Agenda Day 2

Thursday, 4 December 2014

08:30 Breakfast
09:15 Chairman's Opening Remarks
Crispin Sheridan, Vice President, Digital Scale and Operations, SAP

Details to follow.

  • Rudratej Singh Keynote Speaker:
    Rudratej Singh, VP HPC & Food Marketing Operations, Unilever
10:15 Networking Break
  • Aligning the right content with the right prospect at the right time, online and offline.
  • Mapping an innovative content strategy to drive profits
  • Speaker:
    Hélène Blanchette, GM Marketing Innovation & Business Support, Fuji Xerox

Details to follow.

  • Speaker:
    Darren Fifield, Head of Marketing Solutions, Asia Pacific, eBay Enterprise

Most of us will have a LinkedIn account which we use for our own branding, but does everyone know how to make the most out of it for their company? This session walks through how corporate comms, marketing and HR can come together to use a LinkedIn company page in order to engage existing employees to make them your greatest brand advocates. Learn how to engage current and potential employees, clients, suppliers, partners, shareholders and stakeholders of all kinds, using exceptional content to inspire social influencers.

  • Speaker:
    Chris J. Reed, Chief Marketing Officer, Black Marketing Asia
11:40 Change Over

Nowadays building a great customer experience requires having both the data and the expected customer journey. Analytics and Customer Experience comes hand in hand to deliver a greater impact for the business.

Join this session and:

  • Understand the importance of data
  • Create new opportunities with new generation Business Inteligence
  • Learn how to optimize web forms
  • Speaker:
    Pascal Ly, Head of Digital Customer Experience, Schneider Electric

Complementing your website with strategic SEO, SEM and retargeting practices is the future of digital advertising. To stay competitive in today's digital marketplace, businesses must develop and implement comprehensive and thoughtful campaigns, including the use of digital marketing and advertising practices to capture consumers where they are and in real-time. During the presentation attendees will learn how to create an effective, strategic campaign to optimize their use of SEO and SEM, and gain brand awareness across their digital properties by tapping into consumers' interests and purchasing habits.

Key takeaways include:

  • The key drivers of effective SEO marketing and reputation management strategy
  • How to leverage on SEO as a solution for negative brand mentions
  • How to convert target audiences into brand defenders
  • Speaker:
    Martin Li, Search and Performance Marketing Lead, SingTel

It can take a lifetime to build a good reputation and an afternoon to destroy it. In this session we'll walk through the different ways that your reputation can be impacted, how you should prepare for an issue, and how you should respond. We'll go through real life examples of companies that have encountered some form of online reputation hit, either of their own creation, or by a third party. We'll talk about what they did, and what they should have done, with real life tactics that can apply to your business. So regardless of whether it's a Facebook slip up, an erroneous tweet, or a negative search listing, we'll talk you through the steps to prepare and recover your brand's reputation.

12:30 Lunch Break
  • Defining the right mix of systems, tools and teams
  • Understanding key components for B2B
  • Where to start and key tips for a winning strategy

Learn how to romance and engage influencers to co-create and promote incredible content that delivers for your audience and your brand. Through best practices and examples you will learn:

  • The mechanics of co-created content
  • Inspiring participation and promotion
  • Performance measurement and optimization

If you're interested in engaging customers online, you're probably already posting content on social media. Even though the average company uses 6 social networks for marketing, they're largely "unsure" about the results. So how do you know what to post, and when, and where, if you want social ROI that really matters? A multi-channel content approach sounds like a lot, but a smart strategy has built-in opportunities to engage prospects and influencers. In this session we'll walk you through tips and tactics on strategic content for social.

You'll learn answers to common challenges, including:

  • How to tap into social conversations to create engagement-focused content
  • How to carry one content asset across your social pages for maximum ROI
  • What types of unique headlines, hash tags and interactions work on leading networks
  • How to get the right influencers to share your brand's message for better engagement and reach
  • Simple ways to measure success so you can make intelligent, efficient content choices
14:25 Change Over

Today, everything and anything can be bought online. The traditional author will sell their volumes through the likes of Amazon, clothes retailers will sell their newest trends through Zalora, but where would FMCG retailers sell their soap powders and dishwasher fluid, other than their own company website of course?

Thanks to the digital revolution the options are endless; we just need to think outside the box. Why shouldn’t the likes of Unilever and P&G target consumers buying washing machines and cross sell them washing powder? Why shouldn’t Red Bull target consumers buying the Nike FitBit sports band and sell them energy drinks? Join this session to learn how it can be done.

15:25 Networking Break

A lot of companies have increased their investments in online marketing because it is more measurable, as opposed to conventional media such as television. Tracking what leads to sales conversion, however, has become increasingly complicated. Everyone also knows last click or first click attribution are too simple to meaningfully represent today's Omni-channel ultra-connected consumer. Indeed, they can steer you in the wrong direction. So it's not surprising that multi-channel tools and attribution modeling are one of the hot topics in digital analytics. However, as with any technology, insights don't just magically appear on their own - you need to do some work.

In this session, you will:

  • Learn what different attribution models can and can't tell you
  • How to allocate your budget and set your targets
  • See how customizing models with your marketing priorities in mind will deliver new insights to drive efficiency
  • Crispin Sheridan Keynote Speaker:
    Crispin Sheridan, Vice President, Digital Scale and Operations, Integrated Digital, SAP

One thing is certain about ClickZ Live: you'll absorb tons of new information. However, the more you know, the more you'll want to know. In this completely interactive, audience-driven session, members of the ClickZ Live Singapore Advisory Board join together for one time only to answer your burning questions that you may have forgotten to ask our speakers throughout the two days. Of course, the audience will be liberally peppered with other experts from the conference sessions, so if you don’t have a question yourself, just sit back and learn from others’ enquiries. It's a great way to wind up two days of solid learning by making sure that you wring out every last ounce of knowledge and that your online marketing efforts are totally optimized for success!

  • Speakers:
    Tuomas Peltoniemi, Head of Digital, TBWA\Digital Arts Network Singapore
    Chris J. Reed, Chief Marketing Officer, Black Marketing Asia
    Janice Chan, Senior Director of Marketing, Starwood Asia Pacific
17:15 Closing Remarks
Crispin Sheridan, Vice President, Digital Scale and Operations, SAP
17:30 Close of ClickZ Live Singapore

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