The 2012
International
Social Media & PR Summit

Wednesday, April 11

• 08:30-09:00

• Registration and coffee

• 09:00-10:00
  

• Welcome and opening remarks with Mark Ragan, PR Daily

  Brand journalism and the new role of the communicator in the age of content

  Companies are quickly becoming their own media outlets. Gone are the days when brands depended on traditional media and advertising channels to win new customers, build their buzz and visibility and engage powerful decision-makers.
  Today, the smart companies overhaul their websites and social media channels to take messages directly to customers, the traditional media and new influencers. On the lips of every marketer today is the mantra, 'content is the new marketing.'
  This trend, which has exploded in the last year, can be neatly summed up in three phrases:

  Company as media outlet

  Company as the #1 content curator for customers, stakeholders and employees

  Company as community organizer

  Some visionary companies do this radically new marketing better than others. The difference lies in how well they practice 'brand journalism.'
  Brand journalism is the company offering to customers, clients and stakeholders news nearly indistinguishable from the content in a trade publication, a news site or even a general circulation magazine.

  During this opening session, you will learn how to:

  • Aggregate the best content in your niche. Combine this content with research reports, how-to stories and user-generated information from community social media sites controlled by the brand
  • Share content (articles) easily and instantly on many social media sites
  • Use the new social media editor as a bridge between company content and influencers throughout the Web 2.0 world
  • Establish a disciplined approach to content integration that guards against 'build it and ignore it'
  • Persuade senior leaders that brand journalism requires time and money. While far less expensive than traditional advertising and direct marketing, it's not cheap
  • Adhere to ROI measurement that begins with goals and a clear understanding of what is possible
  • Integrate member-generated content into your company's Web 2.0 presence daily, including the new content site and social channels

  Mark Ragan is the Publisher of PR Daily and CEO of Ragan Communications.

• 10:00-11:00
  

• Opening Keynote with Nick Jue, ING Netherlands

  New opportunities for social media and PR to improve your reputation

  Developments in society, media and technology have led to a change in the relationship between ING and its consumers.

  Social networks and services such as Hyves, Facebook, Twitter and YouTube spread consumer conversations, experiences and opinions about ING's products and services at the speed of light. The effect of social media is huge since research shows consumers rely more on the experiences of other consumers than on advertising.

  At the same time, employees of ING are more active on social media. This activity creates opportunities to converse with the outside world. It also demands a clear vision of how private and professional use of social media differ.

  In his keynote speech, Nick Jue, CEO, ING Netherlands, will speak about this changed relationship and opportunities to engage in social media and PR in a way that restores confidence in ING and improves the reputation of the bank. Nick will provide insights into these developments by presenting several cases.

  Nick Jue is CEO of ING Domestic Bank Netherlands and President of the Board of ING Netherlands.

• 11:00-11:20

• Coffee break

• 11:20-12:05
  

• How to use social media to drive business functions: A case study from Dell

  An early leader in e-commerce and the creator of Dell community crowd-sourcing forums like IdeaStorm and EmployeeStorm in the late 1990s, Dell quickly learned it's not just about websites. 
  Dell's team is the underpinning of the company's social Web, and Dell's success depends on this direct connection with customers. Dell recognized early that social media is far more than a tool: It's an extension of its brand.

  During this session, you will hear about Dell's social media strategy and the most important lessons Dell took away.

  You will learn:

  • Best practices to connect with customers using social media
  • How to first listen, then engage, connect and finally act to build a better business
  • How Dell looks to social media to make better businesses and marketers

  Simone Versteeg is responsible for PR and Corporate Communications for Dell Services in Europe, Middle East & Africa (EMEA).

• 12:05-13:15

• Networking Lunch, courtesy of ING

• 13:15-14:00
  

• Crisis communications in the social media era

  While the fundamentals of crisis communication from decades ago remain valid, the execution has been changed irrevocably and dramatically by social media. During the "critical event period" of a crisis, your audiences rush to their social channels to talk to peers to formulate their views, according to research. Understanding the dynamics of social media during a crisis is key to minimizing its effect on your organization. In this revealing session, online communications specialist Shel Holtz will guide you through the new world of crisis communication, including:

  • Why front-line employees engaged in social channels produces the best results
  • The characteristics of companies that achieve the best outcomes from a crisis
  • The role of blogs, Twitter, Facebook and other channels
  • Why responding without waiting for approvals is the norm in the 140-character news cycle (and how to get the approval you need proactively)
  • The need for updates in social media, even when there's nothing new to say

  Shel Holtz is Principal of Holtz Communication + Technology.

• 14:05-14:50
  

• Holland Heineken House, a (media) home away from home

  The Holland Heineken House has been the home away from home for Dutch athletes, supporters, sponsors and media during the Olympic Games since 1992. Holland Heineken House has grown steadily in scope, organization and media attention, and  now attracts national and international media, who know how to find the Holland Heineken House every Olympics. Heineken House offers them plenty of good stories..
  In Athens, in two weeks' time, nearly 50 foreign television teams toured the House and in Vancouver that number almost doubled. The BBC did a story about the House in Turin, which showed clearly that presenter Steve Cram had consumed a few of the sponsor's libations. Cram ended his report by stating: "the future is definitely orange.” How did Heineken House go from a simple reception facility to a unique Olympic brand experience? Brand building, awareness and media attention have been the main ROI for Heineken.

  In this session, you will hear:

  • History of the national house and Heineken's objectives for it
  • The communications strategy and results of the 2010 Vancouver Winter Olympics
  • Status and PR challenges for Heineken House in the 2012 London Summer Olympics
  • How Heineken uses social media to engage visitors and stay-at-homes

  Norbert Cappetti is the Communications Manager for Holland Heineken House (Heineken Netherlands).

• 14:50-15:10

• Coffee break

• 15:10-15:55
  

• How the Phoenix Suns use Facebook, Twitter, Google+ and other social media to extend their brand and engage their fan base

  Considered a leader among professional sports franchises in technology and communications, the Phoenix Suns have won many awards for their interactive initiatives over the years, and now set the standard with their social media as well.
  In this informative, entertaining session, you'll learn how the Suns use emerging media to engage their fans and strengthen their brand, while they generate new revenue and recruit new fans.
  During this presentation, you will hear about:

  • The evolution of the Suns' social media strategy
  • How the Suns exploit social media to sell tickets and digital sponsorships
  • The Suns' philosophies on Facebook, Twitter and Google+
  • The merger of Suns.com, social and mobile
  • The Suns' brand ambassadors inside and outside the organization
  • How the Suns use geo-location services

  Jeramie McPeek is Vice President of Digital for the Phoenix Suns. Enjoying his 19th year in the NBA, Jeramie (Twitter handle: @jmcpeek) oversees the organization's digital, mobile and social media initiatives.

• 16:00-17:00
  

• Special Keynote with Carla Buzasi, Huffington Post UK

  "The new news"

  The Huffington Post UK launched in July 2011, on the eve of one of the most news-heavy summers the UK had ever seen. The News of the World phone hacking scandal and the UK riots dominated the news, and social media wasn't just how HuffPost UK pushed out its headlines to a brand new audience, but how they gathered the latest twists and turns for our live blogs, reports and news stories.

  During this session, you will learn:

  • How the news-room set up looks in the 21st century
  • How social media is changing journalism
  • How PR professionals can interact with reporters and editors on social media
  • New ways PR professionals can harness social media

  Carla Buzasi is an award-winning editor and writer.  She's the Editor-in-Chief of the Huffington Post UK.

• 17:00-19:00

• Networking Cocktail Party, courtesy of ING

Thursday, April 12

• 8:30-9:00

• Registration and coffee

• 09:00-10:00
  

• Opening keynote

  
  Similar to Walt Disney’s original idea for Disneyland, the Disney Parks social media program is driven by the simple notion that making guests happy is a key to success.  Since launching the successful Walt Disney World Moms Panel, Disney Parks Blog and other channels, the program’s strategy has revolved around listening, building relationships, creating and sharing relevant stories and participating in online conversations.  Disney Parks has a series of real-world case studies and examples to share as well as the secret to what keeps the company’s most powerful social program moving forward and grabbing attention.  
  Attend this session and you’ll learn:

  • The importance of purposeful storytelling
  • Why Disney Parks social operates like a next-generation newsroom
  • Disney’s secret to moving a social program forward
  • Why doing social right demands creativity
  • How to highlight the best of your company in the social space
  • The key to creating experiences worth sharing
  • How to build structure around your content

  Thomas Smith is Social Media Director at Disney Destinations, overseeing the U.S. teams that manage content and engagement for the popular Disney Parks Blog, the flagship Twitter accounts @DisneyParks, @WaltDisneyWorld and @Disneyland as well as content appearing daily on several of the company's other highly-trafficked channels, including Facebook and YouTube.

• 10:05-10:50
  

• How podcasting can build a community and strengthen your customer relationships

  Neville Hobson and Shel Holtz started their podcast, For Immediate Release, in the earliest days of podcasting -- on January 3, 2005.
  Since then, the co-hosts have built a loyal community of listeners who engage regularly through a variety of channels. In this multimedia session, Hobson and Holtz will outline the benefits organizations can gain from audio podcasting with minimum investment of time and money.
  Through the story of their own show, along with insights from businesses that podcast, the pair will demonstrate the various techniques for increasing customer loyalty and creating a channel for deep engagement.

  You'll learn:

  • What it takes to launch a customer-focused podcast
  • How to turn a one-way recorded audio file into a two-way engagement channel
  • How to build your podcast audience
  • Making your show listener-driven
  • Assessing your podcast's impact

  Neville Hobson, based in the UK, and Shel Holtz, from California in the U.S., are both independent consultants who help organizations communicate effectively online.

• 10:55-11:40
  

• The art of storytelling

  Even though Microsoft faces the same communications challenges as other multi-national companies, it is unique: Interactions with and exposure to Microsoft may vary across audiences and geographies – but there are brand attributes, that transcend audiences. Furthermore Microsoft as a technology company is expected to lead when it comes to engaging with audiences in social media. This has an impact on the communications approach that is different from companies with fewer complexities to manage. The Microsoft communications team in EMEA developed global storytelling , a method to create audience-centric campaigns and a model to syndicate them in all communication channels in two-directions including social media. In her session Inger Paus will share insights on the development process of this new communication approach, key success factors to implement it globally and best practices for 360 degree communications.

  You will learn:

  • How Microsoft proves relevancy to all audiences in spite of increased competition
  • How the communications mix is moving from push marketing towards conversations social media campaigns
  • How the company reaches a new generation of consumers and decision makers not interested in one-directional communications
  • How Microsoft communication professionals balance the global story with regional realities to ensure consistency and resonance

  Inger Paus is Area PR Lead for Microsoft Western Europe and orchestrates PR across 12 Western European countries.

• 11:45-12:30
  

• How to measure the ROI of your social media efforts

  The ongoing debate about social media surrounds ROI and how to make it work. As more businesses incorporate social media into their strategies the ROI communicators are asking themselves now is all about how to measure success.

  In this session you will learn:

  • How to help your business understand where to spend its time and how to allocate resources
  • Why monitoring is maybe more important than content and why you should take time to implement a first class program
  • Why building consensus internally across multiple departments is important to your success
  • How to find the metrics that matter most to your organization and using them to improve your efforts online

  Allan L. Schoenberg is Director of Corporate Communications for CME Group, the world's leading and most diverse derivatives exchange.

• 12:30-13:30

• Networking Lunch, courtesy of ING

• 13:45-14:30
  

• From global to local: How to plan and execute social media on multiple markets

  The web is a truly global medium, but most of the business is still done on the local level. Many companies are driving social media success on global level or on selected market, but struggling to execute effective social marketing activities on all of their markets.
  During this session, you will learn how to:

  • Define social strategy that support all of your markets
  • Think local and execute global - how to support your local markets from global point of view
  • Plan social media programs that scale 
  • Organize your strategy for social success

  Jussi-Pekka Erkkola previously spearheaded Nokia’s social media programs and is currently heading digital marketing at Valio, the leading dairy brand in Finland.

• 14:30-14:55

• Coffee break

• 14:55-15:40
  

• Smart leadership in social media: A case study from KLM

  2009 was the year of launching KLM's social media efforts and experimenting. 2010 and 2011 were dominated by growing, learning and putting the structure in place. 2012 is the year of turning this growth and these learnings into business, knowing that exceeded expectations in the past are now the new standard. KLM aims to maintain its leading position in the social media landscape.

  During this session, you will learn:

  • Strategy: How did KLM integrate reputation, service and commerce in its social media strategy?
  • Alignment: How do you create optimal alignment between traditional & social media?
  • Acceleration: With social media you are at the forefront, but what about the rest of the organization?
  • Crisis management: How do you respond to incidents, contingencies and emergencies?
  • Transparency: How open and honest do you need to be?

  Joyce Veekman is Director Corporate Communications & Media at KLM.

• 15:45-16:45
  

• Closing Keynote with Marshal Manson, Edelman Digital EMEA

  Structuring your business for social media success

  Lots of businesses have tried social media. Many have found success. But too often, communicators find internal and external obstacles to their plans hard to overcome, and are unsure what success looks like. Unriddling these challenges requires a fresh approach to organizing your business and building processes and protocols that will really work.  Put another way, how can we put social thinking at the heart of business, and at the heart of communications?

  During this closing session, you will learn:

  • How to structure your business for social media success
  • How to build measurement into your social media and ensure you can evaluate your progress
  • How to balance management oversight of social media with control that must sit closer to the community — either in teams or local markets.

  Marshall Manson is Managing Director of Digital for Edelman in EMEA.