Presentations draft

• “Making Measurement Matter”

  – The Key to Driving Business Performance

   

  WEDNESDAY 13TH JUNE: The Workshop Day

   

  08.15 – 09.00 Registration and refreshments

   

  09.00 – 10.30 Workshops A and B
  WORKSHOP A:
  Title: How to embed social media measurement successfully within your business?
  Presenter: Mazen Nahawi, President, News Group and President of FIBEP.
  As requested in pre Summit research

   

  Study after study reports that communications and media business leaders expect digital revenues to grow as clients increasingly see the huge potential of the digital landscape. In the workshop Mazen Nahawi will

   

  • Look at the anticipated growth for AMEC members as clients put the need to better understand what is being said about their brand on social media platforms.
  • Discuss how to embed social media measurement in your business as an integral, not an “add on” part of your client offer.

  
   
  WORKSHOP B:
  Title: Valid Metrics – learning from the client view
  Presenter: Mike Daniels, International Chairman of AMEC, Eve Stevens, Vice President, Insight & Analytics, Waggener Edstrom Worldwide and Colin Wheeler, Head of Insights and Analytics, EMEA, Waggener Edstrom Worldwide.

   

  A hands-on workshop which uses the experience of a client’s progress in using AMEC’s new Valid Metrics methodology. It adds up to a great practical learning opportunity.
  As requested in pre Summit research
  

   

  10.30 – 11.00 Networking refreshment break and Exhibition

   

  11.00 – 13.00 Workshop C
  WORKSHOP C:
  Title: The Future of Media – a new addition to the Workshop Day programme.
  Moderator: Jeremy Thompson, Managing Director, Gorkana Group and Chair, AMEC’s Content Committee
  The Panel: Andy Brown, Chairman of Kantar Media; Peter Granat, CEO, Cision North America; Mazen Nahawi, President, News Group International; John Croll, CEO of Sentia Media; Jeremy Thompson, Managing Director, Gorkana Group (Moderator); Douglas McCabe, COO of Enders Analysis, London’s leading independent media and telecoms research firm.
   
  This special AMEC debate looks at what is really happening to the media in key markets around the world backed up by the latest research. It draws on the experience of leaders from North America, Europe, Middle East and Asia, to assess where we are today, and what the future might look like. It is seen as an essential session for AMEC members who want to future proof their business.
  

   

  13.00 – 14.00 Networking lunch

   

  14.00 – 15.30 Workshops D and E
  WORKSHOP D:
  Title: How to make my firm or client company Barcelona Principles compliant?
  Presenters: David B. Rockland, Ph.D., Partner/CEO Ketchum Pleon Change and Global Research; Andre Manning, VP, Global Head of External Communications for Royal Philips Electronics; Cindy Conner, Director Citizenship and Reputation Management, FedEx Corporation; David Kellis, Director of PR & Social Media, Clorox.

   

  Two years after it was created in Spain, the Barcelona Principles is still hailed as a communications measurement break-through. The presenters will suggest that clients, PR consultancies and media intelligence firms can make far more use of the Barcelona Principles concept and suggest practical steps companies can take.
  As requested in pre Summit research
  

   
  WORKSHOP E
  Title: Interrogating the Request for Proposal (RFP) – a “how to” session
  Presenter: K C Brown, head of Cision Global Analysts.

   

  RFPs have become standard in business but responding to them can require creativity and persuasive skills. How do you tackle an RFP for a public relations project that doesn’t include measurement? Or worse, isn’t measuring the right things? KC Brown looks at how PR professionals can improve their RFP responses and sell the benefits of a measurement approach to their clients including. In this workshop, you’ll get hear valuable tips on how to:

   

  • Get the budget you need for the job
  • Shorten the amount of time it takes for the RPF process
  • Include measurement in an RFP response, even if the request doesn’t include it
  • Respond to clients who specify AVEs in their request

   

  15.30 – 16.00 Networking refreshment break and Exhibition

   

  1600 – 17.30 Workshops F and G
  WORKSHOP F:
  Title: Progressing Outputs to Outcomes – How to add ‘Effect’ to your ‘Cause’ findings

  Presenters: Dan Halliwell, Managing Director, Kantar Media, Ireland and Roger Jupp, Chairman, Millward Brown Ireland.

   

  Dan Halliwell and Roger Jupp, Chairman of market research experts, Millward Brown Ireland, discuss the steps involved in integrating media evaluation with traditional market research methods. The session will look at how to structure methodologies to assess the effectiveness of communications campaigns and detail the potential findings possible when working with other research partners.

   

  • Planning the next steps beyond cause measurement
  • Applying scale and methodologies
  • Presenting the results
  • Realistic budgets and gaining client buy-in

  As requested in pre Summit research
  

   
  WORKSHOP G:
  Title: “Social Media Analytics Does Not Have to Be Overwhelming”
  Presenters: Margot Sinclair Savell, Senior Vice President, Global, Research+Data Insights and David Iannelli, President, Global, Research+Data Insights.

   

  Margot and David discuss less-costly and less time-consuming ways to measure social media, through influencer identification and management. The session will look at steps to take and tools to use in both Europe and the U.S.

   

  • Finding the most important influencers for your brand and industry
  • Deciding which free and paid tools will help you find conversations about keywords that are important to your business
  • Reaching out to influencers with key messaging
  • Measuring the results
  • Determining how frequently an influencer list should be updated

  
   

  17.30 End of Workshop Day

   

  19.00-20.30 Summit Welcome Drinks Reception generously provided by Cision – The Gibson Hotel

   

  PLENARY DAYS – THURSDAY 14TH JUNE

   

  08.00 – 09.00 Workshop H:
  BREAKFAST WORKSHOP
  Title: “Pro-active crisis management with the help of economic-psychological approaches”
  Presenters: Ingrid Moorkens, Head of products and development, AUSSCHNITT Medienbeobachtung and Robert Fekl, Head of Media Analysis, AUSSCHNITT Medienbeobachtung.

   
  Ingrid and Robert discuss how different models of attribution can be implemented in a media content analysis and which results such an analysis may deliver. Using the example of Toyota’s world-wide recall in 2010, the workshop shows how economic-psychological approaches in a media content analysis could support pro-active crisis management.

   

  • How to apply different models of attribution
  • Media content analysis: How to implement models of attribution step by step
  • Presentation of the results of a case study
  • What would be a realistic budget for such an analysis?

  
   

  08.45 Registration and refreshments

   

  09.00 Introduction and Opening Remarks
  Barry Leggetter, Executive Director, AMEC and Summit Director; Andy Brown, Chairman, Kantar Media; Mike Daniels, Senior Consultant, Report International and International Chair, AMEC.

   
  09.15 From Evaluation to Insight: How Jameson Uses Online and Social Media to Better Understand Brand Impact on Consumers
  Sandra Reape, Senior International Consumer Insight Manager, Irish Distillers Pernod Ricard; and Karen Williams, Managing Director, SpectrumInsight.
  
   

  09.45 Digital Reality
  Anna Kepka, Media Insight Director Europe & North America, Unilever.
  

   

  10.15 How do they love us? Let me count the ways…
  Antonia Antonopoulos, Communication Specialist (Monitoring and Evaluation) at UNICEF and Katie Delahaye Paine, founder and CEO, KDPaine & Partners LLC.
  

   
  10.45 Networking Coffee break and Exhibition.

   

  11.15 “Imagine a world in which traditional media has died and social media is king. What would be the first 5 things you would do (stop, start or continue)? Join this session as we discuss Microsoft’s approach towards monitoring, engaging, and managing influencers in today’s disrupted media landscape”
  Rebecca Duffy, Senior PR Manager, Microsoft Corporate Communications.
  
   

  11.45 “Analytics and ROI – why they are business critical”
  Andre Manning, VP, Global Head of External Communications for Royal Philips Electronics.
  
   

  12.15 Evaluating media impact on a shoestring: a global charity’s challenge
  Melanie Brooks, Media and Communications Coordinator, CARE International, Geneva.
  
   

  12.50 Production break

   

  13.00 “London 2012: The communications challenges of getting ready to welcome the world”?
  Jackie Brock-Doyle, Director of Communications and Public Affairs at the London 2012 Organising Committee (LOCOG) for the Olympic and Paralympic Games.

   

  13.25 Questions

   

  13.35 Lunch and networking

   

  THE MEASUREMENT DEBATE

   

  14.30 Barry Leggetter, Executive Director, AMEC opens.
   
  The Measurement Debate – or when Barcelona Went Global!
  The aim of the Measurement Debate is to provide the leadership thinking for a global campaign to achieve a cut through in the way that communications research and measurement is regarded as a business critical part of public relations practice.

   

  14.35 PART 1: The need for Change: Chris Foster, Principal, Strategy & Organization, Booz|Allen|Hamilton; Grant McLaughlin, Vice President, Booz|Allen|Hamilton and leader in the firm’s Human Capital, Learning and Communications Center of Excellence.

   
  15.00 PART 2: Direction: David B. Rockland, Ph.D., Partner/CEO Ketchum Pleon Change and Global Research.

   

  15.30 Networking refreshment break

   

  15.55 PART 3: Engagement: David Rockland

   

  16.00 Public Relations Society of America: Christina Darnowksi, Director, Research & Project Management, PRSA.

   

  16.05 AMEC: Mike Daniels, Chairman and Senior Consultant with Report International.

   

  16.10 Public Relations Institute of Ireland: Gerry Davis, Chief Executive.

   

  16.15 IPR Measurement Commission: Tim Marklein, Practice Leader, Technology & Analytics, WCG and Co-chair, Council of PR Firms Measurement Committee.

   

  16.20 ICCO:Richard Houghton, MD London & Partner, Aspect Consulting. Immediate Past President ICCO.

   

  16.25-16.40 The Commentators
  Paul Holmes, CEO, The Holmes Report
  Philip Sheldrake, MCIPR CEng, founding partner, Meanwhile and Influence Crowd representing Chartered Institute of Public Relations
  Mark Mortell, Director, Fleishman Hillard International Communications, Dublin; Senior Vice President and Partner, Fleishman Hillard

   

  16.45 Questions- what do delegates think?

   

  17.10 David Rockland summarizes the ideas

  • Delegates vote
  • Summary/Next steps

   

  17.30 Session ends: Barry Leggetter
  
   

  17.35 Close of Plenary Day 1

   

  19.00 Coaches depart from front of hotel for Guinness Storehouse

   

  Summit Dinner and AMEC Awards sponsor: Ninestars

   

  Top of the World “Nightcap” sponsor: Moreover Technologies

   

  FRIDAY 15TH JUNE

  Social Media Measurement – cutting through client confusion and leading the market

   
  09.00 Challenges, Collaboration and the Bigger Opportunity for us all!
  Richard Bagnall, Insights & Analytics Director, Gorkana Group and Chair, AMEC Social Media Measurement Group

  
   

  09.30 The Devil’s Advocate
  Philip Sheldrake, MCIPR CEng, founding partner, Meanwhile and Influence Crowd and main board director, Intellect.
  “Influence – The bullshit, best practice and promise”
  
   

  09.55 Questions.

   

  10.00 The March to Social Standards: #SMM Standards Progress & Roadmap
  Leader: Tim Marklein, Practice Leader, Technology & Analytics, W2O Group, Chair, #SMMStandards Coalition and Co-Chair, Council of PR Firms Measurement Committee; Katie Paine, CEO and Founder, KDPaine & Partners
  
   

  11.00 Networking Refreshment Break.

   

  11.30 Social Media Impact and Business Value
  Leader: Don Bartholomew, Senior Vice President, Digital and Social Media Research, Ketchum
  
   

  11.55 The Plain Speaking Guide to Social Media Measurement
  Philip Sheldrake
   

  12.15 Valid Metrics framework – a practical tool
  Mike Daniels
  
   
  12.35 What happens next?
  Richard Bagnall
   

  12.45 Closing Remarks
   
  Summit Close and Networking Lunch