Social Media Monitoring& ROI Metrics Forum

Accurately measure your social media impact and ROI

29th-30th March 2012The Grace Hotel, Sydney

An intensive 2-day forum investing:

Leading brands, technologists and social media pioneers include:

PH: 02 9896 0776, FAX: 02 9896 0796E-mail: register@ibrc.com.au, www.ibrc.com.auREGISTER NOW:Two days of intense learning,

engagement, and connection

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MARSHALL SPONDERWebmetricsguru.com, US

ANGELINA RUSSOCo-founder and Director,Museum3

MIKE HIGGINBOTHAMHead of New Media,Telstra

ANDY GENTCEO, BuzzNumbers

International Business Review Presents:

Register before the 21st December and Save $700 Early Bird Discount

Includes: Half Day Social Media ROI Boot camp

• Current best practice monitoring tools • The Future of Social Media Monitoring • Beyond Listening: Measurement and ROI • Sentiment Detection and Analysis

• Identifying and Connecting with Influencers • Brand and Reputation Management

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examinethe new global

standard onsocial media

measurement

CHASE MC MICHAELCo-Founder & CEO -InfiniGraph.com, US

HILLAN KLEINChannel DevelopmentDirector, NAB

KAREN GANSCHOWGM Customer RelationshipMarketing, Westpac

KAREN STOCKSHead of Media Solutions,You Tube

BEN HARRISONCommunity Manager,Microsoft

Keynote speaker

JEFF CARRUTHERSManaging Director,Resonate

LOUISE DENVERDirector Corporate AffairsCommunicationDeloitte

SIMON TOWNSENDInnovation Manager andDigital Brains Trust, Deloitte

CHAD WARRENSenior Product MarketingManager, Adobe

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Who should attend?Marketers, PR and Digital Professionals responsible for social media engagement, measurement and ROI. Publishers interested in learning how to maximize their social efforts. Consultants and agencies who want to offer their clients a clear ROI picture.

Social Media.Time to demonstrate ROI?The Social Media ROI Forum:

From Facebook to Twitter, Foursquare, YouTube, Google+, LinkedIn, and more, the social web is ingrained across all age groups and demographics. That means smart marketers have integrated these tools into strategy. But even the savviest are left with educated guesswork when it comes to impact. This forum will fully examine and practically assess which platforms to use, what to do, what to measure, which tools to measure with, how to judge success, what to keep doing and what to stop doing.

Sentiment detection, analysis and ROIWhat should you measure: impressions, clicks, followers, circles, likes, or all of the above?Which metrics matter most? What’s in the pipeline?Successfully communicating social media ROIMonitoring social media conversation effectively – minimising riskLearn from successful Fortune 500 company case studies in measuring bottom line impactHow to optimize your content and product for social media and sharing

Key learnings:

Social Media Monitoring& ROI Metrics Forum29th-30th March 2012, The Grace Hotel, Sydney

In fact, according to a recent WebLiquid survey, the majority of marketers plan to increase their socialmedia monitoring spend next year. It’s time to grasp what’s required to increase ROI and it’s time toconsider the tools being developed that will clearly demonstrate the impact of your social mediaengagement. Two days of intense learning with successful practitioners and with those shaping futuresuccess in social media analytics will ensure that social media ROI is generated, demonstrated andacknowledged in the year ahead. The conference will be fully interactive with presentations, case studies, Q & A sessions and paneldiscussions. There will also be a ‘bootcamp’ with demonstration of many of the leading social mediamonitoring and measurement tools, services and ROI generating initiatives – included in the ticket price.

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Speaker highlights include:

& ROI Metrics Forum29th-30th March 2012, The Grace Hotel, Sydney

Including half day:Monitoring Social Media Bootcamp – 30th MarchThe Ultimate Social Media Monitoring and ROI Bootcamp

Hosted by global leaders in social media monitoring - delegates will learn how to apply the latest techniques to optimise the return on their social media efforts. Focus will be placed on: latest technology, minimising risk to brand and reputation, advancement in ROI measurement, monitoring for small business and large brands.We’ll explore issues of data access and quality, sentiment detection, influence analysis, social CRM, workflows and workload.Time will be dedicated to solving specific monitoring or measurement problems raised by delegates.

HILLAN KLEINChannel Development Manager,Direct Digital, NAB

Hillan is Channel Development Manager - NAB Digital, and is responsible for the strategy to develop NAB's social media channels. He leads the social media servicing function, and has been instrumental in the set up, delivery and implementation of NAB Twitter and Facebook pages. He also works closely with NAB's marketing and PR teams to launch and manage campaigns in the social space, specifically the 'Break up', Student Collective (on Facebook) and recent NAB Commentator on Facebook

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.

CHASE MCMICHAELCo-Founder & CEO, InfiniGraph.com, US

Marshall is the founder of Webmetricsguru.com, an industry blog about Web analytics, social media and search marketing. An Emeritus Director of Social Media at the Web Analytics Association, he is also on the SEMPO Research Committee.

MARSHALL SPONDERFounder, Marshall Sponder, US

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Karen was formally with Telstra for over six years. She was responsible for Customer Relationship, Digital and Online Marketing managing Retention and Growth programs across Home Phone, Mobile, Internet and Pay TV with a customer base of over 10 mlln customers. Karen is also lecturing in the Master of Business and Marketing program at the Macquarie Graduate School of Management. In 2007, she was recognised as the ADMA Direct Marketer of the year and is now Vice Chairman of the Board of the Australian Direct Marketing Association

KAREN GANSCHOWGM, CustomerRelationship Marketing Westpac

BEN HARRISONCommunity Manager, Microsoft

As Community Manager for Microsoft Australia, Ben is tasked with overseeing all of the Social Media channels that fall under the region's umbrella. His primary concerns are to ensure that all channels are consistently growing, maintaining a high standard of response, engagement and accuracy, plus ensuring that there is a return on investment with all ventures. In order to complete these goals Ben manages an international team and strives to be across not only the latest in social and online technology, but the entire suite of products and features available at Microsoft Australia.

For Sponsorship Opportunities – sponsorship@ibrc.com.au

wwwhttps:// Social Media Monitoring& ROI Metrics Forum29th-30th March 2012, The Grace Hotel, Sydney

Day One: 29th March 2012

08:30 Coffee and registration

09:00 Opening remarks

Andy Gent, CEO, Buzznumbers

Anni Rowland Campbell, Intersticia

Opening Session: Social Media Monitoring -Current Best Practice

10:45 Refreshment and networking

13:05 Lunch and networking

15:10 Networking and refreshments

09:10

Louise Denver, Director, Corporate Affairs Communication Innovation and Financial Services, Deloitte

Simon Townsend Innovation Manager and Digital Brains Trust, Deloitte

09:55 Is ‘Social Media Rock Star’ an adequate ROI?

• Deloitte’s ROI journey• The power of digital mentors • > 10,000 clicks on @green_dot• Who’s talking to who on Yammer @deloitte

Social Media and Online Media are transforming our businesses and personal lives. A revolution is clearly taking place in regards to how we communicate and collaborate. At present, few organizations can claim mastery over the tools and techniques or fully understand how to maximise Social and Online Media to achieve specific business goals. However, for those that can the rewards are massive.LISTEN: Shift from a broadcast to listening mentality.UNDERSTAND: Learn the new media metrics and opportunities.ENGAGE: Maximise returns while minimising exposure (live video presentation)

In this no-nonsense session Marshall will highlight what you need to do in order to measure your social media activities against your goals. Marshall is the founder of Webmetricsguru.com, an industry blog about Web analytics, social media and search marketing.

14:35 Not Hitting the Panic Button: Listening During a Social Media Crisis & Navigating the Storm

14.00 The bottom line: How to Monitor and Measure Social Media ROI

Brian Giesen, Director, Ogilvy Public Relations, Australia

Twitter, Blogs, Facebook and other forms of Social Media are now at top of mind and radically changing corporate behaviour in relation to crisis management.The speed, response tactics and platforms have evolved radically since the era when a simple call to a top editor could resolve an issue. Brands that are used to tightly controlled messages are thrust into the back and forth of social media. Detractors are savvy with the ways of YouTube and inciting crowds. Customers and stakeholders often demand that their brands be more transparent and engaging than ever before. This session will cover:• How can you prepare for a crisis today?• How do you rally your Marketing and Communications team to use all of the resources of the social Web and effectively manage a crisis?• How should you assemble a plan?• What NOT to do in Social Media in a crisis

Ben Harrison, Community Manager,Microsoft Australia

11:15 Social Media reporting: Microsoft case study

• Integrating social media in a big tall enterprise• Turning your reporting into something the business can understand and use • Getting different audience types what they need (not what we want them to need)

• Aligning social media with marketing objectives• Listening to and understanding what’s being said about you• Understanding the $ value of social media• Participating and Influencing to increase the ROI• Turning the tables on your CFO

Chad Warren, Senior Product Marketing Manager, Adobe

11:35 Beyond Listening: Measurement and ROI

wwwFor Sponsorship Opportunities – sponsorship@ibrc.com.au

KEYNOTE:

CASE STUDY: DELOITTE

CASE STUDY: ADOBE

There are many automated solutions and emerging best practices that can help business to turn online sentiment into insight and profit. Discussion will be focused on the optimisation of monitoring solutions. This session will also provide actionable examples from some of the biggest brands to help you learn how benchmark and measure the ROI of your social media efforts.

James Quinlan, Social Intelligence Manager & Senior Strategic Planner, DDB (representing Telstra)

Ben Harrison, Community Manager,Microsoft Australia

Chad Warren, Senior Product Manager, Adobe

12:05 Best Practice Monitoring To Benchmark & Measure ROI

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Marshall Sponder, Webmetricsguru, US

Caroline Faucher, Online Communications Officer,RSPCA Australia

15.30 Driving social change through community engagement

• Exploring how not-for-profits can take advantage of social media• Engaging supporters across multiple channel• Measuring success of online campaigns

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wwwhttps:// Social Media Monitoring& ROI Metrics Forum29th-30th March 2012, The Grace Hotel, Sydney

08:30 Coffee and registration

09:00 Opening remarks

Karen Stocks, Head of Media Solutions, YouTubeand Display for Google Australia and New Zealand

Karen Ganschow, GM Customer Relationship Marketing Westpac

09:10 You Tube: Assessing social media ROI

09:45 Beyond listening: Measurement and ROI

• Join the dots between community engagement and sales through the sales funnel• Investigating Westpac’s social monitoring and ROI metrics• Sentiment detection and analysis – building brand advocacy

13.30 Social Media Monitoring and ROI BootcampAn interactive afternoon of social monitoring and ROI investigation:

Synopsys:Social Media has reshaped the face of modern business. Not since the invention of the printing press back in the 13th century has a single form of communication so completely transformed how business is conducted. The speed and veracity of the social media transformation has left a lot of businesses and key decision makers looking for answers, today is the day to get started on finding solutions!

QUESTION: Understand what your social goals are.EXPLORE: Benchmark, discover the state ofplay & plan.EXECUTE: Deliver and track your program.

Andy Gent is CEO of BuzzNumbers, Australia’s leading social media monitoring business and a passionate evangelist in his field. Andy has worked with hundreds of businesses to help them navigate and understand what social media means to their business. Through his dealings with ASX 350 businesses, global brands and state and federal government he has being involved in numerous uses of social media including marketing, research, risk mitigation, employee branding and campaign analysis. He speaks from first hand experience, uses real life case studies and welcomes challenging questions.

COMPANY PROFILE:As Australia's top social media intelligence partner since 2007, we provide industry leading monitoring, reporting, coaching and insights; empowering over 200 forward thinking clients to use social media in delivering key business goals

PRESENTER BIO: ANDY GENT.Andy Gent is CEO of BuzzNumbers, Australia’s leading social media monitoring business and a passionate evangelist in his field. Andy has worked with hundreds of businesses to help them navigate and understand what social media means to their business. Through his dealings with ASX 350 businesses, global brands and state and federal government he has being involved in numerous uses of social media including marketing, research, risk mitigation, employee branding and campaign analysis. He speaks from first hand experience, uses real life case studies and welcomes challenging questions.

10.20 Refreshment break and networking

15:30 Refreshments

Networking drinks reception

16:00 Conference wrap up

For Sponsorship Opportunities – sponsorship@ibrc.com.au

CASE STUDY WESTPAC

16:40 Chair’s summation16:40 Conference close

Chase McMichael Co-Founder & CEO - InfiniGraph.com, US

• See how big brands are using intent to drive action.• Millions of actions but no one is mentioning my brand what do I do?• “behavioural” approach is far more effective in finding who is really influential.

10.45 Social listening is just not cutting it! Going beyond keywords to actionable behavioural monitoring

Day Two: 30th March 2012

16.05 Monitoring brand and reputation at NAB:

Andrew Bognar, Manager, Social Media & Digital Integration, NAB

• Multi-point measurement at NAB• Measuring brand and reputation• Investigating the future value of social media

Jeff Carruthers, Managing Director, Resonate

• Social media monitoring, on its own, has failed to deliver and needs a new approach• Monitoring unknown consumers in social media may be interesting and entertaining BUT ignores the massive asset sitting right in front of your brand – your own customers.• Most brands have extraordinary amounts of data about their own customers – customers who also take part in social media and who willingly talk to and about your brand online.• It is only when brands bring together known and unknown consumer data – with new analytical platforms and metrics – that the real power of social media monitoring will be revealed

11.20 Don’t let the tail wag the dog!

12.10 Lunch and networking

Host: CEO, BuzzNumbersANDY GENT

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