Sessions at SXSW Interactive 2012 about Brands on Saturday 10th March

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  • Brands As Patterns

    by Walter Werzowa, Robin Lanahan, Greg Johnson and Marc Shillum

    Brands today exist in multiple mediums, defined by multiple voices. The media brands inhabit is iterative, with no beginning, no end, and little permanency. In that context, adherence to a big idea and endless repetition of centralized, fixed rules can make a brand seem unresponsive and out of step with its audience. But without repetition, how does a brand create consistency? And without consistency, how does a brand maintain value? This panel will debate, show examples and outline a new model within which experience designers show how brands should behave.

    At 9:30am to 10:30am, Saturday 10th March

    In Ballroom EF, Austin Convention Center

  • Entertain or Fail: Brands As the New Publishers

    by Allen DeBevoise and Anthony Batt

    Brands today have more consumers at their fingertips than any TV show or magazine could ever offer thanks to an abundance of multi-connected digital platforms. But entertaining those consumers on multiple platforms is a role that brands have never had to play before. The opportunities are turning brands into this generations publishers. This is the next evolution in content creation -- when brands fully take on the role of publisher and entertainer. And the brands that do this successfully will win.
    Playing the role of publisher and content creator means moving beyond old-school push-message advertising. It means creating engaging content that invites the consumer in to make the experience their own, and it means allowing the consumer to be the copywriter in some cases. It also means that brands must constantly evaluate if their content is fresh, engaging, provoking and causing a reaction in their audience. It means that brands must entertain … or fail.

    At 9:30am to 10:30am, Saturday 10th March

    In Capitol View North, Sheraton Austin Hotel at the Capitol

  • Integrating Brands into Social Television

    by Kristin Frank, Michael Cupo, Jennifer Kavanagh, Jonathan Carson and Mike Shields

    In 2011, social television hit the mainstream with networks across the board embracing social media in a big way, launching a myriad of products ranging from Facebook brand pages and Twitter handles to second screen experiences on mobile devices to drive buzz around on-air programming and connect with fans. Networks also started experimenting with different creative ways to bring advertisers into the social mix. In 2012 this trend will not only continue, but grow exponentially with networks bringing advertisers deeper into socially blended experiences with linear programming. During this panel, different networks will discuss not only how social buzz is translating into ratings success, but how brands are also reaping the benefits from engaged audiences across the different social platforms through integrated advertising campaigns. The panel will also look at how social media buzz has replaced the old system of courting television and film critics and the ways networks are now courting millenials who are critics in their own right with active digital thumbprint.

    At 9:30am to 10:30am, Saturday 10th March

    In Capital Ballroom A, InterContinental Stephen F. Austin

  • More Smart, Less Stupid: PR for Better Business

    by Mark Stouse, Gary Stockman, Kathy Cripps, Bob Pearson and Melissa Waggener Zorkin

    Panelists use “ripped-from-the-headlines” business cases to spur debate on the essential truths of corporate reputation and brand management. This session is sponsored by the Council of PR Firms.

    At 9:30am to 10:30am, Saturday 10th March

    In Room 415A, Hilton Austin Downtown

  • More Smart, Less Stupid: PR for Better Business

    by Bob Pearson, Melissa Waggener Zorkin, Gary Stockman, Mark Stouse and Kathy Cripps

    Panelists use “ripped-from-the-headlines” business cases to spur debate on the essential truths of corporate reputation and brand management. This session is sponsored by the Council of PR Firms.

    At 11:00am to 12:00pm, Saturday 10th March

    In Room 415A, Hilton Austin Downtown

  • Likeable Social Media

    by Dave Kerpen

    Are you using social media the right way in order to grow your brand? By following Dave Kerpen's 18 ways to succeed, your brand can become irresistible in the social media space. Based on his new book "Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (& other social networks)" Dave will present how brands can thrive by using social media. You will learn the best ways to use each of the social networks, business success stories, and find out how to apply Dave's advice to your brand. 5 Takeaways for attendees: 1. Best Practices for Facebook, Twitter, YouTube, LinkedIn2. 18 rules to apply to and test your social media strategy3. Why listening and responding is so valuable to brands4. What sorts of content to put out to your audience5. How to be likeable!

    At 11:30am to 11:50am, Saturday 10th March

    In Ballroom G, Austin Convention Center

    Coverage audio clip

  • How Brands Build Advocates By Anticipating Needs

    by Leigh George and Duke Chung

    Why are brands constantly pissing us off online? Despite the opportunities for engagement that digital technologies provide, most companies’ customer service-focus has been reactionary. Brands only reach out to their customers when there is already a problem, if at all. Hello Pepco, “Most Hated” company in America, I’m talking to you.

    But what if brands used digital technologies to take a proactive approach to customer service and delighted us with unexpected gestures that demonstrate how much they cared about us?

    This session will explore companies like Warby Parker, The Ace Hotel and others that anticipate customer needs. We’ll explore the technology and digital marketing tactics they use to proactively reach out and make customers’ lives easier. We’ll also explain why these gestures convert customers into advocates who share their experiences with their networks. Finally we’ll outline the metrics companies can use to measure advocacy.

    At 12:30pm to 1:30pm, Saturday 10th March

    In Assembly Room, InterContinental Stephen F. Austin

  • The New Hollywood: Building Celebrity Brands Online

    by Nathan Coyle, Meghan McCain, Miles Beckett and Kevin Winston

    Lights, Camera, Log-on. The evolution of social media has provided personalities the opportunity to manage & build their brand online. Celebrities create & share original content with followers & often interact with them directly. Leveraging the existing fan base, celebrities are building huge online followings for their sites, Twitter, Facebook & more. Join the innovators of social media platforms for Lauren Conrad, Meghan McCain, the Jonas Brothers & Kraft and Walgreens as they discuss the impact for celebrities & brands. Online celebrity communities provide significant value to marketers & brands & financial opportunity for the personalities. This panel discusses the value, growth and phenomenon of celebrity brands online.

    At 12:30pm to 1:30pm, Saturday 10th March

    In Creekside I & II, Sheraton Austin Hotel at the Capitol

    Coverage audio clip

  • The Solid Verbal Live Podcast

    by Ty Hildenbrandt, Dan Rubenstein and Nick Fotis

    Four years ago, The Solid Verbal was a little-known, low-rent college football podcast started by two guys in different states who had never met. Now, after an incredible journey, hosts Ty Hildenbrandt and Dan Rubenstein find themselves at the epicenter of the sport’s online universe, covering national championships, landing spots on satellite radio and ESPN’s Grantland Network, and earning a cameo in the New York Times. How did they do it? Stop by for the full story. (And stay for the college football.)Fledgling bloggers, corporate brand managers, and agency content strategists can learn from these experiences in building a strong content brand, developing a differentiated voice, and creating a dedicated community in the age of participation. Meanwhile, fans can swing by for a candid discussion about all the latest musings in the world of college football within the comfy confines of a town that knows a thing or two about the game.

    At 12:30pm to 1:30pm, Saturday 10th March

    In Maximilian, Driskill Hotel

    Coverage audio clip

  • FOMO: How Can Brands Tap into Fears of Missing Out

    by Ann Mack

    We’re in a FOMO state of mind, and it isn’t pretty. That’s Fear Of Missing Out, for those of you who’ve missed out on the acronym.

    Today we are exposed more than ever before to what others around us are doing, and we’re filled with a gnawing uncertainty about whether we’ve made the right choice about what to do or where to be—not just in a given moment, but in stages of our lives as well. And our friends aren’t helping, touting their every FOMO-worthy move in real time.

    We’ve always had a fear of missing out, but it’s exploding with the onset of real-time, location-based and social media tools. This presentation, which is based on a new quantitative study JWT conducted in the U.S. and U.K. and interviews with experts and influencers in technology and academia, will identify which cohort is most prone to FOMO and how they respond to it, spotlight how FOMO is manifesting in the zeitgeist, and look at the potential for brands seeking to tap into FOMO.

    At 3:30pm to 4:30pm, Saturday 10th March

    In Capital Ballroom B, InterContinental Stephen F. Austin

    Coverage audio clip

  • Social Media for Minority Mindshare

    by Mazy Kazerooni, Natalie Cofield, Korey Coleman and Ron Harrison

    The advent of free and cheap media tools has created many opportunities for minority music and media makers. Young social media gurus such as the Persian background and Orange County born Mazy Kazerooni (Track.by and Digital Hustler for L'il Wayne) have leveraged popular artists and platforms like Ustream to create thriving businesses and relationships with advertisers.
    Still others, such as Korey Coleman of Spill.com/Hollywood.com have become burgeoning celebrities largely propelled by video animation, the social media platform Ning and rabid downloads of audio podcasts.
    This SXSW panel will explore strategies to leverage social media tools and platforms to increase access, brand and direct connection to consumers for minority emerging artists and will show-case best practices used by artists such as L'il Wayne, and platforms like Spill.com and Blazetrak.com.

    At 3:30pm to 4:30pm, Saturday 10th March

    In Room 5ABC, Austin Convention Center

    Coverage audio clip

  • The Local Backbone of the SoLoMo Revolution

    by Dave Barger and Julio Fernandez

    This is not a panel about SoLoMo metrics or the panacea Brands are looking for. This panel will show you how two community leaders are organizing their neighborhoods to leverage the latest Social and Mobile marketing strategies.

    National Brands and popular apps have done a good job educating users in metropolitan areas to understand loyalty programs and location opportunities. But small business owners are not leveraging these services or when they do, they are making partnerships with companies that do not have their best interest at heart and do not provide a follow-up action plan.

    Learn how two friends organized their Destin, Florida and Memphis, Tennessee communities to set up the foundation for successful SoLoMo programs for both small business owners and their customers. This panel will cover the challenges and success stories of educating business owners about the benefits of claiming their Google and Facebook Place all the way to setting up Foursquare specials, Facebook Offers, accept Google Wallet payments and the role BarCamps and the Chamber of Commerce played in the SoLoMo Revolution.

    At 3:30pm to 4:30pm, Saturday 10th March

    In Rio Grande, Hilton Garden Inn Austin Downtown

    Coverage audio clip

  • The Social Organization

    by Mark McDonald

    Not all organizational challenges or objectives are best handled by social communities of employees, advocates, fans, etc. Gartner explains how to determine when a community can get the job done better, when it won’t and the risks of misapplying social communities for a brand's reputation, business objectives and relationships with key audiences. This session will highlight the experiences of organizations across a number of industries to illustrate the power of communities and related best practices and mishaps.

    At 3:30pm to 3:50pm, Saturday 10th March

    In Ballroom G, Austin Convention Center

    Coverage audio clip

  • The Visual Interface Is Now Your Brand

    by Nick Myers

    Like it or not, the digital world has changed at a wicked pace and more and more interactions between companies and customers now happen via an interface. Careful consideration of the software's design is of paramount importance to any company wishing to grow their customer base or loyalty. At the center of this change sits the user experience, which has become a huge influence in how customers perceive a company's brand. Traditional marketing principles and practices aren’t effective in software. So how do you create an experience that is usable, desirable, and still stands out? Myers, an interface and brand specialist in design, marketing, and development for 16 years, will highlight the differences of software from other forms of media, you’ll gain insight for creating a truly unique experience that guides executives and teams, and can influence your company’s culture. You’ll learn new techniques such as defining the ideal experience, exploring first impressions with visual language studies, and designing signature interactions. These techniques build a memorable experience that’s hard for your competitors to mimic and your customers will fall in love with.

    At 3:30pm to 4:30pm, Saturday 10th March

    In Capital Ballroom A, InterContinental Stephen F. Austin

    Coverage audio clip

  • Your Marketing Sucks: Why You Need to Think Local

    by Mike Merrill and Tiffany Monhollon

    Every consumer is local. They live in a community. They’re engaging and interacting in their favorite places, online and offline. And much of today’s marketing misses the mark when it comes to connecting with local consumers online. In this session, we’ll share practical strategies about how any business - from start-ups to local businesses to national brands, agencies, and franchises - can think local in their online marketing and connect the dots between their digital strategies and their physical presence.

    Why does local matter for every brand? 86% of consumers use the internet to find a local business. 20% of all searches on Google have local intent. 1 in 3 mobile searches is local. Google map use is 40% local. After looking up a local business on a smart phone, 61% of users called the business and 59% visited. 100% of consumers are local.

    It all starts with picking the right strategy for your business type. We’ll share ideas and examples of thinking local from a strategic brand perspective: Content Strategy, Search, SEO & Keyword Strategy, Local Listings, Social Strategy, Online Advertising, Reputation Management, Ambassador & Engagement Strategy, and Mobile Strategy.

    At 3:30pm to 4:30pm, Saturday 10th March

    In Assembly Room, InterContinental Stephen F. Austin

    Coverage slide deck

  • How to Get Consumers Addicted to Your Content

    by Tara-Nicholle Nelson

    In the early days of owned and earned media (i.e., content) brands believed that communicating their messages via social and traditional media were the keys to success. And content is working; 61 percent of brands are doubling down on content this year. But advanced content strategists know that driving specific business objectives using content requires a wholesale shift to the user’s perspective - creating content that is entirely about theuser and the things they already care about. And for all the hand-wringing that goes on about creating the right content, 90 percent of brands investing in content lack a plan for optimizing the content and its distribution to reach targets, get them to “try” it and get them to come back to it on a regular basis.

    This presentation takes brands and marketers on a deep dive into the behavioral neuropsychology that drives audiences to try and become addicted to a brand’s content, and helps them translate that knowledge into a scalable program that drives specific business objectives using consumer-centric content, complete with case studies of these strategies in action.

    At 5:00pm to 5:15pm, Saturday 10th March

    In Texas Ballroom 4-7, Hyatt Regency Austin

    Coverage slide deck

  • #SxCincy Haus Party

    by CincyTech

    The #SxCincy Haus Party is from 8-11 p.m. featuring Cincinnati beer and chili and the opportunity to mingle with Cincinnati’s consumer, brand and marketing experts.

    711 San Antonio St. @ the #SxCincy Haus

    At 8:00pm to 11:00pm, Saturday 10th March