Social Media B2C Marketing Europe Summit

Day One

Enhance your creative and interactive content to engage consumers and build brands

According to IABC UK, finding more interactive formats and diverse ways to represent your content is the most effective way to get interaction. Creative content is what encourages your customers to actively participate with your brand. What incentive are you giving consumers to engage in your social media networks? This is the key question that you should be asking yourself… It’s about time that we step away from simple posts and become innovative with your content.

In this session Unilever, Nissan and SAS will share their most successful campaigns and how you can stand out from your competitor.

Unilever is the world’s second-largest advertiser. With more than 400 brands focused on health and Wellbeing, on any given day, two billion people use Unilever. The company’s most established names include like Dove, Persil, PG Tips and Marmite - Unilever’s range of brands is as diverse as their worldwide consumer base. Hear how Unilever has leveraged digital media to engage consumers and achieve business success.

• Hear how creative and innovative content sets you apart from competitors: So your marketing can trigger an online response and enhance consumer interest in your brand.
• Widen your social media reach: Hear how Unilever delivers engaging content across multiple channels and maintains brand consistency.
• Discover the benefits of two-way communications: Unilever will share how they have adopted a conversational approach when launching new content and how this meets their marketing goals.

Unilever - Debbie Weinstein, Senior Director, Global Media Innovation

Nissan, a global 500 company, is a multinational automaker, and currently offers products and services in more than 160 countries. Nissan have a clear vision to build relationships with their customers and have successfully turned to social media as a way to connect with the consumers. The Japanese giant launched their unique ‘New Star of India campaign’ which ran across Facebook to deliver engaging content to meet brand objectives. Nissan will discuss how they have used interactive social media content to involve consumers in the Nissan brand and deliver a successful marketing campaign. This session will include:

• How to innovate in emerging markets: How Nissan created localised content to meet the needs of their consumers and how this can benefit you.
• The power of Facebook to create Brand SOV: Hear how Nissan engages in interactive content to enhance the number of times the company and its products are mentioned positively on the social web, compared to competitors – commonly known as ‘Share of Voice’.
• How you can build your fans and what’s next: Nissan will share how they use social media marketing to drive consumers onto their social sites. Including how these new fans are then engaged into the brand through interactive campaigns.

Nissan - David Parkinson, General Manager of Social & Digital engagement for EMEA & India

Scandinavian Airlines (SAS), is the flag carrier of Denmark, Norway and Sweden, and the largest airline in Scandinavia. The Airline transports over 25 million passengers to 127 destinations a year, SAS have taken to social networks to engage with their customers with their innovate campaigns including their ‘summer plane’ and ‘Design your own coffee cup’ campaign… You will learn how to take your social media campaigns to the next level – think outside the box and hear from the winners of the ‘Online campaign’ Webbie award. Discover how to utilise social media to effectively communicate with your customers and prospects in order to meet marketing goals.

• Stand out from competitors: SAS will address how they became the first airline to ‘crowdsource’ a new destination, and why they invited their Facebook fans to vote for the company’s 2012 summer destination. SAS will share with you how to enhance your customer response and get noticed in the social media world.
• Learn how to be creative and commercial to meet your business objectives: Hear how SAS used their ‘Summer plane’ campaign to meet customer’s needs, personalise marketing and drive sales.
• Set the right tone with your customers: Learn how to deliver your content in the right way – How to keep the conversation friendly and meet business objectives. SAS will share how their ‘Design your own coffee-cup’ campaign involves interactivity with the brand, public involvement and enhances brand image.

Scandinavian Airlines - Christian Kamhaug, Head of Social Media

Improve your online marketing with tactical solutions from the best to boost customer interaction

Hear from those who have walked the walk, instead of talked the talk. Our interactive case study format gives these leaders the freedom to share top tips, best practice and tactical solutions - and gives you the freedom to quiz them on your own key issues and questions

Heineken international is the world’s most international brewer. Heineken have a long line of successful campaigns and have become the most liked alcohol brand on Facebook.. Heineken knows how to connect with their online audience to promote their brand and create an enjoyable experience. Ranked by Revolution as one of the most social brands this leading brewer will share with you:

• Develop social media content which is ‘social by design’: Hear what this means for Heineken and how they engage with their customers in a more stimulating way.
• Hear how the brand overcome the challenges of social media marketing - with case study analysis on how to utilise social media for their advertising campaigns, innovations and sponsorships.
• Be bold, unique and exciting: Step outside the box and change the way you engage with your customers. Heineken will share their fan engagement tactics and how they build long term relationships.

Heineken - Lennart Boorsma, Heineken Global Brand Team

KLM Royal Dutch Airlines is the flag carrier airline of the Netherlands. KLM operates in more than 90 destinations and employs over 31000 people worldwide. KLM has become one of the most successful brands online, you will hear:

• How the company’s innovative use of social media has put KLM above the rest with a history of unique social media campaigns including KLM Surprise and KLM Live.
• Why creating relationships with consumers is always challenging for an international company: and how you can overcome this both locally and globally.
• How this online-marketing friendly company has overcome the challenges you face and drives marketing efforts through engagement: learn from KLM’s experiences and drive sales through your customer engagement.

KLM - Anna Ketting, Head of Social Media

Doing the basics well: The importance of governance in developing a successful strategy for social media.

Focusing on the basics when it comes to social media management is key to developing a successful strategy. Regular analysis and development of content strategy, through learning from previous successes and failures of both your brand and competitors, can create a highly engaged page.

In this session Ben Padley, Global Digital Engagement Director from Barclaycard, explains how focussing on measurement in social media management can produce the right balance between brand-posts and high engagement posts to make the most out of a brands social media presence.

Barclaycard - Ben Padley, Global Digital Engagement Director

How to interact as a brand, and get interaction for a brand: Increase your revenue and loyalty by actively engaging customers. Part One.

Social media continues to change the way customers interact and build relationships with their favourite brands. It is now just as important to maintain existing relationships. So remember, that interacting with existing customers is highly important in order to maintain loyalty and stay ahead of competition.

In this session Just-Eat, J Sainsbury, Manchester City, BFI and O2 will teach you how to increase brand loyalty through targeted brand interaction and how personalising your communication messages results in better marketing impact.

Just-Eat, is the UK’s biggest online fast food ordering service covering 10,500 + takeaways/restaurants. The company generated £175m worth of sales for their takeaway partners in 2011 and receives over 1.5million visits a month. This fast food ordering service giant has taken to social media with their engagement focused social media strategy. Hear how Just-Eat use social media to create a longterm relationship with consumers which enhances customer retention. They will share with you:

• How to take a conversational approach to your consumers and provoke a response.
• How to increase brand loyalty through understanding your customers’ needs and providing an engaging online experience.
• Why consistent online engagement is most important to maintain customer relations – and why this means Just-Eat engage on a daily basis.

Just-Eat - Tess Tucker, Head of Digital Marketing

The use of social technologies to build relationships and drive advocacy by interacting and engaging audiences: J Sainsbury plc is the third largest chain of supermarkets in the UK. Sainsbury’s display how a retail giant can use social media to help meet business objectives by better understanding audience needs, to drive engagement and action both on and off-line. Sainsbury plc will discuss the use of social technologies to build relationships and drive advocacy by interacting and engaging audiences. Hear how this retail giant interacts with its audience to help drive brand loyalty and increase sales, including:

• Who owns social media in the organisation
• The importance of brand engagement to create conversation about Sainsbury’s and support marketing activity
• The importance of defining a role for social media and a tone of voice for the organisation in social media
• The importance of integrated social media customer service and its role in marketing

J Sainsbury plc - Simon Preece, Senior Social Marketing Manager

How to interact as a brand, and get interaction for a brand: Increase your revenue and loyalty by actively engaging customers. Part Two.

The British Film Institute is the UK’s lead film organisation. Its diverse public programme presents over a thousand films a year across BFI Southbank, BFI IMAX and the BFI London film festivals. As the biggest distributor of cultural cinema in the UK, it supplies film to over 600 venues across the whole of the UK. BFI is the hub is of the film industry; Richard Ayers- Head of Digital will share how the adoption of social media has helped boost the BFI brands, Including:

• How to utilise social media to get recognition for all brands across your organisation.
• First stages of social media: How BFI took the plunge into social media and how this has become an integral part of brand marketing.
• Why actively engaging with the film community across several social media pages has resulted in targeted brand interaction and better marketing.

Also… Richard Ayers the digital playmaker will share how…

Manchester City Football Club has become an innovative thinker when it comes to social media, and are often seen as the leading UK sports brand across social networks. With a varied and extensive set of social media engagement tactics bringing lasting benefit to the brand, this football giant has proven they are at the top of the league when it comes to fan engagement.

• Deliver engaging and exclusive content to your fans - to enhance your social media activity and incentivise fans to opt in to further marketing and brand messaging
• How to add value to your products through social media best practice: Be creative and commercial: How MCFC engages with a global fan base through innovative pre-match tweeting campaign to enhance their fans experience.
• Meet your marketing objectives: Discover how MCFC doesn’t just stick to Facebook, but uses YouTube to market to fans and enable them to become more engaged and involved with the club.

Manchester City & BFI - Richard Ayers, Head of Digital

O2 is a leading provider of mobile and broadband services to consumers and businesses in the UK and has a social media audience of just under half a million people. In this session James Paterson, PR & Social Media Campaigns Manager at O2, will talk about how they built that audience and what O2 does to keep them interested, both during big brand launches and in the quiet times. Get great tips and best practice, including;

• Audience engagement: How you can build brand value and incentivises fans to interact with your brand.
• Personalisation: Learn how personalisation can help you interact with you consumers and target specific consumer preferences.
• You’ll also find out the importance of Cupid, continuous conversation and Craig David at O2.

O2 - James Paterson, PR & Social Media Campaigns Manager.

Day Two

Building a Social Business and driving commercial value: Using social media to drive traffic down the sales funnel.

As a social marketer your challenge is not only buildinga community online, but turning your online consumers into real customers. Social media may be free to set up but it requires a lot of time to be invested with around the clock activity. This is why increasing your return on social media is a must for 2012. It’s time to use social media to make a direct impact on your bottom line.

You will learn from Nokia and Expedia all experts in driving transactions through social media platforms.

Expedia, Inc. is the world’s largest online travel company. With access to over 145,000 hotels around the world and over 300 airlines along with specialist tools to help refine these choices, their reach is large, and global. Expedia’s global Facebook Page has grown to over one million fans – the largest of any travel agent in the world – and the company is continuing to deepen integration with Facebook and other social platforms. Expedia will share its success story and give practical insight into how to convert large audiences into meaningful business results. Expedia will discuss:

• The challenges inherent in using social channels to drive high value transactions: Hear how Expedia overcome these challenges and how you can drive high value transactions through social media.
• Social objects and their importance in shaping your engagement strategy: Understand the importance of customer engagement in a social world to influence sales.
• The relationship between your social media audience and the marketing funnel. Expedia will address how to identify this relationship and drive your consumers down the marketing funnel.

Expedia - Peter Parkes, Head of Social Media, EMEA

Nokia is a global telecommunications leader connecting over 1.3 billion people. The Nokia Group employs approximately 139,000 people around the world and has over 15 million Facebook fans worldwide. Nokia has successfully created localised social media platforms to target customers across the world including channels in Europe, Middle East and North America. Hear what Nokia is doing to drive commercial value including their interactive ‘Top Nokia Phones’ application.

• Organise your business to drive accountability for social media: Hear how Nokia builds a social business in order to build commercial value by using social media.
• Use internal systems to better connect employees with consumers by increasing transparency around social conversations
• Tactics and best practice to prove the ROI of your social commerce practice

Nokia - Tejal Patel, Head of Social Commerce

How do you judge what social media platform is right for your marketing message?

Facebook, Twitter, YouTube, Google + and Flickr… the list could go on. Choosing the right platform to optimise your marketing message can be tricky. Understand which social media platforms work best for your marketing message and spend your time communicating through the right tools. According to the Social media marketing report (2011) Facebook and Twitter are the two standouts among the tools used by social media market. But… have you considered other options? In this session hear which social media platforms have proved their effectiveness, so you can channel your marketing through the right tool.

Tom Tom (AEX:TOM2) is the world’s leading supplier of in-car location and navigation products and services focused on providing all drivers with the world’s best navigation experience. Headquartered in Amsterdam, TomTom has over 3,500 employees and sells its products more than 40 countries. With over 11million views on YouTube, Tom Tom will share how they choose the right social channels to reach their B2C audience, so you will:

• Learn how to listen and analyse first: Hear how TomTom has established a listening platform and extracted key consumer insights
• Get the most out of your social media platforms: Hear how Tom Tom has defined a digital framework. So you can decide the most effective social media platform for your marketing message and target audience.
• Learn how YouTube, Facebook and Twitter can be used to build brand image and drive marketing goals: Hear how video can drive engagement and brand advocacy for TomTom B2C audience.

Tom Tom - Bas Komen, Senior Manager Digital Consumer Engagement

France Telecom-Orange is one of the world’s leading telecommunications operators, present in 35 countries, the Group had a customer base of 221 million. Orange has been very active in the Social Media space since early 2008 and now has an online fan base of over 3 million fans. With a presence on Twitter, Google+ and Daily motion - in which Orange has a stake - Orange has experience in using multiple networks – and insight on which networks are best for different kinds of marketing. Hear how this telecoms giant chooses different social platforms to engage with their community and meet marketing goals.

• How to decide which digital strategy works for you: Hear how Orange decides which social network works best for them and how you can decide depending on your organisations goals.
• Learn which social platforms are most effective to market your brand and build brand awareness: Orange will share which worked best for them and why
• Hear why Orange doesn’t just rely on Facebook and Twitter: Discover which other social networks you should be using and how these can help your online marketing.

Orange - Yann Gourvennec Director Web Digital Media & Social Media

Discover how to decide whether your social media marketing should be done locally or worldwide.

As a social media marketer you want to be able to personalise your messages to your target market. So you can meet your consumers’ needs and encourage sales. Social media has created fantastic opportunities for you to reach consumers globally. 88% of marketers also agree that the number-one advantage of social media is generating more business exposure (SM Examiner report, 2011). However engaging with aglobal audience has created challenges for marketers. Localised content, consistency and cohesive marketing messages, are amongst a few challenges faced.

In this session you will learn how to manage your social media networks locally and globally whilst maintaining a consistent brand image. Honda will share their experiences as a brand known worldwide and how they have engaged in social media through multiple channels.

Honda is a leading automobile, motorcycle & power equipment manufacturer, with a net income of around £4.4bn in 2011. Honda operates globally and has fans all over the world. Honda has utilised social media to connect Honda lovers and develop interest in the brand. They will discuss how they create consistency across the brand when engaging to different markets. Honda and BBC Worldwide will cover:

• How to successfully engage as a single entity and stay true to brand values - How Honda’s seamless social experience enhances brand value and meets marketing goals.
• How to get the right balance between local and global -Discover Honda’s approach to balancing local and central control for a targeted – but cohesive – marketing message
• The importance of cross department collaboration to ensure social media activity is consistent across the brand - how Honda delivers localised content and how it is managed.

Honda - Simon Nicholson, Pan-European Social Media Manager

New social media technology for marketing: Find out if you should be using apps for marketing

Social Media Apps are a new opportunity to provide additional functionality and link your brand to other networks. Deciding on whether social media apps are worth investment - and how, exactly, they’ll benefit your brand is an increasingly important question for social media and marketing practitioners. Taking the leap into using branded apps can be expensive and time consuming. So, before you do, we’ll put you in touch with those that have tried, tested and succeeded. That way, you’ll make a decision based on real world experience, not guesswork.so you can make you decision easier when questioning app’s for marketing.

In this session you will hear from those brands that are familiar with Facebook apps. Telefonica and The Guardian will help you take advantage of the new technological advances in social media.

Telefónica is one of the world‘s leading integrated telecommunications operators, providing communication, information and entertainment solutions. will share recent efforts to market to their Czech audience through their ‘Smartphone Borec’ Facebook app which used competitions and streaming tweets to engage their consumers. The company’s experience will help you decide:

• Whether the use of social media apps is something that will help your marketing - How this has benefited Telefonica and driven sales/ traffic to their website.
• How to communicate marketing messages to your consumers. Hear through case study analysis how to integrate Facebook Aps into your communications. Including how Aps were used to run competitions, stream tweets and the results of a YouTube custom gadget project.
• Which Facebook apps have worked and whether they are worth the investment. Understand the implications of setting up social media Apps against the opportunities they can deliver for your social media activity.

Telefónica Czech Republic - Alena Oswaldova, Social Media Specialist

Guardian News & Media (GNM) has transformed from largely one of the most influential newspaper organisations in Britain to a global digital brand: with over 69 million unique browsers across its digital platforms, GNM is the second largest in the UK and sixth largest global English-language news entity (comScore, Jan 2012; SiteCatalyst, Feb 2012). The Guardian launched its Facebook App on 22nd September 2011 which quickly propelled the company into the new territory of social news. With over 7 million downloads (by end-Feb 2012, mainly by a new audience of 18-24 year olds), the Guardian became the biggest UK newspaper on Facebook and no. 9 global media organisation in this space Matt Gilbert – Head of Business Development for GNM will share how the Guardian successfully launched an application which enhanced the company’s consumer engagement and marketing success across Facebook.

• Hear how Facebook apps can enhance your marketing: GNM will share with you the purpose of their Facebook App and how this fits into their reader engagement.
• Decide whether a Facebook App is worth your investment: GNM will discuss how they measured the return on their Facebook App, their experience to date and whether this is something every marketer should be using.
• Commercialise your App: Learn how GNM has used their Facebook App to drive sales and enhance customer engagement through allowing customers to stay within the social network to read their articles.

Guardian News and Media - Matt Gilbert, Head of Business Development

Integrate social across all of your marketing initiatives: Connect with different audiences and generate ROI

At the heart of Betfair is the pioneering Betting Exchange, where customers come together in order to bet at odds sought by themselves or offered by other customers, it is social by design. Being a betting company has however meant that taking the concept out to a new social audience can be tough, with the states yet to fully accept online gambling Betfair must market within a restricted social space.

• How Betfair works around the restrictions placed on gambling companies by the likes of Facebook and Twitter
• How Betfair approaches social media marketing and how it impacts all aspects of its marketing mix
• What the future could like, bringing together live TV, mobile, content, social and API driven betting

Betfair - Chris Harrison, Head of UK Acquisition

Create a digital culture for your business: what you can do to light fires & create a natural revolution

Vijay Solanki, Senior Director, Philips Consumer Lifestyle reflects on the learns and insights from companies that include Philips, BlackBerry & Shazam.

1. We all know the digital trend and its pace - that's why we're here - but how do you make business understand especially amongst senior management who might not appreciate the revolution around them
2. Vijay will share insights into what works and what might not. Get the fuel & inspiration to take action including;
   • Make traditional marketing look irrelevant and unfashionable
   • Always connect back to the business - consumers, sales, ROI - do the best you can - or at least show the journey
   • Stay true to your culture
   • Find your ambassadors - make them into heroes - it's not about you

Philips Consumer Lifestyle - Vijay Solanki, Senior Director Global Digital Marketing