Conference 2 Day 1

Digital Behaviour

Program: Tuesday, November 2

8:00 – 9:00
Registration and Continental Breakfast

9:00 – 9:10
Welcome and Chairperson's Opening Remarks

9:10 – 10:00
KEYNOTE ADDRESS:
Are They Really that Different?
Steve Mast, President, Delvinia Interactive

As technologies continue to evolve, generation gaps grow, and reaching audiences in meaningful ways becomes increasingly difficult, organizations today need to dig deeper than ever before to understand their customers' attitudes and behaviours. By tapping into Delvinia's online consumer research community, AskingCanadians.com, they are able to uncover Canadian consumer insights that help inform their clients' digital customer experiences. Join us as Steve shares some key insights that illuminate the differences between the millennials and boomers in the following areas of interest:

The purchase cycle
Technology ownership
Accessibility issues
Social networking
Personal information sharing
Mobile usage & attitudes

10:00 – 10:40
The Digital Consumer
Bryan Segal, Vice President, Sales, comScore, Inc.

In this session, Bryan will address the state of the Digital Media Universe in Canada. He will focus on where Canada stands in terms of usage and duration from a worldwide perspective, as well as taking a closer look at the behaviours of Canadians online. He will then delve deep into the fast-changing world of the Canadian media consumer, and how Canadians use this digital media as part of their everyday lives. As digital media has become an everyday phenomenon for Canadians, it is important to understand the landscape and how to best use digital, hand-in-hand with other media to develop the best marketing mix.

10:40 – 10:50
Networking Break

10:50 – 11:30
LATEST MARKET RESEARCH TOOLS:
Researching the Millennial Mind:
How Marketers Can Stay in Touch with this Changing Demographic
Carol Phillips, President, Brand Amplitude, LLC

In order for brands to stay relevant among millennials, managers need to understand how young adults are changing, how they engage with brands and brand communications and what are their interests and passions. Brands are humanizing rapidly, and need to stand for more than the standard benefits and attributes if they are to engage in meaningful conversations with young consumers. Standard research approaches are giving way to panels and communities where marketers can listen and interact with millennials in real time. Learn about the latest market research tools for connecting with Gen Y consumers.

11:30 – 12:15
The Emergence of the New Social Media Maven
Andrew Lane, Director of Digital Engagement, Weber Shandwick Canada

While social media is emerging as a medium for brand communication, individuals in the space have been using it for quite some time now, relatively speaking. As a result, since the "early days" of the original social gurus, the social space has now matured. In this discussion, Andrew will begin by exploring the evolution of the social space to bring us into the present day and set the stage. Then he will focus on some of the red flags to look for and simple tools to use when evaluating the consultants and influencers that your brand or company works with in this evolved social space. Finally, he will look at the social maven of past and present and explore the differences between the mavens of the millennial crowd and the boomer set with the goal of painting a holistic picture of the personalities and pitfalls marketers will find when navigating the online space on behalf of their brands.

12:15 – 1:15
Luncheon

1:15 – 2:00
Shut Up and Listen
Jacquelyn Cyr, Chief Executive Officer, Espresso

In today's noisy media environment, consumers aren't the only ones pulled in every direction. Marketers are targeted by every new social application and technology, and as a result are jumping on trends for fear of missing the bandwagon and being left behind. The thing is: not every trend is worth the dollars you're putting into it. It takes a commitment to listening and learning to understand why. This session is intended to help decision-makers build a stronger mental toolkit in order to more efficiently and critically examine the real brand building potential of targeted digital opportunities.

2:00 – 2:40
Real Health Care Reform:
How Zoomers are Using the Internet to Remake the Entire Health Care System
David Cravit, Vice President, ZoomerMedia Ltd.

Are they online? Big time – as you will hear from other speakers. But zoomers (the 45-plus population) are doing more than just reading or emailing or shopping…or even dating or tweeting. They are using digital media to take control of their own health care. They are causing doctors to morph from "God" to "Supplier." They are also not waiting for governments to deliver "top-down" solutions; they are taking their wellness into their own hands, and the result could be a much bigger revolution than any "health care reform" legislation. In this presentation, David will review what's happening – why it's happening (and can't be stopped) – and what it means for policy makers and marketers.

2:40 – 2:50
Networking Break

2:50 – 3:30
Old & New Media Working Together
Travis St. Denis, Communications Strategy Director, Social Influence Media & Digital Lead, MEC

The suite of media, tools, and channels is ever-growing. You may have heard that some are replacing others. You have probably read this about social media. It could not be further from the truth. In this presentation, Travis will take you through how brands are melding old and new media and how successful ones are finding the right balance between all the channels to fuel brand interest and make all exposures more powerful.

3:30 – 4:10
Signage of the Times: The Changing Face of Retail Communication
James Fraser, Partner, Retail Guy, Hunter Straker

In this session James will take on the world of retail digital signage. He will clearly identify who is doing it right and who is just using it as a revenue stream. "I once had a digital signage network salesperson tell me that – 'selling retail digital is no different than selling real-estate'. If that's the approach that is being taken it's no wonder most of the market is in the tank". The session will provide a detailed top 10 – "how to" and "how not to" manage your retail digital strategy. Further, in this session you will find out about the balancing act between communicating at retail with both boomers and millennials. With absolutely no vested interest in the digital signage industry other than developing it as an effective communication vehicle, James promises a no-holds-barred look at this industry and how to demand the most from your digital network provider.

4:10 – 4:50
Digital Promotions and Incentives
Jeff Greenspoon, CEO, SPOKE Agency

As consumers are bombarded with marketing messages, brands must work in tandem with their agency to build campaigns that successfully engage, entertain and evoke action. Across multiple channels, lifestyle brands that can create purpose within their advertising, achieve their communication objectives and drive performance. In this multi-platform environment (online, retail and social), how do marketers position their promotions to lift sales, drive foot traffic and achieve measurable results? Where can we modify the conventional buying cycle for baby boomers and leverage the progressive behaviour of the millennials? How can consumers be properly incented and encouraged to participate in marketing promotions? What can advertisers do to maintain control over their message while opening the dialogue to consumers?

4:50 – 5:00
Chairperson's Wrap-Up

Conference Day 2

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