CONFIDENTIAL, Page 1 of 2

___________________________________________________________________________________________________________ 1 Pacific Conferences Pte Ltd

5 Shenton Way, #26-08 UIC Building, Singapore 068808 Tel : (65) 6372 2201 Fax : (65) 6227 1601 URL: www.conferences.com.sg

Draft Programme

1. Overview of Search Engine Marketing (SEM) • Competitive analysis of common search engines and their local Asian counterparts • Asia’s search landscape snapshot: cultural/language differences, trends & opportunities • Investigating businesses’ adoption of SEM and how it has benefited them • Evaluating social media’s role in new search practices • Establishing mobile search’s place in an integrated search platform

2. Dynamics of Search Engine Marketing

• How to be recognised as a substantial resource: creating depth of content and unique pages • Leveraging on keyword research and accurate selection to conduct effective bid management • Executing a solid website architecture that is search engine and user friendly • Customer segmentation with SEM: targeting the right audience

3. Search Engine Optimisation (SEO)

• Key features to creating a search engine friendly site • Tips and tricks to optimise for different search engines (Google, Yahoo, Bing, Baidu) • Utilising link building to improve search standings through additional “link juice” • Boosting result rankings with social media links as a targeted approach to customer acquisition • Leveraging on blogs and social networks for increased brand visibility and traffic via viral content • Crafting a campaign for B2B or B2C searches

4. Pay-Per-Click (PPC)

• What is PPC and how to generate the highest benefit out of your PPC campaign • Analysing the difference in the use of PPC in social media and mobile platforms to determine

which works better for your business • In-depth analysis on the effects and implications of PPC and CPC • Preventing click frauds • How to optimise a cost-effective PPC campaign • PPC & SEO: how it affects your ROI

5. Boosting Conversion Rates

• From search to purchase: harnessing the power of engagement • Attributing consumer conversion behaviour to different touch points and it’s effect on your online

marketing campaign • Optimising advertising text and landing pages to attract and convince customers • Custom attribution: warehousing each interaction with every visitor to analyse why people are

responding to your campaign

Search Engine Marketing Workshop Optimising Social & Mobile Search for

Enhanced Branding & ROI

21 - 22 February 2011, Singapore 24 - 25 February 2011, Hong Kong

CONFIDENTIAL, Page 2 of 2

___________________________________________________________________________________________________________ 2 Pacific Conferences Pte Ltd

5 Shenton Way, #26-08 UIC Building, Singapore 068808 Tel : (65) 6372 2201 Fax : (65) 6227 1601 URL: www.conferences.com.sg

6. Analytics & ROI • Applying web analytics to monitor strategic KPIs and chart progress • Determining effectiveness and ROI of your SEM campaign • Assessing affordable tools and software to measure results • Differentiating paid and unpaid web analytics solutions – which choice is for you? • Google’s search personalisation: how to still be ranked highly in your target market’s search • Learning how to implement Google Analytics to track conversion improvement from different

platforms • Utilising search bid management tools to automate aggregation of PPC reports • Post-campaign evaluation and tactics to turn around below average ROI

7. Optimising Mobile Search

• Choosing the correct mobile search solution for your needs • Exploiting mobile application marketing for real-time mobile search • Capitalising on different mobile operating systems and it’s search potential • Leveraging on augmented reality for information and search tagging • Ensuring your website is mobile compliant and mobile user-friendly

8. Online Branding & Reputation Management

• How to use SEM tactics to actively build and manage brand and corporate reputations • Influencing brand perception by ensuring positive content about your brand features in searches • Publishing positive reviews about your brand to increase search rankings • Unifying social media profiles across the spectrum to portray one brand image • Mitigating negative results in search engines

9. Managing & Maintaining SEM Activities

• Overcoming C-Suite hurdles to adopting SEM • Budgeting and controlling the costs of an SEM campaign • How to implement a cost efficient long-term SEM campaign • Integrating of SEM with mobile searches and social media efforts cohesively • Implementing SEO for regional / vernacular language sites

10. Outlook of SEM in Asia

• Current numbers and growth predictions in Asia, focusing on Singapore/Hong Kong & China • Capitalising on trends in Asia • Analysing failures and success stories in Asia • The difference between search engines, mobile and social searches and how it impacts future

marketing strategies * Workshop to be supported with Asian-based case studies and interactive exercises.

[Extended session]