MARCOM isn’t just about sessions and keynotes, it also offers a host of roundtable topics, in a relaxed setting, that allow for further learning and sharing in the worlds of marketing and communications. If you haven’t had time to check them out, there are 7 so far and there will be up to 10 to choose from so get deciding which one you’d like to participate at the Peer-2-Peer Roundtables, sponsored by Intersol Group on May 28, 2:30-3:30 p.m.
Table 1: Research as a tool for change: A CAPACOA case study
Inga Petri, President, Strategic Moves, President MRIA Ottawa | Frédéric Julien, Project Manager, Canadian Arts Presenting Association
This session will explore practical applications of various research methods and how they can be used in decision-making and change management in organizations. We will present and discuss an advanced research and decision-making framework that works well when change is an intrinsic requirement for future actions. We will illustrate the researcher, facilitator, communicator and change agent roles through The Value of Presenting: A Study of Performing Arts Presentation in Canada. Completed in spring 2013, this large-scale project for Canada’s performing arts presenting networks identifies, builds deeper understanding and communicates the value and benefits of performing arts presentation for all Canadians.
Table 2: An evidence based approach to social media communications, assessment and planning
John Crockett, CMRP, Vice President of Digital Innovation & Data Management, Environics Research Group
Mike Cottingham, Web Communications Specialist, Public Affairs Branch, Canadian Food Inspection Agency
In Fall 2012, the Canadian Food Inspection Agency (CFIA) sought to ascertain a deeper understanding of its stakeholder audiences within social media – but found that the breadth and depth of their mandate made it challenging to develop a comprehensive view of their many stakeholders. By leveraging an evidence based approach, CFIA was able to observe and classify many of their key stakeholders’ social media activities and help determine social media engagement opportunities. In this presentation, CFIA and Environics will share learning from this approach that can be applied to any organization seeking to better understand how their audiences behave on social media.
Table 3: Gamify” Your Work – Creativity Tools & Techniques
Christina Flavell, Director of Marketing Strategy, Banfield-Seguin
Without question, creativity can help professionals inspire, influence and act. In this session, we will discuss emerging tools and techniques for fostering creativity in order to engender positive organizational change. New approaches such as “gamification” – applying game elements including rules, achievements levels and rewards to professional situations – have been shown significantly benefit individuals and organizations. We will discuss specific ways to successfully apply creativity tools and techniques, even in traditionally “non-creative” work environments.
Table 4: The Basics About Making News: 7 Simple but Powerful PR Tips for Non-profits and Associations
Catherine Fortin LeFaivre, Communications Advisor, House of Commons Administration
Implementing a well prepared public relations strategy that is in line with a solid marketing plan can be a powerful and cost-effective way for any organization to reach its business objectives. Yet, many non-profits and associations fail to capitalize on PR opportunities, perhaps out of fear of dealing with the media, or maybe because they misunderstand their organization’s potential as newsmakers. While it’s true that effective public relations often requires the guidance of experienced strategists, understanding the basics will give your organization a chance to become a proactive newsmaker, regardless of your marketing budget. During this roundtable, we’ll talk about some simple but powerful PR tips aimed at non-profits and associations and we’ll discuss how they can advance your marketing goals.
Table 5: “Not What You Thought” Canadian Diabetes Association Campaign
Bryan Tenenhouse, Creative Director, Stephen Thomas
This campaign used innovative youth-based research to inspire the development of a new sub-brand for the Canadian Diabetes Association called “Not What You Thought” to motivate young people to take sugar out of their diet and live a healthier lifestyle while educating them about the foods that have sugar they might not be aware of. The campaign included television, web design & development, and a comprehensive social media / communications / content strategy.
Table 6: Online Communications During a Crisis
Mark Hudson, Director, UniForge
This session will examine ways to prepare and position your organization to deal with a crisis or emergency through online mediums. Discussion will include looking at the importance of influencing online conversations through the Web and social media channels. An understanding of online behaviours during emergencies or crises can help communicators and marketers understand how to effectively reach their audiences. One will also appreciate the importance of strengthening an organization’s connection and relationship with their audiences by helping them gain an evidence-based understanding of the issues and correct misinformation that is too-often disseminated through online networks.
Table 7: Where Beats Meet Tweets – Media Monitoring in the Social Era
Jim Donnelly, Director of Content, MediaMiser
The borders between traditional media (radio, TV, newspapers, magazines) and social media (blogs, Facebook, Twitter etc.) are becoming increasingly blurry. We’re socially sharing and commenting on mainstream news stories, and journalists are bringing stories that emerge on Twitter to the 5 o’clock news. As communications professionals, we not only need to understand how to operate in this integrated new media world, but also how to properly measure our impact within it.
Learn more about:
- How to effectively leverage social media channels to reach journalists and disseminate key messages
- How social media influences the traditional media and vice versa
- Why monitoring, measurement and analysis of social and traditional media requires an integrated approach
- What kinds of insights can be gained from this type of combined analysis
Table 8. Fortunes and Follies of Online Engagement – How to drive meaningful participation with stakeholders online
Marc Vallois, Senior Consultant and Facilitator, Intersol Group
Eric Collard, Online Engagement and Social Media Specialist, Intersol Group
Our clients regularly approach us seeking advice about how to engage with their clients and stakeholders in a meaningful way online. There are many considerations beyond choosing an online tool; including the format and content of information, recruiting participants, keeping loyal participants engaged, synchronous vs. asynchronous and the use of social media. Intersol will share client conversations and strategies required to make the shift from face-to-face public participation to meaningful online engagement.
Table 9. Key Issues and Challenges in Public Sector Branding
Josef Jurkovic, Founding Partner and Director
The Centre for Excellence in Communications
This session will focus on some of the key questions all public sector organizations need to discuss before committing to a branding process. Is branding possible for governments and public sector organizations? What are the key branding challenges and issues faced by federal, provincial or municipal governments? What lessons can the public sector learn from commercial branding and from the past branding experiences in the public sector?
Register Today and be part of the most important marketing and communications forum in Canada.