SES Singapore 2013

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Grand Copthorne Waterfront Singapore
392 Havelock Rd
Singapore 169663

SES Singapore 2013 - Day 2 Agenda

Wednesday, 4 December

09:30 Welcome remarks
  • Speaker:
    Mike Grehan, Publisher, ClickZ, Search Engine Watch
09:40 Keynote address

From search to social—marketing to the connected consumer

Instead of turning to traditional search engines for information on products and services, consumers are turning to social networks to learn about these products from other consumers. Much of the received wisdom in marketing circles is undergoing reconsideration. The nature of consumer and business markets is going through major change. Consumers are attracted to rapidly emerging third party information providers through collaborative product review and price comparison services and companies are now vying for central positions inside consumer networks.

  • How search and social media are converging
  • How users are connecting to one another and to brands
  • How to adapt your content to effectively reach a new market that is real-time always connected
  • How to think like a connected marketer: Communicate one-to-one, one-to-many and many-to-many
  • Speaker:
    Mike Grehan, Publisher, ClickZ, Search Engine Watch
10:20 Panel discussion

Brand content versus publisher content

Everyone knows this slogan: "Content is king!" But how to create engaging content is always a question in marketers’ minds. Content marketing has emerged as means to reach people who are continually looking for information to fulfill their needs. Instead of explicitly asking you to buy their products,brand marketers are publishing and distributing lifestyle content that engages and aligns with values, interests and wants of their target customers. In this session, a panel of brand marketers and publishers will discuss the changes and challenges in content marketing, including:

  • Transition in online publishers and monetization of their platforms
  • New content marketing format
  • Complexities associated with the creation of relevant branded content
  • Moderator:
    Jayde Lovell, Vice-President - Digital, Asia Pacific, Weber Shandwick
  • Panelists:
    Jamshed Wadia, Asia Pacific Social Business Strategist, Intel Technology Asia Pte Ltd
    Dennis Rose, Senior Vice President - Asia Pacific and Japan, Brightcove, Inc.
    Simon Kearney, Co-Founder and Managing Director, click2view
11:00 Networking break
  Track 1 Track 2 Track 3
11:25 Track 1: Opening remarks:
  • Speaker:
    Mike Grehan, Publisher, ClickZ, Search Engine Watch
Track 2: Opening remarks:
  • Speaker:
    Eddie Choi, Founding Partner, Frontiers Digital
Track 3: Opening remarks:
  • Speaker:
    Bill Hunt, President, Back Azimuth Consulting
11:30

Content marketing from a regional perspective

Southeast Asia is a unique region which comprises of diverse cultural groups who speak multiple languages. In this session, we will explore how to create your content catered for diverse communities and the impact of your content on both target audience and your business goals.

  • Regional vresus global content methodologies - deciding what to use
  • How to conduct regional research, develop a regional marketing plan and adapt to different markets
  • What are the marketing channels available for publishing and distributing content across the region?
  • Speaker:
    Christel Quek, Regional Content Lead, Twitter

The rise of programmatic buying – RTB

In today's world, everything needs instant action and response. Real-time bidding (RTB), a kind of programmatic, high-frequency buying of advertising placements, gives advertisers instant access to their desired audience. It also allows advertisers to buy impressions one at a time, which lowers their cost per action.

  • What are the implications of RTB/targeted media buying?
  • How do marketers react to the fast growth of this display advertising space?
  • A step-by-step plan for building a successful RTB case
  • Speaker:
    Sean J. Rezel, Media Strategist APAC, Travelclick Inc.
Site clinic

Landing page optimization

Want some constructive criticism on your company's landing page*? Join Eddie & Bill to assess the effectiveness of your page and learn the techniques to retain your customers by optimizing your site.

  • Site optimization: How to design your site to enhance responsiveness and fulfill a user need rather than a brand need
  • The online population has become multi-screen consumers who frequently move across smartphones, tablets, PCs and TVs. Learn how to tackle technical issues in viewing your site with different screen sizes of tablets and mobile
  • How to conduct content audits of your site
  • Speakers:
    Eddie Choi, Founding Partner, Frontiers Digital
    Bill Hunt, President, Back Azimuth Consulting

*If you would like your landing page to be featured during this session please drop your business card into the bowl at the reception desk. Cards will be picked at random.

12:10 Session interval
12:20

Operationalizing Social: An Intel Case Study

Social Media – the global phenomenon that has totally changed the way in which we communicate and share information - if used properly, can be the difference between an immobile business and a growing business. Join this session to learn from one of the world's most recognized brands on why Social is so important.

  • Intel's Vision for Social Media and why is Social Important to Intel
  • Platforms of choice, Our Social Foot Print, Rules of Engagement
  • Centralize and Scale Social Media center of excellence
  • The need for a strong content Strategy and why brands need to think like publishers
  • Components of a good content strategy with examples of storytelling from Intel
  • Examples of campaigns and content that are on brand
  • Tools in Content Distribution - Always on Media, Influencer Networks, Employee Distribution
  • Speaker:
    Jamshed Wadia, Asia Pacific Social Business Strategist, Intel Technology Asia Pte Ltd

The keys to running viral video advertisements

The online video audience in Southeast Asia grew by around 8% in 2012. In Asia, music, movies and other entertainment sites get more visitors and time spent than the global averages. YouTube remains the top entertainment website in each of the Southeast Asian markets. Video advertising has become one of the important marketing platforms. However, creating video content to go viral is difficult, as the audience reception is unpredictable. This session will share tips and tactics of creatively leveraging video advertising to achieve viral result.

  • Success factors in making a video viral
  • How to leverage the earned media and paid media approaches to achieve the best results
  • Case study
  • Speaker:
    Phil Townend, Managing Director, EMEA, Unruly Media

What does innovation mean to telecommunications business?

Mobile Internet has taken the power of desktop Internet, in particular in emerging markets such as Vietnam and Indonesia, as it is not easy to access desktop Internet in these markets. The increasing use of mobile Internet changes consumer and business behavior. How can telecommunications companies capitalize on this opportunity? Telecommunication companies continue to gear up their infrastructure by acquiring innovative technologies. What are the implications to entrepreneurs?

  • The key to growth of telecommunications companies amid heated competition in digital marketing
  • How to benefit from new content-delivery models such as video and new opportunities to monetize broadband
  • How to form alliances with media and technology players to increase revenue
  • Challenges to the telecommunications industry in this evolving market
  • Speaker:
    David Lee, Head of e-Tailers and Social Commerce, Dell Asia-Pacific Japan
13:00 Networking lunch
14:00

Are you e-commerce ready?

E-commerce has been evolving in Singapore in the past decade, though it is still not yet well developed. The e-commerce sales volume is less than 1% of the total retail market of the country. Though it is easier and more affordable to run an e-commerce business than other bricks and mortar business, a well-thought-out digital plan is necessary to ensure its profitability and sustainability. This session will share a case study to demonstrate the key steps to create a fully functional e-commerce business.

  • Exploring the concept of customers' lifetime value when acquiring a customer and how to effectively interact with customers
  • What types of tools can you use to analyze and measure your e-commerce business performance?
  • Case study: Challenges to carry out e-commerce through integrated marketing and its resolution
  • Speaker:
    Daniel Lee, Director, Digital Projects APMEA, McDonald's APMEA Franchising

Conflict management: Keep calm & deal with it

Brands will never please all of the people all of the time, and negative comments are an inevitable part of the social media experience. This session explores how to deal with questions, complaints and criticism throughout social media in ways that actually add audience value, improve ROI, and help to avoid social media #fails.

  • Speaker:
    Simon Kemp, Managing Director, Singapore, We Are Social Singapore

Developing an omni-channel marketing campaign across markets

Achieving ROI is always imperative to every business. Learn from a company's successful case that illustrates how you can utilize multiple platforms and pair different types of advertising to reach and engage target customers, create conversions and maximize ROI. Is there any "best option" for marketers coming into the online market?

  • Pitfalls to avoid when planning and designing your marketing campaign
  • How do you use omni-channel attribution and other models to achieve the best effect?
  • Learn to optimize omni-channel media plans for paid, earned and owned media
  • Speaker:
    Desmond Teo, Digital Advertising Manager - APJ, RS Components
14:40 Session interval
14:50 Panel discussion

Tools for social media monitoring

Over the past decade, social media monitoring has become a primary form of business intelligence. Listening to what your customers, competitors, critics and supporters are saying about your business is an integral part of your social media campaigns. There are countless tools offering many ways to analyze, measure, display and create reports about the effectiveness of your engagement efforts.

  • Exploring the gap between the tools used to monitor social media and the service provider/brand
  • Who is doing the in-depth analysis?
  • Social media audit: When, why and how?
  • Moderator:
    Adaline Lau, Asia Editor, ClickZ
  • Speakers:
    Simon Kemp, Managing Director, Singapore, We Are Social Singapore
    Siim Säinas, General Manager, STATSIT
    Ghanshyam Ahuja, Director & Client Partner, JamiQ
    Arnaud Blandin, Head of Business Development, Wildfire
15:40 Networking break
16:10 Panel discussion

Enhancing customer experience through multichannel marketing

It's all about choice. Multichannel marketing should not be confused with hitting your customers through as many channels as possible - it is about providing your customers with more choices of how they can interact with you. Like it or not, customers today have much more control over the buying process than marketers do, with multichannel customers spending three to four times more than single-channel customers. So, in today's world, where the number of ways to reach our customers is increasingly growing, the need to embrace a multichannel marketing strategy is critical.

Our panel of experts share their insights into how unique combinations of multichannel marketing can help you to revolutionize the way you interact with your customers.

  • Customer is King! Understanding your customers and what makes them tick
  • Multiple channels, but one strong brand: ensuring consistency and solidarity across media channels
  • Leveraging an appropriate mix of engagement channels – social media, mobile, ecommerce - that work in tune with one another and appeal to your target customers - and understanding how to successfully execute the strategy
  • Lessons learned: It is not all plain sailing – what to look out for and how to overcome challenges
  • Moderator:
    Bill Hunt, President, Back Azimuth Consulting
  • Speakers:
    Chris J. Reed, Chief Marketing Officer, Mig33
    Ronald C. Vining, Group Marketing Director, Aspire Lifestyles, An International SOS Company
    Jean-Paul Biondi, Account Director, Saatchi & Saatchi
16:50 Closing remarks
  • Speaker:
    Mike Grehan, Publisher, ClickZ, Search Engine Watch
17:00 End of SES Singapore 2013

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Please Note: Incisive Interactive Marketing LLC reserves the right to make any necessary changes to this agenda. Every effort will be made to keep presentations and speakers as represented. However, unforeseen circumstances may result in the substitution of a presentation topic or speaker. Incisive Interactive Marketing LLC reserves the right to use photographs of any attendee for future promotions. Incisive Interactive Marketing LLC assumes no liability for the acts of their suppliers nor for the safety of any participant while in transit to or from this event. The total liability during the precise hours of the meeting will be limited to a refund of the delegate fee. Audio, Video Taping and/or Photography is prohibited without the prior permission of the organizers. Incisive Interactive Marketing LLC is not responsible for loss or damage to personal property.

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