Sessions at Digital Shoreditch Festival 2012 about Advertising and Marketing

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Monday 21st May 2012

  • Creative Economy

    by Chris Arnold

    Brief the average young creative and the first place they run to is the Mac to seek inspiration. Far from using their own imagination they seek ideas in others. Is this a failing of the education system or just a sign of the times?

    Questions answered :
    Are colleges training young creatives to think for themselves and to use their own imaginations?

    At 9:00am to 3:30pm, Monday 21st May

    In Digital Shoreditch Big Top

Monday 28th May 2012

  • How to get free publicity for your business in the media

    by Mary Murtagh

    Award-winning journalist Mary Murtagh will be sharing her expertise as a media insider in her 'How to get free publicity for your business in the media' mini-workshop. Mary travels all over the UK sharing her knowledge about how businesses can grow by using the media. She trains entrepreneurs, start ups and social enterprises on how to write brilliant press releases, what journalists want and how to fast forward their business by featuring in newspapers, radio and television. In this seminar Mary will give her ten top tips for killer press releases, share real life examples of past delegates' media coverage and the positive impact it had on their business and answer any questions you always wanted to ask a journalist but never dared ask.

    Questions answered :
    What do journalists want? How do I get my business featured in the media? How do I write a press release? What tips have you got for getting journalists' attention?

    At 2:30pm to 3:00pm, Monday 28th May

    In Digital Shoreditch Big Top

Wednesday 30th May 2012

  • 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?

    At 10:55am to 11:00am, Wednesday 30th May

    In Digital Shoreditch Big Top

  • Ad Crafting Updated

    by Isabelle Quevilly

    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?

    At 11:05am to 11:10am, Wednesday 30th May

    In Digital Shoreditch Big Top

  • Newness, otherness and snake oil: locating the return on investment from social media.

    by Anthony Tattum

    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.

    At 11:45am to 11:55am, Wednesday 30th May

    In Digital Shoreditch Big Top

  • 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?

    At 11:55am to 12:05pm, Wednesday 30th May

    In Digital Shoreditch Big Top

  • 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?

    At 12:05pm to 12:15pm, Wednesday 30th May

    In Digital Shoreditch Big 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?

    At 12:40pm to 12:45pm, Wednesday 30th May

    In Digital Shoreditch Big Top

  • Social media, apps & cookies: building brand trust with digital privacy

    by Simon McDougall and Lindsey Greig

    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?

    At 12:50pm to 12:55pm, Wednesday 30th May

    In Digital Shoreditch Big Top

  • Table Top: Startups & Branding - Where's the Meat?

    by James Bridgman

    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.

    At 1:45pm to 2:15pm, Wednesday 30th May

    In Digital Shoreditch Big Top

  • Table Top: Web Analytics: A Clearer Path to Online Success

    by Stephen Morgan

    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?

    At 1:45pm to 2:15pm, Wednesday 30th May

    In Digital Shoreditch Big Top

  • Is there a terminal velocity for youth and digital

    by Omaid Hiwaizi

    It's given that youth are hugely engaged in digital media and are the most adept at making the most of platforms and how to the systems - ranging from maximising benefits from mobile to how to get free everything. The question is: How far can they go? The negative effect of Google on short term memory has been established, as has the effect of fast moving content and culture on the ability to concentrate.

    Questions answered :
    What's the right balance in terms of intensity and frequency of digital engagement, and consider the interests of brands and youth?

    At 3:00pm to 3:15pm, Wednesday 30th May

    In Digital Shoreditch Big Top

  • The Brand Graph: Dynamic audience mapping through social media data

    by Francesco D'Orazio

    Brands have learnt to engage with consumers online and have now built audiences in social media. But most current social media research doesn't allow brands to understand precisely who they are talking to, what’s important to them or how that online audience connects to their traditional segments as mapped by audience studies. The Brand Graph study used innovative techniques to map the interest graph and the social graph of the social media audience of O2 UK and then looked at how to use real-time social media data to refresh traditional audience studies in order to build a dynamic model of the audience. The talk will share the full results of the study, details of the tools used to mine the data as well as plenty of interactive data visualisations.

    Questions answered :
    - Why really real-time social media mining is hard - Why simply "monitoring" social media is not good enough - How to mine context and behaviour, not just content - What new research models for mining social media can be used - What is the Brand Graph - How to build a Brand Graph and what to do with it.

    - why really real-time social media mining is hard - why simply "monitoring" social media is not good enough - how to mine context and behaviour, not just content - what new research models for mining social media can be used - what is the Brand Graph - how to build a Brand Graph and what to do with it

    At 3:30pm to 3:45pm, Wednesday 30th May

    In Digital Shoreditch Big Top

  • The art of strategy: designing better, more value creating customer experiences

    by Alex Barclay

    A discussion of how we can use design and serious play principles to innovate on our business processes and customer engagement models

    Questions answered :
    How can design process help us think about and overcome business challenges? What does it mean to innovate inside a company? What does it mean to build innovation capacities for clients? What might new engagement models look like?

    At 5:00pm to 5:10pm, Wednesday 30th May

    In Digital Shoreditch Big Top

Thursday 31st May 2012

  • Back To the Good Old Tangible World

    by Riccardo Giraldi

    It’s time to move away from the safe margins of our screens and experience the sensations of the good old tangible real world. As the boundaries between the real world and what we used to call digital are blurring, we have the unmissable opportunity to innovate, combining creativity and technology to define new emotional experiences and new ways for people to interact with each other.

    Questions answered :
    From the Mind-controlled Scalextric to EELS, a 3D projection mapping multiplayer game. An overview on B-Reel’s approach to experimental technology, storytelling and the tangibleness of interactive experiences.

    At 12:05pm to 12:20pm, Thursday 31st May

    In Digital Shoreditch Big Top

Friday 1st June 2012

  • The lesson of jam sandwiches for service developers and marketeers

    by Colin Strong

    Behavioural economics has a lot to say about service design - what are the different aspects of the sometimes irrational way in which consumers interact with the world influence the design of services? The famous jam sandwic experiment found that consumers struggle to make a purchase when there is too much choice. What simple lessons can be learnt from this fast growing topic that could effect your proposition?

    Questions answered :
    What aspects of service design will result in the most favourable consumer response? how can I market my proposition most effectively in order to maximise my return on investment?

    At 10:05am to 10:20am, Friday 1st June

    In Digital Shoreditch Big Top

  • Virtual identities - The future of digital branding

    by Clifford Boobyer

    With more and more business moving online - What opportunities exist for branding and creating consistent and memorable online experiences.

    Questions answered :
    How to brand and position digital businesses and online brands? How to effectively build brand equity in a startup digital business? How to gear your digital venture for investment, exit or acquisition?

    How to brand and position digital businesses and online brands How to effectively build brand equity in a startup digital business How to gear your digital venture for investment, exit or acquisition

    At 10:20am to 10:35am, Friday 1st June

    In Digital Shoreditch Big Top

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