Digital influence is going hyper-local, especially in the mom market. There are a myriad of online communities geared specifically towards mothers. Within that demographic, the structure silos even further into green mom influencers, fashion oriented influencers, literary, music moms, etc. What we learned in presenting last year's SXSW Core Conversation about marketing to tastemaker moms: Marketers want to know how to tap into the power of these online enclaves, without violating ethical word of mouth marketing standards or the mores of communities. But beyond working with these online influencers in the digital sphere, there's an opportunity for brands to identify thought leaders and extend partnerships into local markets. One successful example of this concept in the past year include Chevrolet's "Girl's Night Out" in Houston program, which brought together carefully selected local women bloggers for a series of events in Chevy vehicles, which the women then digitally documented. There were no strings or conditions, and the authenticity of the content is engaging. It was a win for the brand and the bloggers. More automakers, restaurants, and clothing brands are utilizing this concept of partnering with online influencers to create local events- which then circle back around end extend the power of engagement digitally. How can your brand leverage it?
by Banker White
In the wake of a destructive 10-year civil war, Sierra Leone is faced with a generation who has lost their families, history and identity–their stories. In this session, Banker White will share how WeOwnTV, a multimedia educational project, is focusing specifically on the artistic and professional development of the youth in Sierra Leone.
“WeOwnTV” roughly translates into Sierra Leone’s native language, Krio, as “Our Own TV.” Independent media and a thriving artistic culture are important cornerstones for any society to build a peaceful future. Encouraging young people in Sierra Leone to take the lead in their own development and creative exploration is paramount to building a culture of creativity and professionalism from inside the country itself.
Banker will share highlights of the WeOwnTV curriculum which uniquely focuses on community engagement, while balancing intensive film production and computer skills training with classes on storytelling and self-expression. Ongoing mentorship along with technical assistance, multi-channel distribution and the promotion of finished work enables young adults to share their stories and ideas with the world. The lessons taught and revealed by the young Sierra Leoneans will be appreciated by filmmakers of all levels.
The New York Times called tweeted recipes quite possibly the “first great recipe innovation in 200 years”—then crowned Maureen Evans, aka @cookbook, the queen of the genre. This talented home cook and poet has a knack for boiling down recipes to their essence: every single step and ingredient is condensed to Twitter’s maximum of 140 characters or fewer, and not a single keystroke more. Eat Tweet—the first ever Twitter book of recipes—is like a shorthand sous-chef. Part of the fun lies in decoding the author’s clever recipe tweets, each one a model of clarity and usefulness. But this one-stop compendium of curated recipes and food ideas is so much more. There are recipes from around the world, from Kashgar noodles to Biscotti, as well as homey favorites like Garlic Chicken and Chocolate Ice Cream. It’s like a shelf of cookbooks in one tasty volume. Come, listen, chat and chew!
Maureen Evans will be stopping by the SX Bookstore to greet interested registrants and sign copies of her book, Eat Tweet.
11th–15th March 2011