Today companies are concentrating on brand empowerment, employee and customer engagement, human-centered content creation, distribution and experience, implementation, utilization and effective adoption of novel technologies.
The Content Strategy & Innovation Summit 2019 knowledge, tools and best practices sharing, focusing on the creation of a strong, effective and profitable brand, using multichannel programs, insurance of transparency and disclosure, effective storytelling, media publishing, use of cognitive systems to accelerate the brand engagement and other techniques in content marketing field.
Day 1st | Tuesday, 12 March 2019
08:30 - Registration and Welcome Coffee 09:00 - Opening Address from the Chairman
PART 1: BRAND EMPOWERMENT
09:10 - Build a comprehensive social care strategy for the brand.
Giovanni Tavani, Director, Global Customer Care and Social Media, Royal Canin, France
09:50 - Speed Networking
10:30 - Editorial communication - how to do it on a daily basis.
The Swedish transport company Scania developed an in-house newsdesk with editors, writers and project leaders in order to transform their corporate communication into a digital age.
Staffan Ekengren, Head of Scania Newsdesk, will describe how the editorial team was built up, how the production and publishing work in the daily flow and how Scania uses the right content to get very close to the audience.
Staffan Ekengren, Head of Scania Newsdesk, Scania Group, Sweden
11:10 - Morning coffee and networking break
PART 2: CONTENT CREATION AND DISTRIBUTION
11:40 - Digital Content Strategy: Translating Customer Insights into Relevant Content Experiences.
Irina Pashina, Senior Director, Content Strategy & Customer Experience, SAP SE, Germany
12:20 - How LinkedIn Uses LinkedIn for Marketing.
Want to know the secrets to raising brand awareness and driving demand on the world’s largest professional social network?
Linkedin’s head of content and social media breaks down how LinkedIn uses its own platform to market to customers and prospects across the entire funnel.
We’ll show you practical, innovative, and creative ways to increase your reach and engagement with customers and beyond. Using real company page examples you’ll learn tips you can use immediately and avoid mistakes others have learned along the way.
At the end of this session you will be able to:
Jason Miller, Global Content Marketing Lead, LinkedIn, United Kingdom
13:00 - Business lunch
14:00 - Wiser with experience, DSM’s online content and social media journey.
Marianne Vintcent, Global Digital Content Manager, DSM, Netherlands
Guy Rutten, Global Social Media and Digital Communications Manager, DSM, Netherlands
14:40 - Transforming your content operations for omnichannel experience.
Marie Girard-Choppinet, Customer Experience Manager, IBM, France
15:20 - Afternoon coffee and networking break
15:50 - Agile content generation in the digital age.
Dr. Hartmut Huebner,Head of Communications, Siemens Financial Services GmbH, Germany
16:30 - Studio SAP: Creating Impactful Content at Scale With an Internal Agency.
Christoph Zeidler, Head of Strategy, Processes, and Technology, Studio SAP, SAP SE, Germany
17:10 - Panel Discussion
17:40 - Chairman's closing remarks and end of day one 19:00 - Business dinner
Day 2nd | Wednesday, 13 March 2019
08:00 - Registration and Welcome Coffee 08:40 - Opening Address from the Chairman
PART 3: CUSTOMER CENTRICITY AND CONTENT EXPERIENCE
08:50 - The Psychology Behind Content: How to Trigger Your User’s Behaviour.
Content Strategy starts from a deep understanding of your audience.
This session explores how to apply principles of psychology to web content and design and maximise visitors’ attention. Psychology is the study of the mental processes that lead to human behavior. Why do web visitors behave the way they do? What can drive readers’ behavior and facilitate content consumption? And what does it look like to design a content hub without considering users’ psychology?
The session will explore some principles of psychology (Elaboration Likelihood Model, Fogg’s Behavioral Model, Cialdini’s principles of Persuasion) with practical examples and best practices and how to apply them while you design your site, app or content hub.
As a content marketer, you want to understand psychological principles whether you work on an existing site to make it more intuitive or build a digital experience aligned with how users take decisions.
Giuseppe Caltabiano, Head of Content Strategy for EMEA & APAC, Content Marketing Strategy Speaker & Writer, Contently, United Kingdom
09:50 - The Science Behind Story.
Our brain is a brilliant machine, yet until recently all we “knew” about the brain’s functions were speculations based on observable behavior, recorded by psychologists.
Freud, Jung and Skinner have made generations believe that we are in control of our behavior, and much more than that: that we’re in control of our thoughts, our thought processes, and our memories. Recent advancements in Neurobiology are showing a more nuanced picture, which can serve us well as content strategists.
First and foremost, to prove not only how, but even why the brain processes certain things better than others and how we can shape content in a more digestible way. Yes, facts and figures remain important when communicating, however, the way we present them can help tremendously toward understanding and remembering them.
Storytelling has been proven to be the key to memory and understanding because it appeals to a variety of brain regions, which stimulates processing the information on various levels and leads to longer retention. Using storytelling techniques, we can make any content more appealing, more convincing, and more persuasive.
Ineke Vermeulen, Head of Atos Speak Network, Atos, Germany
10:10 - Morning coffee and networking break
PART 4: DATA AND TECHNOLOGIES
10:40 - Customer Engagement for highly targeted audience segments: How all come together?
Everyone talks about Omni-channel, easy to be said but hard to be achieved.
Lots of variables play into such as messaging, targeting, channels, non-linear buying behaviours, content consumptions models, different stakeholders need, insights, measure, optimize; and the audience is still the same.
Join the session to hear a real-life example on how an effective Omni-channel customer experience come together.
Fabio Ganzaroli, Head of Customer Engagement Service Provider Segment, Cisco Marketing and Communications, Italy
11:20 - Workshop: To Be Announced.
The importance of the growing industries and technologies of EV (electric vehicles) and selfdriving technologies that is emerging in Silicon Valley and how these trends impact the automotive industry globally to adapt to this new social reality and technology Likewise, how that affects the concept of vehicle for the new generations that no longer see the possession and if the comparison as a reality.
Jose Marques, Commercial & Marketing - External Consultant - LATAM - EUR - U.S.A, Tesla, USA
12:20 - Business lunch
13:20 - Interactive visual content and extended realities. Why you should be creating experiences in XR.
Arijana Walcott, VP of Consumer Innovation, Swisscom, USA
14:00 - Evolution of AI & Machine Learning in Customer Experience - Beyond Interfaces.
The evolution of Machine learning is directly proportional to the customer believing in the non-existence of a machine in between.
With deep learning and neural network implementation, the traditional ML models are becoming dated. Often when a new technology has its breakthrough; it’s impact is only felt in hindsight. But it’s different with Artificial Intelligence and Machine Learning.
Let’s talk about how ML powered Chatbots add value to the customer experience. From demand generation to fulfilment, all behind a seamless customer experience.
Adi Chhabra, Senior Product Manager - Artificial Intelligence, Vodafone, United Kingdom
14:40 - Afternoon coffee and networking break
15:10 - Content Marketing in the Cybersecurity area.
Gaetano Mecenero, Chief Marketing Officer, Futurae Technologies AG, Switzerland
15:50 - Connected Content - How the IoT provides new opportunities for content delivery.
Alex Fryer Public Speaker,United Kingdom
16:30 - Panel Discussion 17:00 - Chairman's closing remarks and end of summit
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