Nigel Aston, DCisions

Business marketers are increasingly understanding the value of a content led marketing strategy. Engaging current and potential clients through thoughtful and useful content is can be more powerful than any other form of marketing. For valuable content needs insight to be effective, but above all it needs to be delivered to the people that will act on it.

Simon will talk about how you can co-create a content strategy that enables yourntermediaries, like financial advisors and channel partners, to deliver your message directly to the customers that will act on it.

Simon will cover how to analyse the success of your programme and reveal three power tips to build your content strategy on.

Is the corporate website the best place for content nowadays? How do financial services organizations act like publishers? How do you effectively measure the ROI of content? Join the superstars of content marketing in B2B Financial Services as they debate, discuss and share the latest and greatest in content marketing.

Tony is a member of the City Values Forum, which emerged from the previous Lord Mayor’s Restoring Trust in the City initiative, and also leads the Forum’s work on Governing Values. Through his work at Tomorrow’s Company Tony is leading on a number of initiatives aimed at reshaping capital markets, specifically through work on incentives as well as other work looking at issues of fiduciary duty and redefining value. Tony also leads Tomorrow’s Company’s Good Governance Forum which brings together a number of key businesses, organisations and individuals to explore what good governance means, and to make practical innovations and toolkits to help boards address the behavioural and cultural agenda for good governance going forward.

Adam Phillips, Chairman, Financial Services Consumer Panel
Otto Thoresen, Director General, Association of British Insurers
Omar Ali, Partner, UK Banking and Capital Markets Sector Leader, Ernst
& Young

Terry Smith is a prolific economic affairs commentator. He was famously dismissed from his role as Head of UK Company Research at UBS Phillips & Drew in 1992, following publication of his best-selling book Accounting for Growth. He has been Chief Executive of Tullett Prebon since December 2006. In November 2010 he launched Fundsmith, a new Fund Management business.

Graham is responsible for shaping and leading NEST’s interaction with members, employers and advisers and with a wide range of stakeholders.
Graham started his career as a researcher at the House of Commons, where he specialised on pensions and social exclusion. He has since worked on pensions from a variety of perspectives as Policy Adviser for the ABI, Head of Policy at Which? and most recently, Head of Marketing at Norwich Union Life.

Eva joined Lloyds Banking Group in September 2010. She is responsible for developing and delivering customer centred brand strategies for the portfolio which includes Halifax, LloydsTSB and Bank of Scotland as well as leading the Group’s London 2012 partnership. She is also responsible for the Group’s Internet, Mobile and Telephone Banking channels and leads a team of 7,000 located over 22 UK sites.

More interactive, social media has truly revolutionized B2B marketing – enabling strengthened client relationships in ways no one fully predicted. Yet progress among financial firms has been uneven at best due to the daunting compliance and content marketing culture change risks. And the uncertain business outlook isn't making the 2013 plan trade-offs any easier.

We'll review case studies of the firms leading the way – from asset managers to investment consultants and advisers – and provide clear 2013 content marketing strategy takeaways for firms at any stage of development.

In a world where the financial services industry has such a bad image, where trust is virtually non existent even within the industry, what can social media do to help improve this image?

Do you really know why people don’t trust your company? Do you know which steps to take to endear trust?

Latest research reveals how emotions drive us far more than we realise. We’re not the rational creatures that we’d like to believe we are, instead we are predictably irrational (as Dr Dan Ariely points out).

We all have emotional triggers which influence us. By positively weaving these triggers into our social media strategy anyone can start to regain trust and brand loyalty into their company. It’s all about positive influence.

In her talk Bridget will identify these emotional triggers and the simple steps you can take to positively influence others and begin to rebuild trust through your social media.

Developing a Social Media strategy can be daunting. Is it right for my business, what risks am I running, will it provide an adequate return on investment? These are some of the questions asked by both marketers and their Boards.
Peter Prince, most recently Head of Digital Communications at RBS, will explore some of these questions backed up by the unique insight of working in one of the most challenging corporate environments.
Through a stepped approach, Peter will outline how to proceed logically from early beginnings through to the development of a strategy that will fit comfortably with a company’s values and objectives.
Peter Prince has been involved in the Digital world since the 1990’s when he helped to shape early strategy at RBS in response to the dot.com opportunity. Growing with the company he has delivered projects ranging from interactive sports sponsorship, business knowledge portals, digital customer service, apps for investors, and internal digital magazines. He is convinced of the value of social and brought this to the forefront of the recently re-launched www.rbs.com, but his long history in the sector makes him wary of the traps and keen to share this learning.
Peter is currently a consultant having recently launched Cognatic Digital, a company that aims to provide pragmatic advice, that provides both cost effective and tangible results for companies investing in digital.

Business marketers are increasingly understanding the value of a content led marketing strategy. Engaging current and potential clients through thoughtful and useful content is can be more powerful than any other form of marketing. For valuable content to be effective you need to know what content to publish where and when – and that needs insight.

Simon will talk about two important activities for extracting that insight from social media, reporting and analysis:
Reporting is a regular time based activity – setting out volume data what topics, users, channels are most active?

Analysis goes beyond reporting, helping you to become conscious of the conversations about your brand that your organisation is currently unconscious of. An essential part of social media for enterprises - its power is going to help organisations that master it gain a real and tangible competitive advantage in the 21st century.

Simon has spent over 20 years putting new marketing technologies to work for businesses around the world across financial and professional services, media, technology and real estate organisations.

For the past three years Simon was working with Aviva, one of the largest insurers in the world and its global asset management business, Aviva Investors. He executed social media initiatives that have earned Aviva recognition as a leader in delivering customer service through these hugely influential channels. His work has been used by Aviva to open doors to new audiences, understand what the business needs to do to improve referrals and improve business to business sales productivity.

Simon has an MBA from the Royal Agricultural College and Utah State University, is a Member of the Chartered Institute of Marketing and holds the UK CFA Certificate of Investment Management. Simon spoke recently on social media at the Australian Hedge Fund Forum and is a guest blogger on B2B social media for visiblebanking.com

Paul Hogarth, Paradigm Group

Simon Cocker , Royal London Group

Toby Clark, Mintel Group Ltd

Bharat Sagar, Incisive Media PLC

Adele Gritten, YouGov

Peter Elliot, Bluefin

Peter Deane, Jardine Motors Group

Nigel Aston, DCisions