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Digital PR: new opportunities, new challenges
The speakers and panel sessions will explore how the web is changing the way we communicate and engage all stakeholders. We seek to give you the big picture on digital PR, particularly, how digital communication integrates into your organisations communications strategy.
9.00 - 9.10 Opening remarks from the Chair, Ross Monaghan, Deakin University
9.10 - 9.50 Opening keynote: Welcome to the new media world
The top 5 opportunities from social media for PR practitioners
The top 5 ways to generate value for your organisation from social media: Community Building - Product Research - Customer Service - 2 way Communication - Transparency
Mandi Bateson, Digital Director, Hill & Knowlton
9.50 - 10.30 Conference keynote: Go where the crowds are
Social networks offer huge audiences, but eyeballs are not the same as engagement
Jodee Rich, Founder, PeopleBrowsr
10.30 - 11.10 Listen, engage, Influence: Defining your Digital Strategy
How will digital engagement and communication drive your organisation?
How can you define and plan digital into your strategic communications?
Wing H Cheung, Senior Manager, Digital Strategy, NAB
11.10 - 11.40
Morning break
11.40 - 12.10 Cleansing your online reputation with "Search Suppression"
One bad blog review can attract huge visitor numbers, pushing “bad news” to the top of search engine finds. But what if you could keep negative commentary off the first page of Google? Is creating positive content and buying search terms to bury negative stuff fair play?
Gerry will explain the ethical ways to create positive digital assets and equity and the pros and cons of Search Suppression. And he'll discuss the underhand tactics and negative consequences of laundering social media and search engine finds. Search suppression is a new and controversial digital PR practice; don't miss this compelling session.
Gerry McCusker, Founder, Engage ORM & Author of "PR Disasters"
12.10 - 12.40 PR and ethics in the age of Twitter
Be honest, and get fired. Be open, and lose a sponsorship. Is Twitter worth the hassle?
How can PRs engage with social networks effectively and ethically?
Mandi Bateson, Digital Director, Hill & Knowlton
Thomas Tudehope, Director Strategy and Engagement, SR7
Strath Gordon, Director, Public Affairs, NSW Police Force
1.35 - 2.20 Are you a healthy part of your online community?
Weightwatchers case study: in this presentation Reichel discusses the challenges and opportunities of building an engaging, supportive and caring online community
Reichel Cheslett, Head of Digital, Weight Watchers Australasia
2.20 - 3.00 Case study: American Express' Facebook "Oprah" Make a Difference campaign
In this case study of online engagement, Nic will discuss the American Express digital journey, covering online activation in USA and Asia Pacific. Nic will showcase American Express Australia’s use of a Facebook centred campaign offering $100,000 in grants and tickets to The Oprah Winfrey Show at The Sydney Opera House
Nic Frankham, Director of Public Affairs, Australia and New Zealand, American Express
3.00 - 3.30
Afternoon tea/coffee
3.30 - 4.10 Digital communications: the opportunity for Government
Drawing on primary research from Governments in the US, UK and Canadian foreign ministries, Fergus argues that there are huge opportunities for Government departments and Ministries when it comes to the web based communication: what are the lessons learnt from the overseas experience?
Fergus Hanson, Research Fellow & Director of Lowy Polling, Lowy Institute for International Policy
4.10 - 4.20
Delegate discussion session; delegates prepare questions for the upcoming panel
4.20 - 4.50 The trials and opportunities of cyberspace : Panel session Q&A discussion:
The panel members will discuss their online communications experiences, research and campaigns, and share their ideas and suggestions for best practice.
Fergus Hanson, Research Fellow & Director of Lowy Polling, Lowy Institute for International Policy
Craig Shim, Manager of Market Activation, Tourism Queensland
Kerryn Burke, Corporate Communications & Brand Manager, Medtronic Australasia
Linda Horiuchi, Senior PR Manager APAC, Cisco Systems
5.00 - 6.30 Join us for a drink, and listen to Karen Eck and Kim McKay discuss their experience with Oprah Winfrey's visit to Australia
Oprah's Ultimate Australian Adventure: the future of media relations in the digital age
Karen and Kim will discuss the amazing adventure they had managing Oprah's PR, media and stakeholder relations during Oprah's Ultimate Australian Adventure: from the intensive travel itinerary to the online content website designed by Karen/Kim for the global media relations activity.
Having managed many PR campaigns and projects in Australia and overseas, Karen and Kim will share their thoughts on the key success factors for the Oprah project, including how to pitch and collaborate effectively and offer suggestions for the future of media relations in the digital age.
Karen Eck, Founder, eckfactor & Kim McKay AO, Founder, Momentum2
Day 2: Wednesday 23rd March 2011
9.00 Opening remarks from the Chair
Different perspectives on digital communication & online media
9.00 - 9.35 Opening keynote: The written word is failing, the basic unit of communication will be video
In his presentation Dan will suggest that PR practitioners will need to re-think they way they communicate as people are using the written word less and less to communicate their message, and begin to use video as the preferred communications medium.
Dan Ilic, Founder, Motion Picture Company
9.35 - 10.10 Thinking beyond the viral video
The web is an affordable communication solution and you control the content. But, how can you build an audience, and how can you move beyond the “viral video” mindset that seems so alluring but has so many challenges? Jarod will discuss strategies for creating, distributing and publicising online content
Jarod Green, Director, Radical Love & Creator of “Beached Az”
10.10 - 10.40 Putting the consumer at the centre: using technology to create a consumer-focus
Dionne Lew, Director, Communications, VicRoads
10.40 - 11.10
Tea/coffee break
Media relations
11.10 - 11.50 How media companies are embracing Social Media and what PR practitioners need to know?
The web offers many opportunities for engaging with online publishers; in this presentation Kim will discuss a number of recent case studies and set the scene for the panel discussion that follows
Kim McKay, Founder, Klick Communications
11.50 - 12.30 What's new about new media?
How is the traditional media reaching out to a new generation of online readers and making the experience more interactive and engaging?
What is new about new media, and what are online editors looking for?
Kim McKay, Founder, Klick Communications
Mark Kelly, Group Publisher - Lifestyle, News Magazines
Damien Woolnough, Editor, Vogue.com.au
1.30 - 2.00 How WikiLeaks changed the news
WikiLeaks has changed the media industry and the news dynamic by publishing secret, classified documents and videos; if WikiLeaks publishes classified US Military material, will every organisation need to understand that every document (or video) has the potential to be a public document?
Quentin McDermott, Journalist, Four Corners, ABC
2.00 - 2.30 Ben's social media challenge!
Ben’s company, Republic of Everyone, won an award on The Gruen Nation for a party political video they created to encourage people to vote for The Greens; the video has clocked up over 100,000 hits on YouTube. Ben will discuss the opportunities and challenges of social media and offer the lucky door prize winner a strategy session to discuss how you can get smart with social media!
Ben Peacock, Founder, Republic of Everyone
2.35 - 3.15 Group genius social media experiment
Be part of our social media experiment and tap into the potent world of group genius, using speed thinking to extract those ideas residing in your sub conscious.
Facilitated by the founder of speed thinking Prof Ken Hudson, this experiential event will be fast, furious and fun, producing a frenzy of ideas, one of which, will be chosen as the lead social media campaign for Cancer Council.
Witness social media history in the making, and contribute your very own inner genius towards this innovative approach to the creation of a national social media campaign that will ultimately help thousands of Australians. An event not to be missed.
3.15
Lucky door prize and networking
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