EMERGING TECH + SOCIAL INFLUENCER MARKETING

Sponsored by 10:30 Audience-First Marketing: A playbook

In 15 years of studying virality and hundreds of marketing campaigns online, we’ve learnt one simple but powerful truth: it all starts and ends with the audience. Specifically the shape of the audience. Your audience is never a monolith, but always a system of communities connected in a network. The shape of that network predicts how content will spread and the reactions it will generate. Mapping your marketing strategies onto that shape will give you the best chance of success. This is what we mean when we say that ‘the audience is the message’. In this talk we turn that theory into a playbook and look at what it means to go audience-first and how this approach is revolutionising the way we do creative and media strategy, influencer marketing, reputation intelligence and campaign measurement and optimisation.

Francesco D’Orazio Co-Founder, Chief Executive Officer, Pulsar

11:30 Harnessing the Power of LinkedIn: The executive and employee playbook

According to LinkedIn, an employee content share achieves 200% higher click-through rate than a company share. In this session, Amaury will take you through:

• Why a LinkedIn employee strategy should sit at the heart of your communications plan

• The different voice archetypes of thought leaders and which one is right for you

• Quick wins to raise your profile and lead by example

Amaury Treguer Co-Founder, Bread Agency

12:30 Creating Dynamic and Personalised Content at Scale

This session will help you understand how to create a consistent, relevant, and scalable content engine that meets your business objectives. You’ll leave learning:

• What headless delivery of dynamic/personalised content is

• The tools and technology available on the market that can support

• How to modularise your content and the operational savings that accompany

• Real-life examples and case studies

Andrew Lomas

Co-Founder & CEO, Creative Folks

13:45 Work Management Platforms: The secret weapon your marketing teams didn’t know they needed

Defining strategy and making long-term plans has become more difficult than ever, especially as marketing budgets continue to be first on the chopping block. Marketing leaders need to continue demonstrating ROI and start making changes and investments today that help drive agility and business-critical results. So, how can senior management through to project owners gain real-time visibility and accountability across all projects, tasks and outcomes? In this session, you’ll get insight into how leading marketers are leveraging their new secret weapon, Work Management. In a Fireside Chat, Andy Lark, Chief Customer Officer at Dubber shares how they have broken through cross-functional barriers that marketers often face when building a highly efficient marketing function underpinned by technology. Bring your questions, as it’s not often you have this level of experience ready to share.

Caroline Wiemann Head of Marketing, APJ, Asana

Andy Lark Founder & Chief Revenue Officer, Liven

14:45 Performance Marketing: Maximising effectiveness through a Booktopia lens

Join Pathum Wanigasekara, Head of Performance Marketing at Booktopia as he shares what it takes to not only create but to maintain, optimise and improve a kick-ass performance marketing program. He’ll delve into measurable milestones, campaign goals, content, channels, and testing methodologies used at Booktopia

Pathum Wanigasekara Head of Performance Marketing, Booktopia

15:45 Stop, Collaborate & Listen: Creating actionable insights from social media data

With consumers spending more time online than ever before, social media has become a key source of information for brands and audiences alike. Hear how Meltwater’s Lucy Lawton helps Australia’s leading organisations make sense of social media insights through data visualisation and optimised measurement frameworks that uncover trends and inform business strategy.

Lucy Lawton Enterpise Account Executive, Meltwater