social marketing 2015 final HRevent on the 2015 digital marketing event calendar. CMOs, and senior...
Transcript of social marketing 2015 final HRevent on the 2015 digital marketing event calendar. CMOs, and senior...
Scott RigbyBusiness StrategyPrincipal for EnterpriseSolutions, Adobe
OUTSTANDING CASE STUDY LED SPEAKER LINE-UP INCLUDES:
Optimising digital technologies and savvy marketing strategies toacquire and convert customers, increase revenue and an unparalleled competitive edge
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25th-26th May 2015, Grace Hotel, Sydney
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Anthony PesuttoHead of MarketingLegg Mason
Lisa claesExecutive Director,Distribution, ING Direct
Roghan McKerlie, Founder and Director,Rogues Gallery
Nick AbrahamsPartner, Norton Rose
Chandi LiyanageHead of Direct,HSBC Bank Australia
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E-mail: [email protected], www.ibrc.com.auPH: 02 9896 0776, FAX: 02 9896 0796
Simon ClarkeHead of Online Banking,Suncorp
Rocky ScopellitiGroup General ManagerIndustry Centre of ExcellenceTelstra
Gold Sponsor Researched & Developed by:
Damien MairDirector, Fusion
Sam MolloySenior Manager, MemberExperience & Growth,People’s ChoiceCredit Union
Trent AgnewRegional Digital DesignDirector, Tag Worldwide
Steve KnowlesCEO, Accordant
Roger ChristieManaging Director,Social2Business
Regan SavageHead of MarketingCommunications & Content,Kiwibank
Ash NallawallaCEO, Trainsem
Andrew HausseggerManaging Director,Green Hat
Tiffanny JuneeFounder, How 2 Social
Daniel YoungStrategy Director,Brightpoint Digital
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There is little doubt the Australian banking and financial sector has lagged behind other industries,in its adoption of digital technology as part of its marketing planning and execution. As customers become increasingly tech savvy, digitally centered and view banking as a thing you do and not a place you go to , it is imperative the financial industry comes out from the shadows to forge a strong presence in the digital sphere. Coupled with a generally negative public perception, practitioners need to develop strategies that will gain the trust and confidence of customers in order to stay visible, competitive and drive revenue. Today’s marketers must know how to reach customers across multiple channels, with positive and credible messages and meet them on their terms in a transparent and personalised way.
This landmark three day conference and workshop event has been designed to provide a comprehensive range of subject matter to ensure industry marketers are well equipped to develop more customer centric strategies and use all available data and technologies effectively to reach, acquire and ultimately convert and retain customers.
Delegates will be saturated with a myriad of case studies from financial institutions and services which have excelled in the use of digital technology to win over customers. Invaluable insights will be shared which can be directly applied to organisations to improve existing marketing campaigns or kick start new ones.
Book today to reserve your place at this must attend event on the 2015 digital marketing event calendar.
CMOs, and senior personnel in marketing, and advertising, digital and interactive, analytics, content development, research, branding, and customer relations, and strategy; Media Agencies, Consultants, Vendors and Solutions Providers in Communications, Strategy, SEO, Automation, Social Media and CRM, Analytics, Research and Software and all other stakeholders in the digital marketing realm will benefit from the broad yet highly relevant subject matter.
• Latest trends and future directions in digital technologies • Optimal use of data and analytics• Segmented and personalised marketing • Brand and image revamping • Search Engine Optimisation, SEO • Compelling content development across multi platforms • Utilising the power of social media • Enhancing customer experiences and engagement• Mobile marketing and emerging payment technologies • Banking disruptors• Legalities behind digital marketing in the finance sector • Alignment of technology and marketing• Marketing Automation • Programmatic Buying
Conference Overview
Specific topics over three jammedpacked days include:
Who will attend
25th-26th May 2015, Grace Hotel, Sydney
CASE STUDY:
Day One – Monday May 25, 201508.30 Registration and Networking09.00 Opening remarks from the Chair
TARGETED AND PERSONALISED MARKETING
SOCIAL MEDIA
SEARCH ENGINE OPTIMISATION
09.10
Ash Nallawalla, CEO, Trainsem
Roger Christie, Managing Director, Social2Business
Anthony Pesutto, Head of Marketing, Legg Mason
Steve Knowles, CEO, Accordant
Tiffanny Junee, Founder, How 2 Social
Scott Rigby, Business Strategy Principal for Enterprise Solutions, Adobe
Sam Molloy, Senior Manager, Member Experience & Growth, People’s Choice Credit UnionDamien Mair, Director, Fusion
KEYNOTE ADDRESS: MOVING WITH THE TIMES- INSIGHTS INTO LATEST TRENDS AND FUTURE DIRECTIONS IN DIGITAL TECHNOLOGIES AND HOW AUSTRALIA’S FINANCIAL SERVICES AND BANKING MARKETERS CAN TAKE ADVANTAGE TO REACH AND CONVERT CUSTOMERS AND DRIVE REVENUE
09.50 THE JOURNEY TO PERSONALISATION
11.40 ANATOMY OF A SUCCESSFUL MARKETING CAMPAIGN IN FUNDS MANAGEMENT – RETIREMENT INCOME
1.00 Lunch and Networking
12.20 ENTERPRISE SEO – THE WHOLE IS GREATER THAN THE SUM OF ITS PARTS
2.00 WHERE IS THE BUSINESS VALUE IN SOCIAL?
10.30 Refreshments and Networking
11.00 BUILDING THE DIGITAL BRANCH: ALWAYS OPEN, ALWAYS BUSY, ALWAYS EVOLVING
• SEO 2015 trends – new algorithms versus old tactics• Do you want top rankings or conversions?• Leveraging social media to help SEO• Why PPC is the neglected step child• Digital marketing challenges for the finance sector:• Organisation charts and the digital team• Why “Inside-Out SEO” is better than outsourcing• Case Study – Exceptional success story
• Gain a better understanding of the journey needed to move from one off quick wins to long term successful optimisation programs • Recognise the cultural shifts that need to occur to achieve long term goals • Identify frameworks that are can be used to bring the whole organisation along • Understand how to bring together the data needed to successfully personalise experiences
Personalisation is today’s buzzword. Everyone wants it, everyone needs it, but getting there can be quite the challenge. Marketers see the value, and the tools are readily available. So why is it hard to sustain it over the long term?
Discover how your Digital Branch can become your strongest asset. Acquire new business while you're asleep, increase share of wallet and deliver a self-service experience that genuinely helps customers. In this session, you will learn how People’s Choice Credit Union is transitioning from channel-centric to customer-centric thinking, prioritising investments to meet the demand of digital customers and combining offline strengths with online services to create tangible value in the digital space.
Social media is one of the most exciting realms for many in the banking and financial services sector. A seemingly cost-effective opportunity to engage customers and prospects in their world. However, social media is only one small part of the many opportunities awaiting organisations, and often a distraction from the more tangible, business-oriented outcomes made available through social business principles.Using practical examples, Roger will explore how social principles can positively influence all business functions – from HR to risk to operations to sales – when embedded across a business. Marketing has an important role to play in explaining and demonstrating how social can contribute to cost savings, productivity improvements and stronger business performance, leading an organisation through this important challenge.
CASE STUDY:
25th-26th May 2015, Grace Hotel, Sydney
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• How technology and innovation is impacting multi-channel marketing strategy development • How financial services organisations and banks are differentiating themselves and remaining relevant and visible in a user-centric world• Meeting the needs of an emerging mobile banking sector and technologies such as omni channel lending, digital wallet, and apps • How marketers are reaching, engaging and converting customers across multi channel platforms and building personalised relationships across the desktop, social and mobile
• Identifying a product gap in a crowded funds management market – How Legg Mason developed a marketing plan to promote its income funds to the Australian retiree market.• Developing a strategic marketing plan with multiple phases to build awareness, profile and ultimately funds under management - on a highly limited budget.• Planning the strategy: Identify the milestones for success covering education and industry awareness, dimensioning the marketplace, product development, competitor analysis, collateral development, multi-year marketing plan, cross channel marketing initiatives, segmentation of messaging, PR and advertising.• Balancing the tightrope between education and creativity. Measuring success of the campaign both in terms of marketing and bottom-line business results
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DATA AND ANALYTICS
LEGAL CONSIDERATIONS
Chandi Liyanage, Head of Direct, HSBC Bank Australia
Andrew Haussegger, Managing Director, Green Hat
Nick Abrahams, Partner, Norton Rose Fulbright
Rocky Scopelliti, Group General Manager, Industry Centre of Excellence, Telstra
03.10 Refreshments and Networking
2.40 CREATING SOCIAL MEDIA CONTENT FOR MAXIMUM EFFECT. A PRACTICAL PRESENTATION WITH ACTIONABLE ADVICE AND INSIGHTS:
09.10 A B2B CASE STUDY: DESIGNING A CUSTOMER LIFECYCLE MARKETING & AUTOMATION PROGRAM
10.40 Refreshments and Networking
11.10 HOW TO MITIGATE LEGAL RISKS FOR DIGITAL MARKETING IN FINANCIAL SERVICES
03.40 WINNING ON ANALYTICS – HOW BANKS WILL COMPETE AND GROW ACROSS ASIA PACIFIC
04.25 MEASURING THE SUCCESS OF YOUR MARKETING EFFORTS USING THE LATEST IN ANALYTICS TOOLS ACROSS ALL PLATFORMS
05.10 Closing remarks from the Chair
05.20 End of day one
05.30 Networking drinks
• How are financial institutions preparing and responding to the new rules of data infused competition ?• What are the data and analytics based experiences that consumers value?• What are the next generation and emerging technologies fuelling disruption?
• New privacy laws have changed direct marketing forever• Big data – when is anonymous not really anonymous• What does APRA have to say• How can you comply with regulation in constrainedplatforms like mobile and social
• Measuring the success of your campaign broken down into reach engagement, acquisition and conversion • Using appropriate tracking tools, metrics and methodologies to match your business objectives • Using Attribution modelling?• Quantifying cost and time savings • Demonstrating a real return on investment• Improving the speed of analytics • Determining which platforms are creating the best ROI
This presentation will cover comprehensive new research on data and analytics in a report titled 'Analyse This, Predict a That' by Rocky Scopelliti
• The importance of editorial consistency and getting the content mix right• Research and practical advice on social media copy-writing • Visual and creative tips and tricks • Case studies and/or best practice examples.
Andrew will take you through a client case study of the planning of lead/customer lifecycle marketing program. He will discuss the 3C3P methodology used in designing strategic digital and automation framework to support marketing to the ‘buying process’. Key takeaways: · Six steps to build a systematic lead lifecycle process· The role of content marketing· Driving demand into a personalised buyer experience· Turning ‘automation’ on for 24/7 engagement with your audience (ie more than email blasting)
CASE STUDY:
CASE STUDY:
Day Two - Tuesday, May 26, 2015
08.30 Registration and Networking
09.00 Opening remarks from the Chair
09.55 CUSTOMER EXPERIENCE - KEY TO DIGITAL ACQUISITION
25th-26th May 2015, Grace Hotel, Sydney
• Digital as a key acquisition channel for a financial institution• Key customer shifts in choice of channel• Key learnings through an award winning digital acquisition initiative• Understanding mobile segment and associated challenges
Daniel Young, Strategy Director, Brightpoint Digital
Tiffanny Junee, Founder, How 2 Social
CASE STUDY:
EMERGING TECHNOLOGIES
11.55 THE ROLE OF CONTENT AND SOCIAL MEDIA IN BUILDING A FINANCIAL SERVICES BRAND
05.10 Closing remarks from the Chair
05.20 End of Conference
12.20 USING VIDEO TO CREATE COMPELLING CONTENT
03.10 REFRESHMENTS AND NETWORKING
02.40 FROM CORPORATE TO CREATIVE – THE POWER OF MOBILE WITHIN PWC
02.00 MOBILE DIGITAL MARKETING – MEETING EXPECTATIONS AND CREATING NEW EXPERIENCES FOR CUSTOMERS AWAY FROM THE DESKTOP
• Using social to be more human in a world of greater disintermediation through technology• Commissioning content to tell your brand story• Finding the right filter to hit the right mark for your brand• Evaluating performance using the right metrics
• Increased use of video in financial industry marketing • When should video be considered?• Incorporating video into your overall marketing strategy• Tracking usage and feedback • Who would develop the content?
• Utilising the power of mobile to achieve marketleadership and success
Trent Agnew, Regional Digital Design Director, Tag Worldwide
• Mobile devices and tablets – who to direct strategies to? what is the future of mobile marketing? • Giving mobile banking preferential treatment in your marketing plans• Developing great content for user centric market and appropriate for mobile devices• Getting the mix right mobile apps, texts, ads etc• How to really engage and connect with your customer on mobile, retain and garner a superior experience • Cloud based directions
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Panelists: Simon Clarke, Head of Online Banking, Suncorp
25th-26th May 2015, Grace Hotel, Sydney
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Regan Savage, Head of Marketing Communications& Content, Kiwibank
Roghan McKerlie, Founder and Director, Rogues Gallery
Lisa claes, Executive DIrector, Customer Delivery , ING DirectDamien Mair, Director, Fusion
CONTENT IS KING
Julie Hamilton, Digital Content Manager, BT Financial 01.00 Lunch and Networking
Gold Sponsor
EPiServer connects digital commerce and digital marketing to help organizations create unique digital experiences for their customers, with measurable business results. The EPiServer Digital Experience Cloud™ combines content, commerce and multi-channel marketing in a single platform to work full-circle for businesses online – from intelligent optimization and lead-generation through to conversion and repeat business – with unprecedented ease-of-use.
Sitting at the center of the digital experience ecosystem, EPiServer empowers digital leaders to embrace disruptive, transformational strategies to deliver standout experienc-es for their customers – everywhere they engage. Found-ed in 1994, EPiServer has offices in the USA, Sweden, Denmark, Norway, Finland, The Netherlands, South Africa, Australia, Singapore, Spain, UAE and the UK.
www.episerver.com http://www.fusion.com.au
CASE STUDY:
TECHNOLOGY AND MARKETING ALIGNMENT
03.40 EXECUTING SUCCESSFUL AGILE MARKETING
Simon Clarke, Head of Online Banking, Suncorp
• How Suncorp is utilising agile in a marketing environment• Transforming your culture from brief to always on• Techniques on use to use agile IT practices to deliver digital marketing• How to get the most from your website and IT teams to deliver always on content
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