Social Media Intelligence Summit 2012

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August 23-24th, 2012
San Francisco, CA

Social Media
Intelligence 2012
Social Business Optimization Summit

#ROI Measurement & Management
#Governance & Tool Evaluation Frameworks
#Enablement & Deployment Strategies
#Insights & Planning Strategies
#Reputation Management

Earn 13 CPE Credits

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


Confirmed Summit Presenters include:

Keynotes Include:
-Nick Cifuentes, Director, Global Social Media at Ancestry.com
-Dorothea Bozicolona-Volpe, Social Media Strategist at Social Espionage
-Ted Sapountzis, VP, Social Media Audience Marketing at SAP
-Sally Falkow, Social Media Strategist at Meritus Media
-Jill Hunley, VP of Global Social Media and Online Engagement at AVG
Technologies
-Don MacLennan, Sr. VP of Product Management at AVG Technologies
-Michael Procopio, Social Media Strategist at Hewlett-Packard

Track Presenters Include:
-Josh Martin, Senior Manager of Social Media at Arby's Restaurant Group, Inc
-Michelle Lockett, Global Manager of Social Media at Bloomberg L.P
-Cindy Kim, Director of Marketing and Social Media at JDA Software
-Mia Dand, Director, Global Social Media at Symantec Corporation
-Kasey Skala, Director of Social Media at Mutual of Omaha
-Salem Prouty, Social Media Architect at GoDaddy.com
-Jesse Gross, Vice President of Analytics at Semphonic
-Toby Bloomberg, Director of Social Media Integration at Cox Media
-Michelle Magoffin, Founder at Bossy Interactive
-Bill Tuohig, Sr. Director, Social Media and Text Analytics at JD Power and
Associates
-Jonathan Chaupin, Director of Marketing & Distribution at D&E
Entertainment
-Elizabeth Presson, Digital Media and Community Strategy at Digi
International
-Alex Flagg, Manager, Social Media and Digital Content Enablement at
Hewlett-Packard
-Ron Secrist, Director, Social Media and Emerging Channels at Capital One
Financial Corporation


Agenda-at-a-glance Day 1 -Thursday, August 23rd, 2012
8:00 AM Registration & Continental Breakfast

8:30 AM Keynote: The Social Enterprise
How social media is redefining how organizations are communicating both internally
and externally

9:45 AM Keynote: Social Media Mapping
Visualize your organization’s social media landscape for effective social media
measuring and monitoring

11:00 AM
Keynote: Social Media Maturity Model
Evaluation methodology to determine and benchmark social media goals

12:00 PM Lunch & Networking Break

Social Media Social Media Social Media
Measuring & Monitoring Track Planning Track Insights Track
1:00 PM Key Metrics: for Social Social Integration in the Social Media Customer
Media Measuring Product Lifecycle Insights
Develop a KPI scorecard to Integrating unique social tools Extract and utilize customer
evaluate social media at each stage of the product intelligence from social media
effectiveness lifecycle interactions

Customer Engagement Social Competitive
ROI Measurement &
2:15 PM Management
through Mobile Intelligence
Understand what and how to
Develop a customer
Assessing campaign success measure to gain customer
engagement strategy using insights & develop competitive
and revenue generation
social media on mobile devices intelligence

Social Media Tool Marrying SEO to Social Innovation through Social
Media
3:30 PM Evaluation
Understand the importance of
Media
Framework for evaluating and Listen to the social customer to
social media in enhancing the
choosing the most appropriate effectiveness of search engine improve and innovate product
social media tools optimization & services

4:30 PM Networking Reception

Agenda-at-a-glance Day 2 -Friday, August 24th, 2012
8:00 AM Registration & Continental Breakfast

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

9:45 AM
Keynote: Social Media Analytics
Leverage text mining and big data to gain insight

B2C Social Media B2B Social Media Social Media
Track Track Governance Track
11:00 AM Social Media for the B2B
Social Media Center-of-
Social Media for the B2C
Customer
Customer Excellence
Leverage social media to reach
Leverage social media to reach Establishing a central social
and influence the business
and influence the consumer media leadership department
customer


Facebook, Twitter & Facebook, Twitter & Social Reputation
1:00 PM YouTube LinkedIn Management
Develop a strategy & measure Develop a strategy & measure Framework for monitoring and
results through B2C results through B2B proactively managing an
engagement outlets engagement outlets organization’s online
reputation

3:00 PM Closing Keynote: The Emerging Social Media Landscape
The future of social media and how next generation social media will affect business

4:00 PM Conference Adjourn



Social Media Intelligence 2012

Social Media Intelligence 2012 is a
comprehensive training and
networking forum designed for
professionals that work in
marketing, strategy, customer and
leadership functions. Featuring six Who Should Attend?
distinct tracks and over twenty
C-Level
sessions, attendees can pick and
#Marketing Officers
choose content to fit their unique #Executive Officers
needs. #Customer Officers
#Strategy Officers
This is a vendor neutral event that is #Branding Officers
not focused on software or external #Innovation Officers
solutions, just tangible strategies,
Managers, Directors & VPs of
innovative best practices and proven
#Marketing
methodology that you can take back #Business Development
to your organization and implement. #Branding
#Social Media
#Communication
#Public Relations
#Community
Group Discounts start with as few as #Customer Care
2 attendees – For best rates contact
Jason Evans @ 510-984-2949 or …anyone handling organizational
jevans@altamont-group.com marketing, customer, or strategy
initiatives


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

9AM-4PM Workshop A: Lifecycle Marketing in the Digital World
Learn the key strategies and new digital tactics to optimize your marketing efforts at every touch point
and stage of the customer lifecycle. Develop an action plan through hands-on exercises to increase the
value of your customer relationships and optimize the impact of your Email marketing, Social and Mobile
initiatives, personalized web sites and apps. Hear real-world case studies of best practices marketers like
you are using to leverage remarketing, triggered emails, digital-era segmentation, and web experiences
to reap the reward of customer-centered approaches—regardless of the current state of your
infrastructure. During this one-day workshop, experts will guide you to create a pragmatic plan which will
put you in a high state of readiness to succeed with digital customer marketing.
Key Learning Objectives:
Module 1: Getting the 3 Most Important Marketing Concepts Right
Module 2: Pivotal Moments--Dialog Trigger Points
Module 3: Customer Segmentation for the Digital Era
Module 4: The Ridiculously Revenue-Enhancing Opportunities of Remarketing
Module 5: Your Success Cornerstones

Workshop led by:
Beatrice Blatteis, Principal at The Blatteis Group
Rebecca Bell Ellis, SVP Marketer Solutions at Acceleration

9AM-4PM Workshop B: Continuous Improvement
This comprehensive workshop focuses on Continuous Improvement (CI) fundamentals, best practices and
tools to drive sustained competitive advantage at your organization. With six learning modules,
Continuous Improvement Workshop will you gain a working knowledge of Continuous Improvement,
understand the need for a learning organization and develop a relationship between innovation and good
growth.

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

Workshop led by:
Kasthuri Henry, President at KasHenry Inc.

For more workshop details and
pricing please contact Jason Evans
@ 510-984-2949 or
jevans@altamont-group.com


Agenda Day 1 -Thursday, August 23rd, 2012
8:00 AM Registration & Breakfast

8:30 AM Keynote: The Social Enterprise
How social media is defining how organizations are communicating with each other and
engaging their markets
#Learn how advanced organizations are implementing social media into every aspect of
their operations
#Methodology for cultivating social media throughout the organization
#The importance of tool evaluation, selection, education and user enablement
#Using social media to develop an organizational communication and integration
framework
Dorothea Bozicolona-Volpe, Social Media Strategist at Social Espionage

9:45 AM Keynote: Social Media Mapping
Visualize your organization’s social media landscape for effective social media
measuring and monitoring
#Outline the potential of each social media tool and develop a strategy that aligns with
business objectives
#Gain a comprehensive perspective on social activities both in the internal and external
domain
#Identify focus areas for resource allocation and understand the potential of each social
media tool
#Develop key metrics for measurement throughout different social environments
Sally Falkow, Social Media Strategist at Meritus Media

11:00 AM Keynote: Social Media Maturity Model
Evaluation methodology to determine and benchmark social media goals
#Develop a comprehensive maturity model to evaluate the progress of social media
strategy
#Evolve from a social media user to a fully social business
#Learn where and when to implement people, processes and technology to achieve
strategic objectives
#Integrate social media strategy across the entire organization to create the social
enterprise
Ted Sapountzis, VP, Social Media Audience Marketing at SAP


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

1:00 PM Choose from 3 tracks:
Track A: Key Metrics: for Social Media Measuring
Social Media Measuring & Develop a KPI scorecard to evaluate social media effectiveness
-Social KPIs vs. Business KPIs: determining actionable social metrics that are essential to
Monitoring Track meeting business objectives
-Gathering and integrating data from multiple social platforms
-Critical social dashboard components
-Creating unique scorecards for diverse end-users and decision makers
Salem Prouty, Social Media Architect at GoDaddy.com
Track B: Social Integration in the Product Lifecycle
Social Media Planning Track Integrating unique social tools at each stage of the product lifecycle
-Mapping social media tools effectively to PLM stages
-Capturing product knowledge and feedback through social community management
-Increase R&D efficiency and collaboration through internal social media usage
-Managing the social risks of PLM data
Jonathan Chaupin, Director of Marketing & Distribution at D&E Entertainment
Track C: Social Media Customer Insights
Social Media Insights Track Extract and utilize customer intelligence from social media interactions
-Best practices for conducting social media analysis reliably
-How to use social media analysis in conjunction with other research techniques
-Examples of using social media analysis to discover new insights missed through other
techniques
Bill Tuohig, Sr. Director, Social Media and Text Analytics at JD Power and
Associates

Track A: ROI Measurement & Management
Social Media Measuring & Assessing campaign success and revenue generation
-Mapping business metrics to social touch points
Monitoring Track -Converting unique social interactions into trackable metrics
-Tackling the toughest challenge…linking social activity to conversion & revenue
-Managing Results: increasing profitable social activities
Mia Dand, Director, Global Social Media at Symantec Corporation
Track B: Customer Engagement through Mobile
Social Media Planning Track Develop a customer engagement strategy using social media on mobile devices
-Understanding unique advantages and hurdles in mobile customer interaction
-Leveraging mobile ads to increase engagement
-Incorporating location based mobile features
Josh Martin, Senior Manager of Social Media at Arby's Restaurant Group, Inc
Track C: Social Competitive Intelligence
Social Media Insights Track Understand what and how to measure to gain customer insights and develop competitive
intelligence
-Listen, categorize and analyze social media conversations to gain intelligence
-Data management practices for effective usage and analytics
-Converting social media data into customer and competitor insights
-Evaluate tools and techniques for collecting and categorizing social media data
Jesse Gross, VP of Analytics, Semphonic


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

Track A: Social Media Tool Evaluation
Social Media Measuring & Framework for evaluating and choosing the most appropriate social media tools
-Understanding and mapping your organization’s unique needs
Monitoring Track -Categorizing tools by function
-Selecting complimentary tools to increase efficiency and usefulness
-Capitalizing on open-source and free applications/tools
Dorothea Bozicolona-Volpe, Social Media Strategist at Social Espionage
Track B: Marrying SEO to Social Media
Social Media Planning Track Understand the importance of social media in enhancing the effectiveness of search
engine optimization
-Fundamentals of content optimization to ensure top search results
-Determine social media data points and keywords for top results
-Use testing methods to gauge titles and other keyword attributes for optimal search
results
-Better gauge how to allocate resources to social media and content generation
Cindy Kim, Director of Marketing and Social Media at JDA Software
Track C: Innovation through Social Media
Social Media Insights Track Listen to the social customer to improve and innovate product & services
-Encouraging useful social customer feedback conversations
-Taking surveys and customer feedback to the next level social integration
-Developing and managing product/customer forums
-Incorporating social data into actionable product/service features
Ron Secrist, Director, Social Media and Emerging Channels at Capital One
Financial Corporation

4:30 PM Networking Reception

Network with colleagues from across industries and functions
Not only do attendees come to learn innovative skills and best practices
in Social Media, they also come to meet with peers from different
industries across the nation. Keeping this in mind, attendees’ are given
a chance to network with colleagues from an array of backgrounds
and disciplines.

This unique networking opportunity enhances attendees experience
both on site and through subsequent relationships built at the event.

For the latest speaker info, event
questions or to reserve your seat
contact Jason Evans @ 510-984-
2949 or jevans@altamont-group.com


Agenda Day 2 - Friday, August 24th, 2012
8:00 AM Registration & Breakfast

8:30 AM Keynote: Social Media Enablement and Deployment
Align social media to strategic objectives and develop a
launch plan
#Develop a comprehensive social media BI framework
#Identify social media advocates and champions to lead organizational initiatives
#Aligning the social media framework with organizational objectives
#Use a governance plan to ensure effectiveness and reduce risk
#Develop a line of site to the unique needs of different social media users
Nick Cifuentes, Director, Global Social Media at Ancestry.com

9:45 AM Keynote: Social Media Analytics
Leverage text mining and big data to gain insight
#Use analytics to measure and analyze conversation data
#Gain customer and competitor insights through effective social media intelligence
#Text mining methods to identify threats and opportunities to brand and reputation
#Utilize analytics to identify customer and product trends
#Gain insight into product development, VOC and path-to-purchase
Jill Hunley, VP of Global Social Media and Online Engagement at AVG Technologies
Don MacLennan, Sr. VP of Product Management at AVG Technologies

Connect
with attendees & presenters and get summit updates at:

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


Agenda Day 2 Continued – Friday, August 24th, 2012
11:00 AM Choose from 3 tracks:
Track D: Social Media for the B2C Customer
Leverage social media to reach and influence the consumer
B2C Social Media Track -Framework for brand management in the social space
-Integrating advertising and cross-promotion into your social strategy
-Using social media to boost customer interaction
-Creative and innovative techniques to ensure your social campaign stands out from the
competition
Michelle Magoffin, Founder at Bossy Interactive
Track E: Social Media for the B2B Customer
Leverage social media to reach and influence the business customer
B2B Social Media Track -B2B vs. Consumer social media behaviors
-Develop and orchestrate an editorial plan to reach your B2B audience
-Develop social media governance and internal ambassadors
-SEO with social media for the B2B customer
-How to measure your share of the conversation
Alex Flagg, Manager, Social Media and Digital Content Enablement at HP
Track F: Social Media Center-of- Excellence
Establishing a central social media leadership department
Social Media Governance -Develop a centralized social media program to improve efficiency and provide standardization
Track -Utilize a “hub and spoke” approach to allow for customization at the product level
-Implement a comprehensive people, process and technology program to drive effectiveness
-Incorporate policies, procedures and processes to reduce risk
Michelle Lockett, Global Manager of Social Media at Bloomberg L.P
Track D: Facebook, Twitter & YouTube
Develop a strategy & measure results through B2C engagement outlets
B2C Social Media Track -Framework to get the most out of Facebook, Twitter & YouTube in a B2C setting
-Ensure a seamless and inter-connected strategy across outlets
-Tangible practices to track and measure success in Facebook, Twitter & YouTube
-Case studies and analysis of successful B2C campaigns
Elizabeth Presson, Digital Media and Community Strategy at Digi International
Track E: Facebook, Twitter & LinkedIn
Develop a strategy and measure results through B2B engagement outlets
B2B Social Media Track -Framework to successful B2B usage of Facebook, Twitter & LinkedIn
-Ensure a seamless and inter-connected strategy across outlets
-Tangible practices to track and measure success in Facebook, Twitter & LinkedIn
-Case studies and analysis of successful B2B campaigns
Toby Bloomberg, Director of Social Media Integration at Cox Media
Track F: Social Reputation Management
Framework for monitoring and proactively managing an organization’s online reputation
Social Media Governance -Understanding importance of honesty and transparency in social conversations
Track -Creating a social presence that encourages the spread of positive feedback
-Listening, responding and engaging: establishing organizational-wide practices and methods
to handle social business conversations
-Measuring and tracking the conversation
Kasey Skala, Director of Social Media at Mutual of Omaha


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

3:00 PM Closing Keynote: The Emerging Social Media Landscape
The future of social media and how next generation social
media will affect business
#What is trending now and what will be trending in the future
#Analyze evolution of tools and best practices for running an optimal social media
program
#Challenge current concepts and strategies to better position your company for future
opportunities
#Share stories from the field, scenarios and outcomes for future planning
#Discuss the future of social media and the “fast track” to social medial optimization
Michael Procopio, Social Media Strategist at Hewlett-Packard

4:00 PM Conference Adjourn

Earn CPE Credits
CPE Credits: 13 CPE Credits (Summit)
6 CPE Credits (Optional Workshop)
Altamont Group Inc. is registered with the National Association of State Boards of Accountancy
(NASBA) as a sponsor of continuing professional education on the National Registry of CPE
Sponsors. State boards of accountancy have final authority on the acceptance of individual
courses for CPE credit. Complaints regarding registered sponsors may be addressed to the
National Registry of CPE Sponsors, 150 Fourth Avenue North, Suite 700, Nashville, TN,
37219-2417. Web site: www.nasba.org.

Program Level: Basic Prerequisites: None
Advanced Preparation: None Delivery Method: Group-Live

Group Discounts start with as few as
2 attendees – For best rates contact
Jason Evans @ 510-984-2949 or
jevans@altamont-group.com




Founded in 2008, Altamont Group, Inc is a private
education firm, providing innovative organizational
and executive level education across the US. Focused
in the areas of organizational execution, process
improvement, and planning across numerous
functions and industries, Altamont Group provides this
Recent Attendees of Altamont education through intimate best practice summits,
Group Summits include: hands-on workshops and trainings, certifications,
Senior Manager - Riverbed Technology online webinars and executive breakfasts.
Senior Manager - REI Being a private, unbiased, vendor neutral firm,
COO - Public Library of Science Altamont Group is uniquely positioned to focus on the
SVP of Products - Pros Pricing quality of our offerings and we endeavor to provide
Marketing Manager - AAA the most innovative and relevant strategies,
Director of Finance - Adidas methodology and best practices for our audience.
Vice President - Arizona State Credit Union
CEO - Bering Straits Native Corp All of our sessions are led by practitioners, industry
CRM Retail Manager - BMW experts and education faculty.
Senior VP, Customer - BOFI Federal Bank
Marketing Director - Boise Inc. Recent Presenters at Altamont Group Summits
Operations Manager - Burton Corp include professionals from leading organizations
Operations Analysis Manager - Capital One such as:
CEO and President - Cheminova, Inc
Vice President - Coca-Cola -Ancestry.com -Intel
VP of Marketing - CPP, Inc.
Manager - CSX Transportation
-Citrix Online -Cisco
Vice President Cust. Exp - Direct General -Symantec -Amgen
CFO - Energy Trust of Oregon -Silver Spring Networks -Oracle
Vice President - US Bank -Hewlett-Packard -Polycom
Marketing Manager - Towers Watson
CRM Program Manager - TIVO -Dow Chemical -Dell
Finance Manger - The Wendy's Company -CBS Interactive -Norton Lilly
Vice President of CRM - Tarkett -Cricket Communications -Microsoft
Director, CRM - Supervalu
FP&A Manager - Silicon Image, Inc
-Brocade -CoPart
Sr Marketing Strategy Manager – Siemens -NetApp -Sony
Marketing Manager CRM - Select Comfort
Marketing Manager - Safety-Kleen
And many others…


Area, Venue & Travel
Information

Area – San Francisco, Union Square
Located on San Francisco’s historic Union Square, our
venue is located in the heart of the city’s shopping,
restaurant, accommodation and entertainment
epicenter. Altamont Group has on-the-ground
knowledge of the area’s best restaurants, hotels and
shows to maximize your experience outside the
Summit.

Hotel and Accommodation Facilities Palace Hotel
Our venue’s prime location offers access to all that
San Francisco has to offer. We have scouted locations 2 New Montgomery Street
throughout the city and find that The Palace Hotel,
San Francisco offers among the best accommodations San Francisco, CA 94105
that we can facilitate at our negotiated rate.
Negotiated Room Rate:
Travel
There are two convenient airports to serve attendees;
$199 / Night
San Francisco and Oakland International. Both have
convenient public transportation by way of BART. Reservations: (415) 512-1111
Take BART from either airport toward Downtown San
Francisco where you will exit at Powell Street Station. Mention the Altamont Group Room Block to the
customer service agent to receive this exclusive
reduced rate.

Online Reservations:
https://www.starwoodmeeting.com/StarGroups
Web/booking/reservation?id=1206019748&key=
172E2=&propertyId=373



REGISTRATION 






Early Registration
**Early registration is available until: May 31st, 2012

Standard Registration

Additional Attendee

Three Attendee Rate
$ 1,599

$ 1,799

$ 1,299

$ 3,999
Registration
Information

Add optional pre-summit workshops on August 22nd: P: 510-984-2949
Choose 1: (see page 6 for details)
 Workshop A: Lifecycle Marketing 9AM-4PM on 8/22 $ 899
F: 510-380-7377

or
 Workshop B Continuous Improvement 9AM-4PM on 8/22 For questions
Attendee Information: regarding group
discounts,
Attendee Name accommodations or
Title Organization
speaker information,
contact Jason Evans
Email Phone at:
Additional Attendee:
jevans@altamont-
Name Title Email group.com
Additional Attendee:

Name Title Email

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registration and
 Check/Purchase Order  Credit Card
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Pay By Check:

Checks should be made payable to Altamont Group Inc. The mailing address for checks and tax forms is 205
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Cancellation/Rescheduling Policy

All cancellations made four weeks or longer from the summit’s start date will be provided a full refund or
credit toward current or future Altamont Group programs. Any cancellations made within four weeks of
the program’s start date will be provided with credit toward current or future Altamont Group programs.

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