10TH SOCIAL MEDIA CONFERENCE SEP 25—26, 2017, BERLIN INFLUENCE — INNOVATE — PERFORM
WHAT CAN
YOU EXPECT?
1 KEYNOTE 8 WORKSHOPS 7 BEST CASES 1 PANEL DISCUSSION 1 SPOTLIGHT
INFLUENCE INNOVATE PERFORM
From public relations to influencer relations: in 2017 influence is a big issue in social media and corporates have identified influencer relations already as a new opportunity in digital marketing strategies. Influencers, as opinion leaders and multipliers with a high presence in social networks, affect the spread of content. No doubt influencers can boost the reputation of a brand or a organisation. Enough reasons to devote the 10th Social Media Conference to this theme. Of course, that‘s not our sole topic: Quadriga’s Social Media Conference will provide you with solutions and answers to the following questions in line with our slogan INFLUENCE – INNOVATE – PERFORM:
1. 2. 3. 4. 5.
HOW TO INTEGRATE INFLUENCER MARKETING? HOW TO PROMOTE CORPORATE INTERESTS WITH EPHEMERAL COMMUNICATION? HOW TO FIND THE RIGHT CHANNELS? HOW TO CREATE OUTSTANDING CONTENT? HOW TO MEASURE YOUR PERFORMANCE? Together with experts from Unilever, Estée Lauder, Giesecke+Devrient advance52, Jyske Bank, and many more we will focus on these questions to find illuminating answers. Be inspired by successful best cases and network with your colleagues. I look forward to welcoming you to Berlin! Jon Worth Conference Moderator
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PROGRAMME MONDAYSEP 25, 2017 08:45AM DOORS OPEN 09.30—09.45AM WELCOME AND INTRODUCTION Jon Worth, Moderator 09.45—10.15AM KEYNOTE Future focus: the six most powerful social media trends to come... and how brands can keep up Shivvy Jervis, Futurist
MODULE 1 INFLUENCER RELATIONS 10.15—10.45AM BEST CASE Influencer marketing execution of Unilever global brands on local level Pavla Maríková, Unilever 10.45—11.15AM BREAKFAST 11.15—11.45AM SPOTLIGHT The other side: the importance of authentic cooperation Sebastian Spasic, Photographer 11.45—12.15AM BEST CASE How to integrate digital influencers into your digital strategy Kathrin Alice Fördös, Estée Lauder 12.15—01.15PM LUNCH
WORKSHOP SESSIONS 01.15—01.30PM WORKSHOPS - INTRODUCTION Jon Worth, Moderator 01.30—03.00PM WS1 Be(come) the measurement hero — Prof. Dr. Ana Adi & Prof. Dr. Christian Heinrich, Quadriga University WS2 Data democratisation: set your data free and create passion — Ivan Bager, Siteimprove WS3 Scaling content and social marketing in Europe — Elizabeth Knights-Ward, Hootsuite WS4 Managing crisis communication on social media — Brian O‘Connor, rethink 03.00—03.30PM COFFEE BREAK 03.30—05.00PM Repetition of the Workshop Session 05.00—05.30PM Follow-up Workshop Presentation Jon Worth, Moderator 06.00PM DINNER
PROGRAMME TUESDAYSEP 26, 2017 07:00AM SIGHTRUNNING 08:30AM DOORS OPEN 09:00AM—09.15AM WELCOME Jon Worth, Moderator
MODULE 2 CHANNELS & CONTENT 09.15—09.45AM BEST CASE It’s all about engagement: how Dublin Airport used social to humanise a faceless corporate Paul O‘Kane, DAA 09.45—10.15AM BEST CASE Because infrastructure companies can be cool on Instagram too Astrit Fernández, Ferrovial 10.15—10.45AM BEST CASE JB United: social, mobile & lots of video Lasse Høgfeldt, Jyske Bank 10.45—11.15AM COFFEE BREAK 11.15—12.15AM DISCUSSION Snapchat and Instagram stories: corporate usability of ephemeral content.
Ineffective or an opportunity?
Prof. Dr. Ana Adi, Quadriga University Philipp Thurmann, buddybrand Natan Edelsburg, Muck Rack, Shorty Awards, Found Remote
MODULE 3 PERFORMANCE & CONTROLLING 12.15—12.45PM BEST CASE SEO and social media — an underrated couple Zeynep Balioglu, Giesecke+Devrient advance52 12.45—01.15PM BEST CASE Strategic monitoring: measuring success of social activities and leveraging data Tina Mellergaard Jensen, Danish Agriculture and Food Council 01.15—01.30PM SUMMARY Jon Worth, Moderator
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MONDAY SEP 25, 2017 09.30—09.45AM WELCOME & INTRODUCTION
t
s,
5AM
rvi e J vy v i h S
ris u t u F
e... E m o T S to c O U s d N C tren Y O a i d KE RE Fl social me U powerfukeep up T U F six mosatnds can 10.1 — 5 09.4
futurist and former head of digital
content for a tech giant, Shivvy will bring six meaningful trends to life that need to be on your radar. She will also offer practical insight on how next-gen influencers are using social channels to drive a culture of consciousness. The session is aimed at sparking ideas
to help drive your own company vision and
help you not just reach but gain credibility with young target groups.
and online trends, for both corporations and consumers.
Award-winning
Futures. Shivvy immerses herself in future technologies, the digital economy
social more "human". How can companies adapt?
her work as the creator and host of a long-running online video series Digital
pe driven by digital technologies and a desire to make
of recognition including four national award nominations. She is known for
here is a revolution taking place in the social landsca-
Shivvy is a futurist and video series creator. She has received over 15 pieces
The ow br h and
MODULE 1 INFLUENCER RELATIONS 10.15—10.45AM BEST CASE Pavla Maríková, Brand Building Manager, UNILEVER
a global brand in the long term.
Local market case studies
of Unilever brands will
show you how social media have changed
the way
influencer marketing operates at the local level while keeping in line with a global strategy.
execution of brand activations in local markets.
to building
and client sides. In recent years she has focused on digital marketing and the
Authenticity and relevance to the local market is key
with brands such as Dove, Rexona and Toni & Guy. She has more than 10 ye-
social and business domains, marketing among them.
ars‘ experience in event management and brand marketing, on both agency
hink global, act local is a phrase that applies to many
Pavla has been working for the past four years as brand manager at Unilever
Influencer marketing execution of Unilever global brands on local level
10.45—11.15AM BREAKFAST
6 7
through top influencers.
gagement and activation of audiences
social media platforms and for the en-
ge of audience management across all
Cosmetics in Austria, she is in char-
influencer manager for Estée Lauder
her current role as a social media and
portant part of her success to date. In
11.45—12.15AM
BEST CASE Kathrin Alice Fördös,
Social Media and Influencer Manager, ESTÉE LAUDER
How to integrate digital influencers into your brand strategy
ocal and international best practices. What are the
rules? How do you find the right stakeholders
and get the desired results?
12.15—01.15PM
LUNCH
mer in Germany. His alias @AKUsepp has nearly 300,000 fans.
the potential of Instagram, is now recognised as a top Instagram-
who was one of the first professional photographers to make use of
football clubs like Paris St. Germain and FC Barcelona. Sebastian,
nationally for his work for brands like Sony, Adobe, Microsoft and
lifestyle and street photography. He is known nationally and inter-
Sebastian is a professional German photographer with a focus on
more influence. I‘ll highlight
see "the bigger picture" has been an im-
and public relations, Kathrin´s ability to
gest mistakes
marketing, and six years in social media
key
P
O T
H
With over 14 years‘ experience in digital
S L
I G T 11.15—11.45AM Sebastian Spasic, Photographer
The other side: the importance of authentic cooperation hen looking for influencers to work with, one of the bigadvertisers make is focusing only on
traffic and follower numbers.
But more traffic and followers don‘t necessarily mean characteristics of a true
and authentic influencer.
01.30—03.00PM
WORKSHOPS WS 1
WS 2
Be(come) the measurement hero
Data democratisation: set your data free and create passion
Prof. Dr. Ana Adi and Prof. Dr. Christian Heinrich, QUADRIGA UNIVERSITY
Ivan Bager, Director of Innovation,SITEIMPROVE
Successful campaigns are accountable. That can only happen when measurement is not an afterthought but a priority, right from the planning stage. This workshop is dedicated to confirming, reformulating or refocusing your measurement. Bring your own cases and be prepared to be challenged. After all, your success relies on successful measurement, and successful measurement means happy clients.
WS 3
Data lives deep inside analysis tools or hidden behind dashboards. Providing your content contributors, editors, technicians and management with usable access to data creates the basis for a data-driven culture. This workshop is dedicated to building the organisation and workflows needed to liberate data.
WS 4
Scaling content and social marketing in Europe
Managing crisis communication on social media
Elizabeth Knights-Ward, Content and Social Marketing Manager, HOOTSUITE
Brian O’Connor, Founder, RETHINK
In this workshop we‘ll look how to meet business objectives and overcome challenges through content and social marketing. We‘ll discuss using the right distribution channels and techniques to drive maximum ROI and how to identify the right channels for your audience. We‘ll also consider how to use your customer/audience data to drive decisions, along with understanding the nuances of the EMEA market.
In the modern communications market place the atmosphere can change quickly , it’s very important for brands to identify the nature of a communication crisis and try to find ways to deal with it. During the last two years in working with Ergo and then Volkswagen Brian has made very interesting experience in how a crisis develops and ways to behave in this situation. Find out more in his workshop.
03.30—05.00PM
REPETITION
OF
THE
WORKSHOP
SESSIO N
06.00 PM DINNER
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TUESDAY SEP 26, 2017 MODULE 2 CHANNELS & CONTENT
09.15—09.45AM BEST CASE Paul O‘Kane,
port has created a social media presence that is engaging with a distinctive voice that helps set it apart from its peers. Dublin Airport has won awards in Ireland
both
and internationally for its social media
activities and its Twitter account has twice been named the world’s best airport Twitter feed.
communications teams of many of Europe‘s largest airports.
platform, you need to tell your story well. Dublin Air-
Communications Forum — a body that brings together the social media practitioners and
of media and whatever the
Dublin Airport’s in-house social media team. He is a former chairman of ACI Europe‘s Digital
tories are at the heart
in Ireland, Paul is responsible for all external and internal communications and also heads
It’s all about engagement: how Dublin Airport used social to humanise a faceless corporate
As chief communications officer at daa, which owns and operates Dublin and Cork airports
Chief Communications Officer, DAA
09.45—10.15AM
ehind a motorway
, street lighting
, the Gug-
genheim Museum and even Heathrow Airport, you‘ll find Ferrovial. How does the content
on Ferrovial‘s
Instagram differ from its other channels and why is this content so effective? Astrit Fernandez provides insights.
business and working in PR roles at Edelman and BlackBerry.
Because infrastructure companies can be cool on Instagram too
sive expertise in both offline and online communications, studying international
Astrit Fernandez is head of digital communications at Ferrovial, in charge of the
Head of Digital Communications, FERROVIAL
corporate blog, web and social media. With 18 years’ experience, she has exten-
BEST CASE Astrit Fernández,
10.15—10.45AM BEST CASE Lasse Høgfeldt,
JB United: social, mobile & lots of video n a more and more fragmented, rapid and mobile world Jyske Bank has changed its internal commutoday editor-in-chief at Jyske Bank TV.
tv-station and internal/external communication platform: Jyske Bank TV. Lasse is
into a brand newsroom and is one of the creators of the award-winning online
in 2008 involved in the transformation of Jyske Banks communication department
Lasse is head of communications and head of social media at Jyske Bank. He was
Head of Communications and Head of Social Media, JYSKE BANK
nication
from the old-fashioned intranet to a so-
cial media universe called “JB United” — with open debates, daily and monthly tv-news
, “Jyske Tube”
(internal), blogs and an internal “freedom of the press”. The app “JB United” has revolutionised
the
internal communication and built a fan culture among the employees. 10 11
Snapchat and Instagram stories: corporate usability of ephemeral content. Ineffective or an opportunity? Join our panel discussion where social media experts
introduce you to
the trend of ephemeral communicatistories be used for business?
Quadriga University
Ana represents the academic perspective with her expertise in digital storytelling.
Philipp is managing director strategy at buddybrand and leads international Philipp Thurmann
brands in their social media process.
ducer of The Shorty Awards, which honours the best of social media. He gives insights into the latest trends. Found Remote
We want to hear your opinion! Join the discussion and share your experiences. You
and Shorty Awards; Executive Editor,
Executive Vice President, Muck Rack
Natan is the senior supervising pro-
Managing Director Strategy, buddybrand
Prof. Dr. Ana Adi
on. How can Snapchat or Instagram
Natan Edelsburg
D I S C U S S I O N
11.15—12.15AM
MODULE 3 PERFORMANCE & CONTROLLING
is it actually business? In a fast-paced environment, not hopping on every trend-train
can be essenti-
al. Everything is focused on business relevance and impact. Let’s look at how SEO and social media work best together and contribute to commercial success.
and lobbying for digital.
industry is: how much of it is buzz and to what extent
ger she is planning and developing digital cross-industry business solutions,
he most frequent question I ask myself in the digital
ce52, the digital unit of Giesecke+Devrient. As a digital transformation mana-
SEO and social media — an underrated couple
head of online communications for the last eight years. Now she is at advan-
Manager, GIESECKE+DEVRIENT ADVANCE52
her computer science studies and MBA she worked at Infineon as global
BEST CASE Zeynep Balioglu, Digital Transformation
Zeynep started working in the digital communications field early on. After
12.15—12.45PM
12.45—01.15PM BEST CASE Tina Mellergaard, Head of Social Media, DANISH AGRICULTURE AND FOOD COUNCIL
ow do you measure the success of your organisadata mining and traditional storytelling.
in a constant mix between digital lobbyism,
ber of the public affairs team she operates
over 50 social media accounts. As a mem-
and responsible for the overall strategy and
at the Danish Agriculture and Food Council,
Tina Mellergaard is the head of social media
Strategic monitoring: measuring success of social activities and leveraging data tion’s social activities, when you have 50+ social media accounts and 20+ people managing them? And how do you communicate your success to the C-suite? Tina will give you insight into her everyday work at one of the largest trade organisations in Denmark.
01.15—01.30PM SUMMARY 12
13
SERVICE
Terms & Conditions Registration The registration fee includes participation in the programme, all conference documents and dinner and lunch buffets, as well as coffee breaks. Travel expenses and accommodation are not included. A booking confirmation and an invoice will be sent to you after registration. Please remember to include your name in the reference of the transaction when making a payment. As the number of participants is limited, please be aware that your registration is only valid after receiving a booking confirmation. Please feel free to contact us should you not receive one within 24 hours.
The 10th social media conference will be held at the Quadriga Forum in Berlin. Located within walking distance of Berlin’s most important attractions, Quadriga Forum offers modern business and meeting rooms suitable for any occasion.
Host
Partner
Quadriga University of Applied Sciences Berlin is committed to modern, integrated management training and educates managers in communication and human resources management, as well as public affairs. Through its cross-subject structure, Quadriga University of Applied Sciences offers an education that meets the requirements in management, communications and public affairs: Quadriga University Berlin Werderscher Markt 13 D-10117 Berlin Phone: +49 (0) 30/44 72 94 00 Fax: +49 (0) 30/44 72 93 00 www.quadriga.eu
The European Association of Communication Directors (EACD) is the network for communication professionals from all fields across Europe. The Association meets the needs of communication professionals working internationally, and provides support for new challenges in the global arena. For more information please visit: www.eacd-online.eu
Communication Director is an international quarterly magazine for public relations and communications. Communication Director is also the host of the European Excellence Awards. www.communication-director.eu
Contact For further information regarding the conference or registration process, do not hesitate to contact us! Conference Coordinator: Kristin Pollmann kristin.pollmann@quadriga.eu
Registration Queries: Dennis Schultz dennis.schultz@quadriga.eu
1. Discounted Prices Quadriga grants discounts on the listed prices of respective conferences for members of the European Association of Communication Directors (EACD) and other partner associations. Subscribers to our media partner Communication Director magazine also receive a discount on attendance fees for seminars and symposia. The participant’s personal membership and/or subscription must be presented and verified at the time (s)he makes a seminar booking. All discounted prices are valid only if the amount invoiced is received by Quadriga within the time stated on the invoice. 2. Cancellation If a previous booking is cancelled and no replacement participant can be found, the following cancellation charges will be incurred: – Cancellation 31 days or more before the event takes place: no charge – Cancellation between 14 days and 31 days before the event takes place: 50% of total price – Cancellation less than 14 days before the event takes place: 100% of total price - Please note that cancellations should be in written form 3. Cancellation and changes Quadriga reserves the right to cancel or to reschedule seminar locations or times, or to arrange a substitute instructor if this is absolutely necessary due to there being less than six participants, an unforeseen problem with the instructor, or other unforeseen reasons which are out of the control of Quadriga. In these cases, Quadriga is not required to compensate travel or accommodation costs, loss of working time, or other damages, and in other cases, only when there is gross negligence. If relocation is not reasonably possible for the participant, then (s)he is entitled to cancel the booking immediately and free of charge. 4. Place of Jurisdiction Berlin.
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