Agenda Day 1 - Tuesday, 22 November: SES Singapore - 22-23 November, 2011 - SES Conference & Expo | The Leading Search & Social Marketing Event

SES Singapore 2011 Agenda - Conference Day 1

Tuesday, 22 November 2011

8:00-9:00	Registration
9:00-9:40	Opening address: Search and the connected consumer In this session, the speaker will chart the beginning of information retrieval on the web through t the information needs of the new, transient media consumer and the information providers of the future. Speaker Mike Grehan, Global VP Content, SES, Search Engine Watch, ClickZ Close page Speaker Profile
9:40-10:30	Keynote Panel: Managing search and social media marketing in regulated industries When it comes to search marketing and social media, one of the most commonly heard phrases by marketers in regulated industries is “we're not allowed to ”. While customers continue to actively search and thirst for information, marketers in the regulated industries have different approaches to sharing experiences and dialoguing online. This panel is designed as an open forum to discuss how to integrate search and social marketing in highly regulated industries. How can search marketers obey the rules while not compromising their search marketing campaigns? Ways to leverage content safely Ideas for adding value to online conversations Moderator Mike Grehan, Global VP Content, SES, Search Engine Watch, ClickZ Close page Speaker Profile Speaker David Garceran Nieuwenburg, Head of Web Marketing, Hong Kong Jockey Club Close page Speaker Profile
10:30-10:50	Morning break
	Track 1: Fundamentals	Track 2: Hot Topics
10:50-11:40	Getting ROI from SEM Getting your head around search engine marketing? This session will provide a clear and concise overview of the key concepts involved in SEM. Understanding the search terms used by your target audience How can major search engines reach your target geographies more effectively? Innovations in optimizing search engines to gain “natural” or “organic” traffic without costs How can you achieve top ranking or placement by utilizing search engine advertising opportunities? Speakers Eddie Choi, SES Advisory Board & Founding Partner, Frontiers Digital Barry Lloyd, President & CEO, Webcertain Asia Ltd Rich McPharlin, Head of Search, Search Group Close page Speaker Profile	Social analytics Social media has introduced an entirely new source of insight into the consumer sentiments that drive people's behaviour. It enables organisations to proactively monitor and manage consumergenerated content about brands, categories and products. This information can be combined with customer data to rapidly improve marketing strategies and to optimise campaigns. This session will explore techniques covering: Techniques for collecting the massive amount of social media data Extracting and tracking the flow of interesting pieces of information that spread and diffuse among users Identifying subsets of content and quantifying the influence of users on the adoption and spread of different topics Analysing the temporal patterns by which information grows and fades Measuring and tracking ROI Moderator Matt McGowan, Managing Director, Americas, Incisive Media Close page Speaker Profile Speakers Kelly Choo, Co-founder,Vice President of Business Development & Strategy, Brandtology Hari Shankar, Director, Performics Close page Speaker Profile
11:40-12:30	SEO: A beginner's guide This SEO overview will help you understand what the search engines are looking for, and how the principle of building your site for your customers will also please the search engines. In this session, you'll learn the latest optimisation trends along with the best practices necessary to make an immediate impact on your Internet presence and website profitability. What are the search engines looking for and how do they rank? Keywords and target audience Building a great website Getting found on search engines Putting SEO into practice Moderator Adaline Lau, Editor, ClickZ Asia Close page Speaker Profile Speakers Shei Wah Tan, Online Manager, South East Asia and India, Michael Page Sean Rezel, Head, Digital Marketing, JigoCity Rajitha Dahanayake, Chief Executive Officer, eMarketingEye Close page Speaker Profile	Proven strategies and tactics for advanced paid search Advanced PPC tactics can actually be more fun than basic ones, because you get to activate both left and right brain power, tapping into your own unique aptitudes as well as your customers’ deepest desires. Your campaigns are performing OK. How can you take them to the next level? This session will cover: Campaign expansion techniques Designing and running effective ad tests Advanced auction theory The proper use of relevant analytics reports Bid rules and campaign automation including automating the detection of PPC scam campaigns that can divert traffic away from legitimate brand sites and increase campaign costs Moderator Lydia Ng, Digital Marketing Search Lead, Singtel Close page Speaker Profile Speakers Rey Ong, Digital Marketing Manager, Banyan Tree Hotels and Resorts Janice Tan, General Manager, Acronym Sho Shimoda, Global Marketing Director, IREP Close page Speaker Profile
12:30-13:10	Executive address: eCommerce lead generation and search marketing overview This session will look into how social media can assist in the lead generation process. Can social media help cultivate the purchase intent during the lead time? Is social media a good tool to shape second opinion in the buying process? Customer services via social media Can social media add value to semantics research How can social media fill the gap during low season in the marketing strategy? Speaker Marcelo Wesseler, Head of E-Commerce Asia, RS-Component Close page Speaker Profile
13:10-14:10	Networking Lunch
14:10-14:50	Special address Digital transformation Latest trends and developments in digital advertising and marketing and their implications Transforming Nokia into a 21st century marketing organization Nokia's social media strategy and digital success stories Speaker Arun Poojari, Senior Manager, Consumer Engagement, Marketing, SEA, Nokia Close page Speaker Profile
14:50-15:30	Online audience measurement: From panel measurement to website analytics This SEO overview will help you understand what the search engines are looking for, and how the principle of building your site for your customers will also please the search engines. In this session, you'll learn the latest optimisation trends along with the best practices necessary to make an immediate impact on your Internet presence and website profitability. How do I effectively use web analytics (like Google analytics and Omniture)? How are these systems different from market research companies like comScore, TNS and Nielsen? How does one reconcile the differences between the two sources of data? Speakers Joe Nguyen, Vice President, South East Asia, comScore Close page Speaker Profile	Building brands in a searchable social world Current brand building models and approaches were developed in an era when consumers were disconnected and information was difficult to get. Marketers needed repeat exposures and constant push to build brands. Social connectivity, conversations and content distribution have changed the way people consider and consume brands. So it is imperative that marketers change their approaches to brand building or run the risk of becoming irrelevant. Key focus of the session will be: Insights to the digital & social behaviour of consumers Evaluation of current brand building models Explanation of a new approach to brand building Speaker Pushkar Sane, Co-Founder and Chief Executive Officer, Convergination Ventures Close page Speaker Profile
15:30-16:20	Social media best practice Are you an expert marketer but new to social media marketing or need a refresher of best practices? Then don't miss this session! We'll talk about developing a social media strategy for your company and establishing social media guidelines, as well a stactics to help integrate social media into your existing marketing programmes to increase ROI. We'll show you examples of companies using blogs, Twitter, Facebook and LinkedIn successfully to meet their overall marketing and business objectives and how to measure the results. You will learn how to: Apply your marketing skills and experience to social media Create an effective social media marketing plan Procure the SEO benefits of social media marketing Keep working strategies going and stop failing strategies Apply lessons learned from past social media campaigns Moderator Anna Maria Virzi, Executive Editor, ClickZ Close page Speaker Profile Speakers Nicholas Tay, Digital Marketing Manager, Fairmont Singapore and Swissotel The Stamford Enrique Pinilla, eHub Head, APAC, 3M Blanca Menchaca, Director, Performance Marketing and Social Media, Wego.com Close page Speaker Profile	The big 3: Search, social and display in 2012 With online advertising becoming more complex, it is now more vital than ever that advertisers and agencies understand the opportunities that display, search are providing. Looking beyond the last click when attributing conversion value Changes of demand side platforms (DSP) and real time bidding (RTB) and their impacts on search and display campaigns The future of exchange traded media The benefits of display advertising on search marketing campaigns and vice-versa Leveraging sitelinks and product extensions in paid search How can advertisers improve the performance of their display campaigns? Moderator: Andrew Tu, Vice President, Business Development Asia-Pacific, Brandscreen Close page Speaker Profile Speakers Cindy Deng, Senior Director and General Manager of Search Business Operations, APAC, Yahoo! Kate Clough, Regional Media Director – Asia Pacific, MRM Worldwide Arun Kumar, Head of Digital APAC, IPG Mediabrands Close page Speaker Profile
16:20-16:40	Afternoon Break
16:40-17:20	Integrated marketing: Myth or reality Role of insight in marketing campaign development Integrating new media in the campaign Measuring and optimising the campaign Demonstrating ROI and securing funding Speakers Mandeep Grover, Regional Marketing Director, Asia-Pacific, Johnson & Johnson Medical Close page Speaker Profile
17:20-18:10	Executive panel: SEM for smartphone and tablet devices As more tablet devices and smartphones make their way onto the market, firms have had to adjust their online marketing strategies. This session will provide insights into: How search marketing behaviour differs on smartphones and tablets from PC desktops Optimising paid search on smartphones and tablets Moderator Mike Grehan, Global VP Content, SES, Search Engine Watch, ClickZ Close page Speaker Profile Speakers Samuel Goh, SEM Manager, SingTel Digital Media Adrian Tan, Digital Marketing Manager, clickTRUE Christian Cadeo, Head of Mobile, South East Asia, Google Close page Speaker Profile
18:10	Cocktail Reception

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