Event Details

Social media has become one of the most essential, engaging, yet challenging, marketing tools. Many marketers face difficulties choosing the right platform, creating relevant and sharable content, building their reach, and developing a successful and efficient social media strategy. SMEs may lack the resources and budget to execute social media campaigns on the same scale as multinationals, there are many opportunities for them to innovate and use creative approaches to build their brand and audience.

The American Chambers of Commerce, Australian Chamber of Commerce, and China Entrepreneurs are bringing together social media gurus from different fields and perspectives to discuss how SMEs can utilize social media to generate ROI and grow their professional and brand presence. Brad Burgess, Co-chair of AmCham China’s Marketing, Advertising and PR Forum and Associate Director at Burson-Marsteller, will moderate this event.

If you would like to pick up fapiao at the door, please select "Members only price" or "Standard Price" when registering, tick "Request General VAT Fapiao", provide detailed fapiao information, and finish payment online ONE business day before the event.


6:00 PM - 6:30 PM
6:30 PM - 7:00 PM
7:00 PM - 7:45 PM
7:45 PM - 8:00 PM


  • Matthew  Brennan (Co-Founder of China Channel)

    Matthew Brennan

    Co-Founder of China Channel

    Together with fellow team members of China Channel, Matthew is inspired by how WeChat continues to transform Chinese society and lead the world in what is possible in the world of mobile. Old China hand of 11+ years, Matthew brings many years’ experience leading teams in creating educational products for the China market. He has extensive experience in online/offline training and rich multimedia content.

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  • Brad  Burgess  (Director, Corporate & Public Affairs Practice of Burson-Marsteller)

    Brad Burgess

    Director, Corporate & Public Affairs Practice of Burson-Marsteller

    Brad Burgess is Director for Burson-Marsteller China. Brad’s work focuses primarily on international communications and reputation management. Brad leads the international media team and oversees key client relationships including global communications for Chinese clients, clients in the education industry, technology and reputation management for a foreign government in China. Based in Beijing, Brad also drives relationships, new business and marketing for B-M China.

    Brad’s broad industry experience includes sovereign governments, economic development, education, technology, food, energy and chemicals, tourism, real estate, NGOs, and finance.

    His skill areas include reputation management, corporate communications, media relations, crisis and issues management, spokesperson development and engagement, executive communications, positioning and thought leadership, and internal communications.

    Brad launched the Burson-Marsteller Leadership Institute, a unique offering to build leadership capacity for communications practitioners and raise the value and awareness of marketing and communications among business leaders in China.

    Brad is co-chair of the Marketing, Advertising and Public Relations Forum at the American Chamber of Commerce China. He is also an advisor to INCLUDED, an NGO dedicated to making today’s cities more inclusive for migrant communities.

    A published writer in English and Chinese, Brad is a native of the United States but has lived in China for thirteen years and is fluent in Mandarin and literate in written Chinese.

    Brad has an M.A. in International Public Relations from Cardiff University, a B.A. in East Asian Languages and Cultures from Michigan State University and a B.A. in International Relations from James Madison College at Michigan State University.

    Brad lives in Beijing with his wife and daughter.

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  • Thomas  Graziani (Co-Founder of WalktheChat )

    Thomas Graziani

    Co-Founder of WalktheChat

    Thomas is the co-founder of WalktheChat, a consulting and development agency dedicated to building innovative strategies and products for WeChat marketing and branding.

    WalktheChat is focusing on providing foreign companies with opportunities to penetrate the local market via WeChat. WalktheChat works both with large groups such as Nestle, the American National Football League or Arla, and with SME's trying to enter the Chinese market. The focus of WalktheChat is to provide technological and marketing solutions via developing platforms and campaigns tightly integrated to the WeChat ecosystem and API.

    He previously was part of the marketing & strategy department of Schneider Electric in which he spearheaded the work on Smart Cities and Smart Grid for the company in China. Before joining Schneider Electric, he was a consultant at the Boston Consulting Group during which he worked on projects across various industry including banking, supply chain and pharmaceuticals.

    Thomas is a graduate from the Judge Business School of the University of Cambridge and holds an engineering degree with a specialisation in Applied Mathematics and Operational Research from Ecole Polytechnique.

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  • Joe Peng (Senior Director and Chief Digital Strategist of Burson-Marsteller)

    Joe Peng

    Senior Director and Chief Digital Strategist of Burson-Marsteller

    Joe Peng is Senior Director and Chief Digital Strategist for Burson-Marsteller Greater China. He is an experienced Integrated Marketing Communications and PR professional specialized in digital communications, brand positioning and high-tech product communications. He was honored on the “China Digital A-List” by Campaign Asia-Pacific in 2014 and 2015, consecutively.

    Joe has been driving digital and social media efforts at B-M China since 2007, through leading development, planning and implementation of digital communications activities to industry-leading standards for diversified clients. Joe also focuses on leading clients in technology areas, providing strategic counsel on a full range of integrated marketing communications services. Clients Joe has worked on include Qualcomm, Motorola, HP, Dell, Intel, Haier, and he also conducted spokesperson skills trainings as a co-trainer to companies including Nortel, Ericson, HP, Shanghai Bell Alcatel-Lucent, PHLIPS, etc.

    Prior to his rejoining B-M, Joe was an Account Director at a Chinese IMC Services firm, providing strategic counsel to clients that align public relations, point-of-sales branding, channel communication, events and digital/social media. Joe began his career as a reporter for a business magazine in China.

    Joe holds a Bachelor of Engineer from the Beijing Institute of Technology. He has also completed a course from the China Europe International Business School (CEIBS)-Columbia Business School Joint Advanced Marketing Management Program.

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  • Benoit  Reulier (Product Manager  at Eventbank)

    Benoit Reulier

    Product Manager at Eventbank

    Benoît Reulier is Product Manager at Eventbank, event-to-revenue SaaS platform. In charge of building a modern solution to empower organizations to build, manage and transform communities in an all-in-one engagement management software. He is graduated from Toulouse Business School and ENSEEIHT in France. Previously Benoît co-founded Unitag, a startup leader in Europe in QR Code marketing solutions, working with brands like Sephora, Spotify, Michelin or Spotify on mobile marketing campaigns.

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  • Xiaodan  Zhou (Head of Marketing, Marketing Solution at LinkedIn China)

    Xiaodan Zhou

    Head of Marketing, Marketing Solution at LinkedIn China

    Xiaodan is a seasoned and self-driven marketing enthusiast with over 9 years+ working experience. She is the Marketing Head of LinkedIn Marketing Solution, and is responsible for developing and executing integrated go-to-market and brand strategies to help brands connect with professionals on LinkedIn platform.

    With her expertise in strategic planning and B2B marketing, Xiaodan has driven business growth & results through thinking outside of the box with the desired 360 degree marketing conversation across digital, social and direct response channels, while maintaining a clear perspective on what is the best customer experience to win their hearts & minds. Xiaodan joined LinkedIn as one of initiators in B2B marketing team, one of her achievements was successfully driven LinkedIn Talent Solutions new business marketing fast-growing in 2015 from ‘ZERO’ to ‘One’.

    Prior to joining LinkedIn, Xiaodan has worked at various global leading brands in Hi-tech and FMCG industries including Google, Microsoft, Sony and Nestle. She has gained a broad spectrum of experience in B2B Marketing, Sales Operation and Supply Chain Management. Xiaodan holds a bachelor's degree in Economics from Hebei University.

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AmCham Cardholding Member
Member Price RMB 150
Member Price (Pay at the door) RMB 150
Employee of Member Company
Standard Price RMB 150
Door Price RMB 150
Standard Price RMB 250
Door Price RMB 250

Terms And Conditions

Attending an Event
Events have limited seating, so to ensure your attendance we encourage advance online registration and payment for ALL events. We cannot guarantee entry to anyone not registered in advance.
Most of our events are in English and off the record, but please check the webpage for each event to avoid disappointment.

Advance Tickets and Discounts
Members can receive a discount by purchasing an advance ticket at least 24 hours before the day of the event. You must pay online at the time of registering for the event to be eligible for a discount.
Discounts will not be available to members at the door.

Receipts (fapiao)
You can receive your fapiao when you arrive for an event provided that you buy an advance ticket and pay online at least 1 working day before the event and you provide the correct information for your fapiao at that time. You can leave details of the type of fapiao you need on the registration and payment page.
Event attendees can request a fapiao at the door or up to two months after the event. Requests made after that time will not be accommodated. Please contact the AmCham China staff member responsible for organizing your event.
Cancellation Policy
If you cannot attend an event for which you have registered, please cancel your registration no later than one business day prior to the event. If you fail to notify AmCham China of your cancellation in a timely fashion, you will forfeit the fee you have already paid.

To cancel you can: 1) cancel directly online through the Eventbank platform on which you registered or 2) contact the AmCham China staff member responsible for organizing your event.