Welcome & Opening Remarks
State of the Social Nation
Vice President of Insight, Delvinia Interactive
Speaker biography coming soon.
Director of Emerging Media + Trends, Delvinia Interactive
Speaker biography coming soon.
Join Amy Sullivan, Vice President of Insight, and Randy Matheson, Director of Emerging Media and Trends of Delvinia for a state of the nation report on social media usage in Canada. Drawing on freshly minted data from the AskingCanadians research community, Amy and Randy will share the latest stats on consumer engagement with social platforms. Learn what Canadians are doing, why, and how often, and gain valuable insights into how social media is changing Canadians’ purchasing behaviour and their relationships with brands.
How to Build Trustability from the Ground Up - Global Insights from the C-Suite
Martha Rogers Ph.D.
Founding Partner, Peppers and Rogers Group
Recognized for two decades as one of the top business thinkers on customer issues, Dr. Martha Rogers brings to this session the research and thinking based on her new book written with Don Peppers, Extreme Trust: Honesty as a Competitive Advantage. Catapulted into social networking and interconnectivity, your customers are fast ensuring that the world they live in with you in a transparent one, at least where you're concerned. Suddenly, your company doesn't get to control what's said about yourself; what others say about you matters far more than your branding and ad efforts. Now it's about customer experience, customer relationships, and the trust that makes those relationships measurably valuable to company and customer. In this presentation, Dr. Rogers will provide insight into how global executives think of social and business channels, implications for on-the- ground marketers and social media managers in Canada, and how you can start building trustability within your organization from the ground up.
Recognized for well over a decade as one of the leading authorities on customer-focused relationship management strategies, Martha Rogers, Ph.D., is an acclaimed author, business strategist and a founding partner of Peppers & Rogers Group, the world's premier customer-centered consultancy. Business 2.0 magazine named Martha one of the 19 "most important business gurus" of the past century. The World Technology Network cited her as "an innovator most likely to create visionary 'ripple effects'." And in 2008, the Direct Marketing Association asked Martha to serve as Honorary Governor, noting that her contributions to the direct marketing business, and her name "symbolize ECHO excellence." Martha's counsel and insight are regularly sought by Global 1000 and Blue Chip executives. Her experience in optimizing and documenting customer value, and her expertise in applying "out-of-the-box" thinking makes her equally popular among global media, engagement planners, event organizers, as well as corporate and association leaders who are eager to learn more about customer-centric concepts and methodologies. Martha's thought leadership and presentations routinely focus on the business issues that today's global enterprises are grappling with, while trying to maintain a competitive edge in their marketplace. These include:
With co-author Don Peppers, Martha has produced a legacy of international best-sellers that have collectively sold well over a million copies in 18 languages. Peppers' and Rogers' latest thinking is embodied in their newest book, Rules to Break & Laws to Follow—www.rulesandlaws.com— named as the inaugural title to Microsoft's "Executive Leadership Series." This timely publication addresses the challenges of success in a world where empowered customers and networked employees hold more power than the influence of your brand. The book further exposes the crisis of short-termism rampant in business today, and prescribes the path out. Their 2005 publication of Return On Customersm (ROC) advanced the concept of the customer as a strategic asset, documenting that the customer base is capable of driving a company's long-term economic worth. It climbed to the top 20 business books on Amazon.com, and was a top 10 best-seller for 2005 with 800-CEO-Read. These successes follow in the footsteps of Peppers' and Rogers' other books, The One to One Future (1993), which BusinessWeek called "one of the bibles of new marketing"; Enterprise One to One (1997), which received a five-star rating from The Wall Street Journal; as well as The One to One Fieldbook (1999), The One to One Manager (1999); and One to One B2B, which made The New York Times best-seller list within a month of publication in 2001. The authors have also published the first-ever CRM textbook for university use in graduate level courses, Managing Customer Relationships (April 2004), which reached best-seller status in the business community within days of publication. An Adjunct Professor at the Fuqua School of Business at Duke University, Martha has been the co- director of the Duke Center for Customer Relationship Management. She is widely published in academic and trade journals, including Harvard Business Review, Journal of Advertising Research, Journal of Public Policy and Marketing, and Journal of Applied Psychology. She has been named International Sales and Marketing Executives' Educator of the Year. Martha began her professional career as a copywriter and advertising executive, and earned her Ph.D. At the University of Tennessee as a Bickel fellow. At Peppers & Rogers Group, Martha has led several large subscription based research studies focusing on particular aspects of CRM. She serves on the Boards of Directors for ClickSquared and eGlue.
UnManageable Customers: Strategies for Engaging Customers with Social CRM
Co-Founder and Executive Program Director, Rotman Centre for CRM Excellence, University of Toronto
Customers are engaged socially online, which has altered their expectations for interacting with brands they do business with. They want to be engaged, not simply managed. The practice of Customer Relationship Management is evolving as businesses increasingly tap into the power of social networks and real-time feedback. The days of simply providing better service are gone – today CRM is social, driven by personal interactions and by customers who expect control over their engagement with companies. This session will help companies learn to be more responsive, transparent, and personal in their dealings with customers by integrating social media with CRM.
Frank Falcone is currently the Co-Founder and Executive Program Director at the Rotman Centre for CRM Excellence for the University of Toronto. Previously Frank Falcone spent six years leading product management and marketing for the Microsoft Dynamics CRM business unit at Microsoft. Prior to joining Microsoft, Frank was Co-Founder and CEO of Certica and a Senior Application Engineer for Adobe Systems.
Why Digital Marketers Need to be Studying Culture on the Internet
Manager, Community & Research Practice, Sequential Environics
Ujwal is a Digital Ethnographer and Strategist currently managing Sequentia's Community and Research Practice. Ujwal’s work involves leading and evolving Sequentia’s Community and Research Practice, as well as developing and executing digital strategies for clients who’re looking to build engaged, self-sustaining online communities. He has spent his past lives as an ethnographer and digital marketer in the technology, media and tourism industries. He currently blogs for the Huffington Post and also writes on http://marketingtoculture.com. Ujwal is also a musician and plays and writes music for a local Toronto band called “Do Mar”.
Marketing Communications Manager – Xbox Lifestyle, Microsoft Canada
Nikisha Reyes-Grange, Marketing Communications Manager – Xbox Lifestyle with Microsoft Canada, has over a decade of marketing and communications experience and has developed and implemented innovative marketing programs in the telecommunications, music, gaming, finance and media industries. In her role with Microsoft, Nikisha is responsible for bringing the Xbox brand to life through social media, experiential marketing, partnerships and promotions.
In an increasingly crowded online marketplace, the onus is on organizations to create compelling brand stories that appeal to audiences at a deeper, emotional level. These brand stories need to go beyond solving a tangible need (for a product/service), to fostering a sense of community and identity. Which means it is no longer sufficient to simply look at audiences' digital behaviour as something that can be completely understood through surveys or even metrics about past behaviour. The study of culture online is highly relevant and critical.
Culture - the not so secret weapon.
Understanding culture refers to understanding the lens through which an audience views this world - their beliefs, values and identities online, and how that influences and effects their behaviour. Studying culture provides a brand narratives about an audience, that can be used to create highly resonant brand stories.
In this session we'll discuss:
The internet provides marketers an open platform to observe audiences in their natural state of interaction, providing incredibly rich, unbiased data. It's time we take the bait.
Gain, Retain and Entertain
President of Digital Innovation Agency, Quizative Inc.
Adrian is considered amongst a handful of Canadian's on the "go-to" list of digital marketing leaders. His career began at IBM and has focused on the interchange of business, technology and marketing. At IBM, Rare Medium, Publicis and FUSE Marketing Group Adrian helped a diverse portfolio of clients learn and lead in the digital space. In 2008, at the beginning of the biggest global recession since the great depression Adrian and his partners launched Innovation Agency, Quizative - which has quickly grown delivering services to clients across the country and globally. Adrian is extremely involved in the marketing community where he helps to inspire and share innovation. This includes helping to organize or chair numerous national conference and award shows for the CMA, Marketing Magazine, NEXT Media and others. Adrian has helped create and teaches the CMA's Digital Marketing Certificate course, speaks at many universities and has been featured widely in the media including expert appearances in prime-time TV shows on CBC, Global, and The Food Network. While "not on the job", Adrian serves on the Board of the Heart and Stroke Centre for Stroke Recovery, plays hockey, loves to wakeboard/snowboard, spends time with his family and enjoys a whole different type of innovation with various home-reno projects.
Vice-President, Global Business Director, Syncapse
Paul has a passion for insight driven marketing and has an expertise in integrated communications. He began his career in the agency world, honing his traditional advertising, sponsorship consulting and digital skills on clients in the telecom, broadcast and internet industries. Recently, Paul led the Marketing-Communications efforts at Rogers Wireless, winning several media innovation awards while driving business results through the organization's explosive growth. Over the past three years at Syncapse, Paul established the Measurement Practice, creating the social performance measurement standards for clients like Research In Motion, AB InBev and Diageo, and is now the VP, Global Business Director overseeing several client's global social deployments.
Consumer Planning Manager, Diageo Canada Inc.
Richard joined Diageo Canada in October 2010 as a consumer planning manager across the vodka, rum, beer and ready-to-drink portfolios. His key role is to lead Diageo marketing plans, ensuring each brand’s marketing activities are on strategy while delivering a high ROI. He is involved in all consumer touch points from TV advertising, in-store activation and online activity. Richard became the lead planner for digital marketing immediately after joining Diageo. He has been instrumental in the fan acquisition strategy for Smirnoff and Captain Morgan and now continues to be more influential as the challenge moves to keep this fan based engaged. He has also brought Diageo into the mobile age as they begin to talk with consumers at the point of purchase. Prior to joining Diageo, Richard spent five years with Millward Brown on the communications research side, which included working with their digital partner Dynamic Logic on a variety of cross media and ad index studies.
Vice-President, Sales, Hip Digital Media Inc.
Brad leads all sales and business development for the firm. Hip Digital is the leading provider of Premium Digital Content Promotions to Tier 1 brands. We execute turnkey, ROI driven programs for brands that deliver sales lift, social engagement, and consumer loyalty. Our licensed catalog of digital content includes Music, Movies, Mobile Apps, eBooks and Virtual Currencies. Customers include Coca Cola, Aeroplan, Wrigley's, Diageo, L'Oreal, and General Mills.
Prior to joining Hip, Brad led an experiential marketing firm, Diamond Dog. Concurrently, Brad co- founded Transmission, an exclusive digital media think tank and conference held annually in Canada.
Many brands launch social media programs and find challenges when they try to engage their audience in an ongoing and relevant way. Learn from industry leaders on how they are using unique digital incentives, promotions and blockbuster exclusive content to gain, retain and entertain consumers in social channels.
Social Media: Personalizing the Brand Relationship
Manager, Digital Content & Social Media, Maple Leaf Sports & Entertainment
Jon Sinden will showcase how one organization's approach to social media has created a unique relationship with fans. Looking at examples of how the Toronto Maple Leafs, Toronto Raptors and Toronto FC connect with fans using social utilities, story-telling, crowd-sourcing and more.
Jon is a fan first. Whether it's Marketing, Social Media, or Sports and Music. A lifetime Leafs fan, a 16 year Raptors fan, Toronto FC season ticket holder. Currently Jon is Manager of Digital Content & Social Media for MLSE. Some remember Jon as the Marketing and Promotions Director for radio station 102.1 the Edge in Toronto, (where during his tenure the station received the hightest ratings ever in its 27 year history). Jon was also the 3-time recipient of the Gold Ribbon from the Canadian Association of Broadcasters - the highest achievement in the biz. But honestly, enough about him....
Marketing Your Brand Where Business Happens
Account Executive, Marketing Solutions, LinkedIn Canada
Ashraf is an Account Executive on the Marketing Solutions team at LinkedIn Canada. The Canadian Marketing Solutions team works with marketers and advertising agencies to connect them with LinkedIn’s audience of thought leaders and decision makers within Canada and across the world.
Ashraf Kamel is an interactive and social media expert who advises Canada’s top corporations on how to market their brand on emerging platforms and LinkedIn. Prior to joining LinkedIn, Ashraf helped launch and grow four high tech start-ups in the GTA and Waterloo areas.
Ashraf currently lives with his wife and three children in Toronto’s Little Portugal. He is an avid cyclist, endurance athlete and social media advocate.
As social media is now a key component of marketing strategies, brands are challenged to cut through the noise and reach the right consumers. LinkedIn – the world's largest professional network – is changing how brands can create targeted marketing campaigns for a business audience. Join Ashraf Kamel, Account Executive on the Marketing Solutions team at LinkedIn Canada as he explores how brands are using LinkedIn to reach an affluent, influential and highly educated audience in a business context while driving followers, creating communities and fostering engagement.
How Social Media is Critical to the Success of The Huffington Post
General Manager, AOL Canada
Graham is the General Manager of AOL Canada. Graham has 15 years of experience in both traditional and new media within the Canadian landscape. In his role at AOL, Graham is responsible for working with the Global Senior Executives and the Canadian leadership team to oversee the development and execution of the business strategy around AOL's core objectives of content creation, advertising solutions and local. AOL Canada provides digital communications and content to Canadian consumers in the English and French languages.
Before joining AOL, Graham served as the Senior Vice President and General Manager of Digital Media at Canwest Global Communications, Canada's largest integrated media company, where he was responsible for all revenue, product and digital strategies. Before Canwest, he was the Vice President of Sales and Business Development for Sympatico.MSN. Ever passionate about the business of digital media, Moysey serves on the national board of directors of the Interactive Advertising Bureau of Canada. He holds an MBA from the Richard Ivey School of Business in London, Ontario.
In this session, Graham Moysey, General Manager at AOL Canada will share a social engagement case study on Huffington Post Canada and review AOL best practices by providing examples of their success.
"Tell stories, take them places and get people talking." This approach has been pivotal to the overall success of the Huffington Post and by extension, AOL sites. In the first half of this session, Graham will take us through a case study on how social engagement is the crown jewel that drives the success of The Huffington Post and provide examples of how the brand uses social media to align content that best resonates with their audience in an authentic voice.
The second half of this session Graham will highlight AOL best practices and the success of their most work with an advertising partner using branded content, creating a national social-marketing campaign that leveraged AOL's content, showcased sponsor-generated blogs and slideshows, and AOL's signature ad format to help turn their messaging into compelling branded content.
Turning Critics Into Brand Ambassadors
Senior Manager, Community, Rogers Communications Inc.
Mary Pretotto is Senior Manager, Community on the Social Media team at Rogers Communications Inc. She joined the team in October 2009 and is responsible for monitoring discussions about Rogers online and engaging with customers in discussion forums, blogs and Twitter.
Before moving to Rogers, Mary worked at Nortel for almost ten years in various roles. Starting as a Technical Writer in Optical Networks, she moved into project management for a short time before joining the Communications team. There, she worked on both the Enterprise and Metro Ethernet Media Relations team. The experience and breadth of her activity within Nortel has provided Mary with a solid footing in issue management within a communications context.
Mary is a graduate of the Master of Journalism program at Carleton University and also holds an Honours degree in English and Creative Writing from York University. Her Master’s thesis, “Surfing the Wave of Flux: A Journey into How Conventional Media are Adapting to Meet the Demands of the New Online Medium” has been cited in various reports regarding the effect technological convergence has had on media.
Mary can be found on twitter.com/marypretotto or twitter.com/rogersmary.
In her presentation, Rogers communications’ Senior Community Manager, Mary Pretotto, shares how they turned their harshest critics into brand ambassadors. Mary will talk about how to combine real-life engagement with online engagement, how to find customers that are already passionate about your brand, and how to respond to negative feedback.
Past, Present and Future: Measuring Social Media's Impact
Partner, Digital Always Media Inc.
As small businesses and corporations embrace social media, the evolution and revolutionary natures of social media are often overlooked. Social media has been a factor in human communications for a long time though the Internet has enabled extraordinary growth in technology, accessibility, interaction and personal involvement. By failing to recognize social media's longevity and the rapid pace of change in communications technologies, modern social media adopters are implementing measurement methodologies that simply don't provide accurate or meaningful measurements. Alan will examine methods and modern tools for measuring the success of social media campaigns, specifically, what the tools measure and how can that be linked back to strategy and then actioned.
Alan K'necht is a founding partner at Toronto based Digital Always Media Inc. a search & social media marketing agency and training company. Alan is an online instructor for the University of San Francisco's on-line Internet marketing and analytics programs and the head of their Advanced Analytics course. In 2010 he published his 1st book, the award winning The Last Original Idea – A Cynic's View to Internet Marketing. He is also the host of the weekly Twitter Chat #SocialChat which regularly reaches a potential audience of over 500,000.
Over the years, K'necht has helped implement web analytic and Internet marketing solutions. Clients have included Canada's Federal Government, the US Navy, Inter-American Development Bank, Toyota Canada, various media organizations, several ecommerce companies and a wide array of other businesses. Through digital analytics, K'necht has always helped clients measure and maximize their Return on Investment (ROI) for their digital marketing initiatives. K'necht is an internationally published columnist, who has been interviewed by numerous publications and media outlets including: The Wall Street Journal, Globe & Mail, National Post, CBC radio, CanWest Global News and WebmasterRadio.FM.
As small businesses and corporations embrace social media, the evolution and revolutionary natures of social media are often overlooked. Social media has been a factor in human communications for a long time though the Internet has enabled extraordinary growth in technology, accessibility, interaction and personal involvement. By failing to recognize social media's longevity and the rapid pace of change in communications technologies, modern social media adopters are implementing measurement methodologies that simply don't provide accurate or meaningful measurements. K’necht will examine methods and modern tools for measuring the success of social media campaigns, specifically, what the tools measure and how can that be linked back to strategy and then actioned.
Closing Keynote: Measurement is Sexy, And How It Can Be Even Sexier
Author Wikibrands – Reinventing Your Company in a Customer-Driven Marketplace, Managing Director of the Wikibrands customer engagement consultancy and President, Agent Wildfire Strategy & Communications Inc.
SEAN MOFFITT is author of the 2011 award-winning book – Wikibrands – Reinventing Your Company in a Customer-Driven Marketplace, Managing Director or the Wikibrands customer engagement consultancy and President, Agent Wildfire Strategy & Communications Inc., a leading new media, social influence, word of mouth and customer engagement firm based out of Toronto, Canada.
Sean has been called "Canada's leading visionary for the intersection of business, brands and new media". He is also an internationally respected and connected business change agent, web expert and sought-after speaker, passionately lecturing at corporations, associations and universities throughout the world on cultural trends and the reinvention of marketing and business. He also works to launch the next generation of Canadian innovative companies through his executive advisory work at MaRS.
He has dissected and studied how the best businesses and brands put their "digital pants" on in the morning which has led to the critically acclaimed book Wikibrands, published by McGraw-Hill. Don Tapscott, famed author of Wikinomics, has described it as an "important perhaps seminal book". Booklist has placed it on its list of top business books for 2011. Wikibrands has now turned into a full-fledged consultancy helping companies navigate the landscape of the new digitized and collaborative business environment. Wikibrands has also extended itself into a collaborative research project Wikicauses – the future of no-for-profits, CSR and NGOs.
With one foot in traditional business and another in new digital worlds, he has previously led the efforts behind established brands Molson, Guinness and Procter & Gamble in executive roles and now partners with many Fortune 500s and startups as an evangelist for web-enabled customer engagement and collaboration in business. Visit www.wiki-brands.com, www.agentwildfire.com and his blog "Buzz Canuck" for his musings on all things web, marketing and new culture or contact him at @seanmoffitt.
Measurement. Monitoring. Conversions. Metrics. Feedback. Dashboards. Social Analytics. Insight. ROI. Foresight. They are sexy and you know it.
Recognized as one of Canada’s top digital thinkers and practitioners, Sean Moffitt bridges the gap between business leadership, digital specialists and research purists to deliver a session that will spice up your left and right brain. With his broadminded and unconventional take, Sean will provide some more sex appeal to an oftentimes unglamorous, but important topic.
This session will be based on insights lifted from Sean’s book Wikibrands: Reinventing Your Company in a Customer-Connected Marketplace, a preview of trends from his 4th annual Buzz Report that explores attitudes and perception of tomorrow’s marketing, media and digital culture, his own in-market experience and interviews with leading research practitioners.
In this presentation, Sean Moffitt will provide insight into how social media measurement can be exciting, improve your strategy, build better results and be important to your stature in the organization. Sean will tie together some of the day’s key learnings while stripping away the shroud of measurement mystery. He’ll also establish the need to blaze your own measurement style, avoid paralysis-by-analysis and get your data appeal noticed and talked about by your CEO.
This closing session will be a be a way to learn from some of the best social measurement thinking in the world "out there" in a fun and entertaining manner.
Closing Comments & Networking Reception