Agenda

Day One

Topic
Opening Keynote: CMOs and CEOs CEO’S and CMOS have a vital role to play in leveraging social across business. Hear leading c-suite executives share their views from the top, as someone in control of the entire strategy.
Panel Discussion Session: Part one: How to 'upscale' your brand: Learn how to grow socially, increasing resources and delegate out. Understand how to map out your organisation internally so you can create a system which allows full integration across the business. Planning the system, workflows, and developing the infrastructure to roll out training across employees who can ultimately respond on behalf of the company. Plan the level at which cross collaboration is essential so you can decide when to collaborate. Overcome conflicts of interest across multiple departments and guide your team to the same business goals. Part two: Discover how to actually collaborate cross-departmentally - how to make it work both locally and globally. Cross Collaboration: Learn how to actually collaborate after you have setup up the system to ensure brand consistency. Engage across multiple markets: Ensure you can deploy you brands message both locally and globally. Create a unified face from multiple departments: speak with one brand voice and strive towards the same business goals. Map out the triggers which provoke different departments getting involved: so you can plan ahead and ensure internal communication is as responsive as possible
Coffee Break
Engage your community and advocates: Become a part of your community, identify new engagement opportunities and engage with purpose. Identify relevant and targeted online discussions so you can decide where your company should be engaging. Learn how to engage with external communities to become a thought leader, providing valuable information to drive leads back to your website and enhance reputational lift.
How to Create a Social Media Content Strategy Discussion one- Create an internal content strategy: Learn how to set up internally to have continuous stream of content. Internal responsibility and workflow Work with agency's: understand how to create consistency between internal content creation and outsourced content, ensuring consistency across the brand. Discussion two- Segment your mass audience into niche groups: Engage in a way which sparks their needs, interests and response. Spot an audience: Take your global brand, mass community, break them down and spot small distinct communities Identify your community’s needs: Create identities for your individual target customers so you can understand what they need. Discussion three- Determine which social networks are best for your business: Identify the right platforms and audiences to share your content with and leverage your content distribution.
Lunch
Track One	Track Two
Identify your key influencers: B2C Discover how to identify, engage and amplify influencers and advocates Identify those key influencers who have a large, established audience who cares about what your business offers. Understand how to develop relationships with these high-value individual influencers Leverage these key influencers to become brand ambassadors for your company.	Identify industry key influencers: B2B Become a thought leader in your industry and leverage your brand ambassadors. Build a network of influencers: Identify who should become a part of your brands voice. Understand how to develop relationships with these high-value individual influencers Spark your influencer’s interest, get them on board and broaden your content reach.
Interactive content for B2C Business Create exciting, useful and valuable content which increases engagement, triggers a response and drives online sharing to broaden your company’s reach Identify your consumer and analyse what is of value to them Produce content to your consumers’ needs that is relevant, valuable and aligned with your brands objectives. The distinction between ‘useful’ and ‘engaging’ content: Create an emotional connection with your brand via experimental marketing	Content creation for B2B business Create a story through your brand:understand how to take a business facing brand and create content to appeal to your different stakeholders. Understand what you want your content to achieve and identify the most appropriate stakeholders groups to target. Take your brand and create excitement around the industry you work in through interactive content.
Coffee
Discover different engagement platforms and content sharing opportunities: Understand which tools are best for managing content publication, and which work best for certain types of content.
Facebook Create a Facebook strategy How to build super fans through Facebook who will actually engage with your brand. Use Facebook targeted posts to improve your Facebook engagement Future of paid media including Facebook sponsored stories	Youtube Visualise your consumers experience – how to generate interest via video and create value which is worth watching Google+ Take advance of a smaller audience and less noise: boost engagement level with real fans
Twitter Build your twitter community: Learn how to use twitter hash tags most effectively. How to track twitter interaction and enhance your customer support Understand how effective paid media such as Twitter promoted tweets is becoming for brands.	Drive engagement through PInterest: Understand how to create images which tell a story and capture the attention of your online audience Instagram for business: How to target mobile users with a social media campaign based on photo sharing.

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Day Two

Optimise the power of social media to get closer to your customers with a fully integrated CRM strategy Develop a CRM strategy that enhances customer engagement and interaction. Data flow: Ensure you have a process which allows data to be processed in an efficient way so you can understand your customer profile. Put you consumers first and ensure you have internal alignment to create consistent and effective engagement.	Incorporate lots of new platforms/devices for a complex marketing strategy – SoLoMo to engage better Optimise your site for mobile – become mobile friendly and provide sharing capability’s to enhance your on/offline reach. Drive online engagement across you site, off-site and through social with personal engagement and valuable information worth sharing. Simplify your users experience to ensure the conversion process captures the right person, at the right time in the right place.
Social channels as a helpline Using social to resolve, not just spot, individual issues. How to resolve your consumer complaints in the online space and why keeping it in the public is a must until absolutely necessary. What channels work most effectively as a helpline tool. Learn how to best allocate internal resources for quick resolution of customer issues - with minimum effort	Internal social media use for team collaboration and to generate new ideas Empower teams with the ability to contribute and discuss with real time conversations. Enhance internal collaborations to discuss solutions and actions in order to respond externally.
Coffee Break
Dilemma session Crisis communications and reputation preservation: Solve your biggest fear – deal with the negative and spot potential issues. Learn how to organise and staff your issues management team. How to identify and differentiate one-off issues and which require a more coordinated response. Become fast, transparent and responsive – spotting issues/benchmarks for responsivity. Work out how to best deal with issues – ‘triage’ Different response plans in case of a crisis: Using social to resolve group/community issues
Lunch
From quantitative to qualitative measurement: Analyse the impact your social engagement is having on your online reach – don’t mislead your efforts with fan numbers Measure your engagement - How quickly, accurately and relevantly your brand engages with potential or existing customers. Understand the complexity of measuring brand impact and the effects your social activity is having on your brands reputation, Hear why your brand should be using more in-depth qualitivative metrics and why the theory of fan numbers is old news. Discover how to measure engagement success using these more qualitative metrics Track the level of engagement: Look further than the number of likes –analyse how your online community is sharing your content, the over reach your postings achieve and the results from word-of-mouth. Are you seeing a return? Make steps to overcome your biggest challenges and learn ways to assess your social impact Understand the range of measurement techniques available to identify whether your social media is generating revenue. Lead generation: Look beyond immediate sales and analyse the impact your social media presence has had on generating new interest in the business. Set up goals and benchmarks: Understand what you should be aiming for so you can prioritise to meet your core objectives Results for your board: Learn how to take your results back to your board and get backing for your social media involvement.
Coffee
Establish the right framework to capture, manage and analyse social data so you can do better business Hear practical examples on how successful companies have captured information and used this to enhance their customer engagement/marketing. Take your data to the next level to inform and educate your team on content decisions: enhance your insight and understand where to focus your next efforts, Understand how to take the information you learn and distribute it to the right person internally. Take your social data to the next level and take action: how social data can inform marketing initiatives, customer’s needs and product development
Key Takeaways/Practical stuff/Key Summaries/Voting etc

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