6th Annual China Social Media & Digital Marketing Forum 2016（第六届社交媒体&数字营销峰会2016）

--- Digital Transformation under the O2O Context O2O背景下的数字转型

--- September 8th-9th, Shanghai China 9月8号-9号，中国 上海

Highlights of China Social Media & Mobile Marketing Forum 20156

会议概要

• 20 + Distinguished speakers to share their insights

• 20 + 特邀演讲嘉宾分享经验

• 15+ Case studies from world-class top brands

• 15+ 世界领先企业带来精彩案例

• 280+ Marketing and communication professionals to network

• 280+ 市场营销专家互动交流

Conference Background- 峰会背景

The age of internet+ has arrived. With the rapid development of digital technology and social media, the communication channels, equipment and modes are becoming more diverse and complicated. Research indicates that nearly half of people are engaged in digital activities. Enterprises interaction has fully entered the digital era. Marketers are facing the same challenges: how to integrate online and offline resources and channels? How to set up consumer engagement? How to develop content that truly targets your core buying customer? How to capture digital marketing ROI and set KPI? Come and join us at 6th Annual China Digital Marketing & Social Media Forum 2016 on September 8th-9th at Shanghai, China.

互联网+时代已经来临。随着 数字技术和社交媒体的快速发展，沟通渠道，设备以及模式越来越多样化和复杂化。研究表明近一半的人已经参与到数字化活动特别是社交媒体中。企业间的互动已 经完全进入到数字化时代。大多数营销者都面临着同样的挑战:如何整合线上和线下资源和渠道？如何提升消费者参与度？如何创建内容能够真正的与你的目标客户 群建立联系？如何提升数字营销ROI以及设定KPI? 来计加入我们2016年9月8日到9日在上海浦东淳大万丽酒店举办的第六届中国数字营销&社交媒体峰会，您的这些疑问都可以得到解答。

This conference will focus on how brands are using digital tools, delivering the latest techniques, innovation strategies and best practice solutions. Learn how brands are successfully monitoring and measuring their ROI and how the major digital tools are positioning their offerings within the market to assist marketers to achieve desirable results

本届峰会将关注品牌如何运用数字营销工具，分享最新的数字营销方法，创新策略和最佳解决方案。讨论品牌如何成功的监控和评估数字营销的ROI以及重要的社交工具如何帮助营销者实现理想的营销效果。

6th Annual China Digital Marketing & Social Media Forum 2016 brings together the worldwide social media community to debate hot topics and get right into the nitty-gritty of the industry's current issues. Digital marketing experts from leading global companies both in B2B and B2C industries will share their best practices and experiences. You will get the most insightful ideas and practical case studies.

第六届中国数字营销&社交媒体峰会2016将邀请数字营销和社交媒体领域专业人士一起探讨最新的热点话题和挑战。来自国际知名B2B, B2C行业的数字营销专家会会分享最新案例和经验，这是一次耳目一新的思想碰撞和最新案例分享的盛会

We look forward to meeting you in September!

我们期待和您相遇在九月！

Benefits of Attending

• Optimizing your organization’s digital footprint

• 加快企业社交媒体使用的步伐

• Utilizing the right digital outlets to communicate with your audience

• 采用最优的社交媒体渠道与您的客户进行交流

• Understanding emerging new media trends such as WeChat, on/offline integration, Omni-channel, co-marketing etc.

• 了解最新的新媒体趋势例如互联网+，内容营销，粉丝经济，程序化购买

• Using social media, public relations, and advertising to create the “right” approach

• 结合使用社交媒体，公共关系和广告实现最佳的营销策略

• Leveraging your audience to build brand advocates and fuel word of mouth campaigns

• 借助客户的力量实现口碑营销和品牌忠诚度

• Better understanding of big data and how to analyze and put the results into action

• 更好的理解和分析社交媒体数据以及如何利用这些数据

• Crafting new strategies to bring your strategy and campaigns to the next level

• 提升您的营销和宣传策略

• Measuring and optimizing social media& digital marketing ROI to make sure your investment is valuable

• 评估和优化社交媒体&数字营销ROI以确保您的投资是有价值的

Who should attend?

谁应该参加？

GM, VP, Directors and managers with responsibilities in:

负责以下领域的总经理、副总裁、总监和经理：

• Marketing营销

• Digital Marketing

• 数码营销

• Interactive Marketing

• 互动营销

• Mobile Marketing

• 移动营销

• Online Marketing

• 在线营销

• Corporate Communication

• 企业沟通

• Public Relations

• 公共关系

• Branding

• 品牌推广

• Customer Relations

• 客户关系

• Social Media

• 社交媒体

• Advertising

• 广告

• Social CRM

• 社会化CRM

• Social Business

• 社会化商业

• Social Community

• 社会团体

• Crisis Management

• 危机管理

Day 1: 第一天

Morning Session 上午日程

Trends and MKT Channels 趋势和营销渠道

09:00-09:45 Session 1: Brand Digital Trend & Strategy for 2016

09:00-09:45 第一讲：2016年品牌数字趋势和策略

If you think 2015 was an explosive year for digital strategy and marketing, brace yourself for 2016. As impulsive and as volatile your work can be, 2016 will be even more challenging and test your ability to avoid erratic decisions, identify what's critical for your business and what you can ignore. As key technologies mature and as user behavior follows, these are the trends you should keep in mind for 2016 and beyond

如果说2015年是数字营销战略爆炸的一年，那么2016年应该是让人更加振奋的一年。2016年，你的工作会发生剧烈的变化，也会更具挑战性。这一年将是考验你是否有能力应对改变，分辨什么是重要的，什么是可以忽略的。随着科技的成熟已经用户行为的改变，以下这些趋势你应该在2016年重点关注

• 3D, VR And IoT Carry Momentum

• 3D,虚拟现实，IoT势头正劲

• UX Becomes CX

• 用户体验到消费者体验

• Content Strategy Evolves

• 内容策略

• RTA - Real Time Analytics

• 即时分析

Exclusive Sponsor Speech to be confirmed

09:45-10:30 Session 2: Brand Crossover Marketing

09:45-10:30 第二讲：品牌跨界营销

Crossover marketing can provide benefits to the involved businesses by enhancing product or service exposure to consumers, marketing new products and services, and making consumers or clients aware of the core competencies of each enterprise. The key to running a successful cross promotion is to partner with a business that targets a similar customer as you do but that offers a product or service that doesn't compete with yours. In the age digital era, how to achieve win-win is challenging for most marketers

跨界营销可以提升产品和服务的曝光度，推广新产品和服务，让消费者和客户意识到每个品牌的核心竞争力。一个成功的跨界营销的关键是与一个与你有相似的消费者但是却不是你竞争对手的品牌合作。在数字时代，跨界营销如何达到双赢对很多营销人来说都是一个挑战

10:30-10:50 Coffee Break

10:30-10:50 茶歇

10:50-11:35 Session 3: Cross Screen Marketing

10:50-11:35 第三讲：跨屏营销

In recent years, with the development of technology, the widely use of smart phone, Pad, smart TV and mobile wearable equipment, marketers discuss multi-screen more frequently. In the past few years, marketers talked more about “multi-screen integration”; in recent years, with the development of big data, “cross screen” has been mentioned, marketers are working hard to get through technical barriers. It can be simply put that how to achieve “multi-screen integration” through data mining is the ultimate purpose of marketers.

近年来，随着科技的发展，智能手机，Pad，智能电视和移动可穿戴设备的的广泛使用，营销人开始讨论“多屏整合”; 近年来，随着大数据的发展，“跨屏”被不断提及，营销人正在努力的突破技术障碍。可以说，如何达到通过数据挖掘“跨屏整合”是营销人的终极目标

11:35-12:20 Session 4: The IoT Changes Omni-Channel to Digital Context

11:35-12:00 第四讲：物联网促进在数字化背景下的全渠道变革

Nowadays, brands are no longer achieving their marketing goals via a single channel, and the core of enhancing marketing value is realized through the combining of different channels. A personal ecosystem of digital context changes consumer behavior. Find out what this means to the customer journey and segmentation studies, and how to get consumers to want to share data with you

近期，品牌不再只通过单一的渠道来实现营销目标，加强营销价值的核心是结合使用不同的渠道。一个个性化的数字生态系统会改变消费者行为。你需要知道这对消费者以及市场细分意味着什么，以及如何让消费者愿意和你分享数据

12:20-14:00 Lunch

12:20-14:00 午餐

Afternoon Session

下午日程

Consumer Insights & Content MKT 消费者洞察&内容营销

14:00-14:45 Session 5: Consumer Insights-Reaching Consumers’ Heart

14:00-14:45 第五讲：消费者洞察-打动消费者的心

Consumer insight is the first step of precision marketing. Consumer insights helps identify consumer behavior and target market, segment target market and provide personalized marketing plan. Consumer insight helps you reach consumers’ heart; based on consumer insight, data can be used in the whole marketing process, like event planning, store operating, promoting and visual designing.

消费者洞察是精准营销的第一步。消费者洞察帮助你分析消费者行为和确定目标消费群，市场细分，从而提供个性化的营销计划。消费者洞察帮助你打动消费者的心；基于消费者洞察，数据可以被用于整个营销过程，例如：活动策划，店铺运营，推广以及视觉设计。

14:45-15:30 Session 6: Making Customers and Employees Your Content Stars

14:45-15:30 第六讲：让消费者和员工成为你的内容明星

Communicators often ask us: how can I source content and pitch it in a catchy way that gets attention but sounds genuine? A creative way is to make customers and employees the stars of its storytelling, by letting them tell their own, personal brand story on social media. During this session, you’ll hear about how to build a content engine that turns stories from customers and employees into marketing campaigns and media sensations

市场传讯人通常会问:应该如何更快捷的搜索内容，并且这些内容传播出去能够吸引注意力并且让人觉得很具原创性？一个有创造力的方法是让你的消费者和员工成为你的内容明星，让他们通过社交媒体平台讲述自己的，个性化的品牌故事。这一讲，你将了解到如何建立内容引擎使你的消费者和员工的品牌故事融入到你的营销活动中，成为媒体焦点

15:30-15:50 Coffee Break

15:30-15:50 茶歇

15:50-16:35 Session 7: Using Emotional Connections to Turn Content into Customers

15:50-16:35 第七讲：用情感联系让内容在转化为消费者

• Develop content that truly targets your core buying customer

• 创建真正针对你的核心购买者的内容

• Quantitatively find why your competitors are winning the emotional mindshare of your customers online – and how to get it back

• 定量分析为什么你的竞争对手在线赢得了消费者的情感共鸣的

• Discover how to create “smarter” content by leveraging metrics

• 如何运用度量创建更“聪明”的内容

• Utilize data and analytics beyond SEO to understand the impact of content

• 在SEO以外运用数据和分析理解内容的影响力

16:35-17:20 Session 8: Integrated Marketing-Everything is Media

16:35-17:20 第八讲：整合营销-万物皆媒体

Media, innovation and products are everywhere and presented in various ways. The concept of “everything is media” is become reality, in the digital era, media, innovation, products and events are not just presented in different ways, but also presented in more integrated ways. For example, a video program will trigger a heated social discussion, we-media interpretation, offline event experience will facilitate secondary spread etc. In the aspect of brand, advertiser hope the content can be more integrated. From the customers’ point of view, they also hope to meet diverse needs, like gain information, convenience, cheap etc. All of these require improvements in marketing plan integration.

媒体，创意和产品无处不在并且以多种形式呈现。“万物皆媒体”的概念成为现实，在数字化时代，媒体，创意，产品和活动并不是以各自分离的形式呈现，而是以更整合的形式呈现。比如，一个视频会引发热烈的社会讨论，自媒体的阐释，线下活动体验会引发二次传播。从广告主的角度来说，他们希望传播出去的内容可以更加整合。从消费者的角度来说，他们也希望产品和服务能够满足他们多种需求，比如信息，方便，便宜等等。所有这一切都需要营销整合的提升。

Day 2:第二天

Morning Session

上午日程

Social Media & Social Marketing 社交媒体和社会化营销

09:00-09:45 Session 1: The Importance of KOLs in Social Media

09:00-09:45 第一讲：关键意见领袖在社交媒体中的重要性

The idea using KOLs to influence demand and enhance targeted communication is not a new concept, but in the digital age of information-saturation – consumers increasingly look to reviews, endorsements and validation of trusted experts or public figures, that are non-celebrities, to help filter through the clutter in their decision making process. Developing an effective and scalable KOL engagement strategy is increasingly important to expand the reach of communications; connect to a targeted segment of consumers based on demographics, psychographics and lifestyle choices; differentiating your business from the competitors; stretch your marketing dollar without splashing it out on celebrity endorsements and most significantly, to create trust with different segments of consumers using the enhanced influencer validation, to reduce barriers to sales and conversion

通过关键意见领袖来影响需求，强化有针对性的交流并不是一个新的概念，但是在信息饱和的数字时代，消费者越来越倾向于看来自于专家，公众人物而非名人的评价，背书，以此来帮助他们在决策过程中从众多杂乱的信息中筛选过滤。创建一个有效的，可扩充的关键意见领袖策略对于扩大交流越来越重要。基于地区，消费心理以及生活方式来与你的目标客户群建立联系，并且与你的竞争对手显示出差异化。让你的市场预算仅仅从名人代言扩展到关键意见领袖，通过加强影响者验证来与不同的市场细分群体建立信任，以此来降低消费和转化障碍

09:45-10:30 Session 2: WeChat H5 Creation and Evaluation

09:45-10:30 第二讲：微信H5页面制作和评估

H5 is widely spread by WeChat. H5 is display pages that combines words, pictures, music, videos and links. Abundant controls, flexible animation effects, strong interactive applications and data analysis, as well as real time information dissemination, are very suitable for mobile displaying and sharing. And also because of the high flexibility, low development cost, short creation time, H5 has become the most popular marketing tool, it is widely used in enterprise propaganda, event promotion, product introduction, conference invitation, company recruitment etc. Facing so many H5 creation tools, how to choose the best one? This session will share the creation of WeChat H5 page and evaluation of different tools.

H5被微信广泛传播。H5是一种结合了文字，图片，音乐，视频和连接的展示页面。丰富的控件，灵活的动画效果，强大的互动应用和数据分析，以及实时信息展示，对于移动展示和分享非常适合。并且因为其灵活度高，创建成本低，创建时间短，H5已经成为最受欢迎的营销工具，被广泛运用于企业宣传，活动推广，产品介绍，峰会邀请，企业招聘等等。面对这么多的H5制作工具，如何选择最好的？这一讲将分享微信不同H5页面的制作以及评价的工具

10:30-10:50 Coffee Break

10:30-10:50 茶歇

10:50-11:35 Session 3: Developing an Engaging Social Campaign

10:50-11:35 第三讲：创建一个参与度高的社交活动

• Using social media in community projects

• 在社区活动中运用社交媒体

• What to do before, during and after a campaign

• 在活动之前，之中，之后该做些什么

• How to run a successful social campaign via social media

• 如何通过社交媒体运营一个成功的社交活动

• Important components and strategy of social campaign

• 社交媒体的重要元素以及策略

• Do’s and DON’Ts in every social campaign

• 社交活动的行为准则

11:35-12:20 Session 4: Solving the B2B social media conundrum

11:35-12:20 第四讲：解决B2B社交媒体的难题

Most business-to-business (B2B) companies are already employing some form of social media as part of their marketing mix. But how many B2B marketers really think about their customers, who they are, what they look like, what they like and where they congregate, before selecting and using social media tools? And which are the right tools to use? I think there's a danger that companies feel they have to use everything, but fail to priorities on the social media networks that matter

许多B2B企业已经在营销组合中运用社交媒体，但是有多少B2B营销人真正的在选择和使用社交媒体工具之前考虑过他们的客户，什么才是最好的营销工具？最大的危险就是企业认为他们必须使用所有工具，但是却没有优先选择真正重要的社交媒体工具

12:20-14:00 Lunch

12:20-14:00 午餐

Afternoon Session

下午日程

14:00-14:45 Session 5: How to Set Up Consumer Engagement via Digital Video

14:00-14:45 第五讲：如何通过数字视频提升消费者参与度

• The marriage of online and TV broadcasts阿

• 线上和电视广告的结合

• Innovative engagement models for TV/PC/Mobile

• 电视，个人电脑，手机的创新参与

• Better engagement performances

• 更好的消费者参与体现

• How can marketers step up consumer engagement with video

• 营销者如何通过视频提升消费者参与度

• Raymond Lo, Marketing Director, Coca-Cola China

14:45-15:30 Session 6: Programmatic Buying+: Achieving Brand Marketing Closed Loop

14:45-15:30 第六讲：程序化购买+：实现品牌营销闭环

The concept of internet+ makes the essential of internet connecting everything more stands out. The programmatic buying+ concept, extended by internet+, will make use of the advantage of data and technique, combining online media resources like PC, mobile, social networking, video and offline print ads, LED, outdoor, TV etc. Programmatic buying+ will provide more comprehensive integrated marketing service, creating more complete marketing ecosystem

互联网+的概念让互联网连接一切的本质更加突显。程序化+的概念，特别是互联网+，会充分的使用数据和技术的优势，整合线上媒体资源比如PC, 移动端，社会化网络，视频，线下纸媒，LED,户外广告，电视等。程序化购买会提供更加全面整合的市场营销服务，创造更加完整的市场营销体系

15:30-15:50 Coffee Break

15:30-15:50 茶歇

15:50-16:35 Session 7: Capture ROI Success: KPI Setting for Digital Marketing

15:50-16:35 第七讲：数字营销的KPI 设定

Digital marketing is developing rapidly. The relation between KPI system reasonableness and real sales results are always changing and imbalanced. Even through the KPI is achieved, the real problems may not be solved. According to the 2016 “Digital Marketing Trend” survey, the advertiser have strong expectation on “improving KPI system for advertising effects evaluation”, the mention rate is around 71.8%. It must be realized that no matter what uncertainty exists, digital marketing transformation is the top priority. The only way to form reliable KPI evaluation system is to analyze the problem in the marketing practice process. Different industries have obvious differences in marketing indicators and data performance. For example, although the video content browsing rate is relatively high in auto industry, but the CTR of video advertising and the video discussing rate are relatively low. Advertiser need more clear benchmark.

数字营销快速发展。KPI系统的合理性和真实销售结果之间的关系总是变化且不平衡的。即使KPI达到了，实际的问题并没有解决。根据2016“数字营销趋势”调研，广告主对于“提升广告效果评估的KPI系统”期待很高，被提及率在71.8%左右。我们必须意识到无论什么样的不确定性存在，数字营销转型是首要任务。唯一建立可靠的KPI评估体系的方法是分析营销实践过程中的问题。不同的行业有明显不同的营销指标和数据表现。比如，汽车行业视频内容浏览率相对较高，但是视频广告的点击率和视频的讨论率却相对较低。广告主需要更多更清晰的行业标杆

To get more information, please send email to jennifer.liu@master-land.com.cn or add the wechat of jenniferliu520 or call us at 021-36399986

VIP门票：12800元/人

门票包含：

a) documentation- hard copy & e-version PPTs;

b) lunch buffet in a 5 star hotel include coffee break desert;

c) post evaluation report etc.