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Sessions at SXSW Interactive 2012 about Campaigning

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Friday 9th March 2012

  • Newsjacking: How to Inject Your Ideas

    by David Meerman Scott

    The rules have changed. The traditional PR model—sticking closely to a preset script and campaign timeline—no longer works the way it used to. Public discourse now moves so fast and so dynamically that all it takes is a single afternoon to blast the wheels off someone’s laboriously crafted narrative.Enter newsjacking: the process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business. It creates a level playing field—literally anyone can newsjack—but, that new level favors players who are observant, quick to react, and skilled at communicating. It’s a powerful tool that can be used to throw an opponent or simply draft off the news momentum to further your own ends. Marketing and PR expert and bestselling author David Meerman Scott prepares you to launch your business ahead of the competition and attract the attention of highly-engaged audiences by taking advantage of breaking news

    At 2:00pm to 2:20pm, Friday 9th March

    In Ballroom G, Austin Convention Center

    Coverage audio clip

  • Perfect Timing: Evolving GLBT Suicide Prevention

    by Dino Hainline

    Luck favors the prepared. Build it and they will come. Pithy statements like these are recited on the belief that it takes movement to start action. Shortly before the “It Gets Better” campaign took off on Facebook and YouTube in response to the increase in teen suicide and bullying of GLBT youth, The Trevor Project – one of the main beneficiaries of “It Gets Better” – worked with Sensis on a complete redesign of their Website. Sensis approached Trevor as a pro-bono client and worked with them on increasing their focus from one of traditional development to digital outreach. Sensis and Trevor engaged hundreds of GLBT youth in an online research panel which helped the organization recognize the increasing popularity of digital and social media. The new look and feel of the Website and increased focus on social media in turn created a push for an institutional rebranding that breathed new life into this critical organization. With almost miraculous timing, the site launch and new digital focus coincided with the launch of the “It Gets Better” campaign. Hundreds of individual testimonials have been seen and shared by hundreds of thousands online. Google, NBC Universal and President Obama have all contributed videos with messages of hope and encouragement. In turn, this movement has helped galvanize the Trevor Project’s suicide prevention efforts and transform them as an organization. This panel will discuss how timing, perseverance and forward thinking with digital media helped give prominence to a pervasive problem in the gay, lesbian and transgender community.

    At 2:00pm to 3:00pm, Friday 9th March

    In Room 10AB, Austin Convention Center

    Coverage audio clip

  • Can Growing a Moustache Change the World?

    by Kory Klem and Adam Garone

    Movember is a global movement committed to raising awareness and funds for critical men’s health issues. Over the last seven years, Movember has grown from a handful of friends in Australia to the largest non-government funder of prostate cancer research in the world, with over $174 USD million in funds. This has been accomplished in part by creating and nurturing a passionate online community of brand ambassadors.

    Join Adam Garone, CEO/co-founder of Movember, as he discusses how Movember leveraged the support of a few daring partners and pockets of loyal fans to generate a global movement that saw 450,000 moustache growers in 2010. Learn how Movember captivated the attention of a demographic infamous for not discussing their health, converted them into evangelists by turning the brand over to them, and sent them off to build the campaign. Discover how inspiring supporters to become ambassadors helped Movember stay lean as it expanded globally.

    If you work with a non-profit, this is THE panel to attend. If you want to turn customers into ambassadors, this is THE panel to attend.

    Just grow it - get inspired and change the world.

    At 3:30pm to 4:30pm, Friday 9th March

    In Room 8A, Austin Convention Center

Saturday 10th March 2012

  • Big Social Media Results at Small Organizations

    by Aimee Roundtree

    If you're at a small organization, you might have more great ideas and willingness to serve your community than you do time, money, or help. Lots of small organizations in your shoes--associations, societies, coalitions, departments, units, health advocacy groups, community health centers, and non-profit start-ups--use social media for outreach, education, PR and promotion. Financial and human resource limitations make social media appealing for achieving organizational goals. But don't just assume that if you build it, they will come. And, don’t limit yourself to using the same strategies as larger organizations with more resources. If you want to do big things with social media at your small organization, you have to be creative and flexible, use what works, and know thyself. This presentation will help you think through developing, implementing, and measuring an effective campaign by sharing details of success stories from professional organizations and health advocacy groups.

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

    In Rio Grande, Hilton Garden Inn Austin Downtown

    Coverage audio clip

Sunday 11th March 2012

  • Big Data: Powering the Race for the White House

    by Alex Lundry, Patrick Ruffini, Josh Hendler, Dan Siroker and Kristen Soltis

    Despite the advent of new media, campaigns for President still measure the electorate in pretty much the same way they did 40 years ago, through traditional polls to landline phones. That could all change this year. The hottest job in today’s Presidential campaigns is the Data Mining Scientist -- whose job it is to sort through terabytes of data and billions of behaviors tracked in voter files, consumer databases, and site logs. They’ll use the numbers to uncover hidden patterns that predict how you’ll vote, if you’ll pony up with a donation, and if you’ll influence your friends to support a candidate. This panel will delve deep into the world of real-time data on Presidential campaigns, showing how it’ll be used to make decisions on everything from the layout of a signup form to where to spend millions of advertising dollars in the closing days of a campaign. Forget about which candidate has the most likes on Facebook or followers on Twitter -- and learn why 2012 will be the year of Big Data in American politics.

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

    In Rio Grande, Hilton Garden Inn Austin Downtown

  • 21st Century Giving: Social Philanthropy’s Rise

    by Michaelyn Elder, Ramya Raghavan, Robert Wolfe, Cheryl Contee and Claire Diaz Ortiz

    Leaders from top social networking sites share case studies to discuss the trend of social philanthropy. People around the world are using social media in engaging and creative ways to raise money for the causes that are most meaningful to them. Our distinguished panel will enlighten you on what's happening now and what's likely to happen next.

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

    In Room 6AB, Austin Convention Center

    Coverage video

  • Celebs & Causes: A Thin Line btwn #winning & #fail

    by Aria Finger, Kenna Zemedkun, Noopur Agarwal and Diana Walker

    Social media gives celebrities powerful new ways to mobilize millions to get involved in social causes – but it’s easy to get it wrong. On World AIDS Day 2010, Alicia Keys and a number of A-listers “digitally died,” calling on the public to resurrect them by donating $1M for HIV/AIDS initiatives. Was asking celebs to stop tweeting the best way to fight AIDS? Or was Dan Savage’s It Gets Better campaign a better approach, asking celebs and everyday people to use their social graph to address LGBT intolerance and bullying?

    Experts from media, non-profits and an actual celebrity will explore these and other cases that illuminate the power and pitfalls of using celebs for social good. Through the session, you will hear their insights on when, why and how to effectively engage talent to advance social causes -- as well as rookie mistakes to avoid. Join us for a discussion that will help you effectively harness the power of celebrity in your next digital pro-social campaign.

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

    In Room 9ABC, Austin Convention Center

Monday 12th March 2012

  • text4baby: The Power of Public-Private Partnership

    by Kimberly Bassett, Sarah Ingersoll, Susan Can, Paul Meyer and Jennifer Benz

    More than 500,000 babies are born prematurely and an estimated 28,000 children die before their first birthday each year in the U.S. Text4baby, the first free health text messaging service in the U.S., addresses this issue by providing pregnant women and new moms accessible, relevant health information—via text messages. Well on its way to 1 million subscribers, text4baby was created, launched and promoted by an unprecedented, public-private partnership.

    Over 85% of Americans own a cell phone and 72% of cell users send or receive text messages. Yet, the power of these devices as behavior change tools is just being uncovered. Much attention goes to smart phone applications, yet the health needs of low-income and under-served populations are often most pressing. Everyone has a vested interest in child health, yet few programs have garnered support like text4baby. What are the lessons of text4baby? And, how can tech, public health, and employer communities learn from its success?

    At 12:30pm to 1:30pm, Monday 12th March

    In Classroom 204, AT&T Conference Center

  • Positively Inspired Change Campaigns

    by Stacey Monk and Tom Dawkins

    Social change agents often use guilt, fear, pity, or outrage to rally an audience around a cause. But does tapping into negative emotions with the hope of creating positive change make sense? Could focusing our common attention and intention on positive emotions more effectively transform our world? This panel will explore the experiences of recent positivity-based campaigns by Epic Change and HopeLab and other examples. Contribute to the discussion and learn how you can infuse these principles in your next campaign. Questions will include: How do positive (versus negative) emotions influence audiences? How can you build happiness, joy, inspiration and love into your next campaign? How do we inspire these best parts of ourselves in the pursuit of social change and meaningful engagement? Is positivity-based messaging more sustainable than its opposite? How do we balance some of the difficult realities of the world and the work we are doing with a positive message?

    At 5:00pm to 6:00pm, Monday 12th March

    In Room 8A, Austin Convention Center

Tuesday 13th March 2012

  • We Are Legion: Digital (R)Evolution

    WE ARE LEGION: The Story of the Hacktivists (SXSW 2012) takes us inside the world of Anonymous, the radical "hacktivist" collective that has redefined civil disobedience for the digital age. The film traces the collective's evolution from merry pranksters to a full-blown movement with a global reach. In the last year, Anonymous has been associated with attacks or “raids” on hundred’s of targets ranging from financial institutions, cyber-security firms to foreign dictators. They played a vital role in the “Occupy” movement and recently launched the largest DDoS attacks in history against Hollywood for their support of SOPA.

    Armed with colleagues from the filmmaking and digital communities, writer/director Brian Knappenberger weighs in on the challenges of making the film, the roots of Anonymous, and their current battles with Hollywood.

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

    In Room 18ABCD, Austin Convention Center