ICMA “Monetising Digital: Show me the Money” conference


The conference will run for a full 3-and-a-half days, from the Wednesday Welcome Reception and dinner, through three full days of sessions, networking and an excellent social programme.

IMPORTANT:  We have changed up the programming for Helsinki.  The Business Leaders Forum, Business Operations Forum and Sales Managers Workshops will all take place on Saturday 24 May.

Registration opens on Friday 17 January 2014 for Early Birds (EUR 599 for members or EUR 849 for non-members) until Friday 14 March 2014 when the Standard rate (EUR 749/EUR 999) will apply.

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Wednesday 21 May

13.15 – 14.00
Registration for Additional Creating Killer Content Brands Boot camp Session
14.00 – 18.00
Additional Creating Killer Content Brands Boot Camp Session

This 4 hour boot camp will provide you with the steps needed to create amazing content that engages people with your brand.  Learn about Fractal marketing and how it can help you grow your business.   Content builds relationships which are built on trust which in turn drive revenues.

Facilitator: Andrew Davis, Best-selling Author & Marketing Speaker, USA

18.00 – 19.30
19.30 – 22.00
Welcome Reception and Dinner

Thursday 22 May 09.00 – 17.00

09.00 – 09.10 Chairperson’s Welcome and Opening
09.10 – 10:00 “Undbundled: New Revenue Models for New Media”

The CMO’s budget isn’t getting any bigger, it’s just getting sliced more ways. In today’s increasingly fragmented media landscape, it’s more important than ever for media brands to focus on building new revenue models instead of new revenue streams. In this keynote presentation, best-selling author Andrew Davis will challenge you to reinvent the ways you drive revenue. You’ll leave inspired to leverage the revenue potential hidden in your existing content, the talent you’ve attracted and the media brand you’ve built. It’s time to unbundle your brand and explore the opportunities within.

Speaker: Andrew Davis, Best-selling Author & Marketing Speaker, USA

10:00 – 10:30 Revenue Models for Monetisation

Traditional publishing continues to be disrupted in the digital era leaving us wondering where to turn to for revenues.  Every company has digital opportunities – the question being how to maximize them.  This session will provide solid take-aways on how the most successful companies are monetising digital.

Speaker: Marco Jo Rodzynek, CEO, NOAH Advisors,  Switzerland

11:00 – 11:30 Making Money via Mobile Payments

If you look at mobile phones as payment product, it’s the most penetrated online payment system by far. For unbanked, underbanked and concerned customers, learn how to set you mobile payment strategy and reach unreachable customers, monetise them and increase your revenues.

Speaker: Alper Akcan, Founder & CEO, 3Pay, Turkey

11:30 – 12:30 Fireside Chat: Cashless Transactions

The digital wallet, eWallet or virtual wallet is making transactions even easier.   Whether it be via an app, mobile billing or virtual currency, one thing is for certain mobile technology is pushing forward in 2014.  During this fireside chat we will have the opportunity to ask all the questions needed to ensure your company is on the forefront of these cashless transactions.

Moderator:   Burak Ertas, CEO, Sahibinden.com, Turkey
Industry Leaders:   Greg Kidd, Chief Risk Officer,  Ripple Labs, USA

David Pope, European Marketing Director,  Jumio Inc., UK;  Casimir Ehrnrooth, Country Manager, Klarna, Finland

12.30 – 13:30 Lunch
(separate sessions for Business Leaders, Sales Managers and Technology Managers)
The aim is to ‘get behind’ the numbers and really understand what business   decisions and strategies can impact these key markers.Participants will be asked to submit in advance some easily-established business metrics relating to the principal areas of their online business. These will be shared with the session attendees, and then discussed in small groups, so that participants can quiz the top performers on how they have achieved their results, and in turn share their best practices with the group.

This will take place in one 2 hour informal and relaxed forum alongside a parallel sales and technology managers track.

Participation in this session is included in the registration fee, please indicate when registering that you wish to participate so that Head Office can send you the short questionnaire to complete.

16:00 – 17.00 “Learn from the Experts” Panel Session

Learn from the experts and fellow publishers on how to best shape the future of your business.

Moderator:   Lenka Černá, CEO, ANNONCE a.s, Czech Republic
Panellists:     Kirsi Johansson, Sales Director, Fiare, Finland
Sylvain Lamblot, VP Sales, Besedo, Switzerland
Heinz Schwyter, CEO, homegate.ch, Switzerland
Hassan van de Riet, Sales Director EMEA, ThreatMetrix, Netherlands
Tamas Motajcsek, Classifieds Expert and Business Development Manager,
Gravity R&D, Hungary

19:00 – 22:00 Finnish Group Dinner at Viikinkiravintola Harald

Friday 23 May 09.00-17.30

08:30 – 09:00 Member Meeting

The 2014 Budget and an update on current ICMA projects will be discussed. We encourage you to be an active member!

Session 1
09.00 – 09.45 Kickstarting Growth for Classified-based Tech Companies – Install a business operating system to ensure survival and growth

Anne and Gillian will outline an Operating System which you can customize and install in your company to guide everything from key strategic decision-making based on knowledge of your competitive landscape to communication processes among all members of your team. Getting a handle on business processes required for the next stage of growth enables it to become a reality. If you’re looking to increase your net revenues 2x or more, this session is for you.

Speaker:  Gillian Muessig, CEO of Outlines Venture Group | cofounder of Moz,  USA & Anne F. Kennedy, President, Outlines Venture Group and Author & International Speaker, USA

9:45- 10.30   Successful Monetisation

A chance to learn how your fellow publishers have been monetising their respective businesses since the Prague conference.   They will be sharing successful case studies providing the nuts and bolts of how to generate revenue from different avenues.

Speakers: Elias Chavando, Managing Partner, Applied Marketing Strategies, USA; Felix Erken, MD, Junk Mail Publishing, South Africa

Session 2
11.00 – 11.30  How to Become a Digital Agency

To compete in the world of digital it is imperative to ensure you are at the pulse of every marketing channel – be it SEO, email, content marketing, social media….  and creating the strategies that will leverage the strengths of all these channels to the fullest.

Speaker:  Brendan King, Co-Founder and CEO, VendAsta, Canada

11:30 – 12:00  Lead Generation Tools

All about inbound marketing.  Plan to learn not only how to get leads but also how to ensure your respective customers are happy with the tools available to them.

Speaker:  Nikita Smits, Hubspot, Senior Channel Consultant, Ireland

12:00 – 12:45 M&A Panel

Classifieds are “hot” these days, evident by the sheer number of M&A’s taking place with classified media companies.  This session will provide some deeper insights into the current state of these acquisitions.

Moderator: Marja-Leena Tuomola, Sanoma Digital, COO,  Finland Panelists: Markus Binderbauer, Bazar, CEO, Austria;   Rob Paterson, Russmedia, Head of Business Development and Internationalisation, UK; Marko Luoma, ICECAPITAL Securities Ltd, Partner Finland; Tim Scholte, Mascus, CEO, The Netherlands

12:45 – 14:00 Lunch

We will be offering 5 workshops which will run for 60 minutes each, and will be repeated three times. These interactive sessions allow 20 – 25 participants to work closely with an expert facilitator to guide their discussions and answer questions as they share experiences and ideas.

Workshop Session 1 -> 14:00 – 15:00
Workshop Session 2 -> 15:00 – 16:00
Workshop Session 3 -> 16.30 – 17.30

* WORKSHOP 1 –  Building Real Time Bidding (RTB)

The IAB is working to set up a RTB marketplace in providing open industry standards for communication between buyers of advertising and sellers of publisher inventory.  Some aspects include but are not limited to: time bidding protocol, information taxonomies, offline configuration synchronization…. This workshop will provide an overview of building RTB into your platform.

Facilitator:  Matej Novak, Czech Publisher Exchange, Managing Director, Czech Republic

* WORKSHOP 2 –Turn Big Data into dollars: Personalization on classifieds sites

How to turn the mysterious Big Data into real dollars for your classifieds site? What is the best time to launch a recommendation engine on your website? What is it worth knowing about personalized retargeting, one of the most successful remarketing tools recently?

Facilitator:  Domonkos Tikk, Gravity R&D, CEO, Hungary; Krisztián Holló, Online Marketing Manager, Arkon Zrt, Hungary; Gabor Reszler,  Head of Product Development, Schibsted Classified Media, Hungary

* WORKSHOP 3 –Monetising Social Media

Have you learned the secrets to social media monetisation?  Even if you have a few tricks up your sleeve this is a workshop not to be missed with some new insights on how to drive your revenues up  via Social Media.

Facilitator:  Millie Khanna, CEO at TaleSpinners, New Delhi India; Entrepreneur-in-Residence at Outlines Venture Group, India

* WORKSHOP 4 – Mobile Insights – Monetisation and Analytics  ** Only 2 sessions offered @ 14:00 & 15:00**

Learn insights from mobile interactions,  customer data and engagement tactics which will help you to gain the highest mobile purchase rates in the industry.

Facilitator:  Frederic Hansen, International Sales & Business Development Manager, Click Performance Group, Germany

* WORKSHOP 5 – Strategic Growth  – Designing and Building the Company You Want

There is a Master Plan and you are the Master Planner. Anne and Gillian set the stage for your company today – Where are you now? Where are you headed if you change nothing? What IP do you have or can you acquire that leverage to take you safely through the changing landscape of the classified marketplace? With clarity and surgical incisiveness, you’ll be guided to look at the truths that dominate your company today to determine what needs to change and how to do it quickly in order to achieve your goals of running, owning, or selling the company of your dreams in 3-5 years..

Facilitators:  Gillian Muessig, CEO of Outlines Venture Group | cofounder of Moz, USA & Anne F. Kennedy, President, Outlines Venture Group Author and International Speaker, USA

Evening: Free night

Saturday 24 May 9.00 – 14:00

Session 1 & 2
9.00 -13:00 Business Leaders’ Forum

The Helsinki Business Leaders’ Forum will be chaired by Carl Ferrer, CEO of Backpage.com in the USA. This session is designed specifically for senior executives to come together in an intimate closed meeting in order to share their opinions and ideas with their peers worldwide.

Chairperson: Carl Ferrer, CEO, Backpage.com, USA

09.00 -13.00 Sales Managers Workshop – Top 10 Sales Challenges

The Helsinki Sales Managers Workshop we are changing things up and letting the attendees of this workshop pick their Top 5 out of the Top 10 sales challenges.  From lead generation, activity tracking, top CRM tools, account management to the recruitment of top sales reps and how to keep them onboard. From commissions to cancelations, content marketing and telesales… you name it we have it covered and you will get the chance to talk about the challenges with global classifieds Sales Managers worldwide to come up with some solid solutions you can implement upon return to the office.

Co-Chairs: Tomasz Odrobinski, International Sales Director, Quoka GmbH, Germany
Peter Lamb, President,  Lamb Consulting, USA

09.00 -13.00 Business Operations Forum

The Helsinki BOF will kick off with a lively discussion and debate on Business Assumptions that are dealt with on a daily basis.  Then it will,  gradually move into a more indebt case study on content marketing, providing a challenging session requiring solid teamwork and loads of new insights and take aways to be implemented upon return to the office on Monday!

Co-Chairpersons: Rob Paterson, Russmedia, Head of Business Development and Internationalisation, UK;  Gaby Martin, El Clasificado, Senior Director, Digital Operations, USA

Speaker:  Nikita Smits, Hubspot, Senior Channel Consultant, Ireland

13:00- 14:00 Lunch
19.30 – 00.30  Gala Party hosted by Sanoma Digital

Sanoma Digital has secured a unique venue in the heart of Helsinki for the Gala Party. This is an excellent opportunity to continue to network as well as enjoy a full evening out including welcome cocktails, three-course seated dinner, dj, dance and open bar!

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