Sessions at SXSW Interactive 2012 about Social Media on Tuesday 13th March

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  • Creating Relationships That Matter

    by Mike Muhney

    Successful business depends on successful relationships. While a social media strategy may contribute to success, it is never the primary reason for success or failure. Wherever you fall on the spectrum of many-to-many all the way to one-to-one, you need more than a social network. The interactions leading up to that “magical handshake” often occur behind the scenes, not on social media platforms. Converting contacts from your social network to your personal network creates the momentum that leads to lasting value. Better still, capitalizing on the orbital, or extended, networks of those in your personal network allows you to extend your reach beyond those whom you know to those whom you need to know…and those who stand to benefit from an awareness of you and what you have to offer. Organized, disciplined contact management that helps you make the most of the details you learn about people. In any field, those little details don’t mean a lot—they mean everything! Mike Muhney will share how to find opportunities to reach out to the people in your network—and the people in their networks—in ways that offer true value to others. He’ll provide practical tips on making your personal networks, well, personal.

    At 9:30am to 9:50am, Tuesday 13th March

    In Ballroom G, Austin Convention Center

  • Disrupting the Traditional Ticketing Industry

    by Kevin Hartz

    Founders can plan all they want, but sometimes the most significant drivers of growth are unexpected. The trick to sniffing out the (unexpected) secret sauce is observing trends—both among users and throughout the greater tech community—and just having been there. Eventbrite CEO and Co-Founder Kevin Hartz will discuss how, with a keen pair of eyes, and a strong sense of company values, Eventbrite capitalized on momentum in social media integration, mobile proliferation, and big data capabilities, to help the company grow into a ticketing and registration platform that has already issued over 50 million tickets.

    At 9:30am to 10:30am, Tuesday 13th March

    In Maximilian, Driskill Hotel

  • Epic Battle: Creativity vs. Discipline in Social

    by Sarahjane Sacchetti, Jason Harris, Kristin Maverick and John Manoogian III

    As social media marketing moves from experimental to institutional, brands no longer question social media marketing as a line item. That said, the strategies and deployment of social campaigns continues to introduce big questions about ROI versus spending and effective measurement has been a trendy topic without clear answers for years. The tension introduced by the the creativity made familiar by traditional brand campaigns and the measurement that performance/Internet marketing allows has created increasingly urgent questions for CMOs, agencies and social networks alike. This panel brings together divergent voices in the evolving social media marketing realm and will address the questions brands, agencies and social networks need to answer in 2012.

    With a mix of measurement and analytics experts 140Proof, standout creative agencies Mekanism and BBDO and social network Formspring will review specific intereactions with brand case studies and discuss the following questions:

    At 9:30am to 10:30am, Tuesday 13th March

    In Capital Ballroom A, InterContinental Stephen F. Austin

  • IRL: Improving Communities with Social Media

    by Matthew Edwards, Kelly Weiss, Shelly Brisbin and Gretchen Rubin

    A recent survey of 17,000 people found that 60% of Americans believe that neighbors are worse today than they were 15 years ago. What role does social media play in this perception of decline? We’ll have perspectives from State Farm, which commissioned the large scale survey across all 50 states; Kelly Weiss, Executive Director of Austin Habitat for Humanity; and Gretchen Rubin, an author whose research has focused on the question of how connectedness affects our happiness – including how ties with neighbors and communities have an impact on our overall wellbeing.

    At 9:30am to 10:30am, Tuesday 13th March

    In Longhorn, Omni Downtown

    Coverage audio clip

  • Transforming Social Media for the Senior Community

    by Brian Lang

    Today 40 million people are over 65 - the largest and fastest growing demographic in America. With Baby Boomers retiring, over 10,000 people a day turn 65, a trend that will continue over the next decade. Americans age 50+ are increasingly likely to have a cell phone, a laptop or tablet, or a game console, and represent the fastest growing age segment to adopt to social networking and hypernet technology. What’s the opportunity? A connected lifestyle that blurs boundaries across home, work, leisure, and retirement, smoothly connecting our online and offline lives. Unfortunately, this tech-enabled lifestyle is not yet widespread among older age ranges, hampered by technology choices that are complex and difficult to use. To enable a connected living and social aging experience for older consumers, vendors need to begin to design for all, and entrepreneurs and the venture community need a more dynamic relationship with this huge and underserved growth market.

    At 9:30am to 10:30am, Tuesday 13th March

    In Capital Ballroom, Omni Downtown

    Coverage audio clip

  • Contextual Communication: Crowds and Coordination

    by Riley Crane

    Human history is punctuated by revolutions in communication. Innovations ranging from the printing press to the mobile phone continually improved our communication across space and time, culminating in the Internet Age. Itself a product of crowdsourcing, the Internet can harness a community’s ability to create and analyze data, providing us with movie suggestions, online encyclopedias, and personalized search.

    Yet, these examples beg the question: how can we communicate without a pre-existing community? The winners of the DARPA Network Challenge began to answer this question by using social media to find 10 red balloons hidden across the US. But what about collaborating to find a missing child? Or coordinating a peaceful protest? Or communicating in the aftermath of a natural disaster? We are on the cusp of yet another revolution, one that could allow ad hoc communication within any crowd united by a common context. To solve this problem, we just need to rethink the way we communicate.

    At 11:00am to 12:00pm, Tuesday 13th March

    In Salon K, Hilton Austin Downtown

    Coverage audio clip

  • How the White House is Mobilizing Social Media

    by Kori Schulman

    From his first day in office, President Obama put a priority on an open and engaging government. From Hangouts to hashtags, the White House is utilizing social media to interact with Americans everyday on the issues that they care about the most. As the first Administration in history to have a presence on Twitter, Facebook, Google+ and elsewhere online, the White House’s social media strategy is focused on creating opportunities for meaningful engagement. This session will highlight the #40dollars campaign surrounding the payroll tax cut extension, White House Hangouts and more. Kori Schulman, Deputy Director of Online Outreach at the White House, will discuss how the Administration is breaking new ground to engage with citizens in the digital age and what’s next.

    At 11:00am to 12:00pm, Tuesday 13th March

    In Salon E, AT&T Conference Center

  • Lightweight NLP for Social Media Applications

    by Bruce Smith

    Social media includes lots of free-form textual data in "natural languages", the languages people speak. Natural Language Processing (NLP) helps you analyze that data. Some NLP problems are very hard, but a number of lightweight NLP techniques are available in open-source tools. You can use these to improve your social media applications, even if you're not a computational linguist. In this session, I will introduce some of these techniques and tools, and I will give hints on getting started using NLP in your social media applications. Many NLP techniques require training corpora, sets of annotated documents. I will talk about constructing and maintaining a training corpus. And, I will talk about some of the ways we use NLP at Lithium Technologies.

    At 11:00am to 12:00pm, Tuesday 13th March

    In Salon H, Hilton Austin Downtown

    Coverage slide deck

  • Pinterest Explained: Q&A with Co-Founder Ben Silbermann

    by Christopher Dixon and Ben Silbermann

    The fastest-growing social media service in recent months is Pinterest, which describes itself as an online pinboard to organize and share things you love. Learn more about what the site is doing now, why it has grown popular in cities far away from silicon valley, and about the company's long-term goals in a conversation between Pinterest co-founder Ben Silbermann and entrepreneur/investor/blogger Chris Dixon.

    At 11:00am to 12:00pm, Tuesday 13th March

    In Ballroom D, Austin Convention Center

    Coverage audio clip

  • Social Commerce: Not Yet Taking Off Like Farmville

    by Craig Donato, Greg Sterling, Tara Hunt and Peter Farrell

    Connecting the power of social media with commerce should be a no brainer -- the next chapter in eCommerce. Indeed, Facebook has shown that people are 4x more likely to buy something when it's recommended by a friend and 10x more likely to buy a deal after a friend buys it. But despite all this intuitive rightness, it doesn't appear to be taking off like Zynga games.This panel will explore the boundaries of social commerce -- it's a popular meme but what is it really? How are the big ecommerce players looking at this big opportunity? And what big things are already happening in this next chapter of online commerce?Local and Social also go together like Peanut Butter & Jelly. This panel will also explore the local aspects of social commerce, which touches mobile, geo-location, check-ins, deals and good old fashion local businesses.

    At 11:00am to 12:00pm, Tuesday 13th March

    In Capital Ballroom, Omni Downtown

    Coverage audio clip

  • Social Media Boundaries: Personal/Personnel Policy

    by Vanessa Rhinesmith, Debra Askanase, Jess Main and Amy Sample Ward

    As our networks expand, our profiles get more public, and our work requires a human face, where do we draw the line between personal and professional identities online? How do we maintain those boundaries for our community members? How do we respond to attacks, opportunities, and over-shares online? When does over-sharing hurt the community? When should you share your own personal stories as a manager, or personally reach out to community members?

    Growing and cultivating an active community also requires that the community manager walk the fine line of personal and professional sharing. Every community manager wonders when and how to professionally cultivate leaders and members to create a thriving community while still being personal. On the reverse side, sometimes community members share too much, which can hurt the health of the community.

    This panel will address these questions and more from experience in nonprofit and public media sectors.

    At 11:00am to 12:00pm, Tuesday 13th March

    In Salon A, AT&T Conference Center

  • Who Needs a Fashion Cycle? I've Got Social Media

    by Nikolas Badminton, Imran Amed, Chris Morton, Anthony Santagati and Michelle Sadlier

    The traditional cycles of fashion trends, consumer buying patterns and clothing manufacturing no longer exist in the fashion industry – fashion is ‘now’ in all its capacity and its current pace brings with it a variety of side effects. A traditional fashion cycle refers to the processes of adoption and rejection of a particular trend/activity etc. We will discuss how this definition has evolved in the today’s fashion digital era. We will investigate how digital and technological developments have affected today’s fashion industry from a media, consumer and retail perspective. We will assess the growing importance of social gaming and community to the fashion industry. We will examine social shopping, instant gratification and the saturated world of fashion information and moving trends. In conclusion, we will discuss whether we will be able to sustain the current consumption of information and flow of material and how best to operate in this new world.

    At 11:00am to 12:00pm, Tuesday 13th March

    In Citadel, Driskill Hotel

  • 2012: Social Media’s New Role in Politics

    by Khris Loux, Ben Parr, Vishal Sankhla and Mark Blumenthal

    Social media has earned a prominent seat at the table with the large media companies of the world and has birthed an entirely new way to cover the world of politics. As we approach the electoral year, political chatter will continue to snowball and generate enormous heaps of data. Data can drastically impact how we determine the importance of a given story, the ways that we gauge public opinion and eventually may even revolutionize the way we cast our votes. This panel will discuss the many ways that the web is providing entirely new tools and resources to track and cover the world of politics and discuss the unique perspective social media data paints for the voice of a bolder and broader demographic. This panel will feature experts in political news, new media, data crunching and the real-time web debating the future of political coverage and the impact of new social technologies on political news and research.

    At 12:30pm to 1:30pm, Tuesday 13th March

    In Salon A, AT&T Conference Center

    Coverage audio clip

  • Surviving Technology

    by George Friedman

    This solo presentation from the founder / CEO of the Austin-based company Stratfor (as well as the author of the best-selling books "The Next 100 Years," "The Next Decade" and "The Future of War") will cover "Pseudo-togetherness" caused by social media and the true lack of solidarity. Friedman's talk will cover our current transition to spending more time speaking to more people (but with less substance), plus future of the human race transcending technology. Using examples with online dating vs the old ways of meeting people, this brilliant thinker will also discuss what society loses in our continuing embrace technology in the context of how we lost body language with the telephone.

    At 12:30pm to 1:30pm, Tuesday 13th March

    In Ballroom D, Austin Convention Center

  • Why Karl Keeps His Shades On: Style & Social Media

    by Angela Buttolph and Roisin Kiberd

    Digital democracy has been and gone; at the end of the day, we only want fashion that looks good. Which is, for the most part, highly produced, edited and featuring a well-known model. Fashion social media has had quite a journey so far, whether in the form of the legion of DIY self-promoters on Lookbook and Chictopia, the impromptu crafts community sprung up around Etsy, or the big-name designers putting in their time on Twitter. But we say Karl can leave his glasses on, and even stay away from Twitter. Exclusivity remains key. The future is not in democratizing fashion media online, but in leveraging this audience and arranging it into tiers; idle browser, brand ambassador, fashion insider or member of the Front Row upper echelon.

    Geo-tagging for time spent in store. The option of recording a wardrobe and sharing its contents. Celebrity curators, catwalk live streams and behind-the-scenes insight. A new incarnation of the badge system used in fashion blogging. Without turning shopping into a competitive sport, we want to see shoppers prove their loyalty, and we want to see designers offer something in return. A brand's Facebook page risks becoming little more than an HR department; how we can find ways to make it more glamorous?

    At 12:30pm to 1:30pm, Tuesday 13th March

    In Citadel, Driskill Hotel

  • A Recipe for Success: A Blog, A Brand, A Business

    by Emily Schuman

    Writer of the award-winning blog, Cupcakes and Cashmere (and soon-to-be-published book under the same name), Emily Schuman shares how she got her start in blogging and how she turned it into a successful business. She explores the steps she took to building a trusted voice, creating a connection with her audience, establishing valuable partnerships, and how she inspires through authenticity.

    At 3:30pm to 4:30pm, Tuesday 13th March

    In Driskill Ballroom, Driskill Hotel

  • Digital Debauchery with Anthony Bourdain

    by Helen Cho, Zach Zamboni, Tom Vitale, Anthony De Rosa and Anthony Bourdain

    Meet chef, author & television personality Anthony Bourdain and the crew behind the award-winning series Anthony Bourdain: No Reservations, who help Tony oversee the show’s social media presence.

    Tony and his trusted sidekicks will discuss how he utilizes social media —Twitter, Facebook, blogs, et al. — to directly communicate his unique and unfiltered P.O.V. to fans of the show, and to the world at large.

    We’ll also look at how social media and the digital audience is changing the overall game for TV, and how it directly impacts both the show and how Tony converses with his audience.

    From ‘LiveTwatting’ wrap parties on the road (read: shots of toilets abroad) to propagating food porn online to live-streaming a pub crawl — all is fair game as we present an unprecedented & uncensored behind-the-scenes access to No Reservations.

    This panel also includes a Q&A with Tony and crew -- and as always with Tony, nothing is off-limits.

    At 3:30pm to 4:30pm, Tuesday 13th March

    In Ballroom D, Austin Convention Center

  • Fashion and the New Taste Graph

    by Cannon Hodge, Dave Surgan, Rachel Tipograph, Hilary Peterson and Elizabeth Canon

    Panel in the The Driskill's Citadel Room to be followed by a meet up at The Driskill Bar downstairs...

    A new generation of social curation communities have risen over the past year with the mission of enhancing shopping and product discovery across retailers. These services provide an easy way to create wish lists and curate styles. Soon we will see shoppers, retailers, brands, media outlets and blogs joining these services to curate photography, new products and news stories. We will explore how social curation is currently being used and its future impact on the taste graph.

    SXSW: http://mrphe.us/SXtastegraph
    Sched: http://mrphe.us/xHYJ6j
    Lnyrd: http://lanyrd.com/spgwq
    Plancast: http://plancast.com/p/8cic
    Facebook: http://on.fb.me/xuGxQl

    At 3:30pm to 4:30pm, Tuesday 13th March

    In Citadel, Driskill Hotel

  • Forget Radio. Let Your Fans Market Your Music

    by Kevin Monty, Chris Mortimer, David Bell, Sanjay Dholakia and Cyndi Lynott

    Radio no longer drives music sales - social does. In fact, if you get your strategy right, you can drive sales almost entirely through your existing fans.This panel session will be led by Crowd Factory CEO Sanjay Dholakia along with 4 other Music Industry Leaders who specialize in Social Media in order to look at new social marketing techniques that mobilize a fan base to rapidly build awareness and buzz around new music and artists. The discussion will focus around fan-fueled social marketing strategies being used by top artists such as Jennifer Lopez, Britney Spears and Robin Thicke as well as emerging artists such as Cady Groves. The panel will examine group deals in the music industry and as well as how radio has shifted to social. In addition panel members will provide tips for social marketing that work for both established and emerging artists including insights into the group deal that helped land Britney Spears' "Femme Fatale" at #1 on the Billboard charts.

    At 3:30pm to 4:30pm, Tuesday 13th March

    In Lone Star, Omni Downtown

  • Let's Get Lost: Surprise in the Social Media Age

    by Chris Martin, Todd Pruzan, Bill Wasik and Eli Gwynn

    We all know social media's genius at pretending to read our minds. Facebook and Google+ reintroduce us to our friends; Pandora plays us music we're algorithmically likely to enjoy; Amazon delivers us to authors who feel statistically familiar. This sleight of hand flatters us and pulls us inward.

    But what it doesn’t do so well is surprise us. Our sense of serendipity—the startling coincidence, the amazing happenstance—has eroded severely. A random greeting from a long-lost friend once would have been a lightning bolt in your day; by now, it’s much tougher to lose touch with someone than get reacquainted. If your most discreet pals plot your surprise party, their presence in your location-based apps will give up the ghost. Want to go wander around a foreign city? Forget it: Google has made getting lost not just obsolete but technically impossible.

    Will surprise be the next hot online commodity? We’ve seen signs that it might. Chatroulette’s randomness enthralled us briefly, and group-deal sites’ digital coupons deliver us the odd caipoeira lesson—but could surprise be more valuable than that? Will social media, or advertisers, figure out how to sell us back our serendipity?

    At 3:30pm to 4:30pm, Tuesday 13th March

    In Longhorn, Omni Downtown

  • Social Media & Young Children: Our Kids' Futures

    by Svetlana Gous, Patty Chang, Ian Small, Christine Egy Rose and Hayes Raffle

    With the onset of Google+ Hangouts, Skype on Facebook, and the plethora of other video-chat driven communities, how and where do the kids fit in? Or should they be left out of the equation all together? Our panelists will share their fascinating theories, their kid-tested results and the sometimes surprising conclusions for what our kids' online futures could look like. After this discussion, you'll better understand and appreciate what makes and breaks engaging, social media platforms for kids.

    At 3:30pm to 4:30pm, Tuesday 13th March

    In Capital Ballroom, Omni Downtown

  • Your Social Media Job Is Dead: Now What?

    by Ana Andjelic, Angeline Vuong, Natalie Rodic Marsan and Sonny Gill

    The digital world is changing too fast to let the industry label its roles with yet another buzzword. Remember digital ninjas? Social media mavens? Twitterholics?

    One moment, you are a self-proclaimed "guru" -- hey, it doesn’t make it less real -- and the next, you discover that you are not the only one.

    Younger marketing & advertising professionals are entering the workforce in social media-specific roles and finding that they must expand outside of their niche or risk becoming obsolete. As social media becomes more commonplace within organizations, it is evolving into another platform that good digital strategists and planners can handle with ease. More importantly, it reveals a schizophrenic situation in the industry. We want our developers to code in different languages, but we pigeonhole our strategists – people who are, by definition, entrusted with “big picture” – into smaller and smaller areas of specialization.

    And what about the people who started out as Social Media Coordinators and moved onto Community Managers and eventually Social Media Strategists? Where will they go from here? Or is there still room for specialization as strategists?

    Join us as we duke it out in a battle over the future of digital engagement jobs from the POV of people who have had all sorts of social media job titles, abandoned those titles, never had those titles and still proudly wear them.

    At 3:30pm to 4:30pm, Tuesday 13th March

    In Brazos, Marriott Courtyard Austin Downtown/Convention Center

  • How Social Media Drives a Student’s Success

    by Gary Natriello, Jennifer Openshaw and Jared Carney

    School budget cuts, high unemployment (over 20% for youth), and a global economy – No wonder parents are concerned about their child’s success and 70% of teens say they want more guidance. What can you do? In this exciting and engaging panel, kicked-off with an opening by America’s best-known Administrator – Iqbal Theba who plays “Prinicipal Figgins” in the hit TV show, Glee – and led by Dow Jones/Wall Street Journal columnist Jennifer Openshaw (Oprah, CNN), you'll learn how technology and social media can drive your child’s success and where it can’t.

    At 5:00pm to 6:00pm, Tuesday 13th March

    In Classroom 203, AT&T Conference Center

  • How to Write an RFP for Social Media

    by Kendall Morris and Beth Mulhern

    Every day we meet companies who realize the importance of participating in social media but have no idea how to begin. “What department does social media live in; Marketing, IT, PR, Customer Support?” “What type of commitment of resources and budget do I need? “Can’t we just hire a college student to do this?” “How do we measure success?” With all these questions, it is no wonder defining the need has become so challenging. Some companies are finding themselves “stuck” before they even begin! How to Write an RFP for Social Media will walk you through the process of creating an RFP that clearly identifies your company's business objectives and leads you to an ROI. You will learn how to:

    • state your needs
    • identify resources
    • define requirements
    • determine timelines
    • evaluate measurement
    • share budgets

    You will come away with a clear outline for how to meet your individual goals with a template worksheet to ensure you are asking yourself the right questions throughout the process.

    At 5:00pm to 6:00pm, Tuesday 13th March

    In Lone Star, Omni Downtown

    Coverage slide deck

  • Senate Committees Push Boundaries on Social Media

    by Conor Kenny and Steven Polunsky

    The bulk of social media and Web 2.0 use in Congress and state legislatures has until now largely been composed of personal tweets and posts by legislators and staff, pushing communications out without engaging in true conversations with constituents. Innovation in this area has lagged the private sector.One Texas Senate committee is changing that. Charged by Chairman John Carona to “push the envelope so hard it’s no longer stationery,” the Business and Commerce Committee is moving out with social media. They began by examining the legislative process and identifying each point where lobbyists and advocates have special access to information or legislators, then looked for technologies that would level the playing field, open the process to the public, or help generate consensus. As a testbed, the committee is currently tackling a tough issue –payday lending – and they’ll tell you what they’re doing, what’s worked and where they think Gov2.0 is going.

    At 5:00pm to 6:00pm, Tuesday 13th March

    In Salon B, AT&T Conference Center

    Coverage audio clip