Programme

September 20, 2018

08:30 AM

Doors open

09:15 AM to 09:30 AM
Introduction

Moderator´s welcome

09:30 AM to 10:00 AM
Opening Keynote

Mishandling a crisis in the era of social media

There’s a significant transformation in communication strategies as social media becomes widespread. Dr Alparslan Akkus speaks about communication under crisis situations in the era of social media, particularly focusing on social movements. Digital diplomacy lessons for both governments and companies as social movements unexpectedly break out anywhere, anytime, as fast as a pandemic with social media.

Alparslan Akkus

PhD & Blogger
Marmara University & The Huffington Post
10:00 AM
Modul Titel

Module I: Baking: An omnichannel approach

10:00 AM to 10:35 AM
Case Study

How to make UGC (User Generated Content) work for you

Get your audience to work for you. In this session you'll learn not only how to use UGC on your own platforms but how to generate it also. 

Kelley Franklin

Social Media Manager
N26
10:35 AM to 11:10 AM
Case Study

CSR Communication: The role of social media

Social Media has been the key for both internal and external communication to achieve a successful CSR programme. What are the right channels? What is the right content? Anna Hagemann Rise, Communications Director at Fazer Lifestyle Foods shares her insights with us.

Anna Hagemann Rise

Communications Director
Fazer Lifestyle Foods
11:10 AM to 11:40 AM

Coffee

11:40 AM to 12:15 PM
Case Study

From zero to hero: How to ride the wave of social media

When you are not Red Bull, Virgin, Southwestern Airlines, how do you make your Facebook presence as relevant as possible and as sexy as possible. How do you turn a moment of turmoil into the greatest opportunity? What do you do? How long does it take? How much courage does it take? 

Ana-Maria Diceanu

Founder & CEO
Brain4Strategy

Cristina Hanganu

Director of Communication & CSR
Lidl Romania
12:15 PM to 12:30 PM
Introduction

Workshop session

12:30 PM to 01:30 PM

Lunch

01:30 PM to 03:00 PM
Workshop

Bridging the gap between measurement theory and reality

A barrier to effective PR measurement is a belief that management only wants AVEs, reputation can’t be measured, and budgets barely cover a PR agency retainer—never mind a media intelligence agency. We’ll debunk these myths with simple steps to build measurement into plans and secure C-suite buy-in to the shift from quantitative to qualitative analysis in an era of social media and web analytics.

Paul Venn

Managing Director, International Business
CARMA
01:30 PM to 03:00 PM
Workshop

How to increase your revenue with organic & paid social

In this workshop you will learn why you need more than just an organic-first social strategy, the nuts and bolts of boosting your content (when, why, and how), and how to get the most of out of your ad budget and your team’s time. We will also show you best practice examples from some of our customers.

Adrian Cockle

Industrial Principal Consultant
Hootsuite EMEA
01:30 PM to 03:00 PM
Workshop

‘We can’t do that’: getting creative with social and storytelling in corporate comms

In B2B, corporate communications and public affairs, we often steer clear of creativity. We believe our communications needs to be sombre to reflect the seriousness of our work and audiences. But creative social and storytelling techniques can bring ideas, opinions and emotions to life in any field. Indeed, without them, we struggle to get heard in a noisy media landscape. In this workshop we will run through several relevant examples, and introduce some tools and methods you can apply to your own work.

Steffen Thejll-Moller

Social and Communication Coach and Strategist
Clear Europe
03:00 PM to 03:30 PM

Coffee

03:30 PM to 05:00 PM
Workshop

Bridging the gap between measurement theory and reality

A barrier to effective PR measurement is a belief that management only wants AVEs, reputation can’t be measured, and budgets barely cover a PR agency retainer—never mind a media intelligence agency. We’ll debunk these myths with simple steps to build measurement into plans and secure C-suite buy-in to the shift from quantitative to qualitative analysis in an era of social media and web analytics.

Paul Venn

Managing Director, International Business
CARMA
03:30 PM to 05:00 PM
Workshop

How to increase your revenue with organic & paid social

In this workshop you will learn why you need more than just an organic-first social strategy, the nuts and bolts of boosting your content (when, why, and how), and how to get the most of out of your ad budget and your team’s time. We will also show you best practice examples from some of our customers.

Adrian Cockle

Industrial Principal Consultant
Hootsuite EMEA
03:30 PM to 05:00 PM
Workshop

‘We can’t do that’: getting creative with social and storytelling in corporate comms

In B2B, corporate communications and public affairs, we often steer clear of creativity. We believe our communications needs to be sombre to reflect the seriousness of our work and audiences. But creative social and storytelling techniques can bring ideas, opinions and emotions to life in any field. Indeed, without them, we struggle to get heard in a noisy media landscape. In this workshop we will run through several relevant examples, and introduce some tools and methods you can apply to your own work.

Steffen Thejll-Moller

Social and Communication Coach and Strategist
Clear Europe
05:00 PM to 05:30 PM
Summary

Workshop Summary

05:30 PM to 06:00 PM
Keynote

Generation Z: creators or consumers

Traditionally, teenagers and young adults (Gen. Z) have had their identities and lives shaped for them via powerful media: television, film, magazines, and advertising. However, the Generation Z of today are the children of the modern internet and social media, and this has transformed a generation. The internet and social media are the most influential platforms in modern life - transforming how we communicate, shop, learn, think, and brand ourselves. They are also platforms shaped by us, meaning we are both creators and consumers. This has been most subversive of all, for Generation Z, and has changed and challenged all the expected 'norms' for young adults, requiring a new understanding of the next generation now and as we move into the future.

Chloe Combi

Author
Generation Z
06:00 PM to 06:15 PM

Sum-up

06:15 PM

Dinner

September 21, 2018

08:45 AM

Doors open

09:15 AM to 09:30 AM
Introduction

Moderator´s welcome

09:30 AM to 10:00 AM
Keynote

How digital helps you find your sexy, even for the most unsexy organisations

Not all organisations are appealing consumer brands or profit from sexy campaigns and large budgets. Government entities, charities, associations, and specialized business rarely produce content that entices audiences and empowers their communications and PR strategies online, but digital channels can help make something seemingly unsexy, sexy. You have to better engage with all stakeholders, find partnerships, focus on creative messages and storytelling, and strengthen digital outreach. Virality in the social media age is achievable - even with regulations, limited resources, and shrinking budgets.

Andreas Sandre

Press and Public Affairs Officer
Embassy of Italy in Washington, D.C.
10:00 AM
Modul Titel

Module II: Icing: Taking customers and employees on a journey

10:00 AM to 10:35 AM
Case Study

Kings of cool?!

How internal communication creates brand ambassadors and helps to decrease the digital Stockholm syndrome of social networks.

Sascha Pallenberg

Head of Digital Content
Daimler
10:35 AM to 11:10 AM
Insight

Social media enablement: Employees are the best influencers

A very important but often neglected and underrated part of a successful integrated digital & content strategy: Your own employees. In this session, we will show you how to implement a Social Media Enablement programme for employees based on three elements: training, self-service, and content support.

Lars Basche

Vice President Digital & Content
Text100
11:10 AM to 11:40 AM

Brunch

11:40 AM to 12:15 PM
Case Study

The future of social media: Micro-influencers

As the social media landscape continues to take twists and turns, there is one thing that stays consistent - word of mouth marketing. Influencer marketing is the fastest growing segment of marketing. In order for your brand to keep up, you‘ll need to build an army of trusted ambassadors. We‘ll talk about micro-influencers - those powerful bloggers, YouTubers, and Instagrammers who have a small following that packs a powerful punch. You‘ll walk away with some turnkey tips to get your micro-influencers programme started.

Amanda Alampi

Social Media Manager
Amnesty International USA
12:15 PM to 01:55 PM
Roundtable Discussion

Future of tech in social media

What impacts do Chatbots, AI, Blockchain, etc. have on social media? What are the challenges, what are the opportunities? Join our roundtable discussion on the future of tech in social media and exchange with like-minded people.

Loïc Bommersbach

Social Media Manager
CERN (European Laboratory of Particle Physics)

Prof. Dr. Andrea Kindermann

Professor of Digital Transformation
Quadriga Hochschule Berlin - University of Applied Sciences

Dominik Schneider

Director, Head of Digital & Content Marketing
Straumann
01:55 PM to 02:10 PM

Final sum-up