10. Social Media Conference 2017

10TH SOCIAL MEDIA CONFERENCE SEP 25—26, 2017, BERLIN INFLUENCE — INNOVATE — PERFORM

WHAT CAN

YOU EXPECT?

1 KEYNOTE 8 WORKSHOPS 7 BEST CASES 1 PANEL DISCUSSION 1 SPOTLIGHT

INFLUENCE INNOVATE PERFORM

From public relations to influencer relations: in 2017 influence is a big issue in social media and corporates have identified influencer relations already as a new opportunity in digital marketing strategies. Influencers, as opinion leaders and multipliers with a high presence in social networks, affect the spread of content.

No doubt influencers can boost the reputation of a brand or a organisation. Enough reasons to devote the 10th Social Media Conference to this theme.

Of course, that‘s not our sole topic: Quadriga’s Social Media Conference will provide you with solutions and answers to the following questions in line with our slogan INFLUENCE – INNOVATE – PERFORM:

1.

2.

3.

4.

5.

HOW TO INTEGRATE INFLUENCER MARKETING? HOW TO PROMOTE CORPORATE INTERESTS WITH EPHEMERAL COMMUNICATION? HOW TO FIND THE RIGHT CHANNELS? HOW TO CREATE OUTSTANDING CONTENT? HOW TO MEASURE YOUR PERFORMANCE? Together with experts from Unilever, Estée Lauder, Giesecke+Devrient advance52, Jyske Bank, and many more we will focus on these questions to find illuminating answers.

Be inspired by successful best cases and network with your colleagues.

I look forward to welcoming you to Berlin!

Jon Worth Conference Moderator

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PROGRAMME MONDAYSEP 25, 2017 08:45AM DOORS OPEN 09.30—09.45AM WELCOME AND INTRODUCTION  Jon Worth, Moderator 09.45—10.15AM KEYNOTE  Future focus: the six most powerful social media trends to come... and how brands can keep up Shivvy Jervis, Futurist

MODULE 1 INFLUENCER RELATIONS 10.15—10.45AM BEST CASE  Influencer marketing execution of Unilever global brands on local level Pavla Maríková, Unilever 10.45—11.15AM BREAKFAST 11.15—11.45AM SPOTLIGHT  The other side: the importance of authentic cooperation Sebastian Spasic, Photographer 11.45—12.15AM BEST CASE  How to integrate digital influencers into your digital strategy Kathrin Alice Fördös, Estée Lauder 12.15—01.15PM LUNCH

WORKSHOP SESSIONS 01.15—01.30PM WORKSHOPS - INTRODUCTION  Jon Worth, Moderator 01.30—03.00PM WS1  Be(come) the measurement hero — Prof. Dr. Ana Adi & Prof. Dr. Christian Heinrich, Quadriga University WS2  Data democratisation: set your data free and create passion — Ivan Bager, Siteimprove WS3  Scaling content and social marketing in Europe — Elizabeth Knights-Ward, Hootsuite WS4  Managing crisis communication on social media — Brian O‘Connor, rethink 03.00—03.30PM COFFEE BREAK 03.30—05.00PM Repetition of the Workshop Session 05.00—05.30PM Follow-up Workshop Presentation  Jon Worth, Moderator 06.00PM DINNER

PROGRAMME TUESDAYSEP 26, 2017 07:00AM SIGHTRUNNING 08:30AM DOORS OPEN 09:00AM—09.15AM WELCOME  Jon Worth, Moderator

MODULE 2 CHANNELS & CONTENT 09.15—09.45AM BEST CASE  It’s all about engagement: how Dublin Airport used social to humanise a faceless corporate Paul O‘Kane, DAA 09.45—10.15AM BEST CASE  Because infrastructure companies can be cool on Instagram too Astrit Fernández, Ferrovial 10.15—10.45AM BEST CASE  JB United: social, mobile & lots of video Lasse Høgfeldt, Jyske Bank 10.45—11.15AM COFFEE BREAK 11.15—12.15AM DISCUSSION  Snapchat and Instagram stories: corporate usability of ephemeral content.

Ineffective or an opportunity?

Prof. Dr. Ana Adi, Quadriga University Philipp Thurmann, buddybrand Natan Edelsburg, Muck Rack, Shorty Awards, Found Remote

MODULE 3 PERFORMANCE & CONTROLLING 12.15—12.45PM BEST CASE  SEO and social media — an underrated couple Zeynep Balioglu, Giesecke+Devrient advance52 12.45—01.15PM BEST CASE  Strategic monitoring: measuring success of social activities and leveraging data Tina Mellergaard Jensen, Danish Agriculture and Food Council 01.15—01.30PM SUMMARY  Jon Worth, Moderator

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MONDAY SEP 25, 2017 09.30—09.45AM WELCOME & INTRODUCTION

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5AM

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E m o T S to c O U s d N C tren Y O a i d KE RE Fl social me U powerfukeep up T U F six mosatnds can 10.1 — 5 09.4

futurist and former head of digital

content for a tech giant, Shivvy will bring six meaningful trends to life that need to be on your radar. She will also offer practical insight on how next-gen influencers are using social channels to drive a culture of consciousness. The session is aimed at sparking ideas

to help drive your own company vision and

help you not just reach but gain credibility with young target groups.

and online trends, for both corporations and consumers.

Award-winning

Futures. Shivvy immerses herself in future technologies, the digital economy

social more "human". How can companies adapt?

her work as the creator and host of a long-running online video series Digital

pe driven by digital technologies and a desire to make

of recognition including four national award nominations. She is known for

here is a revolution taking place in the social landsca-

Shivvy is a futurist and video series creator. She has received over 15 pieces

The ow br h and

MODULE 1 INFLUENCER RELATIONS 10.15—10.45AM BEST CASE  Pavla Maríková, Brand Building Manager, UNILEVER

a global brand in the long term.

Local market case studies

of Unilever brands will

show you how social media have changed

the way

influencer marketing operates at the local level while keeping in line with a global strategy.

execution of brand activations in local markets.

to building

and client sides. In recent years she has focused on digital marketing and the

Authenticity and relevance to the local market is key

with brands such as Dove, Rexona and Toni & Guy. She has more than 10 ye-

social and business domains, marketing among them.

ars‘ experience in event management and brand marketing, on both agency

hink global, act local is a phrase that applies to many

Pavla has been working for the past four years as brand manager at Unilever

Influencer marketing execution of Unilever global brands on local level

10.45—11.15AM BREAKFAST

6 7

through top influencers.

gagement and activation of audiences

social media platforms and for the en-

ge of audience management across all

Cosmetics in Austria, she is in char-

influencer manager for Estée Lauder

her current role as a social media and

portant part of her success to date. In

11.45—12.15AM

BEST CASE  Kathrin Alice Fördös,

Social Media and Influencer Manager, ESTÉE LAUDER

How to integrate digital influencers into your brand strategy

ocal and international best practices. What are the

rules? How do you find the right stakeholders

and get the desired results?

12.15—01.15PM

LUNCH

mer in Germany. His alias @AKUsepp has nearly 300,000 fans.

the potential of Instagram, is now recognised as a top Instagram-

who was one of the first professional photographers to make use of

football clubs like Paris St. Germain and FC Barcelona. Sebastian,

nationally for his work for brands like Sony, Adobe, Microsoft and

lifestyle and street photography. He is known nationally and inter-

Sebastian is a professional German photographer with a focus on

more influence. I‘ll highlight

see "the bigger picture" has been an im-

and public relations, Kathrin´s ability to

gest mistakes

marketing, and six years in social media

key

P

O T

H

With over 14 years‘ experience in digital

S L

I G T 11.15—11.45AM  Sebastian Spasic, Photographer

The other side: the importance of authentic cooperation hen looking for influencers to work with, one of the bigadvertisers make is focusing only on

traffic and follower numbers.

But more traffic and followers don‘t necessarily mean characteristics of a true

and authentic influencer.

01.30—03.00PM

WORKSHOPS WS 1

WS 2

Be(come) the measurement hero

Data democratisation: set your data free and create passion

Prof. Dr. Ana Adi and Prof. Dr. Christian Heinrich, QUADRIGA UNIVERSITY

Ivan Bager, Director of Innovation,SITEIMPROVE

Successful campaigns are accountable. That can only happen when measurement is not an afterthought but a priority, right from the planning stage. This workshop is dedicated to confirming, reformulating or refocusing your measurement. Bring your own cases and be prepared to be challenged. After all, your success relies on successful measurement, and successful measurement means happy clients.

WS 3

Data lives deep inside analysis tools or hidden behind dashboards. Providing your content contributors, editors, technicians and management with usable access to data creates the basis for a data-driven culture.

This workshop is dedicated to building the organisation and workflows needed to liberate data.

WS 4

Scaling content and social marketing in Europe

Managing crisis communication on social media

Elizabeth Knights-Ward, Content and Social Marketing Manager, HOOTSUITE

Brian O’Connor, Founder, RETHINK

In this workshop we‘ll look how to meet business objectives and overcome challenges through content and social marketing. We‘ll discuss using the right distribution channels and techniques to drive maximum ROI and how to identify the right channels for your audience. We‘ll also consider how to use your customer/audience data to drive decisions, along with understanding the nuances of the EMEA market.

In the modern communications market place the atmosphere can change quickly , it’s very important for brands to identify the nature of a communication crisis and try to find ways to deal with it. During the last two years in working with Ergo and then Volkswagen Brian has made very interesting experience in how a crisis develops and ways to behave in this situation. Find out more in his workshop.

03.30—05.00PM

REPETITION

OF

THE

WORKSHOP

SESSIO N

06.00 PM DINNER

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TUESDAY SEP 26, 2017 MODULE 2 CHANNELS & CONTENT

09.15—09.45AM BEST CASE  Paul O‘Kane,

port has created a social media presence that is engaging with a distinctive voice that helps set it apart from its peers. Dublin Airport has won awards in Ireland

both

and internationally for its social media

activities and its Twitter account has twice been named the world’s best airport Twitter feed.

communications teams of many of Europe‘s largest airports.

platform, you need to tell your story well. Dublin Air-

Communications Forum — a body that brings together the social media practitioners and

of media and whatever the

Dublin Airport’s in-house social media team. He is a former chairman of ACI Europe‘s Digital

tories are at the heart

in Ireland, Paul is responsible for all external and internal communications and also heads

It’s all about engagement: how Dublin Airport used social to humanise a faceless corporate

As chief communications officer at daa, which owns and operates Dublin and Cork airports

Chief Communications Officer, DAA

09.45—10.15AM

ehind a motorway

, street lighting

, the Gug-

genheim Museum and even Heathrow Airport, you‘ll find Ferrovial. How does the content

on Ferrovial‘s

Instagram differ from its other channels and why is this content so effective?

Astrit Fernandez provides insights.

business and working in PR roles at Edelman and BlackBerry.

Because infrastructure companies can be cool on Instagram too

sive expertise in both offline and online communications, studying international

Astrit Fernandez is head of digital communications at Ferrovial, in charge of the

Head of Digital Communications, FERROVIAL

corporate blog, web and social media. With 18 years’ experience, she has exten-

BEST CASE  Astrit Fernández,

10.15—10.45AM BEST CASE  Lasse Høgfeldt,

JB United: social, mobile & lots of video n a more and more fragmented, rapid and mobile world Jyske Bank has changed its internal commutoday editor-in-chief at Jyske Bank TV.

tv-station and internal/external communication platform: Jyske Bank TV. Lasse is

into a brand newsroom and is one of the creators of the award-winning online

in 2008 involved in the transformation of Jyske Banks communication department

Lasse is head of communications and head of social media at Jyske Bank. He was

Head of Communications and Head of Social Media, JYSKE BANK

nication

from the old-fashioned intranet to a so-

cial media universe called “JB United” — with open debates, daily and monthly tv-news

, “Jyske Tube”

(internal), blogs and an internal “freedom of the press”. The app “JB United” has revolutionised

the

internal communication and built a fan culture among the employees.

10 11

Snapchat and Instagram stories: corporate usability of ephemeral content.

Ineffective or an opportunity?

Join our panel discussion where social media experts

introduce you to

the trend of ephemeral communicatistories be used for business?

Quadriga University

Ana represents the academic perspective with her expertise in digital storytelling.

Philipp is managing director strategy at buddybrand and leads international Philipp Thurmann

brands in their social media process.

ducer of The Shorty Awards, which honours the best of social media. He gives insights into the latest trends.

Found Remote

We want to hear your opinion!

Join the discussion and share your experiences.

You

and Shorty Awards; Executive Editor,

Executive Vice President, Muck Rack

Natan is the senior supervising pro-

Managing Director Strategy, buddybrand

Prof. Dr. Ana Adi

on. How can Snapchat or Instagram

Natan Edelsburg

D I S C U S S I O N

11.15—12.15AM

MODULE 3 PERFORMANCE & CONTROLLING

is it actually business? In a fast-paced environment, not hopping on every trend-train

can be essenti-

al. Everything is focused on business relevance and impact. Let’s look at how SEO and social media work best together and contribute to commercial success.

and lobbying for digital.

industry is: how much of it is buzz and to what extent

ger she is planning and developing digital cross-industry business solutions,

he most frequent question I ask myself in the digital

ce52, the digital unit of Giesecke+Devrient. As a digital transformation mana-

SEO and social media — an underrated couple

head of online communications for the last eight years. Now she is at advan-

Manager, GIESECKE+DEVRIENT ADVANCE52

her computer science studies and MBA she worked at Infineon as global

BEST CASE  Zeynep Balioglu, Digital Transformation

Zeynep started working in the digital communications field early on. After

12.15—12.45PM

12.45—01.15PM BEST CASE  Tina Mellergaard, Head of Social Media, DANISH AGRICULTURE AND FOOD COUNCIL

ow do you measure the success of your organisadata mining and traditional storytelling.

in a constant mix between digital lobbyism,

ber of the public affairs team she operates

over 50 social media accounts. As a mem-

and responsible for the overall strategy and

at the Danish Agriculture and Food Council,

Tina Mellergaard is the head of social media

Strategic monitoring: measuring success of social activities and leveraging data tion’s social activities, when you have 50+ social media accounts and 20+ people managing them?

And how do you communicate your success to the C-suite? Tina will give you insight into her everyday work at one of the largest trade organisations in Denmark.

01.15—01.30PM SUMMARY 12

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SERVICE

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.

The 10th 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.

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 requirements in management, communications and public affairs: Quadriga University Berlin Werderscher Markt 13 D-10117 Berlin Phone: +49 (0) 30/44 72 94 00 Fax: +49 (0) 30/44 72 93 00 www.quadriga.eu

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

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

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

Conference Coordinator: Kristin Pollmann kristin.pollmann@quadriga.eu

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

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.

Registration Fax: +49 (0) 30/44 72 93 00 I would like to attend the Social Media Conference on September 25 and 26, 2017 in Berlin.

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