Day 1
13 April 2016
#SMWF – Social Marketing
10:00AM
Keynote: Pillars of Doing Marketing in a Digital World
Mariano Bosaz
Global Digital Director
The Coca-Cola Company
- What does it mean to do marketing in a digital world?
- Understanding your customers and their behaviour in the digital world
- Moving from interruptive to sustainable marketing
- Evolving your marketing campaign in the ‘real-time’ digital environment
11:00AM
Breakout Panel Discussion 2: Influencer marketing masterclass
Peter Kan
Managing Director
First Day of Spring
Michael Price
EMEA Marketing Director
ASICS Europe
Roberta Francesconi
Head of E-Commerce & Digital Marketing, Europe
Shinola
Joyce Musch
Manager Digital & E-commerce
AkzoNobel Decorative Coatings
- Targeting the right influencers for your brand and communicating effectively with their audience
- Assessing reach and level of engagement
- What costs to expect when working with influencers
- Metrics and measurements to assess the value of influencer relationships
This panel will be moderated by Peter Kan, Managing Director of First Day of Spring
02:00PM
Breakout Panel Discussion 2: Dynamic social engagement for 2016
Volker Meise
Chief Operating Officer
Linkfluence
Wencke Fassbender
Managing Director
Dutch PR Group
Bas Hawinkels
Strategy & Content Director
PHD
Jacqueline Smale
Head of Social Media
ING
Selena Gabat
Director Social Media
Sky Deutschland AG
- Using social platforms to reach audiences in new and innovative ways
- Getting your audience to talk to you and understand the importance of having two-way conversations
- Creating valuable content for your social community and present it in a way that works for that social channel
- Building long-term relationships, trust and loyalty and create brand advocates by being helpful, personal and authentic
This panel will be moderated by Wencke Fassbender, Managing Director of Dutch PR Group
03:30PM
The role of a community in a changing environment
Linda van Seuren
Community Manager
ING
The relationship between consumers and companies is changing. What are the challenges and opportunities? And how can a community play a role in this?
In this session LINDA VAN SEUREN will talk you through how ING are addressing these questions.
04:00PM
From social to personal: Remaining a guest at somebody’s private party
Gert Wim ter Haar
Social Media Hub Manager
KLM
There is a change going on in social. One-to-few/ chat platforms like WeChat, Whatsapp and Messenger have shown a tremendous growth in the past months. It seems that people don’t want to share everything with everybody anymore, and are looking for more personal and private platforms. Gert Wim ter Haar, Social Media Hub Manager, will discuss with you the way KLM Royal Dutch Airlines wants to be a guest on those platforms as well.
Day 2
14 April 2016
09:30AM
Making an impact with video storytelling
Amanda Richards
Global Brand Director Innovation and Digital
Unilever
- The importance of video in the marketing mix
- Creating great video
- Media strategies for maximum impact
- Measuring success
10:15AM
Analysing digital sentiment to measure success
Bas Komen
Global Digital & Social Media Director
Cloetta
- Benefits and challenges of using sentiment analysis to quantify emotions
- How refined is out ability to measure sentiment?
- Process behind building a digital sentiment index
- Outcomes – what can this approach provide to the business?
- Next evolutions and expectations for sentiment analysis
11:30AM
DIGITAL INNOVATION LAB 1: SOCIAL RISK MANAGEMENT
Adam Hildreth
Founder & CEO
Crisp Thinking
Social is full of risks. How do you handle them? Find out in this interactive exercise.
In this social risk management session, attendees will have the chance to practice real-time social media risk management with their peers. Delegates will be divided into teams and presented with risk scenarios based on Crisp’s ten years worth of experience. They will then have a limited time to put together a strategy to handle them in order to save the brand’s reputation. Each team will present their strategies to the room and the best group will win a prize! Best practices shared in this session will be circulated to all who attend.
02:00PM
Panel Discussion: Don’t Look At Your Social Data in Isolation: Contextualize It To Understand ROI
Sanna Pöyhönen
Research and Analytics Manager, EU
Nikon Europe B.V.

02:00PM - Day 2
Dustin-Michael Steinfort
Social Media & Digital Marketing Lead
The Kraft Heinz Company

02:00PM - Day 2
Tom Bagnall
Group Director of Insights
VimpelCom

02:00PM - Day 2
Alvise De Nardi
Sales Manager - Italy, Spain & Latin America
TalkWalker

02:00PM - Day 2
Soenke Lorenzen
Research Manager and Media Analyst
Greenpeace International

02:00PM - Day 2
- Unlock new business insights with social data integration
- A blueprint for viral content: how network analysis can revolutionize your social media strategy
- Add value to your brands with social data intelligence
This panel will be moderated by Alvise De Nardi, Sales Manager – Italy, Spain & Latin America, TalkWalker