Digital Strategy Innovation Summit schedule

Thursday 20th September 2012

• Dell is Betting Big on Digital Marketing Innovation

  by Steven Tedjamuila

  Find Out What Dell Is Doing and Where Dell Believes Things are Headed – Dell is one of the largest online retailers in the world and recognizes the importance of the digital marketing channel. A major shift will be happening over the next few years that will require the need for new marketing processes, technologies, and innovation in the marketing organization to support the growth and evolution of digital marketing. Come and find out what Dell is doing around dynamic targeting, CRM, big data, social, and mobile marketing. Looking forward to a very engaging and interactive session.

  At 8:30am to 9:10am, Thursday 20th September

• Is Social Media A Nice To Have Or A Critical Must Have For Companies Today?

  by Robert Harles

  Find out how Bloomberg LP embraced social media, learned how to use, measure and drive value from it as a critical component of its business strategy

  At 9:10am to 9:50am, Thursday 20th September

• Using M&A to Reposition a Company

  by Glenn Fogel

  Shortly after its 1999 IPO, Priceline.com’s market capitalization exceeded US$30 billion. Less than two years later, the company’s market capitalization had shriveled to less than US$200 million and many observers expected the company to close. However, the company repositioned itself and this year the Priceline Group surpassed its previous market capitalization peak. The company is now one of the leading travel companies in the world with more than 88% of its approximately $1.4 billion 2011 operating income derived from its acquired international subsidiaries. Glenn Fogel, Priceline’s Head of Worldwide Strategy and Planning, has led Priceline’s acquisition efforts for more than a decade and will discuss the company’s repositioning and key elements in Priceline’s M&A strategy.

  At 9:50am to 10:30am, Thursday 20th September

• Mission Impossible: Change Management Under Trying Circumstances

  by Martez Moore

  Launching a change management program within a large diversified media company is a difficult undertaking to pursue. However, this task is even more daunting when combined with achieving aggressive financial and utilization goals, decreasing the legacy operating budget by double-digits, and managing creative employees who are not accustomed to business operating principles. An undertaking such as this can only be accomplished by developing and implementing a best-in-class change management strategy that focuses on the following critical questions:

  • How does one design a change management program that fundamentally transforms the business while still achieving stretch business goals?
  • How does one simultaneously manage the change program and the operational performance of one’s business?
  • How does one balance the need for strong creative and business discipline on the team?
  • How do these insights translate across different industries?

  At 11:10am to 11:50am, Thursday 20th September

• Big Changes / Tiny Teams

  by Kam Diba

  You want to re-design the entire corporate website & do an overhaul of the digital strategy? …. And how much is this going to cost? In the “Big Changes/Tiny Teams” session, we will explore how small teams can make massive change in record time. We will examine how the Digital team at GSN effectively approached an everyday problem and found a way to completely overhaul their digital strategy to drive engagement & reconnect with their audience on the second screen. Topics covered – Corporate Sites, Mobile Applications, Design & Development

  At 11:50am to 12:30pm, Thursday 20th September

• Digital Strategy - The Challenges of Building & Implementing

  At 1:30pm to 2:30pm, Thursday 20th September

• Digitize Your Business - Let's Take Responsibility for Making it Happen

  by Vijay Solanki

  It’s clear that we are all spending more on digital marketing or in e-commerce. However the digitization of the consumer means that we have to fundamentally change our businesses at the core. Vijay argues that digital marketers and strategists are the natural catalysts of change in digital and that we should be leading this. He focuses on 5 areas:

  • CEO/C-suite – what tactics can you use
  • Marketing function and structure – how you should re-organize team structure and ways of working
  • Digital capability – create a social media approach to driving digital competency
  • IT for digital – get close to IT (really close) to ensure that it is consumer driven and joined-up
  • Digital Innovation/connected products – go beyond digital marketing and complete the digital circle

  It’s time for us to become digital revolutionaries

  At 2:30pm to 3:10pm, Thursday 20th September

• PBS Going Digital

  by Kevin Dando

  At 3:40pm to 4:20pm, Thursday 20th September

Friday 21st September 2012

• Entrepreneurship from Within: Innovation in a Large Organization

  by Gabe Vehovsky

  Entrepreneurship within a large organization, like Discovery Communications, can be challenging. In many cases, the most talented people in the organization are laser focused on specific business challenges, reaching predetermined milestones and staying on task to achieve related goals. In the process of managing those responsibilities, the typically circuitous path that leads to true innovation is often directly competitive with managing mature businesses. Contrast this with the culture of a healthy start-up where efforts are opportunistically focused, time is spent creating new value as opposed to nurturing existing value and pivoting plans are the norm rather than the exception. Recognizing this challenge, Discovery Communications created the new Digital Strategy & Emerging Businesses team focused on nurturing an entrepreneurial spirit and developing opportunities from within the company that will allow the company to innovate through build-focused efforts. To help other large organizations think through ways they can nurture an entrepreneurial focus, Vehovsky will speak to the challenges faced in developing this new team and the steps Discovery's taking to help ensure success.

  At 8:30am to 9:10am, Friday 21st September

• What Real Time Data Means For Strategy

  by Tony Haile

  The business environment is only getting more complex, our ability to successfully predict outcomes is diminishing and just doing what we used to do but better doesn’t cut it. Companies are embracing real-time data to move from command and control organisations to adaptive response, but the change requires a fundamental rethinking of the structure of a company, a democratization of data and a diffusion of decision-making responsibility. Chartbeat CEO Tony Haile will talk us through what real-time data means to the organization and the core principles to follow when implementing it.

  At 9:10am to 9:50am, Friday 21st September

• Driving New Brand Strategies with Digital TV Data

  by Greg DePalma

  Brand and advertising strategy has become increasingly more complex today. Consumers want their content when they want it, where they want it, and how they chose to access it. DVRs, Video-on-Demand, YouTube and Netflix have replaced “must watch Thursday night”. Tablets and smartphones are challenging the television set for share of viewing. Brand strategy is being redefined in terms of how to reach and influence your target audience. Learn how TiVo and other companies are creating new business models and media strategies using the latest innovations with digital set top box data.

  At 9:50am to 10:30am, Friday 21st September

• It's Not About the Journey, It's the Destination

  by Price Floyd

  For the past 10 years or so since large organizations (governmental and corporate) have discovered the power of digital media, the narrative has been about the "journey" each organization has to take in order to become a "digital" workplace. I will discuss the need to focus more on the destination and not get caught up on the never ending journey that some wish to live in perpetually. At the end of the day, those of us in the communications field, whether it is marketing, public relations, public affiars, social media, etc... we have to show we are either helping to grow the bottom line, promote the policies of the leadership, reach the employees, or my favorite option: All of the Above. I will discuss concrete and tangible results we have to show our business leaders fast if we are to be a part of a successful team. We don't have the time or the resources to focus for long on the journey. It really is about the destination.

  At 11:00am to 11:40am, Friday 21st September

• Digital Innovation in 2012

  by Mike Lynch

  At 11:40am to 12:20pm, Friday 21st September

• From Advertising to Digital Engagement

  by Chris Curtin

  Like most companies, HP was intrigued by the possibilities when digital advertising first arrived on the scene. Digital ads were new, they were innovative. But some 20 years after the first clickable ads, they still have click-through rates well shy of 1%. The lessons have been many since those early days. Yes, HP still does some digital advertising. But the company no longer spends big on things like banner ads placed on other sites. Instead, HP focuses on creating experiences within its own digital assets, such as HP.com, mobile, and Facebook. The strategy is to connect with people already familiar with HP – people with an affinity for the company’s values and what it stands for. As it turns out, succeeding in the digital space means embracing an old-school marketing principle: Mass advertising is OK, but finely tuned, targeted engagement builds brand loyalty.

  At 12:20pm to 1:00pm, Friday 21st September

• Interactive Digital Strategy

  by Christina Samala

  At 2:00pm to 2:40pm, Friday 21st September

• Social Media Managed in a Regulated Environment

  by Camille T. Gipson

  Regulated industries often face stringent parameters; in the case of the consumer lawn & garden industry, EPA policies impact how social media can be used. Social media has emerged as a proven tool to generate revenue and increase audience engagement for brands and business. While regulated industry marketers must adapt their current initiatives to capture the attention of online audience and take advantage of the brand advocacy realized by other businesses. This workshop will discuss these challenges and assist in creating the pathway towards developing a successful social media strategy.

  At 2:40pm to 3:20pm, Friday 21st September