1. THINKING BEYOND THE OBVIOUS
Social CRM & Online
Reputation Intelligence 2012
Master Class
Are you on the
#SocialCRM Train?
28 - 29 May 2012
Indaba Hotel & Conference Centre, ENDORSED BY
Cnr William Nicol and Pieter Wenning Street,
Fourways, Johannesburg, South Africa
Navigating the evolving world of Social CRM
For more information, please contact Ola Odejayi
+27 72 550 0562 • ola@gptrainingsa.com • www.gptrainingsa.com
SETA Accreditation No. 2502

2. MOTIVATION
The emergence and growing influence of Social Media, social networking and digital
technologies is opening up new possibilities for CRM. To be sure, CRM professionals are
seeking and developing innovative ways of harnessing the juicy benefits of Social Media
and emerging technologies to create better relationship with their clients and customers.
Indeed, the trends in CRM are moving from data management to developing meaningful
relationships. Social Media has made obvious the need for organisations to strive to develop
a balanced approach to listening and engaging with their clients and customers. The fact is,
it is not really about whom you know but who knows your organisation or brand in today’s
increasingly digitally connected marketplace. In a sense, developing a winning and efficient
Social CRM strategy is of primary importance, if organisations and CRM professionals are to
achieve the vision of creating business value for their brands and engaging more productively
and successfully with their clients and customers.
BENEFITS
This Social CRM and Online Reputation IntelligenceMaster Class will help you to understand
the dynamics of developing a mutually beneficial relationship with your clients & customers.
Our expert speakers will present practical and case study focused solutions that will help you
to socially, digitally and technologically align your CRM strategy.
• Gain a better understanding of what Social CRM is really all about
• Analyse the social customer and the business imperative of developing meaningful relationships
• Understand how to successfully navigate the shift from content to engagement
• Effective ways of creating the intended message around your brand and organization on social
media and digital platforms
• Tried and proven approach to developing a sustainable Social CRM strategy and framework
• Best practices for overcoming the challenges of implementing Social CRM
• Gain exciting & innovative ideas for crowdsourcing
• Insight into mutually beneficial value-creation
WHO SHOULD ATTEND
• CRM Managers
• CRM Solution Specialist
• Heads of Customer Experience & Intelligence
• Social Media Analyst & Specialist
• Brand Reputation Directors/Managers
• Heads of Sales & Marketing
• Technology Strategist
• Business Analysts
• Strategic Planners
• Enterprise and Solution Architects
• Sales & Operations Management
• Marketing Management
• IT Managers
GLOBAL PROSPECTUS TRAINING (PTY) LTD. Chief Executive O er - Dhevaraj Pillay
Johannesburg - Tel: +27 11 781 6222 Fax: +27 11 781 6044 Marketing - m2@globalprospectus.co.za Auditors - Russell Bedford SA (Jhb) Inc.
Pietermaritzburg - Tel: +27 33 391 4229 Fax: +27 33 391 5722 Design - www.designmaster.co.za (071 018 8355) Legal - DA Morris & Associates

3. MEET YOUR SPEAKERS
Mark Tamis Social CRM and Social Business Strategist - NET-7
Mark is an experienced consultant, manager and advisor on Social CRM, Enterprise 2.0, Social Business and Adaptive Case Management. He spent five
years with BEA Systems and Oracle where he successfully created and managed a Professional Services Practice doing Enterprise 2.0 and Business
Process Management. In just three quarters, he generated over 40% of total worldwide revenue for this service and built a team of 20 specialists to meet
demand. Looking for new challenges in the age of the Social Customer, he became an Associate at Net-7, a Paris-based IT Management Consultancy
and recently became one of the first people in Europe to be certified in by Paul Greenberg’s BPT Partners in ‘Social CRM Strategies for Business’. Mark’s
Social CRM Ideas blog is one of the top blogs on the subject and his articles have been published on MyCustomer.com, CustomerThink, Social Business
One, and the Customer Collective.
Suzanne Little Brand Manager – Social Media and Social CRM for MWEB
Head of Marketing – Digital Media and Marketing Association (DMMA)
Suzanne Little (@SuLittleZA) launched into the exciting world of ‘social networking’ at the tender age of 14. A talkative, yet geeky, teenager with a
passion for people, online engagement, mIRC and web forums, propelled her to later complete her Bachelor’s degree in the Social Sciences at UCT, with
a keen interest in Behavioural Psychology & Relationship Marketing, to gear up for the socio-digital revolution she knew was coming. From there, an
interesting mix of roles including interactive event co-ordinator, digital & CRM account manager, whisky master and brand manager as well as social
media publicist for award winning South African musician HHP, proved the undeniable potential of Social Media Marketing and she has never looked
back. Suzanne is a regular speaker at digital conferences around South Africa where she shares her theories on Social CRM and Relationship Marketing
being the foundation of all Social Media Marketing and the first steps for brands entering into the social media space. She is currently positioned as
the Brand Manager of Social Media and Social CRM for MWEB and is responsible for all corporate strategic marketing undertaken in the online social
environment. Suzanne has also been appointed Head of Marketing for the DMMA.
Paul Slade @thatCRMguy
Well known across the industry as “ThatCRMguy”, Paul Slade has worked on some of South Africa’s largest and most complex Customer Relationship
Management requirements. Paul’s first CRM practice, BMO was sold in late 2008, affording him the opportunity to later accept a position within
Microsoft where he spent time with businesses across numerous sectors including government, financial services, hospitality, manufacturing and
pharmaceuticals. It’s no surprise that Paul’s deep understanding of CRM in a business context, progressive thinking and brain stretching presentations,
coupled with a fiery passion for all things “Customer”, result in an ability to enlighten and inspire.
Eric Edelstein Co-Founder – evly.com
Eric is a Financial Analyst turned Serial Internet Entrepreneur. He has co-founded many of South Africa’s largest Internet marketing & product companies
such as the incuBeta group (Click2Customers, TrafficSynergy, & Yola) & Springleap. His latest venture provides software for organisations looking to
constructively engage with their customers and employees - evly.com. Eric is passionate about all types of online marketing, but especially search
marketing (pay per click & search engine optimisation), affiliate marketing and social media marketing. He is based in Cape Town, South Africa,
but spent the first half of 2011 living in San Francisco and Silicon Valley. He speaks regularly at tech conferences, (he was president of the Ernst &
Young Toastmasters club in Cape Town in 2010, and has achieved the “Competent Communicator” level in Toastmasters International) and writes for
business & technology media. Eric was included in Mail & Guardian’s “Top 200 young people to have lunch with”, and Old Mutual’s “Top 36 South African
young entrepreneurs.”
Luisa Mazinter CEO – CUBE [ON THE SQUARE]
Luisa is the CEO of two businesses, CUBE [ON THE SQUARE] (Pty) Ltd and the marketingsite.com. She specializes in marketing and eBusiness strategy
development, with particular focus on web, mobile and gaming implementation projects, as well as database analysis, direct and interactive marketing,
CRM, ERM and Loyalty programme development. She has consulted, developed interactive websites and implemented strategies and multi-channel
campaigns for many top companies in South Africa. Luisa is Adjunct Faculty at the Gordon Institute of Business Science (GIBS), where she teaches the
Marketing Planning and Customer Management Module for the Full Time MBA as well as the MBA Elective “Web 2.0 and Social Media – Marketing in a
Connected World”. Luisa travels annually to the USA and UK to attend international conferences and exhibitions. She is regularly invited to judge the
International Echo Awards in New York in her specialist fields of Social Media, Direct Marketing and Digital campaigns – focusing on strategy, creativity
and results. The Echo Awards are recognized as the most prestigious direct and digital marketing awards worldwide.
Peter van der Merwe Associate Director—Fleishman-Hillard
Peter van der Merwe is an associate director at Fleishman-Hillard South Africa, where he helps some of the country’s leading technology brands
manage their reputations in a world where online and offline increasingly merge. Peter has more than 22 years’ experience as a journalist, editor and PR
consultant. A newspaper journalist by training, he is a former managing editor of Business in Africa magazine and the Mail & Guardian Online. Earlier in
his career, he was chief sub-editor at The Pretoria News. As a freelance journalist, he has written cover stories for the likes of Journal for Convergence,
Brainstorm and Succeed magazine, and is a blogger on the Mail & Guardian’s Thought Leader. He devours media voraciously, and is intrigued by the ways
people make meaning from the world around them.
Francois Muscat Internet Marketing Consultant - WSI
Francois Muscat is the WSI area representative for South Africa. Francois represents South African Consultants with excellence as he strives to ensure
they achieve the utmost success. Francois has been a WSI consultant since 2004. Francois is a member of the exclusive WSI President’s Circle, ICAC
Council, operates a Regional Solutions Centre and is the Africa Area Representative. In addition to this, Francois has won seven WSI awards including the
Best Product Showcase, Excellence in Search Engine Optimization, Excellence in PPC, and two mentorship awards. Most recently he won the National
Sales Award as Africa’s Franchisee of the Year at Stansted 2009. He enjoys mentoring over 12 WSI Internet Consultants internationally.
GLOBAL PROSPECTUS TRAINING (PTY) LTD. Chief Executive O er - Dhevaraj Pillay
Johannesburg - Tel: +27 11 781 6222 Fax: +27 11 781 6044 Marketing - m2@globalprospectus.co.za Auditors - Russell Bedford SA (Jhb) Inc.
Pietermaritzburg - Tel: +27 33 391 4229 Fax: +27 33 391 5722 Design - www.designmaster.co.za (071 018 8355) Legal - DA Morris & Associates

4. AGENDA
#DAY 1
08:00 – 08:30 Registration & Morning Refreshment
08:30 – 09:15 Social CRM- An Introduction!
The presentation will shed light on Social CRM & help you understand how it fits into your organization.
Suzanne Little – Brand Manager – Social Media and Social CRM- MWEB
Head: Marketing – Digital Media and Marketing Association (DMMA)
09:15 – 10:00 The Social Revolution— Rise of the Consumer
Mobs; crowds; tribes; gangs; groups; friends; followers, regardless of what you choose to call them, one statement rings true: “Never before has the
consumers personal soapbox commanded such influence!” If you find yourself wondering exactly how much of an impact Web 2.0 and Social Media are
having on your sales, marketing, fulfilment and customer service efforts, it is imperative that you gain an understanding and brace yourself for the “rise
of the consumer – a social revolution.”
Paul Slade - @thatCRMguy
10:00 – 10:15 Tea/Coffee Break
10:15 – 11:00 Is Social CRM about the Social Customer or the Social Media?
• What defines a social customer?
• The social prism for developing a holistic social business
Suzanne Little – Brand Manager – Social Media and Social CRM- MWEB
Head: Marketing – Digital Media and Marketing Association (DMMA)
11:00 – 11:45 Social CRM & ORM –
Navigating the Shift from Content to Engagement
• Value creation in the network economy – crowdsourcing, collaborative consumption
• The web, mobile and gaming channels – powerful tools for customer acquisition, retention, service delivery and brand engagement
• How Web 2.0, social media and user generated content have changed the rules of engagement
Luisa Mazinter – CEO – CUBE [ON THE SQUARE]
11:45 – 12:00 Brand Reputation Management in a Digital Age
• The collective and growing influence of the Internet on consumer behaviour
• How the Internet helps consumers make decisions about companies, goods and services
• How much influence do bloggers have on corporate reputation?
• Where the big online opportunities are for corporate SA in the next couple of years
Peter van der Merwe – Associate Director – Fleishman-Hillard
12:00 – 13:00 Network over Lunch
13:00 – 13:45 When Social Media converges with Crowdsourcing:
The future of how businesses will interact with their communities.
• The different types of Crowdsourcing
• Crowdsourcing companies you should know about
• How companies are using Facebook Fan pages
• Using Crowdsourcing in Social Media
• The new Social Networks - The convergence of Social Media & Crowdsourcing.
Eric Edelstein – Co-Founder – evly.com
13:45 – 15:00 Mini Workshop: Developing your Organisational Voice
Many companies get stuck straight into Facebook, Twitter and blogging without thinking about how they wish to project themselves to the world. With
numerous team members participating in various social media channels, it is quite easy to confuse your audience if your Organisational voice is not clear.
• Choosing your social media technologies
• The Organisational voice process
• Who will you be speaking to
• What will you speak about
• How often will you speak
• Creating the recipe cards
• Developing your content plan
Francois Muscat – Internet Marketing Consultant – WSI
15:00 – 15:30 Delegates Input/Question & Discussion
Close of Day One
GLOBAL PROSPECTUS TRAINING (PTY) LTD. Chief Executive O er - Dhevaraj Pillay
Johannesburg - Tel: +27 11 781 6222 Fax: +27 11 781 6044 Marketing - m2@globalprospectus.co.za Auditors - Russell Bedford SA (Jhb) Inc.
Pietermaritzburg - Tel: +27 33 391 4229 Fax: +27 33 391 5722 Design - www.designmaster.co.za (071 018 8355) Legal - DA Morris & Associates

5. AGENDA
#DAY 2
08:00 – 08:30 Morning Refreshments
08:30 – 09:30 Social CRM – Insight into Customer Decision Journey
We are in the middle of a communications revolution that is fundamentally changing the relationship between companies and their customers. The
way people can inform themselves through interaction with their peers has radically changed the Customer Decision Journey, and this has direct
consequences for the way business needs to be organized, whilst at the same time offering new opportunities to better understand and meet Customer
Needs and Expectations.
• The Social Customer
• Changing Expectations
• Customer Journey
• Organisational Impact
• Marketing—Sales – Customer Service
• Workflow
• Innovation & Value Co-creation
Mark Tamis – Social CRM and Social Business Strategist – NET-7
09:30 – 10:30 PRACTICAL CASE STUDY ONE: Get Real – Practical Social CRM!
Strategy is one thing, but execution is everything. Review a real world case study of a South African business stretching their Social CRM strategies to
improve reactive response rates, improve customer satisfaction, influence common perception and proactively drive sales. Get the chance to:
• Work through a practical guide to define your own social media strategy.
• Understand the technologies currently available to assist with your strategy execution.
Paul Slade - @thatCRMguy
10:30 - 10:45 Tea/Coffee Break
10:45 – 11:30 PRACTICAL SOCIAL CRM! continues...
11:30 – 12:30 INTERACTIVE WORKSHOP
Session One: Social CRM– Developing a Strategic Framework
Social CRM and Social Business require a better understanding of the customer, his context and desired outcomes, and consequently an outside-in
approach to organizing in order to meet the needs and expectations of the Social Customer. Being able to do so implies putting the right capabilities at
the right time of your company’s journey to
• Social CRM
• Maturity Model
• Starting the Journey
• Capabilities
Mark Tamis – Social CRM and Social Business Strategist – NET-7
12:30 – 13:30 LUNCH
13:30 – 15:30 Practical Workshop (Session two & three)
Session Two: Mutually Beneficial Value Co-creation
Key to aligning with customer expectations and meeting unmet needs is giving your business with the right capabilities to support your value
proposition. In this module we will look at using listening and monitoring tools as well as customer engagement tactics to determine what is needed.
• Customer Intelligence
• Business Intelligence
• Customer Engagement
• Innovation
• Organization
Mark Tamis – Social CRM and Social Business Strategist – NET-7
Session Three: CRM, Enterprise 2.0 and Social Business
Social CRM can have a profound impact on your organization. In this session we examine the impact on the traditional pillars of CRM as well as on the
extended value chain. Furthermore, we will see how processes can be made more flexible and pro-active to accommodate the Social Customer and the
relationship between Social CRM, Enterprise 2.0 and Social Business
• Sales, Marketing, Customer Service
• Collaborative Value Chain
• Business Rules and Workflow
• Social CRM, Enterprise 2.0, Social Business
Mark Tamis – Social CRM and Social Business Strategist – NET-7
15:30 – 16:15 PRACTICAL CASE STUDY TWO:
How a South African bank engaged with their fans on Social Media
& Crowdsourced 500 innovative ideas
Eric Edelstein – Co-Founder – evly.com
DISCUSSION & DELEGATE’S INPUT - End of Master Class

6. Social CRM & Online
Reputation Intelligence
Master Class 2012 ONLY
R699
28 - 29 May 2012 Per D
eleg
9
Registration Form Indaba Hotel and Conference Centre, ex. VA ate,
T.
Cnr William Nicol and Pieter Wenning Street,
GPW-Ol Fourways, Johannesburg, South Africa
Fax Completed Registration Form To: +27 11 781 6044
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TERMS & CONDITIONS
The following terms and conditions will apply: Substitutions
Payment is required in full 5 days from date of invoice Delegates must inform Global Prospectus Training (PTY) Ltd in writing
All payments to be made directly to Global Prospectus Training (PTY) Ltd. of any substitutions.
No seats will be reserved, unless Global Prospectus Training (PTY) Ltd. receives a signed registration form. There is no charge for substitutions.
Global Prospectus Training (PTY) Ltd. reserves the right, due to circumstances beyond our control, to change Global Prospectus Training (PTY) Ltd will not be held liable for incorrect
speakers, program content, date & venue. Delegate details on Certi s, etc. in the event of substitutions being
The signed registration form is a legally binding contract. made on the day of the conference. In the event of Global Prospectus
Training (PTY) Ltd having to cancel or postpone an event due to circum-
Cancellations stances beyond our control, delegates will be issued with a credit voucher,
All cancellations will be subject to approval by the management of Global Prospectus Training (PTY) Ltd.
- which may be used at another of our events.
All cancellations made 7 days prior to date of the above mentioned event will be subject to a 50% cancellation fee.
Cancellations made within 7 days of date of the above mentioned event, will be subject to a 100% cancellation fee.
- Global Prospectus Training (PTY) Ltd will not be held liable for travel and accommoda
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The will be no refunds or credit vouchers. tion costs. The conference fee includes: conference material, lunches and refreshments, but
excludes travel & accommodation.
GLOBAL PROSPECTUS TRAINING (PTY) LTD. Chief Executive O er - Dhevaraj Pillay
Johannesburg - Tel: +27 11 781 6222 Fax: +27 11 781 6044 Marketing - m2@globalprospectus.co.za Auditors - Russell Bedford SA (Jhb) Inc.
Pietermaritzburg - Tel: +27 33 391 4229 Fax: +27 33 391 5722 Design - www.designmaster.co.za (071 018 8355) Legal - DA Morris & Associates