Sections

PR

04th October 2009, Sunday

Welcome speech

Evgenia Kolobukhova

SoftPressRelease
Manager

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Topic language Russian

Duration 5 min.

Start time 15:00 - 15:05

Location Hall 1-4

Promoting Technology Product Through Social Media: Shades, Mistakes, Case Studies

Anton Popov

Interactive Marketing Agency "Redkaya Marka" (http://remarkable.ru)
Director

Social media can either win fame for your products or bury them on users’ hard disks. Social media are people, earlier also known as the target audience. Social media are communications. When communicating it is natural to listen to partners and select topics interesting for them. The same is true for the new media: one should 1. track discussions, 2. make up “social objects” interesting to discuss, 3. make it easy to share information about your software or service, 4. gather a tribe attractive enough to join, 5. create multiple entrances/interfaces into the community… and some more principles which we’ll discuss at the conference.

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Topic language Russian

Duration 45 min.

Start time 15:05 - 15:50

Location Hall 1-4

The Basics of Effective PR Communications in IT Company

Tatiana Chernova

Alawar Entertainment
Marketing Communication and PR Director

- Lost in translation: transforming business tasks to PR language
- Effective interaction between PR and other departments of the company
- Basic principles, manifestos, documents
- Creativity vs technologies
- The structure and responsibility of PR department
- How, why, and what for to “train” the company’s speakers?
- And what’s next?
- Measuring the effectiveness of activity

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Topic language Russian

Duration 30 min.

Start time 15:55 - 16:25

Location Hall 1-4

Who is to Blame for the Article not Published?

Alexander Bumagin

Computerra
Reporter

1. Journalists are irresponsible people.
2. Revision of text, and why journalists don't like to do it.
3. In-company standards. What is better: sociability or closed nature?
4. A perfect image of a company and digestion problems: it's not all about the buffet.
5. Press-conferences: again it's not all about the buffet.
6. Some effective ways to have your press release lost forever.

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Topic language Russian

Duration 30 min.

Start time 16:30 - 17:00

Location Hall 1-4

Bad News, or How to Knock the Crisis with PR

Olga Manannikova

Adobe Systems Inc.
Marketing and PR Director in Russia, Ukraine, and CIS

- Crisis from PR’s point of view – when does it happen and how to understand it’s time to act?
- Crisis PR – what is meant by the phrase?
- Action, protection, counteraction, or… inaction? Effectiveness issue.
- PR in the time of global crisis – what to do when there’s no good news?
- 10 recommendations for crisis management

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Topic language Russian

Duration 30 min.

Start time 17:30 - 18:00

Location Hall 1-4

The Formula of Marketing & PR Effectiveness: Myth or Reality?

Natalia Grikhina

1C-Bitrix
Head of Advertising and PR Department

A method to measure the effectiveness of marketing, advertising, and PR campaigns in theory and practice.

The estimation of company’s marketing activity has always been considered obscure and not a subject to thoroughly analyze. The index showing the effectiveness of marketing, PR and advertising was the volume of sales. This is the most relevant criterion, but is it the only one?

- How to estimate the effectiveness of daily marketing activities, and why would you need to do that?
- Which activities return investments, and which only waste your budget, time and efforts?
- How to calculate bonuses for marketing employees: based on the tasks done or the effect?

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Topic language Russian

Duration 30 min.

Start time 18:00 - 18:30

Location Hall 1-4

How to Approach European Media: Tools and Techniques for Software Companies

Juergen Haekel

Prolog Communications Germany
General manager

1. Overview about IT trends and sales expectancy in the European IT market
2. Most efficient ways of communication to reach a customer in countries like Germany, UK, France, etc.
3. The start of PR in Europe - Tools and techniques from a lower budget to a bigger budget
4. Details of a basic tool: Press releases. DOs and DON’Ts when writing a PR for the European media
5. Following activities like follow-up, general communication and further opportunities

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Topic language English

Duration 30 min.

Start time 18:30 - 19:00

Location Hall 1-4

	Evgenia Kolobukhova SoftPressRelease Manager

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Topic language	Russian
Duration	5 min.
Start time	15:00 - 15:05
Location	Hall 1-4

	Anton Popov Interactive Marketing Agency "Redkaya Marka" (http://remarkable.ru) Director
Social media can either win fame for your products or bury them on users’ hard disks. Social media are people, earlier also known as the target audience. Social media are communications. When communicating it is natural to listen to partners and select topics interesting for them. The same is true for the new media: one should 1. track discussions, 2. make up “social objects” interesting to discuss, 3. make it easy to share information about your software or service, 4. gather a tribe attractive enough to join, 5. create multiple entrances/interfaces into the community… and some more principles which we’ll discuss at the conference.
[add to Outlook]

	Tatiana Chernova Alawar Entertainment Marketing Communication and PR Director
- Lost in translation: transforming business tasks to PR language - Effective interaction between PR and other departments of the company - Basic principles, manifestos, documents - Creativity vs technologies - The structure and responsibility of PR department - How, why, and what for to “train” the company’s speakers? - And what’s next? - Measuring the effectiveness of activity
[add to Outlook]

	Alexander Bumagin Computerra Reporter
1. Journalists are irresponsible people. 2. Revision of text, and why journalists don't like to do it. 3. In-company standards. What is better: sociability or closed nature? 4. A perfect image of a company and digestion problems: it's not all about the buffet. 5. Press-conferences: again it's not all about the buffet. 6. Some effective ways to have your press release lost forever.
[add to Outlook]

	Olga Manannikova Adobe Systems Inc. Marketing and PR Director in Russia, Ukraine, and CIS
- Crisis from PR’s point of view – when does it happen and how to understand it’s time to act? - Crisis PR – what is meant by the phrase? - Action, protection, counteraction, or… inaction? Effectiveness issue. - PR in the time of global crisis – what to do when there’s no good news? - 10 recommendations for crisis management
[add to Outlook]

	Natalia Grikhina 1C-Bitrix Head of Advertising and PR Department
A method to measure the effectiveness of marketing, advertising, and PR campaigns in theory and practice. The estimation of company’s marketing activity has always been considered obscure and not a subject to thoroughly analyze. The index showing the effectiveness of marketing, PR and advertising was the volume of sales. This is the most relevant criterion, but is it the only one? - How to estimate the effectiveness of daily marketing activities, and why would you need to do that? - Which activities return investments, and which only waste your budget, time and efforts? - How to calculate bonuses for marketing employees: based on the tasks done or the effect?
[add to Outlook]

	Juergen Haekel Prolog Communications Germany General manager
1. Overview about IT trends and sales expectancy in the European IT market 2. Most efficient ways of communication to reach a customer in countries like Germany, UK, France, etc. 3. The start of PR in Europe - Tools and techniques from a lower budget to a bigger budget 4. Details of a basic tool: Press releases. DOs and DON’Ts when writing a PR for the European media 5. Following activities like follow-up, general communication and further opportunities
[add to Outlook]

Topic language	English
Duration	30 min.
Start time	18:30 - 19:00
Location	Hall 1-4

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PR