ad:tech Sydney 2012 Conference Actionable Insights Thursday 15th March 2012 Track 3

1. “Paid, Owned, Earned Media
(P.O.E.M)”
Christie Poulos, Brand Entertainment Strategy and
Creation, Jumpshot @cpcalling
Chris Dutton, Digital Director, Ikon @duttoncrh

2. “Paid, Owned, Earned Media
(P.O.E.M)”
Actionable Insights;
•Clarifying the definitions and benefits of paid / owned / earned
•What are the tools of the trade?
•Marketing vs entertainment in the Earned space
•What are some best practices of P.O.E.M?
•Will future measurement models illuminate new opportunities, or muddy the
waters?
@cpcalling @duttoncrh

3. “Don’t Sell Me ... Tell me - The
Attribution Of Digital Monetisation”
Andrew Murrell, General Manager Channel
Marketing, Commonwealth Bank @commbank
Tiphereth Gloria, Social Media and Strategy
Management, George Patterson Y&R @tiphereth

4. “Don’t Sell Me ... Tell me - The
Attribution Of Digital Monetisation”
Actionable Insights;
2.How do you close the measurement loop and monitor the value of the media
channels to see which are being monetised and are really driving your sales?
3.When does a media plan become a revenue plan?
4.If you're not in the discussion, you're missing the opportunity to influence - how
can you hold sway without being salesy?
@commbank @tiphereth

5. “Gamification –
Are You Ready To Play?”
Colin card well, Founder and CEO, 3RD Sense @3rdsense
Chris Erb, VP Brand Marketing, EA SPORTS @chriserb

6. “Gamification –
Are You Ready To Play?”
Actionable Insights;
2.What exactly is gamification?
3.Specifically, how can it be used?
4.What are the key business benefits?
@3rdsense @chriserb

7. “Demystifying The NBN and the
Opportunities It Will Create”
Brad Howarth, Co-author, A Faster Future @bhowarth
Sabiene Heindi, Senior Advisor - Stakeholder Relations, NBNCo
Jim McKerlie, Executive Chairman and Digital Prophet, Bullseye
Denise Shrivell, Founder, MediaScope Advertising Directory
@deniseshrivell

8. “Demystifying The NBN and the
Opportunities It Will Create”
Actionable Insights;
2.The interconnectivity of devices, known as the Internet of Things.
3.The evolution of the Internet to be a full-motion experience.
4.The rise and impact of online outsourcing.
5.The data-isation of physical products.
@bhowarth @deniseshrivell

9. “Sports & Digital: Engaging And
Activating Fans”
Sean Callanan, Founder, Sports Geek @SportsGeekHQ
Matt Baker, General Manager Marketing Operations, Canterbury Bulldogs
@mogulmatt
Michael Briggs, Digital Content Manager, Australian Rugby Union
@QantasWallabies
Robert Squillacioti, Digital Content Manager, Football Federation Australia
@FFA

10. “Sports & Digital: Engaging And
Activating Fans”
Actionable Insights;
2.How to manage large fan bases on social platforms
3.What fan engagement strategies work well in sports & how can they be adapted
4.What social and digital metrics are important and why
@SportsGeekHQ @mogulmatt @QantasWallabies @FFA