1 December

Waterview Convention Center
Sydney
www.smetechsummit.com
TECHNOLOGY
SUMMIT 2009
SME
Platinum sponsor: Gold sponsors:
Technology partners: Branding sponsor:
Partners:
2
THE IDEAS FACTORY
Call 1800 78 80 82
or visit www.netregistry.com.au
INDUSTRIAL
STRENGTH
BUSINESS
Netregistry assembles small business ideas
into fully functional websites and online
marketing plans every day.
• Shaping hosting packages
• Forging search engine optimisation
• Moulding copywriting
• Constructing email marketing
Netregistry can manufacture the online
strategy you need, with all the necessary
components, cogs and mechanisms, to turn
your business into an internet sales machine.
Put your idea on the Netregistry
production line and watch it
become a reality.
1
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 fnd you, generating revenue while you sleep with eCommerce, selling efectively 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 fexible agenda to your greatest advantage and gain the
knowledge from today that will help with planning an incredibly successful 2010 for your business.
See the website for speakers’ notes and follow the Twitter back channel at twitter.com with tag
#smetech.
Kind regards,
Welcome...
The Insight Exchange
Level 14, 309 Kent Street
Sydney NSW 2000
Phone 02 9994 8980
www.theinsightexchange.com
Twitter Code
#SMETECH
The Insight Exchange Team
Beth Etling
CEO
Ross Dawson
Chairman
Jess Nelson
Communications
Manager
Julianne Commins
Support Services
Floor plan
- Create more leads
- Close deals more qulckly
- Porecast more accurately
- Control costs
- Manage more customers
more emclently
Grow your business,
not your costs.
Discover how you can fast track your business:
vlslt: www.salesforce.com/au/smallbuslnesscentre
Pree call: l800 667 6389 and quote "SML Summltª
ª Copyrlght 2000-2009 salesforce.com, lnc. web-based Customer Pelatlonshlp Management (CPM) Software-as-a-Servlce (SaaS).
All rlghts reserved. varlous trademarks held by thelr respectlve owners . SPDC Australla Pty Ltd. Tower 3 - Darllng Park, Level ll, 20l Sussex Street, Sydney, NSw 2000, Australla.
Waterview
Convention Centre
Bel Parco 2
(business lounge)
guest entry
service area
Plenary and
Marketing
Pond Rooms 1-2
catering station
Social Media
Lake Room 1
(breakout)
Efectiveness
Lake Room 2
(breakout)
terrace
sponsor tables
registration
bar catering station
toilets
toilets
kitchen
3
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) Efectiveness track (Lake Room 2)
10:20am Search marketing:
Harnessing search for increased
revenue
Carl Bellamy, Group Sales Manager
– Small Business, Australia and
NZ Yahoo! Search Marketing,
Co-presented with Stuart Milne,
Operations Manager, LawLive
Managing your brand and
reputation online:
Providing practical instruction
on managing your brand and
reputation online.
Sharon Williams, Founder and CEO,
Taurus Marketing
Using online freelancers to
leverage your business
How to use online freelancers and
crowdsourcing to get things done
and grow your business fast
Matt Barrie, Chief Executive,
Freelancer.com
10:50am Case Study: Increasing revenue
through efective CRM:
SME Case study of implementing
a CRM system and steps to
generating business outcomes.
Daniel Bartels, Director, Aussie
Whitegoods Rescue
How to get business results from
blogging:
Practical lessons on building your
business and extending your
community using blogs
Suzi Dafnis, Community Director,
Australian Businesswomen’s Network
Building your business with mobile:
Case studies of how smaller
companies are using mobile
technologies to cut costs and drive
new business
Shane Williamson, Co-Founder,
Mobile Monday
11:20am Performance marketing:
Using afliates and other online
techniques to drive revenue and
business.
Matt Bateman, Managing Director,
Viva9
Tweet THIS!:
How to efectively use and build a
business community on Twitter
David James, CEO & Director,
Brasserie Bread
Engaging with clients
Building smart and lasting client
relationships with technology
Dominic Thurbon, Managing
Director, The Centre for Skills
Development
11:50am How to make the most from online
advertising:
Detailed insights into how to do
online advertising to get results.
Steven Power, Managing Director,
ReachLocal Australia
Social media strategies: Identifying
& Creating strategies to utilize social
media tools for business
Kate Carruthers, Director, Digital
Media Group
Analytics & measurement: Tools
to help you keep a pulse on your
clients changing preferences
Benjamin Mangold, Analytics
Director, Mangold Sengers
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 diferent workshops during the afternoon)
Choice 1 Choice 2 Choice 3
2:30pm Google AdWords 101 workshop
James Toepfer, Industry Marketing
Manager, Google
Using social media to drive your
business
Tony Hollingsworth, Business
Manager, Task Exchange
Secret formula for email marketing
success
Adam Franklin, Managing Director,
BlueWire Media
3:30pm Afternoon Tea Break
3:45pm Google AdWords 101 workshop
(Repeat)
Using social media to drive your
business (Repeat)
Secret formula for email marketing
success (Repeat)
4:45pm Networking Drinks Reception and Live Entertainment
Summit Agenda
4
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.
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 fnd them with the broadest reach
of local digital media, a dedicated force of local Internet Marketing Consultants, and
technology that continually optimizes results.
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
Sponsors and partners
Platinum sponsor
Gold sponsors
Branding sponsor
Technology partners
Partners
5
What is technology and how can I leverage it?
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
technology landscape and gives you examples of how to leverage it. You’ll gain:
• 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 of the SME Technology Summit,
Tim will give you the tools to understand and feel confdent to approach technology with
excitement and an investment. It’s fun after all!
Using the network for business success
The past fve years have seen an explosion in the ways we can connect with one another. Just
fve 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.
The network represents a new force, pressing down from the outside, as your hyperconnected
customers (both satisfed and not-so-satisfed) 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 aford 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 ofce is powerful – and
a little bit dangerous. But with some simple ground rules, it can change your business.
Expanded agenda
8:20am
Welcome remarks
8:30am
Opening Keynote:

9:15am
Morning Keynote:
Ross Dawson
Chairman
The Insight Exchange
10:00am Morning tea break
Search Marketing: Harnessing search for increased revenue
Search Marketing can ofer 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 benefts of online search for increased revenue and exposure.
10:20am
Carl Bellamy
Group Sales Manager
– Small Business, Aus-
tralia and NZ Yahoo!
Search Marketing
Stuart Milne
Operations Manager,
LawLive
Mark Pesce
Inventor, Writer,
Educator & Futurist
Tim Pethick
Entrepreneur at
Large & Nudie Founder
Case Study: Increasing revenue through efective CRM
Case study on how the company implemented and uses Salesforce.com to manage
its customer contacts, which were transferred across when the company bought the
services division of Kleenmaid. The presentation will cover the key issues faced by the
company, the experiences and lessons learned in the CRM implementation, and their
future plans.
10:50am
Daniel Bartels
Director,
Aussie Whitegoods
Rescue
TRACK ONE — MARKETING Pond Rooms 1-2
Performance marketing: Using afliates and other online
techniques to drive revenue and business
Partnering with online afliates is one way to increase exposure and sales. This session
will dive into an overview of afliate marketing and how it could work for you.
Managing your brand and reputation online:
Identifying whether to use existing social communities or to
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?
How to get business results from blogging:
Practical lessons on building your business and extending your
community using blogs
Have you ever wondered if it was worth your while to start a blog? Are you unsure of
the benefts of a blog and whether they ofer 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.
How to make the most from online advertising
Detailed insights into how to do online advertising to get results
Increasingly people are fnding suppliers by going online. Find out how to reach people
exactly when they are looking for your kind of business. Learn specifc and proven
techniques for designing and implementing your online advertising campaigns so you
get the best results for your investment.
11:20am
10:20am
10:50am
11:50am
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
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
Matt Bateman
Managing Director
Viva9
Sharon Williams
Founder and CEO
Taurus Marketing
Suzi Dafnis
Community Director
Australian Business-
women’s Network
Steven Power
Managing Director
ReachLocal Australia
TRACK TWO — SOCIAL MEDIA Lake Room 1
Using online freelancers to leverage your business:
How to use online freelancers and crowdsourcing to get
things done and grow your business fast
Small businesses are now fnding 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.
Tweet THIS!: How to efectively use and build a business
community on Twitter
Twitter is all the rage but is it a productive means of communication and marketing?
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.
Social media strategies: Identifying & creating strategies to
utilize social media tools for business
Identifying the social media landscape can be an overwhelming task. Which technolo-
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.
10:20am
11:20am
11:50am
Matt Barrie
Chief Executive
Freelancer.com
David James,
CEO & Director
Brasserie Bread
Kate Carruthers
Director
Digital Media Group
TRACK THREE — EFFECTIVENESS Lake Room 2
10:50am
Building your business with mobile case studies of how
smaller companies are using mobile technologies to cut costs
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.
Shane Williamson
Co-Founder
Mobile Monday
Phil Morle
Co-Founder
Pollenizer
How to use technology to grow companies fast
1:20pm
Keynote
Entrepreneurs Panel:
Analytics & measurement: Tools to help you keep a pulse on
your clients changing preferences
So you have an understanding of online tools and are interested in putting them in
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.
Engaging with clients: Building smart and lasting client
relationships with technology
Markets today are diferent. Real-time, mass communication is taking the power out
of the hands of the organisation and handing it to the newly connected consumer.
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
11:20am
Benjamin Mangold
Analytics Director
Mangold Sengers
Moderator: Presenters:
Dominic Thurbon
Managing Director
The Centre for Skills
Development
12:20pm Networking lunch
2:20pm Close
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Nett_half.indd 1 10/11/09 2:01:31 PM
Josh Mehlman
Editor
NETT Magazine
Suzi Dafnis
Community Director
Australian Business-
women’s Network
9
CHOICE ONE
Google AdWords 101 workshop
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.
CHOICE TWO
Using social media to drive your business
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
CHOICE THREE
Secret formula for email marketing success
• 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”
James Toepfer
Industry Marketing
Manager, Google
Tony Hollingsworth
Business Manager
Task Exchange
Adam Franklin
Managing Director
BlueWire Media
3:30pm Afternoon Tea Break
3:45pm Workshop choices repeated
www.dynamicbusiness.com
AUSTRALIA’S LARGEST
CIRCULATING MAGAZINE FOR
SMALL BUSINESS OW
NERS
B Quarter Page SME Tech Ad.indd 1 9/11/09 3:39:37 PM
BUSINESS LOUNGE OPENS: The Business Lounge is for attendees who are not attending workshops
but need a place to work before the networking drinks.
4:45pm: Networking Drinks Reception and Live Entertainment
2:30pm Workshops
The Insight Exchange
Level 14, 309 Kent Street
Sydney NSW 2000
Phone 02 9994 8980
www.theinsightexchange.com

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