Online Communication

Online Communication

Decoding the Digital Revolution – Trends and Tools in Corporate Communication

www.online-communication.eu

22 / 23 October 2009, Amsterdam

Q UADR IGA UNIV ERSIT Y OF AP P L IED SC IENC E S

Online Communication

Decoding the Digital Revolution – Trends and Tools in Corporate Communication 22 - 23 October 2009, Amsterdam

INTRO DECODING THE DIGITAL REVOLUTION – TRENDS AND TOOLS IN CORPORATE COMMUNICATION

Our current age has often been described as the age of Information. In the last few years, the internet has established itself as one of the primary sources of information and knowledge, thus rendering online communication more important by the day.

The Web 2.0 Revolution has rendered the production, sharing and distribution of information accessible to every Internet user, and has therefore fundamentally changed the way we perceive communication as a whole, as well as the way in which corporate communicators design their messages. When announcing a change, companies worry about how bloggers will react. In the face of a crisis, they check whether videos are already on YouTube. Organisations write social media releases as well as press releases, they twitter and keep up-to-date online profiles. Despite this, communicators have the sound impression, which is probably justified, that they are still missing out on something.

As a university dedicated to the post-graduate education of high-level communication professionals, the Quadriga University sees it as its function to reflect on this reality, analyse the tools and trends available and help communication professionals make sense of this brand new world of communication.

The first international Quadriga University conference, organised in cooperation with Communication Director magazine, will showcase the necessary toolkit to deal with online communication methods and social media, as well as how companies and organisations can profit the most from the dialogue that the new forms of communication generate with both former audiences and new publics, without ever abandoning an integrated approach to corporate communications.

We are looking forward to a thought-provoking and inspiring conference, and would be delighted to welcome you in Amsterdam.

————————————— Prof. Peter Voß President, Quadriga University of Applied Sciences

C O N F E R E N C E

O N L I N E

C O M M U N I C AT I O N| 3

4 | C ON F E R E N C E

O N L I N E

C O M M U N I C AT I O N

E SSAY W EB 2.0 AND ONL INE COMMUNIC AT ION – R E VOLUT ION, E VOLUT ION

—— In the summer of 1991, an information technology consultant named Tim Berners-Lee shared a memo on a project he was working on at the European Organisation for Nuclear Research (CERN), which aimed to “allow links to be made to any information source anywhere”. In August 2009, the World Wide Web, as he called his project, celebrated its eighteenth anniversary. In most western countries, coming of age is celebrated at the age of 18, which is when teenagers enter adulthood: in the 18 years since its inception, the Web has become the dominant form of mass communication.

Web 2.0, or the Relational Internet – a short timeline On January 1996, Larry Page and Sergey Brin developed the BackRub search engine, which ranked search engines in order of how many back links from other websites pointed to them.

The search engine, which would later grow to become Google, changed the way the internet worked forever, as well as the way in which websites were used, conceived and programmed. But, most of all, it introduced a principal of hierarchies established by cooperation and mutual reference, a principle most will agree is one of the key features of the Web 2.0.

Weblogs, an expression coined by Jorn Barger in 1997, were born as personal websites with frequent actualisation and on January 1999, 23 of them existed. Later in August that year, Blogger was born, making it easy for anyone with access to the internet to start their own blog. By July 2004, over three million blogs had been created.

The launch of Wikipedia in 2001 further reinforced the principle of a commonon knowledge base that feeds on the generosity of its individual contributors, their sincere drive to share their knowledge, and their willingness to take responsibility for their articles and those created by others, to correct wrong information and discuss controversial sunjects.

On December 2004, Digg, the first digital bookmarking service

was created, allowing users to carry their bookmarks wherever their virtual steps took them and share these with others, adding a hierarchy, a separation by subject in order of importance, and commenting on their relevance and interest.

Facebook, which has now more than 250 million users worldwide and was recently ranked as the world’s most used social media network, was born in a Harvard University dorm room in 2003, allegedly while Mark Zuckerberg tried to get an ex-girlfriend off his mind. Today, the platform is increasingly accommodating more sharing and posting possibilities and well-kept profiles can be similar to micro blogs, though even easier to maintain. If the website were a country, it would be the sixth largest in the world by population.

However, despite all of those who claim that Web 2.0 has introduced a dramatic change, most will agree that many of the technological tools used in Web 2.0 websites are not fundamentally new or especially innovative, with most of it consisting of relatively basic programming. What, then, is new or different?

The enlargement of the public sphere – a habermasian revolution?

As Mark Poster puts it, “The question that needs to be asked (…) is this: are there new kinds of relations occurring within it which suggest new forms of power configurations between communicating individuals? In other words, is there a new politics on the Internet? One way to approach this question is to make a detour from the issue of technology and raise again the question of a public sphere” (Mark Poster, Cyber-Democracy, Internet and the Public Sphere).

The enlargement or re-establishment of the public sphere provides the main argument among academics who see the recent developments in the Internet as a major revolution. They argue that what has really changed with the advent of Web 2.0 is the new possibility of concretisation of a classical public sphere as C O N F E R E N C E

O N L I N E

C O M M U N I C AT I O N| 5

PR PROFESSIONALS EXPECT A TREMENDOUS BOOST FOR ONLINE CHANNELS

I N T E R A C T I V E C H A N N E L S R E L E VA N T F O R P U B L I C R E L AT I O N S

Online Communities (Social Networks)

69.1

+1.3

55.4 24.8

+0.1 49.4

RSS feeds

20.0

Podcast (Audio)

+2.4 40.5

14.0

-2.8 -4.6

38.7

Microblogs (Twitter)

14.0

Wikis

-15.2

43.9

12.2 21.8

Virtual worlds

7.7 0%

10%

20%

30%

40%

50%

60%

70

80%

Importance in 2010

defined by the German philosopher Jürgen Habermas, which was seen to have degraded and eroded in the last few decades, with several scholars even arguing it to be “on the verge of extinction” (First Monday).

“Because the public sphere depends on free communication and discussion of ideas, as soon as your political entity grows larger than the number of citizens you can fit into a modest town hall, this vital marketplace for political ideas can be powerfully influenced by changes in communications technology” (Howard Rheingold, Disinformacy, The Virtual Community).

Following the classical theory about the bourgeois public sphere, three aspects dictated its importance for the democratic, rational society. Firstly, Habermas sees the public sphere as formed through discussion, possibly mediated. So, it is not the physical structure of the Forum or the eighteenth century café is the main constituency of the public sphere, but the act of discourse itself, discussion per se. Second, it is stated that this new space for discussion represents a possibility for those previously excluded from public opinion making to enter this discussion. And lastly, as both a consequence and a condition for the former, ideas in the public sphere are considered on the basis of their merits, not the social standing of its speaker (Habermas, The Structural Transformation of the Public Sphere) O N L I N E

+7.0

69.8 28.9

Weblobs

6 | C ON F E R E N C E

+11.6

32.8

Online Videos

Importance today

INCREASE COMPARED TO AVERAGE

C O M M U N I C AT I O N

The habermasian theory of the public sphere has of course been subject to much criticisms and reformulation, and whether it should be applied to online communication at all is a contested idea.

One of the main arguments of those who are against the idea of Web 2.0 communication as a new form of public sphere is that most Web 2.0 users do not use the internet as a place to engage in discussions on matters of public relevance, but to exchange useless information and share irrelevant content.

Among the critics are those who see the use of Web 2.0 tools as a phenomenon that will soon fade and is limited to certain technologically-savvy groups.

However, the public prominence of the private is not a new phenomenon, as tabloid newspapers and society magazines prove today, and the publication of diaries and letters of prominent citizens has shown in the past. What is new is that a different segment of the population is now being allowed what was formerly only allowed for prominent citizens – which would suggest that this evolution pushes towards the Habermasian public sphere. Furthermore, through the possibility of commentary and exchange, these discussions about private topics frequently touch on discussions of public matters – relations between men and women, government policies, fashion

trends or cultural phenomena. Web 2.0 conversations often have a very flexible border between what is public and what is private – in this way, they are no different from ‘real life’ dialogues. Taking, for example, blogs: most bloggers write about an average of five different topics, including personal news as the most popular category, which however is closely followed by news at 42 per cent, politics at 35 per cent and business at 27 per cent, all of which are classic ‘public’ themes (Source: Technorati: state of the Blogosphere 2008).

It is not the purpose of this essay to discuss whether what we have in our hands is an extension of the public sphere or whether the public sphere has or will relocate entirely into the online realm. But it is impossible to deny that a public conversation is taking place online and shows no sign of decreasing or regressing. As a consequence, those who wish to enter public conversations and be perceived by the public in general have to consider these conversations as well as the tools used to convey them and the structure that underlies this dialogue.

and share more content, these numbers simply cannot be ignored. The last European Communication Monitor shows that European professionals acknowledge the challenge and expect a tremendous boost for online channels, especially in social networks and online videos. 45 per cent of European professionals see coping with the digital evolution and the social web as one of three most important issues the Public Relations industry has to deal with.

However, acknowledging the importance of social media does not mean that your company has to participate in each and every conversation and subscribe to the latest tools. Chances are that companies who have heavily invested in Second Life have a sorry tale to tell about this. Jeep.com has built an online community in the US, as have KLM and Air France in Europe, however with very little success so far. In online communications as generally in public relations, a great budget will not replace a sound strategy.

Alcoa, Amazon, Daimler, General Motors, McDonald’s and Cadbury’s, to quote a few examples, all have blogs, some deWeb 2.0, Online Communication and PR dicated to news about the corporation, some focusing only on Has technology changed the way we communicate or has the one specific subject. Coca-Cola, Nutella, Starbucks and Pringles way we communicate changed technology? Or, in other words, are examples of brands that have highly successful fan pages did the technological advancements initiated by Silicon Valley on Facebook, with Coca-Cola being the only brand to make it to innovators really shaped how we communicate today or have the top ten, a listing it shares with Barack Obama, Vin Diesel, they mostly succeeded in translating a present societal impulse the popular activity of sleeping and the popular outcry of “I into programming language? need a vacation”.

The very recent past is difficult to analyse, and we wish neither Some of these examples are successful; some have not yet to ask whether the chicken or the egg came first nor discuss managed to achieve popularity. Corporate Twitter accounts are the fundamental tenets of historical materialism. But looking created every day, but at least as many are discontinued with at the classic PR handbooks, we can see that even before the a similar frequency. Communication professionals have to find idea of corporate blogs or twitter accounts had been suggested, which Web 2.0 tool work for them, if any, to which extent they experts have long argued that corporate communication has can enter and foster dialogues, what works and what does not. entered an age in which it must not only communicate for the Is MySpace only for bands and artists? Should your company public but also communicate, dialogically and on equal ground, have a Facebook account? Do you really want to blog? Who with the public. will do it and on which subject will they write? How do you find Simultaneously, companies have always tried to establish a diathe right balance between authenticity of the blogger and the logue with their communities. Even small, company’s meslocally focused companies watch closely sage? How do you over their headquarters and environment, set the tone? How “The technological tools used in Web sponsor sports and cultural activities, take do you listen and action and engage in dialogues with the lohow should you 2.0 websites are not fundamentally cal community, especially if they perceive react to what you risks to their reputation and acknowledge listen? new or especially innovative” this reputation as important for the sucAll over the world, cess of their business. companies, schoIf the public sphere, or at least part of the lars, politicians public sphere, is deeply into online discussions, then entering and individual users are realising the potential of the social into dialogue with these publics means at least acknowledging web and trying to figure it out. The most common mistake is and if necessary reacting to these conversations. To take just to do it solipsistically, instead of looking at what your stakeone example, the Technorati Report of 2008 reveals that a holders are saying and what could be meaningful for them. majority of bloggers post product or brand reviews frequentOne of the best definitions of the Web 2.0 is the buzz-word ly (37 per cent) or occasionally (45 per cent). If you consider ‘free definition’ by Mike Elgan for Information Week: “Web the 133 million blogs that have been indexed by this popular 2.0 is all the Web sites out there that get their value from the blog popularity index, that millions of others use different tools actions of users”. For the PR industry, this means that Public and websites such as MySpace, Twitter, or even Facebook to Relations 2.0 will mean that value, both for the company and voice their opinions, with all of the Social Media platforms and its stakeholders, is created by public discussion via dialogical networks introducing innovations that allow users to introduce communication.

C O N F E R E N C E

O N L I N E

C O M M U N I C AT I O N| 7

1 0 RUL E S F OR E NGAG ING I N T HE S O C IAL M E DIA C ONV ERS AT ION

1

Question

2

Prepare

No more what the hype says and whether or not your boss thinks your company needs to do a little more of that „social media stuff“, question what is meaningful for your strategy (and, in fact, whether any social media activities are meaningful). If your company deals in weapons, it is probably not a good idea to boast a new government contract with one of the poorest African countries on Twitter. All the same, a fan page on an insurance product will not be the most popular feature on Facebook and those You Tube videos on the wonders of plastic surgery may not get you the most positive attention. So, before you do engage in Social Media, make sure to question every step and tool at least twice and make sure one of those is through the glasses of prospective users.

You are tempted to think that, if you start blogging about great recipes consumers can use the chocolate you produce with, your public will be mostly constituted by savvy housewives and entail none of those nasty activists who worry about how much you pay your cocoa producers? Wrong. Deal with your issues before engaging in online conversations, prepare your answers to difficult questions and make sure to train all of your employees who will be entering the Web 2.0 world in your company’s name in these same issues. If you find there are issues that would be too complicated or too sensitive, or that there is criticism your company does not have an answer to, go back to point one and ask yourself if social media is the thing for you.

8 | C ON F E R E N C E

O N L I N E

C O M M U N I C AT I O N

3

Plan

4

Monitor

5

Be authentic

Given that Social Media is mostly about dialogue with your stakeholders, there is only so much planning you can do - but this is no excuse not to plan at all.

Because you will be engaged in conversations, and because it is easy to get lost and overwhelmed in these conversations, it is important to have a strategy that you can refer to, and predefined goals that can help you decide, at any given moment, which action (including non-action) would be most effective.

Also, planning will help you to stay realistic about the resources that engaging in Social Media will require. If you are just starting to use Social Media, a good rule of thumb is to multiply your original budget prediction by two - if this is more than you can afford, redefine your strategy or go back to point one: is Social Media the thing for you?

The fact that you, after careful consideration, have only decided to go for a blog (as Twitter is not your thing and your employees spend too much time on Facebook or MySpace as it is), does not mean that you don’t have to monitor all other Social Media websites. Reactions to your activity in one of the communities could come from all sides. Be it by hiring an agency or making use of different, free of charge web tools, make sure that you have all bases covered.

Do you know when you are trying to speak to someone in a service line and you have explained your problems four times to four different persons and you still keep getting the same formatted answers that simply don’t match what you are asking for? Or, on a second note, how long would you talk to a person that sounded like a briefing from your Marketing department if you were at a party? Which way of escape would you favour? Participation in Social Media requires you to make the best out of your social skills and, even if you are doing for your company, spice it up with a bit of the real

you. Defining how much of the real you is required is a learning process, even if most of us do have a pretty sensible notion of how much is too much. In authenticity as with everything else, it also helps to have rules and set boundaries. Even if they may sound restrictive when you first hear of the idea, clear boundaries will leave everyone more at ease to engage in the conversation.

Looking for an example? Have a look at the exemplary guidelines at the BBC which you find at their website.

6

Dont be all 1.0 about it

Looking at Twitter it is easy to see who is engaging in conversations, because links, replies and retweets are all highlighted in blue, and the rest of the content is written in black. Now look at the corporate Twitter accounts you know. Are they filled with black text? If so, perhaps that company chose the wrong medium? Or they claim that no one reacts to their tweets (If they try to start conversations, they will see that people can, and do, react)? Or their company just does not have the time to participate in all of that noisy back and forth? Perhaps they should have chosen a different medium.

The same is valid for blogs, even those without a comment function. If you don’t have the time to read what others are writing, react, reply and link relevant content, then you are not engaging in a conversation, you are just wasting your time.

7

React / Don’t React

If you are in your building’s elevator and somebody says “good morning”, it would be rude not to reply. If a colleague sends an e-mail with feedback on your work, it can be useful to consider it, and it is usually wise to react. If someone offers you a drink in a bar, reacting is a matter of choice (as is acknowledging it). And if someone shouts something offensive at you as you walk down the street, it is probably wise to ignore it. Social Media provides us with the same options: being a part of a conversation does not mean you have to react every single time. Other Social Media users have

time constraints as well (even if some are able to hide it well), and offensive approaches do not usually deserve your reply, in most cases. In social media as in life: you choose your fights.

8

Kiss and Tell

You found something really funny? There is an application you think is great? A post you fully agree or disagree with?

There is one contact in your address list who you think could be right person for the company of a friend who claims to be looking for a new Communication Director? Links and recommendations are the currency in social media. But be a wise linker: if you link to everything, your readers will stop following your links, rendering them worthless.

9

Be coherent

The goals of your social media strategy must match the goals of your overall communication strategy, both internally and externally. Keep in mind all different publics and how they may react to the message you are conveying and formulate it accordingly. Avoid boosting about great revenues if you are letting down staff and be careful about content that can be misunderstood in other cultural contexts. Of course there are only so many issues communication can address and deal with, but why create new ones?

10 Evaluate Finally, keep evaluating how you are doing. Do you recognise your company in the quality of what is being published? How is the feedback? What are the numbers? How is it affecting your reputation? And every time you evaluate, question: your tools, your resources, your message, your strategy.

C O N F E R E N C E

O N L I N E

C O M M U N I C AT I O N| 9

CONF ER ENC E SP EAKERS

Marc-Oliver Voigt

Jeremy Cohen

Editor in Chief Communication Director

Founder Openhands Consulting

Marc-Oliver Voigt has been the Editor-inChief of the European magazine Communication Director since August 2006. He also heads the monthly German communications magazine Pressesprecher, a position he has held since December 2006.

Before joining the publishing company Helios Media, Mr. Voigt worked as a journalist for different newspapers including, amongst others, the Financial Times Germany.

Jeremy Cohen is the Founder and CEO of Openhands Consulting, Soapbox TV, thebridge.com, and Co-Founder and President of Smart Girls LLC. Following more than 10 years in senior corporate Brand and Communications roles in companies such as Shell and Philips, he is a respected thinker and trend watcher in the field of new media.

Andre Manning Vice President and Global Head Philips External Communications Philips Andre Manning joined Royal Philips Electronics in 1994. Since that time he has held various international managerial communications positions within the company, in Amsterdam, the US and in Prague where he helped to build up a Philips communications network in the emerging Central & Eastern European market.

Jürgen Zimmermann Head of Corporate Media SAP Jürgen Zimmermann is responsible for the corporate media department at SAP, including consumer media, internal media, the intranet and the internet. He has been with SAP since 1998, and has held a variety of positions both in corporate communications and related fields. Before joining SAP, he was responsible for Online PR at Allianz.

10 | C O N F E R E N C E

O N L I N E

C O M M U N I C AT I O N

Claus Moseholm Co-Founder GoViral Claus Moseholm has 12 years of experience within media, advertising and communication in the EMEA region. He holds a master‘s in Economics and has been involved in several media start-ups before he co-founded GoViral. GoViral is the European market leader within viral and branded content distribution. With offices in 4 key markets, the company plan and distribute panEuropean and global campaigns for a broad range of international advertisers. Goviral have launched campaigns in the Netherlands for, amongst others, Philips, Mini and Shell.

Han van der Zwan CEO TRimedia Netherlands Han van der Zwan has a strong background from both an agency as well as a business perspective. At PR agency TBWA he worked for a number of high profile companies such as Philips, VNU/Array Publications and British Telecommunications (BT).

Jean-Paul Chapon

Meg Pickard

Internet and Intranet Coordination Alcatel-Lucent

Head of Social Media Development Guardian

Jean-Paul Chapon coordinates AlcatelLucent‘s internet and intranet, and has been responsible for the full reorganisation of the company‘s internal online tools, designed to take advantage of all Web 2.0 resources. He is also the author of “Paris et sa Banlieue”, a popular blog on the city of lights and its suburbs, hosted by French Newspaper Le Monde.

Meg Pickard has been working in New Media for over a dozen years, mainly in creative roles for media companies. She curently works as Head of Social Media Development at the Guardian, where she is responsible for working with journalists, technologists and users to develop and manage new social web strategies and experiences for the newspaper.

Tomas Jensen

Roland van der Harst

Director of Comunications EMEA Microsoft

Head of Digital Campaigning Amnesty International

Tomas Jensen directs Microsoft‘s communication efforts in the Middle East and Africa. Based in Istanbul, the communicator covers an area of over 20 countries with a wide variety of cultures and languages. He joined Microsoft Germany in 1998.

Geert Lovink Professor University of Amsterdam

Roland van der Harst has worked in online marketing at Amnesty International for 3 years. He is also the founder of goyourownway. nl, a travel website, and has great experience in the NGO sector, having been formerly employed by the Dutch Cancer Society.

Jon Worth Atheist Bus Campaign

Geert Lovink is a media theorist and activist. After graduating in political science from Amsterdam University, he worked as an independent critic, producer, publisher and radio-maker. He is the founder of numerous Internet initiatives, as well as an organiser of conferences, online forums, publications and projects such as community Internet providers, mailing lists and media laboratories. Over the last two decades he has lived and worked in Berlin, Budapest and throughout Central and Eastern Europe as a teacher of media theory and a supporter of independent media and new media culture. He was an editor of the new media arts magazine Mediamatic (1989-1994) and is a member of Adilkno, who have had two books translated into English: Cracking the Movement (1994) and The Media Archive (1998).

Jon Worth is the webmanager of the Atheist Bus Campaign (www.atheistbus. org.uk), one of the most successful NGO online campaigns in the UK over the last 12 months. 800 buses on the streets of Britain were emblazoned with the slogan “There‘s probably no God. now stop worrying and enjoy your life.” The campaign, which started amongst political bloggers, subsequently became a Europe-wide phenomenon, with atheist campaigns being run from Helsinki to Malaga, Manchester to Pescara.

C O N F E R E N C E

O N L I N E

C O M M U N I C A T I O N | 11

P R O G RAMME T H UR SDAY 15:00 – 15:15

17:15-18:00

Opening Statement

Case Study

Marc-Oliver Voigt

Integrated Online Communication: Using Web 2.0 in Internal Communication How can organisations benefit from new developments in internet technology in their own internal communications? The internal communication at Alcatel has just undergone a major transformation to make sure that no potential participation is wasted.

Jean-Paul Chapon, Director of Corporate Internet, Alcatel-Lucent

15:15 – 16:00

Background The Web 2.0 Revolution What has Web 2.0 fundamentally changed? What does it mean for how we communicate, and what are the consequences of this evolution for society?

Dr. Sonja Utz, Vrije University of Amsterdam

Case Study

Module 1 Integrated Online Communication – from the Website to Social Media

16:00 – 16:45

Case Study Integrated Online Communication: Global External Communications How does one of the world’s largest corporations, working with a popular consumer brand, business to business solutions and a significant share in the health sector plan its global external communications? How are online resources used to convey its message?

Andre Manning, Vice President and Global Head Philips External Communications,Philips

16:45 – 17:15

Coffee Break

12 | C O N F E R E N C E

O N L I N E

18:00 – 18:45

C O M M U N I C AT I O N

Internal Communications in Times of the Generation Y: Web 2.0 in corporate communications Blogs, Podcasts, Online-News, Tweets, Wikis and many more new formats are part of the daily life of the Generation Y, in their private as much as in the office. This changes the landscape of corporate communications dramatically. Jürgen Zimmermann will show in his presentation, where the opportunities and the boundaries are as well as how the new ways of online communications affect the communications strategy. By showing an overview of the online channels used in SAP globally he will share his experiences along examples, benefits and limitations of the Web 2.0 tools.

Jürgen Zimmermann, Head of Corporate Media, SAP

19:30

Dinner Dinner Speech: How to approach the Online Community – a report from both sides of the wall A very well-known blogger, Meg Pickard, is also the Head of Communities and User Experience at the Guardian and part of a network of PR friendly blogs. A creative geek, as she describes herself, she will report from both sides of the wall and give you a provocative, fresh account of how to communicate with the online community – as well as how not to do it.

Meg Pickard, Social Media Anthropologist, Head of Communities and User Experience, Guardian

P R O G RAMME F R IDAY

Module 2

management of an organisation‘s reputation online.

Han van der Zwan, CEO, Trimedia Netherlands Haarlem

Trends and Tools in Online Communication

Viral Marketing and Branded Content Distribution Some online campaigns run themselves: users share their content voluntarily and are happy to participate. Other similar campaigns fail drastically. What dictates the success of a viral campaign? What do the most successful ones have in common?

Claus Moseholm, Founder, GoViral Rotterdam

09:00 – 09:45

Case Study Changing the World on a Small Budget – Web 2.0 at Amnesty International NGOs were among the first to use Social Media tools for online communication. Their innovation-savvy audience gives them room for creativity, and they can achieve a lot on a small budget.

Roland van der Harst, Martijn van Es, Amnesty International

12:30 – 13:30

Lunch 13:30 – 15:00

09:45-10:30

Case Study Profiting from the Online Community: an Overview of Recent Trends A former Director of Communication at Shell, Jeremy Cohen is a well-known specialist in digital communication. He will look at the recent evolution in the usage of Web 2.0 tools in corporate communication, with real-world success-stories and trends.

Jon Worth, Partner, techPolitics

Workshops Social Networks as a PR tool – Koepelzaal Online PR and Reputation Management – Haarlem Viral Marketing – Rotterdam

Module 3 Decoding the Digital Revolution

10:30 – 11:00

Coffee Break 11:00 – 12:30

Workshops Social Networks as a PR tool What should you consider before starting your own community?

How can organisations use the most popular social media websites in their communication? This workshop will cover all options, showing what works through practical exercises.

Eryk Verhagen, Head of Digital, Trimedia Koepelzaal Online Public Relations and Reputation Management How can you manage your online reputation? Which tools can you use? How can you react when it is under attack? Han van der Zwan will lead the participants through the steps required for the

15:00 – 15:45

Wrap-Up Session Online Communication at IBM: Decoding the Digital Revolution To conclude the conference, Ian McNairn will share with us the work being done at online communications at IBM, his personal insights and future trends that look set to take over as significant communications tools in the next year.

Ian McNairn, Program Director for Web Innovation and Technology;IBM

15:45 – 16:00

Closing Statement Marc-Oliver Voigt C O N F E R E N C E

O N L I N E

C O M M U N I C A T I O N | 13

SERV IC E

Host

Location

Quadriga University of Applied Sciences

Park Plaza Victoria Amsterdam Damrak 1-5 1012 LG Amsterdam Netherlands

The Quadriga is an international graduate school for Communication and Public Affairs located in Berlin, Germany. It offers MBA and master‘s programmes for high-level professionals eager to advance their careers through interdisciplinary, practiceoriented education.

Quadriga’s comprehensive interdisciplinary structure provides an education that helps students meet the demands facing a modern communications manager in business and politics.

Three departments - Corporate Communications, Management & Economics and Politics & Public Affairs - work together. The four driving forces - network, practice, individuality and internationality – give students a good foundation to help them successfully climb the career ladder after graduation.

For more information on the Quadriga, please visit ww.quadriga.eu.

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, and feel free to contact us should you not receive one within 24 hours.

14 | C O N F E R E N C E

O N L I N E

C O M M U N I C AT I O N

For more information on Accommodation options and activities in Amsterdam, please visit the “Service” section of our website under: www.online-communication.eu

Registration Queries: Dennis Schultz dennis.schultz@online-communication.eu

Contact Rita Dantas rita.dantas@online-communication.eu Quadriga University of Applied Sciences Friedrichstraße 209 10969 Berlin Germany Tel: +49 (0) 30/44 72 95 60 Fax: +49 (0) 30/44 72 93 00 www.online-communication.eu info@online-communication.eu

Registration Fax: +49 (0) 30/44 72 93 00 I would like to attend the online communication conference on the 22nd and 23rd of October in Amsterdam.

I am not a member of the European Association of Communication Directors and do not wish to apply for membership this time.

Conference Fee: 1160 Euro*

Terms and Conditions 1. Discounted Prices Quadriga grants discounts on the listed prices for respective conferences for: Members of the European Association of Communication Directors and other partner associations. Subscribers of our media partner Communication Director magazine are also designated to 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.

I am a full member of the European Association of Communication Directors OR I would like to become a full member of the European Association of Communication Directors (annual membership fee: 140 Euro**) and hereby oficially apply for membership.

Conference Fee: 940 Euro* I am a subscriber of Communication Director magazine OR I would like to become a subscriber of Communication Director (annual subscription: 120 Euro) and hereby order an annual subscription Conference Fee: 940 Euro* company name/surname position

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 charges * 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 3. Cancellation and changes Quadriga reserves the right to cancel or to reschedule seminars’ 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.

address city telephone/fax e-mail

date

signature

Alternative Billing Address

Yes

No

company name/surname vat number (if applicable)

* Included in the participant’s fee is access to all parts of the conference programme, as well as meals ansd coffee breaks. Prices do not include VAT. **excl. VAT; please see conditions of membership on www.eacd-online.eu

4. Place of Jurisdiction Berlin.

register online at: www.online-communication.eu C O N F E R E N C E

O N L I N E

C O M M U N I C A T I O N | 15

www.online-communication.eu