One of the biggest conferences on social networking is here and will take place in September in Singapore. The Social Networking World Forum Asia 2009 will bring together all participants in the industry. Listen to the speakers discuss market trends and forces and learn how global brands and organizations are exploiting this fast growing social networking and social media market to the benefit of their products and services.
• Two day conference dedicated to social networking
• Featuring key speakers from social networking publishers, advertising agencies, industry analysts, software developers and equipment manufacturers, pay-TV and network service providers, mobile operators, plus many more
• Evening Networking Reception
• Free to attend exhibition only pass available
Key Speakers included:
– Bennett Porter, Head of Marketing – South East Asia, Yahoo
– Deep Malhotra, Senior Director, MySpace India and South East Asia.
– Desmond Tan, Brand Manager, Loreal
– Bambos Kaisharis, Head of Marketing, Singapore & Malaysia Nokia
– Lai Kok Fung , CEO , BuzzCity
– Jeffrey Seah, CEO – South East Asia, Starcom MediaVest Group
– Olivier Legrand, General Manager – Asia, The Wall Street Journal Digital Network
– Paras Sharma, Marketing & Corporate Communications, ESPN Star Sports
SMA: Can there be one global social media strategy for a company or is localized content/campaigns still valued by the online consumer?
George: As with every other product, be it online or offline there is never one single global strategy. In the same way SNS need to localize and adapt to local culture and requirements. China is the best example where not a single foreign Web 2.0 service ever got more successful than the local competitors. This is because they ignored the need for extensive and detailed localization and adaptation to local business practices.
SMA: What are you looking forward to during the Social Networking World Forum Asia?
George: Share experiences from China (also Japan and Korea) on SNS and learn from the experience of others in other Asian markets. I have no experience in any South East Asian countries and looking forward to hear more from this region.
SMA: How do you measure the efficiency of a social media campaign? Is there a real need for a standard measure across companies or are you satisfied with whatever works for you?
George: A successful marketing campaign increases sales. Everything else is a waste of money. It’s as simple as that :-)
Online marketing allows us more than ever to perform proper direct response campaigns with measurable outcomes. The challenge is more to educate brands and advertisers about the possibilities and how to effectively work with their agencies for online campaigns.
SMA: How mature are social networks and communities in Asia when compared to other regions in their interactions with enterprises? Is there potential for companies in the region to develop those relationships further?
George: I cannot answer this question for all of Asia. I can only speak for China, which is far behind the US in corporations utilizing social media to leverage on their network and customer relationships. The entire market is very entertainment centric and business applications are still only used by early adopters. E.g. there is not a single significant Business SNS yet existing in China (unless you would count the gaming SNS Kaixin001 which is targeted at office workers as “business SNS” :-). There are however increasingly many (mostly foreign) brands that have started first social media campaigns in the last 2 years – my presentation will circle around this topic.
SMA: What will delegates learn when they attend your session?
George: My session will cover advertizing in Chinese online social networks. I will first present a general overview of the Chinese internet market and its particularities. We will then move on to look into the numerous online social networks and cover an extensive selection of case studies of recent SNS based marketing campaigns.
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