Conference Programme

Do you have information that could be made more useful to your customers by combining it with existing tools such as Google Maps? How could your own data be enriched by allowing customers and clients to add it to their own? The power of such combinations, or mash-ups, to add value will be explored in this case study.

Dell is one of the great examples of a company responding to negative sentiment and setting up a dialogue with its critics. This session will look at how the personal computer giant has worked with bloggers to bring the values of the blogosphere into its own marketing communications.

DVD rental company LoveFilm sees user-generated ratings and reviews of films as a key part of its marketing strategy, attracting non-subscribers as well as existing customers to its site. But how do you persuade people to write reviews, and how do you manage the content they produce?

Brands have recognised that to be successful in social media, they need to become part of the conversation rather than interrupting it. Are widgets and web applications the answer? In this session O2 will be outlining its attempts to connect with the social network audience using these new tools.

The Audi Channel was created by advertising agency BBH. It launched in 2004 and remains the only branded broadcast channel. It is now being distributed over Nokia handsets, IPTV service Joost and Freeview add-on Top-Up TV. We examine the lessons learned by one of the world’s top automotive brands.

The only thing worse than being talked about, according to Oscar Wilde, is not being talked about. But when conversations can be going on anywhere on the web, how do you know which category your business falls into? This session looks at the tools available to help marketers find out who’s talking about their products and services, and what they’re saying.

Which emerging ad formats will best help publishers monetise their sites, and advertisers reach their target audiences? We invite the people behind some of the latest solutions to pitch their ideas to a panel of industry experts to see which ones catch their eye.

There’s a seemingly endless succession of tools and technologies emerging that allow us to communicate and manipulate media in new ways, but are marketers making the most of them in their communications with both customers and colleagues. Adriana Lukas, adviser to Johnson & Johnson on social media, will lead a hands-on session showing how marketers can make the most of the emerging technologies. Places will be strictly limited, so book early.

As traditional advertising formats continue to suffer from reduced effectiveness, and attention moves increasingly to video, what can publishers offer their advertisers to help get their marketing messages across?

With the pressure on to make successful use of all the emerging social media channels, people were bound to make mistakes. They did, and brands as big as Nike and Wal-Mart were among those making them. Our panel will look at some of the biggest blunders of the past few years, and the key lessons to be learned from them.

The attractions of mobile as an advertising medium are obvious: everyone has a mobile, and they take it with them everywhere. But up to now mobile has been only really been associated with text-to-win and CRM, while the advertising potential of the medium remains untapped. Coca-Cola has been one of the few major brands to experiment with mobile advertising through its agency AKQA; this session will explore what it has done, and what it has learned.

Games promoting products are nothing new, but games that oblige you to engage with the product being promoted in order to complete them are much more rare. This session looks at the award-winning games Microsoft has used to educate users about the functionality of its products.

Getting closer to your customers means you’re better placed to meet their needs and you can win greater loyalty from them. The Guardian was among the first UK media properties to recognise the value of its community of readers. And it learned the lessons of running such communities the hard way, by setting them up and seeing what happens. Find out what those lessons were in this session.

The first attempts to build an advertising model for social networks relied on the traditional tools of banners and buttons. But some advertisers have exploited consumers’ desire to identify with brands by offering the chance to “friend” them, and the results have been remarkable. This session will showcase an example of brand fending at its best.

What are the rules of engagement when advertisers use social networks? Are these some brands that can never use them? How can the networks protect advertisers from appearing next to inappropriate content? This panel brings together three of the biggest networks, along with two more specialist operations, to discuss the key trends and issues around advertising and the new media giants.

We’re entering the post-click age of digital marketing, where the performance of the most exciting properties can’t be measured using the industry’s traditional tool. That’s creating a problem for marketers whose performance is also measured in clicks. So how do you decide what to measure, and how do you measure it?

There’s a seemingly endless succession of tools and technologies emerging that allow us to communicate and manipulate media in new ways, but are marketers making the most of them in their communications with both customers and colleagues. Adriana Lukas, adviser to Johnson & Johnson on social media, will lead a hands-on session showing how marketers can make the most of the emerging technologies. Places will be strictly limited, so book early.

What inspires the people behind the UK’s top digital advertising campaigns? What have they seen that’s made them sit up aand pay attention? From the Cannes Lions to the London graduate shows, three senior creatives pick the most exciting stuff of the past 12 months.