Socon2011 - Brand Journeys In Social Media
20th October 2011, ICO, London
Gillian Muessig is the President & Co-Founder of SEOmoz, the world's leading search marketing management software, resources & community. SEOmoz.org serves a community of more than 300,000 search marketers around the world.
Known as SEOmom throughout the industry, Gillian has provided acclaimed keynotes for conferences in countries across five continents. Thousand of entrepreneurs and marketers listen to Gillian's weekly radio program, CEO Coach, every Monday at 6PM GMT on WebmasterRadio.fm. The show covers entrepreneurial issues from funding and finance to staffing, marketing, pricing models, and brand development. She serves on the Board of Advisors for technology companies in four continents.
The era of traditional sales is officially over. People all over the world are declining to watch, listen to, or be persuaded by 'in your face', one-way communications and 'pushy' ads. From Raving Fans to Conversation Marketing and Friends-of-Fans marketing, we are witnessing a huge shift in the marketing and buying consideration process.
Gillian Muessig, co-founder and president of SEOmoz, the world's most popular provider of search marketing software and arguably one the most intense professional communities on the planet, speaks about the guidelines and techniques SEOmoz used to design and build the juggernaut known as the SEOmoz Community. Learn how you can build a communities around your brands and leverage their power to create powerful, sustainable companies of the future.
James Gibb is Senior Communications Manager for Dell’s Europe, Middle East & Africa (EMEA) region. He is currently responsible for leading a series of internal strategic initiatives and communication programmes for the 16,000 Dell team members across the region. Previous roles at Dell include leading the company’s Public Relations strategy for its Small & Medium Business Division within Europe. Since joining Dell in 2006, all his roles have required a strong understanding of effective social media strategies for both internal and external audiences.
James has a Postgraduate Diploma in Marketing, has previously ran his own small business and currently sits on the board of an award-winning international arts-focused charity.
Dell is widely regarded as a global pioneer in social media and was called “The world’s most social company” by Business Insider in June 2011. With over 3.5 million people belonging to Dell’s social media community, the company lives by engaging in honest, direct conversations every day – a philosophy embodied by founder, CEO and Chairman Michael Dell.
Andy joined The FA shortly before the 2010 World Cup to develop a social media strategy for the England Team and has been leading the new fan and consumer engagement strategies and delivery across The England Football Team, The FA Cup and Wembley Stadium brands for over a year. Andy works closely with FATV, the in house production team, and provides digital analytics support to the Marcomms and Commercial teams.
Before moving to Wembley he was involved in delivering social media and content capture training through the project management of the Sports Hub Pilot Study, a project derived from Sport England's partnership with Facebook.
Andy is at the forefront of how consumers engage online and as a former oil and gas engineer loves the amount of data and stats available in the digital world. He is a keen footballer with London Aberdeen and recent convert to Aussie Rules from Gaelic Football.
The Football Association have significantly developed their online presence over the last 16 months across 3 of their major brands; England Football Team, Wembley Stadium and The FA Cup. With over 1.3 million facebook fans and 28 million views on YouTube The FA will share examples of their work and lead you through 5 key findings and 5 key challenges of developing engaged communities of fans across digital platforms.
www.facebook.com/QypeUK
twitter.com/@qype_co_uk
qype.co.uk
de.linkedin.com/in/richarddennys
twitter.com/#!/Qype_CMO
Richard is Chief Marketing Officer of Qype, Europe's leading consumer reviews and recommendation site. He is responsible for all marketing, audience growth and customer engagement as well as advertising, ecommerce sales and partnerships across the companies 12 markets. A 'dot-com veteran' Richard has been involved in building and monetising online b2b and b2c communities since 1999 working on AccountingWeb, TravelMole, BBCMusic, CraftBubble and TheLocal.com in Sweden and Germany. A Fellow of the Chartered Institute of Marketing, he joined Qype at the beginning of 2011 and now lives in Hamburg, Germany with his family.
Qype is an online community focussing on reviews and recommendations of shops, bars, restaurants and service providers throughout Europe (and Brazil!) Each month the site welcomes over 20 million visitors from all over the world, who are looking for help and advice on the best and worst places to go or buy from.
2011 is proving a seminal year for Qype. So far they have reached 1.5 million registered users, 1.5 million mobile app downloads & 2 million reviews of hundreds of thousands of places.
Their income is also growing fast, with multiple sources of revenues; from conventional directory listings through to the very latest advanced in managed yields through advertising exchanges.
In this session Richard will explain Qype's growth strategy; what's worked, what hasn't and what they are looking at right now, as well his own top ten list of do's and don't based on 12 years of personal experience of making money from online communities.
Nick Bennett is managing partner and strategic creative director at STEEL, an NMA top 100 digital agency. Nick has spent the last 15 years working in digital, planning and running successful strategies for UK and global brands such as AOL, TalkTalk, P&O, Five, Lastminute.com, Travelocity, NHS, The Government, Debenhams, FT.com, Danone, Greggs, Xbox, FHM.
Nick has extensive experience in creative strategy, planning, brand and acquisition marketing, web technologies, SEM and media planning and is the creative energy behind many of STEEL's success stories. But it's the rise of the social web and creative technology that really inspires him. Convincing brands about the power of digital and how to achieve business success, is now his mission and he blogs and writes articles for SocialMediaToday. Nick also has a secret past as a classically trained Head Chef and is pretty handy with a set of Gustav knives.
The social web has turned the advertising world on its head. Creative technology is advancing at such a pace; it's almost impossible to keep up. While at the same time both are increasingly becoming more important parts of our lives.
Engagement and relationships have become the new currency of the Internet and traditional approaches to marketing, will no longer cut the mustard.
In many cases customers are 3+ years ahead of us in social! So how can we convince brands and businesses to adopt a new more social way to plan for success?
Nick will outline some principles of his Creative planning approach – new ways to open doors and catch up with the crowd.
Matthew Hawn is Last.fm's VP of Product and Marketing, setting the roadmap for the global music service.
He has been working professionally in digital media for more than 17 years, starting as a journalist in San Francisco in the early 90s for Macworld Magazine, MSNBC, and Entertainment Weekly. In 1998, he moved over to the music industry working for Universal Music Group and Universal Music Group in international roles from New York and London as they built out their digital product marketing and distribution strategy. Since 1996, he's been based in London.
There is increasing pressure from big companies to own your social identity online along with all the data and information that sits around it: the minutia of your likes and dislikes, what media you consume and share.
Some of the questions this session will explore:
What are the implications for culture in a world where one or two major players own your digital identity?
What does it mean to have "the story of your life" broken into tiny marketing units, searchable and controlled with astonishingly targeted advertising?
How can we give our audiences more control of how this data is presented and managed?
How can brands and media companies encourage a more independent and international social web?
And, just as important from a business perspective, what's the economic argument for a more diverse social ecosystem?
Karl Havard is the Director of Strategy, at Wunderman, part of the WPP Group. Prior to Wunderman, Karl has spent 15 years within the Internet agency space, having set-up, led and sold a number of boutique companies specialising in online behavioural analysis, search, social web, performance measurement and overall online engagement solutions. He is also an econsultancy lecturer and runs the advanced social web workshops, as well as running modules on Digital Marketing MSc programmes. Outside of work, he is married with 4 daughters, rides a 1965 Lambretta scooter, and is a closet rock star.
The presentation discusses the role social plays at every stage of the consumer journey; how it can influence the sales "funnel" and the measures that need to be considered at every stage in order to keep track of performance and enhance outcomes.
Tejal is leading social commerce at Nokia. She has worked in the digital space for over 13 years and has specialised in e-commerce marketing for over 10 years across a range of sectors, more recently in telecommunications. Tejal is passionate about the accountability and ROI potential of digital as well as the commercial value social media offers brands.
Nokia has a global social following of over 7m people across various channels in more than 60 countries. It has acquired and engaged fans in exciting and innovative ways. It is now focusing more energy on commercializing its social presences. Nokia will talk about how it's moving in this direction and share some recent examples of its commercial approach.
In this role Brendan is responsible for developing and executing marketing campaigns that will deliver sales pipeline for the IBM Business across all products, services and sectors.
Prior to taking up this position in July 2010, Brendan was Director of Marketing and Communications for the Chairman of IBM in EMEA - a position he took up in 2009 - following two and a half years on secondment to the 2012 Games in London.
Whilst on secondment Brendan was Director of 2012 Games for Think London - the Foreign Direct Investment Agency for London. In this role he was responsible for developing and implementing the strategy by which London is using the games as a catalyst to further increase Foreign Direct Investment in London.
Prior to this Brendan has held a variety of leadership positions in the UK, Ireland, South Africa and across Europe.
For the last 11 years John Horsley has worked with leading marketing technology companies, agencies and service providers helping brands succeed on and offline through the use of technology in their marketing practice.
His most recent position was at Econsultancy.com where he served as Client Services Director for three and a half years before moving on to develop his career as an internet marketing and technology entrepreneur.
John describes himself as both facilitator and advocate having founded and built a number of the largest interest groups on Linkedin and successfully monetising them to generate significant annual revenues. In November 2010 Fast Company Magazine ranked John in the top 50 most influential people on the internet.
John Horsley will discuss how advocacy marketing is creating enormous opportunities for brands, social networks and group owners. In this presentation John will examine emerging trends and opportunities that social networks are creating for owners of niche audiences to generate significant revenues through working alongside brands whose propositions are aligned to the interests of their groups.
Twitter: @andspo
Blog: ubelly.com
Blog: andrewspooner.com
Andrew Spooner is a Creative Technologist for Microsoft in the UK. Working in the Developer & Platform Evangelism group, he is at the forefront of emerging technologies being developed across Microsoft and champions their deployment to developers and digital agencies. His work is focused around mobile, the web and Natural User Interfaces.
The devices we interact with are becoming less visible in our lives. The way that we interact with them is becoming less obvious and more natural. As connected devices learn more about us and the way we interact with our social networks, should we be concerned that we're building the foundations of The Matrix? Or should we be celebrating the wonderful power of the social 'things' we create?
Antony Mayfield is the founder of Brilliant Noise, a digital strategy consultancy, working with major brands, media and marketing agencies. He founded the content and social media teams at iCrossing, which became the largest independent digital marketing firm in the world, before being sold to Hearst Media in 2010. He is also the author of Me and My Web Shadow a book on how to manage personal reputation online, published internationally by Bloomsbury.
What are the reasons for thinking about organisations separately that have arrived with social media? How do organisations think about and begin the process of change? Where does responsibility lie for re-designing the organisation and where can change come from? This talk will look at these issues and more, looking to bring the big ideas of social business design into the reality of everyday work.
www.nixonmcinnes.co.uk
www.nixonmcinnes.co.uk/people/will
twitter.com/#!/willmcinnes
www.linkedin.com/in/willmcinnes
Will McInnes is a passionate internet pioneer who can show audiences, unequivocally and entertainingly, what this social media revolution is really all about, and where it's going next.
Will speaks with authority and candour about how online life, and the social web in particular, has dramatically changed personal behaviour, organisations and society. His devoted belief is that the internet is a force for good, but one that will only become true if we allow ourselves to get excited about it in a sociological rather than technological context.
He is the co-founder of NixonMcInnes, a social digital consultancy whose clients include Channel 4, Barclaycard, WWF, Nectar, RSPCA, O2 and Cisco. For the third year running, NixonMcInnes is on the WorldBlu list of the world's most democratic organisations.
Change is accelerating: in the next 10 years, more brands and organisations will fail than in the previous 25 years. Yet, in the face of a growing global crisis, business is one of the few forces powerful and adaptable enough to make a difference to the huge challenges the world faces. The behaviours and dynamics at play in social media offer intriguing clues as to how. Here are some ideas about how organisations must adapt if they are to thrive as meaningful brands of the future.
Ross works with NixonMcInnes, a social consultancy based in Brighton, where he helps brands such as Barclaycard, WWF and Channel 4 make sense of online. He is interested in the broader implications of online, what it means for big organisations, and what it means for us humans.
Ross originally studied illustration and retains a creative approach to digital consultancy, refusing to settle for push/pull tactics and instead concentrating on the fundamental principles driving social media such as transparency and immediacy.
Outside of work Ross is a huge cycling nerd and spends most weekends falling off his mountain bike in local forests or further flung trail centres. He lives in Brighton with his partner Claire and a large docile cat named Bowie, and is currently renovating his first home. He also waves his arms around quite a lot and is generally quite excitable.
Twitter: @ritchsibthorpe
LinkedIn: Linkedin.com/in/ritchsibthorpe
Ritch established and currently leads Warner Music Group's international digital marketing and content team, responsible for worldwide execution of digital creative & advertising, online PR & promotions, eCRM and content management for WMG artists including Red Hot Chili Peppers, Muse, REM, Michael Buble, Plan B, Estelle, Bruno Mars, James Blunt and Jason Derulo.
With a marketing agency background, prior to joining WMG Ritch established digital client services and business development for Lexis, part of the Next Fifteen group of companies.
Clients past and present include Coca-Cola Worldwide, Barclays Premier League, Nokia, 3, Unilever, Diesel, xbox live, MySpace, WKD & PricewaterhouseCoopers.
Digital and mobile channels offer a world of opportunity but emerging economic models underpinning global commercial objectives are still in their infancy.
How does the digital content economy get from today to where it needs to be in a decade?
What are the new skill sets and corporate structures needed to turn today's theories in to tomorrow's realities?
And can a new culture of brand & entertainment marketing collaboration accelerate this evolution?
With 25 years experience, Andy has undertaken practically every agency role including strategic planning, design, copywriting, account management and studio management. Andy is the driver behind many successful marketing strategies and campaigns for dozens of STEEL's clients. His ability to identify the single most compelling selling proposition is unparalleled. Since being appointed to the STEEL board in 1992, he's turned his indefatigable talents to high-level strategic direction, acquiring and growing such accounts as Debenhams (who STEEL launched online in 1998), AOL, TalkTalk, Ladbrokes, Greggs and Mark Warner.
Since acquiring STEEL (with 3 other partners) from founding partner Chris Steel in 2005, Andy has helped to steer the agency from a heavily resourced, production based model, to a leaner, forward looking, strategically led digital agency that's firmly focussed on consumer social value and the rapid employment of new technology and trends.
My passion? Linking up multiple user touchpoints into a clear user journey.
And what's exciting me? Environment. It's as much about where we consume digital communication and the influences that brings on our behaviour, as much as it is the delivery of the communication itself.
How do you identify advocates and engage audiences of consumers online? What are the best practices? Who's doing this well? What are the best examples of brands who are getting this right?
Ged currently is working for Ruder Finn as a digital marketing and PR consultant. This work encompasses clients in a wide range of industry sectors including healthcare, not-for-profits and professional services. He has also trained a wide range of people from the public sector including police forces in social media-based marketing. He recently worked at Waggener Edstrom, helping found the agency's digital strategies group and advise clients across the consumer, healthcare and technology sectors.
Prior to this he worked at Yahoo Europe as a product PR manager focusing on consumer and influencer campaigns for 'web 2.0' properties including Search, flickr, deli.icio.us and upcoming.org.
He speaks at conferences on youth marketing and social media, is part of the Econsultancy training faculty and has been a guest lecturer on interactive marketing at LaSalle Business & Engineering School Universitat Ramon Llull in Barcelona.
What metrics apply to measuring the success of a social media campaign? How are businesses monetising social media? How's ROI measured and attributed to social channels?
Andrew is an internationally renowned keynote presenter in the field of digital and social media networks and presents at international conferences on a regular basis.
A former resident of Sydney, for the last 6 years he has been active in the European market, and such he has a deep understanding of the digital, social networking and advertising space and is well connected to leading advertising agencies and brands in London and around the world.
Andrew engages directly with large brands as well as leading advertising agencies to design and deliver compelling digital and social media propositions to their clients.
Andrew is SoCon2011's master of ceremonies, he will be making sure the event runs to time and will be responsible for introducing our speakers bringing his special personality to the event.
