MARCOM Professional Development Annual Forum

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.

Stay tuned for more at http://www.marcom.ca/index.php/program-2/ and see May 28 2:30 – 3:30 p.m., just prior to the Networking Cocktail.

Register Today  and be part of the most important marketing and communications forum in Canada.