London 2009
Agenda
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Creating Social Capital
Making The Social Web More Useful in Corporate Environments
08.00: Registration, breakfast and networking
09.00: Opening remarks by Arjen Strijker (SOMESSO founder) and Susan Kish (day moderator)
09:15: Keynote - Nurturing your Inner Maverick. Google pioneer and serial innovator Wesley Chan shares stories from the early development of Google Voice and Analytics: taking advantage of failure, maintaining a healthy disregard for doom-mongers, and keeping a maniacal focus on what’s important. By Wesley Chan (Google Voice)
PART 1 – Lessons Learned from Early Adopters of Corporate Conversations
‘People are talking about your company online right now’ is said so often it has become a cliché. Yet studies have shown that many companies are still fighting shy of social media adoption. Those that have bravely ventured in during the early days of ‘corporate conversation’ have successes and key learnings to share. In the first part of the conference, we will hear key learning’s and case studies from some of these early adopters.
09:45: Unmarketing and the ‘Webful Brand’. “If brands are to have any juice in this new online future, those that are advocating them will have to drop all the mass media shouting, and move past the ‘markets are conversations’ trivialization of the web, too. Their representatives will have to roll up their sleeves and do something, shoulder to shoulder, aspiring to make something in the world, collectively with us, not just selling us the parts.” By Stowe Boyd (The /Messengers).
10.15: COFFEE BREAK
10.35: Leveraging Social Media In Regulated Industries. When legal or regulatory compliance departments are presented with social media opportunities the risk assessment warning lights go on. But not participating in the social media space can be as risky for brands, even those in regulated industries. Jason Falls will discuss both the challenges and the paths to implementing social connections in regulated industries. By Jason Falls (Doe Anderson)
10:55: Internal comms: Improving relations and efficiency. SocialText CEO Eugene Lee examines the importance of social media and enterprise 2.0 software with regards to internal communication and improving relationships with employees along with general efficiency. By Eugene Lee (SocialText)
11:25: A SWOT analysis of the mobile platforms’ potential. What are the opportunities and challenges of leveraging advances in mobile communication? By Merran Wrigley (Sony Ericsson)
11:45: Knowledge management: Security, Intellectual Property and Privacy. A key challenge for all corporations in embracing new social tools is the need to balance confidentiality, privacy and intellectual property protection against the benefits of increased openness. How can this be achieved without stifling innovation? By Andy Piper (IBM)
12:10: LUNCH
PART 2: Goodwill Within Communities: Meeting Their Needs and Your Bottom Line
A company lives and dies by the number, depth and strength of the relationships it creates with its stakeholder communities. As finances become scarcer, the more essential these relationships become. In the same way that recessions filter out flabby innovations, leaving only the best standing; they also filter out ‘spin’; driving the need for authenticity.
13:25: What your community can tell you about R&D. XING’s Chief Product Officer looks at the evolution of social media networks and the important role of user feedback in shaping future trends. By Jason Goldberg (XING)
13:50: Designing twenty-first century organisations with social tools. A corporate social media pioneer looks at how we can use the lessons of Enterprise 2.0 to help structure new, more resilient and low-cost corporations able to weather the current storm. By Lee Bryant (Headshift)
14:10: What companies can learn from politics 2.0. Obama’s leadership style ushers in a new era of dealing with stakeholder communities. How can we extrapolate those lessons to benefit the business? By Umair Haque (Havas Media Lab)
14:30: Using virals to find new customers. Insights into how to use viral campaigns to find and attract new customers, and get the message to spread to potential customers based on interest, behaviour and contextuality. By Rene Rechtman (GoViral)
15:00: Leading stakeholder communities. Long-time community expert and content strategist Marilyn Pratt discusses how communities are created to bring key stakeholders to the conversation. Her presentation will cover approaches to the moderator role and how enabling questions can help the conversation be more successful. By Marilyn Pratt (SAP)
15:30: Community building and the art of the social The founder of London’s thriving Social Media Cafe talks about the Zen of building communities. By Lloyd Davis (Tuttle Club)
15:50: COFFEE BREAK
16:15: The ‘tribalisation’ of business. A chance to take a step back and look at the day’s presentations and discussions in the context of the wider evolution of business practices. By Frans van der Reep (InHolland University)
PART 3: The People Speak
We could hardly finish a day discussing sociable business without opening up for wider debate. In the final session, our expert panel will lead discussion of key topics in corporate social media today.
16:40: ROUNDTABLE DISCUSSION Topics:
- ’Confession session’: Is this all networky stuff even a good idea? Reservations about social media engagement.
- A corporate culture of rapid response: Real-time content creation is increasingly common. How will companies anticipate and participate in this upcoming trend?
- Waging guerrilla warfare against corporate IT: How can corporates become more flexible in adoption of new tools when the ‘guys in the basement’ have the power to determine what a company does? Security, ‘trusted provider’ questions, more open sharing and collaboration all create power struggles between the IT department and the rest of a company.
- Nurturing the evangelist: How do corporates find the heroes inside? Many companies already employ people who are adopting new tools: how can we help identify, trust and empower these evangelists?
- Empowering experimentation: Current IT procurement typically focuses on large, expensive deployments that can often lock companies into expensive proprietary systems. How can we encourage a shift to shorter, more ‘agile’ deployments and a more open, experimental and cost-effective IT strategy?
- “Fudging the ROI”: Large corporations understandably want to see cost-benefit analyses before investing in change. How can we measure and quantify the benefits of social tools? Do we even have to do this?
Participants:
Christophe Langlois (Visible Banking) - Moderator
Nick Burcher (Vivaki / Publicis Group)
Chris Thorpe (MySpace)
Iain Simpson (BDO Stoy Hayward)
17:40: Summary and Close (Susan Kish)
17:45: Networking & Drinks