#CONCOM2017

Activate your content strategy through the power of communities, automation, and analytics

CONFERENZ.CO.NZ/CONCOM

Get interactive with two separately bookable workshops! 1. Smooth your sign-off workflow: How to produce high-quality

content as an expert team2. Content Production - It’s a science! Saving time, resources

and taking guess work out of the content lifecycleBRING YOUR TEAM! Talk to us about group discounts

2017

Expert insights and case studies from: 28-29 March 2017, Crowne Plaza Hotel, Auckland

PLUS:Harmoney BNZ KiwiRail Philips Lighting NZ WorkflowMax XeroAuckland District Health BoardAND MORE!

Strategist / Technologist / Artist / Scientist

“Hello! I’m the Content Strategist here at Skyscanner and sit in our Central Growth Tribe.In 10 years time, we may very well look back and call this the data-driven era. Every move made online now has the capacity

to be tracked giving us more information on our users and their behaviour than ever before. By looking at data behind your

product or platform, running well-tracked content experiments and regularly optimising content formats with the user in mind,

you will be better able to deliver less, more useful and engaging content to your audience. Data first, pen second.”

Regan Savage Head of Marketing and ContentKiwibank

Tansy Hayden Digital Content

SpecialistIAG

Patrick MacFieGlobal Head of VideoXero

Jessica Medforth Marketing Manager

Promapp Solutions

Katie Brown Digital Content ManagerACC

Max Johns Director

Content Strategy, Simplified

Meet your international speaker! Lisa Venter

Take charge and customise your learning experience! Whether you’re all about the ideas, or you’re a tech whiz; whether you’re keen to master story-telling or get into the numbers and nitty gritty! On Day 2, you choose what session is relevant to you from four key tracks:

Strategist Redefine the connection between your content strategy and community management

Technologist Hear from marketing automation experts and the latest tools for your tech suite

Artist Be inspired by top storytellers to create brilliant content that captures the hearts of communities

Scientist Get among data-driven marketers and learn how to utilise analytics, metrics, insights to

pump up ROI

Featuring Local Speakers

Agenda Day One: 28 March 2017

8.30 Registration and coffee

9.00 Welcome from the Chair

9.10 Think global, be local: Emerging trends and predictions for the future of content marketing • Where is the content marketing world heading • How will content marketing dovetail with evolving

customer experiences• Breaking down silos: Taking content marketing across

the organisation

9.45 International case study: From start-up to global business: Behind the scenes of Skyscanner's content and communities strategy to pump up growth• Bursting onto the world stage with content and tying it back to ROI• Integrating data and analytics to gain a competitive edge in our

content strategy and drive business growth• Harnessing the power of intelligence: Engaging with communities,

extracting emotions, driving traffic, and connecting with audiences in the right context

• Lessons learned from the journey we've taken and what's on the horizon

Lisa Venter, Content Strategist, Skyscanner

10.25 Morning break and refreshments

10.50 Panel discussion: Let’s get real, how has our overall marketing strategy evolved?• What role does content marketing and community management

play, and how is it best leveraged through the marketing mix?• How does content cater to the needs of communities and

developing authentic interactions with niche audiences? • Allocating budget, time, and investing in talent: Best approaches

and best practice• Gaining senior level buy-in and supportChirag Ahuja, Head of Marketing, WorkflowMaxSimon Pound, Marketing Director - Brand and Communications, Vend

11.30 Case study: Leveraging brand ambassadors: Taking care of our communities• Feeding the sense of community through content and making

your customers feel special• Applying analytics to create dynamic campaigns that channel

the community connection• Getting over content shock: How do communities allow us to

create content that is specifically designed to engage with them as brand ambassadors

Amanda Jeffs, Digital Community Manager, Auckland University of Technology

12.00 Brand amplifiers: Engaging communities to take the lead! Empowering our communities with a voice and letting them share their experiences with others has been where we’ve had huge success. Hear how we nurture, build, and engage directly with communities to form loyal relationships through a dynamic content marketing strategy. Wendy Thompson, CEO, Socialites NZ

12.30 Lunch

1.20 Case study: Go Auto-pilot! Enhancing our customer strategy through the power of automation and analytics• How data and insights are changing how our customers engage

with our brands• Strategically using tools and platforms to identify customer pain

points, build up the customer pipeline, and optimise ROI• Oiling the machine: Ensuring that our automation tools provide

the best experienceAndy Schick, Head of Marketing Automation, Krunch.co

1.55 Case study: Taking Xero to the world stage through customer-centric video strategy!• Why video? Developing a video strategy that adds real value

to customers’ experiences and delivers on business objectives• Intent-driven video: Using video content to drive brand awareness,

create communities, and build customer knowledge • Managing SEO and analytics to compete in a video-cluttered

environment: How our numbers stack up Patrick MacFie, Global Head of Video, Xero

2.35 Developing personas for a 360° view of your customersStep 1: Create a persona. Step 2: Now what? Going beyond the first step presents a whole set of challenges. This session looks at how to effectively create personas to generate leads. We’ll dive into how to better understand the behaviour patterns, define customer goals and how to utilise insights for your content campaigns.

3.05 Afternoon break and refreshments

3.30 Hitting the sweet spot with effective Content and Marketing team integration• Kill the politics! Cultivating a successful partnership between

these powerhouse teams • Redefining the core focus of both teams to be collaborative

and customer-facing• Practical techniques, tools, and tricks to heighten engagement

across the board and deliver effective results for other departments as well

Max Johns, Director, Content Strategy, Simplified

4.00 Case study: BCITO’s Not Your Average Shed! Putting content at the heart of the campaign• From concept to execution: Driving content-led campaign to

boost engagement, increase traffic, pump up ROI, and build brand friendships

• Integrating content across multiple platforms and getting more mileage from owned, earned, and native advertising channels

• Don't forget experiential! Expanding the BCITO communities online and offline and the lessons learned along the way

Andrew Robertson, Marketing and Communications Manager, BCITO

4.30 Case study: Make every touchpoint authentic! Championing Customer Experience through content marketingDiscover a new perspective on content marketing! This session is about unravelling key questions and sharing insights on how does each piece of content consumed make a crucial difference to how customers interact and experience your brand. Are you winning your customers’ hearts or are you making them run in the opposite direction with your content? And how can you make each piece of content an experience? Regan Savage, Head of Marketing and Content, Kiwibank

5.05 Closing remarks from the Chair and Networking drinks

9.45

9.00 Welcome back from the Chair

STRATEGIST TECHNOLOGIST

9.05 From the expert: Getting more juice out of content starts with strategy!Colin Kennedy, Head of Content, Espire Media

From the expert: Getting your marketing automation up and running

9.45 Case study: Scalability for growth and success: Our Agile content strategyKatie Brown, Digital Content Manager, ACC

Case study: Delivering campaigns with relevance and efficiency backed by automationJessica Medforth, Marketing Manager, Promapp Solutions

10.25 Morning break and refreshments

10.50 Community-led initiatives: From Product Marketing to Content Marketing strategyYvonne Brill, Senior Community Manager, BNZ

Aligning automation with strategy and boosting customer engagement!

11.30 Case study: It’s not all about leads! Focusing our content strategy on education Jenn Laidlaw Kear, Digital Content & Engagement Specialist, Auckland District Health Board

Case study: Technology never stops! What’s the next big thing to look out for?Snehal Chauhan, B2B Marketing Manager, Philips Lighting NZ

12.10 Lunch

ARTIST SCIENTIST

1.10 From the Expert: Inform, engage, and entertain! Mastering the art of storytelling

From the Expert: Go marketing geek mode! How to apply metrics and analytics to drive success

1.50 Case study: Tomorrow’s marketing is all about PersonalisationTansy Hayden, Digital Content Specialist, IAG

Case study: Optimising insights and analytics to generate leads and convertEd Bell, Head of Marketing, HarmoneyGlen MacKellaig, Head of Digital Marketing, Harmoney

2.30 Afternoon break and refreshments

2.50 Case study: Walking in their shoes: Pulling in the right customers by adding value to their journeys!Ghada Vanderpool, Digital Marketing Manager, KiwiRail Scenic Journeys and Interislander

Case study: How we weaponized our content marketing and built an ever-lasting unfair competitive advantageChirag Ahuja, Head of Marketing, WorkflowMax

3.30 Case study: Building communities by showcasing the JUCY spirit via authentic contentAlisha Palin, PR & Social Media Manager, JUCY Group

Case study: Humanising the data for more meaningful connections with your customers

4.10 Closing remarks from the Chair

Agenda Day Two: 29 March 2017

2 half day workshops SEPARATELY BOOKABLE

Smooth your sign-off workflow: How to produce high-quality content as an expert team9.00 - 12.30In this workshop, take advantage of the practical and interactive learning space to bring your strategic content plan to fruition. By introducing new collaboration methods and tools, you can work together more effectively and produce better content faster, and avoid a lot of office politics while you're at it.

• Defining the overall strategic goal of marketing, and understanding the role that content marketing will play in this • Break down your current sign-off processes and see how they affect the final quality of your content• Analyse the roles that people play in content production, and learn ways to access those skills and insights• Introduce new tools and approaches that improve collaboration• See how content moves faster, and reads better, when you redesign the workflow around it• The roadmap to execution and successful delivery: Practical tips on how to overcome

pitfalls and challenges to content marketing to make sure you reap the rewards

Max Johns, Director, Content Strategy, Simplified

Content Production - It’s a science! Saving time, resources and taking guess work out of the content lifecycle1.30 - 5.00Using data at every step to ensure your content makes an impact! In this workshop we’ll be diving into how to harness data and analytics to gain a competitive edge, walking through the Skyscanner’s strategy, and bringing the science to life in your content plan!

• Developing an understanding of how data impacts content through a case study of how we do it at Skyscanner: build, test, measure, learn

• Compiling a killer content planner using data driven content: hypothesis, experimentation and scalability• Getting analytical: stay relevant by listening to the numbers and what they’re telling us about

shifting customer experiences• Measurement: what are pirate metrics “AARRR” and utilising them to help inform content • Practical tools and techniques to effectively execute your content marketing plan

Lisa Venter, Content Strategist, Skyscanner

Thursday 30 March 2017

Bring your whole team along to take full advantage of all four tracks and interactive workshops! Talk to us about your options.

Can’t decide?

#CONCOM2017CONFERENZ.CO.NZ/CONCOM

conferenz.co.nz/concom 09 912 3616

Registration Details

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27 January 2017

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28 February 2017

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CONFERENCE $2,199 + GST $2,399 + GST $2,599 + GST

WORKSHOP (EACH) $599 + GST $699 + GST $799 + GST

Agenda Updates: Conferenz Ltd reserves the right to make any amendments deemed to be in the best interest of the summit. Agenda is correct at time of printing, please check online for any updates.

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