Agenda

How To Win Friends & Influence People In 140 Characters!
Pre-Event Twitter Workshop: 7 February 2012
View agenda here

How Can I Help? Using Social Media To Engage Customers & Drive Business Impact
Post-Event Social CRM Workshop: 9 February 2012
View agenda here

Wednesday 8 February
08.15
Registration

09:00

Editor's Opening Remarks 

 Danny Rogers, Editor in Chief, Brand Republic Group

09:10

Chair's Opening Remarks

Debbie Weinstein, Senior Director, Global Media Innovation, Unilever

09:20

Who Should Own Social Media? The Big Battle Between Collaboration & Ownership

  • Although most agree that not one department owns social – doesn’t the buck have to stop somewhere?
  • What are each discipline’s social objectives and how can you align these?
  • What involvement should agencies have and what type of agency is best placed to handle your social media activity?
  • How can you optimise and streamline activity?

Tom Glover, Deputy Director of Communications & Head of Digital Communcations, Financial Times

Juan Ramlill, Senior Manager, Global Digital Marketing, Sony Ericsson Mobile Communications

Amanda Brown, Head of PR, First Direct

 10:00

Measuring Reach, Engagement & ROI – What Calculator Should You Be Using?

You may think your social media activity is working but are you confident that you can systematically prove its value and ROI? With measurement getting more and more sophisticated what are some of the formulas being used by those ahead of the game and can you really move beyond soft measures?

  • Making social smarter: measuring reach and engagement
  • Tying buzz to business results: when counting likes or tweets isn’t enough!
  • Assessing the indirect impact of your social media activity on customer engagement, sales and the bottom line
  • From data to dollar value: using social media data to more effectively drive business results and optimise your ROI

Jeremy Waite, Head of Social Media, Phones4U

Magnus Cormack, Director of Strategy & Intelligence EMEA & APAC, Syncapse Corp

Clara Dennison, Social Media Manager, MORE TH>N
10:35
Morning Refreshments 

11.00

Fourth Base

James Warren, Chief Creative Officer, Digital, Weber Shandwick, will discuss the similarities between social media and teenage sex; everyone's talking about it, very few are doing it and almost none are doing it well. Based on insights gained from proprietary research, James will talk about how to successfully build social into your brand.

James Warren, Chief Creative Officer, Digital, Weber Shandwick

 

Pick ‘N’ Mix Sessions: Tailor Your Day From A Selection Of Social Media Sessions *

Choose from sessions A, B or C at 11:30 and between D, E and F at 12:20.

 

11:30

A)

Content Is King & Dialogue Is His Queen: How To Get It Right On Social Media

  •  Avoiding content fatigue: steps to ensure that you are creating innovative and engaging content
  •  Keeping the masses engaged across different platforms whilst remaining consistent with your brand
  •  Developing a long-term content strategy across all departments without stifling creativity

Alex Pearmain, Head of Social Media, 02 UK (Chairing Session)

Charles Williams, Editorial Manager, Communications Coordination, British Red Cross

Sophie Brendel, Head of Digital Engagement, BBC

11:30

B)

Setting Up Shop: Driving Revenue Through Social Commerce

  • Assessing if social commerce is right for your brand
     - what are the opportunities?
     - what is the future?
  • Who is the social shopper and how can you tap into their behaviours and motivations?
  • What role do vouchers and incentives play in social commerce?

Sienne Veit, Head of New Technology Business Development, Marks and Spencer

Julia Monro, Community Manager, Marks and Spencer

11:30

C)

Technology & Services Showcase

Want to know what goes on behind the scenes to amplify your brand through social media? Explore and sample the latest tools available to ensure you stay ahead of the game!

12:20

D)

Social CRM: Using Social Media For Customer Engagement & Relationship Management

  • What is Social CRM really?
  • Developing the right Social CRM strategy – how should this be done?
  • What Social CRM database should you be using and how can you integrate this into your existing system?
     - how do you best budget for this and prove its value?
  • Monitoring and managing Social CRM
     - assessing the tools available
     - monitoring response rates and turnaround times

Bian Salins, Head of Social Media Innovation, BT Customer Service

Alex Pearmain, Head of Social Media, 02 UK (Chairing Session) 

12:20

E)

Video: Creating the Viral Effect

  • What are the key components?
  • What is the potential for your brand?
  • Is it actually engaging your audience and delivering a ROI or just gaining hype amongst the wrong audience?

Colin Watkins, Digital Communications Manager, Channel 4 

12:20

F)

Social Media: The Boardroom Verdict

  • Top tips for demonstrating the business impact of social media to the boardroom
    - what can you evidence?
    - justifying headcount and spend
    - proving ROI
  • Overcoming knowledge gaps and gaining boardroom buy-in

Ben Carter, Head of Central Online Marketing, Betfair
13:10
Lunch

 

Pick ‘N’ Mix Sessions: Tailor Your Afternoon From A Selection Of Social Media Sessions *

Choose from sessions G, H and I at 14:10 and between J, K and L at 15:00.

14:10

G)

The Social Media Technology Showcase

Want to know what tools your competitors are using to amplify their brand through social media? Explore and sample the latest technology available to ensure you stay ahead of the game!

14:10

H)

Mobile: The Future Is….?

  • Assessing why, who and when audiences engage with social media on their mobile
  • What’s really in it for the brand and consumer?
  • Identifying how social media is evolving for mobile and how to utilise it as a marketing tool
  • How can your brand engage with consumers through location-based social tools?

Amy Gale, Mobile Marketing Manager, Autotrader

14:10

I)

Legal Issues, Ethical Issues: Red Flags & Best Practices

  • Brush up on the basics of what you can and can’t do on social media

  • Understanding how intellectual property law effects social media

  • What to do if things go wrong

Nick Stringer, Director of Regulatory Affairs, IAB

Phil Sherrell, Partner, Bird & Bird

15:00

J)

Using Social Media To Monitor & Manage Your Brand’s Reputation Before, During & After A Crisis

In this session Visa Europe shares insights on:

  • How to manage your reputation online: dealing with the speed of information circulating on social media
  • The dos and don’ts of how to use social media to react and respond when a crisis does occur

Amanda Kamin, Head of Issues Management, Visa Europe

Alex Pearmain, Head of Social Media, 02 UK (Chairing Session) 

15:00

K)

Gamification Unboxed: Over-Hyped Or The Future Of Interactivity?

Gamification and social media have played a role in marketing in the past, but not like today. Debate whether gaming has a future for brands, hear how brands are using social gaming and discover 5 top tips to use this tool to create long-term brand engagement.

Jeremy Waite, Head of Social Media, Phones4U 

15:00

L)

Understanding & Influencing The Social Audience: Why Consumer Behaviour Trends Can Revolutionise Your ROI

Get to grips with the social, cognitive and emotional factors around how and why your social audience behaves like it does and understand how to really influence purchasing and usage choices.

James Withey, Head of Brand Insight, Precise

Gaelle Bertrand, Brand Insight Consultant, Precise
15:50
Afternoon Refreshments

16:20

Top Tips for Integrating & Distributing Social Media Across All Your Touchpoints: The Aviva Story

When consumer trust in the financial industry was at an all-time low Aviva launched their global campaign ‘You Are The Big Picture,’ this highly ambitious campaign made social media central to its strategy rather than a tactical delivery mechanism and proved to be a great success. Now 18 months on they share the highs and lows of the campaign and explain how they effectively integrated and embedded social media into the heart of their marcomms activity and what positive impact it had on their overall campaign.

Virginia Barnes, Global Head of Brand, Aviva

16:50

Facebook: Brands Are Better In A Connected World

Our mission is to connect the 845 million people on Facebook with the things that they care about. We are building the social technology to help brands connect and engage with their fans and we’ll share why and how businesses can benefit from building essential connections.

Alexander Schlaubitz, Director of Customer Marketing (EMEA), Facebook
17:20
Chair's Closing Remarks & End Of Conference

  * Pick N Mix sessions are available on a first-come, first-served basis and will be capped – book now to avoid disappointment!

08.30 Registration

09.15 Chair's Opening Remarks: The Titanic Global Shifts That Are Changing The World, For Business & For Us As Individuals

David Smith, Chief Executive, Global Futures and Foresight 

09.35 (A) Little Respect

Why the relationship between consumers and brands is increasingly less tolerant. What brands can do to win over increasingly demanding consumers.

Bruce Daisley, Director - YouTube & Display, Google

09.55 New World Order
We are witnessing a major shift in the economic norms of the world. Leadership once wielded by the West is being usurped by Eastern markets. In the East we're seeing rising labour costs and an increasingly powerful domestic market whilst in the West we are facing uncontrollable inflation and shrinking imports. With BRIC manufacturers becoming global brands, the West will stay relevant through innovation, design, culture and other intangibles. How will this affect Western consumer attitudes? How might brands respond? Who will be tomorrow's second-class citizens and why?

Nick Morris, CEO, Canvas8

10.20 Behaviour, Big Society & Well Being – Whitehall Wakes Up To Behavioural Science

Dr David Halpern, Director, Behavioural Insights Team, Chief Strategy Adviser, Cabinet Office/No.10

10.40 Morning Break

11.10 Will Anyone Like Us?

What trends do we see? An accelerated fall in trust in advertising, undermining effectiveness, reducing consumer tolerance – this will all happen if consumers continue to feel bombarded and invaded. They sometimes say ‘no’ to certain types, or frequency, of contact – and when they say ‘no’, they mean ‘no’. Advertising can be cheaper to create, and channels cheaper to buy, but just because we can reach people doesn’t mean we always should. Acknowledge when people say ‘no’ to certain forms of contact, they mean ‘no’. Don’t fail to take head of the warning signs!

Wendy Gordon, Co-founder & Partner, Acacia Avenue
Karen Fraser, Director, Credos

11.35 Latest Insights From Neuroscience On Consumer Behaviour

The neuroscience literature on human behaviour relevant to consumerism is moving apace.  In this talk, Professor Gemma Calvert will review the latest brain imaging and psychobehavioural studies which are telling us even more about how we perceive, evaluate and make decisions about the brands and products we buy. These new insights go some way to explaining why the consumer trends we witness in the global markets are moving in the way they are.

Professor Gemma Calvert, Managing Director, Neurosense Limited

12.00 Increasing Connectivity & Democratisation In Media & Message

How this is changing the way marketers see what they do in terms of role and possibility?

 

Mark Lund, Managing Partner, Now

12.25 "I'll Have What She's Having"
The single most important mechanism shaping human behaviour. You need to get to grips with it pronto.

Mark Earls AKA HERDmeister, author and founder HERD Consulting

12.50 Lunch  

13.50 12 Consumer Trends That Will Kick Ass In 2012

A quick-fire look at 12 trends that should be on every business and marketing professional's radar in 2012. Covering everything from trends in emerging markets to new business concepts to changes in consumer behaviour, this session will inspire you to look eagerly to 2012!

 

Henry Mason, Head of Research & Analytics, trendwatching.com

14.25 What Research Won't Tell You & What Logic Can't
David Ogilvy said of market research that, "The problem is that people don't think what they feel, they don't say what they think and they don't do what they say". Nothing will ever predict human behaviour perfectly. But Behavioural Economics and related sciences are beginning to shine a little more light into the unilluminated corners of human decision making. 

Rory Sutherland, Vice-Chairman, Ogilvy Group UK

14.50 The Future Of Listening
How will we be listening to consumers in the future? How will we engage with what they are thinking and what they will be doing? Can social media tell us all we need to know? What will be the future of traditional market research? Will we be able to separate what they say and what they really think?

Paul Edwards, CEO Europe, Hall & Partners

15.10 Afternoon Break

15.40 Trends Versus Insights In The Pursuit Of Revelation

Richard Huntington, Director of Strategy, Saatchi & Saatchi

16.05 Trends In Consumer Marketing

How decision science (a combination of neuroscience, behavioural economics, cognitive and social psychology) will separate Marketing’s survivors from its dinosaurs.

Phil Barden, MD, decode marketing ltd

16.30 Status Update: The Future Of Social Networking

In 2001, internet penetration ran at 10% or less, even in advanced markets, and online social networks barely existed. Today, they are the most widely-used online services, with membership of the largest networks reaching well into the hundreds of millions. But for those who look at Facebook in the 2010s and see nothing but runaway growth, MySpace should be a reminder that present scale is no guarantee of future success. This presentation will explore the six ‘Pivot Points’ – or points of tension – that we believe will shape the future of social networks over the next decade.

Will Galgey, Global CEO, The Futures Company

16.55 What’s Going To Be The Next Big Thing? It’s Right In Front Of You…
Big brands, marketers and agencies all know mobile marketing, mobile gaming and apps are the future. These companies have the skill-sets, the marketing knowledge and the creativity to create the next big thing. New channels of distribution now mean that anyone can have a go. But, why aren't they doing it for themselves and making that investment?

mills, CHIEF WONKA™ at ustwo™

17.15 Chair’s Closing Remarks