INTRODUCTION - THE NEW INFLUENCERS
Matthew Yeomans and Bernhard Warner, Directors of Custom Communication

The media game has changed and a new breed of activists, consumer advocates, opinionated customers and an increasingly influential online trade press are influencing your brand. Here's how to listen to the most influential new voices talking about your company.

MORNING KEYNOTE
Antony Mayfield, Head of media and content iCrossing UK

"Social Media and Innovation"

Social media provides us with the imperative, the means and the environment for innovating in media and communications. How radical does our innovation need to be and what can marketing communications teams and agencies learn from other industries about how to be truly innovative?

IN THE WORKPLACE & BEHIND THE FIREWALL

By now, the corporate Intranet and its control-heavy, alienating mode of communicating should well and truly be dead. Wikis and social network are revolutionising communication and collaboration in the enterprise, breaking down internal walls, organisational structures and geographical barriers. Yet, at the same time, your interns are mobilising on Facebook. Some embarrassing snaps from the company holiday party are still circulating on Flickr and a spoof of the big brand campaign is attracting a crowd on YouTube. Welcome to the workplace in the Web 2.0 era where what once stayed behind the firewall is now being played out for all the world to see. Is this forum of individual assertiveness a platform to discover tomorrow's leaders or could it sink the company's image? This panel will discuss the essential components required for the successful adoption of social software in practical business settings and identify the pitfalls of allowing the self-expression of social media forums into the workplace.

Moderator - Niall Cook - author of Enterprise 2.0: How Social Software Will Change the Future of Work

Struan Robertson, Editor, Pinsent Mason's OUTLAW.com,
Lee Bryant, Director, Headshift,
Richard Dennison, Senior Manager Social Media, BT,
Ruth Ward, Head of Knowledge Systems and Development Allen & Overy

OPEN CONVERSATION, THE NEW AGE OF COMMON SENSE
Michael Steckler, Managing Director, AOL UK

PUTTING THE PUBLIC BACK INTO PUBLIC RELATIONS

The role of PR isn't about managing and handling a group of key journalists or third-party validators. It's about recognising, understanding and conversing with a diverse and growing army of opinion makers, all of whom have the ability to influence the reputation of your company brand. When it comes to crisis communications, the blistering speed (and lack of accountability) with which the interconnected web of online influencers disseminate and spread bad company news can be terrifying and also awe-inspiring. This panel will provide a guide to navigating the fast-moving consumer currents of Facebook, YouTube and the blogosphere.

Moderator - Bernhard Warner - Director Custom Communication and columnist The Times Online and contributor to The Times' Mousetrap technology blog.

Neville Hobson - Communicator and Social Media Consultant,
Helen Nowicka, Managing Director, Shiny Red
Keith Childs, Manager, Web & New Media, GM Europe
Drew Benvie, Hotwire PR

LUNCH

PRESENTATION
Alex Burmaster , European Internet Analyst, Nielsen Online

MEASURING INFLUENCE AND AUDIENCE

The explosion of real people's conversations online has created both a huge risk and opportunity for business. But who do you listen to and how do you measure influence and social conversation? Can a computer algorithm interpret the sentiment and trends of human conversation? Is social media monitoring now as important a measurement as a media clipping service? And can the unstructured, often opaque landscape of blogs, newsgroups and social networks really provide the benchmarks and competitive analysis that marketers and companies demand before committing to an "engagement" budget? This session will analyse how social media measurement is helping consumer-facing companies understand their customers, and it will help identify the best practice and best approach in this newest sector of online metrics.

Moderator - Matthew Yeomans, Director, Custom Communication

Alex Burmaster - European Internet Analyst, Nielsen Online,
Kris Hoet - EMEA Marketing Manager, EMEA Consumer Marketing Microsoft Online Services Group,
Flemming Madsen - founder and managing director, Onalytica,
Matt Rhodes, Head of insight, Freshnetworks,

COFFEE BREAK

MARKETING 2.O - IF YOU BUILD IT, WILL THEY COME?

Do you know where your target market spends their media time? We live in a era where customers increasingly choose niche media to stay informed about their personal interests, seek out peer-gnerated product reviews and personal referrals to make informed choices. Oh, and they skip the TV ads thanks to Sky+ or have abandoned the telly altogether. Yet too many marketers still generate product pitches that are tone deaf to the conversations taking place among their target audiences and in the media channels they frequent. This panel will show how you to participate in online customer forums and how social media marketing - be it SEO-friendly publishing or Facebook community building - can help you reconnect with a market that is leaving the old ways behind.

Joanne Jacobs, Director of Xenial Media – creators of Mothercare’s Gurgle.com,
Matt McAlister - head of the Guardian's development network and former director of Yahoo Developer Network,
Emma Huntly, marketing and promotions officer at Fairtrade Foundation
Robin Grant, Founder & Managing Director, We Are Social
Georgina Atwell, Online Director DK & Rough Guides, Penguin UK

16.15 - 16.45

HAS VIDEO KILLED THE BLOGGING STAR?

Okay, we're joking.....sort of. But be it video-snacking, YouTube resumes, digital video activism or live-streaming to the web from your mobile phone, the world of Web 2.0 is being driven by the moving image. This panel will examine the role video is playing in shaping communication techniques within companies as well as helping reach new consumer audiences.

COMING DOWN FROM THE MOUNTAIN - HOW THE BBC LEARNED TO ENGAGE
Pete Clifton, Head of Editorial Development, Multi-Media Journalism, BBC