There's a stark contrast between “owning” an idea versus collaborating in an open structure. It's often the root of the divide between “traditional” and “digital/new media” people. Because good ideas evolve into better ideas through collaboration and open input, organizations that can effectively bridge these camps are the ones that will survive. Let’s Kumbaya with Azher Ahmed, SVP Director of Digital Operations and Jonathan Sackett, Managing Director and CDO of DDB Chicago.
Our goal with this session is to make events better for all of us. Events no longer exist in a vacuum. The new ideas and relationships we all seek from events are now available to us across a continuum of ongoing social tools, so audiences give as much attention to their devices as they do to a speaker, or to the person sitting next to them. How can we as event participants, producers, and sponsors best adapt to this new reality? How can these digital tools serve to humanize and improve our experiences, and make us more present, as opposed to being just another source of distraction and overwhelm? Join with leaders in the field as we explore best practices for using the wide array of tools that are emerging in the event space. Please visit www.buildingalliances.com/blog for a list of our invited guests representing key products and services in the space and links to the tools we encourage you to check out and use in advance of our discussion (including here at SXSW!)—Brian Duggan
Africa is more than AIDS, poverty, civil strife and safaris. With the ever-increasing access to digital tools Africans on the continent and all over the world are using the web to farm a new vision of Africa in the 21st Century. Social media platforms amplify and help spread this “new take” on the continent, both enabling Africans to tell their own stories and offering an alternative to mainstream media’s coverage of Africa. Ultimately, using new media Africans can and are becoming the architects of what very well may be a new “African Renaissance.” This Core Conversation will discuss how Africans are using the mobile and social web, what sort of content is being produced and what are the messages being communicated. This conversation will also examine new media’s social and economic impact as it relates to Africa.
by Gi-Gi Downs and Erin Bush
Do you share your number?
You know the classic assumption: they all want to be the first. They might understand if one or two didn't work out, but they're scared if you've had a lot of those. But some people know the secret-–that a variety of experiences makes you a better…
No, we're not talking about the closely-guarded number of your past lovers; but how many jobs you’ve had.
The brutal reality is that if you’ve spent any time in the tech industry, it’s likely you’ve hopped around companies in your local tech corridor. Had multiple titles. Multiple bosses. And, the old theory says, this doesn't look good on your resume.
Unless, that is, you learn to carry it well.
Shifting priorities and re-org roulette may have left you with an embarrassingly high number, but is your reputation really shot? Armed with a little knowledge, you can beat the stereotype. And it might even keep you off the unemployment line.
If you’re an artist or work for a young arts organization, you run a start-up. A start-up where the product is culture, the audience is becoming more and more segmented by age, and the metrics for success are hard to come by. Lots of rewards and just as many challenges, right?
In this session we'll discuss the triumphs and challenges encountered once we turn a passion project into something bigger--fundraising, developing business models, audience building, and collaborations--to name a few. This Core Conversation provides the venue you need to problem-solve and idea-share with others. Not involved in the arts but starting something new in another industry? Join us anyway! A lot of what we’ll discuss will cross over to other genres.
Lets skip over the bluster and the bragging of social media storytelling. Instead, lets talk about the kinds of stories that get people’s respect and attention. When you think of the leading voices who are crushing it online, their influence seems almost effortless. Because you feel like you’ve known them forever. What’s the secret? They’ve developed a style of personal narrative that reveals more of who they are and how they think, to the point of death-defying vulnerability. So lets talk about developing your own storytelling mojo for greater recognition and playing on a bigger stage.
by Neil Perry
Perhaps no segment of interactive marketing is as provocative as crowdsourcing, a rapidly emerging approach to media creation that can cut traditional production costs by as much as 90% and is having profound effects on in-house and agency marketers alike. Hear pros and cons and see real-life examples, case studies, and lessons from the perspectives of leading global brands, agencies and crowdsourcing production companies on how the crowd is going mainstream and what it could all mean to you. Joining Neil will be Robb Miller, Director of Marketing for Site Content, Dell.com.
by Erin DeRuggiero and Christi Woodworth
We'll take a close look at best practices for working with verified facebook and google+ apps to drive philanthropy and increase fan loyalty. How do you increase online giving, what are the do's and dont's for contests around charity, how does a brand measure the value of engagement? We'll take a closer look at forecasting trends in social app engagement and micro-philanthropy with some of the country's leading brand marketers, nonprofits and social agency thought-leaders.
Previous Speaking Experience for Moderator Erin DeRuggiero: DMA 2010 Panelist "Loyalty Leaders Tell All: Harness the Power of Cause Marketing," Digital Hollywood Panelist: Brand Stewards, Social Cause, and the Brands that Make it Work.
Targeting: Brand Marketers, Agency Executives, Strategists, Creatives and Media Planners
When NASA's budget was drastically cut and the commercial aerospace industry found itself in charge of getting man into space, a group of "space geeks" consisting of web developers, aerospace scientists and engineers, and people who have a dream of living in space started meeting up and designed the rules, developed the application, and are sharing Space Points. They are increasing awareness publicly about space policy, increasing funding to aerospace-related research (commercial and government), and having fun playing to win!
We’re all seeing this happen – friends in healthcare, film and finance to name few catching what can only be dubbed “the startup bug”. John Battelle even said it himself back in July 2011, “the whole world is an Internet startup now”.
And it’s true, but startup culture is just not our norm when it comes to work/life balance. Startups work never ends and by nature, they’re always innovating just for a small chance that they’ll break through. To them, the model of commuting to a 9-to-5 job just doesn’t compute.
So, what happens when suddenly a whole nation’s work life turns upside down? And what changes must be made to acclimate the majority of the U.S. workforce to a wholly different work style?
In this panel, we’ll dissect the growing trend of “startup-ness” that is building outside the technology industry and discuss what changes are needed, what innovations this may bring about, and whether or not entrepreneurialism and startup culture is made for the masses.
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.
by Amy Todenhagen and Neal Gorevic
As population density in major urban areas changes, cities across the globe are inputting measures aimed at reducing urban congestion. At the same time, in response to environmental concerns, government regulations, and rising gas prices, automakers are developing and manufacturing electric vehicles at a faster pace. These EVs are becoming increasingly connected, passing and receiving information from the cloud, primarily to manage their charge but increasingly to optimize the driving experience. How will population density, digitally connected cities, lowered investment in public transportation, and connected cars change the needs and behaviors of urban drivers? How should digital technologies (including NFC, LBS, social networks) be leveraged to meet their needs both inside and outside the vehicle? Amy and Neal, members of Razorfish’s automotive practice, will lead an exploration of the digital tools that will support the future of urban mobility.
by Glenn Engler
Social media presents countless opportunities to engage target audiences. But many marketers in regulated industries are missing out because they constantly hear “we’re not allowed to” when it comes to social marketing. Previous bad experiences with regulatory agencies paralyze companies once known for their marketing prowess. In the meantime, customers continue to actively search for information online, share their brand experiences and sometimes get scooped up by competitors that have figured out how to engage while still remaining compliant. This session will discuss how brands in regulated industries like pharma, healthcare, food/beverage and financial services can successfully use social marketing to connect with and activate key constituents. Learn how organizations can effectively work with their legal and regulatory teams, create value-added content to engage current and prospective customers, build brand equity, drive sales and loyalty, and gain competitive advantage.
Being new in a rapidly changing industry is scary. Luckily, as young designers in the web industry we have access to boundless tutorials, resources and mentors willing to share their knowledge. Actually, the abundance of information out there can be overwhelming!
This session is about looking inwards for improvement, not outwards. We'll talk about understanding your work habits, setting realistic goals and building upon them, how to ask better questions, and the never-ending experiment that is your personal process. In short, we gon' talk about how to get REAL GOOD.
by Kurt Abrahamson and Kate Sirkin
Like the proverbial tree falling in the forest, content might as well not exist if there's no one to acknowledge it. Every time you "Like" that cute cat video, tweet the latest controversial current event, or share an awesome deal with a friend, you validate the existence of that content. If it's shared, it matters, has value and is impactful. Luckily for content publishers – be it a media conglomerate or just that kid who wants you to share a YouTube video of him reenacting Britney's "Oops!…I Did It Again" – you're also engaging in a behavior that's hard-wired as a basic human impulse. We love to share, but we're a selective bunch.
So how do web publishers compel us to share and what makes certain content irresistible? And how do brands tap into the immense power of sharing? We'll dive into examples of hyper-shareable content and examine how sharing provides insight into broader human behavioral patterns. Finally, we'll discuss how sharing is radically democratizing the way we think about spheres of influence. With sharing, everyone is important in the sharing economy. So instead of one person sharing with 1,000 friends, it’s more important that 1,000 people share just once. Virality doesn’t matter because everyone is an influencer.
by Brandon Lee
Their Story Is Our Story (TSOS) is inspired by witnessing my dad’s fight against cancer. Sharing our experiences helps keep his memory alive, and hopefully, provides comfort and support to those in similar situations. Each cancer journey is unique and deserves to be told. Their stories are our stories.
My project aims to support those affected by this horrible disease. They can connect with others in similar situations through a website where they will be able to share their cancer stories and their loved ones’ story while giving and receiving support. Think of it as a “Cancer Facebook.” A TSOS Profile allows cancer patients and their loved ones to share status updates, pose questions and post inspirational quotes. Individuals can further their relationships and stories by creating groups and forums. Getting involved with TSOS online is simple and quick.
In addition to an online and print presence, TSOS’s goal is to become a pillar in the community by holding cancer awareness events and providing college scholarships.
TSOS will host community events such as cancer walks, concerts and sports competition fundraisers. These ideas would raise cancer awareness in the community and bring the community together for the cause.
My dad will always be an inspiration to me. Through TSOS I can continue his story and maintain the connection that I’ve had with him. His story will live on and as TSOS grows we will all contribute to a story that will all be ours.
Blogging is nothing new, however the number of bloggers continues to grow. Mom bloggers, fashion bloggers, food bloggers, and life style bloggers have seemingly taken over Blogger, Wordpress, and Tumblr, and most of these types of blog authors are women. Young, female bloggers have become a force to be reckoned with: the most popular ones have their lives made into movies, they write and sell books that top best seller lists, and they guest design for major brands. The lesser known bloggers still influence their readers in big ways, and companies have sat up and have taken notice. Let's discuss why women blog, how they use social media differently than men, and why brands are eager to connect with these women.
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?
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.
by Tina Unterlaender and Anupam Malhotra
After movie theatres, TVs, PCs, and mobile phones – come learn how your car will become the next screen you embrace.
Our cars are already fitted with the most powerful computer s that are completing 2,000 decisions per second — but are we using this technology to its full capacity?
The fifth screen has arrived, and it's right there next to your steering wheel. Are you ready to interact with the most innovative screen yet?
Let's discuss where inventors and marketers will partner with consumers and see how far we can push the fifth screen.
Will cars know we’re approaching and unlock our doors, set our temperature and seamlessly sync to our favorite music? Will they read us our emails, tweets, and Facebook messages and allow us to respond? What other new capabilities will we invent? The fifth screen is just at its inception. Join us as we explore the future of our fifth screen.
9th–13th March 2012