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• Identify the rational for new media in a recessionary
environment and the ROI potential
• Explore cost-effectiveness through new media
• Learn how to practically integrate new media in your
communications programmes
• Effectively measure the impact of new media tools
• Defend and Build online reputation in a volatile business
environment
Learn from Practical Case Studies:
• Telenor’s virtual workspace drives new ways of working and
communicating
• ArcelorMittal implement new media across a large organisation
• OMV use new media as a driver of change and a practical
implement for business integration
• BSkyB incorporate social networks to engage and enlarge their
audiences
• Fujitsu harness Web 2.0 tools on a global scale
• Dell integrate new media in their communications programmes

Terry McKenzie
Senior Director, Global Employee Communications and Community
Sun MicroSystems, USA
GOING BEYOND NEW MEDIA BUZZ: SETTING OBJECTIVES AND
DETERMINING VALUE FOR YOUR BUSINESS
09.10 Keynote Address
The Wild and Wondrous World of e-Communities
• Creating communities of trust and collaboration
• Measuring and rewarding participation
• New ways of thinking about intranets, e-relationships and
connections
• Adoption and monetisation of new technology
Terry McKenzie
Senior Director, Global Employee Communications and Community
Sun MicroSystems, USA
Peter Reiser
Principal Field Technologist, GSS CTO Office
Sun Microsystems, USA
09.55 Justifying the Use of Digital Communication in your Overall
Communications Strategy
• Setting objectives and understanding the role new media can play in
your strategy
• Identifying business benefits of specific new media tools
• Finding a way to ensure a large PR reach with the help of new media
• Implementing new media under tighter budget conditions
Philip de Sausmarez
Head of New Media, Corporate Communications
QBE European Operations, UK
10.40 Morning Coffee and Networking Break
11.00 Case Study
Work Smarter than Your Competitors: How Telenor’s Virtual
Workspace Drives New Ways of Working and
Communicating
• The new media communications platform at Telenor and its
business impact
• Looking at different new media tools and their applicability in
the company
• Working smarter through more effective communication and
work processes
• Developing your organisation based on virtual work and networks
Jan Taug, PhD
Vice President, Global Collaboration
Telenor Group, Norway
INTEGRATING NEW MEDIA IN YOUR
COMMUNICATIONS STRATEGIES
11.45 How to Practically Integrate New Media in your
Communications Programmes
• Facilitating the integration of new media with traditional media
• Getting people actively engaged
• Practical tips in overcoming the gap between traditional and digital
channels
• Aligning new media with the growing trend of doing things in-house
Kerry Bridge
Head of Digital Media Communications,

13.30 Case Study
Adapting New Media to the Cultural and Business Context
in which You Operate
• Finding the right new media tools to fit the environment in which
you operate
• Determining the strategic value for the company’s reputation
• Do we need to change our communications department model?
• Introducing the use of new media in large multinational companies
• Assessing the requirements of employees that new media raise
Médard Schoenmaeckers
Head of Media Relations, Corporate Affairs
Syngenta International AG, Switzerland
ASSESSING THE VALUE OF SOCIAL MEDIA
14.15 Case Study
Tracking Your Company’s Reputation in a Growing Online
Environment: Implementing a Global Website at Bekaert
• Mastering the right skills and appropriate tools
• Determining on which social platforms it makes sense to be present
from a business perspective
• Focusing on benefits and performance
• Being present where your users are
Stephen Delvoye
eCommunication Manager
Bekaert, Belgium
15.00 Afternoon Tea and Networking Break
15.20 Case Study
Measuring When a New Tool is Working or Not
• Determining the main factors that measure success (e.g. the activity
of people, how much time they spend using the tool, whether that
tool is preferred to others)
• Social portals as a more efficient form of communication across
different branches and different departments
• How long should you wait before deciding whether the social tool is
delivering expected results?
• Measuring the effectiveness of a new tool and its return on
investment
Samantha Bland
Marketing Communications Manager
HSBC, UK
16.05 Case Study
Incorporating Social Networks to Engage and Enlarge your
Audiences: The Experience at BSkyB
• The Sky Community platform and its impact on how people
participate on Sky websites
• Enabling users to create a single profile across different Sky sites
• Improving integration across your portal
• User-generated citizen journalism
Maz Nadjm
Community Product Manager
BSkyB, UK
16.50 Chairman’s Closing Remarks and Close of Day One
Acclaim for our events:
“Fascinating well organised conference in an ideal setup” Microsoft
“Very solid and informative content; the speakers were very good, and
presented well organised and useful information” Arab Media Group
“Great set of speakers; fantastic onsite support by the organisers”
Deutsche Bank
“Excellent speaker selection” Hilton Hotels
“Excellent quality of the speakers and the audience” E.On
“It was a very good event, with speakers from different industries sharing
their insights. I learned a lot and reaffirmed our own thoughts on social
media” VisitBritain

Terry McKenzie
Senior Director, Global Employee Communications and Community
Sun MicroSystems, USA
INCREASING THE EFFECTIVENESS OF NEW MEDIA
09.10 Keynote Address
Defending and Building Online Reputation in a More
Volatile Business Environment
• Looking at active and defensive strategies in ensuring good
online reputation
• Ensuring that you are not only part of the conversation, but influence
it in a positive way
• Using social media to your advantage
• How to get people involved
• Managing the risk that comes from your having a dialogue with your
clients while you market at the same time
Steve Virgin
Senior Media Consultant
Dow Jones, UK
09.55 Case Study
How to Implement New Media across a Big Organisation:
The Experience at ArcelorMittal
• What are the opportunities for new media: Weighing social and
information benefits
• Delivering corporate messages in the most effective way in an
unstable environment
• Using new media to push efficiency in the company
• Implementing social media as tools for more effective communication
across business units
Stefan Schwarz
General Manager, Head of Internal Communications,
Online and Advertising
ArcelorMittal, Luxembourg
10.40 Morning Coffee and Networking Break
GROWTH AREAS FOR NEW MEDIA TOOLS
11.00 Case Study
Harnessing Web 2.0 Tools on a Global Scale
• Using videos, blogs and wikis internally and externally
• Virtual world technologies (Second Life) and their relevance to the
business world
• Next wave of social networking and user generated content
• What are the new communication, knowledge and
collaboration opportunities?
Michel Gelbart
Head of Communication and Engagement
Fujitsu, UK
11.45 Implementing New Media in a Global Company
• Working with other departments in ensuring compliance regarding
new media risks
• Overcoming organisational and regulatory constraints
• Learning from practical examples
Rose Davidson
Director of Communications
Yahoo! Europe, UK
12.30 Lunch
13.30 Panel Discussion
Assessing the Value of Social Media for your Business
• Discussing the practical benefits of using social media in your
communication programmes
• Identifying the particular new media tool or mix of tools that works
best in the cultural and business context in which you operate
• Identifying areas of growth in social media
• Defining and measuring return of investment
Facilitated by
Terry McKenzie
Senior Director, Global Employee Communications and Community
Sun MicroSystems, USA
NEW MEDIA AS DRIVER OF CHANGE
14.15 Exploring Cost-Effectiveness Through New Media: Establish
what Works for Your Organisation and What Doesn’t
• Using new media tools that work for your company
• How to measure if you are getting a return on your investment
• Determining the effectiveness of the new media you use given your
communication strategy
Perke Rombouts
Manager, Web Expert Centre
ING Group, The Netherlands
15.00 Afternoon Tea and Networking Break
15.20 Case Study
New Media as Driver of Change and as Practical Implement
for Business Integration: The OMV Experience
• Using new media to accompany the move of 2000 employees from
different locations to a new head office
• The introduction of a special micro-site as part of the OMV Intranet to
drive 90% of all communication activities through new media
• Using online forms to create Q&As and introducing a corporate TV to
focus on specific topics
• Achieving state-of-the-art internal communications through 100 info
screens based on an elaborated editorial concept
Armin Teichert
Head of International Communications, Corporate
Communications and Public Affairs
OMV, Austria
16.05 Case Study
Formulating an Effective Digital Engagement Strategy
• The importance of having a structured, planned approach
to engagement
• Unstructured, unplanned digital media engagement: risk analysis
• Social Media Strategy Success Metrics
Jeroen Coenen
Digital Engagement Manager, EMEA
Hewlett-Packard, The Netherlands

Terry L. McKenzie
Senior Director
Global Employee Communication and Communities
Organization (GECCO)
Since joining Sun Microsystems in 2003, Ms. McKenzie has mobilized
communication as an instrument of change and a morale builder. New
interactive platforms, strong messaging, executive sponsorship,
manager involvement and a strong reflection of Sun’s culture are
hallmarks of the revitalized program. Ms. McKenzie leads a 38-person
staff of both corporate employee communicators, who are responsible
for Sun-wide communication, and business group communicators, who
manage vertical communication. This organization structure helps bring
alignment to the communication practice and sharing of best practices
across the company. In addition, Ms. McKenzie is leading an effort to
completely reinvent how employee communities are formed and
collaborate through social networking. Prior to joining Sun,
Ms. McKenzie was the president and chief executive officer of
Sheppard Associates, an 80-person employee communication
consulting firm, where she spent 15 years of her career. Some of her
consulting clients included BP, First US Bank, 3M, and Boeing. Before
joining Sheppard, she worked for Computer Sciences Corporation first
as a commissioned sales representative and then as Los Angeles branch
manager. Terry is a regular and enthusiastic blogger. You can follow her
blogs at http://blogs.sun.com/tmac/.
Peter H. Reiser
Principal Field Technologist GSS CTO Office
Sun Microsystems Inc.
Mr. Reiser has been one of the most outspoken voices in the field of
community technologies and methodologies.
He has found a way to harness the power of peer recognition to
compel participation in e-communities while providing metrics that can
lead to capturing return on investment. Available as open source, this
software can vitalize and energize online conversations and knowledge
sharing. As the leading architet of SunSpace, a social-enabled
community platform for customer engineering, Peter made his idea of
community equity into a practical application. SunSpace also includes
vigorous social graphing, secure wikis and a wide variety of other social
media tools. His nickname at Sun is Reiser 2.0. You can get to know
Peter better through his blog, http://blogs.sun.com/peterreiser,
Peter lives in Switzerland, is married and has four children.
Philip de Sausmarez
Head of New Media, Corporate Communications
QBE European Operations, UK
Philip de Sausmarez has an uncommon mixture of marketing,
technological and business skills. He has 25 years of senior experience
in the City working for exchanges, stock brokers, investment banks and
insurance companies. Philip spent the early part of his career at the
London Stock Exchange. More recently, at WestLB Panmure Philip was
responsible for the development of global internet and intranet
services. In June 2006 Philip was appointed Head of New Media at QBE
European Operations, a major insurance/reinsurance company, since
when he has introduced a new culture to the publishing of web
content complementing a wide range of innovative services. Presently,
he is working hard at getting the biggest business value from the
MOSS tool set.”
Michel Gelbart
Head of Communication & Engagement
Fujitsu
Michel is an accomplished business executive with expertise in
transforming the way global companies engage with customers and
employees through the use of cutting edge collaborative technologies.
Prior to joining Fujitsu, Michel had over 20 years experience at Reuters,
with the last eight years as Head of Corporate Web. Michel’s teams
created award winning customer and employee portals as well as web
2.0 tools such as corporate wikis and blogs including Reuters CEO’s
blog www.tomglocer.com.
Michel’s experience includes the innovative use of Second Life to
enhance collaboration of geographically dispersed teams and advising
businesses on how to drive innovation through the use of virtual world
tools. In 2004 Michel was awarded “Chief Knowledge Officer”
certification by the Chairman of the British Standards institute.
Perke Rombouts
Manager, Web Expert Centre
ING Group, The Netherlands
Per Rombouts has been working as a project manager for ING at
corporate communications for almost 3 years now. Focusing both on
intranet and internet project, trying to engage ING and its stakeholders
in social media with a business value perspective.
Armin Michael Teichert
Head of Internal Communications, Corporate
Communications & Public Affairs
OMV Aktiengesellschaft
Trained as an Engineer for Communications Technology and Electronics
in Graz/Austria. Graduated in German language and literature with a
focus on media in Graz and Vienna. Completed the university program
for public relations at the University of Vienna as an “Academically
Accredited PR Consultant.” Since 2005, internationally active “Senior
PR Expert” for the OMV Aktiengesellschaft in Vienna; prior to that
Company Spokesperson for Austria for Henkel Central Eastern Europe
GesmbH. After editorial work on the radio and television for ORF,
integration of Steirerbrau AG and BrauAG to Brau Union Österreich AG
challenged the BBAG Group press officer’s internal and external
communication skills just as much as later the European group
structure for PAGO International GesmbH. Armin has gained NGO
experience as administrative officer for public relations at the Austrian
Red Cross, Graz/Austria.
Jeroen Coenen
Digital Engagement Manager Europe, Middle East & Africa
Hewlett-Packard, The Netherlands
Jeroen has over 15 years experience in marketing & communications –
working both agency and client side with brands such as SAP, Business
Objects, IBM and City of Amsterdam. Jeroen is currently Digital
Engagement Manager EMEA for HP Corporate Marketing. Previous to
this Jeroen was the Corporate Marketing Manager for HP Netherlands,
managing HP’s brand and reputation. Outside the office Jeroen enjoys
playing soccer with his three sons and loves to go skiing with his family.
LinkedIn Profile: http://www.linkedin.com/in/jeroencoenen
Jan Taug
Vice President, Global Collaboration
Telenor, Norway
Jan Taug has worked as a serial entrepreneur and venture capitalist for
more than 10 years, and changed focus from “venture capital to
intellectual capital” as he started on a PhD in Human and
Organizational Systems at The Fielding Graduate Institute in Santa
Barbara USA, January 2000. Jan started his professional life-adventure
in the Norwegian army. After 4 exciting years he left with a colleague
in 1987 and teamed up with two policemen to start up his first
company: Aktor AS, a safety/guard company. Later, he took
employment in a consulting company focusing on “Corporate Identity
and Brand Equity” and at the same time he earned a Bachelor in
marketing at IHM (The Institute of Higher Marketing) in Sweden. The
academic fundament was further strengthened as he spent 2.5 years at
Speaker Profiles

Seattle iversity where he earned a bachelor in Business Administration
and a duelled MBA in Finance and International Business. He has over
the last 10 years been involved in several start-ups in the ICT field and
served on several boards. Commercial as well as research interests are
based on extensive experiences from entrepreneurial activities and a
focus on knowledge production processes and value creation in
complex organizations and communities. He served as a visiting
researcher at the Norwegian research institute, and his doctoral
research included the Norwegian telecom corporation Telenor ASA.
His research methods are centred on action research and case studies
using grounded theory and phenomenography. Related to qualitative
methods, statistics and causal mapping are interest areas. He has also
been involved in the EU projects; M RITUM and E*know.net, that
developed guidelines for reporting intellectual capital. He served as an
expert evaluator for the OECD and their work to make similar
guidelines, and in a high level task force on valuation and capitalization
of intangible assets in the United Nations. This task force is looking at
how focus on intangibles and intellectual capital is affecting the
developing markets in Eastern Europe. He was also involved in starting
up the process of developing guidelines for analysis and reporting on
intangibles in the Norwegian Finance Analyst Association. In Seattle
2001 and 2002 he participated in a 6 month strategy process project
with Seattle University, mentored MBA students and two ICT start ups.
He earned a Master in Human and Organizational Development and
finalized a PhD in Human and Organizational Systems January 2004.
The title of his dissertation was “Intangibles and Capital Conversion in
Complex Organizations.” The research was in the intersection between
economy, sociology, organizational theory and systems theory.
His doctorate research is very well received and he has presented his
work in many countries, such as the US, Canada, Spain, Switzerland,
Luxembourg, Sweden and Norway. When presenting the work for the
European Investment Bank in Luxembourg he was invited as an advisor
in a project that explores how Luxembourg should position in the
Digital future. The importance of research and higher education was
identified in these dialogues. Based on his venture experiences,
research interests and lessons learned from working with the UN, EU
and other institutions, he is involved with a Pan-European Post-
Graduate Institution in Advanced Studies (EPI). EPI focus on higher
education (PhD) for adult (mid-career) learners using an integrated
educational model for life long learning in the field of human,
organizational and community development and systems. Taug was
recently involved in the management team in Metier AS where he
facilitates the overall strategy process and the development of a new
usiness area, the Metier Project Management Academy. He is now
devoted to the Norwegian based global telecommunication corporation
Telenor were he focus on Strategic Capabilities for Performance,
Innovation and Value creation through focused crossfunctional and
international collaboration in the Telenor group. Taug is also an
associate professor at BI, the Norwegian School of Business, in the
Institute for Innovation and economic systems, where he recently
assisted in developing a Master of Management program focused on
Innovation and Commercialization at the BI Executive School.
Steve Virgin
Senior Media Consultant
Dow Jones
Steve joined Dow Jones Factiva Insight, in June 2007, as a Media
Consultant, and is tasked with providing multi-lingual delivery and
support to clients across Europe. His role at Factiva Insight includes
driving the level of analysis on offer to clients and ensuring that
Executive Reports offer customized board level actionable insight in
their findings. Working for some of the UK’s leading media analysis
companies, Steve has accrued more than a decade’s worth of
experience in providing senior executive level evaluation. Most recently,
while at Delahaye (now re-branded as Cision), Steve was involved in
creating and delivering global monitoring and evaluation solutions for
the United Nations World Food Programme (WFP), anti-virus software
giants Symantec, McAfee and Trend Micro, Jane’s Defence Group,
Merck, Bosch Automotive, 3M, Intel, Kingston Technology and Visteon.
He is using this knowledge to add value to the current Factiva Insight
client base. During his time at Delahaye, the WFP presented a case
study on his work at an international IABC Brussels Workshop (2005).
Steve also created an innovative methodology for tracking CEO
performance that was at the heart of the UK Public Relations
Consultancy Association Business Communicator of the Year Awards –
a survey that rated the performance of FTSE CEO’s against overall
corporate brand. In 2006, Steve moved media analysis into mainstream
television. Working as a consultant for BBC Newsnight, he co-created a
survey called the ‘Gordaq,’ a tool which tracked the fortunes of the
then Chancellor of the Exchequer, Gordon Brown, as he sought to
succeed Tony Blair as Prime Minister. Steve is fluent in French and
Spanish, is an MBA from Kent University and graduated from the
London School of Economics with a BSc (Econ)
Médard Schoenmaeckers
Head of Media Relations
Syngenta
Médard Schoenmaeckers (38) is Head of Media Relations at Syngenta
and responsible for the company’s global media relations function.
Syngenta is a typical business-to-business company and you may not
have heard of it: it is active in the agricultural industry and the world’s
largest seeds and crop protection products supplier. The company is
only eight years young, but has a centuries’long history, which Médard
will briefly explain in the beginning of his presentation. Before joining
Syngenta in 2006, Médard managed the Media Relations function at
Dutch specialty chemicals manufacturer DSM, he was a group manager
for financial communications at PR agency Hill & Knowlton, and he has
worked for six years at ABN AMRO Bank in various investment banking
positions in Amsterdam and London. Today, Médard will give his views
on the use and value of new or social media in a typical business-tobusiness
environment.
Speaker Profiles