27 mar 2012 - joakimnilsson.com · session three: reputation and social pr 1550 managing your...

Agenda at a glanceDay 1 27 Mar 2012

0900 Chair’s welcome & opening remarks

0905 Speed networking – get to know the people around you

SESSION ONE: SOCIAL MARKETING STRATEGY

0910 Keynote AddressChris Brogan, President, Human Business Works

1010 Keynote panel: The evolution of the conversation• How hashtags have made the world smaller – allowing many people to congregate

around similar interests and topics• What are the implications for marketers working in this environment? Bringing relevant

content to their consumers and be seen to be part of the conversation?• How do conversations translate and merge across different SM platforms Benjamin Ellis, Director & Principal, Red CatcoDelphine Remy-Boutang, WW Social Media Director, IBMSonia Carter, Head of Digital, KraftKerry Bridge, Social Media Manager, Global MB, DellRebecca Quinn, Director of EU Strategy & Operations, Wildfire Interactive

1050 Networking Break

SESSION TWO: ENGAGEMENT AND MEASUREMENT

1130 Panel: Social media engagement measurement and metrics• Levels of engagement – what’s appropriate, how is it achieved• Top-tips for encouraging social media engagement from leading brands• The difference between true engagement and followers and translating these into sales• How can you prove your social media ROi, and justify social spend to the board?Garth Holslinger, VP Sales and Development , KloutAllister Frost, Head of Digital Marketing Strategy, MicrosoftSenior Representitive, VitrueJonathan Bean, COO, Mynewsdesk

1210 IPC Case Study: A Step-by-step Guide on Setting Social Strategy & Measuring Success• A simple strategic framework that just works• Getting buy-in from the teams and the bosses• Delivery: Creating unique user experience• Measuring successCathy Ma, Head of Social Media, IPC Media


1410 Afternoon Keynote: Joining the conversation- Brands on TwitterBruce Daisley, UK Sales Director, Twitter

1440 Monitoring and measuring social media • Should you invest in social media?• Who you should be listening to• Regional and global monitoring – what’s the difference?Simon Mansell, CEO, TBG DigitalDr Simone Kurtzke, Social Media Manager, Visitscotland


SESSION THREE: REPUTATION AND SOCIAL PR

1550 Managing your companies online reputation via social media• Levels of engagement – from shallow engagement to fully including your customers in

business decisions – what’s appropriate and how is it achieved• What is social reputation and why is it important?• Relationships with influences and brand advocatesModerator: Andrew Smith, CIPRDavid Bailey, Neighbourhood Communications Manager, Staffordshire PoliceColin Smith, Director of Marketing Solutions UK, Linked InColin Watkins, Digital Communications Manager, Channel 4Alexander Nikolov, Global Partnership Manager, Synthiseo

1630 High Tech, High Touch: How Luxury Brands Can Leverage Social Media to Connect with Consumers Both On and Offline • Discover how Four Seasons uses the power of its brand to connect innovative social

media programs with meaningful offline experiences.Elizabeth Pizzinato, Vice President Brand Communications, Four SeasonsFelicia Yukich, Social Media Marketing Manager, Four Seasons

1700 Panel: The changing role of PR in the social media environment• What is gamification and why is it relevant? • How has social media changed the role of PR for brands? • Social Media monitoring Moderator- Richard Ellis, Communications Director, PRCADan Baxter, Managing Director, Text 100Charlotte West, Head of UK media relations and executive communications, LenovoMark Squires, Head of Communications for Western Europe, Nokia

1740 Close of day one followed by evening reception

0930 Event Chair Welcome & Introduction Paul Johnson, Co Founder and COO , Agora

0935 Speed networking – get to know the people around you

SESSION ONE: THE STATE OF SOCIAL TV

0940 Keynote Panel : Examining The current state of the social TV technologies and industry movements• Examining the key trends driving the social TV industry• Exploring the different ways the TV industry is maxamising audiences socially?• The personalization of devises for social TV• The impact of consumer adoption of convergence products and services.• Measuring the audience that is actually using social media while they watch TV? What

metrics are used? Simon Miller, Chief Technical Officer, ZeeboxSidharth Jayant, Content Service Manager, Samsung ElectronicsStacey Seltzer, Head of Smart TV, LG Electronics

1010 Social TV creating an interactive experience in the living room• Companion devices vs. on screen social interaction• Building interaction and gaming into the TV experience• Taking advertising to a new level with behavioural targeting• What makes a show go social, and are these the most watch TV programs, or do they

have certain characteristics?


SESSION TWO: SHARING THROUGH DEVICES

1130 Panel: Social media for building TV audience engagement• Sharing content delivers new levels of engagement and interaction• Modern media organisations harness the power of social media to engage their audience• Examples and case-studies debated: TV, music, film• What does this mean for the future of the entertainment business?• How can these relationship filter into the media as a whole and usefulness to brands?• How does social TV fit with the movement to build audience engagementSean Casey, Founder and CEO, SOCIALGUIDE INC.

1210 Shazam Social TV casestudy:Iain Dendle, Business Development Director, Shazam


SESSION THREE: SOCIAL TV APPS & DEVICE CONVERGENCE

1410 Multi-screen Social TV: Convergence of tablets, mobile and TV • How tablets and mobile are affecting the way we watch and interact with television

socially?• What is the potential of apps for second screen or multi-screen TV - who are the likely

users and what level of functionality is available?• How do TV operators, set-top box manufacturers and program makers tap into this

market?• Personalising the social TV experience through tablet apps: Case-study examples of TV

apps using companion devices Simon Miller, Chief Technical Officer, Zeebox

1440 Panel: Building the Business Case for Social TV Apps• Using apps to make TV a more social experience• Social TV apps already available on the market• Challenges of creating on-line social interaction in as shared viewing environment• What are the biggest social networks already doing• How can this provide new opportunities for TV operators, content providers and

advertisersModerator - William Cooper, Founder and Chief Executive, informitv

1520 Networking break

1600 The role of TV advertisers integrating within the social TV market• What potential do TV apps provide for advertisers?• What tools are available to monitor TV app performance, and gain audience feedback?• TV apps offering new opportunities for product placement?• How do these factors make advertising more attractive?• Is this a viable option for TV operators to monetise TV apps?

1640 Case Study The X-Factor and Britians Got Talent: Understanding the links between social networks and TV• Why TV is better when it’s social ?• Making programs better and the discovery of new programs better• Tapping into a global Twitter audience to engage with audiences in new ways• Facilitating the ability of content to reach new audiencesClaire Tavernier, Senior Executive Vice President, FMX and Worldwide Drama, Freemantle Media


0930 Event Chair Welcome & Introduction Guy Clapperton, Freelance Journalist, Editor and Broadcaster

0935 Speed networking – Get to know the people around you

SESSION ONE: THE SOCIAL SHOPPER

0940 Examining the latest technologies , influences and trends in social shopping and how this is shaping retailer & FMCG strategies• The impact of social on catalogue based shopping sites• Understanding the role of real time communication with the retailer• How retailers can build user interaction that pass on product details• How can a social shopping site motivate users to participate ?• Harnessing traditional social networks to drive retail engagementSimon James, Head of Shopping, Moneysupermarket.com

1010 Panel: The role of social engagement in eCommerce• The importance of engagement and personalisation – understanding the social shopper• Communities as a tool in bringing shoppers together to communicate and aggregate information about product and price deals• Examining the role of customer shopping lists that are shared with friends• Recommendation engines that provide advice to the social shopper• Ecommerce strategies – how do social visitors become customersStuart Glendinning Hall, Head of marketing, community and SEO, Shopping.com UK (eBay)Charles Yap, Director, Global Brand Communications, InterContinental Hotels Group


SESSION TWO: F-COMMERCE

1130 F-commerce / social shopping case-studyCeanne Fernandes-Wong, Head of Social Media, The Outnet

1200 Panel: F-commerce commerce strategies for brands• How facebook is moving from a tool to connect to a tool for commerce for brands and

customers• What sort of products best fit the f-commerce model, and how much potential is there

for growth?• facebook connect, and its role in passing on purchase decisions, and gaining opinionsJonathan Hudson, Digital Lead, ShopdirectMark Frascina, E-Commerce Development Manager, National Express


SESSION THREE: SOCIAL STRATEGIES & IMPACT ON E-COMMERCE

1410 Case-study: Using loyalty based schemes and reputation based points to engage the social shopper• How to imbue social reward into the shopping experience

1440 Understanding the Social Shopper: how leading media buying agencies are helping brands understand social commerce • Top tips on how to plan media campaigns to engage social shoppers• Success stories and potential pitfalls of social commerce campaignsPaul Armstrong, Head of Social, Mindshare


SESSION FOUR: GROUP BUYING

1600 Innovations & opportunities in group buying • How can voucher services be used as a tool to build brand and create ROI? • What sort of customers can be reach via group buying site?• Is this a good way to embrace the power of customer recommendation?• How much loyalty can be expected from group-buy users – will using daily-deals sites

provide long-term customers?• What tricks & tips can be employed to maximise the benefits of online voucher services?Peter Briffett, MD UK, LivingSocial

1640 Group buying case studyPeter Briffett, MD UK, LivingSocial


0935 Event Chair Welcome & Introduction


SESSION ONE: WEB-OPTIMISATION STRATEGIES

0945 Defining & achieving online objectives• Defining what your website is for• How can your website achieve these predefined objectives?• Why should visitors come to your site and what will their experience be once there?• What tools need to be in place within the site to achieve objectives?

1015 Social by design – Making Facebook apps integral to your social strategyRoshan Singh, Social Design Director, Gamaroff Digital


SESSION TWO: SEARCH & SEO

1115 Facebook Developers GarageGeoff Hughes, Strategic Director, Facebook Developers Garage London

1145 Listening and Analysis - Synthesio WorkshopAlexander Nikolov, Global Partnership Manager, Synthiseo

1215 The impact of social media on B2B comms – IBM Case Study • Delivering B2B comms programmes in the social media age.• How can we learn from B2C social media initiatives and implement in the B2B sphere• Opportunities for businesses to re-invent their approach to communicating with

customers, partners and the rest of their industry using social mediaLance Concannon, UK Social Media Lead , Text 100


SESSION THREE: ONLINE BRANDING & DESIGN

1410 Vitrue’s strategic Social Marketing Kit• Helping brands develop their 2012 social marketing strategies for Facebook, Twitter and

Google+ • Learn tips around community management, increasing engagement, platform innovation,

analytics and moreSenior Representative, Vitrue

1440 Viapoint: The Business of Social Media• Maximising the Potential of Social Media• Reducing the Overheads of Social Media OperationsPaul Fennemore, Managing Partner, Viapoint


SESSION FOUR:

1600 The DMA Workshop Senior Representative, DMA

1700 Close of workshop



SESSION ONE: MOBILE MARKETING INTEGRATION AND OPPORTUNITIES

1010 Integrating mobile into traditional marketing strategy• Engaging new customers through the mobile platform• How to successfully target new audiences• Where does mobile fit into the marketing mix?• Integrating mobile into cross channel strategiesBen Carter, Global Digital Marketing Specialist, Betfair

1050 Panel: Mobile advertising opportunities to brand marketers• How viable are apps for use by advertising and media industries?• Options for advertising within the apps ecosystem• Understanding your users – how to successful reach with app advertising• Choosing a mobile platform• Role of multi-platform ad-networksKevin Mathers, Head of Media Solutions, Google

1130 Case StudyMatt McAlister, Director of Digital Strategy, Guardian Media Group


SESSION TWO: APPS & LOCATION BASED MARKETING

1300 Discussion: Apps as part of your mobile marketing & social strategy• App or Mobile Website? And how the two should interact. Combined approached?• Why are apps important for marketers?• How apps can be used to build social engagement? • Reviewing the different purposes apps fulfil – branding, utility, subscription, m-commerce• Examples of apps being used as successful marketing tools• How to justify and measure return on investmentModerator: Howard Scott, Executive Director, BIMANeil Swanston, Mobile Experience Manager, CentricaOliver Ripley, Head of Mobile Services, Travelex Dylan Fuller, Head of AdCommerce, eBay

1340 Foursquare Case Study• Overview of foursquare as an app and examples of new launches• Deep dive on how Brands and merchants can use the foursquare platform to

communicate with fans and customers in new ways• Foursquare Case study and partnership examples• Making your app stand out in the App store - how can the publisher influence app store

placement optimisation?Omid Ashtari, Director of business development Europe, Foursquare UK

1410 Location based marketing: Mobile social commerce & location based services• Harnessing the power of mobile data through location based apps - how to turn location

information into consumer engagement?• Location triggered mobile couponing / deals opportunities for large brands and local

businesses• Analyse of consumer behaviour – who are the consumers of location based services

(who, how many, how old), what do they respond to well and how can you most effectively manage your communication / relationship with them?

• Are these social tools going to bring about a mobile commerce revolution!


SESSION THREE: MOBILE SOCIAL MEDIA

1510 Panel: Publishing- The potential of Mobile Marketing in news and publishing• How is mobile social media changing the world of publishing and what impact does that

have on the industry?• What is the best publishing platform?• How will mobile social media continue to change the publishing world in the future?Richard Alvin, Group Managing Director, Capital Business MediaChrister Holloman, Author of, The Social Media MBA

1550 Case Study: Social Mobile- Exploring the impact of mobile apps on social media• How are mobile apps impacting the social space?• How is user behaviour changing as a result of social media apps – and how should

marketers and community managers be adapting their approaches to the new environment?

• Popular features of social media apps and potential future developments• Case-studies of social apps in practice for community managementBen Watson, VP of Marketing, Hootsuite




SESSION ONE:

1000 How social media has been used to instigate social change and how it can be used in the future • Lessons from the last 12 months (Arab Spring, London Riots, PIPA/SOPA) • Moving social engagement models from producer-consumer to active participation • Cultivating and maintaining relevance and authenticity amongst stakeholder groups • Learning how to lose control in social change initiativesNick Jones, Director Interactive Services, Prime Minister’s Office & Cabinet OfficeDavid Bailey, Neighbourhood Communications Manager, Staffordshire PoliceOwen Pringle, Director, Digital Communications, Amnesty International

1100 Facebook Developers GarageSenior Representative, Facebook Developers Garage


1300 The Drum• Social Buzz Award winners share their experiences and social media success storiesSocial Buzz Awards Winners

SESSION TWO:

1400 Session TBC


SESSION THREE:

1510 Session TBC

1550 Session TBC

1610 Close of conference

0930 Event Chair Welcome & Introduction Paul Papadomitriou, VP and principal analyst, Constellation Research

0935 Speed networking – 5 minutes to get to know the people around you

SESSION ONE: BRAND MANAGEMENT

0940 Keynote panel: Social media for brand management• What are the most important factors to consider in using social media to build your brand?• How can you build brand trust using SM?• How can a brand measure the success of a SM campaign? Engagement or followers?• How do global brands create a global presence with local relevance and a local voice?Aaron Bogucki, Senior Director Campaign Manager, Polydor Records Debbie Weinstein, Director, Global Media Innovation, Unilever Ritch Sibthorpe, VP Digital Marketing, Warner Music Group

1020 Keynote: The Global Language of a Social Media StrategyScott Monty, Global Digital & Multimedia Comms Manager, Ford Motor Company

SESSION TWO: CUSTOMER SERVICE & INSIGHT

1050 KLM Live Reply – 24/7 Social Media customer service• Handling worldwide customer service requests 24/7 on Twitter and Facebook• Aiming to respond within the hour and offer a solution within 24 hours• Offering service in English, Dutch and Spanish language• Engage in conversation with customersGert Wim ter Haar, Social Media Hub Manager, KLM

1120 Panel: Customer Service and the changing face of the consumer in the age of social media • How does customer behaviour differ in the social environment than traditional channels? • The new challenges of communicating with customers in the social environment• Key success factors making social media part of your customer service strategy?• How do you identify the best social media channels to focus on for your customer base? Kelly Thomas, Marketing Manager, PruHealth Lauren Gerstner, Global Manager, Social Media Strategy & Communications, NokiaBian Salins, Head of Social Media Innovation, BTGert Wim ter Haar, Social Media Hub Manager, KLM


1300 Panel: Using Social Media for Customer insight• How are brands customer insight managers using social media? What are the best

approaches to market research via social media?• Engaging customers in decision making processes through social media: Are brands

listening? How far can customer views be used in practice?Al Tepper, Head of Digital & Marketing, EMP plc Lars Silberbauer, Social Media Director, LegoWill Abbott, Marketing & Communications Director, Freesat Diana Plazas, Online Marketing Director, Doubletree - Hilton Worldwide

1340 Gibson Guitars Case StudyHenry Juszkiewcz, CEO, Gibson Guitars

SESSION THREE: REALTIME NEWS

1410 Social media and the news• The changing news-cycle• The time difference between stories on that break on Twitter v traditional news outlets• How social media is used within news outlets• The rise of ‘real-time public relations’Moderator: Alan Marshall, Group Managing Editor, The Press Assocation Nick Jones, Director Interactive Services, Prime Minister’s Office & Cabinet OfficeKate Day, Social Media Editor, TelegraphChrister Holloman, Author of The Social Media MBA Alan Marshall, Group Managing Editor, Press Association


SESSION FOUR: COMMUNITIES AND ENGAGEMENT

1510 Strategies for developing online communities for all levels• Characteristics of successful communities• Contrast and compare key strategies for developing online communities• What can a having an online community achieve? – objectives and measuring successOwen Pringle Director, Digital Communications, Amnesty International Nick Reynolds, Public Accountability Executive, BBC Online Kurt Lane, Head of Digital, Domino Records

1550 Social Search - Impact and Future Outlook• As search becomes more personalised what impact will this have on SEO?• I nclusion of Facebook likes, Twitter updates and Google+ pages in search returns – what

is the next step towards individualised search results?• How will this affect the SEO industry, and how will SEO professionals have to adapt?James Carson, Digital Strategist, Bauer Media to new 1550 panel


1000 Morning Chair welcome & introduction Penny Power, Founder & Director, Ecademy


SESSION ONE: INTEGRATION: SOCIAL BUSINESS STRATEGY

1010 Keynote panel: Creating a social business• How can a company become truly socialWhat challenges do they face on the way there?• What challenges do they face on the way there?• Facilitating and encouraging different functions talk to one another• Creating a unified voice, putting the infrastructure in place• Who leads the way? Who in the business should be driving social, and how do they get

others involved?Sander Arts, VP Marketing and Communications, NXP SemiconductorsKyle Thorne, Social Media Relationships Manager, Virgin AtlanticPeter Parkes, Head of Social Media, EMEA, Expedia

1050 Discussion: Internal communications: The importance of employee engagement in creating a unified SM presence• The importance of engaging employees internally to deliver business objectives for

external social media• Becoming strategic: defining your strategy, goals, objectives and how to demonstrate to

internal stakeholders the benefits of what you are doing• Case-study examples:• How are businesses engaging employees through internal communication channels?• Can external communication channels help to reinforce content and discussions

happening internally?

1130 Case-study: Enterprise social media to encourage internal collaboration and effective communication• How to build and implement an enterprise social media strategy to align with business

objectives?• Creating an environment where employees feel comfortable to make suggestions and

critic company policy• Moving forward to use feedback constructively within the organisationJennifer Dixon, Head of Internal Communication, BUPANick Crawford, Social Media Strategist, BUPA


1300 Afternoon Chair introduction Thomas Power, Chairman, Ecademy

1305 Panel: Social media governance, privacy and legal issues• What level of governance is needed with increased social media interaction?• Are the risks really understood and how can they be managed? How can internal

communications policies and practices minimise these risks?• Question of liability: duty of responding to information in the social sphere; liability for

employee comments; what about brand ambassadors?Nick Stringer, Director of Regulatory Affairs, IAB UK

1340 Afternoon KeynoteJosh Graff, Director Marketing Solutions EMEA, LinkedIn

SESSION TWO: SOCIAL MEDIA FOR B2B MARKETING

1410 Panel: Examining strategies for using social media for business to business marketing• How are leading business-to-business brands using social media to engage with clients?• What unique problems do b2b brand managers need to overcome in using social media –

issues of market culture? Governance?• Community development, brand advocacy and co-creation in the b2b space.• Top-tips and case-study examples for b2b social media engagement.Misha Rangel, Product Marketing Manager, Spiceworks Kristen French, Head of Digital and Social Media, EDF EnergyZoe Sands, Head of Digital Marketing - EMEA, Juniper Networks


SESSION THREE: SOCIAL CRM

1510 Panel: Social CRM • Defining Social CRM as an extension to traditional CRM• Why Social CRM should be foundation of all Social Media Marketing• It’s all about the ‘Edge Factor’! How to stimulate engagement and make sure that you are

in the news feeds• The role of customer service in Social CRMPaul Fennemore, Managing Partner, ViapointLisa Walker, Head of Digital Marketing, HSBCRandeep Wilkhu, Senior Investment Manager, T-VentureGuillaume Pech-Gourg, Senior Director, Global CRM, EMI Music

1550 BBVA Case Study - ‘markets are conversations’Ignacio Villoch, Communication & Branding : Innovation, BBVA


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Agenda at a glanceDay 2 28 Mar 2012

27 mar 2012 - joakimnilsson.com · session three: reputation and social pr 1550 managing your...

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