2. Overview
We believe that rather than cutting spending, marketers need to ensure that they are
spending their often limited budgets in the best places and getting the maximum ROI.
There is one platform that despite the gloomy economic atmosphere, continues to show
phenomenal year on year growth driven by the excellent ROI and measurability that it
offers.
That platform is digital marketing.
We know that 2010 is going to be a tough year for many companies but there is no
denying that the pace of the digital marketing revolution continues unabated. This is
borne out by the fact that European online ad spend grew by 20% to reach €12.9bn
in 2008. We’re on the edge of a precipice with marketers being given the chance to
redefine marketing for the next 50 years. The scale of this opportunity is highlighted
by the fact that by 2012 online marketing will account for 18% of marketing spend in
Europe.
Throughout the marketing world online marketing is being recognised for its ability to
achieve precise targeting measurable ROI and its cost effectiveness. As marketing budgets
shrink, online advertising is increasingly being preferred over traditional channels.
But this is a fundamentally new landscape that is also changing the way that consumers
expect to interact with brands. For the first time ever they have been empowered with
tools like blogs, reviews and social networking sites to tell brands what they think about
their promises and offerings. To meet these challenges, marketers need to be armed with
the correct language, skills and techniques. These can be picked up with hard work and
trial and error but it is far quicker and less risky to learn from expert practitioners who
have years of specialist experience.
That’s where we can help by showing you how to take advantage of the opportunities
presented now, and be best placed – ahead of your competitors – when the economy
inevitably recovers.
www.good-idea.info
FACTSHEET
Topic: Digital Marketing
When: 29-30 April 2010
Where: Warsaw, Poland
How much: EUR 1195 per person

3. Workshop Leader
Niall Mckinney, MD of UTalkMarketing has been involved in digital
marketing since the start of his marketing career in 1999. He
started at Procter & Gamble but quickly moved into media. He
rapidly progressed through the ranks and moved to IPC Media,
the UK’s largest magazine publisher becoming Marketing and
Publishing Director.
He helped to turn around the NME, winning the Marketing
Society’s ‘Young Marketer of the Year’ in 2003 for his work. He
then launched Nuts magazine, and was awarded ‘Best Launch of
the Year’ at the CIM Marketing Effectiveness Awards in 2005.
Niall left IPC Media in 2006 to take up the position as Chief
Marketing Officer at Lastminute.com. Here he ran an international
marketing team of 100 people with a focus on digital marketing.
Feeling frustrated at the existing poor trade press and seeing a gap
in the market for user generated content, he decided to launch
www.utalkmarketing.com and has never looked back!
“The IPA were looking for a digital training course for staff
inexperienced in this complex area, Niall was recommended to us
by a member agency. UTalkMarketing collaborated effectively with
our membership working party to build an effective, engaging and
very well received course, which completely sold out. The process
of brief to delivery has been a pleasure; the delegate feedback has
been sensational”
Patrick Mills, Director of Professional Development, IPA
“UTalkMarketing are the experts in helping agencies to accelerate
their knowledge of digital marketing. Our staff grew in confidence
with their digital work after completing their training, and were
more able to effectively pitch to digital clients. I would definitely
recommend UTalkMarketing’s digital training programmes”
Philippa Brown, CEO, Omnicom Media Group
“UTalkMarketing have delivered some really great programmes
here at IPC Media. Their consultative and bespoke approach,
as well as their wealth of knowledge, has equipped our staff with
essential digital skills and supported our business to grow in the
digital space.”
Katie Golden, Learning and Development Manager, IPC Media
“UTalkMarketing.com have done a terrific job of raising awareness
of digital marketing in AMV BBDO, and ensuring that our staff
have the digital skills they need. We see digital as an essential part
of our agencies offer to clients and well worth the investment in
professional training”
Ian Pearman, Managing Director, AMV BBDO
Here are some examples
of Niall’s experience:
• Founder of UTalkMarketing and
former CMO of Travelocity/
lastminute.com
• Ran a digital training programme for
Time Warner across Europe
• Trained and transformed the leading
advertising agency in the UK, AMV
BBDO
• Helped MTV create a winning search
strategy and trained them to implement it
• Created a new brand strategy for
www.lastminute.com
• Launched Europe’s best selling men’s
magazine
• Trained CNN’s International marketing
team
www.good-idea.info

4. Agenda
Welcome & Objectives
• Who we are
• What the sessions will cover
• Go around the room to discover previous knowledge
• Warm up exercise
Introduction
• European Digital Overview
• Media and activity trends – where marketers are
spending their money on digital in Europe
• Success trends – where are the best results being achieved
• Digital Strategy 2010 – what you should be preparing for
• The latest digital marketing tools / applications
• The 10 trends shaping brands today
Digital affects all brands whether they
like it or not
• Brands are no longer in control
• Case study: Kryptonite / innocent, Comcast
• We can no longer control the story
Workshop 1: Social Media
• How to develop a social media strategy and why
• Using social media to monitor consumers
o Facebook Lexicon
o Using Technorati
o Creating an RSS console to monitor social
media conversations
• Twitter – why are we talking about it and what is its
value for marketers
• Using Twitter as a customer service tool -Best Buy
and Carphone Warehouse
• Exercise: Set up an RSS reader and create RSS
feeds for relevant search terms on Twitter,
Blogpulse and Technorati
• Case Study: Dell’s social media revolution (we
developed this with Dell so it goes a lot
deeper than Dell Hell)
• The architecture of participation – how to get
consumers involved
• Case study and analysis: T-mobile flash dance
• Content distribution platforms
• Blog outreach: management
o Identifying the best bloggers for your brand
o Case Studies: LG and HP Blogger outreach
programmes
o 10 do’s and don’ts for dealing with bloggers
• The relationship between Social media, Digital PR
and Search
o How to optimise press releases
o How to optimise press sites
• How to monetise social media
• Measurement - key tools and how to create a
measurement dashboard
One to one communication is the goal
• Direct conversations with consumers
• Data is the key to opening conversations
• Case study: Bounty – Using data to create value
Convergence: The ubiquitous web
• Convergence of devices
• Web is a brand’s first impression
• Applications without frontiers
Focus session: Mobile
• Analysis of the mobile market in Europe
• What mobile can bring to a marketing strategy
• Case Study: Lynx mobile advertising campaign,
winner of a Cannes Lion
• Strategy: is a mobile application right for your brand?
• Using Branded mobile apps effectively –
a strategic approach
• Case Study: How the BMW mobile campaign got
a 30% response rate
• Demonstration of the most talked about branded
iPhone apps
Web services not sites
• A service not a site – Nike Training club
• Branded applications that are useful and have
long lives: Burger King
Workshop 2: Search
• Why SEO is important - To manage reputation
and generate traffic you must improve your SEO
• SEO in the marketing mix
• Setting your keyword list
• How Search Engine’s work – analysis of the page
rank system
• Useful tools: Google trends, Google toolbar and
Yahoo Site Explorer
• Exercise: Keyword generation and analysis of results
• On and off the page optimisation
• The fundamentals of paid search
• Case study:How NME used hubs to dominate music search
Measurement and Optimisation
• Example of measurement table
• How optimisation is essential
Integration is essential
• Connecting online and offline marketing
What’s next in digital
• The minority report is real
• User interface innovation
• Augmented reality
www.good-idea.info
29-30 April
2010
Warsaw