media&advisory& for&immediate&release&...

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MEDIA&ADVISORY&For&Immediate&Release&

&Refresh&at&Humber’s&Inaugural&Social&Media&Conference&&First&ever&Event&Management&class&launches&new&event&

&TORONTO,&Ontario&–&April&9,&2013&–&Humber&College&Institute&of&Technology&&&Advanced&Learning&and&The&Humber&Business&School&present&Refresh:&A&Social&Media&Conference,&the&first&ever&social&media&conference&at&

Humber.&Planned&by&the&inaugural&class&of&postgraduate&Event&Management&students,&the&conference&will&

feature&speakers&from&2Social,&CBC,&ING&Direct,&LinkedIn,&T4G,&Hudson’s&Bay,&The&Huffington&Post,&TSN,&

Rogers&Media,&YouzUs&and&a&panel&of&social&media&practitioners&made&up&of&Humber&Business&School&alumni.&

&

Refresh:&A&Social&Media&Conference&will&expand&postgraduate&students’&knowledge&and&use&of&social&media&as&

they&prepare&for&their&careers.&As&a&part&of&The&Humber&Business&School’s&postgraduate&programs,&students&

are&required&to&complete&an&internship.&Refresh:&A&Social&Media&Conference&will&help&students&learn&more&

about&potential&internship&and&career&opportunities.&

&

Visit&www.RefreshSMC.com&for&more&information&including&the&full&conference&program,&and&follow&the&

conference&on&Twitter&at&@RefreshSMC&and&#RefreshSMC.&

&

EVENT:&&& Refresh:&A&Social&Media&Conference&DATE:& & Tuesday,&April&9,&2013&TIME:& & 1:00Z7:00pm&

LOCATIONS:& Keynote&Speech,&Grad&Panel&and&Breakout&

Sessions:&

The&Assembly&Hall&1&Colonel&Samuel&Smith&Park&Dr.&

Breakout&Sessions,&Feature&Speaker&and&

Networking&Reception:&

Humber&College&Lakeshore&Commons&(L&Building)&&

3199&Lake&Shore&Blvd.&West&

&

INTERVIEW:&& &

• Patrick&Quinn&and&Leviana&Coccia,&

Event&Management&program&students&&

• Susan&Roberton,&Event&Management&

Program&Coordinator,&Humber&College&

• Alison&Hyodo,&Communications&

Coordinator,&DentsuBos&Canada&

• Ahmed&Nulla,&Recruitment&Product&

Consultant,&LinkedIn &• Desiree&Girlato,&Fashion&Management&

Degree&Student,&Owner&and&Designer,&&

ARMED|&The&Jewelry&Closet&

• Erin&Richards,&Entertainment&Publicist,&

CBC&TV&&

• Adeeb&Sajjad,&Recruitment&Consultant,&

Hays&Recruitment&Canada&

• Elspeth&Malcolm,&Account&Coordinator,&

MacLaren&McCann&

• Jaime&Stein,&Senior&Social&Media&

Manager,&ING&Direct&&

• James&Saull,&Marketing&Coordinator,&

and&Kate&McKenna,&Digital&Content&

Creator,&TSN&

• Jeff&DeChambeau,&Senior&Analyst,&T4G&

• Jessica&Frohman,&Promotions&

Manager,&JAZZ.FM91&

• Lauren&Shirreffs,&CoZfounder,&2Social&

• Mark&Ryhorski,&Management&

Consultant&

• Michael&Bertrand,&Project&Manager&

and&Marketing&Associate,&Tembo&

Social&&

• Mike&Dover,&Managing&Partner,&

Socialstruct&Advisory&Group&

• Patrick&Dickinson,&Sr.&VP&of&Core&

Marketing&&&Brand&Strategy,&Hudson’s&

Bay&

• Ron&Nurwisah,&Community&Manager,&

The&Huffington&Post&Canada&

• Sonya&Gill,&Founder,&YouzUs&

• Stephanie&Marshall,&Senior&Manager&–

Social&Media,&Rogers&Media&&

• Steve&Dolson,&CoZfounder,&2Social&

&PmoreP&

&

!

!

About&Humber&College&Institute&of&Technology&&&Advanced&Learning&Established&in&1967,&Humber&is&one&of&Canada’s&leading&postsecondary&institutions.&Committed&to&student&

success&through&excellence&in&teaching&and&learning&and&connections&with&industry,&Humber&serves&27,500&

fullZtime&students&and&56,000&continuing&education&registrants.&With&an&internationally&recognized&reputation&

for&quality&learning,&Humber&offers&a&wideZrange&of&careerZfocused&opportunities&for&students&to&personalize&

their&educational&path,&including&150&fullZtime&programs&across&more&than&40&fields&of&study,&200&partZtime&

and&400&online&programs&or&courses.&More&than&four&out&of&five&of&Humber&graduates&are&employed&within&six&

months&of&completing&their&studies.&Visit&humber.ca.&

&

Z&30&Z&

&For&more&information&please&contact:&Leviana&Coccia&/&Caleigh&Borthwick&

Marketing&and&Public&Relations&Committee&

Refresh:&A&Social&Media&Conference&&

Humber&College&Institute&of&Technology&and&Advanced&Learning&

[email protected]&[email protected]&

&&

Nadia&Araujo&/&Andrew&Leopold&

Marketing&and&Communications&

Humber&College&Institute&of&Technology&&&Advanced&Learning&

[email protected]&[email protected]&

416.675.6622&ext.&5479&/&4296&

!

2013

Tuesday April 9th, 2013 12:00 pm to 7:00 pm

The Assembly Hall at 1 Colonel Samuel Smith Park Drive

(Kipling Ave & Lake Shore Blvd W) & The L Building at Humber Lakeshore Campus

TUESDAY APRIL 9TH, 2013 PAGE | 1

CONTENTS Join the Conversation ......................................................................................................................................... 1

Event Overview ................................................................................................................................................... 2

Schedule ............................................................................................................................................................. 2

Breakout Sessions ............................................................................................................................................... 2

Graduate Student Panel ..................................................................................................................................... 3

Featured Speakers .............................................................................................................................................. 5

Breakout Session Speakers ................................................................................................................................. 7

Networking Cocktail Session Menu .................................................................................................................. 10

Social Media Contest ........................................................................................................................................ 10

Campus Map ..................................................................................................................................................... 11

Production Team .............................................................................................................................................. 12

JOIN THE CONVERSATION

www.refreshsmc.com @RefreshSMC#RefreshSMC

Refresh: A Social Media Conference


EVENT OVERVIEW Refresh: A Social Media Conference is an industry conference designed to expand postgraduate students’ familiarity with and use of best practices in social media marketing and management and introduce them to thought leaders in this area.

On April 9th, we aim to enable attendees to better understand how social media is being successfully leveraged by industry, to showcase how social media business skills lead to jobs, and to provide an opportunity for thought leaders to connect and explore current trends and issues in this area.

Refresh is hosted by The Humber Business School at Lakeshore Campus and is organized by the inaugural class of postgraduate students in the Event Management program. Postgraduate students studying at The Humber Business School are required to register for the event.

SCHEDULE BREAKOUT SESSIONS

12:00 pm Registration The Assembly Hall

1:00 pm Keynote Speech: Mike Dover The Assembly Hall

2:00 pm Graduate Student Panel The Assembly Hall

2:30 pm Energy Break

3:00 pm Breakout Session #1

4:00 pm Breakout Session #2

5:00 pm Closing Agenda: Patrick Dickinson L Building, 2nd floor

5:00 pm Closing Panel & Networking Cocktail L Building, 2nd floor

Breakout Sessions #1 Breakout Sessions #2

Erin Richards Entertainment Publicist CBC Television The Assembly Hall

Lauren Shirreffs & Steve Dolson Co-founders 2Social Fashion Institute, Rm 102

Jamie Stein Senior Social Media Manager ING Direct L Building, Rm L1004

Ron Nurwisah Community Manager The Huffington Post Canada L Building, Rm L1009

Stephanie Marshall Senior Manager – Social Media Rogers Media L Building, Rm L1009

Sonya Gill Founder Youzus L Building, Rm L1004

James Saull & Kate McKenna Marketing Coordinator & Digital Content Creator TSN The Assembly Hall


GRADUATE STUDENT PANEL

• Elspeth Malcolm is an Account Coordinator at MacLaren McCann, working at the Momentum branch of the company. At MacLaren Momentum, Elspeth is responsible for executing events, promotions and social media contest fulfillment. In Elspeth's current role, social media such as Facebook and Twitter are a crucial component to a successful event or promotion. Elspeth is a graduate of Dalhousie University in Sociology as well as of the Post Graduate Certificate in Marketing Management at Humber College Business School.

Elspeth Malcolm

• Jess Frohman, an Alumnus of the Humber Marketing Management program in 2010 and a graduate of the Humber College Radio Broadcasting program, is the Promotions Manager at JAZZ.FM91, Canada's premier jazz station and global broadcasting leader. She designs, organizes and fulfills JAZZ.FM91’s promotions and donor/listener events including International Jazz Safaris to Chicago, New York, New Orleans and Monterey, over 100 concert events annually and executes all of JAZZ.FM91’s marketing and publicity. JAZZ.FM91 is one of the most active and progressive users of social media in Canadian broadcasting and has built its audience to one of the largest in the world.

Jess Frohman

• Ryan Ghaeli, after attending McGill University for Civil Engineering, decided to test his skills in Market Research – a bit of departure from Structural Mechanics. Four years later, with experience across several industry verticals (Automotive, Entertainment, and Pharmaceutical), he went back to school and completed a Post-Graduate Certificate in Marketing Management from Humber. Since joining twenty6two, a boutique advertising agency based here in Toronto, Ryan has planned and bought all forms of media in both Canada and the USA for such clients as Spiderman: Turn Off The Dark, Rock of Ages, DreamWorks, Live Nation, Plan Canada, Mill Street Brewery and more.

Ryan Ghaeli


• Michael Bertrand is a Project Manager and Marketing Associate for TemboSocial, a leading provider of interactive engagement and community building solutions. At TemboSocial, Michael is responsible for all content management and content marketing. Through the use of tools like HubSpot (inbound marketing software) and social media channels like LinkedIn, Michael is responsible for supporting the sales team and delivering marketing qualified leads every day. Michael is a graduate of Wilfrid Laurier University in Communication Studies as well as the Marketing Management Post Graduate Certificate program at the Humber College Business School.

Michael Bertrand

• Desiree Girlato is completing her Fashion Degree at Humber and is days away from graduating, but also runs ARMED Jewelry, one of Canada’s most progressive jewelry retail companies that uses social media to promote its products across a highly diverse range of customers. Desiree sells handmade jewelry that she designs, and creates. She also sells her jewelry to seven other stores within Toronto and has plans to grow her business into the US market this coming Summer. Desiree also has recently been awarded by both the Humber New Venture Seed Fund and the Innovation Humber Incubator (IHI) in its ‘Friendly Fire Competition’ for a total of $18, 000 to assist her jewelry venture.

Desiree Girlato


FEATURED SPEAKERS

Mike Dover Managing Partner, Socialstruct

Patrick Dickinson Senior Vice President, Core Marketing & Brand Strategy, Hudson’s Bay

Ahmed Nulla Recruitment Product Consultant, LinkedIn

Mike Dover is the co-author of Wikibrands: Reinventing Your Company in a Customer-Driven Marketplace, which focuses on using technology to create a stronger relationship with the consumer through strong brands and loyalty. Also, he is a highly connected research executive leading a world class think tank, nGenera Insight in which Mike is responsible for content quality and client management. Currently, he is the managing director and partner of Socialstruct Advisory Group and presently a faculty member at Humber College. He is an experienced public speaker and panelist who is frequently quoted on technology and social issues in publications such as the Globe and Mail, National Post, Backbone Magazine and Computer World and many popular radio and television shows.

Ahmed Nulla is a talent management connoisseur who utilizes a business savvy approach and innovative ideas to create success and deliver winning results. With interactive consulting sessions, insightful training seminars, and being proactive in business consulting, his work with LinkedIn as a Recruitment Product Consultant, Ahmed works in creating effective human capital strategy with his skills in leadership, social media, coaching, and human resources.

Patrick Dickinson has spent his working career in the study and practice of Retail Marketing. He started his career in advertising at J. Walter Thomson and later Publicis, where he developed campaigns for some of Canada’s largest retail companies and later starting his own marketing consulting company. From there he moved to The Bay where, as the Senior Vice President, Marketing, he led all marketing efforts in the turnaround of this 2 billion dollar, iconic, Canadian department store chain. In his current role as Senior Vice President, Core Marketing & Brand Strategy for HBC he now has North American responsibility for both Lord & Taylor and Hudson’s Bay overseeing all Brand Strategy, Consumer Advertising & Promotion, Loyalty Programs, Credit Marketing and the leveraging of CRM Data into new Customer Engagement platforms.


Jeff DeChambeau Senior Research Analyst, T4G Limited

Mark Ryhorski Management Consulting

As an analyst with T4G’s Research unit, Jeff finds and develops interesting ideas that might change the way business works. When he is not developing and refining arguments of his own, Jeff works with T4G’s business leaders to understand what it is that they do, and present their perspectives in written papers. Jeff loves working with ideas: "I get to work with not only ideas that are changing the way technology, society, and business all work," he says, "but with the people who are bringing those ideas to life. It's exciting." Before joining T4G, Jeff honed his skills working with Canadian business guru Don Tapscott at his boutique tank, New Paradigm. Outside of work, Jeff’s always up for a debate—an occupational hazard from studying Philosophy back at school. Jeff offers this guidance to anyone joining the team: "go into your bio interview with a piece of advice ready to share," he suggests, "they will ask you for one."

A highly skilled business executive with 18 years of experience in management roles in leading manufacturing and marketing companies, including Ford Motor, Kia Motors and Ingersoll-Rand, and as a management consultant with McKinsey & Company and own practice. Particular strengths in the areas of business strategy, sales and marketing, operations effectiveness, and leveraging technology. Skilled in business modeling, organization design, contract negotiation, and operations analytics. Extensive experience in European market. Professional engineer (mechanical) with MBA from Insead (France).


BREAKOUT SESSION SPEAKERS

Erin Richards Entertainment Publicist, CBC Television

Jaime Stein Senior Social Media Manager, ING Direct

Stephanie Marshall Senior Manager – Social Media, Rogers Media

After earning a Bachelor of Arts degree in English & Communications from Queen’s University, Erin began her career as a Media Executive in the UK and a Media Investment Coordinator in Sydney, Australia. She returned to Toronto and gained local experience through PR internships before landing an Event Coordinator role for the Northern Pavilion during the Vancouver 2010 Olympic Games. Before joining the CBC, she served as a Senior PR Consultant with Veritas Communications where she was responsible for media relations and social media community management. Her current post with the CBC involves working with broadcast talent, television production, marketing and digital executives to develop and execute publicity plans for CBC Television shows such as Dragons’ Den, George Stroumboulopoulos Tonight, Mr.D, and more.

Humber College and the Event Management students are very excited and honoured that Jaime Stein will be joining us as a Breakout session leader at our Social Media Conference. Jaime Stein is a Social Media expert, a Content Marketing leader and an engaging Public Speaker. He has a Bachelor of Arts from McGill University and a Bachelor of Journalism from Ryerson University. He recently earned an MBA with a focus in Marketing and Strategy from the Rotman School of Management. Jaime is currently the Senior Social Media Manager at ING DIRECT Canada and in this role he leads their social media strategy. Formerly, Jaime spent four seasons working as the Canadian Football League’s head of digital and social media, where he redefined the content strategy for the CFL and launched their involvement in social media.

Stephanie has been working in the digital space since the 90’s, and has worked both in the agency world and the media sector. Currently she leads the social media strategy for Rogers Media, including brands in publishing, television, and radio. Having been with Rogers since social media exploded onto the scene Stephanie has been focused on finding and maximizing the value of the new platforms. She has worked on the digital campaigns of multiple leading brands including Molson, Trojan, Royal Bank, Holt Renfrew, and Levis. Prior to Rogers, Stephanie led a digital interactive documentary team for CBC Radio News and Current Affairs. She has an MBA from Schulich, with a specialization in Media.


Lauren Shirreffs Co-Founder, 2Social

Steve Dolson Co-Founder, 2Social

Ron Nurwisah Community Manager, The Huffington Post Canada

Graduating from Fashion Marketing from the Academy of Design and Technology & London City University (UK), Lauren began her career as a creative director at the Gingerich Group. She then began to work as the Freelance Community Manager and Social Media Strategist for multiple brands and companies such as, Arbonne Canada, Family Honda, Fashion Group International, the Academy of Design, the Toronto Film School, and more. She also planned and executed a medium-scaled charity event hosted by Dwight Drummon (CBC) and K-OS (musician) for Literature for Life. This year, Lauren partnered with Steve Dolson and began 2Social, a social media marketing and branding company. They diversified their offerings to include copywriting, e-commerce + web development, events, and more.

Ron Nurwisah has been working in online media for almost a decade. He was a writer and editor at Torontoist, one of the first city blogs in Canada. He was also part of the online team at the National Post, where he worked as a home page editor and helped shape the online editorial strategy at that publication. He is currently the Community Manager at the Huffington Post Canada, focusing on the social media projects and strategy for HuffPost and AOL brands in Canada.

Graduating with a Bachelor of Technology from McMaster University, Steve began his social media career at a co-op position after convincing an automotive garage that social media was the next big thing. Next, Steve worked at BuzzBuzzHome, doing community management for large condo developments and big real estate associations. After work he saw a void within the social media market for an agency specific to social media development. From this, 2Social was created in 2011 and Steve's been using the company as a vehicle to build social media landscapes for companies around both Hamilton and Toronto. Steve teamed up with Lauren Shirreffs to add strength, value, and another creative perspective to the company. Steve is also founder of LXRY Magazine, an online luxury magazine that showcases luxury products and services available in Canada.


Sonya Gill Founder, Youzus

James Saull Marketing Coordinator, TSN

Kate McKenna Digital Content Creator, TSN

Founder of Youzus (“Use Us”), Sonya has nine years of experience in Journalism and Social Media. She has worked for television and radio stations such as, The Weather Network, ATN, India Abroad, BBC/Worldband Media, Sahara One, Jiggy TV, TV Asia, and The Food Network. She founded Youzus in 2010 where it originally started as a coaching blog that specialized in teaching people how to grow their businesses on the Internet. Today Youzus has over 12 employees, and clients from all around the world.

James Saull is a graduate of Laurentian University, where he received his BComm in Sports Administration. During his time in school, he acted as a Research Consultant for the Dallas Mavericks and the President of the Student Association. He started his career as a Media Sales and Marketing Intern for the CBC. He was promoted to Trade Marketing and Event Specialist, where he held his position for a year before moving into an exciting position as Manager of Sales and Community Relations at TO PLAY Toronto. Most recently, James has been working with TSN as a Marketing Coordinator. At TSN, James is responsible for the expansion of TSN’s social footprint across a wide arrange of social media platforms.

Kate McKenna graduated from Queen’s University in 2009 with an honours BA in Women’s Studies and a Bachelor of Education. From there, she attended Mohawk College and completed their Public Relations & Communications program. Upon graduation, Kate has experienced many great opportunities with leading companies. She worked in the Sports Department at CBC as a writer, before joining the team at TSN. Kate started off at TSN as the Social Media Host for CFL on TSN before moving into her current position as Digital Content Creator for the network.


NETWORKING COCKTAIL SESSION MENU

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Spanakopita Veggie Spring Rolls Veggie Stuffed Pita Mushroom Bundle Crab and Brie Phyllo Pate Maison Quiche (assorted) Beef Empanadas Smoked Salmon Rosetta with Capers

SOCIAL MEDIA CONTEST Interact to win a one night stay at The Fairmont Royal York – one of Toronto’s premier hotels. Engage in our social media challenges throughout the day for your chance to win.

Complete at least three of the five social media challenges for your chance to win. Make sure to submit your ballot at the cocktail reception, held in the L building, following the conference. Winners will be announced during the reception. For more information, please refer to the ballot in your registration package.

TWEET using the event hashtag

#RefreshSMC

LIKE Refresh: A Social Media

Conferenceon Facebook

TWEET using #withoutSMiwould

TWEET a photo of your

Red Bull.Be creative!

FOLLOW @FairmontRYH


CAMPUS MAP

The Assembly Hall, 1 Colonel Samuel Smith Park Drive

The L Building, 19 Colonel Samuel Smith Park Drive

Humber Fashion Institute, 3166 Lake Shore Blvd. W.


PRODUCTION TEAM Humber Event Management Program

VENUE COMMITTEE MARKETING & PUBLIC RELATIONS COMMITTEE Chair: Sheena Archie Secretary: Caitlin Price Bree Dayus Bukky Ipaye Cat Hrmo Dan Bulmer Dani Bingley Greg Huzar Thomas Haxell Wendy Kim

Chair: Jessica Disipio Secretary: Sonia Leung Andrew Sutherland Avantika Tharakan Caleigh Borthwick Dela Kumapley Kate James Ksenija Stupar Leviana Coccia

REGISTRATION COMMITTEE CATERING COMMITTEE Chair: Cristina De Miranda Secretary: Jenny Whistance-Smith Aubyn Evon Banafsheh Zia Chantal Simpson Christie White Emma Tiffin Nicole Amorim Nicole Elliott Sarah Ashenhurst

Chair: Anna Pham Secretary: Carl Sachs Carleigh Ross Jane Lee Jocelyn Lozon Katie Robert Kayla Favot Marina Skrypnyk Penny Leung Shublia Khonga

SPEAKERS’ COMMITTEE SPONSORSHIP COMMITTEE Chair: Jimmy Paterson Secretary: Jane Van Rooyen Ali Courtemanche Arielle Di Leo Boriana Gantcheva Christopher Douglas Mireia Peace Nicole Cowan Suraiya Rahman Zahra Khalani

Chair: Bryanna Dubreuil Secretary: Graham Wilbur Secretary: Alyssa Minnery Leah Woolridge-McPherson Lindsay Kanaya Mercedes Oram Patrick Quinn Sarah McLellan Stephanie Knowles

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