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Social media marketing by Pacific and Vinalink Media jsc www.tiepthitructuyen.vn
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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
fits
of A
ttend
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
Gregory Birge, Founder & CEO, F5 Digital Consulting
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
Gregory Birge, Founder & CEO, F5 Digital Consulting
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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(Please photocopy for more delegates)FOR OFFICIAL USE
Code: S1375 / H 2269 Q
Important Note
1. For Singapore location, Singapore registered companies need to pay fee with additional7% GST.
2. Only corporate registrations will be accepted.3. Group Discount: Groups of 3 or more booking at the same time from the same company
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
of the event without any notice.
Payment Methods
All payments to be made payable to Pacific Conferences Pte Ltd� in�S$ and�are nett ofbank charges. Bank charges are to be borne by registrants.
Please tick and fill in the following:Cheque / Bank Draft No.Please mail payment in S$ with registration form to5 Shenton Way, #26-08, UIC Bldg, Singapore 068808
Overseas delegates may pay by Telegraphic Transfer to Pacific Conferences Pte LtdA/C: 201-328-051-9, United Overseas Bank, Anson Rd Branch,10 Anson Rd #01-01 International Plaza, Singapore 079903
Please fax confirmation of bank transfer to Jade Lee at (65) 6227 1601 quoting your company sname, delegate s name and invoice number on your fax and bank transfer.
Credit Card Payment Visa MasterCard
Card Number:
Expiry Date: / CVV:
Card Holder s Name:
Regular(Payment After
15 Dec 10)
S$2,195
Conference Fee
2-Day Conference
Early Bird(Payment By15 Dec 10)
S$1,895
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Approving Manager
Registration Contact
Name (Dr / Mr / Mrs / Ms)
Job Title & Department
Mobile
Email Address
Full Company Name :
Address :
Name : Job Title & Department : Email :
Name : Job Title & Department :
DID :
DID :Email :
Billing Information
Nature of Business :
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
SAA SMI International The Wall Street Journal Digital NetworkI am unable to attend but please put me in your mailing list.I am interested in sponsorship opportunities.
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.
Hotel room reservation and hotel billing are to be made by delegates directly with the Hotel.To enjoy applicable corporate room rates, please quote Social Media Marketing. Hotelreservation and travel arrangements are the responsibility of the registrant.
Grand Copthorne Waterfront Hotel, Singapore392 Havelock RoadSingapore 169663Tel: (65) 6733 0880Fax: (65) 6737 8880Email: [email protected]: Mohd Azhar - Assistant Events Manager
Regal Hongkong Hotel, Hong Kong88 Yee Wo StreetCauseway Bay, Hong KongTel: (852) 2837 1961Fax: (852) 2915 6556Email: [email protected]: Kenji Chow - Account Manager, Catering
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
Contact Ms Jade Lee via:
5 Ways to Register or Enquire1
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3
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Tel : (65) 6372 2201Fax : (65) 6227 1601Email : [email protected] : www.conferences.com.sgPost : Pacific Conferences Pte Ltd, 5 Shenton Way, #26-08 UIC Bldg, Singapore 068808
Upcoming Conferences & Workshops Visit us @ www.conferences.com.sg
Conference Venue & Hotel Reservation
Cancellations & Replacements