Content Strategy Applied


CONTENT STRATEGY APPLIED
Technical Content
Social Media & Mobile
Content Strategy 101
Localisation
SPEAKERS

Keynote speaker

Scott Abel
Scott Abel, aka The Content Wrangler, is an internationally-recognized content management strategist and social networking choreographer whose strengths lie in helping global organizations improve the way they author, maintain, and deliver information.

In addition to his popular business blog, TheContentWrangler.com, an online resource for content professionals with an interest in content management, content standards and content technologies, Scott maintains several online communities on Facebook and Linkedin, and is a popular and influential technology blogger on Twitter. He also manages the social networking activities for several software and services firms in the high technology and digital mobile publishing arenas.

Scott is a judge in a variety of contests, including the annual CoDIE Awards (http://www.siia.net/codies/), the Internet Advertising Awards (http://www.iacaward.org/iac/) and the Web Marketing Awards (http://www.webaward.org/).

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Case studies

Rachel Lovinger, Associate Content Strategy Director - Razorfish
Rachel Lovinger is an Associate Experience Director at Razorfish NYC, where she specializes in Content Strategy and works on projects for a variety of public-facing and enterprise projects. She authored Nimble: A Razorfish Report on Publishing in the Digital Age (June 2010). She's a regular speaker at international conferences in the areas of content strategy, user experience, and the semantic web and is dedicated to exploring a future in which information is more efficiently structured and connections more easily discovered.

Hristina Hristova, social media manager Acronis LTD
Hristina works as a global social media manager for Acronis LTD, a leader in backup, recovery and cloud computing. Her role involves managing international new media campaigns, on platforms such as Facebook, Twitter, YouTube, LinkedIn, and blogs. Hristina's main interests include strategies on user acquisition, content creation and targeting, as well as creative rich media social campaigns. Hristina's background is in e-commerce and print media - she has worked as a strategist for group-buying giant Groupon, after graduating from The University of the Arts London. Follow Hristina @_hristina.

Eric Ingrand, Director of Business Development, EnVeritas Group

Born in Germany, Eric Ingrand grew up in Brazil and now resides in France. He heads up EnVeritas Group's business development and content strategy efforts in Europe and the Middle East. Eric's multicultural background provides him with a unique perspective to EnVeritas Group's global content marketing initiatives, especially regarding the importance of localization and multicultural marketing.

With EVG, Eric overseas strategic business development initiatives that help major European digital agencies and brands achieve their content marketing and strategic goals. He remains a firm believer that an overall content strategy and high quality content are key components of any successful brand marketing initiative.


Kevin Jump, Head of Web, Liverpool Direct

Kevin runs all things web at Liverpool Direct. He knows lots of lovely things about technology. Prior to this, he managed LDL's development team. In an earlier life he spend many happy hours at university locked in the UNIX room (eating pizza and learning how to programme). Despite his hardcore nerding, he's able to avoid tech-babble and is generally understood by both fellow nerds and business people alike. Kevin managed the whole Liverpool.gov.uk project.

You can get in touch via @kevinjump or http://uk.linkedin.com/in/kevinjump

Liverpool Direct Limited (LDL) is Liverpool City Council's joint venture with BT. LDL provides a variety of services to organisations in the public and private sector. Kevin and Conor work in LDL's Web Services division.


Conor Moody, Content Strategy Manager, Liverpool Direct
Conor leads on content strategy for Liverpool Direct Limited. He led the user research, information architecture, testing and content strategy for Liverpool City Council's new site. Prior to joining Liverpool Direct, Conor managed health informatics communities for the NHS National Programme for IT. He has also worked in the field of knowledge management within the pharmaceutical industry. You can get in touch via @conormoody or http://uk.linkedin.com/in/conormoody

Geoff Roberts, Senior Manager, Data and Relevance, Nokia

Geoff Roberts is an online and mobile services expert with specific skills in managing data and recommendations in large scale catalogues. Having developed the front end services for On Demand Distribution, the first provider of scaleable music download services for clients like MSN and Coca Cola, he is now looking after data and relevance for Nokia's entertainment division.


Lucie Hyde, Head of Content for Europe - eBay
Lucie leads eBay's European content team, including content managers, content strategists, translators and web developers. The team currently covers 21 sites in 17 languages, and is grappling with the challenges of building a coherent content strategy that will work across all markets.

A newspaper journalist by background, Lucie has been at eBay for six years, before which she worked at Amazon.co.uk for six years, and the Press Association (online) for two years.


Louise Tullin, corporate communications director EMEA - Acronis

Louise runs international PR for one of the privately-held software company Acronis. She directs campaigns across 15 different countries, including Russia, Poland and Israel. She was the think tank behind the industry's first and only Global Disaster Recovery Index, and owns the company's entire EMEA PR strategy, embracing new media and innovative technology platforms along the way. Content is a key priority for Louise and she is responsible for the company's most successful video to date: http://tinyurl.com/6jyjmfd

Prior to Acronis, Louise worked in agency environments running PR for the likes of Lexmark, Experian and Imation. Connect with Louise @LouiseTullin / http://www.linkedin.com/pub/louise-tullin/4/1bb/806


DJ Francis, content director - Critical Mass

DJ Francis is the Content Director with Critical Mass, a global full service digital agency. He is the content strategy lead for their US offices and has spearheaded the growth of the content discipline globally. In this capacity, he has worked with the clients like Humana Insurance, Budweiser, United Airlines, Moen Faucets, TE Connectivity, Hawker Beechcraft Aircraft and others.

Prior to joining the marketing world, DJ worked in politics in Washington, DC. He holds a Master's Degree from The University of Lancaster in Lancaster, England. He currently lives in Chicago with his wife and two dogs.


Maureen McDonagh, e-commerce director, Nectar

Maureen sits on the Management Committee for Nectar and her current role is to drive forward the E-Commerce strategy across Nectar.com. Tasked with delivering revenue and ROI for key clients, a key focus is investigating new opportunities in this space which is demonstrated by launching a Fashion portal on Nectar.com earlier this year driving incremental revenue. Responsible for a team that delivers across online, social and mobile to achieve overall objectives, using multiple channels to drive acquisition, loyalty and change in customer behavior and engagement to deliver targets. Before joining Nectar, Maureen worked for News International responsible for all transactional strategic partnerships and created compelling marketing campaigns for readers across digital, print and mobile.

In 2008, Maureen was a top 5 finalist in Marketing Week's Rising Star Award. Most recently, Maureen has completed a Leadership course at Harvard Business School.


Noz Urbina, senior consultant - Mekon

Noz Urbina is a Senior Consultant, Trainer and Presales Manager for Mekon Ltd., where he defines and enhances the customer engagement process from beginning to end. With years of experience as a content strategy and content management consultant he has provided services to Fortune 500 organisations and small-to-medium enterprises. Noz's expertise is brought into projects for requirements analysis, project planning and scoping, tool selection support and training.

Previous to working with Mekon, Noz worked in the XMetaL team as Partner Manager, facilitating the growth and cross-pollination of a pan-European partner network of content solutions and tool providers. He has held a number of business development, technical services, and sales positions where he was able to develop his expertise in a cutting-edge, efficiency-driven, business context.


Julian Murfitt, managing director - Mekon
In 1990 Julian formed Mekon to capitalise on the growing demand for technical document solutions. He lead the development of the first structured (XML) standard for AIPs (Aeronautical Information Publications) used in civil aviation authorities coupled with several large Civil Aviation documentation projects. Julian takes an active role in the S1000D community, until recently sat on the council of the ISTC (Institute for Scientific and Technical Communicators) and was Keynote presenter at DITA Europe 2007, and the 2010 ISTC conference. At Mekon, Julian's focuses on strategic management and can be found presenting at conferences on content management and XML publishing.

Diana Railton, Director, DRCC

Diana runs DRCC, a corporate communications agency specialising in content strategy. For the last 12 years, she has helped many major organisations with web content and communication issues. Originally trained in commercial publishing, she's held both communications management and research positions.

Diana is a regular speaker on how content strategy supports communications strategy.


Cleve Gibbon

Cleve Gibbon is a seasoned technologist working in the digital marketing space. Everyday is packed with finding innovative ways to squeeze the most from technology to provide tangible returns on investment for the business.

After 15 years of delivering portals, websites, intranets, internet applications, microsites, trading systems, mobile, and landing pages of varying shapes and sizes, his focus lies squarely on creating author-friendly, brand-specific content platforms that enable the best storytellers, designers, and communicators to engage effectively with their target audience. For this, Cleve finds and collaborates with content strategists and their many advocates.

Cleve has a Doctorate in Computer Science, a Diploma in Digital Marketing, and combines the two daily to facilitate the conversation between marketing (CMO) and IT (CIO).


Elizabeth Kessick, head of insight - Just Giving
Elizabeth helped transform JustGiving from a tiny start-up in 2001 into becoming the world's largest online fundraising community. As Head of Insight she's responsible for understanding the behaviour and needs of JustGiving's 13 million + users. She has a background in journalism, design and usability, and cut her teeth working for high-tech start-ups in Canada in the late 90s.

Lindy Roux, user experience manager - Siteworx

Lindy comes to Siteworx with over 15 years of experience defining, creating and managing engaging digital experiences that resonate with required audiences, driving conversion and helping to meet stated business goals. Her expertise includes user research and analysis, content and SEO strategy, brand strategy and user experience design.

She has worked on a broad range of projects, including enterprise-level websites, ecommerce sites, experiential microsites, online communities, integrated campaigns, mobile applications and email and social media programs, and has experience in a number of verticals, including retail, telecommunications, healthcare, banking, insurance, pharmacy, travel, property and food.


Elizabeth McGuane, lead content strategist - LBi London

Elizabeth is a Lead Content Strategist at LBi London. She's worked as a user experience consultant and content strategist since leaving journalism behind for the web in 2007, and has written about content strategy, language and data at Mapped and A List Apart.


Bian Salins, social media manager - BT
A journalist turned social media evangelist, Bian's career saw her start out as a reporter for India's first online venture, Rediff.com. She then went on to be Associate Features Editor for ELLE Magazine before moving to England. Since then, Bian has worked for the likes of the Times Education Supplement and spent over 10 years at BT in various roles, both editorial (as Managing Editor of BT Tradespace and Production Manager for BT Business). She now works as Head of Social Media Innovation within BT Customer Service where sets the strategy for and manages BT's social media channels for customer service branded as the popular BTCare that offers service through Twitter, internal and external forums, YouTube and Facebook.

Jane Honey, digital content specialist
Jane is a digital content specialist, with 18 years editorial experience working for major broadcasters and media organisations. Most recently, as Managing Editor, Online at Channel 4, she was responsible for the editorial strategy and management of Channel 4's online products including channel4.com, e4.com and film4.com. She led several award-winning multi-platform initiatives including Hugh's Fish Fight, Made in Chelsea and Come Dine With Me and under her direction 4Food became the UK's top commercial food website and won NMA's Best Media Award 2010.

Before joining Channel 4, she led the online team at UKTV, helped launch the interactive portal at ITV Digital and roamed the world as a TV journalist for Reuters.