Home  › Marketing › Strategies
featuredseshk

SES Hong Kong 2012: Biz Optimization, Driving Conversions, and Creating a Movement

  |  September 12, 2012   |  Comments   |  

Day 1 coverage of SES Hong Kong, includes key takeaways from speakers and image gallery.

The SES Hong Kong 2012 conference kicked off for the third year on Tuesday with a roomful of captive audience listening to Avinash Kaushik, Google's digital marketing evangelist talk business optimization in the digital age.

Using local examples from Ocean Park's official website to Fortress and Manning's Sina Weibo, and G.O.D and Cable TV's Facebook pages, Kaushik shares three key themes that digital marketers need to take note: Influence, Experience and Value.

He also shared that web analytics tools are "glorified data pukers" on their own, so marketers need to customize reports to look for metrics that measure acquisition, behavior, and outcomes.

For instance, acquisition metrics would include measuring your brand's paid, owned, and earned,  channels.

Whether it's Hong Kong or even in the West, some marketers make the mistake of not optimizing the right metrics in social media. Kaushik pointed out the crazy obsession of measuring 'likes' and 'number of followers'.

Right after Kaushik's session, Mike Grehan, publisher of SES, ClickZ.asia and Search Engine Watch moderated the keynote panel on Integrated Marketing – What does it mean?

Panel speakers included Barney Leohnis, head of digital at Ogilvy & Mather, Asia Pacific; Basker Rangachari, SMO at Standard Chartered for Hong Kong and North East Asia and Crispin Sheridan, senior director of search marketing strategy at SAP.

Highlights of sessions throughout the day:

Achieving Biz ROI with Social Media

Jayne Leung, North Asia director at Facebook shared that social media now allows brands to connect with consumers and know their real identities. However, success metrics has not changed just because it's social. Marketers could still continue to use the same business metrics from reach, brand resonance, reactions to consumer insights.


left: Michelle Au, Sony Mobile GM and Facebook North Asia exec Jayne Leung

The 4 dimensions to achieving business ROI on social media are:

  1. Connect (focus on quality, not just quantity)
  2. Engage (build relationships and loyalty)
  3. Influence (word of mouth marketing at scale)
  4. Integrate (use deep integration with platform to make all customer touch points more meaningful, on and off of Facebook)
Michelle Au, general manager at Sony Mobile for Hong Kong and Macau shared a case study using Facebook as the core media platform for its Sony Xperia phone at the session.

Keyword Optimization Loop: How to choose the best keywords to drive traffic to the website

Richard Mabey, CEO at The Egg shared the following takeaways:

  • There's no set keyword methodology, they have to match to your site.
  • You have to select tools accordingly.
  • Baidu is your competitor in SEO. Long tail SEO is one strategy to overcome it.

Driving conversions through performance marketing

Anna Chan, MD of iClick Interactive for Hong Kong, Singapore and Taiwan shared these takeaways:

  • Understand the value of each online channel to maximize your ROI.
  • Display is not only for branding, it has an assist effect when it comes to conversions.

Introduction to Analytics

Madhu Malkani, digital analytics manager at Estee Lauder gave the following takeaway from her session: "Segment your data and always be testing".

Sean Rach, regional director at Prudential with Con Apostolopoulos, senior director at Turner Broadcasting Asia sharing the case study of Cha-Ching - Asia's animated musical edutainment series designed to help parents build money-smart values for kids at a panel session on how to create a movement.

Day 1 of the conference wrapped up with the Meet the Experts Roundtables on wide ranging topics from Baidu SEO, link building, International SEO, digital attribution analytics to PPC and SEO integration, mobile marketing, and social media.

David Shen from Acronym Media on PPC and SEO integration

Allen Qu from Netconcepts on Baidu SEO

More tips and insights on Day 2 of SES Hong Kong Conference here.

Subscribe to ClickZ Asia to receive your weekly dose of the region's latest trends, tips, and insights straight to your inbox.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.

ABOUT THE AUTHOR

Adaline Lau

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

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...