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ENHANCING MARKETING & GENERATING SALES WITH SOCIAL MEDIA & BIG DATA

Alex Taylor

This stage will be presented by Alex Taylor - Journalist, Euronews

Welcome presentation
9:00 - 9:40

Benoist GrossmannChristian LeyboldNenad Marovac

Benoist Grossmann
Managing Partner, Idinvest


Christian Leybold
General Partner, e.ventures


Nenad Marovac
Founder & Managing Partner, DN Capital


Opening Keynote

Investing in, Backing and Developing a Global Leader in Digital Media

  • What are the suitable domains and industries in which new companies can penetrate and assert themselves? What are the required market conditions to help develop a digital industry leader?
  • Are marketing and advertising the only ways to create a profitable digital service?
  • Are there methods or ploys to make people pay for content and useful applications? Why is it so tough for Facebook and other social media platforms to generate substantial revenues?
  • What is the future of Social Media and more specifically Social Media Apps? What business model would make social apps financially successful?
  • To what extent is mobile taking over the web? What actions are more suited to Mobile than traditional web? What are the leading apps, brands and services on mobile; what are their business models and their value creation goals?
  • What are the investor exit strategies for mobile and social apps? Who are the potential buyers and for what value?
  • Is Europe a good fit for digital enterprise creation? Why are there so few European born leaders that have achieved global leadership?
 
What are the sectors in which investors aim to focus your investments in the coming years, and what will be the next big digital success story in mobile business and digital media?

 

9:40 - 10:20

Sonia CarterMichael NathanGrant Whitmore

Sonia Carter
Head of Digital Europe, Kraft Foods


Michael Nathan
Director, Digital Marketing & eCommerce, Warner Bros


Grant Whitmore
VP Digital, Hearst Magazines


How Can Social Media Fit Brand Objectives?

1.    Setting the social media scene:

  • What are the dominant networks and brands? (Facebook, Twitter, LinkedIn, Tumblr, Flickr, Pinterest…)
  • How many active users are on each network; who are they and how much time do they spend on each one?
  • What percentage of the marketing budget is dedicated to social campaigns?
 
2.    Why should companies invest in social media?
  • What are the objectives? What are the results?
  • A page? An app? A campaign?
  • How can social media be useful for advertising campaigns and/or for data collection?
  • How does keyword purchasing impact on social web operations?
  • How much should be spent on Facebook? What proportion of the global marketing budget should be dedicated to social media, and how does the level of investment impact upon other online and offline operations?
  • How are social marketing campaigns currently managed and evaluated? Are the same methods used and the same level of professionalism maintained when dealing with social marketing as with online marketing in general?
 
3.    A social algorithm?
  • How does social media impact upon SEO and the ranking of websites?

Break
11h05 - 11h25

James Quarles

James Quarles
Regional Director EMEA, Facebook


Keynote by James Quarles, Regional Director EMEA of Facebook

The Impact of Social Media on Traditional Advertising Roles: Creative, Media, Digital, Brand and PR

For the past 50 years, the advertising market has been structured very linearly, at one end were the creation and consultants, at the other was the local buying of advertising space. However, the explosion of mediums and increasing specialization required for success in digital have made the job of the advertiser more and more complex. Increasingly marketing managers are relying on a range of contacts to give advice, create displays, manage the buying of space and identify consumer insights from their presence in social / digital.  Large holding groups are also building and buying in these skills to add even more value.

  • What capabilities are required to create the best branded experiences in social?
  • What are the consequences of these changes on the advertising market value chain, and on the role of the different players in the market: agencies, media, purchasing, CRM, data management?
  • How is the medium of social different from traditional media "containers": print, TV, billboards, banner ads
  • What will be the impact on Ad exchanges and the long chain?
  • Are we witnessing a new movement and concentration of the market, and what will be its lasting effects, if any?

11:25 - 11:45

Georg Ell

Georg Ell
General Manager EMEA, Yammer


Keynote by Georg Ell, General Manager EMEA of Yammer

The Impact of Social Media on the Structure and Behaviour of an Organisation

There is no question that companies have embraced Social Media in order to help segment, target, engage and retain customers. With each new platform and each new development, organisations are now seriously considering what their impact will be, and how the maximum benefit can be gained from their use. But what are the internal affects of Social Media, and how can this phenomenon be exploited to improve the inner, as well as outer workings of a company? 

  • What is the impact of more social collaboration between coworkers? Does it improve interaction and efficiency, or does it act as a distraction? 
  • As Cloud becomes more important, can social act as an instrument to share important documents and files, identifying priorities...? 
  • How can a company ensure that sensitive data and opinions that are shared internally remain secure?
  • Can a company's internal social operations be extended to include important external stakeholders; clients, partners, distributors...? 

11:45 - 12:30

Jaki EllenbyRemi Carlioz

Jaki Ellenby
VP Strategic Marketing Development, Cirque du Soleil


Remi Carlioz
Global Head of Digital, Puma


The Perfect Optimization of a Social Brand

We need to set the modest goal of attaining perfection; a Chief Marketing Officer will explain how he/she optimizes their use of social media, giving us a clear picture on the R.O.I for all actions:

  • For a page: what are the objectives? How much money and time needs to be invested? What size team is needed to manage it? How is the interface between the page, data management and marketing tools of the company managed? What are the goals, results and R.O.I?
  • For an application: same points.
  • For advertising campaigns: when are they implemented and at what frequency? Aimed at which target(s)? What is the design? How much of the ad space budget is allocated?
  • For operations on Twitter: what are the objectives, budgets and results?

Lunch
14:00 - 14:30

Jamel Gafsi

Jamel Gafsi
Head of Xbox live Music Engineering, Microsoft


Keynote by Jamel Gafsi, Head of Xbox live Music Engineering, Microsoft

GO BIG with the Cloud : products or services innovation, no limit !

Jamel joined Microsoft in 2005 as an industry hire, bringing with him; both his media and networking technical expertise as a Ph.D. in distributed Multimedia systems, and his business and entrepreneurial experience as a CEO and Founder of a pan-European media delivery and CDN Software startup.

Within Microsoft, Jamel has first led the product and partner ecosystems expansion for Microsoft’s media technologies across the EMEA region, first in the Windows Division, then as part of Microsoft’s Interactive Entertainment Business (IEB) division . For the past 5 years, Jamel has made deep and lasting contributions in the expansion of IEB’s Music and Entertainment Product, Services, and Strategy. As part of that, he proposed and drove the due diligence and acquisition of Musiwave (a European multimedia services startup) in 2007, played a leading role in the integration of the new team into Microsoft, and for the past two years turned this venture into a strong engineering powerhouse with large Microsoft-class contributions to IEB and to the company.  

As the Partner GM of the Microsoft Engineering Center – Paris, Jamel is heading Xbox Music Engineering as it’s delivered in 35 countries on Windows 8, Xbox 360 and Windows Phone devices to potentially hundreds of millions of consumers.

 

 

14:30 - 15:15

Peter RoxburghPascal Moyon

Peter Roxburgh
VP Global Consumer Insight, EMI Music


Pascal Moyon
Director, Brand and Digital Marketing, Hertz


Competitive Advantage through the Latest Marketing Trends: Big Data and Cloud Computing

1. Focus on the latest marketing technologies
  • Real time marketing, customer knowledge, geo-localization, predictive marketing, open data, cloud computing... What are the most innovative technologies in marketing and what impact do they have on data analysis? 

 

2. Using big data analytics to create efficient business strategies and improve ROI
  • How can front and back offices be integrated to improve efficiency and increase transparency within a business?
  • How can a company best evaluate its internal needs, in order to find the right solution and make the right investment?
  • How can relevant information be retrieved from mass sets of unstructured data - finding the needle in a haystack?
  • How can Big Data help CMOs to make the right decisions, delivering ROI from marketing analytics? 

Break
15:45 - 16:30

Becky MoffatMichel KochJamie Barnard

Becky Moffat
Head of Digital Engagement, Barclaycard


Michel Koch
Cross-channel Director, Camaieu


Jamie Barnard
Global Digital General Counsel, Unilever


How Can Data Collected through Social Media and Mobile be Used to Create Value?

1. What is the legal context for using social data? 

  • What data can be collected by brands, media and other companies? 
  • Is the data:

- Personal: age, marital status, location, individual preferences, number of contacts and interactions of users

or

- Content related: published content, behaviour and sites/pages visited

  • Do consumers allow third party collection of personal and behavioural information? What are the risks, if any, in maximising the collection of data from prospects and customers?

2. How can value be created through Social Big Data?

  • What can be achieved with this data? How can it be used? 
  • What can we quantify from this analysis? What revenue, and thus profits, can be developed from it? 
  • What are the current applications of this data, and what will be possible in the future? 

16:30 - 17:15

Michael ChrismentAlex Balfour

Michael Chrisment
Manager, Digital Marketing & CRM, Kraft Foods Europe


Alex Balfour
Head of New Media, London Olympics 2012


How Can Big Data be Made More Accessible for Marketers? Illustrated by Breaking Down 2 Digital Campaigns

One of the most significant challenges moving forward for big data is visualisation: quickly getting the right data in front of the right people, in order to make the right decision.

  • What new approaches exist for displaying, manipulating and interacting with data? 
  • How can better data visualisation tools give decision makers the best opportunity to make effective choices? 
  • How important is it for a company to streamline the massive volumes of data into understandable information for the marketer, turning big data into big insights? 

With the response to current user experiences becoming more important from a marketing point of view, what is the importance of speed, efficiency and reaction times in the process of sorting and visualising data?

  • How are visualisation tools being adapted to web, social and mobile platforms? 

Examples of visualisation tools breaking down digital campaigns