Agenda Overview for IMC Vancouver October 3-4, 2011

DAY 1: Monday October 3, 2011

TIME SESSIONS
7:30am-9:00am
(1 hour 30 min)		 Registration & Continental Breakfast – Room: Foyer
9:00am-9:15am
(15 min)

Welcome & Overview Andrea Hadley, Conference Director
James Carter, Director, IIMA
Bill Tam, CEO, BCTIA
9:15am-10:10am
(55 min)

[Keynote] Social Revolution: How To Start Your Own “Marketing Spring” Michael Tchong, Founder & Analyst, Ubercool
10:10am-10:15am
(5 min)
10:15am-10:40am
(25 min)		 25-Minute Refreshment Break
10:40am-11:30pm
(50 min)

[General Session] Panel: TV Goes Social: From Passive Viewing to Participation Moderated by: Jeff Schaeffler, Dare
Joe Lasala, Bell Media
John Ritchie, Force Four Entertainment
Travis Dudfield, Fan Trust Entertainment Strategies
Marty Yaskowich, Tribal DDB
Room: Ballrooms 1&2
11:30am-11:35am
(5 min)		 5-Minute Transition
11:35am-12:25pm
(50 min)

[Keynote] Understanding the Content Strategy Landscape Rahel Anne Bailie, Principal, Intentional Design
12:25pm-1:45pm
(1 hour 20 min)

Birds of a Feather Lunch – Vistas Revolving Restaurant at the Top of the Renaissance
& Moderated Round Table Discussions
Track: Content Strategy – Room: Ballrooms 1&2 Track: Community Strategy – Room: Ballroom 3
1:45pm-2:35pm
(50 min)

[Content-1] Content is a Business Asset: The Ten Commandments of Digital Content Kristina Mausser, Digitalword

[Community-1] Panel: Re-defining “Community”
in a Digital World Moderated by: Clay Braziller, Clay Braziller & Associates
Chad Leaman, Neil Squire Society
Jenny Rustemeyer, The Clean Bin Project
Sandra Garossino, Intellix Legal Management Inc
Cadeyrn Craig, Norco Products Ltd.
2:35pm-2:45pm
(10 min)		 10-Minute Transition Break
2:45pm-3:35pm
(50 min)

[Content-2] CMHI Case Study – Going from Print to Digital: Transitioning an Association’s Magazine to a Website Kathleen Maynard, CMHI
Kelly Kubrick, Online Authority

[Community-2] Geo-Social Media Nick Jones, CBC
3:35pm-3:55pm
(20 min)		 20-Minute Refreshment Break
Track: Content Strategy – Room: Ballrooms 1&2 Track: Community Strategy – Room: Ballroom 3
3:55pm-5:15pm
(1 hour 20 min)

[Content-3] Panel: Content Marketing – Managing, Measuring and Evaluating Distributed Content Moderated by: Kelly Kubrick, Online Authority
Derek Phillips, Critical Mass
Marc Bitanga, Ritchie Bros Auctioneers
Tabetha Boot, Whistler Blackcomb
Kelly Turner, AT&T.com

[Community-3] Community Communications Case Studies:
1. Designing for Community
Karyn Zuidinga, Analytic Design Group

2. Chocolate Lovers and Makers Converge
Pam Williams, Ecole Chocolat

3. Kinetic Muscles – Stroke Recovery and Rehab
Clay Braziller, Clay Braziller & Associates
5:15pm-6:30pm
(1 hour 15 min)

Get Connected Reception – Room: Foyer

DAY 2: Tuesday October 4, 2011

TIME SESSIONS
8:00am-9:00am
(1 hour)		 Registration & Continental Breakfast – Room: Foyer
9:00am-9:55am
(55 min)

[Keynote] The Human Side of Marketing Analytics Jim Sterne, Author, Consultant, Chairman of Web Analytics Association

9:55am-10:15am
(20 min)		 20-Minute Refreshment Break
10:15am-11:05am
(50 min)

[General Session] Find Red: Cannes Lions’ Bronze Media Winner Innovation in Cross Platform Marketing Andrew Bailey, Proximity North America
John Gagné, Proximity Canada
Room: Ballrooms 1&2

11:05am-11:10am
(5 min)		 5-Minute Transition Break
Track: Campaigns – Room: Ballrooms 1&2 Track: Insights – Room: Ballroom 3
11:10am-12:00pm
(50 min)

[Campaigns-1] Establishing Success Metrics and Planning for Attribution Ross Jenkins, RAPP New York
Michael Hayward, ROI Labs

[Insights-1] Online Trends in Canada: Myth vs. Reality Steve Mossop, Ipsoso Reid
12:00pm-1:15pm
(1 hour 15 minutes)

Birds of a Feather Lunch – Vistas Revolving Restaurant at the Top of the Renaissance
& Moderated Round Table Discussions
1:15pm-2:10pm
(55 min)

[General Session] Industry Insights and Trends
Part I: Latest Trends and Research in Digital Marketing
Paula Gignac, IAB Canada<

Part II: Zero Moment of Truth: The Importance of Investing in an Online Strategy
Michal Lorenc, Google.ca
Room: Ballrooms 1&2
2:10pm-2:20pm
(10 min)		 10-Minute Transition Break
Track: Campaigns – Room: Ballrooms 1&2 Track: Insights – Room: Ballroom 3
2:20pm-3:10pm
(50 min)

[Campaigns-2] Mobile Marketing and Commerce for 2012 Jonathan Carrigan, MOBCOM

[Insights-2] Assessing your Digital Marketing Analytics Capabilities and What To Do About It! Stéphane Hamel, Cardinal Path

3:10pm-3:30pm
(20 min)		 20-Minute Refreshment Break
3:30pm-4:30pm
(60 min)		 [Campaigns-3] Panel: New and Expanded Ad Networks, Exchanges and Re-targeting Moderated by: Jason Dong, Blast Radius
Diana Eng, Google Canada
Jean-Philippe Gauthier, Mediative
Bryan Mitten, Dog Park Digital

[Insights-3]

Part I: Get a Seat at the C-Suite Table with Insights: Conversion Optimization Strategies
that Impact the Business Chris Goward, WiderFunnel

Part II: Metrics and Methods to Ensure
Visits Convert to Sales David Jenkins, BuildDirect
4:30pm-4:40pm
(10 min)		 10-Minute Transition Break
Track: Campaign – Room: Ballrooms 1&2 Track: Insights – Room: Ballroom 3
4:40pm-5:30pm
(50 min)

[Campaigns-4] Panel: Social Commerce and Advertising:
Facebook and LinkedIn Moderated by: Braden Hoeppner, Coastal Contacts
Gary Fearnall, LinkedIn Canada
Alfredo Tan, Facebook Canada

[Insights-4] Royal Canadian Mint Case Study:
The Power of Analytics: Optimizing the Client Experience
to Increase Conversions Robb Collins, Royal Canadian Mint
Fares Aldik, Bell Business Marketing

5:30pm-5:40pm
(10 min)

Closing Remarks Andrea Hadley, Conference Director