Conference | Click Asia Summit 2012 Agenda

Home
Agenda
Day 2

Day 2

	Mouseover on session/panel topics for more details
Time	Ballroom
9:00 am - 10:00 am	KEYNOTE 1 : Impact of digital media on politics and India in general With social and digital media seeping into our very lives and becoming an all-pervasive presence, what does it mean for our politicians, our government and our society in general? What impact does social media have on global politics, especially at times of political or humanitarian crisis? What should we make of the government's reportedly asking social and web giants to monitor the content on their platforms? And is that even possible, given the size and scale of the internet? Perhaps the best person to answer all these questions is Shashi Tharoor; an astute politician and MP who is no stranger to social media. During his keynote presentation, he will talk about the influence of digital media in politics and the nation at large, which way digital India is headed and what it means for all of us.		Dr. Shashi Tharoor Member of Parliament, India
10:00 am - 10:45 am	KEYNOTE 2 : Digital marketing 2.0: The big picture New technology gives us lots of exciting and sexy options, but it's not the technology that really connects with consumers, its the IDEAS. Lucy McCabe argues that it needs very specific types of ideas to connect and build lasting relationships with consumers in the digital world. She will ask you to think about what having a relationship with a brand really means, and you will get to hear all about her relationship with George Clooney. She looks at the value exchange that empowered and connected customers expect from digital brands, and makes a convincing case that brands who focus on what they can give to customers are the most succesful in building valuable customer relationships. She looks at 3 different types of value brands can create in the digital world: Entertainment, Utility and Social Connection and shares examples from Ogilvy's clients in the region who have acheived a competitive advantage by delivering value to their digital customers, with examples from the Retail, Telecom, F&B and Luxury sectors.		Lucy McCabe OgilvyOne Worldwide, Singapore
10:45 am - 11:30 am	Delegates networking event with Gillian Muessig and Kavita Jhunjhunwala & refreshments BURNING QUESTIONS - Meet Colleagues and ask a burning question about your profession Instructions: Find a table with a sign that reflects your job, career, or area of interest. Grab a seat! When your table is full, introduce yourselves and share your name cards with each other. What to share in your 40 second introduction: 1. Your name 2. The company your work for (or are building if you are an entrepreneur) 3. Your job title 4. Your job description - what you do at work each day/night Once you all know each other, you each get to ask ONE question of the table moderator/expert. Move quickly and be gracious about leaving enough time for all your table mates to ask questions, too. Remember, we have only about half-an-hour for this event.
11:30 am - 12:15 pm	KEYNOTE 3 : Get a creative boost... Break the curse of knowledge During this presentation, the audience will be inspired by the possibilities of creativity and break their own fixed thinking patterns. It will be a very interactive presentation with the following topics: a changing world with actual creative examples; breaking the Curse of Knowledge and practical skills to give yourself a creative boost. During the presentation, the IdeaDJ will be supporting the keynote speaker by showing inspirational pictures, movies, quotes, ... relevant to this topic.		Cyriel Kortleven new shoes today , Belgium
12:15 pm - 1:00 pm	Lunch
Time	Technology/Mobility Track Ballroom 1	Social Media Track Ballroom 2	SEARCH & SOCIAL TRACK Konkan
1:00 pm - 1:40 pm	HACKED! What would you do if a criminal wiped out all the money from your bank account? What would you do if your competitor was spying on you? What would you do if your employees were selling company secrets to your competitors? What would you do if your identity was stolen on the Internet? What would you do if your password was cracked and somebody started controlling your computer? Want to know how criminals break into mobile phones, ATM Machines and computers? Want to learn how to protect yourself, your business, your kids and your family from computer criminals? If your answer to any of the above questions is of curiosity or shock, then you have come to the RIGHT PLACE! To catch a criminal, even YOU need to start thinking like one. Join us for an eye opening session on the magical world of computer hackers. Prepare to be SHOCKED, ENTERTAINED and EDUCATED all at the same time. Ankit Fadia	Case Studies : Marketing Strategies of Top Global BrandsHear these global brands discuss case studies, innovations and strategies utilised in digital marketing, and use it to benchmark your own campaign. Aditya Anupkumar, Achal Shah	Social media impact - An analytics overview With the hurricane rise in social media traffic especially Facebook, one senior marketer has actually commented "Advertisements are history, content and engagement is the new age marketing". But ROI of Social media marketing is the biggest debate across the world in marketing and agency circles. There are various analytical tools available to measure it, but most of them are indicative and direct benefits are still not clear. As per most reports performance is still driven by paid search 10-15 times more than social – a trend which some internet experts are challenging as social takes to the next level. With Google also turning social it is going to get more complicated. With social networks advertising revenues in US expected to be close to 10 billion USD in 2012, the ROI on spends is going to be a big question. The other big question is usage of social media in terms of open graph on Facebook going to be the big bet. The results got to move from "measurement of fans" and "conversations" to business results – Will social media stand the test of time in terms of delivering leads and sales. The sessions will cover all the above mentioned questions and burning topics in details and showcase how different analytics tools help drive assertions to measure the ROI of social media presence. Sandeep Amar Enter the e-dragon With China emerging as world's largest digital market, and with its economy facing fiercely upwards, it is important for businesses to enter this market smartly. Web and mobile is the way. With an average of 14 hours of time spent on internet in a week, China is clearly a web savvy market. The objective of this presentation is to showcase eye-opening market data and prove that digital is the way to go. This presentation will show how the avatars of Facebook, Twitter, YouTube are doing great with excellent fan following. A knowledge of conventional digital marketing practiced elsewhere would never apply in China. So what un-learning and whats learning? Amit Shrivastava
1:40 pm - 2:10 pm	Kids on the Internet: An insight into their behavior and usage in India & Asia This presentation will cover with the following topics: Insight into Indian kids’ behaviour and consumption habits and how this leads to innovative brand integration Agility of kids to adapt to online and mobile innovations Statistics and figures showing growth of this market Examples of Turner Innovative solutions on the internet and mobile platforms Benjamin Grubbs	Television vs Online Share data points on how consumers are moving online and consuming content traditionally tied down to television and how the challenge is being met with new innovations in marketing by MTV Aditya Swamy	Beyond the initial hype – building sustainable and scalable digital businesses, the PE perspective ! The digital / ecommerce boom is here again. New ideas and creative ventures are being set up every day. VCs are chasing online ventures and valuations have again hit the roof. Employees are quitting jobs again to become entrepreneurs and news headlines are full of success stories. Quite a few of these enterprises have possibly already raised the first or the second round of funding. The challenge actually starts to build up beyond this stage. It's not setup, but sustaining and growing the venture which is the challenge. How you manage and conquer this, is what the next round investor is looking at? This session aims to help audiences understand the variables and strategies to be kept in mind while building the new age digital businesses, going beyond just setting up, towards sustainable and scalable enterprises that will become the superstars of tomorrow. Rajesh Sharma
2:10 pm - 2:40 pm	Advertising fraud as well as the growing threat of malware and malvertising Like a potentially deadly riptide, search advertising fraud has always existed under the surface of search engine marketing. Creating headlines in 2006 when Yahoo and Google settled large class action lawsuits, click fraud today is alive and well; just not well understood. Topics that will be covered in this session include: The three main types of search advertising fraud The latest statistics on click fraud prevalence Specific examples of how malware drives fraud The role of organised crime in search fraud How search engines protect advertisers A case study based on a civil lawsuit filed by Microsoft Tips on how marketers can watch for potential fraud A bill of traffic quality rights for advertisers Eric Bozinny	Kotler is dead: The new principles and process of marketing Several generations of marketers and management students have been brought up on the mantra of the 4Ps framework: product, pricing, placement and promotion. In this session, Mahesh talks about why this framework doesn't serve the 21st century market and suggests a new way to look at creating, managing and measuring the success of brands. Come over - it promises to be a fun, eye-opening talk. The organisers may even provide rotten tomatoes to pelt the speaker with as he gently dismantles beliefs held sacred by your dog-eared marketing textbook, its author and your college professors. Mahesh Murthy	The Time for Mobile is Now Key Trends in Mobile and Looking Ahead Mahesh Narayanan
2:40 pm - 3:00 pm	Coffee, Tea & Networking
3:00 pm - 3:50 pm	Top 10 Tips for Mobile Apps and mCommerce This session will contain valuable and practical tips to implement your mobilisation strategy, including mobile apps development. Today mobile devices have become more ubiquitous than laptops, and mCommerce presents a newer and greater opportunity for businesses. According to a recent survey, some retailers are still on the fence about mobilising their eCommerce offerings, citing capital constraints and consumer privacy & security issues. Many are not sure how to extend their existing eCommerce capabilities to the mobile channel in such a way that buyers love the experience of shopping through mobile. In this session, you will learn how ready-to-go, flexible mobile-catalog and mCommerce systems help to go mobile without any technical hassles or expenditure, while providing both security and convenience to all parties. You will learn how to effectively extend your existing eCommerce capabilities to the mobile channel, and reach millions of customers through smartphones and tablets… increasing their convenience, and consequently, your sales. Siddharth Jhunjhunwala	The social effect: Our world reboots! The Social & Mobile Media Revolution has a greater impact on people's lives then most companies expected. It is changing the way people communicate, look at brands & media, seek information and purchase goods. The new consumer/employee expects companies to be social and mobile, all the time. And no, not just on the internet. This means that companies need to rethink the way they do business, completely. Nick Decrock	How to use analytics and other technology tools to plan a content strategy for an Enterprise Business Content Creation is becoming the Spinal Cord of all Digital strategies. Marketers have realized that owned content helps digital marketing in multiple ways, it reduces cost of paid media, create better sustainable engagement, shares onsocial media and leads to better ranking on search engines. However most large enterprises are not sure how they should go about producing thiscontent. This session would focus on how large enterprises can create this content gaining insights through different free and paid technology tools available. Example of Tools Google Traffic Estimator – Google traffic estimator tells you the approximate number of searches happening for any specific keyword, it makes sense to target content creation where the volume of search queries is high. Google Insights and Trends – Google trends and insights tells you trends in the volume of search queries, example if the number of queries on Poker, Yoga, Diet is increasing every month, one can estimate the kind of content one must create for the future. Web Analytics – It is not only about receiving additional traffic, but also ensuring that the traffic helps the ROI goal, analytics allows one to identify the psychographic audience that deliver best ROI to the marketer, 100 visitors from a precise keyword query may deliver better ROI than 500 visitors from a different keyword query, this is an important consideration to keep in mind while planning a content strategy. The session would take real life example of how the above and other tools can be used not only to have a sustainable content plan, but also how to leverage that content through paid and social platforms to meet your business objectives. Vivek Bhargava Reaching internet-dark mobile users…in as less as 5 hours This session focuses on integrating customer interactions and marketing on mobile devices through the ubiquitous SMS. Text-based interactions are catching on big time in the US and Western Europe. In addition, they are quite relevant to Asia and in particular India, given the large installed base simple feature phones. Moreover, the number of people with just a phone but no internet connectivity is also quite large in India at roughly 700 million users. The presentation builds a case for looking at the mobile devices and SMS from that perspective, and takes you through how you can quickly SMS-enable your customer interactions. Manish Maheshwari
3:50 pm - 4:30 pm	Connect, Contribute, Compete - How social media and data are changing the way we connect with consumers The world of consumers is moving fast and brands have hard time keeping up. This drives great disconnection between brands and customers. Each of these disconnections presents an opportunity to re-connect or to create completely new lasting relationships with consumers. I will show you how to use social media and data to find your next opportunity and leave your competition biting the dust. Mikko Kotila	Better business through social media: Leveraging the power of the social media for your organisation This session will focus on the following key topics: How an organization can create an eco-system of value through differentiation which is driven by innovation Harnessing the employee and alumni network to make them the ‘voice of the brand’ Creating new business systems; new revenue models leveraging social Creating social movements based on shared values Namrita Sehgal Our Life on Digital The Internet has made our world and the way we interact and engage ourselves, more dynamic and complex than ever. TNS Digital Life study reveals that the reasons for doing so vary across markets depending upon the level of digital adoption and not necessarily upon the internet penetration in that country. TNS's Digital Life study enables us to understand online habits of over 72,000 consumers in 60 markets across the globe. Digital is getting well entrenched with our media habits. In India, we are observing digital fast catching up with the traditional media like TV, Radio and Newspaper. Accessing internet is not just restricted to internet café or from office or home. PC no longer continues to be a means of accessing internet. Mobile internet has enabled this rapid growth of digital in India in the last couple of years. Mobiles offered just about the right gateway and with the telecom infrastructure gelling well with the digital requirements, it offered the users a handy tool in the form of handsets which allowed people to do a lot more than just communicate. Tablets have just emerged and already making rapid inroads, at least amongst the urban Indian. Social networking is today the most important digital activity amongst Indian netizens. Though India may be a late entrant in the Digital World, but on many aspects, India is rubbing shoulders with the developed markets. Marketers are watching the various aspects of our digital interactions and engagements. The digital opportunity across devices and platforms is not to be missed. Parijat Chakraborty	Search and social : Digital marketing in the SME sector in India There's nothing to be learnt about social media. We need to apply what we already know to a new social environment. Yet, managing your brand online is not an easy task, although it may seem that way owing to the heavily crowded online marketplace. Social media is being called the revolution of our century and since a social presence is considered a must-have, you may as well work on creating it. Demonstrate your experience and your personality by making yourself available. It makes your brand credible, helps you attract new customers and investors. Chris George The multi- tasking digital consumer A reality in any urban household today - a youngster watching television, with a laptop in the vicinity, busy tweeting through a smart phone & checking out photos on Facebook all at the same time. In the meantime, make no mistake; he is working on his school assignment as well! The digital natives today are used to the idea of multitasking, this is something that comes naturally; it's not acquired, it's inbred. What this phenomenon has done is that it has blurred the thin line between multitasking and distractions! A recent Stanford study found out that due to this information overload through so many mediums, distractions have crept in. No longer are consumers giving the same focus to the constant bombarding of news. This is the age of nonstop limited attention economy!What are the repercussions for a brand in such a scenario? It's bad news! The era of push marketing and taglines are over; they are dead! Social media & multitasking on numerous devices have changed the game for everyone – there is increased participation of the passive audience – lean back is now lean forward and immersive. The anonymous person behind the internet is now a potent force, and tackling the multi-tasking consumer is the biggest job of any marketer today. The role of the marketer has changed and is now all about creating experiences for the customer, not just market at them - a cohe-sive and all-encompassing expe-ri-ence across any chan-nels & platforms where the consumer is. Learn more about why this is happening & how do marketers manage this situation with some case studies on how we have tackled this consumer for our business. Lalit Bhagia
4:30 pm - 5:30 pm	Analytics & optimization in today’s digital world Social media marketing is rapidly becoming a critical mechanism to influence & drive key business objectives. Interactive marketers who know the secrets to engaging prospects & customers on social sites and to analyzing return on investment can improve their business-impacting metrics, such as website visits, conversions, and sales. Marketers are investing heavily in social media, but measuring the return from those investments remains elusive. Many organizations are simply relying on gut instinct and crude metrics to assess payback from their growing social media presence. Without an accurate measurement framework, they risk misinterpretation that can lead to misinformed decisions on budget allocations and marketing mix. This panel of practicing managers & business leaders in digital domains would examine and seek answers to the burning questions in today’s digital world. Prof. P.K. BalaKrishnan (Moderator) Trinadha Kandi, Hari Ganapathy, Umang Bedi	Social CRM - Landscape and Opportunities As brands and marketers try to navigate the ever-evolving landscape of Social Media, the use of Social Media as a CRM channel is increasingly gaining ground. With customers actively using social media to communicate their love and hate for a brand or a service, marketers are realising the urgent need to acknowledge and respond to such communication. This in turn, has led to the need to integrate such customer communication with existing channels such as call centers, web and email. What does CRM in the increasingly social future look like? What are the opportunities and challenges for brands to deepen their relationship with their customers? Vikas Tandon (Moderator) Nikhil Ganju, Sanjay Mehta, Albert Pereira, Andrine Mendez, Pradeep Chopra	Cross-leveraging SEO & SEM ROI/CPA improvements through automated bid management Full keyword coverage and corresponding ad copy automation using real-time-campaigns Advanced cross-channel path-to-conversion reporting and attribution analysis Comprehensive site audit analysis to ensure on-page optimization Back link and rankings checking to garner insight off-page performance Competitor examination and suggestions for areas of improvement Benedict Hayes (Moderator) Navneet Kaushal, Hareesh Tibrewala, Benjamin Gonsalves
5:30 pm - 6:00 pm	Visit Expo (in pre-function area)