Association of online publishers Helping media owners build better digital business

Facebook Innovation Briefing (Econsultancy)

5 Apr 2011
07.30 to 10:15
Etc Venues, the Hatton
51-53 Hatton Garden, London EC1N 8HN

The aim of this briefing is to provide marketers and publishers with insight into the application of current technical capabilities within Facebook, and inspiration when considering the power of Facebook applied to a wider strategic theme.

Social media continues to develop at a lightning pace across all platforms, however in terms of numbers Facebook is the undisputed heavyweight. Constant moderation and innovation are fundamental to Facebook itself; therefore it remains crucial that we keep abreast of these latest developments.

As well as these increasing capabilities, it is important to understand Facebook’s value to any brand as a real-time research resource -to see the value in listening before acting. We’ll look at 5 approaches for 2011.

“Owned” Media

So you want a Facebook page. That means: editorial schedule, content production timelines, internal resources, structured moderation, technical development, the adoption of relevant metrics etc


Is it right to attempt to drive revenue from the platform? How can this be done using current technical capabilities (Apps, Places, Stores etc) and what needs to happen before I see sales?


What is it and is it relevant to my brand? What are the benefits or constraints, and what sorts of campaigns are possible?

Metrics vs KPIs

What am I measuring here, when and why?

Facebook as an Insights Tool

Look at your market research budget, and focus grouping (at a cost per head) with all the statistical anomalies qualitative surveying encounters. Is there a way to engage with Facebook communities to increase your customer understanding?

Discount for AOP Members

Tickets are £99, and can be booked via the EConsultancy site - there is a 10% discount for AOP members - contact us for the discount code.

Speaker's profile - Christian Gladwell

Christian comes from the world of branded content specifically in the field of Sports and Entertainment. As Head of Branded Content at The Premiere Group (part of the WPP network) he created original content and delivered it across multiple platforms and territories measured against business objectives. Projects included Manchester Utd – Vodafone, World Series Racing – Dubai, The Mobo Awards - MasterCard and Williams F1 – Budweiser.

With the shift in media consumption Christian moved towards more interactive solutions powered by more accurate insight and co-founded Interaction London in 2007. By developing a proprietary methodology in partnership with the London School of Economics and Political Science, Interaction London analyses data gathered through social media participation and delivers insights, which drive the business. Clients include, Microsoft, Direct Debit, Thistle Hotels, BAA, Land Rover / Range Rover, Nokia, Orange, Audi and the BBC amongst others. Christian is a Visiting Research Fellow at the London School of Economics and Political Science looking at the statistical correlation between recommendations as defined by the Net Promoter Score and recommendations within Facebook.

Discount for AOP Members

Tickets are £99, and can be booked via the EConsultancy site - there is a 10% discount for AOP members - contact us for the discount code.