MARKETING CONFERENCE E-VIRUS 2011
22 September 2011, Crowne Plaza Vilnius, Lithuania
9.30-10.00 Registration and welcome coffee
10.00-11.00 Community marketing: how to develop a successful online community for your organization
Richard Millington, Founder, FeverBee (UK)
Companies should not only identify relevant existing communities but also be able to build new ones.
Community consultant Richard Millington will present key principles and practice:
- What are the benefits of online communities?
- Which organizations should develop online communities?
- How do you build an online community?
- What is the future of online communities?
The speaker will discuss online community marketing opportunities and provide examples of international case studies.
Richard Millington is an online community consultant and the founder of FeverBee Limited, a community consultancy. His blog is read by 5000 community professionals every day and he is widely cited for his expertise in community management. He has worked with a range of large organizations including: The United Nations, The Global Fund, Novartis, BAE Systems and OECD.
Richard specialises in the community development process, taking an organization from the inception stage of a community all the way through to when they have a thriving online community.
The speaker is also the founder of the Pillar Summit, an advanced school of online community management which has trained successful community professionals for organizations including LEGO, PatientsLikeMe and Telligent Enterprise.
11.00-11.20 Coffee Break
11.20-11.50 Community marketing case study (1). Movie club, a magic society
Dainius Beržinis, Marketing Manager, Forum Cinemas (Lithuania)
The Movie Club, a project run by Forum Cinemas, is one of the most successful examples of fan communities. Club members are not only entitled to various benefits and discounts but also receive special communicaton. On Facebook Forum Cinemas also actively engages with fans and they are offered special benefits available only to fans on Facebook.
The presentation will explain reasons and objectives of the Movie Club, tell the project's first steps and share experiences and insights regarding prospects of fan communities.
11.50-12.20 Community marketing case study (2). Social networks, a strategy that proved well
Dovilė Juršytė, Director of Marketing, ISM University of Management and
Economics (Lthuania)
ISM University of Management and Economics maintains relations with a few key communities, including potential and current students and alumni. Social networ play a key role in communication with these communities.
The presentation will provide an overview of how the university communicates with communities in social networks that helped communicate and engage with alumni and current and potential students more efficiently. It will discuss experience with Facebook, YouTube, LinkedIn, Foursquare, Vkontakte, Twitter. Currently, ISM has over 31,000 fans in social networks.
The speaker will also cover the alumni social network, the university's new community project.
12.20-12.50 Community marketing case study (3). Forming a group of buyers
Mikas Urbonavičius, Consultant, Dyl.lt (Lthuania)
In 2010, first group buying portals were set up in Lithuania which are based on the purchasing power of communities. The fast growing market lead to certain risks and new opportunities.
- Impact of social networks on group buying.
- Effective measures to build communities.
- Ineffective measures to convert communities into buyers.
The presentation will review the practice of forming a group of buyers, based on the experience of dyl.lt.
12.50-14.00 Lunch
14.00-14.50 Dealing with communities and interest groups
Andrius Romanovskis, Executive Partner, Lanners, McGovern & Co (Lithuania)
In order to do business successfully, organizations should "be friends" with various communities (local inhabitant, the Green activists, etc.), interest groups and the government. There have been numerous cases when business undertakings failed because of disagreements with local communities or certain interest groups.
- Community politics: global vs local.
- Community interest: public or private?
- Defence and attack: representing community interests.
- Business, state and community - in search for mutual benefit.
Andrius Romanovskis will present the main principles of lobbying and provide examples of dealing with communities.
The speaker heads the largest public affairs company in Lithuania. He has been in public and government affairs for 10 years.
14.50-15.30 How to get maximum value from onlibe communities or the network effect
Linas Šiautkulis, Executive Director, AdNet (Lithuania)
The internet is an especially favourable medium for community marketing and it provide numerous communication opportunities for companies. Members of online communities can be given to try new products or services, offered other exclusive benefits and expect that they will start recommending your product (i.e. word-of-mouth effect).
- How online communities changed internet users?
- What are they like and what motivates them to act?
- What is the business value of communities and how can it be maximised?
- Engaging communities in games and other entertainment activities is a fad or necessity?
Linas Šiautkulis has been in marketing for 8 years. First he worked at an advertising agency where he was involved in developing and executing communication strategies and advertising campaigns for well known companies and brands. Currently Linas is involved in interactive marketing and advises companies how to use the internet for more efficient marketing communication and business development. He has successfully run community social projects for leading telecommunications, pharmaceutical and FMCG companies.
15.30-16.10 Lithuanian consumption specifics of social network visitors
Inga Bitinaitė, Project Manager, TNS LT (Lithuania)
Social networks have become an integral part of communications. Researchers have started monitoring consumers and how they behave in social networks. Such data are relevant in making marketing decisions.
- Audience of social networks (SN) - Lithuania and the world.
- How SN visitors consume other media.
- What brands SN visitors know and use.
- How SN visitors spend their leisure.
- Visitor differences and similarities of different ST.
Inga Bitinaitė works in media research and her area of specialisation is internet audience research. The speaker studied sociology and criminology.
16.10-17.00 Farewell glass of wine and discussions