Add an eventSessions at SXSW Interactive 2012 of type Panel about Brands
Friday 9th March 2012
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Brands As Patterns
by Greg Johnson, Marc Shillum, Robin Lanahan and Walter Werzowa
Brands today exist in multiple mediums, defined by multiple voices. The media brands inhabit is iterative, with no beginning, no end, and little permanency. In that context, adherence to a big idea and endless repetition of centralized, fixed rules can make a brand seem unresponsive and out of step with its audience. But without repetition, how does a brand create consistency? And without consistency, how does a brand maintain value? This panel will debate, show examples and outline a new model within which experience designers show how brands should behave.
If you can't make this session, an encore presentation will be given on Saturday, March 10: 9:30am at the Austin Convention Center in Ballroom EF.
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Speed Tweaks: How Fast Can Audiences Drive Edits?
by Bryan Mochizuki, Mark Hillman, Matt Naylor, John Havens and Sally Daub
When it comes to shaping video content for target audiences, how real-time can we get? Dynamic iMedia allows digital agencies to track who's watching what content, where they're watching it, and for how long. But how can brands put this real-time feedback to use when months of approvals have already locked in a final cut? If they shoot documentary-style content, they have the flexibility to make measurement mean something. An archive of doc footage from the production phase can offer drastically different cuts.
Bringing together a digital guru with surgical media measurement tools, the media director from the Clinton Global Initiative, who has used twitter feeds to create documentary highlight reels, and the Creative Director of branded documentary powerhouse, Flow Nonfiction, we look at how the documentary process can yield footage that makes real-time feedback actionable. How good and how fast can this feedback loop become? Are brand managers willing to follow the near spontaneity it allows? How much is too much -- when does the stat geek kill the magic? And what does this mean for filmmakers and marketers who want to keep pace?
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The Power of Visual Storytelling
by Becky Johns, CC Chapman, Charlie Wollborg and Karl Gude
A story can be told in a million different ways and constantly improving technology makes it even more fun for anyone to tell their story in their own unique way.
Brands and individuals equally need to embrace that they must tell their story to the world. Through the use of photos, video, words and audio your story can be shared in unlimited ways.
This panel will feature a variety of individuals who have worked with all budgets and all sizes of organizations to present their visual story. You'll leave inspired, informed and ready to go out and embrace the visual.
Saturday 10th March 2012
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Brands As Patterns
by Greg Johnson, Marc Shillum, Robin Lanahan and Walter Werzowa
Brands today exist in multiple mediums, defined by multiple voices. The media brands inhabit is iterative, with no beginning, no end, and little permanency. In that context, adherence to a big idea and endless repetition of centralized, fixed rules can make a brand seem unresponsive and out of step with its audience. But without repetition, how does a brand create consistency? And without consistency, how does a brand maintain value? This panel will debate, show examples and outline a new model within which experience designers show how brands should behave.
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Integrating Brands into Social Television
by Jennifer Kavanagh, Kristin Frank, Mike Shields, Jonathan Carson and Michael Cupo
In 2011, social television hit the mainstream with networks across the board embracing social media in a big way, launching a myriad of products ranging from Facebook brand pages and Twitter handles to second screen experiences on mobile devices to drive buzz around on-air programming and connect with fans. Networks also started experimenting with different creative ways to bring advertisers into the social mix. In 2012 this trend will not only continue, but grow exponentially with networks bringing advertisers deeper into socially blended experiences with linear programming. During this panel, different networks will discuss not only how social buzz is translating into ratings success, but how brands are also reaping the benefits from engaged audiences across the different social platforms through integrated advertising campaigns. The panel will also look at how social media buzz has replaced the old system of courting television and film critics and the ways networks are now courting millenials who are critics in their own right with active digital thumbprint.
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More Smart, Less Stupid: PR for Better Business
by Bob Pearson, Gary Stockman, Kathy Cripps, Mark Stouse and Melissa Waggener Zorkin
Panelists use “ripped-from-the-headlines” business cases to spur debate on the essential truths of corporate reputation and brand management. This session is sponsored by the Council of PR Firms.
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More Smart, Less Stupid: PR for Better Business
by Bob Pearson, Gary Stockman, Kathy Cripps, Mark Stouse and Melissa Waggener Zorkin
Panelists use “ripped-from-the-headlines” business cases to spur debate on the essential truths of corporate reputation and brand management. This session is sponsored by the Council of PR Firms.
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The New Hollywood: Building Celebrity Brands Online
by Kevin Winston, Meghan McCain, Miles Beckett and Nathan Coyle
Lights, Camera, Log-on. The evolution of social media has provided personalities the opportunity to manage & build their brand online. Celebrities create & share original content with followers & often interact with them directly. Leveraging the existing fan base, celebrities are building huge online followings for their sites, Twitter, Facebook & more. Join the innovators of social media platforms for Lauren Conrad, Meghan McCain, the Jonas Brothers & Kraft and Walgreens as they discuss the impact for celebrities & brands. Online celebrity communities provide significant value to marketers & brands & financial opportunity for the personalities. This panel discusses the value, growth and phenomenon of celebrity brands online.
Sunday 11th March 2012
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Voices Carry: Why Authentic Brand Voices Matter
by Michael Dutton, Sarah Passe, Shawn Amos, Tim Stickelbrucks and Sharon Feder
A well thought out, authentic, and strategic digital content program is more important than ever for driving social media strategy, increasing user engagement, and building syndication relationships. This panel will debate and discuss the business case for well crafted editorial and video content as well as the necessity for authenticity, properly marrying a brand's voice with SEO and the defining line between farmed, borrowed and genuine expert Branded Content. The panel will feature executives from Amos Content Group, CAA, Associated Press and will be moderated by What's Trending co-host Melissa Rowley.
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Psychology of Narcissism & How It Affects Brands
by Casie Stewart, Jacob Small, Lucia Mancuso and Michael Dolan
Society spends increasingly more time online, watching & reading about strangers. Is peep culture creating more narcissists or simply helping us connect through the sharing of our intimacies? Do users share content that they are passionate about & believe in or do they simply share content that influences how others perceive them? This panel will duke out diverse opinions on how brands use the internet famous to spread buzz about products & services, what this means for the future of marketing & how this effects everyone's behavior online. As time passes will positive sentiment towards an influencer inevitably change to negative? Is influencer marketing changing how we behave online & in our everyday? Is peep culture & narcissism shaping our world, playing a part in marketing & influencing our sharing & buying decisions? Come join our internet culture obsessed panel consisting of a psychologist, blogging pioneer, community manager & online lifestyle blogger/ self proclaimed narcissist.
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5 Brands Travel the US Inspiring Entrepreneurship
by Amy Ellis, Christelle Lachapelle, Jonathan Kay, Joey DeVilla and Stephanie Bullis
Grasshopper, Mailchimp, Wufoo, Shopify, and Batchbook all joined forces in 2011 to create and execute the Barcamp Tour. We journeyed across the country together to work with 10 different entrepreneurial cities and help them put on a barcamp that would inspire / energize their communities. We shared our passions, listened to other peoples, and took in the unique character of each city we visited. Boy did we learn a lot. We would love to share those observations & experiences with you in hopes that you might take that passion back to your own community. We also wanted to explain why our 5 brands so strongly believe in free beer and hugs versus banner ads and trade shows. These word of mouth branding tactics have been a major part of all 5 of our company’s growth, and we are ready to share our secrets!
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Brands with Benefits: Hooking Up with Good Deals
by Florent Peyre, John Caron, Sarah Fay and Tom Burgess
Are your customers in a long-term relationship with your brand? Do you get the feeling they are just looking for a one night stand? Or is it just…complicated? Today’s frugal consumer is increasingly likely to bounce between brands and stores to find the best deal, and competition for their love is heating up. How do you keep the flame alive with the “deal of the moment” consumer that has a bit of a wandering eye? If you’re looking for a short-term hook up with a hot little check-in app – try another panel. This session will cover long-term loyalty solutions that create the perfect marriage of today’s social, local and mobile strategies. Hear from leaders at Gilt City, Modiv Media and Linkable Networks about how brands and retailers are keeping customers loyal with in-store mobile commerce, card linked offers and daily deal programs that drive redemption. By offering your customers exactly what they want, when they want it, you can get the relationship back on track.
Monday 12th March 2012
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@BettyDraper's Guide to Social Storytelling
Making a story social isn't all about marketing. It's also about helping to build a better narrative – extending and enriching the story, whether your story is driven by a fictional character or a brand. We'll examine current examples of advertising, transmedia, brand fiction and branded content to determine what makes stories work for today's social audiences--and what makes them fail.
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Brand Journalism in the Real-World
by Ann Handley, Erica Swallow, Jesse Noyes and Karen Wickre
Brand journalism is often defined by what it isn’t. It’s not just blogging, it’s not PR, but it isn’t traditional reporting either. This session will focus not only on defining brand journalism, but also will go in-depth on what brand journalism looks like in action, how organizations can incorporate editorial practices and how traditional journalists can make the shift. MarketingProfs Chief Content Officer Ann Handley will sit down with Twitter’s Editorial Director Karen Wickre, Eloqua’s in-house reporter Jesse Noyes and Erica Swallow of Southern Swallow Productions to discuss what adaptations need to be made in corporate environments, how to mitigate bias, and what policies you should institute to ensure the emerging practice’s integrity. It’s brand journalism, with a real world emphasis. This session is sponsored by Eloqua.
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Social Media Comes of Age Without the Help of Porn
by Dave Evans, Jason Falls, Jeremiah Owyang, Katie Paine and Lisa Joy Rosner
Years ago, it was porn sites always pushing the envelope on graphics, interactivity, engagement, commerce, and stickiness (ewww). Now, it’s social media that’s getting lucky and monetizing eyeballs. In just the past two years, social technology has changed radically: Sure, previous advances in web, commerce and web content were largely driven by the adult market. But the current focus on collaboration and content sharing is being driven by individuals sharing their actual (as opposed to fantasy) experiences with brands, products and services. Social technology is redefining—and being redefined by—the interplay among organizations, customers and communities in what’s coming to be known as social business. Our speakers are social technology hotties. They have Klout scores ranging from the high 60s to the high 80s—so these are leaders of the social media pack. They’re here to lay out the future of social business so you can jump on it and profit from it. We promise a memorable, thrill-a-minute session that’ll leave you begging for more. We promise this will be the most fun you can have at the conference with your clothes on. This session is sponsored by NetBase.
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Branded Documentary: Cause Marketing's Best Media?
by David Modigliani, Lisa Pearson, Stephanie Smirnov and Sarah Montante
Procter & Gamble recently commissioned Flow Nonfiction to create a documentary film capturing one of its signature cause programs: Pantene Beautiful Lengths. PBL has donated over 272,000 ponytails for real-hair wigs to the American Cancer Society, and also generated significant ROI for the brand itself. How and why has the program succeeded in making good on doing good? Through communication innovation, like branded documentary film. Marketers and filmmakers, your union is at hand. Film-driven campaigns are setting a new standard of authenticity and ROI. PR and digital agencies are leveraging branded film assets through interactive, integrated campaigns -- building brand platforms and driving user-generated content. But how do marketers sell in films to clients? How do filmmakers and brand managers execute the process? How is branded content best leveraged? And does it actually deliver? This panel’s case study provides a 360 view - and best practices - from the campaign’s key partners.
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Social Role-Playing: Brands and Publishers
by EB Boyd, Kevin Barenblat, Sarah Smith, Justin Merickel and Halle Hutchison
If the advent of social media platforms causes brands to become publishers then what do publishers become? Whether the ultimate role reversal or just a momentary identity crisis, brands and publishers know that they don’t want to be the last to the party, struggling to keep up with the current conversation and void of “Likes.” Brands and publishers alike are now storytellers -- curators -- and seek the expertise of those who understand that social media platforms are an extension of their branding and serve the same purpose -- retaining consumers, attracting new ones and encouraging a deeper relationship. Both groups seek to create and optimize content, and better yet, deliver a seamless consumer experience with consistent, integrated advertising.
While the conversation about ROI and future of social media is just beginning, most brands and publishers are looking to experts that offer a holistic and tailored solution for capitalizing on the social marketing opportunity with Facebook and Twitter. Both groups know that quality publishing and the right dialogue are important and translate into word of mouth support that scales.
Come spend an hour listening to a small and engaging group of international social media and digital marketing experts, a leading publisher and a renowned brand, all who have seen the light of social media and know it shines brightly when executed well.
Tuesday 13th March 2012
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Advise THIS! Matchmaking Startups & High Profile Advisors
by Chase Jarvis, Gary Vaynerchuk, JR Johnson, Tony Conrad and Tim Ferriss
Ever thought about launching your startup with some influencer star power? What exactly do "advisors" do (and not do)? It takes more than a pretty face to pin point a truly smart advisor partnership. The right fit requires on-brand positioning for both the advisor and the start up, which can be harder than it sounds. Once you find that fit, building a mutually beneficial relationship that aligns both party's interests is well worth the hustle it takes to make it happen. Find out how to stand apart from the pack that's courting your ideal high-profile partner. Also learn how equity deals can be structured in the most compelling way, and how to get that "in" to catch the star's attention.
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Branded Content: We're All Publishers Now
by Amy Vernon, Audrey Gray, Emily Miethner, Lindsey Weber, Shane Snow and AudreyGray
The Internet has made everyone a publisher. Even brands are now doing what used to solely be the domain of media companies: creating compelling content. Great content is being used to gain fans, inform customers and increase exposure on the Internet. This panel will discuss the principles of successful viral content - whether articles, infographics or videos and how companies can apply these to branded content. And we're talking about more than just slapping your logo on a pie chart. We'll discuss how to get started, measure results and set goals, as well as the importance of a consistent strategy. You've heard the phrase "content is king" over and over again; this panel will show how and why.
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