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Sponsorship/Exhibiting Opportunities:
For more information, please contact our Sales Department. You may also call
+852 3411 4820 or send an e-mail to christoph.rowen@incisivemedia.com.

Registration Information:
For questions regarding registration, please call +852 3411 4888 or send an e-mail to contact@sessingapore.com.

SES Singapore 2011 Agenda - Conference Day 1

Tuesday, 22 November 2011
8:00-9:00 Registration
9:00-9:40 Opening address:
Search and the connected consumer

In this session, the speaker will chart the beginning of information retrieval on the web through t the information needs of the new, transient media consumer and the information providers of the future.

  • Speaker
    Mike Grehan, Global VP Content, SES, Search Engine Watch, ClickZ
9:40-10:30 Keynote Panel:
Managing search and social media marketing in regulated industries

When it comes to search marketing and social media, one of the most commonly heard phrases by marketers in regulated industries is “we're not allowed to ”. While customers continue to actively search and thirst for information, marketers in the regulated industries have different approaches to sharing experiences and dialoguing online. This panel is designed as an open forum to discuss how to integrate search and social marketing in highly regulated industries.

  • How can search marketers obey the rules while not compromising their search marketing campaigns?
  • Ways to leverage content safely
  • Ideas for adding value to online conversations
  • Moderator
    Mike Grehan, Global VP Content, SES, Search Engine Watch, ClickZ
  • Speaker
    David Garceran Nieuwenburg, Head of Web Marketing, Hong Kong Jockey Club
10:30-10:50 Morning break
  Track 1: Fundamentals Track 2: Hot Topics
Getting ROI from SEM

Getting your head around search engine marketing?  This session will provide a clear and concise overview of the key concepts involved in SEM.

  • Understanding the search terms used by your target audience
  • How can major search engines reach your target geographies more effectively?
  • Innovations in optimizing search engines to gain “natural” or “organic” traffic without costs
  • How can you achieve top ranking or placement by utilizing search engine advertising opportunities?
  • Speakers
    Eddie Choi, SES Advisory Board & Founding Partner, Frontiers Digital
    Barry Lloyd, President & CEO, Webcertain Asia Ltd
    Rich McPharlin, Head of Search, Search Group
Social analytics

Social media has introduced an entirely new source of insight into the consumer sentiments that drive people's behaviour. It enables organisations to proactively monitor and manage consumergenerated content about brands, categories and products. This information can be combined with customer data to rapidly improve marketing strategies and to optimise campaigns. This session will explore techniques covering:

  • Techniques for collecting the massive amount of social media data
  • Extracting and tracking the flow of interesting pieces of information that spread and diffuse among users
  • Identifying subsets of content and quantifying the influence of users on the adoption and spread of different topics
  • Analysing the temporal patterns by which information grows and fades
  • Measuring and tracking ROI
  • Moderator
    Matt McGowan, Managing Director, Americas, Incisive Media
  • Speakers
    Kelly Choo, Co-founder,Vice President of Business Development & Strategy, Brandtology
    Hari Shankar, Director, Performics
SEO: A beginner's guide

This SEO overview will help you understand what the search engines are looking for, and how the principle of building your site for your customers will also please the search engines. In this session, you'll learn the latest optimisation trends along with the best practices necessary to make an immediate impact on your Internet presence and website profitability.

  • What are the search engines looking for and how do they rank?
  • Keywords and target audience
  • Building a great website
  • Getting found on search engines
  • Putting SEO into practice
  • Moderator
    Adaline Lau, Editor, ClickZ Asia
  • Speakers
    Shei Wah Tan, Online Manager, South East Asia and India, Michael Page
    Sean Rezel, Head, Digital Marketing, JigoCity
    Rajitha Dahanayake, Chief Executive Officer, eMarketingEye
Proven strategies and tactics for advanced paid search

Advanced PPC tactics can actually be more fun than basic ones, because you get to activate both left and right brain power, tapping into your own unique aptitudes as well as your customers’ deepest desires. Your campaigns are performing OK. How can you take them to the next level?  This session will cover:

  • Campaign expansion techniques
  • Designing and running effective ad tests
  • Advanced auction theory
  • The proper use of relevant analytics reports
  • Bid rules and campaign automation including automating the detection of PPC scam campaigns that can divert traffic away from legitimate brand sites and increase campaign costs
  • Moderator
    Lydia Ng, Digital Marketing Search Lead, Singtel
  • Speakers
    Rey Ong, Digital Marketing Manager, Banyan Tree Hotels and Resorts
    Janice Tan, General Manager, Acronym
    Sho Shimoda, Global Marketing Director, IREP
Executive address: eCommerce lead generation and search marketing overview

This session will look into how social media can assist in the lead generation process.

  • Can social media help cultivate the purchase intent during the lead time?
  • Is social media a good tool to shape second opinion in the buying process?
  • Customer services via social media
  • Can social media add value to semantics research
  • How can social media fill the gap during low season in the marketing strategy?
  • Speaker
    Marcelo Wesseler, Head of E-Commerce Asia, RS-Component
13:10-14:10 Networking Lunch
14:10-14:50 Special address
Digital transformation
  • Latest trends and developments in digital advertising and marketing and their implications
  • Transforming Nokia into a 21st century marketing organization
  • Nokia's social media strategy and digital success stories
  • Speaker
    Arun Poojari, Senior Manager, Consumer Engagement, Marketing, SEA, Nokia
Online audience measurement: From panel measurement to website analytics

This SEO overview will help you understand what the search engines are looking for, and how the principle of building your site for your customers will also please the search engines. In this session, you'll learn the latest optimisation trends along with the best practices necessary to make an immediate impact on your Internet presence and website profitability.

  • How do I effectively use web analytics (like Google analytics and Omniture)?
  • How are these systems different from market research companies like comScore, TNS and Nielsen?
  • How does one reconcile the differences between the two sources of data?
  • Speakers
    Joe Nguyen, Vice President, South East Asia, comScore
Building brands in a searchable social world

Current brand building models and approaches were developed in an era when consumers were disconnected and information was difficult to get. Marketers needed repeat exposures and constant push to build brands. Social connectivity, conversations and content distribution have changed the way people consider and consume brands. So it is imperative that marketers change their approaches to brand building or run the risk of becoming irrelevant. Key focus of the session will be:

  • Insights to the digital & social behaviour of consumers
  • Evaluation of current brand building models
  • Explanation of a new approach to brand building
  • Speaker
    Pushkar Sane, Co-Founder and Chief Executive Officer, Convergination Ventures
Social media best practice

Are you an expert marketer but new to social media marketing or need a refresher of best practices? Then don't miss this session! We'll talk about developing a social media strategy for your company and establishing social media guidelines, as well a stactics to help integrate social media into your existing marketing programmes to increase ROI. We'll show you examples of companies using blogs, Twitter, Facebook and LinkedIn successfully to meet their overall marketing and business objectives and how to measure the results. You will learn how to:

  • Apply your marketing skills and experience to social media
  • Create an effective social media marketing plan
  • Procure the SEO benefits of social media marketing
  • Keep working strategies going and stop failing strategies
  • Apply lessons learned from past social media campaigns
  • Moderator
    Anna Maria Virzi, Executive Editor, ClickZ
  • Speakers
    Nicholas Tay, Digital Marketing Manager, Fairmont Singapore and Swissotel The Stamford
    Enrique Pinilla, eHub Head, APAC, 3M
    Blanca Menchaca, Director, Performance Marketing and Social Media, Wego.com
The big 3: Search, social and display in 2012

With online advertising becoming more complex, it is now more vital than ever that advertisers and agencies understand the opportunities that display, search are providing.

  • Looking beyond the last click when attributing conversion value
  • Changes of demand side platforms (DSP) and real time bidding (RTB) and their impacts on search and display campaigns
  • The future of exchange traded media
  • The benefits of display advertising on search marketing campaigns and vice-versa
  • Leveraging sitelinks and product extensions in paid search
  • How can advertisers improve the performance of their display campaigns?
  • Moderator:
    Andrew Tu, Vice President, Business Development Asia-Pacific, Brandscreen
  • Speakers
    Cindy Deng, Senior Director and General Manager of Search Business Operations, APAC, Yahoo!
    Kate Clough, Regional Media Director – Asia Pacific, MRM Worldwide
    Arun Kumar, Head of Digital APAC, IPG Mediabrands
16:20-16:40 Afternoon Break
Integrated marketing: Myth or reality
  • Role of insight in marketing campaign development
  • Integrating new media in the campaign
  • Measuring and optimising the campaign
  • Demonstrating ROI and securing funding
  • Speakers
    Mandeep Grover, Regional Marketing Director, Asia-Pacific, Johnson & Johnson Medical
17:20-18:10 Executive panel:
SEM for smartphone and tablet devices

As more tablet devices and smartphones make their way onto the market, firms have had to adjust their online marketing strategies. This session will provide insights into:

  • How search marketing behaviour differs on smartphones and tablets from PC desktops
  • Optimising paid search on smartphones and tablets
  • Moderator
    Mike Grehan, Global VP Content, SES, Search Engine Watch, ClickZ
  • Speakers
    Samuel Goh, SEM Manager, SingTel Digital Media
    Adrian Tan, Digital Marketing Manager, clickTRUE
    Christian Cadeo, Head of Mobile, South East Asia, Google
18:10 Cocktail Reception

SES Magazine
View latest issue:
SES Magazine October 2011 - Chicago Guide
Chicago Guide 2011
Who should attend?
Marketing Team:
Marketing Manager/Director
Creative Director
E-Commerce Manager
Brand Manager
Director, Business Analytics
Media Buyer
Media Planner
SEO Specialist/Consultant
PPC Analyst
Junior Account Manager
Chief Marketing Officer (CMO)
Chief Executive Officer/President
Chief Technology Officer (CTO)
Managing Director (MD)
Senior Vice President (SVP)
Vice President (VP)
Executive Director, IT
Web Developer
Web Designer
IT Project Manager
Media Partners
AdVantage SEO
Asian e-Marketing
Singapore Business Review
Visibility Magazine
ZDNet Asia
Association Sponsors
Association of Small & Medium Enterprises
IAB Singapore
Marketing Institute of Singapore
Mobile Marketing Association (MMA) The Singapore infocomm Technology Federation (SiTF)

Supporting Organization
E-Commerce Alliance of Singapore
In Association with
Search Engine Watch

Sponsorship/Exhibiting Opportunities:
For more information, please contact our Sales Department. You may also call
+1 646-755-7255 or send an email to sales@sesconference.com.

Registration Information:
For questions regarding registration, please call +1 800-955-2719 or send an email to registration@sesconference.com.