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.
How Much Do You Open Your Kimono? Does "Thought Leadership" Imperil Your Ability to Monetize What You Know?
Does giving away info snacks enable you to sell knowledge meals, or does your blogging and content program actually cost you paying customers? Do you publish everything you know, or hold something back?
Find out in this dynamic presentation filled with tough questions, crowd participation, laughs, and real-world examples (with actual stats). You'll discover the merits (and pitfalls) of unfettered and unabashed kimono opening.
The conversation will be led by two guys who have made a career out of thought leadership and content advice. Joe Pulizzi is the founder of the Content Marketing Institute and is the co-author of Get Content Get Customers. Jay Baer is the President of social media consultancy Convince & Convert and is the co-author of The NOW Revolution.
by Dave Olson
Customers are part of your culture. By inviting them to participate in your campaigns and community, you can speed progress, gain candid market insight, and have some fun. This conversation will share tips about wrangling your passionate users to help with specific tasks for mutual benefit. The tips and tactics will include: understanding motivations, providing rewards, setting boundaries, understanding types of volunteers, organizing disappearing task forces, avoiding "cat herding,” and thwarting confusion and conflicts.
Practical examples will include: crowd-sourcing a multi-language software translation project; organizing citizen reporting at an Olympic Games; creating participatory contests to produce content and assets; identifying perpetrators and looters in a riot; raising relief money under difficult circumstances; and, rapidly helping victims in disaster zones.
From the examples, we’ll discuss methods for channeling the passion of audiences into tangible results in much the same manner as Tom Sawyer recruited his fishing pals to help whitewash his fence.
by Tantek Çelik
10 years ago nearly everyone at SXSW Interactive was known by their own personal site or blog.
What happened? Over time we shifted our creative energies to the emergent "social web", sharecropped our content like so many serfs across Flickr/Twitter/Facebook, and watched while our work was framed with ads (or placed inside them!), sold like so much cattle, or often shut down with permalinks and conversations lost forever: Geocities, Etherpad, Pownce, Vox and others. Never forget.
We've had enough and we're taking it back. Our content, our data, our online identities.
We're rebuilding the Indie Web, this time with conduits to social silos so we can control our creative destinies without abandoning our friends. Join SXSW veteran Tantek as he leads a discussion on a variety of different approaches and learn how you too can get started and join the new Indie Web.
It’s no secret that the blogosphere sees mommy blogs as synonymous with spit up and sippy cups. As a result, most assume that the cash that does trickle in for mom bloggers surely must match their decidedly low profile topics.
Turns out, mommy’s become something of a cash cow these days. From bestselling books to six figure brand partnership deals, she’s raking it in – and she’s worked hard to deserve it. These days, mommy blogging is an expansive, professional career for passionate communicators, and is a veritable mine (and minefield) of monetization opportunities.
This session puts four top mommy bloggers on stage to deliver practical advice on four specific aspects of monetizing the mom blog. The session is geared for motivated women bloggers with a powerful message who seek something more than affiliate marketing and banner ads. We’ll cover publishing, video, brand sponsorship deals, and talent work, and we won’t be leaving out numbers.
Much like live action directors, the interactive director has evolved into a role in which the technologist is directing the experience and creative. From interactive music videos and social entertainment to leveraging HTML5 to interactive installations, we're seeing an explosion in innovative ways that interactive directors are allowing viewers to experience stories. In this discussion, we're going to have one of the industries brightest interactive directors share his perspective on his approach to interactive storytelling. He will be joined by Executive Producer of Digital at production company Tool of NA, which has a unique model of representing interactive directors for productions that require innovative thinking.
by Katherine Hays
Why do certain videos capture your attention, while others fall flat? Whether you realize it or not, visual effects touch over 80% of the minutes you see on television or in a movie theater today. These effects are often self-evident but sometimes can be subtly woven into video – acting as a supplement rather than the main action. So why are visual effects so important to you? How can the use of effects affect who watches your video content and how they engage with it? Katherine Hays, CEO of visual effects powerhouse GenArts is making it her mission to ‘democratize the power of visual effects’. Katherine will discuss the impact of visual effects on various audiences and forms of video content and share practical advice on how content producers (even on amateur levels) can put themselves in the director’s chair and make their videos play better.
All around the web we're seeing trending content. From Twitter's trending topics to Mashable's Trending list, from CNN's NewsPulse to the NYT's most emailed articles, trending topics are swarming the web. This trending content is giving us a new and exciting curation platform in which we're seeing how the world is interacting with online content in real time. Why the interest? What's to gain in following these trends? Incredible insight into the news & social media ecosystem.
For content developers struggling to generate engagement, personalization is a type of salvation. Centenarian news organizations are looking to revive their relevance in an era of unlimited free content. For them, mass-personalizing for each audience of one is an extremely compelling means to regain influence and earn back reader loyalty. At the same time, advertisers are under more and more pressure to optimize ad performance and deliver results.
Continuing the debate that has persisted since last year's panel, we take an even deeper and more introspective look at the challenges, ethical dilemmas and complicated trade-offs of personalization.
2012 brings even more users to social media in an increasingly mobile web - prime territory for advanced content personalization. Social media users are gaining sophistication and seeking answers about their data, its permanence and portability.
In 2012, personalization practices promise to be as obfuscated and unconventional as ever before. Legislators around the world offer empty promises of consumer protection without having any real basis for guaranteeing it. What is right -- and wrong -- in this wild, wild West?
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.
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 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.
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.
Will ________ save journalism? It’s a typical, and tired, question with everything from paywalls, iPads, programmers or hyperlocal, microlocal, over-aggregation filling in the blank. But the subject of design is often absent from these conversations. Why? Design is one of the most crucial ingredients; it’s the glue between intent and engagement, between content and comprehension. Yet news design on the web feels stagnant. From the perspective of designers in the newsroom trenches, where the headlines meet the HTML, we want to look at design’s successes and failures and examine what’s next for this still nascent field. We look forward to the input of many voices before, during and after this session. Let us know what you think.
by Brandon Holley and Pam McCarthy
For magazine editors today, the delivery of digital content is an undeniable reality, and a terrific opportunity. Digital platforms–the web, tablets, and mobile–allow editors to take their magazines to places they’ve never been before. In this conversation, Lucky Editor-in-Chief, Brandon Holley, and The New Yorker’s Deputy Editor, Pamela Maffei McCarthy, will explore the new magazine landscape. How do editors make the leap from print magazines to multi-platform brands? Holley and McCarthy will explore the evolution of the editorial process –from article choice and presentation to workflow issues to the role of social media—as well as the changes in their audiences’ expectations. Holley, formerly Editor-in-Chief of Jane magazine who also launched Yahoo! Shine, has extensive experience working primarily for younger brands as well as digital environments. McCarthy first worked on reconceiving iconic titles for new eras as Managing Editor of Vanity Fair and Executive Editor of Esquire.
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.
by Rick Schwartz and Tom Perry
Over the past decade, we’ve seen consumers opt for digital downloads over the almost-extinct CD. In 2010, CD sales suffered a 20 percent decline for the fourth year in a row, with digital downloads garnering a 13 percent increase. With the proliferation of new cloud storage services and music streaming solutions (e.g., iCloud, Amazon, Pandora, etc.), we are now seeing another shift in the way music is consumed. With these new services that offer anytime, anywhere access to music content, will the once-revered digital download be the 8-track of the future?
This “Core Conversation,” led by PacketVideo’s content manager, Tom Perry, will offer a platform for attendees to discuss the future of music consumption. Participants will be prompted to offer opinions and insight into how this shift away from digital downloads will impact the music industry as a whole, and how new music services will foster the consumer need for anytime, anywhere access to music.
9th–13th March 2012