Web 2.

0: Practical Applications for Business Benefit

London, 1-2 October 2008

www.unicom.co.uk/socialtools

Background and Objectives

What are the real and concrete business benefits to be gained from implementing
Social Tools such as blogs, podcasts, wikis, online video and other collaborative
technologies? How can they be put into practice?

This highly interactive and lively conference brings together experts working in the
environment of Web 2.0 or Enterprise 2.0, the new breed of managers and
entrepreneurs – “Managers 2.0” - who have seen the power of collaboration and
engagement, who have found new ways of saving time and money, and who share
their experience with their audience in a way that is instructive, useful, and even fun.

This is our fifth Web 2.0 conference. We are delighted to have Gurteen Knowledge
supporting the conference again and to welcome back speakers who received
exceptional reviews at past events, as well as some new to us, who have interesting
stories to tell.

Benefits of attending

Attendees will gain an excellent overview of how social tools can be used in
business today to foster collaboration, create greater cohesion, support innovation
and win customers. Find out about the real concrete benefits, the downsides, the
security issues involved, and the implications for your organisation, and receive
practical hints and tips on implementation.

What past delegates said about UNICOM’s Web 2.0 and Social Tools conferences:

• “Great quality speakers / Fast-paced / Informative / Participative / Good

discussion/networking”. (IBM UK Ltd)
• “Excellent conference – took some real practical advice away which I feel that
I will actually implement when I go back to work“ (E.ON UK plc)
• “Content and speakers were excellent. Found it very relevant to my area of
interest. “ (GlaxoSmithKline)
 • “Great work! Really looking forward to utilising my new found
knowledge/Ideas. “ (Michael Page International Plc)
• “Very interesting. Informative. Fast-moving. Participative. “ (Telegraph
Business Club)

Programme Day One

Introductions and scene setting

David Gurteen, Gurteen Knowledge

Opening Keynote: What's Social Got To Do With Work Anyway?

Euan Semple, euansemple.com
• What does effective mean when command and control stops working?
• How do you learn to trust your staff to do the right things and what do you do
when they don't?
• How can you achieve influence when you lose control?
• Why is social computing more important for managers than it is for anyone
else?
• Find out the answers to these questions and more ...

The Ecology of Web 2.0

Ron Donaldson, Knowledge Ecologist; Ex-English Nature and Natural England
• Web 2.0 is developing organically, is it now a living system?
• Can we make more sense of Web 2.0 using biological sciences than more
mechanistic physical sciences?
• Coagulation versus differentiation and finding the right niche
• Self organisation, feedback loops and the emergence of attractors
• Exciting new developments in pattern analysis of narrative

Social Media and its Use: The challenge (Case Study)

Andrew Woolfson, BDO Stoy Hayward
• Values
• Emergence .v. Control
• Policy
• Functional collaboration
• Challenges ahead

Thinking Out of the Inbox – The changing nature of collaboration

Luis Suarez, IBM
• The changing nature of collaboration
 • The role of communities in helping accelerate the adoption of social
computing
• Enterprise social software what it is and why you should care about it.
• Practical examples of social software in the enterprise, its Web 2.0
characteristics and benefits vs. traditional collaboration tools

Social Software Applied: in legal and professional services organizations

(Case Study)
Penny Edwards, Headshift
Social tools are increasingly being used in the legal and professional service sectors
to address a variety of business needs. In that context, this talk will:
• Highlight key use cases
• Showcase practical examples of how business needs are being addressed
• Outline our ideas for integrating and merging social tools with business
processes and systems

Online Brand Reputation Management

Judith Lewis, Search Director, i-level
• Why should you monitor your brand/business online?
• What should you be monitoring?
• How do you monitor your reputation online?
• Press releases, PR & Corporate branding
• Leveraging Facebook

Twitter’s Not A Waste Of Time (in defence of status updates)

Leisa Reichelt, Freelance – Disambiguity.com
• What is it with Twitter? Why people Tweet
• Does Twitter have a place in business?
• Social Capital and the Zero-Sum Game
• Twitter, News Gathering, and Research
• The shifting value of knowledge

Title to be announced (Case study)

John Meakin, Standard Chartered Bank

Summary and End of Day One

Gurteen Knowledge Café

Programme Day Two

Recap of Learnings so far, Introduction to Day Two

David Gurteen, Gurteen Knowledge
The Email Problem and How To Solve it
Suw Charman-Anderson, Independent Social Software Consultant
• Occupational spam, cc/CYA email and fractured conversations are
causing email overload
• Constant interruption reduces people's ability to focus and attain a
state of flow
• Attempts to reduce email usage via "No Email Days" are ineffective
• The email problem is psychological, not technical
• Social media can help reduce email by providing alternative ways to
work, collaborate and communicate

Rewiring Relationships: Cyber Citizens and Collaborative Councils

(Case Study)
Dominic Campbell, FutureGov/London Borough of Barnet
• Government is waking up to the opportunities provided by social
web technologies
• The benefits of this approach to frontline service delivery are clear,
with local government well placed to benefit
• Social web affords many exciting opportunities in internal/cross-silo
collaboration, bringing local public bodies (police, health, local
authorities, education institutions) closer together to deliver more
joined up policy and service delivery, and perhaps most importantly
of all better communications and engagement with local
stakeholders
• Many questions remain unanswered with the development and use
of this technology still very much in its infancy
• London Borough of Barnet as a case study of the collaborative
council

Creating Customer Communities with Podcasts and Social Networking

Techniques (Case Study)
Adrian Moss, Focus Business Communications
• Value of customer communities to organisations
• Creating and engaging with communities
• Podcasts in action
• Social networking tools in action

Radio Beyond the Phone-in: Social media and broadcasting (Case Study)
Chris Vallance, BBC Radio 4 iPM
• Collaborative radio production / journalism with social tools
• The benefit of listening to conversations you didn’t start
• Growing through sharing.
Engaging Social Networks (Case Study)
Marshall Manson, Director of Digital Strategy, Edelman
• Building relationships
• Listening and learning
• Reaching the right audience
• Rediscovering your human voice
• Using Facebook for recruitment

Chairman’s closing remarks

David Gurteen, Gurteen Knowledge

Pre-Conference Workshop: "The Effective Knowledge Worker”, 30 September 2008

Fees: Early Bird Price until 22/08/08 - £600.00 + VAT

Thereafter full fee - £750.00 + VAT

Seminar plus workshop (Early Bird) £750.

Thereafter £900

Sponsorship and Exhibition Opportunities: for further information please contact

Alec McCutcheon
Tel: 01895 256 484
Email: alec@unicom.co.uk