Monday, June 22, 2020
9:30 a.m.WELCOME AND OPENING REMARKS FROM THE CHAIR
9:30 – 11:30 a.m.
1. OPENING KEYNOTE: Talk Triggers
Daniel Lemin, co-founder, EatID
Acclaimed global speaker, co-founder & CMO, Selectivor – California
Word of mouth is directly responsible for as much as 50% of all purchases, and influences as much as 90%. Every human on earth relies on word of mouth to make buying decisions. Why is it, then, that even today fewer than 1% of companies have an actual strategy for generating these crucial customer conversations? We can change that. Talk Triggers delivers a clear roadmap that can be put into practice immediately, by any business.
In this exciting session you will discover:
– Proprietary research about why and how customers talk
– Examples from companies that are using talk triggers successfully including Doubletree Hotels by Hilton and The Cheesecake Factory, plus a host of delightful small businesses
– The 4-5-6 learning system (the 4 requirements for a differentiator to be a talk trigger; the 5 types of talk triggers; and the 6-step process for creating talk triggers)
Consumers are wired to discuss what is different, and ignore what is average. Be dared to not only think different, but get the precise formula to do it!
2. We know, we know…then we heard: Lessons in Listening to Community
Joanne Kozlowski, Senior Communications Strategist, City of Regina
Leah Goodwin, Engagement Strategist, City of Regina
Shifting community from anger to support requires thoughtful, planned conversations, and a great deal of listening. How can a public sector organization rebuild community trust after proposing to close a 72-year old neighbourhood pool? Bringing together best practices in communications and engagement, the City set out to better understand the needs of the community and design a facility that will become the new neighbourhood hub.
In this session you will learn:
- The value of integrating communications and engagement planning from the get-go and throughout projects.
- The importance of understanding audiences before seeking their voices – demographics, variety of interests
- Respecting feedback as data, founded in the belief that residents are experts in their own lives
3. It’s Yammer Time! Transforming Culture Through Social Collaboration
Paul Newmarch, Senior Advisor, Digital Employee Communications, Suncor Energy
Yammer was Suncor’s first small, but mighty step in shifting its culture, the way it works, and building a community that is open to working and connecting differently. It’s about connecting an entire workforce to the business including non-wired field employees. Within a year, Suncor went from thinking about social collaboration to launching Yammer to its entire employee base around the globe. This presentation will explore how Suncor moved from education and awareness to adoption of this social collaboration tool, the successes and challenges and the mindsets that needed to shift and the change communications required to bring this to life.
Tuesday, June 23, 2020
9:30 – 11:30 a.m.
1. Mac, the Six Million Dollar Moose
Craig Hemingway, Communications Manager, City of Moose Jaw
What happens when your crisis is how to respond to unexpected “good” news? In January of 2019 social media influencers Justin and Greg challenged the Mayor of Moose Jaw to “do something” so Mac the Moose could reclaim the title of “World’s Largest Moose Statue” from Stor-Elvdal, Norway. We didn’t know what to do, except that we had to do something in an attempt to capitalize on the attention.
Through teamwork, the power of social media, community engagement, consistently “Canadian” messaging, Norwegian competitiveness and some good old fashioned moose puns, we turned a funny video dropped on a lazy, early January afternoon into a four-month, award-winning marketing journey worth over six million dollars – on a budget of $0
2. Case Study: Video as a tool to Engage, Educate and Inspire your Community
Vanessa Holding, Executive Producer & Co-Owner of Arc + Crown Media
Video is one of the most effective ways to connect with your audience, due to its ability to generate emotion and simply explain complex topics. You not only want to create content that captivates attention, but generates the desired result.
Having worked with several municipalities on creating video content Vanessa will share:
– Generating concepts that work best for your objectives
– Working within a limited budget
– The importance of getting buy-in from senior management
– Increased demand for accessible content
– And the advantages of utilizing a DIY approach (especially during these times!)
3. How to Make a Personal Connection through Storytelling
Cynthia Lockrey, Lockrey Communications
We now have countless technologies and ways to share information. Yet the age-old tool of storytelling is still the best way to make a personal connection so people tune in to what you’re saying. Cynthia will break down the elements of a story, uncover what makes a good story, learn the importance of storytelling as well as how to use it in your social media, presentations, emails, social media and more.