This invitation document summarizes the agenda and key details of the SMICS 2012 Social Media Marketing and iCommerce Summit taking place on July 10-11, 2012 in Amsterdam. The summit will explore how social media, mobile technologies, and data are transforming marketing and business. Over the two-day event, industry leaders and visionaries will present on topics like social-local-mobile trends, the impact of new technologies on business, best practices in social media marketing, and the future of digital marketing and media. Attendees will learn how to integrate social media into their business strategies and monetize these new digital opportunities. The summit offers workshops, panels, case studies and networking opportunities to help brands and marketers navigate this new
Public Engagement in the Conversation Age Vol. 2 (2009)Edelman Digital
This second volume of Edelman’s annual publication, Public Engagement in the Conversation Age, is a collection of thought pieces written by the UK team about the communications challenges facing brands, corporate, politics and NGOs – as well as our own industry, as we evolve from Public Relations to Public Engagement.
PSFK's Future of Light report is an in-depth survey of the trends shaping light at the intersection of technology, community and sustainability.This survey looks at key trends that focus on how light can support livelihood, improve safety and bring people together, demonstrating the vast potential that light has to positively impact people’s lives across the globe.
The Future Of Light is available free on the iPad, Android devices, and PDF download. The 150+ page document describes 12 trends across 4 broader themes. Each trend is supported by 4 examples, supporting statistics and implications defined by our PSFK Labs team.
Get the app and full report at http://www.psfk.com/future-of-light
The Future of Light report was kindly sponsored by Philips Lighting - http://www.lighting.philips.com
7 top technology trends and what they mean for brand experienceJack Morton Worldwide
Technology drastically impacts every aspect of the world around us these days, but it's harder than ever to integrate technology into live experiences in ways that are relevant, effective and above all seamless.
Discover our top technology trends and what they mean for brands, marketers and brand experience.
“Organizational Culture Revolution for the Next Generation, Innovation and th...Mark Mueller-Eberstein
Seattle Interactive Conference SIC 2012
Organizational transformation
Innovation in technologies are truly revolutionary, but for many organizations the management philosophy hasn’t shifted. We are at the beginning of the "next revolution". And many think, that corporations and nation states are so "yesterday". But institutions are generally the last to innovate themselves and "hold outs" against positive transformation.
Public Engagement in the Conversation Age Vol. 2 (2009)Edelman Digital
This second volume of Edelman’s annual publication, Public Engagement in the Conversation Age, is a collection of thought pieces written by the UK team about the communications challenges facing brands, corporate, politics and NGOs – as well as our own industry, as we evolve from Public Relations to Public Engagement.
PSFK's Future of Light report is an in-depth survey of the trends shaping light at the intersection of technology, community and sustainability.This survey looks at key trends that focus on how light can support livelihood, improve safety and bring people together, demonstrating the vast potential that light has to positively impact people’s lives across the globe.
The Future Of Light is available free on the iPad, Android devices, and PDF download. The 150+ page document describes 12 trends across 4 broader themes. Each trend is supported by 4 examples, supporting statistics and implications defined by our PSFK Labs team.
Get the app and full report at http://www.psfk.com/future-of-light
The Future of Light report was kindly sponsored by Philips Lighting - http://www.lighting.philips.com
7 top technology trends and what they mean for brand experienceJack Morton Worldwide
Technology drastically impacts every aspect of the world around us these days, but it's harder than ever to integrate technology into live experiences in ways that are relevant, effective and above all seamless.
Discover our top technology trends and what they mean for brands, marketers and brand experience.
“Organizational Culture Revolution for the Next Generation, Innovation and th...Mark Mueller-Eberstein
Seattle Interactive Conference SIC 2012
Organizational transformation
Innovation in technologies are truly revolutionary, but for many organizations the management philosophy hasn’t shifted. We are at the beginning of the "next revolution". And many think, that corporations and nation states are so "yesterday". But institutions are generally the last to innovate themselves and "hold outs" against positive transformation.
Our annual Trends report is always a team effort, and this year’s team was bigger and more diverse than ever. More than 1,000 Fjordians, plus (for the first time) 85 clients from five continents, inspired our report, each bringing their own individual perspectives and experiences to the table.
We first gathered insights in all forms—a mix of hastily-drawn thoughts on Post-it Notes, elegant (and not-so-elegant) illustrations, simple scribbles and some long-form copy, and even some musings over a cup of coffee. We then took those insights into workshops designed to hone the thinking and spot patterns—and tapped into some digital tools to help us gather evidence for our best ideas (because at Fjord, we’re all about blending the physical with the digital). The result? Seven Trends affecting business, technology and design in 2018.
Today, we see deep division across global populations on a broad range of issues, which is creating social and political anxiety. We’re also experiencing tension as a result of deep technological change that is altering the world we live in. There is no running from these forces. For the first time, we feel that there is just one meta theme for Trends in 2018: Tension.
Build a Modern Social Enterprise to Win in the 21st CenturyCognizant
To prepare for the future of work, businesses need to apply social, mobile, cloud and analytic technologies to reform and realign work processes with emerging digital value chains.
Back in 2013 the McKinsey Global Institute published a report entitled Disruptive technologies: Advances that will transform life, business, and the global economy. The report identified 12 technologies that could drive truly massive economic transformations and disruptions in the coming years. The report also looks at exactly how these technologies could change our world, as well as their benefits and challenges, and offers guidelines to help leaders from businesses and other institutions respond. The Report estimated that, together, applications of the 12 technologies discussed in the report could have a potential economic impact between $14 trillion and $33 trillion a year in 2025.
The potential benefits of the technologies discussed in the report are tremendous—but so are the challenges of preparing for their impact. If business and government leaders wait until these technologies are exerting their full influence on the economy, it will be too late to capture the benefits or react to the consequences.
Disruptive Technologies examined the current challenges and opportunities brought by such innovation whilst providing delegates the opportunity to test technologies via live demonstrations.
Examines the impact of technology, generational shift, and apathy as key driving forces of change. Puts forward a POV on the real problems facing agencies and brands operating in this "age of embarrassment" powered by the misuse of technology.
The presentation Jo Caudron gave at the #DMF11 conference in Brussels. It deals with the radical change our traditional media are facing due to the impact of mobile, social, digital media.
17 Cartoons That Will Change Your Business by @BrianSolis @GapingvoidBrian Solis
This special series of cartoons, with short insights from both Hugh MacLeod and Brian Solis adapted from #WTF (www.wtfbusiness.com), will help you see things differently.
N.B. You'll be asked for your email to view this special series of cartoons, with valuable insights from both Hugh MacLeod and Brian Solis.
http://gapingvoid.com/solis-image-download/
We adapt organisations to the needs of a rapidly changing world; one which demands ever greater connectedness, openness and meaningful relationships with customers.
Too often the seismic shift we are experiencing is being dealt with on an issue-by-issue basis. Reactive piece-meal tactics create a permanent state of panic-ridden catch-up. Learnings are lost in silos, failures are swept under carpets.
We believe there is an holistic strategic solution which provides a framework for change, leap-frogging the tick-box exercise of simple implementation of social technologies. It makes organisations future-ready like never before.
That solution is our Open Business Program.
This research by Altimeter reflects the challenges related to transforming businesses in the era of digital. It is more about people and culture than technology.
The team at Contagious Magazine spends its days finding, filtering and reviewing the most innovative exercises in branding, technology, and popular culture, and delivering our collective wisdom to our beloved subscribers.
Once a year, we round up the highlights, tell you what's important and why, and push it out to the world, for free.
Welcome to Most Contagious, the only retrospective you'll ever need. Available on a beautiful website here: http://www.mostcontagious.com
www.contagiousmagazine.com
Our annual Trends report is always a team effort, and this year’s team was bigger and more diverse than ever. More than 1,000 Fjordians, plus (for the first time) 85 clients from five continents, inspired our report, each bringing their own individual perspectives and experiences to the table.
We first gathered insights in all forms—a mix of hastily-drawn thoughts on Post-it Notes, elegant (and not-so-elegant) illustrations, simple scribbles and some long-form copy, and even some musings over a cup of coffee. We then took those insights into workshops designed to hone the thinking and spot patterns—and tapped into some digital tools to help us gather evidence for our best ideas (because at Fjord, we’re all about blending the physical with the digital). The result? Seven Trends affecting business, technology and design in 2018.
Today, we see deep division across global populations on a broad range of issues, which is creating social and political anxiety. We’re also experiencing tension as a result of deep technological change that is altering the world we live in. There is no running from these forces. For the first time, we feel that there is just one meta theme for Trends in 2018: Tension.
Build a Modern Social Enterprise to Win in the 21st CenturyCognizant
To prepare for the future of work, businesses need to apply social, mobile, cloud and analytic technologies to reform and realign work processes with emerging digital value chains.
Back in 2013 the McKinsey Global Institute published a report entitled Disruptive technologies: Advances that will transform life, business, and the global economy. The report identified 12 technologies that could drive truly massive economic transformations and disruptions in the coming years. The report also looks at exactly how these technologies could change our world, as well as their benefits and challenges, and offers guidelines to help leaders from businesses and other institutions respond. The Report estimated that, together, applications of the 12 technologies discussed in the report could have a potential economic impact between $14 trillion and $33 trillion a year in 2025.
The potential benefits of the technologies discussed in the report are tremendous—but so are the challenges of preparing for their impact. If business and government leaders wait until these technologies are exerting their full influence on the economy, it will be too late to capture the benefits or react to the consequences.
Disruptive Technologies examined the current challenges and opportunities brought by such innovation whilst providing delegates the opportunity to test technologies via live demonstrations.
Examines the impact of technology, generational shift, and apathy as key driving forces of change. Puts forward a POV on the real problems facing agencies and brands operating in this "age of embarrassment" powered by the misuse of technology.
The presentation Jo Caudron gave at the #DMF11 conference in Brussels. It deals with the radical change our traditional media are facing due to the impact of mobile, social, digital media.
17 Cartoons That Will Change Your Business by @BrianSolis @GapingvoidBrian Solis
This special series of cartoons, with short insights from both Hugh MacLeod and Brian Solis adapted from #WTF (www.wtfbusiness.com), will help you see things differently.
N.B. You'll be asked for your email to view this special series of cartoons, with valuable insights from both Hugh MacLeod and Brian Solis.
http://gapingvoid.com/solis-image-download/
We adapt organisations to the needs of a rapidly changing world; one which demands ever greater connectedness, openness and meaningful relationships with customers.
Too often the seismic shift we are experiencing is being dealt with on an issue-by-issue basis. Reactive piece-meal tactics create a permanent state of panic-ridden catch-up. Learnings are lost in silos, failures are swept under carpets.
We believe there is an holistic strategic solution which provides a framework for change, leap-frogging the tick-box exercise of simple implementation of social technologies. It makes organisations future-ready like never before.
That solution is our Open Business Program.
This research by Altimeter reflects the challenges related to transforming businesses in the era of digital. It is more about people and culture than technology.
The team at Contagious Magazine spends its days finding, filtering and reviewing the most innovative exercises in branding, technology, and popular culture, and delivering our collective wisdom to our beloved subscribers.
Once a year, we round up the highlights, tell you what's important and why, and push it out to the world, for free.
Welcome to Most Contagious, the only retrospective you'll ever need. Available on a beautiful website here: http://www.mostcontagious.com
www.contagiousmagazine.com
ConCep+ and the INSEAD Alumni Association Switzerland Healthcare Club hosted the second international Basel Agenda, inviting members of the biopharma, medtech, healthcare and technology industries to present ideas and exchange experience in improving healthcare outcomes.
The discussion included prevention and post-intervention care. It was a one-day event, featuring two stimulating sessions, moderated by industry experts to reveal deep insights into transforming life science business models and value chains.
The morning session was showcasing Entrepreneurs and titled "Today’s Winners: what can we learn from innovative healthcare value chain models". The afternoon combined a variety of perspectives on the topic of "Beyond Reimbursement: how disruptive strategy impacts healthcare delivery tomorrow".
If you missed the event this year but still want to contribute your expert opinion on innovative healthcare value chain models and how disruptive strategy impacts healthcare delivery tomorrow, you can still do so. Just participate in the poll or provide additional comments/ questions for the next event by going to https://app.sli.do/event/dfmybd8f/polls
Somos una institución educativa fundada en el año 1993, (con autorización del Ministerio de Educación, según R.M. Nº;. 0324-93 del 22-Abril-1993 y revalidado con R.D.Nº; 0388-2006), lo conforman profesionales de alto nivel dedicados a la búsqueda de la excelencia en los jóvenes alumnos. Nuestros procesos de aprendizaje se orientan a la mejora continua, acorde con las metodologías actuales.
The term "measures of central tendency“ is a single value that attempts to describe a set of data by identifying the central position within that set of data.
Von den legendären Entdeckern wie Magellan bis zu den Abenteurern heutiger Tage hat Patagonien mit seiner ungezähmten Natur stets die Weltreisenden fasziniert. Um diese außergewöhnliche Region der Erde zu erkunden, brauchen Sie leichte, bequeme und zugleich robuste Bekleidung, die schützt und viel Bewegungsfreiheit gewährt. Bekleidung, die wie gemacht ist fürs Abenteuer, bietet Ihnen die neue Kollektion ABENTEUER PATAGONIEN. Entdecken Sie diese tolle, neue Kollektion und nutzen Sie unser fantastisches Angebot: bis zu
50% Rabatt auf die gesamte Kollektion!
http://www.atlasformen.de/categories/neue-kollektionen/abenteuer-patagonien/976.aspx
End-users are typically not ready for an Oracle audit. Either since a) end-users are not even aware of the fact that they are under License Audit since Oracle send them a request to do a License or Business Review, b) end-users think that they are covered since they have an Oracle Verified Tool in place or c) end-users underestimating the level of detail that is required in order to manage the complexity related to Oracle software licenses. Once such a License Audit is announced for the Oracle Database, Application server, Weblogic, SOA Suite, Siebel, JD Edwards, E-Business Suite or PeopleSoft programs is started, end-users should consider a number of things before starting with the audit. These considerations should include what (confidential) data is required to be collected during the audit and for what reason? How will the data be collected and can the collected data leave your premises? Which results are shared when and with whom from the vendors’s organisation? What is the performance impact of the Oracle Audit Tools proposed? What will the vendor do with the audit, where will it be stored and who can access the collected data?
At the same time, end-user organisations should not be afraid about an audit from Oracle (or any other software vendor) and should focus on the best defence strategy: take the control yourselves! This can be achieved by performing regulated internal license audits in which the real entitlements (including all the terms and conditions of the related documentation like the program documentation) are compared with the real deployment and usage of the different software programs. End-users should prioritise software license management at C-level, in which the appropriate budget is made available for dedicated specialists/resources to manage the software assets in a proper way. From a management perspective its even rather strange that the average end-user does not have a dedicated (large engouh) budget available for the management of assets which typically contributes to 50-70% of the total IT costs within an end-user organisation
Future Decoded 2015 - Data Culture Panel - Nov 10th 2015Jonathan Woodward
#FutureDecoded #DataCulture panel "Business Day" with KPMG, TfL, Tagetik and Berendsen.
Panel:
Gary Richardson, Head of Engineering, KPMG
Duncan MacMillan, IT Director, Berendsen
Andrew Brooks, Customer Experience Analytics, TfL
Manuel Vellutini, Co-CEO, Tagetik
Session 1 slides from our Digital Leaders 2-Day Bootcamp, January 2016. The next bootcamp is being held on 14th/15th June - details at www.digital-leaders-bootcamp.eventbrite.co.uk
In PR2020, experts give us their perspective on what’s coming next in terms of tech disruptions, and how they believe this will impact the work we do. We explore influence, data, human science and machines, and our relation to them as communications professionals, business owners, governments, and human beings.
Write to us to start a conversation on how we can help you distill actionable insights and foresights from conversations and communities.
For more information contact Pascal Beucler, SVP & Chief Strategy Officer, Global, MSL (pascal.beucler@mslgroup.com) and Melanie Joe, Consultant – Research & Insights, MSL (melanie.joe@mslgroup.com)
The Future of 2013... A Look Forward to the Media Landscape in 2013Mindshare Ireland
An overview of the 2013 media landscape from Ireland's largest media agency. This presentation reviews media consumption in Ireland and the impact of multi-screening on mobile, social and TV, as well as trends to come. Get the scoop on trading, radio, press and digital, and how best to maximise ROI through integrated media strategies.
To stay up to date on all things media visit www.blog.mindshare.ie
Quick presentation about the future of social media - and more specifically how social media will change the future of your business, focusing on the key trends:
- integration across business
- crowdsourcing
- customer service
- visual emphasis
- experience
by John Bell, Global Managing Director, Social@Ogilvy.
The following is a plan describing a simple and practical way for business leaders to think about gaining the benefits of social behaviors (and the technologies supporting those behaviors).
In many ways the promise of a ‘social business’ is to get us back to what we care about — people working together to create something of greater value than they could have if they had remained unconnected and apart.
Social Media for Savvy Marketers Event - Session Descriptionscecetaylor2013
This event (April 18-19, 2013) will bring together some of the leading B2B and B2C minds in business, digital, social and technology to discuss what’s happening today in social and digital marketing — and what’s coming in the future. Our panels, presentations and keynotes are designed to help brands understand how this change is impacting their business and marketing, and we'll shed light on what they need to know to be ready for what’s next.
We are pleased to give to you the 2015 Innovation Forecast Report. We used the principle of the triple helix while inviting influencers to co-author this edition. Thus, in the report you can find publications of entrepreneurs, scientists and government representatives. Such a combination allows to show different perspectives of thinking and bringing innovation into life.
Among the invited authors are:
Paweł Adamowicz - The Mayor of the City of Gdańsk
Sebastian Grabowski - Director of the Research and Development Centre, Orange Poland
Paweł Tkaczyk - guru of branding and allfather of Midea
Izabela Disterheft - Director of Gdansk Science and Technology Park
Sebastian Brzuzek - Head of Innovation in Meritum Bank ICB
Krzysztof Kanawka - scientist and Leader in Blue Dot Solutions
Agata Kukwa - CEO, dlaodmiany.pl
Bartosz Rychlicki – CEO, Quantum Lab
Wojciech Drewczyński – Product Owner, Gamereer
and
Marcin Kowalik – Managing Partner, Black Pearls VC
All of the authors pointed out an important trend that is worth following. Using help of Jamel interactive agency and their solution called Social Board we gathered references to these trends published by internet users worldwide. With simple click on a hashtag under each forecast you will see how the trend is growing around the world and how ideas that are connected to that topic are developing.
http://innovation.socialboard.pl/
Trotz des immanenten Hypes rund um Facebook und Co sind Budgets für Social Media Initiativen meist noch relativ klein (im Verhältnis zu TV). Der Grund: Social Media Manager versuchen oftmals Entscheider mit abstrakten Kennzahlen wie Fans, Follower oder Engagement Rate den Erfolg ihrer Content Marketing Aktivitäten nachzuweisen. Einen Entscheider interessiert jedoch am Ende nur eines: Geld. Entweder in Form von erzieltem Umsatz und Marge oder in Form von Effizienzgewinnen. Wie soll ein CMO businessrelevante Entscheidungen treffen können ohne harte Kennzahlen? Dieser Vortrag stellt die aktuelle State-of-the-Art Methodik der Earned Media Value Berechnung von Aktivitäten im Social Web vor und zeigt, wie es großen Marken gelingt, ihre Content Marketing Strategie endlich messbar zu machen. Mit allen Risiken und Nebenwirkungen.
Digitale Transformation - so verändert sie Wirtschaft und GesellschaftDIE DIGITALE GmbH
Einführende Folien zu den treibenden Kräften und aktuellen Trends. #Digitale #Transformation #Marketing.
Gehalten im Rahmen der IHK Veranstaltung "Forum Versicherungswirtschaft Digitalisierung –
Herausforderung und Chance" in Mannheim.
Wie messe ich den Wert meiner LinkedIn Kampagnen in harter Währung?DIE DIGITALE GmbH
Für die meisten Marken findet Social Media Marketing in erster Linie auf Facebook statt. Aber es gibt einen "hidden champion" unter den Social Networks, der eine immer höhere Relevanz bekommt - besonders für B2B Kampagnen und im Bereich Employer Branding: LinkedIn.
Viele unserer Kunden haben eine dezidierte Contentstrategie für LInkedIn, die wiederum von wachsenden Media Budgets begleitet wird. Als Nutzer jedoch ist man fast schon überfordert von all dem Content, den Gruppenaktivitäten - ganz zu schweigen vom Direktmarketing, das auf der Timeline stattfindet. Da stellt sich die Frage "gibt es so etwas wie organische Reichweite auf LinkedIn noch?", "welchen Media Äquivalenz Wert bringt mein Content?" und "wieviel Budget sollte ich für LinkedIn einplanen?"
Dieser Vortrag stellt die aktuelle State-of-the-Art Methodik der Earned Media Value Berechnung von Aktivitäten im Social Web vor und zeigt, wie es großen Marken gelingt ihre Content Marketing Strategie mit bisher ungeahnten Effizenzsteigerungen zu erzielen und hundertausende von Euro/Dollar pro Quartal einzusparen bzw. optimaler zu investieren.
In diesem Webinar werden aktuelle Methodiken und Tools vorgestellt, welche die Bewertung Ihrer Social Media Initiativen auf LinkedIn in barer Münze ermöglichen.
In diesem Webinar werden aktuelle Methodiken und Tools vorgestellt, welche die Bewertung Ihrer Social Media Initiativen auf Facebook und Co in barer Münze ermöglichen.
Trotz des immanenten Hype rund um Facebook und Co sind die Budgets für Social Media initiativen oftmals noch aberwitzig klein (z.B. im Verhältnis zu TV). Der Grund: Social Media Manager versuchen oftmals Entscheider mit abstrakten Kennzahlen wie Fans, Follower oder Engagement Rate den Erfolg ihrer Content Marketing Aktivitäten nachzuweisen.
Einen Entscheider interessiert jedoch am Ende nur eines: Geld. Entweder in Form von erzieltem Umsatz und Marge oder in Form von Effizienzgewinnen. Wie soll ein Marketing Manager businessrelevante Entscheidungen treffen können ohne harte Kennzahlen?
Dieser Vortrag stellt die aktuelle State-of-the-Art Methodik der Earned Media Value Berechnung von Aktivitäten im Social Web vor und zeigt, wie es großen Marken gelingt ihre Content Marketing Strategie mit bisher ungeahnten Effizenzsteigerungen zu erzielen und hundertausende von Euro/Dollar pro Quartal einzusparen bzw. optimaler zu investieren.
Sprecher: Roland Fiege, Head of Social Strategy G14, Mediabrands (London/Frankfurt)
Roland Fiege (1969) arbeitet als Head of Social Strategy bei Mediabrands Social. In seiner Freizeit forscht er im Rahmen seiner Promotion an der Entwicklung von Bewertungsmodellen für Facebook Marketingmaßnahmen und ist Gastdozent zu Themen rund um Strategieentwicklung und Measurement an verschiedenen Hochschulen. Die Ergebnisse seiner Arbeiten flossen in zahlreiche Publikationen, u.a. in sein Fachbuch Social Media Balanced Scorecard (2012, Springer/Vieweg) ein. Roland Fiege wohnt in Mannheim, ist verheiratet und hat ein Kind. Er verbringt seine Freizeit neben der Familie gerne auf dem Rennrad in den Bergen.
Viele Unternehmen haben sich mit den Herausforderungen im Einsatz von Social Media in der Unternehmenskommunikation bereits auseinandergesetzt oder wägen ab auf welchen Kanälen und mit welchem Aufwand Sie sich engagieren wol- len. Dies resultiert vielerorts in Aktionismus nach dem Motto: „Wir wissen zwar nicht genau warum, aber wir müssen da rein“. Angesichts des Hypes um die so- genannten Sozialen Medien lässt sich heute eine Entwicklung feststellen, die sehr stark der Phase der „Markteinführung“ des Internet Ende der 90er Jahre ähnelt: Jeder will bei der mythischen Marktmaschine zunächst einmal dabei sein.
Nutzeneffekte: Zunächst unbestimmt.
Andere Firmen warten ab und fragen sich, ob es sich lohnt, aktiv zu werden, ob es wirklich sein muss, dass Mitarbeiter vom Arbeitsplatz Zugang zu XING, LinkedIn und Facebook haben, da sie Produktivitäts- und Kontrollverlust befürchten. Dies ähnelt dem Zögern in der Früh-Phase des Internet, als Firmen sich die Frage stell- ten „Benötigen wir eine Webseite? Muss wirklich jeder Mitarbeiter eine Email- Adresse haben? Soll ich meinen Mitarbeitern Zugang zu Google gestatten?“
Da das Social Web, anders als andere Hype-Themen der frühen Vergangenheit, Bestand haben wird, sind die o.g. Fragen verständlich – ein Aussitzen hilft aber nicht. Der strategisch richtige Weg ins Social Web und die professionelle Nutzung der aus dem Web gewonnenen Erkenntnisse sind klare Wettbewerbsvorteile.
Dieses Buch möchte Wege aufzuzeigen, wie die effektive Nutzung Sozialer Medien die Erreichung strategischer und operativer Ziele einer Organisation unterstützen kann. Der Mehrwert von Social Media entsteht nur dann, wenn eine Integration in bestehende innerbetriebliche Informations- und Entscheidungsprozesse erfolgt. Durch modernes Marketing Controlling mit Hilfe der Balanced Scorecard lässt sich ein integriertes und umfassendes Marketing Performance Management realisieren.
http://www.amazon.de/gp/product/3834814636/ref=as_li_qf_sp_asin_tl?ie=UTF8&tag=wwwrolandfieg-21&link_code=as3&camp=2514&creative=9386&creativeASIN=3834814636
Viele Unternehmen haben sich mit den Herausforderungen im Einsatz von Social Media in der Unternehmenskommunikation bereits auseinandergesetzt oder wägen ab auf welchen Kanälen und mit welchem Aufwand Sie sich engagieren wollen. Dies resultiert vielerorts in Aktionismus nach dem Motto: „Wir wissen zwar nicht genau warum, aber wir müssen da rein“. Angesichts des Hypes um die sogenannten Sozialen Medien lässt sich heute eine Entwicklung feststellen, die sehr stark der Phase der „Markteinführung“ des Internet Ende der 90er Jahre ähnelt: Jeder will bei der mythischen Marktmaschine zunächst einmal dabei sein.
Nutzeneffekte: Zunächst unbestimmt.
Andere Firmen warten ab und fragen sich, ob es sich lohnt, aktiv zu werden, ob es wirklich sein muss, dass Mitarbeiter vom Arbeitsplatz Zugang zu XING, LinkedIn und Facebook haben, da sie Produktivitäts- und Kontrollverlust befürchten. Dies ähnelt dem Zögern in der Früh-Phase des Internet, als Firmen sich die Frage stellten „Benötigen wir eine Webseite? Muss wirklich jeder Mitarbeiter eine Email-Adresse haben? Soll ich meinen Mitarbeitern Zugang zu Google gestatten?“
Da das Social Web, anders als andere Hype-Themen der frühen Vergangenheit, Bestand haben wird, sind die o.g. Fragen verständlich – ein Aussitzen hilft aber nicht. Der strategisch richtige Weg ins Social Web und die professionelle Nutzung der aus dem Web gewonnenen Erkenntnisse sind klare Wettbewerbsvorteile.
Dieses Buch möchte Wege aufzuzeigen, wie die effektive Nutzung Sozialer Medien die Erreichung strategischer und operativer Ziele einer Organisation unterstützen kann. Der Mehrwert von Social Media entsteht nur dann, wenn eine Integration in bestehende innerbetriebliche Informations- und Entscheidungsprozesse erfolgt. Durch modernes Marketing Controlling mit Hilfe der Balanced Scorecard lässt sich ein integriertes und umfassendes Marketing Performance Management realisieren.
Der Inhalt
Kapitel 1 – Herausforderung Social Media
Das erste Kapitel ist eine Einführung in die Thematik Social Media und zeigt die Möglichkeiten auf, die sich für Unternehmen im Social Web bieten. Nach Vorstellung der Social Media-Marketing-Instrumente wird auf die aktuellen Social Media Trends eingegangen (Facebook Open Graph, Timeline Apps). Das Kapitel schließt ab mit einem kurzen Einblick in die Möglichkeiten der unternehmensinternen Nutzung von Social Media und gibt einen Ausblick auf zukünftige Technologien, die in diesem Zusammenhang von Interesse sein werden.
Kapitel 2 – Social Media Strategieansätze
Nach Definitionen und Begriffsklärungen werden die Merkmale einer Social Media Strategie vorgestellt. Anschließend wird auf die Integration von Social Media in die unterschiedlichsten Geschäftsprozesse eingegangen sowie einige exemplarische Social Media Strategien vorgestellt. Abschließend werden die Aspekte Ressourcen mit dem Schwerpunkt Personalauswahl betrachtet.
Kapitel 3 – Daten schürf
Herr Fiege zeigt in seinem Vortrag Möglichkeiten auf, Social Media mit E-Business Models wie E-Shops, Portalen oder CRM zu verbinden und damit wirtschaftlichen Mehrwert für Unternehmen zu generieren
Social Media Monitoring für Information ProfessionalsDIE DIGITALE GmbH
Der Vortrag beschreibt die Kernprozesse des Social Media Monitoring und dessen Einsatzmöglichkeiten für Information Professionals. (DGI-Konferenz 2010, Frankfurt)
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
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Smics2012 brochure
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
de e u fo
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Source: Kleiner Perkins Caufield Byers,
2007 2011 2015 Internet Trends, Oct. 2011
IT‘S A NEW ERA OF BUSINESS AND CONSUMERISM –
ll pl
wi peo ay
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
e Vo
IPTV
pr v
information about where companies stand today and their current social media
og er
re th
strategies.
ss e
iv co
e
im min
po g y
rta ea
nc rs
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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Fa you
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More than 900m. people on
bo us
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Facebook, each connected to:
The key is to have
is er
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sa
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A Marketing Manager’s Dream flexible platform 130 other
people
for collecting 10 favorite brands
Come True! and using data.
& companies
80 communities,
Waste circulation is a thing of the past. Today it’s all about Wisdom – booz&co. groups & events
a revolutionary tool for market research and media planning. Never
before have you known your target group so well!
et
Enriched information about your app users: Ig
n s?
ca fan
Identify demographics and common interests, n
atio ook
understand personalities rm ceb
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Wisdom automatically groups people into ch m
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Ready-to-use dashboards
Interests Profile
Essential tool for every marketer to better understand Page Likes Demographics
their customers
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Friends Behavior
Wisdom is powered by the knowledge
of millions of users.
You to
n’t haves –
do ve u
belie
look folr !
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yourse Wisdom version right now:
www.wisdom.com
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