CONFERENCE : ENHANCING MARKETING & GENERATING SALES WITH SOCIAL MEDIA & BIG DATA

Social & Big Data 14^th Social & Big Data 15^th Mobile 14^th Mobile 15^th Speakers Barcamp

ENHANCING MARKETING & GENERATING SALES WITH SOCIAL MEDIA & BIG DATA

http://www.ebg.net/mobile-social/j1s1_2012.php	Welcome presentation
9:00 - 9:40	Opening Keynote
9:40 - 10:20 Grant Withmore VP Digital, Hearst Magazines Pete Blackshaw Global Head of Digital & Social Media, Nestle	How Can Social Media Fit Brand Objectives? 1.    Setting the social media scene: What are the dominant networks and brands? (Facebook, Twitter, LinkedIn, Tumblr, Flickr, Pinterest…) How many active users are on each network; who are they and how much time do they spend on each one? What percentage of the marketing budget is dedicated to social campaigns?   2.    Why should companies invest in social media? What are the objectives? What are the results? A page? An app? A campaign? How can social media be useful for advertising campaigns and/or for data collection? How does keyword purchasing impact on social web operations? How much should be spent on Facebook? What proportion of the global marketing budget should be dedicated to social media, and how does the level of investment impact upon other online and offline operations? How are social marketing campaigns currently managed and evaluated? Are the same methods used and the same level of professionalism maintained when dealing with social marketing as with online marketing in general?   3.    A social algorithm? How does social media impact upon SEO and the ranking of websites?
	Break
11:05 - 11:45	The Impact of Social Media, Ad Exchanges and Mobile on the Advertising Value Chain How Are They Creating Confusion in Stakeholders' Roles?   Up to this point, the advertising market was structured: at one end were the creation and consultants, at the other was the buying of advertising space. However, the explosion of mediums and the tactical nature of digital media have made the job of the advertiser more and more complex. Gradually, marketing managers are relying on a single contact who is able to give advice, create displays and manage the buying of space; becoming a medium within itself. What are the consequences of these changes on the advertising market value chain, and on the role of the different players in the market: agencies, media, purchasing, CRM, data management? What will be the impact on AD exchanges and the long chain? Should media companies look to develop their own agencies and should advertising agencies try to acquire digital media firms? Are we witnessing a new movement and concentration of the market, and what will be its lasting effects, if any?
11:45 - 12:30 Remi Carlioz Senior Head of Digital, Puma Jaki Ellenby VP Strategic Marketing Development, Cirque du Soleil	The Perfect Optimization of a Social Brand   We need to set the modest goal of attaining perfection; a Chief Marketing Officer will explain how he/she optimizes their use of social media, giving us a clear picture on the R.O.I for all actions: For a page: what are the objectives? How much money and time needs to be invested? What size team is needed to manage it? How is the interface between the page, data management and marketing tools of the company managed? What are the goals, results and R.O.I? For an application: same points. For advertising campaigns: when are they implemented and at what frequency? Aimed at which target(s)? What is the design? How much of the ad space budget is allocated? For operations on Twitter: what are the objectives, budgets and results?
	Lunch
14:00 - 14:30 Nicolas Petit CMO & COO, Microsoft	Keynote by Nicolas Petit, CMO & COO of Microsoft As CMO and COO for Microsoft since 2011, Nicolas Petit has been leading business strategy, marketing and operations across enterprise, consumer and online advertising businesses. He notably focuses on digitalization of B2C and B2B businesses and the emergence of innovative customer engagement models around social, video and mobile. He joined Microsoft in 2005 as Business Development Manager with the Enterprise and Partner Group. He then successively led the Mobile Communications and the Consumer and Online Marketing organizations in France, contributing to Microsoft’s momentum and transformation within the PC, mobile and online advertising businesses. Nicolas started his career in New York in the consumer electronics industry, in the worldwide strategic marketing team with Thomson Multimedia, 3rd global electronics manufacturer in the early 2000's. He then spent five years in the Management Consulting industry with Arthur D. Little Inc. in London and Paris, working on international strategic assignments for telcos, media and fast-growing tech companies and contributing to several industry reports on the European digital and gaming industries.
14:30 - 15:15 Peter Roxburgh VP Global Consumer Insight, EMI Music	Competitive Advantage through the Latest Marketing Trends: Big Data and Cloud Computing 1. Focus on the latest marketing technologies Real time marketing, customer knowledge, geo-localization, predictive marketing, open data, cloud computing... What are the most innovative technologies in marketing and what impact do they have on data analysis?    2. Using big data analytics to create efficient business strategies and improve ROI How can front and back offices be integrated to improve efficiency and increase transparency within a business? How can a company best evaluate its internal needs, in order to find the right solution and make the right investment? How can relevant information be retrieved from mass sets of unstructured data - finding the needle in a haystack? How can Big Data help CMOs to make the right decisions, delivering ROI from marketing analytics?
	Break
15:45 - 16:30 Jamie Barnard Global Digital General Counsel, Unilever Amit Shah Senior Director, Mobile, Social and Online, 1.800 Flowers Simon Nicholson Social Media Manager, Honda Motor Europe	How Can Data Collected through Social Media and Mobile be Used to Create Value? 1. What is the legal context for using social data?  What data can be collected by brands, media and other companies?  Is the data: - Personal: age, marital status, location, individual preferences, number of contacts and interactions of users or - Content related: published content, behaviour and sites/pages visited Do consumers allow third party collection of personal and behavioural information? What are the risks, if any, in maximising the collection of data from prospects and customers? 2. How can value be created through Social Big Data? What can be achieved with this data? How can it be used?  What can we quantify from this analysis? What revenue, and thus profits, can be developed from it?  What are the current applications of this data, and what will be possible in the future?
16:30 - 17:15	How Can Big Data be Made More Accessible for Marketers? Illustrated by Breaking Down 3 Digital Campaigns One of the most significant challenges moving forward for big data is visualisation: quickly getting the right data in front of the right people, in order to make the right decision. What new approaches exist for displaying, manipulating and interacting with data?  How can better data visualisation tools give decision makers the best oportunity to make effective choices?  How important is it for a company to streamline the massive volumes of data into understandable information for the marketer, turning big data into big insights?  With the response to current user experiences becoming more important from a marketing point of view, what is the importance of speed, efficiency and reaction times in the process of sorting and visualising data? How are visualisation tools being adapted to web, social and mobile platforms?  Examples of visualisation tools breaking down digital campaigns

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SOCIAL MEDIA AS A BUSINESS IN ITSELF

	Welcome Presentation
9:00 - 9:40	Opening Keynote
9:40 - 10:20 Gilles Storme VP Advertising, King.com Amina Belghiti Head of Platform Partnerships, EMEA & New Markets, Facebook	The Rapidly Expanding Universe of Facebook Apps What Are Their Objectives? Who Are Their Users? How many applications are available on Facebook? Are they particularly focused on certain sectors? What can be accomplished with an app? What are their functionalities? What technology is used? How are apps advertised to their target audience? For what objectives are apps developed: generate direct revenue, data collection, communicate with end user? Who are the app developers and who owns the apps? What is the total revenue generated through Facebook apps? Sector by sector?
	Break
11:05 - 11:45 Michael Amar Co-founder & CEO, Ifeelgoods	How to Generate Revenue Developing a Social Value Chain First you get the data, then you get the value: is Facebook in a de facto monopoly position? Is it risky to base a business model on a platform that keeps 30% of potential revenues, and is there a way around this? What is the fusion between Facebook and the web; is it possible to lure Facebook users to a website? Who are the stakeholders in the social media economy: platform owners, publishers, developers, suppliers of credit... who else? Have social payment systems experienced success? What are their uses, positives and negatives? Facebook, iTunes, Zynga...
11:45 - 12:30 Alex Balfour Head of New Media, London Olympics 2012	Crowdsourcing: Marketing that is Consumer Led, Engaging, Creative, Inclusive and... Free? Crowdsourcing is on a roll due to the massive growth in reach and importance of social networks, allowing companies to tap the resources of customer passion and creativity. Businesses are able to improve products, create brand advocates, increase satisfaction and ensure their brand becomes more sustainable. If this is coupled with the fact that budgets are being cut back more and more, does Crowdsourcing represent the solution to put a targeted and effective marketing campaign in place at a cut price?    What social tools are available to integrate in a project and manage a community? What are the objectives that experience the highest success: product launches, marketing strategies, events, etc?    What type of communication plan and tools need to be used with Crowdsourcing in order to develop buzz; viral marketing, social networks, video, street marketing? What are the additional budget considerations surrounding the implementation of a project?    What is the best way to manage and engage consumers; competitions, games, promotional offers...? How can a company encourage and reward the most original ideas?
	Lunch
14:00 - 14:30 Jon Mell Social Software Leader, IBM	Keynote by Jon Mell, Social Software Leader at IBM   The European leader of Social Software for IBM, Jon has been working in the field of social and collaboration tools for over 10 years.  Prior to IBM, Jon ran the consulting team at Headshift. More to come soon...
14:30 - 15:15 Javier Panero Community Manager, Lonely Planet Carla De Preval Digital Marketing Director, Yves Saint Laurent	Building, Managing and Monetising a Community Companies have always strived to easily communicate with their customers, understand their needs and establish loyalty. Communities allow companies to achieve these goals, bringing clients and prospects together in online, social and mobile communities.    What makes a successful community; strategies, objectives, characteristics? How can success be measured; analytics, KPIs...? What can be achieved with a community; content production, idea generation, product development?    What are the best ways to develop and grow and active community? Should companies create content, curate content, or both? How can a company ensure that they retain active community members, giving them what they want?    In building a community, is there a tradeoff between the size of the community and the engagement of members? How should moderation and the establishment of guidelines in handled, in order to build trust? How can brands encourage and promote targeted activities while avoiding dictating to users?
	Break
15:45 - 16:30 Stacy Rieke Gratz Vice President, International Social Media Strategy, American Express	Social Commerce Social Media has changed the way that consumers and brands interact and engage; so how is it changing the shopping experience? Companies are succeeding in engaging with customers like never before through social networks, but most users log on to communicate or interact, not purchase. How can this be overcome, and what options and innovations are possible to encourage change and increase sales?    With trust in advertising remaining low, how can a brand take advantage of recommendations, user ratings and product focused user-created content?    What social platforms are suitable for social commerce? Does a brand need to have a strong presence across all main social networks; Facebook, Twitter, Google+, Pinterest...? What are the advantages of each channel? How can brands use particular characteristics of social networks (i.e. hashtags) to amplify sales, develop promotions and attract customers?
16:30 - 17:15	Social Media in Asia Comparing and Contrasting Western Usage and Trends Are social websites widely used in China? What are the platforms that dominate the market? What are the user demographics: age, revenue, family situation...? What do they do on social sites? What are the market leading applications and what control do Chinese authorities exert on social networks? Is social marketing growing? How much is invested in comparison with traditional web marketing? What are Chinese brands doing on social sites? Are there outstanding campaigns being put in practice? A review of social media in other Asian countries: South Korea, Indonesia and Japan