SES Hong Kong 2012 Event Guide


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SES Hong Kong 2012 Event Guide

  1. 1. 10-12 SEPT 2012the ofDIGITALMARKETINGAT YOURFINGERTIPSTHE MIRA HOTELTSIM SHA TSUIKOWLOONEducation for tomorrow’sDigital Marketing & Advertising ProfessionalsSince
  2. 2. Digital Engagement: Boost Your Conversions with Multi-Channel ConversationsToday, customers engage with your Join our session at 12.10 on Day One as we shareorganization across a growing variety of real world tips and trends for the digital marketer.channels. Your website is just one of them. Hear how you can engage in 1-to-1 conversationsYou may also have physical stores. You with your customers, using Web, Social and Mobileprobably have a telephone, too. And now and how Marketing Automation can help improveyou’re considering mobile applications, your online conversions and maximize media, email marketing, AdWordscampaigns and many other options. Key take aways:Understanding the customer journey across > How Marketing Automationthese channels is essential to the success of drives revenueany modern marketing venture. In fact, the > Personalization –better you understand this journey, and why Remember your customerscustomers have chosen specific channels, & conversations Presented by:the better you can provide targeted content > Mobile – Jesper Broberg, VP Business Development,to improve their experience and increase Don’t just resize... rethink Sitecore Internationalyour conversion rates. Platinum sponsor of
  3. 3. ContentP5-13 ProgramP14-17 SponsorsP19-27 SpeakersP29-34 ColumnsP35-36 ChallengesP37 Glossary New SES event social networking experience App Enhance your SES Hong Kong 2012 experience, manage your Sessions schedule, and find your Who To Know™, on your SES event social networking experience presented by Vivastream™. Head directly to or your local app store, to sign up and join the wireless community. The app is multi-functional, has all the information youll need (agenda, speakers, trending topics) for the entire conference, plus keeps you connected with everyone you meet before, during, and after the show. Sign up online, or simply download Vivastream from your app store to get started. Vivastream is completely free — and a very essential – service to all SES Hong Kong attendees! Join now! Help us end hunger in Hong Kong at SES Hong Kong Feeding Hong Kong is a Hong Kong registered charity with a mission to fight hunger in Hong Kong and reduce the amount of quality food being sent to our city’s landfills. Each day, they collect high quality food that would be otherwise be thrown away, sort and store it, and then redistribute it to a network of welfare organizations, who in turn feed thousands of people in need. At the same time, they also work to raise awareness about poverty and food insecurity in Hong Kong and promote healthy eating and nutritional education to the most vulnerable groups in our community. We are proud to support Feeding Hong Kong’s noble cause by setting a challenge for all our attendees to help fight hunger in Hong Kong. To get involved and help out, we ask you to bring a couple of food items with you to the event. By the end of the conference, we are aiming to fill the grey bucket placed in the exhibition hall with non-perishable wholesome food products (E.g. Tinned vegetables, sardines, dried legumes, rice…). Make sure you participate in this charitable initiative and visit and find out more about Feeding Hong Kong! 3
  4. 4. IntroductionAsia’s leading digital marketing event is back by popular demand, and we aredelighted to welcome you to SES Hong Kong 2012.With a global reputation for excellence and insight, and nearly 15 years ofexperience, we’re proud to bring you the latest tools, tips and tactics for digitalmarketing success, presented by regionally and internationally renowned expertson mobile, social, search and analytics. Real-life, real-business case studies,insightful panel discussions and practical, skill-based track sessions, will showyou how to engage consumers, track your ROI, use those data flows and get yourcampaigns shooting for the stars!Our two-day program is packed with lessons on mobile marketing and app-building, remarketing, smart analytics, and social media strategy, as well as SEMand SEO, keyword optimization and link-building.We’re grateful to our partners and advisers for their unbending support. And wethank our speakers, for bringing you their deep insights and valuable expertisefrom across Asia and the world.Fasten your intellectual seat belts and prepare for a two-day roller-coaster-ride ofeducation, innovation and skill-optimization at SES Hong Kong 2012! And don’tforget to subscribe to ClickZ.Asia and, for continuousmarket intelligence and news until SES Hong Kong 2013. Mike Grehan Global VP Content, SES, SEARCH ENGINE WATCH, CLICKZ Matt McGowan Managing Director, North America Incisive Media4 THE ART OF DIGITAL MARKETING AT YOUR FINGERTIPS
  5. 5. Program
  6. 6. ProgramDAY 1 TUESDAY, 11 SEPTEMBER, 2012 08:15 Registration 08:45 Opening remarks Mike Grehan, Global VP Content, SES, SEARCH ENGINE WATCH, CLICKZ 09:00 Keynote address: Business optimization in a digital age We were promised that marketing one day would become rocket science. Well, we are almost there! Search continues to become more complicated, and more exciting. Then there is social, email, display, video and …. so many more things. It is hard to un- derstand how to do one thing right, much less try to do all of them right. In this exciting keynote, Avinash will share his unique perspective on balancing multiple media channels, leveraging super awesome metrics, grounding your digital existence in driving economic value and leveraging the clear line-of-sight model to ensure you are optimizing across all four of the most important business drivers. Avinash Kaushik, Digital Marketing Evangelist, GOOGLE 10:10 Keynote panel: Integrated marketing—What does it mean? As the debate on what to call SEO continues and much is made of the terms “content marketing” and “inbound marketing” many in the industry cite integrated marketing as the answer. But what exactly does that mean? This leading panel of experts will discuss the meaning of the term, and the merits of a fully fledged integrated marketing strategy. • How should brand marketers execute integrated marketing across 14 very diverse markets? • How do you plan, create, execute and measure cross-channel tactics for advanced digital marketing initiatives? Moderator: Mike Grehan, Global VP Content, SES, SEARCH ENGINE WATCH, CLICKZ Barney Loehnis, Head of Digital Asia Pacific, OGILVY & MATHER Basker Rangachari, Chief Marketing Officer, Hong Kong and North East Asia, STANDARD CHARTERED Crispin Sheridan, SES Advisory Board; Senior Director of Search Marketing Strategy, SAP 11:00 Networking break 11:30 Track 1: The perfect B2B lead generation Track 2: The inbound marketing cook- Track 3: SEM best practice—Harnessing mix book effective SEM “50% of my marketing doesn’t work . . . I The evolution of marketing technology Having an effective search strategy and just don’t know which 50%” lets consumers be proactive instead of campaign is crucial and can be the differ- Even in the era of everything-measur- reactive. It’s not just about purchasing ence between winning and losing custom- able-digital-marketing, the quest for the decisions: now consumers can also influ- ers and business. This session will holy grail - the perfect marketing mix - is ence their peers. Marketing is no longer explain the basics of SEO, SEM and PPC still on. Drawing on experience and case about who can shout the loudest. With and the evolution of search marketing, studies from Cisco Systems, Visa and your customers doing their homework, if while drawing comparisons between the Hitachi, this session will discuss recipes you can’t be found in an instant, you risk different search engines. It will also help for the perfect B2B marketing cocktail, losing out to your competitors. We all in understanding the different strategies including social, SEO, SEM, demogra- know that traditional ‘shout’ advertising and measurement metrics, and highlight phy- based advertisements and offline has to change, but how? This session will industry best practices. marketing. show you how content-based and conver- • Factors that influence the effective- • Content marketing for lead generation sational marketing can create a strategic ness of PPC campaigns • Lead generation through B2B social mix, and how you can combine search • Handy tips to control PPC costs and media and search engine marketing and social into an umbrella marketing achieve higher ROI • Lead qualification and drip campaigns strategy. • Key elements of a successful SEO • Measuring and analyzing the perfect • Understand the nuts and bolts of campaign mix inbound marketing • Performance measurement of an SEM • Bridging the digital and traditional • Develop winning inbound marketing campaign marketing gap content • Achieving better SEM results by using • How to create an inbound marketing smart blending techniques Anol Bhattacharya, CEO, GETIT COMMS plan by integrating search with social • Measuring inbound marketing Chandrakanth B.N., Co-Founder and Managing Director, THEOREM Eddie Choi, SES Global Advisor, Founding Partner, FRONTIERS DIGITAL6 THE ART OF DIGITAL MARKETING AT YOUR FINGERTIPS
  7. 7. DAY 1 TUESDAY, 11 SEPTEMBER, 201212:10 Track 1: Case study: Achieving business Track 2: Sponsored session: Digital en- Track 3: Cross-border SEO ROI with social media gagement—Boost your conversions with SEO works pretty much the same in In this case study, Sony Mobile and Face- multi channel conversations China as elsewhere: search bots crawl book discuss the joint campaign which Learn how you can engage in 1-to-1 the web, follow links and index content reached 3.5 million Facebook users in 3 conversations with your customers, using in a database. But understanding the weeks, with the Hong Kong launch of the web, social and mobile and how market- priorities of Chinese search engines is Xperia S. Learn what it took to identify ing automation can help improve your the key to successful cross-border search appropriate goals and an effective ap- online conversions and maximize MROI. engine optimization. There are physical proach, how they measured the achieve- • How marketing automation drives and cultural pitfalls lurking everywhere ments and what lessons were learned revenue for the unwary: how can you take account along the way. • Personalization: Remember your cus- of connectivity and censorship issues, • Establishing a step-by-step plan to tomers and conversations for example? What do you need to know success with social media • Mobile: Don’t just resize... rethink about Chinese domains, web design, • What are the KPIs within this step-by- Baidu News and quality/quantity expec- step plan? Jesper Broberg, VP Business Develop- tations? • Troubleshooting: what can go wrong ment, SITECORE INTERNATIONAL • Understand the relative importance of and how can you fix it? SEO practices for Google vs. Baidu • Lessons learned from the Sony Xperia • Tips for increasing SEO in China S launch in HK: what was successful • Baidu Index, Firefox Baidu Stats and and what was not, in achieving real other useful tools business ROI? • New SEO trends • Case study: Tencent QQ UX Jayne Leung, Director North Asia, FACEBOOK Glen Chu, Co-Founder, DIGITAL BUTTER Michelle Au, General Manager, Hong Kong & Macau, SONY MOBILE12:50 Networking lunch13:50 Track 1: Driving conversions through Track 2: The keyword optimization loop— Track 3: Creating an effective social performance marketing How to choose and keep choosing the media strategy This session will use case studies to help best keywords to drive traffic to your Having a social media strategy isn’t just you to identify, understand and overcome website about being on Facebook and Twitter. common marketers’ challenges, and how Choosing the right keywords for your It’s about having the right content, in to use performance marketing to drive site is one of the key parts of your SEO the right measures, at the right times, conversions. strategy. Unlike paid search where you and understanding how users behave, • How to measure marketing ROI can turn keywords on and off, every consume and communicate—about you. • Optimize your cross-channel strategies keyword you choose for SEO represents This session will tell you all you need to • How to use site analytics to improve a significant time investment in order to know to start building an effective social user-experience and conversions see success. Get it right and your site can media strategy. • Understand online channel effective- reap the benefits for months and even • What tools and techniques should you ness with an attribution approach years to come. Get it wrong and the time use to monitor your brand reputation • Compare and contrast the quality of and money you waste can really reduce in social? paid and non-paid traffic the confidence level in your SEO program. • How to select the right social media This session will teach you how to: channels for your brand Anna Chan, Managing Director of HK, Sin- • Select keyword research approaches • How to develop a compelling and en- gapore & Taiwan, ICLICK INTERACTIVE that work for your business in Asia gaging social media campaign Cynthia Liu, Senior Director Brand Mar- • Refine your outreach with long tail • What social media metrics should you keting, Asia Pacific, WYNDHAM HOTEL keywords use to define success in social media GROUP • Build content for keywords and page • How to sell your products online mapping through social media? • Make sure your pages exist for the search engine Sean Seah, Vice President eBusiness, • Leverage PPC Loyalty and Partner Marketing (Global), • Find out what is working and what you LANGHAM HOSPITALITY GROUP should kill • Discover tools to make it all happen Richard Mabey, CEO, THE EGG14:30 Track 1: Link building tools and tactics Track 2: Email optimization: Data capture Track 3: Introduction to analytics Building links to e-commerce sites has and deliverability Effective analytics is the difference always been difficult. Old-school link Building and using a winning database between a wide-eyed tourist and a yum building strategies are losing their ef- means knowing how, where and when cha expert at a dim sum restaurant. One fectiveness and every algorithm update to collect your data, as well as knowing hears only noise, the other knows exactly forces e-commerce sites to work harder good data from bad. But it’s not just how, where and when to pick out the for their rankings. White-hat quality link about the data: it’s about segmentation, tastiest morsels. This session will teach building strategies are what you need to tailoring and treating each member as you what you need to look and listen for, gain sustainable search engine rankings. an individual to ensure that you send the and how to apply it to your business, go- This session will be a clear, undiluted right message to the right person at the ing well beyond basic log file analysis. presentation of what is and what is not right time. This session will teach you • Measuring and analyzing site visitors working in the world of link building. the skills and techniques you need to and consumer behavior • How do links influence algorithms? build an organized opt-in database. • Setting goals, measuring conversions • Learn to build links through social • Five top tips on developing a valuable and tracking ROI media and content generation database • Understand common web metrics for • How to build linkable assets • How to segment your data for optimum your business outreach • Learn to effectively track any campaign • How to personalize programs and performance Mike Grehan, Global VP Content, SES, incorporate triggers and reflexes into SEARCH ENGINE WATCH, CLICKZ • Top tools of the trade: Google Analyt- program lifecycles • Best practices to keep your email mar- ics and beyond keting relevant Madhu Malkani, Digital Analytics Man- Nick Gold, Vice President, Asia Pacific, ager, ESTÉE LAUDER EMAILVISION 7
  8. 8. DAY 1 TUESDAY, 11 SEPTEMBER, 2012 15:10 Networking break 15:40 Case study: Creating a movement—How to do it? Since its launch in September 2011, Cha-Ching has reached 4.5 million households in 7 markets through TV; generated 30 million page views with an average visit duration of 15 minutes; generated over 25,000 Facebook fans and is soon to be featured on 2000 flights on Garuda Indonesia. It was even awarded Best Children’s Program by the Financial Literacy Institute for promoting the key concepts of ‘earn’, ‘save’, ‘spend’ and ‘donate’ and was adopted by the Department of Education in the Philippines. Brand Prudential and agency Turner Media Solutions talk about how they created, and went viral with Cha-Ching—Asia’s first-of-its-kind animated musical edu-tainment series, designed to help parents build money-smart values for kids. • What are the top five things to consider when developing branded content/entertainment • How do you integrate the idea across all media platforms: social, search, mobile, web, tv, schools? • How do you measure the effectiveness of the campaign and in particular, your brand recognition? • Learnings along the way • What’s next? Sean Rach, Regional Director, Brand and Corporate Affairs, PRUDENTIAL CORPORATION ASIA Con Apostolopoulos, Senior Director, TURNER MEDIA SOLUTIONS, TURNER BROADCASTING SYSTEM ASIA PACIFIC 16:10 Panel discussion: Developing a cross border social media strategy How do you develop an integrated, regional social media strategy when you’re juggling multiple channels, cultures, time zones and languages? The key is flexibility and the ability to respond to the unpredictable, to be adaptable to everything from govern- ment policies to technology and behavioral changes. This session discusses what it takes to build a successful social media strategy. • Developing a competitive strategy for Qzone, Sina, Weibo, Renren and Kaixin • How do different industries respond to the mediascape of markets around Asia? • Strategies and differences communicating with diverse Asian markets • Enhancing customer engagement • Tips for building truly global team work Moderator: Adaline Lau, Asia editor, CLICKZ Juliana Loh, Social Media Consultant, JLOH COMMUNICATIONS Matthew Chan, Regional CRM and Internet Manager, RALPH LAUREN ASIA PACIFIC Zaheer Nooruddin, Regional Director, Digital and Social Media, BURSON-MARSTELLER 17:00 Meet the experts roundtables Join us at our ALL NEW “Meet the Experts Roundtable Forum” where you will have the opportunity to learn, network and share information with your peers and leading industry specialists. With a choice of ten Roundtables, each focusing on a different topic and featuring an expert, this session is not to be missed. Simply choose the Roundtable most pertinent to you and join the discus- sion! You can also move freely between different roundtables to make sure you get the most out of this session. • Baidu SEO Allen Qu, NETCONCEPTS • Link building Mike Grehan, SES, SEARCH ENGINE WATCH, CLICKZ • International SEO Matthias Zeitler, MARKTHEGLOBE • Digital attribution analytics Crispin Sheridan, SAP • PPC and SEO integration David Shen, ACRONYM MEDIA • Generating leads from PPC and SEO River Ho, NMC INTERACTIVE • Email marketing Alan Wo, REASONABLE SPREAD • Mobile marketing in emerging markets Vikas Gulati, Vserv • Social Media Zaheer Nooruddin, Burson-Marsteller 18:00 Cocktail reception 19:00 Close of Day 18 THE ART OF DIGITAL MARKETING AT YOUR FINGERTIPS
  9. 9. DAY 2 WEDNESDAY 12 SEPTEMBER 201208:00 Morning refreshments08:15 Breakfast briefing: Leveraging smart insights and mobile sensing for mobile communications This breakfast briefing will help explore the following: • Optimize conversions for mobile • Automate multi-channel campaigns • Understand customer lifecycle by capitalizing on business intelligence Limited seating: Please register Ohad Hecht, Regional Managing Director, APAC, EMARSYS09:00 Welcome remarks09:15 Keynote address: Search Engine Marketing—The essential best practice guide for 2013 Mike Grehan, Global VP Content, SES, SEARCH ENGINE WATCH, CLICKZ10:00 Deep dive into analytics Analytics might just be the most important aspect of digital marketing. It’s what makes digital marketing uniquely different from traditional marketing and, in the right hands, analytics is a great business intelligence tool. Going beyond pageviews and other basic metrics, this session will help you get more common sense information out of visitor data, determine how to meet business objectives and help make future strategy decisions. Analytics Deep Dive will help you improve the bottom line of your business and show you: • How to use analytics for predictive marketing • How to use analytics for leads sourcing • How to develop, use and optimize analytics for your marketing mix • How to develop an attribution model for multi-touch point analysis • How analytics should play a role in inbound marketing Moderator: Kenneth Kwok, Chairman, HONG KONG DIGITAL ANALYTICS ASSOCIATION Charlie Wang, Technical Director, TRIBAL DDB Barry Adams, Regional Director, Partnerships and Alliances, Asia, ACXIOM CORPORATION10:50 Networking break11:20 Track 1: Social analytics: Measuring Track 2: Cannibalization or symbiosis— Track 3: Fat apps and fat fingers—Why social media success Cross analysis of SEM and SEO your mobile content needs to be slimmer Almost everyone out there wants to This session will guide you through all In our eagerness to provide our audi- leap onto the social media bandwag- you need to know about identifying, ence with everything we think they need on. But in the rush not to be left out, selecting and implementing an integrated from us we often overwhelm them with many organizations are failing to think SEM and SEO strategy for your business, options, information and apps: endless through key issues around what to including the all-important focus on screens of content that make for a very measure and how to measure it. A lack strategic resource-allocation and justifi- poor mobile experience. That’s because of standard currency for measuring able ROI. we’re thinking as marketers. How can social media effectiveness confuses • How do buying brand terms and/or you develop apps and mobile content the scene and data overload makes generic terms impact your SEO effort from a user perspective? What does that things even more complicated. Most and what are the solutions? mean and how can you overcome internal social measurement fails to aid busi- • What is the best strategy of running an resistance within organizations? From ness decision-making. This session integrated SEM and SEO campaign to better design to content audits, from will highlight the approach and skills achieve the best ROI? market research to crowd-sourcing—this marketers need to measure social • How should you split your budget session will help you leave poor mobile marketing effectiveness. between SEM and SEO? experience at the door. • How to define social measurement • Why design is a crucial element to the currency and overcome challenges Anthony Yiu, Managing Director, Hong mobile experience • Link social measurement to busi- Kong/Regional Director, North Asia, • How to thin the content herd – letting ness drivers IPROSPECT HONG KONG go of information • Learn to use measurement meth- • Timing is everything – when your audi- odology ence uses their device • Understand the importance of data • Fit for purpose – focusing on core accuracy and consistency functionality • Leveraging analytics to determine • Making it about them – apps that fulfill ROI a user need not a brand need Pushkar Sane, Co-Founder and CEO, Simon Salt, Digital Marketing Strategist CONVERGINATION VENTURES and Author, INTERNATIONAL INCSLING- ERS 9
  10. 10. DAY 2 WEDNESDAY 12 SEPTEMBER 201212:00 Track 1: Case study: Paid search Track 2: Optimizing humans: The art of Track 3: Augmented reality, NFC and analytics and multi touch attribution data-driven social marketing HTML5: New tech, new trends for mobile analysis Wondering how to explode your social This panel discussion will explore how Have you ever wondered how paid media strategy? This session focuses augmented reality and other hot new search, SEO, and other tactics interact on immediately actionable paid and technologies can help retailers capture and how to allocate your precious organic social tactics marketers can use more business online, drive audience resources in the most optimal way? for enhanced demographic research and engagement and convert online traffic to This session will share a case study data-driven community outreach. offline retail. that provides a holistic understanding • Learn techniques for mapping search • How can real time bidding and of customer behavior across all digital to social. Discover how to identify demand-side platforms help you maxi- channels (bought/owned/earned) in socially plugged-in authority users mize your ROI on mobile advertising? order to optimize future efforts. along classic lines of search conversion • What can the latest mobile technolo- • How to identify the most relevant semantics history gies like augmented reality, NFC and attribution model for your situation • Explore organic and paid social HTML5 do to drive customer engage- • From here to there: steps to achiev- mashup tactics to leverage the data ment and add to your bottom line? ing your optimum attribution model • Understand how to leverage data- • What will be the important trends in • Prioritizing and allocating resources driven friending tactics mobile marketing and mobile advertis- for maximum efficiency and ROI • What are the best social media paid ing in 2013? tactics to target the “whole user” in Crispin Sheridan, SES Advisory Board; social channels? Moderator: Napoleon Biggs, Senior Vice Senior Director of Search Marketing • Consider new KPIs for measuring social President, Head of Digital Integration Strategy, SAP media efforts, including “friend leads” Asia Pacific, FLEISHMAN HILLARD and conversion Ricky Chu, CEO, GRAVITAS Leonard Chan, Founder and CEO, PULSE Eden Lau, Co-Founder and Managing MEDIATECH LIMITED Director, North Asia, BRANDTOLOGY12:40 Networking lunch13:40 Track 1: How smarter analytics and Track 2: Creating an integrated market- Track 3: Framing the mobile opportunity a data driven approach can improve ing strategy in ‘emerging’ Asia: Maximized mobile your CRM This session will include a number of case with demonstrable ROI Customer relationships are driven by studies to explain how leading brands Opportunities for mobile in Asia’s de- the intelligent use of data, and the have successfully executed campaigns by veloping markets are many and varied, digital universe continues to feed ex- having multiple channels and platforms but it takes a savvy marketer to spot ponential amounts of new information working together, integrating various the critical differences and know how to to customers every day. The challenge social networks and location-based react. You need to understand evolving for marketers, both online and offline, mobile tools. Attendees will learn how consumer behavior and trends and their is to aggregate, analyze, make sense to integrate campaigns with global, local implications on your media mix. This of and apply in a way that both drives and regional social and microblogging session will teach you what you need to performance and a better customer networks, as well as leveraging location- know about the APP ecosystem in Asia, experience. This session will look at based and gaming social networks. as well as content consumption on the some of the trends in this area and • What do you need to know about mobile web. explore practical road maps to move preparing for and integrating with • Building a winning strategy for the forward. Google+, Instagram and Pinterest? ‘emerging’ mobile ecosystem: key dif- • Drinking from the data fire hose and • What tools, tactics and resources do ferences, opportunities and operating making sense of it all you need to get your campaign noticed requirements for success in emerging • Online customer modelling and on regional social networks? markets scoring • What lessons can you learn from suc- • Understand different markets’ sub- • New digital customer metrics to cess cases about leveraging video? scriptions and operator requirements measure CRM • What can gamification do for your • Compare and contrast devices and • Building digital profiles to supple- strategy and what do you need to know features ment or replace more traditional to do it well? • Hot trends in apps, downloads, social ones • How have other digitally savvy compa- and browsing • Use of data in a world of growing nies integrated transmedia storytelling • Case studies: How do leading brands privacy legislation and customer with their marketing campaigns? in Asia use mobile to engage their control consumers and maximize ROI? Larry Tang, Founder, COLLAB Stephen Hay, Regional Director, Asia Vikas Gulati, Vice President Southeast Pacific, ICLP Asia, VSERV.MOBI 11
  11. 11. Introducing Sitecore’sCustomer Engagement Platform Engage in 1-to-1 conversations with individual customers, across any channel, and move the conversation forward for measurable business results. Your Marketing Initiatives Working in Perfect Harmony The key to the success of any organization is knowing what works and what doesn’t to improve your bottom line. With your web, email, social, mobile and other channels operating in siloes, how can you measure them against each other and implement cohesive marketing strategies? Sitecore’s Customer Engagement Platform provides an elegant, integrated solution that connects channels, engagement automation, and engagement analytics, with external tools and databases. The Customer Engagement Platform offers: ■ In-depth analytics that measure campaign success, site traffic and visitor behavior down to the individual level ■ Engagement automation to communicate with customers across all channels and maximize efficiency of moving prospects through the sales funnel ■ Profile and personal scoring to design a personalized user experience that will have visitors coming back for more Visit us in the exhibition area to learn more Platinum sponsor of
  12. 12. DAY 2 WEDNESDAY 12 SEPTEMBER 201214:20 Track 1: Case study: Creating an effec- Track 2: Advanced mobile marketing Track 3: The addressable advertising dog tive e-commerce platform With consumers spending more time on and pony show: RTB, remarketing and This case study will reveal how mobile phones than desktop comput- ROI in the new age of advertising evolved from a static, official ers, an increasing portion of your digital You will come out of this session with a site to a fluid e-commerce platform. marketing success will depend on how clear understanding of the RTB landscape Why does product content localization well you can use mobile to build brand and how you can use programmatic buy- play such an important role for na- loyalty and advocacy. This session will ing ecosystem to boost your campaign tive language speaking country SEO, take you beyond traditional marketing, efficacies by leaving the current “spray and how can you plan for successful promotions and QR codes, to help you and pray” culture behind for good. We localization? unlock the potential of frequent engage- will look at the different opportunities • How to use local data analytic ment, SOLOMO and targeted advocacy. and threats through actual advertiser metrics and usability testing results Learn how to: examples and for the first time in the re- to define your customer shopping • Use mobile to create stronger, more en- gion in a public forum, take a peek at the journey during brand-consumer relationships world of Blackhatters and the role they • Learn to leverage the interaction • Enhance CRM programs and targeted play in secretly capturing your campaign between mobile and offline markets advocacy marketing with mobile data ROI. to increase online store demand and apps • Brief introduction to the RTB ecosys- generation • Leverage geo-location and social tem and the accompanying culture • Transfering SNS awareness into discovery to create invaluable ad-hoc change conversion rates with Sina Weibo brand communities around events and • How re-marketing, audience buying Enterprise venues and behavioral targeting are promising • Understand the end-to-end lessons • Make in-store and physical-world to boost your ROI learned customer interactions more creative, • Brand safety, the three flavors of fraud meaningful and profitable and other tales from the dark-side Jackey Wang, China Country Manager, HP DIGITAL STRATEGY Andy Chang, CEO, I-INFLUENCE Mikko Kotila, CEO, STATSIT15:00 Networking break15:20 Case study: Social media crisis management Everybody’s clamoring for a social media strategy that ticks all the boxes from lead generation, to customer engagement, to eternal brand enhancement. But social media works both ways: what happens when the creature you’ve created, bites the hand that feeds it? In this session, learn from social-media-veteran Ali Bullock, through case studies of some of the world’s best-known brands, and their worst PR nightmares. After this session, you’ll know exactly what social media blunders to avoid, and how to create opportunity from disaster! Ali Bullock, Global Digital Marketing and Social Media Veteran16:00 Digital quickfire All you ever wanted to know about digital marketing* *(but were afraid to ask) In this final quickfire unconference session, our panel of leading digital experts will answer all of YOUR burning questions. Find out what top trends are projected for 2013 and get some inside insights! Patrick Rona, Chief Digital Officer, DDB Group Asia Pacific17:00 Closing remarks Online courses for marketers at every level and business type From workshops to e-learning, the ClickZ Academy has been created to help online marketers progress at their own pace, immersing themselves with industry leading insights from digital marketing experts. Clickz’s e-learning courses help you develop core competencies to build and execute on successful strategies. • Online marketing foundation • Seo • Paid search strategies • Email strategy • Social media • Web analytics Each course consists of numerous modules and includes interactive exercises, videos and activities to test your learning development. At the end of each course, you receive a certificate after successful completion of an assessment. Find out more about ClickZ Academy courses and expert tutors at 13
  13. 13. Sponsors &Exhibitors
  14. 14. sponsorsPlatinum SponsorSitecore redefines how organizations engage with their customers online, powering experiences that can sense and adapt to a customer’s needs toincrease revenue and customer lifetime value and satisfaction. Sitecore’s powerful development platform, integrated marketing automation tools andintuitive editing workspace have enabled thousands of organizations to create and manage more than 30,000 dynamic websites.Products & Services:• Content Management• Email Marketing Solutions• Web Analyticswww.sitecore.netGold SponsorsBaidu, whose literal meaning is hundreds of times, represents persistent search for the ideal. As a native speaker of the Chinese language and a talentedengineer, Baidu focuses on what it knows best - Chinese language search. Applying avant-garde technology to the world’s most ancient and complex lan-guage is as challenging as it is exciting. At least people here at Baidu think so. As having diligently disclosed in the Prospectus of our recent Initial PublicOffering, Baidu believe there are at least 38 ways of saying “I” in Chinese. They master all the ways of addressing oneself in Chinese because baidu’susers depend on it to address every one of their daily queries. Biadu’s mission is to provide the best way for people to find information. In addition toserving individual users, Baidu also serve as a media platform for online marketing customers. Baidu not only provide customers easy access to one ofthe largest online audiences in China but also targeted groups with defined interests as indicated by (a Sentia Media Company) provides Online Business Intelligence that empowers global brands to manage actionable insights gained fromconsumer conversations online. Using a combination of proprietary technology, processes and trained professionals across APAC, the Americas andEMEA, Brandtology is able to deliver a high degree of accuracy and relevancy for millions of online conversations every month. Brandtology’s multilin-gual support covers languages spoken by over 90% of the world’s Internet population. As part of Sentia Media’s multiple-service offerings, Brandtologyalso has the capability to provide cross-media analysis, leveraging on the strengths of Sentia Media’s other business units.Brandtology has partnerships with global organizations and provides services in multi-functional areas across marketing and communications such assales, public relations, campaign measurement, online reputation management, customer service, product development and much more.Products & Services:• Marketing Optimization Solutions• Web Analyticswww.brandtology.comEmailvision is the international leader in software as a service (SaaS) for email, mobile and social media marketing. The Emailvision mission is to provideexcellence in software and services for online relationship marketing. With offices and client service teams in 19 countries, Emailvision delivers 5 billionmessages per month on behalf of 4,000 clients worldwide. This unprecedented quality of service is driven by 12 years of research and development andby Emailvision’s 600 passionate employees. The company is privately owned by Francisco Partners.Products & Services:• Email Marketing M 100 Y 100 M 40 Y 100 C 90Gravitas Limited is a leading mobile marketing100 M Y 90company in Asia. Since 2003, Gravitas has served over 200 brands of Fortune 500 companies, listed mul-tinational corporations and renowned local groups. Equipped with experience in the industry and cutting edge technology, Gravitas has provided clients K 100with unique marketing strategies through mobile and executed more than 2,000 successful campaigns in the last 9 years.Gravitas gained a solid foothold in Hong Kong. Moving forward, we target to become the leading professional mobile marketing agency in Asia Pacificby 2013. Gravitas is committed to enable marketers to reach their target audience with the best ROI by providing full range of mobile marketing servicesincluding strategy consulting, creative development, technology adaptation and mobile advertising media planning with integrated campaign manage-ment 15
  15. 15. Gold SponsorsiClick is the leading performance marketing agency in Asia focusing on delivering high value online solution for companies looking for promising return-on-advertising-spend. iClick developed its proprietary algorithmic modeling and based on this to provide automated optimization technology formarketers to manage their online advertising campaigns. In iClick, we work with marketers who desire for advertising performance and need to achievescale at ease.iClick was formed in 2009 by a group of internet veterans with strong background in online marketing, technology and product development. Today,iClick has established footprint over Hong Kong, Taiwan, China and the South East Asia. Our client portfolio comprises of the world’s premium brandsand MNC that spread across industries. Headquartered in Hong Kong, iClick has offices in Beijing, Shanghai and Singapore.www.i-click.asiiProspect, part of Aegis Media, is a global digital performance agency that provides some of the world’s most sought-after brands with digital marketingstrategies that maximize ROI through social media, SEO, paid search, display media, shopping feed management, mobile marketing, attribution modelingand management and other related services. Clients include Fortune 500 companies and leaders across multiple industries, including Staples, NeimanMarcus, Gilt Groupe, Mandarin Oriental Hotel Group, Glaxo Smith Kline, and Reliant Energy, among others. iProspect was recently awarded a 2011 Inter-active Marketing Award for “Best Ecommerce Site Launch or Revamp” and have been included on Internet Retailer’s Top 500 List in 2011, 2010 and 2009.The agency is headquartered in Boston, and has 850 employees in 39 offices globally. For more information, visit or follow them onTwitter @iProspect.Products & Services:• Display Advertising• Interactive Marketing Agencies• Mobile & Rich Media Advertising Solutionswww.iprospect.comBreakfast Briefing Sponsoremarsys is a leading global provider of email marketing solutions and services. More than 1000 clients worldwide, among them eBay, Canon, Vodafone,Honda, Motorola, Zurich Insurance and Siemens send more than 50 billion emails every year using our technology. Our bespoke platforms are designedspecifically to meet the complex needs of our customers and provide all the necessary tools to increase ROI through email marketing, optimised deliver-ability , customer engagement and social media solutions . Combined with our comprehensive world class services portfolio , emarsys is an all-in-oneprovider for retention email marketing.www.emarsys.comCocktail SponsorWith offices in Hong Kong, Beijing, Shanghai and a rep office in Tokyo, Beyond Media Global (BMG) is an international and independent advertising solutions com-pany. BMG’s suite of core technology products enables advertisers and publishers to monetize and optimize across different segments of audiences.BMG develops, supports and services world class, localized and custom search and social media marketing solutions for the top brands in most of thecountries we serve. BMG’s clients are the top in the Asia region, including ZUJI, Webjet AU, eFinancialCareers, WEGO, CTRIP, PayPal, with clients in Japan, India,Australia, Singapore, Thailand, Taiwan, China and Korea. We both offer technology only solutions and full service managed solutions for Search, Social & Display.Beyond Media Global is the official Asia Partner for KENSHOO, a worldwide leader in online demand generation.www.beyondmediaglobal.comLanyard SponsorEstablished in 1997, e-Dialog empowers marketers to connect with customers by engaging in relevant conversations through e-mail, mobile devices,social networks, e-commerce and at the point of sale. e-Dialog is a global provider to some of the world’s most recognized brands, including British Air-ways, Dell, PayPal, Air Asia and Toys R Us. e-Dialog is a wholly owned subsidiary of GSI Commerce Inc. (NASDAQ: GSIC) acquired by eBay in March 2011.www.e-dialog.com16 THE ART OF DIGITAL MARKETING AT YOUR FINGERTIPS
  16. 16. Exhibitors ®Brightcove Inc., a leading global provider of cloud content services, provides a family of products used to publish and distribute the world’s profes-sional digital media. The company’s products include Brightcove Video Cloud, the market-leading online video platform, and Brightcove App Cloud, thepioneering content app platform. Together, more than 4,200 customers in 50 countries rely on Brightcove’s cloud content services to build and operateexceptional media experiences across PCs, smartphones, tablets and connected TVs.www.brightcove.comMarkTheGlobe is an innovative search engine optimization company, which offers International Search Engine Optimization (“Global SEO”) for compa-nies with multilingual websites.In comparison to other SEO companies, MarkTheGlobe provides a scalable process with a high level of automation. This enables a transparent and aperformance based pricing model. Payment is required for search terms that have been successfully ranked in the top 10 results.MarkTheGlobe has developed a sophisticated production system to automate and manage a large number of routine activities in SEO campaigns. Thisresults in an attractive return on investment for our customers. Significant ranking improvements in international search engines are guaranteed.www.marktheglobe.comThe independent authority on search vendors, evaluates and ranks the top internet marketing companies. Categories ranked by topseosinclude: search engine optimization, pay per click management, affiliate marketing, social media optimization, and many more.Since 2002, topseos has been a trusted resource for businesses looking to launch or improve internet marketing campaigns. The pathfinder serviceallows topseos to work directly with you to help find companies that best fit your business needs. Why waste time searching through thousands of siteswith false promises? Go straight to the authority, gain insight into the industry, and work with the best.Products & Services:• Interactive Marketing Associations & Publications• Marketing Optimization Solutions• Organic Search is a leading Global Mobile Ad Network with strong presence in emerging markets. Vserv’s pioneering technology AppWrapper powers OneClick App Monetisation for 10,000+ Apps across platforms.AppWrapper is the World’s Simplest App Monetization - it enables premium advertising & innovative pricing models on any app, without coding, in just one click.Vserv is the only Ad Network with App media across feature phones, smart phones and tablets, thus providing advertisers unparalleled reach andengagement. Built on superior technology, the Vserv Marketplace delivers exceptional ROI to advertisers as well as enhanced earnings to developers &publishers. Visit for more Supporting Associations 香港數碼分析協會 Digital Analytics Association Hong Kong 香港數碼分析協會 Digital Analytics Association Hong Kong Supporting Organizations Media Partners News Distribution Partner Digital Design Partner Local Charity Partner Brought to you by In Association with 17
  17. 17. The First SaaS Campaign Management Solutionwith Customer Intelligence InsideUnlock your potentialEmailvision Hong-Kong703 Tai Tung Building8 Fleming Road, WanchaiHong-KongCall us: +(852) 2681 9000
  18. 18. Speakers
  19. 19. speakers Avinash Kaushik Digital Marketing Evangelist GoogleAvinash Kaushik is the digital marketing evangelist for Google andthe co-founder of Market Motive Inc.Through his blog, Occam’s Razor, and his best-selling books, WebAnalytics: An Hour a Day and Web Analytics 2.0, Kaushik hasbecome recognized as an authoritative voice on how marketers,executive teams, and industry leaders can leverage data tofundamentally reinvent their digital existence. Kaushik puts acommon-sense framework around the often frenetic world of webanalytics and combines that with the philosophy that investing intalented analysts is the key to long-term success. He passionatelyadvocates customer centricity and leveraging bleeding-edgecompetitive intelligence techniques.Kaushik has received rave reviews for bringing his energetic,inspiring, and practical insights to companies like Unilever, Dell,Time Warner, Vanguard, Porsche, and IBM. He has deliveredkeynotes at a variety of global conferences, including SESConference & Expo, Monaco Media Forum, iCitizen, JMP Innovators’Summit, The Art of Marketing, and Web 2.0.Acting on his passion for teaching, Kaushik has lectured at majoruniversities such as Stanford University, University of Virginia,University of California—Los Angeles, and University of Utah.Kaushik received the 2009 Statistical Advocate of the Year Awardfrom the American Statistical Association, and the 2011 MostInfluential Industry Contributor Award from the Web AnalyticsAssociation. Mike Grehan Global VP Content SES Search Engine Watch ClickZMike Grehan is global VP, content, at Incisive Media, publisherof Search Engine Watch and ClickZ, and producer of the SESinternational conference series. Previously, he worked as a searchmarketing consultant with a number of international agencies,handling global clients such as SAP and Motorola. Recognized as aleading search marketing expert, Grehan came online in 1995 and isthe author of numerous books and white papers on the subject. Heis chair of the SES advisory board and in March 2010 was elected toSEMPO’s board of directors.20 THE ART OF DIGITAL MARKETING AT YOUR FINGERTIPS
  20. 20. Barry Adams Regional Director Con Apostolopoulos Partnerships and Alliances Senior Director Turner Media Solutions Asia Acxiom Corporation Turner Broadcasting System Asia PacificBarry Adams is an interactive marketing and CRM executive who is Con Apostolopoulos is senior director of Turner Media Solutionspassionate about generating business value from data. During 15 for Turner Broadcasting System Asia-Pacific (TBSAP). Based inyears of working in Asia, he has developed and executed strategic Hong Kong, Mr. Apostolopoulos is responsible for developingmarketing initiatives ranging from the implementation of large- strategies and creative executions for Turner Media Solutions,scale multi-channel marketing platforms to customer acquisition a holistic marketing approach to content solutions and brandedand retention programs, customer analytics, loyalty program design entertainment initiatives encompassing the company’s diverseand management, addressable advertising, and the development of portfolio of brands, including Boomerang, Cartoon Network, HBO,strategic data partnerships across the region. MONDOTV, POGO, QTV, Tabi Channel, TCM Turner Classic Movies,Mr. Adams has worked with many of the world’s leading brands truTV and the retail, financial services, luxury, media, automotive and Mr. Apostolopoulos works in conjunction with all parts of thetechnology sectors. He currently leads Acxiom’s partnerships and business, facilitating a one-stop solution for marketing clients toalliances across the Asia-Pacific region. leverage the power of TBSAP’s brands and engage with target audiences. He leads a dedicated creative team to conceptualize, plan and execute commercial multi-platform partnerships for TBSAP entertainment brands throughout the region. Michelle Au With over 12 years’ experience in the media industry spanning General Manager newspapers, magazines, TV and online media, Mr. Apostolopoulos Hong Kong & Macau joined TBSAP in 2009. Prior to his appointment at TBSAP, he was SONY MOBILE responsible for heading up a suite of magazines for The Australian newspaper based in Sydney. He also held positions at News Corporation across several functions in its Melbourne and Sydney offices, with a small stint in New York.Michelle Au is a marketing and management professional with over20 years’ experience in highly competitive industries. Possessed Mr. Apostolopoulos graduated from Deakin University in Melbournean all-rounded experience in marketing, business management, with a bachelor of business in economics and marketing, and isbranding and communications for both the consumer and business currently completing his MBA at the Australian Graduate School ofsectors. Skilled in business management of multiple brands/ Management in Hong Kong.products targeting different market segments through advertising,direct marketing, events, retail and online channels, as wellas public relations. Led several award winning marketing andadvertising campaigns. Anol Bhattacharya Consultant GetIT AnolBhattacharya is a consultant for hi-tech and telecommunicationsclients—such as Cisco Systems, IBM, IDC Asia Pacific, HP andDatacraft—on behalf of GetIT (Singapore). He has held this position for over 10 years and focuses on B2B marketing, demand generation, lead nurturing, social media strategy and implementation, interactive digital media for marketing initiatives, and user experience design. He is a regular columnist on B2B marketing in various print and online media channels, such as Business Times, Straits Times, Marketing Interactive and Asia One, among others. He is also the editor-in-chief of, a leading blog about news, views and reviews of the B2B marketing space and the social media scene in Asia. Mr. Bhattacharyahas delivered keynote addresses at major marketing conferences across the region including Click Asia Summit (Mumbai), AdTech (Singapore), SiTF Workshops, and BritCham Singapore Breakfast Briefings. He is the Honorary Secretary of the Digital Media Chapter of the Singapore Infocomm Technology Federation (SiTF), and routinely guest lectures at the Singapore Management University on entrepreneurship. 21
  21. 21. Napoleon Biggs Senior Vice President Jesper Broberg Head of Digital Integration, Asia-Pacific VP Business Development Fleishman-Hillard Sitecore InternationalWith 18 years in the Internet and digital media in Asia, Napoleon As VP Business Development for Sitecore International, JesperBiggs is a highly experienced and practical advisor to Fleishman’s engages with clients and partners from all over the world, using hisclients across the region. 10+ years of experience in the software industry to help companiesHis linguistic capabilities (Mandarin, Cantonese and Japanese) and understand the powerful business opportunities available throughknowledge of local markets allow him to provide meaningful insights a customer engagement platform. Jesper is a regularly speaker atand actionable communications strategies that play across both Sitecore events around the and offline channels of influence. He is responsible for developing Fleishman’s digital service offeringand for working with clients and colleagues to implement trulyintegrated, cross-media communications plans.A reputed thought-leader, Mr. Biggs is a regular speaker on the Chandrakanth B.N.changing ecosystem of digital communications at seminars and Co-Founder and Managing Directorconferences. Theorem India He has trained executives across many industries, frommultinationals such as Estée Lauder, Tesco and Time Warner tolocal government bodies such as the Singapore National Arts As the co-founder and managing director of Theorem, ChandrakanthCouncil. B.N. is responsible for overall strategic direction, growth and management of the company and its India operations. A serialIn his spare time, he founded and continues to host Web entrepreneur, he has founded three software start-ups includingWednesday, Asia’s premier community for Internet executives. The Theorem. Before turning entrepreneur, he was managing the softwareonly pan-regional forum and network of its kind, since its inception division of a manufacturing company in the June 2007, Web Wednesday now has over 3,000 membersand runs monthly networking events in Hong Kong, Singapore, Back in 2002 when digital marketing was still nascent, Theorem’sGuangzhou, Beijing, Bangkok, Ho Chi Minh City and Dubai. founders recognized the lack of specialized expertise in this niche. Theorem was started with a vision to help marketers and brandsClosely involved in the software development community, Mr. realize the true potential of the emerging digital marketing strategies,Biggs is one of the organizers of the tech unconference, BarCamp equipped with strong technology and analytical tools.Hong Kong. Under his leadership, Theorem today has grown to over 1,000 people with locations in the Americas, Asia-Pacific, Europe and the Middle East. He holds a master’s degree in industrial management from Northern Ali Bullock Illinois University, Chicago. Global Digital Marketing and Social Media VeteranAli Bullock’s digital expertise has spanned Europe and Asia, Anna Chanwhere he helped build integrated marketing activities for KPMG, Managing Director, Hong Kong, Singapore and TaiwanKellogg’s, Samsung and Motorola. His most recent role, as Cathay iClick InteractivePacific’s global head of digital marketing in Hong Kong, saw himcreate Cathay’s social experience from the ground up. Mr. Bullockmoves to WWF Hong Kong in October, where he will lead their Anna Chan is the managing director of Hong Kong, Singaporecommunications team. and Taiwan at iClick Interactive. She is responsible for overall management of the company’s operations in these areas, adaptingHe is a firm believer in combining work life with corporate social operating structure and processes that competitively position theresponsibility. His involvement in a variety of pro bono digital company to achieve substantial projects has included complete website development aswell as advising charities throughout Asia on the strategic thinking Ms. Chan has more than 12 years of digital experience in Asia-and value behind social media. Pacific. She was previously the chief digital officer at Leo Burnett Hong Kong, overseeing the company’s digital products, encompassing digital strategy, display, search, social media and mobile. She was also responsible for accelerating the agency’s digital capabilities as well as driving digital integration and growth, particularly in the areas of social media and search. Prior to Leo Burnett, Ms. Chan was the managing director of Reprise Media (under IPG) in Asia, overseeing the development and effectiveness of search and social media within Mediabrands’ agencies Initiative and UM in Asia. Before joining IPG, she held positions in Yahoo! Hong Kong, working with corporate brands in developing pioneering online strategies.22 THE ART OF DIGITAL MARKETING AT YOUR FINGERTIPS
  22. 22. Leonard Chan Eddie Choi Founder and CEO SES Advisory Board; Founding Partner Pulse Mediatech Frontiers DigitalLeonard Chan is the founder and CEO of Pulse Mediatech (PMT). Eddie Choi, Managing Director of the Hong Kong-based digitalHe is responsible for the overall strategic planning, business and agency FrontiersDigital (F-D). F-D is a wholly owned subsidiary ofproduct development of PMT. He has extensive experience in the Milton Exhibits Group. Milton Exhibits Group is a leading eventresearch and development of industrial automation systems, online enabler in the Asia Pacific region with offices in Hong Kong,advertising and digital publishing solutions. Beijing, Shanghai, Guangzhou, Macau, Taiwan, and Singapore.Dr. Chan served as chairman of the board for two listed companies Eddie is a widely recognized digital marketer in the Greatest Chinain Hong Kong prior to founding PMT. He is also a US patent holder. In region for his strategy works that adopted by many multinational2008, he was awarded the 12th Innovative Entrepreneur of the Year corporations. Eddie had been invited to speak for differentAward. In 2011, he led his digital publishing team and was awarded marketing conferences in Asia including SES China, Ad Tech China,the Hong Kong ICT Best Business Gold Award and Grand Award, as and also numerous of private conferences held by the governmentwell as the Asia-Pacific ICT Alliance Award in two categories (new and commercial organizations. Eddie’s specialty is search and socialmedia and entertainment, and start-up companies). marketing particularly with a deep understanding of the market in China. He is a member of SES global advisor and a contributedDr. Chan has also spoken at various professional events organized columnist of Clickz the British Computer Society, Hong Kong Computer Society,Hong Kong Wireless Technology Industry Association, VocationalTraining Council and Fudan University, among others. Glen Chu Matthew Chan Co-Founder Regional CRM and Internet Manager Digital Butter Ralph Lauren Asia Pacific Glen Chu is co-founder of Digital Butter and has extensiveMatthew Chan is currently the regional marketing manager knowledge and experience in digital strategy for companiesof e-commerce at Ralph Lauren (Asia-Pacific). Prior to this seeking digital and brand activation in greater China. During hisappointment, he was the regional CRM and digital manager of time in Asia, Mr. Chu has helped a spectrum of companies launchParfums Christian Dior at LVMH Perfumes and Cosmetics (Asia- digital campaigns and web platforms in Asia, including numerousPacific). e-commerce sites specifically for China. Currently, he is working with several luxury brands, premium hotels and multinationalMr. Chan has vast expertise in digital marketing, CRM and enterprises with their digital platforms while incorporating hise-commerce for luxury retail in Asia. He specializes in leveraging insights into brand engagement via social media channels and SEO.the power of data analytics and technical innovation for businessdevelopment and marketing effectiveness improvement. Mr. Chu is active in the digital community and is an advisory board member of Social Media Week Hong Kong, while Digital Butter isHe strongly believes that integrating online and offline business a sponsor of SES conferences in Asia, All That Matters (Music andarenas is the only way to catch upcoming opportunities under the Digital Matters) as well as Web business norm. Andy Chang CEO I-InfluenceAndy Chang founded I-Influence in 2010 with the goal of helpingmarketers to more effectively leverage social media and mobile togrow customer loyalty and advocacy, and increase their brands’digital influence. As CEO, he leads an innovative team in developingmarketing applications at the convergence of social media, customeranalytics, CRM and mobile.Mr. Chang started his digital marketing career as a web consultantin 1996. He later spent 10 years with MRM Worldwide, the digitaland CRM marketing arm of McCann Worldgroup, in various roles andcountries, from web producer in Los Angeles to data and technologydirector in China. Prior to founding I-Influence, he was generalmanager of MRM’s Shanghai and Hong Kong offices.A native of Taiwan, Mr. Chang has lived half of his life in the US and theother half in Asia. He is fluent in Mandarin and regularly contributes 23articles focused on social and mobile CRM to
  23. 23. BEHIND EVERY INSIGHT IS ONE THING – PEOPLE. REDWOOD CITY MEXICO CITY NEW YORK LONDON EGYPT HANGZHOU BEIJING PARIS SHANGHAI CHONGQING SEOUL TOKYO KUALA LUMPUR BANGKOK MANILA CHRISTCHURCH SINGAPORE HONG KONG SYDNEY HO CHI MINH CITY JAKARTA MELBOURNE LANGUAGES Arabic French Portugese Bahasa Indonesia German Russian Bahasa Melayu Italian Spanish Chinese (Traditional) Japanese Tagalog Chinese (Simplified) Korean Thai English Polish VietnameseBrandtology combines technology, processes and highly trained professionals to deliver accurate, relevant onlinemedia insights to some of the world’s leading businesses and organisations.A deep and effective understanding of digital channels, conversations and sentiment contributes to effective publicrelations, crisis management, media planning, campaign measurement, product development and strategic planning.Brandtology is the only social media intelligence service provider with the capacity to monitor, analyse and reportcontent in languages spoken by more than 90% of the world’s population.And behind everything we do is our greatest asset – our people.For further information on Brandtology visit or email us at
  24. 24. Ricky Chu Stephen Hay Chief Executive Officer Asia-Pacific Regional Director Gravitas ICLPRicky Chu is a veteran with over 16 years’ experience in the IT, Stephen Hay is Asia-Pacific regional director for ICLP, an award-telecommunications and media industries. He is a pioneer in mobile winning global loyalty and CRM agency. He came into loyalty atmarketing and a successful entrepreneur in new digital media Cathay Pacific when e-mail was nascent and direct mail was still in the Asia-Pacific region. In 2003 he founded Gravitas, He joined ICLP in 1999 and has overseen the transition of thewhich pioneered the mobile marketing industry in Hong Kong. In relationship business from an essentially offline activity intothe past nine years, Mr. Chu has initiated more than 2,000 successful something that is often now exclusively digital and that extendsmobile campaigns for over 200 brands of Fortune 500 companies, beyond e-mail marketing to projecting a customer relationshipmultinational corporations and renowned local groups in the region. across a range of digital and social tools. In addition to running ICLP’sHe is an active member of the Asia Digital Marketing Association, business in the region, Mr. Hay also undertakes consulting projects forRetail Technology Industry Association, Hong Kong Wireless clients and contributes to debate on where the industry is going next.Technology Industry Association and Mobile Marketing Association Mr. Apostolopoulos graduated from Deakin University in Melbourneand maintains excellent relations with client marketers, advertising with a bachelor of business in economics and marketing, and isagencies, media companies and telecom operators in the industry. currently completing his MBA at the Australian Graduate School ofMr. Chu graduated from Hong Kong Baptist University with a Management in Hong Kong.bachelor’s degree in business administration with a major inmarketing. He holds a graduate diploma in China marketing ande-business jointly awarded by the Hong Kong Institute of Marketingand the Hong Kong University School of Professional and ContinuingEducation. Ohad Hecht Regional Managing Director, APAC emarsys Nick Gold Vice President, APAC Based in Hong Kong with a diverse marketing and management Emailvision experience in Asia, Ohad has managed a number of accomplishments in his fledging carreer. Highlights include creating the patent registered luxury brand Swana. He speaksNick Gold, Vice President of Asia Pacific, joined Emailvision in four languanges and is well versed in the interwining his WesternSeptember 2008. He has 15 years of senior management experience Management philosophies into the Asian business model. Hisin the software and services industry. Nick started his career in experience is complimented with establishing core digital strategiesthe SAP sales team at IBM global services. Following this position, with expertise in ecommerce and Email Marketing. A regularNick managed UK sales for a division of Sage Software. Prior to speaker in the industry events. Armed with a B.A. and M.B.A. hejoining Emailvision, Nick led several sales teams at LexisNexis UK. now heads the Asian-Pacific operations of emarsys LTD .Nick holds a Master’s degree in International Business from theUniversity of Manchester - Institute of Science and Technology. River Ho Vikas Gulati Founder, NMC INTERACTIVE Vice President, Southeast Asia NEW MEDIA River is the founder of NMC Interactive. He is the chief strategist of inbound marketing projects. With full service agency background,Vikas Gulati spearheads business development at for River has over 10 year experience in leading team for the largerSoutheast Asia. Based in Singapore, he is responsible for driving key scale online marketing campaigns. Other than agency background,aspects of business: developers, publishers and advertisers. River worked in various loyalty-marketing companies.He has over 14 years of experience in media and marketing across An early adopter and practitioner of SEO/SEM in Hong Kong, heemerging markets. Prior to Vserv, he was involved with set-up is one of the few Internet marketers in Hong Kong who is activelyof Asia business for Sprice, a leading online travel network, now engaged in different corporate SEO projects in early year of searchpart of Travelport. He has also held various leadership roles at marketing. Also, River has extensive experience to moderate andZenithOptimedia and has led top accounts such as Procter & Gamble, educate team, partners and clients on search engine optimization.Asia-Pacific Breweries, LVMH, ESPN and LG. He was invited to different 4A agencies to educate on digitalMr. Gulati is a post-graduate from Times School of Marketing. He is marketing topic. He was the speaker of ad-tech and several ofan industry thought leader in digital advertising and writes for ClickZ. conference to contribute on inbound marketing topic. He is currentlyasia. assisting Youth Business Hong Kong to mentor young entrepreneurs to succeed in the market. 25
  25. 25. Mikko Kotila Eden Lau Founder and CEO Co-Founder and Managing Director of North Asia Statsit BrandtologyMikko Kotila started one of the first digital agencies in Europe in 1996 Eden gained extensive exposure in the China market when heand has since worked on analytics and insights projects for 50 out of started working in China in 2005, in the capacity of Group Marketingthe top 100 global advertisers. In 2008 he founded Statsit, the first Director of an on-line MMORPG game business and CEO of a retailsocial media monitoring service exclusively for the APAC markets. chain. During that period, he witnessed the strong growth of socialAs the CEO, he has focused on transforming Statsit into an industry- media in China. Before moving into China, Eden held senior brandchanging market research company. A native of Finland, he has lived in and marketing positions in Hutchison Telecom and HongkongAsia for 10 years. Telecom/PCCW where he pioneered quantitative analytics in studying brand and customer dynamics. He extended and applied that knowledge on the Brandtology platform, and provides business insights to his clients’ on their social media activities. Eden holds a MBA from the Hong Kong University of Science and Technology and also completed an International Executive Kenneth Kwok Development Program in INSEAD, France. Chairman Hong Kong Digital Analytics AssociationKenneth Kwok has over 13 years of digital experience. He startedhis career as a web designer, then developed himself into a digital Jayne Leungstrategist. He has spent most of his career with IBM managing ibm. Director North Asia,com and providing consulting services that leverage his strong FACEBOOKblend of design, development and management skills for IBM’sclients globally.In 2009, Mr. Kwok started Web Analytics Wednesday in Hong Kong Jayne Leung is responsible for advertising sales for Facebookto provide a platform for digital analytics professionals to gather across North Asia. She possess over 10 years of unique regionaland share their knowledge. experience in new markets entry, strategy and businessDigital Analytics Association appointed him as their representative development as well as key account relations from both the onlinein Hong Kong in 2010, and in the same year he founded Beehive and offline advertising worlds. Jayne’s top specialties are InternetStrategy to provide digital strategy and consultation services in the advertising and digital technology solutions.Asia-Pacific region.In 2011, Hong Kong Digital Analytics Association was founded; Mr.Kwok is the founding chairman. Cynthia Liu Senior Director of Brand Marketing Adaline Lau WYNDHAM HOTEL GROUP ASIA PACIFIC Editor CLICKZ ASIA Cynthia currently leads the Wyndham Hotel Group’s branding effort for the APAC region, with a strong focus on China, Thailand,Adaline Lau, ClickZ Asia editor, oversees day-to-day editorial Singapore and India. Previously, Cynthia held strategic marketingoperations covering digital marketing from search to social media, roles for NagaWorld® Resort Hotel, Las Vegas Sands, Caesarsmobile to analytics in the region. Before ClickZ, she was senior Entertainment Corporation and LVMH, Asia Pacific.reporter at Marketing Magazine and has worked as a journalist forThe Singapore Marketer and Asia Pacific Broadcasting. 27