CREATING STORIES TEGIES DEFINING STRA … · best cases of other companies ... patterns and...

CREATING STORIES

DEFINING STRATEGIES

MOBILISING PEOPLE

2

MAY 21/22, 2015 , QUADRIGA FORUM BERLIN

COMMUNICATING SUCCESSFULLY

WITH ONLINE VIDEO

2

2ND INTERNATIONAL VIDEO COMMUNICATION CONFERENCECOMMUNICATING SUCCESSFULLY WITH ONLINE VIDEO

The first module of the conference will focus on the creative part of video communication. Best Cases from Winston Eavis (Sam-sung Electronics), Boris Dolkhani (KUKA Robots) and Jenny Varley (HSBC Holdings) will show you:

• how to create authentic stories out of corporate messaging• how to catch your audience’s attention• how to support change with the right kind of story• how to find testimonials that truly match your message

In the second module, Jos van Haastrecht (DSM), Ellinor Perlefelt (Kommunal) and Dalius Morkvenas (Invest Lithuania) will share their strategic experiences with us and discuss:

• how to use video in order to support your overall communication strategy• how to visualize your message• how to choose the right channels for distribution• how to find the perfect time for your message

In the third module, Stephen Clark (European Parliament) and Virginie Louis (Red Cross EU) will explain how you can use online video to successfully mobilise audiences and tell us:

• how to reach new target groups and support change• how to use interactive storytelling • how to communicate in difficult times• how to engage different audiences across the globe

MODULE 1:

CREATING STORIES

MODULE 2:

DEFINING STRATEGIES

MODULE 3:

MOBILISING PEOPLE

3

5 REASONS WHY YOU SHOULD JOIN THE 2ND INTERNATIONAL VIDEO COMMUNICATION CONFERENCE

YOUR MODERATOR

New trends: Discuss the future of video

communication with leading experts

New perspectives: Learn from best cases of other companies and organizations and join our augmented reality tour

New techniques: Improve your skills during our inter-

active workshop sessions

New insights: Learn how your business can take advantage of new trends

New contacts: Network with peers from all over Europe

PROFESSOR DR. ANA ADIHEAD OF THE DEPARTMENT OF CORPORATE COMMUNICATIONS, QUADRIGA UNIVERSITY OF APPLIED SCIENCES

1 243

5

4

WORKSHOPS

MODULE 1: CREATING STORIES

Doors open

Introduction and opening talk

BEST CASE Why watch a video about a brand? Samsung Electronics & always on communications

BEST CASE Be authentic – Testimonials in corporate video communication

BEST CASERipping up the rule book: How do you build a community across 72 countries?

Coffee Break

DISCUSSIONWhat does it take to go viral?

Lunch

WORKSHOP 1Choosing Channels: Distribution strategies for successful video communication

WORKSHOP 2 Understanding your audience in a paid, earned and owned world

WORKSHOP 3How to create a story

Coffee Break

WORKSHOP SESSION 2Repetition of all three workshops

Augmented Reality Tour

Dinner

09:15

10:00

10:25

10:50

11:15

11:40

12:10

12:55

01:55

03:25

03:55

05:30

07:00

... to be continued

PROGRAMME - THURSDAY, MAY 21, 2015

Samsung Europe

Kuka Roboter

HSBC Holdings

fischer Appelt

Waggener Edstrom

1Camera

5

Movie Run

Doors Open

Introduction

SPOTLIGHTVisual Trends

BEST CASE Making the impact of science on

society tangible

BEST CASEPromoting a country’s business environment

with the help of engaged audiences

Coffee Break

BEST CASE Orchestrating your campaign

across multiple channels

BEST CASE Mobilising people through interactive storytelling

BEST CASE Generate debate: Institutional

communication in times of crisis

DISCUSSION What‘s next? – The future

of online video communication

Closing Statement

07:00

08:15

09:00

09:15

09:35

10:00

10:25

10:55

11:20

11:45

12:10

01:00

The End

PROGRAMME - FRIDAY, MAY 22, 2015

MODULE 2: DEFINING STRATEGIES

MODULE 3: MOBILISING PEOPLE

DSM

Invest Lithuania

Kommunal

Red Cross EU

European Parliament

6


10:00 – 10:10 AM INTRODUCTION

10:10 – 10:25 AM OPENING TALK

10:25 -10:50 AM BEST CASE


Why watch a video about a brand? Samsung Electronics and Always On communications

Why would anyone want to watch a video about a vacuum cleaner? Or a dishwasher? Or a mobile phone? In my short presentation I will show how Samsung is taking a new approach to communications, creating an Always On model to engage our audience on social media and via PR, driving them to love our brand and learn more about how we can enrich their lives.

Be authentic: Testimonials in corporate video communication

How a great table tennis star, almost unknown in his home country of Germany but a star in China, helped KUKA to create more awareness of its brand in China. See how KUKA managed to create the most effective B2B machine manufacturing viral campaign ever.

Winston Eavis, Head of Communications, Samsung Europe

Boris Dolkhani, Head of Corporate Marketing, KUKA Roboter GmbH

MODULE 1: CREATING STORIES

Interruption is dead. Logos, patterns and taglines are so last cen-tury. Content is king and narrative – relevant and entertaining – is its new secret superpower. In a post-advertising world dominated by peer-to-peer communication and small attention spans, compelling storytelling is the only way through which organizations, institutions and brands can break the mold. Come to “Play” to learn how to do it.

09:12 / 10:12

09:12 / 10:12

Professor Dr. Ana Adi, Head of the Department of Corporate Communicati-on, Quadriga University of Applied Sciences

The Duel: Timo Boll vs. KUKA Robot

Samsung Europe

7

09:12 / 10:12

Ripping up the rule book: how do you build a community across 72 countries?

This talk challenges some fundamental beliefs about how you build an employee brand to turn distrust and apathy into pride, belief and genuine engagement. Discover how to turn a quarter of a million employees into brand ambassadors and start a new kind of conversation; and why taking the right kind of risk on the right platform can change a culture.



Jenny Varley, Managing Editor - News, Communications, HSBC Holdings

12:10 -12:55 PM DISCUSSION

What does it take to go viral?

Which stories catch on? What do we like to share? How can video communication reach a critical mass? In this panel, our speakers will provide answers based on their experiences in order to find out what makes a video suc-cessful. Please feel free to join in. This is your opportunity to pose the questions you’ve come across during your work and share your practical knowledge with peers and experts.

Winston Eavis, Head of Communications, Samsung EuropeJenny Varley, Managing Editor - News, Communications, HSBC HoldingsBoris Dolkhani, Head of Corporate Marketing, KUKA Roboter GmbH

Moderator: Professor Dr. Ana Adi, Head of the Department of Corporate Communication, Quadriga University of Applied Sciences

11:40 – 12:10 PM COFFEE BREAK

12:55 -01:55 PM LUNCH

HSBC Now - Our stories

8


Workshop 2: Understanding your audience in a paid, earned and owned world

If you want to understand how consumers view paid, earned and owned content, what the right balance is between the three, and whether you lose credibility if you pay for content – Waggener Edstrom’s Gareth Davies will provide all the answers.

Workshop 3: How to create a story

Throughout our lives we have been trained to recognize strong narrative, from bedtime stories, Walt Disney cartoons, high school reading lists, Hollywood blockbusters and high quality TV drama. But does that make us instant ex-perts in storytelling? The obvious answer is “no”, but in this workshop, Jasper Claus will try and see if we can put all that dormant knowledge about story to work and create vivid stories out of corporate messaging.

In order to allow you to participate in more than just one workshop, we offer a second chance to pick another one of your favourite topics.

01:55 - 03:25 PM

05:30 -07:00 PM AUGMENTED REALITY TOUR

03:55 -05:25 PM

07:00 PM DINNER

03:25 - 03:55 PM COFFEE BREAK

Workshop 1: Choosing Channels: Distribution strategies for successful video communication

Video is a hugely important tool to ensuring digital brand impact for enter-prises. Without a solid strategy, technological know-how and a branded storytelling focus, the success of a video is just a question of luck. The work-shop gives insight into how brands can produce and distribute content with minimum effort and maximum buzz.

David Lochner, Head of Social Media and Online Distribution, FischerAppelt, play GmbH

Gareth Davies, Head of Digital and Insight, Waggener Edstrom Communications

Jasper Claus, Founding Partner, 1Camera.

WORKSHOP SESSION 1 WORKSHOP SESSION 1

WORKSHOP SESSION 2

9


07:00 - 07:45 AM MOVIE RUN

08:15 - 09:00 AM DOORS OPEN

09:00 - 09:15 AM INTRODUCTION

09:35 - 10:00 AM BEST CASE

09:15 - 09:35 AM SPOTLIGHT

Making the impact of science on society tangible

Everyone knows that science has played a huge role in the development of a more prosperous, healthy, sustainable and connected society. Yet, little is known about the scientists involved and their stories. Our campaign aims to boost awareness and understanding of the impact of science on society by profiling some of the scientists who have made this happen and exploring their journeys.

Jacqueline Bourke, Manager, Creative Insights, Getty Images (tbc)

MODULE 2: DEFINING STRATEGIES

Visual Trends

What are the emerging trends in visual communication? Which developments are here to stay? What will the visual language of tomorrow look like? In her spotlight, Jacqueline Bourke, who is part of the Creative Research team at Getty Images, will shed light on visual trends.

Getty Images

DSM

09:12 / 10:12

09:12 / 10:12

Jos van Haastrecht, Director Global Brand, Digital and Communica-tions, DSM

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Begin your day with a jogging tour around the city centre of Berlin. We will lead you to locations of popular movies, such as “The Bourne Supremacy”, “Operation Valkyrie”, ”James Bond – Octopussy”, “Around the World in 80 Days” or “Wings of Desire”. Have a fresh start into the second day of the conference.

10


10:00 - 10:25 AM BEST CASE


Orchestrating your campaign across multiple channels

Annelie Nordström, president of Sweden’s largest trade union, decided to protest against wage discrimination by performing a “sex change” in front of a camera. A video featuring her transformationinto a man was pitched to major news editors and activists around the world, reaching a peak on Internatio-nal Women’s Day. Reaching more than 200 million people, this became the largest campaign for wage equality of its kind.Ellinor Perlefelt,

Project Leader, Kommunal Be a MAN - How To Get A Raise In 47 Seconds

10:25 -10:55 AM COFFEE BREAK

Promoting a country’s business environ-ment with the help of engaged audiences

Invest Lithuania wanted to increase their sales via digital media. They teamed up with existing investors in order to inspire potential clients to“talk Lithuania”. Dalius Morkvenas will share his insights from the successful campaign and their communica-tion strategy..

Dalius Morkvenas, Head of Marketing and Communications, Invest Lithuania

Let‘s talk Lithuania

09:12 / 10:12

09:12 / 10:12

11


11:45 -12:10 PM BEST CASE

12:10 -01:00 PM DISCUSSION

01:00 PM CLOSING STATEMENT

What’s next? The future of video communication

What should we expect from online film in the near future? Which trends will stick around? How will new developments and changing habits influence how we communicate? Our experts will discuss the latest develop-ments and emerging trends in online video communication.

Jos van Haastrecht, Director Global Brand, Digital and Communications, DSMStephen Clark, Director for Relations with Citizens, European ParliamentEllinor Perlefelt, Project Leader, KommunalJos van Haastrecht, Global Branding Director, DSMVirginie Louis, Senior Communications Officer, Red Cross EU OfficeModerator: Professor Dr. Ana Adi, Head of the Department of Corporate Communication, Quadriga University ofApplied Sciences

Mobilising people through interactive storytelling

How do you mobilise people for a cause that normally doesn’t get much attention and for a topic that only concerns a few? Virginie Louis will examine many different examples of how online video content and the sharing of experiences can engage audien-ces across the globe.

Virginie Louis, Senior Communications Officer, Red Cross EU Office

Welcome to Disaster Island


Generate debate: Institutional communication in times of crisis

The motto for the European Parliament’s awareness campaign for the 2014 elections was “this time it’s different”. And different it was. Not only because the rules of the game had changed, but also because of the bleak mood in Europe and widespread disgruntlement with the EU and its political class. How to engage people who might not be in the mood?Stephen Clark,

Director for Relations with Citizens, European Parli-ament

Act. React. Impact.

MODULE 3: MOBILISING PEOPLE

09:12 / 10:12

09:12 / 10:12

12

AUGMENTED REALITY TOUR

DINNER

MOVIE RUN

INTERACTIVE SPECIALS

13

SPEAKERS

Professor Dr. Ana Adi, Head of the Department of Corporate Commu-nications, Quadriga University of Applied SciencesPrior to her appointment at Quadriga University of Applied Sciences, Ana Adi worked as an academic in England and Bahrain, as a visiting lecturer in Belgium, Thailand and Romania and as a consultant in public relations and social media strategy in Scotland and Belgium. She is a digital humanist whose research focuses on digital media and its applications and challenges to public relations, political commu-nication, CSR and activist commu-nication.

Jasper Claus, Founding Partner, 1CameraJasper Claus founded 1Camera, an Amsterdam-based corporate video production agency, in 2008. Currently, he is its creative director. Previously, he was a producer at MTV Networks Amsterdam, after having obtained his MSc. in psychology at Utrecht University.

David Lochner, Head of Social Media and Online Distribution, fischerAp-pelt, play GmbHDavid Lochner is Head of Social Me-dia and Distribution at fischerAppelt, where he is responsible for the de-velopment and distribution of social media formats and videos. He is a lecturer at different universities and since 2009 works with Gamecast TV, a research institution, which studies the mergence of gaming, film, and virtual film production techniques.

Virginie Louis, Senior Communica-tions Officer, Red Cross EU Office Virginie Louis seeks to integrate digital communications to support humanitarian diplomacy efforts and mobilizing audiences, by combining the strengths of effective and fresh campaigning techniques using at-tractive visuals and appealing stories with the extensive outreach of the Red Cross throughout Europe.

Jos van Haastrecht, Director Global Brand, Digital and Communications, DSM Jos is Director Global Brand, Digital and Communications at DSM, the science-based company active in Health, Nutrition and Materials. Pri-or to his current job he held several positions in marketing, communi-cation and digital at DSM and other multinationals including Gist-bro-cades and United News and Media. Jos is passionate about purpose driven brands and social innovation.

Jacqueline Bourke, Manager, Creative Insights, Getty ImagesJacqueline Bourke is part of the Creative Research team at Getty Images who analyses the mean-ing, implementation and impact of photographs and video in today’s world. These insights help identify the visual language of tomorrow and inform the visual trend presentations she provides to audiences across Europe. Jacqueline is a former Director of Photography and Media Communications graduate.

Dalius Morkvenas, Head of Marketing and Communications, Invest LithuaniaDalius Morkvenas is head of the marketing and communications department at Invest Lithuania. Previ-ously, he worked as head of marketing and communications at Danske Bank Lithuania, product and marketing director at MVNO Eurocom and key account management at the leading media agency Media House.

Jenny Varley, Managing Editor - News, Communications, HSBC HoldingsJenny Varley joined HSBC in 2009 as Global Campaigns Manager and broadcast production specialist. She created the multi award-winning weekly TV series HSBC NOW which is broadcast internally and on social media. In addition to TV, she also manages the global staff website and multimedia content. Formerly, she was a location manager on feature films such as Harry Potter, Bridget Jones and the BBC series Spooks.

Ellinor Perlefelt, Project Leader Communications & PR, Kommunal Ellinor Perlefelt is project leader for communication at the Swedish munic-ipal workers’ union Kommunal. During her six years at Kommunal, she coor-dinated many successful campaigns. Formerly, she was responsible for communication at Riksteatern, an idea based cultural organization with over 40,000 members.

Boris Dolkhani, Head of Corporate Marketing, KUKA Roboter GmbHBefore joining KUKA in 2013 Boris was founder and CEO of a midsize advertising agency in Munich. He is also the inventor of the Nike+ system. The patent was sold to Nike in 2007. He has won several national and international creative awards. As of 2013 he is responsible for everything except fairs and events at the KUKA Robotics Headquarter in his role as Head of Corporate Marketing.

Stephen Clark, Director for Re-lations with Citizens, European ParliamentStephen Clark is responsible for the European Parliament’s direct communication with the general public, through online and offline campaigns, events, visits and other facilities such as the Parlamentari-um and House of European History. He recently coordinated the com-munication campaign for the 2014 European elections, in which film played a central role, and is currently working on branding and visitors’ strategies for the Parliament.

Winston Eavis, Head of Communications, Samsung Europe Winston Eavis is a communica-tions expert with over 15 years of experience working for some of the world’s biggest consumer technology brands. Prior to taking up his current role as Head of Communications for Samsung Europe, Winston worked in PR agencies, delivering local and global campaigns for clients such as Microsoft, Intel and Nokia.

Gareth Davies, Head of Digital and Insight, Waggener Edstrom Com-municationsGareth has over five years’ ex-perience developing storytelling strategies and frameworks for some of the world’s biggest brands and organisations including P&G (for its Febreze, Tampax, Always, Eukanuba, Iams and Oral B brands), Nestlé (for its Cheerios brand and Wholegrain campaign), World Gold Council, iRo-bot and Avanade. As Head of Digital and Insight, Gareth also brings a wealth of experience turning audi-ence insight and data into impactful, high engagement digital strategies.

MOVIE RUN

14

SERVICE

Terms & Conditions1. Discounted PricesQuadriga University offers discounts on the listed prices of certain conferences for members of the European Association of Communication Directors (EACD) and other partner associations. Subscribers to our media partner, Communication Director magazine, also receive a discount on the attendance fees for seminars and symposia. The participant’s personal membership and/or subscription must be presented, current and verified at the time they make a seminar booking. Discounted prices are only valid if the amount invoiced is received by Quadriga University within the time stated on the invoice.

2. CancellationIf a booking is cancelled and no replacement participant can be found, the following cancellation charges will be incurred:• Cancellation 31 days or more before the event takes place: no charge• Cancellation between 14 days and 31 days before the event takes place: 50% of total price• Cancellation less than 14 days before the event takes place: 100% of total price• Please note that cancellations should be in written form.

3. Cancellation and changesQuadriga University reserves the right to cancel or reschedule seminar locations or times, or to arrange a substitute instructor if this is absolutely necessary due to there being less than six participants, an unforeseen problem with the instructor, or other unforeseen reasons out of the control of Quadriga University. In these cases, Quadriga University is not required to compensate travel or accommodation costs, loss of working time or other damages, and in other cases, only when there is gross negligence. If relocation is not reasonably possible for the parti-cipant, then they are entitled to cancel the booking immediately and without charge.

4. Place of JurisdictionBerlin.

Registration

The registration fee includes participation in the pro-gramme, all conference documents and dinner and lunch buffets, as well as coffee breaks. Travel ex-penses and accommodation are not included in the price. A booking confirmation and an invoice will be sent to you after registration. Please remember to include your name in the transaction reference when making a payment. As the number of participants is limited, please be aware that your registration is only valid after receiving a booking confirmation. Please feel free to contact us should you not receive confirmation within 24 hours.

Registration Queries:Dennis [email protected]

Conference Coordinator:Sarah [email protected]

The 2nd international video communicati-on conference will be held at the Quadriga Forum in Berlin. Located within walking distance from Berlin’s most important attractions, Quadriga Forum offers modern business and meeting rooms suitable for any occasion.

Quadriga Forum BerlinWerderscher Markt 1510117 Berlinwww.quadriga-forum.de/en

Registration Queries:Dennis [email protected]

The European Association of Communication Directors (EACD) is the network for commu-nication professionals from all fields across Europe. The Association meets the needs of communication professionals working internationally, and provides support for new challenges in the global arena. For more information please visit www.eacd-online.eu

Communication Director is an international quarterly magazine for public relations and communications. Communication Director is also the host of the European Excellence Awards.www.communication-director.eu

Quadriga University of Applied Sciences Berlin is committed to modern, inte-grated management training and educates managers in communication and human resources management, as well as public affairs. Through its cross-subject structure, Quadriga University of Applied Sciences offers an education that meets the require-ments in management, communications and public affairs.

Quadriga University of Applied Sciences Werderscher Markt 13D-10117 Berlinwww.en.quadriga.eu

For further information regarding the conference or registration process, do not hesitate to contact us!

LOCATION

CONTACT

HOST PARTNER

REGISTRATIONFax: +49 (0) 30/44 72 93 00

I would like to attend the 2nd international video communication conference „Play“ on May 21st and 22nd, 2015 in Berlin. I agree with Quadriga University‘s Terms and Conditions available on www.conferences.quadriga.eu/terms

General Admission: Conference Fee 1190 € 1

Early Bird Discount: Early Bird registration deadline is April 24th, 2015: Conference Fee 980 € 1

EACD members: I am an inhouse communications professional and a full member of the European Association of Communication Director (EACD) OR I would like to become full member of the EACD (annual membership fee, including Communication Director subscription:140€ and hereby officially apply for membership: Conference Fee 890€1/2 until April 24th 2015 (afterwards 990 €1/2)

Communication Director Magazine subscribers: I am a subscriber of Communication Director magazine OR I would like to become a subscriber of Communication Director (annual subscription: 120€ and hereby order an annual subscription: Conference Fee 890€1 until April 24th 2015 (afterwards 990 €1)

1 Prices do not include VAT; included in the participants fee is the access to all parts of the conference programme as well as to the dinner reception. 2 Prices do not include VAT; please see EACD conditions of membership on www.eacd-online.eu* All fields are mandatoryHost: Quadriga Akademie Berlin GmbH

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I would like to register further participants: The second registered person will receive a discount of 10% off the price, the third will receive a reduction of 15% off the price.

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Register online: www.conferences.quadriga.eu/en/video

CREATING STORIES

DEFINING STRATEGIES

MOBILISING PEOPLE

MAY 21/22, 2015 , QUADRIGA FORUM BERLIN

Quadriga UniversityWerderscher Markt 13

10117 Berlinwww.en.quadriga.eu

WWW.CONFERENCES.QUADRIGA.EU/EN/VIDEO

CREATING STORIES TEGIES DEFINING STRA … · best cases of other companies ... patterns and...

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