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

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  • Designing Experiences for Women

    by Jessica Ivins and Brad Nunnally

    Women have become the digital mainstream. In the US market, women make up just under half of the online population, but they spend 58 percent of e-commerce dollars. Women are online gamers, shoppers, bloggers, and social media consumers. And yet, we still don’t know how to design for them.

    The immediate impulse when designing for women is to “shrink it and pink it,” meaning products are splashed with the color pink, and content and messaging are dumbed down. But women want what’s relevant to them. They want products and online experiences that are intuitive, not insulting to their intelligence. They want function, not frills.

    This session reviews the historical and contemporary landscape of designing for women. We’ll review misguided, yet well-intentioned designs based on assumptions and stereotypes that have flopped. Likewise, we’ll review success stories of well-designed products and experiences that truly meet women’s needs. We’ll also look at when gender should factor into your design and when it shouldn’t. Ultimately, when designing for women (or men, or both), you’ll want to get it right.

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

    In Ballroom BC, Austin Convention Center

  • Help Wanted: Hunting High & Low for Digital Talent

    by Winston Binch, Barbara Tejada, Ben Fisher, Lionel Carreon and Jami Hoffman

    Everyone is looking for digital talent these days, from established tech firms, startups, advertising agencies to the biggest corporations. The ever-broadening makeup of the attendees of SXSW is a huge indicator of this. There’s a bigger crossover of technology and marketing than ever before. In many ways, we are all looking for the same talent. And it’s not just developers. We look for highly conceptual people who can come up with amazing ideas and inventions. As a result, creative technologists, digital strategists, designers and writers are in high demand. In this panel, recruiters from a variety of firms will discuss who they look for and how they find that talent. How can we improve our pipeline and process? Where are there new places to look? How can the talent make themselves easy to find? Are schools keeping up with the demand? This panel will be for companies and jobseekers alike, a look behind the curtain of how the matchmaking of employer and employee happens.

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

    In Brazos, Marriott Courtyard Austin Downtown/Convention Center

  • Multi y Mono: A Cultural Advertising Battle

    by Carl Settles, Sergio Alcocer, Kelli Coleman and Leslie Wingo

    With ethnic minorities now representing the largest and fastest growing segments of the consumer economy, the very definition of the general market is being challenged. Multi-cultural agency heads such as Translation’s Steve Stoute are eschewing their parent agencies (Mr. Stoute bought back a majority stake in his agency from Interpublic) in order to compete for a larger share of the marketing pie. In his book, The Tanning of America, Mr. Stoute lays out a compelling case for why he and many other multi-cultural agencies may be better suited to influence general market consumers than their largely mono-cultural counterparts.This panel explores the unprecedented opportunities for minority owned agencies and talent to move to the forefront of the advertising landscape. We’ll hear from key executives from GlobalHue, LatinWorks and Sanders\Wingo ad agencies as they lay out their visions for advertising in the 21st Century and the defining role minority media makers are playing in it.

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

    In Room 5ABC, Austin Convention Center

  • Does Free Content Cannibalize Your Paid Consulting

    by Joe Pulizzi and Jay Baer

    How Much Do You Open Your Kimono? Does "Thought Leadership" Imperil Your Ability to Monetize What You Know?

    Does giving away info snacks enable you to sell knowledge meals, or does your blogging and content program actually cost you paying customers? Do you publish everything you know, or hold something back?

    Find out in this dynamic presentation filled with tough questions, crowd participation, laughs, and real-world examples (with actual stats). You'll discover the merits (and pitfalls) of unfettered and unabashed kimono opening.

    The conversation will be led by two guys who have made a career out of thought leadership and content advice. Joe Pulizzi is the founder of the Content Marketing Institute and is the co-author of Get Content Get Customers. Jay Baer is the President of social media consultancy Convince & Convert and is the co-author of The NOW Revolution.

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

    In Capitol View North, Sheraton Austin Hotel at the Capitol

    Coverage slide deck

  • Y Rappers R Better Marketers Than U

    by Bill Pauls and John McHale

    To quote Jay-Z, “I’m not a businessman, I’m a business, Man.” No one connects more deeply with their audiences than rappers. They're fearless marketers -- stirring up trouble, grabbing the mic, commanding attention, and ultimately, selling a ton of product. This session will look at (and listen to) how rappers turn personal brands into marketing platforms, including how they:
    -project a consistent brand image
    -market to new audiences (rappers have been doing this well since RunDMC met Aerosmith)
    -innovate in a digital world (T-Pain’s popular Autotune App, for example)
    -cross promote with advertisers
    -leverage product placement (mmm, Cristal)
    -and drive culture
    Last year, Bing won the 2011 Grand Prix at Cannes International Festival of Creativity by launching Jay-Z’s new book. The question is, which brand was the bigger winner?

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

    In Assembly Room, InterContinental Stephen F. Austin

  • Crowd Sourcing Community Projects Like Tom Sawyer

    by Dave Olson

    Customers are part of your culture. By inviting them to participate in your campaigns and community, you can speed progress, gain candid market insight, and have some fun. This conversation will share tips about wrangling your passionate users to help with specific tasks for mutual benefit. The tips and tactics will include: understanding motivations, providing rewards, setting boundaries, understanding types of volunteers, organizing disappearing task forces, avoiding "cat herding,” and thwarting confusion and conflicts.

    Practical examples will include: crowd-sourcing a multi-language software translation project; organizing citizen reporting at an Olympic Games; creating participatory contests to produce content and assets; identifying perpetrators and looters in a riot; raising relief money under difficult circumstances; and, rapidly helping victims in disaster zones.

    From the examples, we’ll discuss methods for channeling the passion of audiences into tangible results in much the same manner as Tom Sawyer recruited his fishing pals to help whitewash his fence.

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

    In Capitol View North, Sheraton Austin Hotel at the Capitol

  • The Freelance Rockstar

    by Josh Knowles and Christin Roman

    Working independently. It's fairly common in the tech world, but there are also many, many misconceptions and stereotypes. Josh has been working independently as a developer for the better part of the past fifteen years and has learned many lessons not only about what it means to work freelance as far as lifestyle goes, but also many practical bits of info about dealing with money, contracts, clients, personal marketing, and how to fix things when it all seems to go wrong. Christin Roman has just made the big jump from working as a full-time user experience designer to working independently. She will speak about the process of making the big leap -- what sort of planning it took, what the dangers were, and how it's turned out so far. And we can both speak to the idea of working freelance as a lifestyle choice -- balancing work and life, etc. We would also like to keep this open to audience discussion about experiences and techniques for living the life of a freelance rockstar!

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

    In Rio Grande Ballroom, Marriott Courtyard Austin Downtown/Convention Center

  • Viral Is a Dirty Word: Strategic Video Success

    by Jeremy Sanchez and Robert John Davis

    “Viral.” No word in the interactive marketing lexicon derails strategic thinking quite as effectively. Everyone wants their video to go viral, but the fantasy of millions of people discovering a video for free (without media, PR and search strategies) leads to disappointment and disillusion. Few videos ever go viral, and fewer actually need to. Good interactive video strategies don’t just rely upon massive numbers of views. From VSEO (video search engine optimization) to interactive engagement, video offers opportunities that go far beyond the limitations of viral TV2.0 strategies. Engagement and meaningful KPI’s increase the value of video to global companies as well as neighborhood cake shops – regardless of any viral impact. Learn how to optimize your video strategy to pull the levers that matter most.

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

    In Capital Ballroom A, InterContinental Stephen F. Austin

  • Rebecca Lieb Book Signing

    by Rebecca Lieb

    Rebecca Lieb signs her book ‘Content Marketing’ at the SXSW bookstore

    At 1:30pm to 1:45pm, Saturday 10th March

    In Ballroom G Foyer, Austin Convention Center

  • The Secrets and Surprises of DIY Promotion

    by Laura Fitton, Jeff Potter, Joshua Glenn and Anindita Sempere

    How can you use DIY strategies to get the media to give your book, blog, or startup attention? What pitfalls can you run into along the way?

    Join author Jeff Potter (Cooking for Geeks), author and editor Joshua Glenn (HiLobrow, Significant Objects, and Semionaut), and CEO Laura Fitton (OneForty) for three lightning talks followed by a discussion moderated by Anindita Basu Sempere, Executive Director of The Writing Faculty.

    The lightning talks will cover each of our experiences of what we found worked and didn't work in our journeys through the media and into the public eye. In the panel we'll discuss similarities and differences between our projects and approaches, exploring the "meta rules" that apply across the board to help you understand what you might encounter when promoting your project.

    We'll cover what surprised us, what mattered more than we realized, and what you can do to be better prepared for managing exposure of your projects and work.

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

    In Salon B, Hilton Austin Downtown

    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

  • Winning the Story Wars

    by Jonah Sachs

    Everyone in marketing is shouting “TELL STORIES!” in perfect unison from their various feeds. But what is a good story? And how can you make yours great? In 60 idea-packed minutes, viral storyteller Jonah Sachs (Story of Stuff, The Meatrix) will break down what he's learned over a decade telling stories that have amused, enlightened and engaged millions worldwide.

    He'll cover: 50 years of Jedi Mind Tricks (how marketing masters push products and ideas, and why their tricks are failing you now); Freaks, Cheats and Familiars (how our brains are hardwired to remember stories that reflect ancient patterns); and the Digitoral Era (how to transform your stories for massive resonance in today's digital-oral tradition). Drawing on the research and thinking in Story Wars, available spring 2012 from Harvard Business Review Press, Free Range co-founder Sachs will source age-old and cutting edge wisdom, delivering insights from advertising history, evolutionary biology, psychology, and comparative mythology. This talk is a how-to, equipping you to apply timeless truths for story contagion and breakthrough brands.

    At 4:00pm to 4:20pm, Saturday 10th March

    In Ballroom G, Austin Convention Center

    Coverage audio clip

  • What Content Strategists Can Learn from the Movies

    by Carmen Hill

    Whether it’s Bridget Jones in pursuit of Mark Darcy or Luke Skywalker on a quest to discover himself while overcoming evil, film protagonists are on a journey inspired by the promise of adventure and reward. Real people are on a similar quest to solve problems--including the prospective customers you hope to attract with your content marketing strategy. By applying principles of film narrative you can shape the online journey of your buyers, helping them bond with fellow travelers and overcome obstacles along the way. To do that, you must look beyond the spreadsheets, diagrams and content management systems that are the tricks of your trade and think like a storyteller: Who are the heroes--and the villains? What conflicts and challenges do they face? What is their quest and what is the reward? Learn how to use film narrative to unite your team and client around a storyline, map the buyer’s journey, and align the right content to the right person in the right way and at the right time.

    At 4:15pm to 4:30pm, Saturday 10th March

    In Texas Ballroom 4-7, Hyatt Regency Austin

  • Coolhunting and Coolfarming with Social Media

    by Jun H Sung, Wicks Walker, Peter Gloor, Jason Knapp and Jessica Powell

    'Coolhunting' was conceived by the author/futurist William Gibson in his novel "Pattern Recognition." 'Cool hunting' is now an active research area at the MIT Center for Collective Intelligence. If past is any indication, 'coolfarming' can change everything. Jared Diamond (author of "Guns, Germs, and Steels") identified a single catalytic event where civilization increased productivity ten to hundred times - when humanity emerged from hunter gatherer society to agrarian society. Are we soon about to witness an evolution of the same magnitude in the field of innovation? This panel will share insights from the academic research of the mastermind himself, Peter Gloor. We will also hear from corporate leaders where the rubber meets the road, and shed some light on recent acquisitions and emerging opportunities. New head of products at MySpace, CMO of Badoo, and the founder of W4 will provide a balanced view on projecting trends and impact on advertising.

    At 5:00pm to 6:00pm, Saturday 10th March

    In Capital Ballroom B, InterContinental Stephen F. Austin

    Coverage audio clip

  • How to Break Through the Noise with Great Events

    by Jason Preston and Sara Winge

    By now, every good marketer knows that bringing people together in the real world is a powerful tool for building a community around your company. Despite all our cool social platforms, from Google+ to Quora to Facebook, there is no substitution for getting together in good old physical reality.

    But how many parties are there at SXSW? How many drinkups are there every evening in New York, San Francisco, or Seattle? How do you stand out from the crowd and build an event for your audience that will draw people in and help you really connect?

    In this session, Jason Preston, Vice President of Strategy at the Parnassus Group, the creators of the Tweet House, 140tc Twitter Conference, and the Blog Business Summit, will share the secrets to creating a compelling event that will rise above the noise and turn attendees into evangelists.

    At 5:00pm to 6:00pm, Saturday 10th March

    In Assembly Room, InterContinental Stephen F. Austin

  • 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