"Let's make an app", or "By the way, put this on mobile too", are frequent approaches to marketing and advertising on mobile. Neither take into account the benefits of having an integrated mobile strategy that leverages all the technological, communication and service opportunities available. If it's not a fad, and it's not an afterthought, how should you approach your mobile strategy?

• Understanding the quality and quantity of audience that mobile reaches to ensure you dedicate adequate resource and attention
• What should your mobile strategy aim to achieve?
  - Customer service
  - Advertising
  - Consumer engagement
• How to adopt and adapt your digital strategies for mobile: utility and content
• How do you approach different mobile environments, screens and services?
• Who is responsible for the mobile strategy?
  -Internal / external
  -IT / marketing
• How should clients, agencies and service providers work together on the strategy?

We're learning that if the social media strategy is weak, or non-existent, the results will be poor. So, what do you really need in the plan? And what return are you looking for?

• How to set your data KPIs as part of the plan
• ROI from social media: what are the current expectations
  - Branding
  - Service
  - Bottom line
  - Feedback
• What value does your content offer?
• How are you adapting your content for different channels?
• Yes, you need a strategy but you also need to get on with it… what's the balance between beta and behind?
• How much capacity does your strategy have for reaction and response?
• What allowance does your strategy have for contingency and why do you need it?
• What are the success metrics you need in place?

• Does digital go beyond the concepts of paid, owned, earned, borrowed?
• Should we be placing a value on digital rather than a value on monetising digital?
• Focusing on data management to value digital: measurement, analysis, insights, attribution
• How do you plan to monetise different mediums, channels, platforms, opportunities?
• What value does digital offer as a branding channel?

Digital media built its reputation on the ability to demonstrate performance through advanced data and analysis. This year's key buzzword is 'attribution'; understanding how to apply the performance of different mediums in relation to one another. Join our panel as they share their experience of channel attribution.

The benefits of using social media to engage and connect with consumers as a service channel and as a way to build brand are increasingly well understood. The cost-effective nature of social media is also well understood. However, to have a meaningful presence you do need to resource your responses and conversations. Typically marketing are the resource, but there is a limit to this head count, and there are also other units that could offer more value in the consumer conversation. So, how do you manage that within the organisation?

• What does the new social media team look like: linear, network, silo?
• Where does PR fit into the communication plan?
• How do you gain buy in for the changes you need to make to resource social media:
  - Training needs
  - Top down or bottom up approach
  - Identifying advocates
• What is the best way to up-skill on social media in the organisation?
• Do you need internal policies to guide behaviour and communication?
• Should you assign different communication 'rights' throughout the organisation?
• Achieving a balance between templates and manuals, and freedom and 'real' dialogue
• Can you write a social media training manual?
• How can you effectively train new writing skills for social media?
• What is the most effective role the agency can play?
• What are the tools or automation that can really make a difference?

How do you really optimise business performance in the ever changing and complex technology and consumer environments? Our panel includes three very different businesses who are achieving ground breaking success in the digital world and will share their vision, approach and tactics with you.

• Where does online branding 'fit' in the strategy? How do you integrate branding activity and results with other digital activity?
• How does brand innovation, creative and 'cool' status feed to the overall strategy?
• What are the most effective channels for engaging online branding: social media, email, banners, search, participation media, video
• Adapting your brand story for multiple different channels and devices
• How do you measure online branding: brand recall, sales (online / offline), user attribution modelling, data build, community build
• Where does branding sit alongside other marketing differentiators: price, product, customer service
• How does efficacy of online branding compare to offline branding? Can they be compared?

Your presence on social media is established, what comes next? Growing your presence, your followers, friends, connections, likes? What's the plan and what does it mean?

• What analytics and measurement do you need in place to begin with?
• Working out your content strategy. How do you serve the customer and serve your amplification targets?
• Deciding the most effective integration of promotions, incentives and consumer driven action
• How will your offline activity drive towards your online amplification strategy?
• Planning future resourcing: if you plan to grow, how will you resource?

• Understanding the problem
  - Do you need a big idea, or lots of little ones?
  - Is this a marketing problem, or one of infrastructure?
• Addressing the problem
  - Which teams, individuals and resources should you be working with?
  - What differences need to be made to the briefing process?
  - How to eliminate common agency management challenges
• Managing the problem
  - How do you assign lead, responsibilities and budget for digital success?
• Preparing for the next problem
  - What are the steps to internal transformation? (Templates vs. Intuition, Legacy vs. Innovation)
  - How to feed a culture of innovation
  - How do long term partnerships / retainers allow for better strategic relationships?
  - What can we learn from how consumers actually behave and apply to digital planning, team structure and communication?

With digital marketing evolving and now representing a significant part of an advertiser's marketing plans, what's next and where is future growth coming from? Daniel will be covering the major online consumer trends including mobile and video. This Keynote Presentation will cover the latest news on innovations and developments that we can expect from Google in the coming year.

The people formerly known as 'consumers' are now commenters, curators, creators, and critics. As digital & social marketers, we know it's no longer enough to simply 'connect'. Advocacy is the Holy Grail for brands, and today's landscape enables us to engage and unleash brand advocates like never before. But with the profusion of possibility comes confusion and risk – and the people at the big end of town are wary. In this session, Craig expertly re-frames the 'traditional vs. new media' conversation, inspiring us to get on with the task of turning people into powerful collaborators for our brands and businesses.

• What are the steps towards successful social media integration for your organisation?
• Content
  - Understanding what content suits your social media channels and successfully adapting content for different channels
  - How do you effectively communicate with your community across multiple channels?
  - When do you move to user generated content?
  - How do you really give consumers the honest insights that they want?
• Operational
  - How do you measure the importance of different channels and the role they should play in the strategy?
• Which tools can make a difference to achieving integration?

Consumer interest, activity and behaviour is diversifying across the numerous available digital platforms and channels. And with that 'search' as we know it is changing. YouTube and Twitter are high trending search options amongst certain demographics, and Google's real-time search functionality has nudged the search experience for most consumers. So, what are the really sophisticated options for savvy marketers? What new skills do you need to acquire, and what unique opportunities are there for forward-thinking marketers who jump into the game early? Are there any dangers to holding back, while these new emerging technologies mature?

• What are the current figures on the trend towards gaming?
• What changes in devices, technology, connectivity and services will fuel the growth of social gaming?
• What should your strategy look like to achieve social gaming success?
  - Offline activity
  - Integration
  - Branding
  - Other social platforms
• Understanding the importance of technology and content for successful games
• What are the content and narrative opportunities with games?
• What are the basic infrastructure requirements to get started in social gaming?
• What mobile and social strategies so you already need in place?
• What real return can you expect from social games: how do you measure, how do you compare?

What does a holistic community management strategy really look like in today's digital media mix? Where should you host your community and what are the implications of that choice? How do you generate, syndicate and distribute content within the community? And crucially how empowered are your community and how empowered should they be to get the best results for your strategy. In this session we'll consider these questions, and also focus on:

• What is the success criteria for your community
• Defining, measuring and reporting success
• Comparing different community approaches and the relevance

• How does comparison between campaigns or companies help or hinder the industry?
• How can data, metrics and analysis be successfully transferred between channels and platforms?
• Setting realistic expectations of the measurement and analysis tools in the market
• Which industry statistics are most misleading?
• How can we achieve industry standards?
  - Lexicon
  - Measurement
  - Comparison
• What does the future look like? If data is used to its full potential how could digital media and marketing change?

• What are the opportunities?
• What does behavioural targeting mean specifically for email, online retail, social media, mobile strategy?
• What are consumer expectations of behavioural targeting??
• What are the legislative requirements and forthcoming changes?
• What have the experiences been in comparable markets?

• The group model
  - Who are the winners and losers in group buying?
  - Where is the group model heading?
  - What will be the next retail trend to move from offline to online?
• Social media
  - How do you develop an effective social media strategy for online retail?
  - How can social media best serve the advisory, information role?
  - What return are you looking to achieve: sales, customer service, data build, branding
  - How do you actually implement a 'listening' strategy?
• Social shopping
  - What experience are customers looking for?
  - How will social shopping change customers' online retail expectations?

Campaigns can begin with a big creative idea, a key message, a manifesto to use a new channel. Sometimes the starting point can be to use one of the organisation's most powerful resources: its data. In the Information Age the quantity, quality and capability of your data can be a significant differentiator. If you know how.

• How does the paid, owned, earned, borrowed environment change your campaign objectives and capabilities?
• What data sources can make a difference? How can you create original campaigns and generate original activity through your inventive use of the data and insights that you have available?
• What is current best practice to resource data and analytics management?
  - What are the advantages / disadvantages of separating strategy and execution?
  - What are the advantages / disadvantages of outsourcing data management?
  - Who is best placed to 'lead' data management: client marketer, client IT, agency, providers?
  - How can budget be more strategically managed: before, during, after the campaign?
• What insights are you actually trying to drive through your data strategy and management?
• What is the value of non traditional ROI – what can your data and analysis teach you about your campaign, brand and consumers?
• Reviewing examples of data success
  - NFP
  - Public service
  - B2C
  - B2B

• What's the actual value of building your online community?
• What are the functionalities within online communities and how should they be integrated into a social media strategy?
• What are the opportunities for branding and innovation in online communities?

Working On The Service Differentiators And Value Proposition For Online Retailers

Advertising's life partner, the television commercial, has changed irreversibly in the last five years. And in 2011 it will become almost unrecognisable as television – the hardware, operating systems, services and programming – goes through further irrevocable change. What does it mean.. for programmers, consumers and most importantly, for advertisers. And which businesses and products will be seriously threatened by these changes? Could this be the end for some of the products and services that are currently an everyday part of consumers' lives?

• What are the new services coming to market and what opportunities do they offer?
• What are the new devices coming to market and what opportunities do they offer?
• The implications on strategic planning:
  - How should research, campaign and budget allocation change accordingly?
  - What is the timeline for change: are you ready?
  - What is the advantage of being a first mover?
• Opportunities for your business:
  - How will you make the most of interactivity, content driven channels, the TV app store
  - How to fight for consumer attention in the new environment
• In the new TV environment what will be measured and how will it be measured?

• What transformations are taking place inside the home?
• What is the shift between primary displays, screens and devices
• What transformations are taking place with point-of-sale and out-of-home media?
• How should advertisers approach different digital environments?
• How is this influencing innovation and creative in digital?

As foreign exchange rates shoot through never-seen-before levels, the online retail market has blown wide open. With dollar to dollar parity customers are seeing fewer reasons not to buy internationally. In addition, the international buying experience, and crucially the delivery experience, is improving all the time. What does this mean for local retailers? How does it change the flow of dollars within the local market? What are the impacts on the advertising industry?

• What can be learnt from leading US and UK retailers?
• What are the main factors shifting customers' dollars overseas?
• What is the impact on local online retailers, bricks & mortar retailers, aggregators, local suppliers?
• How can the local market compete?
  - Customer service
  - Product selection
  - Price
  - Fulfilment
• How are shipping policies changing?
• What legislative changes can / should be made?

We're aware of how mobile technology has changed communication habits and patterns, how it's affecting media consumption, and the opportunities it presents for advertisers. But, at a very macro level, how are changes in mobile technology (devices, platforms, connection, services) impacting all industries, business and products, even the unexpected ones?

• What are the most important experiential changes in mobile?
• What role is mobile technology playing in stimulating 'crowd' or 'group' behaviour?
• What changes can we expect in battery life and why does that matter?
• When will mobile product / business presence replace web presence?
• How does mobile affect UX of all products & services?
• What UX changes are coming next?
• What does the consumer want next?

• Are silos killing creativity? How can a networked, non linear organisational structure influence creativity and innovation?
• Can you really create a culture that incubates ideas regardless of business unit, responsibility and output?
• How can agencies influence the digital creative lifecycle ?
• Does digital kill creativity? Is the instant feedback environment too high risk for creative experimentation?

• What are customers' main concerns regarding security and fraud?
• What is the real status quo of fraud in online retail?
• How are current check out / pay processes affecting overall customer experience of online retail
• What services are emerging to improve the customers' entire online retail experience?

In an environment dominated by .com, intuitive or relevant domain names have become progressively harder and harder to acquire, leading to a situation whereby brands are forced to compromise on their preferred choice of address. However, this situation is about to change.

In mid 2011, the core infrastructure of the internet is set to experience a revolutionary shift that will deliver new opportunities for differentiation, flexibility and innovation within the generic Top-Level Domain (gTLD) space.

Introduced by the Internet Corporation for Assigned Names and Numbers (ICANN), a not for profit public benefit corporation that coordinates the internet will see internet extensions representing geographic locations (.sydney), brands (.woolworths) or generic words (.hardware) enter into the daily navigational behaviours of internet users across the globe.

For brands and communications professionals, this shift represents a unique opportunity to dramatically transform the way in which we target and engage with consumers in the digital environment.

This session captures the excitement, creativity and opportunity presented by ICANN's new Top-Level Domain program, through an engaging and educational discussion that will identify the benefits and applications of new TLDs for marketers and consumers across the globe.

• Understand the who, what, why and how of this unique internet revolution
• Identify areas where brands and communication professionals can mitigate risk and turn the new generic Top-Level Domain program into a once in a lifetime platform for innovation
• Leverage the expertise of proven digital thought leaders to help demystify the new TLD opportunity
• Be exposed to how the Woolworths Group approach the value of the current and future domain namespace.

• Which research and insights does your organisation most need in order to stay on top of new developments?
• How do you know what's important for you?
• What else do we need to know about technology and consumer behaviour?
• How to develop a digital media & marketing strategy that is fluid enough to keep up with consumers
• The power of listening: adapting communications and products in line with feedback
• How does everyone stay across the developments in technology?
• If the 'old' model is too slow to respond and react to technology and consumer changes, can you have a media and marketing strategy that is 'always on'?
• What is your approach to testing and failure? How does this impact your marketing planning?
• What technology should you be using internally to improve marketing planning, implementation, performance?
• Analysing the approach of the 'success stories':
  - How do they experiment?
  - Where do they allocate budget?

Without pretending that theft, fraud or misuse doesn't exist, this session will analyse the real situation and what it means for your business practices:

• How do consumers perceive data theft?
• How does policing of theft and fraud need to change?
• What balance do we need between healthy regulation and stifling of commercial activity?
• How can organisations take more responsibility?
• What education do legal teams need?
• What education do marketers need?
• How can we steamline data generation and reporting to ensure we focus on the useful stuff?
• What role should regulators ideally play?

This session includes perspectives from senior executives responsible for strategy and innovation at Telstra, BT Financial Group and Westpac.

• What impact will high speed fibre have on consumers and businesses day-to-day?
• How businesses can make a successful transition to the NBN
• What the NBN means for your business model design
• What will the NBN mean for the competitive environment?
• What will change, what will remain stable?
• Why to move now?
• How to begin designing customer experiences now for what people need in 5 years time?
• How can you engage customers successfully in this transition?
• What actions can your business take now?

What are the global campaigns, product and business models that are delivering return through mobile? How can you simplify the planning , buying, optimisation of mobile campaigns to achieve commercial success on mobile for your brand? Which targeting techniques should you use to leverage the power of mobile for brand engagement and why should you pay attention to the privacy debate and best practice guidelines? Over the last ten years Nick has been extremely influential in the mobile market. Currently sitting on the global board of the MMA Nick is helping to shape mobile media initiatives around the world. With a reputation for delivering results and a commitment to promoting the most current, useful developments in the industry, Nick's insights and perspectives will be of high interest and value.