Sunday, Feb. 26, 2017

Global Social Communities: Creating them, growing them and managing them

By Export Council of Australia · September 04, 2013

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Insights on hot social media issues from around the world

As exporters and brands engage in online, public conversations with customers, the speed of and reach of technology plays a critical role, for better or for worse.

Technology and social media allow us to immediately know and connect with our audience.

But what happens when our audience's behavior hurts our brand's reputation? With millions of eyes on a social media channel at any given time, the speed at which brands respond to negative content has become more and more important.

Social media is an important tool to help you build your brand in not only your domestic market but also globally. In countries like the USA and China its importance to consumers is simply too significant to ignore.

If Australian companies are to remain competitive and relevant to the global community, they will need to start engaging their customers on a social level and on an international scale. This workshop will steer you in the right direction!.
Topics to be discussed
How exporters can better engage with customers
What we can learn from engaging with customers
The importance of monitoring social media activity
What does moderation and curation look like (humans, technology, or a combination)?
The importance of social media in China for brands
The different digital landscape in China vs the one we know at home
How Australian companies can manage a china social media strategy
Examples of what some companies are doing already

The expert panel will also consider the barriers to entry for Australian companies and strategies to help manage our new roles in building international communities through social media.

Event Details

Date: Tuesday 17th September

Location: KPMG Theatrette, 147 Collins St, Melbourne

Time: Register from 7.15am for 7.30am start. Event concludes at 9am

Cost: $25 for ECA members and $50 for Non-Members

RSVP: Please register by the 12th September to secure your seat!

Event Partners:

Who should attend?

Bring your communications, marketing and social media teams to hear from our expert panel who will lead you through the importance of social media as a tool for marketing, looking at what’s trending online in key international export markets.


Keith Crowell - Vice President Social Media, Social Instinct (, San Rafael California, USA and Sydney, Australia

Over the last 14 years, Keith has worn many hats in the American tech industry. He has launched and managed community management teams for social networks and social gaming companies, he has built best-in-class customer service organizations for the likes of Apple Computer and Earthlink, and is an industry leader with internet safety organizations in the United States and Europe. Keith brings a deep understanding of community and the positive effects it can have on customer acquisition, retention, and revenue generation. He has a true passion for building these types of successful programs in companies in varying industries. At Social Instinct, Keith recently launched Curator360, an online content moderation and curation platform for use by brands and agencies. Keith is a speaker at Swarm, a social media conference in Sydney, Australia in fall, 2013.

Lisa Goodhand- Director, China Operations - China BluePrint

Lisa Goodhand is a leading trade consultant in Australia specialising in doing business in China. Her award winning company, China Blueprint Consultants, connects Australian business with Chinese business through import and export. Her latest venture, China Blueprint Online, was established to give Australian business an online presence in the China market. She believes the new generation of retail is eTail and its time companies learnt how to deal with this on an international scale if they want to remain competitive.

Bradley Birchall, CEO of the Australasian Small Medium Enterprise Alliance and social media whiz

Bradley’s record in technology operations, development and team management is demonstrated by his standout achievements in the success of companies like SEEK, Computershare and Telstra Mobile’s 3G platform solutions.

As you would expect from an experienced director with 25 years of commercial experience in CIO, CTO and Software Development roles, Bradley has a continuing interest in advancing technology as a core driver for company growth.

In addition to his wealth of expertise, Bradley has built a reliable network of technology and business professionals that highly value his expertise. Bradley is a professional director, regular public speaker, advisor and recognised social media expert.

Bradley Birchall is a Melbourne-only speaker

  • Social Instinct
  • China Blueprint

Contact Details

Collins Rex, State Manager - VIC
Export Council of Australia
M: 0419 114 699

Education & Training:


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