Marketing-wise, for the past 50 years the users were communicated with ex catedra, by airing or publishing ads with no real feedback concerning the activities that the users had or had not carried out based o those ads. However, over the past two years there has been a complete change in the communication paradigm.
The world of marketing communications has changed irreversibly, and at the heart of that change is the ever active internet life led by social networks’ users. Subsequently, companies that wish to retain the existing users and attract new ones have been opening up communication-wise, communicating with the users on a daily basis at their favorite internet destinations.
The participants of the Loud and Clear workshop will get first-hand information about the online community management in Croatia, based on the examples of companies and brands that have been among the first to join Twitter and Facebook, as well as concrete answers to a number of questions, including the following ones:
- Should all companies think about appearing in various social networks?
- How do social networks fit into the existing marketing communications?
- How to communicate on Twitter and Facebook (what language, format and content are considered acceptable for direct communication with the users)?
- Which are the most successful examples from both domestic and international practice?

Lecturers:
Boris Ličina Borja (Jasno i Glasno, Hrvatska)
Ana Penović (Jasno i Glasno, Hrvatska)

Boris Ličina Borja has been a journalist since 1994. He has authored the first book on domestic blogosphere, titled “Blogosphere and Everything Else”, and is the owner of and sole author on the site/blog borja.org, which has been in existence since 1999. He is also one of the founders of the magazine Plan B, in which he works as the creative director, together with Ana Penović. He has founded the company Jasno & Glasno, specializing in online community management and content production. Boris has been enthusiastic about the internet and the dot-com business since the very start. He has remained faithful to the medium in question by experimenting with form and formats, at the same time practicing his diplomatic internet skills that nowadays he uses in the world of online community management. In real life he is calm, quiet and introvert.

Ana Penović is an IT journalist, who has been covering IT and telecom issues as well as all the beautiful byproducts of the industry in question since 1999. She has worked as an editor at the leading Croatian magazine Moj Moby. Moreover, she oftentimes acts as a moderator at different panel discussions or conference host. Ana realized her life’s dream by creating the magazine Plan B, which has been sailing the rough waters of the media for the past three years and which won Ana the  award of the Croatian Journalists’ Association. She also delights the readers with the special version of Plan B, which she does every day for the internet portal tportal (planb.tportal.hr). Finally, Ana is especially proud of her new company Jasno & Glasno, which she founded together with Borja. In real life she is all but calm, quiet and introvert.

A hands-on seminar on how to transform newspapers and news magazines into newsbrands that transcend all digital platforms.

The two-hour session will look at three case studies of successful newspaper transformations from mono-media newspapers on paper to multi-media news brands online, on mobile, on air and on iPad.

The seminar will be organised in three modules:
1 - What do People Want from a Newspaper in the 21st Century?
2 - Where is the Money? and
3 - How do We Get There?

The session will conclude with a look at the iPad and tablets and answer the question: Can the iPad and Tablets Save Newspapers and Magazine?

Lecturers:
Juan Senor (Partner Innovation Media Consultinga i znanstveni suradnik na Oxford University)
Iva Biondić (vlasnica VA, regionalnog partnera Innovation Media Consultinga i prodekanica za nastavu, Visoka novinarska škola)

Iva Biondić is a Vice-Dean for Academic Affairs and a lecturer on Media management on School of Journalism and University of Dubrovnik. She finished her MBA studies on IEDC Bled School of Management as well as media and business programs on Columbia University and Sloan School of Management at MIT. She is an author of a number of scientific papers including the research on “The Role of Management in ensuring the quality of Croatian Media as a Prerequisite for their Competitiveness and Sustainability”. As a media consultant and owner of VA, a regional partner of Innovation Media Consulting, she is using her long-term experience from the corporate communications and management positions in the media to follow and implement global business, educational and technology trends in the media projects in the region.

Juan SEÑOR is a Partner at Innovation Media Consulting Group based in London, one of the world’s leading editorial consultancies. His re-invention and innovation projects have won the accolade of ‘Best Newspaper in Europe and the World’ in 2006, 2007, 2008 and 2009. Mr. Senor is a Visiting Fellow at Oxford University and has just been named one of the World’s Top 30 Media Innovators by journalists and media analysts in the UK.
Since 2002 he has directed projects all over the world helping news operations to re-invent their products and stay relevant with shifting audiences. In the past four years he has launched newspapers and television stations in Spain, France, Denmark, Greece, Portugal, Russia, Ukraine, Dubai, Chile and Brazil.
From 1996 to 2002 he was a presenter for Wall Street Journal TV and CNBC Europe and served as London correspondent of International Herald Tribune Television. In 1998 his television programme, Media Report, was voted by viewers as Europe’s Best Business Programme.From 1989 to 1996 he worked as a foreign affairs reporter and war correspondent for the NewsHour on PBS in the USA. He covered conflicts and wars in Iraq, Bosnia, Central America and Somalia. At the NewsHour his team won a Dupont Journalism Award and was nominated for an EMMY for his interviews with the late Yasser Arafat and Yitzhak Rabin. While at the NewsHour he produced interviews with Nelson Mandela, Boris Yeltsin, Fidel Castro, Bill Clinton, Al Gore, John Major, Helmut Kohl and many other world leaders.