11th Social Media Conference Broschure

11 th Edition

/ Conference

48 Hours of Rich & Tasty Content M ore Than Just th e Ne w s fe ed

20 / 21 September 2018 Berlin

From Communications to Connections

/ Social

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Edito ri al

Combine ingredients

Professor Ana Adi Quadriga University of Applied Sciences

This year’s Social Media Conference will focus on ‘48 Hours of Rich & Tasty Content: More Than Just the Newsfeed’. Social media is about more than just providing a 140-character sales pitch: It’s about connecting with your audience on a more fundamental level. Learn about the latest developments from high-profile communications professionals from The Huffington Post, Daimler, Amnesty International USA, and more. Discuss your practical questions with experts during our workshop sessions and network with your peers through our social events.

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120+ communications executives 17 speakers 20+ topics

I look forward to welcoming you to Berlin.

3 keynotes

Sincerely,

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case studies

2

workshop sessions

Professor Ana Adi, Quadriga University of Applied Sciences Conference Moderator

1 roundtable discussion:

2

days

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future of tech in social media

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Dinner

Generation Z: creators or consumers

Chloe Combi Author Generation Z

H igh l i gh ts

Highlights

Keynote

Traditionally, teenagers and young adults (Gen. Z) have had their identities and lives shaped for them via powerful media: television, film, magazines, and advertising. However, the Generation Z of today are the children of the modern internet and social media, and this has transformed a generation. The internet and social media are the most influential platforms in modern life - transforming how we communicate, shop, learn, think, and brand ourselves. They are also platforms shaped by us, meaning we are both creators and consumers. This has been most subversive of all, for Generation Z, and has changed and challenged all the expected 'norms' for young adults, requiring a new understanding of the next generation now and as we move into the future.

Reflecting on new insights and learnings throughout the first day, this evening is designed for you to mingle, network, exchange views, and round out your day in a relaxed setting. Join us for a complimentary dinner in Berlin’s famous Kreuzberg district and enjoy the evening in good company!

Andreas Sandre Press and Public Affairs Officer Embassy of Italy in Washington, D.C. Dr Alparslan Akkus Blogger The Huffington Post

Keynote

Mishandling a crisis in the era of social media There’s a significant transformation in communication strategies as social media becomes widespread.

Dr Alparslan Akkus speaks about communication under crisis situations in the era of social media, particularly focusing on social movements.

Digital diplomacy lessons for both governments and companies as social movements unexpectedly break out anywhere, anytime, as fast as a pandemic with social media.

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Keynote

How digital helps you find your sexy, even for the most unsexy organisations

Rob Glass Founder flotilla video training

Not all organisations are appealing consumer brands or profit from sexy campaigns and large budgets. Government entities, charities, associations, and specialized business rarely produce content that entices audiences and empowers their communications and PR strategies online, but digital channels can help make something seemingly unsexy, sexy. You have to better engage with all stakeholders, find partnerships, focus on creative messages and storytelling, and strengthen digital outreach. Virality in the social media age is achievable—even with regulations, limited resources, and shrinking budgets.

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Additional Seminar

Make great videos with your smartphone or tablet Self-generated video content is becoming an increasingly attractive way to communicate. In this short hands-on workshop Rob will explain how to pick up a smartphone or tablet and create video content that people want to watch. Participants are encouraged to bring their own devices. Apple is preferred, pre-loaded with the free iMovie editing app. Alternatively Android devices should either have their own unique editing app or Power Director (also free). / Social Media Conference

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8.30

Doors open

8.45

Doors open

9.15 – 9.30

Introduction by the moderator Ana Adi

9.15 - 9.30

Introduction by the moderator Ana Adi

9.30 - 10.00 Keynote: How digital helps you find your sexy, even

for the most unsexy organisations

Andreas Sandre, Embassy of Italy in Washington, D.C.

9.30 – 10.00 Keynote: Generation Z: creators or consumers

Chloe Combi, Author, Generation Z Baking: An omnichannel approach

Icing: Taking customers and employees on a journey 10.00 - 10.35 Case Study: How to use user generated content to increase

your engagement and tell Inspiring stories

Cecilia Dominici, Cancer Research UK

10.00 - 10.35 Case Study: Kings of cool?!

Sascha Pallenberg, Daimler

10.35 - 11.10 Case Study: CSR communication: the role of social media

Anna Hageman Rise, Fazer Lifestyle Foods

10.35 - 11.10 Insight:

11.10 - 11.40

Coffee

11.10 - 11.40

11.40 - 12.15

Case Study: tba

12.15 - 12.30

Workshop Session / Introduction

12.30 - 13.30

Lunch

Brunch

12.15 - 13.55

Roundtable Discussion: Future of tech in social media

13.55 - 14.10

Summary by the moderator Ana Adi

13.30 - 15.00 WS1: Bridging the gap between measurement theory and reality

Paul Venn, CARMA

WS2: How to increase your revenue with organic & paid social

Elizabeth Knights-Ward, Hootsuite

WS3: ‘We can’t do that’: getting creative with social and

storytelling in corporate comms

Steffen Thejll-Moller, Clear Europe 15.00 - 15.30 Coffee 15.30 - 17.00

Workshop Session / Repetition

17.00 - 17.30

Workshop Session / Summary

17.30 - 18.00 Keynote: Mishandling a crisis in the era of social media

Dr Alparslan Akkus, The Huffington Post 18.00 - 18.15

Social media enablement: employees are the best influencers Lars Basche, Text100

11.40 - 12.15 Case Study: The future of social media: micro-influencers

Amanda Alampi, Amnesty International USA

Workshop sessions

Programme

Friday 21st September, 2018

Summary by the moderator Ana Adi

14.30 - 17.30 Additional Seminar: Make great videos with

your smartphone or tablet

Rob Glass, flotilla video training

Recipe at a Glance

Programme

Thursday 20th September, 2018

Baking: An omnichannel approach In a world of endless channels, determining the right strategy can mean the difference between impactful social media and white noise. This module shows you how to create social media that counts.

Icing: Taking customers and employees on a journey It is no longer enough to sell a product, you must emotionally connect with your audience. This module shows you how to tell stories that resonate and give your customers a voice.

from 18.15 Dinner 6

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Case Study Anna Hageman Rise Communications Director Fazer Lifestyle Foods

Case Study

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Workshop 2 Elizabeth Knights-Ward Senior Manager, Strategic Enterprise, EMEA Hootsuite

Social Media has been the key for both internal and external communication to achieve a successful CSR programme.

What are the right channels? What is the right content? Anna Hagemann Rise, Communications Director at Fazer Lifestyle Foods shares her insights with us.

Steffen Thejll-Moller Social and Communication Coach and Strategist Clear Europe

Join us for inspiring case studies presented by Cecilia Dominici, Head of Social Media, News and Content at Cancer Research UK.

Workshop 1 Paul Venn Managing Director, International Business CARMA

How to increase your revenue with organic & paid social In this workshop you will learn why you need more than just an organic-first social strategy, the nuts and bolts of boosting your content (when, why, and how), and how to get the most of out of your ad budget and your team’s time. We will also show you best practice examples from some of our customers.

Workshop 3

Icing

Works hop S es sion

Cecilia Dominici Head of Social Media, News and Content Cancer Research UK

How to use user generated content to increase your engagement and tell inspiring stories

CSR Communication: The Role of Social Media

W o rksh o p Sessi o n

B aki ng

An omnichannel approach

‘We can’t do that’: getting creative with social and storytelling in corporate comms In B2B, corporate communications and public affairs, we often steer clear of creativity. We believe our communications needs to be sombre to reflect the seriousness of our work and audiences. But creative social and storytelling techniques can bring ideas, opinions and emotions to life in any field.

Indeed, without them, we struggle to get heard in a noisy media landscape. In this workshop we will run through several relevant examples, and introduce some tools and methods you can apply to your own work.

Taking customers and employees on a journey

Bridging the gap between measurement theory and reality A barrier to effective PR measurement is a belief that management only wants AVEs, reputation can’t be measured, and budgets barely cover a PR agency retainer—never mind a media intelligence agency. We’ll debunk these myths with simple steps to build measurement into plans and secure C-suite buy-in to the shift from quantitative to qualitative analysis in an era of social media and web analytics.

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Sascha Pallenberg Head of Digital Content Daimler

Case Study

Kings of cool?!

How internal communication creates brand ambassadors and helps to decrease the digital Stockholm syndrome of social networks.

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I ci n g

INFORMATION Lars Basche Vice President Digital & Content Text100

Registration and Pricing

Insight

Social media enablement: employees are the best influencers

Amanda Alampi Social Media Manager Amnesty International USA

Case Study

Ro u n dtab le Discus sion :

A very important but often neglected and underrated part of a successful integrated digital & content strategy: Your own employees. In this session, we will show you how to implement a Social Media Enablement programme for employees based on three elements: training, self-service, and content support.

Please register online and find more information on our website: conferences.quadriga.eu/en/socialmedia First release tickets: €990* Second release tickets: €1290* Members and subscribers: €990* (Members of the EACD/BdP and subscribers of Communication Director magazine/pressesprecher magazine get tickets at a reduced price.)

Additional seminar: Make great video with your smartphone or tablet: €290*

The future of social media: micro-influencers As the social media landscape continues to take twists and turns, there is one thing that stays consistent - word of mouth marketing. Influencer marketing is the fastest growing segment of marketing. In order for your brand to keep up, you‘ll need to build an army of trusted ambassadors. We‘ll talk about micro-influencers - those powerful bloggers, YouTubers, and Instagrammers who have a small following that packs a powerful punch. You‘ll walk away with some turnkey tips to get your micro-influencers programme started.

Host

Partner

Quadriga University of Applied Sciences Berlin is committed to modern, integrated management training and educates managers in communication and human resources management, as well as public affairs.

Through its cross-subject structure, Quadriga University of Applied Sciences offers an education that meets the require-ments in management, communications and public affairs. For more information please visit: www.quadriga-university.com

The European Association of Communication Directors (EACD) is the network for communication professionals from all fields across Europe. The Association meets the needs of communication professionals working internationally, and provides support for new challenges in the global arena. For more information please visit: www.eacd-online.eu

Location Communication Director is an international quarterly magazine for public relations and communications. Communication Director is also the host of the European Excellence Awards. www.communication-director.eu

Future of tech in social media

Contact

What impacts do Chatbots, AI, Blockchain, etc. have on social media? What are the challenges, what are the opportunities?

Join our roundtable discussion on the future of tech in social media and exchange with like-minded people.

The 11th Social Media Conference will be held at the Quadriga Forum in Berlin.

Located within walking distance of Berlin’s most important attractions, Quadriga Forum offers modern business and meeting rooms suitable for any occasion.

Quadriga Forum Werderscher Markt 15 10117 Berlin, Germany

For further information regarding the conference or registration process, do not hesitate to contact us!

Conference Coordinator: Julia Wietreck julia.wietreck@quadriga.eu

Registration Queries: Dennis Schultz dennis.schultz@quadriga.eu

Terms & Conditions Registration The registration fee includes participation in the programme, all conference documents and dinner and lunch buffets, as well as coffee breaks. Travel expenses and accommodation are not included. A booking confirmation and an invoice will be sent to you after registration. Please remember to include your name in the reference of the transaction when making a payment. As the number of participants is limited, please be aware that your registration is only valid after receiving a booking confirmation. Please feel free to contact us should you not receive one within 24 hours.

1. Discounted Prices Quadriga grants discounts on the listed prices of respective conferences for members of the European Association of Communication Directors (EACD) and other partner associations. Subscribers to our media partner Communication Director magazine also receive a discount on attendance fees for seminars and symposia. The participant’s personal membership and/or subscription must be presented and verified at the time (s)he makes a seminar booking. All discounted prices are valid only if the amount invoiced is received by Quadriga within the time stated on the invoice.

2. Cancellation If a previous booking is cancelled and no replacement participant can be found, the following cancellation charges will be incurred: – Cancellation 31 days or more before the event takes place: no charge – Cancellation between 14 days and 31 days before the event takes place: 50% of total price – Cancellation less than 14 days before the event takes place: 100% of total price - Please note that cancellations should be in written form 3. Cancellation and changes Quadriga reserves the right to cancel or to reschedule seminar locations or times, or to arrange a substitute instructor if this is absolutely necessary due to there being less than six participants, an unforeseen problem with the instructor, or other unforeseen reasons which are out of the control of Quadriga. In these cases, Quadriga is not required to compensate travel or accommodation costs, loss of working time, or other damages, and in other cases, only when there is gross negligence. If relocation is not reasonably possible for the participant, then (s)he is entitled to cancel the booking immediately and free of charge.

4. Place of Jurisdiction Berlin.

*VAT is not included

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CONFERENCE S . Q U A D R I G A . E U / E N / S O C I A L M E D I A 12

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