Ketchum at Social Media Week London

Ketchum at Social Media Week London


We’re running four breakfast events at Ketchum during Social Media Week (SMW) London in September. A variety of speakers will cover topics including crisis, creativity, healthcare and internal communications. SMW is a global platform that connects people, content, and conversation around emerging trends in social and mobile media.

Here's are details of the events that we’re running. They'll all take place at our Folgate Street office, near Liverpool Street, London E1. A full schedule of all the events taking place in London is listed on the SMW site.

08:30 to 10:00am Monday, 23 September Crises, social media and corporate reputation

Be prepared, or prepare to fail. This is an old saying that is never more relevant than when discussing issues and crisis management.

We will host a panel on crisis preparedness and crisis communications, particularly focusing on the best practice when social media channels and owned online platforms to both prevent, mitigate and manage crisis situations. An effective and timely crisis response is key to protecting corporate reputation.

You would be surprised by the number of businesses that have never thought through where they are vulnerable from a business and communications view point. They don’t have a process or a plan for when something goes wrong – being prepared really can make the difference between surviving a crisis or not.

A number of speakers will share their insights and a Q&A session will allow sharing opinions, case studies and best practice examples of dealing with issues and crises. The discussion will be very open and the audience will be involved throughout, having an opportunity to ask questions and receive best practice advice.

09:00 to 10:00am, Tuesday, 24 September Creativity in the age of social media

The internet has changed the way brands approach campaigns and creativity is central to this shift. If you’re looking for some creative inspiration for your digital or social campaigns, then this session is for you.

We’ll look at the murky world of ‘the viral’, explaining why it’s impossible to ‘create’ a viral but will also look at some of the factors that are likely to give you the best possible likelihood of success. Using practical examples from real brands, you’ll come away with a broad range of ideas to get those creative juices flowing.

We’ll then turn our attention to the relatively new trend of co-creation. We’ll explain why co-creation merely represents an evolution of creative collaboration and will look at some of the most effective co-creation campaigns that brands have executed so far. You’ll come away knowing the five co-creation ‘must-haves’ with examples of how you can put them into practice immediately.

Join experts from our brand team to celebrate the new creative opportunity that social media affords. We will provide practical tips and tricks on how to maximize creativity using real examples, providing new creative techniques you can deploy today.

08:30 to 10:00am, Wednesday, 25 September Intelligent innovation: social advances for healthcare

In November 2009 the FDA hearing around the promotion of regulated medical products using the internet and social media took place. Regulations and clear guidance remain as limited as they did then, but just how far has the healthcare industry come in this time in its uptake of social media?

Regulation has created an environment where there is a tension of value and lack of a clear Return on Investment for social media campaigns; it has been a barrier for many Pharma marketeers to explore social media more fully.

However we present a case to show that the adoption of social media is becoming increasingly innovative within Pharma as we move beyond the brilliant basics of using social channels such as You Tube and Twitter simply as a means of driving content marketing.

Pharma has been listening and we’re on the edge of seeing some ground-breaking projects being implemented across our industry that use the principles of Big Data to monitor, model, and predict behaviours amongst social communities and harness the power of large social networks. In a highly regulated environment we have started to tap into new ways of using social media which, for the first time, Pharma may be at the very forefront.

08:30 to 10:00am, Thursday, 26 September Social success: reducing risk; empowering employees

How do organisations reap the benefits of social media to drive cooperation and collaboration between employees, encourage engagement with internal and external stakeholders, and take advantage of the value of social media within organisations, all without taking unnecessary risks?

Deriving genuine value from social media involves finding the balance between taking advantage of opportunities and avoiding common pitfalls.

Join the debate led by Ketchum Change as we explore how to empower your employees as social ambassadors, integrate social media into the heart of your business and embed best practice risk management to protect your organisation from a social media crisis.

This session will focus on how organisations can holistically manage social media activities based on great planning, targeted employee engagement and education, and effective risk management.

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