Marketing and Media Committee Event
Leveraging the Power of Online Communities: Advocacy, Insight, Engagement
AmCham Shanghai’s Marketing and Media Committee invites you to an engaging discussion with industry experts on Leveraging the Power of Online Communities: Advocacy, Insight, Engagement on Thursday, March 21 from 18:30–20:30 at the Four Seasons Hotel. This event includes a cocktail networking function prior to the presentations from 18:30-19:00.
This event will feature some of China's leading experts on marketing to communities, including Sam Flemming, Founder of China's leading social business intelligence provider, CIC. Sam will begin the discussion by introducing Chinese communities and showing how brands can effectively leverage natural communities for broader business intelligence. Asit Gupta, CEO of Advocacy, a leading community engagement agency, will demonstrate how brands can leverage existing communities or even build their own to improve brand advocacy and sustainable engagement.
Following the presentations, there will be a question and answer session with the presenters moderated by Committee Chair Bryce Whitwam, Managing Director of Wunderman Shanghai.
Marketing in China has undergone an incredible transformation. In just the past few years, digital media usage has increased to compete with – and in some markets even surpass – television for consumer time. In a society caught between traditional Confucian values and individualism, the Internet has provided China with a place for escapism unequaled in the West. Within this world, netizens meet friends, form relationships, get entertained, learn about new products and sometimes even buy them.
Cracking into the digital ecosystem continues to be a challenge but one fact remains certain: companies building brands in today's China, both large and small, must learn to engage with online communities if they wish to win here. In China, these communities live in places like Weibo and WeChat.
18:30 Registration and Networking with Cocktail Reception
19:00 Presentations and Q&A Session
20:30 Event Ends
About the Speakers:
Sam Flemming is founder and president of CIC, China’s first and foremost provider of social business intelligence. For over 15 years, starting with Chinapay.com, China’s first online payment platform, Sam has been at the forefront of China's digital (r)evolution. Founding CIC in 2004, he has since steered the company into position as both thought and market leader in China social media and social business. CIC’s tools and professional services help businesses like L’Oreal, Pepsi and Nike convert the ‘chatter’ from the world’s largest, most active digital market, into superior business performance. Sam has a keen understanding of the landscape’s leading players and the evolving relationship between advertisers and consumers. Extensively referenced and interviewed by media sources worldwide, Sam is highly respected amongst industry experts. CIC is part of Kantar Media, a WPP company.
Asit Gupta is co-founder of Advocacy, which is today the world's most awarded WOM marketing company, head quartered in Shanghai with operations in China and India. He is one of the few marketers in the world who have worked in 3 out of 4 BRIC countries, having worked with Procter & Gamble, British American Tobacco and DDB advertising across India, Russia, UK and China. Asit co-founded Advocacy in 2011 to champion a more authentic and accountable way of marketing leveraging real consumer Advocates.
He is passionate about marketing which makes a difference to consumers' lives as well as to brand sales.
About the Moderator:
|Bryce Whitwam, Managing Director, Wunderman Shanghai, is one of Asia's pioneers in consumer, non-traditional touchpoint activation, covering digital, direct, retail and events. With 20 years in the business, Bryce started at AC Nielsen in Taiwan, moving to roles at Lowe in Thailand, and Ogilvy in China. Whitwam's campaigns have won over 14 regional and international awards. He's developed successful campaigns for large multinationals include Unilever, Coca-Cola, Motorola and Nokia. A fluent Mandarin speaker, Bryce first came to China in 1987. A former professional musician, Bryce recorded 2 albums in China and Taiwan.|
||This program is brought to you by the Marketing & Media Committee. For more information on how you can get more involved with this or any of AmCham Shanghai’s 23 other industry-specific committees, please contact Committees Liaison Kimberly Chang at firstname.lastname@example.org.|
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