Conference Programme
Securing Return on Investment in Social Media Marketing; Conference with Global and Local Practitioners
Tuesday, 16th November 2010
SkyCity Convention Centre, Auckland
9.00am: Welcome
Nicholas O’Flaherty, Managing Director, Bullet PR
9.20 am: Keynote speech: The Truth About Social Media ROI
Companies world-wide are struggling to understand where and how social media fits in with their business. Social media marketing presents all new challenges in measurement and this presentation will offer strategy and practical insights to use immediately:
• Essential business problems solved with business social media participation
• New rules for customer engagement and monetization of social media
• Examples of how companies are measuring success
• A model of social media strategy and measurement
Lee Odden, CEO, TopRank Online Marketing, USA, advising Fortune 500 companies
Founder, TopRank Blog, Number Eight on Ad Age’s Power 150 Blogs
10.10am: Making Social Media an Integral Part of the Business
- Social Media Innovation and Best Practice from Deloitte
• How to get buy-in and understanding from across a large business
• Providing a platform for internal and external social media activity
• Encouraging employees to collaborate online
• Using social media to recruit new employees
• How social media can be used to build and grow the image of the brand
Louise Denver, Head of Innovation and Communications, Deloitte Australia
11.00am: Morning coffee
11.20am: Social Media and ROI: How to Deliver Tangible Results
- UK case Study
• Learning how to listen effectively using the tools at your disposal
• How to engage and deal with criticism and negative feedback
• Managing yours and others time on social media
• Your role in managing your brand’s long-term social media strategy
Simon Wakeman, Head of Marketing and Communications, Medway Council, Greater London, UK
12.10pm: Lunch and networking
1.20pm: Unleashing the power of brand ambassadors – how targeted online video drives sales. Case study: Shoes of Prey, Most Innovative Online Retailer of Australia 2010
• Picking the right person to represent your brand
• Why increased views, more fans and huge spikes in traffic don’t always lead to better sales
• How to learn from what’s happened in past social media campaigns so you get it right for your company
• The best tools to use in order to track results from social media activity on YouTube, Twitter, Facebook, blogs
• Multi-channel marketing; leveraging social media to maximise spend in others forms of media
Michael Fox, Founder, Shoes of Prey, Australia
1.50pm: Social Media in a Crisis. Case study: Victorian Bush Fires
• Reacting to the thirst for information after Black Saturday
• Preparing a social media strategy for the next fire season
• The importance of listening
• Making sharing a key part of your social media strategy
• Go to where people are: mobile social and Facebook
• Empowering people by putting info at finger tips
Darren Whitelaw, General Manager Corporate Communications, Department of Justice, State Government of Victoria
2.30pm: Panel Discussion: Kiwi brands and social media – differing ways to achieve ROI
Chair: Michael Carney, CEO, SocialMedia.org.nz
• Richard Irvine, Head of Online Communities, Telecom
• Warren Powell, CEO, Hell Pizza
• Jarrod Bear, Head of Marketing, Tui Beer
• Simone McCallum, Head of Internet Community Support and Operations, ASB Bank
3.30pm: Afternoon tea
4.00pm: Find The Right Audience Using Digital Media: How Professionals And Businesses Can Get The Most From LinkedIn
• Richard Irvine, Head of Online Communities, Telecom
• Warren Powell, CEO, Hell Pizza
• Jarrod Bear, Head of Marketing, Tui Beer
• Simone McCallum, Head of Internet Community Support and Operations, ASB Bank
• The way the digital landscape has changed over the last 20 years
• How to find and target the right audience for your product or service
• Insights into where different demographics invest most of their time in terms of digital media
• How to share the most compelling information from social media platforms
