Sessions at SXSW Interactive 2011 about Social Media on Monday 14th March

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  • Geppetto's Army: Creating International Incidents with Twitter Bots

    by Greg Marra

    Twitter has proven to be an invaluable tool for communication during intense periods of political unrest and social suppression. When thousands of people tweet about oppressive regimes and violence against protesters, the outside world gets a chance to understand events on the ground.

    But what if none of those thousands of people were real, and the events never happened?

    Previous research has shown that Twitter bots can build up a following, garnering hundreds of emotionally invested followers who are fooled into believing the bots are real. A single puppetmaster could create hundreds of Twitter bots, letting them live perfectly normal and believable lives for months while they build up followers. Then one day, a careful crafted false story unfolds on the stage of social media, played out by a single director with hundreds of actors. Incidents like Balloon Boy demonstrate that powerful stories can become widespread before there is time for fact checking. Before anyone realizes all the TwitPics of the massacre are faked, the fake event will have made international headlines.

    This presentation will discuss the technical feasibility of such an attack on the global media infrastructure and discuss the implications of a news system that trusts "recent" over "reputable".

    LEVEL: Beginner

    At 9:30am to 10:30am, Monday 14th March

    In Creekside, Sheraton Austin Hotel at the Capitol

  • Machine Learning and Social Media

    by Bruce Smith

    Social media applications encounter messy user-generated data in blog posts, status updates, tweets, user profiles, etc. These documents contain free-form text that obeys no particular rules of grammar, punctuation or spelling.

    If the data is so messy, how can a computer program recognize adult content or hate speech or spam? How can a computer program tell the difference between an advertisement and a product review? How can a computer program distinguish between a positive and a negative product review?

    Machine learning offers some solutions. For example, given sample tweets labeled (by people) as spam or non-spam, machine learning tools can generate a program (or model) that attempts to duplicate the human judgments. You could use this kind of model in your application to filter out tweet spam.

    In this talk we will describe
    •Some common machine learning algorithms
    •Machine learning tools – free and commercial
    •Acquiring and managing training data
    •Extracting useful features from your documents
    •Choosing the right technique for a problem
    •Measuring quality and improving your model over time
    •Integrating a machine learned model with your application

    Coming out of this session, you will know where you might use machine learning in your applications, and you will know how to get started.

    LEVEL: Intermediate

    At 9:30am to 10:30am, Monday 14th March

    In Salon J, Hilton Austin Downtown

  • Outsourcing Social Media Professionally Without Selling Your Soul

    by Nicole Simon, Eric Schwartzman, Kate Buck and Elizabeth Bellanti

    At first, Social Media was simple. It was about you and your voice as an individual. Today is different. Do companies, organizations or even individuals spend time on social media which could be much better spent on other activities? Yes!

    But how do you outsource your "voice"? Will it damage your brand or credibility? Can you control your message? What will your customers say? Can it be done at all? Yes!

    You need to change your mind set about how social media is done, leave the Silicon Valley way of thinking behind and start thinking like a professional.

    This panel will give you an insight into how to be a pro at social media outsourcing while staying in charge. We will discuss the do's and don'ts and how to make sure your voice is authentic. You will learn about the importance of systems and documentation, hear about tools to manage your activities with partners and which aspects of your online presence you should never give away.

    Also we will share best practices and real life examples, as well as take a look at working internationally. No matter if you want to outsource your social media activity, or you are an agency or virtual assistant who works with clients, you will leave the panel with a better understanding of how to utilize partners and worker bees without breaking the bank or selling your soul.

    LEVEL: Beginner

    At 9:30am to 10:30am, Monday 14th March

    In Ballroom F, Austin Convention Center

  • People Power: Leveraging Personal Stories to Build Influence

    by Cheryl Contee, Jean Russell, Andrea Miller, Deanna Zandt and Twanna A Hines

    Now, social is personal. From finance site Mint.com's anti-immigration blog post gaffe to YourTango CEO Andrea Miller's "How to Date an Indian (Advice for the Non-Indian)," social media fuses personal with public in a way never seen before.

    Whether sharing taste in hiphop, dating preferences, provocative political ideas, or insider information about a soon-to-be-launched business, social media strategically develops personal and professional reputations. Stories can build audiences, grow support for campaigns and change mainstream ideas about social issues. They can also alienate various communities, compromise business information confidentiality or damage brands.

    If social media has shown us anything, it's that stories still matter. This panel will be a concrete conversation on how successful online personalities have managed their personal and professional lives using social media: telling authentic stories about our experiences, and using those stories to build powerful, engaged communities.

    LEVEL: Beginner

    At 9:30am to 10:30am, Monday 14th March

    In TX Ballroom 1, Hyatt Regency Austin

  • Social Media for Social Good: How Digital Charity is Changing our World

    by Frank Barry

    Come spend an hour listening to leading social media technology providers like Facebook, Twitter and Foursquare discuss social media's impact on the world. You'll also hear from non-profit organizers as they interact, discuss and challenge us to think differently about how technology enables impact.

    LEVEL: Intermediate

    At 9:30am to 10:30am, Monday 14th March

    In TX Ballroom 2-4, Hyatt Regency Austin

  • Tweeting On Weekends: Are We Becoming Socially Anti-Social?

    by John Jantsch, Robin Raskin, Rohit Bhargava and Mark DiMassimo

    At kids soccer games around the country, hyperconnected Dads tweet about trivia to pass the time. Meanwhile, as you walk into a supposedly social event, people all around you pull out their devices to "check in" on Foursquare or Gowalla. Through the night, people continue sharing their real feelings and thoughts not with the person in front of them but to their audience of "followers" on Twitter, making a real life social event feel decidedly ANTI-social. Sound familiar? As technology allows us to share every moment instantaneously online, are we missing out on what is right in front us? And if so, is the only solution to turn our gadgets off, or is there some imaginary line of balance that we can strike? This session will explore those questions, and the anti-social path that our always-connectedness may be leading us towards. Most importantly, we’ll try to uncover how you might fight back and reclaim your humanity from the social media bubble around you.

    LEVEL: Beginner

    At 9:30am to 10:30am, Monday 14th March

    In Salon H, Hilton Austin Downtown

    Coverage sketch note

  • You’re Dead, Your Data Isn’t: What Happens Now?

    by Evan Carroll, Daniel Greenwood, Adele McAlear, Jeremy Toeman and John Romano

    The Web has changed your life, your death and what you leave behind. Your heirlooms like photos, videos and letters are now stored in digital form and - in many cases - on servers that you don't own like those of Flickr, YouTube and Gmail. What should happen to your "legacy" data? With over 285,000 Facebook users set to die this year, you really should think about it.

    The Internet generation is coming of age and this issue is only growing. We have to respond with new legal frameworks and standards to support this change. The good news is that entrepreneurs, attorneys, archivists and scholars are already working on solutions. Join us to learn what happens to your digital life after you die and what's being done to give you a say in it.

    LEVEL: Beginner

    At 9:30am to 10:30am, Monday 14th March

    In Room 10AB, Austin Convention Center

  • Japanese Mobile Leaders Forum

    by Taisei Tanaka, Takuya Miyata, Serkan Toto, Takahito Iguchi and Eiji Araki

    "Japan" "Mobile" "Social Media" - what do you see when you have these words together? Cyber utopia? Shrinking Galapagos? Ninjas with high-tech swords? It's about time we know what the real scenes are in Japan. With the leaders of the mobile social media in Japan, we will discuss what the Japanese mobile social media world looks like, where they are headed, and how the "outer world" will affect / or be affected. Needless to give examples like the explosive rise of Twitter in Japan, the question is not whether the country is the "land of the rising sun" in mobile social media or not - it's how high has the sun risen, and why.

    LEVEL: Intermediate

    At 11:00am to 12:00pm, Monday 14th March

    In Salon H, Hilton Austin Downtown

  • Naked Dating: Finding Love in 140 Characters or Less

    by Melissa Smich and Jeremy Wright

    In today's age of social media, real-time communication and multi-platform flirting, do the old rules of finding love apply? What are the major faux pas? How can you ensure that you portray the awesome catch that you really are?

    This panel will explore finding love on Twitter, the intricacies of going from public communication to the first date, common sense tips for being the you that you want the other person, etc.

    We will also have fun with stories of Twitter DM fails, how social media dating can fail and whether or not it's ever, ever appropriate to demand sex on a first date (hint: it's not!).

    LEVEL: Beginner

    At 11:00am to 12:00pm, Monday 14th March

    In TX Ballroom 2-4, Hyatt Regency Austin

  • The Legal Ramifications of Saying “I’m Sorry”

    by Paula Berg, Molly DiBianca, Chris Morran, Fred Taylor and Daniel Goldman

    Is your legal team hindering your social media success? Is someone redlining every blog post, tweet, and comment you compose, costing you valuable time, sterilizing your messages, and taking the “social” out of “social media?” In a court of law, is there really a difference between the words “I’m sorry” and “I regret?” Join a panel of career apologists and apologetic lawyers to understand what the legal risks of saying “I’m sorry” really are, how companies like Southwest Airlines get away with it every day, and how to craft an air-tight apology.

    LEVEL: Intermediate

    At 11:00am to 12:00pm, Monday 14th March

    In Ballroom F, Austin Convention Center

    Coverage sketch note

  • TV + New Media = Formula for Success

    by Andrew Hampp, Jesse Redniss and Dulé Hill

    Today, show creators, actors and networks all have something new to consider when they move to launch a new program – new media/technology. From Facebook, to Twitter to mobile and games, new media has completely changed the way TV is consumed. Fans are no longer satisfied with on-air programming. They think about their favorite characters beyond the program, they’re interested in the people behind the scenes and they want to share their passion for their favorite shows with others.

    USA Network and Oxygen Network are two of the leading cable networks that truly understand what fans are looking for– the networks are cutting edge in how they approach technology to extend the reach and life of programming. This panel will bring together several of USA and Oxygen Network’s executive producers, digital executives, show creators and actors to discuss how new media is integrated throughout all aspects of a shows creation. Some will discuss how immersive gaming experiences tied to the show actually drove inquiries on cars for one of the US’s biggest automakers to more cars then they had to sell, another will address how being involved in live webcasts, podcasts and behind the scene tours with citizen journalists and bloggers have made them come from behind the scenes to the forefront, and finally, one actor will discuss how new media has changed the meaning of celebrity.

    LEVEL: Intermediate

    At 11:00am to 12:00pm, Monday 14th March

    In Salon F/G, Hilton Austin Downtown

  • Value of a Facebook Fan: Does it Matter?

    by Melissa Parrish, Michael Scissons, Josh Constine, Jascha Kaykas-Wolff and Paul Ollinger

    A lot of buzz has been circulating around the value of Facebook fans. Different dollar values have been assigned, based on different research methods. Rather than debate which approach is more accurate, this panel will dig down to the root of this issue - why are brands so eager to assign a monetary value to fans? Will this become a measurement standard for marketers? What factors are really the most important in determining the value that businesses get from being on Facebook?

    LEVEL: Advanced

    At 11:00am to 12:00pm, Monday 14th March

    In TX Ballroom 1, Hyatt Regency Austin

  • #Hashtag Takeovers and Successes in Innovative Virtual Activism

    by Andrew Blair, Sean Bonner, Chris Eaton and Royale Ziegler

    The goal of this panel is to uncover new and exciting ways to use social media as a means for social change. This session will go beyond the basics—sending targeted action alerts and creating online petitions—and discover fresh and innovative virtual campaigning techniques for real results.

    When NASA public affairs specialist Stephanie Schierholz was speaking on a customer service panel at TWTRCON, PETA asked monkey-loving supporters to hijack the #TWTRCON hashtag with messages of about NASA's plan to fund cruel experiments in which dozens of squirrel monkeys would be blasted with harmful space radiation. Tweets about NASA's radiation experiments began appearing on the conference’s large projectors meant to display tweets about the event.

    In another example of a non-profit getting the upper-hand online, Greenpeace created a parody YouTube video, calling into question Nestlé’s methods for acquiring palm oil, which spread rapidly through online community channels and eventually caused Nestlé to meet their demands within just a few weeks of the campaign's start. Mainstream media covered the video and Nestles failure to manage dissent on their Facebook page.

    Using inventive tactics to leverage social media for good means creating the possibility for millions of passionate people to band together and create tangible change, wherever, whenever, whoever they are.

    LEVEL: Intermediate

    At 12:30pm to 1:30pm, Monday 14th March

    In TX Ballroom 2-4, Hyatt Regency Austin

  • Broadcasting Value: How Twitter Users Communicate Relevance

    by Rion Snow

    Twitter is redefining the way information is reported, spread, interacted with, and absorbed. Each individual on Twitter can fluidly act as a primary source, a filter, an information catalyst, and a consumer. Taken collectively, the information preferences expressed by Twitter users provide a valuable signal indicating the relevance of information and information sources across Twitter and the web as a whole. In this talk we consider the information ecosystem of Twitter through the lenses of lists, top tweets, and trending topics, exploring the emergence and value of transparently communicated information preferences.

    LEVEL: Beginner

    At 12:30pm to 1:30pm, Monday 14th March

    In Room 204, AT&T Conference Center

  • Das Stiletto: Discovering Ladykind in the Social Web

    by Nadia Nascimento and Grace Carter

    Why does understanding how to market to women with social web apps matter? Come meet a couple of lady dreamers and let's tell stories together. Grace and Nadia are a two-part set of technologists and romantics. Specifically, we dream up social web strategies for big companies, often times directing the development of online technology. As women in a male-dominated industry, we've had a unique opportunity to shape creative content and technology into a compelling experience for our sisters. We've also been attuned to who else is achieving this, and how.

    This will be a fun session. We'll start by sharing a few standout campaigns that have captivated ladykind with the use of social web applications, and then we'll open the floor to a discussion of your favorites, and talk about what makes them great. Topics on the table include: How do female consumers on the social web differ from their male counterparts? What kinds of social web experiences appeal to women, both in terms of content and technology? What are the landmines to dodge (beyond the obvious one: the colour pink)? Who are some of the current experts in social marketing to women? And generally... why does understanding how to market to women with social web apps matter? (Hint: it's not just because we're a hot market with dollars to spend.)

    You will leave us feeling informed, inspired, and brave. If we can get it together, we'll even serve tea.

    LEVEL: Intermediate

    At 12:30pm to 1:30pm, Monday 14th March

    In Hill Country CD, Hyatt Regency Austin

  • Jewish Synergy: Social Media and the New Community

    by Chaviva Galatz

    In the 21st century, religion has found its way to the internet via social media platforms like Twitter and Facebook, making the ability to discover new avenues of belief, observance, and involvement in entirely new ways. The question is: Why are some more successful than others in embracing and executing this form of digitizing an ages-old religion full of individuals, organizations, associations, events, synagogues, schools and more? How does one convince reluctant groups and individuals to embrace Social Media? And, perhaps most importantly, how can those who hail Social Media develop and grow this new global Jewish community that exists almost exclusively online? This panel will extend efforts made on the Judaism 2.0 panel from 2010, and it will focus on the benefit of Social Media in synergizing the broad Jewish and Israeli communities through the wires and waves of the internet!

    LEVEL: Beginner

    At 12:30pm to 1:30pm, Monday 14th March

    In Big Bend, Hyatt Regency Austin

  • Sentiment of Two Women: Sentiment Analysis & Social Media

    by Lillian Lee and Bo Pang

    "What do other people think?" has always been an important consideration to most of us when making decisions. Long before the World Wide Web, we asked our friends who they were planning to vote for and consulted Consumer Reports to decide which dishwasher to buy. But the Internet has (among other things) made it possible to learn about the opinions and experiences of those in the vast pool of people that are neither our personal acquaintances nor well-known professional critics --- that is, people we have never heard of. Enter sentiment analysis, a flourishing research area devoted to the computational treatment of subjective and opinion-oriented language. Sample phenomena to contend with range from sarcasm in blog postings to the interpretation of political speeches. This talk will cover some of the motivations, challenges, and approaches in this broad and exciting field.

    LEVEL: Beginner

    At 12:30pm to 1:30pm, Monday 14th March

    In Room 203, AT&T Conference Center

  • Social Capital: The Billion Dollar Digital Future

    by Bill Parkes and Michael Spataro

    This presentation argues how Social Capital – an individual’s or company’s collective digital presence (including their social graphs, level of influence and use of digital social networks) – will have an increasing impact across everything from the ways people search and discover new information, to how they consider your products and, ultimately, to how human beings will cope with the ever-increasing onslaught of digitally delivered messages and the technological changes that enable them.

    This future-looking presentation is designed to expand the audience’s thinking regarding the relevance and importance of social media marketing and to stimulate marketers to consider the massive implications of this theorized shift and how to take advantage of its potential.

    We’ll give an overview of the forces fomenting this change, from both a consumer and from an industry perspective.

    We’ll then highlight specific examples of how Google and Facebook are evolving their products to better serve their customers as they capitalize on this “tectonic” power shift in online (digital) marketing.

    The presentation will conclude with a Q&A so attendees can offer their own insights and dive deeper into the concepts underpinning the impact of Social Capital.

    LEVEL: Advanced

    At 12:30pm to 1:30pm, Monday 14th March

    In TX Ballroom 1, Hyatt Regency Austin

    Coverage slide deck

  • Keynote: Felicia Day

    by Felicia Day and Liz Shannon Miller

    Felicia is an actress, writer and producer, most widely known for her work in web video and social media. She co-starred in Joss Whedon’s Emmy Award-winning Internet musical “Dr. Horrible’s Sing-Along Blog,” which was voted the Best TV of 2008 by Time Magazine, Entertainment Weekly and People Magazine. She also can be seen in the web series “The Guild”, which she created, writes and stars in.

    “The Guild” has won numerous awards for Best Web Series including awards from YouTube, Yahoo and SXSW and, to date, has garnered over 100 million views web-wide. “The Guild” was sponsored by fans for season 1, then partnered with Xbox and Sprint to produce and release Seasons 2, 3 and 4 on the Xbox Marketplace as well as other Microsoft distribution platforms. Her production company, Knights of Good, has several other properties in development, all focusing on scripted content made for the web.

    Felicia has a formidable presence in social media, with a large Facebook Fan page, blog following and over 1.7 million Twitter followers.

    LEVEL: Intermediate

    At 2:00pm to 3:00pm, Monday 14th March

    In Ballroom D, Austin Convention Center

  • OMG, My Customer’s Pissed and Uses Twitter

    by Rob LaGesse

    Too many customers are sitting listening to hold music waiting for their problem to get resolved. Instead of stewing privately they are now airing their grievances publicly. To anyone and everyone that will listen. The BP oil spill and Toyota recalls have showed us how people are using social media tools to give pissed off customers a new voice – and it’s a megaphone. Knowing your customer and understanding how to address everything from a crisis to the everyday question quickly and effectively is critical.

    Learn about some of the biggest flubs from 2010, how the ball was dropped and what could have been done differently. Don’t make the same mistakes they did. Learn how not to mess up.

    LEVEL: Intermediate

    At 3:30pm to 4:30pm, Monday 14th March

    In Room 203, AT&T Conference Center

    Coverage video

  • Social-Powered Ethics: Healthcare Faces a New Curve

    by Matt Cyr and Carissa Caramanis O'Brien

    Social media has seen rapid growth, but healthcare, a highly regulated and sometimes conservative industry, started as a somewhat reluctant player. Challenged with the need to comply with HIPAA guidelines as well as FDA marketing policies--even before the agency had addressed social media--healthcare organizations and their audiences were left to figure it out as they went along.

    Led by some smart innovators, social health emerged in 2010 as a force to be reckoned with. Still, there have been missteps as well as successes, and many questions remain. Chief among them is the ethics of social media in healthcare, and how transparency may or may not be the ultimate cure-all. Two social health advocates--a leading social health consultant and an executive from one of the nation's premier hospitals--will lead an interactive discussion to explore the multifaceted challenge of social-powered ethics in healthcare.

    Some of the topics they'll tackle include the birth of the fPatient, the over/under on disclosure, the friendly ghostwriter, and turning regulatory and legal into champions. Attendees will help shape the conversation and walk away with actionable strategies to apply to their social media efforts.

    At 3:30pm to 4:30pm, Monday 14th March

    In Trinity, Hilton Garden Inn Austin Downtown

  • Status Update….or Status Upgrade?

    by Becky Johns and Ben Smithee

    Has documentation of experience become more important than experience itself? Are we creating experiences for the purpose of impressing, bragging and other types of “douchebaggery”?

    Sharing our lives with our networks has become second nature. Our streams are our reputation. By being constantly connected, the human experience has shifted from just having experiences to focusing on documenting them. But how much of it is created or altered just to share?

    We’re all content creators. As our curiosity and interest in the lives of friends and strangers grows, we’re changing the way in which we prioritize and filter the content for our networks…or at least what we choose to publicly share.

    Companies have become increasingly interested in participating in the social web and finding ways to become intertwined in our digital homeostasis. They seek out ways to filter through the “noisy” environment and uncover new insights and ways to effectively create products, services and messaging that appeals to our digital tastes and desires.

    How is our desire to share impacting how we live? Which behaviors are driven by intent to share and which are just reported as they happened naturally? How do we tell the difference between “memories” and “content?” What do we filter and deem “cool” enough to share? What are the innovative companies doing to navigate this changing environment? Join in on the conversation!

    LEVEL: Intermediate

    At 3:30pm to 4:30pm, Monday 14th March

    In TX Ballroom 1, Hyatt Regency Austin

  • The Future of Content is Personal

    by Alisa Volkman and Rufus Griscom

    We live in an era in which the brands of individuals are ascendent, and the brands of publishers are falling. When Andrew Sullivan's blog moved to the Atlantic Monthly's website, it increased their traffic by 30%. Who has the bigger brand? The power of personal networks and personal enthusiasms is increasingly driving the internet, and smart publishers are becoming a constellation of the brands of their contributors — think of the Huffington Post, for example.

    In the midst of all this, the economics of being a content creator are changing. Writers, bloggers, and other content creators are making less money from writing and more from "punditry" — from speaking engagements and other forms of personal brand licensing.

    How can publishers succeed in this environment? How can content creators succeed in this environment? We don't have all the answers, but we promise to overshare about our experiences building websites -- Nerve.com and Babble.com — while blogging, writing a book and raising a family.

    At 3:30pm to 4:30pm, Monday 14th March

    In Capitol View Terrace, Sheraton Austin Hotel at the Capitol

  • The Thank You Economy

    by Gary Vaynerchuk

    The Thank You Economy tackles the ROI of social media and the humanization of business as I see it. I'll be doing an ENORMOUS amount of Q&A. I'm looking to bring it to the masses and allow the engagement of a Q&A session while talking at the top level about the pulse of social and web community as we see it today.

    LEVEL: Intermediate

    At 3:30pm to 4:30pm, Monday 14th March

    In Ballroom D, Austin Convention Center

    Coverage sketch note

  • The Tweets That Time (And You) Forgot

    by Mick Darling

    The conversations on Twitter and other social media add value to the common discourse, but even as the conversations happen we miss massive pieces, and afterward they become very difficult to find.

    The reliance on #hashtags and lack of intelligent searching and filters on most twitter clients complicates this conversation gap resulting in a balkanization of the Twitter-sphere. At the last #140Conf in NY during the course of one hour over 75% of the tweets on topic about the conference would not have shown up in a search for "#140conf" which is the main way for outsiders to get in on the conversation.

    My company is collecting comprehensive conversations from events like the #140conf events in LA and Boston, major sporting events, television premieres and political events like the Presidential State of the Union Address. We will be collecting as much of the complete conversation from these events as we can using smart searching techniques, special filtering techniques, and good old fashioned human processing. Over the next year we will be harvesting the tweets from these events and will demonstrate how content producers and audiences can recapture lost conversations.

    At SXSWi 2011 we will compare what parts of these conversations are most talked about and demonstrate what the audience has been missing, providing insights and techniques to bring more people into the public conversations.

    LEVEL: Intermediate

    At 5:00pm to 6:00pm, Monday 14th March

    In TX Ballroom 2-4, Hyatt Regency Austin

  • Gary Vaynerchuk

    by Gary Vaynerchuk

    Best-selling author Gary Vaynerchuk will be appearing at the SX Bookstore to greet fans and sign copies of his latest work, The Thank You Economy.

    At 5:10pm to 5:40pm, Monday 14th March

    In Ballroom D Foyer, Austin Convention Center