Sessions at SXSW Interactive 2012 matching your filters

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• Epic Battle: Creativity vs. Discipline in Social

  by Jason Harris, John Manoogian III, Kristin Maverick and Sarahjane Sacchetti

  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:

  • Creativity
  • Digital Advertising
  • Marketing
  • Social Advertising
  • Social Media
  • Technology

  At 9:30am to 10:30am, Tuesday 13th March

  In Capital Ballroom A, InterContinental Stephen F. Austin

  Coverage audio clip slide deck

• Digital Divas: How Girls Rule the Digital Universe

  by Dayna Dion and Graceann Bennett

  How can brands in low-interest, low-involvement categories truly engage women in the digital space? Which of women’s digital activities are purchase decision drivers vs. distractors? What do women really want from brands online? Ogilvy, Microsoft and Mindshare teamed up to tackle those questions and more with “Digital Divas,” a groundbreaking study of more than 12,800 women that reveals how the Venus-Mars analogy extends into the digital sphere: how women vs. men live and breathe online and what that means for brands. "Digital Divas" makes sense of the daunting deluge of data on women in the digital domain to tell the story of how women seek, share and shop across channels. We’ll discuss and debate some hot topics, like why women really “like” brands on Facebook and what a “like” is truly worth. We’ll share some surprising new digital developments, like what surpassed peer recommendations and store coupons in 2011 to become the No. 1 influencer of women’s online purchase decisions. And we’ll illustrate how even the least sexy brands are connecting with, captivating and cashing in on women in the digital domains they rule.

  • Brands
  • Marketing
  • Women

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

  In Assembly Room, InterContinental Stephen F. Austin