Click Asia Summit: The Largest CXO Conference on Digital and Mobile Marketing in Asia

Agenda

Day 1, 20th January 2011 Day 2, 21st January 2011 Day 3, 22nd January 2011

Time	Ballroom (Phi)	Ballroom (Sigma)
8.00 am to 8.45 am	Registration & Light Breakfast
9.00 am to 10.00 am	KEYNOTE SESSION Gurbaksh Chahal, RadiumOne
10:00 am to 10.30 am	Coffee, Tea & Networking
10.30 am to 11.15 am	7 Pillars of Building Trust Online What speed of thought is to Vision, Speed of Trust is to execution. In this session, the CEO of Web Spiders covers key elements of how to enhance and build trust online. Trust is a universal platform and pre-requisite for doing business. With more and more businesses going online, it’s important to ensure unique aspects of trust building are incorporated on your website and online presence. Online businesses run on trust. Trust you are going to deliver what you promise. What are online trust markers and how “trustworthy” are they considered by end users? This is a session to highlight the 7 pillars of Online Trust that can help build a successful e-business and encourage you to work towards delivering the promise. With the 7 pillars of Online Trust, you will discover thought provoking and priceless strategies for succeeding in the digital world, and understand why establishing and building trust with your customers is the fundamental basis for success. With more than fifteen years in the industry, Siddharth considers trust to be an underlying factor in the “survival of the fittest” theory. Siddharth Jhunjhunwala, Web Spiders	Mobile Web: The New Mass Media Mobile is emerging as the ‘New Mass Media’. In fact, mobile web is the first truly personal mass media… ‘Personal’ as well as ‘Intimate’ to a degree not possible in other outlets! But you may ask, what’s the added mileage anyway? Well, if you can reach your target audience through mobile web, you have a powerful advantage right off the bat. Indeed mobile web is the unique channel that businesses can use to reach their target audience in their pockets! In our next session we will be looking at how this new mass media is shaping the course of business practices the world over Mahesh Narayanan, Google India
11.15 am to 12 noon	Role of Creativity and Innovation in Digital and Social Media Marketing You know how losing out on innovation and creativity can spell death for your brand? This Darwinian axiom hold good for all types of industries. Be it in traditional or in digital and social media marketing, creativity and innovation are the forces behind product and service performance. That’s what gives brands a leg-up on the competition by increasing brand relevance with consumers and growing revenue and market share. Cyriel Kortleven, new shoes today	Metrics-Analysis-Action! Web analytics can measure thousands of data points. This session delves into how to determine which KPIs (Key Performance Indicators) you should be tracking, how to analyze the data once you get it, and how to set up clear action items to create a cycle of continuous process improvement. Gillian Muessig, SEOmoz
12 noon to 12.45 pm	Advanced View on PPC vs. Organic An advanced look at an age-old question; even if you have already taken a firm stand about which side you are on, it’s now time to re-evaluate your strategy. With advanced algorithms, search personalization, Google Instant and a host of recent changes, the answer is not so black-and-white anymore. Rather than taking sides, you now have to take into consideration the latest trends and user behavior, and optimize your strategy for maximum results. Jeff Adelson Yan, Levelwing	Online Advertising Click Fraud Are bots draining your online advertising budget? How effective are Google’s efforts at eliminating click fraud? Do we need a complete revamping of current online advertising practices? How do you ensure that you only pay for campaigns that result in actual revenue? Get your answers and learn how to spot click fraud and effectively dispute fraudulent click charges with search engines. Eric Bozinny, Microsoft
12.45 pm to 1.45 pm	Networking Lunch
1.45 pm to 2.30 pm	Video Monetisation The power of moving images is as effective in social as in traditional media (if not more). And when video can be easily shared, your brand can really go places! Discover the massive power of video marketing, and learn how to harness it to maximize your brand recall and revenue. Joe Nguyen, comScore Kedar Gavane, comScore	Hidden Power of B2B Social Media How do you tailor your B2B social efforts and how are they different from your B2C campaigns? How do the strategies differ, and what are the powerful techniques that are overlooked by most B2B social marketers? Discover how your social connections can take your business to new heights. Sandeep Suvarna, LinkedIn India
2.30 pm to 3.15 pm	Social Media Planning (PANEL) How do you create a social campaign that can actually go viral? What are the initial steps, the platforms to be used, the tools, techniques and resources that you have to employ? How can you engage your audience without turning them off with pushy promotions? Learn how to make your customers your brand ambassadors, with effective social media planning. Sanjay Mehta, Social Wavelength Ashwin Sivakumar, Jugular Social Media	There’s an App for That! Between Apple iOS and Google Android, there seems to be an app for almost everything! But does your business have an app? Discover how apps can help drive your profits with rich user experiences, and why they can be more effective than just mobile versions of your websites. Neil Burton, Web Spiders – UK
3.15 pm to 4.00 pm	Changing Face of the Agency The market has changed and is constantly changing; the buyers are swiftly adapting to the new paradigms; and new media is causing an upheaval in marketing strategy. As an agency, where do you stand today and how do you survive this onslaught? This session will guide you through the shifting quagmire and give you the tools and techniques to future-proof your business. Ashok Lalla, Euro RSCG India Avinash Rao, MindTree Max Hegerman, Tribal DDB	Search Engine Marketing – Dead and Buried? (PANEL) As “social” embeds itself into the DNA of the Web, and users increasingly make their buying decisions online through social recommendations, is the relevance of “search” over? Or will search personalization cater to your unique needs in a way that the hive-mind never can? As our expert panel gazes into the crystal ball, join them in taking a peek at the future… Milind Mody, eBrandz Navneet Kaushal, PageTraffic Raghavendra Satish Peri, IBM
4.00 pm to 4.30 pm	Coffee, Tea & Networking
4.30 pm to 5.15 pm	Best Practices: Online Marketing Online Marketing is growing at a rapid clip and getting your business out there is more important than ever before. But how do you understand and keep up with this constantly evolving field? New technologies, new trends, new search algorithms, personalization, social media… this session will help you make sense of all the various aspects of online marketing, and teach you how to keep pace with and benefit from this change… since the alternative is obsolescence. Vivek Bhargava, Communicate2	Facebook for Brand Building A recent study has found that people on Facebook share more conversations about brands than the typical consumer, be it on the web or offline. With more than 500 million active users there are endless possibilities to the extent in which your brand can benefit from having a presence on this social networking site. There are several aspects that need to be be considered, from creation of a group or page, to updating content, interacting with your fans, offering incentives to grow likes, reputation management, and buliding brand loyalty. The following session takes us through the intricacies of using Facebook for brand building. Pradeep Chopra, Digital Vidya
5.15 pm to 6.00 pm	Industries in Focus: Banking & Hospitality The banking and hospitality industries are among those that are still catching up to their counterparts in devising and implementing innovative and effective marketing strategies. This session throws light on how online and mobile marketing can be used to unleash the potential that the banking and hospitality industries have to reach out to customers. Discover how to go digital and keep abreast with the rest of them out there. Vikas Tandon, Indigo Consulting Ranjeet Nambiar, Urja Communications Pvt Ltd	Content is King Be it through traditional or new media, what primarily drives your customer connect is the quality of the content that you deliver. Content forms the bedrock of any marketing campaign. Learn how content marketing has evolved with the changing times, and what are the best ways to capture the attention of today’s “fickle” audience. Alok Kejriwal, Games2Win Palash Jain, Infolona
6.00 pm to 8.00 pm	Visit Expo; Complimentary drinks
8.00 pm onwards	Evening guest speaker session followed by Dinner

Time	Advanced SEO Workshop	Social Media Marketing Workshop
8.00 am to 8.45 am	Registration & Light Breakfast
9.00 am – 5.00 pm	Bill Hunt, Back Azimuth Consulting Benedict Hayes, Communicate2 Rajiv Dingra, WAT Media	Gaurav Mishra, MSLGROUP Asia Gillian Muessig, SEOmoz
	Introduction SEO Factors Architecture Content Authority The Algorithm SEO Campaign Strategy	1. Real-life social networking game How do we connect with others on social networks around our passions? How do connections lead to conversations, collaboration and community? How can brands connect with people around their passions?
	SEO for Complex Websites The Challenges The Specific Challenges for Large Sites What to Avoid in, Large Sites Especially How to Rope in Stakeholders How to Maximize your Search Shelf Space How to Centralize your Efforts The Downstream Impact How to Maximize Searcher Stimuli	2. Community-centric integrated marketing How is the social web changing integrated marketing and the role of agencies? How can brands create a series of integrated marketing campaigns that build upon each other? How can brands leverage owned, paid and earned media into their integrated marketing strategy? Pepsi Refresh case study.
	Managing Complex Search Programs How to Effectively Deliver Search at Scale Key Focus Areas for an Enterprise How to Integrate SEO in the Workflow Roles and Responsibilities within the SEO Team How to Make a Page Search Friendly What are Organic Search Diagnostic Metrics? What are Organic Search Performance Metrics?	3. Social web strategy for business impact How can brands leverage conversations, campaigns and communities for business impact? How can brands build online communities to organize and energize their evangelists? How can brands measure business impact, platform influence and program engagement? Dell case study.
	The Dynamic Issues in SEO Spidering About URLs Indexing Optimization Listing How to Manage Keywords Understanding the Intent of the Searcher	4. Social web strategy in the B2C context How can brands use contests to build high-engagement communities? How can brands use communities to drive retail footfalls? How can brands create cause-based communities to connect with their stakeholders? Starbucks case study.
	How to Manage Complex PPC Keywords Creative Development Google Quality Score Optimizing Landing Pages	5. Social web strategy in the B2B context How can brands use communities to strengthen relationships with partners? How can brands use communities to attract and motivate talent? How can brands use communities to establish thought leadership? Microsoft case study.
	How to Measure the Success of a SEO Campaign Reporting Executive Dashboard Search Health Report PLP Scorecard Search Effectiveness Metrics Integration Metrics How to Build a Business Case	6. Strategy on a post-it note game What are our brand values and business objectives? Who are our brand evangelists and what are their passions? What is our core platform and program strategy and how will we measure success?
	Searcher Intent Modeling Searcher Intent Modeling Overview Searcher Intent Modeling Steps Integrating Paid & Organic Search Keyword Arbitration The Challenges The Keyword Conflicts How to Allocate Keywords
	Link Building Digital Asset Optimization The Challenges A Checklist The Best Practices
	Enabling Success in a Large-Scale Global Search Marketing Program The Burning Issues Fundamentals of Search marketing Search Organization Audit Enterprise Search Ecosystem
	Managing a SEO Process Managing a Team Managing the Keywords Managing the Technology Managing the Performance Managing the Priorities