Fi is Westpac / AFR 2015 100 Women of Influence and an expert and pioneer in digital strategy and one of Australia’s most respected thought leaders in the digital space. With over 20 years experience in the digital / tech sector over three continents; Fi has a depth of understanding unique to Australia.

After beginning her career in the consumer electronics industry, Fi moved into developing key digital strategies in London and New York for large companies such as BBC and Virgin. During this time she built, from concept to inception, an international B2B gaming portal. She is a recognised and well-regarded speaker having spoken at a wide range of international conferences and an incumbent specialist speaker to the highly regarded CEO Circle.

Fi is an Advisory Board Member of the First 5000 Group. Founder and Board Director of Generosity, Advisory Board Member of Ausmumpreneurs.

Fi is an active member of the Australian Institute of Company Directors and the Australian Women’s Chamber of Commerce and Industry. She is a winner in the Westpac / AFR 2015 100 Women of Influence Awards for Business Enterprise.


Transformation business models

Understanding where your company is in the digital economy, its position and what the formula  is to transform your business into a digital / mobile now business. The session will provide a template formula designed by Fi Bendall used by large organisations world-wide that has successfully transformed the companies, mindset firstly and most importantly, as well as providing an execution pathway


Crisis management in the digital economy

Reputation is everything and when a social media crisis hits, the CEO and C-Suite executives names are what hit social media and the press, not the brand. As seen recently with the demise of a well known retailer as well as the recall of thousands of cars, where there was clearly no social media crisis plan in place for the executives or the situation which ran rampant destroying executives reputations in seconds.


Digital economics

The economic model of disruption, the formula disrupters widely use to take whole industries off incumbents.


Advocacy through analytics

NPS is a widely used formula to bonus organisations. However this notion is challenged by Fi Bendall, who since 1999 has been working with academics on the notion and theory of advocacy. What makes someone advocate for your business, willingly with no incentive and the power of that recommendation. Using academic theory and surveying any customer dataset, Fi can identify against 100’s of characteristics an advocate in any data set. Once identified she will discuss how you build a value exchange economy with these advocates, unleashing a powerful word of mouth army of recommenders. NPS – just tells you that you have promoters, you don’t know any more. Advocacy finds the promoters,, understands why they are promoters and activates them.


Psychologic impacts on behaviour via technology

Working with large numbers of women online, Fi will discuss how social media and online / mobile platforms are more about how our behaviour has adopted them as opposed to how clever the technology is in itself. Using her Female Social Network, Fi will discuss how women online and on social are leading the charge through their behaviour and use of technology and the huge impact it has on purchasing decisions. The session will take you under the bonnet of what is really going on and where the pockets of influence really lies, and its not with followers or likes!



Fi Bendall is a passionate and intelligent digital strategy consultant. Her breadth of knowledge across the digital and social media landscape is exemplary. I can always count on Fi to provide practical advice based on real world experience, and solutions to our digital requirements that reliably produce the desired result and return on investment.
- Web eCommerce Development Manager, Coles

Fiona has an intuitive grasp of new media. This insight is tempered with a firm business approach, which means outcomes are based on business requirements and business needs. I have no hesitation whatsoever in recommending her skills as an interactive strategist and I have witnessed first hand her strong work ethic and professionalism.
- Finance Channel Manager , Telstra BigPond

Fi is a no nonsense, "lets get on with it" person that always has your best interests at heart. She is presented with a problem and thinks for a solution that is generally not what you expected, but defintely delivers the results.
- Consumer Insights Manager, Campbell Arnotts

Fiona Bendall speaker

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