1. INVITATION
Is This the End
of Marketing as
We Know It?
SMICS
2012
Social Media Marketing
iCommerce Summit
Social Intelligence July 10 + 11, 2012
Amsterdam

2. Welcome to a New World
of Marketing
One small step for your
brand, one giant leap for
your company’s success.
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!

3. AGENDA
Day 1: Tuesday, July 10, 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
Playtime Is Over – How to Benefit from 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
Social, Local and Mobile Trends (SoLoMo) 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
The question is not whether or not Come and join us on July 10 + 11 at 16.00 - 16.40 Industry Cases – Best Practice TED-Style Presentation: Dennis Wedderkop (Vodafone/EOL),
Did you know? to implement social media into your SMICS 2012 in Amsterdam to meet and Michael Buck (DELL), Peter Mann (CDS/ UK Army), Ulf Valentin (HRS)
business strategy, the question is how discuss with some of the most skilled
16.40 - 17.40 Panel Discussion: Brian Solis (Altimeter Group), Scott Galloway (L2), Prof. Peter Gentsch (Business
“Black Friday“ revenue on well you will do so. and experienced professionals in the
mobile grew from 1% in 2010 Intelligence Group), Dennis Wedderkop (Vodafone/EOL), Michael J. Saylor (MicroStrategy), Michael Buck
industry. I really do hope to see you
to 17% in 2011. (DELL), Peter Mann (CDS/UK Army), Ulf Valentin (HRS), presenter: Karl-Heinz Land
After a successful SMICS event in 2011 there.
80% of the global population we are again hosting Europe’s unique 17.40 - 18.15 Visionary Keynote: Social TV – The End of Television as We Know It? –
is mobile. Social Media Marketing and iCommerce Marco Seiler, CEO & founder of SYZYGY, and Ralf Rottmann, CTO & Managing Partner at GrandCentrix
Vodafone‘s Facebook fans lead Summit to help you to kick off your 21.00 MicroStrategy World 2012 Amsterdam Conference Party
to 200% higher revenue than corporate social media strategy NOW.
the average customer.
Consumers are more than 50% You will meet visionaries and thought
Karl-Heinz Land
Chief Evangelist &
Day 2: Wednesday, July 11, 2012
more likely to buy from
businesses they follow in social leaders as well as practitioners who Senior Vice President Social iCommerce
share their experiences on how to 08.16 - 09.00 Breakfast Session: Social Network User Data – Legal Dos and Don’ts –
media.
monetize social media. We will present Stefan C. Schicker, LL.M., Law Professional, SKW Schwarz Rechtsanwälte
Social Media is not an evolution for exclusive industry case studies and are 09.00 - 09.45 Big Ideas and Brand Building: Storytelling in a Completely New Context – Andreas Trautmann,
marketing and sales. It’s a revolution. We happy to discuss your specific questions CEO McCann Worldgroup, and Matias Palm Jensen, Chief Innovation Officer, McCann-Erickson Europe
all know the massive numbers around regarding social media, Facebook fan 09.45 - 10.30 Standing Up and Standing Out – Martha Rogers, Author and Founding Partner of Peppers & Rogers
Facebook’s ever-growing usage, but the analytics and segmentation.
10.30 - 11.00 Coffee and networking
challenge is now to turn conversations
into business. Alongside the visionaries, we have some 11.00 - 11.15 The NEXT Survey – Effective Strategies for a Social Media World –
On average, Dr. Alexander Rossmann, Research Associate, Institute of Marketing, University of St. Gallen
of the world’s leading social media
Americans spent approx. 11.15 - 11.45 Marketing as a Service: Privacy and One-to-One Solutions – Two Sides of the Same Coin –
Your fans do not necessarily want marketers joining us, so at the same
to see ads; they want valuable and
personalized content, including offers
event you’ll be able to see state-of-the
art developments that will help you $575 on
mobile purchases 11.45 - 12.30
Prof. Dr. Ralf T. Kreutzer, Berlin School of Economics and Law
5 Steps to Success – How to Integrate Facebook Data –
and a VIP experience. turn social media from a cost to a profit Roland Fiege, Senior Director of Social Media, MicroStrategy
center. in 2012. 12.30 - 13.15 Panel Discussion: Stefan C. Schicker, Andreas Trautmann (McCann Worldgroup), Martha Rogers
Only if you know your customers well L2 Think Tank (Peppers & Rogers), Dr. Alexander Rossmann (University of St. Gallen), Prof. Dr. Ralf T. Kreutzer
can you deliver relevant offers, and only (Berlin School of Economics and Law), Roland Fiege (MicroStrategy), presenter: Karl-Heinz Land
if your customers trust you will they
13.15 - 14.15 Lunch and networking
engage with your business.
14.15 - 15.30 Workshops
14.15 - 18.00 Social Media Excellence Circle (SME ) + Thursday 12.07. 09.00 - 13.00

4. 6 DAY 1 DAY 1 7
10.30 - 11.00 Social-Local-Mobile – 11.00 - 11.45 The End of Business as
How Data Is Changing Everything Usual and the Beginning of a New Era of
Karl-Heinz Land, Chief Evangelist & Senior Vice President
Social iCommerce, MicroStrategy
Relevance
Brian Solis, Author and Principal Analyst at Altimeter Group
The mobile and social wave is soon to whereabouts, buying habits and social
become the major hub for all marketing influence. The ideas of mobile and social In Brian's new book, he outlines the their expectations, and how it differs
activities. The customer was always marketing, just like many new marketing rising threat of Digital Darwinism, the from traditional consumers of the past.
king, but now he also behaves like strategies, are based on the principle phenomenon that affects organizations He reviews disruptive technology,
Karl-Heinz Land is Chief Evangelist & one. Customers are independent and of service rather than on advertising / Brian Solis is Principal Analyst when technology and society evolve innovative business models, and new
Senior Vice President Social tell you what they like and what they broadcasting. Mobile marketing is not at Altimeter Group, and globally faster than the ability to adapt. It's more opportunities. He also demonstrates
iCommerce of MicroStrategy, with a don’t. Marketing now has the chance just another channel for ads – it is an recognized as one of the most than social media. It's the confluence best practices and methodologies to
25-year history as an entrepreneur to become a concierge service. In order entirely new platform that offers a host prominent thought leaders and of disruptive technology and the align the organization with a common
and manager in the IT industry. for this to happen the consumer will of enhanced opportunities to boost published authors in new media. evolution of consumer behavior. Brian and meaningful vision and strategy, and
realize that privacy and service go hand sales, raise awareness, and improve depicts how leadership can survive shared objectives.
MicroStrategy, a global leader in in hand. It will be obvious that privacy customers' interactions and trust in their Altimeter Group is a research-based Digital Darwinism by understanding
business intelligence technology, and service are two sides of the same brands. “Markets are conversations“ – advisory firm, formed in June 2008 customer and employee behavior,
provides integrated reporting, coin. The mobile wave is changing the The Cluetrain Manifesto. by Charlene Li, and offers pragmatic
analysis, and monitoring software face of marketing as we know it with strategies to help companies thrive
that helps leading organizations make customers providing hundreds of pieces with disruptive technologies. Altimeter
of data every day about their interests, Social Intelligence
better business decisions every day. was named by Fast Company as one
of “The Five Most Creative Small
Businesses in 2010."
4,6b.
co
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SMARTPHONE USERS WORLDWIDE
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102m.
Source: Kleiner Perkins Caufield Byers,
2007 2011 2015 Internet Trends, Oct. 2011
IT‘S A NEW ERA OF BUSINESS AND CONSUMERISM –
ll pl
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e AND YOU PLAY A ROLE IN DEFINING IT
e d
ar at to
tw th h “To be successful in business, you need to see what others don’t. Start with
of ing ouc
s h t
ile yt d this book. Someone’s going to do it, why not you?”
ob ver y an
M e rr
e a
ac c
MARK CUBAN OWNER OF THE DALLAS MAVERICKS AND CHAIRMAN OF HDNET
“Markets are
pl ite,
re wr
Replaced by
mobile software
“Innovation has always changed the business landscape. People expect to
conversations.“ access information anywhere, anytime, and on any device. Collaborative,
cloud and video technologies are leading this change. As Mr. Solis correctly
The Cluetrain Manifesto writes, companies have to lead this change, not follow.”
JOHN CHAMBERS CEO OF CISCO SYSTEMS, INC.

5. 8 DAY 1 DAY 1 9
11.45 - 12.15 Welcome to the real 14.00 - 14.45 Best Practice: 0 or 1 –
Business: Management, Utilization and Winners & Losers in a Digital World
Integration of Social Media for Businesses Scott Galloway, CEO L2 Think Tank
Prof. Peter Gentsch, Chief Analyst, Business Intelligence Group
It‘s never been easier to be a billionaire
Depending on their maturity level and the desired social media impact, companies or harder to be a millionaire as a digital
have to manage digital media professionally in order to unleash their social ecosystem fosters a “winner takes LARGEST FACEBOOK
Prof. Dr. Peter Gentsch is CEO and value. That implies the integration of social media into business processes and all“ environment. Professor Galloway FAN BASE April 17, 2012
Founder of the Business Intelligence infrastructures. Social media intelligence and social media governance become key Scott Galloway is a Clinical Professor will explore key trends in media
Group and Social Media Excellence drivers for digital excellence and leadership. This process can be supported by the of Marketing at NYU Stern School of consumption, demographics, emerging
(SME) circle in cooperation with Social Media Excellence Model that provides measurements and metrics as well as Business and founder of L2, a think platforms and their cumulative effect
#1: FACEBOOK
associated companies like Audi, industry benchmarks. tank for digital innovation. of business. Specifically, who benefits 65,150,282 Likes
BMW, Coca-Cola or DELL. from the shift and who is on the wrong
L2 Digital IQ Index® reports provide side of this tectonic shift (i.e., the losers)? #2: COCA-COLA
41,324,862 Likes
brands with a benchmark to measure
digital competence against peers. #3: DISNEY
Developed by L2 founder and NYU 34,990,901 Likes
Stern Professor Scott Galloway,
#4: MTV
13.15 - 14.00 The Mobile Wave and the the Digital IQ is a robust tool that
rates brands with reference to over
33,291,392 Likes
Impact on Our Businesses 350 quantitative and qualitative #5: STARBUCKS
29,621,518 Likes
data points, diagnosing their digital
Michael J. Saylor, CEO MicroStrategy
strengths and weaknesses.
#6: CONVERSE
28,427,426 Likes
The mobile wave argues that the an appendage of the human being and
changes brought by mobile computing an essential tool for modern life. #7: RED BULL
are so profound and widespread that Products, businesses, industries, 27,822,896 Likes
it’s impossible for us to see it all, even economies and even society will be 1 in 4 Gen Y members checks #8: MCDONALD‘S
Michael J. Saylor is CEO, founder
though we are all immersed in it. Saylor
explains that the current generation
altered forever as the mobile wave
washes over us and changes the
their Facebook status before 18,722,751 Likes
and President of MicroStrategy
Inc. He is widely respected as a
of mobile smartphones and tablet
computers has set the stage to become
landscape. In view of so much change
this keynote is a guide for business
they get out of bed, on their #9: VICTORIA‘S SECRET
18,356,020 Likes
visionary speaker, and has founded
an educational charity.
the universal computing platform for the leaders who must navigate the new phone. #10: MONSTER ENERGY
world. In the hands of billions of people terrain as mobile intelligence changes Scott Galloway 15,444,521 Likes
and accessible anywhere and anytime, everything.
mobile computers are poised to become
Social Intelligence
Gen Y members are twice as likely
to have checked their Facebook
status in last 24 hours than to have 89% of Disney
watched television. Facebook fans are
BIG DATA CLOUD SOCIAL MOBILE outdoor enthusiasts,
Global data is In 2012 the volume 30 billion pieces of 80% of the global
Scott Galloway 82% parents of
projected to grow of digital content content are shared population is young kids, 31%
40% per year. will grow to 2.7
zettabytes.
on Facebook every mobile. budget shopper.
McKinsey month. Morgan Stanley
digg digg
wisdom.com

6. 10 DAY 1 DAY 1 11
15.15 - 16.00 FC Barcelona –
Best Practice in Sports Marketing,
Merchandising and Facebook Commerce
PANEL
DISCUSSION
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
Fernando Gonzalez, Senior Director Social Intelligence, MicroStrategy (HRS), presenter: Karl-Heinz Land
MicroStrategy is transforming the sports industry through technological innovation Our open panel gives you a unique opportunity to discuss your thoughts and
in social media via its Social Intelligence offering, and specifically Alert. Find out questions with the most experienced experts in EMEA.
how global sports brands such as FC Barcelona are leveraging higher levels of
Fernando Gonzalez leads the engagement with their fans, achieving much more relevant conversation with fans in
customer boarding and engagement every corner of the world, and capitalizing on the largest fan base of any sports brand
activities worldwide as part of the on Facebook. Alert is providing FC Barcelona with a multi-touch content distribution
MicroStrategy Social Intelligence platform to share not only exclusive content, news and events with their fans, but
business. He has been with also provide a highly personalized and effective storefront to interact with them.
MicroStrategy since 1999 performing
several functions on the technology,
Social Intelligence
consulting, mid-market sales and
OEM/channels.
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
Marco Seiler is CEO & founder of the interests, their social graph and current mood to create a new, personalized and
digital marketing agency SYZYGY. interactive TV experience. Experience the CEOs of SYZYGY and GrandCentrix and
16.00 - 16.40 Industry Cases – witness the awesome potential of social TV, combining the strengths of the big screen
Best Practice TED-Style Presentation with the interactivity of the Web.
Dennis Wedderkop (Vodafone/EOL), Michael Buck (DELL),
Peter Mann (CDS/UK Army), Ulf Valentin (HRS)
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
Th IPT
of
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information about where companies stand today and their current social media
og er
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strategies.
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im min
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e
TV
2015

7. 12 DAY 2 DAY 2 13
08.15 - 09.00 Breakfast Session: Social 09.45 - 10.30 Standing Up and
Network User Data – Legal Dos and Don’ts Standing Out
Stefan C. Schicker, LL.M., Law Professional, SKW Schwarz Rechtsanwälte Martha Rogers, Ph.D., Author and Founding Partner of Peppers & Rogers Group
The collection of user data is one of the central areas of interest in the new forms What does social networking really mean for your company and your brand? If the
of marketing. However, the data protection laws can often be hurdles that have to messages your customers hear about you come mostly from you, then advertising
be overcome. Not only because they are enforced by authorities and competitors, rules. But now that customers communicate with each other, more and more, it's
but also because the protection of privacy is a vital element in communication with the customer experience that counts. As transparency has become inevitable and
customers. complete, and all our customers can know essentially everything about all product
Stefan C. Schicker, LL.M., is Partner Martha Rogers, Ph.D., is the offerings and pricing, how do we compete?
at the independent German law Founding Partner of Peppers &
firm SKW Schwarz Rechtsanwälte Rogers Group and Adjunct Professor
in Germany, specializing in legal at Duke University.
e-commerce, marketing and
trademark issues.
t
efi
en ?
b y
he ilit
s t tab
i s
09.00 - 09.45 Big Ideas and Brand
t
ha tru
“Trust is W of
Building: Storytelling in a Completely becoming the TRUST
New Context New Currency.“ SERVICE
Andreas Trautmann, CEO, McCann Worldgroup Germany, and Karl-Heinz Land
Matias Palm Jensen, Chief Innovation Officer, McCann-Erickson Europe
Your customer Your company
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
Andreas Trautmann, with their customers. All of a sudden the customer has gained the power to manage
CEO, McCann Worldgroup Germany 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
Matias Palm Jensen, data can provide us with an excellent base for unexpected truth and smart insights.
Chief Innovation Officer, McCann-
Erickson Europe and founder of
Swedish digital agency Farfar. “EXTREME TRUST: Honesty as
a Competitive Advantage”
W cus igi
by Don Peppers and Martha Rogers, Ph.D.
isd to tal
om me str
re r in ate
d
ve sig gi
How companies can stay competitive in a world of total transparency
al h sts
s v ts
“The customer In the age of the Web, smartphones and social networks, every action an organization
al for
ua
bl
takes can be exposed and critizised in real time. If you treat one customer unfairly,
e
was always king, or try to gouge one price, the whole world may find out in minutes, thanks to outlets
but now he wants like Twitter, Yelp and Epinions.
to be treated Don Peppers and Martha Rogers argue that the only sane response to these rising
like one.” levels of transparency is to protect the interests of customers proactively, before they
have a chance to spread negative buzz.

8. 14 DAY 2 DAY 2 15
11.00 - 11.15 The NEXT Survey – 11.15 - 11.45 Marketing as a Service:
Effective Strategies for a Social Media Privacy and One-to-One Solutions –
World Two Sides of the Same Coin
Dr. Alexander Rossmann, Research Associate, Institute of Marketing, Prof. Dr. Ralf T. Kreutzer, Berlin School of Economics and Law
University of St. Gallen
In recent years, scientists and business executives have invested heavily in exploring The expectations of customers are constantly increasing. How can a company find
the role of social media in theory and practice. Nevertheless, recent studies of the out which expectations from which target group it has to fulfill? The name of the
social media experience in Europe report growing disillusionment and frustration. game: value-oriented customer management. The key resource for calculating the
Dr. Alexander Rossmann is Project Effective strategies for a social media world require strong integration into the core Prof. Dr. Ralf T. Kreutzer, Berlin customer value is the customer him- or herself. The acquisition of these data is a
Director at the Institute of Marketing, business processes of a firm; but even more critical is devising a compelling value School of Economics and Law. One of key challenge for companies. And the necessary precondition to get access to it is
University of St. Gallen. Prior to proposition for users. In short, creating a differentiating social media strategy is no the leading experts in 1 to 1 marketing to understand marketing more as a service – and not as a concept to “manipulate“
this, he was Managing Director of trivial matter. on the data privacy paradigm shift. the customers. A new philosophy of marketing is required.
a leading consultancy firm for ten Dr. Rossmann presents the three-step approach and first results of the NEXT
years. His expertise covers relevant Corporate Communication Survey. This talk will provide unique insights into the
issues of social media research, dynamic interaction between a) the corporate business model, b) effective social
word-of-mouth communication, and media strategies, and c) added value for corporations and users.
relationship marketing.
wh
THERE ARE ...
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More than 900m. people on
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Facebook, each connected to:
The key is to have
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sa
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A Marketing Manager’s Dream flexible platform 130 other
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et
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Essential tool for every marketer to better understand Page Likes Demographics
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9. 16 DAY 2 DAY 2 17
11.45 - 12.30 5 Steps to Success – 14.15 - 15.30 MicroStrategy Social Workshops 11.07. 14.15 - 18.00
12.07. 09.00 - 13.00
How to Integrate Facebook Data
Roland Fiege, Senior Director of Social Media, MicroStrategy Track 1 Track 2 Track 3 Track 4
“Who of our Facebook fans are our BUSINESS MODEL
customers?", “How can we integrate FOR AGENCIES
Facebook data with our customer Top-Liked sports
insights data warehouse?“. We have the The business model for Find out how Alert helps to Learn how you can you use The Social Media Excellence
answers and a five step process to solve player of ADIDAS advertising and marketing increase fan engagement Wisdom to gain advanced Circle, an invitation-only
Roland Fiege, author of "Social Media
Balanced Scorecard" and Senior these challenges. Facebook fans: agencies is changing and monetize your fan base Facebook data analytics and marketing executive event,
Director of Social Media Technology, Fernando Torres, rapidly. Arbitrage models with highly personalized deep segmentation based on will meet at SMICS 2012
are being replaced by interactions, special offers, your fans' interests, activities, with the intention to jointly
lectures on subjects relating to
Social Intelligence officially sponsored programmatic, real-time and recommendations that places and recent milestones. develop solutions to central
social media strategy development,
monitoring and analytics.
by Nike. b id d i n g m e c h a ni s m s , are driven by deep fan insight issues and problems related
Wisdom.com and performance-based and segmentation. to social media. The Social
campaigns are on the rise. Media Excellence Circle will
This workshop looks at the take place on July 11 from
value creation opportunities 14.15 - 18.00 and on July 12
PANEL 12.30 - 13.15 Panel Discussion in social media from an from 9.00 - 13.00
agency's perspective. Apply here: www.social-
Panel Discussion: Stefan C. Schicker, Andreas Trautmann (UM), Martha Rogers media-excellence.com
(Peppers & Rogers), Dr. Alexander Rossmann (University of St. Gallen),
DISCUSSION 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.
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 first to know about the latest news,
The Social Media Excellence Circle events and offers
View photos, play music, watch videos and
An initiative established by the Business Intelligence Group with the aim of providing
share favorites with friends
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
Download
at www.alert.com

10. 18 Literature Literature 19
Facebook Marketing for Dummies Managing Customer Relationships:
Paul Dunay, Richard Krueger A Strategic Framework
Facebook boasts an extremely devoted user base, with more than 65 billion page Don Peppers, Martha Rogers
visits per month. With Facebook, an organization can market and promote their
Customer relationship management is critical to a company’s long-term profitability.
brand, products, or services via the network's built-in components of profile pages,
Being more customer-focused calls for an understanding of how to build profitable
polls, community building, advertising, word-of-mouth marketing, and business
customer relationships and make managerial decisions that will increase the value of
applications. This insightful resource focuses on the strategies, tactics, and techniques
a company by growing the customer base. The goal is to build long-term relationships,
necessary to lead your organization into the world of Facebook marketing. Packed
improve customer loyalty and generate higher margins. In this book, Don Peppers
with vital real-world case studies, the book serves as a must-have guide for the most
and Martha Rogers, who coined the term “one-to-one marketing” and initiated a
reliable, responsible, and ethical business and marketing practices with Facebook.
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
Engage! the store of the future.
Brian Solis
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, Social Media Balanced Scorecard
managing, and measuring a social media program. The result is the ability to increase Roland Fiege
visibility, build communities of loyal brand enthusiasts, and increase profits.
Covering everything you need to know about social media marketing and the rise Investments in online marketing are increasing steadily, as is advertising in social
of the new social consumer, Engage! shows you how to create effective strategies media. Until now, it has been difficult to measure the reach and impact of social
based on proven examples and earn buy-in from your marketing teams. Even better, media and determine the value of marketing in relation to sales, conversion events
you'll learn how to measure success and ROI. 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.
Die neue Macht des Marketing
(New Power of Marketing)
Ralf T. Kreutzer, Wolfgang Merkle
“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.

11. 20 21
Why You Should Attend SMICS 2012
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 Knowledge and insight
leaders and practitioners in social media marketing and commerce, including Scott
Galloway, Professor of Marketing at NYU Stern University of Business and CEO
The second Social Media Marketing and Commerce Summit is taking place this year
of L2ThinkTank, and Martha Rogers, Founding Partner of Peppers & Rogers and
at the Amsterdam RAI International Convention Center. Where competitively-priced
inventor of one-to-one marketing, to give you an unrivaled insight into the threats
accommodation has been secured.
and opportunities of social media marketing and social commerce.
In addition to the complete programm of speakers, we are hosting a exclusive
SMICS 2012 will be Europe’s most conference party within the scope of the MicroStrategy World 2012.
inspiring and educational forum for
The cost of attending is just €695. Full registration, booking and venue details:
Senior marketing executives www.smics2012.com
CxOs and business leaders of all industries
Social media and digital strategists
Advertising and marketing agency leaders
PR and social media firms Location
SMICS 2012 offers you the unique opportunity to hear the views and experience of SMICS 2012 will be held at the
people in a comprehensive way, to interact and connect in workshops, and to discuss Amsterdam RAI International Convention
your challenges with this exceptional panel. Center. It is conveniently located just
south of Amsterdam’s city center.
Amsterdam RAI
Europaplein
1078 GZ Amsterdam
Netherlands
Your Host T: +31 (0) 20 549 12 12
F: +31 (0) 20 646 44 69
Conny Czymoch has been with the and non-profit organizations covering www.rai.nl
German political TV channel Phoenix a host of global topics – including
for the last fifteen years, anchoring telecommunications and IT systems,
their flagship program “Der Tag.” For social media, new technologies and
the two last decades, she was involved space travel. She is also a media coach
in conference moderation for the EU, for executives.
German ministries, DAX corporations,

12. Is your answer “yes” to one of the
following questions?
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?
Then you should attend SMICS 2012
in Amsterdam.
Partners and speakers
Social Intelligence
MicroStrategy Inc.
Kölner Straße 263
51149 Köln SMICS
Germany 2012
Social Media Marketing
www.smics2012.com iCommerce Summit
www.facebook.com/SmicsEvent July 10 + 11, 2012
Find us on Amsterdam