Social media presence Check What’s next

							Social media presence? Check. What's next?
Pick up effective tips that will help you stand out in the cacophony of brand messages on
social channels, and develop creative strategies to help your customer find relevance on
social media.

Singapore, Republic of, May 24, 2012 -- Marketers need to bridge silos in order to
fully integrate digital and traditional brand-building strategies

SINGAPORE, [24th May 2012] While marketing professionals today acknowledge
that social media has fundamentally changed how consumers engage with brands,
few realise the importance of not just including, but integrating social media into
their long-term marketing communications plan. Instead, the danger is often to think
of social media as its own entity, separate from other marketing initiatives. As a
result, consumers are often left confused about the brand's value proposition,
marketing efforts are duplicated and resources are wasted on messages that serve no
impact on consumers.

As Jon Hoel, Practice Lead Community Marketing at digital agency Possible
Worldwide explains, "Although the concept of integrated marketing communications
has been around for decades, and most of our marketing is integrated in one way or
another, many companies still fail to realize a single view of the customer and
communicate as a unified business."

Because consumers see companies as one entity and one brand, their interaction with
a brand through various consumer touchpoints determines their ultimate value of the
brand. Merely having a social media presence is not enough to deliver true value and
relevance; rather it is how brands do social, and how social media contributes to the
overall marketing strategy that counts. Jon adds, "Businesses today need to adopt a
new mindset and approach, planning for social media and internal collaboration tools
from a whole-of-business perspective across multiple touch points, and empowering
employees to communicate with customers in a more authentic way."

Furthermore, the challenge of achieving reach and engagement at scale in an
increasingly fragmented and questioning environment seems all the more pertinent
within Asia, as countries struggle to play catch-up with their European counterparts
in terms of digital development and technological infrastructure. Suresh
Ramaswamy, Regional Director, Social of Leo Burnett/ARC Worldwide notes, "Each
market within Asia is varied in terms of maturity and nuance, so the challenge is to
develop work in tune with relevant social & cultural hooks that are either specific to
the country or universal."



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Adrian Lee, Chief of Digital Marketing & Technology at Yolk, a Grey Group
company elaborates, "The key challenge is the shift away from mass communication
to a two-way conversation between consumers and companies, with people becoming
more and more vocal as more avenues are open to them. This makes the challenges
and opportunities unique in Asia, together with the fact that we are seeing less than
homogenous consumer behaviors across the region in their consumption of digital."

The reason why many brands in Asia find it difficult to integrate their digital and
traditional marketing strategies essentially boils down to one thing - execution
without purpose. According to Gregory Birgé, Founder and CEO of F5 Digital
Consulting, "From operationalising social media across the organisation to getting
their brand message across, their consumers are often neither heard nor taken into
account despite all the technologies and platforms available today. Tools are not
properly used, and behind tools and technology, brands rely solely on partners who
are mostly just doing Digital Marketing instead of Marketing in a Digital World."

In light of the challenges above, a two-day conference on "Integrated Marketing
Communications 2012" will be held on 30 – 31 July in Singapore and 2 – 3 August in
Hong Kong. With expert insights from Lisa Watson, Regional Segment Manager,
Hewlett-Packard Asia Pacific, Timothy Hou, Associate Director of Communications,
Marina Bay Sands, Sean Seah, Vice President eBusiness, Loyalty and Partner
Marketing (Global) of Langham Hospitality Group and the above-mentioned
speakers among others, this conference aims to enable brands to relook both their
traditional and digital marketing strategies and develop a crystal clear value
proposition that not only rises above the social media clutter but is heard by potential
consumers at the right place and time.

Attendees can also look forward to learning strategies on developing a holistic crisis
communications framework as well as specific tools to calculate the long-term ROI
of marketing efforts and customer engagement plans across platforms.

Conference Details:
Title: Integrated Marketing Communications 2012
Date & Venue: 30 - 31 July 2012, Grand Copthorne Waterfront Hotel, Singapore
2 – 3 August 2012, Regal Hongkong Hotel, Hong Kong

Organiser: Pacific Conferences
Contact Person: Ms Shakirah Djuanda
DID: (65) 6592 7361
Email: shakirah@conferences.com.sg




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                                   Full programme can also be found at: http://www.conferences.com.sg/conf-imc9.htm

                                   About Pacific Conferences
                                   Pacific Conferences specialises in organising business conferences aimed at
                                   providing interactive, insightful information and analysis about issues facing
                                   businesses in Asia-Pacific. Our conferences are developed through thorough research
                                   and a deep understanding of the critical concerns facing industry professionals. They
                                   are addressed by experts and leaders who have deep knowledge and practical
                                   experiences in their respective areas.

                                   More information may be found at www.conferences.com.sg

                                   Contact Information:
                                   Name: Pacific Conferences Pte Ltd
                                   Company: Pacific Conferences Pte Ltd
                                   Telephone: (65) 6592 7361
                                   Email: shakirah@conferences.com.sg




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