The No 1 business event for Social Media Marketing & Customer Service Executives

The Social Media for Customer Service Summit 2011

Maximize the power of Social Media to enhance your customer service function, improve brand reputation and boost competitive advantage
Two day business conference, October 27–28, 2011 The New Yorker, New York, NY

usefulsocialmedia.com/customerservice
#CSMCS

Strategic development:
Fast-track your social customer service strategy to get it up and running within your organization

Maintain and Keep Friends:
Learn how to better serve current customers, boost retention rates and create brand advocates – and calculate the bottom line value

100%
Of speakers are leading strategists from multinational corporations Of sessions are designed to enhance and improve your customer service through social media Of topics have been requested by your peers and deal with the major issues affecting your company today – and in the future

Profitable customer:
Learn the do’s and don’ts to creating exceptional customer service through social media

Don’t Miss A Conversation:
Learn how to stop and listen to your customer’s comments in the right social media channels

Get exclusive insight from our senior corporate speaker lineup including:

LOOK INSIDE to see the top quality corporate speakers and business focussed agenda

Dear colleague
The advent of social media has changed the game of customer service beyond recognition. That’s why you need to join us this October for the Social Media for Customer Service Summit.
In today’s competitive landscape customer service is more important than ever, and a company’s reputation for satisfying their customers has never been so vulnerable. It takes three times as much internal resources to acquire a new customer as it does to retain one - so customer retention is the new acquisition. • The voice of the consumer has never been more powerful, or influential, and has potential to spread virally in an instant. Reacting quickly can often quell negative comments and amplify positive ones – the term ‘theatre of public opinions’ has never been so applicable. 79 out of the top 100 Fortune500 companies use social media for than just marketing • In the US the average person spends a ¼ of there on line time on social media sites. • 79 out of the top 100 Fortune500 companies use social media for than just marketing With the growth of social media your company is in the consumer spot light constantly – platforms such as Twitter, Facebook, Blogs,LinkedIn and Google + have levelled the playing field enabling businesses of all sizes to interact directly with customers like never before. More importantly it gives your customers the ideal platform to voice their opinions and seek resolutions to their queries. But your peers realise the importance of social media for customer service, with 75% of US companies planning on using social media as a touch point for customer service in 2012. So if it is important arm of your social policy – why is there still plenty to do? • Over 58% of tweeters who have tweeted about a bad experience, have never received a response from the offending company • 55%of consumers expect a response the same day to an online complaint – where by only 29% receive one • 43% of consumers say that companies should use social media to solve customers’ problems Gone are the days when ‘corporate social media’ is all about marketing through Twitter and Facebook. It’s out about being responsive not reactive, contactable not aloof and authentic not robotic. But mostly it is about solving customer’s issues in real time through social channels showing your dedication and transparency to your customers. If you’re going to get ahead in 2012, you need to think about how to integrate social media across your customer service function. And, as per usual, you need a well thought-out strategy to get ahead in the game. So time to get better: This is where we come in Everyone knows that good customer service leads to positive sentiment about your company. The Social Media for Customer Service Summit is the only conference that gives you practical insights and strategies on how to harness the power of social media through your customer touch points. It’s built on 3 months primary research with your peers - the guys on the front line experiencing this on a daily basis. Learn how to harness the full power of social for customer service – creating better brand reputation, increased customer recognition and competitive advantage over your competitors to create a fully social CRM function. • Our speakers are seasoned professionals from big business; they combine expertise from their roles as Customer Care advocates and Social Media professional to give you a 360 insight into all issues regarding social media for customer service. • Companies like Citi, AT&T, Coca-Cola, Zappos, KLM and more will all be sharing insight: there will be practical case studies and absolutely no abstract thinking on the subject. • The conference offers 11 sessions of dynamic and interactive sessions across a range of formats that will answer every key question you’re struggling with regarding your social CRM platform. • With 12+ hours of networking you’re guaranteed abundant time to share and learn from your peers and full that contact book with like-minded folks! Failure to attend could be detrimental to the future of your business by failing to turn brand critics into brand advocates! Sincerely,

Six reasons why this show is a must-attend if you’re a senior executive, professionally involved with Social Media, Customer Service, or CRM:

1. Targeted Agenda
Goes to the heart of both the Social Media and CRM functions of your business – and shows you how to integrate them for maximum impact

2. Learn From The Best
High caliber speaker faculty – hear only from those who are walking the walk instead of just talking the talk

3. An Independent Forum
The Summit Agenda is the product of primary research with leading social media and customer service professionals, and it is entirely independent. We’re not here to sell you solutions, software or services. Instead, we guarantee to deliver a well-balanced, innovative and informative briefing that enables you to make the best decisions for your business

4. Meet The Community
Make plenty of valuable new contacts… everyone who’s anyone in Social Media & CRM is taking part!

5. Business Intelligence
As the sessions knit together you’ll understand what’s working well for other corporations, and learn how to recognize – and avoid – the mistakes they’ve already made

6. Expert Answers
Every session on the Summit Agenda ends with questions from you and your fellow delegates

Harry Rollason Useful Social Media

Finally, a show that delivers first rate market intelligence
This one-of-a-kind Business Summit combines best practice from the trailblazers in Social Media and the leaders in Social Media Customer Service What you won’t get:
A procession of self-styled social media gurus and so-called customer service experts who pontificate on broad issues that have little or no relevance to a corporate audience.

“Conf has ended. What great content for us Corp social media types. Thanks”
Kelly Feller, Social Media Strategist, Intel

What you WILL get:
The Social Media for Customer Service Summit zones in on your day-to-day corporate concerns – and every session are addressed by hands-on, high-ranking business leaders, eager to share their front-line experience with you.

Take a look at the Agenda and you’ll see what we mean!
• • •
Designed for you – the corporate.
3 months of research to ensure every session speaks directly to a corporate audience.

• •

High end discussion
The conversation is on how to take your business to the next level with advanced topics and high end strategy.

Unrivalled networking opportunities
Last year Hertz, McDonalds, Frito-Lay, US Bank were some of the 120+ top firms who attended our summits.

A proven track record of success
95% of past attendees say they learnt useful strategies and best practice at the Corporate Social Media Summit.

Best practice from leading corporate peers
All speakers are from big corporates with skin in the game experience.

15+ of the leading strategists in corporate social media customer service – in one place
Citi
Frank Eliason
Senior Vice President of Social Media

Coca-Cola

Mike Bowers
Director, Contact Center Operations

KLM Air France KLM Air France
Joyce Veekman

Victor van der Wijk
Director E-Acquisition

Debbie Curtis-Magley
Public Relations Manager

UPS

Best Buy Zappos

Gina Debogovich
Director & Social Media Leader

Boingo

Baochi Nguyen
PR and Social Media Manager

AT&T

Molly Demaagd
Customer Service Social Media Director

Clair Spinti
Global Community Specialist

3M

XBox

Director Corporate Communications & Media

McKenzie Eakin

Scott Klein
Customer Loyalty Team Manager

Verizon

LIVE Community Programs Manager

Becky Carroll
Community Program Manager

Comcast

Kip Wetzel

Tom Hoehn
Director of Interactive Marketing

Kodak

Jessica Kalbarczyk
Social Media Analyst

Samsung Samsung

Zappos

TurboTax

Marlene Kanagusuku

Chelsea Marti
Corporate Communications, Social Media Manager

FedEx

Senior Director: Social Media Servicing & Strategy

Customer Loyalty Team Manager

Tony Turnage
Senior Customer Care Manager

Carla Saavedra
Social Media Strategist

TELUS

Intuit

Carol Borghesi
Senior Vice President

Jeff Stevenson
Live Community Manager

Catch Every Presentation...
It can be difficult to catch every word of every presentation - and with the expertise on offer, you’ll want to. We will record every presentation so you don’t miss a thing. Simply purchase a Premium Pass when you register. You’ll be given access to the online video within 10 days of the event.

REGISTER NOW IN 3 EASY STEPS
Social Media for Customer Service Summit, October 27–28, 2011 The New Yorker, New York, NY

Register for a Premium Pass on the form opposite!

1 Choose Your Pass
Standard
• Access to all super-panels, workshops and case studies • Networking lunch and coffee breaks • Evening drinks reception + Access to presentation slides post-conference
Book by August 19 Book by September 16 Full price

Save Big with our Group Discounts
Take advantage of Useful Social Media’s unique team discounts. Every third person in your group comes for half price.

Premium
• Access to all super-panels, workshops and case studies • Networking lunch and coffee breaks • Evening drinks reception + MP3s of every session at the conference
Book by August 19 Book by September 16 Full price

Contact the Useful Social Media team on +1 800 814 34 59 or info@usefulsocialmedia.com

20+ Hours of Networking
Meeting key figures from within the industry in person can be an invaluable experience. We know that a formidable chunk of you have networking as your primary reason for attending. The Summit is designed to maximize networking time - with highlights including a networking party on the close of day one – Thursday 27 October. Over 20 hours of applied discussion time will take place over the 2 days. You’ll also have the chance to arrange meetings with other attendees before the event.

$1400 SAVE $400 $1650 SAVE $150 $1800

$1600 SAVE $400 $1850 SAVE $150 $2000

2 Give Us Your Contact Details
First name: Last name: Telephone: Email: Address:

Solution and Service Providers – ever find yourself asking these questions?
• Where can I find new customers for my social media analytics products and services? • Which emerging challenges will offer my business lucrative opportunities going forward? • Which partnerships will allow me to take my solutions into new markets and add significantly to my bottom line? Well ask no more! Secure a sponsorship or exhibition package at the Social Media for Customer Service Summit and you’ll be guaranteed to meet and do business with your focused and senior audience of corporate executives with a responsibility for social media strategy – all of whom need your solutions and services! The Social Media for Customer Service Summit offers an excellent range of sponsorship and exhibition opportunities to suit every need and budget. We can literally tailor-make a sponsorship package to your needs – meaning you speak, build your band or organize meetings with the leading figures in the Corporate Social Media space. DO not miss out on the unrivalled opportunity to do business and secure sales from the Corporate Social Media industry.

Title:

Company: ZIP:

3 Register Your Place
CALL US:

+1 800 814 34 59
FAX US:

EMAIL US: register@usefulsocialmedia.com VISIT OUR WEBSITE:
www.usefulsocialmedia.com/customerservice

+1 800 814 34 60

Contact or email Andrew Bold today: Call 1 800 814 3459 ext 7188 or email andrew.bold@usefulsocialmedia.com

TERMS & CONDITIONS Places are transferable without any charge. Cancellations after August 29th 2011 incur an administrative charge of 25%. If you cancel your registration after September 30th 2011 we will be obliged to charge the full fee. Please note – you must notify Useful Social Media in writing of a cancellation, or we will be obliged to charge the full fee. The organizers reserve the right to make changes to the programme without notice. All prices displayed are exclusive of VAT unless otherwise stated, but VAT will be charged, where applicable, at the prevailing rate on the invoice date and the relevant details will appear on the invoice. NB: FULL PAYMENT MUST BE RECEIVED BEFORE THE EVENT

DAY ONE October 27, 2011

Aligning a social media customer service function within your company and utilizing it fully

How to use social media as a customer service tool to proactively engage with your external customer Absolute must-have core skills to create the right customer centric and socially savy business
With the advent of social media, corporate customer service has changed almost beyond recognition. 58% of people using Twitter have pushed out public messages claiming a bad customer experience and that message has a tendency to snow ball into bigger problems. In short, your firm’s conversational skills are now business-critical and it’s not just what you say – the way that you say it is equally important. So how exactly do you build an online presence and personality that’s trusted by your customers? In this session learn from arguably the best at profitable customer service engagement, Zappos, who will give you insight into: • Humanize Your Brand: What sort of a face do you want to show to your public – how to get everyone talking in the right way • Authenticity: Creating a transparent external voice that reflects the culture of your business by using appropriate customer service language and assuring you do not come over as robotic • The Real Time Environment: Avoiding the trap of being reactive, but making sure you are on time and ensuring you stay constant in your approach to customer service exchanges Zappos Scott Klein Customer Loyalty Team Manager Zappos Marlene Kanagusuku Customer Loyalty Team Manager

Leverage social media to enhance your customer service function: Preparing your organization for success internally
Across America, businesses of all shapes and sizes are frantically experimenting with social media as a marketing and communications tool – some with more success than others. But the game is moving on every day, marketing and communications is no longer enough for the social media as a tool. And at the same time the expectations of what constitutes ‘good customer service’ have evolved. Remember that 55% of people who complain via Twitter expect a same-day response – on the same network. The old rules no longer apply. Online-savvy corporations are becoming aware of the importance and benefit of social media as a customer service tool. That’s where the game is moving. Discover the most effective ways to structure your new-look customer service department, secure buy-in from your employees, and zone in on the tools you need to quickly begin to maximize the huge upside potential: • Quickstart your Social Customer Service strategy: How to get it up and running within your organization and make sure your employees know what it is – and what it isn’t The role of the skilful social media customer service specialist: How to empower your customer service team and/or acquire new staff with the necessary skill set to succeed Overcome organizational challenges: How to conquer traditional silohed functions and replace them with a fully-functioning integrated business unit

Crisis Management: Keep out of hot water and prevent escalating situations
Bad social media through customer service often gets blamed for creating and amplifying a PR crisis. Yet the simple truth is that it is your most powerful tool to flag up and mitigate problems that are starting to escalate. What better way to stop a problem than to deal with it before anyone else notices it’s an issue? Use social media correctly, and you can most likely halt a threat to your brand right away. But how DO you spot trouble before it’s too late? In this session Samsung will give you a clear strategy to manage crisis and escalating situations to minimize the risk to your brand. • Escalating Situations: How to assess a potential crisis – and know when stepping in rather than keeping out is the best thing to do Eyes Wide Open: Establishing a company policy so that everyone involved in your social media operation knows what they need to do to limit the negative impact when you’re fire-fighting Rogue Customers: How to deal with liars, cheats and scoundrels

Samsung Jessica Kalbarczyk Social Media Analyst Samsung Carla Saavedra Social Media Strategist

Citi Frank Eliason Senior Vice President of Social Media AT&T Molly DeMaagd Customer Service Social Media Director Best Buy Gina Debogovich Director & Social Media Leader

Turning your customers – and your critics - into brand ambassadors by productively engaging people in their preferred online channels
Never underestimate the importance of using social media as a customer touchpoint. We know the advantages of good customer service, from positive sentiment generated, better brand reputation, and increased customer retention to competitive advantage and the ability to differentiate yourself from competitors - It’s a long list. Equally, the opportunity to turn disbelievers into success cases and amplify the change when your biggest critics become brand advocates has never been greater. In this session get practical advice on how to engage: • Exceptional Service: Learn how to better serve current customers, boost retention rates and create brand advocates – and calculate the bottom line value • Customer Therapy: Learn how to build a broad framework that embeds the idea of social media and customer service throughout your interactions with customers – and deals with customer issues and complaints in a way that gets your critics back onside • Customer Service Best Practice: Modifying your existing policies and procedures to make them relevant and appropriate for delivery through social media Coca-Cola Mike Bowers Director, Contact Center Operations XBox McKenzie Eakin LIVE Community Programs Manager TELUS Carol Borghesi Senior Vice President

Case study analysis: ask those burning questions in an interactive break out session
Five customer complaints – how would you and your peers have dealt with the problem? As simple as that. Get practical insights into how you, our speakers and your peers would have dealt with customers through on line channels and ask those burning questions.

Beyond Social Media: What if you can’t answer important questions and complaints in 140 characters or less?
Twitter is a massive customer service tool – but what happens if you cannot answer the complaint through this medium? Or even Facebook and Google +? You still need to solve the customer complaint, right? A more long form - and even offline - response is sometimes essential, in order to engage in productive conversation in the location appropriate for both parties. And when this is the case, you need to route customers back into your traditional customer service channels. Easier said than done? In this session learn practical answers and solutions to your questions. 3M and UPS will address the following: • • • Confidentiality: How do you proceed if the conversation needs to take place on a confidential platform? Risk Management Required: What can you do when conversations get too ‘hot’ for comfort? ‘Follow Me’: When is especially appropriate to use Twitter as a touchpoint to address serious issues?

“Great day one of the Corporate Social Media Summit! Pumped for tomorrow – the schedule looks awesome”
Lisa D’Aromando, Social Media Manager, Sprint

3M Claire Spinti Global Community Specialist UPS Debbie Curtis-Magley Public Relations Manager

The earlier you book, the less you pay: Register by August 19 to SAVE $400!

DAY TWO October 28, 2011

Customer service measurement: How to Stop, Look and Listen for what matters to you

Conversation Overload: How to ensure you respond to a rapidly increasing number of customer requests
Social Media has changed the playing field. Your customers have another tool to get in touch with you. It follows that therefore the number of interactions with consumers will increase. Unfortunately, the average amount of potential items in your inbox increases to. Issues that were previously seen as too minor to bother picking up the phone for can now be tweeted – and are out there in the public domain regardless. So how can you cope with an increasing amount of potential interaction with your customer base? In this session we examine: • • Are phones redundant? Does the advent of social media mean that your call centre is out of business? Do you automate? One way to stem the tide is by allowing automation to deal with certain minor issues. But what are the limits to this technique? Don’t miss a thing: How to zone in on everything that’s important by identifying the most relevant questions and conversations

Achieve seamless integration by ensuring what’s said on social media platforms integrates with your existing CRM system
Using social media as a customer service tool is on the rise. But still very few companies fully integrate what they hear on social media with traditional CRM platforms. Why is this? Well let’s not beat around the bush – it is a big challenge to fully integrate what you hear on social media with your traditional CRM platform. But when you think of the rewards – like being able to serve your customer better, getting an insightful and more detailed insight into their behaviour, and a full appraisal of their past complaints – then one begins to see that it’s a challenge worth taking. So how do you put it all together? And is seamless integration a necessity – the foundation of good customer service from here on in – or simply an option? • The 360° Customer: How to create a full picture – cross reference, track, log, and record every Tweet, blog post, Facebook mention and hashtag you monitor The Virtuous Circle: Make sure that what you learn from social media is routed back to your CRM platform and used to inform your customer strategies Is it for you? Evaluate the pros and cons of setting up fully integrated CRM platform and is you should bother

Should you put a price on good customer service? What metrics should you look for to measure success?
Getting customer service through social media to deliver tangible financial value is still easier said than done. But in searching for ROI are we simplifying the issue? Are there better metrics for your company’s aims? How should you measure the success of your social media for customer service? Some people suggest improving sentiment. Others brand loyalty. What about the traditional customer service success metrics like customer satisfaction, agent utilisation and time to resolution - Do these work in a post-Social Media world? In this session you’ll learn from the best. The team from TurboTax - Intuit will show you how ROI models are being applied to justify the effectiveness of social media customer service. • Finding the right balance: How do you identify and use the right metrics to match your organisations goals Evaluating Your Initiatives: Is financial ROI the right metric to use – or not? What KPI’s should you set your customer service team – how to set tangible objectives

Comcast Kip Wetzel Senior Director, Social Media Servicing & Strategy

• •

Internal training: How to avoid and regulate the chances of negatives about your business appearing online
The wrong message is not only bad for business – it can also land you in hot water. And as we all know, social media customer service has the capacity to create a huge amount of trouble out of the smallest mistake. The perfect example being when a leading British Telecom’s employee tweeted about their excitement for the weekend – unfortunately from the corporate account. What followed can only be described as a barrage of social media complaints. So how can you protect yourself whilst avoiding choking the natural flow of conversation, especially given that you can’t dictate what’s being said. You need you customer service team to be on alert, aware and have the skill set in place to utilise this critical customer touch point. This vital session will show you how to avoid mistakes and ensure your team understands company policy and strategy • • Ambassadors Or Liabilities? How much power should you give your employees? Fine-Tuning Your Voice: Creating a customer service voice that your lawyers are comfortable with, while remaining true to the trend and working within the confines of your industry without prohibiting natural conversation Manage risk: How to safe guard your company with an effective and cohesive internal rules for engagement

TurboTax Chelsea Marti Corporate Communications, Social Media Manager Intuit Jeff Stevenson Live Community Manager Air France KLM Victor van der Wijk Director E-Acquisition

KLM Air France Joyce Veekman Director Corporate Communications & Media Verizon Becky Carroll Community Program Manager

“I normally find social media events frustrating – they don’t provide content on my level. This event was different. I learned new things... because of the real world experience and expertise”

What Are Your Customers Saying About You? How to monitor customer conversations about your brand
The benefits of better monitoring of customer sentiment and experience for your customer service team are great. After all, an integral part of good customer service is knowing what is being said about you. It results in you learning your lessons the easy way and avoiding making costly mistakes. But part of the problem also knowing where to find that conversation. Also Social Media monitoring delivers a deluge of data – some relevant and some not. It’s easy to feel overwhelmed sometimes. So how do you filter the information, and identify where action is required? Learn how to monitor the right things and ensure you know how track your customers’ comments about your brand: • Stop and Listen: Techniques for monitoring your customer’s comments in the right social media channels. Don’t miss out on a thing Create synergy: Learn how to work with your marketing department’s monitoring team to get the full picture on exactly how your customers behave What To Do With What You Hear: Recognizing and responding to official complaints and pertinent yet random comments

FedEx Tony Turnage Senior Customer Care Manager Boingo Baochi Nguyen PR and Social Media Manager

Kelly Feller, Senior Social Media Strategist, Intel

Kodak Tom Hoehn Director of Interactive Marketing

The only conference designed for customer service and social media professionals alike

Who you’ll meet
28%
At the Corporate Social media summit you will have the unique opportunity to connect with unrivalled numbers of peers from across large corporates in the US. It is a forum for the best practitioners and strategists to share experience and learn from each other. Extensive networking time and interactive forums mean you’ll be leaving with a multitude of new contacts to bounce ideas off.
Service Providers

Who’s in the Room?

Seniority of Attendees

19% 9%

Vice Presidents

CEOs

4%

Others

3%

Senior Managers Other

2%

Corporates

65%

5% Journalists and Instituitions

24%

Directors

Managers

41%

Looking to fill that contact book?
Take a look at the leading US companies who have attended our summits in the past...

A few facts about our previous summits:

1

56% of our attendees were Senior Manager/ Director-level executives, or more senior

2

We’ve had senior directors speak from Coca-Cola, Whole Foods, Pfizer, Best Buy, AMD, Citi and many more

3

We have about 500 delegates from over 130 companies throughout the US and Europe

4

65% of past attendees are from big corporates

5

95% of previous attendees said they would recommend the summit

Join the conversation! You can follow us at:
@usefulsocial facebook.com/usefulsocialmedia linkd.in/USMgroup

The No 1 business event for Social Media Marketing & Customer Service Executives
The Social Media for Customer Service Summit 2011

Maximize the power of Social Media to enhance your customer service function, improve brand reputation and boost competitive advantage
Two day business conference, October 27–28, 2011 The New Yorker, New York, NY

usefulsocialmedia.com/customerservice
#CSMCS

A practical and interactive business conference built for both customer service and social media audience:
Citi
Frank Eliason

OUR PROMISES:

KLM Air France

Senior Vice President of Social Media

Victor van der Wijk

XBox

Director E-Acquisition

LIVE Community Programs Manager

McKenzie Eakin

1 2 3 4 5

Only top level senior speakers from leading US corporations Practical business issues that aim to boost your company’s performance and boost competitive advantage An interactive forum to get solutions to your social media problems An extensive and unique networking forum to meet your peers and learn A collective learning pool from leaders from customer service and social media: The best of both worlds

AT&T

Molly Demaagd

KLM Air France
Joyce Veekman
Director Corporate Communications & Media

Zappos

Customer Service Social Media Director

Customer Loyalty Team Manager

Marlene Kanagusuku

Kip Wetzel

Comcast

Samsung

Zappos

Senior Director: Social Media Servicing & Strategy

Social Media Analyst

Jessica Kalbarczyk

Scott Klein

Customer Loyalty Team Manager

Coca-Cola

Mike Bowers

Samsung

TurboTax

Director, Contact Center Operations

Social Media Strategist

Carla Saavedra

Chelsea Marti

Corporate Communications, Social Media Manager

Clair Spinti

3M

Global Community Specialist

Debbie Curtis-Magley

UPS

Intuit

Jeff Stevenson

Public Relations Manager

Live Community Manager

Boingo

Baochi Nguyen

Verizon

PR and Social Media Manager

Becky Carroll
Community Program Manager

FedEx

Tony Turnage

Senior Customer Care Manager

Kodak

TELUS

Director of Interactive Marketing

Tom Hoehn

Carol Borghesi

Best Buy

Senior Vice President

Gina Debogovich

Director and Social Media Leader

Join the conversation! You can follow us at:
@usefulsocial facebook.com/usefulsocialmedia linkd.in/USMgroup

LOOK INSIDE to see our extensive array of top quality speakers and social media shaping agenda

LOOK INSIDE to see the top quality corporate speakers and business focussed agenda

Sign up to vote on this title
UsefulNot useful