Future Social Media Strategies

Agenda - 15 November 2011

09.30 Chair’s opening remarks & icebreaker
Mervyn Dinnen, Content & Community Manager, jobsite

09.40 Big picture view: Analysing the social media landscape and what it means for marketers

• Focusing on your business drivers and using social media as one tool to achieve them
• Examining approaches to monetising social media activities
• Understanding the demographics of social media and new behavioural trends – how can you effectively tap into that?
• Choosing the correct channels to communicate your message – making new technologies work for you
• Evaluating the opportunities and threats of Facebook, Twitter, GroupOn, foursquare and more
  Owen Donoghue, Advertising Sales Executive UK, Facebook

10.05 Using social media to engage and inform – Creating added value for your customer and brand

• Learning what customers want to hear and what turns them off – Practical tips for harnessing the power of word of mouth
• Is it possible to effectively touch existing customers and find new prospects through the same channels?
• Building a strategy that achieves your business objectives - What should you update and when?
• Building a community around your brand and using social media conversations to influence business strategy and product development
  Sudesh Jog, Head of Retention & Loyalty Communications, BT

10.30 Question and answer session

10.40 How I see it…10 steps to successful social media and SEO
Jonathan Brayshaw, Global Leader, Digital Communications and Social Business, Psion

10.50 Morning refreshments and networking    

BUILDING THE BUSINESS CASE FOR SOCIAL MEDIA

11.20 Practically planning and resourcing a comprehensive social media strategy

• Identifying the platforms you will focus on and how you will monitor them
• Developing a content strategy – How will you actually manage the conversations?
• Identifying and engaging other stakeholders that could or should be involved
• Practical ideas for when resources – budget, time, manpower – are tight
  Peter Parkes, Head of Social Media EMEA, Expedia

11.50 Expert Insight: Effectively measuring the impact and ROI of social media

• Can you really measure the value of social media interactions?
• Evaluating the tools and methods available for measuring impact across multiple channels
• Creating meaningful KPIs for regular reporting and evaluation
• Proven ideas for cost-effectively demonstrating the value of social media activities
  Tom Farrell, Digital Brand Manager, Paddy Power

12.15 Question and answer session

12.25 How I see it…10 steps to securing management buy-in
Stuart Bruce, Principal, Stuart Bruce Associates

12.35 Lunch and networking

13.35 Brand expert panel – How can you prove the value of your social media activities, from engagement to bottom line? 
Expert panellists, from B2B and B2C, will address questions including:

• What value can you put on brand building and customer satisfaction?
• Can you measure the tangible impact of effective social media activity on customer service or advertising spend?
• What metrics do CEOs want to see – what have you found to be most meaningful?
• Which monetisation strategies really work?
  Jussi Wacklin, Digital Marketing Director, Nokia
  Stuart Hall, Social Shopping Blogger and Consultant
  Peter Parkes, Head of Social Media EMEA, Expedia
  Jonathan Brayshaw, Global Leader, Digital Communications and Social Business, Psion

14.15 How I see it…10 steps to mastering mobile social media

SOCIAL MEDIA STRATEGIES IN PRACTICE

14.25 Case study: Understanding the importance of social media monitoring & effectively managing difficult conversations

• Case study: Understanding the importance of social media monitoring & effectively managing difficult conversations
• Understanding the nature of brand/customer relationships – Is a crisis a valuable opportunity to engage?
• Practical strategies for identifying and responding to crisis situations - Key dos and don’ts for social media marketers
• Delivering ROI - integrating social media into the overall mix and justifying return
  Emma Harris, Director of Sales and Marketing, Eurostar

14.50 Question and answer session

15.00 Spotlight on B2C: Attracting revenue through your social media activities

• Successfully driving customers to purchase from social media interactions
• Focusing on the ROI of your activities
• Harnessing the potential of social media e-commerce tools
  Richard Dennys, Chief Marketing Officer, Qype

Or Spotlight on B2B: How can social media add value for B2B marketers?

• Evaluating the most effective tools for B2B and how to integrate them into your strategy
• What can be done on traditionally B2C platforms like Facebook?
• Innovative strategies that could work for you - What can be learnt from B2C?
• What B2B could teach B2C?
  Delphine Remy-Boutang, WW Digital Social Media Marketing Manager, IBM

15.25 Afternoon refreshments and hosted discussion groups

15.50 Spotlight on B2C: Case Study: Examining a market-leading B2C Facebook strategy – What worked and what didn’t?

• How did the strategy develop and which stakeholders were involved?
• Key learning points – what we’d do differently
• What are the ongoing resource requirements – how are they managed?
• How we’ve evaluated the strategy – what it’s delivering
• What new directions are going to be explored?
  Jussi Wacklin, Digital Marketing Director, Nokia

Or Spotlight on B2B: Case study: Using multiple social media channels effectively for B2B communication around our sponsorship of London 2012

• How did the strategy develop and which stakeholders were involved?
• Key learning points – what we’d do differently
• What are the ongoing resource requirements – how are they managed?
• How we’re evaluating the strategy – what it’s delivering
• What new directions are going to be explored?
  Ian Symes, Marketing Director UK & Ireland, Cisco Systems 

16.15 Spotlight question and answer sessions

16.25 Closing panel discussion: The future of social media – what you will see in 2012 and beyond
A panel of industry experts will discuss the latest social platforms and big new ideas, how they’re being used and the potential they offer to both B2B and B2C marketers.

Will Koch, Category Head, Tech & Telco, EMEA, LinkedIn
Kyle Thorne, Social Relations Manager, Virgin Atlantic Airways Ltd
Richard Dennys, Chief Marketing Officer, Qype
Alan Welsman, Digital Marketing Director, The Walt Disney Company, EMEA

17.00 Conference close
 
Book the one day most relevant to you, mix and match days, or attend the whole event for a comprehensive digital head start.