Day One, Tuesday, March 8 2011
7:00 Icebreaking Yoga session at the hotel’s GYM
8:15 Registration and welcome coffee
9:00 Opening words by KGS and chairperson
9:15 ESTABLISHING AN EFFECTIVE INTERNAL GOVERNANCE STRATEGY AND STRUCTURE TO BUILD RELATIONSHIPS ONLINE THROUGH SOCIAL MEDIA
- Enabling real relationship building through clear guidelines and an effective governance structure
- Producing an environment that motivates and allows employees to build relationships with customers at every touch point
- Managing local and global internal processes to roll out social media in a structured way
- Establishing a governance board to manage the structure, content, life-cycles, editorial processes and online communications 24/7
- Breaking through corporate barriers and selling social media internally to fully capitalise especially with regards to legal and security issues
Jef Vandecruys - Global Project Leader Digital Connections - Anheuser-Busch InBev
09:45 EXPLOITING VIDEO AS AN OPPORTUNITY TO BUILD PERSONAL RELATIONSHIPS
- Discussing how brands can capitalize on the opportunities of digital video
- Understanding the power of video communications and how to harness it effectively
- Using video to enhance customer relations and customer experience
- Building personal relationships and creating excitement and fun through video
- Maximising and marketing new products, new enhancements, new ways of doing things and new services through online video
- Examining the role of video in engaging new audiences
- How video will change the way we engage with customers in the future
Amanda Jobbins - Vice President - Technology & Corporate Marketing Europe – Cisco
10:15 HOW LEGO BUILDS CONSUMER BEHAVIOR THROUGH SOCIAL MEDIA
- Taking a look at LEGO and their strategy - a social company, or just social media?
- Connecting with the consumer through social media
- What’s in it for us? NO – what’s in it for the consumer!
- Investigating LEGO’s outlook on the future of social media and the consumer
Peter Espersen - Online Community Lead - LEGO
Tormod Askildsen - Senior Director for Community Development - LEGO
10:45 Networking Break
11:15
FURTHERING THE CUSTOMER EXPERIENCE THROUGH CO-CREATION
- Utilising social media as a collaboration tool for idea generation with your customers – present and future
- Co-creating products and services with the customer to make a ‘need me / buy me’ product
- Engaging with customers and building relationships by collaborating online
- What are the new ways to engage and interact with customers online in a different, innovative way and what are the best tools to use for co-creation?
Ewa Johnson - Vodafone Global Enterprise’s Head of Marketing Communications - Vodafone
11:45 SESSION TO BE ADDED
Debbie Weinstein –Senior Director Global Media – Unilever
12:15 BUILDING YOUR BRANDS PRESENCE AND MAXIMISING CUSTOMER RELATIONSHIPS ONLINE
- Hearing how a small business has put itself on the map through social media
- Using social media to connect directly to your customers
- Building longterm, loyal business through social media
- Leveraging the power of niche networks to build your brand
- Generating word of mouth buzz and sales through social media
Adam Wallace – Head of New Media Marketing – roger Smith Hotel
12:45 Lunch
14.00 BRAINSTORMING ROUNDTABLES: CAPITALIZE AROUND “YOUR” EVENT
Facilitator: Vincent Ducrey, New Media advisor at French Government and Author of a book: “The Guide of Influence”
15.30 Networking Break
16:00
LEARNING HOW KLM UTILISED SOCIAL MEDIA DURING AND AFTER THE VOLCANO DISRUPTION
- Hearing an adventurous, chronological story on how to make the best of a crisis situation
- Examining the evolution of KLM’s social media strategy and implementation in 6 days
- Discussing the aftermath of the Volcano crisis in customer perception and impact of social media
- Exploring KLM’s structural approach in social media based on key learnings of the Volcano crisis
- An outlook into the future of KLM’s presence on social media
Roy Scheerder - Vice President Marketing - KLM
16:30 USING SOCIAL MEDIA TO REACT TO CUSTOMER COMPLAINTS
- Back 2 Basics - tracking what your customers are saying online about your product, company and service in order to follow complaints
- Taking advantage of social media’s reach and personal-ness to deal with complaints
- Successfully choosing the right social media tools and networks to use in reacting to negative comments or customer complaints
- Turning a negative into a positive – sharing the conversation online whilst solving the problem
- What not to do – understanding that you cannot just send a link to the customer care email
Colin Hensley - Former General Manager of Corporate Affairs & Planning - Toyota
17:00
CARRYING OUT GLOBAL COMMUNICATIONS ON A SMALL BUDGET THROUGH SOCIAL MEDIA
- Examining the Haiti case: how social media helped doing social good
- Discussing the challenges and how MSF try to address them
- Social media friendly communication - some basics for producing good content
- Understanding the importance of implementing international guidelines for coherent global messaging
Lina Eidmark- Web & Social Media - MSF (Médecins Sans Frontières)
17:30 Closing remarks from chair
17:45 Drinks reception
18.45 Optional dinner
Day Two, Wednesday, March 9 2011
8:15 Registration and welcome coffee
9:00 Opening words by KGS and chairperson
09:15
GOING BACK TO BASICS – BUILDING A CUSTOMER CENTRIC COMPANY, PHILOSOPHY AND PROFITABLE CUSTOMER RELATIONSHIPS
- Developing a strategic framework to connect your business and marketing strategy with eBusiness and the online communication strategy
- Asking yourself; when was the last time you actually spoke with a customer? Looking at Voice of the Customer at 3M
- The 3M roadmap to social media; the foundations in terms of web platform, resources and experience, internal experimentation with micro blogging and forums and social media for key opinion leaders
- Building relationships offline to support the relationship online by utilizing social media in customer service and innovation
Nicolai Dwinger - Head of eBusiness, Electro & Communication business, 3M Germany - 3M
09:45
SUCCESSFUL B2B (BUSINESS TO BUSINESS) SOCIAL MEDIA MARKETING
- Discussing why B2B marketers need to get social
- Understanding the social conversation
- Choosing the most appropriate social sites to engage on
- Secrets to building your networks and optimising content
- Learning lessons and measuring success
Christopher Wellbelove - Head of Social Media – BT Global Services
10:15 FROM FAN GENERATION TO LEAD GENERATION
- Understanding how to filter your fans in order to generate relevant leads
- Maximising your conversion rate by qualifying these leads
- Examining different processes to heighten your success
- Evaluating cultural differences in your fans ad the impact on your strategy
- Utilising not only social media but other online platforms such as communities
Michael Braekler - CRM Director – BMW
10:45 Networking Break
11:15 SUCCESSFULLY MANAGING SOCIAL MEDIA IN A WORLDWIDE, MULTI-BRAND COMPANY
- Hearing how Accor co-ordinates various countries, hotels and brands' online presence and social media campaigns
- Establishing and managing loyalty programmes effectively and efficiently online
- Harnessing global and local aspects of your company and brand through social media
- Discussing the challenges and opportunities in utilising both local and global strategies
Vinciane Masure - Online Relationship Marketing Director, E-commerce Direction - Accor Hotels
11:45 HOW THOMSON REUTERS ARE USING SOCIAL NETWORKING AND COMMUNITY
Social networking is booming in the professional world and is changing
the way in which we work, communicate and deliver value. In the
financial markets, this brings new communities, new trading paradigms,
and new efficiencies. Thomson Reuters has been at the forefront of this
development.
- Social Media tools in the financial market: Evolution or Revolution?
- Discussing how professional communities impact financial markets
- Learning how financial professionals are using new media tools to negotiate trades and drive revenue
- What are the prerequisites for a profitable and professional community?
Speaker TBA
12:15 HOW TO UTILIZE SOCIAL MEDIA FOR BUSINESS SUCCESS
Speaker TBA
12:45 Networking Lunch
14:00 BRAINSTORMING ROUNDTABLES: DEALING WITH THE CRISIS
Facilitator: Rene van den Bos - New Media Architect – DigiRedo
15:30 Networking Break
16:00 ESTABLISHING LASTING RELATIONSHIPS WITH TWEENS ON WOOZWORLD
- Creating the next generation of users - tweens
- Examining how you can sell more when you have an established relationship online
- Understanding measurements and analytics for targeting capabilities
- Utilising your social platform to make valuable observations online
- Integrating brand placement effectively and emotionally on your social network
Eric Brassard - CEO - Woozworld
16:15 Closing remark from chair & KGS