Agenda Day 2

Thursday, 29 May, 2014

08:00 Registration

Weixin (WeChat) and Weibo, two China's social networking giants and the local leading social platforms such as LinkedIn, Renren, Tuding, and so on have been building up a thriving social world in the country. Many enterprises are leveraging these social platforms to perform B-to-C communication and execute their social marketing strategies. The popularity of these social players demonstrates that the potential for social networking to help marketers engage their customers are enormous. Yet, many enterprises are eager to learn how to get the most out of these social platforms.

  • How to turn these social networks into marketing tools for your business and how to generate revenue
  • Overcome obstacles to measure and track users' behavior in these social networks
  • Issues in monetizing the social platform
  • Can these social leaders offer synergy to enterprises?
10:15-10:45 Networking Break

When it comes to e-commerce, you cannot afford to ignore China's market. One recent example is the Single's Day which became the world's biggest online shopping day. China shoppers spent RMB 35 billion ($5.75 billion) on Taobao and Tmall on one single day. Even the central government said it was crazy! Join our expert to learn how to win in this competitive ecommerce world.

  • Winning strategies in ecommerce
  • Tmall and eTao search engine optimization tips and tricks
  • What is multi-channel ecommerce and how does it work?
  • Speaker:
    Mark Downing, Online Business Senior Manager & SEO Lead, Dell China

Want to gain some constructive ideas on how to improve your company's landing page? Join this interactive session with Eddie and a China's search engine expert to assess the effectiveness of your landing page and learn the techniques to retain your customers by optimizing your site.

  • Common landing aspects and how to conduct content audits of your site
  • Site optimization: How to design your site to enhance responsiveness and fulfill a user need rather than a brand need
  • The online population has become multi-screen consumers who frequently move across smartphones, tablets, PCs and TVs. Learn how to tackle technical issues in viewing your site with different screen sizes of tablets and mobile
  • Speaker:
    Eddie Choi, Founding Partner, Frontiers Digital
11:30-11:35 Session Interval

China's ecommerce is dominated by e-tailers who are always price sensitive. When customers are hopping among multiple platforms, brand-owned online stores need to be more targeted in their advertising strategies in order to stand out from their competitors. When customers leverage search engines to source product information and compare prices across different sites, brands can also attract customers to their websites and offer them a supreme journey to attain high customer experience and high conversion. In this session, Jackey will give you an overview of the best practices in brand-owned e-commerce, with a strategic focus on advertising, search and content optimization, which are key to enhance relevancy and conversion for your online business.

  • How to make use of creative ad content to attract your target shoppers
  • How to converge search queries into clicks and ultimately maximize ROI for your paid ad
  • How to distribute organic traffic to your online store, make your customer WYSIWYG
  • Speaker:
    Jackey Wang, Sr. Mgr, HP China Online Shopping

Enterprises now can leverage their existing WiFi infrastructure to launch a new model of business and service platform for marketing and revenue generation. In this session, Brendan will share various business modes and opportunities that are emerging to enable monetization of WiFi generated analytics and deliverance of innovative engagement marketing to enhance customer experience.

  • How does WiFi-based location analytics work and how is it being used to deliver innovative business models and revenue generation to different industries?
  • Introduction of app engagement and browser engagement services to deliver personalised content directly to the clients' browsers
  • Case study demonstrating the above mentioned innovative marketing capabilities
  • Speaker:
    Brendan O'Brien, Director Global Marketing, Cisco
12:20-13:20 Lunch
Details to follow.
  • Speakers:
    Chris Reitermann, President, Asia Pacific, Ogilvy & Mather
    Hannelore Grams, Head of Digital Marketing, Nestle Greater China

The growth of internet access via mobile has led to a widespread use of social media, with an estimated 597 million people active on social platforms. How to execute winning strategies on WeChat and Weibo and make social efforts appeal to this large social community is always a question in the minds of digital marketers.

  • How to generate engagement in this competitive social networking environment?
  • Is Weibo a paid media channel now? Is it worth investing?
  • Case study

Mobile services and apps grow along with smartphone users. Marketers need to know how to plan ahead to reach and engage customers through the mobile platform. This session will give valuable insights into how to implement customer-centric mobile marketing with other channels.

  • Know the importance and best known methods of integrating mobile marketing into an your overall marketing campaign
  • How to make mobile the central connecting point across different online channels? What is the significance of it?
  • Understand how to enhance customer experience through mobile, including mobile CRM, mobile apps and mobile social media
  • Speaker:
    Jit Hoong Ng, Vice President, DDB Group North China & Managing Director, DDB Group Shanghai
14:35-14:40 Session Interval

Today many people book flights and hotels online, check in for flights via mobile apps, and compare prices and services through social media. Low-cost airlines and meta-search online platforms see healthy upsurge in traffic. A study showed that China online travel market reached RMB 58.56 billion (US$ 9.54 billion) in Q3 2013, 17.1% more than that of 2012. Join an online travel marketer who will tell you how to achieve healthy online traffic and good return on your digital investments.

  • What makes online travel marketing efforts successful in China?
  • Exploring the challenges facing marketers and the resolutions
  • Success story

Online video consumption continues to grow at a phenomenal pace. In Q3 2013, a research study revealed that revenues of China's online video reached RMB 3.25 billion, up 37.3% compared with Q3 2012. Driven by the commercialization of mobile internet, advertising revenues of online video industry in Q3 2013 increased rapidly. The rise of ownership of mobile devices and mobile can satisfy the user demand of continuously viewing videos across screens in fragmental time, resulting in the growth of online video market.

  • How to deliver streaming video to mobile?
  • Effective ways to monetize your mobile video content
  • Case study
15:25-15:55 Networking break

Given the boom of the country's economy and the increase in its affluent and middle classes, China's financial industry has become unprecedentedly strong. In addition to expanding their product offerings, revitalizing its traditional marketing channels has become a priority. Delivering a superior customer journey to their large pool of customers and enhancing user experience across different channels including mobile, social media, search platforms is vital to their business development. Listen to a leading digital expert who will give you insights on how you should introduce digital marketing strategies into your business.

  • How does digital marketing reshape the financial sector? What are the opportunities and challenges to the sector?
  • How to respond to online customers, create brand recognition, promote new products and services, elicit feedback from customers through online multi-channels?
  • What are the implications to other sectors?
  • Speaker:
    Ricky Zhang, Vice General Manager of Marketing, Ping An Insurance (Group) Company of China, Ltd.

Programmatic buying is growing fast in China and it is seen as a breakthrough of mobile advertising. A study reported that the amount of display ad budgets spent through demand-side platforms (DSPs) almost tripled to RMB1.5billion in 2013, leaping from just RMB 550 million in 2012, and is expected to rocket to RMB 17 billion by 2017. Through DSP, a tool that automates the purchase of online advertising on behalf of advertisers, media buyers are able to reach a specific audience at the impression level and in real time. Real-time bidding (RTB), a kind of programmatic, high-frequency buying of advertising placements, also enables advertisers instant access to their desired audience and buy impressions one at a time, lowering their cost per action.

  • Benefits for publishers, agencies and advertisers
  • Case study on how DSP benefits advertisers with new ways of reaching and engaging with target customers
  • A step-by-step plan for building a successful RTB case
  • Speaker:
    Zoe Zhou, Senior Director, Digital Marketing, EF Education First
16:40-16:45 Session Interval

Nowadays customers move across different channels before making their purchase decision. The omni-channel approach gets more attention of digital marketers who want to promote consistent marketing messages and track customers across all channels. This customer-centric approach blurs the boundaries between online and offline commerce. Yet it helps enterprises streamline marketing efforts, enhances customer experience, promote brand loyalty and improve profitability. This is not a new concept. Still, many marketers cannot put it into practice. This leading panel of experts will examine the merits of omni-channel marketing and methods to leverage it in China.

  • What merits omni-channel marketing can bring to your business and how to achieve?
  • What are the challenges when executing omni-channel approach in China?
  • How analytics of real-time data help track customers' behavior and measure performance?
  • Panelists:
    Eugene Chew, Chief Digital Officer, JWT Shanghai
    Emmanuel Sabbagh, Integrated Planning Director, TBWA\ Shanghai
17:30 Closing remarks
17:35 End of Shanghai 2014

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