Digital Marketing Forum 2014 - Akolade

Digital Marketing Forum 2014

E S 12 SIV IE U D CL TU E X SE S CA

Akolade’s 2nd Annual

Delivering effective digital content to maximise engagement & loyalty

23 - 25 JUNE 2014 THE GRACE HOTEL SYDNEY

EXPERT SPEAKERS: • Adam Zammit, CEO, Big Day Out & Peer Group Media • David Holmes, CEO, AIMIA • Alice Manners, CEO, IAB Australia • Emily Rayner, Group Digital Director, Nova Entertainment • Louise Martin, Director Strategic Communication and Protocol Branch, Department of Premier & Cabinet VIC • Gail Fairlamb, Acting Director – Strategic Engagement and Communication, Department of Premier & Cabinet SA • Carl Mogridge, Head of Digital Australia & New Zealand, Avon • Duncan Young, Head of Census Program 2016, Australian Bureau of Statistics • Neil Collins, Senior Digital Marketing Manager, Fox Sports • Michael Hauser, eMarketing Manager, Tourism Victoria • Ellissa Nolan, Digital Marketing Manager, Rotary Downunder • Samea Maakrun, CEO, Sasy N Savy • Rob Marston, Head of Content & Lecturer for Centre for Continuing Education, University of Sydney • James Kliemt, Senior Digital Media Officer, Queensland Police Service • Bree Milkovic, Digital Communications Officer, Townsville City Council

KEY BENEFITS OF ATTENDING • • • • •

Develop new innovative ways of delivering digital content and execution Effective strategies for mobile marketing and social media Keep up to date with the latest digital trends to stay ahead of the curve Use digital marketing to rebrand your business Track your digital marketing campaigns performance and ROI

PLUS 2 INTERACTIVE WORKSHOPS: WORKSHOP A: A-Z of Measuring your digital marketing ROI success – or even failure! WORKSHOP B: How to build a marketing strategy that withstands changes in technology

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2nd ANNUAL DIGITAL MARKETING FORUM 2014

DAY ONE: MONDAY, 23rd JUNE 2014

8:00 9:00

MARKETING METRICS & ROI 3:10 CASE STUDY Using marketing analytics to track success and incorporating key digital content to improve visitor experience • Using different digital platforms to enhance consumer engagement • Navigating through mobile technology with location based functionality • Measuring the effectiveness of your marketing campaign • Key lessons learnt Michael Hauser, eMarketing Manager, Tourism Victoria

Registration opens Opening remarks from the Chair Rob Marston, Head of Content & Lecturer for Centre for Continuing Education, University of Sydney

DIGITAL INNOVATIONS 9:10 CASE STUDY Using digital to reinvent your business • Developing an eCommece model for your business • Using social media to drive new consumers • Streamlining advertising to drive sales Carl Mogridge, Head of Digital Australia & New Zealand, Avon 9:50 CASE STUDY Australian Bureau of Statistics and the Census: Moving towards digital technology • 2016 Census and beyond: the use of digital technology in the collection and dissemination of statistics • Exploring innovative ways to ensure all Australians are able to easily participate and engage with the Census • Moving towards a fully digital Census by 2021 Duncan Young, Head of the 2016 Census, Australian Bureau of Statistics 10:30 Morning Tea and Networking MOBILE MARKETING STRATEGIES 11:00 Realising what mobile marketing can do for your business • Anticipating opportunities and challenges ahead in the Australian market • Producing an innovative long term approach to mobile marketing strategy • Illustrating how to take mobile marketing strategy to the next level David Holmes, CEO, AIMIA

CONTENT MARKETING 9:10 CASE STUDY Mobile, content and social media’s role in event marketing and execution • Finding your voice in Social Media and turning customers into audiences • Look Up, Look Down: the fine line between mobile engagement and living engagement • Creating an authentic content story for your business Adam Zammit, CEO, Big Day Out & Peer Group Media 9:50 CASE STUDY Engaging with your customers in the digital world • Understanding the role of creativity and innovation of digital marketing and CRM • Reaching global audiences to generate leads and sales • New rules on digital marketing for brands Ellissa Nolan, Digital Marketing Manager, Rotary Downunder

1:20 Understanding the most effective strategies for mobile marketing • What is required to gain your customer acceptance? • User experience vs mobile functions capabilities • Implementing big ideas on a small screen Alice Manners, CEO, IAB Australia

10:30 Morning Tea and Networking

2:00 Why there will never be ‘The Year of the Mobile’ • Understanding the role of mobile in your organisation and for your audience • Why all marketing communications channels are now all mobile • Examples of how simple integrated executions can make big differences Rob Marston, Head of Content for Centre for Continuing Education, University of Sydney

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Closing remarks from Chair and conference adjourns

8:00 Registration opens 9:00 Opening remarks from the Chair

12:20 Luncheon

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4:30

DAY TWO: TUESDAY, 24th JUNE 2014

11:40 CASE STUDY Recognising the potential of going mobile: Successes, lessons learnt and what’s next? • Mobile app vs mobile site: the benefits and challenges • Managing and delivering innovative ideas and new models of operation to your business • Sharing a success story and lessons learnt Neil Collins, Senior Digital Marketing Manager, Fox Sports

2:40 Afternoon Tea and Networking

3:50 CASE STUDY Tracking the performance of both your website to gain competitive advantage • Ensuring you have a marketing strategy to meet your business objectives and goals • Improving your business operations to streamline your functions • How to achieve success in today’s competitive digital marketing world Samea Maakrun, CEO, Sasy N Savy

SOCIAL MEDIA ENGAGEMENT 11:00 CASE STUDY Exploring and analysing different types of social media tools and creating an effective social media marketing platform • Addressing resourcing implications for a social media marketing • Tips and tricks for managing more demand on funding and buy in • Using social media monitoring Emily Rayner, Group Digital Director, Nova Entertainment

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23rd - 25th June 2014 SYDNEY

11:40 CASE STUDY Departmental experience of online engagement and balancing online engagement with traditional methods • Examining the challenges and opportunities for trying to engage with new people • How to manage potential risks of online engagement • Empowering the community to contribute, collaborate, share ideas and information Louise Martin, Director Strategic Communication and Protocol Branch, Department of Premier & Cabinet VIC 12:20 Luncheon 1:20 CASE STUDY Evolving digital engagement: from consultation to collaboration • Improving public engagement through strategic and innovative of digital technologies – two case studies • Developing strategies for online engagement • Collaborating with digital entrepreneurs to progress the open data agenda Gail Fairlamb, Acting Director – Strategic Engagement and Communication, Department of Premier & Cabinet SA 2:00 CASE STUDY Online and onboard: developing an effective online engagement with key target audiences • Exploring emerging online methods that have been successfully used to interact with traditionally hard to reach customers • Integrating social media channels into the engagement mix • Managing social media in an ever changing environment Bree Milkovic, Digital Communications Officer, Townsville City Council 2:40 Afternoon Tea and Networking 3:10 CASE STUDY Queensland Police Service using social media to maintain and establish strong community links • Developing followings and implementing engagement strategies through Facebook • Tailoring appropriate communication styles for users through different digital media platforms • Reinventing the brand of Queensland’s police James Kliemt, Senior Digital Media Officer, Queensland Police Service EMERGING TRENDS 3:50 PANEL DISCUSSION Keeping up with latest digital trends to gain a competitive advantage • Delving into the uptake of digital services in the Australian marketplace in the short vs long term • What are the types of digital platforms and services that are currently being developed? • What’s worked and what hasn’t worked Panellists: Emily Rayner, Group Digital Director, Nova Entertainment Gail Fairlamb, Acting Director – Strategic Engagement and Communication, Department of Premier & Cabinet SA Ellissa Nolan, Digital Marketing Manager, Rotary Downunder James Kliemt, Senior Digital Media Officer, Queensland Police Service 4:30 Closing remarks from the Chair and conference adjourns

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POST-CONFERENCE WORKSHOPS: DAY THREE: WEDNESDAY,25th JUNE 2014 WORKSHOP A: 9:00- 12:00

A-Z of Measuring your digital marketing ROI success – or even failure! With today’s consumers operating across many devices, brands now have to use multi-channel approaches to engage with consumers: whether digital, social or out-of-home. However, many struggle to measure the metrics that really matter: Facebook Likes typically don’t produce much revenue, and there is increasing pressure to ‘justify’ marketing expenditure on any channel. Furthermore, knowing what doesn’t work is just as vital. In this workshop, we’ll explore how to measure return on investment (either good or bad) using advanced methods derived from financial modelling. In this workshop, delegates will examine: • How to identify your value drivers across digital, social and elsewhere • Optimising your marketing mix through channel attribution strategies • Producing an evaluation plan or ROI measurement strategy • Techniques and tools for analytics in digital and social media Hugh Stephens, Director, Dialogue Consulting

WORKSHOP B: 1:00- 4:00

How to build a marketing strategy that withstands changes in technology There’s no doubt that marketing has changed rapidly in the past decade. Getting the right mix is easier said than done and embracing new technology is not without its risks. In this environment, the most successful marketers are those who are able to balance the “traditional” with the “new world”. In this workshop, delegates will examine: • How has mobile changed the shopping experience • Marketing costs vs benefits • Examining the international trends and how Australia can catch up • Learning how to leverage your brand and improve your bottom line results • Defining the use of various technology platforms including Salesforce, Adobe, HP, Oracle to support the digital marketing ecosystem Dheeraj Chowdhury, Principle Consultant – Business Platforms, Infosys (Morning, afternoon tea and lunch will be provided for all delegates)

WHAT OUR PAST DELEGATES HAVE TO SAY

Diversity of topics and speakers Head of Digital, Australian Museum

This conference was excellent with current digital landscape presentations, shared knowledge and high calibre speakers

Digital Marketing Manager, Rotary Downunder


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2nd ANNUAL DIGITAL MARKETING FORUM 2014

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IMPORTANT NOTE: Attendance will only be permitted upon receipts of full payments. Please note that programme and speakers are subject to change without notice. Akolade will not be responsible for any event re-scheduled or cancelled. CANCELLATION POLICY: Should you be unable to attend, a substitute delegate is always welcome at no extra charge. Akolade regrets that no cancellations will be refunded, conference documents, however, will be sent to the delegates. For an event cancelled by Akolade, registration fees are fully refundable.

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