Social media marketing

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2-Day Conference on

Organiser:

www.conferences.com.sg

Supporting Organisations:

Discounts are available for some of the members of event partners.

Endorsers: Media Partners:

Trend Analysis Digital customer adoption rates & segmentationNokia, Text 100 Incorporating social media into the B2B sales cycleIntel Scalable intelligence for a cohesive brand strategyMcDonald s, Watsons, Pfizer, Creative viral social campaigns connecting people and brandsVolkswagen, Johnson & JohnsonCrisis Management Dealing with negative social media backlashHP, Canon, Earth Hour Driving brands with social to encourage populism & community participationJohn Hardy Leveraging on SEO for community awareness of a social causeSocial Influencer Relationship Management Gaining actionable branding insights through social conversationsEngagement Cultivating an active consumer base through meaningful contentSMRT Integrating social & traditional media to engage the community & empower customersThe Wall Street Journal Digital Network Accurate platform selection for content aggregationMeasurement Important metrics for campaign benchmarking

Programme Highlights

Learn Best Practices & Pitfalls to Avoid with Case Studies of:

Also featuring B2B and B2C case studies of:Maxis, HTC, Earth Hour, Text 100 and the F&B, Petroleum, Education, Automotive,

Fashion, Consumer, Financial Services & Consumer Electronics Industries*Certain case studies will be specific to a single venue only.

8.15 Registration & Morning Coffee9.00 Chairman s Welcome & Ice-Breaking Session

Gregory Birge, Founder & CEO, F5 Digital Consulting

SOCIAL MEDIA MARKETING TRENDS9.30 Deciphering Social Media Marketing Landscape

in Asia PacificAnalysis of key developments in different Social Media channels& comparison of social behaviour across various countriesUser profile adoption rates and segmentation of the digital consumer to target their needs betterSocial Media on-the-go: mobile’s impact on Social MediaHow to apply the strategic insights tactically for different kinds of businessesFuture of Social Media and how it affects your SMM campaign strategies

Singapore Venue: Bernice Klaassen, Head of Digital for the TNS AP MEA (Asia Pacific,Middle East and Africa) International Research Centre, TNS Global

Hong Kong Venue: Anne Woodhams, Regional Head, Brand Equity & Expressions,TNS Global

10.30 Morning Refreshments & Networking Break

B2B APPLICATIONS & INTERNAL SMM ADOPTION11.00 The Business of Social Media

(with Case Studies from Nokia & Text 100)Social Media’s transformational potential: Understanding the powerof inter-departmental coordination including customer service, sales, HR, internal communications & marketingGetting social: 5 key lessons B2B companies can learn from B2Cs when growing brands through Social Media

Being social: a step-by-step guide for incorporating Social Media activity into the B2B sales cycle

How to integrate Social Media into traditional marketing programmes

How to measure B2B marketing programme results against business metrics to ensure deliverables are met

Singapore Venue: David Lian, APAC Social Media Practice Lead, Text 100Hong Kong Venue: Jeremy Woolf, Senior Vice President, Global Social Media Practice

Lead, Text 100

12.00 Lunch & Networking BreakBRANDING FORMULAS THROUGH SOCIAL MEDIA

1.15 Brand Marketing at Intel: Social as the NewGlue Holding Together Integrated Campaigns

Sponsors of Tomorrow: Creating a cohesive brandingcampaign across Asia PacificAnalysing Intel’s comprehensive Social Media GuidelineHow Intel used Social Media to bridge the gap between an international brand campaign with local brand effortsImplementing scalable intelligence to help Intel promote a cohesivesocial brand strategy across platformsEmpowering employees to utilise social media for digital marketingthrough Digital IQ training sessions

Peter Dingle, APAC Digital Marketing Manager & Social Media Lead, Intel

Sign up NOW to connect meaningfully with your customers!

Monday, 17 January, SingaporeThursday, 20 January, Hong KongDay 1

Conference Agenda

To Register: (65) 6372 2201 (65) 6227 1601 [email protected]

Engaging your Customers Beyond Facebook and Youtube...Social Media offers an exciting new opportunity to engage in real-time, two-way conversations with customers. However, as widespreadas its usage may be, companies are still not gaining tangible benefits from it. Many fall short in their ability to use Social Media toactivate brand enthusiasm to turn people into advocates. Marketers lack contact strategies with viral content that customers can shareto drive traffic to their websites while communicating a brand s likeability.

Do you know how to create creative, customer-driven, sharable content that interests people?Are you able to seed something viral to increase the effectiveness of your engagement effort?

Can you translate your social media strategy into better bottom-line performance?Join us at this interactive two-day conference on "Social Media Marketing" to acquire effective techniques for boosting your brandperformance and ROI. Find out how Intel, Nokia, Watsons, McDonald s, Volkswagen, HP, Canon, Pfizer, John Hardy, Johnson &Johnson, The Wall Street Journal, Maxis, HTC, SMRT and more incorporated social media activities to get ahead of conversations.Through in-depth case studies and workable solutions, learn how to develop coherent platform integration strategies, aggregate contentvia digital channels, handle a social media backlash and identify pertinent KPIs for the effectiveness of social media campaigns. Bythe end of the conference, you will be able to grasp just what works and what doesnt in both the B2B and B2C context — effectivelyallowing you to tap into the gold mine of real-time data out there to create meaningful strategies, messages and product development!

Analyse social behaviours across various countries and the impact on brands future SMM strategiesDiscover how Nokia & Text 100 used Social Media for inter-departmental coordination to transform theirbusinessesAcquire 5 key lessons B2B companies can learn from B2Cs in growing their brands through Social MediaUnravel Intel s social media strategy to bridge the gap between an international mastercampaign andlocal brand effortsLeverage on Social Media for updated trends and customer feedback to optimise brand messagesFind out how McDonalds, Watsons, Pfizer, Johnson & Johnson and Volkswagen used real-time socialinsights to creatively develop viral campaignsUnearth how HP and Canon achieved progressive community engagement to drive advocacyExamine Earth Hour and John Hardy s success at utilising Social Media for community outreachSee how SMRT aligned appropriate social media platforms with company objectivesLearn how The Wall Street Journal generated awareness and drove traffic to its content with Social MediaIdentify how to measure B2B marketing programme results to ensure deliverables are metBenchmark branding success with social conversations voice, volume and sentimentObtain skills to measure monetary and non-monetary attributes in a digital campaign

Bene

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ing Who

ShouldAttendCMOs, Vice-Presidents,Directors, GMs, BrandSpecialists and Heads ofMarketing and MarketingCommunications fromlocal and regionalcompanies who areengaging in or looking toimplement Social MediaMarketing campaigns

VIRAL MARKETING2.15 Social Creativity with Case Studies from

McDonalds, Watsons, Pfizer, Johnson &Johnson & Volkswagen

Social creativity: developing creative Social Media campaigns that connect people with people and people with brandsInstructional approach to developing a viral Social Media campaign based on practical implications of a changing digital & technologicallandscapeHow to be a socially creative marketer using rich, real-time consumerinsights from Social MediaLeveraging on creative Social Media campaigns for a positive businessimpact

Carlos Palacios, Digital Strategy Director, Tribal DDB

3.15 Afternoon Refreshments & Networking Break

CRISIS MANAGEMENT3.35 The New Crisis & Issues Management: Case

Studies from Leading Automotive, Consumer &Financial Services Companies

Top trends impacting corporate reputation: how Social Media can make or break youHow to use an integrated online/offline approach to crisis communications - the similarities and exceptionsPrinciples of online issues management and actionable protocolsHow to deal with negative Social Media backlashPost-crisis response effectiveness evaluation

Charlie Pownall, Lead Digital Strategist, Burson-Marsteller (Asia Pacific)

5.05 Chairman s Insights & Analysis of the Day s Proceedings5.15 Close of Conference

9.00 Chairman s Opening Remarks & InteractiveCharge-Up Session


COMMUNITY BUILDING9.15 The Role Social Media Plays in Branded

Ecosystems with Public Sector & CSR CaseStudies of HP, Canon & Earth Hour

The digital ecosystem - the new currency for engagementEstablishing and driving brand through social to encourage populismand participationHow to achieve progressive levels of community engagement, eventuallydriving advocacyThe role of EDM, mobile and viral in the ecosystemMeasuring success in the social arena and avoiding critical pitfalls

Neil Hudspeth, Regional Digital Director - APAC, Leo Burnett

Luxury Marketing: John Hardy’s CommunityBuilding Initiatives with Social Media

Building an authentic, cause-linked brand personality in a transparent digital environment for community participationHow to utilise online communities such as a Facebook community and B2B/B2C online club to reach out to customersHow John Hardy leveraged on search engine optimisation to increasecommunity awareness of its green causeAnalysing the Digital IQ Index of Luxury Brands to learn industry examples of luxury Social Media practicesCrisis management in the Social Media era

Edith Bagda, Marketing Director, John Hardy

10.15 Morning Refreshments & Networking Break

BRANDING FORMULAS THROUGH SOCIAL MEDIA (II)10.45 Social Influencer Relationship Management:

What Works & What Doesn’t for Your BrandSingapore Venue: Case studies from the F&B, Petroleum

and Education industriesHong Kong Venue: Case studies from the Automotive and Fashion

industries; Maxis, HTC DesireLeveraging on Social Media for updated trends and customer feedback as guidelines to improve product branding

Analysing Social Influencer Relationship Management (IRM) to gain actionable insights into branding through social conversationsOptimising brand messages to identify the one that is the most influentialand resonates with consumersBenchmarking branding success with social conversations’ voice, volume and sentimentChallenges faced when implementing the Social IRM model and howthey were overcame

Singapore Venue: Shalu Wasu, Director, Digital Influence, Ogilvy Public Relations Worldwide

Hong Kong Venue: John Stauffer, Regional Strategy Director, Ogilvy Public RelationsWorldwide

ENGAGEMENT & MANAGING RELATIONSHIPS11.45 Engagement: Creating Engaging Content

to Build Meaningful Consumer RelationshipsHow to use creativity to set the stage for engagement in the social spaceHow meaningful content and the right messaging can cultivate an active consumer baseEvaluating the resources and developing the right social strategy to maximise engagementMeasuring success to continue conversations for long-term engagementThe fear factor: being ready to engage and other issues and challenges

*Recent and supporting case studies to be shared at point of conference

Andrew Knott, Chief Digital Officer, Euro RSCG Asia Pacific

12.45 Lunch & Networking Break

SOCIAL MEDIA INTEGRATION2.00 The SMRT BRAND: Integrating Media Platforms

How SMRT integrated Social Media channels with traditional media to meet marketing objectives and enhance its reach to a younger generationHow SMRT uses an integrated social medium to engage the communityand empower customersChallenges and strategies in defining and aligning appropriate SocialMedia platforms with company objectivesHow SMRT plans to take its integrated media strategy forward, for better brand management and media monitoring

Goh Chee Kong, Vice President — Corporate Marketing & Communications,SMRT Corporation

Discovering the Power of an Integrated MediaPlatform: The Wall Street Journal DigitalNetwork’s (WSJDN) Success Story

How to get audience development and customer engagement with Social Media to drive traffic to contentHow WSJDN integrated Social Media channels to increase awarenessand generate trafficAccurate platform selection and designating employees to different platformsEnabling an organic conversation to communicate with customers andshare information for problem solvingChallenges WSJDN faced when integrating Social Media in Asia

Olivier Legrand, General Manager, The Wall Street Digital Network,Asia Pacific

3.00 Afternoon Refreshments & Networking Break

MEASUREMENT3.30 Linking Metrics with Objectives to Justify a

Digital CampaignIdentifying important metrics to ascertain that the performance of a digital campaign corresponds with business objectivesApplying advanced tools to measure social media effectiveness in achieving marketing communication goalsMeasuring non-monetary attributes: how consumer engagement & interaction correlates with financial elementsMeasuring monetary attributes: determining the investment return ofa digital campaignCase studies from the Consumer Electronics industry: How various companies established qualitative & quantitative dimensions to benchmark a digital campaignMarketing Metrics Sales Funnel: functional value & potential when incorporated into an integrated campaign


5.00 Chairman s Insights & Analysis of the Day s Proceedings5.10 Close of Conference

Day 2 Tuesday, 18 January, SingaporeFriday, 21 January, Hong Kong

SingaporeVenue

Hong KongVenue

SingaporeVenue

Hong KongVenue

To Register: (65) 6372 2201 (65) 6227 1601 [email protected]

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1. For Singapore location, Singapore registered companies need to pay fee with additional7% GST.

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and of the same billing source will receive a 10% discount off the total delegate fees.4. Early Bird Promotion: Fees will only be valid if payment is received by 15 December

2010, after which Regular fees will apply.5. Full payment is mandatory upon registration for admission to the event.6. Walk-in delegates will only be admitted on the basis of space availability at the event and

with immediate full payment.7. Fee includes lunch, refreshments and e-documentation.8. The organiser reserves the right to make any amendments that it deems to be in the interests

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Please register the following delegate(s) for the event2-Day Conference: Singapore, 17 - 18 January 2011 Hong Kong, 20 - 21 January 2011I would like to claim a 15% discount as a member of ADMAI would like to claim a 10% discount as a member of Asian e-Marketing DMAS HKDMA HKWDC HKWTIA MediaBUZZ MMA

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A replacement is welcome if you are unable to attend. A full refund less 10% administrativecharge will be made for cancellation received in writing by 22 December 2010. A 50% refundand a set of conference documentation will be given for cancellation received by 5 January2010. Regrettably, no refund can be made for cancellation received after 5 January 2010 orfor no show participant. You will however receive a set of documentation.

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Please send me the brochures for the following conferences and workshops as ticked below (Please fill in contact details above and return via fax)November 2010

Vietnam Youth Marketing, Ho Chi MinhMeasuring PR in the Digital Age, S’pore & Hong KongMarketing to Modern Women, S’pore

January 2011Best Practices for Internal Audit, S’pore & Hong Kong

February - March 2011Social Media & PR, S’pore & Hong KongSearch Engine Marketing, S’pore & Hong Kong

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Transcript of Social media marketing