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Sessions at SXSW Interactive 2012 about Content

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Friday 9th March 2012

  • Sex on the Web – The Sabotage of Relationships?

    by Julie Gillis, Sadie Smythe, Rosie Q and Mia Martina

    People want to confess who they are to someone, anyone. And they want to discover who they are through that dialogue. Bonding occurs through disclosure and empathetic acceptance of that disclosure, as a result of confession. It is the basic transaction of relationships. The producers of the Austin-based performance series BedPost Confessions will discuss ways in which sexual content on the Internet helps facilitate the forming of new relationships, assists in transforming relationships, and explore how accessibility to such content might also sabotage them. We will examine the following questions and will also open the session for questions at the end.

    Issues addressed in this session will include:

    -- Has the Internet helped us become more sexually open or just lonelier?
    -- How is the flow of sexually explicit images and conversation impacting the way we define commitment in a modern relationship?
    -- Does online sexual correspondence via sexting, Facebook, Twitter etc. sabotage relationships or help them?

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

    In Driskill Ballroom, Driskill Hotel

  • Hyper Local Public TV Station Models: Content 3.0

    by Kliff Kuehl, Kevin Dando, Angee Simmons, David Neff and Shane Guiter

    How are public television stations positioning themselves for the future? Are they producers, curators of existing content or simply another model all together? The legacy model of public TV is changing -- quickly. Now, stations are masters of content strands, weaving together social media, geolocation, web, mobile, traditional TV and production into an amazing new product. Come see how new models are emerging and leading the next generation of public television.

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

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

    Coverage audio clip

  • Speed Tweaks: How Fast Can Audiences Drive Edits?

    by Mark Hillman, John Havens, Sally Daub, Bryan Mochizuki and Matt Naylor

    When it comes to shaping video content for target audiences, how real-time can we get? Dynamic iMedia allows digital agencies to track who's watching what content, where they're watching it, and for how long. But how can brands put this real-time feedback to use when months of approvals have already locked in a final cut? If they shoot documentary-style content, they have the flexibility to make measurement mean something. An archive of doc footage from the production phase can offer drastically different cuts.

    Bringing together a digital guru with surgical media measurement tools, the media director from the Clinton Global Initiative, who has used twitter feeds to create documentary highlight reels, and the Creative Director of branded documentary powerhouse, Flow Nonfiction, we look at how the documentary process can yield footage that makes real-time feedback actionable. How good and how fast can this feedback loop become? Are brand managers willing to follow the near spontaneity it allows? How much is too much -- when does the stat geek kill the magic? And what does this mean for filmmakers and marketers who want to keep pace?

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

    In Room 18ABCD, Austin Convention Center

    Coverage audio clip

Saturday 10th March 2012

  • 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

  • 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

  • When Copyright Trolls Attack

    by Charles Mudd, Parker Higgins and Mitch Stoltz

    On 2010, the U.S. Copyright Group quietly targeted tens of thousands BitTorrent users for legal action in federal court in Washington DC. The defendants, who started off as unnamed "John Does", were accused of having downloaded independent films such as "Far Cry," "Steam Experiment," and "The Hurt Locker" without authorization. The organization went on to sue thousands of defendants at a time, hoping to extract quick and easy settlements. By the end of the year, U.S. Copyright Group had been joined by similar companies that sued people all over the United States for allegedly downloading porn and for reproducing newspaper articles in blogs. In less than two years, copyright trolls have sued almost 200,000 people.

    Who are the copyright trolls? What should you do if you are a content owner approached by copyright trolls? What should you do if you are one of the 200,000 people being sued? And what is being done about this new and disturbing business model?

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

    In Capitol E-H, Sheraton Austin Hotel at the Capitol

    Coverage audio clip

  • Margot Bloomstein Book Signing

    Margot Bloomstein signs her book ‘Content Strategy at Work’ at the SXSW bookstore.

    At 10:45am to 10:00am, Saturday 10th March

    In Austin Convention Center

  • Building Community Engagement Around Open Content

    by Anne Cushing and Stephen Saber

    Meet the team that undertook the initiative of opening up one of Harvard College’s most popular undergraduate course, “Justice” with Michael Sandel (justiceharvard.org/). Find out how their focus on social integration increased engagement and online discussion on the Justice site and other social platforms, empowering the audience to join open conversations creating a global intellectual resource. Hear how the team shifted focus to topic rather than brand to allow for the creation of user-generated content without negatively affecting the Harvard’s brand. The team will share the social and digital approach used to build engagement, including their ongoing strategy to leverage user generated content to keep the course and the topics relevant. Lessons include:-Making the case to loosen brand control for the sake of engagement-Maintaining brand strength when opening content-Combining online learning with social media-Managing and engaging in conversations on multiple platforms

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

    In Classroom 203, AT&T Conference Center

  • Discover the New Frontier of the Glocal Internet

    by Christine Lagorio, Holger Luedorf, Adrian McDermott, Dave Altarescu and Jack Welde

    Foursquare, Spotify, Zendesk and Smartling share how they leverage today's mega-trends - social, local, mobile, and cloud - to meet the challenges and exploit the opportunities of the New Internet. Users from India to Indiana expect to interact with brands on any device, from any location, in their native language, and via their favorite social networks. Companies that actively engage customers in this personalized way will reap the rewards of the New Internet. Do you have the tools and strategies to truly connect in this new online market? Join this session to get insight from the best. Moderator: Christine Lagorio, executive editor, Inc.com. This session is sponsored by Smartling.

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

    In Salon B, Hilton Austin Downtown

  • 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

  • Kristina Halvorson Book Signing

    Kristina Halvorson signs her book ‘Content Strategy For The Web’ at the SXSW bookstore

    At 2:30pm to 2:45pm, Saturday 10th March

    In Ballroom G Foyer, Austin Convention Center

  • Delivering Content Experiences Across Platforms

    by Michael Cerda

    The new "Post PC" landscape is driving significant changes in the way content is being distributed and consumed. Online content experiences are diversifying across multiple platforms and increasingly being packaged into new forms. In this session, you will learn effective strategies to maximize engagement and conversion across touch Web and app experiences for your content.

    At 4:00pm to 4:15pm, Saturday 10th March

    In Texas Ballroom 4-7, Hyatt Regency Austin

  • 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

  • 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

  • Responsive Content: Build a Website that Kicks App

    by Hans Sprecher

    Forget apps, .mobi sites, and smoke signals. Here’s a little secret: you can make one website to cater to different devices and contexts. Designing responsive sites is gaining mainstream acceptance—but how do these sites effect your content strategy? Like the design, content is flexible—expanding based on screen resolution and medium to match the user's context. We need techniques to scale content as beautifully and responsively as our designs.

    Responsive content can be used for both good and evil (or at least pleasant and painful user experiences). We'll examine when content should be responsive and when it shouldn't be.

    Finally, the tech details: to make content respond, draw on the HTML5 spec, web standards, and semantic markup to systematically flag content. We can also use CSS, JS, and server-side processing to add or remove content from different contexts to create fast-loading sites.

    At 5:15pm to 5:30pm, Saturday 10th March

    In Texas Ballroom 4-7, Hyatt Regency Austin

    Coverage slide deck

Sunday 11th March 2012

  • Barry Diller Interview: State of the Content Industry 2012

    by Ali Velshi and Barry Diller

    At the 2011 SXSW Interactive Festival, veteran IAC Chairman and media mogul Barry Diller implored the online community to rise up against proposed net neutrality legislation, in support of digital freedom and innovation. Join us one year later, on Sunday, March 11, to hear his latest insights on the current online content landscape, as well as his thoughts on where digital creatives should be focusing their passions in an insightful informative and savvy hour-long conversation with CNN Chief Business Correspondent Ali Velshi.

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

    In Ballroom D, Austin Convention Center

    Coverage audio clip

  • Cookbook 2.0: The Future of Recipe Content

    by Adam Salomone and Bruce Shaw

    Whither the cookbook? It’s a question that publishers, authors, agents, just about anyone in the industry is asking. Questions around content generation, monetization opportunities, and new media all have prompted great rethinking of the processes by which cookbooks come to market. But what does that mean for changing traditional models? And how do content creation methods evolve with the advent of user-generated and blog content?

    This session is meant to explore some of these issues in depth, by looking at what publishers are doing today and how that can change in the future. We’ll explore a variety of questions on the topic, breaking down the conversation around content, monetization, and new media promotion. What are some of the upcoming content monetization channels? How can publishers become more flexible in their approach to content, both in-print and online? And where do publishers, authors and other constituents fit in the conversation happening online with consumers?

    Along the way, we’ll also discuss methods by which cookbooks come to market going forward, and whether decentralized approaches to content through blogging and self-publishing are viable in the new digital world. And, we'll also look at ways in which new models can be applied outside of cookbooks to the wider content world.

    At 3:30pm to 4:30pm, Sunday 11th March

    In Citadel, Driskill Hotel

  • Design for Your Audience Not for Yourself

    by Tom Censani

    With Dribbble, Forrst and other curated sites, the designer's attention has shifted focus to impressing his fellow peers and mimicking influences rather than who we should be focusing on: our audience. We're beginning to lose sight on delivering content in a meaningful way to the people who regularly traffic our sites.Design is beginning to look homogenous and more like a pattern of trends within the design community. Original design should be presented in a way that resonates with the audience and helps the designer grow without losing his own identity in the community.

    At 4:15pm to 4:30pm, Sunday 11th March

    In Texas Ballroom 4-7, Hyatt Regency Austin

    Coverage audio clip

  • Content and Coding Are Not Commodities

    by Andrei Scheinkman, Benjamin Balter, Raju Narisetti and Jennifer 8. Lee

    Geeks see code as art and content as stuff. Journalists see code as stuff and content as the art. Geeks may say "provide me content" while journalists are like "build this site." With that kind of attitudes, it's hard to get buy-in from the other side. What coders and journalists should understand: they have more in common than not. Both sides are motivated by their craft and a desire to feel that an audience is experiencing their work, whether though prose or programming. They want to work with smart people on interesting problems. Coders and writers are not interchangeable. Great talent can be an order of magnitude more effective than mediocre talent.Though discussions of case studies from The Washington Post, New York Times, Huffington Post and the federal government, this panel will explain from both the journalists' and the programmers' perspectives how to speak a language they will understand.

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

    In Capitol E-H, Sheraton Austin Hotel at the Capitol

Monday 12th March 2012

  • But Are You a Real Journalist? #jan25 #occupy

    by Jigar Mehta, Eric Carvin, Jennifer Preston and Tim Pool

    The Whole World is Watching: From Tahrir Square to Homs to Zuccotti Park, citizen journalists and ordinary people are using social media, video and cell phones to document their stories and revolutions. New York Times reporter Jennifer Preston will moderate a panel w/ Jigar Mehta of the "18 Days in Egypt" project; Tim Pool, live stream video reporter of Occupy Wall Street movement; Eric Carvin, social media editor, Associated Press and Chris Michael from Witness.org. The panelists would like this to be a conversation so please bring your thoughts and questions about how technology is blurring the lines between traditional and citizen journalism -- and what that means. We will also remember those who lost their lives in recent months trying to report what was going on.#citizensx

    At 9:30am to 10:30am, Monday 12th March

    In Texas Ballroom 1-3, Hyatt Regency Austin

  • Alternative Channels of Digital Distribution

    by Josh Gertz, Dave Spinato, Adrian Capobianco, Michele Edelman and Pepper Evans

    Digital Advertising is on the rise while consumer engagement with online advertising is on the decline. With so many messages competing for attention, today's consumer expects to be rewarded for their choices. Join an exclusive panel of digital content experts to discuss how digital promotional advertising has emerged as a new distribution channel for content owners and how content activates consumer behavior and builds brand loyalty.

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

    In Salon K, Hilton Austin Downtown

  • CrowdTV: Crowd-Sourcing Documentaries

    by Kylee Ingram

    CrowdTV is steaming ahead with the next iteration of crowd-sourcing, and is asking viewers to collaborate in deciding the direction and content of the documentary. For our pilot we gave the online community bare bones topic - water issues in Western Sydney. But beyond that, we threw open the doors to anyone who wants to have a say with the hope the result would be fun and a little bit gritty, but when starting out we had no idea what the outcome would be.

    Participants gain points for contributing, such as through posting ideas or voting, and these points equate to credits in the film. This community involvement continues through every step of the production, with users also able to contribute research, vote on edit choices, and contribute or choose graphics and music.

    Getting funding bodies interested in the idea proved difficult, as it was hard to pitch an idea for which the very point is that no one knows what it will look like yet. But it was the government and community partners got it immediately. They could see the value of community involvement as an end in itself, whereas the other bodies had been solely focused on the documentary.

    We believe CrowdTV has the potential to encourage a broader level of community involvement than other approaches that are all about UGC- the model can be applied to any factual production.

    At 12:30pm to 12:45pm, Monday 12th March

    In Texas Ballroom 4-7, Hyatt Regency Austin

  • Big Brands and You: Make the Love Connection

    by Craig Benzine and Alejandra Carvallo

    Brands want a piece of the social media pie. Content creators want to make money without compromising their voice and audience. The Rolling Stones once said you can’t always get what you want. But they were wrong. Big brands and content creators can get what they want while working together. Many brands and content creators collaborate in ways that bring value to their shared audiences. It just takes a little care, and a lot of trust. Panelists Alejandra Carvallo from Intel and one of the all time most subscribed personalities on YouTube, Craig Benzine (aka Wheezy Waiter), show what’s worked for them and earned hundreds of thousands of views of their content.

    At 3:30pm to 4:30pm, Monday 12th March

    In Capitol View North, Sheraton Austin Hotel at the Capitol

  • Knitting a Long Tail in Niche Publishing

    by Shannon Okey

    Larger publishers and distributors are often unwilling to take a chance on what they consider "niche." Yet consumers want specialization and more advanced content rather than lowest common denominator material. What's a creative professional to do? Using the example of knit publishing and its evolving presence in the e-book market, as well as best practices for designers and creatives relating to publishing, we'll explore ways to increase creators' revenue and buck the established publishing system.

    At 3:30pm to 4:30pm, Monday 12th March

    In Capitol E-H, Sheraton Austin Hotel at the Capitol

    Coverage audio clip

  • What’s the Holy Grail of Social/Mobile/Local?

    by Matt Goldberg and Dan Heaf

    Consumers are increasingly looking for dynamic, personalized content and services that will help them engage and exchange with others, and share common experiences while on the go. Such applications are the mobile holy grail of modern times and premium brands are rushing to deliver them, although with limited success. What does it take to deliver such services? What is the role of the content curator? And how can you serve consumers who sometimes just don’t know what they want? Melbourne-based Lonely Planet CEO Matt Goldberg and BBC Worldwide Digital Director Daniel Heaf of London will use the platform to address these questions, examine the technologies and consumer behaviour that are changing the way content providers think, influencing their investment decisions and share their experiences of working with this dilemma across BBC Worldwide’s portfolio of premium passion brands – among them Lonely Planet, Doctor Who and Top Gear.

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

    In Capitol View North, Sheraton Austin Hotel at the Capitol

Tuesday 13th March 2012

  • Branded Content: We're All Publishers Now

    by Shane Snow, Amy Vernon, Lindsey Weber, Audrey Gray, Emily Miethner and AudreyGray

    The Internet has made everyone a publisher. Even brands are now doing what used to solely be the domain of media companies: creating compelling content. Great content is being used to gain fans, inform customers and increase exposure on the Internet. This panel will discuss the principles of successful viral content - whether articles, infographics or videos and how companies can apply these to branded content. And we're talking about more than just slapping your logo on a pie chart. We'll discuss how to get started, measure results and set goals, as well as the importance of a consistent strategy. You've heard the phrase "content is king" over and over again; this panel will show how and why.

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

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

  • Jon Wuebben Book Signing

    Jon Wuebben signs his book ‘Content is Currency: Developing Powerful Content for Web and Mobile’ at the SXSW bookstore.

    At 1:05pm to 1:20pm, Tuesday 13th March

    In Austin Convention Center

  • Making eBooks Smarter: Responsive Page Design

    by Peter Meyers

    Some ebooks are print edition replicas, some are overstuffed mediafests. Neither fulfill one of screen publishing’s biggest promises: adapting content to meet readers’ needs. The digital page can do much more than its “dumb” static counterpart. Possibilities range from memory-coaxing character summaries embedded “beneath” the digital canvas to continuously streamed in updates. Join author Pete Meyers (“Breaking the Page”, O’Reilly) for a lively group chat. He’ll kick off with a fast-paced tour of digital document design principles and best practices. From there he’ll help attendees compare modern readers’ most pressing needs to the kinds of just-in-time services digital books can deliver. Together we’ll swipe away the notion that digital book design is just about picking fonts or adding video. It’s about shaping content on an infinite canvas so that ebook readers become ebook lovers.

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

    In Capitol View North, Sheraton Austin Hotel at the Capitol

  • Crowdsource This! Harnessing the Crowd for Content

    by Jason Karas, Rich Barton and Brad Gerstner

    Reviews are so Web 2.0 – the next generation of crowdsourcing goes well beyond a simple user-generated review. But, how can companies utilize the power of the crowd to build content and, ultimately, their business? Does the power of the crowd still have value in today’s web and mobile economy? What kind of information can be mined, and what results can realistically be expected from content supplied by users? Crowdsource experts will discuss the pros and cons of crowdsourcing and the types of content that can be solicited and mined from users, which can help alleviate overall business costs, and cover the possible business implications of relying on crowdsourced information.

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

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