The Digital Strategy & DotOps Congress

Crowne Plaza, Amsterdam City Centre

Opportunities and Operations for .BRANDS in a Changing Digital Landscape


9:15 – 9:30

Morning Session Welcome and Opening Remarks

Open to all Brands, but specifically targeted towards those who did not apply for a Top Level Domain (TLD) in Round 1, the morning of Day One has been crafted to provide an opportunity for those who are unfamiliar with the world of TLDs to get up-to-speed on the lingo of the TLD community, what opportunities a TLD can offer to an applicant, as well as insights into how one can remain competitive and current in the digital sphere in the absence of owning one’s own TLD.

9:30 – 10:30
Roland LaPlante
SVP, Chief Marketing Officer

Philip Sheppard*
Director General
Brand Registry Group

NEW TLDs 101

TLD Boot Camp for Non -Round 1 Brand Applicants —A Look Back at Lessons Learned from the Round 1 Application Process , Who Applied and What ’s Happened Since New “DOTs” Have Gone Live

What is a gTLD, who is ICANN and what’s the difference between a registry and a registrar? All of these questions and more will be addressed during this opening session of the Morning program. Designed to provide non-applicant brands with an introduction to the New gTLD Program, attendees of this session will hear from key industry insiders within the gTLD community as they –
• Define key terms and insider lingo with in the gTLD community
• Provide an overview of the New gTLD program and the Round 1 Application process – what were the goals of the program, how it worked, what should be changed
• Outline who the key applicant registry and registrars were in Round 1 and provide a top-level overview of TLDs that have launched as of the date of this event

10:30 – 11:15
Jennie-Marie Larsen
Chief Executive Officer

The Value of a .BRAND

Evaluating New Opportunities for Market Positioning, Brand Extension and Consumer Engagement for Brand TLD Owners …But Wait, There ’s More!

During this session hear from senior brand managers and digital marketing executives representing diverse organizations who applied for a TLD as they each share and discuss what their .BRAND means to them. Learn what the thought process was for each of these organizations in embarking on this journey as they share and discuss how they each view the new world of TLDs impacting business, branding and consumer engagement in the months and years ahead.

11:45 – 12:30
Najad Jonas-Menouar
Digital Department Director

Use What Ya Got, To Get What You Want!

Novel Brand Positioning Insights for Effectively Utilizing Your Current Digital Arsenal to Remain Competitive

So my organization didn’t apply in Round 1, now what do we do?! Learn what steps your organization can and should be taking now to remain competitive as 1000s of new TLDs come online. Gain useful insights into how to craft a digital strategy that will continue to keep your brand front and center while also updating your current marketing campaign to be effective in the absence of having your own .BRAND.

12:30 – 13:45

Networking Luncheon

13:45 – 14:15
Daniel Waisberg
Analytics Advocate

The Art of Storytelling

Where Data and Marketing Meet: How to tell a Meaningful Story Though the Effective Use of Data

Most organizations recognize that being a successful, data-driven company requires skilled developers and analysts. Fewer grasp how to use data to tell a meaningful story that resonates both intellectually and emotionally with an audience.Marketers are responsible for this story; as such, they’re often the bridge between the data and those who need to learn something from it, or make decisions based on its analysis. As marketers, we can tailor the story to the audience and effectively use data visualization to complement our narrative. We know that data is powerful. But with a good story, it’s unforgettable.

14:15 – 14:45
Till Schütte
European Head of Design & Graphics Production
The Coca-Cola Company

You Can Hear Your Consumer’s Voice …But Are You Listening?

Customer -Centric Strategies for Effectively Engaging With Your Consumer to Build Long Lasting Relationships

In today’s competitive environment, it’s all about the consumer connection. Have you touched your consumer’s life in a way that will be long lasting, meaningful, but most importantly, make them think of your brand next time they go to the store or shop online? Making a connection that will spawn a sense of loyalty between your brand and the consumer – herein lies the challenge. During this session hear from senior digital marketing executives with proven experience in “making the connection” as they share with you innovative approaches for structuring relationship marketing campaigns that will blend CRM, direct marketing and loyalty management to effectively connect with your consumer and build long-lasting relationships. Learn how one’s .BRAND could contribute to this equation as a forum for facilitating consumer touch points.

14:45 – 15:15
Peter LaMantia
Authentic Web Inc.

Bridging the Gap

Effective .BRAND Alignment Strategies for Merging Your .BRAND Digital Strategy with Corporate Business Goals to Foster Key Stakeholder Engagement

During this session learn how to align your current digital marketing strategies with the new capabilities of a .BRAND platform to meet your company’s business objectives, while informing key stakeholders up, down and across the functional areas of the business. Learn how to discuss, plan and execute your .BRAND strategy as a platform to further business goals and ensure that your .BRAND becomes one of the most valuable assets in your digital toolkit.

15:45 – 17:00

See adjacent tabs for workshop options

Afternoon Working Group Workshops – Select Workshop A or Workshop B

8:45 – 9:00
Ingrid Baele
General Manager Business Management Office
Intellectual Property & Standards
Philips Group Innovation

Chair ’s Opening Remarks

9:00 – 9:45
Frank Fuchs
OSS Evangelist

Egbert Evert Wolf
Communications Advisor - Design Manager
City of Amsterdam


Opportunities , Risks and Rewards for .BRANDS and TLD Owners – A Look at What Lies Ahead for the Future of Digital Marketing In a World of New DOTs

During this session hear from a diverse panel comprised of TLD owners, digital strategy executives and industry stakeholders as they each share their thoughts on the future of the digital landscape in a “life after .com” internet environment. Benefit from a 50,000 foot view discussion of how organizations, companies, individuals, cities and countries can each benefit from incorporating a TLD into their digital strategy as the panel discusses the opportunities, risks and rewards that may be lying in wait for the new TLD owner.

9:45 – 10:30
Luisella Giani
Head of Digital, EMEA
The Goodyear Tire & Rubber Company

From . COM to .BRAND

Change Management Strategies for Incorporating Your .BRAND into Your Current Digital Asset Management Program

During this session hear from a diverse group of your peers as they share insights for effectively driving a cross-functional team as you seek to incorporate your .BRAND into your current digital asset management program. Learn how to drive maximum brand performance as you internally motivate a culture of transition from your .com to your .BRAND and contemplate such issues as how to –
• Incorporate your .BRAND into your business operations
• Attract customers through landing pages utilizing your new .BRAND
• Increase conversion rates

11:00 – 11:30
Predrag Lešić

.ME Case Study - What Connects Wordpress , Facebook , Visa and Mercedes ?

Their Customers and a URL Message

As more and more TLDs go live brands are beginning to explore the advantages and opportunities that a personalized site can offer for their business and more importantly, to their customer. Learn how several brands are creatively utilizing a
.Me extension, to do this as Mr. Lešić explores with you service personalisation translated into domain names.

11:30 – 12:15

Brand Innovation Case Study

Exploring Brand Leverage through the Strategic Use of Second Level Domains

During this session learn how non-applicant brands are innovatively utilizing second level domains within gTLDs to create a new and unique branding opportunity. Is the purchasing of an extension in a gTLD a mere “redirection,” possibly a brand may want to just secure an iconic phrase in a gTLD to “lock in” the space for future use or maybe an opportunity exists to deliver a personalized customer experience. Come prepared to think outside the box during this thought-provoking session.

12:15 – 12:35
Andrew Grill*
Global Partner, Social Business

Luncheon Spotlight Address

How Digital Disruption is Influencing the Transition of Social Media to Social Business

12:15 – 13:30

Networking Luncheon

13:30 – 14:15
Monica Kirchner
Dot Luxury

Luxury Brands Case Study

Multi -Channel Marketing Strategies for Effectively Communicating Your Brand Story While Driving Superior Brand Performance

The purchaser of luxury goods is someone who knows what s/he wants. Willing to spend a “pretty penny” for that ideal clothing item, piece of jewelry, etc., luxury brands must take care to craft a marketing strategy that truly speaks to the needs of this unique market by delivering a quality of experience that will make the consumer hunger for more. During this session learn how various luxury brands and TLD owners plan on utilizing your TLD to drive brand performance through the use of effective multi-channel marketing.

14:15 – 15:00

.BRAND, City and CC TLD Partnerships

Exploring Opportunities for Increasing Your Company ’s Brand Value through a Strategic Geo Alignment

Many city and ccTLDs have garnered a reputation as a brand in and unto themselves. Representing the iconic image of that favorite place, key attraction, family memory or unforgettable life experience, many brands are working have sought out or are actively working with geoTLDs, seizing the opportunity to further engage with their target market, create a personalized branding experience or tell a meaningful story that will connect them with a given locale. During this session hear from representatives for several leading geo TLDs as they discuss ways in which they are working with brands to their mutual advantage.

15:00 – 15:45

ICANN Address

15:45 – 17:00
Ingrid Baele
General Manager Business Management Office
Intellectual Property & Standards, Philips Group Innovation

Guillaume Pahud
Director of Digital Projects
Richemont International SA

Workshop A

For Non -Round 1 Applicant Brands The Next Step – How to Make the Business Case for Pursuing a .BRAND

It has been widely stated that the Round 1 TLD application process was led by the law department while Round 2 will be driven by the CXO suite. What steps can you organization take now to ensure you don’t miss the boat on the next opportunity to own your .BRAND?

Making the decision to apply for a TLD is one that is going to require the internal support of your colleagues across several departments, including legal, marketing, IT and e-commerce to name a few. Paramount to obtaining the green light to proceed on applying for a TLD when Round 2 opens, it is critical that you position the possibility of owning a .BRAND as the missing link in your company’s digital portfolio – an invaluable portal to new opportunities, business, revenue streams, etc.

During this session hear from executives who have been involved with their companies strategic TLD planning process from the beginning as they share with you insights into how to not only make the business case for your .BRAND, but also discuss with you the many moving parts involved with transitioning your .BRAND from a mere idea to a reality. Topics to be discussed during this session will include:
• How to draft a viable business plan that maps out the risks, benefits and rewards of pursuing a .BRAND
• Tips for outlining a realistic budget for pursuing a .BRAND – inclusive of anticipated application, legal and contractor fees and other consulting services
• Thoughts on strategic uses of your .BRAND – marketing, revenue generating, customer engagement

15:45 – 17:00

Workshop B

For Round 1 Brand Applicants - Messaging , Consumer Navigation , Engagement and Brand Extension - How to Craft an Effective Digital Marketing Campaign to Coincide with the New Face of Your Digital Strategy Post -TLD

Your application has been approved and your marketing team now waits with baited breath for the release of your new .BRAND. The opportunities are endless for how an organization may utilize this new digital asset as a component of or basis upon which a marketing campaign will be built. During this session hear from a diverse panel comprised of senior digital marketing executives as they share and discuss ideas for how Brands may want to consider utilizing their new digital asset.

16:00 – 17:15
Amy Repp
Director of Sales and Marketing
Donuts Inc.

Deep Dive Immersion Session C – For .BRANDs

Preparing to Go Live as a New Registry - The .BRAND Guide for Tackling Key TLD Operational Transition Items from Approval through Delegation to Launch

The time has arrived to kick things into high gear. Delegation will be here before you know it and you need to put a plan in place to be ready to execute when it’s time for live launch. Your “to-do” list has become extremely long and it’s hard to know where to begin. Hear from your peers within organizations that applied for a TLD as they share their thoughts on how their respective organizations have gone about approaching the various issues that need to be addressed as a new registry operator as you work down your list of “to-do” items. Topics to be addressed during this session will include – phase-by-implementation, project and work flow management, cross-departmental communication, brand migration and
other top of mind issues for new .BRAND owners.

16:00 – 17:15
Jaap van den Broek
Legal Counsel International B.V.

Deep Dive Immersion Session D – For gTLDs

The New gTLD Owner ’s Guide for Effectively Navigating Sunrise and Landrush , Positioning Your TLD for Maximum Exposure & Managing Relationships with Registrars

When you applied for a gTLD you had a specific vision in mind…an understanding of what the purpose of your new DOT would be, what need it would fill, how it will be used to build an industry, service a market, expand or grow your business. It is now time to action those thoughts and idea. During this session hear from new gTLD owners who have recently launched as they provide you with a step-by-step guidebook for navigating key operational benchmarks. Learn how to effectively manage your relationship with registrars and key players in the domain space while also mining for and building your customer base as you build exposure for your TLD. Learn what gTLDs still remain as potential targets for Round 2 as well as insights into how to get the biggest bang for your buck when seeking to sell strings in your domain.