Social Media Intelligence 2012

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August 23-24th, 2012

San Francisco, CA

Social Media Intelligence 2012 Social Business Optimization Summit

#ROI Measurement & Management

#Governance & Tool Evaluation Frameworks

#Enablement & Deployment Strategies

#Insights & Planning Strategies

#Reputation Management

www.Altamont-Group.com/social | 510-984-2949

Earn 13 CPE Credits


Keynotes Include: -Nick Cifuentes, Director, Global Social Media at Ancestry.com

-Dorothea Bozicolona-Volpe, Social Media Strategist at Social Espionage

-Ted Sapountzis, VP, Social Media Audience Marketing at SAP

-Jill Hunley, VP of Global Social Media and Online Engagement at AVG

Technologies

-Alex Flagg, Manager, Social Media and Digital Content Enablement at

Hewlett-Packard

Track Presenters Include: -Josh Martin, Senior Manager of Social Media at Arby's Restaurant Group, Inc

-Danielle Miller, Director, Social Media at GoDaddy.com

-Michelle Magoffin, Director of Social Media Marketing at Edmunds.com, Inc

-Michelle Lockett, Global Manager of Social Media at Bloomberg L.P

-Mia Dand, Director, Global Social Media at Symantec Corporation

-Kasey Skala, Director of Social Media at Mutual of Omaha

-Toby Bloomberg, Founder at Bloomberg Marketing

-Ron Secrist, Director, Social Media and Emerging Channels at Capital One

Financial Corporation

-Bill Tuohig, Sr. Director, Social Media and Text Analytics at JD Power and

Associates

-Elizabeth Presson, Digital Media and Community Strategy at Digi

International

And more…..


Confirmed Summit Presenters include:

For the latest speaker info, event questions or to reserve your seat contact Jason Evans @ 510-984-

2949 or [email protected]

mailto:[email protected]



Keynote: The Social Enterprise

How social media is redefining how organizations are communicating both internally

and externally

Agenda-at-a-glance Day 1 -Thursday, August 23rd, 2012

8:00 AM

8:30 AM

9:45 AM Keynote: Social Media Mapping

Visualize your organization’s social media landscape for effective social media

measuring and monitoring

11:00 AM Keynote: Social Media Maturity Model

Evaluation methodology to determine and benchmark social media goals

12:00 PM

Social Media

Measuring & Monitoring Track

Social Media

Planning Track

Social Media

Insights Track

Key Metrics: for Social

Media Measuring Develop a KPI scorecard to

evaluate social media

effectiveness

Social Integration in the

Product Lifecycle Integrating unique social tools

at each stage of the product

lifecycle

Social Media Customer

Insights Extract and utilize customer

intelligence from social media

interactions

ROI Measurement &

Management Assessing campaign success

and revenue generation

Social Media Tool

Evaluation Framework for evaluating and

choosing the most appropriate

social media tools

Customer Engagement

through Mobile Develop a customer

engagement strategy using

social media on mobile devices

Marrying SEO to Social Media Understand the importance of social media in enhancing the effectiveness of search engine optimization

Social Competitive Intelligence Understand what and how to measure to gain customer insights & develop competitive intelligence

Innovation through Social

Media Listen to the social customer to

improve and innovate product

& services

1:00 PM

2:15 PM

3:30 PM

4:30 PM

Lunch & Networking Break

Registration & Continental Breakfast

Networking Reception

Keynote: Social Media Enablement and Deployment

Align social media to strategic objectives and develop a launch plan

Agenda-at-a-glance Day 2 -Friday, August 24th, 2012

8:00 AM

8:30 AM

9:45 AM Keynote: Social Media Analytics

Leverage text mining and big data to gain insight

11:00 AM

12:00 PM

B2C Social Media

Track

B2B Social Media

Track

Social Media

Governance Track

1:00 PM

3:00 PM

4:00 PM

Lunch & Networking Break

Registration & Continental Breakfast

Conference Adjourn

Social Media for the B2C

Customer Leverage social media to reach

and influence the consumer

Social Media for the B2B

Customer Leverage social media to reach

and influence the business

customer

Social Media Center-of-

Excellence Establishing a central social

media leadership department

Facebook, Twitter &

YouTube Develop a strategy & measure

results through B2C

engagement outlets

Facebook, Twitter &

LinkedIn Develop a strategy & measure

results through B2B

engagement outlets

Social Reputation

Management Framework for monitoring and

proactively managing an

organization’s online

reputation

Closing Keynote: The Emerging Social Media Landscape

The future of social media and how next generation social media will affect business



Social Media Intelligence 2012


Who Should Attend?

C-Level #Marketing Officers #Executive Officers #Customer Officers #Strategy Officers #Branding Officers #Innovation Officers Managers, Directors & VPs of #Marketing #Business Development #Branding #Social Media #Communication #Public Relations #Community #Customer Care …anyone handling organizational marketing, customer, or strategy initiatives

Social Media Intelligence 2012 is a comprehensive training and networking forum designed for professionals that work in marketing, strategy, customer and leadership functions. Featuring six distinct tracks and over twenty sessions, attendees can pick and choose content to fit their unique needs. This is a vendor neutral event that is not focused on software or external solutions, just tangible strategies, innovative best practices and proven methodology that you can take back to your organization and implement.

Group Discounts start with as few as 2 attendees – For best rates contact

Jason Evans @ 510-984-2949 or [email protected]




Optional Pre-Summit Workshops Wednesday, August 22nd , 2012


9AM-4PM Workshop A: Lifecycle Marketing in the Digital World

Learn the key strategies and new digital tactics to optimize your marketing efforts at every touch point and stage of the customer lifecycle. Develop an action plan through hands-on exercises to increase the value of your customer relationships and optimize the impact of your Email marketing, Social and Mobile initiatives, personalized web sites and apps. Hear real-world case studies of best practices marketers like you are using to leverage remarketing, triggered emails, digital-era segmentation, and web experiences to reap the reward of customer-centered approaches—regardless of the current state of your infrastructure. During this one-day workshop, experts will guide you to create a pragmatic plan which will put you in a high state of readiness to succeed with digital customer marketing.

Key Learning Objectives:

Module 1: Getting the 3 Most Important Marketing Concepts Right Module 2: Pivotal Moments--Dialog Trigger Points Module 3: Customer Segmentation for the Digital Era Module 4: The Ridiculously Revenue-Enhancing Opportunities of Remarketing Module 5: Your Success Cornerstones Workshop led by:

Beatrice Blatteis, Principal at The Blatteis Group Rebecca Bell Ellis, SVP Marketer Solutions at Acceleration

9AM-4PM Workshop B: Continuous Improvement

This comprehensive workshop focuses on Continuous Improvement (CI) fundamentals, best practices and tools to drive sustained competitive advantage at your organization. With six learning modules, Continuous Improvement Workshop will you gain a working knowledge of Continuous Improvement, understand the need for a learning organization and develop a relationship between innovation and good growth.

Key Learning Objectives:

Module 1: Introduction to Continuous Improvement Module 2: Innovation and Sustained Competitive Advantage Module 3: Aligning Organizational Culture and Organizational Dynamics Module 4: Strategy Focused Good Growth Module 5: Change Management and Organizational Development Module 6: Building a Learning Organization

Workshop led by:

Kasthuri Henry, President at KasHenry Inc.

For more workshop details and

pricing please contact Jason Evans @ 510-984-2949 or

[email protected]




Agenda Day 1 -Thursday, August 23rd, 2012


8:00 AM Registration & Breakfast

8:30 AM Keynote: The Social Enterprise

How social media is defining how organizations are communicating with each other and

engaging their markets

#Learn how advanced organizations are implementing social media into every aspect of

their operations #Methodology for cultivating social media throughout the organization #The importance of tool evaluation, selection, education and user enablement #Using social media to develop an organizational communication and integration framework

Dorothea Bozicolona-Volpe, Social Media Strategist at Social Espionage

9:45 AM Keynote: Social Media Mapping

Visualize your organization’s social media landscape for effective social media

measuring and monitoring

#Outline the potential of each social media tool and develop a strategy that aligns with

business objectives #Gain a comprehensive perspective on social activities both in the internal and external domain #Identify focus areas for resource allocation and understand the potential of each social media tool #Develop key metrics for measurement throughout different social environments

11:00 AM Keynote: Social Media Maturity Model

Evaluation methodology to determine and benchmark social media goals

#Develop a comprehensive maturity model to evaluate the progress of social media

strategy #Evolve from a social media user to a fully social business #Learn where and when to implement people, processes and technology to achieve strategic objectives #Integrate social media strategy across the entire organization to create the social enterprise

Ted Sapountzis, VP, Social Media Audience Marketing at SAP

12:00 PM Lunch & Networking Break

Agenda Day 1 Continued -Thursday, August 23rd, 2012


1:00 PM Choose from 3 tracks:

Track A: Social Media Measuring & Monitoring Track

Key Metrics: for Social Media Measuring Develop a KPI scorecard to evaluate social media effectiveness -Social KPIs vs. Business KPIs: determining actionable social metrics that are essential to meeting business objectives -Gathering and integrating data from multiple social platforms -Critical social dashboard components -Creating unique scorecards for diverse end-users and decision makers

Danielle Miller, Director, Social Media at GoDaddy.com

Track B: Social Media Planning Track

Social Integration in the Product Lifecycle Integrating unique social tools at each stage of the product lifecycle -Mapping social media tools effectively to PLM stages -Capturing product knowledge and feedback through social community management -Increase R&D efficiency and collaboration through internal social media usage -Managing the social risks of PLM data

Track C: Social Media Insights Track

Social Media Customer Insights Extract and utilize customer intelligence from social media interactions -Utilize social media information to develop trend analysis -Leverage emerging big data and text mining tools to reveal valuable insights -Determine customer lifetime value metrics and insights through social media -Enable ideation and innovation through social media insights

Bill Tuohig, Sr. Director, Social Media and Text Analytics at JD Power and Associates



ROI Measurement & Management Assessing campaign success and revenue generation -Mapping business metrics to social touch points -Converting unique social interactions into trackable metrics -Tackling the toughest challenge…linking social activity to conversion & revenue -Managing Results: increasing profitable social activities

Mia Dand, Director, Global Social Media at Symantec Corporation


Customer Engagement through Mobile Develop a customer engagement strategy using social media on mobile devices -Understanding unique advantages and hurdles in mobile customer interaction -Leveraging mobile ads to increase engagement -Incorporating location based mobile features

Josh Martin, Senior Manager of Social Media at Arby's Restaurant Group, Inc


Social Competitive Intelligence Understand what and how to measure to gain customer insights and develop competitive intelligence -Listen, categorize and analyze social media conversations to gain intelligence -Data management practices for effective usage and analytics -Converting social media data into customer and competitor insights -Evaluate tools and techniques for collecting and categorizing social media data

Jesse Gross, VP of Analytics, Semphonic

Agenda Day 1 Continued -Thursday, August 23rd, 2012




Social Media Tool Evaluation Framework for evaluating and choosing the most appropriate social media tools -Understanding and mapping your organization’s unique needs -Categorizing tools by function -Selecting complimentary tools to increase efficiency and usefulness -Capitalizing on open-source and free applications/tools

Dorothea Bozicolona-Volpe, Social Media Strategist at Social Espionage


Marrying SEO to Social Media Understand the importance of social media in enhancing the effectiveness of search engine optimization -Fundamentals of content optimization to ensure top search results -Determine social media data points and keywords for top results -Use testing methods to gauge titles and other keyword attributes for optimal search results -Better gauge how to allocate resources to social media and content generation


Innovation through Social Media Listen to the social customer to improve and innovate product & services -Encouraging useful social customer feedback conversations -Taking surveys and customer feedback to the next level social integration -Developing and managing product/customer forums -Incorporating social data into actionable product/service features

Ron Secrist, Director, Social Media and Emerging Channels at Capital One Financial Corporation

4:30 PM Networking Reception

Network with colleagues from across industries and functions

Not only do attendees come to learn innovative skills and best practices in Social Media, they also come to meet with peers from different industries across the nation. Keeping this in mind, attendees’ are given a chance to network with colleagues from an array of backgrounds and disciplines. This unique networking opportunity enhances attendees experience both on site and through subsequent relationships built at the event.

For the latest speaker info, event questions or to reserve your seat contact Jason Evans @ 510-984-

2949 or [email protected]




Agenda Day 2 - Friday, August 24th, 2012


8:00 AM Registration & Breakfast

8:30 AM Keynote: Social Media Enablement and Deployment Align social media to strategic objectives and develop a launch plan #Develop a comprehensive social media BI framework

#Identify social media advocates and champions to lead organizational initiatives #Aligning the social media framework with organizational objectives #Use a governance plan to ensure effectiveness and reduce risk #Develop a line of site to the unique needs of different social media users

Nick Cifuentes, Director, Global Social Media at Ancestry.com

9:45 AM Keynote: Social Media Analytics Leverage text mining and big data to gain insight #Use analytics to measure and analyze conversation data

#Gain customer and competitor insights through effective social media intelligence #Text mining methods to identify threats and opportunities to brand and reputation #Utilize analytics to identify customer and product trends #Gain insight into product development, VOC and path-to-purchase

Jill Hunley, VP of Global Social Media and Online Engagement at AVG Technologies

Connect with attendees & presenters and get summit updates at:

@altamontgroup Join the AG Social www.facebook.com/ socialintel2012 #socialintel2012 Media LI Group

https://twitter.com/altamontgroup

http://www.linkedin.com/groups/Altamont-Social-Media-Intelligence-Group-4439144/about

http://www.facebook.com/socialintel2012

https://twitter.com/intent/tweet?button_hashtag=socialintel2012


https://twitter.com/altamontgroup


http://www.facebook.com/socialintel2012

Agenda Day 2 Continued – Friday, August 24th, 2012


11:00 AM Choose from 3 tracks:

Track D: B2C Social Media Track

Social Media for the B2C Customer Leverage social media to reach and influence the consumer -Framework for brand management in the social space -Integrating advertising and cross-promotion into your social strategy -Using social media to boost customer interaction -Creative and innovative techniques to ensure your social campaign stands out from the competition

Michelle Magoffin, Director of Social Media Marketing at Edmunds.com, Inc

Track E: B2B Social Media Track

Social Media for the B2B Customer Leverage social media to reach and influence the business customer -B2B vs. Consumer social media behaviors -Develop and orchestrate an editorial plan to reach your B2B audience -Develop social media governance and internal ambassadors -SEO with social media for the B2B customer -How to measure your share of the conversation

Alex Flagg, Manager, Social Media and Digital Content Enablement at HP

Track F: Social Media Governance Track

Social Media Center-of- Excellence Establishing a central social media leadership department -Develop a centralized social media program to improve efficiency and provide standardization -Utilize a “hub and spoke” approach to allow for customization at the product level -Implement a comprehensive people, process and technology program to drive effectiveness -Incorporate policies, procedures and processes to reduce risk

Michelle Lockett, Global Manager of Social Media at Bloomberg L.P

12:00 PM Lunch & Networking Break


Track D: B2C Social Media Track

Facebook, Twitter & YouTube Develop a strategy & measure results through B2C engagement outlets -Framework to get the most out of Facebook, Twitter & YouTube in a B2C setting -Ensure a seamless and inter-connected strategy across outlets -Tangible practices to track and measure success in Facebook, Twitter & YouTube -Case studies and analysis of successful B2C campaigns

Elizabeth Presson, Digital Media and Community Strategy at Digi International

Track E: B2B Social Media Track

Facebook, Twitter & LinkedIn Develop a strategy and measure results through B2B engagement outlets -Framework to successful B2B usage of Facebook, Twitter & LinkedIn -Ensure a seamless and inter-connected strategy across outlets -Tangible practices to track and measure success in Facebook, Twitter & LinkedIn -Case studies and analysis of successful B2B campaigns

Toby Bloomberg, Founder at Bloomberg Marketing

Track F: Social Media Governance Track

Social Reputation Management Framework for monitoring and proactively managing an organization’s online reputation -Understanding importance of honesty and transparency in social conversations -Creating a social presence that encourages the spread of positive feedback -Listening, responding and engaging: establishing organizational-wide practices and methods to handle social business conversations -Measuring and tracking the conversation

Kasey Skala, Director of Social Media at Mutual of Omaha

Agenda Day 2 Continued - Friday, August 24th, 2012


3:30 PM Closing Keynote: The Emerging Social Media Landscape The future of social media and how next generation social media will affect business #What is trending now and what will be trending in the future

#Analyze evolution of tools and best practices for running an optimal social media program #Challenge current concepts and strategies to better position your company for future opportunities #Share stories from the field, scenarios and outcomes for future planning #Discuss the future of social media and the “fast track” to social medial optimization

4:30 PM Conference Adjourn

Earn CPE Credits CPE Credits: 13 CPE Credits (Summit) 6 CPE Credits (Optional Workshop)

Altamont Group Inc. is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be addressed to the National Registry of CPE Sponsors, 150 Fourth Avenue North, Suite 700, Nashville, TN, 37219-2417. Web site: www.nasba.org. Program Level: Basic Prerequisites: None Advanced Preparation: None Delivery Method: Group-Live

Group Discounts start with as few as 2 attendees – For best rates contact

Jason Evans @ 510-984-2949 or [email protected]







Recent Attendees of Altamont

Group Summits include:

Senior Manager - Riverbed Technology Senior Manager - REI COO - Public Library of Science SVP of Products - Pros Pricing Marketing Manager - AAA Director of Finance - Adidas Vice President - Arizona State Credit Union CEO - Bering Straits Native Corp CRM Retail Manager - BMW Senior VP, Customer - BOFI Federal Bank Marketing Director - Boise Inc. Operations Manager - Burton Corp Operations Analysis Manager - Capital One CEO and President - Cheminova, Inc Vice President - Coca-Cola VP of Marketing - CPP, Inc. Manager - CSX Transportation Vice President Cust. Exp - Direct General CFO - Energy Trust of Oregon Vice President - US Bank Marketing Manager - Towers Watson CRM Program Manager - TIVO Finance Manger - The Wendy's Company Vice President of CRM - Tarkett Director, CRM - Supervalu FP&A Manager - Silicon Image, Inc Sr Marketing Strategy Manager – Siemens Marketing Manager CRM - Select Comfort Marketing Manager - Safety-Kleen And many others…

Founded in 2008, Altamont Group, Inc is a private education firm, providing innovative organizational and executive level education across the US. Focused in the areas of organizational execution, process improvement, and planning across numerous functions and industries, Altamont Group provides this education through intimate best practice summits, hands-on workshops and trainings, certifications, online webinars and executive breakfasts. Being a private, unbiased, vendor neutral firm, Altamont Group is uniquely positioned to focus on the quality of our offerings and we endeavor to provide the most innovative and relevant strategies, methodology and best practices for our audience. All of our sessions are led by practitioners, industry experts and education faculty.

Recent Presenters at Altamont Group Summits include professionals from leading organizations such as:

-Ancestry.com -Intel -Citrix Online -Cisco -Symantec -Amgen -Silver Spring Networks -Oracle -Hewlett-Packard -Polycom -Dow Chemical -Dell -CBS Interactive -Norton Lilly -Cricket Communications -Microsoft -Brocade -CoPart -NetApp -Sony




Area, Venue & Travel Information

Palace Hotel 2 New Montgomery Street

San Francisco, CA 94105

Negotiated Room Rate:

$199 / Night

Reservations: (415) 512-1111 Mention the Altamont Group Room Block to the customer service agent to receive this exclusive reduced rate. Online Reservations: https://www.starwoodmeeting.com/StarGroupsWeb/booking/reservation?id=1206019748&key=

172E2=&propertyId=373

Area – San Francisco, Union Square Located on San Francisco’s historic Union Square, our venue is located in the heart of the city’s shopping, restaurant, accommodation and entertainment epicenter. Altamont Group has on-the-ground knowledge of the area’s best restaurants, hotels and shows to maximize your experience outside the Summit. Hotel and Accommodation Facilities Our venue’s prime location offers access to all that San Francisco has to offer. We have scouted locations throughout the city and find that The Palace Hotel, San Francisco offers among the best accommodations that we can facilitate at our negotiated rate. Travel There are two convenient airports to serve attendees; San Francisco and Oakland International. Both have convenient public transportation by way of BART. Take BART from either airport toward Downtown San Francisco where you will exit at Powell Street Station.

https://www.starwoodmeeting.com/StarGroupsWeb/booking/reservation?id=1206019748&key=172E2



REG

ISTR

ATIO

N Social Media Intelligence 2012

Registration Information

P: 510-984-2949 F: 510-380-7377

For questions

regarding group discounts,

accommodations or speaker information, contact Jason Evans

at:

[email protected]

All mailed registration and

inquiries to:

Altamont Group Inc. 205 N. 2nd Avenue Oakdale, CA 95361

Attendee Information: Attendee Name Title Organization Email Phone

Additional Attendee: Name Title Email

Additional Attendee: Name Title Email

Payment Information Check/Purchase Order Credit Card Cardholder Name Card Number ______ ____________________ Expiration Date CV2 (card verification number) Billing Address City/State/Zip Pay By Check: Checks should be made payable to Altamont Group Inc. The mailing address for checks and tax forms is 205 N. 2nd Avenue, Oakdale, CA 95361 Cancellation/Rescheduling Policy All cancellations made four weeks or longer from the summit’s start date will be provided a full refund or credit toward current or future Altamont Group programs. Any cancellations made within four weeks of the program’s start date will be provided with credit toward current or future Altamont Group programs.

Early Registration

**Early registration is available until: May 31st, 2012 $ 1,599

Standard Registration $ 1,799

Additional Attendee $ 1,299

Three Attendee Rate $ 3,999

Add optional pre-summit workshops on August 22nd:

Choose 1: (see page 6 for details)

Workshop A: Lifecycle Marketing 9AM-4PM on 8/22

or

Workshop B Continuous Improvement 9AM-4PM on 8/22

$ 899

Social Media Intelligence 2012

Business

Transcript of Social Media Intelligence 2012