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 SOCIAL MEDIA INFLUENCE |
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Keynote: Alexandra Wheeler, Digital Director, Starbucks |
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Measure What?
All social media customer relationships begin with listening and there's not a PR/marketing/advertising agency out there that doesn't promise social media monitoring. But how do you put a value on the rewards of social media when they don’t fit into a marketing department’s pre-defined measures of success? Just because companies can listen to customers doesn’t mean they are asking the right questions of the research. This panel considered the power of using social media monitoring to build new business as well as protecting your reputation and managing customer relationships.
Matthew Yeomans moderator, Guy Stephens, Senior Consultant, Foviance, Mobbie Nazir, Managing Partner, Brew Digital, Andy Leaver, VP, International Bazaarvoice |
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How Social Media Helps Social Responsibility
After decades of reacting to negative PR, it’s not surprising that companies are notoriously bad at communicating what they do right in terms of sustainable business practices. In his well-received presentation, Andy demonstrated the power of companies telling their own sustainability stories and putting social creativity at the heart of that communication.
Andy Hobsbawm, Founder of Do The Green Thing
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Beyond Campaigns
Advertising and marketing has long been constructed around campaigns but customers don't engage with products that way. As agencies and their clients come to appreciate the need for ongoing social media engagement, this informal discussion between two UK-based social media innovators considered the power of developing a brand voice that isn’t hamstrung by the planning of one individual campaign.
Antony Mayfield - VP Online, iCrossing, Ruth Speakman, Head of Consumer PR & Social Media, Sony Europe |
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The App Economy - How Mobile Moves Social Media Forward
Social media is moving off your desktop/laptop and out on the go through mobile apps. This feisty panel offered up an inside look at this fast emerging new social sector.
Ian Jindal, Editor of Internet Retailing introduced Jonathon Moore, Mobile Product manager from the Guardian, Paul Myers, Managing Director, Bappz and Craig Hepburn, Global Director, Digital at Nokia. |
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 SOCIAL BUSINESS DESIGN |
Social Business Design Keynote
Companies of all sizes and sectors have experimented with social tools inside the firewall over the past few years. Now we are seeing these projects folded into mainstream business and technology improvement projects. This session explored how we move from projects to programmes, and how we can tie these into measurable business goals.
JP Rangaswami, Chief Scientist for BT Group |
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How to Successfully Implement Social Business Design
This group discussion showcased quick-fire case studies from the fields of law, finance, and the tech sector, outlining the key challenges and learnings from the adoption of enterprise 2.0 tools and social business design processes.
Introduced by social software consultant, Euan Semple with social business consultant Stephen Perry (formerly of Freshfields), Sonia Carter, senior manager online communications, Axa, and David Christopher, Stop Think Social.
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Return on Attention: Putting the Individual User Front and Centre
Rather than return on investment in technology, we should be talking about return on the attention invested in using these tools by people in the business. This is by far the biggest hidden cost of technology implementation, yet it is largely ignored by conventional IT. In return for attention, social tools must provide positive and useful experiences, which means that user-centered design principles should be at the forefront of how we 'do' social business design.
Julien Le Nestour, Worldwide IT Innovation Manager, Schlumberger |
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Social Business Inside and the Outside
Marketing and customer engagement people tend to operate on the edges of the organisation, but this can cause a disconnect - or in some case a false brand promise - if their activities are not supported by and integrated with internal departments and service improvement. This session considered how internal and external social media project can come together to create a more holistic view of a company's interactions, networks and relationships.
Lee Bryant, director Headshift |
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