Your current filters are…
by Adam Lavelle
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design thinkers face in trying to rapidly develop marketing plans and strategies, in hopes that they are not instantly outdated upon completion.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.
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?
by Vanessa Montes
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.
by Rami Jabaji
Entertainment is the key to attracting attention – in the age of online videos, the coolest and funniest content can draw millions of views and turn into memes that generate awareness around the world. Brands are always on the lookout for the freshest, most creative, and most entertaining ideas and influencers to help them spread the word about new products and campaigns in a way that breaks through the clutter and sticks out in the minds of consumers.
This panel provides an opportunity to connect with brands and leading online entertainment outlets that are constantly changing the game in the world of “brandertainment” as they share their insights into what makes these campaigns hit the mark with consumers.
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.
For too long SEO and social pundits have battled it out – “social media creates links and visibility in search!” …..”social is about conversation and engagement, screw search!” Will there ever be a true synergy between these two? The engines certainly think so and now more than ever search really does need social and social impacts search more than ever. How? Why? How do you do it, and do it right, without violating the tenants of engagement and the almighty Conversation? Alisa Leonard of iCrossing will present a compelling narrative and case studies that illustrate just how the long awaited synergy between search and social is real and how it can be leveraged to drive performance and results. For real this time, we promise.
by Patrick Mork
This presentation discusses the pros and cons of using Mobile Web and Applications to reach consumers. It draws on GetJar's experience as the world's 2nd largest app store with over 1 billion downloads on what works and what doesn't to reach consumers on mobile. The presentation will discuss the advantages and disadvantages of using mobile apps vs. mobile web. It will also discuss innovative new ways to use both mediums to reach your consumers in a way that is scaleable and cost effective for your organization. The presentation will also discuss who you can communicate your mobile web / mobile apps offering to your consumers in a way that is clear, simple and easy to follow for consumers regardless of what kind of handset or platform they are using. If you're concerned about whether you should be developing apps or a mobile site or wondering how to communicate your mobile offering to consumers without breaking the bank, this presentation is for you.
by David Prager
David Prager, founder of Revision3 and a panel of the Web's leading community leaders can provide insight as to how to establish, connect and keep an audience intrigued in online video programming. Revision3 is the online video industry’s largest television network, creating and producing more than 25 original shows. Viewers are drawn to the network’s content with 6 million shows downloaded per month.
The members of the panel will have experience creating content that cultivates a loyal following. They can provide perspective as to how to secure an audience and keep them interested using the following tactics.
-Establishing a rallying point: find a place for the audience to communicate about the show whether it be through the show host, community website or audience interaction
-Social Media Connection: Create interactive between show viewers with Twitter and Facebook to deepen audience commitment to the program and spark the interest of new viewers. Revision3 has set up a social media directory accessible to all show talent and staff, promoting communication between viewers, creators and show hosts.
-Regularly scheduled releases: Consistently providing new, quality content helps to maintain a connection with the audience and secure interest, building a personal experience with the viewer
This could be solo...but would work well in a panel situation too.
I've been doing some speaking at (3 and 1 upcoming) national conferences on the topic of social media advanced analytics, building social media data marts, text mining of raw comment data, and resulting competitive analysis aroud actual supermarket data, customer segmentation, customer ativation and customer loyalty with the BrandMeter (TM) developed by Core Analytics, LLC. This same concept could be applied to a specific group of bands, directors/actors, or films (before and after launch) to show how to mine public buzz (raw comment data) in the same way and do a comparative analysis with time series data...focusing on brands that are highly relevant to the conference or sponsors. We have the ability to collect data on any brands to support this...so that's an open option.
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.
by Dan Shust
It's been a crazy year and it's pretty safe to say that convergence has arrived and maybe even blown past our expectations. We'll take a fast-paced look at the advancements of the past year and set the stage for even more blurring of the lines in 2011.
by Anthea Foyer
Deep within our secret laboratory, The Labs team of new media scientists work incessantly to discover the secret ingredients of successful transmedia projects. With the recent acceleration of transmedia projects, there have been a lot of successes and failures. But what are the common elements that determine these outcomes? Is it possible to harness them for your own projects? At this session we will reveal our findings to you, our audience. As with any good experiment, however, this will be a participatory event with the audience having the opportunity to become contributors as well. We know you are a smart audience with much to add to the experiment. After the event, our joint findings will be shared online with the world.
No one can deny the impact technology has made in our lives over the past decade. We now have devices that can aid us in multiple activities within all avenues of our lives. With the advent of cloud technologies, these devices have become more pervasive and ubiquitous than ever before. This perfect storm provides an opportunity for developers and designers to create multi-screen solutions that take full advantage of the capabilities of their mediums to provide end users with a seamless and, more importantly, useful experience. Over the course of this workshop, we will explore best practices for developers and designers to create compelling experiences that span across multiple platforms. Discover how the cloud can not only change HOW you work, but the valuable services you can extend through products to your customers.
by Jesse Streb
There are three fundamental approaches to delivering online video today: Adobe Flash, HTML5 and native mobile apps. This holds true across the three screens where video content is mostly consumed – the PC, mobile devices and Internet-connected TVs. Without a proper video solution and strategy in place, this multi-format, fragmented, highly complex world can create a lot of headaches for publishers who want to make sure their video is accessible to the widest audience possible. This session will explore how publishers of all sizes can create video-rich website experiences that are optimized for all viewing experiences, as well as key design elements that publishers should take into consideration for each screen.
by Colombene Jenner
Established players in TV technology have long struggled to make TV interactive, with limited success. However, the promise of iTV is being realized with technologies that MSOs, content providers, and set-top box manufactures didn't anticipate in their previous attempts to make TV interactive — mobile devices, tablets and other portable devices are not only being used as alternative screens to traditional TV, but are flourishing as screens that are used while the TV is on, as companion devices to the TV set. This trend allows people the control and convenience promised (but seldom delivered) by iTV while allowing people to enjoy the passive and communal aspects of traditional TV watching.
Focusing on user experience and social dynamics, this panel will look at inspiring executions for concurrent screen TV experiences. We'll look at strategies that offer the most for today's audiences and explore a range of opportunities to integrate interactivity, marketing, and content to build these new experiences.
It’s been a big year for the connected TV—even Google jumped into the market—and it’s looking like it is going to get even bigger. DisplaySearch forecasts that by 2013, 100 million connected TVs will be shipped, up 546 percent from 2009’s 15 million. The connected TV opens up the door for consumers to access content beyond traditional broadcast TV to include Internet content and online video. While the pay TV ecosystem grapples with the threat that over the top content brings, it’s using devices like the Apple iPad to infuse cool apps for consumers to interact with their TV: Comcast has shown how the iPad can program a DVR and search for shows. And networks are going straight to consumers with the ABC and Hulu apps. But so many questions remain: It can be difficult to find stuff to watch with 300 channels, but what about when connected TVs can access thousands of Internet channels? And what about that elusive remote control that’s lost again somewhere in the family room—will we be using another device? This session will cut through the clutter of the ever-growing connected TV landscape to help form a clearer picture of what’s coming up on those three (or four) screens in your home.
2011 is going to be the year of the 'smart' connected TV: providing us with access to a vast amount of content (web video, live TV, TV catch up and on demand services). To navigate through the mountain of content we are going to need more than the current 'spreadsheet' approach to navigation. With the advent of Smart TVs comes the need for intelligent, personalised filters that will help us find and discover the content that we are going to right at that point in time.
This panel will bring together the people behind the best video services that can be consumed through the TV (e.g. embedded in TV, next generation Set-Top Box, game console, etc...), experts in personalisation/recommendation technologies and social media gurus.
The panel will chart the key changes in TV's evolution from 'dumb' to 'smart', highlight the best examples of smart, personalised TV services available today and predict how these (and future) services will change the way we consume and interact with TV forever more.
by Utku Can
Over 30% of 15 to 30 year-olds watch TV with their laptops open. The web is now the de facto backchannel for engaging and conversation around TV shows. But this is only the beginnings of an emerging trend. Where before audiences made do with existing tools, more and more, we are seeing the creation of bespoke platforms and applications for second screen interaction.
Interest from investors and support from television networks, coupled with rising audience numbers online while watching television makes this an area set for massive innovation, opportunities and growth in the very near future. We will be discussing what’s been done so far, what’s being done now and what will be possible soon.
How Near Field Communication (NFC) and Radio Frequency Identification (RFID) will change the wireless industry, user experiences, marketing, and shopping. Mobile phones a now being looked as a ubiquitous device that plays an increasingly important role in our lives. The mobile phone started as a tool to talk to people while away from a landline. Apps began to emerge on legacy phones, with the networks controlling content. Smart phones and most importantly the Iphone changed this stranglehold on content by creating an open developer ecosystem. Now the mobile phone is more akin to a computer than a phone. As the mobile phone increases in importance and new features are integrated such as RFID and NFC technologies the functions the mobile phone is used for will likewise increase.
Today we use the mobile phone to use apps and surf the net. Tomorrow we will use the mobile phone to open doors (literally), pay for our purchases, earn loyalty rewards, redeem coupons and much more. The introduction of NFC and RFID into the mobile phone, which is a certainty, will not only change how we as users engage with our environment but also how retailers and marketers as well as network operators do business. Network operators will begin to look more like credit card companies, marketers and retailers will now be able to track purchases and redemption of coupons, in turn rewarding these behaviors with loyalty reward points.
by Alex Hachey
Learn about the latest advancements in augmented reality and mobile game play in this detailed case study about Tag, The Mobile Assassination Game. Track friends using location and social tools, shoot them with your mobile camera, and upload the kill shot to the community for ratings, rankings and, in general, ruckus and entertainment.
How can a game change our social experiences? Learn how latest advancements in augmented reality, location based apps, and mobile game play are shaping our social experiences in this detailed & interactive case study featuring TAG: The Mobile Assassination Game. TAG allows players to track & tag their targets, using location and social tools on their mobile phones. This intersection of social meets mobile meets good-old competitiveness is opening new doors in social, mobile, & gaming experiences.
by Raj Singh
by James Pearce
by Debi Jones
by Michael Yuan
This panel will discuss how companies can create best mobile mobile user interfaces, avoiding many of the pitfalls of poor design. Mobile user interfaces are not just squished down to fit the small screen, but require an understanding and application of technologies, users, and contexts of use to create the best possible interaction. Core principles for designing mobile interfaces will be discussed, as well as design patterns for use in mobile web sites and applications.
Developing across different mobile platforms has long been a pain point for mobile developers, but what about designing for the same apps and services to run across multiple types of device form factors? New form factors don't just offer bigger screens or keyboards over mobile phones; users also interact differently with them.
The most prevalent example of this is with iPhone apps moving to the iPad: creating a app for the tablet isn't simply about adapting it to a bigger screen, but utilizing the differences in hardware to offer users a better experience. This scenario is just the tip of the iceberg, though: Android is making its way into all types of devices, like Google TV, which will allow developers to create apps for both phones and televisions. GPS maker TomTom has announced that its future devices will run a version of WebKit and support third-party apps. Nokia's Terminal Mode and Continental's AutolinQ projects look to extend the app experience into automobiles.
This panel seeks to build a high-level understanding of what successful cross-form-factor development entails, beyond simply adapting content for different display types. Attendees will learn best practices -- and educational failures! -- from leading designers and developers, and how they can incorporate emerging form factors into their apps and services to create an enhanced user experience.
by Craig Negoescu
11th–15th March 2011