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Day 1: March 4th 2008 |
9.00 |
Opening remarks from the Chair
Ross Monaghan
Deakin University
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New Media 101 |
9.10 |
New media, new rules » New results
- Why is New Media so important for PR practitioners?
- What’s being said about you online? Are you part of the conversation?
- De-mystifying new media: what is Web 2.0, blogs, podcasts, vodcasts, facebook, MySpace, Wikipedia, Twitter, YouTube, RSS and instant messaging
- Understanding the business uses for new media: customer affinity programs, internal communications, reputation management, brand building, public relations, product development, and even recruitment – and why PR people are suited to own this activity in their organisation
Ross Monaghan
Deakin University and Founder, The MediaPod
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9.40 – 9.55 |
A 15 minute session designed to enable delegates to discuss the Top 5 issues they face with social media. These issues will be collated and the results used by the Chair to guide the Q&A for the following sessions.
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Keynote address: How new media is shaping opinion and motivating people into action |
9.55 – 10.35 |
You the media
- The changing nature of communications: how the web is influencing us
- From CEO posts on YouTube, to the formation of
online communities, to campaigns to raise
awareness of social issues, new media is a powerful
force shaping opinion
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- What lessons can Australian businesses learn from
our politicians' embrace of online campaigning?
Rob Shilkin
Head of Corporate Communications & Public Affairs, Google Australia & New Zealand
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10.35 – 11.10 |
Morning break
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Panel Session |
11.10 – 11.50 |
Technology-to-English and strategic thinking
- What are the key issues to consider? How do you start a conversation?
- Ensuring new technology is used to meet communications strategy
- Are we all journalists now? Legal issues for online and new media activity
- Producing interesting content: what works and why
- The CEO worries about productivity, the CIO worries about IT security and the CFO worries about bandwidth costs: know how to address their concerns
- Top Ten tips for implementing a new media strategy
Adrian Christie
Head of Public Relations, Sony Computer Entertainment
Rod Bruem
Founding Editor, Now We Are Talking, Telstra
Trevor Cook
Director, Jackson Wells Morris
Kylie Johnson
Head of Multimedia, CSIRO
Ross Dawson
CEO, Advanced Human Technologies
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Panel Session |
11.50 – 12.40 |
The (new) media view
- How has the digital revolution changed the news?
- How have established media brands developed their online prescence?
- Editorial direction: how is online content different?
- When will internet video usage be greater than TV?
Max Uechtritz
Editor-in-Chief, ninemsn
Bruce Belsham
Editor, abc.net.au, ABC
David Higgins
Editor, News.com.au
Mike Van Niekerk
Editor-in-Chief, Fairfax Online
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12.40 – 1.40 |
Lunch
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Case Study – The PR value from online collaboration |
1.40 – 2.15 |
RTA’s “Pimp Our Ads” online campaign
- The challenge facing the RTA and why online collaboration worked
- How the campaign caught the attention of the traditional media
- Achieving the numbers: Evaluation and ROI: the amazing response
Tracey Arthur
General Manager, Communication, Roads and Traffic Authority
Background: In 2007 the NSW Roads Minister Eric Roozendaal decided the NSW Government’s road safety campaign targeting young drivers would be designed by young drivers.
The campaign, “Should Have Crashed at a Mate’s”, was designed by 23-year-old Samantha Morris from Cooranbong on the NSW Central Coast. It was the winning entry from more than 7900 in the RTA’s Pimp Our Ads competition, which gave young drivers the chance to design a road safety campaign.
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2.15 – 3.00 |
New media and the impact on brands
- Benefits of new media for communicating causes, products, services and brand values
- Creating a buzz and knowing your ROI: how effective is online media?
- Let your customers help you
- Case studies: who’s doing what around the world?
Paul McKeon
Corporate Communications, Dell Computer Australia
Pippa Leary
Marketing Director, Fairfax Digital
Matt Jones
Creative Strategist, Jack Morton Worldwide
Ant Kelaher
Marketing Director, MySpace
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3.00 – 3.30 |
Afternoon tea/coffee
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Case study |
3.30 – 4.10 |
The Church of Scientology & BBC Panorama The web allows any organisation to be a broadcaster. This case study looks at the BBC’s Panorama program that covered the Church of Scientology – including the BBC Reporter’s “meltdown moment” which was later broadcast on YouTube. This session will cover how and why The Church of Scientology made their own documentary about the BBC and used their website to host the program. Virginia Stewart was in London, England, at this time and had first hand experience of dealing with the BBC Panorama journalists.
Virginia Stewart
Public Affairs, Church of Scientology
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Think like a broadcast journalist |
4.10 – 4.40 |
What’s the story? What’s the hook? What’s the human interest angle?
- Where’s the “talent” in your organisation? (apart from the CEO of course!)
- How to think like a broadcast journalist
- How to launch your story on the web and publicise it
- Practical session: Kylie will interview Ross Monaghan and edit the interview on stage, uploading the interview to a blog; this will demonstrate how easy podcasting is
Kylie Johnson
Head of Multimedia, CSIRO
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4.40 – 5.10 |
Telling the “corporate story” - engaging audiences with new media
- Case studies: Unilever AXE Ride – Edgy deodorant brand entices young men to explore and win the ultimate hook-up vehicle!
- Microsoft Xbox and Microsoft Game Studios Ambassador program gives Microsoft a voice in the online gaming community
- Australian Focus: Woolworths National Drought Action Day – Engaging stakeholders and communities using New Media
Con Frantzeskos
Head, Me2Revolution, Edelman
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Workshop ideas and
get ready for Day 2 |
5.10 – 5.20 |
Delegates form groups and work on a story for Day 2
- Each group selects a team Editor
- Delegates will be briefed on the new media conference arranged for day 2
- Story ideas can be from an individual or by mutual agreement
Moderated by Ross Monaghan
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5.20 |
Closing remarks from the Chair and close of Day One
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| 5.20 – 7.20 |
Evening drinks reception and networking function
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Day 2: March 5th 2008 |
9.00 |
Opening remarks from the Chair
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Opening keynote presentation |
9.10 – 10.00 |
Convention, disruption, vision
- How the web is changing communication strategy for companies, Governments, charities and those that want to campaign against your organisation
- If PR and traditional media is about controlling the message, do organisations fear the unfiltered chaos of the web? What can you do to calm their fears?
- Is there a happy balance between creating a conversation (and letting it go in any direction) and controlling the conversation?
Laurel Papworth
Director, World Communities and Social Networks Strategist
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10.00 – 10.30 |
You get ready (working in teams)
- Delegates discussion session
- Share ideas; prepare for the upcoming session
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10.30 – 11.00 |
Tea/coffee break
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11.00 – 12.10 |
Integrating new media into your PR/comms strategy
- How to integrate new media into your PR strategy
- The AWI internal communication case study
- Search leveraged PR
- Getting a #1 ranking on Google
- Case studies including the Collective Conversation case study
- Q&A time with delegates about starting and sustaining a conversation
Matt Overington
Digital Director, Hill & Knowlton
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Wrap-up |
12.10 – 12.40 |
Q&A with delegates
- How is the media changing? What is the real impact of social media?
- What to do when you get back to the office?
Chair: Ross Monaghan
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12.45 |
Closing remarks from the Chair and close of conference
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