Brands as Storytellers: Can all brands tell a story?

Name: PRmoment.com
Price range: $

When:	31st Jan 2013, 12:00AM
Location:	Shoreditch House, London
Organiser:	PRmoment.com
Price:	Free to in-house professionals only

For the full speaker program, please scroll down beneath the form below. If you have problems booking this conference, or require further information, please call on 01962 832542 or email bensmith@prmoment.com. Our offices are open 9am - 5.30pm Monday to Friday.

Due to high demand, we have to limit the number of tickets per organisation to two. This is a joint PRmoment.com and Mynewdesk event. Neither PRmoment nor Mynewsdesk will share delegate details with any other third parties.

The venue for this seminar is: The Biscuit Tin in Shoreditch House, Ebor Street, Shoreditch, London, E1 6AW.

This event is part of a series of Mynewsnight seminars brought to you by Mynewsdesk.

Agenda:

5.30pm	Registration
5.45pm	Chairperson's Introduction Ben Smith, Founder and MD, PRmoment.com
6.00pm	Brands as Storytellers *Graham Goodkind, Chairman and Founder, Frank PR* How can brands create public reactions from storytelling? Why creativity is vital in storytelling What makes a great story for a brand?
6.25pm	Capgemini as a B2B Storyteller *Tom Barton, Head of Communications, Capgemini* How is Capgemini creating content and a story through its industry experts? How does the *Expert Connect* part of Capgemini’s web site works as an aggregator for content? How brands can utilise Twitter content, YouTube content, blog content, trade magazine and trade show content in one place What are the SEO advantages of brands becoming a storyteller? From the user's perspective: how they can search by subject and industry sector? And how do they connect with the experts? Will this approach lead to sector specific communities? And how engaged are these communities? What evidence is there that storytelling creates a B2B sales pipeline?
6.50pm	The Content Race: How do the world’s Top 100 brands tell their stories? Adam Cranfield, Chief Marketing Officer, Mynewsdesk Research results: The newsrooms of the world's Top 100 brands assessed. Is the newsroom still the place for content? Should all brands become their own media empires? How do the most successful storytelling brands distribute their content? Where are they falling short?
7.25pm	Case Study: How L’Oreal are using scientific research to re-tell their story *David McDonald, Head of Corporate Communications, L’Oreal* How L’Oreal are using scientific research to promote their beauty brands How L’Oreal’s PR team have used scientific research to create new, robust and healthy stories for L’Oreal’s products How scientific coverage leads to increased sales How the brand team liaise with the supply chain and the retailers to ensure connectivity, suitable stock levels and increased sales
7.45pm	Chairperson's summary
8.00pm	Informal networking with food and drinks
9.00pm	Close of conference

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Agenda:

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