Engagement on Social Media Is Key in an Era of Distrust and Fatigue
In an online space that has become fatigued with content, competition and fake news, it is an opportune time to invigorate the feed with campaigns led by purpose rather than profit.
Communication is key between brands and their consumers. In today’s day and age, consumers have become more discerning, often seeking authenticity in messaging and a connection with brands. While the social media landscape is volatile with changing algorithms, expectations and consumption habits, more so in the current Covid-19 climate, it is imperative to develop strategies that build relationships, earn conversations and drive behaviour and business results.
How do you connect on Facebook, Instagram, YouTube, LinkedIn and Twitter?
How do you overcome expanding platforms, changing consumers and growing content?
How do you empathise with, personalise for and always create value for your audience?
The Way Forward with Authentic Messaging and Genuine Conversations
Join our 3-day virtual conference as leading social communicators share content strategies, PR best practices and marketing tactics that engage, attract and stand out from the online clutter. Discover the social media touchpoints of today and learn how to create, target and publish engaging content for varied audiences. Understand how to communicate through negative sentiments, fake news and times of crises. Explore ways to repackage information across social channels and encourage calls-to-action. Build meaningful partnerships with influencers, find confidence with COVID-19 recovery strategies, and gain actionable insights from campaign performances.
Conference Highlights
Trends & Updates Digital consumption habits: Ephemeral content, video marketing and micro communities Brand Reputation Re-writing a new brand narrative based on the New Normal Content Strategy Creative that converts into context: Content ideation to stand out from clutter Social Media Targeting Content and format consideration for social media: Best practice approaches Crisis Communications Dismantling a communication manifesto: Models of communication, templates and crisis statements Visual Storytelling Beating fragmented attention spans to connect, resonate and empower Influencer Marketing Alignment between influencers and brands: Picking values and personalities Integrated Marketing Communications Agility in integrating data, creative and media for impact Measurement & Optimisation Data-driven marketing: Using data analytics to fine-tune social media strategy
Benefits of Attending
- Discover social media touchpoints of the modern-day consumer: Tik Tok, Line & Viber
- Perform advanced sentiment analysis on social media posts
- Build a social media calendar that strikes an effective balance
- Tap into culture and emotion to build actionable personas
- Devise crisis communication plans to respond, mitigate and recover
- Translate stories into impactful images with photography and video marketing
- Dissect creative briefs, mobile-first campaigns and influencer co-creation
- Create strategic value across online and offline communities
- Design an integrated and concise measurement infrastructure
A Fully Immersive 3-Day Virtual Conference Experience
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Hear LIVE presentation on leading case studies and common challenges | Participate in networking opportunities with all virtual participants | Engage in LIVE Q&A and chats during sessions with speakers and peers | Gain access to full conference materials |
Speakers
Who Should Attend
Mid to senior level executives responsible for Public Relations, Corporate Communications, Social Media, Digital Marketing and Corporate Affairs
Agenda
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Day 01
08.50 Log-in TimeTime stated in local Singapore time (GMT+8)
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09.00
Chairperson’s Welcome & Ice Breaking Session
Lars Voedisch, Principal Consultant, Managing Director, PRecious Communications
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09.15
Trends & Updates
Social Media & PR Outlook in 2021
- How the pandemic, distrust and clutter will influence PR, social media and marketing in 2021
- Digital consumption habits: Ephemeral content, video marketing and micro communities
- Social media touchpoints of the modern-day consumer: Tik Tok, Line, Viber, LinkedIn & their changing features
- Creating a more targeted and dynamic communication plan for PR professionals with emerging tech
- Adopt AI tools such as natural language generation (NLG), speech-to-text and more to make PR more effective
Andréanne Leclerc, Regional Managing Partner, Head of Social, Asia, Ogilvy
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10.15
Morning Break
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10.30
Crisis Communications
Communications in Times of Crisis: Why Preparation during a Pandemic Is More Important Than Ever Before
- Developing and implementing a practical crisis communications plan that really works
- Building an end-to-end process all the way from policy through monitoring, response and recovery
- Stress-testing your crisis communications systems
- Managing multiple stakeholders during a crisis in a hyper-connected world
- External crises that impact internal operations: Lessons from the COVID-19 pandemic
Genevieve Hilton, Head of Communications, Asia Pacific, Lenovo
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11.30
Morning Break
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11.45
Brand Reputation
COVID-19 Recovery Strategy: Navigating the Brand Reputation Risk Landscape
- Rethinking the customer experience by prioritising safe distancing measures
- Finding the right mix of online and offline while instilling confidence at every touchpoint
- Re-writing a new brand narrative based on the New Normal
- Conducting social listening and re-drafting a sensitive and relevant content strategy
- Removing fear and inspiring customers with technology
Manisha Seewal, Chief Marketing Officer, Carro
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12.45
Chairperson’s Insights & Analysis of the Day’s Proceedings
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13.00
End of Day One
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Day 02
08.50 Log-in TimeTime stated in local Singapore time (GMT+8)
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09.00
Chairperson’s Opening Remarks & Interactive Charge-Up Session
Lars Voedisch, Principal Consultant, Managing Director, PRecious Communications
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09.15
Content Strategy
The Discipline of Content Strategy: How to Inspire Confidence and Ignite Conversations
- Content with purpose: Brand awareness, engagement and lead generation
- Creating valuable posts that align with your content goals with predictive data
- Creative that converts into context: Content ideation to stand out from clutter during trying times
- How to optimise consumer-generated content on your social platforms for timely and relevant content
- Implement social listening tools to drive authentic customer conversations and personalisation
- Building a social media calendar that strikes an effective balance
Shouvik Prasanna Mukherjee, Executive Creative Director, Golin
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10.30
Morning Break
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10.45
Social Media Targeting
How to Deliver High-Attention Audience-Led Brand Campaigns That Cut through the Clutter
- Brand-led versus audience-led campaigns
- Earned creativity – What is it and why does it matter
- Beyond demographics – Tapping into culture and emotion to build actionable personas
- Content and format consideration for social media – Best practice approaches
- Channel planning for brand building
- Social media targeting options for Facebook, Instagram and YouTube
- Closing the loop – How data can shape strategy and creative
Daniel Young, Chief Digital Officer, opr Agency
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11.45
Morning Break
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12.00
Integrated Marketing Communications
Building an Integrated Marketing Experience in a Digital World
- Building receptive ecosystems: Touchpoints, campaigns and partnerships
- Agility in integrating data, creative and media for impact
- Determining your optimal communication mix: Facebook, Instagram and YouTube
- Creating strategic value across online and offline communities
Dipashree Das, Marketing, Leading OTT Content Platform
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13.00
Chairperson’s Insights & Analysis of the Day’s Proceedings
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13.15
End of Day Two
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Day 03
08.50 Log-in TimeTime stated in local Singapore time (GMT+8)
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09.00
Chairperson’s Opening Remarks & Interactive Charge-Up Session
Lars Voedisch, Principal Consultant, Managing Director, PRecious Communications
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09.15
Visual Storytelling
From Interesting to Impactful: Pinnacles of Visual Storytelling
- Story-making: Compelling narratives that matter to your audience
- Beating fragmented attention spans to connect, resonate and empower
- Translating stories into impactful images: Photography, illustration and infographics
- Emotional engagement and memory impact: Drive change in subconscious association
- Time is money: Video marketing with a smartphone and the smallest budgets
Daniel Posavac, CEO, Bonsey Jaden
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10.15
Morning Break
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10.30
Influencer Marketing
Are Influencers Still Influencing? Best Practices in Effective Influencer Marketing Strategies
- The generation’s new celebrities: Macro vs micro influencers
- Alignment between influencers and brands: Picking values and personalities
- Strategies for building meaningful partnerships with creators
- New angles: Dissecting creative briefs, mobile-first campaigns and influencer co-creation
- The price of influence: Measuring the ROI of your influencer campaigns
Moderator:
Danny Tan, Senior Vice President, Omnicom Public Relations GroupPanellists:
Valerie Loy, Director of Public Relations & Communications, Four Seasons Hotels & Resorts
Jesmond Chang, Head of Corporate Communications, APAC, Kaspersky Lab
Wendy Ong, Former Executive Director, Head of Marketing, TMRW Digital Bank, UOB
Celest Lim, Communications Manager, Southeast Asia, Adobe
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11.30
Morning Break
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11.45
Measurement & Optimisation
Measuring the Bottom-Line Impact of Your Value Driven Digital Campaigns
- Conducting a social media content audit on social networks and content
- Defining KPIs and metrics based on goals: Awareness, engagement, conversions and followers
- Building an integrated and concise measurement infrastructure
- Beyond vanity metrics: Social media analytics tools to measure what matters
- Data-driven marketing: Using data analytics to fine-tune social media strategy
Lina Marican, Managing Director, Mutant Communications
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13.00
Chairperson’s Insights & Analysis of the Day’s Proceedings
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13.15
Close of Conference