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An unashamedly relevant examination of the social media’s potential for revenue generation.
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www.corporatesocialmediasummit.com.auResearched and developed by:
REGISTER NOWSECURE ORDER
CORPORATESOCIAL MEDIA SUMMIT 2011
30th - 31st March, Sydney harbour Marriott
An unashamedly relevant examination of the social media’spotential for revenue generation
INTERNATIONAL KEYNOTE:
Carie Lewis, Director of Emerging Media, Humane Society of the (USA )
KEY PRESENTATIONS FROM:
Tiphereth Gloria, Head of Social Media, GPY&R
Nic Frankham, Director of Public Affairs, Australia and New Zealand, American Express Australia
Kristen Boschma, Head of Online Communications and Social Media, Telstra
Sean O’Byrne, Manager - Digital Economy, KPMG Australia
Rod Peno, Head of Social Media, News Digital Media
Alex Schlotzer, Web Campaigns Officer, ACTU
Sam Mclean, Media Director, GetUp Australia
Steven Bradley, Social Media Manager, NRMA Motoring and Services
Dae Levine, Head of Communications, Greenpeace Asia Pacific
Mark Chenery, Communications Manager, Actionaid Australia
Corporate Social
www.corporatesocialmediasummit.com.au
8.00 Registration and coffee
8.45 Welcome and speed networking sessionGet to know your peers right from the start in thisrelaxed and informal speed networking session.Bring your business cards!
9.00 Opening remarks from the Chair
SOCIAL MEDIA IN AUSTRALIA9:10 On the bleeding edge: Current applications of
social media� Contrasting Australia’s use of social media with global
averages
� A short set of sensibilities for effective social media use
� A comment on digital libertarianism and social media
Tiphereth Gloria, Social Media Strategist, GPY&R
10:00 Social Media and Social Change� Examining social media’s capacity for reshaping values in
workplaces and community
� Tailoring social media strategies to suit your organisation’sneeds and specific challenges
� Understanding how to communicate with a plugged in Gen Y
Dr Kathie Muir, Senior Lecturer, Gender, Work and Social Inquiry,School of Social Science, University of Adelaide
10:45 Morning tea
DEVELOPING SUCCESSFUL SOCIAL MEDIA REVENUE SCHEMES 11:00 INTERNATIONAL KEYNOTE
How to turn Facebook and other social media into a lucrative, direct revenue stream� Developing the communications framework necessary for an
lucrative campaign
� Common roadblocks, and how to overcome them
� The steps required to convert a ‘friend’ into a donor
Carie Lewis, Director of Emerging Media,Humane Society of the USA
11:45 NRMA: Growing brand awareness using social media� Using social media to expand the relevance of a
conservative institution within society as a whole
� Smart social network targeting
� Finding the right staff for an optimal digital communications department
Steven Bradley, Social Media Manager,NRMA Motoring and Services
12:30 Lunch
IMPLEMENTING COMPANY WIDE SOCIAL MEDIA 1:30 American Express: Creating a Facebook presence in
the Japan Asia-Pacific region and in Australia� The roll-out of American Express Facebook pages in the
JAPA region
� Case Study: Creating American Express Australia on Facebook
� Effectively responding to customer feedback via social media streams
� Developing an internal communications policy for staff socialmedia use
Nic Frankham, Director of Public Affairs, Australia and NewZealand, American Express Australia
2:15 Product development for social media� Product development for social media
� Strategies for selecting agency partners
� Incorporating social media into everything!
Cedric Tong, Direct Marketing Manager, Starlight foundation
EFFECTIVE MEDIA AND PR STRATEGY 3:00 Developing an effective media strategy for
social media � How stories break on social media
� Knowing what to leak, when and where
Lauren Brown, Managing Director, Pulse Marketing Group
3:30 Afternoon tea
3:45 AEIOU foundation, Communications Shutdown� Back to basics, why simple ideas are the most effective
� Strategies for taking full advantage of awareness createdthrough high profile initiatives
� Going viral: effective PR through social media, and how toensure that your message stays on track
Marianne Harvey, Senior Copywriter, Sapient Nitro
Cristian Staal, Senior Designer, Sapient Nitro
4:30 Addressing the key concerns large corporationsconsider when developing a social media strategy/policy � Understanding the broader functions of social media as a
transformative element in large business
� Encouraging a culture of social media adoption – objectivesfirst, solutions last
� Creating an engaging and interactive working environment
Sean O’Byrne, Manager - Digital Economy, KPMG Australia
5:15 Closing remarks from Chair
5:30 Networking drinks
Day One, Wednesday 30th March 2011
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9.00 Opening remarks from the Chair
CONTENT IS STILL KING 9:10 Powerhouse Museum: Interactive social media as a
social record� How to encourage user generated content of the highest calibre
� Imagining the museums of the future
� Examining Powerhouse Museum's innovative use of social media
9:50 Greenpeace: the value of user generated content � Case study: Origami Whales
� Case study: Nestle, give rainforests a break
� Organic content strategies
Dae Levine, Head of Communications, Greenpeace Australia
10:30 Morning tea
LOCATION BASED SERVICES 10:50 News Digital Media: Putting social data to use as a
value driver� Incorporating social platforms into existing content
� Effectively analysing social media usage patterns
� Case study: NDM network
Rod Peno, Head of Social Media, News Digital Media
11:30 Action Aid – Project Toto� The logistics of setting up computer portals in developing
communities
� The challenges in creating social media friendly content
� Quantifying the success of Project Toto
Mark Chenery, Communications Manager, Actionaid Australia
12:10 Lunch
INCREASING USER ENGAGEMENT1:10 Telstra’s three Rs of social media engagement
� How to develop an official, well balanced social mediacommunications strategy
� The benefits of an accreditation process
� Adopting a considered approach to breech of policy, aimed atpromoting rather than restricting the use of social media byemployees and agents
Kristen Boschma, Head of Online Communications and SocialMedia, Telstra
1:50 Why social media is such a valuable tool inengaging citizens with political issues � Viral video: Creating the sort of content that people want to
share online
� Engaging a database to action: Developing high valuecommunities online
� Projecting for the future: based on the 2010 results, howsocial media has the potential to redefine election campaigning
Sam Mclean, Media Director, GetUp Australia
2:30 Using social media to build unionism through increasedmember participation and community engagement� Social networking at the heart of the communication strategy
� Using social media to engage stakeholders online
� Empowering the community to contribute, collaborate, shareideas and information
� Case study: ACTU Your Rights At Work – social networkingand ROI for effective online campaigning
Piers Hogarth-Scott, Managing Director, Community Engine
Alex Schlotzer, Web Campaigns Officer, ACTU
3:10 Closing Remarks from the chair
3:20 Conference of close
Please visit the website for regular updates and changes to the program. Be kept in the loop with this eventvia LinkedIn, Twitter, You Tube and our Blog. Full details at www.corporatesocialmediasummit.com.au
Day TWO, THURsday 31st March 2011
CASE
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Social media essentials for charities and NFPs1) Explaining the social media business model
2) What different organisations can expect from their social media use
3) Budgeting for your social media campaign
4) Creating content to attract and retain a high value traffic
5) Essentials of community management
6) Converting a friends list into a revenue stream
7) Providing value for donations within the social community
Facilitator: Carie Lewis, Director of Emerging Technology,The Humane Society of the USA
WORKSHOP B 1:30pm - 5:00pm
Legal essentials for corporate social media use1) Considering social media usage in employment contractual terms
2) Defining the extent to which employers own staff social media content
3) Privacy online, knowing where to draw the line
4) On overview of current domestic and international case lawsurrounding social media
5) Remedies available for enforcing brand integrity through socialmedia channels
Facilitator: Senior Associate, Blands Law, Sydney
Pre Conference WorkshopsTuesday 29th March 2011
SPonsorship & ExHIBITION OPPORTUNITIESTo find out how we can tailor the sponsorship packages to suit your
needs at this highly anticipated event, contact the Sponsorship ManagerSamuel Wilson on (+61 2) 9080 4371 or email [email protected]
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Conference VenueSydney Harbour Marriott
30 Pitt Street Sydney NSW 2000
Phone: (02) 9259 7000
www.sydneyharbourmarriott.com.au
Accommodation & TravelFor your convenience, please access this event via our website and click on the ‘Venue, Accommodation & Travel’ tab or call the Lido Group on 1800 817 339.
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Payment TermsPayment must be made prior to the event or admittance will not bepermitted. A tax invoice and confirmation letter will be emailed to theattendee upon completion of a valid registration. Payment may bemade by EFT, cheque or credit card.
Conference PapersPapers will be available for download from our website five workingdays after the event. These are available for purchase online at:www.corporatesocialmediasummit.com.au
Please reference the VIP Code and the Event Code below whenmaking your booking.
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REGISTER EARLY & SAVE UP TO $200EARLY BIRD RATE
Book & pay on or before 31/01/2011
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CORPORATE SOCIAL MEDIA SUMMIT30th - 31st March 2011 | Sydney Harbour Marriott
Network with leading professionals and learn from key case studies by registering yourself or your team today.
VIP CODE
P11K16Li
EVENT CODE
P11K16
REGISTER ONLINE via our secure server www.corporatesocialmediasummit.com.auREGISTER NOWSECURE ORDER
Be sure to register by 31st January 2011 to
maximise savings on yourregistration fee!
For group discount, pleasecall (+61 2) 9080 4307 or
email [email protected]
Registration Fees IncludeEntrance to the relevant sessions purchased; plus refreshments, lunch and all available conference presentations. Late papers will beavailable electronically, five working days after the event. Registrationfees do not include airfares or hotel rooms.
Dress CodeSmart casual wear is suggested along with a sweater or jacket in casethe conference room is cool.
Cancellation Policy & SubstitutionsCancellations must be advised in writing at least 10 working days prior to the event. An administration fee of $440 (inc 10% GST) will beincurred for cancellations. A refund will not be given if a delegate failsto attend or cancels within 10 working days prior to the event. A password to download the conference presentations that areavailable will be sent to paid delegates who cancel in the non-refundpenalty period. Substitutions can be made at any time before theevent without penalty.
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