SES Hong Kong 2012 Event Guide

10-12 SEPT
2012

the of
DIGITAL
MARKETING
AT YOUR
FINGERTIPS
THE MIRA HOTEL
TSIM SHA TSUI
KOWLOON

Education for tomorrow’s
Digital Marketing & Advertising Professionals
Since 1999

SESHongKong.com

Digital Engagement:
Boost Your Conversions
with Multi-Channel Conversations
Today, customers engage with your
Join our session at 12.10 on Day One as we share
organization across a growing variety of
real world tips and trends for the digital marketer.
channels. Your website is just one of them.
Hear how you can engage in 1-to-1 conversations
You may also have physical stores. You
with your customers, using Web, Social and Mobile
probably have a telephone, too. And now
and how Marketing Automation can help improve
you’re considering mobile applications,
your online conversions and maximize MROI.
social media, email marketing, AdWords

campaigns and many other options. Key take aways:

Understanding the customer journey across > How Marketing Automation
these channels is essential to the success of drives revenue
any modern marketing venture. In fact, the > Personalization –
better you understand this journey, and why Remember your customers
customers have chosen speciﬁc channels, & conversations
Presented by:
the better you can provide targeted content > Mobile – Jesper Broberg,
VP Business Development,
to improve their experience and increase Don’t just resize... rethink Sitecore International

your conversion rates.

Platinum sponsor of

Content
P5-13 Program
P14-17 Sponsors
P19-27 Speakers
P29-34 Columns
P35-36 Challenges
P37 Glossary

New SES event social networking experience App
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!

Help us end hunger in Hong Kong at SES Hong Kong
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!

SESHongKong.com 3

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.

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

Matt McGowan
Managing Director, North America
Incisive Media

4 THE ART OF DIGITAL MARKETING AT YOUR FINGERTIPS

Program
DAY 1 TUESDAY, 11 SEPTEMBER, 2012

08:15 Registration

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

09:00 Keynote address: Business optimization in a digital age
We 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 fledged 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, CLICKZ
Barney Loehnis, Head of Digital Asia Pacific, OGILVY & MATHER
Basker Rangachari, Chief Marketing Officer, Hong Kong and North East Asia, STANDARD CHARTERED
Crispin Sheridan, SES Advisory Board; Senior Director of Search Marketing Strategy, SAP

11:00 Networking break

11:30 Track 1: The perfect B2B lead generation Track 2: The inbound marketing cook- Track 3: SEM best practice—Harnessing
mix book effective SEM
“50% of my marketing doesn’t work . . . I The evolution of marketing technology Having an effective search strategy and
just don’t know which 50%” lets consumers be proactive instead of campaign is crucial and can be the differ-
Even in the era of everything-measur- reactive. It’s not just about purchasing ence between winning and losing custom-
able-digital-marketing, the quest for the decisions: now consumers can also influ- ers and business. This session will
holy grail - the perfect marketing mix - is ence their peers. Marketing is no longer explain the basics of SEO, SEM and PPC
still on. Drawing on experience and case about who can shout the loudest. With and the evolution of search marketing,
studies from Cisco Systems, Visa and your customers doing their homework, if while drawing comparisons between the
Hitachi, this session will discuss recipes you can’t be found in an instant, you risk different search engines. It will also help
for the perfect B2B marketing cocktail, losing out to your competitors. We all in understanding the different strategies
including social, SEO, SEM, demogra- know that traditional ‘shout’ advertising and measurement metrics, and highlight
phy- based advertisements and offline has to change, but how? This session will industry best practices.
marketing. show you how content-based and conver- • Factors that influence the effective-
• Content marketing for lead generation sational marketing can create a strategic ness of PPC campaigns
• Lead generation through B2B social mix, and how you can combine search • Handy tips to control PPC costs and
media and search engine marketing and social into an umbrella marketing achieve higher ROI
• Lead qualification and drip campaigns strategy. • Key elements of a successful SEO
• Measuring and analyzing the perfect • Understand the nuts and bolts of campaign
mix inbound marketing • Performance measurement of an SEM
• Bridging the digital and traditional • Develop winning inbound marketing campaign
marketing gap content • Achieving better SEM results by using
• How to create an inbound marketing smart blending techniques
Anol Bhattacharya, CEO, GETIT COMMS plan by integrating search with social
• Measuring inbound marketing Chandrakanth B.N., Co-Founder and
Managing Director, THEOREM
Eddie Choi, SES Global Advisor, Founding
Partner, FRONTIERS DIGITAL


12:10 Track 1: Case study: Achieving business Track 2: Sponsored session: Digital en- Track 3: Cross-border SEO
ROI with social media gagement—Boost your conversions with SEO works pretty much the same in
In this case study, Sony Mobile and Face- multi channel conversations China as elsewhere: search bots crawl
book discuss the joint campaign which Learn how you can engage in 1-to-1 the web, follow links and index content
reached 3.5 million Facebook users in 3 conversations with your customers, using in a database. But understanding the
weeks, with the Hong Kong launch of the web, social and mobile and how market- priorities of Chinese search engines is
Xperia S. Learn what it took to identify ing automation can help improve your the key to successful cross-border search
appropriate goals and an effective ap- online conversions and maximize MROI. engine optimization. There are physical
proach, how they measured the achieve- • How marketing automation drives and cultural pitfalls lurking everywhere
ments and what lessons were learned revenue for the unwary: how can you take account
along the way. • Personalization: Remember your cus- of connectivity and censorship issues,
• Establishing a step-by-step plan to tomers and conversations for example? What do you need to know
success with social media • Mobile: Don’t just resize... rethink about Chinese domains, web design,
• What are the KPIs within this step-by- Baidu News and quality/quantity expec-
step plan? Jesper Broberg, VP Business Develop- tations?
• Troubleshooting: what can go wrong ment, SITECORE INTERNATIONAL • Understand the relative importance of
and how can you fix it? SEO practices for Google vs. Baidu
• Lessons learned from the Sony Xperia • Tips for increasing SEO in China
S launch in HK: what was successful • Baidu Index, Firefox Baidu Stats and
and what was not, in achieving real other useful tools
business ROI? • New SEO trends
• Case study: Tencent QQ UX
Jayne Leung, Director North Asia,
FACEBOOK Glen Chu, Co-Founder, DIGITAL BUTTER
Michelle Au, General Manager, Hong
Kong & Macau, SONY MOBILE

12:50 Networking lunch

13:50 Track 1: Driving conversions through Track 2: The keyword optimization loop— Track 3: Creating an effective social
performance marketing How to choose and keep choosing the media strategy
This session will use case studies to help best keywords to drive traffic to your Having a social media strategy isn’t just
you to identify, understand and overcome website about being on Facebook and Twitter.
common marketers’ challenges, and how Choosing the right keywords for your It’s about having the right content, in
to use performance marketing to drive site is one of the key parts of your SEO the right measures, at the right times,
conversions. strategy. Unlike paid search where you and understanding how users behave,
• How to measure marketing ROI can turn keywords on and off, every consume and communicate—about you.
• Optimize your cross-channel strategies keyword you choose for SEO represents This session will tell you all you need to
• How to use site analytics to improve a significant time investment in order to know to start building an effective social
user-experience and conversions see success. Get it right and your site can media strategy.
• Understand online channel effective- reap the benefits for months and even • What tools and techniques should you
ness with an attribution approach years to come. Get it wrong and the time use to monitor your brand reputation
• Compare and contrast the quality of and money you waste can really reduce in social?
paid and non-paid traffic the confidence level in your SEO program. • How to select the right social media
This session will teach you how to: channels for your brand
Anna Chan, Managing Director of HK, Sin- • Select keyword research approaches • How to develop a compelling and en-
gapore & Taiwan, ICLICK INTERACTIVE that work for your business in Asia gaging social media campaign
Cynthia Liu, Senior Director Brand Mar- • Refine your outreach with long tail • What social media metrics should you
keting, Asia Pacific, WYNDHAM HOTEL keywords use to define success in social media
GROUP • Build content for keywords and page • How to sell your products online
mapping through social media?
• Make sure your pages exist for the
search engine Sean Seah, Vice President eBusiness,
• Leverage PPC Loyalty and Partner Marketing (Global),
• Find out what is working and what you LANGHAM HOSPITALITY GROUP
should kill
• Discover tools to make it all happen

Richard Mabey, CEO, THE EGG

14:30 Track 1: Link building tools and tactics Track 2: Email optimization: Data capture Track 3: Introduction to analytics
Building links to e-commerce sites has and deliverability Effective analytics is the difference
always been difficult. Old-school link Building and using a winning database between a wide-eyed tourist and a yum
building strategies are losing their ef- means knowing how, where and when cha expert at a dim sum restaurant. One
fectiveness and every algorithm update to collect your data, as well as knowing hears only noise, the other knows exactly
forces e-commerce sites to work harder good data from bad. But it’s not just how, where and when to pick out the
for their rankings. White-hat quality link about the data: it’s about segmentation, tastiest morsels. This session will teach
building strategies are what you need to tailoring and treating each member as you what you need to look and listen for,
gain sustainable search engine rankings. an individual to ensure that you send the and how to apply it to your business, go-
This session will be a clear, undiluted right message to the right person at the ing well beyond basic log file analysis.
presentation of what is and what is not right time. This session will teach you • Measuring and analyzing site visitors
working in the world of link building. the skills and techniques you need to and consumer behavior
• How do links influence algorithms? build an organized opt-in database. • Setting goals, measuring conversions
• Learn to build links through social • Five top tips on developing a valuable and tracking ROI
media and content generation database • Understand common web metrics for
• How to build linkable assets • How to segment your data for optimum your business
outreach • Learn to effectively track any campaign
• How to personalize programs and performance
Mike Grehan, Global VP Content, SES, incorporate triggers and reflexes into
SEARCH ENGINE WATCH, CLICKZ • Top tools of the trade: Google Analyt-
program lifecycles
• Best practices to keep your email mar- ics and beyond
keting relevant
Madhu Malkani, Digital Analytics Man-
Nick Gold, Vice President, Asia Pacific, ager, ESTÉE LAUDER
EMAILVISION

SESHongKong.com 7



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 first-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 ASIA
Con Apostolopoulos, Senior Director, TURNER MEDIA SOLUTIONS, TURNER BROADCASTING SYSTEM ASIA PACIFIC

16:10 Panel discussion: Developing a cross border social media strategy
How do you develop an integrated, regional social media strategy when you’re juggling multiple channels, cultures, time zones
and languages? The key is flexibility 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, CLICKZ
Juliana Loh, Social Media Consultant, JLOH COMMUNICATIONS
Matthew Chan, Regional CRM and Internet Manager, RALPH LAUREN ASIA PACIFIC
Zaheer Nooruddin, Regional Director, Digital and Social Media, BURSON-MARSTELLER

17:00 Meet the experts roundtables
Join 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 www.ReasonableSpread.com

• Mobile marketing in emerging markets
Vikas Gulati, Vserv

• Social Media
Zaheer Nooruddin, Burson-Marsteller

18:00 Cocktail reception

19:00 Close of Day 1


DAY 2 WEDNESDAY 12 SEPTEMBER 2012

08:00 Morning refreshments

08:15 Breakfast briefing: Leveraging smart insights and mobile sensing for mobile communications
This breakfast briefing will help explore the following:
• Optimize conversions for mobile
• Automate multi-channel campaigns
• Understand customer lifecycle by capitalizing on business intelligence
Limited seating: Please register
Ohad Hecht, Regional Managing Director, APAC, EMARSYS

09:00 Welcome remarks

09:15 Keynote address: Search Engine Marketing—The essential best practice guide for 2013
Mike 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 ASSOCIATION
Charlie Wang, Technical Director, TRIBAL DDB
Barry Adams, Regional Director, Partnerships and Alliances, Asia, ACXIOM CORPORATION


11:20 Track 1: Social analytics: Measuring Track 2: Cannibalization or symbiosis— Track 3: Fat apps and fat fingers—Why
social media success Cross analysis of SEM and SEO your mobile content needs to be slimmer
Almost everyone out there wants to This session will guide you through all In our eagerness to provide our audi-
leap onto the social media bandwag- you need to know about identifying, ence with everything we think they need
on. But in the rush not to be left out, selecting and implementing an integrated from us we often overwhelm them with
many organizations are failing to think SEM and SEO strategy for your business, options, information and apps: endless
through key issues around what to including the all-important focus on screens of content that make for a very
measure and how to measure it. A lack strategic resource-allocation and justifi- poor mobile experience. That’s because
of standard currency for measuring able ROI. we’re thinking as marketers. How can
social media effectiveness confuses • How do buying brand terms and/or you develop apps and mobile content
the scene and data overload makes generic terms impact your SEO effort from a user perspective? What does that
things even more complicated. Most and what are the solutions? mean and how can you overcome internal
social measurement fails to aid busi- • What is the best strategy of running an resistance within organizations? From
ness decision-making. This session integrated SEM and SEO campaign to better design to content audits, from
will highlight the approach and skills achieve the best ROI? market research to crowd-sourcing—this
marketers need to measure social • How should you split your budget session will help you leave poor mobile
marketing effectiveness. between SEM and SEO? experience at the door.
• How to define social measurement • Why design is a crucial element to the
currency and overcome challenges Anthony Yiu, Managing Director, Hong mobile experience
• Link social measurement to busi- Kong/Regional Director, North Asia, • How to thin the content herd – letting
ness drivers IPROSPECT HONG KONG go of information
• Learn to use measurement meth- • Timing is everything – when your audi-
odology ence uses their device
• Understand the importance of data • Fit for purpose – focusing on core
accuracy and consistency functionality
• Leveraging analytics to determine • Making it about them – apps that fulfill
ROI a user need not a brand need

Pushkar Sane, Co-Founder and CEO, Simon Salt, Digital Marketing Strategist
CONVERGINATION VENTURES and Author, INTERNATIONAL INCSLING-
ERS

SESHongKong.com 9

12:00 Track 1: Case study: Paid search Track 2: Optimizing humans: The art of Track 3: Augmented reality, NFC and
analytics and multi touch attribution data-driven social marketing HTML5: New tech, new trends for mobile
analysis Wondering how to explode your social This panel discussion will explore how
Have you ever wondered how paid media strategy? This session focuses augmented reality and other hot new
search, SEO, and other tactics interact on immediately actionable paid and technologies can help retailers capture
and how to allocate your precious organic social tactics marketers can use more business online, drive audience
resources in the most optimal way? for enhanced demographic research and engagement and convert online traffic to
This session will share a case study data-driven community outreach. offline retail.
that provides a holistic understanding • Learn techniques for mapping search • How can real time bidding and
of customer behavior across all digital to social. Discover how to identify demand-side platforms help you maxi-
channels (bought/owned/earned) in socially plugged-in authority users mize your ROI on mobile advertising?
order to optimize future efforts. along classic lines of search conversion • What can the latest mobile technolo-
• How to identify the most relevant semantics history gies like augmented reality, NFC and
attribution model for your situation • Explore organic and paid social HTML5 do to drive customer engage-
• From here to there: steps to achiev- mashup tactics to leverage the data ment and add to your bottom line?
ing your optimum attribution model • Understand how to leverage data- • What will be the important trends in
• Prioritizing and allocating resources driven friending tactics mobile marketing and mobile advertis-
for maximum efficiency and ROI • What are the best social media paid ing in 2013?
tactics to target the “whole user” in
Crispin Sheridan, SES Advisory Board; social channels? Moderator: Napoleon Biggs, Senior Vice
Senior Director of Search Marketing • Consider new KPIs for measuring social President, Head of Digital Integration
Strategy, SAP media efforts, including “friend leads” Asia Pacific, FLEISHMAN HILLARD
and conversion Ricky Chu, CEO, GRAVITAS
Leonard Chan, Founder and CEO, PULSE
Eden Lau, Co-Founder and Managing MEDIATECH LIMITED
Director, North Asia, BRANDTOLOGY

12:40 Networking lunch

13:40 Track 1: How smarter analytics and Track 2: Creating an integrated market- Track 3: Framing the mobile opportunity
a data driven approach can improve ing strategy in ‘emerging’ Asia: Maximized mobile
your CRM This session will include a number of case with demonstrable ROI
Customer relationships are driven by studies to explain how leading brands Opportunities for mobile in Asia’s de-
the intelligent use of data, and the have successfully executed campaigns by veloping markets are many and varied,
digital universe continues to feed ex- having multiple channels and platforms but it takes a savvy marketer to spot
ponential amounts of new information working together, integrating various the critical differences and know how to
to customers every day. The challenge social networks and location-based react. You need to understand evolving
for marketers, both online and offline, mobile tools. Attendees will learn how consumer behavior and trends and their
is to aggregate, analyze, make sense to integrate campaigns with global, local implications on your media mix. This
of and apply in a way that both drives and regional social and microblogging session will teach you what you need to
performance and a better customer networks, as well as leveraging location- know about the APP ecosystem in Asia,
experience. This session will look at based and gaming social networks. as well as content consumption on the
some of the trends in this area and • What do you need to know about mobile web.
explore practical road maps to move preparing for and integrating with • Building a winning strategy for the
forward. Google+, Instagram and Pinterest? ‘emerging’ mobile ecosystem: key dif-
• Drinking from the data fire hose and • What tools, tactics and resources do ferences, opportunities and operating
making sense of it all you need to get your campaign noticed requirements for success in emerging
• Online customer modelling and on regional social networks? markets
scoring • What lessons can you learn from suc- • Understand different markets’ sub-
• New digital customer metrics to cess cases about leveraging video? scriptions and operator requirements
measure CRM • What can gamification do for your • Compare and contrast devices and
• Building digital profiles to supple- strategy and what do you need to know features
ment or replace more traditional to do it well? • Hot trends in apps, downloads, social
ones • How have other digitally savvy compa- and browsing
• Use of data in a world of growing nies integrated transmedia storytelling • Case studies: How do leading brands
privacy legislation and customer with their marketing campaigns? in Asia use mobile to engage their
control consumers and maximize ROI?
Larry Tang, Founder, COLLAB
Stephen Hay, Regional Director, Asia Vikas Gulati, Vice President Southeast
Pacific, ICLP Asia, VSERV.MOBI

SESHongKong.com 11

Introducing Sitecore’s
Customer Engagement Platform
Engage in 1-to-1
conversations with
individual customers,
across any channel, and
move the conversation
forward for measurable
business results.

Your Marketing Initiatives
Working in Perfect Harmony
The 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 offers:

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

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

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

Visit us in the exhibition
www.sitecore.hk area to learn more

Platinum sponsor of


14:20 Track 1: Case study: Creating an effec- Track 2: Advanced mobile marketing Track 3: The addressable advertising dog
tive e-commerce platform With consumers spending more time on and pony show: RTB, remarketing and
This case study will reveal how mobile phones than desktop comput- ROI in the new age of advertising
HP.com evolved from a static, official ers, an increasing portion of your digital You will come out of this session with a
site to a fluid e-commerce platform. marketing success will depend on how clear understanding of the RTB landscape
Why does product content localization well you can use mobile to build brand and how you can use programmatic buy-
play such an important role for na- loyalty and advocacy. This session will ing ecosystem to boost your campaign
tive language speaking country SEO, take you beyond traditional marketing, efficacies by leaving the current “spray
and how can you plan for successful promotions and QR codes, to help you and pray” culture behind for good. We
localization? unlock the potential of frequent engage- will look at the different opportunities
• How to use local data analytic ment, SOLOMO and targeted advocacy. and threats through actual advertiser
metrics and usability testing results Learn how to: examples and for the first time in the re-
to define your customer shopping • Use mobile to create stronger, more en- gion in a public forum, take a peek at the
journey during brand-consumer relationships world of Blackhatters and the role they
• Learn to leverage the interaction • Enhance CRM programs and targeted play in secretly capturing your campaign
between mobile and offline markets advocacy marketing with mobile data ROI.
to increase online store demand and apps • Brief introduction to the RTB ecosys-
generation • Leverage geo-location and social tem and the accompanying culture
• Transfering SNS awareness into discovery to create invaluable ad-hoc change
conversion rates with Sina Weibo brand communities around events and • How re-marketing, audience buying
Enterprise venues and behavioral targeting are promising
• Understand the end-to-end lessons • Make in-store and physical-world to boost your ROI
learned customer interactions more creative, • Brand safety, the three flavors of fraud
meaningful and profitable and other tales from the dark-side
Jackey Wang, China Country Manager,
HP DIGITAL STRATEGY Andy Chang, CEO, I-INFLUENCE 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 quickfire
All you ever wanted to know about digital marketing*
*(but were afraid to ask)
In this final 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 type
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SESHongKong.com 13

sponsors
Platinum Sponsor

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:
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Gold Sponsors

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 find 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.
• Marketing Optimization Solutions
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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 offices 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.
• Email Marketing Solutions

www.emailvision.com M 100
Y 100

M 40
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C 90

Gravitas Limited is a leading mobile marketing100
M
Y 90company 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
K 100

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 Pacific
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 SESHongKong.com 15

Gold Sponsors

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 offices 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.
• Display Advertising
• Interactive Marketing Agencies
• Mobile & Rich Media Advertising Solutions

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Breakfast Briefing Sponsor

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
specifically to meet the complex needs of our customers and provide all the necessary tools to increase ROI through email marketing, optimised deliver-
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provider for retention email marketing.

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Cocktail Sponsor

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 official Asia Partner for KENSHOO, a worldwide leader in online demand generation.

www.beyondmediaglobal.com

Lanyard Sponsor

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


Exhibitors
®

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. Significant 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, affiliate 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 find companies that best fit 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.
• 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

Supporting Associations

香港數碼分析協會
Digital Analytics Association
Hong Kong
香港數碼分析協會
Digital Analytics Association
Hong Kong

Supporting Organizations

Media Partners

News Distribution Partner Digital Design Partner Local Charity Partner Brought to you by In Association with

SESHongKong.com 17

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speakers
Avinash Kaushik
Digital Marketing Evangelist
Google

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 Grehan
Global VP Content SES
Search Engine Watch
ClickZ

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.


Barry Adams
Regional Director Con Apostolopoulos
Partnerships and Alliances Senior Director Turner Media Solutions
Asia Acxiom Corporation Turner Broadcasting System Asia Pacific

Barry Adams is an interactive marketing and CRM executive who is Con Apostolopoulos is senior director of Turner Media Solutions
passionate about generating business value from data. During 15 for Turner Broadcasting System Asia-Pacific (TBSAP). Based in
years of working in Asia, he has developed and executed strategic Hong Kong, Mr. Apostolopoulos is responsible for developing
marketing initiatives ranging from the implementation of large- strategies and creative executions for Turner Media Solutions,
scale multi-channel marketing platforms to customer acquisition a holistic marketing approach to content solutions and branded
and retention programs, customer analytics, loyalty program design entertainment initiatives encompassing the company’s diverse
and management, addressable advertising, and the development of portfolio of brands, including Boomerang, Cartoon Network, HBO,
strategic data partnerships across the region. MONDOTV, POGO, QTV, Tabi Channel, TCM Turner Classic Movies,
Mr. Adams has worked with many of the world’s leading brands truTV and WB.
in the retail, financial services, luxury, media, automotive and Mr. Apostolopoulos works in conjunction with all parts of the
technology sectors. He currently leads Acxiom’s partnerships and business, facilitating a one-stop solution for marketing clients to
alliances across the Asia-Pacific region. 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.
Michelle Au With over 12 years’ experience in the media industry spanning
General Manager newspapers, magazines, TV and online media, Mr. Apostolopoulos
Hong Kong & Macau joined TBSAP in 2009. Prior to his appointment at TBSAP, he was
SONY MOBILE 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.
Michelle Au is a marketing and management professional with over
20 years’ experience in highly competitive industries. Possessed Mr. Apostolopoulos graduated from Deakin University in Melbourne
an all-rounded experience in marketing, business management, with a bachelor of business in economics and marketing, and is
branding and communications for both the consumer and business currently completing his MBA at the Australian Graduate School of
sectors. Skilled in business management of multiple brands/ Management in Hong Kong.
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.
Anol Bhattacharya
Consultant
GetIT

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.

SESHongKong.com 21

Napoleon Biggs
Senior Vice President Jesper Broberg
Head of Digital Integration, Asia-Pacific VP Business Development
Fleishman-Hillard Sitecore International

With 18 years in the Internet and digital media in Asia, Napoleon As VP Business Development for Sitecore International, Jesper
Biggs is a highly experienced and practical advisor to Fleishman’s engages with clients and partners from all over the world, using his
clients across the region. 10+ years of experience in the software industry to help companies
His linguistic capabilities (Mandarin, Cantonese and Japanese) and understand the powerful business opportunities available through
knowledge of local markets allow him to provide meaningful insights a customer engagement platform. Jesper is a regularly speaker at
and actionable communications strategies that play across both Sitecore events around the world.
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 Chandrakanth B.N.
changing ecosystem of digital communications at seminars and Co-Founder and Managing Director
conferences. Theorem India
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 As the co-founder and managing director of Theorem, Chandrakanth
Council. B.N. is responsible for overall strategic direction, growth and
management of the company and its India operations. A serial
In his spare time, he founded and continues to host Web
entrepreneur, he has founded three software start-ups including
Wednesday, Asia’s premier community for Internet executives. The
Theorem. Before turning entrepreneur, he was managing the software
only pan-regional forum and network of its kind, since its inception
division of a manufacturing company in the US.
in June 2007, Web Wednesday now has over 3,000 members
and runs monthly networking events in Hong Kong, Singapore, Back in 2002 when digital marketing was still nascent, Theorem’s
Guangzhou, Beijing, Bangkok, Ho Chi Minh City and Dubai. founders recognized the lack of specialized expertise in this niche.
Theorem was started with a vision to help marketers and brands
Closely involved in the software development community, Mr.
realize the true potential of the emerging digital marketing strategies,
Biggs is one of the organizers of the tech unconference, BarCamp
equipped with strong technology and analytical tools.
Hong Kong.
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
Ali Bullock
Illinois University, Chicago.
Global Digital Marketing and Social Media
Veteran

Ali Bullock’s digital expertise has spanned Europe and Asia, Anna Chan
where he helped build integrated marketing activities for KPMG, Managing Director, Hong Kong, Singapore and Taiwan
Kellogg’s, Samsung and Motorola. His most recent role, as Cathay iClick Interactive
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 Anna Chan is the managing director of Hong Kong, Singapore
communications team. and Taiwan at iClick Interactive. She is responsible for overall
management of the company’s operations in these areas, adapting
He is a firm believer in combining work life with corporate social
operating structure and processes that competitively position the
responsibility. His involvement in a variety of pro bono digital
company to achieve substantial growth.
marketing projects has included complete website development as
well as advising charities throughout Asia on the strategic thinking Ms. Chan has more than 12 years of digital experience in Asia-
and value behind social media. 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.


Leonard Chan Eddie Choi
Founder and CEO SES Advisory Board; Founding Partner
Pulse Mediatech Frontiers Digital

Leonard Chan is the founder and CEO of Pulse Mediatech (PMT). Eddie Choi, Managing Director of the Hong Kong-based digital
He is responsible for the overall strategic planning, business and agency FrontiersDigital (F-D). F-D is a wholly owned subsidiary of
product development of PMT. He has extensive experience in the Milton Exhibits Group. Milton Exhibits Group is a leading event
research and development of industrial automation systems, online enabler in the Asia Pacific region with offices in Hong Kong,
advertising and digital publishing solutions. Beijing, Shanghai, Guangzhou, Macau, Taiwan, and Singapore.
Dr. Chan served as chairman of the board for two listed companies Eddie is a widely recognized digital marketer in the Greatest China
in Hong Kong prior to founding PMT. He is also a US patent holder. In region for his strategy works that adopted by many multinational
2008, he was awarded the 12th Innovative Entrepreneur of the Year corporations. Eddie had been invited to speak for different
Award. In 2011, he led his digital publishing team and was awarded marketing conferences in Asia including SES China, Ad Tech China,
the Hong Kong ICT Best Business Gold Award and Grand Award, as and also numerous of private conferences held by the government
well as the Asia-Pacific ICT Alliance Award in two categories (new and commercial organizations. Eddie’s specialty is search and social
media and entertainment, and start-up companies). marketing particularly with a deep understanding of the market
in China. He is a member of SES global advisor and a contributed
Dr. Chan has also spoken at various professional events organized columnist of Clickz Asia.
by the British Computer Society, Hong Kong Computer Society,
Hong Kong Wireless Technology Industry Association, Vocational
Training Council and Fudan University, among others.

Glen Chu
Matthew Chan Co-Founder
Regional CRM and Internet Manager Digital Butter
Ralph Lauren Asia Pacific

Glen Chu is co-founder of Digital Butter and has extensive
Matthew Chan is currently the regional marketing manager knowledge and experience in digital strategy for companies
of e-commerce at Ralph Lauren (Asia-Pacific). Prior to this seeking digital and brand activation in greater China. During his
appointment, he was the regional CRM and digital manager of time in Asia, Mr. Chu has helped a spectrum of companies launch
Parfums Christian Dior at LVMH Perfumes and Cosmetics (Asia- digital campaigns and web platforms in Asia, including numerous
Pacific). e-commerce sites specifically for China. Currently, he is working
with several luxury brands, premium hotels and multinational
Mr. Chan has vast expertise in digital marketing, CRM and enterprises with their digital platforms while incorporating his
e-commerce for luxury retail in Asia. He specializes in leveraging insights into brand engagement via social media channels and SEO.
the power of data analytics and technical innovation for business
development and marketing effectiveness improvement. Mr. Chu is active in the digital community and is an advisory board
member of Social Media Week Hong Kong, while Digital Butter is
He strongly believes that integrating online and offline business a sponsor of SES conferences in Asia, All That Matters (Music and
arenas is the only way to catch upcoming opportunities under the Digital Matters) as well as Web Wednesday.
new business norm.

Andy Chang
CEO
I-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
SESHongKong.com 23
articles focused on social and mobile CRM to ClickZ.asia.

BEHIND EVERY INSIGHT IS ONE THING – PEOPLE.

REDWOOD CITY MEXICO CITY NEW YORK LONDON EGYPT HANGZHOU BEIJING
PARIS SHANGHAI
CHONGQING SEOUL
TOKYO

KUALA LUMPUR
BANGKOK MANILA CHRISTCHURCH
SINGAPORE HONG KONG SYDNEY
HO CHI MINH CITY JAKARTA MELBOURNE

LANGUAGES

Arabic French Portugese
Bahasa Indonesia German Russian
Bahasa Melayu Italian Spanish
Chinese (Traditional) Japanese Tagalog
Chinese (Simplified) Korean Thai
English Polish Vietnamese

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 contact@brandtology.com.

Ricky Chu Stephen Hay
Chief Executive Officer Asia-Pacific Regional Director
Gravitas ICLP

Ricky Chu is a veteran with over 16 years’ experience in the IT, Stephen Hay is Asia-Pacific regional director for ICLP, an award-
telecommunications and media industries. He is a pioneer in mobile winning global loyalty and CRM agency. He came into loyalty at
marketing and a successful entrepreneur in new digital media Cathay Pacific when e-mail was nascent and direct mail was still king.
business in the Asia-Pacific region. In 2003 he founded Gravitas, He joined ICLP in 1999 and has overseen the transition of the
which pioneered the mobile marketing industry in Hong Kong. In relationship business from an essentially offline activity into
the past nine years, Mr. Chu has initiated more than 2,000 successful something that is often now exclusively digital and that extends
mobile campaigns for over 200 brands of Fortune 500 companies, beyond e-mail marketing to projecting a customer relationship
multinational corporations and renowned local groups in the region. across a range of digital and social tools. In addition to running ICLP’s
He is an active member of the Asia Digital Marketing Association, business in the region, Mr. Hay also undertakes consulting projects for
Retail Technology Industry Association, Hong Kong Wireless clients and contributes to debate on where the industry is going next.
Technology Industry Association and Mobile Marketing Association Mr. Apostolopoulos graduated from Deakin University in Melbourne
and maintains excellent relations with client marketers, advertising with a bachelor of business in economics and marketing, and is
agencies, media companies and telecom operators in the industry. currently completing his MBA at the Australian Graduate School of
Mr. Chu graduated from Hong Kong Baptist University with a Management in Hong Kong.
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.
Ohad Hecht
Regional Managing Director, APAC
emarsys

Nick Gold
Vice President, APAC Based in Hong Kong with a diverse marketing and management
Emailvision 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
Nick Gold, Vice President of Asia Pacific, joined Emailvision in four languanges and is well versed in the interwining his Western
September 2008. He has 15 years of senior management experience Management philosophies into the Asian business model. His
in the software and services industry. Nick started his career in experience is complimented with establishing core digital strategies
the SAP sales team at IBM global services. Following this position, with expertise in ecommerce and Email Marketing. A regular
Nick managed UK sales for a division of Sage Software. Prior to speaker in the industry events. Armed with a B.A. and M.B.A. he
joining Emailvision, Nick led several sales teams at LexisNexis UK. now heads the Asian-Pacific operations of emarsys LTD .
Nick holds a Master’s degree in International Business from the
University of Manchester - Institute of Science and Technology.

River Ho
Vikas Gulati Founder, NMC INTERACTIVE
Vice President, Southeast Asia NEW MEDIA
Vserv.mobi
River is the founder of NMC Interactive. He is the chief strategist of
inbound marketing projects. With full service agency background,
Vikas Gulati spearheads business development at Vserv.mobi for River has over 10 year experience in leading team for the larger
Southeast Asia. Based in Singapore, he is responsible for driving key scale online marketing campaigns. Other than agency background,
aspects of business: developers, publishers and advertisers. River worked in various loyalty-marketing companies.
He has over 14 years of experience in media and marketing across An early adopter and practitioner of SEO/SEM in Hong Kong, he
emerging markets. Prior to Vserv, he was involved with set-up is one of the few Internet marketers in Hong Kong who is actively
of Asia business for Sprice, a leading online travel network, now engaged in different corporate SEO projects in early year of search
part of Travelport. He has also held various leadership roles at marketing. Also, River has extensive experience to moderate and
ZenithOptimedia and has led top accounts such as Procter & Gamble, educate team, partners and clients on search engine optimization.
Asia-Pacific Breweries, LVMH, ESPN and LG. He was invited to different 4A agencies to educate on digital
Mr. Gulati is a post-graduate from Times School of Marketing. He is marketing topic. He was the speaker of ad-tech and several of
an industry thought leader in digital advertising and writes for ClickZ. conference to contribute on inbound marketing topic. He is currently
asia. assisting Youth Business Hong Kong to mentor young entrepreneurs
to succeed in the market.

SESHongKong.com 25

Mikko Kotila Eden Lau
Founder and CEO Co-Founder and Managing Director of North Asia
Statsit Brandtology

Mikko Kotila started one of the first digital agencies in Europe in 1996 Eden gained extensive exposure in the China market when he
and has since worked on analytics and insights projects for 50 out of started working in China in 2005, in the capacity of Group Marketing
the top 100 global advertisers. In 2008 he founded Statsit, the first Director of an on-line MMORPG game business and CEO of a retail
social media monitoring service exclusively for the APAC markets. chain. During that period, he witnessed the strong growth of social
As the CEO, he has focused on transforming Statsit into an industry- media in China. Before moving into China, Eden held senior brand
changing market research company. A native of Finland, he has lived in and marketing positions in Hutchison Telecom and Hongkong
Asia for 10 years. 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
Kenneth Kwok Development Program in INSEAD, France.
Chairman
Hong 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 Jayne Leung
strategist. He has spent most of his career with IBM managing ibm. Director North Asia,
com and providing consulting services that leverage his strong FACEBOOK
blend of design, development and management skills for IBM’s
clients globally.
In 2009, Mr. Kwok started Web Analytics Wednesday in Hong Kong Jayne Leung is responsible for advertising sales for Facebook
to provide a platform for digital analytics professionals to gather across North Asia. She possess over 10 years of unique regional
and share their knowledge. experience in new markets entry, strategy and business
Digital Analytics Association appointed him as their representative development as well as key account relations from both the online
in Hong Kong in 2010, and in the same year he founded Beehive and offline advertising worlds. Jayne’s top specialties are Internet
Strategy to provide digital strategy and consultation services in the advertising and digital technology solutions.
Asia-Pacific region.
In 2011, Hong Kong Digital Analytics Association was founded; Mr.
Kwok is the founding chairman.

Cynthia Liu
Senior Director of Brand Marketing
Adaline Lau WYNDHAM HOTEL GROUP ASIA PACIFIC
Editor
CLICKZ ASIA
Cynthia currently leads the Wyndham Hotel Group’s branding
effort for the APAC region, with a strong focus on China, Thailand,
Adaline Lau, ClickZ Asia editor, oversees day-to-day editorial Singapore and India. Previously, Cynthia held strategic marketing
operations covering digital marketing from search to social media, roles for NagaWorld® Resort Hotel, Las Vegas Sands, Caesars
mobile to analytics in the region. Before ClickZ, she was senior Entertainment Corporation and LVMH, Asia Pacific.
reporter at Marketing Magazine and has worked as a journalist for
The Singapore Marketer and Asia Pacific Broadcasting.

SESHongKong.com 27

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