SINGAPORE

2-4 DEC
2013

Meet and learn from the experts in Digital Marketing

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SESsingapore.com

About SES Singapore

For the third year running, SES Singapore will bring together marketing managers from the biggest brands across the region to share their cutting edge marketing strategies - with you! So whether you represent a global brand, local office, or a start up firm, are new to marketing or a seasoned digital expert, attending SES Singapore will ensure you make the contacts and understand the tactics for making your marketing life easier!

Who will be there?

Simply put, if digital is your game then SES is your platform! With a program specially designed to accommodate a variety of experience levels, anyone worth his salt in the industry - from heads of marketing to up-and-coming junior account managers - will be there.

Who should attend?

Marketing Team: Marketing Manager/Director Supervisor Creative Director E-Commerce Manager Brand Manager Director, Business Analytics Media Buyer Media Planner SEO Specialist/Consultant PPC Analyst Junior Account Manager Associate/Assistant C-Level: Chief Marketing Officer (CMO) Chief Executive Officer/President Chief Technology Officer (CTO) Managing Director (MD) Senior Vice President (SVP) Vice President (VP) IT/Web: Executive Director, IT Webmaster Web Developer Web Designer IT Project Manager

Venue details:
The Grand Copthorne Waterfront Hotel is offering limited discounted accommodation for SES Alumni. If you would like to book a room at the best possible rate, please contact: Grand Copthorne Waterfront 392 Havelock Rd Singapore 169663

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workshops
2 DECEMBER 2013

Our training workshops provide the practices, applications, and hands-on exposure you need to become (and remain!) a top performer in your field. This in-depth training, in an intimate class-room style class setting, ensures that your instructor is accessible for informal one-on-one and small group discussions. Delegates selecting Training or All Access Passports will have the choice of one morning and one afternoon workshops.

09:00 Morning Workshop A

SEO AND ANALYTICS
What should you know about site structure, content development, and internal and external links to win at search engine marketing? How can you make your search advertising more measurable and meaningful to maximize your ROI? Effective analytics is critical to understanding and interpreting the results of SEO marketing, and improving your tactics. In this session, you will understand the importance of rankings and why SEO is necessary for increasing website traffic. You will also learn how to make your search marketing efforts more meaningful and measurable. What you will learn: Understanding why search engines love customerfriendly sites Best practices to boost your sites visibility Learning to effectively set goals, segment target customers, measure and analyze site visitors and consumer behavior, measure conversions and track ROI Tom Van den Berckt, Head of Paid Search, Clicks2customers.com

09:00 Morning Workshop B

MOBILE MARKETING
This session will look into the latest mobile tools, technology and tactics for marketing. What actions would a mobile user be most likely to make? How can you make your site mobile friendly? How do customers behave when they are viewing or searching for information on devices with different screen sizes? How will the user engage mobileby web, by voice or by app? Will the user be online or offline? How can you enhance user experience? This session will focus on delivering extra value to customers through a streamlined mobile approach. What you will learn: How to get to grips with mobile apps Tips on geosocial mobile marketing and its value How to integrate mobile into your overall marketing strategy to significantly boost your reach and revenue Ronald Vining, Group Marketing Director, Aspire Lifestyles an International SOS company and Adjunct Professor, The University of Massachusetts

14:00 Afternoon Workshop A

CONTENT MARKETING
C ontent is important to your business. This session will give you the tips and steps to use it more effectively. We will walk you through the techniques that will make your content marketing a success; look at real-world examples and case studies; and help you apply what you have learned to your own content marketing strategy and tactics. You will also learn how to bring your content to different social sites.
What you will learn: Exploring the four steps to building successful content: attention, relevance, personalization and care How to continuously create new and quality content that engages your target customers How to measure the success of your content marketing campaign Christel Quek, Former Regional Social Business Lead, Samsung Asia

14:00 Afternoon Workshop B

Social CRM - From like to buy
With many brands now at the stage of having made significant investments to build sizeable social engagement, this interactive session answers many of the key questions marketers have on how they can monetise this investment. The session looks at how you can apply the principles of CRM to win and grow customers through social media, and how to value and grow greater advocacy that directly drives sales. We will cover case studies from some of Asia Pacifics leading brands from the FMCG, Travel and Beauty categories. You will understand the technology you need to make this happen and how to evaluate and select the right providers. What you will learn: How to monetise your community through Social CRM How to use data from the open graph and social graph to drive engagement and sales How to understand the full value of your social community Lucy McCabe, Vice-President Consulting Services Asia Pacific, OgilvyOne Worldwid

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day 1
TUESDAY DECEMBER 3, 2013

08:00 09:00 09:10

Registration Opening remarks : Mike Grehan, Publisher, ClickZ, Search Engine Watch Keynote address: Beyond traditional Reach, engage and transform Rudratej Singh, Vice President, South Asia, HPC and Foods Marketing Operations, Unilever

09:50

Keynote panel: Become a digital savvy marketer across Southeast Asian region In 2012, the total online population in Singapore was over 4m people, or 75% of the overall population in the country. In the past three years, mobile has been fast evolving. Many countries in the region, such as Singapore, Indonesia and Vietnam, have seen high mobile penetration and phenomenal growth in mobile commerce since 2010, leaping from S$43 million in 2010 to S$328 million in 2011. Mobile messaging that captures the largest percentage of consumers time has become a strong marketing tool in the region. However, the diverse culture and linguistics, political considerations, and local knowhow in digital marketing are potential obstacles to the success of digital marketing in the region. What are the key considerations for a brand to launch in the Southeast Asian market? Adaptation to differences in culture and linguistics, business practices, and political considerations Real-life case study: How should marketers adapt, plan, execute and measure an integrated marketing campaign across the region while facing the challenges mentioned above? Moderator: Eddie Choi, SES Global Advisor, Founding Partner, Frontiers Panelists: Kareen Kaur, Assistant Vice President, Digital Marketing and CRM, Singapore Post; 20 Best Digital Marketing Professionals (2013) - Award Winner Rod Strother, Director of Digital and Social Centre of Excellence, Lenovo Gulshan Verma, Chief Revenue Officer, Komli

10:30 10:55

Networking break Track 1 Chair: Mike Grehan, Publisher, ClickZ, Search Engine Watch Track 2 Chair: Eddie Choi, SES Global Advisor, Founding Partner, Frontiers Track 3: From traditional to digital How can a good marketing structure sustain regional digital strategies? Small and medium enterprises (SMEs) in Singapore account for nearly 99% of all companies, and they contribute nearly 50% of the national GDP. The government offers incentives to SMEs to run digital marketing, and many companies are restructuring their marketing initiatives from traditional to digital. This session will share with you practical steps of setting up a well-functioning digital marketing team, which is essential to a businesss success. What are the considerations for and challenges to traditional enterprises to migrate to digital? How to set up a solid marketing structure and in-house marketing team The top three elements to create marketing mix and strategies based on the in-house marketing structure Mat Ward, Managing Director, APAC, Lotame Solutions Track 3 Chair: Bill Hunt, President, Back Azimuth Consulting

11:00

Track 1: Search easy Keyword search optimization Keyword search optimization is a critical step in initial stages of search engine marketing, for both paid and organic search. Its vital to get keyword optimization right. This session will illustrate how to select and optimize your target keywords to drive your target customers to your websites. Best practices in keyword research How to optimize keyword research, expansion and modeling How to generate traffic and revenue by optimizing keywords

Embracing big data What is big data, and what does it mean for marketers? There is a lot of talk about data and its importance, but many still find it hard to understand how the shift toward data will affect them. Why should marketers take notice, and why should they act now? How will the rise of big data enable marketers to prepare their business for the future, improve monetization and ultimately drive revenues?

Adrien de Wolkoff, Senior Manager, Global Marketing Office, Rakuten Asia 11:40 Session interval

Tuomas Peltoniemi, Head of Digital, TBWA/Digital Arts Network (DAN) Singapore

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day 1
TUESDAY DECEMBER 3, 2013
Track 2: Digital marketing: Acquiring, engaging, converting and retaining customers We find ourselves in a world where your customers are truly hyper-connected, demanding revolutionary commerce experiences while becoming more and more challenging to reach. Customers demand more. More attention, more relevance, more personalization and more care in the way you communicate with them. So, whats the secret? What are the secrets to success in a digital marketing sense? Marketers struggle with knowing how best to achieve one of these steps without having to focus on all four. What is the key correlation among these four elements that can help you sustain a long-term customer relationship? What has been successful and what is new that marketers can add to their marketing arsenal? Track 3: Paid search and SEO This session will provide a holistic understanding of customer behavior across all digital channels in order to optimize your efforts in paid search and SEO. What is the best method to evaluate the data obtained and optimize the efficiency of your advertisement? How can you translate search queries into clicks and ultimately maximize your returns? Many companies invest in search to boost their business performance. How do you optimize your search efforts by integrating with different digital media?

11:50

Track 1:Digital transformation for the travel and hospitality industry Today customers book flights and hotels online, check in for flights by smartphones and compare prices and services through social media. Lowcost airlines and meta-search online platforms see healthy traffic. Over the past year the travel and hospitality industry generated greater positive social buzz than other sectors. What makes its social marketing efforts successful? Exploring the challenges facing marketers during the past year and their resolutions What is the best marketing mix for the industry?

Moderator: Mike Grehan, Publisher, ClickZ, Search Engine Watch Panelists: Sean Seah, Managing Director, Groupon Travel Asia Pacific Lewis Ng, Commercial Director, APAC, Trip Advisor Lawrence Kuok, Former Manager Digital Marketing, Asia Pacific, Starwood Hotels and Resorts Asia-Pacific

Darren Field, Head of Marketing Solutions, Asia Pacific, eBay Enterprise

Bill Hunt, President, Back Azimuth Consulting Huw Hopkin, Search Demand Generation, CISCO Systems

12:30 13:30

Networking lunch Track 1: The move to one-2-one engagement The digital world never sleeps, we all know that. So how is the world developing to keep up with this fast-moving environment? The session covers: Strategies for engagement Best platforms to use Pros and cons of one-2-one engagement Track 2: Maximizing campaign performance and multi-channel delivery through analytics Consumer data coming from different channels, including search, social and e-commerce, will bring different impacts to your business and decisions on running a marketing campaign. This session will focus on how data analytics can help marketers allocate their resources in multiple channels in a more scientific and optimal way. Measuring the cross-pollination effects of multiple media channels How to apply your deep understanding of customer target segments to build winning campaigns Tactics and measurements to incorporate into your campaigns to maximize marketing effectiveness and ROI Track 2: How social has changed digital media consumption and the impact for brands Social media has completely changed the way consumers access content by allowing them to share and influence opinions, intent and habits of others. This session will illustrate how Twitters unique combination of mobile access, large reach and short messaging is revolutionizing the way people are connected to each other. An understanding of how social has moved from the margins to the centre of the digital ecosystem How social media advertisers can blend organic and promoted activity on social media platforms like Twitter Real-life examples of one of Asias/ Indonesias leading brands achieving marketing goals from social media, and the challenges it has faced

Joni Ngai, Evangelist, Business Optimization Services Asia, Sitecore International

Brent Cohen, Vice President, International, iClick Interactive Asia

Parminder Singh, Managing Director, Southeast Asia, India, Middle East and North Africa, Twitter

14:10

Session interval

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day 1
TUESDAY DECEMBER 3, 2013

14:20

Meet the expert networking break Join us at the Meet the Experts roundtables, where you will have a unique opportunity to learn, network and share information with your peers and leading industry specialists. With a choice of several roundtable discussions focusing on different key topics hosted by our industry experts, this session is not to be missed. Simply choose the roundtable of most interest to you and join the discussion! You can also move freely between different roundtables, quizzing different experts, to make sure you get the most out of the session. Coffee and refreshments will be served throughout. Global innovation in search marketing Tom Van den Berckt, Head of Paid Search, Clicks2customers.com Content marketing and search Sarah Tam, Regional Marketing Director, APAC ex-China, PR Newswire Analytics Eddie Choi, SES Global Advisor, Founding Partner, Frontiers Centralizing SEM: Pros and cons Adrien de Wolkoff, Senior Manager, Global Marketing Office, Rakuten Asia SEO and paid search for e-commerce sites Marcelo Wesseler, SVP e-Commerce, Singapore Post Mobile: What are the considerations for your business? Tuomas Peltoniemi, Head of Digital, TBWA\Digital Arts Network Singapore

15:20 15:30

Session interval Industry Expert Presentation: Maximizing mobile search and the mobile user experience Understanding the pitfalls of mobile sites and SEO Understand how to prioritize mobile website improvements and foster consensus (individual improvements and business cases provided) Learn how to diagnose issues on your mobile site with step-by-step Google Analytics and Webmaster Tools instruction Maile Ohye, Developer Programs Tech Lead, Google

16:10

Case study: A strategic e-commerce brand launch in Southeast Asia With consumers now going online across Southeast Asia to compare products and make purchases, they base their buying decisions on four core attributes of an e-commerce site: product range, price, fast and reliable delivery, and the overall customer experience. All of these attributes require a different approach across Asia versus Western countries. Search is still the number one traffic driver for any new e-commerce site. We will explore specific organic and paid search methodologies that drive e-commerce success in Asia. The social networks allow users to share pick lists, user ratings and product information. This kind of social sharing has been playing a key role in the context of e-commerce. In this session, a brand marketer will demonstrate how they strategically launch their brand via search and social media strategies and share the challenges that they faced throughout the process. What are the key considerations for launching an e-commerce brand in Asia? Exploring the difference between the US/Europe and Asia when defining e-commerce SEO and digital marketing campaigns. How can you improve customer lifetime value and ROI through an omni-channel approach? What is the best marketing mix to engage customers and how does it differ in various countries across Asia? How do retailers reach millions of users, convert them into buyers and build strong relationships that drive repeat sales and enhance customer loyalty? Marcelo Wesseler, SVP e-Commerce, Singapore Post Terence Pang, Managing Director-Marketing, Zalora South East Asia

16:50 17:00

Closing remarks: Mike Grehan, Publisher, ClickZ, Search Engine Watch Close of day 1

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day 2
WEDNESDAY DECEMBER 4, 2013

09:30 09:40

Welcome remarks: Mike Grehan, Publisher, ClickZ, Search Engine Watch Keynote address: From search to socialmarketing to the connected consumer Instead of turning to traditional search engines for information on products and services, consumers are turning to social networks to learn about these products from other consumers. Much of the received wisdom in marketing circles is undergoing reconsideration. The nature of consumer and business markets is going through major change. Consumers are attracted to rapidly emerging third party information providers through collaborative product review and price comparison services and companies are now vying for central positions inside consumer networks. How search and social media are converging How users are connecting to one another and to brands How to adapt your content to effectively reach a new market that is real-time always connected How to think like a connected marketer: Communicate one-to-one, one-to-many and many-to-many Mike Grehan, Publisher, ClickZ, Search Engine Watch

10:20

Panel discussion: Brand content versus publisher content Everyone knows this slogan: Content is king! But how to create engaging content is always a question in marketers minds. Content marketing has emerged as means to reach people who are continually looking for information to fulfill their needs. Instead of explicitly asking you to buy their products, brand marketers are publishing and distributing lifestyle content that engages and aligns with values, interests and wants of their target customers. In this session, a panel of brand marketers and publishers will discuss the changes and challenges in content marketing, including: Transition in online publishers and monetization of their platforms New content marketing format Complexities associated with the creation of relevant branded content Moderator: Jayde Lovell, Vice President, Digital, Weber Shandwick Asia-Pacific Panelists: Jamshed Wadia, Asia Pacific Social Business Strategist, Intel Technology Asia Pte Ltd Dennis Rose, Senior Vice President Asia Pacific and Japan, Brightcove Inc. Simon Kearney, Co-Founder and Managing Director, click2view

11:00 11:25

Networking break Track 1 Chair: Mike Grehan, Publisher, ClickZ, Search Engine Watch Track 2 Chair: Eddie Choi, SES Global Advisor, Founding Partner, Frontiers Track 2: The rise of programmatic buying RTB In todays world, everything needs instant action and response. Real-time bidding (RTB), a kind of programmatic, high-frequency buying of advertising placements, gives advertisers instant access to their desired audience. It also allows advertisers to buy impressions one at a time, which lowers their cost per action. What are the implications of RTB/targeted media buying? How do marketers react to the fast growth of this display advertising space? A step-by-step plan for building a successful RTB case Track 3 Chair: Bill Hunt, President, Back Azimuth Consulting Track 3: Site clinic: Landing page optimization Want some constructive criticism on your companys landing page*? Join Eddie & Bill to assess the effectiveness of your page and learn the techniques to retain your customers by optimizing your site. Site optimization: How to design your site to enhance responsiveness and fulfill a user need rather than a brand need The online population has become multiscreen consumers who frequently move across smartphones, tablets, PCs and TVs. Learn how to tackle technical issues in viewing your site with different screen sizes of tablets and mobile How to conduct content audits of your site

11:30

Track 1: Content marketing from a regional perspective Southeast Asia is a unique region composed of diverse cultural groups that speak multiple languages. In this session, we will explore how to customize your content for diverse communities. We will also explore the impact of your content on both your target audience and your business goals. Regional versus global content methodologiesdeciding what to use How to conduct regional research, develop a regional marketing plan and adapt to different markets What are the marketing channels available for publishing and distributing content across the region?

Sean J. Rezel, Digital Marketing Lead APAC, Quiksilver

Christel Quek, Former Regional Social Business Lead, Samsung Asia

Eddie Choi, SES Global Advisor, Founding Partner, Frontiers Bill Hunt, President, Back Azimuth Consulting *If you would like your landing page to be featured during this session please drop your business card into the bowl at the reception desk. Cards will be picked at random.

12:10

Session interval

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day 2
WEDNESDAY DECEMBER 4, 2013
Track 2: The keys to running viral video advertisements The online video audience in Southeast Asia grew by around 8% in 2012. In Asia, music, movies and other entertainment sites get more visitors and time spent than the global averages. YouTube remains the top entertainment website in each of the Southeast Asian markets. Video advertising has become one of the important marketing platforms. However, creating video content to go viral is difficult, as the audience reception is unpredictable. This session will share tips and tactics of creatively leveraging video advertising to achieve viral result. Success factors in making a video viral How to leverage the earned media and paid media approaches to achieve the best results Case study Track 3: What does innovation mean to the telecommunications business? Mobile Internet has taken the power of desktop Internet, in particular in emerging markets such as Vietnam and Indonesia, as it is not easy to access desktop Internet in these markets. The increasing use of mobile Internet changes consumer and business behavior. How can telecommunications companies capitalize on this opportunity? Telecommunications companies continue to gear up their infrastructure by acquiring innovative technologies. What are the implications to entrepreneurs? The key to growth of telecommunications companies amid heated competition in digital marketing How to benefit from new contentdelivery models such as video, and new opportunities to monetize broadband How to form alliances with media and technology players to increase revenue Challenges to the telecommunications industry in this evolving market

12:20

Track 1: Operationalizing Social: An Intel case study Social Media the global phenomenon that has totally changed the way in which we communicate and share information - if used properly, can be the difference between an immobile business and a growing business. Join this session to learn from one of the worlds most recognized brands on why Social is so important. Intels Vision for Social Media and why is Social Important to Intel Platforms of choice, Our Social Foot Print, Rules of Engagement Centralize and Scale Social Media center of excellence The need for a strong content Strategy and why brands need to think like publishers Components of a good content strategy with examples of storytelling from Intel Examples of campaigns and content that are on brand Tools in Content Distribution - Always on Media, Influencer Networks, Employee Distribution

Jamshed Wadia, Asia Pacific Social Business Strategist, Intel Technology Asia Pte Ltd 13:00 14:00 Networking lunch Track 1: Are you e-commerce ready? E-commerce has been evolving in Singapore in the past decade, though it is still not yet well developed. The e-commerce sales volume is less than 1% of the total retail market of the country. Though it is easier and more affordable to run an e-commerce business than other bricks and mortar business, a well-thought-out digital plan is necessary to ensure its profitability and sustainability. This session will share a case study to demonstrate the key steps to create a fully functional e-commerce business. Exploring the concept of customers lifetime value when acquiring a customer and how to effectively interact with customers What types of tools can you use to analyze and measure your e-commerce business performance? Case study: Challenges to carry out e-commerce through integrated marketing and its resolution

Phil Townend, Managing Director, EMEA, Unruly Media

David A. Lee, Head, eTailers and Social Commerce, Asia-Pacific & Japan, Dell

Track 2: Conict management: Keep calm & deal with it Brands will never please all of the people all of the time, and negative comments are an inevitable part of the social media experience. This session explores how to deal with questions, complaints and criticism throughout social media in ways that actually add audience value, improve ROI, and help to avoid social media #fails. Simon Kemp, Managing Director, Singapore, We Are Social

Track 3: Developing an omni-channel marketing campaign across markets Achieving ROI is always imperative to every business. Learn from a companys successful case that illustrates how you can utilize multiple platforms and pair different types of advertising to reach and engage target customers, create conversions and maximize ROI. Is there any best option for marketers coming into the online market? Pitfalls to avoid when planning and designing your marketing campaign How do you use omni-channel attribution and other models to achieve the best effect? Learn to optimize omni-channel media plans for paid, earned and owned media

Daniel Lee, Director, Digital Projects APMEA, McDonalds APMEA Franchising 14:40 14:50 Session interval Panel discussion: Tools for social media monitoring

Desmond Teo, Senior Digital Advertising Manager APJ, RS Components

Over the past decade, social media monitoring has become a primary form of business intelligence. Listening to what your customers, competitors, critics and supporters are saying about your business is an integral part of your social media campaigns. There are countless tools offering many ways to analyze, measure, display and create reports about the effectiveness of your engagement efforts. Exploring the gap between the tools used to monitor social media and the service provider/brand Who is doing the in-depth analysis? Social media audit: When, why and how? Moderator: Adaline Lau, Asia Editor, ClickZ Panelists: Simon Kemp, Managing Director, Singapore, We Are Social Singapore Siim Sinas, General Manager, STATSIT Ghanshyam Ahuja, Director and Client Partner, JamiQ Arnaud Blandin, Head of Business Development, Wildfire 15:40 Networking break

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16:10

Panel discussion: Enhancing customer experience through multichannel marketing Multichannel marketing should not be confused with reaching your customers through as many channels as possible; it is about providing your customers with more choices of how they can interact with you. Like it or not, customers today have much more control over the buying process than marketers do, with multichannel customers spending three to four times more than single-channel customers. So in todays world, where the number of ways to reach our customers is increasingly growing, the need to embrace a multichannel marketing strategy is critical. Our panel of experts share their insights into how unique combinations of multichannel marketing can help you to revolutionize the way you interact with your customers. Understanding your customers Multiple channels, but one strong brand: Ensuring consistency and solidarity across media channels Leveraging an appropriate mix of engagement channels (social media, mobile, e-commerce) that work in tune with one another and appeal to your target customersand understanding how to successfully execute the strategy Lessons learned: What to look out for and how to overcome challenges

Moderator: Bill Hunt, President, Back Azimuth Consulting Panelists: Chris J. Reed, Chief Marketing Officer, Mig33 Ronald Vining, Group Marketing Director, Aspire Lifestyles an International SOS company and Adjunct Professor, The University of Massachusetts Jean-Paul Biondi, Regional Manager Brand, Saatchi & Saatchi Singapore 16:50 17:00 Closing remarks: Mike Grehan, Publisher, ClickZ, Search Engine Watch End of SES Singapore 2013

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2013

meet a few of our speakers

Don Anderson
SVP, Regional Strategic Digital Integration, FleishmanHillard

Eddie Choi
SES Advisory Board Member, Founding Partner, Frontiers Digital

Darren J. Field
Regional General Manager, Asia Pacific, Marketing Solutions, eBay Enterprise

Aliza Knox
Head of Online Sales APAC, Singapore, Twitter

Daniel Lee
Director of Digital Projects APMEA, McDonalds

David Lee
Head of e-Tailers and Social Commerce, Dell Asia-Pacific Japan

Maile Ohye
Developer Programs Tech Lead, Google USA

Christel Quek
Regional Social Business Lead, Samsung Asia

Sean J. Rezel
Digital Marketing Lead, APAC, Quiksilver

Desmond Teo
Senior Digital Advertising Manager - APJ, RS Components

Jamshed Wadia
Asia Pacific Social Business Strategist, Intel Technology Asia Pte Ltd

Marcelo Wesseler
Senior Vicepresident, E-commerce, Singapore Post

For the latest list of confirmed speakers and to read their bios, please visit www. sessingapore.com

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