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SES Hong Kong 2011 Agenda - Conference Day 1

Wednesday, 21 September
08:00-08:45 Registration
08:45-09:00 Opening Remarks

Opening Keynote Address
Extending your brand on the digital canvas

Patrizio Spagnoletto, VP, B2B Marketing, Americas, Yahoo! Inc

Special Plenary Address
A Practical Guide To Marketing And Making Money Through Social Media - A Dell Case Study

  • Dell's success in social media commercialisation and marketing.
  • Developing and operationalizing actions from Dell's "social media listening command centre"
  • How Dell is turning all of its 100,000 employees into social media advocates.
  • Case study of sales revenue generated from social media - the Dell Swarm corporate group buying platform
  • Damien Cummings, VP & Chief Marketing Officer, Philips ASEAN & Pacific
10:40-11:00 Morning Break

Attendees may choose to attend one of the three sessions offered during this time.

Track 1: Accelerator
SEO Integration: Improving your Site's Ranking
Google Instant and Bing's intent-based results are creating a need for a new generation of keyword research, expansion and modeling techniques. This session will guide you through ways to integrate data from search, social and traditional media to identify new opportunities and revenue streams.

  • Moderator:
    Adaline Lau, Asia Editor, ClickZ
  • Speakers:
    George Godula, Founder & CEO, Web2Asia
    T.R. Harrington, Chief Operating Officer, Darwin Marketing

Track 2: Kick-Start
SES Advisors' Panel: Introduction to SEM
Getting your head around search engine marketing? This session will provide a clear and concise overview of the key concepts involved in SEM.

  • What is the next step for SEM?
  • 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:
    Mike Grehan, CMO & Managing Director, Acronym
    Aaron Kahlow, CEO & Founder, Online Marketing Institute
    Eddie Choi, Advisory Board Member, ClickZ Live

Track 3: Hot Topics
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:
    Chris Schaumann, Head of Consumer Engagement, Southeast Asia & Pacific, Nokia


Attendees may choose to attend one of the three sessions offered during this time.

Track 1: Accelerator
Advanced Paid Search Tactics
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
  • Advanced ad testing
  • 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:
    Eddie Choi, Advisory Board Member, ClickZ Live
  • Speakers:
    Jonathan Liu, Search Engine Manager, Expedia
    Antony Yiu, Managing Director, iProspect Hong Kong / Managing Director, Key Clients, iProspect Asia Pacific
    Philip Chiu, Chief Executive Officer, Beyond Media

Track 2: Kick-Start
Social Media Optimization: Beyond SEO
Social media has become more important for many businesses than ever and it has become a major tool for businesses to produce content to attract unique traffic to websites and pages. As a result, social media optimization has gone far beyond purely search engine marketing and optimization. This session will discuss how to optimize search and social capabilities.

  • How to create compelling content and make it worthy of engagement and sharing?
  • Keyword search in social media
  • Ways to socialize your marketing and advertising
  • Optimizing beyond "like" and "follow"
  • Moderator:
    Sam Hui, Managing Partner, Media Pro Hong Kong
  • Speakers:
    Rudi Leung, Chairman of Digital, HK4AS; Author, Adman's Rants
    Mun Yin Liu, Online Marketing Manager, Lifestyle Asia
    Ralph Szeto, Business Development Director, CMRS Digital Solutions
    Karen Tam, Senior Manager of Promotions and Advertising, Harbour City

Track 3: Hot Topics
Using Apps to Extend Your Brand and Marketing Reach
The eyeballs are now switching to mobile. How do you build a truly great app that captures your audience? This session will feature the key characteristics of successful mobile apps.

  • How are brands and retailers developing successful app campaigns?
  • Which apps are currently and potentially performing best and in which markets?
  • What are the key elements that drive repeat usage, build brand loyalty and drive ad revenue for content owners and app developers?
  • Moderator:
    Adaline Lau, Asia Editor, ClickZ
  • Speakers:
    Jacqueline Chong, Head of Marketing, Green Tomato
    Russell Chan, Assistant General Manager, Commercial Radio Interactive
    Ken Law, Founder, MotherApp
    Stefan Rust, Chief Executive Officer, Exicon

12:45-13:45 Networking Lunch

Executive Panel
B2B Social Media Marketing: Proven Strategies And Tactics
If you are a Marketing Director or Sales Director interested in learning about B2B social media marketing, preparing a program, securing internal buy-in and budget, and applying the principles for brand building and lead generation, then this panel has been designed for you. During this session, the panelists will be discussing:

  • Why should B2B companies invest in social media?
  • Tips for B2B companies when using social media and what are the key trends in B2B social media marketing in the next 12 months?
  • What is the potential of LinkedIn, Facebook, Twitter and Google+ for B2B social media marketing?
  • How do you prove ROI of B2B social media?
  • Integrating B2B social media with your digital strategy
  • Moderator:
    Tom Skotidas, Founder and Director, Skotidas
  • Speakers:
    Josie Tao, Group Social Media, Regus
    Janis Wong, Digital Manager, Asia Pacific, Mattel East Asia Ltd
    Melpo Wong, Senior E-Marketing Manager, Sabre

Attendees may choose to attend one of the three sessions offered during this time.

Track 1: Accelerator
Social Analytics: Measuring What Matters
The hype around social media marketing is unremitting and pervasive. Yet metrics and measurement of media in general, and specifically social media, remains at a nascent stage. This session will discuss the setting-up of a goal-based metric system, using real case studies from Cisco systems, dimension data and the like. Using basic metrics parameters as a springboard, the presentation will go into not-so-conventional but greatly useful parameters such as competitive buzz metrics benchmarking, and brand position vs perception gap measurement.

  • Goal-based Metrics
  • Basics
  • Deep Dive
  • Monitoring / Engagement vs Measurement
  • Speaker:
    Anol Bhattacharya, Consultant, GetIT

Track 2: Kick-Start
Web Analytics
Cut to the chase! Use analytics tools to get the specific answers you need about your search marketing campaign's economic performance, your users' behaviors, and how to look for major red flags in traffic patterns. This session will keep you focused and organized so you don't wind up pouring through hundreds of pages of meaningless statistics.

  • What tools are currently available?
  • How to customize data analytics to specific business objectives?
  • Building in-house capabilities vs. outsourcing
  • Speakers:
    Edmund Lee, CEO, K-Matrix Digital Intelligence
    Joni Ngai, Evangelist, Business Optimization Services Asia, Sitecore

Track 3: Hot Topics
Mobile Advertising, Search & Innovation
Which aspects of your website work best for mobile traffic and which mobile marketing campaigns work best for your business? This session focuses on the tools and metrics to help you analyze and maximise your mobile campaigns including mobile advertising, mobile search, marketing, text campaigns, and desktop promotion of mobile sites and services.

  • Moderator:
    Napoleon Biggs, Co-Founder & Commercial Director, Purecomm Retail
  • Speakers:
    David Liu, Founder and Chief Executive Officer, Jiepang
    Ken Matsumura, President of Media Palette, Dentsu Media
    Alvin Foo, Head of Mobile, Google China
    Johnny Wong, Chief Executive Officer, Hotmob

15:15-15:30 Afternoon Break

Attendees may choose to attend one of the three sessions offered during this time.

Track 1: Accelerator
Building Brands in a 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 on digital & social behaviour of consumers
  • Evaluation of current brand building models
  • Explain new approach to brand building
  • Speaker:
    Pushkar Sane, Co-Founder and CEO, Convergination Ventures

Track 2: Kick-Start
Basic Essentials of an E-commerce Website
With the demand for online transactions growing fast and the synchronized growth of applications for facilitating online transactions, e-commerce is set to reach new heights of usage and popularity. The concept of e-commerce is pretty simple, but implementation and getting your website right is a little trickier.

  • Knowing what you want your website to achieve
  • How to audit your website
  • Ensuring scalability and upgrading of your website as your business progresses
  • What are the tools to track website performance
  • Speaker:
    Sean Seah, Director, APD Venture

Track 3: Hot Topics
Efficient Email Marketing & Social Marketing Integration
Email marketing is still one of the most popular marketing strategies for many marketers despite the rise of social media marketing. But to truly optimize your marketing tools, email marketing should be integrated with social media. This session will provide some top tips and trends for email marketing.

  • Email marketing as the best cost-efficiency tool
  • Email goes social
  • Best practices
  • Case study with inKline Global
  • Speakers:
    Nick Gold, Vice President, APAC, Emailvision
    Robin Chua, Marketing Director, Inkline Global


B2C Case Study
Toys "R" Us

  • Going Social with Barbie and Lego
  • Transformers 3: a digital story in 3D
  • Making little bears dance on the streets of Mongkok and straight into YouTube
  • Facebook contest with Mr Monopoly, Giraffes and dolls
  • How Toys R Us integrates all this and creates magic
  • Speaker:
    Patrick Ng, Senior Regional Manager of Digital and CRM, TOYSRUS

17:15-20:00 Cocktail Reception
Day 2 ›

SES Magazine
View latest issue:
SES Magazine October 2011 - Chicago Guide
Chicago Guide 2011
Who should attend?
Marketing Team:
Marketing Manager/Director
Creative Director
E-Commerce Manager
Brand Manager
Director, Business Analytics
Media Buyer
Media Planner
SEO Specialist/Consultant
PPC Analyst
Junior Account Manager
Chief Marketing Officer (CMO)
Chief Executive Officer/President
Chief Technology Officer (CTO)
Managing Director (MD)
Senior Vice President (SVP)
Vice President (VP)
Executive Director, IT
Web Developer
Web Designer
IT Project Manager
Media Partners
Asian e-Marketing
Hong Kong Association of Interactive Marketing (HKAIM)
HKU Space
Visibility Magazine
Web Wednesday
Association Sponsor
iProA (Internet Professional Association)
MIS - Marketing Institute of Singapore SEMPO
In Association with
Search Engine Watch

Sponsorship/Exhibiting Opportunities:
For more information, please contact our Sales Department. You may also call
+1 646-755-7255 or send an email to

Registration Information:
For questions regarding registration, please call +1 800-955-2719 or send an email to