Executing Social Media Toronto Sold-Out
February 9-10, 2010/Hilton Garden Inn Toronto City Centre Hilton Garden Hilton Garden Inn
8:00 – 9:45
Roadmap for Social Media Marketing Strategy
Michael O’Connor Clarke – Vice-President, Thornley Fallis
Central to the notion of effective social media participation is the ability to create,
publish and share content. This workshop will discuss the key elements of building the
framework for a social media strategy.
- Audience – Listen and understand your audience and how they communicate/interact
on the social web. What types of social networks, media sharing and assets do they
engage? What are their goals for doing so? - Objectives – It’s important to consider both the goals of the company as well as the
audience you’re trying to reach. Marketing on the social web is about giving to get.
Knowing what your community wants is key in reaching your own organization’s goals
because you’re going to give it to them. - Strategic Plan – What approach will you take to meet the needs and interests of your
audience in order to meet your own? Will you engage influencers, will you energize
brand advocates or will you create demand by offering non-branded resources - Tactics – What social media marketing tactics and corresponding technologies will you
use to implement the plan? Blogging, micro blogging, social networks, video, forums,
blogger relations and outreach. There are many to consider. - Tools – What specific tools will you use to efficiently monitor, communicate, create and
promote social content? Word Press, Facebook or MySpace, Twitter, YouTube, etc.
Again, there are many to consider. - Metrics – How will you measure success according to the objectives you’ve identified?
What tools will you employ and at what point will you take benchmark measurements
as well as interval measurements? Who will you report results to in the organization and
will there will be success metrics that you can share with the community that you’re
engaging?
10:00 – 11:00
Crowd Sourcing as a Means to Engage Your Customer
Patrick Glinski – Senior Strategist, Idea Coulture
Andrew Lockhart – Experience Architect, Idea Coulture
Idea Couture, a strategic innovation and experience design firm, will present a case
study outlining how to design social programs with corporations who are new to social
media. Through the presentation of a recent national campaign, the Aviva Community
Fund, attendees will walk away with an understanding of how to communicate the
impact of social programs internally, how to design experiences that maximize the
opportunity for social touch points, and how develop social media programs that
matter.
11:00 – 12:15
The ROI of Listening and Engaging in Social Media
David Alston- Vice-President Marketing, Radian6
- The 5C’s of marketing vs. the 4P’s
- What should I be listening for?
- Steps to take to become an Engaged Brand
- What obstacles will you face and how how to overcome them
- Ways to measure your investment in social media
- “Putting it into action” demonstration
12:45 – 2:30
Creating a Well Thought Out Social Media Strategy that Delivers Results
Mike Kujawski – Marketing & Social Media Strategist,
Centre of Excellence for Public Sector Marketing
Social Media is having a significant impact on more than just
marketing/communications. Employers cannot ignore that the same changes occurring
in the communications channels with consumers are also happening within their own
organizations. Many organizations (both public and private sector) are experimenting
with various tools and tactics, however very few actually have a cohesive social media
strategy in place. Here are some of the key items that Mike will be covering in his
presentation:
- An understanding of the basic elements of web 2.0, social media, and all related terms
- How to determine which social media tactics would make sense for your organization based on your organization’s strategic objectives
- The necessary mind shift that needs to take place within the organization
- How to incorporate automated social media monitoring activities into your daily schedule
- How to save money and time by using free applications
- How to stay consistently well-ahead of the curve through crowd-sourced research
- The latest government web 2.0 initiatives and case studies
- How others are working around and /or within various government policies and legislation
2:45 – 4:30
Social Media: Tips to Avoid a Risk Management Nightmare
Dominic Jaar – President, Ledjit Consulting Inc.
With the enormous opportunities that social media offer come considerable potential
risks as well. Organizations are now finding they must address this conflict in order to
use social media in ways that enhance the business but also protect it. What are the risks
associated with social media? What are the blogging liabilities? This session will help
you understand the emerging and evolving legal privacy and disclosure issues but also
what can be done to mitigate the risks.
- Overview of privacy law as it pertains to social media
- Understanding the issue of control in the social media environment
- What are the risks of being transparent and open to your consumers and employees?
- Discussing the legal liabilities for material published on the web
- How to determine which social media tools and communities to monitor and how to effectively monitor
- What are other organizations doing to deal with privacy and disclosure issues?
4:30 – 5:30
Building and Maintaining Effective Community Management Programs Through Social Networks
Donna Marie Antoniadis – Co-Founder & COO, ShesConnected
Shes ConnectedMultimedia Corp
Social media enables conversations. Yet most companies that use Social Media miss out
on the opportunity to converse with their customers. If you are not in the conversation
with your customers, then you are not in social media.
Today consumers expect advertisers to not only have a presence on social media, they
expect to have a dialogue with them. This dialogue can be accomplished with effective
community management. Community management will give you the opportunity to
find out how consumers feel about your product and services, enhance product
development, improve customer care, and gain valuable information about competitors.
This session is designed to give you the information you need for effective community
management. You will learn how to:
- Use Social Media to:
- Gain customer insights
- Enhanse product development
- Improve customer care
- Position your company as a thought leader
- Gain competitive information
- Keep the conversation going beyond the campaign
- Design integrated digital media campaigns that incorporate social media tactics
DAY 2
8:00 – 9:45
Accelerating Your Corporate Reputation Through Corporate Blogging, Twitter and Other Digital Platforms
Tamera Kremer – Partner Strategic Consulting, Teehan+Lax
It can be difficult to establish a solid online presence. Maintaining a large social network
can often seem like an impossible task or simply too much to handle and, in many
situations, it becomes completely impersonal, doing more damage to your reputation
than good. Successful organizations manage their corporate and product reputations
using social media and other Web 2.0 tools. During this workshop, we will discuss:
- What is the basic strategy that builds value using social media?
- How can an organization use social media to increase business?
- How do you determine the communities you should address?
- How can social media help your Web site?
- How does social media form the “other half” of “normal” Web site marketing?
- How can social media work to build brand?
10:00 – 11:00
Tapping into the Power of Your Organization’s Network: Using Social Media for Knowledge Sharing
Gordon Vala-Webb – National Director of Knowledge Management, PricewaterhouseCoopers Canada
Many organizations are looking longingly at the power of internet-based social network
and ask: how can we share our knowledge across the organization as quickly, easily and
cheaply? It can be done – but using social media within the (fire)walls of an organization
is not the same as in the wide-open net. Gorden will provide some real-life examples
and some practical advice to help you get started in realizing the benefits of connecting
your people across the silos.
11:00 -12:00
The Five Stages of Social Media for Recruiting
Paul Dodd – President, Head2Head Canada Inc.
Sarah Welstead – Marketing Director, Head2Head Canada Inc.
You’ve heard of the 5 stages of grief (denial, anger, bargaining, depression, acceptance)?
Well, the 5 stages of social media for recruiting are remarkably similar.
Social media has fundamentally changed the way organizations find, connect with,
recruit and retain candidates. This presentation, designed for non-recruiting/HR
professionals, demonstrates how social media can help organizations connect with more
A-list candidates, faster – while spending less time and money on traditional efforts like
job boards and agencies. We provide detailed information on the top 3 social media
tools for recruiting in Canada – LinkedIn, Twitter and Facebook – and the best ways to
use each of them.
12:30 – 2:15
Search Engine Optimization in a Digital World
Alan K’necht – Founder and President, K’nechtology Inc.
The user and power of search engines has been growing for more than a decade. More
than 5 years ago the mantra became “Google is your home page”. Yet even today public
relations and communications professionals haven’t adapted and grown with the
changing digital landscape, unlike publishers who have moved to the web and
embraced the concepts of search engine optimization. Today consumers and journalists
alike use a variety for search tools to discover and share credible sources of news and
information and unfavorable news. Can your news be discovered where digital media
are looking? Does it stand out from crowd and notice of what everyone else is saying online?
Is your text, image, audio and video content optimized for search and the social
web? Learn how you use search engines to your advantage and to distribute your
corporate message.
- Understanding the new opportunities for search and SEO
- Plan and organize search engine optimization efforts for news, and other corporate communication efforts
- Learn about the power of on-line press releases
- Optimize press releases, online newsroom and blogs
- Identify and implement opportunities for digital asset optimization
- Develop a strategy for implement link building practicesin your business lifecycle
- Conduct keyword research
2:30 – 3:30
Social Media Opportunities for Non-Profit, Membership & Public Sector Organizations
Jay Moonah – Vice-President Marketing, Wild Apricot
A discussion of the motivations for using social media to forward the goals of nonprofits,
public sector and member driven organizations. In this presentation, we’ll first
take a step back and discuss whether engaging in social media channels will drive your
organizational goals. We’ll review specific case studies, looking at success stories in the
areas of fund raising, event promotion and member recruiting. We’ll discuss what these
cases have in common and what you can learn from them. Then we’ll look at the
opportunities for your organization, including ways to help determine what channels
and tactics will work best for you, and what kinds of resources you should expect to put
into your social media efforts to achieve results.
3:30 – 4:30
Change Management Strategies for Social Media Implementation
Ian Graham – Senior Consulting Manager, IT Strategy & Planning
Technology and Solutions
Social media have quickly emerged as key mechanisms for communicating and
collaborating with clients and customers, and internally within an organization. But these
new tools also present challenges, as the ways they work often conflict with the existing
culture, norms and expectations of an organization and it’s staff. Indeed, success in
implementing social media depends on understanding the causes of these culture
challenges, and managing for them. In this presentation I talk about typical challenges
and barriers, and about how to put in place change management practices to bring success
to your social media strategies.
4:30 – 5:30
How Social Media Helped Feed the Hungry
Duarte Da Silva – Senior Manager, Content and Client Care, CommunityLend
- Discussing how social media brought together Toronto’s Tech community and raised thousands of dollars
- Lessons learned that you can apply to your event or organization
Speaker Information
Michael O’Conner Clarke – Vice-President, Thornley Fallis
VP Thornley Fallis, has almost twenty years of experience in corporate communications and
technology marketing, gained both on the agency side and in a number of public and private hitech
companies. Before moving into the agency world in 2000, Michael ran global corporate
communications for Hummingbird, where he was responsible for strategic communications
planning and co-ordination of all PR, investor relations, analyst relations, key corporate events,
and related marketing activities across all areas of the business. Recognized as a pioneer in social
media, Michael has been an active blogger since early 2001 and is a leading consultant on the
integration of social media approaches within mainstream public relations campaigns.
Patrick Glinski – Senior Strategist, Idea Coulture
Senior Strategist, Idea Couture A specialist in digital strategy, planning and play-based
facilitation, Patrick is a Senior Strategist at Idea Couture. While formally trained as a business
strategist, Patrick is a “renaissance man”, contributing lateral thinking skills that draw on
experiences spanning from database development to event planning to business development to
screen-writing movies about robots. Prior to joining Idea Couture, Patrick was Account Planner
and Web Analytics Practice Lead at Critical Mass, overseeing digital and social strategy
development fortune 500 companies including Citibank, ThankYou Network, Michelin and
Alienware. During this time, Patrick was responsible for overseeing a team of analysts and
strategists while tackling problems that included product design, experience mapping, Customer
Relationship Management, web analytics program development and digital strategy.
Andrew Lockhart – Experience Architect, Idea Coulture
Experience Architect, Idea Couture With a diverse educational and professional background spanning the worlds of design and technology, Andrew’s breadth of knowledge and interests allows him to collaborate with diverse, multi-disciplinary teams to integrate and connect concepts, strategies and technologies in unconventional ways. Andrew recently participated as a member of the jury for the 2009 Digital Marketing Awards. Prior to joining Idea Couture, Andrew was Associate Creative Director at Trapeze, where he was responsible for leading the conceptualization of a range of experiences spanning web, mobile and retail interfaces for clients such as Volkswagen, CBS Television, RBK, Disney, RIM and Jaguar/Land Rover.
David Alston – Vice-President Marketing, Radian6
Vice President of Marketing & Community at social media monitoring solution company,
Radian6. David’s focus at Radian6 is building the firm’s brand internationally through the use of
social media monitoring, outreach and engagement. David has also become a featured speaker
and panelist at a number of new marketing, blogging and social media events as a guide to how
brands should be listening to consumer generated media online. As one of Twitter’s most
followed CMO’s, David takes his interactive style of marketing to every speaking engagement -
listening, learning and engaging with the audience. You can follow David on Twitter at
@davidalston David blogs at TweetPR.
Mike Kujawski – Marketing & Social Media Strategist
Is a passionate marketing & social media strategist, on a mission to help public sector and nonprofit
organizations excel at what they were mandated to do. In 2005, Mike helped launch the
Centre of Excellence for Public Sector Marketing (CEPSM), where he now leads all of CEPSM’s
digital marketing projects. Mike’s most recent tasks at CEPSM include the development of
strategic digital marketing and social media engagement plans for Public Safety Canada,
National Gallery of Canada, Canadian Air Transport Security Authority and the Foreign
Credential Recognition Program at HRSDC. He has also recently led the development of
comprehensive marketing/communications plans for the Department of National Defence, the
Public Service Commission and the City of Burlington. Mike is a distinguished speaker, engaging
blogger, and highly praised workshop facilitator in his field. He created Canada’s first national
workshop and comprehensive workbook on how to develop a social media marketing strategy in
a public sector setting. Mike also created the Government 2.0 Best Practices Wiki, which has
garnered international attention as the first collaborative central archive of government social
media initiatives in Canada and abroad.
Dominic Jaar – President, Ledgit Consulting Inc.
is a legal counsel at Ledjit, Canada’s unique firm specializing in legal technology, information management, e-discovery and law
practice management www.linkedin.com/in/dominicjaar. He speaks throughout North
Americawww.ledjit.ca/conferences/ and is a prolific writer on many legal and technology issues.
He is frequently quoted in the press as an expert on electronic information
www.claimid.com/dominicjaar. Mr. Jaar is on the editorial board of Sedona Canada and was in
charge of drafting the French version of The Sedona Canada Principles on E-discovery. He is also
a member of The Sedona Conference’s working groups 1 (USA) and 6 (International). Mr. Jaar is
the co-president of the Montreal Bar Association Technology Advisory Liaison Committee with
the Quebec courts and is the president of the Law Practice Management and Technology section
of the Canadian Bar Association.
Donna Marie Antoniadis – Co-Founder and COO, ShesConnected Multimedia Corp.
Has spent that last 3 years focusing exclusively on Social Media and Women. She is Co-founder
& COO of ShesConnected Multimedia Corp. http://www.shesconnectedmultimedia.com a social
media agency with offices in Toronto and Boston that focuses exclusively on women and social
media. ShesConnected Multimedia also owns and operates ShesConnected.com
http://www.shesconnected.com the first dual-profile social networking site for women. Donna
Marie has over twenty years of experience in sales, business development, and marketing, with
focus on the Internet industry since 1995, the wireless industry since 2003 and Social Media since
2006.
Twitter: http://twitter.com/donnaantoniadis
Facebook: http://www.facebook.com/ShesConnected
Linkedin: http://www.linkedin.com/pub/donna-marie-antoniadis/0/74/315
ShesConnected: http://www.shesconnected.com/members/profile/ShesConnectedCofound
Tamera Kremer – Partner Strategic Consulting, Teehan+Lax
Is a seasoned marketing, social media and digital communications strategist, blogger, thought
leader, and public speaker. She has almost 15 years experience in interactive creative and
strategic planning and execution, integrated launch campaigns, and developing customer
lifecycle relationship building strategies with Tier 1 brands in both Canada and the United States.
Her accomplishments include leading the strategic development of the award-winning
eInterchange program for General Motors of Canada, developing the creative concept and
strategy for the innovative and eco-friendly Sharp AQUOS 1080p D82 Challenge, and the
strategic development of the ground-breaking Canadian Budweiser-NFL cross-promotion which
integrated NFL league and team branding with the client’s retail, interactive and event channels.
Most recently, as Partner – Strategic Consulting at Teehan+Lax, Tamera helps clients develop
innovative and integrated digital marketing and social media strategies that drive business and
communications results.
Gordon Vala-Webb – National Director of Knowledge Management PricewaterhouseCoopers Canada
Is the National Director of Knowledge Management for PwC Canada. He is responsible for the
development and execution of PwC’’s internally-focused knowledge management / sharing
strategy including their internally-facing portal which just won the IIR Portals, Collaboration and
Content Excellence Award (2007). Gordon is also Chair of Board of Directors of the Safe
Workplace Promotion Services of Ontario. Prior to joining PwC in 2005 he had a similar position
with Ontario’s Workplace Safety and Insurance Board. His team’s portal was named one of the
“Top Ten Government Intranets” by NN/g and was given an Ontario Showcase Merit Award for
Organizational Transformation (2004). He has a Masters degrees in both Management Science
(Technology, Faculty of Engineering, University of Waterloo) and in Politics (Queen’s University,
Kingston).
Paul Dodd – President, Head2Head Canada Inc.
Is passion for recruiting has now spanned almost 20 years and 2 continents. A successful agency
recruiter in the UK, he co-founded Head2Head after several years as part of the management
team at Thinkpath, then one of the most innovative recruiting firms in Canada.
Sarah Welstead – Marketing Director, Head2Head Canada Inc.
Is obsessed with delivering a great experience to clients, candidates and consultants, Sarah leads
our communication team. Her background in ad agencies and user experience consulting helps
our clients create and implement employment, job branding and CRM strategies.
Alan K’necht – Founder and President, K’nechtology Inc.
Founder & President K’nechtology Inc., is recognized as an authority on the business side of the
World Wide Web including search engine optimization (”SEO”), SEARCH ENGINE
MARKETING (”SEM”) and using web analytics to measure web site success. Alan is regularly
interviewed by publications in Canada as well as in the United States and Australia. In an effort
to share his knowledge and ideas, Alan is a regular speaker at Internet conferences. In addition,
Alan is a internationally published columnist and has written features for CNet’s Builder.com
and Digital Web Magazine and maintains a blog entitled “K’nech-it”. In K’nech-it, Alan reports on
news, gives his opinions and insight into the latest developments in web analytics, search engine
optimization (SEO) and web marketing.
Jay Moonah – Vice-President Marketing, Wild Apricot
Is the ‘Noisy Apricot’ (VP of Marketing) for Wild Apricot, web software for small and medium
nonprofits to manage their website, member data, contact info, event registrations and donations
with a single easy-to-use and cost-effective system. Jay is responsible for marketing and
communication efforts for the company, including community outreach through the Wild
Apricot non-profit technology blog and the social news/bookmarking site Association Jam
(http://associationjam.org/). Jay has more than 15 years experience in new media development,
marketing and training. (http://www.wildapricot.com/)
Ian Graham – Senior Consulting Manager, IT Strategy & Planning Technology and Solutions
works in the IT Strategy and Planning group of BMO Financial Group, helping the
bank’s business and technology executives figure out how to evolve their IT environments and
processes to deliver the best value to the business, and to the bank’s customers. Prior to BMO I
was at the Centre for Academic Technology of the University of Toronto, where I consulted and
lectured on Internet and Instructional technologies. While at UofT, I co-founded Groveware
Technologies, an Internet startup focused on XML-based applications. I’ve written eight books on
Web and Internet technologies, and from 2003-2005 was a regular columnist on XML
technologies for CPU magazine. I have lectured around the world on these and other topics.
Duarte Da Silva – Senior Manager, Content and Client Care CommunityLend
Currently works at CommunityLend, Canada’s only Peer-to-Peer Lending site. Duarte is
obsessed with all things internet and is a news junkie. He spends his time reading RSS feeds,
blogging, participating in social networks, posting photos to flickr and discovering new music.
Duarte is also an organizer of #hohoto, a geek fundraising event for the Daily Bread Food Bank.
When he’s not online, Duarte enjoys road cycling, wine collecting, photography and has been
known to moonlight as an indie music DJ.
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