Early Bird Fee
Register and Pay
by 15 May ’20
Regular Fee
Register and Pay
after 15 May ’20
Non Singapore-registered companies $1,595 (SGD) $1,695 (SGD)
Singapore-registered companies
(fees include 7% GST)
$1,706.65 (SGD) $1,813.65 (SGD)


Group Discount!
Enjoy 10% off when you register for 3 or more OR
For groups of 3, 4th comes for free

  1. Early Bird promotion: Discount will only be valid if payment is received by the stipulated date.
  2. Group discount only applies to registrations from the same company, attending the same event in the same country location. Delegates must register at the same time and be of the same billing source. Only a single invoice will be issued.
  3. Only corporate registrations will be accepted.
  4. Bank charges & taxes are to be borne by registrants, if applicable.
  5. Full payment is mandatory upon registration for admission to the event.
  6. Walk-in delegates will only be admitted on the basis of space availability at the event and with immediate full payment.
  7. Fee includes lunch, refreshments and event documentation.
  8. The organiser reserves the right to make any amendments that it deems to be in the interest of the event without any notice.
  9. Information provided will be used for event administration and updates on upcoming events. For more details, please visit: http://www.conferences.com.sg/personal-data-protection-statement/


A replacement is allowed if registered participants are unable to attend. For cancellations received in writing before 15 May 2020, a full refund will be given with a 10% administrative charge. For cancellations received in writing before 8 Jun 2020, a 50% refund will be given together with the event documentation. There will be no refunds for cancellations received after 8 Jun 2020 or “no show” participants. However participants will receive a copy of the event documentation.

In the event of a cancellation, a refund will be made via the original mode of payment and based on the original amount we received. Refund is made based on the prevailing exchange rate and Pacific Conferences shall not be responsible for any foreign exchange currency losses.

Also happening in Hong Kong: 18 – 19 June 2020

Instagram’s new sales function, rapid changes in social advertising, video streaming take off – Is your social media strategy ready for 2020 with these trends?

Are you keeping up with changing platform algorithms and getting them to work in your favour?
Can you beat declining organic reach and master paid social to generate conversions?
Do you know how to track and measure effectiveness of your social efforts across the various platforms?

Join us at this exciting 2-day hands-on workshop to be equipped with the latest techniques and tools to develop a comprehensive social media strategy that delivers results and is aligned with the latest landscape. Takeaway the “5 step, 4 KPIs” framework to set realistic goals for optimum social media performance and ROI reporting. Find out how to use Facebook, Instagram and LinkedIn to create effective paid campaigns. Track meaningful metrics using tools including Fanpage Karma, Google Analytics, Hootsuite, Hashtagify and Facebook adverts to analyse tangible social outcomes.

Programme Highlights

  • Game-changing Trends to Watch for 2020
    Instagram’s sales functions, omni-channel publishing, keyword search & optimisation

    Optimising your Social Media Strategy
    Conduct a social audit and competitor analysis, set KPIs for success

    Leveraging Platform Algorithms
    Factors that influence newsfeed ranking and using these for customer segmentation

    Facebook, Instagram, LinkedIn Advertising Platforms
    Create an effective paid promotion campaign and optimise customer data to increase conversions

    Social Media Data Analytics & Measuring ROI
    Tools, evaluation methods, reporting structures to monitor social efforts

    Hands-on Exercises for Real-World Application:

    • Review your current digital assets
    • Conduct a social audit for your brand
    • Verify keywords and #tags for your brand
    • Search for volume and content for your brand
    • Collect customer data from your social platforms
    • Create budgets and customer funnels using social advertising platforms
    • Develop an in-depth report for management buy-in

    Practice Free & Low-Cost Tools:

    • Facebook adverts
    • Instagram search
    • Google Alerts
    • Fanpage Karma
    • Hashtagify
    • Hootsuite

    Benefits of Attending

    • Be updated with the latest trends on social user behaviour in Asia
    • Find out how to leverage on Instagram’s sales functions
    • Evaluate current KPIs for validity and how to “size” new KPIs for success
    • Assess the performance of social profiles against vanity and “real KPIs”
    • Compare between paid and organic results and how to best use both
    • Acquire tools for listening, content creation, publishing, engagement, reporting
    • Uncover how to leverage algorithmic factors for customer segmentation
    • Learn how to use social advertising platforms for paid promotion campaigns
    • Examine how to leverage data analytics tools for benchmarking
    • Learn how to present convincing reports for buy in and budget allocation
    • Practice using Fanpage Karma, Facebook adverts, Hashtagify, Hootsuite

Workshop Leader

Douglas White


PRDA, Hong Kong

Douglas - PRDA Logo


Douglas is a regional social media expert, with more than 20 years’ marketing experience. He founded Asia’s first agency offering full social media management services and launched Standard Chartered Bank’s first global social media campaign out of Asia.


Douglas has formulated and implemented social media strategies that deliver ROI-oriented and data-driven results focused on business requirements and clearly articulated goals. He has worked with clients including Standard Chartered Bank, BMW, Hyatt, LG, Banyan Tree, Simpson Marine, One2Free, Marriott International, GAP, Accor and many more.


Douglas was formerly from IBM and PWC Consulting, responsible for delivering web-based solutions for many Fortune 500 companies.


Douglas has a strong grasp of the social media landscape in Asia. He has also been featured on reputable international news outlets like CNN and is a frequent speaker at industry events.

Past Delegate Testimonials

A useful and down to earth workshop. Gained expert insights that cannot be found on the web!

Practical, applicable strategy and tips that can make an impact on our social media platforms.

Liked the tools that were introduced that I can use after the workshop.

Who Should Attend

Mid to senior level executives responsible for marketing, digital, social media, communications



  • Registration: 8.30am • Workshop: 9.00am – 5.00pm
    Morning, afternoon refreshments & lunch will be served at appropriate intervals.

  • Session 1: Game-Changing Trends to Watch for 2020

    Social media is changing rapidly from a “social” tool to a hybrid of advertising and social technology. Understanding these trends will help to better plan your strategy and stay ahead of the curve.

    • Recent and long term trends in digital marketing:
      • Data is more important than ever – Advertising platforms
      • Content management functions become native
      • Streaming Video
      • Omni-channel publishing
      • Keyword optimisation and search
      • Influencers – The changing use and usefulness
    • Instagram’s sales functions
    • Latest trends and statistics on social user behaviour in Asia
    • Understanding how each social media platform plays a different role in the customer journey

    Exercise: Reviewing your current digital assets

  • Session 2: Optimising your Social Media Strategy

    Examine the critical components to conduct a social media audit to drive performance.

    • Analysing the 5 step process:
      • Listen
      • Content creation
      • Publish
      • Engage
      • Analytics
    • Examining the tools and resources for:
      • Listening
      • Content creation
      • Publishing
      • Engagement
      • Reporting
    • Understanding the critical 4 KPIs:
      • Fan growth
      • Engagement
      • Demographic targeting
      • Conversions
    • How to conduct a high level audit of social applications and competitor analysis
    • Evaluating current KPIs for validity and understanding how to “size” new KPIs for success
    • Evaluating performance of social profiles against vanity and “real” KPIs
    • Assessing the difference between paid and organic results and how to best use both

    Exercise: Conduct a social audit for your brand

  • Session 3: Leveraging Platform Algorithms

    Less than 1% of all posts on social media are seen by your fans. It is critical to understand what factors influence algorithm decisions to maximise your content reach.

    • Factors that influence news feed ranking and how to use these factors for customer segmentation
      • Keyword optimisation
      • Time of day posting
      • How content links across platforms
      • Use of @mention, #tags
      • Difference in media type and how it influences fan reach
      • Knowing your audience, how algorithms make work easier for you
      • Reviewing performance metrics and tools

    Exercise: Verifying keywords and #tags for your brand using Fanpage Karma, Facebook adverts, Instagram search, Google Alerts, Hashtagify, Hootsuite

    Exercise: Using Facebook, Instagram, Twitter, LinkedIn to search volume and appropriate content for your brand

  • Session 4: Facebook, Instagram, LinkedIn Advertising Platforms – More Data More Results!

    Native advertising platforms are becoming increasingly sophisticated. Facebook and Instagram now rival Google Analytics in complexity. Power users of analytics and advertising platforms can increase efficiency and drive conversions.

    • Using native social media advertising platforms
    • Learn how to use social media advertising platforms to create highly effective paid promotion campaigns
    • How to use native advertising platforms as a way to collect valuable customer data – More powerful than many listening tools
    • Creating budgets and customer funnels using multiple social media advertising platforms

    Exercise: Create an effective paid promotion campaign. Extract customer data and use it to optimise your social media strategy and increase conversions.

  • Session 5: Social Media Data Analytics and Measuring ROI

    This session will introduce tools, evaluation methods and reporting structures to monitor your social media efforts alongside the 5 step process and 4 KPIs framework.

    • Examine tools available and how to leverage them to analyse data for benchmarking
    • Keeping insights simple for comprehensive understanding and effective reporting
    • Lead generation and social selling: Translating social efforts into tangible outcomes on Facebook, Twitter, LinkedIn, YouTube
    • How to present convincing reports for Management to get future buy in and budget allocation

    Exercise: With the new knowledge gained, perform the analysis from Session 2 and develop an in-depth sustainable report. This exercise will include the use of tools native to social media applications.