Social Matters 2014, the APAC region's biggest social media conference happened 14-15 October, 2014 and saw social media and content executives from around the world descend upon the Grand Hyatt, Hong Kong. The discussion centred around how the best brands gained ROI from social and digital initiatives, in-depth analysis of mobile platforms and insights from the best content creators, including Zach King, the "King of Vine" and Brian Buckner, writer and producer of mega hit series such as Spin City, Friends and True Blood.

2. What is Social Matters?
• Asia’s premier social and digital media event created for and by brands.
• Social Matters brings together global and regional social media platforms and brands at the forefront
of driving innovations in consumer engagement.
• 2014’s event critically examined how leading brands and advertisers create, define and assess the
ROI of social and digital marketing.
• Social Matters is co-produced by award winning event company Branded and Asia’s most awarded
social media team, Social@Ogilvy.
Social Matters is one of the best digital and social media events organized in Hong Kong.
The quality of the presenters were good, with relevant insights from different industries and
players in social media. Pierre Abadie Lacourtoisie
Regional Director, Digital & Online,

3. Summary
• Over 400 delegates attended the third annual Social Matters in 2014.
• 70+% of the delegates were leading advertisers, controlling regional and country marketing
budgets.
• The #SocialMatters hashtag received over 3,000 conversations and reached 500,000+ impressions.
• The event received extensive international media coverage in over 30 publications including,
Bloomberg, The Wall Street Journal, South China Morning Post, Apple Daily, Campaign Asia
Pacific and others.
This event is definitely in a high-end category as it provides a good platform for
networking and attracting the top drivers of the region. I very much like the
unexpected guests and events…from which brand builders can learn a lot in the
social space. Hannelore Grams
Head of Digital & Social Media, Greater China

4. Who Participated at the Event?
31 Globally renowned speakers:
• Leading thinkers, practitioners and stakeholders in the global advertising industry
• Many of world’s most valuable brands including Coca-Cola, Nissan, Vodafone, Microsoft, OnePlus,
Financial Times, Ford and VICE.
• Supported by new and leading communication platforms such as KakaoTalk, Viss, Sina Weibo, Twitter and
LinkedIn.
• The Social Matters programme has evolved to reflect the fast-paced changes in digital marketing. The talking
point in 2014 was on the return on investment of social media and the event explored how each of the leading
brands to drive business results in digital marketing.
Pratik Thakur
Vice President – Asia Pacific,
Creative and Content Excellence,
Coca-Cola
Euntaek Hong
Executive Vice President,
KakaoTalk
Alex Light
Head of Content,
VICE

5. Showcasing the Power of Content Megastars
• Globally renowned American Vine star, film-maker and
YouTube personality Zach King joined us at Social
Matters. With over 2 million subscribers, 300 million
Vine loops and 1.5 million Instagram followers, the
audience was treated to a inside view of the creative
and commercial mind of a social celebrity. https://vine.
co/Zach.King
• Best known for his "magic vines" - six-second videos
digitally edited to seem as if he is doing magic - Zach’s
vines have catapulted him to stardom, leading to an
Ellen DeGeneres Show appearance and numerous
brand partnerships with Starbucks, HP, Intel, Chrysler,
Samsung and others.
• Zach set his creative juices loose in Hong Kong
creating a Vine especially for Social Matters which he
posted live from the stage at the event. It was a mere
30 minutes before 50,000 immediate ‘Likes’ was
reached.
• This is the video Zach created especially for the event:
Brilliant first day at
#SocialMatters in HK.
Favourite has to be the
‘King of Vine’ – Zach King.
Looking forward to
tomorrow @matterssocial.
http://instagram.com/p/uJ1hJ1hybh/?modal=true @TheMarketingSociety

6. Attended by big hitting brands
2014 hosted 400 senior executives from 17 countries

7. Prestigious global and regional partners

8. Social learning is relevant across industries

9. Extensive international media coverage
• Social Matters received wide ranging media coverage from over 30 international
publications including Financial Times, Bloomberg, Wall Street Journal, South China
Morning Post, Prestige, Campaign Asia Pacific and many more.
• The event was reported Asia-wide on Bloomberg TV with speaker interviews and
interviews were also conducted on RTHK, Hong Kong’s largest radio network.
• Ogilvy Do, created Vines, vignettes and snippets reported live from the event floor.

10. A One-of-a-Kind Event
Live-scribe sketches
• The sessions were created into live visualisations. Sketpost produced high impact
animations for delegates to view the best insights from each session.
Dedicated behind-the-scenes content
• A live content page was created for Social Matters by OgilvyDo, which featured
interviews with speakers, Instagram updates, live quotes, articles and infographics.
• You can see more on: http://www.ogilvydo.com/category/events/social-matters-hong-
kong/
The latest research
• During the conference there were “Research Blasts” in which experts shared the
most up-to-date global research on brand advocacy showrooming and luxury.
• Every attendee received a 40-page booklet filled with current research from TNS on
Asia’s consumer behaviour.

11. What was said on Twitter
The event hashtag #SocialMatters had over 3,000 conversations and 14,000 views of @matterssocial tweets.
There were over half million impressions made.

12. What did attendees say?
What a great conference. The team at Branded and
Social@Ogilvy put on an amazing show, with great
talent and a fast-moving and stimulating range of
programming. Very useful for anyone across the
range of disciplines of marketing - not just social
media!
Alex Light,
Head of Content, VICE
Laura Balkovich
Head of Social, Asia Pacific, Google
Social Matters is one of the best industry events in
Asia. The event is very successful at addressing
the issues of using social media as a business tool
and is the key yearly gathering of the leading
global thinkers, practitioners and marketers. I
always make it a point to attend.
James Kondo
Managing Director, East Asia, Twitter
Social Matters is THE social media conference in Asia. Its the only conference where they get all of the top
players from all over Asia and Silicon Valley together for an extremely intense day of speakers and
sessions… Social Media Matters only gets the best of the best in terms of speakers and crams in 20+
speakers into one full day that leaves the attendees drinking from a firehose in terms of learning so much in
one intense day. Tom Clayton
CEO , Bubbly
The event was easily the best I’ve attended this year. Social Matters is
one of the only conferences in Asia that says ‘C-Level’ and actually
delivers it.
Joseph Webb
Regional Head of Digital, TNS
This was a stellar event, bringing together
brand, marketing and platform leaders from
around the world to shape the future of
social.

13. Outcomes
• A world class event with a ballroom and workshop track
attended by senior delegates from the entire social media
value chain, from brands and agencies to platforms and
service providers.
• Social Matters provided sponsors with a high level
client-facing industry event, to showcase innovations
and business opportunities.
• Success in providing thought-leadership and leading
discussions on the business ROI of social media.
• Developed a network of senior level loyal attendees and
a community on social media.
This event is fun-tastic! The way it was
arranged was creatively engaging. The
content was thoughtful and provoking.
Adeline-Ausy Setiawan
Country Media Director,
Unilever Indonesia
Social Matters is the crossroads for the most
important people in content, branding, marketing &
communications, and digital. Participation is a
window to your company's future.
Dan Sloan
Editor in Chief, Nissan Media Center,
Nissan Motors

14. SEE YOU IN 2015!
THE ORGANISERS
Branded designs, sells, markets and produces
amazing B2B2C and B2B2F(an) events in Asia.
Founded in 2002 and listed as a top 10 Event
Marketing agency by Marketing magazine, our focus
is to add value and grow the media, sports and
entertainment industries in Asia. We are experts in the
organisation, programming and production of
dynamic conferences, live music festivals, academies,
and youth fan events in Asia. Branded is an
independent company staffed by passionate multi-cultural,
multi-lingual and multi-talented individuals
with offices in Hong Kong and Singapore. www.
branded.asia
To get involved with our Social Matters programme that runs throughout
the year, please contact:
Kelly Yau,
Social Matters Event Director
kelly.yau@branded.asia
Social@Ogilvy is a global team within Ogilvy & Mather
specialized at improving businesses and
organizations through accelerated use of social
media. The interactions enabled by social media have
brought fundamental changes to consumer lifestyles
and paths to purchase. For that reason, our work
ranges broadly from developing a brand’s social
character to running a marketing campaign to
bringing social media into internal operations.
http://social.ogilvy.com/
Victoria Pawsey,
Head of Sales
victoria.pawsey@branded.asia