Social Media Marketing - The Way Forward

Time to get serious and get ‘social’: Road-mapping social media into your overall
marketing game plan to further strengthen your corporate brand

“Social media isn’t the end-all-be-all, but it offers marketers unparalleled

Sydney Harbour Marriott, Australia
opportunity to participate in relevant ways. It also provides a launch-
pad for other marketing tactics. Social media is not an island. It’s a
28th February & 1st March 2011 high-power engine on the larger marketing ship.”
Matt Dickman, Senior Vice President, Fleishman-Hillard
Agencies accredited with The Communications Council can accrue CPD hours
upon attending this event.
Fully embarking upon the social media wave to maximise your business performances and
potential in this rapidly evolving marketing age through conversion of interest and coversations.
AMSRS members are entitled to claim 5 QPMR points per hour of learning when
attending this event.

Your distinguished Chair:
Gavin Heaton Director of Social Media
SAP Premier Customer Network – SAP Inc
For the last 12 plus years Gavin has worked from Australia in global roles for a range of
companies. While working with global marketing agency, Creata, he was responsible for the
digital strategy and implementation of the HappyMeal.com brand in the USA and its
subsequent global rollout. He has also built and grown business units for companies like IBM.
He evenly balances creativity and business know-how with a passion for the chaos in which
we live - and strives to transform his teams into focused and enthusiastic micro-communities.
He is the co-publisher of the ground-breaking collaborative marketing book, The Age of
Conversation, which brought together over 100 marketing bloggers from around the world
for the first edition, and over 230 writers for the second. He is also actively involved in a variety
of marketing/advertising-related efforts, from Planning for Good through to the Interesting
South conferences.
Featuring special half day interactive workshop on:
Time is running out: Creating a fail-safe social media campaign
Facilitated by:
Laurel Papworth Social Network Strategist
Laurel has been working with online communities and social networks for the last 20 years. She runs workshops
on how to use social media for strategy, campaigns and press releases. Laurel was named Head of Industry, Social
Media by Marketing Magazine. When not consulting to organisations like Singapore Government or Sony, Laurel
teaches at the University of Sydney and Australian Film TV and Radio School. She is a Power150 Adage blogger,
in the top 5 Australian media blogs and recently named in the top 100 influential Twitterers globally (placed at
21). Laurel fast-tracked a post grad cert in travel and tourism from Thames Valley University, UK in 2004.

Attend this premier conference and gain insights into:

Delivering practical case studies, expert presentations • Building a successful marketing strategy with social media and effectively aligning this with overall
and insights by the following industry leaders: business needs

Chris Smith General Manager, Digital • Finding and tracking the right measures and metrics to monitor and convert effectiveness
NAB
• Defining realistic KPIs and goals of social media marketing to maximise social media potential and
Rupinder Toor Head of Online Marketing increase ROI
Dell Australia
• Comparing and selecting the right social media tools and channels for your marketing campaigns
Andrew Giles National PR Manager
Canon Australia • Allocating resources for your social media marketing initiatives
Andy Ridley Co-Founder, Executive Director • Getting there: Identifying and managing operational pitfalls and obstacles so that you get the most out
Earth Hour of social media marketing
Steven Murphy Communication Manager
FremantleMedia Australia
Kristen Boschma Head of Online Communications and Social Media
Mike Hickinbotham Social Media Senior Adviser
What past delegates had to say:
Telstra “Conference was in-depth and interesting! Look forward to applying this wealth of information in work
Margie Kwan Asia Pacific Employer Branding Leader place.”
Ernst & Young Marketing Manager
Winner of 2009 AMI’s ‘Experiential & Brand Experience’ Award Greater Barrier Reef Aquarium
Kate Dombkins Online Sales & Marketing Manager
Tourism Wollongong “Very professional & well-organised with great speakers!”
Winner of South Coast Marketing Award 2010 Marketing Manager
Perfection Fresh
Sean Smith Head of Brand & Communication
HotelClub
“This was a fantastic opportunity to hear and learn from the industry examples!”
Former Head of Digital Marketing
Ticketek Senior Brand Manager
Frucor Beverages
Venessa Paech Community Manager
Lonely Planet “Event was well run with professional speakers, workshop was very beneficial particularly!”
Duncan Riley Australia’s top 5 blogger, CEO Broadcasting Coordinator
Nichenet AFL
Hannah Law Head of Social Media
Switched On Media “Good range of speakers from different industries.”
Channel Marketer
Tiphereth Gloria Social Media Strategist & Manager
Salvation Army
George Patterson Y & R
Winner of a Gold Lion in the Media category, Cannes Advertising Festival 2010

Endorser Media Partners

*Early Bird & Group Discounts
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Conference Programme Day One
Monday 28th February 2011
0815 Registration and Coffee
0845 Opening address from the Chair
Gavin Heaton Director of Social Media
SAP Premier Customer Network – SAP Inc
0900 Session One – Case Study of The X-Factor
Have you got ‘It’? The X factor behind FremantleMedia’s social
media success
For the first time, FremantleMedia has hired an in-house social media editor to
maximise the campaign effort of The X-Factor 2010. This case study showcases
how Fremantle has successfully overcome many challenges during the course of
The X-Factor and boosted their marketing ROI in the social media scene.
• Assigning responsibility and accountability of social media within the business
• Diversifying information and content delivery methods using social media to
encourage continuous engagement
• Establishing an effective social media engagement culture for your products and
services
• Increasing brand performance with an effective in-house social media gameplan
Steven Murphy Communication Manager
FremantleMedia Australia
0945 Session Two – Award Winning Case Study
Getting what you want out of social media: A tale of ‘Experience
Ernst & Young on Facebook’
Ernst & Young was the first professional services firm in Australia to engage in
social media to designed to build and enhance awareness of their employer
brand. In this practical session, you will gain unique perspectives and learn how
Ernst & Young's award winning social media campaign successfully met their
business objective: Recruiting the best and the brightest.
• How social media will support business objectives
• Capitalising on social media potential to drive business results
• Harnessing the power of mouth-to-mouth and viral marketing potential in social
media
Margie Kwan Asia Pacific Employer Branding Leader
Ernst & Young
Winner of 2009 AMI’s Experiential & Brand Experience Award
1030 Morning refreshments and networking break
1100 Session Three – Case Study
Defining the end-game of your social media marketing strategy
• Identifying what business really wants to accomplish with social media
• Quantifying and qualifying the social media KPIs for marketing campaigns
• Setting realistic expectations and goals for your social media strategy
Sean Smith Head of Brand & Communication
HotelClub
Former Head of Digital Marketing
Ticketek
1145 Session Four – Case Study
It’s as easy as turning the light off: Resourcing for social media
As a Non-Profit organization with a tight budget overall, social media marketing
was an ideal answer for the Earth Hour team and brought about a phenomenal
result. In 2010, hundreds of millions of people globally, with 90 million in the USA
alone joined and turned their lights off for this great cause. Learn how Earth Hour
managed to maximise performance of their unique, open-source brand with
limited resources.
• Making every cent count with social media marketing
• Prioritising resource for different social media efforts and engagements
• Balancing social and traditional media for maximum brand exposure
Andy Ridley Co-Founder, Executive Director
Earth Hour
Why you must attend
Social media marketing has rapidly evolved to the extent that it is no longer enough to just
get on board the ‘social media marketing train’. Marketers are bombarded with tools and
technologies without a real understanding of integrating social media effectively.
Social Media Marketing - The Way Forward enables marketers to effectively develop
and manage a sound strategy for your ongoing and future social media marketing projects,
with practical and valuable insights shared by some of the most successful brands and
campaign creators in both B2C and B2B social media marketing.
1230 Networking luncheon
1330 Session Five – Joint Case Study of Reinvent the Wagon Wheel
Campaign Social Media, Show Me The Money!
George Patterson Y & R Sydney successfully managed the re-launch of classic
Wagon Wheel by connecting and engaging new target audiences in social media
to unlock the latent power of the Wagon Wheel as a brand. Examine how
`Random But Right' campaign reignited passionate connection to the brand by
mixing participation through social media to wholly rejuvenate the brand of
Wagon Wheel.
• Promoting relevant dialogues among influencers to aid your brand performance
• Boosting your marketing reach of your consumers with social media
• Injecting new life into the brand with social media engagement through the right
channels and applications
• Nurturing social media connections and converting them to make business sense
Senior Representative
Arnott's Australia
Tiphereth Gloria Social Media Strategist & Manager
George Patterson Y & R
Winner of a Gold Lion in the Media category, Cannes Advertising Festival 2010
1415 Session Six – Case Study of Ideastorm
Why does your corporate website still look like it’s from the dot-
com era?
• Creating business-optimised social media platform to support your marketing
needs
• Socialise your corporate website to promote dialogues among your target
markets to generate more conversations and leads
• Assessing how Dell ‘stormed’ the social media scene with their unique Ideastorm
• Devising relevant and targeted forum to engage existing, new and potential
customers directly with social media
Rupinder Toor Head of Online Marketing
Dell Australia
1500 Afternoon refreshments and networking break
1530 Session Seven – Joint Case Study
CEO to Receptionist - everyone’s a marketer in social media
Through introduction of social media engagement from within - the collaboration
of Switched On Media with Canon Australia, Canon Australia was able to support
and grow the community of passionate photographers to increase brand
awareness and market share of brand conversation. Gaining insights into how to
successfully drive your team to get `social':
• Converting community engagement from all internal stakeholders into market
share
• Involving employees with the power of social media for a long term marketing
strategy
• Connecting internal staff with the social media community for brand growth
• Ensuring continuity of brand performance through continuous culture and
commitment within enterprise-wide participation/ involvement
Hannah Law Head of Social Media
Switched On Media
Andrew Giles National PR Manager
Canon Australia
1615 Session Eight – Case Study
Avoiding social media marketing pitfalls - Risk Management
Telstra is actively engaging customers via Telstra Exchange, its industry-leading
corporate blog, to maximise the potential of the social media for business and
brand performance. Learn from Telstra’s experiences to avoid potential pitfalls
when using social media for your business
• Managing the risk of social media engagement by having the right people
equipped with the right tools
• Addressing potential negative effects of social media initiatives
• Identifying when to take control for risk management mitigation in various social
media channels
• Understanding a variety of risk management methods for social media
Kristen Boschma Head of Online Communications and Social Media
Mike Hickinbotham Senior Social Media Advisor
Telstra
1700 Closing remarks from Chair and end of Day One
 Register Now
Conference Programme Day Two Contact Marketing at marcus evans
Tel +603 2723 6736
Fax +612 8088 6090
Email estherw@marcusevanskl.com
Tuesday 1st March 2011

0815 Sign in and Coffee 1500 Afternoon refreshment break

0845 Opening address from the Chair 1530 Session Four – Expert Insight
Gavin Heaton Director of Social Media I came, I saw, I conquered! From Facebook to Twitter and beyond.
SAP Premier Customer Network – SAP Inc Monitor and track your social media successes
“There are many old and new social media platforms out there, how do we
0900 Session One - Interactive workshop engage and monitor these, add value from them and even change/improve our
course of direction?”
Time is running out: Creating a fail-safe social media campaign
• Utilising the right monitoring tools for different social media platforms
• Realtime tracking and converting efforts put into ocial media marketing
How to integrate social media
• Evaluating how your social media marketing campaigns are doing
• You have a facebook page and a twitter account, but do you have a strategy?
• Translating the impact metrics of social media marketing into a monetary value
• What to tell IT to adapt your website to incorporate social media and why you
need to Duncan Riley CEO
NicheNet
• Knowing when to use Facebook, when to use Twitter and how to leverage your
Australia’s top 5 blogger and social media influencer
other channels into one strategy
Duncan is the founder of ‘The Blog Herald’, and one of the top 100 bloggers in the
world. He is a key influencer in the Australian social media scene and his site
Monitoring and Measuring social media ‘Inquisitr’ is visited by over 1.5million unique visitors per month.
• What are the 200 social activities that you can measure, and should you?
• Some social media measurement tools charge you for rebadging a free one - 1615 Session Five – Case Study
which tools should you use and for what?
‘Ask not what online community can do for you, ask what you
can do for them’: Lonely Planet’s not so lonely communities
Finding and engaging with Key Influencers management
• Are you personally going to sign up every person on Facebook and Twitter as a • Resolving the coordinated attacks on your brand in social media communities
Follower or Fan or are you going to leverage smart networks? • Overseeing community activities and preserving your brand reputation and
• Who are the key influencers, how do you identify them and what is their role in performance
your strategy? • Putting out the fire: Handling and overcoming crisis in social media
• Relationship building - influencers are not journalists and they may not accept • Controlling your business brand in the community by letting conversation roam
advertising money so how do we reach and build relationships with those that free
have a mass following?
Venessa Paech Community Manager
Lonely Planet
Facilitated by:
Laurel Papworth Social Network Strategist 1700 Closing remarks from Chair and end of Forum
Laurel has been working with online communities and social networks for the last
20 years. She runs workshops on how to use social media for strategy, campaigns
and press releases. Laurel was named Head of Industry, Social Media by
Marketing Magazine. When not consulting to organisations like Singapore
Who must attend
Government or Sony, Laurel teaches at the University of Sydney and Australian VPs, General Managers, Managers, Chiefs, Directors, Heads, Team Leaders of:
Film TV and Radio School. She is a Power150 Adage blogger, in the top 5 • Marketing • Brand Management
Australian media blogs and recently named in the top 100 influential Twitterers • Marketing Strategy • Digital Content
globally (placed at 21). Laurel fast-tracked a post grad cert in travel and tourism • Consumer Insights and Strategy • Business Development
from Thames Valley University, UK in 2004.
• Consumer Segmentation • Channel Activation
• Product Development • Advertising / Promotion
1230 Network luncheon • Corporate Communications/Media/ PR
From:
1330 Session Two – Award Winning Case Study • FMCGs/ Retails/Consumer Goods • Governments and City Councils
We Love The Gong: Social Media campaign reignites a city • Airline Industry/Travel/Tourism • Education
Tourism Wollongong had a huge task of improving the perception of Wollongong • Hospitality and Hotels • Banking/Finance/Insurance
as a tourist destination, following negative publicity and deep seeded perceptions • Entertainment/Recreation/Media • Pharmaceuticals/Healthcare
of the city as being heavily industrial. By shifting the focus from conventional • IT/Telecommunications • Utilities
marketing to social media, the “We Love The Gong” campaign successfully • Direct Marketing • Public Relation, Advertising and Brand
channelled locals' deep passion for Wollongong and used this as an invitation for Agencies
would-be tourists to visit Wollongong. Listen how Tourism Wollongong was able
to use Facebook, blogging, Flickr, Twitter and many other social media platforms
to achieve impressive results and got tourists to ‘Love The Gong’.
Kate Dombkins Online Sales & Marketing Manager About the Endorser
Tourism Wollongong
Formed over 15 years ago The Marketing Association is one of the most influential and
Winner of South Coast Marketing Award 2010 highly respected professional and educational bodies for marketers in the Asia Pacific
Region. MAANZ offers both Personal and Corporate membership packages to provide you
with the opportunity to achieve career advancement and enhanced credibility in the
1415 Session Three – Case study
profession through profession development programs and access to the latest information
Enter the new age of conversation: Adding social media into
on marketing practice. Membership of MAANZ also gives you substantial discounts on
marketing mix many major marketing conferences. More Information www.marketing.org.au
• Infusing social media and its culture into the business
• Fostering business culture to catch up with social media and the new era of
information flow to increase your competitive edge
• Mastering sociology in social media to position your products and services within About the Media Partner
the specific target groups Visibility Magazine, founded in 2007, has become the guide to latest trends in internet
• Establishing the effective social media stewardship and overcoming marketing. Visibility conducts interviews with CEOs, shares opinions, reviews products, and
implementation challenges provides a wealth of information about the movements in the industry. Visibility embodies
Chris Smith General Manager, Digital high-quality content, good sense, superior taste, and the character of conscientious
journalism.
NAB

marcus evans would like to thank everyone who has helped with the research and
organisation of this event, particularly the speakers and their staff for their support and
commitment.