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Engaging The Customer:Geeting It Right With Soial Media
Engaging The Customer:Geeting It Right With Soial Media
Engaging The Customer:Geeting It Right With Soial Media
Organised by:
Supported by:
Target Audience
All those interested in harnessing the power of Web 2.0 to impart their message, build a
community and learn how to interact more productively with their client base.
In particular, Senior Managers from the following industry sectors
• Marketing
• Corporate
• Public sector
• HR
• Professional services
Job Functions:
• CEOs • Senior information management
• Managing Directors professionals
• CIOs • Knowledge managers
• PR and marketing professionals • HR Managers
• Information strategists • Publishers
Background
Attendees will gain an excellent overview of how social tools can be used in marketing to
foster collaboration, create greater cohesion, support innovation and win customers.
Everyone will be able to go back into their organisations with new knowledge and
insights.
What delegates at previous UNICOM Social Tools conferences said:
• It gave me great insight into how social software is applied in practice and highlighted
issues and advantage of web 2.0 for organisations. (Guardian News & Media)
• Really opened my eyes as to what others use Web 2.0 tools for and how these tools
can really help make life easier! (Fujitsu Services)
• I really benefited from sharing experiences & tremendous knowledge. Networking has
been outstanding. (IBM)
• Speakers were all, without exception, able to bring insights into not only what they
have done, but how and why they have done it (CIMA)
PROGRAMME
DAY 1 DAY 2
Introductions and scene setting Recap of Learnings so far, Introduction to Day Two
David Gurteen, Gurteen Knowledge David Gurteen, Gurteen Knowledge
Creating Business Value Through Social Tools and Content Measuring Web 2.0 ROI
Strategies Adrian Moss, Parity Solutions Limited
Julie Walker, Purple Spinnaker Using case studies, we will look at ROI for
• A potted history of social tools • Blogs and social networking in a retail environment
• Social Tools in Action – the good, the innovative and the • ‘Smart’ portals for marketing and customer services for
not quite sure why they bothered Government and Industry
• The business value behind social tools and content • Webinars for information distribution
strategies
• Developing a social strategy for your business What Business Can Learn from the Obama Campaign
Marshall Manson, Director of Digital Strategy, Edelman
Using Social Software to Market Yourself - inside and outside • Don’t make a movement; capture one
the firewall • Scale, scale, scale. Plan for success.
Ian McNairn, Program Director Web Technology & Innovation, • Make it easy for supporters to become advocates
SWG Integration, Office of the IBM CIO
• What Social Tools to use and how to get the best out of Web 2.0: Are we missing the point?
them? Leon Benjamin, Digital Services Director, The Law Firm Group
• Should you approach the Intranet and Internet in the same • Customer engagement cannot be truly authentic until
fashion? organisations adopt Web 2.0 internally
• What motivates usage and how to measure it? • The case for widespread Web 2.0 adoption inside the
• Generational trends - do they really make a difference? company
• What are the drawbacks, and can you ameliorate them? • The prize? Network centric, peer-to-peer models of
production out-perform command and control organisation
Taking it Outside: Engaging critics and fans alike in open • What companies, governments and institutions can do to
conversation to solve shared problems, and why this matters evolve and adapt
in a recession
Lee Bryant, Headshift Protecting British Airway’s Share of the Open Skies: The Story
• Why we need to move beyond adversarial marketing and of Metrotwin
defensive PR to solve the big problems we all have a stake Mel Exon, Managing Partner, BBH Labs
in. • Rapidly changing commercial & consumer environment in
• How social media can create shared spaces for travel
engagement and debate between companies and their • Social media as a tool to cement brand leadership & build
critics as well as their fans loyalty on a vital route for BA
• Shining a light inside your organisation and supporting your • The importance of establishing a unique social proposition
people as conversation starters in a crowded market
• Creating internal capacity to support external • Working agile: the need for speed
conversations with enterprise social tools • Post beta launch: Lessons in building a community of
• Example scenarios contributors
• The future for Metrotwin: marketing as an asset, not a cost
Are You Invited to the Party? Levels of engagement in social
media The Psychology of a Successful Social Media Strategy
Sam Marshall, ClearBox Consulting Ltd Richard Sedley, Course Director for Social Media at the
• How have consumer expectations changed, and why does Chartered Institute of Marketing and Director of the cScape
this matter? Customer Engagement Unit (CEU)
• Is Generation Y really any different? • The power of storytelling in social media
• How do you match the right social tools to your marketing • How to develop and use a simplicity framework
strategy? • The role of persuasion in online customer engagement
• Should you create your own communities or join what’s
already there? Interactive Panel and Clinic
• What are the risks of getting it wrong? All speakers take questions
Chairman’s closing remarks
Listening and Responding: How engaging in conversations in David Gurteen, Gurteen Knowledge
social media can positively impact your bottom line
Robin Grant, we are social
• Why not only do you need to be listening to what people are Pre-Conference Workshop:
about your brand, but responding in real time "The Effective Knowledge Worker”, 2 June 2009
• How do you go about doing this? For updates to the programme, please see
• What parts of the organisation need to be involved?
www.unicom.co.uk/socialtools
• An in-depth case study of We Are Social's work in this area
for Skype Sponsorship and Exhibition Opportunities: for fur-
Summary and End of Day One ther information please contact Alec McCutcheon,
Networking and Drinks Reception Tel: 01895 256 484, Email: alec@unicom.co.uk
Head of Department………………………………………………….
Registration Details
The registration fee for the event As we cannot guarantee that exactly
covers the following: Attendance, copy the same course will be available, the
of the documentation, lunches and light transfer will be open to any other event
refreshments. Accommodation is not taking place within six months from the
included. Detailed delegate information date of the original event. The
will be sent to you approximately two organisers reserve the right to amend
weeks before the event. Payment the programme if necessary.
should be sent with the registration INDEMNITY: Should for any reason
form or at the latest, paid at the event. outside the control of UNICOM
All invoices carry a 10% surcharge Seminars Ltd, the venue or the
which is payable if the fee remains speakers change, or the event be
unpaid on the day of the event. cancelled due to industrial action,
adverse weather conditions, or an act
What happens if I have to cancel? of terrorism, UNICOM Seminars Ltd
will endeavour to reschedule, but the
Confirm your CANCELLATION in client hereby indemnifies and holds
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additional charge of £125/person/day,
payable within one week of invoice.