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Annual_Content_Strategy_Summit

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Annual_Content_Strategy_Summit

  1. 1. MARK KLAMMER SMB Marketing Lead Microsoft Austria ULRICH SCHWARZE Audi Content Factory Manager AUDI AG ROCÍO WOHLERS Creative Content Lead Google CHRISTOPH ZEIDLER Head of Strategy, Processes & Technology, Studio SAP SAP SE INEKE VERMEULEN Global Head of Atos Speak Network Atos ALEXANDRE RODRIGUES Global Head of Brand Communications Diageo GIUSEPPE CALTABIANO VP Marketing Integration – Social Media, PR and Content IT Division Schneider Electric GIOVANNI TAVANI Global Social Media Support Senior Manager DELL Technologies KLAUS BERGIUS Director Technology Marketing & Content Strategist EMEA Oracle ANGELA EVERITT Associate Director Creative Strategy EMEA The Economist Group Content For The Customer Journey Content Distribution Channels And Costs Optimization How To Create Sustainable User Experience Why To Use Holistic Content Strategy Creating Framework For Lean Content Strategy How To Recycle Content Incorporating Virtual Reality and IoT Into Content Strategy How To Benefit From Digital Omni-Channel Strategy Personalisation Of Content For Business Content Creation For Retail B2B Key Speakers: SUSAN RAFIZADEH Global Digital Strategist SAP SE FABIO MARCO GANZAROLI Head of SP Digital & GTM Marketing Programs Cisco Marketing and Communications © 2016 Vonlanthen Group All Rights Reserved DANIEL DAULETIAR Director Media Industry Solutions EMEA Salesforce ALEX FRYER Retail IoT Market Development Lead Vodafone IoT MERCEDES SERNA Global Web Visibility & Online Advertising Expert METRO AG Berlin, Germany | February 16 - 17, 2017 Hotel Riu Plaza Berlin | Martin-Luther-Strasse 1 | 10777 Berlin, Germany Key Practical Learning Points of the Summit:
  2. 2. Chief Executives, Directors, Vice Presidents, Heads, Leaders and Managers specializing in: e are pleased to invite you to the “Annual Content Strategy Summit” scheduled on February 16th and 17th , 2017 in Berlin.W Who Should Attend: About Us Vonlanthen Group offers business facilitation plat- forms for clients who want to develop in emerging markets and Europe. We conduct exhaustive research, match buyers and sellers and then produce high-profile events, all with a strategic focus on facilitating deals—all in the right place and at the right time. We work in the key sectors, leveraging our expertise to create deal flow, foster networking and train leaders. Vonlanthen Group has the capacity to help you enter new markets, raise capital, secure partners and close sales. © 2016 Vonlanthen Group All Rights Reserved BERLIN, GERMANY | FEBRUARY 16 - 17, 2017 Content Strategy Content Marketing Branding & Reputation Digital Marketing Social Media Marketing Marketing Analytics / Marketing Operation / Marketing Innovation Communication: Corporate, Brand, Internal, External, Multi-Channel, Omni-Channel, Strategic Customer Relations / Public Relations / Media Relations E-commerce E-marketing Digital Innovation UX Design Writing / Editing Agencies / Advertising Organization Development This premier B2B event will enable the participants to learn about the latest trends and best practices for creating content strategy. This Summit focuses on the latest market trends in content strategy, financial side of content strategy, innovation chal- lenges & expectations, sustainability, emerging distribution channels, future trends & technological developments. It is an honor and privilege to invite you to participate in this Summit. We look forward to welcoming you at the Summit in Berlin upcoming February!
  3. 3. DAY ONE | FEBRUARY 16, 2017 Registration and Welcome Coffee Opening Address from the Chairman SPEED NETWORKING 08:30 09:00 09:10 09:50 CASE STUDY Content For The Customer Journey – A Strategy To Identify And Meet Audience Information Needs 10:30 CASE STUDY - Today’s new digital journeys - From data to stories - The right content at the right time - Digital content challenges today Building Content Around Consumer Behavior MORNING COFFEE AND NETWORKING BREAK11:10 How To Develop A Content Strategy That Converts Consumers Into Brand Advocates And Generate Sales Impact 12:20 14:00 CASE STUDY - Strategy - Execution - Results Audi Mission To The Moon: How To Create An International Content Project In Order To Boost Brand Awareness And Sharpen The Core Value Of The Audi Brand? COMMUNICATION IS A CORE Innovative approach to maximize networking capabilities through two minute periods, where delegates can meet their peers and exchange business cards before rotating to the next company representative. 1 2 © 2016 Vonlanthen Group All Rights Reserved BUSINESS LUNCH13:00 - Quick intro on Studio SAP and the in-house agency model - Why Marketing needs to change - Why Content matters and to who - The role of content (in) marketing - Our Content Architecture Framework - Our end-to-end content strategy - How to design the content conversion funnel for your brand - How to optimize your content strategy distribution and amplification - How to integrate your PR, social media and digital strategies - Co-creation of content: how to influence behavior and join in consumer conversation - Content that converts: from influencers to e-commerce 11:40 CASE STUDY - Approach for a content and process audit - Factors influencing content production, publication and success - Technical frameworks and tools - Lessons learned and best practices Creation Of Effective And Flexible Content Frameworks As Part Of A Lean Content Strategy WORKSHOP KLAUS BERGIUS Director Technology Marketing & Content Strategist EMEA Oracle CHRISTOPH ZEIDLER Head of Strategy, Processes & Technology, Studio SAP SAP SE ROCÍO WOHLERS Creative Content Lead Google ALEXANDRE RODRIGUES Global Head of Brand Communications Diageo ULRICH SCHWARZE Audi Content Factory Manager AUDI AG IT IS ALL ABOUT THE USER
  4. 4. 1 2 CHAIRMAN’S CLOSING REMARKS AND END OF DAY ONE INTERACTIVE DINNER 17:40 18:40 © 2016 Vonlanthen Group All Rights Reserved What We Do Vonlanthen Group produces, promotes and hosts ‘deal flow’ platforms in the liquid growth markets. We operate across 6 sectors: Automotive, Information technology, Life science, Business management, Cross industry and Sport science. • Our platforms include business-to-business summits, leadership forums, capital raising meetings and executive training programs. • Our Business Summits connect pre-screened purchasing decision makers with pre-qualified global solution providers to do business. • Our focus not only European Market but also Russia & CIS , APAC countries. Our goal is to bring modern decision makers in one meeting point. AFTERNOON COFFEE AND NETWORKING BREAK15:20 DAY ONE | FEBRUARY 16, 2017 INTERACTIVE PANEL Keeping The Content On-Strategy 17:10 With Speakers of the Day Moderated by the Chairman 14:40 CASE STUDY - The Dell Technologies global approach to social media customer experience - Building an end-to-end social media customer solutions strategy with full ownership - Providing a global service, 24/7, reactive & proactive without recourse to external agencies - Working with Millennials to create appealing content and forge a stronger emotional link between user and brand Interactive Content For An Amazing User Experience GIOVANNI TAVANI Global Social Media Support Senior Manager DELL Technologies 15:50 CASE STUDY The digital revolution has changed everything. New entrants like Netflix, Amazon, and Hulu have upended consumer expectations on engaging with content -- and traditional mass media needs to move quickly to embrace this new my-media model across all media seg- ments. Hear from Daniel Dauletiar, Director Media Industry Solutions EMEA on how Salesforce is the foundation for helping world class media organizations shift from impressions to immersive, engaged experiences. One Size Fits None - Moving From MassMedia To MyMedia DANIEL DAULETIAR Director Media Industry Solutions EMEA Salesforce 16:30 CASE STUDY Microsoft Austria’s Marketing Campaign “We Digitize Austria” MARK KLAMMER SMB Marketing Lead Microsoft Austria - Microsoft supports Austrian Economy on its path through digital transformation - Empowering businesses to become Digital Champions - Providing guidance, services and technology
  5. 5. Registration and Welcome Coffee Opening Address from the Chairman 09:00 09:30 09:50 CASE STUDY IoT Powering Consumer Engagement In The Offline World VISUALIZING FUTURE OF CONTENT 1 2 © 2016 Vonlanthen Group All Rights Reserved ECOLOGY OF CONTENT MORNING COFFEE AND NETWORKING BREAK11:10 BUSINESS LUNCH13:00 11:40 CASE STUDY - The What: Do you have too little or too much content? - The How: Staying relevant with limited time and resources - The Endpoint: When is it time to start over? Making Most Of Your Assets – When Does Content Recycling Make Sense And How Should It Be Done? - Addressing the challenges in engaging consumers in the offline world - The changing face of advertising – will we achieve personalization? - The power of IoT – engage anywhere, anytime - Incorporating IoT into a content strategy DAY TWO | FEBRUARY 17, 2017 12:20 CASE STUDY - Content clutter: has too much content devalued thought leadership? - The impact of ‘content overload’ on the B2B executive audience - What marketers can do to rise above the noise - The new content rulebook and why it pays to be strategic when repurposing content Thought Leadership Disrupted - The New Rules For The Content Age ANGELA EVERITT Associate Director Creative Strategy EMEA The Economist Group SUSAN RAFIZADEH Global Digital Strategist SAP SE Virtual Reality – Immersive Experiences For Real Connection 10:30 Based on the showcase from Atos’ “Virtual Business Technology and Innovation Center (BTIC)”, It will be exemplified how to connect with audiences through virtual reality. This will enable the audience to understand how and where virtual reality can fit in the content mix. - The bottom line: content only works when it connects - The death of the Demo: beyond the limitations of live demos - Showcase: Virtual Reality BTIC (Business Technology and Innovation Center) - Demonstration: try out the Atos Virtual Reality BTIC WORKSHOP INEKE VERMEULEN Global Head of Atos Speak Network Atos ALEX FRYER Retail IoT Market Development Lead Vodafone IoT - Omni-channel strategy and framework - Maintain flexibility with the right content strategy - Bring it into execution - Measure performance, connecting to business results - Behind the scenes the Digital Marketing Technology Stack CASE STUDY Build, Execute And Measure Efficient Digital Omni-Channel Strategies 14:00 CONTENT DISTRIBUTION FABIO MARCO GANZAROLI Head of SP Digital & GTM Marketing Programs Cisco Marketing and Communications
  6. 6. Sponsorship Conventional advertising practices have been thrown out the window. Every day we hear more about: • Using conferences to make direct contact with new customers and strengthen relationships with the existing ones • Sponsoring events to provide live support for branding initiatives • Maximizing qualified lead generation via usage of carefully constructed webinars, podcasts, virtual conferences, short video & more • Developing and using customer feedback from dedicated social media portals to improve product/service offerings With Speakers of the Day Moderated by the Chairman Avoiding Errors In Creating Content 16:30 1 2 CHAIRMAN’S CLOSING REMARKS AND END OF SUMMIT17:00 © 2016 Vonlanthen Group All Rights Reserved INTERACTIVE PANEL DAY TWO | FEBRUARY 17, 2017 CASE STUDY How To Build An Effective B2B Content Distribution Strategy 15:50 GIUSEPPE CALTABIANO VP Marketing Integration – Social Media, PR and Content IT Division Schneider Electric Content marketing strategy comes first, followed by channel distri- bution strategy. But as content marketers, it is your responsibility to look at all available channels to tell your stories and adapt contents based on the channels. This session will help you to learn: - How to build an editorial plan for each content distribution channel. This will map to your global editorial calendar and define velocity, tone, desired action, and structure for the content for the channel - How to build a converged paid, earned, and owned media model that helps distribute content and enable a profitable content marketing strategy - How to optimize your content for search engines and for the latest trends in consumption, by following the basic - How to optimize costs during the process of content distribution CASE STUDY Content Creation For Retail B2B, Visibility, Engagement And Distribution 14:40 AFTERNOON COFFEE AND NETWORKING BREAK15:20 MERCEDES SERNA Global Web Visibility & Online Advertising Expert METRO AG - How to increase visibility in the Search Engines with content creation - Balance between Sell & Tell - Relevance of content for a B2B company - Optimizing the engagement of users and customers through content
  7. 7. SPEAKERS BIOGRAPHIES © 2016 Vonlanthen Group All Rights Reserved Giovanni has been in Dell Technologies for over 15 years and he is a Social Me- dia enthusiastic user and professional! Italian based in Montpellier (France), he has covered different management roles in Customer Services, Programs and Executive Escalations. In 2010 Giovanni was appointed as leader of the Social Media Support team which is currently up and running in 15 different languages. At present Giovanni leads the Global operations for EMEA, Latin America and APJ and drives the development of customer solutions and digi- tal content through Social Media. Prior to Dell Technologies, Giovanni has a 5 years experience in Compaq/HP in Europe and in the Middle East, with a background in foreign languages, management and communication. Today Giovanni is regularly invited to international events and university master de- gree classes to share the Dell Technologies Social Media experience in Cus- tomer Services and to deliver lectures on the impact of social media customer experience in the B2C and B2B business. GIOVANNI TAVANI Global Social Media Support Senior Manager DELL Technologies Angela Everitt is Associate Director Creative Strategy EMEA at The Economist Group. Angela develops content programmes for clients using the Group’s full portfolio of content, events, and media. Her work also includes ensuring that programmes stay on strategy, in order to meet audience and marketing objectives. Prior to joining The Economist Group, Angela was Senior Content Strategist at London content marketing agency Southerly, where her clients included Royal Dutch Shell, Google and Royal Bank of Scotland. Before mov- ing into brand storytelling Angela was a print journalist, working on a variety of consumer titles and occupying a number of editorial roles. As such she has a keen nose for a story; the opportunities digital platforms and technology now offer brands and companies to tell their stories is one of the things that excites Angela most about her work. ANGELA EVERITT Associate Director Creative Strategy EMEA The Economist Group CHRISTOPH ZEIDLER Head of Strategy, Processes & Technology, Studio SAP SAP SE Head of Strategy, Processes & Technology at Studio SAP, Christoph is an expe- rienced print and online editor, content strategist, and social media advocate with a strong focus on quality and relevance for both internal and external au- diences. At Studio SAP, SAP’s in-house Marketing & Communications agency, he’s responsible for end-to-end content strategy definition and governance as well as content management tools and operations along the content lifecycle from ideation to publication. In 2014, Christoph led digital content strategy efforts for the relaunch of SAP.com, working closely with information architec- ture and design. In his previous role as editor-in-chief of SAP.info from 2009- 2013, he more than tripled readership and relaunched and rebranded the channel into a state-of-the art digital and fully-responsive brand journalism outlet, which today is part of the SAP News Center. Christoph holds a degree in cultural and social sciences from European University Viadrina in Frankfurt (Oder), Germany, and studied at American University in Washington, D.C. 1 2 Daniel is the Media Industry Solutions Lead in Europe, Middle East and Africa at Salesforce.com. He is responsible for solution and account development for some of the world’s most prominent media organizations spanning broadcast- ing, publishing, business information, entertainment and new media. Daniel is an expert in transforming and growing media businesses into the digital age with an extensive background in corporate development, strategy consult- ing and partnership management. Daniel joined Salesforce.com in August 2016 after three years with French agency Lagardère Sports, Europe’s leading sports and entertainment agency, where he was heading the Strategy and Business Development department in Europe. Prior to that, Daniel held sev- eral operational and strategic roles in renowned European media companies such as Bertelsmann’s publishing business Gruner+Jahr and Hubert Burda Media. Daniel started his career as an Assistant to the Managing Director at Springer Science + Business Media (now known as Springer Nature). Daniel holds a Diploma in Business Administration from Baden-Wurttemberg State University and a Bachelor in Marketing and Communication from The Open University in London. DANIEL DAULETIAR Director Media Industry Solutions EMEA Salesforce MARK KLAMMER SMB Marketing Lead Microsoft Austria Mark Klammer has 18 years of international experience in developing and executing marketing & communications strategies, establishing business de- velopment, managing media, supplier and partner relations, directing the activities of marketing staff, as well as advising CEOs and senior leadership on marketing, communications and media issues. He is skilled in strategy, innovation, problem solving, and optimizing businesses while building strong team and customer relations. Experience in multiple industries, and with large multinational corporations as well as start-up companies. Mark is currently working as the SMB Marketing Lead for Microsoft Austria, in this role; he is responsible for managing the subsidiary’s go-to-market strategy for the SMB segment. He is driving the marketing & communications strategy and plan- ning for the segment across all channels, and directs marketing programs with a focus on digital/social and revenue marketing. In the IT industry since the mid 80’s, Klaus has worked with many vendors and technologies in various roles, as a teacher, administrator, technical con- sultant and architect, and in product marketing. Within Oracle, he creates compelling content for technology marketing campaigns as part of the overall content creation and publication strategy. He is always eager to optimize pro- cesses and workflows, while using the most appropriate tools to achieve tasks in the most productive way. KLAUS BERGIUS Director Technology Marketing & Content Strategist EMEA Oracle ULRICH SCHWARZE Audi Content Factory Manager AUDI AG Ulrich Schwarze is Content Factory Manager at Audi AG. Currently involved in the “Mission To The Moon” joint project of AUDI, Google and the Part- Time Scientists. Previously, Ulrich was leading marketing and PR of Audi Latin America. He was contributing to development and establishment of the In- ternational Audi Magazine as Project Director for 7 years. In 1999, Ulrich joined the Radio FFN in Hannover as a head of PR and PR Spokesman. Ulrich holds Magister Artium in Science of Communications from University Essen, Germany.
  8. 8. © 2016 Vonlanthen Group All Rights Reserved SPEAKERS BIOGRAPHIES1 2 Rocio Wohlers is a Creative Content Lead at Google. She’s part of a team of performance product specialists working with Google sales consultants in the UK market. Rocio builds consumer stories using Google data and research, as well as other available external sources. Her work consists in combining con- sumer trends with Google marketing solutions to ultimately help advertisers reach their business goals. Helping advertisers promote their content, as well as rising the quality of it is key to Google’s work. Prior to joining Google Rocio received a Masters Degree in International Relations from the Autonomous University of Madrid. ROCÍO WOHLERS Creative Content Lead Google Alexandre Rodrigues is an enthusiastic creative storyteller and a brand strate- gist with more than 15 years of experience in brand content, PR, social media and journalism. He is the Global Head of Brand Communications in Diageo, responsible for the brand advocacy, PR and communications strategies for the luxury spirits portfolio of Diageo. Working in different areas of marketing and communications – digital marketing, public relations, advertising, social media, content creation and journalism – he is eager to assess, coalesce and synthesize different ideas and bring a meaning to brand stories: the simplest and purest articulation that will compel others to act, evoke emotion or see something in an entirely new way. ALEXANDRE RODRIGUES Global Head of Brand Communications Diageo Fabio is currently Head of Digital and Go To Market programs in Cisco Service Provider Global Marketing. In his role, he is responsible for developing and driving a consistent content marketing strategy, data intelligence and cus- tomer insights. Previously to that he was leading the EMEA Service Provider Marketing and EMEA Marketing Program Office in Cisco. Fabio is recognized as high profile career professional, experienced in international contexts for large IT multinational corporations, with responsibility for developing and de- ploying business sensitive strategies while maintaining and using complex go-to-market models, with good change agent team building attitudes. Fabio has a Computer and Electronics Engineering degree from the Milan Polytech- nic University. FABIO MARCO GANZAROLI Head of SP Digital & GTM Marketing Programs Cisco Marketing and Communications Alex Fryer leads Vodafone Enterprise’s global retail IoT strategy. Leveraging an extensive background working with small, national and global retailers, Alex is responsible for defining how Vodafone Enterprise IoT will support their global enterprise retail clients. A background in experiential marketing world com- bined with an education in digital strategy has led to Alex’s fascination with the possibilities of capitalizing upon the IoT to engaging audiences, across both online and offline. Whilst a significant part of Alex’s role is spend con- sulting global retailers on the future of IoT, he is also responsible for closely following innovation in the retail IoT market on behalf of Vodafone Enterprise. ALEX FRYER Retail IoT Market Development Lead Vodafone IoT MERCEDES SERNA Global Web Visibility & Online Advertising Expert METRO AG Mercedes Serna has worked over the past 10 years in the online marketing world between Spain and Germany managing online campaigns, social Media, Email Marketing, UX and SEO, nowadays she is working in the METRO AG Headquarters in Düsseldorf as a Global Web Visibility and Online Advertising Expert. Creating, managing and executing marketing campaigns across mul- tiple international markets, her focus in the last years is the implementation of a content strategy in all 25 countries, from the selection of an agency to the measurement of the results through different tools. Mercedes aim is to help them increase their visibility and traffic through content creation, and she has achieved already excellent results. After studies in English, History and Geography and with a degree in teaching, Ineke decided to jump on the IT bandwagon in 2000 and became a developer. She was lucky to work for a large multi-national, which allowed her to grow and find her true cause. With some stops in project management and portfo- lio management, Ineke eventually found a great spot for an all-rounder like herself in marketing. However, she was also able to develop the real talent she has: communicate, motivate and inspire people. A few years ago, Ineke was approached by a busi-ness school to start lecturing there – which she does with much pleasure. Just now Ineke has been given the challenge to start a speaking bureau within Atos – so she can further develop her true passion and encourage her colleagues to hone their speaking and storytelling skils. INEKE VERMEULEN Global Head of Atos Speak Network Atos SUSAN RAFIZADEH Global Digital Strategist SAP SE Susan is a Global Digital Strategist at SAP, focusing on priority industries at SAP. Previously, as Dir. Global Marketing for Life Sciences, she created publi- cations on innovation topics as well as core content for sales and marketing tailored for the Life Sciences industry audience. She also advises regional marketing on campaign strategies. Before joining SAP, she led the Customer Relations team at TechniData, a company offering IT solutions for sustain- ability, where she and her team drove awareness, pipeline build and customer retention programs. Susan has more than 15 years of experience in marketing and communications in various roles including journalism, content creation for specialized conferences, and being an analyst in an economics institute. Giuseppe Caltabiano is a high energy, results-driven marketing exec, with +20 years of management experience in the fields of IT, Software, Industry and Energy fields. Today Giuseppe is VP for Marketing Integration at Schnei- der Electric; he is responsible for definition of Content, Social Media and PR strategy for the IT Division of Schneider Electric (Data Centers solutions and Critical Power products). Giuseppe led Communications & Branding during Schneider Electric’s acquisition of Invensys plc; while in Invensys, he covered several positions, the latest as VP for Marketing & Comms for EMEA. Giuseppe has an MBA from Milan SDA Bocconi School of Management, a degree in Engineering from the Milan Polytechnic University and is trained on Mergers & Acquisitions at the London Business School. He currently lives in London. GIUSEPPE CALTABIANO VP Marketing Integration – Social Media, PR and Content / IT Division Schneider Electric

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