When: Tuesday 3rd November 2015
Where: Round Foundry Media Centre, Leeds, LS11 5QP
Time: 9.00am to 12.30pm * Registration 9.00am-9.30am *Roundtable will run from 1-2pm
Search in 2016: How you need to think and what you need to do
Ian Harris, CEO at Search Laboratory
Your search strategy is critical to your success, but how do you ensure it delivers sustainable success in a complex and ever-changing world? In this session, Ian shares a unique agency-side perspective to search, as well as providing strategic insight into what brands should be doing in order to maximise the effectiveness of their search campaigns. The way search interacts with other channels is critical, but how do you deal with and make sense of the overwhelming data that is generated? All will be revealed in Ian’s session!
Steampunk and the customer journey: A case for putting the audience before the channel
Tom Salmon, Managing Director at Epiphany Search
It’s easy to fall into the trap of trying to solve problems by drawing on what you already know rather than spending time looking for a better way of finding the answer. In this presentation, which draws upon a real world example, Tom explores the art of the possible and how marketers can shape their content and advertising strategy to fit the needs of their potential customers in the moments that matter.
Head Over Heels for Digital Data
Gavin Shore, Creative Director & Mitch Vidler, Head of Digital Analysis at Jaywing
Love is all around. Never more so than when it comes to intelligent, omni channel relationships between brand and consumer. But what role should data science and analysis play, particularly in a digital environment?
Can forging timely and personalised conversations hinder emotional belonging? Jaywing’s Gavin Shore, Creative Director, and Head of Digital Analytics Mitch Vidler, explore the tension between head and heart; the fiery relationship of data and creativity online.
The Future of Social Media
Tom Ollerton, Marketing Director at We Are Social
This talk will tell you everything you need to know about the next 12 months of social. Tom will look at the major trends that will shape social media in the next year from a technology, content, culture and business context.
The story of the ‘greatest thing in the history of the universe’
Alex Craven, CEO at Bloom
This talk will explain the process of how social data and digital is now informing the creative process to produce more effective content marketing than ever before. Using the Sky Sports #PLMoments campaign, Alex will explain how using insight to analyse social conversations around the Premier League led to producing the memorable Sky Sports campaign starring Thierry Henry.
The insight painted a picture of what football fans cared passionately about, and the content they were sharing. This integrated campaign analysed more than 70 million tweets and received 18 million views on Facebook within the first week, topped the Campaign Viral Chart with 306,000 shares over the same seven-day period. The Mirror even went as far as calling the ad “the greatest thing in the history of the universe“.
Expert Roundtable: Brand Protection Vs Conversations Online
Caroline Skipsey, Managing Partner at Igniyte
The roundtable session will take place after the masterclass and run between 1.00pm-2.00pm. The session will accommodate ten delegates, so please register your interest to secure a seat; lunch and refreshments will be provided.
It is estimated that there are now 65 million comments left monthly on social platforms, review sites and forums. Managing online conversations about a brand is fast becoming an internal struggle for Marketing and Customer Services teams; whose responsibility is it to deal with them? Who should respond to them and how can you control the amount of negative posts and encourage positive posts?
Brand reputation and trust go hand-in-hand, in this roundtable – we’ll discuss the processes for managing conversations online internally, and how you can implement processes and procedures to increase trust in your brand online and minimise the risk of an online crisis.
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