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Conference tracks

#SMWF Keynote - day 1 & 2

Social Media Marketing Conference: The 2013 #SMWF keynote track examined the latest developments in social marketing and how social sits within the organisation. The keynote talks from leading brands covered how they are using social to drive engagement, provide excellent customer service and manage their brand image, as well as how they measure and evaluate their presence and activities within the social environment.

To purchase the podcasts and presentations from this year's show please click here.

DAY ONE - 18 March

09.00 Chair’s opening remarks

Paul Papadimitriou, Founder, Digital Intelligence

09.20 Managing social for a global brand with local relevance

The importance of digital to a brand like Kellogg’s
Balancing a central approach with local relevance – is there a trade-off between local engagement and being efficient of centralisation?
Real-time global/local brand management through social channels
How relevant is mobile as part of the global/local social strategy, and how is this managed?

Jessica Davies, Senior Reporter, The Drum interview with Matthew Pritchard, European Digital Director at Kellogg Company

09.50 Engagement Panel: What is social media engagement and how do you know if you are achieving it?

Levels of engagement – from shallow engagement to fully including your customers in business decisions – what’s appropriate and how is it achieved
Top-tips for encouraging social media engagement from leading brands
The difference between true engagement and followers / fans
Measurements and metrics – what are you trying to measure, why and how does it translate into outcomes?

Moderator: Paul Papadimitriou, Founder, Digital Intelligence
Sophie Brendel, Head of Digital Communications, BBC
Laila Takeh, Head of Digital Engagement, UNICEF UK
Alex Reeve, VP Marketing, Pearson
Richard Jones, CEO & Founder, EngageSciences
Carl Barkey, Head of Social Media Customer Engagement, American Express

10.30 COFFEE BREAK

10.50 #SMWF Connect Live: speed networking providing a structured, yet informal environment, to meet and connect with fellow SMWF folk

11.10 Social for building stronger customer relationships

The importance of engagement vs simply collecting numbers of fans or followers
Using niche content to engage with customers
How mobile is removing the barriers between online and offline
Creating a strong customer service focus in what you do to keep customers coming back

Dominic Burch, Head of Corporate Communication and Social Media, ASDA

11.40 Get Serious About Social: Own the social experience

Customer expectations have changed so must your business
Shifting attitudes towards the social channel
Social has become a reach and resonance mechanism
Social is beyond hype, likes & followers
Stop dabbling, time to investment in owning the social experience channel for your business

Prelini Udayan-Chiechi, Director of EMEA Marketing, Lithium Technologies

12.10 SOCIAL DEBATE - BREAKOUT ONE

Choose from three distinct debate topics for this 40 minute session. The audience will have the opportunity for interactive conversation with our panel of experts.

	Social Business: Developing a social culture The rise of the social enterprise
	Social Marketing: Cultivating social relationship for service and engagement
	Social Commerce: Exploring social commerce strategies

13.00 LUNCH BREAK

14.00 Panel: Social media insight & analysis: How to measure, model & evaluate social success

Your customers are talking but are you really listening?
How do you gain knowledge that gives direction and not just data?
Regional and global monitoring – what's the difference?
The future of social media monitoring

Moderator: Shauna Causey, VP of Marketing, Decide.com & President Social Media Club - Seattle Chapter
Paul Gathercole, VP Digital Tools, Universal Music Group International
Jonathan Waddingham, social & labs product manager, JustGiving
Luke Moore,Regional Sales Manager UK, Crimson Hexagon
Chrétien Minke, Head of sales, Engagor
Cordell Lawrence, Global Community Manager, Jack Daniel's

14.40 eBay’s Facebook Marketing Strategy: keeping the focus on the customer

Understanding our customers on social channels
How Social Media influences the Purchasing Funnel
How to create a successful content strategy

Clelia Morales, Head of EU Social Media, eBay

15.10 SOCIAL DEBATE - BREAKOUT TWO

Choose from three distinct debate topics for this 40 minute session. The audience will have the opportunity for interactive conversation with our panel of experts.

Social Business: The hard facts on how to get social media adopted

Social Marketing: Integrated campaign planning
Integrating social media into cross channel strategies

Social Commerce: Mobile marketing - SoLoMo
SoLoMo: How to mobilise the consumer experience

RiccWebbNokiaNEW

16.00 COFFEE BREAK

16.20 SOCIAL DEBATE - BREAKOUT THREE

Choose from three distinct debate topics for this 40 minute session. The audience will have the opportunity for interactive conversation with our panel of experts.

	Social Business: Communities Communities, blogging & brand advocacy
	Social Marketing: Social search Unifying social and search
	Social Commerce: Advertising Examining development in social advertising

17.00 Telling not selling- humanising the brand to build engagement & advocacy


	The Jack Daniels archetype process to humanize the brand Fuelling creativity - How core values translate into content Analysing the outcomes Cordell Lawrence, Global Community Manager, Jack Daniel's

17.30 Social Gaming: Reaching passionate engaged audiences through digital experiences

How games as a social medium evolving and how partnerships can be created
Growth in the sector - what enablers there are and where Disney Interactive are evolving their digital experiences
How game designs and strong brands can help commercial partners reach mass audiences across ages and gender and add value to play
Examples of integrations with Club Penguin and Innocent, Samsung’s digital Wreck it Ralph campaign with Disney and partnerships with Disney and Marvel Social Games

Matt Carroll, Commercial Director Games, The Walt Disney Company EMEA

18.00 Close of conference followed by drinks reception

DAY TWO - 19 March

09.00 Chair’s opening remarks


	Marco Montemagno, Founder, The Tech Alchemist

09.20 Twitter as a marketing tool - How to drive engagement, awareness and commerce

Examining the ways in which Twitter is helping brands create brand awareness and drive engagement
Twitter for social commerce: Sponsored tweets, hashtags and promotions
Creating a direct line of communication between brands and consumers, and how this can humanise a brand
Case study examples

Bruce Daisley, UK Sales Director, Twitter

09.50 Social Content Strategies Panel: Capturing and engaging customers through niche content creation

Why is content becoming king in social? Why should brands become content creators?
How good content strategies can re-humanise brands and develop emotional connections between content and the customer
Deciding upon the best platform for content creation and how that relates to other social media
Case study examples

Moderator: Natalia Cano, EMEA G+ B2B Marketing Manager, Google+
Bian Salins, Head of Social, Now TV, BSkyB
Jeremy Waite, Head of Social Consulting, Adobe EMEA
Mervyn Dinnen, Content & Community Manager, Jobsite
Andy Keetch, Client Services Director, Brandwatch
Shivani Tejuja, eCommerce & Multichannel Director, New Look

10.30 The World Bank Experience: Content Strategy, Social Media and Localisation

On the heels of a major transparency drive, open data project, and progressive access to information policy, how does an international development institution working in more than 100 countries and 50+ languages shift from traditional top-down communications to crowdsourced, real-time content and engagement via social media?

Jim Rosenberg, Head of Online & Social Media, World Bank

10.50 COFFEE BREAK

11.05 #SMWF Connect Live: speed networking providing a structured, yet informal environment, to meet and connect with fellow SMWF folk

11.40 SOCIAL LEARNING LAB

Choose from two topics in this extended breakout session. In each session the audience will be divided into groups to devise a marketing strategy for a client or situation. Our industry experts will be on hand to help the creative process. The findings of each group being shared at the climax of the session, with prizes available for the most innovative.

Social Business: Proactive approaches to reputation management

Social Marketing: Creating an integrated social strategy for Staples: Optimising a TV Sponsorship

13.00 LUNCH BREAK

14.00 Panel: Social brand management

How do you maintain control of brand identity in the age of social business, when an increasing number of employees across multiple functions are social?
How are brand strategies changing given the increased popularity of more visual forms of social media - Pinterest, Instagram, Facebook Timeline?
As a brand director how do you stay on top of emerging platforms and decide whether they are right for your brand?

Moderator: Robin Hamman, Director of Digital (London), Edelman
Jakob Holm Kalkar, Digital Director, Carlsberg
Kata Bleyer, Dr Pepper & Schweppes Brand and Innovation Manager at The Coca-Cola Company
Rich Rust, Social & Digital Engagement Manager, Nissan
Patrick J. Sweeney II, Founder and CEO, dwinQ
Stefan Lechere, VP Business Development, Netvibes

14.40 Social Innovation: Optimising Facebook mobile

In October 14% of Facebook's ad revenue came from mobile, a significant amount considering Facebook didn’t offer a mobile ad format at the turn of the year. As users shift to mobile, advertisers and brands must adapt. Come along and learn how to:

Optimise Facebook mobile ads
Target and segment your ads to different mobile devices

Marc Blinder, Director of European Operations, Adobe

15.10 SOCIAL DEBATE - BREAKOUT FOUR

Choose from two distinct debate topics for this 40 minute session. The audience will have the opportunity for interactive conversation with our panel of experts.

	Social Business: Internal comms & employee advocacy How to engage internal audiences to drive social strategy and encourage employee advocacy
	Social Marketing: Social TV Social TV for building engagement