DAY 1: Monday October 3, 2011
[ Agenda Overview ] [ Full Agenda Day 1 ] [ Full Agenda Day 2 ]Registration & Continental Breakfast
Room: Foyer
Welcome & Overview
Andrea Hadley, Conference Director
James Carter, Director, IIMA
Bill Tam, CEO, BCTIA
9:15am-10:10am
(55 min)
[Keynote] Michael Tchong
Social Revolution: How To Start Your Own “Marketing Spring”
A fruit vendor in Tunisia sets off a tumult. Through social media, the revolution quickly spreads to the Middle East, North Africa and even Wisconsin, becoming known as “Arab Spring”. Social media are revolutionizing how people interact with one another, with brands and governments. With more than 750 million people on Facebook, our media and marketing worlds are being inundated by a wave of change.
Michael Tchong is an inspirational catalyst who inspires audiences globally with spellbinding insights on our changing culture. Follow along as he takes you on a roller-coaster ride through the landscape of now and reveals how the new social dialog is uprooting marketing and media. Regale in such cutting-edge topics as social analytics and intelligence, influence metrics, ROI tracking, Google+, case studies and the social graph.
The social revolution has arrived. Come join Michael to help reinvent your future!
Michael Tchong, Founder & Analyst, Ubercool
10:10am-10:15am
(3 min)3-Minute Sponsor Spotlight – UBC Continuing Studies
10:15am-10:40am
(25 min) 25-Minute Refreshment Break
10:40am-11:30am
(50 min)
[General Session] Panel: TV Goes Social: From Passive Viewing to Participation
TV is moving beyond the traditional passive experience and off the couch into a full social experience. Each night, more and more viewers are turning on the TV, and then jumping on their laptop, tablet, or smartphone to comment, chat with friends, or even cast a vote for their favorite contestant or character.
Samsung’s new Smart TV lets people simultaneously watch their show, see related posts on Twitter or Facebook streams and use the dual-sided Bluetooth remote which offers a full QWERTY keyboard for viewers to comment.
Google TV system let’s any viewer browse the web or check @replies on Twitter. It’s just like picture-in-picture mode, but with the web and the TV.
In this session you’ll learn how broadcasters, producers and advertisers are exploring the new opportunities within Social TV.
Moderated by:
Jeff Schaeffler, Senior Strategic Planner, Dare
Joe Lasala, Digital Account Executive, Bell Media
John Ritchie, Executive Producer & Partner, Force Four Entertainment
Travis Dudfield, Consultant, Fan Trust Entertainment Strategies
Marty Yaskowich, Managing Director, Tribal DDB
Room: Ballrooms 1&2
11:35am-12:25pm
(50 min)
[Keynote] Rahel Anne Bailie
Understanding the Content Strategy Landscape
The rise of the term “content strategy” has given legitimacy to a field of practice that continues to be defined and refined. It is still a bit of cowboy country where typical deliverables are yet to be articulated, and best practices are yet to be agreed upon. On the other hand, content strategy seems to be everywhere, and underpins discussions of internet strategy, publishing strategy, social media strategy, and digital strategy, to name a few. The separation of content strategy from its hosts seems contrived and artificial. Can a practitioner deliver an effective content strategy without considering the user experience and digital strategy, or the marketing and business strategy? How can organizations exploit content strategy with confidence? This presentation explores the connections and intersections between the various practice areas and provides a framework to make sense of the content strategy landscape.
Rahel Anne Bailie, Principal, Content Strategist & CM Consultant, Intentional Design Inc.
Room: Foyer
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
1:45pm-2:35pm
(50 min)
Track: Content Strategy
[Content-1] Content is a Business Asset: The Ten Commandments of Digital Content
Is the biggest difference between print and online copy simply search? Content marketing may increase ROI but content as a business asset is in the long tail. With mobile predicted to overtake desktop access to the Internet in the next five years, how can we protect our most valuable business asset online in a fractured digital economy?
With a hat tip to Charlton Heston, veteran Content Strategist Kristina Mausser will lead you through the Ten Commandments of Digital Content in an era when content is consumed, not cherished …function must exist without form …and where the message IS the medium.
Drawing from real world public and private sector examples, Kristina will demonstrate how businesses undertaking content strategy will ultimately increase the value of their content by doing the exact opposite of what traditional marketing dictates
…let your content go!
Kristina Mausser, Principal, Digitalword
Room: Ballrooms 1&2Track: Community Strategy
[Community-1] Panel: Re-defining "Community" in a Digital World
Community. The word “community” is derived from the Old French communité which is derived from the Latin communitas (cum, “with/together” +munus, “gift”), a broad term for fellowship or organized society.[2]
No matter if you are a fan of it or not Facebook and its peers have dramatically increased the ability of people to organize themselves. Nearly anyone can now create a mob, a crowd, sink a Casino or take on the CRTC. This panel will explore how digital tools are redefining how we organize our communities to create those changes, provide fellowship and be a catalyst for new brands that are redefining how we see ourselves.
Moderated by: Clay Braziller, Founder, Braziller & Associates
Chad Leaman, e-Learning Manager, Neil Squire Society
Jenny Rustemeyer, Co-Founder & Producer, The Clean Bin Project
Sandra Garossino, Founder & CEO, Intellix Legal Management Inc
Cadeyrn Craig, Communications & Marketing Specialist, Norco Products.Ltd.
2:35pm-2:45pm
(10 min)
10-Minute Transition Break
2:45pm-3:35pm
(50 min)
Track: Content Strategy
[Content-2] CMHI Case Study – Going from Print to Digital: Transitioning an Association’s Magazine to a Website
The factory-certified building industry has had to evolve quickly to keep ahead of client demand, with sales processes turned upside down by the Internet’s drive to transparency, an explosion in mass media focused on home design and the global popularity of all things “green”.
The Canadian Manufactured Housing Institute (CMHI) has worked hard to remain relevant its membership and industry, and has done so by shifting its communications efforts into digital. In the last four years the CMHI has tackled website content management systems, web analytics, email newsletters and taking Building Excellence®, its advertising-driven magazine, online. Join Kathleen Maynard, CMHI’s Executive Director & CEO, and Kelly Kubrick, President of Online Authority as they describe their bold journey with a down-to-earth membership into the ether and beyond.
Kathleen Maynard, Executive Director & CEO, CMHI
Kelly Kubrick, President, Online Authority
Track: Community Strategy
[Community-2] Geo-Social Media
Social media activity represents a majority of our time online. We increasingly look to social media for breaking news more than major news networks. We use our smartphones today as mobile shopping devices to find products/services and each other. We share content, comments, product/service purchases, photos and/or videos via computer, tablet and mobile devices. Most devices and cars today are able to determine and report on their location via GPS and other methods.
This is the “perfect storm” of geosocial that we – as consumers and businesses – are experiencing today. In this session the I consider the following questions:
- • What is geosocial?
• What are some examples of geosocial activity?
• What opportunity does geosocial represent for organizations?
Nick Jones, Director of Digital Product Development, CBC
Room: Ballroom 33:35pm-3:55pm
(20 min)
20-Minute Refreshment Break
3:55pm-5:15pm
(1 hour 20 min)
Track: Content Strategy
[Content-3] Panel: Managing, Measuring and Evaluating
Distributed Content: Video, Webinars, White Papers and More
Our digital world allows for enormous freedom to develop and distribute content at relatively low cost, allowing each business division to produce and distribute content as needed. But, the cost of producing content without clearly defined goals could surmount to much more than just dollars and cents. In this session leading Content Strategists discuss and share the essentials of measuring and evaluating whether our videos, pod casts, webinars, PDFs and Whitepapers are meeting our business and marketing goals and how to translate that to reach, sentiment and leads.
Moderated by: Kelly Kubrick, President, Online Authority
Derek Phillips, Content Director, Critical Mass
Marc Bitanga, Manager of Digital Marketing, Ritchie Bros. Auctioneers
Tabetha Boot, Public Relations & Communication Manager, Whistler Blackcomb
Kelly Turner, Content Strategy, AT&T.com
Track: Community Strategy
[Community-3] Community Communications Case Studies:
Designing for Community
Social networking and community based websites are a hot topic again. It seems every site now wants you to join and be a part of that community. The question is, if you offer the tools to build a community on your site, will they come? Using Analytic Design Group’s recent work on the CIRS (Centre for Interactive Research on Sustainability) website as a case study, Karyn will explore various strategies for building community on a website. She will look at the the drivers for the strategic decisions we made, the context of the CIRS site, and explore how that might work in other contexts.
Karyn Zuidinga, Principal, Analytic Design
Chocolate Lovers and Makers Converge
Building a market where there wasn’t one takes a dedicated effort – even though having chocolate as your focus helps. Pam will discuss her marketing and community building strategies for Ecole Chocolat. In 2003 there was no community, aggregator or published media for advertising professional chocolate classes. Instead, Pam relied on both paid and organic SEO campaigns to successfully build her target market of prospective students from around the globe. Her reliance strictly on online marketing and communication naturally led to developing supportive soft sell sites like chocomap.com (with its 2011 mobile app), chocolateapprentice.com, and over the last 5 years, building community with social media
Pam Williams, Ecole Chocolat
Kinetic Muscles – Stroke Recovery and Rehab
There are more then seven million people in the US and Canada who are recovering from stroke. They constitute a large online community of information seekers that includes physicians, therapists, resellers, distributors and people recovering from the disease. This case study will present how a small medical device firm integrated Facebook, Youtube, LinkedIn, Google AdWords, snail mail, email and print in an effort to reach the diverse communities and still maintain their FDA certified status. The discussion will include what worked and other lessons learned by a startup in a big market.
Clay Braziller, Founder, Clay Braziller & Associates
5:15pm-6:30pm
(1 hour 15 min)
Get Connected Reception
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