer.
|15.35 – 15.55||“Customers turn to Facebook as a major customer service channel”|
|Julian Johns, VP EMEA – Conversocial
Social media is changing the way we complain. Companies and organisations are using Conversocial’s Software-as-a-Service platform to manage the flow of customer service enquiries and discussions on Facebook. Contact centers in the near future will require hundreds of social agents, making it the most important service channel after the phone.Conversocial (New York, NY) is Social Customer Service software built for scale. The cloud-based platform combines intelligent prioritization with team management and real-time analysis, to enable team companies to quickly and efficiently engage in conversation with their customers. Customers including Hertz, Tesco, Marks & Spencer, River Island, Barclaycard and more have managed over 300 million customer conversations through Conversocial’s intuitive platform
|16.00 – 16.20||Tea Break|
|16.20 – 16.40||“Illustrating the consumer journey on Facebook from initial impression to conversion”|
|James Patterson, Client Services Director EMEA, The Trade Desk
The Trade Desk powers the most sophisticated buyers in advertising technology. Founded by the pioneers of real-time bidding, The Trade Desk has become the fastest growing demand-side platform in the industry by offering agencies, aggregators, and their advertisers best-in-class technology to manage display, social, and video advertising campaigns.Founded by the pioneers of real-time bidding, The Trade Desk (Ventura, CA) has become the fastest growing demand-side platform in the industry by offering agencies, aggregators, and their advertisers best-in-class technology to manage display, social, and video advertising campaigns. Headquartered in Ventura, Calif., The Trade Desk has offices across the United States, Europe, and Asia.
|16.45 – 17.05||“Delivering rapid social business success on Facebook for financial services organisations”|
|Chris Andrew, Managing Director, Hearsay Social
Hearsay Social enables financial services organisations with distributed sales organizations to increase revenue by empowering salespeople to acquire and engage customers via social networks. The Hearsay Social solution focuses on providing Social Compliance, Social Marketing & Social Sales to the financial services industry.
Hearsay Social (San Francisco, CA) is a software-as-a-service social media marketing management platform. The service operates by using social networking services such as Facebook, LinkedIn, and Twitter as a way for clients to market to various customer bases.
|17.05 – 17.25||“Creating fun, viral and addictive games on Facebook in one click”|
|Charles Christory, CEO, Adictiz
Adictiz Studio is expert in the creation and development of Social & Mobile Games. Since 2009, they have created more than 400 games for international brands that wanted to give to their community a great gaming experience. With the SaaS platform called Adictiz Box, it’s now very easy to build your games and rely on all Facebook functionalities.Adictiz (Lille, France) is a French company created in 2009 by Charles Christory which develops and publishes social games on mobile and on the web. With successful brands such as “Space Dog”, “Stupid Pigeon” or “Laboratz”, which attract nearly 3.5 million monthly active players, Adictiz is recognized as an expert in mobile and social gaming. Located in EuraTechnologies, Lille cluster dedicated to new technologies, Adictiz has also created the entity Adictiz Studio specialized in creating social games tailored for brands. Adictiz Studio is part of the Facebook PMD (Preferred Marketing Developer) and has worked with more than 400 brands.
|17.30 – 17.55||Session by Socialbakers|
|Luca Benini, VP Sales EMEA , Socialbakers
Socialbakers (Prague, Czech Republic) is an enterprise social media analytics platform which enables brands to measure, compare, and contrast the success of their social media campaigns with competitive intelligence. Since 2009 Socialbakers has innovated enabling companies to measure and maximize the effectiveness of their social marketing campaigns across all major social networks.Socialbakers is the only analytics platform that provides truly global industry benchmarks together with extensive local categorization of brands social properties. Socialbakers has been a Facebook Preferred Marketing Developer since 2011.
|Friday June 20, 2014|
|08.40 – 09.00||Keynote – The Global Facebook Advertising Opportunity|
|Jon Myers, VP & Managing Director – EMEA, Marin Software
Well established in North America, it is not surprising North America currently leads international regions in Facebook advertising spend, clicks, and impressions. However, when examining international regions outside of North America, Facebook users dramatically outpace North America in total users and engagement.
Marin Software’s analysis of over 200 online marketers suggests that advertisers are under investing in Facebook outside of North America. For example, while the APAC market has more Facebook users by volume than any other global market, advertisers are spending five times less in this region compared to North America, and three times less compared to Western Europe. Spend share is also relatively low for Latin America, Middle East & Africa, and Eastern Europe.
Attend this session to learn:
|09.00 – 09.20||“Facebook Ads that really scale”|
|Declan Kennedy, CEO, Stitcherads
StitcherAds is a suite of Facebook performance marketing tools designed for smart online retailers.StitcherAds (Dublin, Ireland) is a trading name of Betapond. Betapond was founded in 2009 to provide marketers with the most advanced ways of using the Facebook platform to recruit and engage new customers. With offices in the UK and Ireland, Stictherads works with many of the world’s best known and most dynamic brands and organisations and they bring that experience to their online retail customers.
|09.25 – 09.45||“How Marketers Can Uncover their Stash of Marketing Data to Drive Performance beyond display into Facebook and Twitter”|
|Martyn Bentley, Regional Vice President, Chango
In the programmatic advertising era, the more data you’ve got for your digital campaigns, the better. We’ll explore the major categories of data that are typically underused by marketers to make the most out of FBX and Twitter tailored audiences, thus massively enhancing performance across multiple digital channels.Chango (Toronto, ON) is a programmatic advertising platform that connects marketers with their exact target audience in real time across Display, Social, Mobile, & Video. Chango’s platform has been designed and built over 5 years for the new era of real-time “programmatic” advertising. They deploy people, data and algorithms to precisely identify your audience and then efficiently buy ad inventory across Display, Mobile, FBX, Twitter and Video.
|09.50 – 10.10||“The Multiplier Effect of Integrating Search & Social Advertising”|
|Jon Myers, VP & Managing Director – EMEA, Marin Software
Though search and social both cater to a massive, highly engaged user base, they tend to serve very different purposes along the consumer’s path to conversion. Search has the powerful ability to “pull” consumers through queries of intent. And social offers its own unique ability to “push” a message to highly targeted audiences.
Marin Software conducted a study of more than 200 enterprise advertisers managing Google, Bing and Facebook campaigns. With more than $6 billion in annualised ad spend managed on the Marin platform, we work with many of the world’s largest and most sophisticated advertisers.In this report, we compared results from advertisers who manage their programs separately to those that have integrated search and social programs. The research showed that marketers who integrate their search and social advertising programs find significantly more consumers who are not only more likely to convert, but who are also likely to spend more.
Attend this session to learn:
Marin Software (San Francisco, CA) is a publicly traded company that provides advertisers and digital marketing agencies a SaaS online advertising management platform to manage revenue acquisition from search, social and display advertising. Headquartered in San Francisco, with offices worldwide, Marin’s technology powers marketing campaigns for over 1,500 customers managing more than $6 billion of annualized ad spend in more than 160 countries.
|10.15 – 10.35||“Measure, Compare & Optimize the Karma of your Facebook Page”|
|Thierry Soubestre, General Director, Page Karma
Page Karma (Brussels, Belgium) can explain how brands, media, politics, people, agencies and others interact with their fans on Facebook. The tool allows you to understand the different aspects of your page performance, compare your efforts with your real competitors, and learn from competition. It offers a precious source of insights leading to concrete actions that will positively and significantly impact your social marketing efforts on Facebook. On the first of June the V2 of Page Karma will be released improving all of the existing modules, KPI’s significantly and bringing 2 additional new modules: Post Tracker and Ambassadors. We believe the Ambassadors module represents a major leap forward in terms of how brands measure their engagement breadth.After studying fundamental physics and management, Thierry founded PIXELIXIR, an IT company specialised in collaborative solution, e-commerce and IT infrastructure management. The company naturally move toward web technologies and Thierry embraced them with passion. After an instructive experience in a company specialised in Actionable Information (A mix of BI, Consultancy and Business Processes), he joined Page Karma as General Director in which he combines his technical and managerial skills with his knowledge of Social Networks and Information Management.
|10.40 – 11.00||“Optimize your marketing ROI with better collaboration”|
|Mikael Lemberg, Director of Product Innovation, Komfo
Creating valuable content and distributing it to the right audiences on Facebook can be a time consuming process with many stakeholders. In this session we will show how Komfo helps clients automate processes and work smarter in order to save time and increase return on investment.Komfo (Copenhagen, Denmark) helps customers do effective and scalable social media marketing in one unified suite. Komfo’s user friendly suite holds tools for listening, creating, distributing, engaging and measuring activities across Facebook, Twitter, YouTube, G+, Instagram and Linkedin. Komfo’s social media marketing suite is currently used by more than 400 enterprise clients in Europe.
|11.05 – 11.20||Coffee Break|
|11.20 – 11.40||Session by Quantcast|
|Amit Kotecha, Head of Marketing, EMEA, Quantcast|
|11.45 – 12.05||“Drive More Bottom Line Revenue with Dynamic Product Retargeting”|
|Shirley Jiang, Head of Account Management, Triggit
Retargeting has become a meaningful part of the marketing mix, and demands increasingly more budget as advertisers aim to reduce media waste and increase bottom-line revenue from their online advertising efforts. As the leader in dynamic product retargeting across the web, Triggit helps direct response advertisers apply their 1st party data to drive dynamic retargeting across the major RTB exchanges, including FBX, Google, Pubmatic, and Rubicon. Triggit was one of the first alpha partners to bring RTB to the Facebook Exchange, and has a dedicated FBX platform with proven results from clients across six continents.Triggit (San Francisco, CA) enables advertisers and agencies to Build, Run, Measure, and Optimize retargeting-driven display campaigns from a single platform.
|12.10 – 12.30||“Next Generation Performance Marketing on Facebook: Personal, scalable and highly effective”|
|Benjamin Schroeter, Managing Director, Facelift
With nearly 100 people, FACELIFT is 100% specialist in advanced technologies for professional Facebook marketing. It’s all-in-one-enterprise-platform provides a whole new way of personlized campaigns on large scale. For the first time ever, FACELIFT publically provides insights on the underlying logic and marketing impact.
|12.35 – 12.55||“Growing Facebook advertising to be a key performance channel”|
|Antony Mures, General Manager EMEA, Glow
Glow’s social ads platform, the Glow Machine, helps sophisticated performance advertisers better build, manage, and optimize their Facebook advertising campaigns to scale.Internationally, Glow (London, UK) works with leading ecommerce, gaming and travel paid social media advertisers. With their proprietary technology they are simply and efficiently able to scale and optimise performance for the channel. This enables advertisers to quickly grow a valuable customer base and launch new products. As a business grows Glow adapts to their needs. Their service can start with them executing all the media and campaign management. Then as a business increases its head-count they can transfer to a software licence where the Glow platform is all in their hands. Glow is also validated by Facebook as 1 of only 13 Global Strategic marketing developer partners.
|13.00 – 13.20||“The evolution of native advertising and key opportunities for brands”|
|Franklyn Martin, VP Business Development EMEA, Adaptly
Adaptly (New York, NY) provide technology and services for brands across multiple advertising platforms and are one of only several companies to be recognised by Facebook and Twitter with strategic API partner status.
|13.25 – 13.45||Session by Hootsuite|
|13.50||Closing of Day 2, including Packed Lunch|
When & Where
The Data-Driven Marketing Alliance is a pan-European industry-led alliance which enables marketing professionals from agencies and brands to become better marketers. Its portfolio of events and publications demystifies marketing technology and embraces best practices in marketing innovation. Insight is gained why data is central for marketing in the future.