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SES Shanghai 2011 Agenda - Conference Day 1

Tuesday, 24 May 2011
OMS Morning Workshop (additional fee required)
Social & Mobile Marketing
8.15 Morning Registration
8.50 Welcome Remarks
  • Speaker
    Mike Grehan, CMO & Managing Director, Acronym
9.10 Keynote: Haoyu Shen Opening Keynote Address
  • Keynote Speaker:
    Haoyu Shen, Senior Vice President of Business Operations, Baidu
9.50 Keynote Panel
The Explosion of Digital Media: What You Need to Know as Advertisers and Marketers

  • How are advertisers in China fully utilizing digital marketing?
  • The growing need for market segmentation for online marketing
  • Cross-channel integration: does it work for everyone?
  • The rise of new digital channels
  • Using search and social to expand cross-border business
  • Moderator:
    Eddie Choi, Advisory Board Member, ClickZ Live
  • Speakers:
    ZhaoHui Tang, CEO, adSage
    David Ye, Head of Marketing, PayPal BeiBao China
    Michael Xu, Senior Vice President, Business Operations, Gridsum Technology
10.45 Networking Break
  Track 1: Online Marketing 101
(Ballroom A)
Track 2: Hot Trends in E-Commerce
(Ballroom B)
  • Track chair:
    Adaline Lau, Asia Editor, ClickZ
  • Track chair:
    Eddie Choi, Advisory Board Member, ClickZ Live
Panel Discussion: Defining an Effective Email Marketing Strategy

  • Optimizing open and click rates
  • Behavioral tracking and segmentation
  • Measuring ROI vs. Direct Mailing
  • Differentiating spam and meaningful email marketing campaigns
  • Guest Moderator:
    Matt McGowan, Advisor, Incisive Media
  • Speaker:
    Rebecca Loviconi, Country Manager China, Emailvision
    Ohad Hecht, Managing Director, APAC, Emarsys
    Sylvia Peng, Product Specialist, Jigo City
Part 1: From C2C to B2C - the Challenges and Opportunities for E-Commerce in China

  • C2C vs. B2C opportunities and challenges
    • C2C vs. B2C summary of analysis (Europe/Asia/China)
    • C2C vs. B2C Opportunities and Challenges
  • Core value of e-commerce
  • How to become a successful B2C website (Case Study)
    • Awareness: through advertising, public relations operations to enhance site awareness
    • Sales: Combination of data marketing and speed
    • Services: innovative services to gain customer loyalty
  • Speaker:
    Faye Chen, General Manager,

Part 2: Emerging opportunities in B2B E-Commerce

  • Lead management
  • B2B business website content management
  • The booking funnel
  • Online sales
  • Conversion improvement
  • The invisible approach for B2B E-commerce
  • Speaker:
    Anya Zhao, Senior Web Marketing Manager Asia, Corporate Communications & Branding, NXP Semiconductors (Shanghai)
The Best Practices in Data Analytics

  • The challenges with the tools currently available in China
  • Cross-channel data ownership and management
  • The need to customize data analytics to specific business objectives
  • Building in-house capabilities vs. outsourcing
  • Speaker:
    Frank Fu, Chief Analyst, Performance Marketing Department, AdSage
Basic Essentials of an E-Commerce Website

  • Knowing what you want your website to achieve
  • Auditing your website
  • Ensuring scalability and upgrading your website as your business progresses
  • Tools to track website performance
  • Speaker:
    Sean Seah, Director, APD Venture
12.45 Networking Lunch
13.40 Afternoon Keynote Panel
Digital Touch - Revealing China's Most Effective Touch Points

  • Trends in digital marketing in China
  • What are the latest developments and challenges and how are marketers overcoming them?
  • How are marketers more effectively reaching their consumers with the right message and on brand?
  • Speaker:
    Bessie Lee, Founder/CEO, withinlink & CEO, WPP China
Panel Discussion: the Fundamentals of Search Marketing and Pay-per-click (PPC) Strategies

  • Search marketing and PPC defined
  • Reaching out to the right search engine users
  • Taking full advantage of organic traffic
  • How to evaluate your search marketing efforts
  • How does PPC work differently from search engine result pages?
  • Tracking the performance / conversion of each keyword
  • How to use PPC and SEO together to increase conversion
  • Ways to minimize risks of click fraud
  • Guest moderator:
    Stella Yang, SEM Director, Gridsum
  • Speaker:
    Aaron Li, SVP of Products and Sales, Gridsum
    Sam , Consuming Director, Shanghai Profex Inc
Panel Discussion: How to Develop a Long-Term e-Commerce Strategy

  • Leveraging external platforms and your own e-business
  • Case study: how website creative make a difference?
  • The role of search in e-commerce
  • E-Commerce branding as part of integrated marketing communication strategy
  • Assessing costs and effectiveness
  • Guest moderator:
    Chen Xiao, General Manager, Baidu Shanghai, Key Account Department, Baidu
  • Speakers:
    Jimmy Lee, Director, Online Marketing,
    Wilco Yeung, Director of E-Commerce, Mission Hills China
15.10 Networking Break
Panel Discussion: SEM Throughout a Product Purchase Lifecycle

  • Determining purchase lifecycle for your products: Introduction & growth, stability, maturity and decline
  • Mapping keyword portfolio against each cycle
  • Specific metrics to measure success at each life cycle
  • Guest moderator:
    Xie Yuan, Director, International, SEEC Media Group, V Marketing China
  • Speakers:
    Wudi , National General Manager, Effective Marketing, Allyes
    Theron Tian (Tian Chuan Zhao), Co-founder and Chief Strategy Officer, CubeAD
    William Diao, LPD E-Commerce, Lancome
Panel discussion: Site Management and Conversion Rate Optimization (CRO) to Increase Sales

  • Best practices in site structuring and architecture
  • Planning website content
  • Search engines' role in improving site usability
  • Customer engagement
  • Identifying the conversion hurdle
  • Behavior profiling
  • Evaluating conversion rate by demographics, psychographics, and value-hierarchy
  • E-mail campaign management
  • Website content real-time personalization
  • Guest moderator:
    Mike Grehan, CMO & Managing Director, Acronym
  • Speakers:
    Joni Ngai, Evangelist, Business Optimization Services Asia, Sitecore
    Jesper Broberg, VP Business Development, Sitecore International
    Richard Mabey, Managing Director, The Egg
Roundtable Discussion: Trends in Social Media - What You Need to Know
  • Speakers:
    Wallace Cheung, Senior Analyst Internet Sector, Credit Suisse
    Victor Cheng, Vice President, North Asia, comScore, Inc.
CEO Dialogue
  • Speaker:
    Crispin Sheridan, Vice President, Digital Scale & Operations, SAP Experience
17.40 Day 1 Closing Remarks
17.50 Cocktail Reception

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
Knowledge Partner
Frontiers Digital

Strategic Media Partner

Golden Media Partner
Media Partners
Asian e-Marketing
China Marketing Review
Online Marketing Summit
Visibility Magazine
Web Wednesday Chinese
Association Sponsors
Hong Kong Association of Interactive Marketing (HKAIM)
Hong Kong Direct Marketing Association
iProA (Internet Professional Association)
Marketing Institute of Singapore

Supporting Organization
The American Chamber of Commerce in Shanghai
Internet Society of China
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