SES Hong Kong 2012 Event Guide

2 0 1 210-12 SEPT

the of DIGITAL MARKETING AT YOUR FINGERTIPS

SESHongKong.com

Education for tomorrow’s Digital Marketing & Advertising ProfessionalsSince 1999

THE MIRA HOTELTSIM SHA TSUIKOWLOON

Digital Engagement: Boost Your Conversions

with Multi-Channel Conversations

Today, customers engage with your

organization across a growing variety of

channels. Your website is just one of them.

You may also have physical stores. You

probably have a telephone, too. And now

you’re considering mobile applications,

social media, email marketing, AdWords

campaigns and many other options.

Understanding the customer journey across

these channels is essential to the success of

any modern marketing venture. In fact, the

better you understand this journey, and why

customers have chosen specifi c channels,

the better you can provide targeted content

to improve their experience and increase

your conversion rates.

Join our session at 12.10 on Day One as we share

real world tips and trends for the digital marketer.

Hear how you can engage in 1-to-1 conversations

with your customers, using Web, Social and Mobile

and how Marketing Automation can help improve

your online conversions and maximize MROI.

Key take aways:

> How Marketing Automation

drives revenue

> Personalization –

Remember your customers

& conversations

> Mobile –

Don’t just resize... rethink

Presented by: Jesper Broberg, VP Business Development,Sitecore International

Platinum sponsor of

Sitecore_SES-HK_ad 1.indd 1 29/08/2012 23:04

SESHongKong.com 3

P5-13 Program

P14-17 Sponsors

P19-27 Speakers

P29-34 Columns

P35-36 Challenges

P37 Glossary

Enhance your SES Hong Kong 2012 experience, manage your Sessions schedule, and find your Who To Know™, on your SES event social networking experience presented by Vivastream™.

Head directly to vivastream.com or your local app store, to sign up and join the wireless community. The app is multi-functional, has all the information you'll need (agenda, speakers, trending topics) for the entire conference, plus keeps you connected with everyone you meet before, during, and after the show. Sign up online, or simply download Vivastream from your app store to get started.

Vivastream is completely free — and a very essential – service to all SES Hong Kong attendees! Join now!

New SES event social networking experience App

Content

Feeding Hong Kong is a Hong Kong registered charity with a mission to fight hunger in Hong Kong and reduce the amount of quality food being sent to our city’s landfills. Each day, they collect high quality food that would be otherwise be thrown away, sort and store it, and then redistribute it to a network of welfare organizations, who in turn feed thousands of people in need. At the same time, they also work to raise awareness about poverty and food insecurity in Hong Kong and promote healthy eating and nutritional education to the most vulnerable groups in our community.

We are proud to support Feeding Hong Kong’s noble cause by setting a challenge for all our attendees to help fight hunger in Hong Kong.

To get involved and help out, we ask you to bring a couple of food items with you to the event. By the end of the conference, we are aiming to fill the grey bucket placed in the exhibition hall with non-perishable wholesome food products (E.g. Tinned vegetables, sardines, dried legumes, rice…).

Make sure you participate in this charitable initiative and visit feedinghk.org and find out more about Feeding Hong Kong!

Help us end hunger in Hong Kong at SES Hong Kong

4 THE ART OF DIGITAL MARKETING AT YOUR FINGERTIPS

Introduction

Asia’s leading digital marketing event is back by popular demand, and we are

delighted to welcome you to SES Hong Kong 2012.

With a global reputation for excellence and insight, and nearly 15 years of

experience, we’re proud to bring you the latest tools, tips and tactics for digital

marketing success, presented by regionally and internationally renowned experts

on mobile, social, search and analytics. Real-life, real-business case studies,

insightful panel discussions and practical, skill-based track sessions, will show

you how to engage consumers, track your ROI, use those data flows and get your

campaigns shooting for the stars!

Our two-day program is packed with lessons on mobile marketing and app-

building, remarketing, smart analytics, and social media strategy, as well as SEM

and SEO, keyword optimization and link-building.

We’re grateful to our partners and advisers for their unbending support. And we

thank our speakers, for bringing you their deep insights and valuable expertise

from across Asia and the world.

Fasten your intellectual seat belts and prepare for a two-day roller-coaster-ride of

education, innovation and skill-optimization at SES Hong Kong 2012! And don’t

forget to subscribe to ClickZ.Asia and SearchEngineWatch.com, for continuous

market intelligence and news until SES Hong Kong 2013.

Matt McGowanManaging Director, North America Incisive Media

Mike GrehanGlobal VP Content, SES, SEARCH ENGINE WATCH, CLICKZ

Program


Program

08:15 Registration

08:45 Opening remarksMike Grehan, Global VP Content, SES, SEARCH ENGINE WATCH, CLICKZ

09:00 Keynote address: Business optimization in a digital ageWe were promised that marketing one day would become rocket science. Well, we are almost there! Search continues to become more complicated, and more exciting. Then there is social, email, display, video and …. so many more things. It is hard to un-derstand how to do one thing right, much less try to do all of them right. In this exciting keynote, Avinash will share his unique perspective on balancing multiple media channels, leveraging super awesome metrics, grounding your digital existence in driving economic value and leveraging the clear line-of-sight model to ensure you are optimizing across all four of the most important business drivers.

Avinash Kaushik, Digital Marketing Evangelist, GOOGLE

10:10 Keynote panel: Integrated marketing—What does it mean?As the debate on what to call SEO continues and much is made of the terms “content marketing” and “inbound marketing” many in the industry cite integrated marketing as the answer. But what exactly does that mean? This leading panel of experts will discuss the meaning of the term, and the merits of a fully f ledged integrated marketing strategy. • How should brand marketers execute integrated marketing across 14 very diverse markets?• How do you plan, create, execute and measure cross-channel tactics for advanced digital marketing initiatives?

Moderator: Mike Grehan, Global VP Content, SES, SEARCH ENGINE WATCH, CLICKZBarney Loehnis, Head of Digital Asia Pacific, OGILVY & MATHERBasker Rangachari, Chief Marketing Officer, Hong Kong and North East Asia, STANDARD CHARTEREDCrispin Sheridan, SES Advisory Board; Senior Director of Search Marketing Strategy, SAP

11:00 Networking break

11:30 Track 1: The perfect B2B lead generation mix “50% of my marketing doesn’t work . . . I just don’t know which 50%” Even in the era of everything-measur-able-digital-marketing, the quest for the holy grail - the perfect marketing mix - is still on. Drawing on experience and case studies from Cisco Systems, Visa and Hitachi, this session will discuss recipes for the perfect B2B marketing cocktail, including social, SEO, SEM, demogra-phy- based advertisements and offline marketing. • Content marketing for lead generation • Lead generation through B2B social

media and search engine marketing• Lead qualif ication and drip campaigns• Measuring and analyzing the perfect

mix• Bridging the digital and traditional

marketing gap

Anol Bhattacharya, CEO, GETIT COMMS

Track 2: The inbound marketing cook-bookThe evolution of marketing technology lets consumers be proactive instead of reactive. It’s not just about purchasing decisions: now consumers can also influ-ence their peers. Marketing is no longer about who can shout the loudest. With your customers doing their homework, if you can’t be found in an instant, you risk losing out to your competitors. We all know that traditional ‘shout’ advertising has to change, but how? This session will show you how content-based and conver-sational marketing can create a strategic mix, and how you can combine search and social into an umbrella marketing strategy.• Understand the nuts and bolts of

inbound marketing • Develop winning inbound marketing

content• How to create an inbound marketing

plan by integrating search with social• Measuring inbound marketing

Eddie Choi, SES Global Advisor, Founding Partner, FRONTIERS DIGITAL

Track 3: SEM best practice—Harnessing effective SEMHaving an effective search strategy and campaign is crucial and can be the differ-ence between winning and losing custom-ers and business. This session will explain the basics of SEO, SEM and PPC and the evolution of search marketing, while drawing comparisons between the different search engines. It will also help in understanding the different strategies and measurement metrics, and highlight industry best practices.• Factors that influence the effective-

ness of PPC campaigns• Handy tips to control PPC costs and

achieve higher ROI• Key elements of a successful SEO

campaign• Performance measurement of an SEM

campaign• Achieving better SEM results by using

smart blending techniques

Chandrakanth B.N., Co-Founder and Managing Director, THEOREM

DAY 1 TUESDAY, 11 SEPTEMBER, 2012

SESHongKong.com 7

12:10 Track 1: Case study: Achieving business ROI with social mediaIn this case study, Sony Mobile and Face-book discuss the joint campaign which reached 3.5 million Facebook users in 3 weeks, with the Hong Kong launch of the Xperia S. Learn what it took to identify appropriate goals and an effective ap-proach, how they measured the achieve-ments and what lessons were learned along the way.• Establishing a step-by-step plan to

success with social media• What are the KPIs within this step-by-

step plan?• Troubleshooting: what can go wrong

and how can you fix it?• Lessons learned from the Sony Xperia

S launch in HK: what was successful and what was not, in achieving real business ROI?

Jayne Leung, Director North Asia, FACEBOOKMichelle Au, General Manager, Hong Kong & Macau, SONY MOBILE

Track 2: Sponsored session: Digital en-gagement—Boost your conversions with multi channel conversationsLearn how you can engage in 1-to-1 conversations with your customers, using web, social and mobile and how market-ing automation can help improve your online conversions and maximize MROI. • How marketing automation drives

revenue• Personalization: Remember your cus-

tomers and conversations• Mobile: Don’t just resize... rethink

Jesper Broberg, VP Business Develop-ment, SITECORE INTERNATIONAL

Track 3: Cross-border SEOSEO works pretty much the same in China as elsewhere: search bots crawl the web, follow links and index content in a database. But understanding the priorities of Chinese search engines is the key to successful cross-border search engine optimization. There are physical and cultural pitfalls lurking everywhere for the unwary: how can you take account of connectivity and censorship issues, for example? What do you need to know about Chinese domains, web design, Baidu News and quality/quantity expec-tations? • Understand the relative importance of

SEO practices for Google vs. Baidu • Tips for increasing SEO in China• Baidu Index, Firefox Baidu Stats and

other useful tools • New SEO trends • Case study: Tencent QQ UX

Glen Chu, Co-Founder, DIGITAL BUTTER

12:50 Networking lunch

13:50 Track 1: Driving conversions through performance marketingThis session will use case studies to help you to identify, understand and overcome common marketers’ challenges, and how to use performance marketing to drive conversions.• How to measure marketing ROI• Optimize your cross-channel strategies• How to use site analytics to improve

user-experience and conversions • Understand online channel effective-

ness with an attribution approach • Compare and contrast the quality of

paid and non-paid traffic

Anna Chan, Managing Director of HK, Sin-gapore & Taiwan, ICLICK INTERACTIVECynthia Liu, Senior Director Brand Mar-keting, Asia Pacific, WYNDHAM HOTEL GROUP

Track 2: The keyword optimization loop—How to choose and keep choosing the best keywords to drive traffic to your websiteChoosing the right keywords for your site is one of the key parts of your SEO strategy. Unlike paid search where you can turn keywords on and off, every keyword you choose for SEO represents a significant time investment in order to see success. Get it right and your site can reap the benefits for months and even years to come. Get it wrong and the time and money you waste can really reduce the confidence level in your SEO program. This session will teach you how to: • Select keyword research approaches

that work for your business in Asia• Refine your outreach with long tail

keywords• Build content for keywords and page

mapping• Make sure your pages exist for the

search engine• Leverage PPC• Find out what is working and what you

should kill• Discover tools to make it all happen

Richard Mabey, CEO, THE EGG

Track 3: Creating an effective social media strategyHaving a social media strategy isn’t just about being on Facebook and Twitter. It’s about having the right content, in the right measures, at the right times, and understanding how users behave, consume and communicate—about you. This session will tell you all you need to know to start building an effective social media strategy. • What tools and techniques should you

use to monitor your brand reputation in social?

• How to select the right social media channels for your brand

• How to develop a compelling and en-gaging social media campaign

• What social media metrics should you use to define success in social media

• How to sell your products online through social media?

Sean Seah, Vice President eBusiness, Loyalty and Partner Marketing (Global), LANGHAM HOSPITALITY GROUP

14:30 Track 1: Link building tools and tacticsBuilding links to e-commerce sites has always been diff icult. Old-school link building strategies are losing their ef-fectiveness and every algorithm update forces e-commerce sites to work harder for their rankings. White-hat quality link building strategies are what you need to gain sustainable search engine rankings. This session will be a clear, undiluted presentation of what is and what is not working in the world of link building.• How do links influence algorithms?• Learn to build links through social

media and content generation• How to build linkable assets

Mike Grehan, Global VP Content, SES, SEARCH ENGINE WATCH, CLICKZ

Track 2: Email optimization: Data capture and deliverabilityBuilding and using a winning database means knowing how, where and when to collect your data, as well as knowing good data from bad. But it’s not just about the data: it’s about segmentation, tailoring and treating each member as an individual to ensure that you send the right message to the right person at the right time. This session will teach you the skills and techniques you need to build an organized opt-in database. • Five top tips on developing a valuable

database• How to segment your data for optimum

outreach• How to personalize programs and

incorporate triggers and reflexes into program lifecycles

• Best practices to keep your email mar-keting relevant

Nick Gold, Vice President, Asia Pacific, EMAILVISION

Track 3: Introduction to analyticsEffective analytics is the difference between a wide-eyed tourist and a yum cha expert at a dim sum restaurant. One hears only noise, the other knows exactly how, where and when to pick out the tastiest morsels. This session will teach you what you need to look and listen for, and how to apply it to your business, go-ing well beyond basic log file analysis.• Measuring and analyzing site visitors

and consumer behavior• Setting goals, measuring conversions

and tracking ROI• Understand common web metrics for

your business• Learn to effectively track any campaign

performance• Top tools of the trade: Google Analyt-

ics and beyond

Madhu Malkani, Digital Analytics Man-ager, ESTÉE LAUDER




15:40 Case study: Creating a movement—How to do it?Since its launch in September 2011, Cha-Ching has reached 4.5 million households in 7 markets through TV; generated 30 million page views with an average visit duration of 15 minutes; generated over 25,000 Facebook fans and is soon to be featured on 2000 flights on Garuda Indonesia. It was even awarded Best Children’s Program by the Financial Literacy Institute for promoting the key concepts of ‘earn’, ‘save’, ‘spend’ and ‘donate’ and was adopted by the Department of Education in the Philippines. Brand Prudential and agency Turner Media Solutions talk about how they created, and went viral with Cha-Ching—Asia’s f irst-of-its-kind animated musical edu-tainment series, designed to help parents build money-smart values for kids.• What are the top five things to consider when developing branded content/entertainment• How do you integrate the idea across all media platforms: social, search, mobile, web, tv, schools?• How do you measure the effectiveness of the campaign and in particular, your brand recognition?• Learnings along the way• What’s next?

Sean Rach, Regional Director, Brand and Corporate Affairs, PRUDENTIAL CORPORATION ASIACon Apostolopoulos, Senior Director, TURNER MEDIA SOLUTIONS, TURNER BROADCASTING SYSTEM ASIA PACIFIC

16:10 Panel discussion: Developing a cross border social media strategyHow do you develop an integrated, regional social media strategy when you’re juggling multiple channels, cultures, time zones and languages? The key is f lexibility and the ability to respond to the unpredictable, to be adaptable to everything from govern-ment policies to technology and behavioral changes. This session discusses what it takes to build a successful social media strategy.• Developing a competitive strategy for Qzone, Sina, Weibo, Renren and Kaixin• How do different industries respond to the mediascape of markets around Asia? • Strategies and differences communicating with diverse Asian markets• Enhancing customer engagement• Tips for building truly global team work

Moderator: Adaline Lau, Asia editor, CLICKZJuliana Loh, Social Media Consultant, JLOH COMMUNICATIONSMatthew Chan, Regional CRM and Internet Manager, RALPH LAUREN ASIA PACIFICZaheer Nooruddin, Regional Director, Digital and Social Media, BURSON-MARSTELLER

17:00 Meet the experts roundtablesJoin us at our ALL NEW “Meet the Experts Roundtable Forum” where you will have the opportunity to learn, network and share information with your peers and leading industry specialists. With a choice of ten Roundtables, each focusing on a different topic and featuring an expert, this session is not to be missed. Simply choose the Roundtable most pertinent to you and join the discus-sion! You can also move freely between different roundtables to make sure you get the most out of this session.

• Baidu SEO Allen Qu, NETCONCEPTS • Link building Mike Grehan, SES, SEARCH ENGINE WATCH, CLICKZ

• International SEO Matthias Zeitler, MARKTHEGLOBE

• Digital attribution analytics Crispin Sheridan, SAP

• PPC and SEO integration David Shen, ACRONYM MEDIA

• Generating leads from PPC and SEO River Ho, NMC INTERACTIVE

• Email marketing Alan Wo, REASONABLE SPREAD

• Mobile marketing in emerging markets Vikas Gulati, Vserv • Social Media Zaheer Nooruddin, Burson-Marsteller

18:00 Cocktail reception

19:00 Close of Day 1


www.ReasonableSpread.com

SESHongKong.com 9

08:00 Morning refreshments

08:15 Breakfast briefing: Leveraging smart insights and mobile sensing for mobile communicationsThis breakfast briefing will help explore the following:• Optimize conversions for mobile• Automate multi-channel campaigns• Understand customer lifecycle by capitalizing on business intelligence

Ohad Hecht, Regional Managing Director, APAC, EMARSYS

09:00 Welcome remarks

09:15 Keynote address: Search Engine Marketing—The essential best practice guide for 2013Mike Grehan, Global VP Content, SES, SEARCH ENGINE WATCH, CLICKZ

10:00 Deep dive into analytics Analytics might just be the most important aspect of digital marketing. It’s what makes digital marketing uniquely different from traditional marketing and, in the right hands, analytics is a great business intelligence tool. Going beyond pageviews and other basic metrics, this session will help you get more common sense information out of visitor data, determine how to meet business objectives and help make future strategy decisions. Analytics Deep Dive will help you improve the bottom line of your business and show you: • How to use analytics for predictive marketing• How to use analytics for leads sourcing• How to develop, use and optimize analytics for your marketing mix• How to develop an attribution model for multi-touch point analysis• How analytics should play a role in inbound marketing

Moderator: Kenneth Kwok, Chairman, HONG KONG DIGITAL ANALYTICS ASSOCIATIONCharlie Wang, Technical Director, TRIBAL DDB Barry Adams, Regional Director, Partnerships and Alliances, Asia, ACXIOM CORPORATION


11:20 Track 1: Social analytics: Measuring social media successAlmost everyone out there wants to leap onto the social media bandwag-on. But in the rush not to be left out, many organizations are failing to think through key issues around what to measure and how to measure it. A lack of standard currency for measuring social media effectiveness confuses the scene and data overload makes things even more complicated. Most social measurement fails to aid busi-ness decision-making. This session will highlight the approach and skills marketers need to measure social marketing effectiveness.• How to define social measurement

currency and overcome challenges• Link social measurement to busi-

ness drivers• Learn to use measurement meth-

odology• Understand the importance of data

accuracy and consistency• Leveraging analytics to determine

ROI

Pushkar Sane, Co-Founder and CEO, CONVERGINATION VENTURES

Track 2: Cannibalization or symbiosis—Cross analysis of SEM and SEOThis session will guide you through all you need to know about identifying, selecting and implementing an integrated SEM and SEO strategy for your business, including the all-important focus on strategic resource-allocation and justif i-able ROI.• How do buying brand terms and/or

generic terms impact your SEO effort and what are the solutions?

• What is the best strategy of running an integrated SEM and SEO campaign to achieve the best ROI?

• How should you split your budget between SEM and SEO?

Anthony Yiu, Managing Director, Hong Kong/Regional Director, North Asia, IPROSPECT HONG KONG

Track 3: Fat apps and fat fingers—Why your mobile content needs to be slimmerIn our eagerness to provide our audi-ence with everything we think they need from us we often overwhelm them with options, information and apps: endless screens of content that make for a very poor mobile experience. That’s because we’re thinking as marketers. How can you develop apps and mobile content from a user perspective? What does that mean and how can you overcome internal resistance within organizations? From better design to content audits, from market research to crowd-sourcing—this session will help you leave poor mobile experience at the door.• Why design is a crucial element to the

mobile experience• How to thin the content herd – letting

go of information• Timing is everything – when your audi-

ence uses their device• Fit for purpose – focusing on core

functionality• Making it about them – apps that fulf ill

a user need not a brand need

Simon Salt, Digital Marketing Strategist and Author, INTERNATIONAL INCSLING-ERS

DAY 2 WEDNESDAY 12 SEPTEMBER 2012

Limited seating: Please register

SESHongKong.com 11

12:00 Track 1: Case study: Paid search analytics and multi touch attribution analysisHave you ever wondered how paid search, SEO, and other tactics interact and how to allocate your precious resources in the most optimal way? This session will share a case study that provides a holistic understanding of customer behavior across all digital channels (bought/owned/earned) in order to optimize future efforts.• How to identify the most relevant

attribution model for your situation • From here to there: steps to achiev-

ing your optimum attribution model• Prioritizing and allocating resources

for maximum efficiency and ROI

Crispin Sheridan, SES Advisory Board; Senior Director of Search Marketing Strategy, SAP

Track 2: Optimizing humans: The art of data-driven social marketingWondering how to explode your social media strategy? This session focuses on immediately actionable paid and organic social tactics marketers can use for enhanced demographic research and data-driven community outreach.• Learn techniques for mapping search

to social. Discover how to identify socially plugged-in authority users along classic lines of search conversion semantics history

• Explore organic and paid social mashup tactics to leverage the data

• Understand how to leverage data-driven friending tactics

• What are the best social media paid tactics to target the “whole user” in social channels?

• Consider new KPIs for measuring social media efforts, including “friend leads” and conversion

Eden Lau, Co-Founder and Managing Director, North Asia, BRANDTOLOGY

Track 3: Augmented reality, NFC and HTML5: New tech, new trends for mobileThis panel discussion will explore how augmented reality and other hot new technologies can help retailers capture more business online, drive audience engagement and convert online traffic to offline retail.• How can real time bidding and

demand-side platforms help you maxi-mize your ROI on mobile advertising?

• What can the latest mobile technolo-gies like augmented reality, NFC and HTML5 do to drive customer engage-ment and add to your bottom line?

• What will be the important trends in mobile marketing and mobile advertis-ing in 2013?

Moderator: Napoleon Biggs, Senior Vice President, Head of Digital Integration Asia Pacific, FLEISHMAN HILLARD Ricky Chu, CEO, GRAVITASLeonard Chan, Founder and CEO, PULSE MEDIATECH LIMITED

12:40 Networking lunch

13:40 Track 1: How smarter analytics and a data driven approach can improve your CRMCustomer relationships are driven by the intelligent use of data, and the digital universe continues to feed ex-ponential amounts of new information to customers every day. The challenge for marketers, both online and offline, is to aggregate, analyze, make sense of and apply in a way that both drives performance and a better customer experience. This session will look at some of the trends in this area and explore practical road maps to move forward. • Drinking from the data f ire hose and

making sense of it all• Online customer modelling and

scoring • New digital customer metrics to

measure CRM • Building digital profiles to supple-

ment or replace more traditional ones

• Use of data in a world of growing privacy legislation and customer control

Stephen Hay, Regional Director, Asia Pacific, ICLP

Track 2: Creating an integrated market-ing strategyThis session will include a number of case studies to explain how leading brands have successfully executed campaigns by having multiple channels and platforms working together, integrating various social networks and location-based mobile tools. Attendees will learn how to integrate campaigns with global, local and regional social and microblogging networks, as well as leveraging location-based and gaming social networks.• What do you need to know about

preparing for and integrating with Google+, Instagram and Pinterest?

• What tools, tactics and resources do you need to get your campaign noticed on regional social networks?

• What lessons can you learn from suc-cess cases about leveraging video?

• What can gamification do for your strategy and what do you need to know to do it well?

• How have other digitally savvy compa-nies integrated transmedia storytelling with their marketing campaigns?

Larry Tang, Founder, COLLAB

Track 3: Framing the mobile opportunity in ‘emerging’ Asia: Maximized mobile with demonstrable ROIOpportunities for mobile in Asia’s de-veloping markets are many and varied, but it takes a savvy marketer to spot the critical differences and know how to react. You need to understand evolving consumer behavior and trends and their implications on your media mix. This session will teach you what you need to know about the APP ecosystem in Asia, as well as content consumption on the mobile web.• Building a winning strategy for the

‘emerging’ mobile ecosystem: key dif-ferences, opportunities and operating requirements for success in emerging markets

• Understand different markets’ sub-scriptions and operator requirements

• Compare and contrast devices and features

• Hot trends in apps, downloads, social and browsing

• Case studies: How do leading brands in Asia use mobile to engage their consumers and maximize ROI?

Vikas Gulati, Vice President Southeast Asia, VSERV.MOBI


Customer Engagement Platform

Engage in 1-to-1 conversations with individual customers, across any channel, and move the conversation forward for measurable business results.

Introducing Sitecore’s

www.sitecore.hk

Your Marketing Initiatives Working in Perfect HarmonyThe key to the success of any organization is knowing what works and what doesn’t to improve your bottom line. With your web, email, social, mobile and other channels operating in siloes, how can you measure them against each other and implement cohesive marketing strategies?

Sitecore’s Customer Engagement Platform provides an elegant, integrated solution that connects channels, engagement automation, and engagement analytics, with external tools and databases.

The Customer Engagement Platform off ers:

Visit us in the exhibition area to learn more

■ In-depth analytics that measure campaign success, site traffi c and visitor behavior down to the individual level

■ Engagement automation to communicate with customers across all channels and maximize effi ciency of moving prospects through the sales funnel

■ Profi le and personal scoring to design a personalized user experience that will have visitors coming back for more

Platinum sponsor of

Sitecore_SES-HK_ad 2.indd 1 29/08/2012 23:04

SESHongKong.com 13

14:20 Track 1: Case study: Creating an effec-tive e-commerce platform This case study will reveal how HP.com evolved from a static, official site to a fluid e-commerce platform. Why does product content localization play such an important role for na-tive language speaking country SEO, and how can you plan for successful localization?• How to use local data analytic

metrics and usability testing results to define your customer shopping journey

• Learn to leverage the interaction between mobile and offline markets to increase online store demand generation

• Transfering SNS awareness into conversion rates with Sina Weibo Enterprise

• Understand the end-to-end lessons learned

Jackey Wang, China Country Manager, HP DIGITAL STRATEGY

Track 2: Advanced mobile marketingWith consumers spending more time on mobile phones than desktop comput-ers, an increasing portion of your digital marketing success will depend on how well you can use mobile to build brand loyalty and advocacy. This session will take you beyond traditional marketing, promotions and QR codes, to help you unlock the potential of frequent engage-ment, SOLOMO and targeted advocacy. Learn how to:• Use mobile to create stronger, more en-

during brand-consumer relationships• Enhance CRM programs and targeted

advocacy marketing with mobile data and apps

• Leverage geo-location and social discovery to create invaluable ad-hoc brand communities around events and venues

• Make in-store and physical-world customer interactions more creative, meaningful and profitable

Andy Chang, CEO, I-INFLUENCE

Track 3: The addressable advertising dog and pony show: RTB, remarketing and ROI in the new age of advertising You will come out of this session with a clear understanding of the RTB landscape and how you can use programmatic buy-ing ecosystem to boost your campaign efficacies by leaving the current “spray and pray” culture behind for good. We will look at the different opportunities and threats through actual advertiser examples and for the first time in the re-gion in a public forum, take a peek at the world of Blackhatters and the role they play in secretly capturing your campaign ROI.• Brief introduction to the RTB ecosys-

tem and the accompanying culture change

• How re-marketing, audience buying and behavioral targeting are promising to boost your ROI

• Brand safety, the three flavors of fraud and other tales from the dark-side

Mikko Kotila, CEO, STATSIT


15:20 Case study: Social media crisis management Everybody’s clamoring for a social media strategy that ticks all the boxes from lead generation, to customer engagement, to eternal brand enhancement. But social media works both ways: what happens when the creature you’ve created, bites the hand that feeds it? In this session, learn from social-media-veteran Ali Bullock, through case studies of some of the world’s best-known brands, and their worst PR nightmares. After this session, you’ll know exactly what social media blunders to avoid, and how to create opportunity from disaster!

Ali Bullock, Global Digital Marketing and Social Media Veteran

16:00 Digital quickfireAll you ever wanted to know about digital marketing**(but were afraid to ask)

In this f inal quickfire unconference session, our panel of leading digital experts will answer all of YOUR burning questions. Find out what top trends are projected for 2013 and get some inside insights!

Patrick Rona, Chief Digital Officer, DDB Group Asia Pacific

17:00 Closing remarks

Online courses for marketers at every level and business typeFrom workshops to e-learning, the ClickZ Academy has been created to help online marketers progress at their own pace, immersing themselves with industry leading insights from digital marketing experts. Clickz’s e-learning courses help you develop core competencies to build and execute on successful strategies.

• Online marketing foundation• Seo• Paid search strategies• Email strategy• Social media• Web analytics Each course consists of numerous modules and includes interactive exercises, videos and activities to test your learning development. At the end of each course, you receive a certificate after successful completion of an assessment. Find out more about ClickZ Academy courses and expert tutors at ClickZAcademy.com.


Sponsors&Exhibitors

SESHongKong.com 15

Baidu, whose literal meaning is hundreds of times, represents persistent search for the ideal. As a native speaker of the Chinese language and a talented engineer, Baidu focuses on what it knows best - Chinese language search. Applying avant-garde technology to the world’s most ancient and complex lan-guage is as challenging as it is exciting. At least people here at Baidu think so. As having diligently disclosed in the Prospectus of our recent Initial Public Offering, Baidu believe there are at least 38 ways of saying “I” in Chinese. They master all the ways of addressing oneself in Chinese because baidu’s users depend on it to address every one of their daily queries. Biadu’s mission is to provide the best way for people to f ind information. In addition to serving individual users, Baidu also serve as a media platform for online marketing customers. Baidu not only provide customers easy access to one of the largest online audiences in China but also targeted groups with defined interests as indicated by queries.

www.baiduhk.com.hk

Brandtology (a Sentia Media Company) provides Online Business Intelligence that empowers global brands to manage actionable insights gained from consumer conversations online. Using a combination of proprietary technology, processes and trained professionals across APAC, the Americas and EMEA, Brandtology is able to deliver a high degree of accuracy and relevancy for millions of online conversations every month. Brandtology’s multilin-gual support covers languages spoken by over 90% of the world’s Internet population. As part of Sentia Media’s multiple-service offerings, Brandtology also has the capability to provide cross-media analysis, leveraging on the strengths of Sentia Media’s other business units.

Brandtology has partnerships with global organizations and provides services in multi-functional areas across marketing and communications such as sales, public relations, campaign measurement, online reputation management, customer service, product development and much more.

Products & Services:

• Marketing Optimization Solutions• Web Analytics

www.brandtology.com

Emailvision is the international leader in software as a service (SaaS) for email, mobile and social media marketing. The Emailvision mission is to provide excellence in software and services for online relationship marketing. With off ices and client service teams in 19 countries, Emailvision delivers 5 billion messages per month on behalf of 4,000 clients worldwide. This unprecedented quality of service is driven by 12 years of research and development and by Emailvision’s 600 passionate employees. The company is privately owned by Francisco Partners.Products & Services:• Email Marketing Solutions

www.emailvision.com

Gravitas Limited is a leading mobile marketing company in Asia. Since 2003, Gravitas has served over 200 brands of Fortune 500 companies, listed mul-tinational corporations and renowned local groups. Equipped with experience in the industry and cutting edge technology, Gravitas has provided clients with unique marketing strategies through mobile and executed more than 2,000 successful campaigns in the last 9 years.

Gravitas gained a solid foothold in Hong Kong. Moving forward, we target to become the leading professional mobile marketing agency in Asia Pacif ic by 2013. Gravitas is committed to enable marketers to reach their target audience with the best ROI by providing full range of mobile marketing services including strategy consulting, creative development, technology adaptation and mobile advertising media planning with integrated campaign manage-ment services

www.gravitas.com.hk

sponsorsPlatinumSponsor

GoldSponsors

Sitecore redefines how organizations engage with their customers online, powering experiences that can sense and adapt to a customer’s needs to increase revenue and customer lifetime value and satisfaction. Sitecore’s powerful development platform, integrated marketing automation tools and intuitive editing workspace have enabled thousands of organizations to create and manage more than 30,000 dynamic websites.Products & Services:• Content Management• Email Marketing Solutions• Web Analytics

www.sitecore.net

M 100Y 100

M 40Y 100

C 90M 100Y 90K 100


iClick is the leading performance marketing agency in Asia focusing on delivering high value online solution for companies looking for promising return-on-advertising-spend. iClick developed its proprietary algorithmic modeling and based on this to provide automated optimization technology for marketers to manage their online advertising campaigns. In iClick, we work with marketers who desire for advertising performance and need to achieve scale at ease.

iClick was formed in 2009 by a group of internet veterans with strong background in online marketing, technology and product development. Today, iClick has established footprint over Hong Kong, Taiwan, China and the South East Asia. Our client portfolio comprises of the world’s premium brands and MNC that spread across industries. Headquartered in Hong Kong, iClick has off ices in Beijing, Shanghai and Singapore.

www.i-click.asi

iProspect, part of Aegis Media, is a global digital performance agency that provides some of the world’s most sought-after brands with digital marketing strategies that maximize ROI through social media, SEO, paid search, display media, shopping feed management, mobile marketing, attribution modeling and management and other related services. Clients include Fortune 500 companies and leaders across multiple industries, including Staples, Neiman Marcus, Gilt Groupe, Mandarin Oriental Hotel Group, Glaxo Smith Kline, and Reliant Energy, among others. iProspect was recently awarded a 2011 Inter-active Marketing Award for “Best Ecommerce Site Launch or Revamp” and have been included on Internet Retailer’s Top 500 List in 2011, 2010 and 2009.The agency is headquartered in Boston, and has 850 employees in 39 offices globally. For more information, visit www.iprospect.com or follow them on Twitter @iProspect.Products & Services:• Display Advertising• Interactive Marketing Agencies• Mobile & Rich Media Advertising Solutions

www.iprospect.com

emarsys is a leading global provider of email marketing solutions and services. More than 1000 clients worldwide, among them eBay, Canon, Vodafone, Honda, Motorola, Zurich Insurance and Siemens send more than 50 billion emails every year using our technology. Our bespoke platforms are designed specif ically to meet the complex needs of our customers and provide all the necessary tools to increase ROI through email marketing, optimised deliver-ability , customer engagement and social media solutions . Combined with our comprehensive world class services portfolio , emarsys is an all-in-one provider for retention email marketing.

www.emarsys.com

With offices in Hong Kong, Beijing, Shanghai and a rep office in Tokyo, Beyond Media Global (BMG) is an international and independent advertising solutions com-pany. BMG’s suite of core technology products enables advertisers and publishers to monetize and optimize across different segments of audiences.

BMG develops, supports and services world class, localized and custom search and social media marketing solutions for the top brands in most of the countries we serve. BMG’s clients are the top in the Asia region, including ZUJI, Webjet AU, eFinancialCareers, WEGO, CTRIP, PayPal, with clients in Japan, India, Australia, Singapore, Thailand, Taiwan, China and Korea. We both offer technology only solutions and full service managed solutions for Search, Social & Display.

Beyond Media Global is the off icial Asia Partner for KENSHOO, a worldwide leader in online demand generation.

www.beyondmediaglobal.com

Established in 1997, e-Dialog empowers marketers to connect with customers by engaging in relevant conversations through e-mail, mobile devices, social networks, e-commerce and at the point of sale. e-Dialog is a global provider to some of the world’s most recognized brands, including British Air-ways, Dell, PayPal, Air Asia and Toys R Us. e-Dialog is a wholly owned subsidiary of GSI Commerce Inc. (NASDAQ: GSIC) acquired by eBay in March 2011.

www.e-dialog.com

LanyardSponsor

CocktailSponsor

BreakfastBriefingSponsor

GoldSponsors

SESHongKong.com 17

Brightcove Inc., a leading global provider of cloud content services, provides a family of products used to publish and distribute the world’s profes-sional digital media. The company’s products include Brightcove Video Cloud, the market-leading online video platform, and Brightcove App Cloud, the pioneering content app platform. Together, more than 4,200 customers in 50 countries rely on Brightcove’s cloud content services to build and operate exceptional media experiences across PCs, smartphones, tablets and connected TVs.

www.brightcove.com

MarkTheGlobe is an innovative search engine optimization company, which offers International Search Engine Optimization (“Global SEO”) for compa-nies with multilingual websites.

In comparison to other SEO companies, MarkTheGlobe provides a scalable process with a high level of automation. This enables a transparent and a performance based pricing model. Payment is required for search terms that have been successfully ranked in the top 10 results.

MarkTheGlobe has developed a sophisticated production system to automate and manage a large number of routine activities in SEO campaigns. This results in an attractive return on investment for our customers. Signif icant ranking improvements in international search engines are guaranteed.

www.marktheglobe.com

The independent authority on search vendors, topseos.com evaluates and ranks the top internet marketing companies. Categories ranked by topseos include: search engine optimization, pay per click management, aff iliate marketing, social media optimization, and many more.

Since 2002, topseos has been a trusted resource for businesses looking to launch or improve internet marketing campaigns. The pathfinder service allows topseos to work directly with you to help f ind companies that best f it your business needs. Why waste time searching through thousands of sites with false promises? Go straight to the authority, gain insight into the industry, and work with the best.

Products & Services:• Interactive Marketing Associations & Publications• Marketing Optimization Solutions• Organic Search Marketing

www.topseos.com

Vserv.mobi is a leading Global Mobile Ad Network with strong presence in emerging markets. Vserv’s pioneering technology AppWrapper powers One Click App Monetisation for 10,000+ Apps across platforms.

AppWrapper is the World’s Simplest App Monetization - it enables premium advertising & innovative pricing models on any app, without coding, in just one click.

Vserv is the only Ad Network with App media across feature phones, smart phones and tablets, thus providing advertisers unparalleled reach and engagement. Built on superior technology, the Vserv Marketplace delivers exceptional ROI to advertisers as well as enhanced earnings to developers & publishers. Visit www.vserv.mobi for more details.

www.vserv.mobi

Exhibitors®

Digital Design Partner Brought to you by

Supporting Organizations

Supporting Associations

Digital Analytics AssociationHong Kong

香港數碼分析協會

Digital Analytics AssociationHong Kong

香港數碼分析協會

In Association withLocal Charity Partner

Media Partners

News Distribution Partner

The First SaaS Campaign Management Solution with Customer Intelligence Inside

Unlock your potential

Emailvision Hong-Kong703 Tai Tung Building8 Fleming Road, WanchaiHong-KongCall us: +(852) 2681 9000 www.emailvision.hk

Speakers

The First SaaS Campaign Management Solution with Customer Intelligence Inside

Unlock your potential

Emailvision Hong-Kong703 Tai Tung Building8 Fleming Road, WanchaiHong-KongCall us: +(852) 2681 9000 www.emailvision.hk


speakersAvinash KaushikDigital Marketing EvangelistGoogle

Avinash Kaushik is the digital marketing evangelist for Google and the co-founder of Market Motive Inc.

Through his blog, Occam’s Razor, and his best-selling books, Web Analytics: An Hour a Day and Web Analytics 2.0, Kaushik has become recognized as an authoritative voice on how marketers, executive teams, and industry leaders can leverage data to fundamentally reinvent their digital existence. Kaushik puts a common-sense framework around the often frenetic world of web analytics and combines that with the philosophy that investing in talented analysts is the key to long-term success. He passionately advocates customer centricity and leveraging bleeding-edge competitive intelligence techniques.

Kaushik has received rave reviews for bringing his energetic, inspiring, and practical insights to companies like Unilever, Dell, Time Warner, Vanguard, Porsche, and IBM. He has delivered keynotes at a variety of global conferences, including SES Conference & Expo, Monaco Media Forum, iCitizen, JMP Innovators’ Summit, The Art of Marketing, and Web 2.0.

Acting on his passion for teaching, Kaushik has lectured at major universities such as Stanford University, University of Virginia, University of California—Los Angeles, and University of Utah.

Kaushik received the 2009 Statistical Advocate of the Year Award from the American Statistical Association, and the 2011 Most Influential Industry Contributor Award from the Web Analytics Association.

Mike GrehanGlobal VP Content SESSearch Engine WatchClickZ

Mike Grehan is global VP, content, at Incisive Media, publisher of Search Engine Watch and ClickZ, and producer of the SES international conference series. Previously, he worked as a search marketing consultant with a number of international agencies, handling global clients such as SAP and Motorola. Recognized as a leading search marketing expert, Grehan came online in 1995 and is the author of numerous books and white papers on the subject. He is chair of the SES advisory board and in March 2010 was elected to SEMPO’s board of directors.

SESHongKong.com 21

Barry AdamsRegional DirectorPartnerships and AlliancesAsia Acxiom Corporation

Barry Adams is an interactive marketing and CRM executive who is passionate about generating business value from data. During 15 years of working in Asia, he has developed and executed strategic marketing initiatives ranging from the implementation of large-scale multi-channel marketing platforms to customer acquisition and retention programs, customer analytics, loyalty program design and management, addressable advertising, and the development of strategic data partnerships across the region.

Mr. Adams has worked with many of the world’s leading brands in the retail, financial services, luxury, media, automotive and technology sectors. He currently leads Acxiom’s partnerships and alliances across the Asia-Pacific region.

Michelle AuGeneral ManagerHong Kong & MacauSONY MOBILE

Michelle Au is a marketing and management professional with over 20 years’ experience in highly competitive industries. Possessed an all-rounded experience in marketing, business management, branding and communications for both the consumer and business sectors. Skilled in business management of multiple brands/products targeting different market segments through advertising, direct marketing, events, retail and online channels, as well as public relations. Led several award winning marketing and advertising campaigns.

Con ApostolopoulosSenior Director Turner Media Solutions Turner Broadcasting System Asia Pacific

Con Apostolopoulos is senior director of Turner Media Solutions for Turner Broadcasting System Asia-Pacific (TBSAP). Based in Hong Kong, Mr. Apostolopoulos is responsible for developing strategies and creative executions for Turner Media Solutions, a holistic marketing approach to content solutions and branded entertainment initiatives encompassing the company’s diverse portfolio of brands, including Boomerang, Cartoon Network, HBO, MONDOTV, POGO, QTV, Tabi Channel, TCM Turner Classic Movies, truTV and WB.

Mr. Apostolopoulos works in conjunction with all parts of the business, facilitating a one-stop solution for marketing clients to leverage the power of TBSAP’s brands and engage with target audiences. He leads a dedicated creative team to conceptualize, plan and execute commercial multi-platform partnerships for TBSAP entertainment brands throughout the region.

With over 12 years’ experience in the media industry spanning newspapers, magazines, TV and online media, Mr. Apostolopoulos joined TBSAP in 2009. Prior to his appointment at TBSAP, he was responsible for heading up a suite of magazines for The Australian newspaper based in Sydney. He also held positions at News Corporation across several functions in its Melbourne and Sydney offices, with a small stint in New York.

Mr. Apostolopoulos graduated from Deakin University in Melbourne with a bachelor of business in economics and marketing, and is currently completing his MBA at the Australian Graduate School of Management in Hong Kong.

Anol BhattacharyaConsultantGetIT

AnolBhattacharya is a consultant for hi-tech and telecommunicationsclients—such as Cisco Systems, IBM, IDC Asia Pacific, HP andDatacraft—on behalf of GetIT (Singapore). He has held this position for over 10 years and focuses on B2B marketing, demand generation, lead nurturing, social media strategy and implementation, interactive digital media for marketing initiatives, and user experience design.

He is a regular columnist on B2B marketing in various print and online media channels, such as Business Times, Straits Times, Marketing Interactive and Asia One, among others. He is also the editor-in-chief of B2Bento.com, a leading blog about news, views and reviews of the B2B marketing space and the social media scene in Asia. Mr. Bhattacharyahas delivered keynote addresses at major marketing conferences across the region including Click Asia Summit (Mumbai), AdTech (Singapore), SiTF Workshops, and BritCham Singapore Breakfast Briefings.

He is the Honorary Secretary of the Digital Media Chapter of the Singapore Infocomm Technology Federation (SiTF), and routinely guest lectures at the Singapore Management University on entrepreneurship.


Napoleon BiggsSenior Vice PresidentHead of Digital Integration, Asia-PacificFleishman-Hillard

With 18 years in the Internet and digital media in Asia, Napoleon Biggs is a highly experienced and practical advisor to Fleishman’s clients across the region.

His linguistic capabilities (Mandarin, Cantonese and Japanese) and knowledge of local markets allow him to provide meaningful insights and actionable communications strategies that play across both online and offline channels of influence.

He is responsible for developing Fleishman’s digital service offering and for working with clients and colleagues to implement truly integrated, cross-media communications plans.

A reputed thought-leader, Mr. Biggs is a regular speaker on the changing ecosystem of digital communications at seminars and conferences.

He has trained executives across many industries, from multinationals such as Estée Lauder, Tesco and Time Warner to local government bodies such as the Singapore National Arts Council.

In his spare time, he founded and continues to host Web Wednesday, Asia’s premier community for Internet executives. The only pan-regional forum and network of its kind, since its inception in June 2007, Web Wednesday now has over 3,000 members and runs monthly networking events in Hong Kong, Singapore, Guangzhou, Beijing, Bangkok, Ho Chi Minh City and Dubai.

Closely involved in the software development community, Mr. Biggs is one of the organizers of the tech unconference, BarCamp Hong Kong.

Ali BullockGlobal Digital Marketing and Social Media Veteran

Ali Bullock’s digital expertise has spanned Europe and Asia, where he helped build integrated marketing activities for KPMG, Kellogg’s, Samsung and Motorola. His most recent role, as Cathay Pacific’s global head of digital marketing in Hong Kong, saw him create Cathay’s social experience from the ground up. Mr. Bullock moves to WWF Hong Kong in October, where he will lead their communications team.

He is a firm believer in combining work life with corporate social responsibility. His involvement in a variety of pro bono digital marketing projects has included complete website development as well as advising charities throughout Asia on the strategic thinking and value behind social media.

Jesper BrobergVP Business DevelopmentSitecore International

As VP Business Development for Sitecore International, Jesper engages with clients and partners from all over the world, using his 10+ years of experience in the software industry to help companies understand the powerful business opportunities available through a customer engagement platform. Jesper is a regularly speaker at Sitecore events around the world.

Chandrakanth B.N.Co-Founder and Managing DirectorTheorem India

As the co-founder and managing director of Theorem, Chandrakanth B.N. is responsible for overall strategic direction, growth and management of the company and its India operations. A serial entrepreneur, he has founded three software start-ups including Theorem. Before turning entrepreneur, he was managing the software division of a manufacturing company in the US.

Back in 2002 when digital marketing was still nascent, Theorem’s founders recognized the lack of specialized expertise in this niche. Theorem was started with a vision to help marketers and brands realize the true potential of the emerging digital marketing strategies, equipped with strong technology and analytical tools.

Under his leadership, Theorem today has grown to over 1,000 people with locations in the Americas, Asia-Pacific, Europe and the Middle East.

He holds a master’s degree in industrial management from Northern Illinois University, Chicago.

Anna ChanManaging Director, Hong Kong, Singapore and TaiwaniClick Interactive

Anna Chan is the managing director of Hong Kong, Singapore and Taiwan at iClick Interactive. She is responsible for overall management of the company’s operations in these areas, adapting operating structure and processes that competitively position the company to achieve substantial growth.

Ms. Chan has more than 12 years of digital experience in Asia-Pacific. She was previously the chief digital officer at Leo Burnett Hong Kong, overseeing the company’s digital products, encompassing digital strategy, display, search, social media and mobile. She was also responsible for accelerating the agency’s digital capabilities as well as driving digital integration and growth, particularly in the areas of social media and search.

Prior to Leo Burnett, Ms. Chan was the managing director of Reprise Media (under IPG) in Asia, overseeing the development and effectiveness of search and social media within Mediabrands’ agencies Initiative and UM in Asia. Before joining IPG, she held positions in Yahoo! Hong Kong, working with corporate brands in developing pioneering online strategies.

SESHongKong.com 23

Leonard ChanFounder and CEOPulse Mediatech

Leonard Chan is the founder and CEO of Pulse Mediatech (PMT). He is responsible for the overall strategic planning, business and product development of PMT. He has extensive experience in the research and development of industrial automation systems, online advertising and digital publishing solutions.

Dr. Chan served as chairman of the board for two listed companies in Hong Kong prior to founding PMT. He is also a US patent holder. In 2008, he was awarded the 12th Innovative Entrepreneur of the Year Award. In 2011, he led his digital publishing team and was awarded the Hong Kong ICT Best Business Gold Award and Grand Award, as well as the Asia-Pacific ICT Alliance Award in two categories (new media and entertainment, and start-up companies).

Dr. Chan has also spoken at various professional events organized by the British Computer Society, Hong Kong Computer Society, Hong Kong Wireless Technology Industry Association, Vocational Training Council and Fudan University, among others.

Matthew ChanRegional CRM and Internet ManagerRalph Lauren Asia Pacific

Matthew Chan is currently the regional marketing manager of e-commerce at Ralph Lauren (Asia-Pacific). Prior to this appointment, he was the regional CRM and digital manager of Parfums Christian Dior at LVMH Perfumes and Cosmetics (Asia-Pacific).

Mr. Chan has vast expertise in digital marketing, CRM and e-commerce for luxury retail in Asia. He specializes in leveraging the power of data analytics and technical innovation for business development and marketing effectiveness improvement.

He strongly believes that integrating online and offline business arenas is the only way to catch upcoming opportunities under the new business norm.

Andy ChangCEOI-Influence

Andy Chang founded I-Influence in 2010 with the goal of helping marketers to more effectively leverage social media and mobile to grow customer loyalty and advocacy, and increase their brands’ digital influence. As CEO, he leads an innovative team in developing marketing applications at the convergence of social media, customer analytics, CRM and mobile.

Mr. Chang started his digital marketing career as a web consultant in 1996. He later spent 10 years with MRM Worldwide, the digital and CRM marketing arm of McCann Worldgroup, in various roles and countries, from web producer in Los Angeles to data and technology director in China. Prior to founding I-Influence, he was general manager of MRM’s Shanghai and Hong Kong offices.

A native of Taiwan, Mr. Chang has lived half of his life in the US and the other half in Asia. He is fluent in Mandarin and regularly contributes articles focused on social and mobile CRM to ClickZ.asia.

Eddie ChoiSES Advisory Board; Founding PartnerFrontiers Digital

Eddie Choi, Managing Director of the Hong Kong-based digital agency FrontiersDigital (F-D). F-D is a wholly owned subsidiary of Milton Exhibits Group. Milton Exhibits Group is a leading event enabler in the Asia Pacific region with offices in Hong Kong, Beijing, Shanghai, Guangzhou, Macau, Taiwan, and Singapore. Eddie is a widely recognized digital marketer in the Greatest China region for his strategy works that adopted by many multinational corporations. Eddie had been invited to speak for different marketing conferences in Asia including SES China, Ad Tech China, and also numerous of private conferences held by the government and commercial organizations. Eddie’s specialty is search and social marketing particularly with a deep understanding of the market in China. He is a member of SES global advisor and a contributed columnist of Clickz Asia.

Glen ChuCo-FounderDigital Butter

Glen Chu is co-founder of Digital Butter and has extensive knowledge and experience in digital strategy for companies seeking digital and brand activation in greater China. During his time in Asia, Mr. Chu has helped a spectrum of companies launch digital campaigns and web platforms in Asia, including numerous e-commerce sites specifically for China. Currently, he is working with several luxury brands, premium hotels and multinational enterprises with their digital platforms while incorporating his insights into brand engagement via social media channels and SEO.

Mr. Chu is active in the digital community and is an advisory board member of Social Media Week Hong Kong, while Digital Butter is a sponsor of SES conferences in Asia, All That Matters (Music and Digital Matters) as well as Web Wednesday.

Brandtology combines technology, processes and highly trained professionals to deliver accurate, relevant online media insights to some of the world’s leading businesses and organisations.

A deep and effective understanding of digital channels, conversations and sentiment contributes to effective public relations, crisis management, media planning, campaign measurement, product development and strategic planning.

Brandtology is the only social media intelligence service provider with the capacity to monitor, analyse and report content in languages spoken by more than 90% of the world’s population.

And behind everything we do is our greatest asset – our people.

For further information on Brandtology visit www.brandtology.com or email us at [email protected].

BEHIND EVERY INSIGHT IS ONE THING – PEOPLE.

Bahasa Indonesia

Bahasa Melayu

Chinese (Traditional)

Chinese (Simplified)

English

Arabic French

Korean

German

Polish

Italian

Japanese

Portugese

Spanish

Tagalog

Russian

Thai

Vietnamese

LANGUAGES

LONDON EGYPTNEW YORKMEXICO CITYREDWOOD CITY BEIJING

TOKYO

SHANGHAIPARIS

SEOUL

HANGZHOU

CHONGQING

HONG KONG

JAKARTA

MANILA

MELBOURNE

SYDNEYCHRISTCHURCHBANGKOK

SINGAPORE

KUALA LUMPUR

HO CHI MINH CITY

SESHongKong.com 25

Ricky ChuChief Executive OfficerGravitas

Ricky Chu is a veteran with over 16 years’ experience in the IT, telecommunications and media industries. He is a pioneer in mobile marketing and a successful entrepreneur in new digital media business in the Asia-Pacific region. In 2003 he founded Gravitas, which pioneered the mobile marketing industry in Hong Kong. In the past nine years, Mr. Chu has initiated more than 2,000 successful mobile campaigns for over 200 brands of Fortune 500 companies, multinational corporations and renowned local groups in the region.

He is an active member of the Asia Digital Marketing Association, Retail Technology Industry Association, Hong Kong Wireless Technology Industry Association and Mobile Marketing Association and maintains excellent relations with client marketers, advertising agencies, media companies and telecom operators in the industry.

Mr. Chu graduated from Hong Kong Baptist University with a bachelor’s degree in business administration with a major in marketing. He holds a graduate diploma in China marketing and e-business jointly awarded by the Hong Kong Institute of Marketing and the Hong Kong University School of Professional and Continuing Education.

Nick GoldVice President, APACEmailvision

Nick Gold, Vice President of Asia Pacific, joined Emailvision in September 2008. He has 15 years of senior management experience in the software and services industry. Nick started his career in the SAP sales team at IBM global services. Following this position, Nick managed UK sales for a division of Sage Software. Prior to joining Emailvision, Nick led several sales teams at LexisNexis UK. Nick holds a Master’s degree in International Business from the University of Manchester - Institute of Science and Technology.

Vikas GulatiVice President, Southeast AsiaVserv.mobi

Vikas Gulati spearheads business development at Vserv.mobi for Southeast Asia. Based in Singapore, he is responsible for driving key aspects of business: developers, publishers and advertisers.

He has over 14 years of experience in media and marketing across emerging markets. Prior to Vserv, he was involved with set-up of Asia business for Sprice, a leading online travel network, now part of Travelport. He has also held various leadership roles at ZenithOptimedia and has led top accounts such as Procter & Gamble, Asia-Pacific Breweries, LVMH, ESPN and LG.

Mr. Gulati is a post-graduate from Times School of Marketing. He is an industry thought leader in digital advertising and writes for ClickZ.asia.

Stephen HayAsia-Pacific Regional DirectorICLP

Stephen Hay is Asia-Pacific regional director for ICLP, an award-winning global loyalty and CRM agency. He came into loyalty at Cathay Pacific when e-mail was nascent and direct mail was still king.

He joined ICLP in 1999 and has overseen the transition of the relationship business from an essentially offline activity into something that is often now exclusively digital and that extends beyond e-mail marketing to projecting a customer relationship across a range of digital and social tools. In addition to running ICLP’s business in the region, Mr. Hay also undertakes consulting projects for clients and contributes to debate on where the industry is going next.

Mr. Apostolopoulos graduated from Deakin University in Melbourne with a bachelor of business in economics and marketing, and is currently completing his MBA at the Australian Graduate School of Management in Hong Kong.

Ohad HechtRegional Managing Director, APACemarsys

Based in Hong Kong with a diverse marketing and management experience in Asia, Ohad has managed a number of accomplishments in his fledging carreer. Highlights include creating the patent registered luxury brand Swana. He speaks four languanges and is well versed in the interwining his Western Management philosophies into the Asian business model. His experience is complimented with establishing core digital strategies with expertise in ecommerce and Email Marketing. A regular speaker in the industry events. Armed with a B.A. and M.B.A. he now heads the Asian-Pacific operations of emarsys LTD .

River HoFounder, NMC INTERACTIVENEW MEDIA

River is the founder of NMC Interactive. He is the chief strategist of inbound marketing projects. With full service agency background, River has over 10 year experience in leading team for the larger scale online marketing campaigns. Other than agency background, River worked in various loyalty-marketing companies.

An early adopter and practitioner of SEO/SEM in Hong Kong, he is one of the few Internet marketers in Hong Kong who is actively engaged in different corporate SEO projects in early year of search marketing. Also, River has extensive experience to moderate and educate team, partners and clients on search engine optimization. He was invited to different 4A agencies to educate on digital marketing topic. He was the speaker of ad-tech and several of conference to contribute on inbound marketing topic. He is currently assisting Youth Business Hong Kong to mentor young entrepreneurs to succeed in the market.

SESHongKong.com 27

Mikko KotilaFounder and CEOStatsit

Mikko Kotila started one of the first digital agencies in Europe in 1996 and has since worked on analytics and insights projects for 50 out of the top 100 global advertisers. In 2008 he founded Statsit, the first social media monitoring service exclusively for the APAC markets. As the CEO, he has focused on transforming Statsit into an industry-changing market research company. A native of Finland, he has lived in Asia for 10 years.

Kenneth KwokChairmanHong Kong Digital Analytics Association

Kenneth Kwok has over 13 years of digital experience. He started his career as a web designer, then developed himself into a digital strategist. He has spent most of his career with IBM managing ibm.com and providing consulting services that leverage his strong blend of design, development and management skills for IBM’s clients globally.

In 2009, Mr. Kwok started Web Analytics Wednesday in Hong Kong to provide a platform for digital analytics professionals to gather and share their knowledge.

Digital Analytics Association appointed him as their representative in Hong Kong in 2010, and in the same year he founded Beehive Strategy to provide digital strategy and consultation services in the Asia-Pacific region.

In 2011, Hong Kong Digital Analytics Association was founded; Mr. Kwok is the founding chairman.

Adaline LauEditorCLICKZ ASIA

Adaline Lau, ClickZ Asia editor, oversees day-to-day editorial operations covering digital marketing from search to social media, mobile to analytics in the region. Before ClickZ, she was senior reporter at Marketing Magazine and has worked as a journalist for The Singapore Marketer and Asia Pacific Broadcasting.

Eden LauCo-Founder and Managing Director of North AsiaBrandtology

Eden gained extensive exposure in the China market when he started working in China in 2005, in the capacity of Group Marketing Director of an on-line MMORPG game business and CEO of a retail chain. During that period, he witnessed the strong growth of social media in China. Before moving into China, Eden held senior brand and marketing positions in Hutchison Telecom and Hongkong Telecom/PCCW where he pioneered quantitative analytics in studying brand and customer dynamics. He extended and applied that knowledge on the Brandtology platform, and provides business insights to his clients’ on their social media activities. Eden holds a MBA from the Hong Kong University of Science and Technology and also completed an International Executive Development Program in INSEAD, France.

Jayne LeungDirector North Asia,FACEBOOK

Jayne Leung is responsible for advertising sales for Facebook across North Asia. She possess over 10 years of unique regional experience in new markets entry, strategy and business development as well as key account relations from both the online and offline advertising worlds. Jayne’s top specialties are Internet advertising and digital technology solutions.

Cynthia LiuSenior Director of Brand MarketingWYNDHAM HOTEL GROUP ASIA PACIFIC

Cynthia currently leads the Wyndham Hotel Group’s branding effort for the APAC region, with a strong focus on China, Thailand, Singapore and India. Previously, Cynthia held strategic marketing roles for NagaWorld® Resort Hotel, Las Vegas Sands, Caesars Entertainment Corporation and LVMH, Asia Pacific.


Barney LoehnisHead of Digital Strategy and MobileOgilvyOneAsia-Pacific

Barney Loehnis joined Ogilvy in February 2010 to lead the company’s digital offering across Asia-Pacific. He works with major clients across the region, including IBM, VW, Nestlé and Intercontinental Hotels.

Previously Mr Loehnis was head of Isobar in Asia, working with clients such as P&G, adidas, Philips and Pernod Ricard. He also ran Warner Bros Digital across Europe, the Middle East and Africa. He started his career developing digital services and e-commerce for one of the UK’s largest retailers. In 2000 he helped launch Citikey, a pioneering mobile city guide across Europe.

Mr Loehnis is chairman emeritus of the Asia-Pacific Mobile Marketing Association, and he was one of the inaugural judges at the Mobile Awards in Cannes in 2012.’

Juliana LohSocial Media ConsultantJLOH Communications

Juliana Loh was an advertising creative in Singapore and Beijing for over five years, and contributed to Beijing’s expat publications as food editor and writer. Prior to living in Beijing, she was an artist in residence at Fabrica in Treviso, Italy-the research and communications center for United Colors of Benetton-working on campaigns and creative projects and contributing to COLORS magazine. Most recently, she was Swire Hotels group’s social media lead, setting up and managing the social media department for both English and Chinese platforms, after heading up communications at Swire’s first hotel, the Opposite House, Beijing.

Richard MabeyManaging DirectorThe Egg

Richard Mabey is a long term Greater China resident having spent 15 years in the region. He studied in both Shanghai and Beijing in the mid nineties and then moved to Hong Kong to take up a position at a multinational advertising agency working with technology clients.

Richard Mabey co-founded The Egg in 1998 and has since run the day to day operations of the company including business development, strategic direction and client servicing.

Richard’s passion comes from bridging the gap between the business needs of a company and finding the right solution to solve that need. He speaks regularly on Search Engine Optimization (SEO) related topics at business forums and associations in Hong Kong and China.

Madhu MalkaniDigital Analytics ManagerEstée Lauder

Madhu Malkani is currently the digital analytics manager at Estée Lauder Corporation, where she manages the performance analytics and insights for the ELC brand and e-commerce sites across the Asia-Pacific region.

She was previously the measurement and insights director with the data and analytics team at MRM Worldwide, where she led the digital analytics team and worked with numerous clients to track and improve their digital performance. Ms. Malkani has been a key part of the web analytics scene in Hong Kong and has significant experience in leveraging data to improve business performance.

She has a BSc degree in biology and an MBA from the Hong Kong University of Science and Technology.

Zaheer NooruddinRegional Director, Digital and Social MediaBurson-Marsteller

Zaheer Nooruddin is Burson-Marsteller’s Asia-Pacific regional director and lead digital and social media strategist. He supports the firm’s clients with the development of innovative digital, mobile and social solutions in Asia. He is also co-author of The Social Media MBA: Your Competitive Edge in Social Media Strategy Development and Delivery.

Mr. Nooruddin’s experience spans a range of digital marketing and communications disciplines in both B2B and B2C arenas. He has developed social media and digital communications strategy for multinational companies. Previously the founding director of Edelman Digital for China, he has also held senior roles at global digital marketing networks Wunderman, Ogilvy and BBDO/ Proximity Worldwide. He began his career in marketing at India’s Tata group.

He has spoken at numerous digital industry conferences, including the Internet Show, Social Media Week and Technology for Marketing & Advertising, and provides commentary for Reuters and others. He is an industry thought leader and subject matter expert for digital in China, India and Asia-Pacific, with 15 years of integrated digital work experience.

Mr. Nooruddin studied at St. Xavier’s College in Bombay, and he graduated from the College of Wooster in the United States, with a double major in political science and history.

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Allen QuTeam LeaderNetconcepts China

Allen Qu leads the Netconcepts China team to provide analysis, consultation and implementation of natural and paid search strategies for leading companies in the US, Australia, New Zealand and China markets. He has worked with such clients as Expedia, eLong.com, The Planet, Taikang Life, Microsoft, Qunar.com, Zhaoping.com, New Oriental Group, eBay.cn, Gigabyte, Abang.com, Tuniu.com, Edeng.cn, EE-Media, UUSee.com, RealEstate.co.nz, Air New Zealand and many more. His expertise includes search engine optimization, paid search management, social media optimization, permission/e-mail marketing, blog and viral marketing, PR optimization and integrated marketing strategies. The SEO and SEM programs that Mr. Qu has been managing have achieved remarkable successes.

Before joining Netconcepts he had extensive experience in managing e-commerce operations. He’s a frequent speaker at search and online marketing conferences, including SMX, ad:tech and other Internet-related events, conferences and TV shows. He has also provided SEO and online marketing training for Google, Baidu, government agencies and various organizations.

Mr. Qu graduated from the University of Auckland with a marketing and IT degree. He is a Google AdWords qualified individual, Yahoo! search marketing ambassador, certified e-marketer and certified direct marketer. He is also experienced in web development and multimedia, and in designing and building web 2.0 sites and applications.

Sean RachRegional Director Brand and Corporate AffairsPrudential Corporation Asia

Sean Rach joined Prudential Corporation Asia in 2009 and champions innovation and the development of integrated marketing solutions for Prudential’s businesses across Asia. He is the creator of Cha-Ching, a financial literacy program developed with Cartoon Network Asia that helps parents develop money-smart kids.

Prior to joining Prudential, he was regional general manager

(American Express) at Ogilvy & Mather Asia-Pacific and managing director, OgilvyOne Hong Kong. His team grew into the largest integrated marketing agency in Hong Kong (awarded Agency of the Year honors three years consecutively).

He held several marketing positions with Sprint Communications and started his marketing career at Hallmark Cards. A former naval officer, Mr. Rach served aboard two ships during his five years of service.

He is active in the Asian marketing community, having served as the chairman of the Mobile Marketing Association Asia-Pacific (2009–10) and of the Hong Kong 4As Interactive and Direct Committee (2001–08). A noted industry speaker, he has been a guest lecturer at a number of Hong Kong universities.Mr. Rach has an MBA from the Thunderbird School of Global Management and graduated from the United States Naval Academy.

Basker RangachariChief Marketing Officer, Hong Kong and Northeast Asia, Consumer BankingStandard Chartered Bank

Basker Rangachari is reputed to be a focused business driver, creative marketer and effective team leader. Since joining Standard Chartered Bank in 2005, he has held senior positions in unsecured lending, bancassurance, strategic alliances, customer loyalty and Amex integration. He was appointed as chief marketing officer, Hong Kong, in March 2010 and was promoted to chief marketing officer, Northeast Asia, in September 2011. In his tenure with SCB, Mr. Rangachari delivered a first-in-Asia total relationship rewards platform across 10 markets, developed iNeeds (an SCB-first iPad app that facilitates needs-based conversations with customers), and launched several disruptive marketing campaigns.

Prior to joining SCB, Mr. Rangachari had 23 years’ experience across several industries and disciplines, in India, Dubai, Singapore, Australia and Thailand. During his tenure at MasterCard International, he turned around their Thailand business and delivered 300% growth within four years.

Patrick RonaChief Digital OfficerDDB Group Asia-Pacific

Bringing over 15 years of experience to his roles, Patrick Rona is responsible for reinforcing and expanding Tribal’s market-leading position and driving growth and innovation in the provision of digital marketing services across the DDB Group.

Mr. Rona was previously president of Tribal DDB EMEA and chief digital officer of DDB Group EMEA. He joined Tribal DDB from OgilvyOne, where he ran the global Unilever digital marketing account. Overseeing and coordinating teams across five regions and over 25 countries, he helped some of Unilever’s top global brands including Dove, Persil (Omo), Becel/Flora, Hellmann’s and Vaseline to embrace and utilize the ever-expanding arsenal of digital channels—including social media, mobile and viral marketing in addition to display advertising and search—to engage with consumers and drive sales.

Prior to OgilvyOne, Mr. Rona was senior vice president at Digitas in London. He began his digital marketing career at Agency.com in the mid-1990s.


Simon SaltDigital Marketing Strategist and AuthorInternational IncSlingers

Simon Salt is a digital strategist, author and keynote speaker. He wrote Social Location Marketing, the first book on location-based marketing, and The Shorty Guide to Mobile Marketing, which ranked number three on the Amazon Kindle store on the day of its release.

His blog, The Incslinger, provides commentary on the state of the digital landscape. Mr. Salt has provided digital strategy to companies as varied as Fortune 500s, start-ups and international PR agencies. He teaches an online course in advanced mobile marketing through the Learning Resources Network. His opinions have been quoted in the Wall Street Journal, Forbes and many other publications. In addition, he is a regular contributor to Retail Touchpoints Holiday Outlook Guide.

Pushkar SaneCo-Founder and CEOConvergination Ventures

Pushkar Sane is the Co-Founder & CEO of Convergination Ventures a company focused on solving real-life problems by leveraging Convergence and stretching Imagination. Sane brings over 20 years of experience with the Internet and over 14 years of experience in Strategy, Digital, Advertising, Technology, CRM and Media across Asia Pacific markets. He has a unique distinction of working in two most dynamic markets in the world – China and India. Before co-founding Convergination in 2011 he was the Chief Digital Officer (North & South Asia) and Global Head of Social Marketing Practice at Starcom MediaVest Group. Previously he worked with EuroRSCG Worldwide and DRAFTFCB. Sane has been a serial intrapreneur and was instrumental in setting up new practice areas for his previous employers. He holds a Bachelor of Science in Physics, a Post Graduate Diploma in Computer Applications, and a Post Graduate Diploma in Advertising & Communications Management from India. He also attended Executive Management Program focused on General Management & Leadership at INSEAD

Sean SeahVice President eBusiness, Loyalty and Partner Marketing (Global)Langham Hospitality Group

Based in Langham’s Corporate office, Sean is responsible for leading Langham’s global eCommerce initiatives which include; building Langham’s online revenues; growing Langham’s digital brand equity; leading online partnerships with Online Travel Agents and fostering a group wide culture of digital innovation and leadership. Sean has held various management, marketing and e-business leadership roles within multi-national companies. Prior to joining Langham, Sean worked for Travelocity Asia Pacific and established ZUJI as the leading online travel agent in Singapore and Hong Kong. Sean has also consulted to 15 of the top investment banks in the world, working to build an electronic bond trading platform across Asia. Key disciplines included strategic market entry plans, e-commerce platform development and the marketing of the platform across Asia. Sean has significant travel industry experience, most recently with Air New Zealand, where he lead the e-commerce team to build a global website serving 26 countries. Sean also lead the e-commerce marketing team at Toyota where he was responsible for bringing the global motor vehicle giant online and in touch with customers, suppliers and partners. Sean has worked in New Zealand, Hong Kong and Singapore and has tertiary educational qualifications from the University of Auckland in Law and Political Science.

David ShenVice President of Client StrategyAcronym

David Shen is the vice president of client strategy at Acronym. Based in Singapore, he manages Acronym’s Asian operations and is responsible for developing and growing the client base and fostering business partnerships throughout the Asia-Pacific and Japan region.

He is responsible for understanding clients’ business requirements and challenges and addressing their needs with a client-focused search marketing strategy. His expertise includes enterprise keyword management, including organic search optimization and paid search management, as well integrating these channels with other marketing activities.

Prior to joining Acronym, Mr. Shen led the marketing science team at Singapore Press Holdings and the search marketing teams at BLUE.

Crispin SheridanSES Advisory Board; Senior Director of Search Marketing StrategySAP @crispinsheridan

Crispin Sheridan established and runs the search practice at SAP for the shared goals of awareness, lead generation, and sales. He is responsible for paid and organic search and has driven SAP’s strategy to harness the power of the channel to drive efficiency in lead generation across SAP’s ecosystem. He manages the centralized and globally funded search practice at SAP with both in-house and agency support. Successes include integration with SAP’s primary Facebook page and the deployment of “AddThis” across SAP.com globally. He is a frequent guest speaker at SES, the e-Metrics Summit, and ad:Tech, and a member of Google’s B2B Technology Council. He writes a monthly SEO column for ClickZ.

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Larry TangFounderCollab

Charlie WangTechnical DirectorTribal DDB

Charlie Wang is an experienced digital marketing professional with a strong IT consulting background and a passion for data-driven marketing. He has a unique background that includes working experience in both 4A ad agencies and Big 4 IT consulting firms. Mr. Wang is currently the technical director for Tribal DDB Hong Kong. He has experience in both the US and mainland China in the IT consulting and digital advertising industries. He has a passion for data and aims to inject more data-driven marketing within the ad-agency world. Prior to his current role, he worked as the data analytics director for a local agency in Beijing, Bizcom Consulting, focusing mainly on digital analytics for automotive and IT clients. He also has spent a large portion of his career as a business intelligence consultant at Deloitte Consulting US, focusing on data warehouse implementations for the US government. He is heavily involved in the tech and start-up scene in Beijing, and loves the chaos and fragmentation of the Chinese social media landscape.

Jackey WangChina Country ManagerHP Digital Strategy

Jackey Wang joined Hewlett-Packard in 2007. He oversees the China HP web experience, including customer experience and direct sale functions. He led HP’s regional publishing support and was a content management system (CMS) project manager before taking on his current responsibilities. Before joining HP he concentrated on web-based services for seven years.

With HP’s professional tech support, he utilized the comprehensive effectiveness of usability testing, CMS project management, web analytic insight, demand and lead generation, and integrated digital ecosystems to optimize the customer experience for the largest IT company in China.

Mr. Wang has solid knowledge of IT infrastructure, cloud solutions and program management methodology. He successfully delivered several digital platforms to support HP’s marketing activities on both regional and country levels.

Antony YiuRegional Search Director, N. Asia, Managing DirectoriProspect Hong Kong

Heading iProspect North Asia, Antony’s search experience includes Google and a few internet start-ups in US. His experience spans a variety of functions including search engine marketing and optimization, online advertising, email campaign management, and market research in both academic and commercial settings.

Antony began his career in the digital world by working with Google in their Mountain View Headquarters, before moving to a number of startups including oDesk and AdBrite.

Antony has worked with a number of multinational companies in finance, travel and hospitality, FMCG, telecom, consumer electronics, and pharmaceutical industries in his past and current positions.

Antony is recognized as a leading expert in the field of search and he is also a frequent speaker at industry conferences around the region.

Matthias ZeitlerFounderMarkTheGlobe

Matthias Zeitler is the founder of MarkTheGlobe, a global SEO start-up. He knows the global marketing challenges inside out from his own experience, having advised several Fortune 100 companies on globalization processes while working with localization industry leaders like SDL International, TRADOS and The STAR Group.Mr. Zeitler is a visionary leader in web technologies, global marketing, offshore outsourcing, globalization process technology and enterprise software product management. His skills and experiences led to the creation of MarkTheGlobe.

His team at MarkTheGlobe consists of SEO experts and developers that constantly push the envelope in search engine marketing strategies and campaigns.

Mr. Zeitler holds a BS in computer science from the Polytechnic University of Salzburg and a MBA from Santa Clara University in California.

Columns


Here comes the next big local marketing platform for the group-buying-fatigued retailers: mobile loyalty programs. If you are not yet familiar with this segment, look up start-ups Chatterfly (U.S.), Stampfeet (U.K.) and Perx (Singapore-based, backed by Facebook co-founder Eduardo Saverin – so it appears he is investing his newly minted billions here in Asia. Good man.)

These businesses all share a similar operating model: Leverage mobile to make loyalty programs card-less and easily discoverable by location. Your customers earn points after they patronize your retail store and are given a unique QR code (as proof of purchase) to scan. Users can then redeem points or stamps for freebies during future visits.

Customers love this because they can manage all their programs with different retailers on one device, and discover new businesses to earn points from. Retailers like it for the same reasons that they love traditional loyalty programs: repeat customers. Another key benefit is that these platforms are cloud-based, so now any retailer with an Internet connection and printer can inexpensively launch a loyalty program and hug trees at the same time.

Stamp, chop and rock-n-roll, baby!

(If anyone knows of any company offering this type of platform in China, please tell me about it in the comments section.)

It’s a smart use of mobile technology to digitize a proven offline marketing practice. I think these programs will be everywhere in a few years time, like group buying is in just about every city and continent except Antarctica these days.

If group buying is pitched to retailers as good for customer acquisition (some would disagree with this claim), then mobile loyalty is good for bringing customers back as well as allowing new customers to discover you. For group-buying merchants struggling to get customers to return after selling products at a steep discount, mobile loyalty programs can potentially address that problem and open up a whole new area of sales analytics – what types of customers are trialing and returning?

Many retailers in Singapore have embraced Perx as evidenced by the company’s rapid growth. F&B businesses are the first to sign up mainly because they are familiar with the value proposition and business model behind loyalty programs and punch cards. What I will explore in this article is if there is an opportunity for brands to incorporate mobile loyalty and punch card programs into their marketing strategy.

Offer Suitable Incentives

Regardless of the era, I think it makes sense for any brand with a retail presence to have loyalty and rewards strategy. Although some brands will immediately reject the idea of digital punch cards because it appears trite and potentially cheapens the brand, it’s worth taking a second look. The truth is that all brands want to know who their best customers are and better retain them. The key is really finding the right earning mechanics and rewards that fit and enhance your brand experience.

Buy-8-and-get-1-free offers may not be appropriate for a luxury brand like Prada, but I bet that loyal Prada customers would certainly appreciate, perhaps even expect, some gratitudine. For these brands I recommend rewards that further enhance the brand experience (and make them sing more praises), instead of outright giving them perks of

defined (and therefore limited) value. In these cases, small not-for-sale gifts and exclusive event invitations make a lot of sense.

I’ve recently had discussions with a retail banking client and shopping mall client, and both expressed interest in rewarding their customers for transacting at retail outlets. Both wanted to incorporate cross selling so that their customers are also incentivized to spend more time with the brands. For the bank it makes sense to offer attractive and unique discounts to other financial products. For the mall it was free parking, and coupons to shops and restaurants that wanted more foot traffic. The rewards would create win-win for both the brands and their customers.

Reward More Than Purchases

Based on my company’s research, the average fan base engagement rate for Facebook pages is at around 1 percent. While significantly higher than online advertising click rates, it indicates that there is room for improving fan engagement on social media and other channels.

This aligns with what I’m hearing from my clients: they want to encourage their customers to engage across more brand touch points, and in new and different ways – I alluded to this briefly in my previous article, “What’s Next for Social CRM?“ This type of cross-channel interaction is incredibly powerful for marketers because the customers are not only engaging more and experiencing the brand in different interactive ways, but they are also revealing how they prefer to engage on an individual basis.

Here are some concrete customer actions that my clients would like to encourage and reward, with the goal of driving business and marketing benefits. I imagine many brands would like to achieve the same.

• Sign up for e-statements

• Buy online / execute a transaction online

• Like our Facebook page

• Refer a friend to become a new customer

• Check in at our store using Facebook or Foursquare

• Upload a picture of the customer enjoying our product or service

• Share content or comment on our website

As mobile loyalty platform technology matures and the industry grows, I’m certain the solutions will become more flexible and can be custom-tailored to fit individual brands’ needs. So I recommend brands to not focus immediately on the technology and its pre-defined usage framework, but instead on how to best engage customers and create memorable, useful and rewarding brand experiences. The technology is like water. It will follow and change shape.

TheNextBigThinginLocalMobileMarketingBy Andy Chang, CEO at I-Influence

Andy ChangCEOI-Influence

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Experts have been calling out “Year of Mobile” every year for the last seven years. Obviously, mobile advertising hasn’t delivered eye-popping numbers, as it should have, making mobile the biggest untapped media opportunity of our times.

What’s so different about this year? And will be yet another piece on unending mobile statistics?

Just to state the facts upfront, the mobile advertising industry is pegged at US$ 5.78 billion* for 2012 with over 60 percent ad revenues coming from Asia. But, with the total online ad spending hovering around US$ 90 billion* for 2012, mobile still remains a very small part of total digital pie. (Sources: mobileSquared/Smaato)

I have been traveling extensively the last couple of months across Asia – China, India, Thailand, Indonesia, Malaysia, and closer back home in Singapore. Being a business head of mobile ad network, I spend considerable time talking to key stakeholders in the mobile ecosystem – from developers to publishers, from content providers to large brand advertisers. I have also been attending and speaking at some of the leading digital /mobile conferences in the region, networking with peers in mobile industry, and fortunate enough to hear the views of the industry thought leaders.

As I sat down to write this piece, rather than trying to focus on numbers (and there are tons of it on the web), I wanted to give you a pulse of what’s happening in the mobile advertising space on the ground and why I believe mobile is all set to make a huge impact on digital marketing spends in a short span of time.

Five Points Why Mobile Advertising Will Take Off in the Next 12 to 18 Months

1. The journey of mobile from “why” to “how”: We all know consumer adoption of mobile is soaring – both in terms of penetration and time spent. The interesting part, though, is that it has finally caught the imagination of the brand marketers. So the discussion framework with marketers has shifted from “why” mobile to “how” mobile. Marketers now expect effective mobile solutions that can help them solve their business/ marketing problems. Some of the world’s largest brand marketers are spending disproportionate time and resources to understand how mobile could be used effectively for building brands. The power of mobile as a medium is obvious and it’s the “how” piece that is being built up and given shape.

2. Monetization for mobile publishers: As the mobile web expands, publishers are also experiencing rising page views through mobile devices. In the past, most publishers were not concerned about the mobile user base with many publishers opting not to even have mobile friendly websites. Today, most publishers have mobile friendly sites and apps. Thus, publishers are now actively looking to monetize this user base – either via mobile networks or direct to clients for advertising, as the case may be. The important point is that the numbers are not that small anymore for publishers to ignore. This is certainly a huge positive as quality publishers and content is fundamental to growth of mobile advertising.

3. Mobile developers and rise of app ecosystem: Mobile developers are sought after talent. And venture/private capital is chasing the developer talent and start-ups. It’s not a surprise given that consumers’ digital interaction on mobile are shifting to apps in a big way. Not only

Apple store or Android Play, alternate appstores like Getjar, Mobango, Appia, and the local operator stores are also flourishing in many markets. Just to give you a flavor of what I mean here – China mobile’s local appstores claims 1 million apps with 600 million downloads. Similarly, there are other local operator stores for Vodafone in India, Telkomsel in Indonesia, DTAC in Thailand, and many others.

The entire app ecosystem and mobile content consumption is spreading like wild fire and creating huge opportunities for brands and marketers to engage the consumers – something that marketers can’t afford to miss.

4. Mobile display formats and rich media executions: The fragmentation on mobile in terms of devices, operating systems, browsers, and platforms is mind boggling. Ad creative on mobile used to be a huge challenge operationally but things have changed. Thanks to a certain level of standardization of formats– courtesy of the Mobile Marketing Association, offers something that brands find easy to work with.

More importantly, formats on mobile are now much more brand advertising friendly, go beyond those tiny banners and text messages and deliver impact as interstitials or through full-screen advertising. Today, one can buy into full-screen inventory across smartphones or feature phones and deliver rich media formats such as videos and other executions. Imagine being able to plan a campaign with a similar set of creative across feature phones and smartphones across markets and platforms. This is paving the way for easy adoption of mobile among the brand marketers.

5. Mobile ad technology and evolving display ecosystem: The advertising ecosystem has evolved significantly and key ad networks are emerging as dominant players. Apart from Google’s Admob, Millennial Media and Apples iAds, there are independent networks like Jumptap and Inmobi . Beyond that, new ad networks are emerging with their pockets of strengths. The ad network I worked at has a focus on emerging markets; Airpush is purely on Android. These are interesting plays that add enormous amount of choice and depth to mobile marketing.

This is not all, mobile is also inching toward open real-time bidding (RTB). Mobile demand-side platforms (DSPs) such as Strike Ads, Fiksu, Turn, and X+1 are building platform capabilities on mobile and are also expanding. The way this is playing out is exactly in line with what happened on online web.

Clearly, mobile advertising is poised to take off in a big way. There have been talks on the explosion in mobile advertising for a number of years but the conditions for growth were not in place then as they are now. To be honest, I don’t know whether the real explosion in mobile ad spending will happen in 2013 or 2014, but the probability is it will be sooner than later.

TheStateofMobileDisplayAdvertising–WhyThisYearIsDifferentBy Vikas Gulati, VP at Vserv.mobi, Asia

Vikas GulatiVice President, Southeast AsiaVserv.mobi


Apple announced at its Developers Conference in June a new application called Passbook that will sit on the next release of its iOS 6 operating system. That’s the one that iPhones and iPads use.

Passbook is essentially a mobile wallet, although unlike normal wallets, it does not focus on money and payments, well not initially, at least. The new Passbook will provide for all the other stuff you carry around in your wallet or purse; loyalty cards, coupons, movie tickets, boarding passes and so on, helping to organize them and making sure that they are accessible when you need them.

How Does It Work?

Initial previews suggest it contains all the best of Apple’s great design and intuitive user experience. Items within the wallet are easily identifiable, organized, and accessible. That’s more than can be said for the average real world wallet. Select an item from the Passbook and it contains a readable QR or barcode that lets you redeem a coupon, board a flight, present a store card, or enter a movie theater. Where appropriate, the pass being digitally shredded after use, if say it was a one-off promotion.

As you move around, your Passbook keeps track for you. Walk past a store, the geo-location function tells you that you have discount voucher for that store. Gate change at the airport, no problem, your boarding pass updates itself and sends you a quick push reminder message.

What About Payments?

The first release will not have payment capabilities, which is what our real world wallets mostly do for us still. We are not quite ready for that yet. The iPhone does not yet have NFC that allows a contactless connection from the phone to the till. And the retail networks need to upgrade their infrastructure to allow us to pay that way.

It’s on its way, being led by the payment networks like Visa and MasterCard and you can be pretty sure that once that is all in place a digital Visa card or MasterCard will slide right into that Passbook in your iPhone.

So far so good, but will it all work?

Will It Work?

With Apple’s iOS global market share stubbornly stuck at around 20 percent, Passbook is perhaps not destined for global domination quite yet. There is room, indeed a need, for other players and for neutral standards across platforms and devices. This is important because businesses want utility – the ability to address the needs of all mobile enabled customers, without the need to develop across multiple platforms, standards, or interfaces. And as consumers, none of us want to carry around two wallets, one for one set of stores and one for another.

To Apple’s credit, it has published the APIs and standards for the Passbook to make it as accessible as possible and to encourage adoption. But having committed to Passbook, it is hard to imagine that they would then allow a platform neutral competitor onto their phones or their App Store. Are we seeing the beginnings of an unhelpful format war, like HD DVDs and videotapes before that?

There are certainly attractions for consumer brands. Take airlines.

They are all moving toward a paperless customer experience and a mobile boarding pass is a part of this. But currently everyone is doing their own thing, their own apps, emails, MMS messages and so on. A unified approach would really help, but airlines tend to like working based on agreed global standards. Everything from the layout of your boarding pass to the size of your meal tray has been defined somewhere. Passbook could help if it can work with or help to establish these standards, but if it becomes one of many competing wallets, proprietary and inflexible, we may find industries less willing to adopt it.

The Fight for the Customer

For a number of years now, there has been a quiet running battle for the heart and mind of the customer. Everyone wants to have the ability to influence customer behavior. This often entails the development of a direct relationship, hence CRM and loyalty programs. While the Passbook is a useful tool, it takes a higher degree of control over what that customer does when, for example, they are or near a point of sale. Giving Apple that that control and potentially taking it away from the retailer.

This intermediation of the customer relationship is already a crowded space, development of electronic coupons is a good example. With Apple’s entry into the space with the Passbook, customers are potentially unwittingly putting that final link between the consumer and the retailer into Apple’s hands. This may well prove an opportunity for new brands to access, at a price, new customers, but may come at the expense of an existing brand that already sits in your Passbook. Customer channels have always been neutral. Apple does not for example decide what email it is going to deliver to you. But with Passbook, brands may find themselves in PPC style bidding races to ensure they are able to get their message across.

This is a dilemma for brand owners. Join Passbook and potentially pay to access your own customers while lose some sovereignty over them, or stay out and be denied access to the tools and the benefits it offers.

Consumer Acceptance

Finally, will consumers accept it? Notification of a gate change at the airport has got to be a good thing. But do we really want a push message offering 2-for-1 cappuccinos every single time we walk remotely close by a coffee shop? Will the offer be lost in the white noise of those oh-so-important push messages we already get? We are moving to an age of greater customer control and Passbook might want to include some user controls that allow us, the consumer, to tell it what we think is important and truly time or location sensitive.

So congratulations to Apple for something that looks great, is well thought through, and has potential to do something really useful and beneficial for consumers. But, as a consumer, I only want to use one digital wallet. As a business, I want to deal with common standards and platforms. And as a marketer, I don’t want to lose my ability to drive my own relationship with my customers. If Apple makes sure we can address all of these needs, we may well have a winner on our hands.

Apple’sNewPassbookBy Stephen Hay, Regional director for ICLP Asia Pacific


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Challenges

PPC:One of the biggest challenges that marketers face on the PPC model is increasing the quality score of their creative which eventually decreases the CPC and also the CPA/CPL charges.

Key priorities to overcome it are:

• Concentrating on the content of the website.

• Matching the relevancy of the landing page to the creative lines.

ANALYTICS:1. The brief: Defining clear business and marketing objectives foranalytics - what is your end in mind?Work closely with clients (internal or external) to clarify businessobjectives, marketing objectives, key KPIs. IMPORTANT: prepare from the start to deliver not only insights, but a plan for how insights can beauctioned to deliver value2. Data: Getting the right data together to achieve your objectivesClear briefing to IT on data attributes required for analysis, as well assecure transfer guidelines3. Talent: Identifying, nurturing and keeping talentKnow the difference between types of analytics skills that match to yourneeds - not all are appropriate. Compensation, training, etc.4. Going from offline analytics to online Hiring and training

SEO:As search engines continue to evolve and refine their methods - marketers must do the same. Achieving effective SEO requires constant effort, but having an understanding of objectives and pairing them with the right strategy will pay dividends.

E-COMMERCE:The biggest challenge we’re facing to is to understand what are the needs of our customers when they visit HP.com to buy something. How do we differentiate our platform image with the various e-Commerce brands on the ground?

To overcome the challenges, we utilized the data from both web analytics and usability testing to better understand China market behaviors.

• The web analytics data gives us the insight of what’re the user types and their behaviors on the current web site and shows the trend of their shopping needs.

• The usability testing data combined with heuristic review highlighted the areas where we can improve based on the current online shopping experience, and how we can shorten up the customer journey.

• A marketing strategy balance between HP official store and the e-retailers is still essential for our China business based on the unique market behavior we observed.

SOCIAL MEDIA ENGAGEMENT: The key issue facing social media marketing is the search for industry standards for ROI’s that resonate with marketers and senior management.

The solution is to get a common industry wide body to confirm and agree certain standards.

REMARKETING: The biggest challenges seem to be brand safety and fraud. Both are more or less solved with a whitelisting approach, which few different vendors are already providing solutions for (Proximic, peer39, targetR, etc.).

Another big challenge is the culture. If it is wrong, it’s hard to get all the stakeholders to play nice.

But these are not just remarketing problems. It’s really important to understand that re-marketing is just a piece in a much bigger puzzle, one that offers new efficiencies, but also comes with a new level of threat.

Chandrakanth B. N.Co-Founder and Managing DirectorTheorem India

Glen Chu Co-FounderDigital Butter

Jackey WangChina Country ManagerHP

Sean SeahDirector of e-CommerceLangham Hotels International

Mikko KotilaFounder and Chief Executive OfficerStatsit

Barry AdamsRegional DirectorPartnerships and Alliances Asia Acxiom Corporation


EMAIL OPTIMISATION:I would suggest 2, and they are linked. Initially relevancy. Ensuringthat the marketer is engaging the customer to open and click through.

Secondly, achieving good deliverability. This is linked to relevancy asISP’s are now monitoring activity within the inbox. The customer actionin the inbox (ignoring, deleting, junking, clicking, opening a message)will give the ISP an indication of how the customer reacts to thecampaigns sent by a brand. And crucially this then alters the behavior ofthe ISP when the next campaign is sent by that brand to that customer. So brands need to be more relevant in the inbox to ensure that they keep getting delivered.

SOCIAL MEDIA:

Personally, I am still learning about launching campaigns and ideas with legs that have longevity. Very often we see big campaigns go viral, and a huge spike in sales/traffic, but how do we sustain that and across different markets - to generate the same kind of results and conversations say in Europe and China. Apart from time, research and creativity, I think it’s still very much an arena that requires trial and error, what do today’s fickle consumers want and how do we adapt the campaigns across different markets to achieve the same ROI?

DATA-DRIVEN CRM:There are four main challenges:

• Finding the skills and resources to get started - data planners, analysts, data strategists are all in short supply.

• Finding, building and keeping data strategists.

• Building a data culture within the organization that values and respects the use of data to drive the customer relationship.

• Linking the analysis to strong commercial outputs that will drive revenue performance or lead to a better customer experience.

Juliana LohSocial Media ConsultantJLOH Communications

Nick GoldVice PresidentAPACEmailvision

SOCIAL MEDIA STRATEGY:I’m not sure a lot of people will like me saying this, but the keychallenge to a successful social media strategy are the words “socialmedia.” People need to stop thinking about social media and think aboutcommunications and communities across every platform and how these willwork together. Social media is nothing without people, without a cause, adesire to listen, to engage. Everything starts from this point if you areto be successful.

Social media can be the an important platform to your brand or message interms of reach, but the words “social media” turn many off in thebusiness community. Either they don’t or won’t understand the power andchanges that social media is having on our industry. But fundamentally,its only another tool, just like PR, press ads and TV.

The key priority should be, “What do we want from our audience ofconsumers?” or “what are we trying to tell them / get them to do.” Startthere and move through your channels as one unit, absolutely powered bysocial media. Sadly, many organisations jump on the agency hype machineof social media and forget where the priorities should be.

Social media can’t change the world, but people who use it effectivelycan.

CROSS BORDER SOCIAL MEDIA STRATEGYSocial media for business, especially for large enterprises andorganizations, is an area that is fraught with challenges. I see twoessential challenges. By far the biggest challenge that I see is

1. The lack of integration with social media in organizations today.Departments and teams within organizations must take the opportunity toplan together, to maximize return on investment and value for anorganization in this space.

2. Short-term planning and the lack of skilled talent/ resources is thenext big challenge that most organizations struggle with. Communitymanagement is not the responsibility of the intern or most junior memberof a team. It requires knowledge and nuanced skill, as well as a degreeof empowerment that many companies - especially large ones - need torecalibrate their thinking in order to offer employees.

So, the priority must be to forge integration between groups and betweenstrategies, and better planning that delivers greater levels ofempowerment to individuals on behalf of the brand.

Ali BullockGlobal Digital Marketing and Social Media Veteran

Zaheer NooruddinRegional DirectorDigital & Social MediaBurson-Marsteller

Challenges


SESHongKong.com 39

Below you will find commonly-used terms that everysearch marketer should know. Keep this list handy!

Glossary

advertising network: A service where ads are bought centrally through one company, and displayed on multiple websites that contract with that company for a share of revenue generated by ads served on their site.

algorithm: The technology that a search engine uses to deliver results to a query. Search engines utilize several algorithms in tandem to deliver a page of search results or keyword-targeted search ads.

anchor text: The clickable text part of a hyperlink. The text usually gives visitors or search engines important information on what the page being linked to is about.

click through rate (CTR): The rate (expressed in a percentage) at which users click on an ad. This is calculated by dividing the total number of clicks by the total number of ad impressions. CTR is an important metric for Internet marketers to measure the performance of an ad campaign.

content network: A group of websites that agree to show ads on their site, served by an ad network, in exchange for a share of the revenue generated by those ads. Examples include Google AdSense or the Yahoo Publisher Network.

contextual advertising: Advertising that is targeted to a web page based on the page’s content, keywords, or category. Ads in most content networks are targeted contextually.

cost per action (CPA): A form of advertising where payment is dependent upon an action that a user performs as a result of the ad. The action could be making a purchase, signing up for a newsletter, or asking for a follow-up call. An advertiser pays a set fee to the publisher based on the number of visitors who take action. Many affiliate programs use the CPA model.

cost per click (CPC): Also called pay-per-click (PPC). A performance-based advertising model where the advertiser pays a set fee for every click on an ad. The majority of text ads sold by search engines are billed under the CPC model.

cost per thousand (CPM): An ad model that charges advertisers every time an ad is displayed to a user, whether the user clicks on the ad or not. The fee is based on every 1,000 ad impressions (M is the Roman numeral for 1,000). Most display ads, such as banner ads, are sold by CPM.

geo-targeting: Delivery of ads specific to the geographic location of the searcher. Geo-targeting allows the advertiser to specify where ads will or won’t be shown based on the searcher’s location, enabling more localized and personalized results.

Googlebot: Google uses several user-agents to crawl and index content in the Google.com search engine. Googlebot describes all Google

spiders. All Google bots begin with “Googlebot”; for example, Googlebot-Mobile: crawls pages for Google’s mobile index; Googlebot-Image: crawls pages for Google’s image index.

inbound link: An inbound link is a hyperlink to a particular web page from an outside site, bringing traffic to that web page. Inbound links are an important element that most search engine algorithms use to measure the popularity of a web page.

invisible web: A term that refers to the vast amount of information on the web that isn’t indexed by search engines. Coined in 1994 by Dr. Jill Ellsworth.

keyword: A word or phrase entered into a search engine in an effort to get the search engine to return matching and relevant results. Many websites offer advertising targeted by keywords, so an ad will only show when a specific keyword is entered.

link bait: Editorial content, often sensational in nature, posted on a web page and submitted to social media sites in hopes of building inbound links from other sites. Or, as Matt Cutts of Google says, “something interesting enough to catch people’s attention.”

link building: The process of getting quality websites to link to your websites, in order to improve search engine rankings. Link building techniques can include buying links, reciprocal linking, or entering barter arrangements.meta tags: Information placed in the HTML header of a web page, providing information that is not visible to browsers, but can be used in varying degrees by search engines to index a page. Common meta tags used in search engine marketing are title, description, and keyword tags.

pay per click (PPC): See cost per click (CPC).

quality score: A score assigned by search engines that is calculated by measuring an ad’s clickthrough rate, analyzing the relevance of the landing page, and considering other factors used to determine the quality of a site and reward those of higher quality with top placement and lower bid requirements. Some factors that make up a quality score are historical keyword performance, the quality of an ad’s landing page, and other undisclosed attributes. All of the major search engines now use some form of quality score in their search ad algorithm.

return on investment (ROI): The amount of money an advertiser earns from their ads compared to the amount of money the advertiser spends on their ads.

search advertising: Also called paid search. An advertiser bids for the chance to have their ad display when a user searches for a given keyword. These are usually text ads, which are displayed above or to the right of the algorithmic

(organic) search results. Most search ads are sold by the PPC model, where the advertiser pays only when the user clicks on the ad or text link.

search engine marketing (SEM): The process of building and marketing a site with the goal of improving its position in search engine results. SEM includes both search engine optimization (SEO) and search advertising, or paid search.

search engine optimization (SEO): The process of making a site and its content highly relevant for both search engines and searchers. SEO includes technical tasks to make it easier for search engines to find and index a site for appropriate keywords, as well as marketing-focused tasks to make a site more appealing to users. Successful search marketing helps a site gain top positioning for relevant words and phrases.

search engine results pages (SERPs): The page searchers see after they’ve entered their query into the search box. This page lists several web pages related to the searcher’s query, sorted by relevance. Increasingly, search engines are returning blended search results, which include images, videos, and results from specialty databases on their SERPs.

social media: A category of sites based on user participation and user-generated content. They include social networking sites like LinkedIn or Facebook, social bookmarking sites like Del.icio.us, social news sites like Digg or Reddit, and other sites that are centered on user interaction.

spider: A search engine spider is a program that crawls the web, visiting web pages to collect information to add to or update a search engine’s index. The major search engines on the web all have such a program, which is also known as a “crawler” or a “bot.”

title tag: An HTML meta tag with text describing a specific web page. The title tag should contain strategic keywords for the page, since many search engines pay special attention to the title text when indexing pages. The title tag should also make sense to humans, since it is usually the text link to the page displayed in search engine results.

universal search: Also known as blended, or federated search results, universal search pulls data from multiple databases to display on the same page. Results can include images, videos, and results from specialty databases like maps and local information, product information, or news stories.

web 2.0: A term that refers to a supposed second generation of Internet-based services. These usually include tools that let people collaborate and share information online, such as social networking sites, wikis, communication tools, and folksonomies.

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Date post:	08-May-2015
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