| 08:00-09:00 |
Registration |
| 09:00-09:45 |
Keynote Address
Executive Interview: How Facebook Has Changed the World?
Facebook has proven to be a phenomenon across the entire globe, especially in Asia. Its ability to connect people socially as an interrelated, globalized platform has redefined communications from the average single user to an international organization. Facebook uniquely targets its audiences through specific targeted customer demographics. This session will discuss the organic development of Facebook and how that has shaped the online marketing scene and provided new benchmarks for similar organizations.
- Examining the different communities on Facebook: why has it become the social fabric for so many?
- How can marketers utilize Facebook for their online businesses?
- The future of advertising: from basic display ads to storytelling marketing?
- Competitive analysis: will Facebook remain a crucial part of online marketing campaigns in the future?
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| 09:45-10:40 |
Keynote Panel
B2B Lead Generation
B2B marketers in China act and behave differently than the US and other western marketers. They use email and display advertising for brand marketing rather than lead generation. When East meets West in B2B marketing, there is always an interesting contrast in marketing application and practice. The panel will show the different marketing objectives of the supply and demand sides and look at the differences between western and China B2B marketers.
- Effective lead generation tactics
- How an effective marketing mix should be developed for lead generation?
- How social media should play a role when it is integrated with search for converting leads into opportunities?
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| 10:40-11:00 |
Morning Break |
| 11:00-11:50 |
Attendees may choose to attend one of the three sessions offered during this time.
Track 1: Accelerator
Globalized Marketing in a Digital World
This session will focus on the fundamentals of going global with emphasis on understanding the opportunities as well as the inherent complexities in conducting an international business.
- How do you pick target markets?
- Understanding opportunities in new markets
- How do you deal with logistical and cultural issues?
- Measuring and monitoring performance
- Speaker:
Crispin Sheridan, SES Advisory Board; Senior Director of Search Marketing Strategy, SAP
Track 2: China
Using Measurement Tools to Gain Insights into Your Social Media Audience
- Using SIP Enterprise 3.0 as a tool to monitor your online reputation
- Combining tools and technology in social media campaigns
- Looking at brand awareness in auto and hospitality industry in China
- Case study on auto or hospitality industry
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Sponsored Session
Step-by-step Guide to Search and Social Integration
- How social integration can drive search effectiveness
- Making your social campaigns search-friendly
- Experimenting with keyword advertising on social media sites
- Maximizing results of paid search campaigns through social media
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| 11:50-12:45 |
Attendees may choose to attend one of the three sessions offered during this time.
Track 1: Accelerator
Killer Social Media Targeting Tactics
What can you do with a major social media network with a billion users and followers in today's world? This session will focus primarily on behavioral targeting and marketing experts will share their "killer tactics" for harnessing the real marketing and e-commerce potential of advanced social media advertising. Find out what some of the most successful social media marketing campaigns have in common and what tools can help make your social networking efforts pay off with spectacular results.
- Effective use of tweets, blogs, fan pages, interest pages, groups, events, applications and Facebook SEO
- Learn how to run tens of millions of daily impressions with up to 1.25% CTR, strong targeting, great lead generation and direct response conversions
- Techniques and tactics to target customers and identify influential users
- Engaging with your customers
- Moderator:
AJ Bellarosa, Founder, AJ Bellarosa
- Speaker:
Eden Lau, Co-Founder & Managing Director of North Asia, Brandtology
Tom Skotidas, Founder and Director, Skotidas
Track 2: China
Finding Your Way Around Search in China
All major search engines in China offer the advertising channel PPC/SEM—however, there are differences between Baidu, Google and Yahoo! There are also a multitude of other players and vehicles in the market.
- Key differences between major search engines
- China media landscape analysis and Internet users' behavior
- Best practice in advertising strategy tailored to the unique online behavior of Chinese Internet users
- Combining robust ad optimization technology to maximize advertising ROI
- Beyond the major search engines - the power of vertical in China
- Speakers:
Cody Chan, Director, China Search (Asia) LTD
Winny So, Director, Product Development, iClick Interactive Asia
Track 3: Hot Topics
Search and Social in the Travel and Tourism Industry
The best time to reach a traveler is when they are looking for you! Online marketing for tourism is constantly changing and key players in the industry need to keep up with the latest tips and tactics to succeed in international SEO.
- Localized approach to multilingual website optimization
- Responding to local distinctions
- Translating your keywords
- Moderator:
Eddie Choi, SES Advisory Board; Founding Partner, Frontiers Digital
- Speakers:
Eddie Chan, Director of E-Commerce & Online Communications, The Venetian Macau
Richard Kwong, Head of SEO Asia Pacific, Hotels.com
Bart van Gemert, Head of SEM, Blue Summit Media
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| 12:45-13:45 |
Networking Lunch |
| 13:45-14:15 |
Special Address — Riding on the Opportunities of Mobile Commerce
- How smartphones change online shopping behavior?
- Mobile commerce trends and insights
- How to leverage mobile apps for marketing and brand building?
- How to monetize your social media channels on mobile devices?
- Mobile commerce case studies
- Speaker:
Vincent Lau, Director of E-Commerce, Sa Sa International Holdings
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14:20-15:10
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Attendees may choose to attend one of the three sessions offered during this time.
Sponsored Session
Customer Engagement Management
- How to optimize your spending on online advertisement
- Best practices to engage with your visitors
- How do you use behavior profiling to target content?
- Effectively communicate with individuals across channels (i.e. web, email, mobile)
- Speaker:
Jesper Broberg, VP Business Development, Sitecore International
Track 2: China
Leading a Movement on Progress in China From the Lens of a Global Iconic Brand
This session will lead you through Johnnie Walker's journey with marketing innovation in China.
- How a global brand idea can be made relevant to the Chinese consumer?
- Utilising a perfect blend of paid earned and owned media
- Speaker:
Lawrence Law, Brand Director, Engagement Marketing, Moet Hennessy Diageo China
Track 3: Hot Topics
Integrating Entertainment Elements and Social Media Marketing to Drive Success
- Strategies for socializing your brand into music, arts, games and video
- Leveraging multiple platforms for consumer reach
- Measuring the ROI
- Moderator:
Adaline Lau, Editor, ClickZ Asia
- Speakers:
Thomas Crampton, Director, Digital Influence, APAC, Ogilvy
Benjamin Grubbs, Executive Director of Interactive Media, Turner Entertainment Interactive Media
Adrian Toy, Head of Marketing, Puma
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| 15:10-15:30 |
Afternoon Break |
| 15:30-16:10 |
Attendees may choose to attend one of the three sessions offered during this time.
Track 1: Accelerator
Case Study: Using Industrial-Scale Content Generation to Boost SEO
How could you build 200,000 pages of content in 3 months and gain record-breaking conversion levels? This session will teach you how content analysis and high quality auto-generated pages were used to boost SEO (by hundreds of thousands of visitors a month) in a multimillion dollar international lead generation and advertising business (based in Hong Kong and seven other countries) to drive record-breaking conversion levels and an ROI that far exceeded the industry average.
- How to convince your boss that you need to create 200,000 pages of content, get the budgets approved and reinvest the proceeds in more SEO
- What you need to do to find content gaps in any industry and use them for your SEO strategy
- How to create an SEO content calendar for your site based on customer insights
- How content can be quickly and cost effectively developed through PR, your suppliers, data permutations, social media and blog aggregators
- What channels you need to syndicate your content through to maximize exposure
- How to kill two birds with one stone by using social media and PR efforts to maximize SEO exposure
- How search engines rate and reward content
- Speaker:
Max Sim, Vice President, BlueCurrent HK
Track 2: China
Online Marketing in China
This session focuses on how the China market differs from the West, where and how companies are reaching their target audience and top tips for your entry into the market.
- Where do Chinese users start their first click?
- What are the most popular social networks in China and how do you leverage them?
- What is the role of mobile?
- The importance of the blogosphere
- Speakers:
Carrie Law, Director, Strategic Planning & Business Development, Ignite Media
Don Anderson, Director of Sales and Marketing, CNNGO
Track 3: Hot Topics
Case Study
With the increasing number of search products offered by Google, advertisers should think beyond the traditional SEO and SEM strategies. In addition to having a proper program to integrate SEM and SEO, hoteliers should think about how to understand searchers' intent and provide corresponding responses at the right time through the right channel, using the a myriad of Google paid/non paid services that are available.
- Learn how to think beyond PPC to drive online room reservations
- Learn how to implement a comprehensive sSearch strategy including SEO, SEM, Google Places, mobile search, local search and more to drive a comprehensive search presence
- Speaker:
Ruth Stubbs, President, Asia Pacific, iProspect
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| 16:15-17:00 |
Ad Agency CEO Roundtable
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| 17:00 |
Closing Remarks |
