Customer Engagement Masterclass

CIO/CTO Masterclass

Transformational Strategies for Customer Engagement:
Futureproofing the technology roadmaps of media, entertainment, and publishing enterprises

4 October 2010

Workshop Leaders
Gordon Castle, The Meadowdale Group, former SVP, CNN Technology, Turner Broadcasting
Michael Moon, CEO, Gistics

This practical, deep-immersion workshop introduces the core technologies of the customer engagement cycle:

• Multichannel analytics: Convergence of web, database, and social media analytics
• Voice-of-customer content: Text-mining user-generated content for summarizing the mood of the market, voice of the customer, and patterns of engagement
• Content planning and optimization: Converting conversation roadmaps into componentized XML-tagged digital assets
• Communication-interaction repositories: customer comments, vetted communications, and marketing-claims
• Messaging and personalization platforms: Integration of online marketing with database marketing, email messaging platforms, social media, and field-marketing systems
• Integrated marketing platforms: Budgeting, planning, scheduling, campaigns, procurement, activity-management of supply-chains, and governance

The workshop will lead participants through a comprehensive future-proofing planning technique, using “artifacts of the future” to identify the top five strategic initiatives your organization should build or enhance in the next three years. These artifacts will address:

• Active and optimized content rights-management  
• Targeted advertising
• Supporting the ubiquitous consumer experience

Ideally suited for senior strategy and operational executives, delegates will take away the following:

• Crisp re-visioning approach to address the future of media, entertainment, and publishers as customer engagement agencies
• Cogent business case for a networked business model optimized for the empowered consumer
• Practical next-action steps for which new technologies to investigate
• Strategic planning matrix for identifying your firms top-five new operational capabilities to build
• Peer networking and validation of core business assumptions, planning point, and contours of the emerging business ecosystem

All delegates receive a complimentary copy of the 110-page report entitled Mastering the Customer Engagement Cycle. This ensures that attendees gain the opportunity to examine a strategic roadmap depicting how enterprise marketing-operations can start integrating traditional and online marketing processes with social media, guerilla video promotions, networked engagement agencies, and a global business ecosystem

AGENDA: 9.00 - 12.30

Section 1:Customer Engagement Trends and Technologies
- Introduce operational definition of customer engagement
- Discuss consumer trends driving business model transformation of media enterprises
- Examine maturity models of customer engagement capabilities

AGENDA: 1.30 - 5.00
Section 2: How Future Impact Analysis Works
- Pro forma models of integrated media firms
- Co-develop future-based scenarios: Artifacts of the Future
- Conduct impact assessment of discrete artifacts against systems and operations
- Identify key areas of focus and priorities
- Scope change agenda and elements of a transformational roadmap

Section 3: Artifacts of the Future
- Co-develop Artifacts of the Future for customer engagement
- Categorize and rate each Artifact for impact analysisFuture Impact Analysis for Integrated Media Firm
- Discuss and rate 15 Artifacts of the Future for customer engagement

Section 4: Change Agenda and Transformational Roadmaps
- Conduct force field analyses 
- Discuss typical change-agenda issues and resolutions
- Conclusions and Next-Action Steps
 

Workshop leader biographies:

Gordon Castle, Managing Director, The Meadowdale Group

Gordon’s professional experience lies in technology and business operations in the media and entertainment industry with a background in strategy, operational efficiencies, R&D, production, technology
planning, integration and business change.

During his tenure at Turner Broadcasting, he worked in Turner Entertainment Networks, CNN Technology, Headline News, and CNN Graphics. Gordon left Turner Broadcasting in 2009. He recently launched The Meadowdale Group, a technology-consulting firm that works with new and traditional media companies. This is a technology-neutral firm that helps clients align existing and emerging technologies with business goals, gain efficiencies in complex operating systems, and conduct business, product, and opportunity analysis.


Michael Moon, CEO, Gistics

Tens of thousands of executives worldwide recognize Michael Moon, CEO, GISTICS, dynamic lecturer, blogger-in-chief of What's Your Google Strategy? and international masterclass facilitator of service innovation for multichannel brands, marketing operations management, and digital asset management.

Chief Executive Magazine featured him in the “Technology Gurus” article in January 1999. Amazon reviewers gave his book, Firebrands: Building Brand Loyalty in the Internet Age, four-and-one-half stars; published 13 languages, including Chinese (simplified and complex), Korean, and all major European languages.

He and his team advises international-brand corporations on strategies for branding and digital asset management, including Boeing, Disney, Frank Russell Company, Gap, FCB, Hallmark, Hasbro, Leo Burnett, Nokia, SanomaWSOY, TeleSonera, Thomson Corporation, VF Corp, and Warner Bros. He also advises major high-tech businesses such as Adobe, Apple, Bell Atlantic, EMC-Documentum, HP, IBM, Infinium, Oracle, and Wamnet as well as dozens of firms in the digital asset management industry.