Add an eventSessions at Digital Shoreditch Festival 2012 on Wednesday 30th May Brands
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- Day: May 30 - Brands
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The future of customer engagement - and why it’s all about tapping into herd instincts
by Mark Earls
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Big Bold and not Boring
Branded Content is now quickly becoming as an ubiquitous marketing communication principle to drive consumer engagement and social conversation as 'Ads' were in the last century. But mostly it is still applied as a campaign or program tactic, not embraced as a brand strategy. After all, the transition from message distributor to content producer represents not only a different mind-set from brands but also a significant re-organisation of resources and budget.
Patou will show some of Ogilvy's best work for clients such as IBM, Louis Vuitton, Perrier and Coca-Cola to illustrate how Big Brands are moving forward, how Ogilvy is developing its Branded Entertainment capability at the heart of its advertising agency through a.o. real collaboration with the Media & Content Industry... resulting - we hope you'll agree - in Big Bold Brand Building Solutions that are far from Boring.
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Are you really engaging your customers?
by Jeremy Waite
Many brands have become obsessed with the number of likes, follows and other social metrics. Jeremy will outline how you measure what counts, and also how you convert likes into real value for your organisation. Jeremy will also share how leading brands increasingly tell stories rather than "do marketing".
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Converting customers through play
by Kam Star
Forget the gamification hype, this is pure behavioural economics and science of persuation in a playful guise. I'll examine key principles and some clever case studies of uplifting conversion through play.
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Digital Marketing: The art of tapping into human behaviour
by Andy Hewitt
In this session, Andy Hewitt will discuss the power of understanding human behaviour placing it at the heart of a marketing strategy. By identifying how and what influences individuals in different situations, marketers can accordingly adjust their propositions to provide relevant experiences and offers to consumers, which will trigger purchases when desired. Successfully understanding human behaviour additionally allows marketers to use technology to heuristically adapt in real-time to influence consumer behaviour, resulting in reduced costs and an improved lifetime value of consumers. Questions answered : What are the most important aspects of human behaviour for marketers to understand? How can digital services, tools and products tap into the themes of ease, social and habit? How can businesses utilise this knowledge to encourage a deeper engagement that actually triggers purchases, by adopting behaviour-changing techniques? What technology exists to track user preference and trigger behavioural change?
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Facebook Fatigue: What are the next big things in social media?
- the drivers behind Facebook fatigue - the social graph vs. the interest graph - the rise of SoLoMo apps (social, local, mobile) and frictionless sharing - niche networks and the real-life graph - Predictions: Socially Augmented Reality
Questions answered :
After people start leaving Facebook (or using it for self-promotion and global contact list)...where will they flock? (and what the business model behind that?) -
Ad Crafting Updated
What if the days of "integrated" advertising were over? People have shown they can get together to share news and data about what they love. Lok at LOST and Lostpedia, World of Warcraft, AI... Movie and video game industries has worked for long in that direction to support their products over the years. What if advertising could evolve to a non-linear narrative that your communities can empower on their own? Questions answered : How to use digital in your brand communications in a relevant and effective way?
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Marketing strategies for engaging the digital generation
by Damian Ryan
Digital Marketing trends
What's hot now and in the coming years? Great case studies to back up the theory! Solid panel of digital practitioners who have truly been there and done that! How to build true digital engagement with your audience/customers!
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Newness, otherness and snake oil: locating the return on investment from social media.
ROI from social media that locates social media in an existing paradigm of marketing communication metrics, and not in the realms of otherness. We feel this work is of the utmost important to create credibility for the channel within the marketing industries about the nature of social media work in marketing, communications and PR. The talk is the result of an ongoing knowledge transfer partnership between Birmingham City University and Big Cat which combines the latest global research with leading edge empirical research on real campaigns and techniques.
Questions answered :
How can you evaluate social media using existing frameworks? Examples of generating sales uplifts in low-engagement brands. -
The Curator Generation: Driving Brand Engagement with Tumblr, Pinterest and Instagram
by Hassan Mirza
2012 has ushered in a new era of visualised social media. Social platforms Tumblr, Pinterest and Instagram connect users with shared visual identities, illustrating that people are always seeking creative, hand-on ways to express themselves in the present. Join us for a seminar and panel discussion that explores why and how brands are embracing these platforms, not only to promote their products, but also to engage new audiences, crowdsource awesome content and drive social commerce. A panel of social media professionals will be sharing case studies of brands using these platforms creatively and effectively. Presented by Hassan Mirza, freelance social media consultant, who has worked on campaigns for Skype, NSPCC, Museum of London, the Law Society and a range of small businesses.
Questions answered :
How can brands leverage the power of these platforms while generating business? What is the difference between content creation and curation? How can brands drive engagement and crowdsource content through competitions? How can visual social platforms enhance SEO? How do brands engage communities and drive qualified traffic? -
Blacker Hat Facebook Analysis
by Mat Morrison
The Facebook Insights is a horribly limited data environment. Learn how to query the Insights API to get proper data, and how to spider your Pages to get the information that Facebook forgot to give you. Then learn how to apply this to your business.
Questions answered :
Learn how to answer these questions * When is the best time to post (day part, week part) * As we build fans how does that increase our ability to reach an earned audience and a paid audience with sponsored stories? * As we build our fan base to what extent do they remain active? * What's the optimal post frequency for this audience? How does post frequency affect reach, hides and unsubscribes? * What is the interplay between reach and engagement? And how how does engagement impact reach? * What is the shape of the community, and how should this affect communications planning? Who are the most frequent user commentators, and for what share of UGC do they account? What does the communication flow look like in terms of one-to-many, many-to-one, one-to-one, and peer-to-peer? -
Making Nissan the Star of India
by Greg Mullen and Alastair Mills
How an international auto brand went from a few hundred to over half a million Facebook fans in just 3 months - key learnings for developing social media in emerging markets
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Socially conscious media for the socially savvy
by Matt Morgan
Moonshine Media’s campaign for the Prince’s Rainforest Project used frogs from Framestore to entice page viewers to sign up and save the rainforest. Once the call to action was answered, viewers could self-edit their own video in between comments from luminaries from Pele to the Dalia Lama, creating personal entertaining content to forward on to friends. We’ll demonstrate how to mobilise the socially savvy to do what they want to do whilst hitting your campaign targets. Putting your viewer at the heart of the campaign can make for popular content, but it takes skill and dexterity to simultaneously sell-in the brand. Questions answered : How did a digital frog help saved the rain forest.
How did a digital frog help saved the rain forest? How do you coax Polar Bears cross Platform?
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TOTAL DIGITAL 2.0
by Paul Mallet
A session for senior marketers who are responsible for planning & managing multiplatform digital communications. Following from our sell-out session at Digital Shoreditch in 2011, we'll be revisiting our TOTAL DIGITAL approach, and outlining the last years' developments in the digital marketing arena. Based on our experience with leading FMCG brands including Ribena, Seven Seas, Corsodyl, & Panadol Brass Managing Partner and Strategic Director, Paul Mallett will outline our approach to managing multichannel digital activity for our clients and how to project and measure ROI across multiple online channels. Paul's viewpoint is that social media, search, platforms and media operate as intrinsically connected nodes of a brand’s online eco-system. Treating online not as separate disciplines, but as a continuum from search to media to content to engagement leads to a more holistic (and realistic) Return on Investment model.
Questions answered :
How do I work out the Return on investment of digital marketing activity? How do I manage multichannel digital activity for my brand? -
How can social media engage your audience? The Do's and Don'ts
by Lauren Dyer
As social media is one platform that constantly evolves. There are many things you have to watch out for when trying to reach out and communicate with your audience in advertising! This session is about what to do about that! Questions answered : What are the do's and don'ts for social media?
Do's and Don'ts for social media
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Social media, apps & cookies: building brand trust with digital privacy
by Lindsey Greig and Simon McDougall
Join Lindsey Greig, DataGuidance and Simon McDougall, Promontory, whilst they discuss brand protection, data risk management and how to build trust with your consumers.
Questions answered :
Who cares about data privacy? How important is it? What can you do with your data? What happens if you get it wrong? -
From 0 to 100,000 users in 1 hour
by Leon Tong
Are you planning to build a social network with international success? Do you already run a digital community but with a low number of members? Has your community metrics of success not been reached?
If so, this workshop will demonstrate key methods to grow your user base by 100,000 – all in 30 minutes.
BrightLemon will be hosting a hands on workshop which will walk you through the planning of an online community at 1:45 - after an initial 5 minute presentation.
Leon Tong - the Director and founder of BrightLemon - will help you put together a high level project strategy, identify your key users, discuss technical considerations and define your metrics of success to help you build your community.
This workshop will be a great opportunity to take advantage of BrightLemon’s expertise in developing online communities. Either if you manage an online community or are planning one, this workshop will help you increase your user base.
It will be an interactive workshop which will cover the following:
Key points which will help you grow your online community
Identifying your high level strategy
User analysis inclduing metrics of success, user types, personas and user stories
Information architecture including sitemaps, workflows and issue constraints
The workshop will be starting at 1:45 at the table top in Hackney House. If you wish to attend, please contact info@brightlemon.com (or reply) prior to the workshop or approach a BrightLemon representative on the day
Questions answered :
- How do I start planning for an online community? - What are the benefits of growing on online community? - How do I increase my user base? -
Table Top: Adaptive web design - Does size matter?
by Matt Gibson
We'll be delving into adaptive web design, from responsive grids to designing for context and looking at the challenges that need to be overcome in adaptive web design.
Questions answered :
What is adaptive web design? What's the difference between adaptive and responsive? Is a mobile first strategy always best? How to approach UX design for adaptive websites? -
Table Top: App Appreciation
by Catalysis on behalf of Intel
- The app life cycle
- Generating ideas for apps
- Measuring success
- Gamification
- How much branding is too much branding?
- Payment models
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Table Top: Artists find an innovative new way to make money thanks to CueSongs
by Tammy Weis
Tammy Weis is one of many recording artists who have ‘joined the Cue’ (well CueSongs that is) It’s a new company that music innovator Peter Gabriel has co founded. CueSongs provides ‘Ready to go’ music licensing by well known artists. Tammy has seen success in her native Canada, Europe and London where she now resides. But like many successful musicians, she still struggles to support herself soley on her music….until now It was last summer when she watched CueSongs CEO Ed Averdieck (co-founder along with Gabriel) do a presentation on the company.
She immediately knew she wanted to be involved. After the session she introduced herself and gave a brief background of her music and media sales experience. To her surprise Ed responded by saying ‘I know you; I just heard you on BBC Radio Four Woman's Hour!' and the rest is history Weis, like so many other artists realizes that only a relatively small proportion of copyrights earn licensing income in syncs at the moments. CueSongs plans to create a new revenue stream for artists and writers, consisting of hundreds of thousands of smaller sized transactions, and bring new money into the music business.
Our current partners include: Sony Music, Sony ATV, Peer Music, MusicSales, Real World, Infectious, Skint & Black Hole Recordings . As well, some of our artists include: Ferry Corsten, Boy George, Peter Gabriel, Katrina & the Waves , Ziggy Marley and the Stereo MC's to name a few Questions answered : How can I reduce the headache of music licensing? How can I licence tracks from iconic artists with a budget of less than £1000?
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Table Top: Digital media and youth: how to find, engage and grow an audience of 18-24s who care about your brand
by James Eder
For a generation of young people today, digital media feels as vital to their everyday lives as eating and drinking. But how should brands respond to this and what role should they play? James will share his insights on the importance of the 18-24 audience, what they want from brands and what platforms they are using (e.g. do they know Pinterest, are they migrating to Google+?).
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Table Top: From 0 to 100000 users in 1 hour
BrightLemon – the digital community specialists – will show you ten ways to grow your user base by 100,000. We will be hosting a hand’s on workshop which will walk you through the planning of an online community. You will be helped to put together a high level project strategy, identify your key users, discuss technical considerations and define your metrics of success. The workshop is a great opportunity to take advantage of BrightLemon’s expertise in developing online communities. Either if you manage an online community or are planning one, this workshop will help you increase your user base. Being experts in developing digital communities, BrightLemon has implemented similar workshops on clients such Amnesty International, the British Council, Business in the Community, Fujitsu Siemans, the Greater London Authority, the Tate Modern, TeachFirst, University of Cambridge and the Victoria & Albert Museum. BrightLemon has increased user interaction for Amnesty International by 1200%, linked 25% of all schools in the UK for the Department for Education and created a community of over 100,000 users for the British Council.
What will we cover? It will be an interactive workshop which will cover the following:
- Ten points which will help you grow your online community
- Identifying your high level strategy
- User analysis including metrics of success, users types, user needs, personas and user stories
- Information architecture including sitemaps, workflows and issue constraints Who should attend?
- Digital marketing manager, brand managers and key decision makers
- People that are considering building an online community
- People that manage an online community
Questions answered: How do I start planning for an online community? - What are the benefits of growing on online community? - How do I increase my user base?
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Table Top: How can social media engage your audience?
by Lauren Dyer
As social media is one platform that constantly evolves. There are many things you have to watch out for when trying to reach out and communicate with your audience in advertising! This session is about what to do about that! Questions answered : What are the do's and don'ts for social media?
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Table Top: Startups & Branding - Where's the Meat?
Looking at branding from a startup/small business perspective: most startups 'tack on' their branding in the form of a visual identity & logo at the end of the process, where they need to put that at the heart of their business. Also (interactive Q&A) looking at practical ways businesses can benefit from branding, and how to choose and work with an agency.
Questions answered :
Why is 'pretty' is NOT good branding? How can you save money by good planning and strategy? Why does (social) technology changes the game for business' brand strategy? What are the top questions to ask when appointing an agency?Why 'pretty' is NOT good branding. How to save money by good planning and strategy. Why (social) technology changes the game for business' brand strategy. Top questions to ask when appointing an agency.
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Table Top: The Curator Generation
by Hassan Mirza
2012 has ushered in a new era of visualised social media. Social platforms Tumblr, Pinterest and Instagram connect users with shared visual identities, illustrating that people are always seeking creative, hand-on ways to express themselves in the present. Join us for a seminar and panel discussion that explores why and how brands are embracing these platforms, not only to promote their products, but also to engage new audiences, crowdsource awesome content and drive social commerce. A panel of social media professionals will be sharing case studies of brands using these platforms creatively and effectively. Presented by Hassan Mirza, freelance social media consultant, who has worked on campaigns for Skype, NSPCC, Museum of London, the Law Society and a range of small businesses.
Questions answered : How can brands leverage the power of these platforms while generating business? What is the difference between content creation and curation? How can brands drive engagement and crowdsource content through competitions? How can visual social platforms enhance SEO? How do brands engage communities and drive qualified traffic?
-
Table Top: Total digital 2.0
by Paul Mallet
A session for senior marketers who are responsible for planning & managing multiplatform digital communications. Following from our sell-out session at Digital Shoreditch in 2011, we'll be revisiting our TOTAL DIGITAL approach, and outlining the last years' developments in the digital marketing arena. Based on our experience with leading FMCG brands including Ribena, Seven Seas, Corsodyl; Panadol Brass Managing Partner and Strategic Director, Paul Mallett will outline our approach to managing multichannel digital activity for our clients and how to project and measure ROI across multiple online channels. Paul's viewpoint is that social media, search, platforms and media operate as intrinsically connected nodes of a brand’s online eco-system. Treating online not as separate disciplines, but as a continuum from search to media to content to engagement leads to a more holistic (and realistic) Return on Investment model.
Questions answered : How do I work out the Return on investment of digital marketing activity? How do I manage multichannel digital activity for my brand?
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Table Top: Web Analytics: A Clearer Path to Online Success
Most organisations have have web analytics systems, but not many of them are actually using their data to inform improvements, deliver targeted content and increase conversions. This session will give an outline of the why, what and how of effective web analytics. It will describe how to approach analytics in order to get insightful data which can feed back into improving the web experience for the benefit of both users and the organisation.
Questions answered :
Where do I start with Web Analytics? My Analytics data is overwhelming - what can I do to get meaning from it? How can analytics be used to deliver real business value? -
Table Tops: Taylor Wessing
by TW TechCity, Christopher Jeffery, William Andrews and Christopher Benson
- IP basics - what every start-up needs to know (and every investor will expect).
- Privacy issues for on-line start-ups - what needs to be done in the early days?
- Trade marks and clearance searches to avoid rebranding.
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Table Top: Ad Crafting updated
What if the days of "integrated" advertising were over? People have shown they can get together to share news and data about what they love. Lok at LOST and Lostpedia, World of Warcraft, AI... Movie and video game industries has worked for long in that direction to support their products over the years. What if advertising could evolve to a non-linear narrative that your communities can empower on their own?
Questions answered : How to use digital in your brand communications in a relevant and effective way?
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Table Top: Developing your brand online
by Catalysis on behalf of Intel
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