Sessions at SXSW Interactive 2012 about Marketing on Sunday 11th March

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  • The State of Social Marketing

    by Tyler Willis, Joe Chernov, Brad McCarty and Jesse Thomas

    Brad McCarty, the North American editor of The Next Web, will give a 10 minute long, rapid-fire presentation on what he believes are the most important 3 changes in social marketing. Understanding what's said in these ten minutes could shape your marketing strategy for the next 12 months.

    Brad's assertions won't go unchallenged, after his presentation, 4 award-winning marketing leaders will discuss Brad's point; debating and discussing how each item affects marketers and business owners like you.

    At 9:30am to 10:30am, Sunday 11th March

    In Capital Ballroom A, InterContinental Stephen F. Austin

  • The Power of Unpopular

    by Erika Napoletano

    You probably never thought you'd want to build an unpopular brand, but branding rules have changed. Considering that every successful brand in history is inherently unpopular with a specific demographic, whom have YOU identified as the demographic that will never like you? Get introduced to author Erika Napoletano and the Power of Unpopular: a better way to run your business – and your life. Erika's the voice behind @RedheadWriting and RedheadWriting.com, as well as a monthly columnist for Entrepreneur Magazine and the author of two books. While she was never the prom queen (thank heavens), she's figured out how to leverage one word with seemingly negative implications into powerful fodder to build brands with staying power in the marketplace. You won't find case studies from corporate behemoths here - you'll find stories and advice from people just like you who want to wake up every day, do what they love, and do it for the people who will love them. Because that's who truly matters.

    At 10:00am to 10:20am, Sunday 11th March

    In Ballroom G, Austin Convention Center

  • The Power of Unpopular: Book Reading & Signing #SXSW

    by Erika Napoletano

    It's the official launch of The Power of Unpopular at SXSWi! A hangover-clearing book reading session at 10am on Sunday morning followed by a signing event (how vain, right!?) at the SXSW bookstore.

    You probably never thought you'd want to build an unpopular brand, but branding rules have changed. Considering that every successful brand in history is inherently unpopular with a specific demographic, whom have YOU identified as the demographic that will never like you? Get introduced to author Erika Napoletano and the Power of Unpopular: a better way to run your business – and your life. Erika's the voice behind @RedheadWriting and RedheadWriting.com, as well as a monthly columnist for Entrepreneur Magazine and the author of two books. While she was never the prom queen (thank heavens), she's figured out how to leverage one word with seemingly negative implications into powerful fodder to build brands with staying power in the marketplace. You won't find case studies from corporate behemoths here - you'll find stories and advice from people just like you who want to wake up every day, do what they love, and do it for the people who will love them. Because that's who truly matters.

    Learn more about Erika Napoletano at http://www.erikanapoletano.com

    At 10:00am to 10:40am, Sunday 11th March

    In Ballroom G, Austin Convention Center

    Coverage audio clip

  • How Brain Science Turns Browsers into Buyers

    by Derek Halpern, Brian Clark, AK Pradeep and Roger Dooley

    Need to boost website conversion and sales? Want to accomplish more with fewer resources? You need to appeal to and engage your customer’s brain. The vast majority of your buyer’s decision-making is driven by emotion and unconscious processes, and if you are only selling features, benefits, and prices you aren’t maximizing your success. Learn how to apply cutting-edge neuroscience, neuromarketing, and behavior research in designing your site, crafting persuasive copy, and more. But don’t worry, this is a jargon-free presentation. The expert panelists, all from different backgrounds, will focus on techniques that produce bottom-line results.

    At 11:00am to 12:00pm, Sunday 11th March

    In Capital Ballroom B, InterContinental Stephen F. Austin

  • Marketing’s Shift from Waterfall to Agile

    by James M Smith, Jennifer Zeszut, Shiv Singh, Jascha Kaykas-Wolff and Adam Brown

    As consumers get more real-time, marketing’s traditionally slow, phased, methodical approach to researching and reaching consumers doesn’t work any more. Just as software developers have needed to become more agile, so too does the marketer. CMOs and Senior Marketers will share what they are doing and what they WISH they were doing to be more real-time. Technology builders, join us and you will come away with 100 new ideas for technologies that need to exist.

    At 11:00am to 12:00pm, Sunday 11th March

    In Lone Star, Omni Downtown

  • Social Media Is a Bubble and SXSW Is a Fad

    by Alyson Shontell, Robert Chafitz, Lauren Bruksch, Curtis Hougland and Josh Levine

    As the entrepreneur Prince sang, “So, tonite I’m gonna party like its nineteen ninety-nine.”
    Social media is a means to end.
    Social media is also increasingly horizontal in its application across the marketing funnel.
    And it is a bubble.
    As in 1999, this bubble is marked by four attributes:
    Escalating valuations: Our panel will prove how Groupon cannot sustain growth, and the valuations of current social marketing stocks are not sustainable

    Inflated salaries: How the scarcity of social marketing experts overinflated the salaries of the very people attending SXSW. This escalation came in part of a misguided panic in not understanding how to channel consumer behavior. This is why so many people are at SXSW with expense reports.
    Dizzying competition: The world does not need more than 40 photo sharing services. We are at the end of the beginning, which will include a winnowing of services and consultants.
    Tremendous hype: The number of publishers versus voyeurs is actually shrinking. This inversion of word-of-mouth to buzz is what bit Snakes on a Plane in 2006. Whenever there is a sustained inversion of buzz and word-of-mouth, the situation conflates.
    SXSW is ground zero of this hype. The event elevates the channel over the objective, and the buzz over the results. It is a cultural event, but does not focus on analytics, results, and research, the cornerstones of social media. What happens at SXSW has little affect on the consumer unlike CES or E3.

    At 12:30pm to 1:30pm, Sunday 11th March

    In Longhorn, Omni Downtown

  • Funny People Can Make You Buy Dumb Things

    by David Weinstock, Jim Beiderman and Tony Mennuto

    Find out why funny “works” with consumers from a panel of experts and professional comedy people including: Jim Beiderman, exec producer of The Onion News Network, The Whitest Kids U Know, and Michael and Michael Have Issues; Andy Currie, advertising creative director and writer of the award-winning Dos Equis “Most Interesting Man In The World” campaign; Tony Mennuto, former TV comedy writer and award-winning creative director of RadioFace - a marketing and branding company specializing in funny content; PLUS, a recognizable guest from the comedy world. Our panel will show examples, and discuss the funniest, most effective ways of reaching people across all marketing platforms including: TV, radio, digital, social, live performances, and stranger mediums. A fake ad campaign (for a ridiculous product) will be presented to the crowd to illustrate the power and possibilities of a far-reaching, humor-based ad campaign.

    At 5:00pm to 6:00pm, Sunday 11th March

    In Room 12AB, Austin Convention Center

    Coverage audio clip

  • Latitudes: A Global Mixer presented by Society of Digital Agencies

    Join SoDA at historic Maggie Mae’s to meet with the movers and shakers in digital marketing from around the globe.

    At 10:00pm to 1:00am, Sunday 11th March

    In Maggie Mae's