MScom Alumni Association

Date and time: Thursday, May 6, 2010 10:00 - 18:00 hrs
Location: The Olympic Museum, Lausanne, Switzerland
Speakers: Paul Argenti, Mark Adams, Andreina Mandelli, Adrian Monck

Go to registration form

"Navigating the Social Media Jungle: Strategies for Corporate Communications"
The explosion of blogs, social networking sites, wikis, video sharing sites, and other powerful digital communications platforms may be the biggest game-changer to impact business since mechanized manufacturing. In today's Web 2.0 world, company stakeholders including employees, customers, and investors are empowered in ways unimaginable just a few years ago, and traditional corporate hierarchies are yesterday's news.

Rather than attempt to turn back the clock and reassert strict, top-down control over stakeholder relationships, the smartest companies worldwide are responding with bold new digital communications strategies based on transparency, authenticity, and inclusion, instead of secrecy, artificiality, and exclusion.

The Lac Leman Communications Forum will provide an up-to-the-minute review of the Web 2.0 landscape and analyzes the increasingly central role that corporate communications plays in virtually every organizational function. Forum participants will gain insights into how to deploy proven strategies for using new and emerging digital platforms.

Speakers
The Lac Leman Communications Forum will bring together top experts from academia and the professional world. The keynote speakers will include:

• Paul Argenti   

  

   Professor of Corporate Communication, Tuck School of Business at Dartmouth, USA. Professor Paul A. Argenti has been a faculty member at Dartmouth's Tuck School of Business since 1981. Before joining the Tuck School, he taught management and corporate communication at the Harvard Business School from 1977 to 1979, when he joined the Columbia Business School. He has been a visiting professor at the Helsinki School of Economics, Erasmus University, Singapore Management University, Università della Svizzera italiana and Columbia Business School. His most recent books include: Digital Strategies for Powerful Corporate Communications (2009), The Power of Corporate Communication, The Fast Forward MBA Pocket Reference (second edition), and a fifth edition of the textbook Corporate Communication. He has written numerous articles for respected academic and managerial journals, and currently serves as Associate Editor for the Journal of Business Communication and Corporate Reputation Review. He serves on the board of the Arthur W. Page Society. Professor Argenti has also provided management, leadership and corporate communication consulting and training for more than 100 corporations and non-profit organizations worldwide.

• Bertil Cottier

  

  Professor and Dean, Faculty of Communication Sciences, Università della Svizzera italiana, Switzerland. Professor Bertil Cottier is Dean of the Faculty of Communication Sciences of the Università della Svizzera italiana (University of Lugano) and Associate Professor at the University of Lausanne. He studied law at the University of Lausanne and Columbia University in New York. He worked as court reporter for the "24 Heures" (1977-1983), then as staff legal advisor for the media law and data protection units of the Federal Office of Justice in Berne (1984-1987). From 1987 to 2005, he was Deputy Director of the Swiss Institute of Comparative Law, drafting legal opinions on foreign law upon request of the Council of Europe, the European Union, the Swiss Confederation, courts or attorneys (e.g. the status of Internet service providers and online gambling), organization of academic colloquia on comparative law (notably freedom of broadcasting, copyright and protection of minorities), and realization of juridical assistance programs for European countries. From 2004 to 2006, he was the director of the advanced studies program on law, criminalityand security of new technologies (Universities of Lausanne and Geneva). He is member of the board of the Swiss section of the International Commission of Jurists, a member of the Federal Commission for Consumer Protection, editor of Medialex (Swiss journal ofcommunications law), and president of the mediation commission regarding the access to official documents.

• Andreina Mandelli

  

  PHD, SDA Bocconi School of Management, Italy, and Università della Svizzera italiana, Switzerland. Andreina Mandelli is Professor of Communication and Marketing at SDA Bocconi School of Management in Italy. She also is an adjunct Professor at the Università della Svizzera italiana, Lugano, and visiting scholar at UCLA Anderson School of Management, Los Angeles. She is a senior research fellow at the Center for the Digital Future at the Annenberg School for Communication and Journalism, University of Southern California, Los Angeles. From 1995 to 2001, she launched and directed a research observatory on new media communication and marketing. Dr. Mandelli has been interviewed on her research subject by major news media including the New York Times and CNN. She received her PhD in Mass Communication from Indiana University, Bloomington, USA, and her MBA from Bocconi University, Italy. Dr. Mandelli's research focuses on innovation in marketing and corporate communication and markets conceived as mediated conversations. She has published seven books, numerous articles and several chapters of international books. Currently she is writing a book about social media branding and metrics and working on a project on online reputation measurement and management.

• Adrian Monck

  

  Managing Director, Head of Communications and Media, World Economic Forum. Adrian Monck has been Head of Communications and Media of the World Economic Forum since August 2010. Before joining the WEF, hewas Head of Journalism and Professor of Journalism at City University London. Adrian Monck holds an MA in Modern History, Oxford University, and an Executive MBA from the London Business School. He began his career at CBS News in 1988 before moving to ITN where he was Senior Producer for News at Ten; Foreign Editor at ITV News; and Managing Editor at Channel Five News. Monck then moved to Sky News as Executive Producer. During his journalism career, he won the Royal Television Society award for news coverage of the Dunblanemassacres; the Royal Television Society award for innovation at Channel Five News; overall prize in the New York Festivals; and a Gold medal for his special report on Rwandan aid. He has served as a judge for the International Emmy Awards and British Press Awards among others. Additionally, Monck sits on the Forum's Global Agenda Council on the Future of Media. He is the author of Can You Trustthe Media? and co-author of Crunch Time: How Everyday Life Is Killing Our Future. He also maintains his own blog. Monck is a member of the British Academy of Film and Television Arts and the Royal Television Society.

In break-out sessions you can meet experts from Google, IBM, the International Olympic Committee, Médecins Sans Frontières and many others. Learn about best practices, exchange experiences and network.

Location
The Olympic Museum
quai d'Ouchy 1
Lausanne, Switzerland
CH-1006 Lausanne/VD
www.olympic.org

Date and time
Thursday, May 6, 2010
09:00 - 10:00 hrs Optional guided tour of the Olympic Museum (please make sure you have registered in advance)
10:00 - 18:00 hrs Lac Leman Communications Forum

Visit of the Olympic Museum (optional)
A unique, lively and interactive exhibition, the Olympic Museum is the world's largest information center relating to the Olympic Games. The Lausanne Olympic Museum is a gallery of memories and souvenirs, where everyone can nurture the torch they hold for the Olympics. Young and old, individuals and groups come to explore the different emotionally-charged exhibition areas that are so full of history. You can participate in a one-hour guided tour of museum. Please note that you need to register in advance.

Registration
You will receive a confirmation e-mail immediately after registration. The registration deadline is April 30, 2010. Please note that space is limited. Registrations will be processed in order of receipt. For cancellations after the registration deadline, the full amount remains due.

Go to registration form

Conference fee
The conference fee covers all breaks, lunch, the closing apéro as well as a certificate of attendance from the Università della Svizzera italiana.
CHF 450/EUR 300 (guided tour of the Olympic Museum included)

 A special rate of CHF 250 is being offered to current participants and alumni of MScom.

Inquiries
Executive MScom Program, USI Università della Svizzera italiana
Via Giuseppe Buffi 13, 6900 Lugano, Switzerland
Phone +41 58 666 46 05, Fax +41 58 666 47 39, mscom@usi.ch, www.mscom.usi.ch