Vinalink and Vietseo.vn - Media partner for Asia Seo conferences 2011

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Search Marketing
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Optimising Search Engine Marketing for
Enhanced Branding & ROI
IN 2 LOCATIONS!
22 - 23 August 2011 25 - 26 August 2011
M Hotel, Singapore Regal Hongkong Hotel, Hong Kong
ite
On SClinic
Led by: SEM
Kevin Ryan, CEO, Motivity Marketing, USA Unique Features
• Acknowledged leader in SEO with over 10 years of experience • Emphasis on latest Social Media and Mobile Search
in online and search marketing trends and their applicability
• Served as VP, Global Content Director for Search Engine Watch • Practical measurement tactics to monitor & determine
and Search Engine Strategies the effectiveness of SEM strategies
• Held senior leadership roles in leading international Media and • Actionable strategies for brand visibility and effective
Communications companies reputation management
• Worked with leading companies including Rolex Watch, USA, • Interactive hands-on exercises accompanied by B2B
Minolta Corporation, Samsung Electronics America, Toyota and B2C case studies like Sony Global, Cathay Pacific,
Motor Sales, USA, Panasonic Services and the Hilton Hotel Coca-Cola World Brand and BP.
brands
For Professionals who want to rev up their current Search Campaigns
with the Latest Techniques!
Programme Highlights
The Dynamics of Search Understand search dynamics for commerce and information purposes
Overview of SEM Investigate search’s many influences and how they should be integrated
Key Tactics of Search Engine Optimisation Explore all the leading tactics for search engine optimisation today
Fundamentals of Search Engine Advertising Establish the foundations in using search for advertising purposes
Advanced Search Advertising Optimisation Harness the powers of attribution management
Metrics, Conversions & Other Desired Actions Leverage on mined data for applicable intelligence
Practical Case Studies Capitalise on learning points and challenges faced by companies in the
travel, B2B legal and retail industry when implementing SEM
Sourcing Search Overcoming internal hurdles to SEM adoption
Researched & Developed by: Endorsers: Supporting Organisation: Media Partners:
www.conferences.com.sg Discounts are available for some of the members of event partners.

2. Are you capitalising on Real Time Targeting to
reach out to your customers?
The advent of “Social Search” – with a searcher’s social graph linked to his search queries for unique search results shaped by the interests
of his social network – has opened up new avenues for advertisers to gain insight into consumers’ purchase intent. They can now keep
a finger on the pulse of what people do and when they do it. Coupled with the explosion of mobile search that feeds consumers’ hunger
for information on the go, marketers would be wise to leverage on local location searches to strengthen their brand visibility and increase
quality leads, as well as leverage on search analytics and metrics to get feedback about why customers are reacting the way they do to
their optimisation efforts.
Are you able to leverage on attribution management to turn information into action?
Can you inspire organic referrals from your existing community of brand loyalists to boost your brand visibility?
Do you know how to proactively manage your reputation through SEM?
This 2-day practical workshop on ‘Social & Mobile Search Marketing’ aims to equip you with practical techniques to integrate elements of
social, mobile and search with SEO, and overall marketing efforts to boost your brand performance and ROI. Through hands-on sessions
and in-depth case studies, find out how you can execute solid website architecture that are both search engine and user-friendly, optimise
cost-effective PPC campaigns, boost conversion rates, mitigate negative publicity, manage corporate reputations, as well as apply web
analytics to monitor strategic KPIs and chart campaign progress. At the end of the workshop, you will be able to effectively capitalise on
real-time targeting to influence consumers as they actively seek out advice through their search queries, when their purchase intentions
are at its peak.
Be one step ahead of the search game!
Improve your brand’s rankings in social & mobile search to enhance customers’
top-of-mind consideration!
Benefits of Attending
• Identify the different search types and search behaviours
Who Should Attend
• Analyse the trends in the APAC region and businesses’ adoption of SEM and its benefits
VPs, Directors, Heads, Senior Managers
• Comprehend social and mobile’s role in new search practices & Professionals in charge of Marketing,
• Evaluate on-page techniques to build a search friendly architecture Search Engines, Marcom, Digital Marketing,
Internet Marketing, Online Media,
• Find out how to leverage on social signals and accurate keyword selection to drive content strategy E-Marketing, Paid Search Advertising,
• Influence brand perception through management of positive and negative brand endorsements Organic Search Optimisation, Web Design,
• Evaluate the different uses of PPC for social and mobile to see the best fit for your business Content Management, Lead Generation,
Advertising & Promotions, Brand
• Attribute consumer conversion behaviour to different touch points and it’s impact on your Management, Product Marketing, Sales,
marketing campaign Channel Marketing, Trade Marketing
• Differentiate between available measurement tools to find the best choice for your needs and Media Planning.
• Manage budget allocations and internal/external resources for SEM
• Overcome C-Suite hurdles to SEM adoption
About Your Workshop Leader
Kevin Ryan founded the strategic consulting firm Motivity Marketing in April, 2007. Prior to launching Motivity,
Ryan founded Kinetic Results, an Advertising Age Top 20 search engine marketing firm, served as VP, Global
Content Director for Search Engine Watch and Search Engine Strategies and VP of Interactive Media for the
Interpublic Group agency, Wahlstrom Interactive. He has published over 300 articles on search and interactive
marketing in industry publications such as Advertising Age, iMedia, MediaPost, ClickZ and Search Engine Watch, with an impressive list of current
and former clients like Rolex Watch, USA, State Farm Insurance, Farmers Insurance, Minolta Corporation, Samsung Electronics America, Toyota
Motor Sales, USA, Panasonic Services, and the Hilton Hotels brands, to name a few.
Throughout his career, he has appeared on CNN, been featured in The Associated Press, ABC News, The Wall Street Journal, USA Today, The New
York Times, Advertising Age and has published hundreds of articles on search and interactive marketing. He always has been dedicated to the
expansion of online marketing. Industry groups and organisations include: American Association of Advertising Agencies, Interactive Advertising
Bureau (IAB), Microsoft Search Advisory Council, Search Engine Marketing Professional Organization (SEMPO), 212 Interactive Club and Direct
Marketers Association (DMA). He currently serves on the board of advisors for Ad:Tech and is search editor for iMedia Communications.
Ryan believes in sound guidance, creative thought, accountable actions and collaborative execution as applied to search, or any form of marketing.
His principled approach and staunch commitment to the industry have made him one of the most sought after personalities in online marketing.
To Register: (65) 6372 2202 (65) 6227 1601 adrielle@conferences.com.sg

3. WORKSHOP AGENDA Registration: 8.15am Workshop: 9.00am – 5.00pm
Morning, afternoon refreshments & lunch will be served at appropriate intervals.
Singapore, 22 - 23 August 2011
Hong Kong, 25 - 26 August 2011
Session 1: The Dynamics of Search
• History of development to modern search activity • Commerce & information search dynamics
• Modern search types • The future of search & politics, government & regulation
• Overview of search behaviour
Session 2: Overview of Search Engine Marketing (SEM)
• Types of search engine marketing • Outside influences of search
- Types of paid, organic (natural or algorithmic search) - Social signals, news and information
• Global perspective of the search marketplace • Integrated marketing channels
• Trends in the APAC region and market place assessments
• Investigating businesses’ adoption of SEM and how it has
benefited them
Session 3: Key Tactics of Search Engine Optimisation
This session will profile all the leading tactics search engine optimisers use today.
• Structured on-page techniques & overcoming common problems • Off-page factors: linking and rank
- Usability • Public relations and search
- Search friendly architecture - Positive and negative brand endorsements
- Resource challenges • Mobile optimisation & other non-traditional formats
• Building and implementing a successful content strategy • Localisation
• Using research in social signals and keywords to drive overall strategy • Monitoring performance benchmarking
- Reviews
- Social profiles
Session 4: Fundamentals of Search Engine Advertising
This session will cover the foundations of search advertising.
• The evolution of search advertising • Creative and messaging
• Pay per click ad format comparison and application • Effective campaign management & optimisation
- Directive - Tools of the trade
- Content - Integration
- Mobile
- Alternative (Video, Auction)
- Social ads (Facebook et al)
Session 5: Advanced Search Advertising Optimisation
• Search to buy behavioural analysis • Understanding the buying funnel
• Integrating search campaigns with display & other formats • Optimising creative and managing ad formats
• Basic to complex attribution management
Session 6: Metrics, Conversions & Other Desired Actions
• Understanding integrated analytics • Mining data for intelligence
• Benchmarks and monitoring • Applied knowledge building
• Tools of the trade • Practical knowledge of landing pages and calls to action
Session 7: Practical Case Studies
• Travel Industry – paid search from takeoff to landing • Retail Industry – combined analytics in integrated marketing
• BtoB Legal Industry – building equity with content and Search Engine • Managing in a crisis – effective public relations in search
Optimisation
Session 8: Sourcing Search
• Managing internal / external resources • Budget allocations and responsibility management
• Getting management buy-in • Keeping up with trends
Session 9: On Site SEM Clinic
Delegates will have a chance to witness first-hand Kevin’s SEM expertise as he personally demonstrates how to tackle SEM challenges using selected
delegates’ corporate case studies. You will be able to see how a veteran creates a live mini search campaign while applying the new knowledge and skills
gained from the workshop immediately. With step-by-step guidance, learn to comfortably apply SEM toolsets in a real scenario and obtain even more
experience and ideas to bring back to your business!
Submit Your Site!
With individual SEM consulting costing of thousands of dollars per day, why not utilise the cost of admission to the workshop to gain further insight and
direct instructions from the expert! Hesitate no more – submit your website or social media project/challenges now for instructional insight in creating
the most successful solution tailored to fit your business needs!
To Register: (65) 6372 2202 (65) 6227 1601 adrielle@conferences.com.sg

4. Social & Mobile Search Marketing
5 Ways to Register or Enquire
1 Tel : (65) 6372 2202 (Please photocopy for more delegates)
2 Fax : (65) 6227 1601 FOR OFFICIAL USE
Code: S1386 / H2280 D
Contact Ms Adrielle Ting via: 3 Email : adrielle@conferences.com.sg
4 Web : www.conferences.com.sg
5 Post : Pacific Conferences Pte Ltd, 5 Shenton Way, #26-08 UIC Bldg, Singapore 068808
Please register the following delegate(s) for the event
2-Day Workshop: Singapore, 22 - 23 August 2011 Hong Kong, 25 - 26 August 2011
I would like to claim a 10% discount as a member of SEMPO SMI International HKDMA HKISPA ISPAI Vinalink / Vietseo
MediaBUZZ Asian e-Marketing The Wall Street Journal Digital Network Vietnam Marcom
I am unable to attend but please put me in your mailing list.
I am interested in sponsorship opportunities.
Delegate 1 Delegate 2 Delegate 3
Name (Dr / Mr / Mrs / Ms)
Job Title & Department
Mobile
Email Address
Approving Manager
Name : Job Title & Department : Email : DID :
Registration Contact
Name : Job Title & Department : Email : DID :
Billing Information
Full Company Name : Nature of Business :
Address :
Payment Methods
Early Bird Regular All payments to be made payable to Pacific Conferences Pte Ltd in S$ and are nett of
Workshop Fee (Payment Before (Payment After bank charges. Bank charges are to be borne by registrants.
20 Jul 11) 20 Jul 11) Please tick and fill in the following:
Cheque / Bank Draft No.
Please mail payment in S$ with registration form to
5 Shenton Way, #26-08, UIC Bldg, Singapore 068808
2-Day Workshop S$1,795 S$2,095 Overseas delegates may pay by Telegraphic Transfer to Pacific Conferences Pte Ltd
A/C: 201-328-051-9, United Overseas Bank, Anson Rd Branch,
10 Anson Rd #01-01 International Plaza, Singapore 079903
Please fax confirmation of bank transfer to Adrielle Ting at (65) 6227 1601 quoting your
Important Note company’s name, delegate’s name and invoice number on your fax and bank transfer.
1. For Singapore location, Singapore registered companies need to pay fee with additional Credit Card Payment Visa MasterCard Amex
7% GST.
2. Only corporate registrations will be accepted. Card Number:
3. Group Discount: Groups of 3 or more booking at the same time from the same company Expiry Date: / CVV:
and of the same billing source will receive a 10% discount off the total delegate fees.
4. Early Bird Promotion: Fees will only be valid if payment is received by 20 July 2011,
after which Regular fees will apply.
5. Full payment is mandatory upon registration for admission to the event. Card Holder’s Name:
Copyright © 2010 Pacific Conferences Pte Ltd. All rights reserved. Registration Number: 200004188G
6. Walk-in delegates will only be admitted on the basis of space availability at the event and
with immediate full payment. Workshop Venue & Hotel Reservation
7. Fee includes lunch, refreshments and documentation. M Hotel, Singapore Regal Hongkong Hotel, Hong Kong
8. The organiser reserves the right to make any amendments that it deems to be in the 81 Anson Road, 88 Yee Wo Street,
interests of the event without any notice. Singapore 079908 Causeway Bay, Hong Kong
Tel : (65) 6500 6212 Tel : (852) 2837 1961
Cancellations & Replacements Fax : (65) 6226 3781 Fax : (852) 2915 6556
Email : Angeline.Ng@m-hotel.com Email : rhk.bqse@regalhotel.com
A replacement is welcome if you are unable to attend. A full refund less 10% administrative Attn : Angeline Ng - Senior Catering Sales Manager Attn : Ms. Kenji Chow - Assistant Catering Sales Manager
charge will be made for cancellation received in writing by 27 Jul 2011. A 50% refund and
a set of workshop documentation will be given for cancellation received by 10 Aug 2011. Hotel room reservation and hotel billing are to be made by delegates directly with the Hotel.
Regrettably, no refund can be made for cancellation received after 10 Aug 2011 or for To enjoy applicable corporate room rates, please quote “Pacific Conferences Corporate
“no show” participant. You will however receive a set of documentation in soft copy. Rate.” Hotel reservation and travel arrangements are the responsibility of the registrant.
Upcoming Conferences & Workshops Visit us @ www.conferences.com.sg
Please send me the brochures for the following conferences and workshops as ticked below (Please fill in contact details above and return via fax)
June 2011 July 2011 August 2011 September 2011
Customer Relationship Management Media Relations in the Digital Age, Mobile Marketing with Social Media, Social Media Marketing in Indonesia,
Seminar, Vietnam S’pore & Hong Kong S’pore & Hong Kong Jakarta
Global Channel Management
Workshop, S’pore & Hong Kong
Integrated Marcoms & Social Media,
S’pore & Hong Kong