This document advertises a two-day conference on social media marketing taking place in Singapore and Hong Kong. The conference will feature case studies and presentations from companies like Intel, Nokia, McDonald's, and The Wall Street Journal on how they have incorporated social media into their marketing strategies. Attendees will learn how to develop social media campaigns, engage customers, measure results, and handle crises on social platforms. The agenda includes sessions on trends, branding, engagement, integration, and measurement. Discounts are available for members of supporting organizations.

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Elevating Your Social Media Strategy for
Dynamic Brand Building & Engagement
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.
Programme Highlights
Trend Analysis Digital customer adoption rates & segmentation
Nokia, Text 100 Incorporating social media into the B2B sales cycle
Intel Scalable intelligence for a cohesive brand strategy
McDonald s, Watsons, Pfizer, Creative viral social campaigns connecting people and brands
Volkswagen, Johnson & Johnson
Crisis Management Dealing with negative social media backlash
HP, Canon, Earth Hour Driving brands with social to encourage populism & community participation
John Hardy Leveraging on SEO for community awareness of a social cause
Social Influencer Relationship Management Gaining actionable branding insights through social conversations
Engagement Cultivating an active consumer base through meaningful content
SMRT Integrating social & traditional media to engage the community & empower customers
The Wall Street Journal Digital Network Accurate platform selection for content aggregation
Measurement Important metrics for campaign benchmarking
Organiser: Endorsers: Supporting Organisations: Media Partners:
www.conferences.com.sg Discounts are available for some of the members of event partners.

2. 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 widespread
as its usage may be, companies are still not gaining tangible benefits from it. Many fall short in their ability to use Social Media to
activate brand enthusiasm to turn people into advocates. Marketers lack contact strategies with viral content that customers can share
to 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 brand
performance 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 content
via digital channels, handle a social media backlash and identify pertinent KPIs for the effectiveness of social media campaigns. By
the end of the conference, you will be able to grasp just what works and what doesn t in both the B2B and B2C context — effectively
allowing you to tap into the gold mine of real-time data out there to create meaningful strategies, messages and product development!
Sign up NOW to connect meaningfully with your customers!
Analyse social behaviours across various countries and the impact on brands future SMM strategies
Discover how Nokia & Text 100 used Social Media for inter-departmental coordination to transform their
businesses Who
Benefits of Attending
Acquire 5 key lessons B2B companies can learn from B2Cs in growing their brands through Social Media
Unravel Intel s social media strategy to bridge the gap between an international mastercampaign and Should
local brand efforts
Leverage on Social Media for updated trends and customer feedback to optimise brand messages
Attend
Find out how McDonalds, Watsons, Pfizer, Johnson & Johnson and Volkswagen used real-time social CMOs, Vice-Presidents,
insights to creatively develop viral campaigns Directors, GMs, Brand
Specialists and Heads of
Unearth how HP and Canon achieved progressive community engagement to drive advocacy
Marketing and Marketing
Examine Earth Hour and John Hardy s success at utilising Social Media for community outreach Communications from
See how SMRT aligned appropriate social media platforms with company objectives local and regional
companies who are
Learn how The Wall Street Journal generated awareness and drove traffic to its content with Social Media
engaging in or looking to
Identify how to measure B2B marketing programme results to ensure deliverables are met implement Social Media
Benchmark branding success with social conversations voice, volume and sentiment Marketing campaigns
Obtain skills to measure monetary and non-monetary attributes in a digital campaign
B2B APPLICATIONS & INTERNAL SMM ADOPTION
Conference Agenda 11.00 The Business of Social Media
(with Case Studies from Nokia & Text 100)
Monday, 17 January, Singapore
Day 1 Thursday, 20 January, Hong Kong
Social Media’s transformational potential: Understanding the power
of inter-departmental coordination including customer service,
sales, HR, internal communications & marketing
8.15 Registration & Morning Coffee Getting social: 5 key lessons B2B companies can learn from B2Cs
when growing brands through Social Media
9.00 Chairman s Welcome & Ice-Breaking Session
Being social: a step-by-step guide for incorporating Social Media
activity into the B2B sales cycle
Gregory Birge, Founder & CEO, F5 Digital Consulting
How to integrate Social Media into traditional marketing programmes
How to measure B2B marketing programme results against
business metrics to ensure deliverables are met
SOCIAL MEDIA MARKETING TRENDS Singapore Venue: David Lian, APAC Social Media Practice Lead, Text 100
9.30 Deciphering Social Media Marketing Landscape Hong Kong Venue: Jeremy Woolf, Senior Vice President, Global Social Media Practice
Lead, Text 100
in Asia Pacific
12.00 Lunch & Networking Break
Analysis of key developments in different Social Media channels
& comparison of social behaviour across various countries BRANDING FORMULAS THROUGH SOCIAL MEDIA
User profile adoption rates and segmentation of the digital 1.15 Brand Marketing at Intel: Social as the New
consumer to target their needs better Glue Holding Together Integrated Campaigns
Social Media on-the-go: mobile’s impact on Social Media
Sponsors of Tomorrow: Creating a cohesive branding
How to apply the strategic insights tactically for different kinds of campaign across Asia Pacific
businesses
Analysing Intel’s comprehensive Social Media Guideline
Future of Social Media and how it affects your SMM
campaign strategies How Intel used Social Media to bridge the gap between an
international brand campaign with local brand efforts
Singapore Venue: Bernice Klaassen, Head of Digital for the TNS AP MEA (Asia Pacific,
Middle East and Africa) International Research Centre, TNS Global Implementing scalable intelligence to help Intel promote a cohesive
social brand strategy across platforms
Hong Kong Venue: Anne Woodhams, Regional Head, Brand Equity & Expressions,
TNS Global Empowering employees to utilise social media for digital marketing
through Digital IQ training sessions
10.30 Morning Refreshments & Networking Break
Peter Dingle, APAC Digital Marketing Manager & Social Media Lead, Intel
To Register: (65) 6372 2201 (65) 6227 1601 jadelee@conferences.com.sg

3. VIRAL MARKETING Analysing Social Influencer Relationship Management (IRM) to gain
actionable insights into branding through social conversations
2.15 Social Creativity with Case Studies from
Optimising brand messages to identify the one that is the most influential
McDonalds, Watsons, Pfizer, Johnson & and resonates with consumers
Johnson & Volkswagen
Benchmarking branding success with social conversations’ voice,
Social creativity: developing creative Social Media campaigns that volume and sentiment
connect people with people and people with brands
Challenges faced when implementing the Social IRM model and how
Instructional approach to developing a viral Social Media campaign
they were overcame
based on practical implications of a changing digital & technological
landscape Singapore Venue: Shalu Wasu, Director, Digital Influence, Ogilvy Public Relations
Worldwide
How to be a socially creative marketer using rich, real-time consumer
insights from Social Media Hong Kong Venue: John Stauffer, Regional Strategy Director, Ogilvy Public Relations
Worldwide
Leveraging on creative Social Media campaigns for a positive business
impact ENGAGEMENT & MANAGING RELATIONSHIPS
Carlos Palacios, Digital Strategy Director, Tribal DDB 11.45 Engagement: Creating Engaging Content
3.15 Afternoon Refreshments & Networking Break to Build Meaningful Consumer Relationships
CRISIS MANAGEMENT How to use creativity to set the stage for engagement in the social
space
3.35 The New Crisis & Issues Management: Case
Studies from Leading Automotive, Consumer & How meaningful content and the right messaging can cultivate an
active consumer base
Financial Services Companies
Evaluating the resources and developing the right social strategy to
Top trends impacting corporate reputation: how Social Media can maximise engagement
make or break you
Extended
How to use an integrated online/offline approach to crisis Measuring success to continue conversations for long-term engagement
Session
communications - the similarities and exceptions The fear factor: being ready to engage and other issues and challenges
Principles of online issues management and actionable protocols *Recent and supporting case studies to be shared at point of conference
How to deal with negative Social Media backlash Andrew Knott, Chief Digital Officer, Euro RSCG Asia Pacific
Post-crisis response effectiveness evaluation 12.45 Lunch & Networking Break
Charlie Pownall, Lead Digital Strategist, Burson-Marsteller (Asia Pacific) SOCIAL MEDIA INTEGRATION
5.05 Chairman s Insights & Analysis of the Day s Proceedings 2.00 The SMRT BRAND: Integrating Media Platforms
5.15 Close of Conference How SMRT integrated Social Media channels with traditional media
to meet marketing objectives and enhance its reach to a younger
generation
Tuesday, 18 January, Singapore
Day 2 Friday, 21 January, Hong Kong Singapore How SMRT uses an integrated social medium to engage the community
and empower customers
Venue
9.00 Chairman s Opening Remarks & Interactive Challenges and strategies in defining and aligning appropriate Social
Media platforms with company objectives
Charge-Up Session
How SMRT plans to take its integrated media strategy forward, for
Gregory Birge, Founder & CEO, F5 Digital Consulting better brand management and media monitoring
Goh Chee Kong, Vice President — Corporate Marketing & Communications,
SMRT Corporation
COMMUNITY BUILDING Discovering the Power of an Integrated Media
9.15 The Role Social Media Plays in Branded Platform: The Wall Street Journal Digital
Ecosystems with Public Sector & CSR Case Network’s (WSJDN) Success Story
Studies of HP, Canon & Earth Hour How to get audience development and customer engagement with
The digital ecosystem - the new currency for engagement Hong Kong
Social Media to drive traffic to content
Venue
Singapore Establishing and driving brand through social to encourage populism How WSJDN integrated Social Media channels to increase awareness
Venue and participation and generate traffic
How to achieve progressive levels of community engagement, eventually Accurate platform selection and designating employees to different
driving advocacy platforms
The role of EDM, mobile and viral in the ecosystem Enabling an organic conversation to communicate with customers and
Measuring success in the social arena and avoiding critical pitfalls share information for problem solving
Neil Hudspeth, Regional Digital Director - APAC, Leo Burnett Challenges WSJDN faced when integrating Social Media in Asia
Luxury Marketing: John Hardy’s Community Olivier Legrand, General Manager, The Wall Street Digital Network,
Building Initiatives with Social Media Asia Pacific
Building an authentic, cause-linked brand personality in a 3.00 Afternoon Refreshments & Networking Break
transparent digital environment for community participation
Hong Kong MEASUREMENT
Venue How to utilise online communities such as a Facebook community
and B2B/B2C online club to reach out to customers 3.30 Linking Metrics with Objectives to Justify a
Digital Campaign
How John Hardy leveraged on search engine optimisation to increase
community awareness of its green cause Identifying important metrics to ascertain that the performance of a
digital campaign corresponds with business objectives
Analysing the Digital IQ Index of Luxury Brands to learn industry
examples of luxury Social Media practices Applying advanced tools to measure social media effectiveness in
Extended achieving marketing communication goals
Crisis management in the Social Media era Session
Edith Bagda, Marketing Director, John Hardy Measuring non-monetary attributes: how consumer engagement &
interaction correlates with financial elements
10.15 Morning Refreshments & Networking Break Measuring monetary attributes: determining the investment return of
BRANDING FORMULAS THROUGH SOCIAL MEDIA (II) a digital campaign
10.45 Social Influencer Relationship Management: Case studies from the Consumer Electronics industry: How various
companies established qualitative & quantitative dimensions to
What Works & What Doesn’t for Your Brand benchmark a digital campaign
Singapore Venue: Case studies from the F&B, Petroleum
and Education industries Marketing Metrics Sales Funnel: functional value & potential when
incorporated into an integrated campaign
Hong Kong Venue: Case studies from the Automotive and Fashion
industries; Maxis, HTC Desire Gregory Birge, Founder & CEO, F5 Digital Consulting
Leveraging on Social Media for updated trends and customer 5.00 Chairman s Insights & Analysis of the Day s Proceedings
feedback as guidelines to improve product branding 5.10 Close of Conference
To Register: (65) 6372 2201 (65) 6227 1601 jadelee@conferences.com.sg

4. 5 Ways to Register or Enquire
1 Tel : (65) 6372 2201
Contact Ms Jade Lee via: 2 Fax : (65) 6227 1601
3 Email : jadelee@conferences.com.sg
(Please photocopy for more delegates)
4 Web : www.conferences.com.sg FOR OFFICIAL USE
5 Post : Pacific Conferences Pte Ltd, 5 Shenton Way, #26-08 UIC Bldg, Singapore 068808 Code: S1375 / H 2269 Q
Please register the following delegate(s) for the event
2-Day Conference: Singapore, 17 - 18 January 2011 Hong Kong, 20 - 21 January 2011
I would like to claim a 15% discount as a member of ADMA
I 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 Network
I am unable to attend but please put me in your mailing list.
I am interested in sponsorship opportunities.
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Early Bird Regular All payments to be made payable to Pacific Conferences Pte Ltd in S$ and are nett of
Conference Fee (Payment By (Payment After bank charges. Bank charges are to be borne by registrants.
15 Dec 10) 15 Dec 10)
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Please mail payment in S$ with registration form to
2-Day Conference S$1,895 S$2,195 5 Shenton Way, #26-08, UIC Bldg, Singapore 068808
Overseas delegates may pay by Telegraphic Transfer to Pacific Conferences Pte Ltd
A/C: 201-328-051-9, United Overseas Bank, Anson Rd Branch,
Important Note 10 Anson Rd #01-01 International Plaza, Singapore 079903
1. For Singapore location, Singapore registered companies need to pay fee with additional Please fax confirmation of bank transfer to Jade Lee at (65) 6227 1601 quoting your company s
7% GST. name, delegate s name and invoice number on your fax and bank transfer.
2. Only corporate registrations will be accepted. Credit Card Payment Visa MasterCard
3. Group Discount: Groups of 3 or more booking at the same time from the same company
Card Number:
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 Expiry Date: / CVV:
2010, after which Regular fees will apply.
Copyright ' 2010 Pacific Conferences Pte Ltd. All rights reserved. Registration Number: 200004188G
5. Full payment is mandatory upon registration for admission to the event.
Card Holder s Name:
6. Walk-in delegates will only be admitted on the basis of space availability at the event and
with immediate full payment. Conference Venue & Hotel Reservation
7. Fee includes lunch, refreshments and e-documentation. Grand Copthorne Waterfront Hotel, Singapore Regal Hongkong Hotel, Hong Kong
8. The organiser reserves the right to make any amendments that it deems to be in the interests 392 Havelock Road 88 Yee Wo Street
of the event without any notice. Singapore 169663 Causeway Bay, Hong Kong
Tel: (65) 6733 0880 Tel: (852) 2837 1961
Cancellations & Replacements Fax: (65) 6737 8880 Fax: (852) 2915 6556
A replacement is welcome if you are unable to attend. A full refund less 10% administrative Email: mohd.azhar@grandcopthorne.com.sg Email: rhk.bqse@regalhotel.com
charge will be made for cancellation received in writing by 22 December 2010. A 50% refund Attn: Mohd Azhar - Assistant Events Manager Attn: Kenji Chow - Account Manager, Catering
and a set of conference documentation will be given for cancellation received by 5 January Hotel room reservation and hotel billing are to be made by delegates directly with the Hotel.
2010. Regrettably, no refund can be made for cancellation received after 5 January 2010 or To enjoy applicable corporate room rates, please quote Social Media Marketing. Hotel
for no show participant. You will however receive a set of documentation. reservation and travel arrangements are the responsibility of the registrant.
Upcoming Conferences & Workshops Visit us @ www.conferences.com.sg
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 January 2011 February - March 2011
Vietnam Youth Marketing, Ho Chi Minh Best Practices for Internal Audit, S’pore & Hong Kong Social Media & PR, S’pore & Hong Kong
Measuring PR in the Digital Age, S’pore & Hong Kong Search Engine Marketing, S’pore & Hong Kong
Marketing to Modern Women, S’pore