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Social Media Marketing - The Way Forward marcus evans

Social Media Marketing - The Way Forward marcus evans

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Published by Laurel Papworth
social media bootcamp run by Laurel Papworth in Sydney
social media bootcamp run by Laurel Papworth in Sydney

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Categories:Types, Brochures
Published by: Laurel Papworth on Feb 22, 2011
Copyright:Attribution Non-commercial


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Attend this premier conference and gain insights into:
a successful marketing strategy with social media and effectively aligning this with overallbusiness needs
the right measures and metrics to monitor and convert effectiveness
realistic KPIs and goals of social media marketing to maximise social media potential andincrease ROI
and selecting the right social media tools and channels for your marketing campaigns
resources for your social media marketing initiatives
Getting there
: Identifying and managing operational pitfalls and obstacles so that you get the most outof social media marketing
Social Media Marketing - The Way Forward
Time to get serious and get ‘social’: Road-mapping social media into your overallmarketing game plan to further strengthen your corporate brand
Matt Dickman, Senior Vice President, Fleishman-Hillard
Sydney Harbour Marriott, Australia28th February & 1st March 2011
Fully embarking upon the social media wave to maximise your business performances andpotential in this rapidly evolving marketing age through conversion of interest and coversations.
Social media isn’t the end-all-be-all, but it offers marketers unparalleledopportunity to participate in relevant ways. It also provides a launch- pad for other marketing tactics. Social media is not an island. It’s a
high-power engine on the larger marketing ship
Your distinguished Chair:
Gavin Heaton
Director of Social Media
SAP Premier Customer Network – SAP Inc
For the last 12 plus years Gavin has worked from Australia in global roles for a range of companies. While working with global marketing agency, Creata, he was responsible for thedigital strategy and implementation of the HappyMeal.com brand in the USA and its subsequent global rollout. He has also built and grown business units for companies like IBM.He evenly balances creativity and business know-how with a passion for the chaos in whichwe live - and strives to transform his teams into focused and enthusiastic micro-communities.He is the co-publisher of the ground-breaking collaborative marketing book, The Age of Conversation, which brought together over 100 marketing bloggers from around the world for the first edition, and over 230 writers for the second. He is also actively involved in a variety of marketing/advertising-related efforts, from Planning for Good through to the InterestingSouth conferences.
Delivering practical case studies, expert presentationsand insights by the following industry leaders:
Chris Smith
General Manager, Digital
NABRupinder Toor
Head of Online Marketing
Dell AustraliaAndrew Giles
National PR Manager
Canon AustraliaAndy Ridley
Co-Founder, Executive Director
Earth HourSteven Murphy
Communication Manager
FremantleMedia AustraliaKristen Boschma
Head of Online Communications and Social Media
Mike Hickinbotham
Social Media Senior Adviser
TelstraMargie Kwan
Asia Pacific Employer Branding Leader
Ernst & Young
Winner of 2009 AMI’s ‘Experiential & Brand Experience’ Award 
Kate Dombkins
Online Sales & Marketing Manager
Tourism Wollongong
Winner of South Coast Marketing Award 2010
Sean Smith
Head of Brand & Communication
Former Head of Digital Marketing
TicketekVenessa Paech
Community Manager
Lonely PlanetDuncan Riley
Australia’s top 5 blogger, CEO
NichenetHannah Law
Head of Social Media
Switched On MediaTiphereth Gloria
Social Media Strategist & Manager
George Patterson Y & R
Winner of a Gold Lion in the Media category, Cannes Advertising Festival 2010
Featuring special half day interactive workshop on:
Time is running out: Creating a fail-safe social media campaign
Facilitated by:
Laurel Papworth
Social Network Strategist
Laurel has been working with online communities and social networks for the last 20 years. She runs workshopson how to use social media for strategy, campaigns and press releases. Laurel was named Head of Industry, Social Media by Marketing Magazine. When not consulting to organisations like Singapore Government or Sony, Laurel teaches at the University of Sydney and Australian Film TV and Radio School. She is a Power150 Adage blogger,in the top 5 Australian media blogs and recently named in the top 100 influential Twitterers globally (placed at 21). Laurel fast-tracked a post grad cert in travel and tourism from Thames Valley University, UK in 2004.
What past delegates had to say:
“Conference was in-depth and interesting! Look forward to applying this wealth of information in work  place.” 
Marketing Manager
Greater Barrier Reef Aquarium
“Very professional & well-organised with great speakers!” 
Marketing Manager
Perfection Fresh
“This was a fantastic opportunity to hear and learn from the industry examples!” 
Senior Brand Manager
Frucor Beverages
“Event was well run with professional speakers, workshop was very beneficial particularly!” 
Broadcasting Coordinator
“Good range of speakers from different industries.” 
Channel Marketer
Salvation Army
EndorserMedia Partners
*Early Bird & Group Discounts
Ask about our savings
Agencies accredited with
The Communications Council
can accrue
CPD hours
upon attending this event.
members are entitled to claim
5 QPMR points
per hour of learning whenattending this event.
0815Registration and Coffee0845Opening address from the ChairGavin Heaton
Director of Social Media
SAP Premier Customer Network – SAP Inc0900Session One – Case Study of The X-FactorHave you got ‘It’? The X factor behind FremantleMedia’s socialmedia success
For the first time, FremantleMedia has hired an in-house social media editor tomaximise the campaign effort of The X-Factor 2010. This case study showcaseshow Fremantle has successfully overcome many challenges during the course ofThe X-Factor and boosted their marketing ROI in the social media scene.Assigning responsibility and accountability of social media within the businessDiversifying information and content delivery methods using social media toencourage continuous engagementEstablishing an effective social media engagement culture for your products andservicesIncreasing brand performance with an effective in-house social media gameplan
Steven Murphy
Communication Manager
FremantleMedia Australia0945Session Two – Award Winning Case StudyGetting what you want out of social media: A tale of ‘ExperienceErnst & Young on Facebook’
Ernst & Young was the first professional services firm in Australia to engage insocial media to designed to build and enhance awareness of their employerbrand. In this practical session, you will gain unique perspectives and learn howErnst & Young's award winning social media campaign successfully met theirbusiness objective: Recruiting the best and the brightest.How social media will support business objectivesCapitalising on social media potential to drive business resultsHarnessing the power of mouth-to-mouth and viral marketing potential in socialmedia
Margie Kwan
Asia Pacific Employer Branding Leader
Ernst & Young
Winner of 2009 AMI’s Experiential & Brand Experience Award 
1030Morning refreshments and networking break1100Session Three – Case StudyDefining the end-game of your social media marketing strategy
Identifying what business really wants to accomplish with social mediaQuantifying and qualifying the social media KPIs for marketing campaignsSetting realistic expectations and goals for your social media strategy
Sean Smith
Head of Brand & Communication
Former Head of Digital Marketing
Ticketek1145Session Four – Case StudyIt’s as easy as turning the light off: Resourcing for social media
As a Non-Profit organization with a tight budget overall, social media marketingwas an ideal answer for the Earth Hour team and brought about a phenomenalresult. In 2010, hundreds of millions of people globally, with 90 million in the USAalone joined and turned their lights off for this great cause. Learn how Earth Hourmanaged to maximise performance of their unique, open-source brand withlimited resources.Making every cent count with social media marketingPrioritising resource for different social media efforts and engagementsBalancing social and traditional media for maximum brand exposure
Andy Ridley
Co-Founder, Executive Director
Earth Hour1230Networking luncheon1330Session Five – Joint Case Study of Reinvent the Wagon WheelCampaign Social Media, Show Me The Money!
George Patterson Y & R Sydney successfully managed the re-launch of classicWagon Wheel by connecting and engaging new target audiences in social mediato unlock the latent power of the Wagon Wheel as a brand. Examine how `Random But Right' campaign reignited passionate connection to the brand bymixing participation through social media to wholly rejuvenate the brand ofWagon Wheel.Promoting relevant dialogues among influencers to aid your brand performanceBoosting your marketing reach of your consumers with social mediaInjecting new life into the brand with social media engagement through the rightchannels and applicationsNurturing social media connections and converting them to make business senseSenior Representative
Arnott's AustraliaTiphereth Gloria
Social Media Strategist & Manager
George Patterson Y & R
Winner of a Gold Lion in the Media category, Cannes Advertising Festival 2010
1415Session Six – Case Study of IdeastormWhy does your corporate website still look like it’s from the dot-com era?
Creating business-optimised social media platform to support your marketingneedsSocialise your corporate website to promote dialogues among your targetmarkets to generate more conversations and leadsAssessing how Dell ‘stormed’ the social media scene with their unique IdeastormDevising relevant and targeted forum to engage existing, new and potentialcustomers directly with social media
Rupinder Toor
Head of Online Marketing
Dell Australia1500Afternoon refreshments and networking break1530Session Seven – Joint Case StudyCEO to Receptionist - everyone’s a marketer in social media
Through introduction of social media engagement from within - the collaborationof Switched On Media with Canon Australia, Canon Australia was able to supportand grow the community of passionate photographers to increase brandawareness and market share of brand conversation. Gaining insights into how tosuccessfully drive your team to get `social':Converting community engagement from all internal stakeholders into marketshareInvolving employees with the power of social media for a long term marketingstrategyConnecting internal staff with the social media community for brand growthEnsuring continuity of brand performance through continuous culture andcommitment within enterprise-wide participation/ involvement
Hannah Law
Head of Social Media
Switched On MediaAndrew Giles
National PR Manager
Canon Australia1615Session Eight – Case StudyAvoiding social media marketing pitfalls - Risk Management
Telstra is actively engaging customers via Telstra Exchange, its industry-leadingcorporate blog, to maximise the potential of the social media for business andbrand performance. Learn from Telstra’s experiences to avoid potential pitfallswhen using social media for your businessManaging the risk of social media engagement by having the right peopleequipped with the right toolsAddressing potential negative effects of social media initiativesIdentifying when to take control for risk management mitigation in various socialmedia channelsUnderstanding a variety of risk management methods for social media
Kristen Boschma
Head of Online Communications and Social Media
Mike Hickinbotham
Senior Social Media Advisor
Telstra1700Closing remarks from Chair and end of Day One
Conference Programme Day One
Monday 28th February 2011
Why you must attend
Social media marketing has rapidly evolved to the extent that it is no longer enough to justget on board the ‘social media marketing train’. Marketers are bombarded with tools andtechnologies without a real understanding of integrating social media effectively.
Social Media Marketing - The Way Forward
enables marketers to effectively developand manage a sound strategy for your ongoing and future social media marketing projects,with practical and valuable insights shared by some of the most successful brands andcampaign creators in both B2C and B2B social media marketing.

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