These supplement the program topics and add new learning and sharing opportunities. They range from marketing and communications topics surrounding these disciplines to fully examining case studies and marketing campaigns from marketing planning to measurement and results. Please check back regularly and know which one you’d like to attend when you come on site (by table number 1 to 8).
Delegates will choose a roundtable and sign up on site. Remember your number.
Table 1: Storytelling – Tips and Tricks to sniff out Great Content in Your Organization
Holly Bridges, President, Blossom Content
Remember the heartbreaking video about the old man who faked his death so his family would finally visit him at Christmas? The voicemail saying his kids were too busy to come. The shot of him eating his Christmas dinner alone. The family receiving texts saying he had died. The moment his family arrives at his apartment only to see he’s alive. The video went viral, reaching more than 59M views, for one reason. It drew us in. It told us a story. And moved us to stick with it until the end. Organizations would kill for that kind of reach and customer engagement…and it’s possible through content marketing.
Content marketing is about storytelling. Great storytelling. Strategic storytelling. Whether it’s to raise awareness, convert clicks to clients or show value to Canadians, our five-step storytelling formula will help you mine great stories and push them out the door.
Table 2: How to Build Your Digital Dream Team
Sherrilynne Starkie, Strategic Communicator, Digital Communications Consulting
To succeed in today’s competitive landscape, you need a digitally savvy multi-skilled marketing team. Join me to talk about what qualifications, skills and attributes you should be looking for to build your marketing communications dream team – or to level-up your personal career path for the digital world.
Table 3: Let’s go Down the Rabbit Hole – Digital Analysis 101
May-Jun McGrath, Marketing Specialist, Digital Marketing
Join me to learn about my 5-Step Framework to help you analyze your data, improve outcomes and optimize your connection and impact with your key target audiences.
5-Step Data Analysis Framework walks you through the process:
3. Sorting (sifting through the fog)
4. Reading – Your story through numbers
5. Revising / Optimizing
You’ll walk away with some solid ideas and a framework to analyse and report results on your organic and paid digital growth.
Table 4: The Changing Face of Canada: What’s Your Multicultural Strategy?
Bobby Sahni, Partner & Co-Founder, Ethnicity Multicultural Marketing & Advertising
The face of Canada is changing. Is your organization ready for the challenges and opportunities? Join me to discuss how organizations like yours are re-inventing the way they do business to cater to a diverse world. We’ll discuss the “do’s and don’ts” of multicultural marketing and also use this session as a sounding board for your ideas and questions to put you on the right path.
Table 5: The Truth About Meetings
Gord Sheppard, Professional Speaker, Facilitator, Coach, Author, Trainer, Create Awesome Meetings / Succession Managers Incorporated
- Should your last meeting have been an email instead of a meeting?
- Are you burnt out because you’re getting called to so many meetings during the day that you are being forced to do your regular work at night (and you can’t tell your boss about it)?
- Do you hate meetings but can’t admit it out loud?
These are just a few of the ‘truth bombs’ that will be landing during ‘The Truth About Meetings Roundtable…and you’ll learn how to fix them!
Table 6: Embedding Social Media in your Organization’s DNA
Anne MacLachlan, Social Media Coordinator, Ontario Parks
If your comms team members are the sole content generators, are you truly representing your organization authentically? Is it a struggle to mine your own brand’s stories? Are you hoping to turn burn out into buy in?
Join me to chat about systems, tools and tactics that can educate, activate and streamline your entire organization, from summer students to upper management.
Table 7: Social Media Discovery: You Can’t Do Without the Human Element
Claude G Théoret, Founder and CEO, Nexalogy
Zach Devereaux, Director, Public Sector Solutions, Nexalogy
- what is social media discovery vs. search?
- what are bots and why do they matter?
- what is the future of human social media analysis?
- what can AI do to help or harm human analysis?
- what are algorithms and how can humans deal with them?
- how can you reduce time to insight from social media?
Table 8: Enhancing Brand Value and Impact with Partnerships
Marnie Peters, Director, Marketing & Communications, Upper Canada College
Join me for discussion on how to effectively engage in brand partnerships. Learn how to correctly position your brand in a strategic and unique way so it entices other parties to enter into a collaboration. No longer think in strict terms of partnerships being about trading the number of followers or viewers or about sharing data. There are new marketing strategies that will empower you to reach more potential partners and turn partnerships into added brand value delivering stronger engagement
You’ll learn how to:
- Position your brand and its unique value to potential partners
- Value your brand
- Expand your negotiation ask
- Measure partnership effectiveness beyond reach, impressions, and engagement
Our discussion will provide you with solid ideas for seeking brand partnerships and a framework to analyse and report results.