The conference was opened by Ksenia Alekseeva, managing partner of Fresh Russian Communications Agency. Ksenia described trends in communication in 2017, which formed the basis of the conference program. In the framework of three thematic sessions were given by experts from companies and agencies, using the most current technology.
AHEAD OF MEDIA
Eugene Shanskaya, the head of PR&Production AGENCY MAAS, revealed the theme phigital-transformation-changing communications industry and defining the need for PR digital tools along with traditional ones.
Nadezhda Sedova, the head of promotion of the project SKAN-Interfax, shared the experience of measuring the effectiveness of newscasting one of the most effective PR tool in recent years. The speaker presented a diagram of newscasting and talked about the best cases on the market with the use of this technology, identified the SCAN-Interfax.
Evgeniy Kovrin, the commercial Director in Sports.ru, raised the discussion on the topic of competition the classical media relations and native advertising. The speaker told about how to make native projects in Sports.ru and gave examples of the most successful cases over the last year.
A roundtable discussion on the topic “New formats of media events”, moderated by the head of PR-direction FOM, Svetlana Ashheulova completed the first section of the conference. Anastasia Anichenkova (Dell EMC), Eugeniya Lampadova (Lamp Agency), Anna Zagumennaya (PR Partner), Yana Kharitonova (city of the XXI century), Elena Shedova (Softline) took part in the round table and discussed such formats of press events as a media speed dating, quests, debating clubs, workshops, excursions, informal and semi-formal events. The participants of the discussion pointed out that press conferences and press tours were held more rarely. Meanwhile,all the experts agreed that content of such events was more important than the format.
EMOTIONALLY & VISUALLY
The second part of Fresh Russian Communications Conference 2017 was opened by Ksenia Lery, head of the trend-Bureau Trendsquire. She spoke about Trendwatching in communication technologies of identifying trends before implementing communication campaigns.
Damir Faizullov, director of social media PR Partner, spoke about the new post formats in social networks, drawing attention to the fact that the decisive role played by relevant content and form of its submission.
Ekaterina Belousova, head of communications in Lingualeo, spoke about emotions in communications. “PR is not equal to communication, - says Ekaterina. - Communication is the process of building the relationships, which is not possible without work with emotions and perception".
Anastasia Elaeva, head of corporate communications Grayling Russia, began her presentation, describing how the “experience economy” works. The speaker claimed that nowadays more and more commercial brands turned to the sphere of culture and art to add creative dimension to their positioning and to bring relations with target audiences to a new level. To confirm this trend Anastasia presented cases of the most successful projects of brands and art collaboration.
Julia Arsenova, co-founder of the video marketing agency BeSeed, described video marketing trends. Julia told the audience about the technology of creating a successful short video and the components of a good commercial video.
FILM DIRECTING IN COMMUNICATIONS
The third section of the conference was opened by Yaroslav Kataev, the director of creative Agency “Tomsawyer”, unlocked the secrets of American TV series for advertising and PR. What do advertisment and PR, the Greek theatre and the American series have in common? Yaroslav explained that they were all fighting for public attention, and the American TV series did the best then. The reason for this is drama, which is created according to certain rules.
Anastasia Polonskaya, CEO & Founder of Studio Brave Mind Education, described event as the part of communication. “The objective of any event is to shape an industry, to bring up the audience with the right way of thinking” says Anastasia. The speaker described how to organized right activities, she also pointed out on the organizers' main mistakes and ways to solve them.
The conference was concluded by Dmitry Kirillov, President of Cerevrum Inc. Dmitry spoke about the ways of using VR in communication. Today modern technology without any problems is allowed, for example, to organize an event with immersion in virtual reality. VR allows you to engage the audience in communication, to demonstrate them product or service, to provide the possibility of interaction with the product and much more.
“The second Fresh Russian Communications Conference gathered more than 150 people from Russia and CIS. We hosted participants from Kaliningrad to Novosibirsk, from Petrozavodsk to Baku. Interest in the conference grows, many participants came for the second time, more than 80 partners from media supported us - for us it is the best indication that we are moving in the right direction. On 29 September, a similar conference will be held in St. Petersburg», - sums up Ksenia Alekseeva.
The General partner of the conference was the SKAN-Interfax.
Photos from the conference are available on the Agency FRC on Facebook
The Conference website: www.msk.frc-conf.com