Social Media Advertising 2010 will bring together leading brands, agencies and marketeers to discuss the latest tools and techniques for running effective, integrated social media advertising campaigns.

In the last two years advertising spend has begun to follow users into social media. Yet there are still big questions to be answered about social media advertising: How can we combine social media engagement with an effective advertising presence? Which are the most effective networks to advertise on? How can we maximise and measure ROI? And should innovative companies be advertising on location-based networks, mobile networks or social gaming?

“Together, earned and paid media are far more effective when the programs are humanized. The difference between social network advertising and marketing and traditional online campaigns are the ecosystems where engagement is fostered” – Brian Solis

Topics we will cover during the day include:
  • Paid, Owned and Earned Media
  • How to Run Effective Social Media Ad Campaigns
  • B2B Advertising: Business Networks
  • Twitter and Promoted Tweets
  • Advertising through Apps
  • Blog Advertising and Sponsored Posts
  • Case Studies and Best Practise Examples

The conference will be fully interactive with presentations, case studies, Q&A sessions and panel discussions. There will also be an Exhibition Area showcasing social media advertising tools and services. The ticket price includes refreshments, lunch and a handbook. There will also be networking drinks at the end of the day.

Programme Highlights
    • New Forms of Measurement: ROI in Social Media Advertising
      In this session Joel David (agency:2) will explore how brands can maximise ROI from their social media advertising. Using case study examples such as Royal Caribbean and Hertfordshire Constabulary, he will illustrate how social media marketing can influence the buying process and explain how to measure the ROI of different types of advertising, including paid, earned and free media. Within this he will discuss popular social media platforms such as Facebook, Twitter, forums and blogger outreach.
    • Fixing Online Advertising: New Formats & Pricing Models
      The last 2 years have witnessed the proliferation on new Internet technologies; the explosion of online video, rich display formats and social media to name a few. In this session Joshua (This is Open) will address how social media can be brought to the forefront of brand communications and the importance of breaking down the walled gardens that now exist across these new technologies. With reference to live campaigns, anecdotal evidence will be swept aside for real campaign results.
    • Making Social Work for Advertising + Advertising Work for Social
      The advent of social media places new demands on advertising. In his insightful presentation, Matt Atkinson will explore the implications of social/advertising integration. He will cite case studies that illustrate how integration can be achieved and share a framework for doing this for your brand or organisation; including how to allocate resources, how measure results and how to drive overall effectiveness.
    • Granularity, Sociability, Responsibility: Moving Deeper, Higher, Wider in 2011
      Social media advertisers can increasingly tailor their campaigns directly to highly segmented target groups. But where is the balance between highly relevant granularity and maintaining great ROI? How do advertisers utilise the precision targeting tools at their disposal whilst still respecting consumer privacy? And how can we achieve the ultimate goal of synchronised, social, multi-platform advertising whilst harnessing the viral power of digital word of mouth? In this presentation Peter Crosby (Viadeo) will consider these and other important trends in social media advertising and how they will grow in relevance during 2011.
    • The myths of Social Marketing
      Viral happens on its own (no spend required) and social exists in a bubble and doesn't link up with anything. That said, it doesn’t need to link up with anything. And TV is dead: fact. In this iconoclastic session Cat Williams will use a mixture of analytical insights and practical case studies to debunk the myths. She will provide a perspective on how much you really need to spend to have an impact and will explore the importance of integrating social media and advertising.
    • Monetizing Social Games
      Unlike console games, social games reach a mass-market audience that mirrors social networks. This offers new opportunities for marketers. In this fascinating session Gilles Storme (RockYou) will explore the two main ways to monetise social games: digital currency and advertising, looking at key factors for attracting users and maximising their spending, as well as opportunities for increasing customer engagement. He will also look at the new engagement solutions that brands and game developers are evolving to communicate with audiences with precise targeting and measurable ROI.
    • Video Advertising: Ten Tips to Leverage the Viral Power of Social Media
      What is the secret to effective online video advertising? How can companies use video advertising to strike a balance between paid and earned media? How much “seeding” is needed? Should you be seeking conversations or click-thrus? And, what KPI’s should you use to evaluate the success of your campaigns?
    • How to Manage and Optimise Facebook Advertising Campaigns
      Facebook is set to make over $1 billion from advertising in 2010 and thousands of businesses are using the social network’s targeting tools to connect with customers. This works for SME’s, but what about large agencies and brands that need to manage complex advertising campaigns? In this session we will explore how to create, optimise and manage major ad campaigns on Facebook, including A/B ad testing and integration with analytics tools.
    • Social Targeting : Understanding Social Media Data Mining & Analysis
      With the advent of the social web, companies that aren’t actively mining, analysing and using social media data are missing a huge commercial advantage. In this session Chase McMichael (CEO, Infinigraph) will explain how social targeting works, including technologies, techniques and opportunities. He will also highlight the privacy challenges facing the industry.
    • The Future Has Arrived: How to Get Started in Mobile Social Advertising
      Mobile social networking usage is soaring (Twitter access from mobiles is up 347% in the last year alone) and the Mobile Marketing Association expects mobile ad spending to grow 27% to $2.1 billion in 2010. In spite of this many brands aren’t advertising on mobile social networks and in the many popular mobile social gaming sites and applications available. In this session we’ll explain how to leverage this emerging market to secure new customers.
    • Using Advertising to Drive Social Media Traffic
      In this fascinating session E.J Garcia will provide tested and proven strategies and tips on how to effectively leverage social media and paid search to generate new social media connections. He will explain how to integrate paid advertising with social media engagement, including Facbook Advertising and Google Adwords.
Event Information
Tickets can only be booked online with a credit or debit card. You do not need a Paypal or Google Checkout account to buy a ticket.

If you experience any problems – please email us [email protected] To keep informed about our events, follow us on Twitter or at #smmuk10

To join the discussion before and after the event, join our LinkedIn Group
  • Ticket Terms
    • A limited number of Early Bird tickets are available.
    • Tickets are non-refundable and non-transferable
    • Tickets cannot be bought on the day
    • Contact us for reductions on group bookings (5+)
    • View our full Terms and Conditions.

  • What’s included in the price?
    • A one-day conference in central London
    • Refreshments
    • Access to the Exhibition Area
    • A handout with notes
    • Networking drinks

  • Who’s coming?
    • Marketing Strategists & Directors
    • Advertising Executives & Account Managers
    • Direct Marketing Managers
    • Social Media Experts
    • Bloggers & Journalists

Media Partners
Sift Media
Sift Media is one of the UK's leading online publishers, connecting with business professionals through information, insight and innovation. To our readers we are the premier online source for analysis and insight in each respective industry sector. To our advertising clients we offer solutions from industry analysis, thought leadership and branding to lead nurturing, conferences, awards and events. Visit for details.
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Adrants, published by Adrants Publishing LLC, provides marketing and advertising news. It provides insightful, informed, experiential, no holds barred commentary on the state of the advertising and media industries. Editorial covers emerging marketing and advertising trends, cultural and demographic shifts affecting advertising strategies, new campaign launches, viral and buzz marketing, the rise of social media, useful industry research and the examination of the industry's shift from old paradigms to new.
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a4uexpo is Europe's largest Affiliate & Performance Marketing Conference & Exhibition. Come and join over 1500 professionals at the new Capital Suite @ ExCeL London on the 12th and 13th October. For more information visit
Rapleaf is a San Francisco-based startup with an ambitious vision: we want every person to have a meaningful, relevant online experience. To do so, Rapleaf provides marketing services to help leading brands, companies, and agencies personalize customer interactions through social insight and acquire more customers by serving ads to their target audience – based on social graph connections, social media behavior, influence, interests, lifestyles, demographics, and more – across 15,000+ online properties.
Press Dispensary
Based in the UK, Press Dispensary provides a comprehensive, global press release service that works equally well for traditional PR, digital marketing and SEO. Our people come from a tradition of quality writing and journalism, which means our writing and optimization are second to none. Our distribution philosophy is to get our clients’ news to relevant journalists, editors, bloggers and other influentials wherever they like to find it, traditionally and socially, and to make stories as targeted, accessible, useful and well supported as possible. For SEO, this also means link juice that can not only be highly relevant but is particularly creamy, luscious and full of fruit.
The Bees Awards is the first international social media award show for marketing professionals. It grants recognition to the best social media marketing practices. You are welcome to submit your work and help your industry share its excellence within the international marketing community. Deadline: Oct 1, 2010
Event Details
Monday 20th September
9:00am - 5:30pm
London, UK
(Cavendish Centre)

Lead Sponsors

Gilles Storme
Head of Sales EMEA, RockYou!
Formerly pan Europeam Sales Director at AOL, Gilles now heads up RockYou EMEA advertising sales which includes application distribution, 3rd party ad network and brand sales. RockYou! has 213 million users worldwide.
Joel Davis
Founder & Director, agency:2
Joel founded agency:2 in 2007 as one of the UK’s first social media agencies. He has overseen the company’s growth to become a truly global agency with an array of blue chip customers - including SAS, Barclays, Dow Jones, Disney and Microsoft.
Cat Williams
Social Marketing Strategy Mindshare Worldwide
Cat leads the Social Marketing Strategy function of Mindshare. Formerly of Mediaedge:cia (Australia) and Universal McCann (UK), she has run 100+ consultancy projects spanning B2B, finance, luxury, insurance, FMCG, beverage, healthcare, insurance and automotive.
Ankur Shah
Co-Founder and CEO, Techlightenment
Ankur co-found Techlightenment in 2007 with Gi Fernando. Techlightenment is a data driven, marketing and technology company, specialising in social behaviour. Techlightenment’s Alchemy Social is a powerful advertising management and optimisation technology for social advertising, including Facebook.
Joshua Rex
Head of Strategy and New Business
This is Open

Josh co-founded This is Open, an innovative agency that specialises in interactive online display advertising formats, including games. Formerly Communications Planning Director, EMEA at Mediaedge:cia, Josh’s clients include Vodafone, Microsoft and Chanel.
Sarah Wood
Operations Director, Unruly Media
Sarah co-founded Unruly Media in 2006 and is now responsible for Global Operations. Unruly Media is a leading exponent of viral video seeding and social media video advertising.
Matt Atkinson
Group CEO, EHS Brann
An online communications expert with 20 years' experience, Matt heads up one of the UK's largest and most successful digital agencies. His clients include Heinz, Oxfam and the British Heart Foundation.
Peter Crosby
Chief Sales Officer, Viadeo
Peter joined Viadeo in 2008 as Director of the UK and Irish subsidiaries. He ran the European division for 15 months and is now Chief Sales Officer responsible for growth and development of B2B revenue lines, including Viadeo’s advertising network.
Carl Uminski
COO, Somo
Carl is a co-founder of Somo, the innovative, London-based mobile advertising agency. Formerly of Overture and Yahoo, he is a recognised pioneer in the field of mobile technology and business..
E.J. Garcia
Director of Digital Strategy - Purple, Rock, Scissors
E.J. is an innovative online marketer who specializing in increasing Return On Investment (ROI) from online marketing budgets. Throughout his career he has had helped leaders in the online education, healthcare, travel and gaming industries enhance their online presence through paid search and Facebook campaigns.
Chase McMichael
Co-Founder & CEO,
Chase is a leading veteran in the field of collaboration and marketing intelligence working at JP Morgan-Chase, Oracle and founded several startups. He was awarded the Marketing Sherpa Viral Hall of Fame award and top honors from Ad-Tech deploying advanced social campaigns for F 500 brands. (via video)
Luke Brynley-Jones
Director, Influence People
Having developed over 40 online communities over the past 10 years, Luke is one of the UK’s most experienced social media experts. A Co-founder of Influence People and host of Monitoring Social Media, Luke specialises in B2B social media marketing.
Murray Newlands
Director, Influence People
A renowned blogger and social media consultant, Murray has an encyclopaedic knowledge of online marketing. A host of the London Blog Club, and Co-founder of Influence People, he was recently shortlisted for Affiliate Summit Blogger of the Year.