New Media Summit, Melbourne 2008
Tuesday 2nd & Wednesday 3rd September 2008 |
Media Partner:
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| RACV Club, 501 Bourke Street, Melbourne, Victoria |
| Registration: $1295 (+gst) |
| Pre-conference briefing on “New Media 101” on 1st September for $100 (+gst) |
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| NEW MEDIA “UNCONFERENCE” - presentation and Q&A session with no formal agenda: 6pm on 1st September
The A to Z of New Media
- New to new media? Attend this pre-conference session to get an overview of the topic:
- Why is New Media so important for PR practitioners?
- What is web 1.0, 2.0 and 3.0?
- What’s being said about you online? Are you part of the conversation?
- De-mystifying new media: what are blogs, podcasts, vodcasts, RSS, social media sites like Facebook, Wikipedia, Twitter, YouTube and how can you use them?
- Understanding the business uses for new and social media
Ross Monaghan, Deakin University and Founder, The MediaPod
Plus: panel for Q&A:
Laurel Papworth, Founder, World Communities
Con Frantzekos, Head, Edelman Digital
Kylie Johnson, Head of Multimedia, CSIRO
This pre-conference briefing is intended for PR practitioners who are new to “new media” and wish to get up to speed on the basics before attending the 2 day summit – attendance to this session can be booked separately for $100 +gst = $110 |
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Theme: You the Media
How the new media revolution is changing PR and communications: |
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Day 1: March 4th 2008 |
9.00
Ross Monaghan
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Opening remarks from the Chair
Ross Monaghan
Deakin University
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9.00 – 9:40
Laurel Papworth
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Opening presentation: the new media revolution
- How the web is changing communication strategy for companies, Governments, charities and those that want to campaign against your organisation
- How can you use social and online networks to achieve your organisation’s goals?
- Who’s doing what and why are they successful? Case studies and strategic comment for different sectors (Government, companies, NFP/NGO)
- Is Australia part of the global trend and can we learn anything from overseas?
Laurel Papworth
Director, World Communities and Social Networks Blogger
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9.40 – 10.35 |
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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9.55 – 10.35
Mary Henderson
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Why new media? The CEO and Board perspective
- Controlling the message vs free-flowing debate
- User-generated content enables viable social enterprises
- Online niches can deliver a mass media audience
- Why IT matters; but what other issues do CEO’s consider?
Phil Burgess
Group Managing Director, Public Policy and Communications, Telstra |
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Richard Lord
Chief Marketing Officer and COO, Hyro |
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Mary Henderson
Founder/CEO, Geek IT Group |
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10.35–11.10 |
Morning break
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Keynote |
11.10–11.50
Tom Martin
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A new media revolution for Government communications?
- Can new media improve the communication of Government policy, information on implementation and service delivery?
- In what way can Government departments harness the benefits of new media?
- Understanding the unique challenges to Government communications
Tom Martin
Strategic Communications, Department of Premier & Cabinet
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11.50–12.40 |
Key issue: Legal issues to consider for the (new) media
- Every comment is open to public scrutiny: ethics, defamation and copyright - what to consider?
- Getting others involved: developing a corporate policy for internal/external bloggers who work for your organisation, including the “style” of your site and the “tone” of your commentary
- Understanding content issues (language, moderation/editorial policies, dissent)
- How should you use freelance writers and/or PR agencies?
- Case studies: Joseph Gutnick vs Dow Jones and others
- What can go wrong and what action to take
Michael Park
Senior Associate, Deacons’ Technology, Media & Telecommunications Group
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12.40 – 1.40 |
Lunch
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Key issue: Content & SEO |
1.40 – 2.15
Pippa Leary
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Lunchtime is the New Primetime
- How has the digital revolution changed the news?
- It’s all about SEO: what does SEO or search leveraged media mean?
- Getting a #1 ranking on Google
- How have established media brands developed their online presence?
- Is lunchtime the new primetime? Looking at the stats to tell us who’s online
Pippa Leary
Managing Director, Fairfax Digital |
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Q&A session: Whirlpool: the largest and most influential online forum in Australia |
2.15 – 3.00
Ross Monaghan
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The most influential online forum in Australia for it's sector
Case study: Whirlpool and the telecommunications sector
- Is Whirlpool an online forum, pressure group, a social network or all of these?
- How Whirlpool influences the telecoms sector
- Did Telstra start Now We Are Talking to counter Whirlpool?
- The future of social media: is the Whirlpool “model” the future for every sector?
Simon Wright
Founder & Editor-in-Chief, Whirlpool
Q&A with Ross Monaghan
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3.00 – 3.30 |
Afternoon tea/coffee
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Panel session |
3.30 – 4.10 |
the (new) media view
- How has the digital revolution changed journalism?
- Will all online news be free?
- Editorial direction: how is online content different?
- How can new media reach new audiences and build loyalty?
- What is the opportunity from podcasts and video on websites?
Bruce Belsham
Editor, abc.net.au, ABC |
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Simon Johanson
Online Editor, The Age
Brian Semmens
Night Editor, Herald & Weekly Times
Ben Wise
Online Editor, 3AW
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4.10 – 4.50 |
Integrating new media into your communications strategy
- How to integrate new media into your communications strategy
- Case studies from Australia and overseas
- Search leveraged PR
- Getting a #1 ranking on Google
- Q&A time with delegates about starting and sustaining a conversation
Alan Parker
Digital Media Specialist, Burson-Marsteller
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4.50 – 5.20
Graham White
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New media insights panel session: Q&A discussion session
This panel session will wrap up the day’s top issues and explain anything that needs explaining… moderated by Ross Monaghan
Scott Rhodie
Media Manager and Digital Strategist, Pulse Communications
Graham White
Managing Director, Howorth Communications
Corrie McLeod
Managing Director, Espresso Communications
Alan Parker
Digital Media Specialist, Burson-Marsteller
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5.00 – 7.00 |
Drinks reception and networking
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Day 2: Wednesday 3rd September 2008 |
9.15 |
Opening remarks from the Chair
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Opening keynote presentation |
9.10 – 10.10 |
From YouTube to BlueTube
If new and social media is the digital “town square” then surely the legal and law enforcement services would need to be there, but in what form should this presence be and what safeguards need to be in place? In this presentation Ben Edwards discusses the reasons behind the Victorian Police's decision to move into social media, the technical considerations involved, and how the organisation has developed it's very own "BlueTube"
Ben Edwards
PR & Communication, Victoria Police
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10.00–11.00 |
The Authentic Corporation
Driven by the digital revolution, organisations are increasingly engaging in fierce competition over their identities and the relationships they have with all stakeholders; how will they adapt? A 2007 survey of Chief Executive Officers by the Arthur W. Page Society examined the drivers and implications of the digital revolution. Walter Jennings, a member of the Arthur W. Page Society, has researched the Australian perspective and will present his findings in this session.
Walter Jennings
CEO, Jennings Advisory |
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11.00–11.30 |
Tea/coffee break
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11.30–12.30
Kylie Johnson
Ross Monaghan
Con Frantzekos
Graham White
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Blogging and Podcasting Workshops
- A practical 'how to get started' session including:
- How to write a blog for different audiences
- Where’s the “talent” in your organisation?
- How to think like a journalist within the constraints of your organisation
- How to launch your story on the web and publicise it
- Case studies that made the news
- Who’s watching or reading? Who’s commenting?
- Replacing a “press release” with a new media release
- How to use links, social bookmarking and tagging
Select your workshop leaders from the following:
Kylie Johnson
Head of Multimedia, CSIRO
Ross Monaghan
Deakin University and Founder, The MediaPod
Con Frantzekos
Head, Edelman Digital |
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Scott Rhodie
Media Manager and Digital Strategist, Pulse Communications
Graham White
Managing Director, Howorth Communications
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| 12.30 – 1.30 |
Lunch
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1.30 – 2.30
Kylie Johnson
Ross Monaghan
Con Frantzekos
Graham White
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Blogging and Podcasting Workshops
- A practical 'how to get started' session including:
- How to write a blog for different audiences
- Where’s the “talent” in your organisation?
- How to think like a journalist within the constraints of your organisation
- How to launch your story on the web and publicise it
- Case studies that made the news
- Who’s watching or reading? Who’s commenting?
- Replacing a “press release” with a new media release
- How to use links, social bookmarking and tagging
Select your workshop leaders from the following:
Kylie Johnson
Head of Multimedia, CSIRO
Ross Monaghan
Deakin University and Founder, The MediaPod
Con Frantzekos
Head, Edelman Digital |
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Scott Rhodie
Media Manager and Digital Strategist, Pulse Communications
Graham White
Managing Director, Howorth Communications
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2.35 – 2.45
Ross Monaghan
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Q&A with delegates
- What is the real impact of social media?
- What to do when you get back to the office?
Chair: Ross Monaghan
Closing remarks from the Chair and close of conference
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