Tw o - d a y c o n n e c t e d f o r u m a n d w o r k s h o p s

Book before
7-9 December 2009, Oaks on Collins, Melbourne 6 November 2009
to receive your

Website Managing
and working
early bird discount

redesign with social

media

Create Connect Collaborate

Creating leading edge websites by integrating Web 2.0 technologies

within your redesign strategy

Post-forum workshops: Wednesday, 9 December 2009

Workshop A: From Social Web 2.0 to Web 2.Hero
Facilitator: Dr Andrew Stapleton, Research Specialist, Andrew
Stapleton Consulting Hear from our expert
Workshop B: Developing a Twitter strategy for your organisation
Facilitators: Mia Northrop, Senior Consultant;
panel of speakers:
Eleanor Tan, Senior Consultant,
Symplicit
Telstra
RSPCA
National Rugby League (NRL)
Department of Justice Victoria
Learn from Take part in highly
organisations Objective Digital
interactive sessions
whose social media with industry Monash University
strategies are leading experts
the way in Australia Andrew Stapleton Consulting
and your peers
University of Sydney
Hear hints and tips Clive Peeters
from Web Designer
Adrian Thomas
REA Group (realestate.com.au)
who has worked Sensis Pty Ltd
some of Australia’s
largest online SBS
brands

Supported by:
Hear a social media campaign strategy from:
Rodeo/Vivid Group,
a Mitchell Communication Group Company

Produced By:

w w w. ar kgr oupaust ralia.co m .a u

Website Redesign: Managing and Working with Social Media
Creating leading edge websites by integrating Web 2.0 technologies within your redesign strategy
Social media not only engages both internal and external users, it can be
a cost effective way of reaching out to potential clients and customers.
By engaging online users with social media, an organisation can improve
communication paths, create a range of innovative branding opportunities
and appear more accessible.
The online communicator must juggle a range of tasks and responsibilities
as constant updates and numerous Web 2.0 platforms mean content must be
ever changing and unique. When applied correctly within a business model
social media can improve image and increase profitability. However the
progressive nature of the online ecosystem means those organisations at the
forefront of web usage must be innovative thinkers with a strong marketing
plan and a skilled web designer.
Since its whirlwind domination of online communication as a networking
powerhouse for organisations and individuals, social media continues to
evolve as users begin to expect high interactivity and personalisation.
Integrating social media platforms into your website redesign can potentially
drive your marketing strategy to new heights. This connected forum will teach
you how to:
ƒƒ Implement innovative website design tips and techniques
ƒƒ Use social media to make your website more accessible to users
ƒƒ Incorporate social media techniques into your marketing strategy
ƒƒ Improve employee engagement with Web 2.0 technologies
ƒƒ Execute a culture shift in your company’s mindset
ƒƒ Adapt content for numerous streams

Post-forum workshops: Wednesday, 9 December 2009

Workshop A: From Social Web 2.0 to Web 2.Hero Workshop B: Developing a Twitter strategy for your organisation

Registration: 9.00 am Registration: 1.00 pm

Workshop starts: 9.30 am Workshop starts: 1.30 pm
Workshop ends: 12.30 pm Workshop ends: 4.30 pm

Facilitated by: Mia Northrop, Senior Consultant;

Facilitated by: Dr Andrew Stapleton,
Eleanor Tan, Senior Consultant,
Research Specialist,
Symplicit
Andrew Stapleton Consulting

About the workshop:

About the workshop:
Social networking can be harnessed as a powerful tool for improving business
performance. As a result, it’s important to recognise common business strategies
for using social networking, ways of implementing it, and means for evaluating its
performance.
The key takeaways from this workshop are:
ƒƒ Understanding various business strategies for using Web 2.0 and social
networking tools
ƒƒ Implementing social networking within your business
ƒƒ Evaluating social networking performance
In February 2009, Twitter was hailed by Nielsen as the fastest growing member
community with year-on-year growth of 1382%. With over twenty million users
it has become a compelling way for people to reach out to businesses and for
businesses to engage with their customers.
This practical workshop will equip you with a straw man Twitter plan for your
workplace that addresses your firm’s marketing and customer service goals, allays
stakeholder concerns, is appropriate for your resources and integrates with your
other digital presences. After this workshop you will:
ƒƒ Have a thorough knowledge of the Twitter platforms
ƒƒ Learn from case studies of success stories and misfires
ƒƒ Be aware of measurement and analysis tools to inform your approach
ƒƒ Have the outline of a plan to kick start your strategy

About your workshop leader: About your workshop leaders:

Dr Andrew Stapleton has wide ranging usability research experience both
within industry and academia. He has extensive experience in the video game,
electronic entertainment, and broadcast television industries within Australia and
the USA, and maintains a passion for the use of games and simulations for a
variety of applications.
He has presented his work at industry and academic conferences across the
globe and has published in national and international journals. You can follow his
blog http://www,andrewstapleton.com and you can join him on Twitter
@andrewstapleton http://twitter.com/andrewstapleton
Mia Northrop has over 10 years experience marketing websites and designing
digital user experiences. She applies her passion for finding the sweet spot
between user needs, competitor offerings and business objectives to clients as
diverse as REA Group, Ford, State Library of Victoria, Merrill Lynch, Coles Group,
EMC and NAB. Prior to joining Symplicit, Mia worked for a who’s who of Australian
Internet companies including Fairfax Digital, Sensis, CitySearch Australia and
SEEK, as well as the US interactive agency Razorfish. You can follower her on
Twitter@mnorthrop.
Eleanor Tan has worked in both user interaction and content management roles
for the past eight years. With a passion for user-centred design, she has played
key roles in several large-scale website and intranet redevelopment projects and
has worked with a wide range of clients including NAB, Lonely Planet, Melbourne
Water, La Trobe University and ABC NewsRadio. You can follow her on Twitter @
eleanortan

Who should attend?

Managers, Directors and Professionals responsible for:

ƒƒ Internet/Web ƒƒ L&D ƒƒ rganisational Development

O
ƒƒ Innovation ƒƒ Communication ƒƒ Information/Enterprise Architecture
ƒƒ Strategy ƒƒ Knowledge Management/Know How ƒƒ Portal Management
ƒƒ Collaboration ƒƒ Information Management ƒƒ Content Management
ƒƒ PR ƒƒ Project Management ƒƒ Document Management
ƒƒ New Media ƒƒ Client Relationships ƒƒ Information Systems
ƒƒ Marketing ƒƒ Change Management
ƒƒ eBusiness ƒƒ Quality Improvement
Day One: Monday, 7 December 2009
8.30 Registration and refreshments
9.00 Chairperson’s opening remarks
James Breeze, Chief Experience Officer, Objective Digital
Exploring Web 2.0 and website redesign: a harmonious union
9.15 Putting social media on the corporate agenda
ƒƒ Using social media to support business objectives
ƒƒ Structuring the corporation to support social media
ƒƒEmbedding social media into daily processes
Mike Hickinbotham, Social Media Senior Advisor, Telstra
10.00 Redesigning your website
ƒƒ Redesigning your site for impact
ƒƒ Working with your web designer
ƒƒUnderstanding why regular redesign is so important
ƒƒUncovering user expectations and desires
Adrian Thomas, Front End Web Designer
10.45 Morning refreshments and networking
11.15 Online retailing, social media and organisational change
ƒƒIs there a place for social media in your ecommerce strategy?
ƒƒUnderstanding how using online tools can challenge the organisation, and
its implications for your strategy
ƒƒEnsuring your new website has the right organisational outcomes
Tim West, Online Manager, Clive Peeters
Social media platforms and ways to incorporate them
12.00 Exploring the different platforms
This session will provide an overview of the main social media platforms:
Facebook, Myspace, Linked In, Twitter, etc.
ƒƒAppealing to all generational groups
ƒƒRedesigning your website to incorporate Web 2.0
ƒƒJuggling the maintenance of various streams
Lauren Cochrane, Online Communication Specialist, RSPCA
12.45 Networking lunch
1.45 Accessing all areas: usable social media
ƒƒEnsuring various social media platforms are easily accessible
ƒƒDesigning your website around accessibility to Web 2.0
ƒƒImproving outcomes of joint projects
ƒƒUser interaction with multiple social media pathways
Gian Wild, Manager, Usability & Accessibility Services, Monash University
2.30 Incorporating Web 2.0 platforms into your marketing strategy
Including interactive elements this session draws on ample practical case
studies
ƒƒImproving organisational visibility through Web 2.0
ƒƒWays the various platforms can boost profitability and image
ƒƒKey tips and tricks of the trade
Dr Andrew Stapleton, Research Specialist, Andrew Stapleton Consulting
3.15 Afternoon refreshments and networking
3.45 Engaging with social media: understanding your online clients
This session will draw on several client projects undertaken by Rita for a
number of key consumer brands
ƒƒEnsuring that your new website has the right mix of social media and
customer engagement
ƒƒPros and Cons of Social Media
ƒƒWho is most likely to engage and what level of interaction with social media
integration is appropriate?
ƒƒPolicies, privacy, and rights for information sharing
Rita Arrigo, Social Media Consultant, Rodeo/Vivid Group, a Mitchell
Communication Group Company
4.30 Interactive group debate
What is the most successful social networking site available? Is it the
accessibility of Twitter, the informal platform of Facebook, or the highly
useful corporate site Linked In?
You will split into three groups to argue the benefits of your designated social
networking site. You will have 15 minutes to discuss the
benefits within your group then 5 minutes to present your
argument to your fellow delegates. The purpose of this
session is to get you thinking and debating with peers to
explore new and innovative ways to use social networking platforms.
Moderated by: James Breeze, Chief Experience Officer, Objective Digital
5.15 Chairperson’s closing remarks and end of day one
Day Two: Tuesday, 8 December 2009
8.30 Registration and refreshments
9.00 Chairperson’s opening remarks
James Breeze, Chief Experience Officer, Objective Digital
Using social media to engage staff
9.15 Engaging internal users for top results
ƒƒCreating a social media policy
ƒƒ Establishing change ambassadors for your strategy
ƒƒ Creating an online personality for your organisation
ƒƒ Maintaining online relationships
Darren Whitelaw, Manager, best
Employing Onlinepractice
Communication and New Media
approaches
Strategies, Department of Justice Victoria
10.00 Enterprise 2.0: social media is your new intranet
ƒƒ How Enterprise 2.0 can support your business and social media strategy
ƒƒWikis, forums, blogs and groups for staff
ƒƒImproving productivity, collaboration and engagement
ƒƒConvincing managers, legal and HR
Melissa Hendry, Internal Communication Manager, REA Group (realestate.
com.au)
10.45 Morning refreshments and networking
11.15 Implementing a culture change
ƒƒManaging change
ƒƒ Ensuring a smooth transition
ƒƒ Making your online presence your main point of contact
Marnie Hobbs, Manager, New Media & CRM, National Rugby League (NRL)
Learning to embrace social media
12.00 Don’t fear the Facebook: embracing social media to improve
your search results
ƒƒ Generating online social capital
ƒƒMaking the most important friend of all: Google
ƒƒStrategic approaches to building your web presence
Anna Roberts, Senior Web and Communications Officer, Arts Digital Faculty
of Arts, University of Sydney
12.45 Networking lunch
1.45 Adapting content for various social networking platforms
ƒƒWhat and where is appropriate in social media
ƒƒSourcing sufficient, relevant and engaging content
ƒƒEducating and coordinating social media with your existing marketing and
online teams
Aisha Hillary, Communications Specialist, New Media and Brand, SBS
2.30 Connection, communication and collaboration: social media
in the workplace
In this session you will follow Sensis’ staff communication strategy on a
journey from all staff emails to open collaboration and corporate Twitter
ƒƒCultural and financial drivers in favour of social media as a business tool
ƒƒ Governance in an open environment
ƒƒ Engaging staff and driving usage: early adopters vs. sticks in the mud
Robin Singleton, Online Communications Manager, Sensis Pty Ltd
3.15 Afternoon refreshments and networking
In-depth interactive session
3.45 Using social media within the organisation
This is your chance to hear what our experts have to say
as the forum comes to a close. This session is designed
to be a light hearted discussion to reflect on what has been
learnt and what the future holds for social media and Web 3.0.
ƒƒExploring the benefits of internal networking
ƒƒEncouraging employees to get involved
ƒƒMonitoring use: are your employees using Web 2.0 responsibly?
Panellists:
Darren Whitelaw, Manager, Online Communication and New Media
Strategies;
Gian Wild, Usability and Accessibility Services, Monash University;
Robin Singleton, Online Communications Manager, Sensis Pty Ltd
Moderated by: James Breeze, Chief Experience Officer, Objective Digital
5.15 Chairperson’s closing remarks and end of connected forum
5 way s to boo k yo u r p l ace AT th i s e v ent
Phone: +61 1300 550 662 Fax: +61 1300 550 663 Email: aga@arkgroupasia.com
+61 (02) 8913 4000 +61 (02) 8913 4099 Web: www.arkgroupaustralia.com.au
Post: Send the completed registration form to Ark Group Australia Pty Ltd, Main level, 83 Walker Street, North Sydney, NSW 2060

Website Redesign: Managing and Working with Social Media A G -W E B

7-9 December 2009, Oaks on Collins, Melbourne
put your details here (please print):

Organisation Name

postal address

state postcode

fax phone

Connected forum + Connected forum + Connected forum only Post-forum workshops

2 Workshops 1 Workshop A or B
o Save $200 o Save $100
Standard Pricing o $2695 + GST = $2964.50 o $695 + GST = $764.50
$3885 + GST = $4273.50 $3290+ GST = $3619
Early Bird (exp: 06/11/09) o Save $400 o Save $350 o Save $200 o Save $60
Not valid with any other offer $3685 + GST = $4053.50 $3040 + GST = $3344 $2495 + GST = $2744.50 $635 + GST = $698.50

Member Discount
o Save $500 o Save $450 o Save $300 o Save $100
(exp: 09/10/09)
I am a member of Strategic Path, ASTC (VIC, NSW), $3585 + GST = $3943.50 $2940+ GST = $3234 $2395 + GST = $2634.50 $595 + GST = $654.50
AIMIA, MAANZ, WIPA, TCANZ

Delegate Name Job title Email address

1st
2nd
3rd
4th – FREE

Event venue and accommodation

Signature Preferential rates are available at the Oaks on Collins.
I have read and accepted the booking conditions Please contact the hotel directly to make your reservation,
Please note: Payment must be received in full prior to the event to guarantee your place quoting ‘Ark Group Australia’ as your reference.
Oaks on Collins
o Mastercard o Visa o American Express
480 Collins St
Card number Melbourne Vic 3000
03 8610 6488
Expiry date oaksoncollins@theoaksgroup.com.au
Cardholder’s name Contact for accommodation is: Nick Hayes 02 9361 1570 or
groupvic@theoaksgroup.com.au
Cardholder’s signature
Group Discount
o Payment enclosed (Cheques should be made payable to Ark Group Australia Pty Ltd)
When you bring a team of three, you can bring a 4th delegate for
o Please invoice me free!
Booking conditions
1. Bookings can be submitted at any stage prior to the ƒƒ For cancellations received less than 30 days prior to Can’t make the event?
event, subject to availability. A limited allocation is being the event, the full delegate rate must be paid and no Connected forum CD is available!
held and booking early is therefore recommended. In refunds will be available.
the event of the booking not being accepted by Ark 5. All bookings submitted by e-mail, fax, or over the If you can’t take full advantage of this event, the connected forum
Group Australia the total amount will be refunded. telephone are subject to these booking conditions. CD gives you a useful record of the presentations made at the
2. Payment must be received in full prior to the course. 6. All cancellations must be received in writing.
3. All speakers are correct at the time of printing, but are 7. Ark Group Australia will not be held liable for
event for your reference. The CD is made available after the event
subject to variation without notice. circumstances beyond their control which lead to the at $595 plus GST.
4. If the delegate cancels after the booking has been cancellation or variation of the programme. For more information contact Aimee Rootes
accepted, the delegate will be liable to the following 8. All bookings, whether Australian or overseas will be
cancellation charges: charged Australian GST at the prevailing rate at the Phone: 1300 550 662
ƒƒ Cancellations notified over 45 days prior to the event time of booking. Email: arootes@arkgroupasia.com
will not incur a cancellation fee. 9. Delegates are responsible for their own travel,
ƒƒ In the event of a cancellation being between 45 and accommodation and visa requirements.
30 days prior to the event, a 20% cancellation fee Sponsorship or Exhibition Opportunities
will be charged. If you are interested in sponsoring or exhibiting at this event
We occasionally allow reputable companies to mail details of products we feel may be of interest. please contact Michael Moorcraft:
If you do not wish to receive this service, please tick this box q D001 Phone: 1300 550 662
Email: mmoorcraft@arkgroupasia.com