Sessions at SXSW Interactive 2011 about Marketing on Sunday 13th March

Local deals, once relegated to the weekly circular, now drive the fastest growing sector in internet history. Groupon, LivingSocial, BuyWithMe and others created a billion dollar industry almost overnight. Local publishers have influenced our spending for years, but they are finding a powerful new monetization vehicle as offline commerce comes online. Hundreds of publishers have launched Daily Deal products in the last six months, and this is just the beginning.
The founders of LivingSocial, DailyCandy Deals, Group Commerce and Yipit will discuss the future of the Daily Deal space and how local media companies, apps and directories are adapting to it.

LEVEL: Intermediate

How to Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now. In every market, there is room for smart organizations to seize market share and improve profits by providing a product or service or communications initiative at speed. Real-time marketing and public relations is when organizations respond to events as they occur. It's when companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace. And it's when businesses see an opportunity and are the first to act on it.

LEVEL: Beginner

Influence "experiments" like Fast Company's project do more harm then good when it comes to defining and measuring influence. It's more than how many people you can get to vote for you. Instead of counting the people who reach you need to reach the people who count. Four marketing veterans will weigh in with individual presentation on their real-world examples of influence and discuss the current state of influence. What's real, what's wrong and what's next.

As part of the interactive discussion attendees will learn
* different approaches to measuring influence
* specific examples of influence including the impact it had for a brand
* ways to identify and measure influence

LEVEL: Advanced

With a growing number of marketing activities taking place online today, the search is on to find the best way to market to online consumers. In this panel, we’ll discuss how influencer marketing may just be the ticket everyone has been waiting for and how best to use it.

Influences are at the top of the knowledge dissemination pyramid. Look at “RT @guykawasaki” and you immediately get a sense of the power influencers have to spread information. They have a unique ability to surface interesting information and package it in a way that makes people want to click-through and act, whether through purchasing or retweeting.

The idea behind influencer marketing is that it centers around identifying influencers, marketing to them and then marketing through them to reach the consumers whose attention they hold captive. With this tactic comes issues, like how do you identify top influencers in things like traveling, fashion or even cupcakes? It’s no easy task.

Computational algorithms and semantic analysis however have progressed to the point where technology can now allow us to locate influencers in any topic in the world. In this panel, you’ll hear from the experts dissecting online influence and the marketers employing such maneuvers to intelligently reach their audience on their own turf.

LEVEL: Intermediate

Worldwide introduction of Guy's new book. This presentation is for people who have a great product or service but not a lot of money. Learn how to enchant people using word-of-mouth marketing, Twitter, Facebook, and presentations so that they become your raging, inexhorable thunderlizard evangelists.

LEVEL: Beginner

Guy Kawasaki will be appearing at the SX Bookstore to meet fans and sign copies of his latest book, Enchantment: The Art of Changing Hearts, Minds, and Actions.

Many marketers have still been stuck with the contradiction of taking the time to set a strategy in place, while knowing that everything might be changing around them. We’re left with a simple question, but a huge challenge: can you develop a marketing strategy that prepares you for the chaos and unpredictability of the real-time net?
Specifically, we will answer five questions: 1. Does traditional strategic planning work in a ‘now’ marketing world? 2. If you take time to plan, but act in the moment, does it actually work? 3. Can you do agile marketing planning? 4. What are the specific things you need to not screw up your ‘live marketing’? 5. How do you comfort execs who fear that you’ll wing it and mess up?
We will describe the problem that strategists and design thinkers face in trying to rapidly develop marketing plans and strategies, in hopes that they are not instantly outdated upon completion. We’ll look at the problem of having strategies that don’t provide the needed direction to those people who are doing ‘live’ marketing. We’ll review a number of possible new methods for developing ‘real-time ready’ marketing plans. We’ll look at modern methods for gathering insights, and we’ll learn the required elements of a marketing playbook, and how to get them.
Finally, we’ll look at specific examples from around the net – of how brands and start-ups are applying these methods to make their brand come to life, and thrive in real-time environments.

LEVEL: Advanced

With the growing popularity of location-based services, many retailers are unsure how to implement location in a meaningful way. Some restaurants and bars have found success in specials for check-ins with discounts and free offers, but many retail stores are still struggling to figure out how location can play an integral role in their marketing and loyalty programs.

In this panel, you will hear success stories from Murphy USA Gas Stations on their use of location to increase customer engagement, loyalty, and online buzz. Which special offers work, and how can you implement them in ways that actually work at the register? How are location-based services like Whrrl adapting to provide great offers to users and value to retailers? And how can retailers profit off of "check-ins" at their locations through vendors and suppliers paying to market at their locations?

LEVEL: Intermediate

Foursquare, Facebook, Twitter, Gowalla – when it comes to working with these Social Networking platforms, agencies and brands can often be made to feel as though they’re waiting in line at the hottest club in town with no guarantee of getting in, while the VIPs easily glide by the bouncer. For example, Foursquare reportedly gets upwards of 700 inbound e-mail requests per week – which can make you feel like your agency or brand is on the outside looking in. Well that’s no excuse for not doing something revolutionary.

This session will examine how APIs are revolutionizing the marketing and advertising landscapes, and unveil the “secret sauce” of how your brand or agency can bypass the bottleneck at the front door, avoid major spending commitments, and successfully leverage the power of these platforms in ways you’ve never dreamed of.

Panelists will share their insights across a spectrum of the most popular location-based and social media platforms, the challenges in working with them, and unveil the secrets of how to engage your customers by exploiting the open APIs of these platforms -- without ever working directly with them or even getting them on the phone.

LEVEL: Advanced

In architecture and design, form traditionally follows function, but we need to stop pretending that you can build a room without thinking about what you’re going to put inside it. The company website as a singular destination is being rendered obsolete by an avalanche of 5-star scale ratings. The 30-second spot is the proverbial dead horse of the branding/advertising world. How can we as designers and technologists embrace this blurring of the line between physical and virtual? Why can’t form and function evolve together, informing and mutating each other along the way?

How do consumers engage with your brand when the smart-phone goes in their pocket? How can we reinvigorate the digital age through actual physical interaction? What kind of team do you need to do it? Explore the power and promise of interactive branding in the built environment.

Hornall Anderson’s Chief Experience Officer Jamie Monberg will talk about successes and lessons learned integrating digital interactive into environmental experiences for clients like The Empire State Building, The Willis (formerly Sears) Tower, The Space Needle, and Microsoft.

LEVEL: Intermediate

Old Spice used to be synonymous with old(er) people. But with a little help from “The Man Your Man Could Smell Like” the brand has rejuvenated its image and become part of pop culture. This panel will not be a lame glorified case study, but rather a chance for attendees to better understand the top-secret, undocumented dynamics that helped to make this effort a success. Panelists may or may not include: 1) The creators of www.oldspicevoicemail.com, 2) Mike Relm, notorious pop culture mixologist, 3) A critic who truly thinks the Old Spice campaign is nonsense, 4) Somebody important from Digg, 5) A 15-year old kid who recently switched to Old Spice, 6) Creatives and strategists from Wieden+Kennedy, 7) A brand manager from P&G, and 8) A sexy man wearing only a towel (maybe). Also, FREE BODYWASH.

LEVEL: Intermediate

Crazy parties, bobble head swag, content audited by human beings: None of these things are scalable, but they can make a huge impact on the feelings and affinity people have towards a particular company.

This panel will discuss marketing strategies that helped some of the best companies build a true personality around their brands. These types of campaigns might not be scalable, but that's O.K. because we end up loving them.

LEVEL: Advanced