report on -...
TRANSCRIPT
Report on
6th
Social Media World Forum and Visit
18 to 20 March 2013, London, England
Prepared by:
Ms. Angel Cheung
Development Officer
The Hong Kong Federation of Youth
Groups
Mr. Ray Yeung
Officer (Corporate Communications)
The Hong Kong Council of Social
Service
13 September 2013
Content
A. Introduction
B. Evaluation of the Event Programme
C. Observation / Implications to Hong Kong / Recommendations
D. Evaluation of the Event Organizations
E. Conclusion
Appendix One: Details of the programme
Appendix Two: Photographs
Contacts (People / Organizations) brought from the Forum & Visit
A. Introduction
Social media is everything and it’s in everywhere. In fact, social media is growing at
an explosive rate with millions of updates and news every minute that you could
barely imagine the power of communication it can create.
Introduction of Social Media
The new media
Be definition, social media, which is also called new media and web 2.0, is a form of
new online platform which moves people from receiving static information on
traditional websites to a more conversational tools on a broadband connections. Any
single comment, feedback online can be uploaded instantly online and getting viewed
by the audiences to feedback and communicate. It is a form of communication in this
era that help building communities that encourage participation, engagement and most
importantly interaction.
Categories of Social Media
Apart from the common tools as popularly used in the local context, social media is
indeed included in a wider scope and examples of social media tools are listed as
follows:
1. Audio Sharing, e.g. Podcast, media sound file to be picked at reader’s convenience
2. Blog, commentary or news on particular subject including images, links to other
blogs and media
3. Video Sharing, e.g. YouTube, upload and sharing of videos, it can be embedded
into websites and tagged for sharing. Conversations developed from comments about
video content or message.
4. Micro blogging, Social networking service as SMS text-based posts; ideal for
keeping in touch within a community
5. RSS and Feed readers, feeds can be automatically picked up to read at reader’s
convenience
6. Photo Sharing – online photo storage includes tagging and commenting
7. Social networking – community websites include char, messaging, email, video,
file sharing, discussion group
8. Social Bookmarking – way to access bookmarks you save or others tagged and
saved in subject that interest you
9. Social collaboration and productivity tools – groups of people to work
collaboratively towards the document or participate in an online event or conference
10. Wiki. Websites allow users to easily create, edit and link pages together.
Trend of Social Media
Nowadays, hundreds of thousands people are using the different social media
platforms to communicating with their friends, families and societies globally. The
organizations are also engaging with their stakeholders through the social media.
According to the researches of Search Engine Journal (2012) and Facebook (2013),
Facebook owns the 7 hundred millions active account users, which is the top rate of
the social media platform. Second is Google+, which owns 350 millions active
account users. Third is YouTube, which owns 350 millions active account users. The
fourth is Twitter, which owns 280 millions active account users.
Mobile is also the trend at the social media. Around 1 billion people used the
smartphones in 2012 globally. Adobe expects that more 1 billion smartphones will be
sold in 2015. So, we cannot ignore the “mobile” effect at the social media.
In Hong Kong, the most popular social media platform is Facebook. There are over
4.3 million active account users. Over 3.5 million people use the Facebook through
the mobile equipments, e.g. smartphone and Tablet PC. 6 of 10 Hong Kong residents
own the Facebook accounts.
Social media plays the key role of communications in global. Two Delegates joined
the “Social Media World Forum and Visit” in London, England. They tried to learn
the experience in Europe.
B. Evaluation of the Event Programme
Around 450 people from Europe and Asia joined the Social Media World Forum
(SMWF) in London on 18 & 19 March 2013. Over 80 presenters from Europe shared
the practical experience of using social media at 15 presentations and 13 parallel
sessions.
Most of presentations were focusing on the commerce and marketing at the Weston
business sector. The delegates learnt the 3 best practice cases at SMWF, which were
very meaningful and interesting, including, KLM, MIGROS and World Bank.
Best practice business case sharing: KLM
KLM Royal Dutch Airlines (KLM) is the one of the large airline companies in the
world. Ms. Karlijin Vogel Meijier, Manager Social Media KLM, shared its social
media strategies and techniques.
“Communication is key” is the strategy of KLM. It has 3 leading principles to
achieving the strategy, including, “Service is Sales”, “Be cool to hang out with” &
“Don’t push. Create stuff worth sharing”. Social media is the quick and responsive
tool for the communication between company and consumer. They form the 24 hours
operation team to responding the online enquiries through different social media
platforms timely, e.g. response the online enquiry within 15 mins and complete the
handling case process within 9 hours on average.
KLM also created the social media campaign to increasing the company income and
number of consumers. They invited consumers to vote for their favorite destinations
and invited the friends of customers to join it. It was the low cost and big effect
promotion activity through social media in Europe. Finally, the sale of KLM was
increased 30% through the campaign.
KLM clearly understood that “consumers don’t care about procedure”. They make use
of social media for building strongly and royalty customer relationship and also
giving efficient responses to getting the trusts from consumers.
Best practice business case sharing: MIGROS
MIGROS is the largest retailer in Switzerland, which also is the producer. Their
two-way communications channel is key successful method. The production and retail
procedures involve their key stakeholder – consumers.
In the engagement strategy, they adopt the comments and opinions from the
consumers through social media platform. Mr. Markus Maurer, Social Media
Consultant of MIGROS, said that their consumers have to “recommend”, “post”,
“comment”, “dislike”, “like” about their products at the social media platform. The
consumers control the “word-of-mouth”. MIGROS emphasizes it and bring their
opinions into the production and retail procedures.
MIGROS fully engages the general public at the production and retail procedures.
They define the product questions or requests and brainstorm the questions with the
general public. Then, they produce some of sample products. The general public votes
the preferred sample at the website and social media platform. The voter also knows
that which friend votes the same sample. MIGROS adopts the vote result and produce
it. They also set the feedback procedure, e.g. if they receive 480 negative feedbacks in
10 days. It automatically report to the product manager.
MIRCOS adopts the well two-ways communications with the stakeholders through
social media platforms. They make use of social media for building royalty consumer
relationship; responding to instant feedbacks & allowing consumers to be marketers.
Best practice NGO case sharing: World Bank
World Bank is not a bank in the common sense and owned by 188 members countries.
It is working in over 100 countries and provides the advisory service, research,
low-interest loan etc.
World Bank believes that “Social Media” is your embassy; a “Good Website” is your
home country; “People are your (organization) greatest asset”; “if your clients sense
you’re open and engaged, they’ll be that way, too. Same goes for your staff”. It is
starting the social media engagement process since 2005. The social media policy is
endorsed and adopted in 2010. It completed the data analysis of World Bank
Facebook, e.g. its Facebook followers want a better future; more than 80% of
followers come from developing country.
World Bank develops the global social media engagement strategy. “The big picture is
comprised of many, many details”. The multilingual, multiplatform, visual &
localization are adopted at the strategy. It allows the different branches around the
world to open their own social media accounts (e.g. Facebook or Twitter) in order to
engage and get the support from local people.
The “Social Media Policy” is developed, which is the great practice for the staff to use
the social media easily. Its policy is meant to empower the staff to engage around their
expertise and work, but not to make statement on behalf of the organization. E.g.
World Bank develops the simple check list for the staff before they posted the
comments at the social media platform.
World Bank adopts the different types of skills to engage the local people and
encourage the colleagues to use the social media. It makes use of social media for
applying social reputation management & understanding needs of the target audience.
After the SMWF, the delegates visited 2 organizations in London on 20 March 2013,
including, JustGiving and LASA.
Site visit organization: JustGiving
JustGiving is the UK’s largest online fundraising platform and the most visited site in
the charity giving sector. It provides the platform for the individual (donors &
fundraisers) and NGOs. It owned 21 million donors, 1.4 million fundraisers & over
13000 charity partners in the world. HKD50 million donated each week. The social
media fundraising is one of the major fundraising tools.
The individual (fundraiser) would open the fundraising account at JustGiving and
attract his/her friends to donate the money his/her preferred NGOs account through
the online platform, but the fundraiser cannot use/get the donation. JustGiving gives
the donation to NGO directly, but not through fundraiser.
The network effect of fundraising is incredible. In the analysis by JustGiving, 1 active
fundraiser draws 14.2 sponsors; 160 unique visits to their fundraising page & 562
friends view the posts on Facebook etc.
JustGiving believes that “People want to give in different places”. The social media is
the innovation for the individual fundraising. The social networking is well adopted at
online fundraising.
Site visit organization: LASA
LASA is the NGO to support other NGOs to use technology strategically. It supports
the welfare rights advisers to deliver better advice to their clients in England. It
provides the technology services, include, online knowledgebase
(www.ictknowledgebase.org.uk); suppliers directory – trusted suppliers
(www.suppliersdirectory.org.uk) ; database (www.lasa.org.uk/aims); advice &
consultancy.
The knowledge and information from LASA are very useful for Hong Kong social
welfare sector. The sector would take the great reference from LASA to develop the
NGO own social media strategy.
C. Observation / Implications to Hong Kong / Recommendations
Summarizing the visit at Social Media World Forum in London, the delegates learnt
about the benefits of using social media and have identified the good examples done
in other European countries. Referencing from the guide as provided by LASA, the
following are steps to be included in your planning before your development and
execution of social media within your organization.
To begin with, it is always important for an organization to check for its readiness for
social media. Basically, there are few questions to ask among the executors before we
could further work on it. They are:
1. Does your NGO get a website/Facebook?
Although traditional websites lack the variety of functions and its flexibility in
communication, they allow rooms to finish information that social media could not
offer and it is the necessity to start with before online platform development within
the organization. So, check if you have an up-to-date website in your organization, see
if you need a new website or the current website could serve as the basic purpose
before the organization move forward.
2. Is your organization ready to go mobile?
With the increasing penetration of smart phone users, over half of the users have
browsed Facebook through mobile devices. Obviously, developing mobile friendly
websites or mobile apps become the coming trend of social media development. If the
organization determined to develop social media, never neglect the biggest part is to
turn everything into mobile friendly.
3. What are the habits of your targeted audiences?
Understand the needs of your target audience. Before go ahead with social media,
revisit the mission of the organization, understand who are the major target audiences
of the services and identify their habits. Is social media a necessary need to
supplement with the current services? Never start just to go with the trend without
knowing the exact need of the targeted audiences.
4. Does your organization ready to commit to set up social media accounts and will
keep doing it?
Starting an account is easy and will only take you a few minutes; however, started an
account without managing it and keeping it up to date would create bad images about
the brand. So before starting it, always consider whether you have the time and
determination to update it and maintain it.
If you have answered the above questions and you would still believe that the
organization is prepared about it. The following steps serve as a reference for you to
click start social media within your organizations.
Step 1: Identify the organization goals and key messages
Check for the organization rationale in delivering services. What are the basic
principles and the core messages when the organization carries out various forms of
services. It is a basic but yet an important step to start with the positioning of social
media development.
Step 2: How do these goals relate to the use of social media?
Identifying the objectives of using social media is necessary; why is it so important to
promote the messages through the assistance of social media and whether there is
other replacement for using social media.
Step 3: What are the levels of commitment of your organization? How to start with
and any exclusion?
Determine the scale of development. Will the whole organization involve or will it
just start with some service units as a pilot project? Budget also determines the scale
of development so the management shall come up with a considerable budget and
scale when starting it.
Step 4: Research
There is no rule or formula for starting up. Take references from other organizations,
different sectors and also other countries to learn and extract the successful essence
from it.
Step 5: Stick to the approach that fits
Combining the goals with the type of social media you wish to start with. It is always
better if we can focus on a social media tool instead of starting it all in various
channels. However, always bear in mind to think that how the social media can
supplement to the existing communication rather than a complete replacement or an
additional resources investment in the organization. Social media should be present to
assist with the corporate communications rather than being treated as an investment
on a new form of services.
Step 6: Review
Constantly reviewing our strategy can bring improvements. By setting up measurable
statistics, these figures can help to quantify and evaluate the directions and the
performances. Possible measurable statistics may include the number of page viewers,
likes and comments; these comprise as the key performance indicators in calculating
the successes of social media.
Step 7: Develop
Continually developing from trials and errors and always be remembered that it is a
progress for adjusting the strategies in use.
Who to carry out the steps?
To execute with the above planning, internal change management among the
organization as well as the members of the staff are compulsory. Organization needs a
mindset transformation for both organizations and members of staff by
1. Starting to recognize social media as part of the work by
- including it in the annual planning
- becoming an element in corporate communication
2. Staffing / manpower arrangement
- counting for staff involvement and resources input
- encouraging internal social media training
3. Formulating social media policy
- drafting code of practice in online platforms to offer concrete guidelines for
employee’s disciplines in the use of social media
It is believed that through the guidelines and steps referencing from other countries
that NGOs in Hong Kong would have some clues to start developing their own social
media strategies.
D. Evaluation of the Event Organizations
Around 450 participants attended the Social Media World Forum (SMWF). Most of
them came from the business sector in Europe and shared the best practice cases
related to commerce. The social welfare sector cannot adopt and learn from the cases
easily.
The site visit was the best part of the event. We learned the social media development
strategy and social media guide from the site visit NGOs, LASA and JustGiving. We
took the reference from them and tried to adopt the social media guide at Hong Kong
social welfare sector.
Budget was one of the concerned areas. The living standard of England was high. The
subsidy provided for the delegates could not cover the cost involved for hotel and
meals.
E. Conclusion
Benefits with using social media
As we see from the figures, why is it good to start with social media? What are the
benefits for using it? To begin with, social media is highly linked with marketing and
public relations. Marketing on social media is effective in spreading word-of-mouth
and helps with building positive brand image if the right strategy is used. Setting a
positive image online can build a personal face of the organization, make the service
users to feel good with the services and thus increases public brand awareness and
eventually driving potential partners.
Apart from the power of marketing in social media, by practical functions of social
media, it creates a community to form a group of loyal users. With proper and
appealing content creation, the use of social media can increase targeted audiences
participation and further engage with them by delivering information and arouse
discussion within the social media community.
One special feature about social media is that it enables a platform for the public to
discuss around the post issues. In this sense, organizations could be able to also gather
information from the crowed and get the most updated news and comments about it.
The feedbacks, especially provided by the targeted audiences, could be useful and
valuable for organization in understanding the needs of the audiences and thus plan
for appropriate strategies or contents as used in social media.
The SMWF and Visit were an eye-widen event for the delegates, who knew the
different best practice cases in Europe to develop the new media channel – social
media, especially, the case of LASA. However, most of the cases sharing at the Forum
were related to commerce. Hong Kong social welfare sector cannot adopt the cases
easily.
Appendix One:
Details of the programme
Engage with a world of social media, digital and mobile marketing
18-19 March 2013,The Brewery, London
Platinum sponsors Gold sponsor Silver sponsors
www.socialmedia-forum.com/europe
Connect lounge sponsor
Armstrong, Paul @munkyfonkey
Digital Strategist & Head of Social, Mindshare
Barkey, Carl @CarlBarkey
Head of Social Media Customer Engagement, American Express
Bathurst, Joanne @JoanneBathurst
Ad Operations Director, CBS Interactive
Beck Johnson, Una @blondielocks
Head of Marketing, Staples
Bleyer, Kata @KataBleyer
Dr Pepper & Schweppes Brand and Innovation Manager, The Coca-Cola Company
Blinder, Marc @mblinder
Director of European Operations, Adobe
Boon, Vincent @VincentBoon
Chief of Community, giffgaff
Brendel, Sophie @sophiebr
Head of Digital Communications, BBC
Brewe, KristinDirector of Marketing & Communications, IAB
Burch, Dominic @dom_AsdaPR
Head of Corporate Comms and Social Media, ASDA
Cano, Natalia @natcano
EMEA G+ B2B Marketing Manager, Google+
Carrington, Ian Head of Mobile EMEA, Google
Carroll, Matt Commercial Director Games, The Walt Disney Company EMEA
Cauderlier, Cedric @Cedricc_be
Head of Digital, Danone
Causey, Shauna @ShaunaCausey
VP of Marketing, Decide.com
Clear, Jim @JimClear
Group Head of New Channels and Insight, BUPA
Cohen, Ian Group CIO, Jardine Lloyd Thompson
Cranfield, Adam Formdigital, CMO, mynewsdesk
Daisley, Bruce @brucedaisley
UK Sales Director, Twitter
Davies, Jessica @Jessdaviesmk
Senior Reporter, The Drum
Dinnen, Mervyn @MervynDinnen
Content & Community Manager, Jobsite
Ekkelenkamp, Alexandra @alexekkelenkamp
Press Officer for Social Media, Council of the European Union
Ellis, Benjamin @benjaminellis
Director & Principal, Red Catco
Fabretti, Paul @paulfabretti
Head of Social, Telefonica UK
Fennemore, Paul @PaulFennemore
Social Media and Marketing Business Director, Titanium Fire
Forde, StevenHead of Viewer Relationship Management, Audience Technology & Insight department, Channel 4
Gathercole, Paul @Gathercole
VP of Digital Tools, Universal Music
Gerrard, Andrew @andrewgerrard
Head of Social Business, Like Minds
Hamman, Robin @Cybersoc
Director of Digital, Edelman
Henderijckx, Nico @tweety2b
European Forum & Community Manager, Sony
Hepburn, Craig @craighepburn
Global Director, Digital & Social Media, Nokia
Hildreth, Adam @adamhildreth
Founder & CEO, Crisp Thinking
Holm Kalkar, Jakob Digital Director, Carlsberg
Hudson, Jonathan @JonathanHudson2
Digital Lead, Shopdirect
Hugo, Leo @leohugo
Consultant, DMA
Izhaky, Clare @clareizhaky
Head of Social Business, Nokia
Johnson, Keith @brands2me
President UK, CTVMA
Jones, Richard @oldstriker
CEO & Founder, EngageSciences
Keetch, Andy @andykeetch
Client Services Director, Brandwatch
Khan, Asif @AsifRKhan
Founder & President, Location Based Marketing Association
Lawrence, Cordell @Cordell82
Global Community Manager, Jack Daniel’s
Lechere, StefanVP Business Development, Netvibes
Longley, Ann @AnnMargaret
Head of Social Strategy, MEC
Mackay, FionaSenior Strategy and Innovation Manager, BT
Matchett, Tessa @tessamatchett
Head of Communications, Worldwide Channels and Global BBC iPlayer, BBC
Maurer, Markus @kusito
Projektleiter Social Media, MIGROS
Mckenzie-Cooper, SharonHead of Contact Centre, Staples
Minke, Chrétien @ChretienMinke
Head of Sales, engagor
Moffat, Becky @RebeccaMoffat01
Head of Digital Marketing, Barclaycard
Montemagno, Marco @montemagno
Founder, The Tech Alchemist
Moore, Luke @Moorius
Regional Sales Manager UK, Crimson Hexagon
Morales, Clelia @CleliaMorales
Head of EU Social Media, eBay
Myers, Heidi @HeidiMyers
Marketing Communications, Meltwater
Nicholson, Simon @Sikenic
Social Media Manager, Honda Motor Europe
O’Kelly, Barney @barneyokelly
Senior Manager, Digital Communications, Freshfield
Papadimitriou, Paul @papadimitriou
Founder, Digital Intelligence
Parkinson, David @Dave_Nissan
Head of Social Media & Digital Engagement, Nissan
Patmore, Dan @Ideasfordad
Search Marketing Manager, Argos (Home Retail Group)
Patton, Dan @danpattonuk
VP Digital Media UK & Australia, Viacom
Pinto, Hugo @hugomcpinto
Head of Social Intranet, Telefonica Digital
Pritchard, Matthew @mattp156
European Digital Director, Kellogg Company
Pronto, Celia @celiapronto
Marketing & E-Commerce Director, Ford Retail Group
Reeve, Alex @reeve_alex
VP, Marketing, Pearsons
Roberts, Martha @martharoberts
Head of Customer Service Communication, Royal Mail
Speakers
Robinson, Antony @antrobbo
Head of SEO, Digital Marketing Division, Trader Media Group
Rosenberg, Jim @jimrosenberg
Head of Online & Social Media, World Bank
Ross, Pippa Head of Digital Engagement , Ministry of Defence
Rust, Richard @richrust
Social & Digital Engagement Manager, Nissan
Salins, Bian @b1an
Head of Social, Now TV, BSkyB
Sands, Zoe @ZoeSands
Head of Digital Marketing EMEA, Juniper
Scarano, Michele @MicheleScarano
Head of Digital & Social Media Marketing, North Face
Slupowski, Patrice @slupowski
VP, Digital Innovation & Communities, Orange
Smith, Paul @realpaulsmith
Vice President, EMEA, SalesForce Marketing Cloud
Sweeney, Patrick J. @PJSweeney
Founder and CEO, dwinQ
Syms, Christa @ChristaSyms
Head of Digital Marketing, Endemol
Takeh, Laila @spirals
Head of Digital Engagement, UNICEF UK
Tejuja, ShivanieCommerce & Multichannel Director, New Look
Udayan-Chiechi, Prelini @prelini
Director of EMEA Marketing, Lithium Technologies
Vogel-Meijer, Karlijn @Karlijn1903
Manager Social Media, KLM
Waddingham, Jonathan @jon_bedford
Social & Labs Product Manager, Just Giving
Waite, Jeremy @jeremywaite
Head of Social Consulting, Adobe EMEA
Walker, KeithHead of Digital, Future Publishing
Wennman, MeeHead of SEO, Thomas Cook Group
Whatley, James @Whatleydude
Head of Social Media, Ogilvy
0900 Chair’s opening remarksPaul Papadimitriou, Founder, Digital Intelligence
0920 Managing social for a global brand with local relevance• The importance of digital to a brand like Kellogg’s• Balancing a central approach with local relevance – is there a trade-off between local
engagement and being efficient of centralisation?• Real-time global/local brand management through social channels• How relevant is mobile as part of the global/local social strategy, and how is this
managed?Jessica Davies, Senior Reporter, The Drum - Interview with Matthew Pritchard, European Digital Director at Kellogg Company
0950 Engagement Panel: What is social media engagement & how do you know if you are achieving it?• Levels of engagement – from shallow engagement to fully including your customers in
business decisions – what’s appropriate and how is it achieved?• Top-tips for encouraging social media engagement from leading brands• The difference between true engagement and followers / fans• Measurements and metrics – what are you trying to measure, why and how does it
translate into outcomes?Moderator: Paul Papadimitriou, Founder, Digital IntelligenceSophie Brendel, Head of Digital Communications, BBCLaila Takeh, Head of Digital Engagement, UNICEF UKAlex Reeve, VP Marketing, PearsonRichard Jones, CEO & Founder, EngageSciencesCarl Barkey, Head of Social Media Customer Engagement, American Express
1030 COFFEE BREAK
1050 #SMWF Connect Live: speed networking providing a structured, yet informal environment, to meet and connect with fellow SMWF folk
1110 Social for building stronger customer relationships• The importance of engagement vs simply collecting numbers of fans or followers• Using niche content to engage with customers• How mobile is removing the barriers between online and offline• Creating a strong customer service focus in what you do to keep customers coming backDominic Burch, Head of Corporate Communication and Social Media, ASDA
1140 Get Serious About Social: Own the social experience• Customer expectations have changed - so must your business• Shifting attitudes towards the social channel• Social has become a reach and resonance mechanism• Social is beyond hype, likes & followers• Stop dabbling, time to invest in owning the social experience channel for your businessPrelini Udayan-Chiechi, Director of EMEA Marketing, Lithium Technologies
1210 SOCIAL DEBATE - BREAKOUT ONEChoose from three distinct debate topics for this 40 minute session. The audience will have the opportunity for interactive conversation with our panel of experts.
1300 LUNCH BREAK
1400 Panel: Social media insight & analysis: How to measure, model & evaluate social success• Your customers are talking but are you really listening?• How do you gain knowledge that gives direction and not just data?• Regional and global monitoring – what’s the difference?• The future of social media monitoringModerator: Shauna Causey, VP of Marketing, Decide.com & President Social Media Club - Seattle ChapterPaul Gathercole, VP Digital Tools, Universal Music Group InternationalRomain Bertrand, Head of Marketing, JustGivingLuke Moore,Regional Sales Manager UK, Crimson HexagonChrétien Minke, Head of Sales, EngagorCordell Lawrence, Global Community Manager, Jack Daniel’s
1440 eBay’s Facebook Marketing Strategy: keeping the focus on the customer• Understanding our customers on social channels• How social media influences the purchasing funnel• How to create a successful content strategyClelia Morales, Head of EU Social Media, eBay
1510 SOCIAL DEBATE - BREAKOUT TWOChoose from three distinct debate topics for this 40 minute session. The audience will have the opportunity for interactive conversation with our panel of experts.
1600 COFFEE BREAK
1620 SOCIAL DEBATE - BREAKOUT THREEChoose from three distinct debate topics for this 40 minute session. The audience will have the opportunity for interactive conversation with our panel of experts.
1700 Telling not selling - Humanising the brand to build engagement and advocacyCordell Lawrence, Global Community Manager, Jack Daniel’s
1730 Social Gaming: Reaching passionate engaged audiences through digital experiencesMatt Carroll, Commercial Director Games, The Walt Disney Company EMEA
1800 CLOSE OF CONFERENCE FOLLOWED BY DRINKS RECEPTION
Agenda day 1 - 18 March
The #SMWF Connect Live networking sessions are taking place at #SMWF on both days of the event. #SMWF Connect Live will take the format of speed networking providing a structured, yet informal environment, to meet and connect with fellow #SMWF folk.
During the event
• Sessions will run on 18th and 19th March
• On arrival, half of participants will be assigned a static station, whilst the remainder will be asked to select a starting point at a station
• Each networking session will last 3 minutes, at the sound of the horn it will be time to switch
• A full briefing will be provided at the start of each session and members of the #SMWF team will be on hand to keep everyone moving in the right direction!
• Top tip - download the Bump app for quick sharing of contact details!
Benefits of #SMWF Connect Live networking:
• 1-1 facetime with fellow industry professionals
• Increased opportunities to meet prospective clients and suppliers
• Increase your social connections
All the latest detailsThe latest conference agendasNetworking toolSpeakers detailsExhibitorsSponsorsFloor plan
Download the Event AppSearch “SMWF” on the App Store or Google Play or simply scan the QR code
Location
BREAKOUT ONE 12.10
BREAKOUT TWO 15.10
BREAKOUT THREE 16.20
Day 1 - Social debates
The SMWF networking drinks are a great way to unwind after an action packed day at the show.
Taking place on the evening of 18th March, day one of SMWF, the drinks will take place in The Brewery.
Kicking off after the final presentations conclude, complimentary drinks will be provided
Date: 18th March 2013
Venue: The Brewery, Expo hall
Time: From 6pm - 8pm
Dress code: smart casual
Networking Drinks
Social Business: Developing a social cultureThe rise of the social enterprise• What is driving the need for companies to be integrated in their approach to social?• Who in the business should be driving social, and how do they get others involved?• What challenges do they face on the way there?Moderator: Jeremy Waite, Head of Social Strategy, Adobe EMEAShauna Causey, VP of Marketing, Decide.com & President Social Media Club Dan Patton, Head of Digital, ViacomJames Whatley, Head of Social, Ogilvy Soho SquarePaul Fabretti, Head of Social, TelefonicaDavid Parkinson, Head of Social Media & Digital Engagement, Nissan
Socia
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room 1
Social Marketing: Service & EngagementCultivating social relationship for service and engagement• Engaging in conversation with customers to build relationships• Using Twitter to develop and improve service and engagement• How should social be integrated from an operational perspective? Moderator: Paul Papadimitriou, Founder, Digital IntelligenceBecky Moffat, Head of Digital Engagement, BarclaycardMartha Roberts, Head of Customer Service Communication, Royal MailFiona Mackay, Senior Strategy and Innovation Manager, BTSo
cialM
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room 2
Social Commerce: Strategies & examplesExploring social commerce strategies• What social commerce strategies are available and how to decide what will work for you• Examining f-commerce approaches - FB stores, group buying, exclusive offers, FB
contact recommendations, check-ins, in-store f-commerce• What scope does t-commerce offer?• What other platforms (outside of Facebook and Twitter) should brands be considering?Moderator: Paul Armstrong, Digital Strategist & Head of Social, MindshareClelia Morales, Head of EU Social Media, eBayCelia Pronto, Marketing & E-Commerce Director, Ford Retail GroupKarlijn Vogel-Meijer, Manager Social Media, KLMSo
cialC
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Social Business: CommunitiesCommunities, blogging & brand advocacy• Key factors in facilitating development for a healthy, mature, productive and self-
sustaining online community• How do blogs fit within a community, and how can brands look to engage with bloggers?• How can community members and bloggers become brand advocates? • What programs need to be in place to maintain relationships with advocates etc?Moderator: Prelini Udayan-Chiechi, Director, EMEA Marketing, Lithium Technologies Nico Henderijckx, European Forum & Community Manager, SonyVincent Boon, Chief of Community, giffgaffMichele Scarano, Head of Digital & Social Media Marketing, The North FaceZoe Sands, Head of Digital Marketing - EMEA, Juniper NetworksSo
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Social Marketing: Social SearchUnifying social and search • How is Facebook’s new smart search tool Graph Search impacting brand marketers?• How do search and social intersect and how does this impact campaign planning?• Driving focus on SEO and social and assessing campaign resultsModerator: Marco Montemagno, Founder, The Tech AlchemistDan Patmore, Search Marketing Manager, Argos (Home Retail Group)Antony Robinson, Head of SEO, Digital Marketing Division, Trader Media GroupMee Wennman, Head of SEO, Thomas Cook Group
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Social Commerce: AdvertisingExamining development in social advertising• How are traditional advertising channels becoming more social? • Developments in advertising on social platforms • Sensitivity of the user and impact on member relationships• Defining appropriate goals and measuring the effectiveness of social advertisingModerator: Paul Papadimitriou, Founder, Digital IntelligenceAnn Longley, Head of Social Strategy, MECJoanne Bathurst, Ad Operations Director, CBS InteractiveKristin Brewe, Director of Marketing & Communications, IAB UKSo
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Social Marketing: Integrated campaign planningIntegrating social media into cross channel strategies• How does social fit within an integrated media plan?• How do different social platforms fit together and with more traditional media?• Embedding social into everything you do• Examining new trends and platforms in social and how to evaluate where to focus• How do you actively link social elements into return on investment metrics?Moderator: Benjamin Ellis, Prolific Blogger, Author and SpeakerSimon Nicholson, Social Media Manager, Honda Motor EuropeKeith Walker, Head of digital, Future PublishingAdam Cranfield, CMO, MynewsdeskHeidi Myers, Marketing Communications, MeltwaterSo
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The hard facts on how to get social media adopted• Challenges organisations are faced with when striving to understand why, what and
how to adopt social media / Web2.0• Creating a social media adoption framework to make social media / Web 2.0 work
for your organisation• Running social media operations & new business practices & measuring successModerator: Paul Fennemore, Social Media & Marketing Director, Titanium Fire LtdPaul Smith, Vice President, EMEA at Salesforce Marketing CloudIan Cohen, Group CIO, Jardine Lloyd ThompsonClare Izhaky, Head of Social Business, NokiaJim Clear, Head of New Channels and Insight, BUPAPippa Norris, Head of Digital Engagement, Ministry of Defence room 2
Social Commerce: SoLoMoSoLoMo: How to mobilise the consumer experience• What are the big trends in mobile and how are they impacting on the social landscape?• As social platforms are increasingly being used via mobile web and apps, how do you
need to adapt your social strategy to accommodate this?• What social functions can be integrated into mobile marketing – and how can these
benefit your business?Moderator: Asif Khan, Founder and President, Location Based Marketing AssociationJonathan Hudson, Social Media & Mobile Lead, Shop Direct GroupIan Carrington, Director of Mobile EMEA, Google Craig Hepburn, Global Director of Digital & Social Media, Nokia
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0900 Chair’s opening remarksMarco Montemagno, Founder, The Tech Alchemist
0920 Twitter as a marketing tool - How to drive engagement, awareness and commerce• Examining the ways in which Twitter is helping brands create brand awareness and drive
engagement• Twitter for social commerce: Sponsored tweets, hashtags and promotions• Creating a direct line of communication between brands and consumers, and how this
can humanise a brand• Case study examplesBruce Daisley, UK Sales Director, Twitter
0950 Social Content Strategies Panel: Capturing and engaging customers through niche content creation• Why is content becoming king in social? Why should brands become content creators?• How good content strategies can re-humanise brands and develop emotional connections
between content and the customer• Deciding upon the best platform for content creation and how that relates to other social
media• Case study examplesModerator: Natalia Cano, EMEA G+ B2B Marketing Manager, Google+Bian Salins, Head of Social, Now TV, BSkyBJeremy Waite, Head of Social Consulting, Adobe EMEAMervyn Dinnen, Content & Community Manager, JobsiteAndy Keetch, Client Services Director, BrandwatchShivani Tejuja, eCommerce & Multichannel Director, New Look
1030 The World Bank Experience: Content Strategy, Social Media and LocalisationOn the heels of a major transparency drive, open data project, and progressive access to information policy, how does an international development institution working in more than 100 countries and 50+ languages shift from traditional top-down communications to crowdsourced, real-time content and engagement via social media?Jim Rosenberg, Head of Online & Social Media, World Bank
1050 COFFEE BREAK
1105 #SMWF Connect Live: speed networking providing a structured, yet informal environment, to meet and connect with fellow SMWF folk
1140 SOCIAL LEARNING LABChoose from two topics in this extended breakout session. In each session the audience will be divided into groups to devise a marketing strategy for a client or situation. Our industry experts will be on hand to help the creative process. The findings of each group being shared at the climax of the session, with prizes available for the most innovative.
1300 LUNCH BREAK
1400 Panel: Social brand management• How do you maintain control of brand identity in the age of social business, when an
increasing number of employees across multiple functions are social?• How are brand strategies changing given the increased popularity of more visual forms of
social media - Pinterest, Instagram, Facebook Timeline?• As a brand director how do you stay on top of emerging platforms and decide whether
they are right for your brand?Moderator: Marco Montemagno, Founder, The Tech AlchemistJakob Holm Kalkar, Digital Director, CarlsbergKata Bleyer, Dr Pepper & Schweppes Brand & Innovation Manager, The Coca-Cola Co.Rich Rust, Social & Digital Engagement Manager, NissanPatrick J. Sweeney II, Founder and CEO, dwinQStefan Lechere, VP Business Development, Netvibes
1440 Social Innovation: Optimising Facebook mobile• In October 14% of Facebook’s ad revenue came from mobile, a significant amount
considering Facebook didn’t offer a mobile ad format at the turn of the year. As users shift to mobile, advertisers and brands must adapt. Come along and learn how to:
• Optimise Facebook mobile ads• Target and segment your ads to different mobile devicesMarc Blinder, Director of European Operations, Adobe
1510 SOCIAL DEBATE - BREAKOUT FOURChoose from two distinct debate topics for this 40 minute session. The audience will have the opportunity for interactive conversation with our panel of experts.
1550 COFFEE BREAK
1610 Utilising consumer engagement to drive social e-commerceKarlijn Vogel-Meijer, Manager Social Media, KLM
1640 Crowdsourcing @ Migros• New products through our online community• How Migros is developing new products with crowdsourcing• Crowdsourcing case study and findingsMarkus Maurer, Social Media Consultant, Migros – Customer Web Intelligence
1710 CLOSE OF CONFERENCE
Agenda day 2 - 19 MarchSOCIAL LEARNING LAB 11.40
BREAKOUT FOUR 15.10
Day 2 - Social debates
Proactive approaches to reputation managementIt is widely agreed that systematic monitoring, effective moderation and building a strong social reputation puts a brand in the best position if a crisis hits. By creating a framework for quick decisive action and providing social media training and guidelines for your team, you put yourself in the best position to react.
What are the key elements in managing online reputation? How important is moderation, and how can this be integrated into your reputation management strategy?
During this learning lab the groups will work together, with the guidance of our experts, to build a reputation management plan. The session will close with groups sharing their findings and a prize being awarded for the best.Chair: Adam Hildreth, Founder & CEO, Crisp Thinking GroupPresenter: Cédric Cauderlier, Head of Digital, DanoneClosing panel members (and group work facilitators):Tessa Matchett, Head of Comms, Worldwide Channels & Global BBC iPlayerAlexandra Ekkelenkamp, Press Officer for Social Media, Council of the EUSo
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Creating an integrated social strategy for Staples: Optimising a TV SponsorshipA TV sponsorship is a big investment. How can social be integrated into a multimedia marketing strategy to optimise the benefit of such an investment for both retail and online sales channels? Creating a deeper level of engagement and return.
During this learning lab, participants will work together in groups to find creative ways to use social as part of an integrated strategy for Staples to optimise a new TV sponsorship. The session will close with groups sharing their findings and a prize being awarded for the best.Chair: Leo Hugo, Social Media Council, Direct Marketing Association UKUna Beck Johnson, Marketing Director - UK & Ireland, StaplesSharon McKenzie-Cooper, Head of Contact Centre, Staples
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Social Business: Internal comms & employee advocacyHow to engage internal audiences to drive social strategy and encourage employee advocacy• Becoming strategic: defining your strategy, goals, objectives and how to demonstrate
to internal stakeholders the benefits of what you are doing• How to build & implement an enterprise social strategy to align with business objectives• Creating an environment where social becomes a layer across all business functions• Facilitating open and flowing communication channels between departments• Return: how do you assess the ROI internal social engagement?Moderator: Andrew Gerrard, Head of Social Business, Like MindsBarney O’Kelly, Senior Manager, Digital Communications at Freshfields Bruckhaus DeringerHugo Pinto, Head of Social Intranet, Telefonica DigitalSenior representative, Expion
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Social Marketing: Social TVSocial TV for building engagement• How does Social TV fit with the movement to build audience engagement?• The benefits of building interaction and gaming into the TV experience• How can these relationships be leveraged for brand engagement?• Benefits to advertisers of a more social TV experience• Examples and case-studies debatedModerator: Keith Johnson, UK President, CTVMAPatrice Slupowski, VP, Digital Innovation & Communities, OrangeSteve Forde, Head of Viewer Relationship Management, Channel 4Andy Keetch, Client Services Director, BrandwatchChrista Syms, Head of Digital Marketing, Endemol
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Floorplan
cate
ring
Keynote snug
Press & speakers
Stairs toExhibition
Stairs to Ground Floor / Exhibition
1 2 3 4 15
17 18 19 / 20
16
7
9
11
8
10
13
12
14
Registration
Cloak room
Catering
Catering
Cate
ring
Stairs to lower ground �oor
Stairs tokeynote conference
Entrance
Lounge
1st Floor - Keynote Conference
Track 1350 capacity
Meeting space
Live Networking Area
Breakout Room 2Ground Floor - Exhibition
Lower Ground Floor
Breakout Room 3
Breakout Room 1
Brandwatchwww.brandwatch.com @Brandwatch
Netvibeswww.netvibes.com @netvibes
dwinQwww.dwinq.com @dwinq
Lithiumwww.lithium.com @LithiumTech
Fanboosterhttp://fanbooster.no@Fanbooster_UK
Engage Scienceswww.engagesciences.com @EngageSciences
Demonstrations
Engagorhttp://engagor.com @engagor
Crimson Hexagonwww.crimsonhexagon.com @crimsonhexagon
Thismomentwww.thismoment.com@thismoment
Crispwww.crispthinking.com @CrispThinking
Meltwaterwww.meltwater.com @Meltwater
Expionwww.expion.com@Expion
Titanium Fire www.titaniumfire.com @TitaniumFire
Salesforce www.salesforce.com @salesforce
Red Rocket Mediawww.redrocketmedia.co.uk @RedRocketMedia
Business Wire www.businesswire.co.uk@BusinessWire
Mynewsdeskhttp://get.mynewsdesk.com @mynewsdesk
CrowdControlHQwww.crowdcontrolhq.com @crowdcontrolhq
Sotrenderwww.sotrender.com @sotrender
Fanpointwww.fanpoint.com@Fanpoint_com
Lounge
Appendix Two: Photographs
Ray Yeung (Left) and Angel Cheung
(Right) use the exhibition product at
Forum. It connects the user facebook
timely.
The venue of Social Media World Forum
in London.
Ray (Left) and Angel (Right) visit the
LASA. Ms Aba Maison (Central)
introduces IT and social media
development at NGO sector in England.
Ray (Right 1) and Angel (Left) visit the
JustGiving. Mr. Patrick Bishop (Right 2)
introduces the online fundraising trend
and platform.
Contacts (People / Organizations) brought from the Forum & Visit
Name Organization Contact Areas of Expertise
Ms Aba Maison LASA [email protected]
k
Understanding the
IT development at
UK
Mr Patrick Bishop Justgiving [email protected]
om
Online fundraising
Ms Alexandra
Ekkelenkamp
European Union Alexandra.Ekkelenk
opa.eu
Handling the
social media at
European Union
Funding Organization :