Here is a Storify summary of the best tweets from the M2C Conference held in Hamburg in March 2012. Speakers from Intel, McDonalds, Hilton Hotels, Dell, Brand Science Institute, Greenlight, Reuters, Dominos, American Eagle, MTV and more shared insights from their businesses.

Steve Knox, BCG: We are moving from a purchase funnel to the new model based on a relationship based marketing model (via @pgoldschmid)

The theme this year was Creating Business Value From Social Interactionswhich shows how social media has evolved from ‘Show Me How’ to “Now we are there, what’s next”. Common themes bubbling to the surface were scalability, social business, advocacy, engagement and influencing.

Martin @oetting of Trnd: Brands need love, not just likes (via @dieliebich)

Some great case studies were shared for example how McDonalds creates brand advocacy offline as well as online, and how Ford invited a group of angry bloggers to spend a day with them (and the impact that had). Also essential reading for any community manager is Anna OBrien’s presentation on ‘badvocates’and how to handle trolls, freeloaders, fame seekers to head off a potential crisis for your brand.

MTV offered some insights into millennials, for example:

78% of millennials know someone who’s been in trouble for something they posted on a social network. @schellular  (via @AnnaOBrien)

Here’s a link to my Storify of the tweets on the #M2C and #M2C2012 hashtags. I’ve linked all the slideshare presentations where available.

5 P’s of Social Media: Plan, Prepare, Position, Protect, Pray (via @adriandparker)