Is This the End of Marketing as We Know It?

Social Media MarketingiCommerce Summit

July 10 + 11, 2012Amsterdam

2 0 1 2

SMICS

Social Intelligence

INVITATION

One small step for your brand, one giant leap for your company’s success.

Welcome to a New World of Marketing

Discover how social media is heralding a new era in marketing.! Discover at first hand how marketing is becoming a service and how you can already enjoy the benefits of this today.!The future of marketing starts here!!At SMICS 2012!

Social Media is not an evolution for marketing and sales. It’s a revolution. We all know the massive numbers around Facebook’s ever-growing usage, but the challenge is now to turn conversations into business.

Your fans do not necessarily want to see ads; they want valuable and personalized content, including offers and a VIP experience.

Only if you know your customers well can you deliver relevant offers, and only if your customers trust you will they engage with your business.

The question is not whether or not to implement social media into your business strategy, the question is how well you will do so.

After a successful SMICS event in 2011 we are again hosting Europe’s unique Social Media Marketing and iCommerce Summit to help you to kick off your corporate social media strategy NOW.

You will meet visionaries and thought leaders as well as practitioners who share their experiences on how to monetize social media. We will present exclusive industry case studies and are happy to discuss your specific questions regarding social media, Facebook fan analytics and segmentation.

Alongside the visionaries, we have some of the world’s leading social media marketers joining us, so at the same event you’ll be able to see state-of-the art developments that will help you turn social media from a cost to a profit center.

Come and join us on July 10 + 11 at SMICS 2012 in Amsterdam to meet and discuss with some of the most skilled and experienced professionals in the industry. I really do hope to see you there.

Karl-Heinz LandChief Evangelist &Senior Vice President Social iCommerce

Playtime Is Over – How to Benefit from Social, Local and Mobile Trends (SoLoMo)

Day 1: Tuesday, July 10, 2012

AGENDA

Day 2: Wednesday, July 11, 2012

10.14 - 10.30 Welcome – Conny Czymoch, moderator and anchorwoman of Phoenix TV

10.30 - 11.00 Social-Local-Mobile – How Data Is Changing Everything – Karl-Heinz Land, Chief Evangelist & Senior Vice President Social iCommerce, MicroStrategy

11.00 - 11.45 The End of Business as Usual and the Beginning of a New Era of Relevance – Brian Solis, Author and Principal Analyst Altimeter Group

11.45 - 12.15 Welcome to the real business: Management, Utilization and Integration of Social Media for Businesses – Prof. Peter Gentsch, Chief Analyst, Business Intelligence Group

12.15 - 13.15 Lunch and networking

13.15 - 14.00 The Mobile Wave and the Impact on Our Businesses – Michael J. Saylor, CEO, MicroStrategy

14.00 - 14.45 Best Practice: 0 or 1 – Winners & Losers in a Digital World – Scott Galloway, CEO, L2 Think Tank

14.45 - 15.15 Coffee and networking

15.15 - 16.00 FC Barcelona – Best Practice in Sports Marketing, Merchandising and Facebook Commerce – Fernando Gonzalez, Senior Director Social Intelligence, MicroStrategy

16.00 - 16.40 Industry Cases – Best Practice TED-Style Presentation: Dennis Wedderkop (Vodafone/EOL), Michael Buck (DELL), Peter Mann (CDS/ UK Army), Ulf Valentin (HRS)

16.40 - 17.40 Panel Discussion: Brian Solis (Altimeter Group), Scott Galloway (L2), Prof. Peter Gentsch (Business Intelligence Group), Dennis Wedderkop (Vodafone/EOL), Michael J. Saylor (MicroStrategy), Michael Buck (DELL), Peter Mann (CDS/UK Army), Ulf Valentin (HRS), presenter: Karl-Heinz Land

17.40 - 18.15 Visionary Keynote: Social TV – The End of Television as We Know It? – Marco Seiler, CEO & founder of SYZYGY, and Ralf Rottmann, CTO & Managing Partner at GrandCentrix

21.00 MicroStrategy World 2012 Amsterdam Conference Party

08.16 - 09.00 Breakfast Session: Social Network User Data – Legal Dos and Don’ts – Stefan C. Schicker, LL.M., Law Professional, SKW Schwarz Rechtsanwälte

09.00 - 09.45 Big Ideas and Brand Building: Storytelling in a Completely New Context – Andreas Trautmann, CEO McCann Worldgroup, and Matias Palm Jensen, Chief Innovation Officer, McCann-Erickson Europe

09.45 - 10.30 Standing Up and Standing Out – Martha Rogers, Author and Founding Partner of Peppers & Rogers

10.30 - 11.00 Coffee and networking

11.00 - 11.15 The NEXT Survey – Effective Strategies for a Social Media World – Dr. Alexander Rossmann, Research Associate, Institute of Marketing, University of St. Gallen

11.15 - 11.45 Marketing as a Service: Privacy and One-to-One Solutions – Two Sides of the Same Coin – Prof. Dr. Ralf T. Kreutzer, Berlin School of Economics and Law

11.45 - 12.30 5 Steps to Success – How to Integrate Facebook Data – Roland Fiege, Senior Director of Social Media, MicroStrategy

12.30 - 13.15 Panel Discussion: Stefan C. Schicker, Andreas Trautmann (McCann Worldgroup), Martha Rogers (Peppers & Rogers), Dr. Alexander Rossmann (University of St. Gallen), Prof. Dr. Ralf T. Kreutzer (Berlin School of Economics and Law), Roland Fiege (MicroStrategy), presenter: Karl-Heinz Land

13.15 - 14.15 Lunch and networking

14.15 - 15.30 Workshops

14.15 - 18.00 Social Media Excellence Circle (SME ) + Thursday 12.07. 09.00 - 13.00

Did you know?

“Black Friday“ revenue on mobile grew from 1% in 2010 to 17% in 2011.

80% of the global population is mobile.

Vodafone‘s Facebook fans lead to 200% higher revenue than the average customer.

Consumers are more than 50% more likely to buy from businesses they follow in social media.

On average, Americans spent approx.

$575 on mobile purchases

in 2012.L2 Think Tank

6 7DAY 1 DAY 1

10.30 - 11.00 Social-Local-Mobile – How Data Is Changing EverythingKarl-Heinz Land, Chief Evangelist & Senior Vice President Social iCommerce, MicroStrategy

11.00 - 11.45 The End of Business as Usual and the Beginning of a New Era of Relevance Brian Solis, Author and Principal Analyst at Altimeter Group

The mobile and social wave is soon to become the major hub for all marketing activities. The customer was always king, but now he also behaves like one. Customers are independent and tell you what they like and what they don’t. Marketing now has the chance to become a concierge service. In order for this to happen the consumer will realize that privacy and service go hand in hand. It will be obvious that privacy and service are two sides of the same coin. The mobile wave is changing the face of marketing as we know it with customers providing hundreds of pieces of data every day about their interests,

whereabouts, buying habits and social influence. The ideas of mobile and social marketing, just like many new marketing strategies, are based on the principle of service rather than on advertising / broadcasting. Mobile marketing is not just another channel for ads – it is an entirely new platform that offers a host of enhanced opportunities to boost sales, raise awareness, and improve customers' interactions and trust in their brands. “Markets are conversations“ – The Cluetrain Manifesto.

In Brian's new book, he outlines the rising threat of Digital Darwinism, the phenomenon that affects organizations when technology and society evolve faster than the ability to adapt. It's more than social media. It's the confluence of disruptive technology and the evolution of consumer behavior. Brian depicts how leadership can survive Digital Darwinism by understanding customer and employee behavior,

their expectations, and how it differs from traditional consumers of the past. He reviews disruptive technology, innovative business models, and new opportunities. He also demonstrates best practices and methodologies to align the organization with a common and meaningful vision and strategy, and shared objectives.

Karl-Heinz Land is Chief Evangelist & Senior Vice President Social iCommerce of MicroStrategy, with a 25-year history as an entrepreneur and manager in the IT industry.

MicroStrategy, a global leader in business intelligence technology, provides integrated reporting, analysis, and monitoring software that helps leading organizations make better business decisions every day.

Brian Solis is Principal Analyst at Altimeter Group, and globally recognized as one of the most prominent thought leaders and published authors in new media.

Altimeter Group is a research-based advisory firm, formed in June 2008 by Charlene Li, and offers pragmatic strategies to help companies thrive with disruptive technologies. Altimeter was named by Fast Company as one of “The Five Most Creative Small Businesses in 2010."

Source: Kleiner Perkins Caufield Byers,Internet Trends, Oct. 20112007 2011 2015

SMAR

TPH

ON

E U

SERS

WO

RLDW

IDE

+4,500%

Mobile devices are

becoming the universal

computing platform for the world

Replaced by mobile software

Mobile so

ftware will

replace eve

rything that p

eople

write, c

arry and to

uch to

day

IT‘S A NEW ERA OF BUSINESS AND CONSUMERISM –AND YOU PLAY A ROLE IN DEFINING IT“To be successful in business, you need to see what others don’t. Start with this book. Someone’s going to do it, why not you?”MARK CUBAN OWNER OF THE DALLAS MAVERICKS AND CHAIRMAN OF HDNET

“Innovation has always changed the business landscape. People expect to access information anywhere, anytime, and on any device. Collaborative, cloud and video technologies are leading this change. As Mr. Solis correctly writes, companies have to lead this change, not follow.”JOHN CHAMBERS CEO OF CISCO SYSTEMS, INC.

Social Intelligence

102m.

835m.

4,6b.

“Markets are conversations.“

The Cluetrain Manifesto

8 9DAY 1 DAY 1

13.15 - 14.00 The Mobile Wave and the Impact on Our BusinessesMichael J. Saylor, CEO MicroStrategy

14.00 - 14.45 Best Practice: 0 or 1 –Winners & Losers in a Digital World Scott Galloway, CEO L2 Think Tank

The mobile wave argues that the changes brought by mobile computing are so profound and widespread that it’s impossible for us to see it all, even though we are all immersed in it. Saylor explains that the current generation of mobile smartphones and tablet computers has set the stage to become the universal computing platform for the world. In the hands of billions of people and accessible anywhere and anytime, mobile computers are poised to become

an appendage of the human being and an essential tool for modern life.Products, businesses, industries, economies and even society will be altered forever as the mobile wave washes over us and changes the landscape. In view of so much change this keynote is a guide for business leaders who must navigate the new terrain as mobile intelligence changes everything.

It‘s never been easier to be a billionaire or harder to be a millionaire as a digital ecosystem fosters a “winner takes all“ environment. Professor Galloway will explore key trends in media consumption, demographics, emerging platforms and their cumulative effect of business. Specifically, who benefits from the shift and who is on the wrong side of this tectonic shift (i.e., the losers)?

89% of Disney Facebook fans are

outdoor enthusiasts, 82% parents of

young kids, 31% budget shopper.

wisdom.com

Michael J. Saylor is CEO, founder and President of MicroStrategy Inc. He is widely respected as a visionary speaker, and has founded an educational charity.

Scott Galloway is a Clinical Professor of Marketing at NYU Stern School of Business and founder of L2, a think tank for digital innovation.

L2 Digital IQ Index® reports provide brands with a benchmark to measure digital competence against peers. Developed by L2 founder and NYU Stern Professor Scott Galloway, the Digital IQ is a robust tool that rates brands with reference to over 350 quantitative and qualitative data points, diagnosing their digital strengths and weaknesses.

BIG DATAGlobal data is

projected to grow 40% per year.

McKinsey

SOCIAL30 billion pieces of content are shared on Facebook every

month.digg

CLOUDIn 2012 the volume

of digital content will grow to 2.7

zettabytes. digg

MOBILE80% of the global

population is mobile.

Morgan Stanley

Scott Galloway

1 in 4 Gen Y members checks their Facebook status before they get out of bed, on their phone.

LARGEST FACEBOOK FAN BASE

#1: FACEBOOK65,150,282 Likes

#2: COCA-COLA41,324,862 Likes

#3: DISNEY34,990,901 Likes

#4: MTV33,291,392 Likes

#5: STARBUCKS 29,621,518 Likes

#6: CONVERSE28,427,426 Likes

#7: RED BULL27,822,896 Likes

#8: MCDONALD‘S18,722,751 Likes

#9: VICTORIA‘S SECRET18,356,020 Likes

#10: MONSTER ENERGY15,444,521 Likes

April 17, 2012

11.45 - 12.15 Welcome to the real Business: Management, Utilization and Integration of Social Media for BusinessesProf. Peter Gentsch, Chief Analyst, Business Intelligence Group

Depending on their maturity level and the desired social media impact, companies have to manage digital media professionally in order to unleash their social value. That implies the integration of social media into business processes and infrastructures. Social media intelligence and social media governance become key drivers for digital excellence and leadership. This process can be supported by the Social Media Excellence Model that provides measurements and metrics as well as industry benchmarks.

Prof. Dr. Peter Gentsch is CEO and Founder of the Business Intelligence Group and Social Media Excellence (SME) circle in cooperation with associated companies like Audi, BMW, Coca-Cola or DELL.

Social Intelligence

Gen Y members are twice as likely to have checked their Facebook status in last 24 hours than to have watched television.Scott Galloway

10 11DAY 1DAY 1

16.00 - 16.40 Industry Cases – Best Practice TED-Style Presentation Dennis Wedderkop (Vodafone/EOL), Michael Buck (DELL), Peter Mann (CDS/UK Army), Ulf Valentin (HRS)

16.40 - 17.40 Panel Discussion Brian Solis (Altimeter Group), Scott Galloway (L2), Prof. Peter Gentsch (Business Intelligence Group), Dennis Wedderkop (Vodafone/EOL), Michael J. Saylor (MicroStrategy), Michael Buck (DELL), Peter Mann (CDS/ UK Army), Ulf Valentin (HRS), presenter: Karl-Heinz Land

In our TED-style best practices, leading digital strategists from companies such as DELL, Vodafone, the UK Army and HRS will provide you with insightful first-hand information about where companies stand today and their current social media strategies.

Our open panel gives you a unique opportunity to discuss your thoughts and questions with the most experienced experts in EMEA.

15.15 - 16.00 FC Barcelona – Best Practice in Sports Marketing, Merchandising and Facebook Commerce Fernando Gonzalez, Senior Director Social Intelligence, MicroStrategy

MicroStrategy is transforming the sports industry through technological innovation in social media via its Social Intelligence offering, and specifically Alert. Find out how global sports brands such as FC Barcelona are leveraging higher levels of engagement with their fans, achieving much more relevant conversation with fans in every corner of the world, and capitalizing on the largest fan base of any sports brand on Facebook. Alert is providing FC Barcelona with a multi-touch content distribution platform to share not only exclusive content, news and events with their fans, but also provide a highly personalized and effective storefront to interact with them.

Fernando Gonzalez leads the customer boarding and engagement activities worldwide as part of the MicroStrategy Social Intelligence business. He has been with MicroStrategy since 1999 performing several functions on the technology, consulting, mid-market sales and OEM/channels.

DISCUSSIONPANEL

2015

The progressive importance

of IPTV over the coming years

IPTV

TV

Social Intelligence

17.40 - 18.15 Visionary Keynote: Social TV – The End of Television as We Know It? Marco Seiler, CEO & founder of SYZYGY, and Ralf Rottmann, CTO at GrandCentrix

The notion of Web/TV convergence has evolved into numerous approaches all over the world. Already close to 50% are tweeting, texting, facebooking and online shopping whilst watching TV – the first screen is becoming a background noise device. Social TV merges the social media phenomenon with television, opening up countless of new marketing formats. Social TV incorporates the user’s personal interests, their social graph and current mood to create a new, personalized and interactive TV experience. Experience the CEOs of SYZYGY and GrandCentrix and witness the awesome potential of social TV, combining the strengths of the big screen with the interactivity of the Web.

Marco Seiler is CEO & founder of the digital marketing agency SYZYGY.

12 13DAY 2DAY 2

09.45 - 10.30 Standing Up and Standing Out Martha Rogers, Ph.D., Author and Founding Partner of Peppers & Rogers Group

What does social networking really mean for your company and your brand? If the messages your customers hear about you come mostly from you, then advertising rules. But now that customers communicate with each other, more and more, it's the customer experience that counts. As transparency has become inevitable and complete, and all our customers can know essentially everything about all product offerings and pricing, how do we compete?

“Trust is becoming the

New Currency.“ Karl-Heinz Land

Martha Rogers, Ph.D., is the Founding Partner of Peppers & Rogers Group and Adjunct Professor at Duke University.

08.15 - 09.00 Breakfast Session: Social Network User Data – Legal Dos and Don’ts Stefan C. Schicker, LL.M., Law Professional, SKW Schwarz Rechtsanwälte

09.00 - 09.45 Big Ideas and Brand Building: Storytelling in a Completely New Context Andreas Trautmann, CEO, McCann Worldgroup Germany, and Matias Palm Jensen, Chief Innovation Officer, McCann-Erickson Europe

The collection of user data is one of the central areas of interest in the new forms of marketing. However, the data protection laws can often be hurdles that have to be overcome. Not only because they are enforced by authorities and competitors, but also because the protection of privacy is a vital element in communication with customers.

In today's marketing landscape it has become much harder for marketers to cut through with their messages and to gain, keep and manage meaningful relationships with their customers. All of a sudden the customer has gained the power to manage his or her relationships with brands. The need to create the most relevant, engaging and exiting ideas and content for our brands has never been greater. Social media data can provide us with an excellent base for unexpected truth and smart insights.

Stefan C. Schicker, LL.M., is Partner at the independent German law firm SKW Schwarz Rechtsanwälte in Germany, specializing in legal e-commerce, marketing and trademark issues.

Andreas Trautmann, CEO, McCann Worldgroup Germany Matias Palm Jensen, Chief Innovation Officer, McCann-Erickson Europe and founder of Swedish digital agency Farfar.

What is t

he benefit

of trusta

bility?

Your customer Your company

TRUST

SERVICE

How companies can stay competitive in a world of total transparencyIn the age of the Web, smartphones and social networks, every action an organization takes can be exposed and critizised in real time. If you treat one customer unfairly, or try to gouge one price, the whole world may find out in minutes, thanks to outlets like Twitter, Yelp and Epinions.

Don Peppers and Martha Rogers argue that the only sane response to these rising levels of transparency is to protect the interests of customers proactively, before they have a chance to spread negative buzz.

“EXTREME TRUST: Honesty as a Competitive Advantage” by Don Peppers and Martha Rogers, Ph.D.

Wisdom reveals valuable

customer insights for

digital strategists“The customer

was always king, but now he wants

to be treated like one.”

14 15

Waste circulation is a thing of the past. Today it’s all about Wisdom – a revolutionary tool for market research and media planning. Never before have you known your target group so well!

Enriched information about your app users:Identify demographics and common interests, understand personalitiesWisdom automatically groups people into psychographic segmentsReady-to-use dashboardsEssential tool for every marketer to better understand their customers

Wisdom is powered by the knowledge of millions of users.

Download the freeWisdom version right now:www.wisdom.com

A Marketing Manager’s Dream Come True!

Youdon’t have to

believe us –

look foryourself!

Facebook is

where all your customers are

130 otherpeople

80 communities, groups & events

10 favorite brands & companies

THERE ARE ...More than 900m. people on Facebook, each connected to:

Interests Page Likes

ProfileDemographics

NetworkFriends

ActivitiesBehavior

Which in

formatio

n can I g

et

from m

y Facebook

fans?

DAY 2DAY 2

11.00 - 11.15 The NEXT Survey – Effective Strategies for a Social Media World Dr. Alexander Rossmann, Research Associate, Institute of Marketing, University of St. Gallen

In recent years, scientists and business executives have invested heavily in exploring the role of social media in theory and practice. Nevertheless, recent studies of the social media experience in Europe report growing disillusionment and frustration.Effective strategies for a social media world require strong integration into the core business processes of a firm; but even more critical is devising a compelling value proposition for users. In short, creating a differentiating social media strategy is no trivial matter.Dr. Rossmann presents the three-step approach and first results of the NEXT Corporate Communication Survey. This talk will provide unique insights into the dynamic interaction between a) the corporate business model, b) effective social media strategies, and c) added value for corporations and users.

Dr. Alexander Rossmann is Project Director at the Institute of Marketing, University of St. Gallen. Prior to this, he was Managing Director of a leading consultancy firm for ten years. His expertise covers relevant issues of social media research, word-of-mouth communication, and relationship marketing.

11.15 - 11.45 Marketing as a Service: Privacy and One-to-One Solutions – Two Sides of the Same Coin !Prof. Dr. Ralf T. Kreutzer, Berlin School of Economics and Law

The expectations of customers are constantly increasing. How can a company find out which expectations from which target group it has to fulfill? The name of the game: value-oriented customer management. The key resource for calculating the customer value is the customer him- or herself. The acquisition of these data is a key challenge for companies. And the necessary precondition to get access to it is to understand marketing more as a service – and not as a concept to “manipulate“ the customers. A new philosophy of marketing is required.

The key is to have an easy-to-use,

flexible platform for collecting

and using data. booz&co.

Prof. Dr. Ralf T. Kreutzer, Berlin School of Economics and Law. One of the leading experts in 1 to 1 marketing on the data privacy paradigm shift.

16 17DAY 2DAY 2

The Social Media Excellence Circle An initiative established by the Business Intelligence Group with the aim of providing social media user companies with a platform for exchanging experiences. The Social Media Excellence circle meets quarterly, always with the intention to consistently and jointly develop solutions for central issues and problems related to social media. The SME circle develops and provides social media process and maturity models, measurements and metrics as well as industry benchmarks. The Social Media Excellence (SME) circle is associated with companies such as Audi, BASF, BMW, Bosch, Coca-Cola, Dell, DHL, Henkel, Lufthansa, Microsoft, Telefonica, 3M.If you are interested in joining SME apply here: www.social-media-excellence.com

12.30 - 13.15 Panel Discussion Panel Discussion: Stefan C. Schicker, Andreas Trautmann (UM), Martha Rogers (Peppers & Rogers), Dr. Alexander Rossmann (University of St. Gallen), Prof. Dr. Ralf T. Kreutzer (Berlin School of Economics and Law), Roland Fiege (MicroStrategy), presenter: Karl-Heinz Land

In this open panel discussion leading visionaries and thinkers will share their experiences and give valuable insights about the future of social media.

DISCUSSIONPANEL

14.15 - 15.30 MicroStrategy Social Workshops 11.07. 14.15 - 18.0012.07. 09.00 - 13.00

BUSINESS MODELFOR AGENCIESThe business model for advertising and marketing agencies is changing rapidly. Arbitrage models are being replaced by programmatic, real-time b idd ing mechanisms, and performance-based campaigns are on the rise. This workshop looks at the value creation opportunities in social media from an agency's perspective.

Track 1

The Social Media Excellence Circle, an invitation-only marketing executive event, will meet at SMICS 2012 with the intention to jointly develop solutions to central issues and problems related to social media. The Social Media Excellence Circle will take place on July 11 from 14.15 - 18.00 and on July 12 from 9.00 - 13.00 Apply here: www.social-media-excellence.com

Track 4

Find out how Alert helps to increase fan engagement and monetize your fan base with highly personalized interactions, special offers, and recommendations that are driven by deep fan insight and segmentation.

Track 2

Learn how you can you use Wisdom to gain advanced Facebook data analytics and deep segmentation based on your fans' interests, activities, places and recent milestones.

Track 3

Downloadat www.alert.com

Your favorite Facebook pages in one place – clear, customizable and convenient

Organize the Facebook pages you like according to your interests and passions

Be the !rst to know about the latest news, events and o"ers

View photos, play music, watch videos and share favorites with friends

11.45 - 12.30 5 Steps to Success – How to Integrate Facebook Data Roland Fiege, Senior Director of Social Media, MicroStrategy

“Who of our Facebook fans are our customers?", “How can we integrate Facebook data with our customer insights data warehouse?“. We have the answers and a five step process to solve these challenges.

Roland Fiege, author of "Social Media Balanced Scorecard" and Senior Director of Social Media Technology, lectures on subjects relating to social media strategy development, monitoring and analytics.

Social Intelligence

Top-Liked sports player of ADIDAS

Facebook fans: Fernando Torres,

officially sponsored by Nike.

Wisdom.com

18 19

Facebook boasts an extremely devoted user base, with more than 65 billion page visits per month. With Facebook, an organization can market and promote their brand, products, or services via the network's built-in components of profile pages, polls, community building, advertising, word-of-mouth marketing, and business applications. This insightful resource focuses on the strategies, tactics, and techniques necessary to lead your organization into the world of Facebook marketing. Packed with vital real-world case studies, the book serves as a must-have guide for the most reliable, responsible, and ethical business and marketing practices with Facebook.

“The New Power of Marketing” brings together acknowledged experts on marketing in the areas of emotion, innovation and precision, and presents marketing concepts with a proven track record. “The New Power of Marketing” is currently only available in German.

Investments in online marketing are increasing steadily, as is advertising in social media. Until now, it has been difficult to measure the reach and impact of social media and determine the value of marketing in relation to sales, conversion events and customer satisfaction in social media. This book explains how to reduce strategic organizational and marketing objectives down to measurable operational objectives with the aid of the social media balanced scorecard and the strategy map. This allows social Web marketing activities to be measured in terms of performance in order to optimize the allocation of marketing budgets and highlight the activities’ effectiveness for decision-makers.

Engage! thoroughly examines the social media landscape and how to effectively use social media to succeed in business—one network and one tool at a time. It leads you through the detailed and specific steps required for conceptualizing, implementing, managing, and measuring a social media program. The result is the ability to increase visibility, build communities of loyal brand enthusiasts, and increase profits.Covering everything you need to know about social media marketing and the rise of the new social consumer, Engage! shows you how to create effective strategies based on proven examples and earn buy-in from your marketing teams. Even better, you'll learn how to measure success and ROI.

Customer relationship management is critical to a company’s long-term profitability. Being more customer-focused calls for an understanding of how to build profitable customer relationships and make managerial decisions that will increase the value of a company by growing the customer base. The goal is to build long-term relationships, improve customer loyalty and generate higher margins. In this book, Don Peppers and Martha Rogers, who coined the term “one-to-one marketing” and initiated a customer relationship revolution in 1993, explain how to keep customers coming back for years to come. “Managing Customer Relationships” offers a logical overview of the background, methodology and particulars of managing customer relationships for a competitive advantage. It features many of the principles of individualized customer relationships that the authors are best known for and examines relationship theory, IDIC (Identify-Differentiate-Interact-Customize) methodology, metrics, data management, customer management, company organization, channel issues and the store of the future.

Facebook Marketing for Dummies Paul Dunay, Richard Krueger

Die neue Macht des Marketing (New Power of Marketing) Ralf T. Kreutzer, Wolfgang Merkle

Social Media Balanced Scorecard Roland Fiege

Engage! Brian Solis

Managing Customer Relationships: A Strategic Framework Don Peppers, Martha Rogers

LiteratureLiterature

20 21

At SMICS 2012 we have gathered together the world’s foremost visionaries, such as the author of “The End of Business as Usual” Brian Solis as well as thought leaders and practitioners in social media marketing and commerce, including Scott Galloway, Professor of Marketing at NYU Stern University of Business and CEO of L2ThinkTank, and Martha Rogers, Founding Partner of Peppers & Rogers and inventor of one-to-one marketing, to give you an unrivaled insight into the threats and opportunities of social media marketing and social commerce.

SMICS 2012 will be Europe’s most inspiring and educational forum for

Senior marketing executives CxOs and business leaders of all industries Social media and digital strategists Advertising and marketing agency leaders PR and social media firms

SMICS 2012 offers you the unique opportunity to hear the views and experience of people in a comprehensive way, to interact and connect in workshops, and to discuss your challenges with this exceptional panel.

Why You Should Attend SMICS 2012Knowledge and insight

The second Social Media Marketing and Commerce Summit is taking place this year at the Amsterdam RAI International Convention Center. Where competitively-priced accommodation has been secured. In addition to the complete programm of speakers, we are hosting a exclusive conference party within the scope of the MicroStrategy World 2012.

The cost of attending is just "695. Full registration, booking and venue details: www.smics2012.com

LocationSMICS 2012 will be held at the Amsterdam RAI International Convention Center. It is conveniently located just south of Amsterdam’s city center.

Amsterdam RAIEuropaplein1078 GZ AmsterdamNetherlands

T: +31 (0) 20 549 12 12F: +31 (0) 20 646 44 69www.rai.nl

Your HostConny Czymoch has been with the German political TV channel Phoenix for the last fifteen years, anchoring their flagship program “Der Tag.” For the two last decades, she was involved in conference moderation for the EU, German ministries, DAX corporations,

and non-profit organizations covering a host of global topics – including telecommunications and IT systems, social media, new technologies and space travel. She is also a media coach for executives.

Is your answer “yes” to one of the following questions?

Then you should attend SMICS 2012 in Amsterdam.

You want to benchmark your social media strategy?

You want to learn from leading experts and industry case studies?

You want to improve your Facebook marketing strategy?

You want to gain more customer insights to utilize social CRM?

You want to generate relevant business using social media?

You want to see how social intelligence can revolutionize your business?

MicroStrategy Inc.Kölner Straße 26351149 KölnGermany

www.smics2012.comwww.facebook.com/SmicsEventFind us on

Social Media MarketingiCommerce Summit

July 10 + 11, 2012Amsterdam

2 0 1 2

SMICS

Partners and speakers

Social Intelligence