Programme | Digital Marketing for News
Digital Marketing for News
Sessions
August 07
Wednesday
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09:00
Welcome & Introductions
Speakers
Director, Asia, WAN-IFRA APAC
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09:15
News as a product
By treating news as a product, learn from other industries and how to apply transferable learnings to your news content. Up your marketing game to boost your audience reach and engagement!Know Your Customer (KYC)
An introduction to reader insights tools, connecting online with offline data, how data points help map out reader profiles to know the audience betterSpeakers
Search Director, Wavemaker, Hong Kong
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10:00
Using cookies and UTMs to know your audience better
This session introduces the basics about cookie usage and Urchin Tracking Module (UTM) codes, and how these may be used by news organizations, possible use cases, and how actionable data may be obtained from these tools.
Arlene Burgos, Head of Audience Development at ABS-CBS News Digital will show how these tools that digital marketers have used and built based on knowledge acquired from customer habits and the customer journey could be transposed to understand news consumers' discovery of content, build audience, and foster deeper engagement.
Speakers
Head of Audience Development, ABS-CBN News Digital, Philippines
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10:30
Tea Break
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11:00
Formulating Search Strategies
Understand the fundamental reasons behind why search engines exist, and then layer on top the methods that help to finetune your campaigns in line with those reasons to stand out ahead of your competition. Learn how editorial, product and marketing combine to improve search engine optimisation, or SEO.Search Engine Optimisation (SEO) vs Search Engine Marketing/paid search (SEM)
Ways brands and publishers can combine paid and organic approaches
Examples and case studies
SEO tips & tricks
Speakers
- Search Director, Wavemaker, Hong Kong
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12:30
Lunch
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13:00
Lunch Session hosted by Flip-Pay
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13:30
Paid Search - Search Engine Marketing (SEM)
Investing in search advertising can be intimidating, but by leaning on the basics, you can craft an effective paid search strategy and structure to establish coherent campaigns and work objectively towards better performance. See how the different elements ranging from optimisation tactics, budget and bid management, to copywriting, break down and combine for better performance.
Speakers
- Search Director, Wavemaker, Hong Kong
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15:00
Tea Break
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15:30
Formulating content strategy
A product-focused approach to editorial direction and types of content.Speakers
- Search Director, Wavemaker, Hong Kong
Creating a win-win content strategy: IDN Media's experience with Millennial brands
Marrying brand content and a news brand's product message and tone of voice to achieve a win-win for both parties. Shaping editorial direction, types of content and how to manage content with news and brand events, as well as executions.Speakers
Head, IDN Creative, Indonesia
August 08
Thursday
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09:00
Social Media Marketing - growing organic reach
Origins of social media, definition of organic social media and its objectives, examples of types of organic contentSpeakers
- Search Director, Wavemaker, Hong Kong
Enhancing content discoverability across multiple platforms: the IDN Media approach
At IDN Media, Novita Santoso and her team have developed various tactics for homegrown viral encouragement, influencing influencers and how they make their content easily discoverable by audiences across Facebook and Instagram in an organic manner.Speakers
Head of Audience Development, IDN Media, Indonesia
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10:30
Tea Break
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11:00
Social Media Marketing - paid
Understanding paid social media and what it can achieve. Paid strategies for social media, tagging capabilities, optimisation, campaign planning and budgeting to control marketing spend.Speakers
- Search Director, Wavemaker, Hong Kong
Integrating paid social into an audience development strategy
Bloomberg's Asia Digital team manages over a dozen Facebook accounts, more than 30 Twitter accounts, two Line accounts, and are on LinkedIn, Instagram, YouTube, WhatsApp, SnapChat and more, serving a digital audience of over 50 million a month and growing especially in Asia. Its Deputy, Adam Rollason, will speak on building a cross-regional social strategy, planning content-based paid campaigns on Facebook and Twitter, tools and tactics for paid social, paid vs organic strategies, and the role of cross-company collaboration.Speakers
Deputy of Asia Digital, Bloomberg Asia-Pacific
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13:30
Defining campaign objectives
Campaigns can’t run without having a goal in mind. This session helps you to define your campaign objectives and metrics, giving you an insight into how you can track and measure customer behaviour and use them as KPIs.
Breakout: cross-functional team discussion in publisher groups
Group presentations
Speakers
- Search Director, Wavemaker, Hong Kong
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15:00
Tea Break
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15:30
Marketing conversion/retention tactics - onsite customer journeys, behaviour funnels, triggers
Digital marketing campaigns work best when you have an end goal in mind. See some of the ways in which your campaign and product can work together to gain better conversion rates over time.
- landing pages
- calls to action
- forms
- retention through retargeting
- referrals
- winbacks
Speakers
- Search Director, Wavemaker, Hong Kong
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16:45
Wrap up & good-bye
