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Theme: Digital media = new opportunities, new challenges
Day 1: Tuesday 20th March 2012
9.00 – 9.05 Opening remarks from the Chair, Ross Monaghan, Deakin University
9.05 – 9.50 Conference keynote: We all have Influence Somewhere: The next great Social Media transformation
The earliest social metrics emphasized quantity (of followers) over quality of content and connections. In this session, Jodee Rich will discuss new methods for identifying and targeting influential people by their interests, passions and affinities, and how these create potential for deep customer relationships, greater organizational productivity and personal growth.
Jodee Rich, Founder, PeopleBrowsr
9.50 – 10.40 International Keynote: Listen, Engage, Influence
How do you help solve the critical social problems of our time? Learn how a mix of offline and online tactics can form a
comprehensive integrated marketing communications strategy that stands out among cause-related issues. How can digital
engagement drive your communication, reach niche audiences like journalists and key stakeholders, and foster behavioural
change? Hear this case study from the USA on how to extend a campaign using both new and traditional media tools
Patricia McLaughlin, Cause Communications and Social Marketing Specialist, USA
10.40 – 11.20 Morning break
11.20 – 12.00 Twitter: gateway to the conversation
Twitter isn’t for everyone; but those who use Twitter drive the conversation because Twitter feeds into other social networks and the mainstream media (Journalists love Twitter for story ideas and quotes). In the first ever analysis of Australian Twitter users and what they Tweet about, Douglas will discuss:
- The top 3 Aussie Twitter archetypes
- How you can engage them
- The good, the bad, the ugly: what people Tweet about
- How you can become a leader in your category
Douglas Nicol, Director, The Works
12.00 – 12.40 Panel session: The biggest lessons from digital communications
The panel will discuss the biggest lessons (good and bad) from digital & social media
Douglas Nicol, Director, The Works
Jodee Rich, Founder, PeopleBrowsr
Patricia McLaughlin, VP, Communications, American Legacy Foundation
1.35 – 2.05 ONLINE PR & SOCIAL MEDIA: Extending the news cycle
In the new media world of instant news and 24x7 publication, where professional journalism competes with bloggers (professional and amateur), where everyone Tweets, where “lunchtime is the new primetime” and where seemingly trivial photos (frog riding on a snake) draw huge audiences, how can online PR extend the news cycle and influence traditional news (TV, radio, print)?
Andrew Giles, National PR Manager, Canon and Hannah Law, Director, Switched On Media
2.05 – 2.35 How PR practitioners are embracing the web
The web offers opportunities for engaging with a global network of PR suppliers; in this presentation David will talk about how companies are building global teams over the web
David Harrison, VP of Engineering, Freelancer.com
2.35 – 3.05 Stories people share and why they share them
Insights from one of Australia’s leading digital publishers
Andrew Hunter, Head of Network, ninemsn
3.05 – 3.30 Afternoon tea/coffee
3.30– 4.00 REPUTATION KILLERS: how outrage becomes very big (very quickly) on the web
The new tools of the web like Twitter and Facebook give power to the people; outrage can suddenly become a Twitter hashtag, which then becomes a campaign attracting 10,000+ followers. From #QANTASLuxury to sponsors withdrawing from Kyle Sandlilands radio show (with some sponsors announcing this via Twitter), Tony will show how quickly online outrage can damage your reputation.
Tony Robertson, Communications Director Australia, Change.org
4.00 – 4.30 The Huffington Post and the Blogging Revolution
The Huffington Post changed the way the professional media viewed journalists by embracing bloggers; changing the sourcing and publication of news, analysis and opinion. In this presentation, Trish offers her personal perspective on what it’s like working for HuffPo, and how the news and current affairs dynamic might change with the arrival of HuffPo Australia.
Trish Mitchell, Journalist and Blogger, The Huffington Post
4.30 – 5.10 Reputation and issues management: Panel session Q&A discussion
The panel members will discuss their experiences managing reputation and issues management, and the challenges brought by the web and mobile web: from online monitoring to engagement; ensuring an issue doesn’t become a crisis, and what to do if it does.
Tony Robertson, Communications Director Australia, Change.org
Karen Eck, Managing Director, eckfactor
Tracie Walker, General Manager Corporate Affairs & Sustainability, KMART
Kate Ferguson, Associate Director, Corporate & Issues Management, Edelman
Day 2: Wednesday 21st March 2012
9.00 – Opening remarks from the Chair
9.00 – 9.40 Opening keynote: The PR story behind the cuddly dog story
In this presentation DEC and Mars will discuss the impact of their work for the 2011 PEDIGREE Adoption Drive which featured extensive new media integration and engagement (including Facebook, Twitter and the ‘Dog-A-Like’ App) with traditional media PR/influence (broadcast, print, online). Most importantly, the 2011 campaign was the most successful ever in terms of the number of dogs that were found new homes via the campaign, and this was the first year that the campaign had no paid-for TV ‘above the line advertising’.
Michael Henderson, Chief Executive Officer, DEC Public Relations, and Mars Petfood
9.40 – 10.20 New Media holy grail: Branded content drives business outcomes
Case study: web TV for the Financial Planners Association
The web is an affordable communication solution and you control the content. evoTV launched the second series of its 6-part reality web based TV show on the financial planning industry, No More Practice 2. In Late 2011, with the industry in a state of flux and Government regulations creating uncertainty, the show was aimed at informing and educating Financial Advisers; helping them grapple with the growth and change in the industry.
Vanessa Stoykov, Publisher at evo TV and Founder, Evolution Media
10.10 – 10.40 Build an online community of friends
beautyheaven is an online community where members are empowered to create their own profile, review products, interact with the editors and other members and contribute content. In a world where web forums or groups are often ruined by anonymous comments and defamatory comments, Jackie will show you there is a way to have intelligent, well behaved and quality online conversations.
Jackie Maxted, Publisher & Editor, BeautyHeaven.com & Beautydirectory.com.au
10.40 – 11.10 Tea/coffee break
11.10 – 12.10 Creating your own content
Reaching Gen Y and Gen Z through content
Viewers on content platforms are sky rocketing, and younger audiences will search YouTube before they watch traditional broadcast TV. Content platforms offer PR practitioners great opportunities to reach new audiences. If you don’t have the skills or equipment (or time) to create your own content, what options do you have? How do you create content with PR sensibilities?
Adam Cubito, Co-Founder, Perfeckt and Dan Ilic, Founder, Downwind Media
12.10 – 12.40 Corporate communications that create value
Blogging has created a new dynamic; consumers have access to information, and simply being an “information broker” is no longer enough; in this case study, Lyndsey offers suggestions as to how corporate communications practitioners can use the web to add value and engage audiences with new and relevant information.
Lyndsey Douglas, PR & Communications Manager, Ray White Group
1.30 – 2.10 The rise of China and the Chinese diaspora in Australia
No Facebook in China? OMG!
Facebook has 800 million subscribers – but zero in China. To be an effective communicator, you’ll need to understand the complexities of reaching diaspora groups and non-English speaking audiences, and what cultural differences mean in the online world.
This presentation includes a case study about reaching the Chinese community in Australia, and the big growth market of China itself
Andrew Collins, Founder, Mailman Group
2.10 – 2.45 The viral video challenge!
What are the most popular viral videos? Kittens or Puppies? You decide !
In this closing keynote session, Chris will challenge delegates to vote on the most popular viral videos on the web. From cute cats, a child biting his baby brother, to a song about how an airline company broke a singers guitar, Chris challenges the orthodoxy of the social media “gurus” and provides delegates with suggestions on what makes a viral video hit.
Chris Quigley, Founder, Viral Ad Network
2.50 – lucky door prize – conference finish
2.50 – 3.20 afternoon tea/coffee & networking for those who want to mingle and network
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