Day 1

13 April 2016

#SMWF – Social Marketing

Social platforms have become an integrated part of everyday lives and brand marketing strategies. With the social landscape always changing keeping up with how best to utilise these platforms and communicate with audiences effectively is a continuous challenge. # SMWF has been the place for marketing professionals to share experiences and learn about best practice for the past 7 years. Some of the hot topics we will be looking to cover this year include – influencer marketing, social media storytelling, reputation management, crisis management, marketing automation, social media listening, video and live streaming, social branding, social commerce and social customer service.

10:00AM

Keynote: Pillars of Doing Marketing in a Digital World

Mariano Bosaz

Global Digital Director

The Coca-Cola Company

Associated Talks:

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  • 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
. Mariano Bosaz, Global Digital Director, The Coca-Cola Company

11:00AM

Breakout Panel Discussion 2: Influencer marketing masterclass

Peter Kan

Managing Director

First Day of Spring

Associated Talks:

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Michael Price

EMEA Marketing Director

ASICS Europe

Associated Talks:

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Roberta Francesconi

Head of E-Commerce & Digital Marketing, Europe

Shinola

Associated Talks:

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Joyce Musch

Manager Digital & E-commerce

AkzoNobel Decorative Coatings

Associated Talks:

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  • 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

. 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

02:00PM

Breakout Panel Discussion 2: Dynamic social engagement for 2016

Volker Meise

Chief Operating Officer

Linkfluence

Associated Talks:

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Wencke Fassbender

Managing Director

Dutch PR Group

Associated Talks:

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Bas Hawinkels

Strategy & Content Director

PHD

Associated Talks:

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Jacqueline Smale

Head of Social Media

ING

Associated Talks:

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  • 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

. 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

03:30PM

The role of a community in a changing environment

Linda van Seuren

Community Manager

ING

Associated Talks:

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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.

. Linda van Seuren, Community Manager, ING

04:00PM

From social to personal: Remaining a guest at somebody’s private party

Gert Wim ter Haar

Social Media Hub Manager

KLM

Associated Talks:

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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.

. Gert Wim ter Haar, Social Media Hub Manager, KLM

Day 2

14 April 2016

09:30AM

Making an impact with video storytelling

Amanda Richards

Global Brand Director Innovation and Digital

Unilever

Associated Talks:

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  • The importance of video in the marketing mix
  • Creating great video
  • Media strategies for maximum impact
  • Measuring success
. Amanda Richards, Global Brand Director Innovation and Digital , Unilever

10:15AM

Analysing digital sentiment to measure success

Bas Komen

Global Digital & Social Media Director

Cloetta

Associated Talks:

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  • 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
. Bas Komen, Global Digital & Social Media Director, Cloetta

11:30AM

DIGITAL INNOVATION LAB 1: SOCIAL RISK MANAGEMENT

Adam Hildreth

Founder & CEO

Crisp Thinking

Associated Talks:

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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.

. Adam Hildreth, Founder & CEO, Crisp Thinking

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.

Associated Talks:

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Dustin-Michael Steinfort

Social Media & Digital Marketing Lead

The Kraft Heinz Company

Associated Talks:

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Tom Bagnall

Group Director of Insights

VimpelCom

Associated Talks:

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Alvise De Nardi

Sales Manager - Italy, Spain & Latin America

TalkWalker

Associated Talks:

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Soenke Lorenzen

Research Manager and Media Analyst

Greenpeace International

Associated Talks:

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  • 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

. Sanna Pöyhönen, Research and Analytics Manager, EU, Nikon Europe B.V.
. Dustin-Michael Steinfort, Social Media & Digital Marketing Lead, The Kraft Heinz Company
. Tom Bagnall, Group Director of Insights, VimpelCom
. Alvise De Nardi, Sales Manager - Italy, Spain & Latin America, TalkWalker
. Soenke Lorenzen, Research Manager and Media Analyst, Greenpeace International