Sessions at SXSW Interactive 2012 about Marketing with slides and audio

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Saturday 10th March 2012

  • Viral Is a Dirty Word: Strategic Video Success

    by Jeremy Sanchez and Robert John Davis

    “Viral.” No word in the interactive marketing lexicon derails strategic thinking quite as effectively. Everyone wants their video to go viral, but the fantasy of millions of people discovering a video for free (without media, PR and search strategies) leads to disappointment and disillusion. Few videos ever go viral, and fewer actually need to. Good interactive video strategies don’t just rely upon massive numbers of views. From VSEO (video search engine optimization) to interactive engagement, video offers opportunities that go far beyond the limitations of viral TV2.0 strategies. Engagement and meaningful KPI’s increase the value of video to global companies as well as neighborhood cake shops – regardless of any viral impact. Learn how to optimize your video strategy to pull the levers that matter most.

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

    In Capital Ballroom A, InterContinental Stephen F. Austin

Sunday 11th March 2012

Tuesday 13th March 2012

  • 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

  • The Battlefield Art of Design Triage

    by Angel Anderson

    Many of us are racing to be first to market, or release something in time for a specific event. Running and gunning on the product design battlefield is a tremendous challenge because it takes time to design things that provide ~real value for people and fit into a brand’s ecosystem in a meaningful way. How can you create things that provide utility, joy, and value while you’re chasing a moving target on the battlefield of design? This talk will show you. Discover the essential art of design triage and explore techniques to provide solid user experience design (even when there’s no time), put mortally flawed projects out of their misery, and help deserving projects thrive. Design triage will help you shape things that serve people’s real needs and goals and give you tools to parachute into a fast moving situations so you can provide “nick of time” design that makes what your building truly helpful and delightful.

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

    In Room 10AB, Austin Convention Center