Agenda Stockholm 2008

Agenda Stockholm 2008

February 25th, 2009 |

imc

IMC Stockholm 2008: First page Agenda Svenska All presentations are held in English

Program \| Agenda
8:45 am–10:00 am	Room 1: Everyone Can Be a Keynote When Time Magazine made you "Person of the Year," they were smart. Why focus on just one person when this conference is about everyone? This is an opportunity to get to know the people in the room: speakers, sponsors, participants, and hosts.
10:00 am–10:05 am	Short Break to Change Rooms
10:05 am–10:30 am	Room 1: Generating Quality Internet Traffic by Anders Östlund, Ticket 2 There are numerous ways to generate traffic to your website. The question is whether you should carpet bomb, use missiles, or launch surgical robots. The more resources you have, the easier it is to end up with a carpet-bombing strategy, spending a lot on useless hits. The surgical approach will cost you more to set up but will generate superior traffic. The more information you get from Internet users, the smarter you can spend your money. When users end up at your website as a result of their own questions, they are more likely to act. Anders Östlund is CEO of Ticket2.com. In spring 2007 he was listed as one of Sweden’s most promising e-business entrepreneurs by Internetworld. Room 2: Marketing to Employees by Making the Intranet Social by Kirsi Välimaa, NCC Learn about how NCC markets news and communicates changes within the NCC group to its employees. Also find out how NCC increases content consumption. Kirsi Välimaa is an intranet manager for NCC and has worked with both internal and external websites since the mid-1990s.
10:30 am–11:00 am	Coffee Break
11:00 am–11:25 am	strong>Room 1: Five Steps to Make Online Video Profitable by Sorosh Tavakoli, Videoplaza The consumption of online video is different from both traditional websites and broadcast TV. This means we need to rethink how to monetize that consumption and how to use the medium as an advertising channel. This talk will present ideas on how to make online video profitable, both from a publisher's and an advertiser's perspective. Cases using Kanal 5 and H&M will be presented. Sorosh Tavakoli is the founder and CEO of Videoplaza. He has also worked at a media research company, MMS, where he did extensive research on consumption of moving images. Room 2: Expanding Sales Activities in the Pharmaceutical Industry by Ewa Rockmyr, Acando The traditional sales model, with a sales representative visiting the doctor, is no longer sufficient. Access to doctors is becoming more and more difficult, time spent with the doctor is limited, and often more than one drug is to be detailed. Engaging the customer online is one way to overcome these hurdles and to gain a competitive advantage. Ewa Rockmyr, senior project manager at Acando, has over 10 years of experience in interactive marketing within the pharmaceutical industry, in both Sweden and the UK.
11:25 am–11:30 am	Short Break to Change Rooms
11:30 am–12:00 pm	Room 1: Convert Online Visitors from Browsers to Buyers by Greg Kelton, Interwoven, and Joshua Mortensen, LOVEFiLM Join us for a discussion to hear how heads of online business and leaders in usability and design are delivering relevant and effective website content that drives online revenues. Learn how using multivariable testing and persona targeting will generate more order confirmations by taking the guesswork out of website design. Greg Kelton is the managing director of Interwoven Optimost in EMEA. Joshua Mortensen is the country manager for LOVEFiLM International in Denmark. Room 2: It's All About Conversion by Per Strid, inkClub Most KPIs (key performance indicators) are designed so that we can understand the conversion process of website visitors. To fully do so, you need flexible and powerful tools as well as skilled analysts. inkClub is moving from rudimentary to qualified web analytics by introducing a full-blown data warehouse solution. Now no question is too difficult to investigate. Analysis is still a task for humans, but the possibilities for analysis have increased. Conversion can now be measured from any angle. Per Strid has gone from analyzing traffic on the railroads in Sweden to analyzing traffic on inkClub.com, a successful retailer with business in 14 countries.
12:00 pm–1:30 pm	Lunch
1:30 pm–2:10 pm	Room 1: Maximizing Return on Ad Spend by Jen Brown, WebTrends, and Jonathan Kirby, Live it In 2008 US$30 billion will be spent on paid search advertising, doubling to nearly US$60 billion in three years. Despite increasing ad budgets and SEM (search engine marketing) complexities, large advertisers continue to use outdated manual techniques, such as rules-based bid management, to manage their paid search campaigns, resulting in billions of wasted ad dollars each year. Learn how Live it has gone beyond bid management to dramatically improve its SEM return and conversion rates, while actually reducing the manual overhead common to bid management tools. Jen Brown started her marketing career within the IT & telecoms industry, including the marketing of VoIP and unified messaging at a start-up organization, and held the position of UK & Ireland manager for NETGEAR. Given her expertise in online marketing, particularly SEO and SEM, she joined WebTrends in 2007 to manage the Ad Director bid optimization solution and team in Europe. Jonathan Kirby, together with his friend Martin Charlton, founded Live it, which sells experiences as gifts, at the end of October 2005. Without any financial backing, Live it has grown to be an estimated US$6 million a year company. With little money for marketing, search-word advertising was the most cost-effective solution to lead the correct traffic to the website and has continued to be the largest single advertising investment.
2:10 pm–2:15 pm	Short Break to Change Rooms
2:15 pm–3:00 pm	Room 1: The Mind Map of a Successful Website by Neil Walker, Just Search (a Getupdated company) With millions of websites on the web, it becomes apparent that for any business to successfully operate online a strategic approach is the key to online success. Strategy is everything; looking at your goals is the route to success, from generating traffic to changing how your website is perceived by its users. Taking a bird’s eye view enables you to create a map of success helping you to become an authority. Neil Walker, CTO of Just Search, part of Getupdated, has over seven years of experience in Internet marketing. Specializing in SEO strategies helped Just Search achieve the first position in Google UK for SEO. Room 2: The Insight Model by Steve Jackson, Trainers' House Learn how the insight model combines data from different sources and generates a 360-degree view of the visitor. Combining clickstream data, experience data, and competitive data may give you the edge your competitors are lacking. Steve Jackson is a senior consultant, specialized in web analytics, at Trainers' House. His clients are Nokia, Kone, MTV3, Vodafone, and a number of other companies in Finland and the rest of the Nordic region.
3:00 pm–3:30 pm	Coffee Break
3:30 pm–3:55 pm	Room 1: Going Mobile with E-mail by Lars Nordström, L-Soft How will mobile e-mail change the face of e-mail marketing? Explore how e-mail marketing approaches will evolve now that mainstream mobile devices carry e-mail and web-surfing applications. What can e-mail marketers expect to happen to their response rates? What action should e-mail marketers take to improve their results and continue to successfully market to this new breed of e-mail-enabled, mobile warriors? Lars Nordström has been involved in building online communities for over two decades and provides e-mail community and marketing expertise through L-Soft. Room 2: Bluetooth Marketing by Björn Öström, Addmob Bluetooth marketing offers several new opportunities. Learn about the pros and cons of bluetooth marketing compared to traditional mobile marketing and how consumers and advertisers view it. Addmob has worked with mobile marketing since 2005 and has successfully launched a wide range of mobile services: ad-based mobile services for websites, mobile campaigns, and bluetooth marketing. Björn Öström, founder of Addmob, has previously worked in various business development and sales positions at MTG, Salus Ansvar, and Nordea.
3:55 pm–4:00 pm	Short Break to Change Rooms
4:00 pm–4:30 pm	Room 1: Taking Mobile to the Next Step by Morris Packer, The Bonnier Group Learn how the Bonnier Group is using mobile Internet and mobile technologies to reach new goals. Morris Packer runs the department of Bonnier Mobile Services, providing know-how and technology to all brands within the Bonnier Group. Room 2: SEO/PPC at Norway's Largest Pharmacy Chain by Karl Philip Lund, IXD, and Anders Stensønes, Apotek 1 Learn how Norway's largest pharmacy chain, Apotek 1, works with search engine marketing, content management and web analytics. Many times it is difficult to make an impact in large organizations. This presentation will provide you with tips and insights that can help other large organizations manage PPC and SEO initiatives internally. Karl Philip Lund is cofounder of .IXD, a company that specializes in user-interface design, xHTML/CSS-development, and online marketing. He currently works with companies such as Telenor, Storebrand, Wyeth, and Dyreparken. Prior to cofounding .IXD, Karl Philip was director of interactive marketing at Norwegian Airlines. Online booking increased from 45% to 85% during his tenure at Norwegian Airlines. Anders Stensønes is the webmaster for Apotek 1's corporate website and intranet, and responsible for managing online activities for Norway's largest chain of pharmacies. Being responsible for search engine marketing (both SEO and PPC), he has incorporated Apotek 1's online activities into their promise to their customers: Our knowledge – your safety..
4:35 pm–5:00 pm	Room 1: Measuring Online Video by Oliver Schiffers, Sapient This session pinpoints specific goals and the required success measurements for online video: viral potential, engagement, leads, and advertising. Strategy and KPIs (key performance indicators) will be discussed as well as some insights into the various tools for specific measurement goals. Oliver Schiffers has been working in online business for 12 years, with a focus on web analytics for the past eight years. In 2007 he joined Sapient as head of analytics for Continental Europe. His previous employers include NetGenesis and United Internet Media. Room 2: Campaign Tracking and Marketing Optimization at SEA LIFE by Petri Mertanen, Naviatech Learn how SEA LIFE tested different forms of advertising to promote one of their aquarium shows. The effectiveness of outdoor advertisements, magazine articles, press releases, newsletters, and sponsored links on Google was compared. Find out how the conversion rate and revenue were maximized. Petri Mertanen has worked in the Internet industry for 10 years. Clients for which he has worked vary from small to large international companies. Currently he is the managing director of Naviatech, an Internet marketing, web analytics, and concept design company.
5:00 pm–6:00 pm	Cocktail Reception

Register for the conference!

Stockholm \| Sweden \| November 27, 2008 \| Thursday
8:30 am–9:15 am	Registration and Refreshments
9:15 am–10:00 am	Room 1: Panel, Internet Marketing Moderator: Magnus Höij, Internetworld (IDG) Panelists: Peter Jörgne, Getupdated Nils Lindhe, Tradedoubler Lars Zander, EuroAds Kim Lehult, Zanox Georges Anidjar, Unica Thomas Bergbom, Google Peter Jörgne is key account manager at Getupdated Internet Marketing and CEO at Aphelion Consulting AB. Nils Lindhe is European director of client services at TradeDoubler. He has worked within consumer marketing for the last 12 years at Lowe Brindfors, Razorfish, and SCA Hygiene. Lars Zander is partner and country manager for EuroAds Sweden. He has previously worked at Starcom Sweden as a media specialist/consultant in print, out-of-home advertising, radio, and digital marketing. Lars has worked within consumer marketing for the last seven years. Kim Lehult is head of publisher sales at Zanox and also the founder, co-owner, and board member of other companies active in the online industry. She has worked in the area of business development within the IT and online industries for the past 15 years. Georges Anidjar is sales director for web analytics, EMEA. Thomas Bergbom is marketing manager for Google in the Nordic region. Magnus Höij is editor in chief of the IDG magazine Internetworld. Room 2: Panel, Writing in English for the Web Moderator: Lars Nordström, L-Soft Panelists: Robbin Battison, Battison & Partners AB Thomas Boothe, Ericsson James Savage, The Local Robbin Battison is CEO of Battison & Partners, an editorial group that writes and edits online business and marketing communications, and tests interactive sites for usability. Thomas Boothe is strategic marketing manager at Ericsson. He began his career as a public relations associate in the Silicon Valley (California) in the mid-1980s. Thomas has worked as a copywriter both in California and Sweden. James Savage is managing editor and cofounder of The Local, which publishes websites covering Sweden’s and Germany’s news in English. He has previously worked as a radio journalist and in public relations in the UK and Sweden. Lars Nordström has been involved in building online communities for over two decades and provides e-mail community and marketing expertise through L-Soft. Room 3: Tool Demos 9:15 am–9:30 am SiteScanner 9:30 am–9:45 am TraceWorks Headlight 9:45 am-10:00 am Netminers InSight SiteScanner is a monitoring service that tests how accessible critical web services are from a visitor perspective. Presented by Olle Bodelius, CEO. TraceWorks Headlight is a simple, powerful, and easy-to-use online marketing tool that will help you increase transparency, productivity, and ROI in your marketing. Presented by Jesper Eiby, marketing director. Netminers InSight is a web analytics solution that combines behavioral tracking, online surveys, and advanced segmentation capabilities. Presented by Christian Vermehren, managing director and cofounder.
10:00 am–10:05 am	Short Break to Change Rooms
10:05 am–10:50 am	Room 1: Workshop, Beyond the Pre-Roll: Interactive Video and the Promise of Engagement Leaders: Roger Wu and Emily Gannett, KlickableTV This session is designed for the more advanced online marketer seeking new tactical approaches to leverage the unique features of the web beyond standard advertising methods currently used to monetize video. Engagement is the new measurement for success. In this workshop we will see how some content publishers are implementing new interactive video technology and creative integration. We will then launch into a working session to explore effective measures for engagement that are as varied as the creative campaigns they seek to quantify. Learn tactics that engage passionate users and contribute to word-of-mouth on- and off-line, including product placement, branded entertainment, gaming, contests, and promotions. Klickable has developed an interactive video platform that enhances the user experience through video overlays and hyperlinks. These links direct viewers to additional information, such as websites, e-commerce, and “DVD extra” type material. At the same time, Klickable collects data that will allow advertisers a focus-group–like glimpse into user behavior and product perception. The platform will also tie in elements of social media to create a more dynamic and personalized experience. Klickable has already begun a series of tests with leading partners such as The Rachael Ray Show/CBS, Emerging Pictures, and Bravo TV (a division of NBC Universal). Room 2: Tool Demos 10:05 am–10:30 am WebTrends Ad Director 10:30 am–10:50 am Omniture Test&Target WebTrends Ad Director uses advanced mathematical algorithms to automatically optimize SEM campaigns. Presented by Jen Brown, manager of digital marketing services, EMEA. Omniture Test&Target is a set of tools used to quickly test different website design, content, navigation, and campaigns. Presented by Nicolas Meriel, team lead for Test&Target, EMEA.
10:50 am–11:15 am<	Coffee Break
11:15 am–12:00 pm	Room 1: How to Increase Revenue and Traffic Using Behavioral Targeting by Erik Wallin, Adaptlogic Learn how behavioral targeting is done, and listen to some intriguing case studies. Erik Wallin is the founder and CEO of Adaptlogic. He is also an entrepreneur and researcher. Erik has a pragmatic approach, with a focus on measurable effects in order to create user-transparent and cost-effective solutions. Room 2: Extending Google Analytics by Anders Møller, IIH Copenhagen Learn how to get more out of Google Analytics by using free tools that extend and expand the functionality of the system. Through a guided tour of tools, hacks, and tricks created by the Google Analytics community, the presentation will focus on both the Firefox extensions and Greasemonkey scripts that can significantly enhance both your analysis and configuration. The presentation will cover areas such as copying goals, easily jumping between profiles, and much more. Anders Møller is a web analytics specialist at IIH Copenhagen, where he is responsible for the technical part of web analytics. He specializes in customization, integrations to third-party systems, and advanced data mining. Room 3: Proactive and Result-Oriented Search Engine Marketing by Anna Eriksson, Keybroker During this session, Anna Eriksson from Keybroker will present some tools and methods used to increase search advertising results, both for sales-driven and branding-focused campaigns. Keybroker manages search advertising for large advertisers throughout Europe. Anna Eriksson is Keybroker's sales director for the Nordic region and has many years of experience in search marketing.
12:00 pm–1:15 pm	Lunch Break
1:15 pm–2:00 pm	Room 1: Panel, Conversion Optimization (Convert Visitors to Buyers) Moderator: Henrik Stenmann, IIH Copenhagen How do you make more people buy? Conversion optimization is the art and science of making layout and content changes to your website that can lift the conversion rate. Panelists: Greg Kelton, Interwoven Mark Simpson, Maxymiser Jen Brown, WebTrends Steve Jackson, Trainers' House Marc Sårde, Creuna Greg Kelton is the managing director of Interwoven Optimost in EMEA. Mark Simpson is managing director of Maxymiser and set up Europe's first company dedicated to multivariate testing and content targeting over two and a half years ago. Mark has worked in the Internet industry for over 10 years in client, agency, and vendor organizations. Jen Brown joined WebTrends in 2007 to manage the Ad Director bid optimization solution and team in Europe. Steve Jackson is a senior consultant, specialized in web analytics, at Trainers' House. His clients are Nokia, Kone, MTV3, Vodafone, and a number of other companies in Finland and the rest of the Nordic region. Marc Sårde has been involved in web analytics for seven years. He is currently responsible for web analytics at Creuna, one of Scandinavia's largest full-service digital agencies, where he advises customers on how to make the most of their web analytics investment. Henrik Stenmann has worked in the Internet industry since 1999, with a focus on user studies and visitor surveys. He also specializes in website optimization and online marketing as a partner at Internet Intelligence House (IIH). His constant focus on actions has made him a significant authority on conversion rate optimization. He has worked with brands such as Eniro, Ellos, Telia, and SAS. Room 2: Panel, Search Engine Marketing (SEO & SEM) Moderator: Henry Morales, Trainers' House Panelists: Neil Walker, Just Search/Getupdated Anna Eriksson, Keybroker Nikke Lindqvist, Nikke's Index Fredrik Saatchi, Microsoft Samuel Sylvander, Jajja Communications AB Neil Walker is one of the cofounding members of Just Search with over eight years of experience in Internet marketing. His areas of specialty lie particularly in SEO, and he has extensive knowledge in usability. Anna Eriksson is Keybroker's sales director for the Nordic region and has many years of experience in search marketing. Nikke Lindqvist has been working with web publishing since 1997, focusing on web search from the very beginning. For many years he has been a strong critical voice against cheap, short-term SEO solutions while consulting in long -term web marketing where on-site optimization is a natural ingredient. Fredrik Saatchi has a background from marketing and sales at Microsoft and Google. Samuel Sylvander is the vice president of Jajja, the largest SEO company in Scandinavia. He has been working with internet marketing for 10 years and is a search engine marketing expert. Henry Morales is a search engine marketing and web analytics consultant for Trainers' House. He has worked with clients in the telecom, software, and high technology industries, both in B2C and B2B environments. Room 3: Tool Demo 1:15 pm–1:45 pm Tobii Eye Tracking 1:45 pm-2:00 pm Snoobi Tobii is a world leader in hardware and software solutions for eye tracking and eye control in market research, usability, psychology, and assistive technology. Presented by Tommy Strandvall, training manager. Snoobi is the widest adopted commercial web analytics tool in Finland, serving over 2500 companies. Presented by Pekka Koskinen, founder and CTO.
2:00 pm–2:05 pm	Short Break to Change Rooms
2:05 pm–2:50 pm	Room 1: From Quality Traffic to Conversion Workshop Leader: Henrik Stenmann, IIH Copenhagen Discuss how to attract the right visitors, and persuade them to take action on your website. Room 2: Tool Demos 2:05 pm–2:30 pm Avail eMarketing Suite 2:30 pm–2:50 pm Interwoven Optimost Avail eMarketing Suite, a behavioral merchandising tool, has proven to be up to 300% more effective than traditional merchandising techniques. Presented by Pontus Kristiansson, cofounder and CEO. Interwoven Optimost is a website optimization solution that empowers online marketers to get more from their customer acquisition and website investments. Presented by Greg Kelton, managing director.
2:50 pm–3:10 pm	Coffee Break
3:10 pm–3:40 pm	Room 1: How to Proactively Increase Conversion Rates by Mark Simpson, Maxymiser Conversion management enables marketers to use analytics data to proactively increase conversion rates by optimizing content. Learn how brands can now focus their efforts on the active management of onsite content to provide a continual improvement in performance. Mark Simpson is the marketing director of Maxymiser and has extensive knowledge of the online market. He has worked in the industry for nine years, in sales, marketing, and commercial roles. Room 2: Web Analytics at Scandinavian Airlines by Andreas Pettersson, SAS As one of the major players in the Scandinavian online travel market, Scandinavian Airlines (SAS) needs to be on the forefront, taking advantage of the low distribution costs and new sales opportunities generated by e-commerce. Using web analytics and KPIs (key performance indicators), SAS Denmark is constantly optimizing and improving the online customer experiences on SAS.dk. Andreas Pettersson works as a web analyst in the SAS Denmark e-commerce department. Previously he worked as a business consultant, focusing on Internet marketing strategies.
3:40 pm–3:45 pm	Short Break to Change Rooms
3:45 pm–4:15 pm	Room 1: Bang Bang! E-mail Marketing Has Gone Trigger-Happy by Kevan Bilton, CoreRelations It is important to get the right message to the right person at the right time. E-mail marketing is getting sophisticated. Many companies are reaping the benefits of e-mail by respecting their customers and treating them like individuals. These companies live by the concept “Subscribers Rule!” Kevan Bilton, managing director for CoreRelations in Denmark, has many years of experience in e-mail/permission marketing and has helped many Danish companies successfully become permission marketers. CoreRelations represents ExactTarget in Scandinavia. Room 2: New Opportunities for PR in a Changing Media Landscape by Kristofer Björkman, Newsdesk Learn how new opportunities for PR have revolutionized the PR industry and what new possibilities this has brought for marketers and information managers to communicate with media and stakeholders. Newsdesk offers streamlined and cost-effective distribution of press releases and corporate news. By operating the biggest search engine in Sweden for corporate information, Newsdesk makes sure that journalists find exactly what they are interested in and that CIOs reach relevant journalists and other people with influence in their market. Kristofer Björkman is the founder of Newsdesk. He has worked in journalism and new media for 20 years, and was cofounder of spray.se, mrjet.com, SF-anytime.com, and TV4 WebbTV.
4:15 pm–4:20 pm	Short Break to Change Rooms
4:20 pm–4:30 pm	Room 1: Reflections and Summary by Lennart Svanberg and Lars Johansson, Internet Marketing Conference

* We will do what we can to keep presentations and speakers as listed above. However, unforeseen circumstances may result in the substitution of a presentation, topic, or speaker.

** Due to the international nature of the speakers and audience, all presentations, panels, and workshops will be held in English.

Register for the conference!

About IMC

Agenda Stockholm 2008

Community

Official Association

Official Twitter

About IMC

Agenda Stockholm 2008

Community

Official Association

Official Twitter

Gold Sponsors

Media Sponsors

Bronze Sponsors

Association Sponsors

Silver Sponsors