Track
Communication
When you say communication, many still think of a somewhat soft skill set. In reality, modern communication is the need of conveying the organizations message to different stakeholders in an effective way across a myriad of channels . This not only requires that we constantly adopt new digital tools and implement automated processes in our execution. It also requires us to implement these into our basic strategic thinking.
This conference track focuses on making our soft - yet powerful - communication skill set work in unison with automation and new ways of collecting and using data.
9.15 – 10.00
The democratization of marketing technology — citizen developers, citizen integrators, citizen data scientists
In the past marketers had to go through IT for the marketing tools they need. Today marketing technology is widespread, easy to adopt and use. It’s been taken out of the hands of IT, and placed into the hands of practically everyone in the organization.
This keynote explores at the possibilities and challenges that new MarTech - with the introduction of artificial intelligence - is giving marketers.
10.00 – 10.30
Coffee, tea & networking
10.30 – 12.00
Collaborative content: tools to improve communication and content outcomes.
We are often so busy doing "what we've always done", that we miss opportunities to rethink current approaches to content. However, through better communication, we can create ongoing relationships across silos to keep teams aligned.
A common language and agenda for change make it easier for teams to work together, measure impact, and build momentum. Clearly defined governance allows teams to develop a foundation for how decisions are made and supported. Together, these activities support new systems around the people and the process to develop and sustain change.
This mini-workshop will share facilitation and consultative tools to use for team planning sessions. You'll get to practice techniques that drive collaboration and encourage alignment to create better customer outcomes through content.
You'll learn how to:
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Use an assessment tool to understand the current state of your collaboration and readiness for change
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How to structure a mini-session with the team to start conversations about targeted content needs
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Different tools to help build engagement around collective content leadership at all levels of the organisation
12.00 – 13.00
Lunch
13.00 – 13.45
Human Intelligence and Search Analytics
It is no secret that analytics in general, and search analytics in particular, can help organizations better understand their users' intent and achieve desirable business outcomes by taking appropriate actions based on these insights. While approaches such as AI and machine learning have a part to play in this regard, not everyone is prepared to make the investment to adopt such tools. For this reason, while we will touch upon AI/ML, this session will focus more on tackling analytics and optimizing search using "human" intelligence. I guarantee there will be no rocket science or magic bullet solution presented, rather you will learn about:
- harvesting analytics to feed your search engine
- getting the most out of your existing search engine
- taking full advantage of many search optimizations before you start using AI/ML
Related Ressources: Interview Ravi Mynampaty on why search applications fail
13.45 – 14.00
Coffee, tea & networking
15.00 – 15.30
Coffee, tea & networking
15.30 – 16.30
Six maxims for digital communication
1. Switch from reach to relevance
2. Use automation
3. Shift from sender to receiver
4. Understand the inequality of participation
5. Balance between hierarchy and networks
6. Make them believe with a powerful plot
Related ressources: Article on the six maxims for digital communication by Georg Kolb and Martin Paludan
16.30 – 16.45
Coffee, tea & networking
16.45 – 17.30
Town Hall Debate
Join expert panelists in an engaging, fast-paced debate on key issues for 2018 and beyond
2 conference participants will go pro and con for 2 minutes each on a series of important questions in the community, and we invite you to join in. Audience members will be invited to provide 2-minute rebuttals
An opportunity to learn more about hot topics - with a minimum of hot air.
