Shaping the future of social media

22nd -23rd September 2009 The Grand Hyatt Hotel Singapore Shaping the future of social media Early booking discount ends 21st August 2009 Booking Hotline: +44 (0) 117 321 8303 Silver sponsors www.socialnetworking-asia.com Lau Seng Yee SVP, Tencent Reynold D’Silva Global Brand Marketing Manager, Unilever Nicolas Colinos Deputy Sales Director, Eurosport Asia Olivier Legrand General Manager Asia, The Wall Street Journal Digital Network Desmond Tan Brand Manager, L’Oreal Bambos Kaisharis Head of Marketing, Singapore & Malaysia, Nokia Michael Stellwag Manager Digital Marketing, Qatar Airways Sarah Ireland Regional Director, Oxfam Great Britain Deep Malhotra Senior Director, MySpace India & South East Asia Bennet Porter Head of Marketing, SE Asia, Yahoo www.sixdegs.com social networking world forum Asia DAY 1 – SOCIAL NETWORKING STRATEGIES With the ever-increasing social use of the internet, websites have become the setting for discussion of ideas, opinions and transactions. These conversations are taking place within the framework of social networks. The challenge for marketers and advertisers alike is to leverage the power of these new social networks to create innovative and original brand experiences. By tailoring a branded experience to a customers needs marketers can benefit from more positive results. Innovative firms combine aspects of social networking with personalization and building loyalty through compelling brand experiences. Content generated and referred by the user allows a firm to leverage marketing’s best tool: a satisfied customer. Social networking emphasizes the reviews and ratings that users care most about - those from their contacts and friends. 0800 0900 0910 0920 Registration & Networking Chairman’s Introduction Speed Networking Opening Keynote: 1230 • • • Benchmarking advertising on social networks Success stories and how advertisers have tackled social networking Using blogs, polls, forums to develop products/brands How best to capture peoples attention on social networks Desmond Tan, Brand Manager, L’Oreal Ashutosh Srivastava, CEO, MindShare Asia Pacific Olivier Legrand, General Manager Asia, The Wall Street Journal Digital Network Sridhar Ramaswamy, Head of Corporate Marketing, Tata Communications LUNCH, NETWORKING AND EXHIBITION SESSION ONE: SOCIAL MEDIA TODAY, TOMORROW AND IN 2020 Session one will examine the Asian social networking market while providing a case study on how they continue to grow, innovate and attract new audiences. 0950 • • • • • 1010 • • • • 1030 • • • An overview of Asia’s Social Networking market Current numbers and future predictions Are Asia’s social networkers different to rest of world? Growth of mobile networking Understanding the behaviour of social networking users Why is social networking so popular Case Study: Leading social network within Asia The rise of Asian internet users How to bring in new audiences Who are the target age users with market value? Lessons learnt within the last year Panel: The evolution of social networking: Marketing in 2020 The future of social media The impact of being the first to use a successful new marketing initiative How are Asian companies using social media to market? Jeffrey Seah, CEO – South East Asia, Chair of Asia Digital Leadership Team, Starcom MediaVest Group Clemen Chiang, CEO, CozyCot.com Lucy McCabe, Lead Consultant, OgilvyOne Worldwide, Singapore Ian Stewart, Head of Asia, Friendster MORNING BREAK AND EXHIBITION 1300 SESSION THREE: BUILDING TARGETED COMMUNITIES This session will offer a broad view on how all companies, corporations, SME’s can use social media to market products, services, information and whatever you wish to promote. 1430 • • 1450 • • • 1510 1530 • • • • How to build a branded community How organistions can offer value-add social media services to enhance imagine and educate customers Using tailored communities to promote and remain in touch with customer base Using existing social media platform/services to build communities Using facebook, linkedin, Xing, etc to market your brand Successful App strategies and how to make them work for you Using social media sites to seed campaigns and drive traffic Gerd Schenkel, General Manager, UBank Case Study Panel: Integrating social media into traditional marketing strategy Engaging new customers while maintaining existing image Incorporating social communities into existing marketing messages Using social media to offer valuable information How to successfully target new and niche audiences online Reynold D’Silva, Global Brand Marketing Manager, Unilever Kurt Viertel, Group Managing Director, Leo Burnett, Singapore Deep Malhotra, Senior Director, MySpace India & South East Asia Michael Stellwag, Manager Digital Marketing, Qatar Airways Abhiram Chowdhry, Marketing Director, Expedia Asia Pacific AFTERNOON BREAK & EXHIBITION 1100 SESSION TWO: WHERE SOCIAL MEDIA SITS IN THE MARKETING MIX Implementing a social media marketing campaign and analysing its impact is a complex and difficult process. This session will unravel the techo speak and provide insight into how companies can begin planning their strategies, convince management to support it and understand the tools to analyse success. 1130 • • 1150 • • • Collaborative Buying... how do we tap into this new way of selling How to implement a social media campaign Essential social media tools and platforms Andrew Tu, Regional Digital Director, APAC, OMD Social Media & Web 2.0 Social Media & Web 2.0 statistics/trends and showcase Successful advertising examples using social networking apps which engage consumers in an immersive, interactive and participatory manner. Includes Case Studies from: Microsoft, Amazon, Nike, Walmart, MSN, Lego. Chris Schaumann, Global Advertising & Digital Lead, Asia Pacific & Greater China Region, Microsoft Corporation Budgeting and determining the ROI of social media Allocating cost and income from social media marketing Explaining and encouraging senior management to support social media How to budget for social media Lau Seng Yee, SVP, Tencent 1600 SESSION FOUR: NEW PLATFORMS FOR SOCIAL RESPONSIBILITY & CIVIL ENGAGEMENT Can social networks be used to engage companies and individuals to make real changes to the world they live in? Whether it is to implement a new climate policy or to elect a new political figure, social networking communities are making these issues more prevalent. Session 3 will look at leading case studies, in which real changes have been made. 1630 1650 1730 1800 Social networks as a means of encouraging civic, moral and political movements Using social networks to educate and promote charities Sarah Ireland, Regional Director, Oxfam Great Britain Panel: Social media and the new-age political battleground SUMMARY & CLOSE 1210 • • • NETWORKING DRINKS RECEPTION Book now at www.socialnetworking-asia.com or call the booking hotline on +44 (0) 117 321 8303 social networking world forum Asia DAY 2 – NEXT GENERATION SOCIAL MEDIA Social media is moving on and today we’ll be looking into how PR departments can exploit social media and execute precise PR campaigns without disrupting cynical audiences. The development of two-way networks, internet TV and the convergence of internet and television, provides an opportunity for content providers and pay-tv operators to merge entertainment and social networking. The afternoon will feature a double session on the growing success of mobile social networking. 0800 0900 0910 Registration & Networking Chairman’s Introduction Opening Keynote 1300 LUNCH, NETWORKING & EXHIBITION SESSION THREE: MOBILE SOCIAL NETWORKING This entire afternoon session is devoted to the new phemonome of mobile social networking. In the two sessions we will examine how operators, publishers, handset manufacturers and marketers can benefit from mobile social networking and look at what the future holds for this popular medium. 1430 • • • 1450 • • • • • 1510 • • • • 1545 Mobile social networking: What’s the fuss all about? The growth of mobile social media New start ups and development: Why the market is taking off Current usage stats and predicted growth of mobile social networking Telco 2.0 business models for social networking How telcos should position themselves in the Web 2.0 economy and social networking Are over-the-top players a threat or an opportunity for operators Opening carrier class platforms for developers and partners by offering free access to telco 2.0 APIs Telco winning broadband and mobile strategies for social networking Case studies: TeliaSonera, Vodafone, BT, Orange Jukka Helin, Director, TeliaSonera Panel: Monetising and developing the strategic relationship with operator and publisher How publishers and operators can work together to create a must-have service Developing applications and software to encourage subscribers to go online How can both parties benefit from a solid strategic relationship Building a mobile eco-system Bennet Porter, Head of Marketing, SE Asia, Yahoo AFTERNOON BREAK AND EXHIBITION SESSION ONE: PUBLIC RELATIONS AND SOCIAL MEDIA Social media is a very powerful marketing platform and PR departments can begin to utilise these loyal communities to achieve messaging strategies. However it comes with many issues and dangers and this session will analyse best practises for delivering PR campaigns across multiple social media platforms. 0940 • • • • 1000 1020 • • • Using social media to monitor, control and launch PR strategies How to launch a successful social media strategy Sending the right message to the right community Using social media debate to promote a story Coping with negative and positive PR John Kerr, Asia Pacific Director, New Media, Edelman How social media is changing the business of communication and public relations Panel: Monitoring and measuring people talking about your company How to monitor and listen to your audience How to maintain a watchful eye over forums and blogs and other informal media New technologies and services available Tina Nepomuceno - Di Cicco, Director of Communications, InterContinental Grand Stanford Hong Kong Gary Lipkowitz, COO, Wego MORNING BREAK AND EXHIBITION 1050 SESSION TWO: TELEVISION 2.0 Premium content and advertising is fast becoming a key strategy allowing social networks to monetize their sites. Viral content distribution has created a valuable new inventory for advertisers and a new business model for the entire media industry. Session two looks at content services, the strategy behind there delivery and how this can be developed. 1130 1150 • • • TV production – Creating original content for social networks Social networks as a platform for content distribution Turner constantly looks for innovative ways, to engage and entertain today’s digital natives. Through social networking platforms, such as Bebo, Turner was able to enhance consumer’s content appetite Cartoon Network leverages on the interactive strengths of online platforms such as Game Creator and The Toon Creator Awards to build loyal online communities for its brand. Benjamin Grubbs, Regional Director, Interactive, Turner Entertainment Networks Asia Inc Panel: Home entertainment, broadcast television and social media The marriage of online video and social media How communities can help develop better TV programming Using social networks to engage new audiences and expand reach Integrating social media within the Television proposition Developing pay-tv with web 2.0 applications. Paras Sharma, Senior Director – Marketing & Corporate Communications, ESPN Star Sports Nicolas Colinos, Deputy Sales Director, Eurosport Asia SESSION FOUR: HANDSETS AND PLATFORMS FOR MOBILEWEB 2.0 The mobile internet experience is dramatically improving with more and more PC-like functionality. This session will look into how handset manufactures, web developers and mobile operators are achieving this and making mobile internet into its own distinguished platform. 1620 • • 1640 • • • 1700 • • • • 1730 How to create the ultimate modern mobile social media platform Working with operators, publishers and handsets to develop web 2.0 mobile websites Do we require more open source technology Bambos Kaisharis, Head of Marketing, Singapore & Malaysia, Nokia Operators perspective: what all parties must do to improve mobile internet Leveraging success of social media on mobile Role of operator in developing mobile internet Introducing apps and add ones to customers Panel: How to make mobile internet into a better experience Making mobile an internet experience in its own right Incorporating more interactivity and more web 2.0 applications Role of social media for improving mobile internet Role of web developers, mobile operators and handset manufacturers Lai Kok, CEO, BuzzCity SUMMARY & CLOSE 1210 • • • • • Book now at www.socialnetworking-asia.com or call the booking hotline on +44 (0) 117 321 8303 Registration If you would like to register for this event please complete the form below and fax back to +44 (0) 117 321 8301 Delegate Title First Name Surname Position Company Address Postcode Telephone Fax Email Reservation Social Networking World Forum - Asia Day 1 Standard Early booking discount Prices do not include V.A.T Exhibition Visitor (Free) – Please register online Payment Please send me a VAT invoice. 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You details will be dealt with in accordance with the Data Protection Act 1998, and we will only use your personal details for the purposes of the conference and to send you any further information about future conferences that we think maybe of interest to you. 7. 8. 9. Book now at www.socialnetworking-asia.com or call the booking hotline on +44 (0) 117 321 8303