Полный план конференции «SOCIAL MEDIA — BEYOND THE HYPE» 26 октября, в Лондоне

Если вы действительно хотите научиться измерять эффективность бренд активностей в социальных медиа — вам надо там быть!

08:30 Registration and refreshments

09:00 Introduction from the Chair

Martin ThomasAuthor of Crowd Surfing and Loose


09:20 Community engagement: Understanding how to keep your fans and followers happy — Philips case study

  • What should I post? Finding out what is interesting to your audience and what isn’t
  • When should I post? Getting a handle on when your audience is most engaged
  • The dangers of community mismanagement; posting too little or too much
  • Going beyond liking and following – identifying influencers
  • Can you convert a fan from being intrigued to making a purchase?

Clive RoachSocial Media Strategist, Healthcare and LightingPhilips

09:50 Building long-term relationships with brand advocates for measurable success

  • Going beyond Facebook and Twitter to really get to the heart of engagement
  • Blogger outreach – daily efforts to build love for the personalities behind the brand
  • When the chips are down, who will fight your corner and be your brand advocates?
  • Measuring online engagement next to clearly defined goals; the metrics Virgin Atlantic have used

Fergus BoydHead of eBusinessVirgin Atlantic Airways

10:20 Audience Q&A



10:30 Best practice measurement strategies to prove social media’s impact on the bottom line

  • How to win the business case internally with hard metrics of success
  • Looking at dialogue’s real impact on the brand – can we put a value next to it?
  • An overview of the newest analytics tools available
  • How to track where a sale comes from – isolating the impact of your social media activities to show clear ROI
  • What are we looking to achieve and what returns we can realistically expect – outlining the parameters of success and failure

Richard Pentin, Group Planning Director, Tullo Marshall Warren

11:00 Networking break

11:20 Can we assess social media with measurement frameworks and metrics?

  • Engagement without analysis; are you driving without direction or purpose?
  • Key questions to ask:
    • What exactly are we measuring and why?
    • What does success look like?
    • How will we know when we get there?
  • Real time measurement – are you listening and monitoring what’s being said about you?
  • Paid, owned and earned activities
  • Fighting through the plethora of frameworks on offer. Can we really see a genuine ROI?

Mat MorrisonHead of Social MediaStarcom Mediavest

12:00 Panel debate discussing how people can practically measure their social media efforts

Clive RoachSocial Media Strategist, Healthcare and LightingPhilips
Mat MorrisonHead of Social MediaStarcom Mediavest
Peter HaslettGlobal Head of ASIIpsos

12:40 Are you listening? Real time measurement and monitoring

  • Real time insight – using social media to give you daily insight into your marketing wins (and not so wins)
  • All over in 48 hours – ways to keep your social presence strong between campaigns and avoiding trouble
  • How to ‘curate’ communities to recycle the value from one campaign into another
  • Using social presence to add value throughout the campaign & improve your ROI

Andrew WalkerCo-Founder and Chief Innovation OfficerTweetminster

13:10 Audience Q&A

13:20 LUNCH

14:20 — 15.20 Practical 30 minute how-to sessions
Choose two of the following:
Facebook by Ross Breadmore, Consultant, Nixon McInnes
Twitter by Eva Keogan, Head of Social Media, LBi
LinkedIn by Dave Sumner Smith, Founder and CEO, WordZone


15:20 Networking break



15:30 Integrating paid, owned and earned marketing media

  • The advantages offered by each media
  • Using paid, owned and earned in harmony:
    • The advantage of leaking content early on to create interest
    • Using earned media to leverage your audience and advocates to help circulate and further promote your content
    • Maximising exposure through paid media execution
  • A holistic example of where all three have worked together: from advertising to word-of-mouth to microsites.

Tamarah KhatibHead of eCommerceEuropcar

16:00 Audience Q&A



16:10 From Social Media to bricks-and-mortar — how the Jimmy Choo trainer scavenger hunt campaign increased in-store sales

  • The challenge: raising awareness and creating buzz about the launch of the new Jimmy Choo trainer collection.
  • The solution: the Jimmy Choo trainer scavenger hunt – a way to engage customers offline and online simultaneously
  • Proven results – how in-store sales went up 33% during the campaign
  • Practical advice for how brands can include geolocation strategies into their marketing plans

Matt RhodesClient Services DirectorFresh Networks

16:40 Audience Q&A



16:50 Setting personality and tone of voice to help grow your online presence organically

  • How branding has moved on from simply being about brochure-like, well executed and rigorously pre-defined websites
  • Showing that you are more than a flat dimension with one-way communication – how to embody your full persona online
  • Proven success stories — learning from smaller companies who have found their voice; Moolies, BlendTec, Squishable, TOMS Shoes
  • Top five tips to set the tone you want to project within the social space

Mike RoweCEO1000heads

17:20 Audience Q&A


Please note that the agenda is subject to change without notice.


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