September 25, 2017
Welcome and Introduction
Future Focus: the six most powerful social media trends to come... and how brands can keep up
There is a revolution taking place in the social landscape driven by digital technologies and a desire to make social more "human". How can companies adapt? Award-winning futurist and former head of digital content for a tech giant, Shivvy will bring six meaningful trends to life that need to be on your radar. She will also offer practical insight on how next-gen influencers are using social channels to drive a culture of consciousness. The session is aimed at sparking ideas to help drive your own company vision and help you not just reach but gain credibility with young target groups.
MODULE I: Influencer Relations
Influencer marketing execution of Unilever global brands on local level
Think global, act local is a phrase that applies to many social and business domains, marketing among them. Authenticity and relevance to the local market is key to building a global brand in the long term. Local market case studies of Unilever brands will show you how social media have changed the way influencer marketing operates at the local level while keeping in line with a global strategy.
The other side: the importance of authentic cooperation
When looking for influencers to work with, one of the biggest mistakes advertisers make is focusing only on traffic and follower numbers. But more traffic and followers don‘t necessarily mean more influence. I‘ll highlight characteristics of a true and authentic influencer.
How to integrate digital influencers into your brand strategy
Local and international best practices. What are the key rules? How do you find the right stakeholders and get the desired results?
Kathrin Alice Fördös
WORKSHOP SESSION I
Workshop - Introduction
Workshop I: Be(come) the measurement hero
Successful campaigns are accountable. That can only happen when measurement is not an afterthought but a priority, right from the planning stage. This workshop is dedicated to confirming, reformulating or refocusing your measurement. Bring your own cases and be prepared to be challenged. After all, your success relies on successful measurement, and successful measurement means happy clients.
Prof. Dr. Ana Adi
Prof. Dr. Christian Heinrich
Workshop II: Data democratisation: set your data free and create passion
Data lives deep inside analysis tools or hidden behind dashboards. Providing your content contributors, editors, technicians and management with usable access to data creates the basis for a data-driven culture. This workshop is dedicated to building the organisation and workflows needed to liberate data.
Workshop III: Scaling content and social marketing in Europe
In this workshop we‘ll look how to meet business objectives and overcome challenges through content and social marketing. We‘ll discuss using the right distribution channels and techniques to drive maximum ROI and how to identify the right channels for your audience. We‘ll also consider how to use your customer/audience data to drive decisions, along with understanding the nuances of the EMEA market.
Workshop IV: Managing crisis communication on social media
In the modern communications market place the atmosphere can change quickly , it’s very important for brands to identify the nature of a communication crisis and try to find ways to deal with it. During the last two years in working with Ergo and then Volkswagen Brian has made very interesting experience in how a crisis develops and ways to behave in this situation. Find out more in his workshop.
Workshop Session II - Repetition of the Workshops
Follow-Up Workshop Presentation
September 26, 2017
MODULE II: Channels & Content
It’s all about engagement: how Dublin Airport used social to humanise a faceless corporate
Stories are at the heart of media and whatever the platform, you need to tell your story well. Dublin Airport has created a social media presence that is engaging with a distinctive voice that helps set it apart from its peers. Dublin Airport has won awards both in Ireland and internationally for its social media activities and its Twitter account has twice been named the world’s best airport Twitter feed.
Because infrastructure companies can be cool on Instagram too
Behind a motorway, street lighting, the Guggenheim Museum and even Heathrow Airport, you‘ll find Ferrovial. How does the content on Ferrovial‘s Instagram differ from its other channels and why is this content so effective? Astrit Fernandez provides insights.
JB United: social, mobile & lots of video
In a more and more fragmented, rapid and mobile world Jyske Bank has changed its internal communication from the old-fashioned intranet to a social media universe called “JB United” — with open debates, daily and monthly tv-news, “Jyske Tube” (internal), blogs and an internal “freedom of the press”. The app “JB United” has revolutionised the internal communication and built a fan culture among the employees.
Snapchat and Instagram stories: corporate usability of ephemeral content. Ineffective or an opportunity?
Join our panel discussion where social media experts introduce you to the trend of ephemeral communication. How can Snapchat or Instagram stories be used for business? Ana represents the academic perspective with her expertise in digital storytelling. Philipp is managing director strategy at buddybrand and leads international brands in their social media process. Natan is the senior supervising producer of The Shorty Awards, which honours the best of social media. He gives insights into the latest trends.
We want to hear your opinion! Join the discussion and share your experiences.
Prof. Dr. Ana Adi
MODULE III: Performance & Controlling
SEO and social media — an underrated couple
The most frequent question I ask myself in the digital industry is: how much of it is buzz and to what extent is it actually business? In a fast-paced environment, not hopping on every trend-train can be essential. Everything is focused on business relevance and impact. Let’s look at how SEO and social media work best together and contribute to commercial success.
Strategic monitoring: measuring success of social activities and leveraging data
How do you measure the success of your organisation’s social activities, when you have 50+ social media accounts and 20+ people managing them? And how do you communicate your success to the C-suite? Tina will give you insight into her everyday work at one of the largest trade organisations in Denmark.