Discover how to deliver a deeper brand engagement by creating entertainment and utility content your consumer actually wants; from attitude and organisational change, to the exciting opportunities created by new developments in media tech and consumption.

09.15

What happens when consumers write your TV/Video plans?

For years, “TV is dying” has been one of the most successful adages of the advertising and media world. All of us have used this phrase to describe the forever changing communication model. Whilst the words certainly were not true, the intention and the logic behind these words was dead right. No matter whom we were- agency, client, media- we could not afford to live with a broadcast mentality anymore. TV has now taken what could have been the cause of its death, to a strength. No other form of entertainment is due to go through the number of changes that TV is going through now, and will go through in the near future. TV is interactive, it is everywhere, on-demand, and guess what: people are watching it more and more. In this session, Asad will talk about what it all means for us

Asad ur Rehman Director Global Media- Foods Unilever (UK)

Breakout Presentation 1:

Scientific social media research (social IQ)

• By listening and communicating to your customers, you can achieve greater customer satisfaction, acquisition, business growth and increased revenue
• Social Intelligence drives business initiatives, such as marketing messaging, segmenting online customers and researching campaign performance.
• Market Beat will discuss the methodology on how to harness "The Wisdom Of Crowds" and present a listening platform to help CI professionals to obtain specific business information for specific business decisions"

Taufik Lakhani
CEO
Market Beat - Online Insights Engine

Breakout Presentation 2:

The NEW media rockstars: A back stage pass into real-time relevance

• Following multiple data points to target consumer ads and their lifestyles
• Radically altering the media purchase decisions on cross-channel premium sites
• Allowing marketers to become the true rock stars that they were destined to be
  How to find a new creative relevance within advertising"

Carolyn Bollaci
Country Manager AU&NZ
Media Mind

Breakout Presentation 3:

Demands, Drivers and Dreams

• A look at how consumer behaviour is driving change in the retail environment and how digital marketers and retailers are moving to address this.
• What are consumers demanding and why?
• What is digital offering that other mediums and channels cannot deliver?
• The relation of in-store experiences to digital experiences – what does this mean for retailers and marketers?
• What is the likely path of retail and why?
  

Adam Quirk
Managing Director
MassMedia Studios

Damian Byrne
Managing Director
Traction Digital

The banking industry in Australia is extremely competitive. Even as one of the smaller players in the market, Citibank has been able to optimise the way they use every available channel for marketing and customer service to gain a more strategic advantage over its competitors.  Linda will discuss how Citibank leverages their strengths that matter most to their target market.

Linda Duncombe, Director, Marketing, Customer Experience and Digital Banking, Citibank Australia

Breakout Presentation 4:

How the world's biggest brands are using smart content to drive Facebook success

• How to build around people and become "Social by Design"
• How brands are evolving their Facebook content strategy to build an engaged audience
• How big companies manage multiple stakeholders and Facebook communities across the enterprise

Henry Talbot
Managing Director
Loopster Media

Paul Borrud
Head of Australia/New Zealand
Facebook

Breakout Presentation 5:

The future of social: why social media analytics are more valuable than Neilsen or ComScore ratings

• Quantifying human behavior through social analytics
• How marketers can harness the power of the online collective intelligence
• Learn more about the future of social analytics
• How social media has become mission critical for advertising agencies and brand marketers

Jodee Rich
CEO and Founder
PeopleBrowsr

Breakout Presentation 6:

Powering the Australian Economy

• What are the successful digital strategies being deployed in the online marketing industry to power the ecommerce revolution
• The inside story on which clients are making it look easy
• The levers that can be pulled to influence the flow of the customer journey
• Practical ways that you can use these proven ideas in your business, to help garner incremental customers cost effectively

Chris Garner
Regional Account Director for Dell
dgm

Why is everyone in digital so obsessed with having the latest trend? No pressure of course, it’s always fun when the senior person in the room demands “big ideas” from the marketing staff and agency. Of course, these big ideas can often be included in the categories known as “boil the ocean” and “pie in the sky” meaning they sound great and probably have some merit but lack any sort of practical execution potential. Back here on earth, the rest of us have to drive success and real results. Kevin Ryan will cool the ocean and offer some pie in the dining room with his analysis of practical application of trends with successful track records. He’ll use real world examples of tactics you can back to the office so you can worry less about the pie in the sky and focus on what really works now.

Kevin Ryan CEO Motivity Marketing (USA)

Breakout Presentation 1:

How the world's biggest brands are using smart content to drive Facebook success

Henry Talbot
Managing Director
Loopster Media

Paul Borrud
Head of Australia/New Zealand
Facebook

Breakout Presentation 2:

The future of social: why social media analytics are more valuable than Neilsen or ComScore ratings

See above for full session details

Jodee Rich
CEO and Founder
PeopleBrowsr

Breakout Presentation 3:

Powering the Australian Economy

See above for full session details

Chris Garner
Regional Account Director for Dell
dgm

Revolutionising the e-commerce travel space - all over again...

Despite the tremendous growth in the online travel industry in recent years, more than 50% of travel is still booked offline in the US – and that is the most penetrated online market in the world! Maybe this is because travel is just still too hard for most people. The challenge now for online travel companies is to make travel easy again and to find ways of adding value throughout the travel process. The last 15 years have seen Expedia become the world's largest online travel company. As the company reaches this significant milestone, it's time to take a good hard look at how the ecommerce travel industry can be revolutionized.
Structure

• How Expedia became #1 e-commerce travel site
• What is Expedia doing to maintain its leadership
• The future of e-commerce travel

Key takeaways:

• Best practices to drive a successful ecommerce business
• The future of e-commerce travel will be social and mobile!

Nicolas Chu Managing Director Australia & New Zealand Expedia

Breakout Presentation 4:

Scientific social media research (social IQ)

See above for full session details

Taufik Lakhani
CEO
Market Beat - Online Insights Engine

Breakout Presentation 5:

The NEW media rockstars: A back stage pass into real-time relevance

See above for full session details

Carolyn Bollaci
Country Manager AU&NZ
Media Mind

Breakout Presentation 6:

Demands, Drivers and Dreams

See above for full session details

Adam Quirk
Managing Director
MassMedia Studios

Damian Byrne
Managing Director
Traction Digital

Making Tracks

In 2009, YouTube invited musicians to audition for the world's first-ever collaborative online orchestra: the YouTube Symphony Orchestra. The performance was held at Carnegie Hall in New York City and viewed by over 14 million people. When Sydney was announced as the host city for the 2nd YouTube Symphony Orchestra event Tourism Australia partnered with Google to support the event.

Making Tracks was developed to leverage the opportunity and promote Australia on a world stage to the millions who would tune in online to watch the event. The idea involved inviting 4 members of the YTSO to Australia for a unique musical experiment. Each member was partnered with a contemporary Australian musician and sent around Australia where they collaborated to create a piece of music inspired by Australia. The musical journeys were documented on film and produced into a suite of emotive and entertaining branded content.

Nick Baker Executive General Manager, Consumer Marketing Tourism Australia

How to play together nicely in the digital playground

This session will put the spotlight on some of the key challenges surrounding digital projects. We will endeavour to solve some of the age old (well 14 year old) pain points of digital.

How long is a piece of string? It seems simple, you need a website, campaign microsite, eDM or banner ad built. Why can't the agency just tell you how much it will cost? Why won't the client just give you a budget?

No one wants to be your friend on Facebook! Digital is an ongoing process of learning, teaching, enquiring and often banging your head on the table. It can be exhilarating and exhausting. Clients and agencies all want to be doing the latest and greatest thing (and the CEO is demanding it) but is it on brand, is it supporting the overall strategy, has anyone actually thought about the end user? Are you selling or being sold something that's just not needed?

Can you make my account service people digital? Now? Resourcing up in digital is one of the biggest challenges everyone is facing, client and agency side. Sure the 22 year old grad gets Social but how much experience have they had in acquisition and retention? And how do you put them in with the CEO, especially if they are going to move on in six months? Digital is a weird combination of technology, project management, marketing, PR, communications, direct, behavioural psychology and maths. How can one person be good at them all?

Emma Gibson Head of Digital JBWere, NAB Private & Nolt