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7th Conference Social Media 2014 Managing Social Media Complexity 11th/12th December, 2014 Quadriga Forum, Berlin www.social-media-conference.eu

Early Bird Discount until October 31st

Viral Campaigning Storytelling

Stakeholder Analysis

Monitoring Blogger Relationships

Conference Social Media

Quadriga University

December 11th, 2014

December 12th, 2014

8:45 am

7:00 am

Sight Running

8:30 am

Doors Open

9:00 – 9:15 am

Welcome Jon Worth, Moderator

Module II: Content Management

Doors open

9:30 – 9:45 am

Welcome and Introduction Jon Worth, Moderator

Module 1: Stakeholder Interaction

9:45 – 10:15 am

est Case: Authentic engagement with a global B audience Mattias Rådström, Vice President Global Social Media and PR, AB Electrolux

10:15 – 10:45 am Best Case: Engaging influencers in regulated markets

Patricia Alves, Social Media Community Manager,

Boehringer Ingelheim 10:45 – 11:15 am

Coffee Break and speed networking

11:15 – 11:45 am Best Case: Finding your recruits online

Fredrik Tukk, Head of Communication, Branding &

Marketing, Maersk Drilling

11:45 – 12:15 pm Best Case: Creating an online platform for stakeholders

Lilian Baudard, Head of Marketing and Partnerships, Eurosport

12:15 – 1:30 pm Lunch

Workshop Sessions 1:30 – 1:45 pm Introduction to the Workshops

1:45 – 3:15 pm WS I: Measuring Social Media Results

Tero Marjamäki, Account Manager, Cohn & Wolfe Stockholm

1:45 – 3:15 pm WS II: Successful Storytelling

Stephanie Johnston, Consulting Director, Addison Group 1:45 – 3:15 pm WS III: Oh Blogger Where Art Though? – Building

Succesful Bloggerrelations

Christian Lee Rottmann, Account Manager Digital

Consulting, Edelmann Digital

Philip Hirschfeld, Senior Account Executive Digital

Consulting, Edelmann Digital 3:15 – 3:45 pm

Coffee Break

3:45 – 5:15 pm

Workshop Session II Repetition of the above Workshops

5:15 – 6:00 pm

Presentation of the Workshop Outcomes

From 7:00 pm

Dinner

9:15 – 9:45 am Best Case: Who is Klaus-Heidi? Local Campaigning

going viral

Magnus Engvall, Senior Marketing Specialist

Scandinavia, Finland and the Baltic States, Lufthansa (TBC) 9:45 – 10:15 pm

Best Case: Putting storytelling at the heart of your social campaigns – a strategic approach to campaign creation Claire Wardle, Social Media Strategist, UNHCR

10:15 – 10:45 am Best Case: Social Media = Storytelling: how to engage your audiences along a compelling

narrative

Tobias Dennehy, Corporate Story Architect, Blogger,

Public Speaker, Siemens AG 10:45 – 11:15 am

Coffee Break

11:15 – 12:00 pm

Peer to peer session: Creating Content

Module III: Strategic Control

12:00 – 12:30 pm Best Case: From early warning to early engagement

Truus Huisman, Acting VP Issues, Media Relations and

Government Affairs, Unilever 12:30 – 1:00 pm

Best Case: Cooperation with agencies and the competence challenge in social media Xavier Roussel, Marketing and Communication Director, Dole Fresh Fruit Europe OHG

1:00 – 1:15 pm

Closing Statement Jon Worth, Moderator

Conference Social Media

www.social-media-conference.eu

Editorial

Stakeholder Interaction, Content Management, Strategic Control What’s the best way of presenting a strong and united “digital” face? That’s the challenge for communicators faced with the task of engaging with different audiences online, prompting influencers to spread the message, and make sure that there are quantifiable results for their efforts. With expert speakers from AB Electrolux, Unilever, Maersk Drilling, Eurosport and more, Quadriga University’s Social Media Conference 2014 will equip participants with the tools to manage and measure social media complexity, create attractive content and ultimately build trust in the long run.

The age of network: external meets internal As an attendee at this year’s conference, you will gain insights into social media networking, as well as into the mechanism of digital identity construction, both of organisations and their target audiences.

This will enable you not only to effectively communicate with your target group, to anticipate and set trends, but also not to lose sight of the bigger picture – your corporate identity.

Content sells best in the long term The conference also delves into effective social media content strategies. Successful cases prove again and again that the ability to craft visual stories helps inspire emotional connections with audiences and sparks the amplification of messages throughout communities. You will learn how to create and target content for different social media channels, allowing you to benefit from content synergies and viral word-of-mouth.

Trial and error campaigning is over As data based, multilevel online marketing reaches the next stage, speakers from international organisations will show you how to measure results and clarify competencies in teams and other cooperative partnerships.

We hope that the above outlines will give you just a taste of what you can expect at Quadriga University’s Social Media Conference 2014. Join us and experts from across Europe for what will be an invigorating exchange of ideas, experiences and skills.

We look forward to welcoming you to Berlin!

Peter Voß President, Quadriga University of Applied Sciences

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Conference Social Media

Quadriga University

Conference Formats

Hands-on Sessions In the afternoon of the first conference day you are welcome to join two 90-minute workshop session, that invite you to apply what you have just learned and to deepen your knowledge and skills in measuring or storytelling.

Benchmark Case ­Studies From the ranks of Europe’s top employers, listen to best cases, which will shed light on how companies craft their internal communication strategy and successfully motivate their employees. From strategic integration to encouriging brand ambassadors, this year’s conference will offer something for everyone who would like to learn more about social media.

Dinner After one demanding day, we offer all our participants the opportunity to get together in a less formal setting, while enjoying a complimentary dinner. Enjoy the food, good company and reflect on day one.

Interactive Session After the first two conference modules on ­stakeholder interaction and content management we invite you to join the interactive peer to peer session. We will collect your questions and issues in advance, cluster them and arrange for you to discuss them in small groups. Discuss and solve common prob­lems with your colleagues from all over Europe.

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Conference Social Media

www.social-media-conference.eu

Conference Formats legend Speed Networking Broaden your network of corporate communicators during our networking session on the first conference day.

Workshops The workshops allow participants to train and improve their practical skills. The sessions are being offered twice, allowing you to take part in two of ourthree sessions.

Best Cases Company representatives will introduce their practices and experiences.

Peer to Peer Get in touch with communicators that face similar issues and find solutions together.

Networking­ ­Opportunities No conference is complete withouth networking. Prepare your business cards and get ready to share your social media experience with people coming from all corners of Europe. Our regular coffee breaks, speed networking and the peer-topeer discussion on day one will offer you the opportunity to get to know other communication experts and even meet your new business partner.

Social Programme Not only will the conference offer a networking dinner and speed networking, but you are also invited to bring your runners and discover the beauty of central Berlin on our run on the second conference day’s morning.

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Conference Social Media

Quadriga University

Programme Thursday, December 11th 8:45 am Doors open

9:30–9:45 am W elcome

Introduction by the Moderator Jon Worth, jonworth.eu Jon Worth is a trainer and website strategist based in Berlin. He is best known for his work on the Atheist Bus Campaign, raising £150000 in online donations. He has been responsible for online campaigns for UK politicians such as Harriet Harman and Ken Livingstone, and is partner in techPolitics LLP, a web agency dedicated to online campaigning. He runs social media training for public and private sector clients and notably for the European Commission in Brussels.

Module 1 // Stakeholder interaction

9:45–10:15 am Best case

Authentic engagement with a global audience How do you engage with a global audience in Social Media? How do you manage dozens of channels in multiple languages for 40 countries? In this session, Mattias Radström will talk about lessons, learnings, challenges and best practices from Electrolux, a global leader in home appliances.

Mattias RÅdström, Vice President Global Social Media and PR, AB Elextrolux Mattias Rådström is vice president of global marketing at Electrolux in Sweden and leads the company’s Social Media and PR Studio, responsible for the creative content of several of the company’s award-winning campaigns like Vac from the Sea and Electrolux Design lab. Previously, he was director of media relations, and held positions at Hill & Knowlton and Veolia Transport.

10:15–10:45 am Best Case

Engaging influencers in regulated markets Being one of the world‘s largest pharmaceutical companies, Boehringer Ingelheim operates in the highly regulated pharmaceutical and medical industries and is limited in the way it may promote its brands. In order to engage the medical media, pulmonologists, general practitioniers and digital opinion leaders they held real-time tweet chats during the #ERS2013. Learn about the results and their implementation in this session.

Patricia Alves, Social Media Community Manager, Boehringer Ingelheim Before joining Boehringer Ingelheim in 2014, Patricia Alves worked at Microsoft, Grupo Pestana and the Sheraton. She is passionate about the power of Social Media and commited to its use in Corporate Communications, as well as curious about the future of Social Media in Media and in PR.

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Conference Social Media

www.social-media-conference.eu

Programme Thursday, December 11th 10:45 – 11:15 am Coffee Break & Speed Networking

11:15–11:45 am Best case

Finding your recruits online Can you use social media to recruit new people to your organization? Maersk Drilling has created a digital strategy to support one of their corporate strategic targets: to find, attract and recruit 3,000 new employees. In here the focus is on how the corporate strategy lays the foundation for a successful implementation of the right channels, how Facebook has become one important tool for lead generation of new employees, and how the Employee Value Proposition is displayed in content stories, pictures, videos and testimonials – and the keys to success for online recruitment.

Fredrik Tukk, Head of Communication, Branding, Marketing, Maersk Drilling Fredrik Tukk is responsible for strategic development and execution of all internal and external communication on a global basis with key stakeholder groups, development of new and existing communication channels, driving corporate branding, digital presence strategies for social media and website, and marketing strategies in cooperation with Commercial department at Maersk Drilling. Experienced professional with more than 15+ years from management consultancy, international project management, corporate strategy, internet and market development. Member of LinkedIn100, Winner of Danish Internet Awards for “Best B2B campaign 2014”

11:45–12:15 pm Best C ase

Creating an online platform for stakeholders In 2014, Eurosport celebrates its 25th anniversary and delivers a key message: We are the N°1 Pan-European sport media platform in the production and broadcast of Live sporting events thanks to our fans. We wanted to learn more about their passion and invited them to join our LIVE competition 25live.eurosport.com and discover what is means to „live for LIVE“.

Lilian Baudard, Head of Marketing & Partnerships, Eurosport Sport addict & marketing professional, Lilian Baudard is “Head of Marketing & Partnerships” at Eurosport, the leading sport & entertainment group in Europe. His mission is to promote the Eurosport platform to international brands and markets, and develop the B2C strategy.

12:15 – 1:30 pm Lunch

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Conference Social Media

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Programme Thursday, December 11th Workshop Sessions

1:30–1:45 pm

Introduction to the workshop sessions

1:45–3:15 pm

Measuring Social Media Results

workshop

Can you transform a like on a Facebook page, a follower on Twitter or Instagram to a consumer?

How, and what is the parameters that pushes ones target group to go from talking – to action?

Connecting the offline and online world can generate great revenues – if it´s done the right way.

Tero Marjamäki, Account Manager, Cohn & Wolfe Stockholm Tero Marjamäki works as Account Manager at Cohn & Wolfe Stockholm´s consumer practice. He works both as an advisor and strategist in traditional, social and digital media, for international and national brands mostly in the areas of sport, beverages and entertainment. Has worked prior to his PR-career, several years as a journalist.

1:45–3:15 pm workshop

Successful Storytelling What is the role of social media in corporate communications and how should companies use platforms to further their own corporate agenda and tell their story? Dialogue and relationships only have relevance to companies if they work to their advantage, and what that advantage is differs greatly from company to company, sector to sector.

Stephanie Johnston, Consulting Director, Addison Group Stephanie is an experienced communications adviser with both in-house and agency-side experience and currently advises clients around all aspects of their corporate communications strategy.

She has advised, and continues to work with many large organisations including HEINEKEN, Tesco, BG Group, BASF, Roche and Zurich Insurance Group.

1:45–3:15 pm workshop

Oh Blogger Where Art Though? - Building Succesful Bloggerrelations

The blogosphere has become more and more professional over the last years. No matter if beauty, fashion or tech – bloggers of all topics have become aware of their value as influencers, while they still want to be treated different to professional journalists. The workshop will show, how to build and sustain successful blogger relations.

Christian lee Rottmann, Account Manager Digital ­Consulting, Edelmann Digital Christian is responsible for the development and execution of social media campaigns and activities for clients such as Tough Mudder at Edelman Digital in Germany. He supervises and manages activities across a wide range of social media channels like Facebook, Twitter & Instagram etc.

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Philip Hirschfeld, Senior ­Account Executive Digital ­Consulting, Edelman Digital Philip Hirschfeld joined the German Edelman Digital Team in December 2011. At Edelman he develops digital communications strategies including social media, online marketing, SEO and social media monitoring & -measurement. Philip has worked for many major clients like Shell, Unilever and Suzuki.

Conference Social Media

www.social-media-conference.eu

Programme Thursday, December 11th 3:15 – 3:45 pm Coffee Break

3:45–5:15 pm Workshops

Workshop Repetition All participants are given the chance to choose a second workshop and take part in another interactive session to broaden their conference experience even further.

5:15–6:00 pm interactive session

Presentation of the workshop outcomes At the end of the first conference day, participants are given the opportunity to catch up on missed workshop sessions as well as to reflect on what they learned during the sessions.

Safe the final ten minutes of your workshop session to prepare the outcome and present to your fellow peers. Reflect on what you learned, share experience and exchange opinions the past two 90-minutes sessions.

from 7:00 pm Dinner

Dinner Event Join your peers on Thursday night for a relaxed dinner and discuss what you have experienced throughout the first day. This is the perfect setting to enlarge your personal network in the company of like-minded communication experts.

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Conference Social Media

Quadriga University

Programme Friday, December 12th Module 2 // Content Management 7:00 am Sight running

9:00 am

Welcome

9:15–9:45 am

Who is Klaus-Heidi? Local campaigning going viral

best case

Lufthansa challenged Swedes: Show us you love Berlin as much as we do! By inviting Swedes to change their name to Klaus-Heidi and move to Berlin, Lufthansa gained enormous attention, with more than 240 million media impressions in over 30 countries. Learn from Magnus Engvall and Klaus-Heidi himself how a local campaign can lead to global success.

Magnus Engvall, Senior Marketing Specialist Scandinavia, Finland and the Baltic States, Lufthansa (TBC) Magnus joined Lufthansa‘s marketing department in Stockholm in late 2007. Prior to his current position he worked at Malmö Aviation and SAS (Scandinavian Airlines). He studied Marketing Communications at the Berghs school of communication and public speech at Stockholm University.

9:45–10:15 am Best Case

Putting storytelling at the heart of your social campaigns - a strategic approach to campaign creation

Social media allows people to tell their own stories every day. People are sharing these stories with one another in remarkable ways. How do ‚brands‘ sit in this world? How can we build authentic campaigns which mirror the ways that people use social media themselves? Too often we focus on ‚content‘ without thinking about age old storytelling and narrative techniques. In this session, Claire Wardle will share examples from different successful social campaigns, deconstructing why they worked and highlighting what we can learn from each.

Claire Wardle, Social Media Strategist, UNHCR Claire Wardle has recently joined UNHCR as a Social Media Strategist. Previously she was a Research Fellow at the Tow Center of Digital Journalism at Columbia University. Claire started her career as a lecturer at Cardiff University, in the School of Journalism and Communication.

She took what she thought would be a short break to develop the social media training for BBC news, but then spent the following five years at news organisations, NGOs and government departments evangelising the power of social media. Claire has a PhD in Communication from the Annenberg School for Communication at the University of Pennsylvania.

10:15–10:45 am best case

Social Media = Storytelling: How to engage your audiences along a compelling narrative

The advent of social media has changed everything! Has it? Well, not really. Conversation- and interaction-oriented media like Facebook or Twitter force us to return to long-lost human virtues like listening and telling / sharing interesting stories. The rationale behind this idea along with compelling industry examples is presented by Tobias Dennehy.

Tobias Dennehy, Corporate Story Architect, Blogger. Public Speaker, Siemens AG Tobias Dennehy a Corporate Story Architect, Editorial Change Manager and Blogger (storycodeX. com). He currently works for Siemens AG, responsible for the company‘s digital storytelling magazine “/answers” as well as editorial management within the Siemens Newsroom at its Headquarters in Munich.

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Conference Social Media

www.social-media-conference.eu

Programme Friday, December 12th 10:45 – 11:15 am Coffee Break

11:15–12:00 pm Interactive session

Peer to Peer Session: Creating Content We invite you to collect your questions prior to the conference and during day one and pin them to our peer to peer board in the break area. We will collect and sort them topically to allow for you to sit and discuss with colleagues that face similar issues. Use this 45-minute session to talk about common issues with your peers, exchange know how and find solutions.

Module 3 // Strategic control

12:00–12:30 pm best case

From early warning to early engagement Issues management is integral to Unilever‘s strategy and the achievement of Unilever‘s purpose of making sustainable living common place. Crucial to this is managing all channels, both on- and off-line, and reaching internal and external audiences in a joint up way. In this session, Truus Huisman will show you how to strategically limit the negative impact of issues, and turn these into opportunities. She will also discuss the value of engaging stakeholders in the world of social media at an early stage.

Truus Huisman, Acting VP Issues, Media Relations and Government Affairs, Unilever Nationality: Dutch. Joined Unilever in December 2002. Previously she was head of Unilever’s Public Affairs office in Brussels. She has over 15 years experience in European public affairs, including 6 years as Secretary General of a European trade association in the field of tourism and 2 years in consultancy. She was a trainee with the US Congress and The European Institute in Washington, DC. Prior to this, Truus studied History and Management of International Organisations at the State University in Groningen, the Netherlands. She has contributed to a number of publications, such as a guide for students to study abroad. Truus is board member of several public affairs organisations, including the European Centre of Public Affairs.

12:30–1:00 pm best C ase

Cooperation with agencies and the competence challenge in social media

Creating social media campaigns have become a more complex process as the quality expectations of audiences are raising and require more competencies than ever before. Companies have to constantly evaluate their own competencies and the role of agencies. Xavier Roussel will illustrate this critical topic through Dole‘s „150 years of fruit in Hamburg“ facebook campaign.

Xavier Roussel, Marketing & Communication Director, Dole Fresh Fruit Europe OHG Xavier Roussel is Marketing and Communication Director at Dole Fresh Fruit Europe in Hamburg since 2010. He has 20 years of experience in the fruit industry and worked the last 15 years at Dole Fresh Fruit Europe, the European division of Dole Food Company Inc. in various marketing and general management positions in Spain, France and Belgium. Xavier graduated from French business school ESSCA and attended Management Acceleration Program at INSEAD.

1:00–1:15 pm summary

Conference Summary and Good Bye Quadriga University | Social Media 2014 11

Conference Social Media

Quadriga University

Conference 2014 Social Media European Internet Use online at least once/week Belgium 80 % Netherlands 92 % Austria 77 % Poland 60 % Germany 80 %

„I think it was one of the best and most interesting seminars I have been too for many years.“ Ellen Juul Andersen, The N ­ orwegian Medical Association

Sweden 92 % Denmark 80 % Spain 66 % UK 87 % France 78 %

„Interesting ­topics, speakers and ­participants.“ Evert Jan van Lente, AOK-Bundesverband

„I found the event inspiring, providing significant ’food for thought’.“ Caroline Edlund Toulemonde, Merial

Christof Klitz, Volkswagen, at „How Brussels Works“, 2014 Per Nilsson, Volvo Trucks, „Play“, 2014

Speed Networking, Social Media in Copenhagen, 2012

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Conference Social Media

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Conference 2014 Social Media Networking in Berlin, 2014

Wall of Ideas, Internal Communications 2013

Participants at the last 3 Social Media ­Conferences by country

Interactive Discussion, Social Media, 2013

Germany Switzerland Netherlands Austria Poland Belgium

Sweden Denmark Spain UK France Other

7 3

9

8

Participants by positions

13

%

6

13

Director / Head of Corporate Comms Social Media Manager Communication Manager Other

11

10 7

7

6

11 33 27

% 29 Quadriga University | Social Media 2014  13

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Service Terms & Conditions

The seventh social media conference will be held at the Quadriga Forum in Berlin. Located within walking distance from 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:

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

Quadriga Hochschule Berlin GmbH 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

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: Sebastian Lang sebastian.lang@quadriga.eu 14 Social Media 2014 | Quadriga University

Registration Queries: Dennis Schultz dennis.schultz@quadriga.eu

1. Discounted Prices Quadriga University offers discounts on the listed prices of certain 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 the attendance fees for seminars and symposia. The participant’s personal membership and/or subscription must be presented, current and verified at the time they make a seminar booking. Discounted prices are only valid if the amount invoiced is received by Quadriga University within the time stated on the invoice.

2. Cancellation If a 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 University reserves the right to cancel or 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 out of the control of Quadriga University. In these cases, Quadriga University 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 they are entitled to cancel the booking immediately and without charge.

4. Place of Jurisdiction Berlin.

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 in the price. A booking confirmation and an invoice will be sent to you after registration. Please remember to include your name in the transaction reference 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 confirmation within 24 hours.

Registration Fax: +49 (0) 30/44 72 93 00 I would like to attend the Social Media Conference on December 11th and 12th, 2014 in Berlin.

I agree with Quadriga Terms and Conditions available on www.social-media-conference.eu/terms General Admission: Conference Fee 1190 €* Early Bird Discount: Early Bird registration deadline is October 31st, 2014: Conference Fee 990 €* EACD members: I am an inhouse communications professional and a full member of the European Association of Communication Director (EACD) OR I would like to become full member of the EACD (annual membership fee, including Communication Director subscription:140€ and hereby officially apply for membership: Conference Fee 840€*/**

Communication Director Magazine subscribers: I am a subscriber of Communication Director magazine OR I would like to become a subscriber of Communication Director (annual subscription: 120€) and hereby order an annual subscription: Conference Fee 840€*/**

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I would like to register further participants: The second registered person receives a 10% discount on the current fee, a third person receives a 15% discount .

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Register online: www.social-media-conference.eu * Prices do not include VAT; included in the participants fee is the access to all parts of the conference programme as well as to the dinner reception. ** Prices do not include VAT; please see EACD conditions of membership on www.eacd-online.eu ** * All fields are mandatory Host: Quadriga Hochschule Berlin GmbH

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