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April 18 2012
Theme: SOCIAL MEDIA MARKETING FOR THE SME MARKET
| 09:00 - 09:15: |
Workshop Kick-off
Peter Buxton & Jesper Simonsen will launch the workshop by explaining the reasons for the theme and set the objectives for the day. Speakers:
Peter Buxton, Partner, Buxton Independent Consulting, Germany
Jesper Simonsen, Partner, JS Consulting ApS, Denmark
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| 09:15 - 10:00: |
What is the latest consumer behaviour? What role do social media play?
In this session we will hear how the consumer is being influenced when making buying decisions. How important has social media become in the process? What are the trends?
Speakers:
Dustin Manocha, Director Emerging Channels, Bazaarvoice, USA
Lukas Maixner, Co-Founder, Socialbakers, Czech Republic
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| 10:00 - 10:30: |
Which strategy will the social networks use to generate revenue? Part 1
Social networks were formed for social purposes, not commercial. However social media are increasing their ability to generate revenue from the commercial sector. Which strategy will be successful? Speakers:
Kirby Koo, Manager SMB Growth, Facebook, Ireland
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| 10:30 - 11:00: |
COFFEE BREAK
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| 11:00 - 11:30: |
Which strategy will the social networks use to generate revenue? Part 2
Speakers:
Jed Williams, Social Media Analyst, BIA / Kelsey, USA
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| 11:30 - 12:15: |
What are the revenue opportunities in SMM for the provider?
Not only the Yellow Pages providers but also many other internet advertising service providers are pursuing this new revenue stream. Where do the opportunities lie for the provider? Speakers:
Simon Baptist, Group Head of Social Media, European Directories, UK
Nick Saunders, CEO, Golden Pages, Bulgaria
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| 12:15 - 13:00: |
How is social media being offered to the SME and how is it being packaged and priced?
In this session we will hear how providers are currently offering SMM to the small businessman. What type of packages are preferred ? How is SMM being priced to attract the SME ? Speakers:
Dominique Mangiatordi, Chief Marketing Officer, Proximedia, Belgium
Gabriele Romagnoli, Head of Social Media Marketing, SEAT Pagine Gialle, Italy
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| 13:00 - 14:15: |
LUNCH
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| 14:15 - 15:00: |
How do we sell SMM to the SME?
SMM providers must have a professional sales approach which appeals to the SME and helps his understanding of the benefits. What are the early sales experiences of those who are already offering SMM to the small businessman? Speakers:
Katja Raasch, Abteilungsleiterin Produktberatung, Schlütersche, Germany
Tomáš Zeman, Social Media Specialist & Partner, Hans Tiger, Czech Republic
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| 15:00 - 15:45: |
How do we deliver SMM to the SME? Which tools are available? Which organization do we need?
After selling a SMM programme we must be able to deliver it ! What are the essential tools that we need and how do we best organize ourselves to ensure a smooth and effective delivery ?
Speakers:
Gesine Seifried, Produktmanagerin, Schlütersche, Germany
Dr. Thomas Völcker, CEO, allyve, Germany
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| 15:45 - 16:15: |
COFFEE BREAK
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| 16:15 - 17:00: |
How far is SMM measurable?
Many businesses are buying SMM programmes but do they know whether it has been successful ? What are the measurement criteria which will confirm a positive ROI on the SME’s investment ? Speakers:
Bert Jan ten Kate, Online Strategy Consultant, TK Online Monetization,, Netherlands
Dustin Manocha, Director Emerging Channels, Bazaarvoice, USA
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| 17:00 - 17:30: |
Success Stories from SMM
Already there are many companies claiming to have benefited from SMM. Here we will hear about some of the real success stories which will encourage us for the future ! Speakers:
Pavel Dolezal, Founder, Twareg.com, Czech Republic
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| 17:30 - 17:45: |
Summary and Conclusions
Peter Buxton & Jesper Simonsen will bring the workshop to a close by summarizing the presentations and seeking conclusions. Speakers:
Peter Buxton, Partner, Buxton Independent Consulting, Germany
Jesper Simonsen, Partner, JS Consulting ApS, Denmark
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