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Agenda Details

Monday, 13 September - Day 1
08:00 Registration and Coffee
08:45 Welcome Remarks
  • Speaker:
    Mike Grehan, CMO & Managing Director, Acronym
09:00 SES Keynote: Avinash Kaushik
Opening Keynote
  • Keynote Speaker:
    Avinash Kaushik, Digital Marketing Evangelist, Google
Keynote Panel: State of the Industry

Leading industry figures from the region will discuss the growing value of search and social media in the marketing mix, where the industry is now and where it is headed in the future. This panel will present an in-depth analysis on industry trends and changes and the challenges facing online marketers in the APAC region. The discussion will set up the framework of the agenda for this two-day event. Touch points will include:

  • Differences between the search and social marketing culture and consumers' online behaviour in APAC and US/Europe.
  • How to manage cross-border marketing.
  • The growing importance of local/mobile search and location-based services.
  • End-user demographics.
  • How the online marketing community can work together to increase awareness and education of search and social marketing in the region.
  • Moderator:
    Mike Grehan, CMO & Managing Director, Acronym
  • Panel Speaker:
    Aaron Kahlow, CEO & Founder, Online Marketing Institute
    Luke Organ, Director of Sales and Marketing for Asia Pacific, Sony Ericsson WTA Tour
    Karen Tam, Senior Manager of Promotions and Advertising, Harbour City
    Michael Zung, Senior VP, Business Integration, Asia Pacific Personal Financial Services, HSBC
10:50 Networking Break
Introduction to Search Marketing

This session will provide a clear and concise overview of the key concepts involved in search marketing:

  • Who are the major search engines and how can you best optimise them to gain natural or organic traffic without cost?
  • How do you achieve top ranking or placement by utilising search engine advertising opportunities?
  • Moderator:
    Benjamin Grubbs, APAC Head of Content Partnerships (News, Education & Family Entertainment), Asia Pacific, YouTube
  • Speakers:
    Bill Hunt, President, Back Azimuth Consulting
Search and Display—the New Dynamic Duo

This session focuses on how your drive online sales with search and display campaigns. Learn how to execute both simultaneously from leading experts:

  • Understanding the value of performance display, and the role it plays alongside your search.
  • Discover how display is not expensive, complicated, ineffective as once thought.
  • Learn what real time bidding is and how ad exchanges work.
  • Moderator:
    David Temple, Global Search Lead, Dell
  • Speakers:
    Anna Chan, Managing Director, Amnet Asia
    Cindy Deng, Managing Director, Asia-Pacific, Turn
    Matthew Harty, Vice President Asia Pacific, Fox Networks, Fox International Channels
Analytics Best Practices

Cut to the chase-using analytics tools to get the specific answers you need about your search marketing campaign:

  • How is your campaign performing?
  • What are your users' on-site behaviours?
  • Major red flags to look for in traffic patterns.
  • How to use state-of-the-art tools and techniques to maximise profit (ROI).
  • How to monitor social media success.
  • Moderator:
    Matt McGowan, Advisor, Incisive Media
  • Speakers:
    Elmer W. Cagape, Founder, SEO Hong Kong
    Hari Shankar, Head Asia Pacific, Paid Media, PayPal
SEO Performance Marketing

Search has one of the lowest customer acquisition rates, simply because it is a "pull" medium, allowing people to find you when they need you. SEO will help you position your website to be found at the most critical points in the buying process.

  • How do you avoid technical issues that prevent you being indexed by the major search engines?
  • Competitor analysis. Discover your competitors' successes and mistakes (and may be your own!).
  • How do you develop an effective link building strategy?
  • Optimising for mixed media (universal search) results.
  • Duplicate content and multiple site issues.
  • Moderator:
    Mike Grehan, CMO & Managing Director, Acronym
  • Speakers:
    Allen Qu, Founder & CEO, Netconcepts China
    Crispin Sheridan, Vice President, Digital Scale & Operations, SAP Experience
13:00 Networking Lunch
Social Media Best Practices

Social media has become a major piece of the search marketing puzzle and is changing the way we work, communicate, and live.

  • How do you develop and integrate a social media strategy into your overall marketing campaign?
  • What are the most popular social media networks and how do you participate in them?
  • What niche social media networks are on the rise?
  • Moderator:
    Adaline Lau, Asia Editor, ClickZ
  • Speakers:
    Brandon Cheung, Strategic Planning Director, Isobar
    Sean Seah, Director, APD Venture
    Adrian Toy, Head of Marketing, Puma
Future of Search & Search Advertising

Hosted by Yahoo!

Consumers of the Internet have changed their habits when it comes to searching for information. The kinds of queries they're doing are significantly different than what the search experience was more than 10 years ago, and users have less time today. So getting to answers quicker is big demand. We'll share what Yahoo!'s approach is to the changing dynamics of search, not only as it relates to organic results but also how new search offerings can be monetized. Find out more in this thought provoking discussion.

  • Speaker:
    Chi-Chao Chang, President of Products and Technology, xAd
The Business Value of Social Media

The social media genie is out of the bottle, and the world of business will never be the same. Social media and micro-blogging platforms like FaceBook, Linkedin, and Twitter are transforming your business, your colleagues, your partners, and everyone linked to them in revolutionary ways.

  • How do you listen to what is being said about your products or services?
  • How do you unlock the economic potential of social media?
  • How do you measure ROI?
  • Moderator:
    Matt McGowan, Advisor, Incisive Media
  • Speakers:
    Eden Lau, Regional Director, Isentia Social
    Scott McBride, Regional Business Director, 360 Digital Influence Asia Pacific, Ogilvy & Mather Asia Pacific
    Lee Odden, CEO, TopRank Online Marketing
Search and Social Integration, the Essential Insights

Hosted by: GroupM

Search and Social are all the Buzz. Learn how to integrate these essential channels to drive better campaign results. See how innovative theories were put into practice across Asia. Explore relevant case studies covering the most effective strategies in this emerging digital marketing arena.

What we will cover:

  • Search and Social Integration Explained
  • Proven Tactics and Strategies
  • Compelling Case Studies

You will gain practical knowledge, proven strategies, and simulating campaign ideas from this session. Don't miss it.

  • Speakers:
    Simon Ashwin, Head of Social Media and Production Services, APAC, GroupM
    Rosemary Lising, Regional Managing Director, Search and Performance, GMIO iProspect
16:00 Networking Break
SEM (PPC) Best Practices

This session is designed to give users-from beginners to experts-actionable tips, strategies, and secrets to get more out of your online marketing campaign.

  • Effective keyword research
  • How to write compelling advertising copy to reach your target audience
  • Understanding how landing pages need to be tested for better conversions
  • Moderator:
    Mike Grehan, CMO & Managing Director, Acronym
  • Speakers:
    James Huang, CEO and Founder, BPOVIA
    Lawrence Lo, Business Director, Digital, OMD
Building Your Digital Brand Presence

In search marketing, where content is still king, we've talked about how to make your web site a link magnet. With social media and personal branding, building a great presence online can drive your business to enormous success.

  • What is the best way to develop your personal brand to get a gazillion links and whopping followers?
  • How to capitalize on Facebook or Twitter in marketing your social networking site?
  • How is it related to online brand building for business and capture new business opportunities?
  • Moderator:
    Adaline Lau, Asia Editor, ClickZ
  • Speakers:
    Andre Pan Li, Blogger and Co-founder, Brandigg Strategy
    Vinko Tsui, Chief Consultant, Vinko Advisory and Blogger, Vinko's Thoughts On
Black Hat/White Hat Unconferenced

Search engines provide guidelines to protect their algorithms and the integrity of their results. But these are not laws - they are what they are - guidelines. Do we really have to stick to them? What if we find a loophole or two and we can get better results if we go under the wire? Of course, that would mean only some of us were playing by the perceived rules. And the likelihood is that, the white hat practitioners may find a black hat standing on their head and pushing them down the charts. And with search and social being strongly tied together there are so many more creative ways to circumnavigate the guidelines. Should anyone care anymore whether it's black hat or white hat to get results?

Join us for a unique session at SES Hong Kong. Black Hat/White Hat Unconferenced. The soapbox will be available for a few select speakers on either side to make their case and then the audience takes over. All with a glass of your favourite beverage in your hand, of course!

Tuesday, 14 September - Day 2
07:45 Registration and Coffee
08:00 Online Marketing Institute
Special Limited Seating Address: Search & Social Media: A Global Perspective on What Drives Results for UK / US Marketers and How it Applies to All Markets

Brought to you by Online Marketing Institute

Come to SES an hour early and get the inside scoop and supporting Research on how Search and Social Media are shaping the way in US / UK and global consumption of online content. In this information packed hour, you will get:

  • Research Insights from the UK's leading online marketing destination and Online Marketing Institute on what Marketers are doing in Social and why.
  • Best Practices of how Facebook, Twitter, Blog and User Generated Content are being applied in both a Business to Consumer and Business to Business marketing Search and Website strategies
  • How to Integrate Social and Search into the entire marketing mix and case studies on what is actually working in the US and UK and how to apply to all markets including the APAC, Hong Kong and Mainland China.
  • Understanding of online human behavior and fundamental principles for such drive significant results when applied to any local market.
  • Speaker:
    Aaron Kahlow, CEO & Founder, Online Marketing Institute
09:00 SES Keynote: Tianfang Feng
Keynote Address
  • Keynote Speaker:
    Tianfang Feng, Chief Consultant, Search Engine Marketing, Baidu
Keynote Panel: Increasing ROI through B2B Lead Generation

For the first time, three major B2B media players will sit on one panel to share their insights on B2B lead generation and vertical search in the world's fastest growing region.

  • Tactical approaches for online lead generation.
  • Strategies for B2B vertical search marketing.
  • How to convert online leads for offline business.
  • Learn from big search marketing advertisers; what are their search marketing and strategy plans?
  • Moderator:
    Eddie Choi, Advisory Board Member, ClickZ Live
  • Speakers:
    Matthias Baur, Corporate e-Business Development Director, Reed Exhibitions
    Mel Carson, Founder and Principal Strategy Consultant, Delightful Communications
    Peter Zapf, Chief Operating Officer, Global Sources
10:45 Networking Break
   Track 1: CHINA  Track 2: HOT TOPICS
Understanding How Consumers in China Access the Internet

A panel of seasoned practitioners and networks in China will talk you through how the China market differs from the West and top tips to help you reach your target consumers.

  • What are the most popular ways to consume information online?
  • How do you put your products or services in the hands of the consumer?
  • What is the role of mobile?
  • Moderator:
    Louise Au, Partner, Axis Business Consulting
  • Speakers:
    Wallace Cheung, Senior Analyst Internet Sector, Credit Suisse
    George Godula, Founder & CEO, Web2Asia
Blogging for Business

Blogs have become cutting-edge, cost-effective tools for SMEs to boost buzz and build brand in ways traditional advertising cannot. Blogging kicks off interactive casual communication with customers and helps the community to stay in line with your updates.

  • What are the skills necessary for novice bloggers?
  • How to make a smart B2B or B2C blog content?
  • How blogging is great for creating fresh content for search engines and how to use RSS feeds
  • How to measure the success of your blogs?
  • Moderator:
    Casey Lau, Associate Publisher, Popcorn Media Network
  • Speakers:
    Raffi Kamalian, COO,
    Debra Meiburg MW, Master of Wine, Meiburg Wine Media Ltd.
    Jay Oatway, Founding Member, #HKSOCIAL, Best-Selling Author; Forbes-Listed Consultant
SEM 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.

  • Why is PPC in China so important?
  • Beyond the major search engines-the power of vertical in China.
  • Moderator:
    Mike Grehan, CMO & Managing Director, Acronym
  • Speakers:
    Patrick Abotsi, Founder and CEO, Sinovantage International
    Antony Yiu, Managing Director, iProspect Hong Kong / Managing Director, Key Clients, iProspect Asia Pacific
Search & Social Goes Mobile

A recent report claims that people spend more time on social networking sites than they do using email (once the most popular online activity). And social networking has moved beyond the confines of a web browser and a desktop computer. Like search before it, it's now a totally mobile experience with all kinds of apps for smart phones and other devices such as the iPhone and iPad. What is more, location based services like the rapidly growing Foursquare service allowing people to "check in" are providing marketers with laser-like precision targeting. Mobile marketing is a must-do in any digital marketing strategy.

Find out how to connect and keep the conversation going with your potential customers while they're on the move.

  • Moderator:
    Napoleon Biggs, Co-Founder & Commercial Director, Purecomm Retail
  • Speakers:
    Ricky Chu, Chief Executive Officer, Gravitas, Managing Director, AMAZE Mobile Media
    Jeff Lyndon, Chief Operation Officer, Humble Gaming Limited
    Gene Soo, Founder and CEO,
    Bernard Tay, Head of Partnerships, APAC, Google
13:00 Networking Lunch
China and the Explosion of Social Media, the leading social networking site in China, started out as a blatant Facebook clone-but it now has tens of millions of users. Many other sites in China started off this way and have now developed their own strong ecosystems.

  • What are the most popular social network sites in China.
  • What is the role of social games?
  • How do you leverage this medium?
  • What's next?
  • Moderator:
    Lonnie Hodge, Founder, Culturefish
  • Speakers:
    Andrew Knott, Chief Digital Officer, Euro RSCG Asia Pacific
    Donna Li, General Manager, Strategic Marketing and Media Planning, RenRen
Advanced Paid Search Tactics

Whether you are advertising with Google AdWords, Yahoo Searching Marketing, Microsoft adCenter or other, our experts have the tips, tricks and advice you need to improve your PPC success.

  • Advanced techniques for campaign architecture
  • Manaing and optimising huge keyword lists.
  • What are the most effective bed management strategies?
  • Maximising ROI through smarter search engine marketing.
  • Moderator:
    Matt McGowan, Advisor, Incisive Media
  • Speakers:
    Philip Chiu, Chief Executive Officer, Beyond Media
    Ariel Sumeruk, Managing Director, Clicks2customers
    Benjamin Wong, Co-founder and Chief Technology Officer, Inspire Synergy Limited
Scaling your Video Marketing Efforts in China

With an estimated audience of 78 million users, online video in China is big business., China's largest video sharing site serves more than a billion minutes of video a day, 30% more than YouTube.

  • How are Chinese consumers capturing and viewing online video?
  • Buying text links to boost sales.
  • What about censorship?
  • Moderator:
    Jonathan Liu, Search Engine Manager, Expedia
  • Speaker:
    Chen Sijie, General Manager, Shanghai Online TV Station by SMG
    Michael Xu, Senior Vice President, Business Operations, Gridsum Technology
    Ray Yuen, Head of Business Development and Marketing, (HK) Ltd.
Information Architecture, Site Performance Tuning & SEO

Websites are designed with human beings in mind. But search engines need access to your website in order to index your content.

  • How do you develop search engine friendly technical and navigational fundamentals?
  • Organising, labelling and prioritising content.
  • Moderator:
    Mike Grehan, CMO & Managing Director, Acronym
  • Speakers:
    Brent Payne, CEO, Loud Interactive
    Ross Settles, Knight International Journalism Fellow, International Center for Journalists
16:00 Networking Break
Thought Leaders Super Session

One thing is certain about SES: you'll absorb tons of new information. However, the more you know, the more you'll want to know. In this completely interactive, audience-driven session, three industry thought leaders take to the stage to answer the questions you may have forgotten to ask. Of course, the audience will be liberally peppered with other expert speakers from the conference sessions.

It's a great way to wind up two days of solid learning by making sure that you wring out every last ounce of knowledge and that your online marketing efforts are totally optimised for success!

  • Moderator:
    Mike Grehan, CMO & Managing Director, Acronym
  • Speakers:
    Cindy Deng, Managing Director, Asia-Pacific, Turn
    Tianfang Feng, Chief Consultant, Search Engine Marketing, Baidu
    Donna Li, General Manager, Strategic Marketing and Media Planning, RenRen

Close of conference

SES Magazine
View latest issue:
SES Magazine October 2011 - Chicago Guide
Chicago Guide 2011
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  • Partial list of attendees:
  • Accenture Interactive
  • AdMob Google
  • admomo
  • AIA
  • Air France / KLM
  • AVCJ Group
  • Back Azimuth Consulting
  • Bank of America Merrill Lynch
  • Bausch & Lomb
  • Beijing Daxieyi Ad
  • Beyond Media
  • Brandigg Strategy
  • Brands Centre
  • Brandtology
  • CIGNA & CMC Life Insurance
  • Clicks2customers
  • ClickZ Asia
  • Colgate
  • Comscore
  • Credit Suisse
  • Crown Worldwide Holdings
  • Culturefish
  • Cypress River Advisors
  • Daum Communications
  • Dell
  • Diageo
  • EF Englishtown
  • Emi Strategic Marketing
  • Etrade Asia
  • EuroRSCG
  • Finn International
  • Fleishman-Hillard
  • Fold 7 Digital
  • Fox International
  • Frontiers Digital
  • FXCM Asia
  • Global Sources
  • Gravitas
  • Gridsum Technology
  • Harbour City
  • HeathWallace
  • Hong Kong Design Institute
  • Hong Kong Tourism Board
  • Hong Kong Web Analytics
  • Hoola
  • Hospitality Marketing Concepts
  • HSBC
  • Humble Gaming
  • Inspire Synergy
  • International Center for Journalists
  • Isobar
  • Kimberly-Clark
  • Langham Hotels International
  • Macau Ignite Media Group
  • Maccess
  • Marriott International
  • mediAvatar Software Studio
  • Meiburg Wine Media
  • Mergermarket
  • MH direkt Asia / Web2asia
  • Microsoft
  • Moonlight Marketing
  • MRM Worldwide
  • Neo Derm
  • NetConcepts
  • Ogilvy & Mather Asia
  • OMD
  • Omnicommedia Group
  • Omniture Technology / Adobe Systems
  • Online Marketing Connect
  • P&G
  • Pacific Prime / Kwiksure
  • PayPal Information Technologies
  • Performics
  • Philips
  • Popcorn Media Network
  • Reed UK
  • Reprise Media
  • Sabre Hospitality Solutions
  • Sabre International
  • SAP
  • SEO Hong Kong
  • Sephora China
  • Shanghai Online TV
  • Shangri-La Hotels and Resorts
  • Sinovantage International
  • Sony Ericsson WTA Tour
  • Sports HQ Group
  • Stellar Information System
  • StyleNearBy
  • Swire Properties
  • Symantec
  • The Egg Company
  • The Hong Kong and Shanghai Hotels
  • Theorigo
  • TopRank Online Marketing
  • Tribune
  • Turner Entertainment Networks Asia
  • TurnOut Ventures
  • UBM Asia
  • uBuyiBuy
  • Ultimedia E-Solution
  • Universal McCann
  • Vinko Advisory
  • Vision Inc Web2Asia
  • Wellington Management
  • Wijeya News Papers / Dailymirror
  • Wobble
  • Wondershare
  • Zed Digital
  • Zenithmedia
  • Zerma
  • and many more!