As Facebook considers itself a publication and a platform at the same time, it concentrates on mobile first.
48% of people use Facebook while exercising in a gym 😉
A note was repeated several times during the event: any social marketing initiative needs to start from business objectives and not “social metrics.” Generating followers or likes is not a business objective 😉
Facebook maintains Facebook Studio, which works as an award-based recognition forum for marketing initiatives. Though my attempt to find b-to-b examples lead only to one – Jive – a promotion of social business software (what somewhat makes sense for Facebook environment). Interesting point of the campaign is a superior performance of Facebook comparing to email and even Wall Street Journal on the main objective – download free trial of social business software 😉