2- Day Practical Workshop on Ad Sa 30 di S$ tioSocial & Mobile na If v 0 y l1 ou 0% e pa yb Di sc y2 o 0 un Ju tf ly or 20 Gr 11 ou psSearch Marketing of 3 or m or e!Optimising Search Engine Marketing forEnhanced Branding & ROI IN 2 LOCATIONS! 22 - 23 August 2011 25 - 26 August 2011 M Hotel, Singapore Regal Hongkong Hotel, Hong Kong ite On SClinic Led by: SEM Kevin Ryan, CEO, Motivity Marketing, USA Unique Features• Acknowledged leader in SEO with over 10 years of experience • Emphasis on latest Social Media and Mobile Search in online and search marketing trends and their applicability• Served as VP, Global Content Director for Search Engine Watch • Practical measurement tactics to monitor & determine and Search Engine Strategies the effectiveness of SEM strategies• Held senior leadership roles in leading international Media and • Actionable strategies for brand visibility and effective Communications companies reputation management• Worked with leading companies including Rolex Watch, USA, • Interactive hands-on exercises accompanied by B2B Minolta Corporation, Samsung Electronics America, Toyota and B2C case studies like Sony Global, Cathay Pacific, Motor Sales, USA, Panasonic Services and the Hilton Hotel Coca-Cola World Brand and BP. brands For Professionals who want to rev up their current Search Campaigns with the Latest Techniques!Programme HighlightsThe Dynamics of Search Understand search dynamics for commerce and information purposesOverview of SEM Investigate search’s many influences and how they should be integratedKey Tactics of Search Engine Optimisation Explore all the leading tactics for search engine optimisation todayFundamentals of Search Engine Advertising Establish the foundations in using search for advertising purposesAdvanced Search Advertising Optimisation Harness the powers of attribution managementMetrics, Conversions & Other Desired Actions Leverage on mined data for applicable intelligencePractical Case Studies Capitalise on learning points and challenges faced by companies in the travel, B2B legal and retail industry when implementing SEMSourcing Search Overcoming internal hurdles to SEM adoptionResearched & Developed by: Endorsers: Supporting Organisation: Media Partners:www.conferences.com.sg Discounts are available for some of the members of event partners.
Are you capitalising on Real Time Targeting to reach out to your customers?The advent of “Social Search” – with a searcher’s social graph linked to his search queries for unique search results shaped by the interestsof his social network – has opened up new avenues for advertisers to gain insight into consumers’ purchase intent. They can now keepa finger on the pulse of what people do and when they do it. Coupled with the explosion of mobile search that feeds consumers’ hungerfor information on the go, marketers would be wise to leverage on local location searches to strengthen their brand visibility and increasequality leads, as well as leverage on search analytics and metrics to get feedback about why customers are reacting the way they do totheir optimisation efforts.Are you able to leverage on attribution management to turn information into action?Can you inspire organic referrals from your existing community of brand loyalists to boost your brand visibility?Do you know how to proactively manage your reputation through SEM?This 2-day practical workshop on ‘Social & Mobile Search Marketing’ aims to equip you with practical techniques to integrate elements ofsocial, mobile and search with SEO, and overall marketing efforts to boost your brand performance and ROI. Through hands-on sessionsand in-depth case studies, find out how you can execute solid website architecture that are both search engine and user-friendly, optimisecost-effective PPC campaigns, boost conversion rates, mitigate negative publicity, manage corporate reputations, as well as apply webanalytics to monitor strategic KPIs and chart campaign progress. At the end of the workshop, you will be able to effectively capitalise onreal-time targeting to influence consumers as they actively seek out advice through their search queries, when their purchase intentionsare at its peak. Be one step ahead of the search game! Improve your brand’s rankings in social & mobile search to enhance customers’ top-of-mind consideration!Benefits of Attending• Identify the different search types and search behaviours Who Should Attend• Analyse the trends in the APAC region and businesses’ adoption of SEM and its benefits VPs, Directors, Heads, Senior Managers• Comprehend social and mobile’s role in new search practices & Professionals in charge of Marketing,• Evaluate on-page techniques to build a search friendly architecture Search Engines, Marcom, Digital Marketing, Internet Marketing, Online Media,• Find out how to leverage on social signals and accurate keyword selection to drive content strategy E-Marketing, Paid Search Advertising,• Influence brand perception through management of positive and negative brand endorsements Organic Search Optimisation, Web Design,• Evaluate the different uses of PPC for social and mobile to see the best fit for your business Content Management, Lead Generation, Advertising & Promotions, Brand• Attribute consumer conversion behaviour to different touch points and it’s impact on your Management, Product Marketing, Sales, marketing campaign Channel Marketing, Trade Marketing• Differentiate between available measurement tools to find the best choice for your needs and Media Planning.• Manage budget allocations and internal/external resources for SEM• Overcome C-Suite hurdles to SEM adoptionAbout Your Workshop Leader Kevin Ryan founded the strategic consulting firm Motivity Marketing in April, 2007. Prior to launching Motivity, Ryan founded Kinetic Results, an Advertising Age Top 20 search engine marketing firm, served as VP, Global Content Director for Search Engine Watch and Search Engine Strategies and VP of Interactive Media for the Interpublic Group agency, Wahlstrom Interactive. He has published over 300 articles on search and interactive marketing in industry publications such as Advertising Age, iMedia, MediaPost, ClickZ and Search Engine Watch, with an impressive list of current and former clients like Rolex Watch, USA, State Farm Insurance, Farmers Insurance, Minolta Corporation, Samsung Electronics America, Toyota Motor Sales, USA, Panasonic Services, and the Hilton Hotels brands, to name a few. Throughout his career, he has appeared on CNN, been featured in The Associated Press, ABC News, The Wall Street Journal, USA Today, The New York Times, Advertising Age and has published hundreds of articles on search and interactive marketing. He always has been dedicated to the expansion of online marketing. Industry groups and organisations include: American Association of Advertising Agencies, Interactive Advertising Bureau (IAB), Microsoft Search Advisory Council, Search Engine Marketing Professional Organization (SEMPO), 212 Interactive Club and Direct Marketers Association (DMA). He currently serves on the board of advisors for Ad:Tech and is search editor for iMedia Communications. Ryan believes in sound guidance, creative thought, accountable actions and collaborative execution as applied to search, or any form of marketing. His principled approach and staunch commitment to the industry have made him one of the most sought after personalities in online marketing. To Register: (65) 6372 2202 (65) 6227 1601 firstname.lastname@example.org
WORKSHOP AGENDA Registration: 8.15am Workshop: 9.00am – 5.00pm Morning, afternoon refreshments & lunch will be served at appropriate intervals. Singapore, 22 - 23 August 2011 Hong Kong, 25 - 26 August 2011 Session 1: The Dynamics of Search• History of development to modern search activity • Commerce & information search dynamics• Modern search types • The future of search & politics, government & regulation• Overview of search behaviour Session 2: Overview of Search Engine Marketing (SEM)• Types of search engine marketing • Outside influences of search - Types of paid, organic (natural or algorithmic search) - Social signals, news and information• Global perspective of the search marketplace • Integrated marketing channels• Trends in the APAC region and market place assessments• Investigating businesses’ adoption of SEM and how it has benefited them Session 3: Key Tactics of Search Engine OptimisationThis session will profile all the leading tactics search engine optimisers use today.• Structured on-page techniques & overcoming common problems • Off-page factors: linking and rank - Usability • Public relations and search - Search friendly architecture - Positive and negative brand endorsements - Resource challenges • Mobile optimisation & other non-traditional formats• Building and implementing a successful content strategy • Localisation• Using research in social signals and keywords to drive overall strategy • Monitoring performance benchmarking - Reviews - Social profiles Session 4: Fundamentals of Search Engine AdvertisingThis session will cover the foundations of search advertising.• The evolution of search advertising • Creative and messaging• Pay per click ad format comparison and application • Effective campaign management & optimisation - Directive - Tools of the trade - Content - Integration - Mobile - Alternative (Video, Auction) - Social ads (Facebook et al) Session 5: Advanced Search Advertising Optimisation• Search to buy behavioural analysis • Understanding the buying funnel• Integrating search campaigns with display & other formats • Optimising creative and managing ad formats• Basic to complex attribution management Session 6: Metrics, Conversions & Other Desired Actions• Understanding integrated analytics • Mining data for intelligence• Benchmarks and monitoring • Applied knowledge building• Tools of the trade • Practical knowledge of landing pages and calls to action Session 7: Practical Case Studies• Travel Industry – paid search from takeoff to landing • Retail Industry – combined analytics in integrated marketing• BtoB Legal Industry – building equity with content and Search Engine • Managing in a crisis – effective public relations in search Optimisation Session 8: Sourcing Search• Managing internal / external resources • Budget allocations and responsibility management• Getting management buy-in • Keeping up with trends Session 9: On Site SEM ClinicDelegates will have a chance to witness first-hand Kevin’s SEM expertise as he personally demonstrates how to tackle SEM challenges using selecteddelegates’ corporate case studies. You will be able to see how a veteran creates a live mini search campaign while applying the new knowledge and skillsgained from the workshop immediately. With step-by-step guidance, learn to comfortably apply SEM toolsets in a real scenario and obtain even moreexperience and ideas to bring back to your business!Submit Your Site!With individual SEM consulting costing of thousands of dollars per day, why not utilise the cost of admission to the workshop to gain further insight anddirect instructions from the expert! Hesitate no more – submit your website or social media project/challenges now for instructional insight in creatingthe most successful solution tailored to fit your business needs! To Register: (65) 6372 2202 (65) 6227 1601 email@example.com