SME

TECHNOLOGY
SUMMIT 2009
1 December
Waterview Convention Center
Sydney
www.smetechsummit.com

Platinum sponsor: Gold sponsors:

Branding sponsor: Technology partners:

Partners:
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Welcome...
Today, your business success depends on how well you tap the potential of technology.

Small and mid-sized enterprises (SMEs) are taking a larger share of the business pie, and increasingly
driving economic growth. This powerful trend is driven largely by technology and connectivity,
creating a world in which smaller, more nimble, better connected companies can outsmart their
monolithic larger brethren, competing globally and tapping opportunities as they arise.

Using technology well in business is proving to be one of the most prominent drivers of success.
Almost every aspect of business is becoming driven by technology.

The SME Tech Summit is an intense day of learning in which we’ll discover the practicalities of using
social media to attract customers and generate sales, building an online presence so customers can
easily find you, generating revenue while you sleep with eCommerce, selling effectively with email
marketing and leveraging your relationships with powerful CRM.

We’d like to take this opportunity to thank our sponsors and partners, and to encourage you to share
your knowledge, insight and experience with fellow delegates for an ever richer learning experience.

We’d also like to take this opportunity to thank our speakers and presenters whose experience and
passion for business will today help deepen your own.

We hope that you’re able to tap our flexible agenda to your greatest advantage and gain the
knowledge from today that will help with planning an incredibly successful 2010 for your business.
Twitter Code
See the website for speakers’ notes and follow the Twitter back channel at twitter.com with tag
#SMETECH
#smetech.

Kind regards,

The Insight Exchange Team

Beth Etling Ross Dawson Jess Nelson Julianne Commins

CEO Chairman Communications Support Services
Manager

The Insight Exchange

Level 14, 309 Kent Street
Sydney NSW 2000
Phone 02 9994 8980
www.theinsightexchange.com

1
Floor plan
toilets

terrace
kitchen
service area
Plenary and Effectiveness
Marketing Lake Room 2
Pond Rooms 1-2 (breakout)
toilets

catering station sponsor tables

Social Media
Lake Room 1
(breakout)

registration

bar catering station

guest entry

Bel Parco 2 Waterview

(business lounge) Convention Centre

Grow your business,

not your costs.

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Summit Agenda
8:00am Arrival & Registration
8:20am Welcome Remarks
8:30am Opening Keynote:
What is technology and how can I leverage it?
Presenter: Tim Pethick, Entrepreneur at Large & Nudie Founder
9:15am Morning Keynote:
Using the network for business success
Presenter: Mark Pesce, Inventor, Writer, Educator & Futurist
10:00am Morning Tea Break
Case Study Breakout Sessions
Attendees can create their own agenda.
Marketing track (Pond Rooms 1-2) Social Media track (Lake Room 1) Effectiveness track (Lake Room 2)
10:20am Search marketing: Managing your brand and Using online freelancers to
Harnessing search for increased reputation online: leverage your business
revenue Providing practical instruction How to use online freelancers and
Carl Bellamy, Group Sales Manager on managing your brand and crowdsourcing to get things done
– Small Business, Australia and reputation online. and grow your business fast
NZ Yahoo! Search Marketing, Sharon Williams, Founder and CEO, Matt Barrie, Chief Executive,
Co-presented with Stuart Milne, Taurus Marketing Freelancer.com
Operations Manager, LawLive
10:50am Case Study: Increasing revenue How to get business results from Building your business with mobile:
through effective CRM: blogging: Case studies of how smaller
SME Case study of implementing Practical lessons on building your companies are using mobile
a CRM system and steps to business and extending your technologies to cut costs and drive
generating business outcomes. community using blogs new business
Daniel Bartels, Director, Aussie Suzi Dafnis, Community Director, Shane Williamson, Co-Founder,
Whitegoods Rescue Australian Businesswomen’s Network Mobile Monday
11:20am Performance marketing: Tweet THIS!: Engaging with clients
Using affiliates and other online How to effectively use and build a Building smart and lasting client
techniques to drive revenue and business community on Twitter relationships with technology
business. David James, CEO & Director, Dominic Thurbon, Managing
Matt Bateman, Managing Director, Brasserie Bread Director, The Centre for Skills
Viva9 Development
11:50am How to make the most from online Social media strategies: Identifying Analytics & measurement: Tools
advertising: & Creating strategies to utilize social to help you keep a pulse on your
Detailed insights into how to do media tools for business clients changing preferences
online advertising to get results. Kate Carruthers, Director, Digital Benjamin Mangold, Analytics
Steven Power, Managing Director, Media Group Director, Mangold Sengers
ReachLocal Australia
12:20pm Networking Lunch
1:20pm Keynote entrepreneurs panel:
How to use technology to grow companies fast
Moderator: Josh Mehlman, Editor, NETT Magazine
Suzi Dafnis, Community Director, Australian Businesswomen’s Network,
Phil Morle, Co-Founder, Pollenizer
2:20pm Close
Business Lounge Opens:
The Business Lounge is for attendees who are not attending workshops but need to place to work before the networking drinks.
Optional Workshops
(Attend 2 different workshops during the afternoon)
Choice 1 Choice 2 Choice 3
2:30pm Google AdWords 101 workshop Using social media to drive your Secret formula for email marketing
James Toepfer, Industry Marketing business success
Manager, Google Tony Hollingsworth, Business Adam Franklin, Managing Director,
Manager, Task Exchange BlueWire Media
3:30pm Afternoon Tea Break
3:45pm Google AdWords 101 workshop Using social media to drive your Secret formula for email marketing
(Repeat) business (Repeat) success (Repeat)
4:45pm Networking Drinks Reception and Live Entertainment

3
 Sponsors and partners
Platinum sponsor Netregistry does far more than sell domain names, web hosting and marketing
services. After all, your goal isn’t the web server or the technology – it’s to build
a better business. Netregistry is a complete online business partner, providing
valuable seminars, workshops, weekly newsletters, free online business advice, free
technical support and much much more. This is why Netregistry is Australia’s most
trusted online provider.

Gold sponsors Salesforce.com is the market and technology leader in cloud computing. The company’s
portfolio of Software-as-a-Service(SaaS) applications, including its award-winning
Customer Relationship Management (CRM) application has revolutionised the ways
that customers manage and share business information over the Internet. For more
information visit: www.salesforce.com/au

Midsize businesses are responsible for nearly 65% of the global GDP. Right now
we’re working with thousands of these businesses around the world to help build
a smarter planet. Visit IBM and discover how IBM and our Business Partners are
helping to turn their vision into reality, and ideas into results.
http://www-07.ibm.com/innovation/au/smarterplanet/ or call: 1800 557 343

ReachLocal brings order to the fragmented local Internet by connecting advertisers,

publishers, and creative solutions providers together on one platform. Wherever
customers are online, ReachLocal helps businesses find them with the broadest reach
of local digital media, a dedicated force of local Internet Marketing Consultants, and
technology that continually optimizes results.

Branding sponsor Thomas Marsden is a Sydney based digital agency specialising in providing creative,
development and marketing services for your businesses online and mobile presence.
From web design to SEO, ecommerce to iphone development our highly focused
in-house team, which consists of both creative and technical specialists, provides a
high quality, holistic web and mobile development service, giving you solutions that
really work. www.thomasmarsden.com.au

Technology partners

Partners

4
Expanded agenda
8:20am Ross Dawson
Welcome remarks Chairman
The Insight Exchange

8:30am What is technology and how can I leverage it?

Opening Keynote: The term “Technology” can mean so many things to many people. Perhaps you think of
technology as the box and keyboard that sits on your desk or the phone you use to take
appointments and if you’re online, perhaps technology is your website and email. You are right on
all these accounts but there is so much more!

Join Tim Pethick, Entrepreneur at Large and Founder of Nudie Juices as he breaks down the
Tim Pethick technology landscape and gives you examples of how to leverage it. You’ll gain:
Entrepreneur at
Large & Nudie Founder • A better understanding of the spectrum and technology silos that are appropriate to your business
• How technology can be an enabler to do better business and
• How Tim himself views and utilizes technology for business success.

Technology is not complicated and not that expensive. To kick off the SME Technology Summit,
Tim will give you the tools to understand and feel confident to approach technology with
excitement and an investment. It’s fun after all!

9:15am Using the network for business success

Morning Keynote: The past five years have seen an explosion in the ways we can connect with one another. Just
five years ago email was a bit risqué – now people use Facebook and Twitter and Google
Wave and don’t even give it a second thought. All of this ‘hyperconnectivity’ means we can be
reached anywhere, everywhere, all the time. This has enormous implications for SMEs. More
than just supercharging your rolodex, these network connections can become the channels to
increased sales and productivity.
Mark Pesce
Inventor, Writer, The network represents a new force, pressing down from the outside, as your hyperconnected
Educator & Futurist customers (both satisfied and not-so-satisfied) use new channels to spread the word about
your products. You need to be there, wherever those conversations are happening, whenever
they happen. You really do need to have eyes and ears everywhere across the net. How can a
small business afford to do this? New tools make it easier, but to make best use of these tools,
you have to empower your employees to use them. Social media in the office is powerful – and
a little bit dangerous. But with some simple ground rules, it can change your business.

10:00am Morning tea break

TRACK ONE — MARKETING Pond Rooms 1-2

10:20am Search Marketing: Harnessing search for increased revenue

Carl Bellamy
Group Sales Manager
– Small Business, Aus-
tralia and NZ Yahoo!
Search Marketing
Search Marketing can offer businesses massive exposure online without much work.
It’s about understanding how search works and then creating a plan to make it work
for you. This session will run through a real life example of how a company can har-
ness the benefits of online search for increased revenue and exposure.

Stuart Milne
Operations Manager,
LawLive

10:50am Case Study: Increasing revenue through effective CRM

Daniel Bartels Case study on how the company implemented and uses Salesforce.com to manage
Director, its customer contacts, which were transferred across when the company bought the
Aussie Whitegoods services division of Kleenmaid. The presentation will cover the key issues faced by the
Rescue company, the experiences and lessons learned in the CRM implementation, and their
future plans.

5
 11:20am Performance marketing: Using affiliates and other online
Matt Bateman techniques to drive revenue and business
Managing Director Partnering with online affiliates is one way to increase exposure and sales. This session
Viva9 will dive into an overview of affiliate marketing and how it could work for you.

11:50am How to make the most from online advertising

Steven Power Detailed insights into how to do online advertising to get results
Managing Director Increasingly people are finding suppliers by going online. Find out how to reach people
ReachLocal Australia exactly when they are looking for your kind of business. Learn specific and proven
techniques for designing and implementing your online advertising campaigns so you
get the best results for your investment.

TRACK TWO — SOCIAL MEDIA Lake Room 1

10:20am Managing your brand and reputation online:

Sharon Williams
Identifying whether to use existing social communities or to
Founder and CEO
Taurus Marketing create your own.
This session will provide instruction on managing your brand and reputation online,
including: • What are the risks? • Review your online presence • Importance of moni-
toring your brand online • Business owners and employees are extensions of the brand
• How to engage in social media and when is the correct time to deal with issues
• What strategies can you put in place to manage your brand online?

10:50am How to get business results from blogging:

Suzi Dafnis Practical lessons on building your business and extending your
Community Director
Australian Business-
community using blogs
Have you ever wondered if it was worth your while to start a blog? Are you unsure of
women’s Network
the benefits of a blog and whether they offer much return? This session will give you the
basics of what’s behind starting a blog, maintaining the content and managing the feed-
back ultimately allowing you as a business owner to extend your community and reach.

video marketing strategies

techniques industries tools
podcasts work life content
practical business library
actionable case studies
whitepapers management
insights technology content
webcasts articles CXO challenges

Your Go-To Place for Management

BNET Australia helps you to face your everyday business challenges offering both Australian
and global perspectives. We provide access to over 13 million articles, whitepapers, case
studies, webcasts, business tools and templates. Find out more at www.bnet.com.
www.bnet.com
11:20am Tweet THIS!: How to effectively use and build a business
David James,
community on Twitter
CEO & Director
Twitter is all the rage but is it a productive means of communication and marketing?
Brasserie Bread
David James, CEO of Brasserie Bread will explain how he has been able to create a
twitter community to expand his business. He’ll teach you the ins and outs of Twitter,
how he manages his posts (or Tweets, as they’re called) as well as the reaction, feed-
back and insights he’s been able to gain through learning this new platform.
11:50am Social media strategies: Identifying & creating strategies to
Kate Carruthers
utilize social media tools for business
Director
Identifying the social media landscape can be an overwhelming task. Which technolo-
Digital Media Group
gies should you use? Which technologies give you control? Which technologies make
sense for your business? This session will help you identify social media technologies
to ultimately create a strategy for your business.

TRACK THREE — EFFECTIVENESS Lake Room 2

10:20am Using online freelancers to leverage your business:
Matt Barrie
How to use online freelancers and crowdsourcing to get
Chief Executive
Freelancer.com things done and grow your business fast
Small businesses are now finding that jobs that used to cost them $2000 to get
done locally can now be outsourced quickly and to a high level of quality for around
$100-200! What’s more is that this highly liquid pool of labour is “on demand”, so
that jobs can be outsourced at any time of day or night. This presentation will provide
an overview of the next revolution that the Internet has delivered, which will forever
change how small businesses operate.

10:50am Building your business with mobile case studies of how

Shane Williamson smaller companies are using mobile technologies to cut costs
Co-Founder
Mobile Monday
and drive new business
Is mobile the next big thing? Many people in the technology community believe that
mobile will be the future of communication, web experiences, and business activity,
but what does that mean for SMEs? Is it really a viable platform? This session will
outline best practices on how to use mobile technologies for business success.
 11:20am Engaging with clients: Building smart and lasting client
Dominic Thurbon relationships with technology
Managing Director Markets today are different. Real-time, mass communication is taking the power out
The Centre for Skills of the hands of the organisation and handing it to the newly connected consumer.
Development Transparency, accountability and dialogue are now genuine areas of competitive
advantage, and organisations are struggling to keep up or fully understand how this
will impact on them. But the technology driving this change also creates an opportu-
nity for organisations to better connect, promote dialogue and build relationships with
their clients… these same tools that are letting people out can be leveraged to help
you connect with customers.

11:50am Analytics & measurement: Tools to help you keep a pulse on

Benjamin Mangold your clients changing preferences
Analytics Director So you have an understanding of online tools and are interested in putting them in
Mangold Sengers place, but how do you measure their success? This session will provide an overview of
analytic and measurement technology tools to help SMEs keep a pulse on their online
activity as well as consumers changing preferences.

12:20pm Networking lunch

1:20pm How to use technology to grow companies fast

Keynote
Entrepreneurs Panel: Moderator: Presenters:

Josh Mehlman Suzi Dafnis Phil Morle

Editor Community Director Co-Founder
NETT Magazine Australian Business- Pollenizer
women’s Network
2:20pm Close

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 Business Lounge Opens: The Business Lounge is for attendees who are not attending workshops
but need a place to work before the networking drinks.

2:30pm Workshops

James Toepfer choice one

Industry Marketing Google AdWords 101 workshop
Manager, Google Take part in this in-depth workshop on how Google AdWords can help your business
succeed online. This workshop will give you the practical steps you need to start and
implement a Google AdWords strategy, ultimately increasing your companies visibility
online.

Tony Hollingsworth choice two

Business Manager Using social media to drive your business
Task Exchange There are so many components that can be considered social media, so how do you as a
business owner and manager, know which platforms and technologies make sense for you?
In this interactive and hands-on workshop you will learn:
• insight into which social media platform is right for your business
• how to start and engage conversation without promotion
• the steps to creating a social media strategy

Adam Franklin choice three

Managing Director Secret formula for email marketing success
BlueWire Media • 6 Mistakes people (like me) make & how to avoid them
• “10 commandments” for engaging emails
• How to harness social media to broaden your reach
• Includes “Hypoxi case study”

3:30pm Afternoon Tea Break

3:45pm Workshop choices repeated

4:45pm: Networking Drinks Reception and Live Entertainment

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Web Design & Development
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Online Marketing & SEO
Mobile Development
Ecommerce

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The Insight Exchange
Level 14, 309 Kent Street
Sydney NSW 2000
Phone 02 9994 8980
www.theinsightexchange.com