8:00 a.m.
Registration & Continental Breakfast

8:30 a.m.

Chairperson's Welcome & Opening Remarks

Carmine Porco, General Manager & Vice President
Prescient Digital Media

8:45 a.m.

Using Social Media To Keep The Conversation
Going With Your Audience

Microsoft Canada has been at the forefront of pioneers in implementing social media as a cutting-edge tool to connect with its community. Find out how Microsoft's evangelists use social media to keep the conversation going, what their corporate blogging best practices are and how to manage the challenges that might arise.

• Leverage your corporate blog to engage your consumers and generate momentum around your ideas
• Use your corporate blog as a networking tool and extension of your activities to maintain an on-going relationship with your clients
• Blog about topics of interest to your target audience to attract potential clients
• Focus on the approach and style of your activity versus content
• Engage your consumers by inviting guest bloggers to contribute to your blog

Barnaby Jeans, Audience Marketing Manager
Microsoft Canada

9:35 a.m.

Speed Networking

Become acquainted with your fellow conference attendees in this fun and fast-paced forum! You'll have a chance to meet and greet your colleagues.

10:35 a.m.

How To Successfully Introduce Web 2.0 Concepts And Social Media In Your Organisation And Increase Interactivity And Engagement

Nothing touches people more than the issue of health. We all have a vested interest in keeping ourselves, our communities and the world a healthier place to live. The Internet has provided us access to a vast array of health information to help us do so. The advent of social media has provided immense potential for greater participation in an extensive variety of on-line health conversations. It has changed the way people find health information, how that information influences opinions, is shared, and how it can affect behaviour. Each day thousands of health related conversations are taking place on-line, and the Public Health Agency of Canada, recognizing these trends, has been working to engage in these interactions.

The Public Health Agency will share their approach, experiences and challenges in introducing social media and Web 2.0 technologies in a public sector institution. The lessons learned are valuable for any public or private organisation of any size.

• Influencing the internal culture toward e-communications
• Introducing and integrating social media in your organisation
• Establishing an e-communications governance, policy and operating protocols
• Reprioritizing human and financial resources to incorporate social media
• Monitoring and assessing success

Marquis Côté
Web Strategist, digitalOttawa and
Senior eCommunications Advisor, Public Health Agency of Canada

Tamey McIntosh
Web Strategist, digitalOttawa and
Senior eCommunications Advisor, Public Health Agency of Canada

11:25 a.m.

How A CEO Is Using Blogging To Communicate With His Customer And Employee Audience

When Jim Estill took over SYNNEX Canada, a $1 billion computer distributor, he had a problem. How could he inspire and connect with his staff? How could he get everyone pulling in the same direction? As a solution to these challenges, he chose to blog. Since beginning his blog, Jim has developed a loyal following of readers from his workforce, customers and supply chain. His blog is now a key part to his branding and marketing strategy. In fact, if you Google, CEO Blog, one of the top listings will be Jim’s blog. It has been referenced everywhere, from Forbes Magazine to the Globe and Mail as well as many trade journals.

Before starting a blog, Jim needed to consider legal issues, time factors, and even the angle he wanted to take. He faced many challenges and pitfalls, which demonstrated how he saw a positive value in using the blog to communicate with staff, customers and suppliers.

• Build an engaged audience for your blog
• Blog in 1-½ hours per week
• Find your blogging style
• Get your own CEO to buy into and support a social media strategy

Jim Estill, CEO
SYNNEX Canada Limited

Join a group of your colleagues for lunch with an informal discussion facilitated by one of our expert speakers. Take this opportunity to connect with others in a small, interactive group setting to network and brainstorm solutions to your most pressing social media concerns.

1:45 p.m.

Fifteen Megs Of Fame: Brand Strategy In The Digital Age

Brands are now and forever outside ivory tower control and there is no turning back. As social media, consumer-generated content and digital distribution gain in popularity, everyone can readily achieve Fifteen Megs of Fame. So, where does this leave your brand when the average individual can trump mass media?

Take a look inside today's digital world in terms of the challenges and opportunities. See how your brand can embrace change within this new marketing arena and effectively navigate and join the conversation.

• The radical changes taking place in advertising, marketing and communications - - and how to leverage new opportunities
• Today's new world of brand democratization, fragmented media and consumer control
• How to make your brand work and drive results with a solid digital strategy

Michael Seaton, VP Digital Marketing
Thornley Fallis

2:50 p.m.

How Web 2.0 Can Win With Web 1.0 Technology To Improve Results And Drive Organizational Goals

Don't let technology hold your Internet marketing back. Take a Web 2.0 approach with your Web 1.0 infrastructure. Hear how Cognos, a billion-dollar software manufacturer, built on its successful portfolio of Web marketing efforts with podcasting, RSS, blog outreach, and more. As a result of these efforts, the web-based marketing pipeline (lead generation) has increased 400% over the past two years at Cognos. Learn how their simple, systematic approach and measurement, testing, and results drove their choice of tactics.

• Spot opportunities for a Web 2.0 approach
• Choose which blog strategy you should adopt
• Build your web marketing business case
• Drive the web marketing pipeline
• Measure and improve a web marketing funnel

John Blackmore, Director, Global Web Marketing & Content
Cognos Inc.

3:40 p.m.

Interactive Panel Discussion:
The Innovators – Where Social Is The Media

Successful Web 2.0 communities focus on great content, user experience, and peer-to-peer mentality that isn't common in traditional corporate communications. This panel discussion will extract key learnings for building social brands that can be applied to corporations looking to enter the social media space.

Panelists To Be Announced Soon

4:30 p.m.
Chairperson's Recap And Close Of Day One

We invite you to join us for a drink as you relax with your peers. All conference attendees and speakers are welcome to join us for this special opportunity to continue networking. Don't miss this chance to benchmark new ideas over complimentary drinks!

Sign up during the day for dinner with a group. Take advantage of Toronto's fine dining while you continue to network with your colleagues.