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by Ben Lerer
So you’ve developed a loyal consumer-base and built a strong foundation for your business. Now what? Thrillist’s evolving business model has been making headlines: by “mingling content and commerce” (New York Times, March 2011), industry experts have described Thrillist as “the future of media” (Wall Street Journal, May 2010). And with these changes, Thrillist’s revenue has quadrupled.
Thrillist co-founder and CEO Ben Lerer will help you to see the bigger picture, illustrating the breadth of possibilities for evolving your online business. Lerer will draw on his experiences with Thrillist and the multitude of companies he has invested in through Lerer Ventures to give an extensive look at the development of online businesses, and what works and what doesn’t.
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
by Eve Simon
The mission: To create a visually impactful, cutting edge online user experience that encourages people to take action for your cause. No sweat, right?For designers working in the non-profit sector, this is the challenge we face everyday. Organizations who don’t see the true cost of bad design, or those distracted by the low-hanging fruit of mere eye candy (i.e. “wasted pretty”) can make it even harder to achieve this ambitious goal. In this core conversation, we will share the secrets to designing award-winning visuals for your cause that both look amazing and propel an audience to engage. Through real life examples & some unorthodox client/boss management techniques, you’ll walk away with strategies to conceptualize, curate and create work that really can change the world.
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.
by Jose Rico and Giovanni Rodriguez
With the commoditizaion of digital technologies for engagement, organizations are beginning to see the opportunity to go one step further by bridging the gap between the virtual and the physical worlds. Hear how a group inside the White House has launched a digitally-powered program to enable live engagement with Latin-America citizens throughout the US. A key component of the program is a multi-city event series where the White House will send officials to meet, engage, and work with local leaders on a wide range of projects. Featuring key White House staff leading this initiative, “THE WHITE HOUSE – ON THE ROAD” explores what could be the next frontier for interactive – “an intelligent return to the physical world.”
This segment gives you a psychological dashboard for creating compelling and engaging interaction experiences. Learn to manage the trigger points for critical psychological processes that determine the mental states of immersion, engagement, and flow so you can motivate your audience to keep playing, start buying, or even change the world. Your design starts in the senses and is translated by the brain into emotion, experience and behavior. With neurocognition and positive psychology, we unlock the translation process for engagement, flow, story, and pleasure. Get a checklist to create more successful and satisfying interactive media, whether it’s on a single platform, across media, or a transmedia, to improve the outcomes of your projects, from design and marketing to advocacy. Avoid unintended consequences of design. Learn to engage the brain to create engaging user experience, motivation and influence behavior.
For every brand turning on a new listening program or focusing on engaging their users online there is a lot of attention on the topic of social media strategy. Brands that don't have one are desperately chasing one - yet the problem is no longer a lack of strategy. That's so 2011. The problem now is that more and more brands are becoming strategically unlikeable. Being social isn't the same thing as being likeable. In some cases, they are actually opposite. In this panel, we will talk about the one principle that every successful person already knows, yet the one that has eluded so many brands ... why likeability is actually the golden trump card, and why brands are historically so bad at it. From examining the lessons from completely unlikeable leaders like Steve Jobs or Rupert Murdoch to sharing the theories of building likeable brands and the new culture of "likeonomics," Rohit Bhargava and Dave Kerpen, two bestselling authors will take audience members inside what it means to be unlikeable and offer real tips on how to avoid falling into that trap ... as a business and as a person.
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.
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?
by Boris Revsin
Social actions is the future of engagement marketing. Looking through the lens of the classic college drop-out turned entrepreneur, we will explore how user experience and game dynamics can generate remarkable action around real-world memes. As disruptive forms of marketing begin to fall away more and more brands turn to marketing as interactive content. Find out how the next wave of advertising isn't really advertising at all.
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.
9th–13th March 2012