Branded Content is now quickly becoming as an ubiquitous marketing communication principle to drive consumer engagement and social conversation as ‘Ads’ were in the last century. But mostly it is still applied as a campaign or program tactic, not embraced as a brand strategy. After all, the transition from message distributor to content producer represents not only a different mind-set from brands but also a significant re-organisation of resources and budget.

Patou will show some of Ogilvy’s best work for clients such as IBM, Louis Vuitton, Perrier and Coca-Cola to illustrate how Big Brands are moving forward, how Ogilvy is developing its Branded Entertainment capability at the heart of its advertising agency through a.o. real collaboration with the Media & Content Industry… resulting – we hope you’ll agree – in Big Bold Brand Building Solutions that are far from Boring.

Many brands have become obsessed with the number of likes, follows and other social metrics. Jeremy will outline how you measure what counts, and also how you convert likes into real value for your organisation. Jeremy will also share how leading brands increasingly tell stories rather than “do marketing”.

Forget the gamification hype, this is pure behavioural economics and science of persuation in a playful guise. I’ll examine key principles and some clever case studies of uplifting conversion through play.

In this session, Andy Hewitt will discuss the power of understanding human behaviour placing it at the heart of a marketing strategy. By identifying how and what influences individuals in different situations, marketers can accordingly adjust their propositions to provide relevant experiences and offers to consumers, which will trigger purchases when desired. Successfully understanding human behaviour additionally allows marketers to use technology to heuristically adapt in real-time to influence consumer behaviour, resulting in reduced costs and an improved lifetime value of consumers. Questions answered : What are the most important aspects of human behaviour for marketers to understand? How can digital services, tools and products tap into the themes of ease, social and habit? How can businesses utilise this knowledge to encourage a deeper engagement that actually triggers purchases, by adopting behaviour-changing techniques? What technology exists to track user preference and trigger behavioural change?

- the drivers behind Facebook fatigue – the social graph vs. the interest graph – the rise of SoLoMo apps (social, local, mobile) and frictionless sharing – niche networks and the real-life graph – Predictions: Socially Augmented Reality

Questions answered :
After people start leaving Facebook (or using it for self-promotion and global contact list)…where will they flock? (and what the business model behind that?)

What if the days of “integrated” advertising were over? People have shown they can get together to share news and data about what they love. Lok at LOST and Lostpedia, World of Warcraft, AI… Movie and video game industries has worked for long in that direction to support their products over the years. What if advertising could evolve to a non-linear narrative that your communities can empower on their own? Questions answered : How to use digital in your brand communications in a relevant and effective way?

Digital Marketing trends

What’s hot now and in the coming years? Great case studies to back up the theory! Solid panel of digital practitioners who have truly been there and done that! How to build true digital engagement with your audience/customers!

ROI from social media that locates social media in an existing paradigm of marketing communication metrics, and not in the realms of otherness. We feel this work is of the utmost important to create credibility for the channel within the marketing industries about the nature of social media work in marketing, communications and PR. The talk is the result of an ongoing knowledge transfer partnership between Birmingham City University and Big Cat which combines the latest global research with leading edge empirical research on real campaigns and techniques.

Questions answered :
How can you evaluate social media using existing frameworks? Examples of generating sales uplifts in low-engagement brands.

2012 has ushered in a new era of visualised social media. Social platforms Tumblr, Pinterest and Instagram connect users with shared visual identities, illustrating that people are always seeking creative, hand-on ways to express themselves in the present. Join us for a seminar and panel discussion that explores why and how brands are embracing these platforms, not only to promote their products, but also to engage new audiences, crowdsource awesome content and drive social commerce. A panel of social media professionals will be sharing case studies of brands using these platforms creatively and effectively. Presented by Hassan Mirza, freelance social media consultant, who has worked on campaigns for Skype, NSPCC, Museum of London, the Law Society and a range of small businesses.

Questions answered :
How can brands leverage the power of these platforms while generating business? What is the difference between content creation and curation? How can brands drive engagement and crowdsource content through competitions? How can visual social platforms enhance SEO? How do brands engage communities and drive qualified traffic?

The Facebook Insights is a horribly limited data environment. Learn how to query the Insights API to get proper data, and how to spider your Pages to get the information that Facebook forgot to give you. Then learn how to apply this to your business.

Questions answered :
Learn how to answer these questions * When is the best time to post (day part, week part) * As we build fans how does that increase our ability to reach an earned audience and a paid audience with sponsored stories? * As we build our fan base to what extent do they remain active? * What’s the optimal post frequency for this audience? How does post frequency affect reach, hides and unsubscribes? * What is the interplay between reach and engagement? And how how does engagement impact reach? * What is the shape of the community, and how should this affect communications planning? Who are the most frequent user commentators, and for what share of UGC do they account? What does the communication flow look like in terms of one-to-many, many-to-one, one-to-one, and peer-to-peer?

How an international auto brand went from a few hundred to over half a million Facebook fans in just 3 months – key learnings for developing social media in emerging markets

Moonshine Media’s campaign for the Prince’s Rainforest Project used frogs from Framestore to entice page viewers to sign up and save the rainforest.  Once the call to action was answered, viewers could self-edit their own video in between comments from luminaries from Pele to the Dalia Lama, creating personal entertaining content to forward on to friends. We’ll demonstrate how to mobilise the socially savvy to do what they want to do whilst hitting your campaign targets.  Putting your viewer at the heart of the campaign can make for popular content, but it takes skill and dexterity to simultaneously sell-in the brand. Questions answered : How did a digital frog help saved the rain forest.

How did a digital frog help saved the rain forest? How do you coax Polar Bears cross Platform?

A session for senior marketers who are responsible for planning & managing multiplatform digital communications. Following from our sell-out session at Digital Shoreditch in 2011, we’ll be revisiting our TOTAL DIGITAL approach, and outlining the last years’ developments in the digital marketing arena. Based on our experience with leading FMCG brands including Ribena, Seven Seas, Corsodyl, & Panadol Brass Managing Partner and Strategic Director, Paul Mallett will outline our approach to managing multichannel digital activity for our clients and how to project and measure ROI across multiple online channels. Paul’s viewpoint is that social media, search, platforms and media operate as intrinsically connected nodes of a brand’s online eco-system. Treating online not as separate disciplines, but as a continuum from search to media to content to engagement leads to a more holistic (and realistic) Return on Investment model.

Questions answered :
How do I work out the Return on investment of digital marketing activity? How do I manage multichannel digital activity for my brand?

As social media is one platform that constantly evolves. There are many things you have to watch out for when trying to reach out and communicate with your audience in advertising! This session is about what to do about that! Questions answered : What are the do’s and don’ts for social media?

Do’s and Don’ts for social media

Join Lindsey Greig, DataGuidance and Simon McDougall, Promontory, whilst they discuss brand protection, data risk management and how to build trust with your consumers.

Questions answered :
Who cares about data privacy? How important is it? What can you do with your data? What happens if you get it wrong?

Are you planning to build a social network with international success? Do you already run a digital community but with a low number of members? Has your community metrics of success not been reached?

If so, this workshop will demonstrate key methods to grow your user base by 100,000 – all in 30 minutes.

BrightLemon will be hosting a hands on workshop which will walk you through the planning of an online community at 1:45 – after an initial 5 minute presentation.

Leon Tong – the Director and founder of BrightLemon – will help you put together a high level project strategy, identify your key users, discuss technical considerations and define your metrics of success to help you build your community.

This workshop will be a great opportunity to take advantage of BrightLemon’s expertise in developing online communities. Either if you manage an online community or are planning one, this workshop will help you increase your user base.
It will be an interactive workshop which will cover the following:
Key points which will help you grow your online community
Identifying your high level strategy
User analysis inclduing metrics of success, user types, personas and user stories
Information architecture including sitemaps, workflows and issue constraints
The workshop will be starting at 1:45 at the table top in Hackney House. If you wish to attend, please contact info@brightlemon.com (or reply) prior to the workshop or approach a BrightLemon representative on the day
Questions answered :
- How do I start planning for an online community? – What are the benefits of growing on online community? – How do I increase my user base?

We’ll be delving into adaptive web design, from responsive grids to designing for context and looking at the challenges that need to be overcome in adaptive web design.

Questions answered :
What is adaptive web design? What’s the difference between adaptive and responsive? Is a mobile first strategy always best? How to approach UX design for adaptive websites?

• The app life cycle
• Generating ideas for apps
• Measuring success
• Gamification
• How much branding is too much branding?
• Payment models

Tammy Weis is one of many recording artists who have ‘joined the Cue’ (well CueSongs that is) It’s a new company that music innovator Peter Gabriel has co founded. CueSongs provides ‘Ready to go’ music licensing by well known artists. Tammy has seen success in her native Canada, Europe and London where she now resides. But like many successful musicians, she still struggles to support herself soley on her music….until now It was last summer when she watched CueSongs CEO Ed Averdieck (co-founder along with Gabriel) do a presentation on the company.

She immediately knew she wanted to be involved. After the session she introduced herself and gave a brief background of her music and media sales experience. To her surprise Ed responded by saying ‘I know you; I just heard you on BBC Radio Four Woman’s Hour!’ and the rest is history Weis, like so many other artists realizes that only a relatively small proportion of copyrights earn licensing income in syncs at the moments. CueSongs plans to create a new revenue stream for artists and writers, consisting of hundreds of thousands of smaller sized transactions, and bring new money into the music business.

Our current partners include: Sony Music, Sony ATV, Peer Music, MusicSales, Real World, Infectious, Skint & Black Hole Recordings . As well, some of our artists include: Ferry Corsten, Boy George, Peter Gabriel, Katrina & the Waves , Ziggy Marley and the Stereo MC’s to name a few Questions answered : How can I reduce the headache of music licensing? How can I licence tracks from iconic artists with a budget of less than £1000?

For a generation of young people today, digital media feels as vital to their everyday lives as eating and drinking. But how should brands respond to this and what role should they play? James will share his insights on the importance of the 18-24 audience, what they want from brands and what platforms they are using (e.g. do they know Pinterest, are they migrating to Google+?).

BrightLemon – the digital community specialists – will show you ten ways to grow your user base by 100,000. We will be hosting a hand’s on workshop which will walk you through the planning of an online community. You will be helped to put together a high level project strategy, identify your key users, discuss technical considerations and define your metrics of success. The workshop is a great opportunity to take advantage of BrightLemon’s expertise in developing online communities. Either if you manage an online community or are planning one, this workshop will help you increase your user base. Being experts in developing digital communities, BrightLemon has implemented similar workshops on clients such Amnesty International, the British Council, Business in the Community, Fujitsu Siemans, the Greater London Authority, the Tate Modern, TeachFirst, University of Cambridge and the Victoria & Albert Museum. BrightLemon has increased user interaction for Amnesty International by 1200%, linked 25% of all schools in the UK for the Department for Education and created a community of over 100,000 users for the British Council.

What will we cover? It will be an interactive workshop which will cover the following:

• Ten points which will help you grow your online community
• Identifying your high level strategy
• User analysis including metrics of success, users types, user needs, personas and user stories
• Information architecture including sitemaps, workflows and issue constraints Who should attend?
• Digital marketing manager, brand managers and key decision makers
• People that are considering building an online community
• People that manage an online community

Questions answered: How do I start planning for an online community? – What are the benefits of growing on online community? – How do I increase my user base?

As social media is one platform that constantly evolves. There are many things you have to watch out for when trying to reach out and communicate with your audience in advertising! This session is about what to do about that! Questions answered : What are the do’s and don’ts for social media?

Looking at branding from a startup/small business perspective: most startups ‘tack on’ their branding in the form of a visual identity & logo at the end of the process, where they need to put that at the heart of their business. Also (interactive Q&A) looking at practical ways businesses can benefit from branding, and how to choose and work with an agency.

Questions answered :
Why is ‘pretty’ is NOT good branding? How can you save money by good planning and strategy? Why does (social) technology changes the game for business’ brand strategy? What are the top questions to ask when appointing an agency?

Why ‘pretty’ is NOT good branding. How to save money by good planning and strategy. Why (social) technology changes the game for business’ brand strategy. Top questions to ask when appointing an agency.

2012 has ushered in a new era of visualised social media. Social platforms Tumblr, Pinterest and Instagram connect users with shared visual identities, illustrating that people are always seeking creative, hand-on ways to express themselves in the present. Join us for a seminar and panel discussion that explores why and how brands are embracing these platforms, not only to promote their products, but also to engage new audiences, crowdsource awesome content and drive social commerce. A panel of social media professionals will be sharing case studies of brands using these platforms creatively and effectively. Presented by Hassan Mirza, freelance social media consultant, who has worked on campaigns for Skype, NSPCC, Museum of London, the Law Society and a range of small businesses.

Questions answered : How can brands leverage the power of these platforms while generating business? What is the difference between content creation and curation? How can brands drive engagement and crowdsource content through competitions? How can visual social platforms enhance SEO? How do brands engage communities and drive qualified traffic?

A session for senior marketers who are responsible for planning & managing multiplatform digital communications. Following from our sell-out session at Digital Shoreditch in 2011, we’ll be revisiting our TOTAL DIGITAL approach, and outlining the last years’ developments in the digital marketing arena. Based on our experience with leading FMCG brands including Ribena, Seven Seas, Corsodyl; Panadol Brass Managing Partner and Strategic Director, Paul Mallett will outline our approach to managing multichannel digital activity for our clients and how to project and measure ROI across multiple online channels. Paul’s viewpoint is that social media, search, platforms and media operate as intrinsically connected nodes of a brand’s online eco-system. Treating online not as separate disciplines, but as a continuum from search to media to content to engagement leads to a more holistic (and realistic) Return on Investment model.

Questions answered : How do I work out the Return on investment of digital marketing activity? How do I manage multichannel digital activity for my brand?

Most organisations have have web analytics systems, but not many of them are actually using their data to inform improvements, deliver targeted content and increase conversions. This session will give an outline of the why, what and how of effective web analytics. It will describe how to approach analytics in order to get insightful data which can feed back into improving the web experience for the benefit of both users and the organisation.

Questions answered :
Where do I start with Web Analytics? My Analytics data is overwhelming – what can I do to get meaning from it? How can analytics be used to deliver real business value?

- IP basics – what every start-up needs to know (and every investor will expect).

- Privacy issues for on-line start-ups – what needs to be done in the early days?

- Trade marks and clearance searches to avoid rebranding.

What if the days of “integrated” advertising were over? People have shown they can get together to share news and data about what they love. Lok at LOST and Lostpedia, World of Warcraft, AI… Movie and video game industries has worked for long in that direction to support their products over the years. What if advertising could evolve to a non-linear narrative that your communities can empower on their own?

Questions answered : How to use digital in your brand communications in a relevant and effective way?

In this session, Andy Hewitt will discuss the power of understanding human behaviour placing it at the heart of a marketing strategy. By identifying how and what influences individuals in different situations, marketers can accordingly adjust their propositions to provide relevant experiences and offers to consumers, which will trigger purchases when desired. Successfully understanding human behaviour additionally allows marketers to use technology to heuristically adapt in real-time to influence consumer behaviour, resulting in reduced costs and an improved lifetime value of consumers.

Questions answered : What are the most important aspects of human behaviour for marketers to understand? How can digital services, tools and products tap into the themes of ease, social and habit? How can businesses utilise this knowledge to encourage a deeper engagement that actually triggers purchases, by adopting behaviour-changing techniques? What technology exists to track user preference and trigger behavioural change?

The drivers behind Facebook fatigue – the social graph vs. the interest graph – the rise of SoLoMo apps (social, local, mobile) and frictionless sharing – niche networks and the real-life graph – Predictions: Socially Augmented Reality

Questions answered : After people start leaving Facebook (or using it for self-promotion and global contact list)…where will they flock? (and what the business model behind that?)

Facebook and Twitter have changed the way the world communicates. They don’t just add a communications channel – social is a new way of behaving and working that makes new demands of skills and structures in organisations. Those brands that recognise the challenge and seize the opportunity will be able to leap ahead of their competitors. Learn more in this roundtable led by global marketing and technology agency LBi.

Our speakers will be:

John Monks – Head of Social Business Design at LBi

John is an expert in the use of social technologies in businesses and has a background in organisational design, change management and training. He is an outstanding, results-driven change leader and management consultant with 15 years’ experience of enabling world-class clients in London and New York to design, plan and implement major technology-enabled business transformation. John is an excellent communicator and instinctive collaborator who brings energy and enthusiasm to lead high-performing teams and drive success.
@johnmonks

Nic Howell – Planning Director at LBi

Nic joined LBi as a senior planner in 2010. He has since been promoted to planning director and developed strategies for major clients such as Coca-Cola, M&S, Virgin Atlantic and Barclays. Previously Nic was features and deputy editor for the leading interactive marketing and business weekly New Media Age, following 12 years as a client-side marketer at organisations including LexisNexis Butterworth and FT Knowledge.
@howellnic

Join Lindsey Greig, DataGuidance and Simon McDougall, Promontory, whilst they discuss brand protection, data risk management and how to build trust with your consumers.

Questions answered : Who cares about data privacy? How important is it? What can you do with your data? What happens if you get it wrong?

Who should make the content for your brand’s social channels? ATL? PR? Digital Agency? Or should it be the team listening/researching the conversation?

These teams have an intimacy with your clients and stand side by side with them each day and are best placed to create the content that engages them. Gone are the days of the 6 figure planner elbow deep in TGI data – the community manager is the new oracle with a true vision of your brands reputation.

What makes great social video advertising? How does a marketer use the science of social video to move beyond just brilliant content to a spot that engages consumers for a long period of time. The session combines viral videos as case studies combined with unique insight from leading industry experts to demonstrate what it takes to top the viral video chart.

As one of the grandaddy’s of Shoreditch, Last.fm has been part of and witnessed the incredible development of the of the East London tech scene. Now in 2012, with some of the world’s best developers/agencies/creatives on their doorstep, there’s a huge opportunity for local tech businesses to work together to not only create and execute award winning ideas but ensure the on-going support and growth of the tech community.

Questions answered: How has being located at the heart of the UK tech scene and being surrounded by an ecosystem of world best developers/agencies/creatives benefited Last.fm and the clients (advertisers) they work with?

It’s given that youth are hugely engaged in digital media and are the most adept at making the most of platforms and how to the systems – ranging from maximising benefits from mobile to how to get free everything. The question is: How far can they go? The negative effect of Google on short term memory has been established, as has the effect of fast moving content and culture on the ability to concentrate.

Questions answered :
What’s the right balance in terms of intensity and frequency of digital engagement, and consider the interests of brands and youth?

Coca Cola is no longer about creative excellence, but content excellence. Burberry is “as much a media-content company and a design company”. Red Bull Media House originate feature-length films from their own film crews and music from their own studio. Facebook and Twitter no longer want media spend to sell ads, but to generate reach for content. Consumers don’t want ads, they want good content.

In this talk we’re going to explore how agencies can lead the content generation process from ideation to partnership to delivering and seeding content across social platforms to maintain an always-on content strategy. We will bring our strategies to life by referring to successful case studies throughout the talk.

Questions answered :
How do I create content for my clients?
How do my community managers create low/no budget content?
How do I focus on the right platforms?
How can I deliver an always-on content calendar?
How can I improve my content-creation process from receiving the brief to delivery?

Brands have learnt to engage with consumers online and have now built audiences in social media. But most current social media research doesn’t allow brands to understand precisely who they are talking to, what’s important to them or how that online audience connects to their traditional segments as mapped by audience studies. The Brand Graph study used innovative techniques to map the interest graph and the social graph of the social media audience of O2 UK and then looked at how to use real-time social media data to refresh traditional audience studies in order to build a dynamic model of the audience. The talk will share the full results of the study, details of the tools used to mine the data as well as plenty of interactive data visualisations.

Questions answered :
- Why really real-time social media mining is hard – Why simply “monitoring” social media is not good enough – How to mine context and behaviour, not just content – What new research models for mining social media can be used – What is the Brand Graph – How to build a Brand Graph and what to do with it.

- why really real-time social media mining is hard – why simply “monitoring” social media is not good enough – how to mine context and behaviour, not just content – what new research models for mining social media can be used – what is the Brand Graph – how to build a Brand Graph and what to do with it

what we loved and what we learned in 2012

Online to Offline Conversion – Turning Engagement to Purchase
Moving beyond “likes”, tweets, checkins and other engagement metrics to purchase, sales and revenue metrics.

A discussion of how we can use design and serious play principles to innovate on our business processes and customer engagement models

Questions answered :
How can design process help us think about and overcome business challenges? What does it mean to innovate inside a company? What does it mean to build innovation capacities for clients? What might new engagement models look like?