TUN 2nd Annual Online PR & Media Relations Forum Social Media Laurel Papworth September 2011

For more information, kindly contact us @ +65 9743 4606 or [email protected] www.tun.sg

2nd AnnuAl StrAtegic Online Pr & MediA relAtiOnS FOruM

Learn the Art of Fortifying your Corporate Reputation in the Digital Realm

Conference HighlightsA well-rounded and illustrative programme for all involved with communications in corporations…

• PublicRelationsintheDigitalLandscapeHow does it help to enhance your existing position?

• CorporateReputationMatters&EngagementCase studies to prove that your prominence and reputation should be in your hands, not others’!

• TheGoldfishBowlofCrisis&PRRecoveryAnalysis and case studies of recent adversities and crises, including the world’s third largest shopping mall, CentralWorld Bangkok, sharing their crisis experience outside Thailand—for the first time!

• Rarely-ConsideredAspectsofOnlinePRDo you know where to stop, and how to tread in the digital realm?

• CorporateSocialResponsibilityJust because it is hard to measure, does it also mean you can afford to dismiss it?

• EffectiveCommunicationsMixLearn to harness the existing tools from the veterans—to your advantage.

Don’t miss out on attending our highly intensive pre- and post-conference workshops

Pre-Conference (13 Sep 2011)Workshop A (0900 – 1230) - Social Media for BusinessesMr. Arun Nair, Director, Digital Marketing and Social Media, Sulekha.com

Workshop B (1400 – 1730) - Social Media Monitoring & MeasurementsMs. Laurel Papworth, Founder, Online Community

Post-Conference (16 Sep 2011)Workshop C (0900 – 1230) - Building a Strategy to Manage Your Brand’s Presence in Social MediaMr. Ian McKee, CEO, Vocanic

Workshop D (1400 – 1730) - Effective Communications within your OrganizationMr. Andrew Chow, Founder, Ideas & Concepts

Some of our Distinguished Panel of Speakers include

Central Pattana PCL

Mr. Sakorn ThavisinAssistant Vice President of Corporate

Communications, International Marketing, Interactive Media

Hyflux Limited

Mr. Freddy SoonAdvisor to CEO-cum-Senior

Vice President of Group Communications & Relations

Sulekha.com

Mr. Arun NairDirector, Digital Marketing

and Social Media

Brewerkz, Menu Pte. Ltd

Ms. Margaret MarshallDirector of Marketing & Sales

CSR Asia

Ms. Jenny CostelloeCountry Director

Dow Jones

Mr. Lars VoedischStrategic Communications

Consultant

Johnson & Johnson

Ms. Shanti Shamdasani, Director of Government, Public &

Policy Affairs – South East Asia

Kempinski Hotels

Ms. Rosmalia HardmanDirector of Marketing

Yahoo!

Ms. Jane PriorHead of Asia Pacific

Communications

The Community Crew, Australia

Ms. Laurel Papworth, CEO

Fortune Star Global

Ms. Dian FirliaHead of Communications

Economywatch.com

Mr. Keith TimimiManaging Director

Sirim Berhad

Mr. Brian SimonSenior Counsel

Dell

Mr. Damien CummingsOnline & Social Media Director –

Consumer & SMB

Vocanic

Mr. Ian McKeeCEO

Hill & Knowlton (SEA) Pte Ltd

Mr. Adrian HengDirector and Head of Digital

Practice

Eyeka

Mr. Joël Céré, Strategy & Innovation Director

– Global

Waggener Edstrom

Ms. Carolyn Camoens, Digital Lead (Singapore)

2nd AnnuAl StrAtegic Online

Pr & MediA relAtiOnS FOruM


13-16 Sept 2011SingaporeSuper early-Bird package!

register & pay by 20 July 2011 to enjoy uSd300 off +1 free workshop!*Subject to availability

loyalty program- past-year participants get further 10% discount!

MEDIA PARTNERS

SuPPORTING ORGANIzATION

Microsoft Asia

Ms. Verdayne NunisCentral Marketing & PR Group

Manager

Seed Stories

Ms. Jill KuehnertOwner




AbOut the OrgAnizerT.u.N International was formed with the objective of truly understanding the needs of each individual organization’s training requirements. Our strength lies in our ability to listen to our clients, understand their unique business issues and assisting them to deliver the appropriate training solution based on the business challenges in the current market situation.

Our vision is to be the No. 1 preferred training provider for all corporate companies by providing an innovative approach to your training requirements. We facilitate a training solution that is not only cost effective, but tailored to yield maximum benefits.

We deeply value our working relationship with our clients and constantly dedicate ourselves to exceed your expectations of us. Besides customizing in-house training solutions for corporate companies, we also offer public courses and conferences in various industries.

T.U.NIn-houseTrainingSolutionsSave up to 40% when you use T.u.N In house Training Solutions to customize in-house training programmes for your organization. Tailor-made training courses, at a venue of your choice and a time convenient to you and at a fraction of the cost. For more information on T.u.N In-house Training Solutions, please contact Ms. Linda Teo at +65 6376 3178 or email: [email protected]

WhO Will yOu Meet?2nd Annual Strategic Online PR & Media Relations Forum will bring PR practitioners in the region to discuss the exciting developments in online engagement. This is a must-attend event if you are involved in one of the following functions:

PASt-yeAr PArticiPAntS Were FrOMAccenture • Ascendas • AsianEdge Network • Barclays Bank PLC, India • BBC • Brandtology • Burson-Marsteller Asia-Pacific • C.K Tang Limited • Central Narcotics Bureau • Changi Airport Group • CSR Asia • Dow Jones & Company • Empire Hotel Brunei • Faculty of Arts & Social Sciences National University of Singapore • Forumline • Frasers Centrepoint Ltd • GE Corporate(Thailand) • GE India • Immigration & Checkpoint Authority • Intercontinental Grand Stanford Hong Kong • Keppel Club • Malaysiakini.com • Marina Bay Sands • MRM Worldwide (McCann WorldGroup) • National Art Gallery • ONGC • Pinnacle International • Pinstorm • PurpleClick Media • Semcorp Industries • Sentosa Development Board • Singapore Tourism Board • Sirim Berhad • Table for Six LLP • Tan Tock Seng Hospital • Total Oil Asia Pacific • Vocanic • Zzo

deMOgrAPhicS OF PASt PArticiPAntS

teStiMOniAlS FrOM PASt AttendeeS

“There was a lot of reinforcement information on

how social media works and how it can help organizations, your line

up of experienced speakers gave great perspective from their expert domain”.

Singapore Tourism Board“The conference showed

me how we can leverage on social media to do it more in

the right way”. Changi Airport Group

• CEOS/Presidents/VPs• DigitalMarketing• CorporateCommunications• Marketing• SocialMediaStrategist

• Branding• PublicRelations• SocialMediaAnalytics• SearchEngines• OnlineWebPlatform

Brunei 2%

CEO/Founder/MD19%

Directors/Head (MarComm, Corp Affairs, Legal Digital) 37%

Manager (Corp Comm, Mktg, Media Relations) 22%

Others (eg.Legal/Executives)22%

India 5%

Malaysia 4%

Singapore 85%

Thailand 2%

uK 2%

ByGEOGRAPhICALBREAkDOWNS ByjOBTITLES






cOnFerence dAy 1 – WedneSdAy, 14 SePteMber 2011

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1400 TransformingCustomerServiceusingSocialMedia • The 3Es of customer service using social media: Eavesdrop,

Engage, Evangelize • Benefits and Invaluable Tools (the best of them are free!) for doing

customer service using social media (cost and operational savings/efficiency)

• How to handle bad word of mouth marketing? • Pitfalls and Case Studies

Mr. Arun Nair, Director, Digital Marketing and Social Media, Sulekha.com

1440 howtoShapeyourCorporateReputationOnlineProactively?

Do you sit there and pray the problems will go away or your brands will spread across the globe overnight by the time you wake up in the morning? You need to take charge, but how to?

CoNfirMeD PANeliStS: Mr. Arun Nair, Director, Digital Marketing and Social Media,

Sulekha.com

Ms. Verdayne Nunis, Central Marketing & Pr Group Manager, Microsoft Singapore

Ms. Carolyn Camoens, Deputy General Manager & Digital lead (Singapore), Waggener edstrom

(other panelists pending management’s approval)

1520 Networking Coffee Break

The Goldfish Bowl of Crisis & Pr reCovery

1540 howCouldaGovernmentBetterReacttoitsSocialMediaElection—theaftermath?

While a government may have won gloriously offline, how has it fared on its online domain? What are the lessons we can laterally learn to ensure our brands thrive in both online and offline terrains?

Mr. Keith timimi, Managing Director, economyWatch.com

1620 howdidCentralWorldcopewiththecrisisduringApril-May2010?Andhowdoesitmakesuchaquickcomeback?

• Thailand PR and Online market scenes • Background of CPN group • The situation during April-May 2010: After 19 May 2010, how can

we cope with the situation? • How did we manage the situation by using social media and PR

Mr. Sakorn thavisin, Assistant Vice President of Corporate Communications, international Marketing, interactive Media, Central Pattana Public Co.,ltd

1700 ManagingyourEmotionsduringDisasters In a globalized world, crises happening away from home do have

impacts on your businesses and reputations! Do you sit there and watch how the news unravel or do you go out to firefight without thinking twice? Have you ever stopped in amidst of these chaos to think and ponder in what frame of mind are you in? In hindsight, were you in control? What about the aftermath?

CoNfirMeD PANeliStS: Mr. Sakorn thavisin, Assistant Vice President of Corporate

Communications, international Marketing, interactive Media, Central Pattana Public Co.,ltd

Ms. Celina low, former Senior Director of Communications of a global 5* hotel

(other panelists pending management’s approval)

1800 Day-1 Wrap-up by Chairperson

0800 Registration & Morning Coffee

0840 Opening Remarks by T.u.N International

0850 Chairperson’sWelcome

PuBliC relaTions in The diGiTal landsCaPe

0900 PRandSocialMedia–ChangingtheFaceofPR • Social Media’s role in today’s PR strategies and how it will affect

the future of press release • The evolution of social platforms • Who are your media spokespersons? • PR is all about RELATIONSHIPS

Ms. rosmalia Hardman, Director of Marketing, Kempinski Hotels

CorPoraTe rePuTaTion and enGaGemenT maTTers

0940 AlwaysOnline:Managingyahoo!’sCorporateReputationinan24/7InformationCycle

• Managing the global reputation of a brand that is filled with complexities

• The media and social spheres contribute to the amplification of news cycles as journalists rely on online and social platforms to feed their stories

• Staying on top of issues become more challenging with the involvement of many stakeholders and time zones

• Learn how Yahoo! manages its online and media reputation in Asia Pacific

Ms.JanePrior,HeadofAsiaPacificCommunications,Yahoo!


1040 RulesofEngagement:howtogetyourOrganizationSocial-Media-Ready?

• Social media policies your organization can adopt and what they entail

• Adjust your processes: Are you on 24/7 alert? • What is your first line of defense; and engagement? • Is the customer always right? How do you choose to (re-)act?

Mr. lars Voedisch, Strategic Communications Consultant

1120 8OptionsonNegativeCommentsinonlinecommunities

• Learn the 8 different options for dealing with negative comments • Understand that there are pros and cons for each option • Observe case studies of organizations who have sued, fought,

ignored, educated etc negative commenters • Learn why negative comments are more useful than positive ones,

and can help you grow your business

Ms. laurel Papworth, Ceo, the Community Crew

1200 Networking Lunch

1315 ConsumerCo-CreationforCommunicationInnovation • Consumer co-creation: The new frontier for marketing, communication

and innovation? (What it is, how it works, how it is different from traditional communication/marketing or crowdsourcing).

• Best Practices & Case Studies on running successful co-creation programs

• Case Studies: An FMCG company launching a new drink category in India, co-creating social content/TVC for Coca-Cola globally and unlocking innovative consumer insights for better brand positioning for a leading male beauty brand in Asia.

Mr. Joël Céré, Strategy & innovation Director – Global, eyeka




cOnFerence dAy 2 – thurSdAy, 15 SePteMber 2011

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0845 Chairperson’sWelcome

rarely-Considered asPeCTs of online Pr

0900 OnlinePR&MediaRelationsintheAgeofFreeTradeArea(FTA)

• FTA and its importance to your business • The role of corporations in Bilateral, Multilateral and FTA • How governments and companies should exploit Online PR and

Media so that they may contribute to the success of their FTA

Ms. Shanti Shamdasani, Director of Government, Public & Policy Affairs – South east Asia, Johnson & Johnson

0940 ProtectingyourselfOnline:TheLawonDefamation • Reported cases against newspapers, websites and bloggers • If I run into trouble online or with the censorship authorities, what

are my defences? • What if we honestly believe in what we posted online or what

if we just repeat or copy stories from other sources? What about user generated content?

• What you Can and Cannot do Online.

Mr. Brian Simon, Senior Counsel, Sirim Berhad


CorPoraTe soCial resPonsiBiliTy

1045 CSRandSocialMedia:Understandinghowcompaniescanuseittotheiradvantageandhownetizenscanuseittothecompanies’disadvantage

• What is CSR? Quick overview of CSR in Asia • Stakeholder engagement at the heart of CSR • The potential of social media for companies • The rise of netizens • The opportunities and challenges

Ms. Jenny Costelloe, Country Director, CSr Asia

1130 TakingBabyStepstowardsCSR....thehyfluxjourney Hyflux, our local firm and pride, having made its name across Asia

and beyond on the business front, will be sharing with us on their success on the CSR front at this conference.

Mr. freddy Soon, Advisor to Ceo-cum-Senior Vice President of GroupCommunications&Relations,HyfluxLtd.


1315 DoesthepublicseeyouasGreenwashing? What is greenwashing? Are you doing CSR for the sake of doing it? Or

are you genuine about it? What is it for? How is it aligned with your businesses in the long-term? Are your well-intentioned CSR initiatives ill-perceived by the public?

CoNfirMeD PANeliStS:

Ms. Jenny Costelloe, Country Director, CSr Asia

Mr. freddy Soon, Advisor to Ceo-cum-Senior Vice President of GroupCommunications&Relations,HyfluxLtd.

Ms. Jill Kuehnert, founder, Seed Stories (other panelists pending management’s approval)

effeCTive CommuniCaTions mix

1400 BoostyourCorporateReputationbyMarketingCommunications

• How does Marketing Communications boost the corporate reputation instead of sales?

• How does Good Corporate Brand Equity impact Product Brand Equity?

• Managing Marketing Communications Strategy in times of Limited Budget

• Case Studies of Marketing Communications Applications: How they work effectively in boosting Corporate Reputation as well as Sales

Ms. Dian firlia, Head of Communications, fortune Star Global

1440 Brewerkz:UnderstandinghowtoEffectivelyBrandyourCompanyintheWorldofSocialMedia

• Communicate with your Customers and Employees • Connect & Measure • Engaging Customers • Reward Systems

Ms. Margaret Marshall, Marketing & Sales Director, Menu Pte. ltd.


1540 DigitalPR,it’snotastandalonechannelyet. • Digital PR should not be a standalone communications channel • But it is fantastic tool for what is the next evolution of PR • For audience engagement • Case studies Mr. Adrian Heng, Director and Head of Digital Practice, Hill &

Knowlton (SeA) Pte ltd

1620 SuccessfulStrategiesForWord-of-MouthMarketing(WOMM)Online

• WOMM: a powerful means of promoting products and accelerating the consumer buying decisions.

• Find out how successful companies are using WOMM leveraging social media as part of their integrated campaigns.

• Insights on best practice WOMM examining the power of advocacy, peer-to peer marketing techniques, how to identify and activate influencers for your brand, as well as ethics and metrics.

• Addressing Social Media Marketing and four key steps to ensure you’re off to an effective start as you build a social media strategy for your brand.

Mr. ian McKee, Ceo, Vocanic

1700 ConsiderationsforImplementingIntegratedCommunicationMix

Is it really the more the better? Will they contradict each other? Why is it important to implement an integrated and cohesive communications strategy? What are the ready resources in-house you may start using? What could be the pitfalls?

CoNfirMeD PANeliStS: Mr. Carson Dalton, Head of Corporate Communications,

BritishTelecomAsiaPacific

Mr. Damien Cummings, online & Social Media Director – Consumer & SMB, Dell

Central Banker(pending for management’s approval) (other panelists pending management’s approval)

1800 Day-2 Closing by Chairperson






Pre-ConferenCe - 13 SePtember, tueSday • PoSt-ConferenCe - 16 SePtember, friday

Pre-cOnFerence WOrkShOPS - 13 SePteMber 2011


0900 WorkshopC:BuildingaStrategytoManageyourBrand’sPresenceinSocialMedia

facilitator: Mr. ian McKee, Ceo, Vocanic

WhyAttend Businesses around the world have embraced social media to build

online relationships with existing customers, reach out and acquire relationships with new customers, and create awareness for new campaigns or brands. However, many are making very public mistakes of global significance simply because they do not follow basic codes of business conduct, as well as other company policies related to corporate communications and customer engagement when executing their social-media strategies.

• Learn how to develop community management guidelines • Find out the ten most vital social media do’s and don’t’s • Understand award-winning standard operating procedures to help

you measure and manage your brand • See how to increase personal recommendations and monetize

your social-media campaigns

BenefitsfromthisWorkshop: Join us to see how the key social media platforms are rapidly evolving

and how savvy marketers are developing creative campaigns and programmes to take advantage of the new frontiers. In addition, Ian will showcase some case studies to highlight campaigns that worked, as well as those that didn’t, and why.



0900 WorkshopA:SocialMediaforBusiness facilitator: Mr. Arun Nair, Director, Digital Marketing

and Social Media, Sulekha.com

WhyAttendWhile you know they exist, do you know how to fully-utilize them?

• Get started - 5 ways you could be using social media Marketing and Sales; Public Relations; Customer Service; Market

Research; Recruitment • Picking the right tools - Facebook, Twitter, Youtube, LinkedIn • Secret gems (tools that are not as popular, but they matter)

BenefitsfromthisWorkshop: understand how the versatility of Social Media platforms can be used

to your advantage in getting closer to your consumers and public; while still being cost-effective.


1345 Registration

1400 WorkshopB:SocialMediaMonitoringTools facilitator: Ms. laurel Papworth, Ceo of the

Community Crew

WhyAttendBeen there, done that. But results are not showing! What should have been done? Am I missing something?

• Build a social media press release newsroom instead of sending out PDFs to journalists and bloggers

• Develop a social media monitoring station to understand what and where people are talking about your brands online

• Understand how to measure the effectiveness of your press releases and social media marketing

BenefitsfromthisWorkshop: Online sentiments analyses with your team to monitor and optimize

your targeted message; while still able to measure your efforts systematically.

1730 End of Pre-Conference Workshop Day

PoSt-ConferenCe WorkShoPS - 16 SePtember 2011

1345 Registration

1400 WorkshopD:EffectiveCommunicationwithinyourOrganization

facilitator: Mr. Andrew Chow, founder, ideas & Concepts Whyattend

It is just a matter of time a house without the strong pillars collapse. How do your receptionists pick up their phones? Are your staff proud of your company and your brands? Do they have any idea what you are doing? Do they even care? Do you get everyone’s support from within?

• Understanding how new technology and social media fits into your internal communications channel strategy

• Building your influence – knowing your sources of influence and learning effective techniques

• How internal communications can help senior management to connect with the business

• Managing the expectations of your staff

BenefitsfromthisWorkshop: Discover how to develop familial ties among staff, so that they will

go the extra mile for team cohesion. And reinforce core values in your organization and allow everyone to understand their roles in the bigger picture and achieve their functional goals.

1730 End of Post-Conference Workshop Day

Online Engagement has become an integral part of reaching out to the public and audience, apart from the traditional channels. With a rapid adoption of Social Media, PR practitioners are addressing the following to craft their strategies and measure the effectiveness of their online campaigns:• Keeping abreast of the latest social media analytic tools;• Customizing Social Media brand exposure • Adopting the latest in social media platforms for faster customer tracking

If your company provides relevant solutions and you would like to engage with the operators to influence their decision making processes, please contact our sponsorship team about this platform and what you can do in these areas:• Making your business case and matching the needs of marketing practitioners;• Securing critical face-time for your key BD representatives with the respective

stakeholders in each business function;• Promoting & positioning your company in a targeted and focused setting.

inVitAtiOn tO SOlutiOn PrOViderS tO SPOnSOr/ eXhibit

Get heard above the noises and contact Ms. Linda Teo for options to participate. Tel: +65 6376 3178, HP: +65 9743 4606 Fax: +65 6271 9029, Email: [email protected]

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TUN 2nd Annual Online PR & Media Relations Forum Social Media Laurel Papworth September 2011