EXECUTIVE LEARNING MASTERCLASSES · Social media: should you even be on it – and if so how How to...
Transcript of EXECUTIVE LEARNING MASTERCLASSES · Social media: should you even be on it – and if so how How to...
Communications 1
COMMUNICATIONS
London Speaker Bureau presents Executive Learning Masterclasses – tailored workshops and seminars by some
of the world’s finest business leaders. Minimum theory; maximum hands-on tools and best practices from
those who “have been there, have done that” – for your corporate training programmes and team meetings.
EXECUTIVE LEARNING MASTERCLASSESTailored workshops with outstanding
speakers for your organizational
development
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In just 10 years, the everyday landscape has changed fundamentally and with it the way people
interact with each other and with brands. Social media have emerged from their infancy – but
when it comes to brands and businesses have we fundamentally changed our behaviour?
In today’s hyper-connected marketplace, it’s not about being ON social media, it’s about BEING
social. But how to cut through the endless advertising clutter and avoid the fast-growing ad-
blocking trend? A key factor: giving people the ability to truly appreciate your brand’s message,
making them WANT to listen.
The Brand Bank Account – a tool developed by Huib van Bockel – enables brands to discover their
many different possibilities, to give value to people, so they make deposits instead of constant
withdrawals.
MASTERCLASS LEADER: Huib van Bockel Digital marketing and media thought leader, writer of The Social Brand and former head of
marketing at Red Bull, Huib was named one of the top 100 most influential marketers of 2015. His
career kicked off at Unilever before moving to MTV where he developed one of the world’s first
social networks. At Red Bull he played a key part in its transition from energy drink business to the
respected media player it is today.
What is covered:
During the seminar Huib explains the simple four-step process that enables
your brand to give something of value to the customer and gives your message
the power to cut through the clutter and – crucially – to deliver the Holy Grail
of marketing: customer loyalty.
The Social Era: what it is and how to harness it
Social media: should you even be on it – and if so how
How to penetrate the walls with which people increasingly surround
themselves
How to stop pushing your brand messages into ever more media outlets.
Step back and ask yourself, what value you can add
What is the secret behind the world’s most successful brands such as Nike,
Red Bull, Apple and Google
How to turn your brand into something bigger to inspire your stakeholders
and turn them into committed brand fans
How to use the Brand Bank Account to ensure your brand gives more than it
takes
Value and Expected Outcomes:
You will learn how to create content and marketing that cuts through and
builds long-term loyalty
You will acquire hands-on tools you can use right away to make your brand
truly social and generate a growing community of loyal customers
“Huib was awesome! His presentation was perfect — prepared, humorous, and humble. He was received very favourably by the audience. Huib is a terrific speaker for both marketing and customer experience related events. We’d absolutely recommend and hire him again.” Director of Content Marketing, Zendesk
BUILDING A SOCIAL BRANDBy Huib van Bockel
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Having the market clout of a large multinational has its advantages. However, growing brands
in a competitive environment while having to navigate countless processes and fixed operating
models definitely has some disadvantages. Add to that the challenge of consultation with 20
different markets with 50 different views of the opportunity, wildly different capabilities, and
countless ‘alternative facts’ and it’s unsurprising that a “we’re too big” complaint often arises.
Karen Connell has been instrumental in step changing the performance of the world’s largest
brands by teaching them to “think SMALL”. Brands such as Royal Dutch Shell, Coca-Cola,
Kimberley-Clark, Kraft, Cadbury’s, Johnson & Johnson are all “SMALL thinkers”.
MASTERCLASS LEADER: Karen ConnellKaren Connell is a globally recognised marketing and commercial professional who has influenced
the transformation and performance of some of worlds most recognised and valued brands. Her
client base reads like the who’s who of industry and she has extensive experience directing and
delivering transformational brand and commercial programs across many sectors including Energy
(oil and gas), CPG, Pharmaceutical, Automotive, Health & Beauty and Finance.
Having held senior positions at companies like Cadbury Schweppes, General Motors and Virgin,
and now Managing Director of her own consultancy The SMALLmighty, Karen has genuine
credibility across disciplines such as research, branding, marketing, communication, category
growth and commercial strategy.
What is covered:
Karen can deliver master-classes on a variety of marketing and commercial
topics based on real-life case studies, and she can design a bespoke program
that seeks to solve a genuine business issue. Whether participants are
looking to develop new brands or challenge the trajectory of an existing one,
Karen provides expert and engaging guidance on the big challenges faced by
competitive organisations today including:
How do you unlock data to develop genuine insight-based brand
propositions that inspire customers and consumers?
How do you defend brand space in a category in danger of being de-valued
or commoditized?
How do you develop meaningful and ownable communication plans that
inspire action throughout the entire route to market?
How do you create brand and business stories that people listen to,
remember and want to tell over and over?
How do you develop new behaviours to unlock the potential of individuals
and teams?
Karen’s style is both entertaining and inclusive. She goes to great lengths to
ensure the content inspires participants to challenge their thinking and learn
new ways of working.
Value and Expected Outcomes:
A wealth of experience from someone who has genuinely seen it, done it
and designed the T-shirt.
Insider expertise, insights and lessons from real-life case studies from
global organisations.
A variety of methodologies and templates participants can take away
and apply to other business issues immediately.
New working styles and behaviours that foster better relationships and
team collaboration.
Answers to real business issues with co-created strategies and plans
participants are inspired to execute.
Karen’s workshops draw on 30 years of experience and focus on teaching teams the “think
SMALL” principles and techniques that effectively challenge the trajectory of their brands
by simplifying complex problems and motivating large numbers of stakeholders to get
behind the co-created solution. Ultimately credible she can design a bespoke program to
BUILDING BIG BRANDS BY “THINKING SMALL”By Karen Connell
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What is covered:
More people than ever before are now engaging in Conversations, and through
them they are shaping and influencing opinions, attitudes, purchasing
decisions, behaviours and policy. Companies and brands that have tapped into
the global Conversation are seeing unprecedented growth in sales, improved
marketing ROI, a transformation in the energy and commitment of their staff,
and stock values that outperform the market.
Yet, because the Conversation as a marketing and communications tool is a
relatively new concept, it is one of the least understood. You might be unable
to change your product to increase market share or market size, but you can
change the mindset of your audience and their relationship with your brand,
and get them talking about it in a way that will enhance sales.
In one day, you will develop an engagement plan to grow your stakeholder
base and make your firm more inspiring and connected. By the end of the
masterclass, you’ll have created three things that will be transformative in
helping unlock the potential that lies within your firm:
Your ‘stand’: you’ll articulate what you stand for in the world in a way that
nurtures deep emotional connection with both your staff and your
customers
A series of actions to allow people to ‘stand with you’ and become
champions and advocates for you and your brand
A workable plan to go to market and begin engaging more people in a new
and inspiring way
Value and Expected Outcomes:
Create unique conversation that your brand deserves
Develop an engagement plan to grow your stakeholder base and make
your firm more inspiring and connected
Enhance public communications competence within your executive team
The idea of being able to have a Conversation with millions of people at the
same time is a new phenomenon, driven by the post-digital age and always-on
communication.
ENGAGEMENT OUT OF THE BOXBy Jon Duschinsky
Do you have enough customers, brand advocates and internal leaders? If you were on primetime
TV tomorrow for 30 seconds, would you know what to say to give the viewers goose bumps and
come flocking to your brand? That is exactly what this unique masterclass will deliver for you.
Jon’s high-energy, challenging and inspirational masterclass is designed specifically for the senior
leadership of organisations that want to unlock the next stage of their potential and growth.
MASTERCLASS LEADER: Jon DuschinskyJon Duschinsky is CEO and co-founder of The Conversation Farm, a global team of creative talent
that develops ways to change how people talk about and engage with brands, issues and causes.
Its clients include NASCAR, Beauty Gives Back, the NFL and Alzheimer’s Disease International.
After 20 years working in the philanthropy sector, in 2013 Jon was voted second most influential
communicator in social innovation, second only to President Bill Clinton. Jon is the author of two
books, Philanthropy in a Flat World (2009) and (Me)volution (2013).
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Presidential campaigns in the US are marketing exercises of a massive magnitude; tens of millions
of people, billions of dollars, and all driving a national conversation that touches every corner of
the country. The results impact the world.
Navigating the growth from start-up to billion-dollar corporation to victory or defeat in 18 months
is rapid scaling on steroids, but having worked three presidential campaigns Roger Fisk can share
with you the cutting-edge tools that provide precision in targeting, the constantly evolving on-line
tools that engage key demographics, and how a winning culture drives results and value.
MASTERCLASS LEADER: Roger FiskSuccessful campaigns create an assertive culture, and Obama won twice because he built an
organisation that combined creativity, discipline, and technology. Roger Fisk began working
for the start-up Obama campaign in 2007 and helped create that culture, while managing a
nationwide grass-roots fundraising team that focused on low-dollar donor events and raised
US$100 million in 11 months. He was directly responsible for coordinating and managing the
media’s coverage of more than 150 events across the country. In the first Obama administration,
Roger helped design and implement trade missions before working on the re-election campaign,
which succeeded because it scaled the start-up culture of the first campaign. Outside politics,
he has advised many Fortune 500 companies on their PR, marketing and workplace motivation
strategies.
What is covered:
The masterclass focuses on 6 easy-to-adopt, practical habits that participants
can use in their work every day:
Compete on every level – the new tools of social media can be even
stronger when leveraged with older tools such as free and earned media on
television, in print and on the radio
Steady leadership while creating change – learn how to make
circumstances work for you and avoid distractions that decrease focus and
motivation
Engaging and motivating – learn how social media were used to build a
movement that multi-million-dollar television advertising could not defeat
Organisation innovation – the Obama organisation took the status of
underdog and made it a strength. This workshop shows how to succeed in
the face of doubt
Customise to maximise – the sheer volume and diversity of today’s
messaging climate requires that you customise and adapt your outreach
with surgical precision
Actionable ideas and measurable traction – New Day Strategy can
brainstorm with you and design a sustained, cohesive, multi-platform
campaign that will bring real shape, creativity and measurable results to
your branding initiative, product launch, annual fund or capital campaign
Who will benefit:
Senior professionals involved in marketing, public relations, advocacy,
corporate communications, academia and government
Public relations and fundraising teams from every sector
C-Suite leaders who represent your brand in the meetings that matter
Non-profits and NGO’s involved in advocacy
Value and Expected Outcomes:
New tools to apply to current challenges
How to create a culture of mission urgency and consistency
In-depth understanding of real-time communication challenges
Concrete examples of how your team can start changing TODAY
WIN THE MARKET: APPLICATIONS OF AMERICAN PRESIDENTIAL CAMPAIGNSBy Roger Fisk
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London Speaker Bureau represents and works with some of the most
influential people in the world, from politicians and economists
to thought leaders, futurists and entrepreneurs. Between them,
they cover a vast range of topics, from management and finance to
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We have expanded our services far beyond traditional keynotes:
providing our clients with the opportunity to invite outstanding
global leaders and business experts as trainers, boardroom advisors
and individual coaches for their management teams.
Our unmatched network of 18 international offices allows us to
provide speakers and trainers from all over the world, to suit all
types of briefs and budgets be they small or large, in-house or
external. If you want some ideas on how we can assist, please do
contact us now.
Peter DraperFormer Director of Marketing at Manchester United FC
Jeetendr SehdevCelebrity Branding Authority and Professor of Marketing at the University of Southern California
Marcus EastChief Technology Officer National Geographic and Former Head of Ecommerce Solutions Apple (2011-2015)
Ed GillespieFuturist and expert in corporate sustainable development
Robert Phillipsround-breaking Communicator; expert on trust in the new normal
Ken HughesEurope’s leading expert on retail and consumer trends
Bruno GiussaniEuropean Director of TED
Kinvara BalfourProven expert on what is cool out there in the zeitgeist
OUR GLOBAL SPEAKERS ON COMMUNICATIONS INCLUDE:
Max WittrockCo-founder and one of the CEOs of mymuesli
Tom PurvesFormer Chief Executive at Rolls-Royce Motor Cars
Brad JakemanFormer President, PepsiCo Global Beverage Group
Richard ReedCo-founder of Innocent
Hamish TaylorRenowned Expert on Leadership, Innovation and Branding
Justin KingFormer CEO, Sainsbury’s
Jo MaloneFounder & Creative Director, Jo Loves
Ben LeggFormer COO of Google Europe, Author, and CEO AdParlour
Jean DavidOne of the pioneers and builders of the Cirque du Soleil
Yasmin Al BulushiGulf region’s best-known female management trainer
Sarah WeiseUser Experience Director at Booz Allen Hamilton
Erin MeyerProfessor of INSEAD, Author of “The Culture Map”
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