| TIME |
SESSION |
SPEAKER |
|
| 7:30 – 8:30
|
REGISTRATION & COFFEE
|
|
|
| 8:30 – 8:40
|
Conference welcome
|
|
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| 8:40 – 9:10
|
Social Media State of the Nation
This session will give a deep dive into the state of the Digital Media universe, focusing on where Canada stands in terms of usage and duration from a worldwide perspective, as well as a close look at the behaviors of Canadians online, especially as it pertains to Social Media. What are some of the differences between Canadians’ surfing behavior and those from around the world? What are the up and coming products and features Canadians are consuming? As online is a key component in reaching Canadians, it is important to understand the landscape to determine the best way to reach them with the most effective messages to generate the highest engagement and satisfaction.
|
Bryan Segal, VP of Canada, comScore Media Metrix
|
|
| 9:10 – 10:10
|
Marketing is not a campaign; It’s a Commitment
As a new era of conversation is ushered in, what happens to traditional marketing (or paid media)? All the marketing communication, media, messaging and advertising in the world can only get you so far. At worst, breaking down the door (there will be repercussions!). At best, getting a foot in the door. After which conversation takes over. Jaffe outlines the tenets and constructs of the new conversational marketing model and how brands no longer can afford to remain spectators on the sidelines. Joseph Jaffe, author of Join the Conversation: How to Engage Marketing-Weary Consumers with the Power of Community, Dialogue and Partnership
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Joseph Jaffe, author of Join the Conversation: How to Engage Marketing-Weary Consumers with the Power of Community, Dialogue and Partnership
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|
| 10:10 – 10:30
|
COFFEE BREAK
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|
|
| 10:30 – 11:30
|
Winning In A World Transformed By Social Technologies
Today’s ad industry operates in a world of hurt, with fragmenting media, outmoded agency models and unhappy clients. Empowered consumers use technology to exercise greater control over brands, while broken marketing organizations try to keep up. Formulating an effective social computing strategy can help your brand form enduring connections with your customer communities.
|
Peter Kim, Senior Analyst, Forrester Research
|
|
| 11:30 – 12:30
|
Panel Discussion on Social Media Trends & Issues
|
Paula Gignac, President, IABC (moderator)
Maggie Fox, Founder/CEO, Social Media Group
Peter Kim
Joseph Jaffe
Ross Buchanan, Director, Digital and Relationship Marketing, Molson Canada |
|
| 12:30 – 1:45
|
NETWORKING LUNCH
|
|
|
| 1:45 – 2:30
|
Authored By Everyone: Going Down the Rabbithole
There are legions of people out there who want to collaborate with you. By ‘giving the people what they want’ we are entering a new era of content creation where the audience is both engaging and forming the interactive narrative – often thanks to the involvement of sponsored production. The session will explore how the CBC is navigating the opportunities and strategies for utilizing emerging technologies and community engagement.
|
Shawn Bailey, Creative Head, Multiplatform Arts & Entertainment, CBC
|
|
| 2:30 – 3:15
|
Demystifying the Emerging Science of Behavioural Targeting
Behavioural Targeting (BT) has become a standard online marketing technique in the U.S., served by a burgeoning array of BT vendors and behavioural ad networks. More Canadian advertisers are testing BT too, but here the technique is still unfamiliar and perhaps a bit suspect. This session will look behind the curtain to explain and demystify this emerging science.
|
Hunter Madsen, Marketing Director, Yahoo! Canada
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| 3:15 – 3:30
|
COFFEE BREAK
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|
|
| 3:30 – 4:30
|
Six Pixels Of Separation – How Advertising Connects In A Digital World
Advertisers still struggle to understand online marketing as a new generation of digital opportunities unfolds. Consumers have never been so powerful - and so connected. Learn how New Marketing, Consumer Generated Content and Social Media are creating conversations where the results are staggering and loyalty is off the charts.
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Mitch Joel, President, Twist Image
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| 4:30 – 4:45
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Conference wrap up
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