Sessions at SXSW Interactive 2012 in Capital Ballroom A

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Friday 9th March 2012

  • Branding Without Bullshit: Building Social Media-Proof Brands

    by Valerie Petrusson, Bobby Johns, Britton Upham, Rick Wittenbraker and Henri Mazza

    Consumers don’t believe marketing. We believe our experiences. Our friends’ experiences. Even complete strangers’ experiences. In an always-on, social media-enabled world, consumer experiences – and consumers’ willingness to share them in the moment – can make or break a brand. For brands, it’s not what you say but what you do. No longer can brands hide behind a façade of artifice. A big idea and a break-through campaign may generate buzz, but is it a big idea that could be slapped on to any other brand in the category? If so, the rewards will be fleeting.

    Austin is an incubator for the quirky and creative. It’s also an epicenter for authenticity, with a culture not afraid to call bullshit. We’ll explore what it takes to build a brand with the authenticity to sustain and flourish in the cynical, exposed world of social media-empowered consumers: the rewards, but also the risks, and the challenges you can expect to confront along the way.

    Panelists from some of Austin’s most beloved brands -- Alamo Drafthouse, Hotel San Jose, YETI coolers, and McGarrah Jessee, brand advisors to Shiner Beers, Whataburger, Costa sunglasses and Frost Bank –- will share their stories and discuss the paths they took to achieve success.

    At 2:00pm to 3:00pm, Friday 9th March

    In Capital Ballroom A, InterContinental Stephen F. Austin

  • This New House: Featuring Bob Vila

    by Gretchen Grant, Bob Vila, Steven Masur, Stefanie Lemcke and Joseph Epstein

    Bob Vila remains a household name, 32 years after the premiere of his first TV series, “This Old House.” Many consider him the father of reality television. How does digital video contribute to the strength of his brand today? How does online video complement or substitute for a broadcast television presence? What leading edge video platforms are available for brands to exploit? What digital tools give today’s brands an edge in understanding their video audiences? Where does mobile fit in? Learn about maximizing digital video to build brands through the example of Bob Vila.

    At 3:30pm to 4:30pm, Friday 9th March

    In Capital Ballroom A, InterContinental Stephen F. Austin

    Coverage audio clip

  • Show & Smell: Marketing Experiences Beyond Visual

    by Warren Kronberger, Ben Poate and David Polinchock

    A hands-on crowd experience of leading edge technologies, this panel seeks to define what the key factors of making new technology work in a promotional marketing program or experiential state. And believe it or not, it’s not always about technology itself. With live demonstrations of technologies you might not see every day--directional sound, mobile sync, crowd-controlled gaming, and a host of emerging technologies even WE haven't seen yet, because they have just been invented.

    At 5:00pm to 6:00pm, Friday 9th March

    In Capital Ballroom A, InterContinental Stephen F. Austin

Saturday 10th March 2012

  • Integrating Brands into Social Television

    by Kristin Frank, Michael Cupo, Jennifer Kavanagh, Jonathan Carson and Mike Shields

    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.

    At 9:30am to 10:30am, Saturday 10th March

    In Capital Ballroom A, InterContinental Stephen F. Austin

  • Hacking YouTube: Science & Secrets of Viral Videos

    by Prerna Gupta

    The goal of this session is to demystify the “viral video” and demonstrate that there is in fact a science to creating viral hits. In this presentation, I will discuss my experiences producing viral videos that have received over 100 million views. I will share what I have learned about crafting a product message in the form of a viral video and maximizing video views. We'll analyze successful videos ranging from small hits (250k-500k views), medium hits (1M-5M views) and monster hits (10M+ views), breaking them down into the key “viral characteristics” that contributed to each video’s success. I will also discuss strategies for integrating product demos with these viral characteristics, and the trade-offs between including substantial product demos versus simple product placements. Finally, I will demonstrate how entrepreneurs on shoe-string budgets can employ these viral video strategies to gain widespread distribution for their products, by examining the adoption of my own product LaDiDa, which became a Top 10 Music iPhone App and has been used to create more than 20 million songs as a direct result of these viral video marketing techniques.

    At 11:00am to 12:00pm, Saturday 10th March

    In Capital Ballroom A, InterContinental Stephen F. Austin

    Coverage audio clip

  • 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

  • The Visual Interface Is Now Your Brand

    by Nick Myers

    Like it or not, the digital world has changed at a wicked pace and more and more interactions between companies and customers now happen via an interface. Careful consideration of the software's design is of paramount importance to any company wishing to grow their customer base or loyalty. At the center of this change sits the user experience, which has become a huge influence in how customers perceive a company's brand. Traditional marketing principles and practices aren’t effective in software. So how do you create an experience that is usable, desirable, and still stands out? Myers, an interface and brand specialist in design, marketing, and development for 16 years, will highlight the differences of software from other forms of media, you’ll gain insight for creating a truly unique experience that guides executives and teams, and can influence your company’s culture. You’ll learn new techniques such as defining the ideal experience, exploring first impressions with visual language studies, and designing signature interactions. These techniques build a memorable experience that’s hard for your competitors to mimic and your customers will fall in love with.

    At 3:30pm to 4:30pm, Saturday 10th March

    In Capital Ballroom A, InterContinental Stephen F. Austin

    Coverage audio clip

  • Your Customers on Video Are Your Biggest Asset

    by Justin Nassiri and Winston Wang

    Before any new customer buys your product, they need to trust your brand, and nothing can build credibility better than the testimonials of your biggest fans. But how to best capture and harness your fans’ passion and energy for maximum ROI and impact? Testimonials have graduated: customer and fan-contributed videos offer an entirely new level of authenticity that simply cannot be achieved by the written word. See how Anheuser-Busch teamed up with VideoGenie to launch a creative video campaign during the Super Bowl to drive engagement and connect with new customers and loyal fans. The talk will delve into strategy and execution, including examples of hard data around conversions, site engagement and other direct ROI metrics. It will also touch upon how brands can utilize powerful, user-generated video content to take word-of-mouth marketing to the next level.

    At 5:00pm to 6:00pm, Saturday 10th March

    In Capital Ballroom A, InterContinental Stephen F. Austin

    Coverage slide deck

Sunday 11th March 2012

  • The State of Social Marketing

    by Tyler Willis, Joe Chernov, Brad McCarty and Jesse Thomas

    Brad McCarty, the North American editor of The Next Web, will give a 10 minute long, rapid-fire presentation on what he believes are the most important 3 changes in social marketing. Understanding what's said in these ten minutes could shape your marketing strategy for the next 12 months.

    Brad's assertions won't go unchallenged, after his presentation, 4 award-winning marketing leaders will discuss Brad's point; debating and discussing how each item affects marketers and business owners like you.

    At 9:30am to 10:30am, Sunday 11th March

    In Capital Ballroom A, InterContinental Stephen F. Austin

  • Voices Carry: Why Authentic Brand Voices Matter

    by Michael Dutton, Tim Stickelbrucks, Sharon Feder, Sarah Passe and Shawn Amos

    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.

    At 11:00am to 12:00pm, Sunday 11th March

    In Capital Ballroom A, InterContinental Stephen F. Austin

  • Brands: The Cost of Being Human

    by Jen van der Meer

    Why do brands resist being human? Understanding the question, and its answer, reveals much as to the reasons why companies continue to struggle with the adoption of social business practices. Fear not! You can do something to make your company more connected, more human, and you can do it now.

    This seminar is for all you enlightened brand strategists, hard working late night community managers, and social business practitioners. We will show you: how to build the business case for being human; how to properly measure the ROI and engagement value of each conversation; how to convince senior managers to give you more headcount; and how to prove that people can scale. At a more macro level, you will understand hidden fears of CMOs, and how to speak their language. You will walk away with real life examples, measurement models, and a plan of action. Let the humanizing begin!

    At 12:30pm to 1:30pm, Sunday 11th March

    In Capital Ballroom A, InterContinental Stephen F. Austin

  • Designing for Awareness in the Attention Economy

    by Brian Sullivan and Taylor Cowan

    In today’s digitally-connected online world, everything competes for your attention. An attention economy exists for consumers. We have more information and easier ways to deliver it. Yet, consumers have a finite set of attention to "pay" to these competing messages.

    Each person has many different types of awareness, which affect how they react and perceive situations. By understanding these different levels, designers and developers can create strategies to account for awareness to build more effective products.

    In this talk, you will learn about the different types of human awareness, design strategies to maximize awareness, and examples of good and bad awareness designs from existing products. You will walk away with awareness guidelines to help you better design for awareness in the Attention Economy.

    At 3:30pm to 4:30pm, Sunday 11th March

    In Capital Ballroom A, InterContinental Stephen F. Austin

    Coverage audio clip

  • Skynet vs. Mad Max: Battle for the Future

    by jeremyet, Mel Exon and Tom Uglow

    Forget the hype surrounding the social web for a moment, what about something a little further out? This talk will paint a picture of two possible futures, along the way asking the audience to help decide in 2012 if either has a snowball's chance in hell of becoming a reality. Choose between:

    1. Brands and users operate in a future-perfect environment of algorithm-driven, sublime relevance, where no nanobyte of data is wasted. Brands display artificial intelligence - becoming, in effect, self-aware - able to determine without human intervention how best to serve their customers. This leads to a glorious future of zero spam and delightful indolence amongst humanity as AI machines do all the work.. for now.


    2. Brands and their users seek to fight for discovery and serendipity. Attempting at every juncture to circumvent the algorithmic tramlines laid down for their own good. Co-creating an open web with benevolent, politically neutral technology partners and real-world spaces where tech simply does not penetrate, this is the Wild West, 2050.

    At 5:00pm to 6:00pm, Sunday 11th March

    In Capital Ballroom A, InterContinental Stephen F. Austin

    Coverage audio clip

  • Maintaining Sanity and Profitability in Adult

    by Lynn Raridon, Connor Young, Jay Kopita and Sid Grief

    From modeling to producing and website building to marketing, there are many many ways to make money in adult entertainment... and many many ways to lose your mind. Whether pursuing the industry as a hobby for some extra pocket money on up to dedicating your life to its powerful forces, trappings, and high risk / high reward opportunities, this panel of experts will provide you with a survival guide to keep your bank account, and sanity, in check.

    At 6:30pm to 7:30pm, Sunday 11th March

    In Capital Ballroom A, InterContinental Stephen F. Austin

Monday 12th March 2012

  • Social Media Comes of Age Without the Help of Porn

    by Lisa Joy Rosner, Jason Falls, Jeremiah Owyang, Dave Evans and Katie Paine

    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.

    At 9:30am to 10:30am, Monday 12th March

    In Capital Ballroom A, InterContinental Stephen F. Austin

    Coverage audio clip

  • How to Harvest Consumer Intent from the Social Web

    by AJ Vaynerchuck, Edward Boches, Jeff Janer, Farrah Bostic and Jolie O'Dell

    The social web lets us send out a constant stream of Facebook likes, Twitter tweets, Foursquare check-ins, social commerce reviews, and other recommendations about things we’ve experienced and want to share with our friends. These products, services, businesses, places, movies, music, articles, etc. are expressions of customer and influencer engagement and loyalty that brands have successfully started to leverage to grow their businesses.

    But what about the other side of the stream: the trusted referrals and recommendations we receive from our friends, as well as the things we discover on our own, and want to buy, read, visit, or listen to later? In other words: our intent to do something. There is a tremendous and largely untapped opportunity for brands to identify consumers who have overtly expressed interest and to 'harvest their intent' by helping them to bridge the gap between discovery and action with useful, timely and relevant information and offers.

    At 11:00am to 12:00pm, Monday 12th March

    In Capital Ballroom A, InterContinental Stephen F. Austin

  • Being Considered Obsolete Is Awesome

    by Alexandra Klasinski

    Lomography, a film camera community and company, has faced annihilation from not only digital photography, but now from mobile photo-sharing applications. We will talk about why, as a brand, they still grow and succeed; as well as tactics to refocus dying brands and most importantly, why it's a good idea to not please everyone.

    At 12:30pm to 1:30pm, Monday 12th March

    In Capital Ballroom A, InterContinental Stephen F. Austin

    Coverage audio clip

  • What's So [Bleeping] Hard About Social ROI?

    by Eric Swayne, Liz Strauss, Petri Darby, Matt Ridings and Craig Daitch

    Social media marketing is a beautiful mash-up of cultural connection and commerce creation, but it's been walking around with a ball-and-chain: the nagging question "How can you show this has a Return on Investment?"
    It's time to set social media free. We've assembled a crack team of the best and brightest authors, brand-builders and marketers together to finally put this question to rest with some real answers, honest talk, and genuine experiences. We will ask the hard questions that your CFO wants answered, and we'll talk about the tools they use to get those answers. We'll also discuss how to get to ROI when "conversion" doesn't necessarily equal a "sale" - such as often is the case for non-profit organizations.
    So join us and turn your own ROI off of this hour, by finding the answers you need to answer others.

    At 3:30pm to 4:30pm, Monday 12th March

    In Capital Ballroom A, InterContinental Stephen F. Austin

  • Media Measurement: Science, Art or a Load of Crap

    by Ken Shuman, Kelly Mills, David Armano and Brendan Lewis

    We are quickly moving to a time where PR is transitioning from a cost center to a highly measurable conduit to client/customer acquisition tool. Accountability and measurement is key in all campaigns from product launches to company profiles and beyond. Whether you are on the agency side or lead an internal pr department, measuring pr success has never been easier.

    PR used to be described as an art but now it is a science. In the past, you would look at the number of eyeballs that “should” have seen an article or the total number of articles an announcement received. Both of these are pointless measurements especially in this day and age where you can precisely measure the impact of a companies news and social campaigns.
    In our day-to-day lives, we use Omniture to determine which articles lead to the most clicks to your website. We use Radian 6 to determine the influence your announcement had throughout social platforms. We leverage Wildfire Interactive to compare the growth of fans and followers against the competition. We use Facebook Insights and url shorteners to see how company and product announcements have directly increased fans.

    Measuring success and sharing these insights with clients or your CEO/CMO can lead to bigger budgets, more effective campaigns and help raise awareness across organizations about the impact communications are having on the company’s success.

    At 5:00pm to 6:00pm, Monday 12th March

    In Capital Ballroom A, InterContinental Stephen F. Austin

    Coverage audio clip

  • The Algorithm Method: Love in the Social Media Age

    by Thomas Miller, Andrea Miller, Michael Lazerow, Elizabeth Bernstein and Helen Fisher

    Social media has made finding love easier: reconnecting with your college sweetheart on Facebook, broadcasting emotions on Twitter and maybe even finding your soul mate on a mobile dating app.

    Americans will spend near a billion dollars on online dating in 2011. A 2002 article by Rufus Griscom in Wired stated, "Twenty years from now, the idea that someone looking for love without looking for it online will be silly… Serendipity is the hallmark of inefficient markets, and the marketplace of love, like it or not, is becoming more efficient."

    A survey by the American Academy of Matrimonial Lawyers found that two-thirds of divorce cases have used evidence from Facebook. Dating sites and social media outlets facilitate infidelity and exploitation in a relationship as efficiently as they bring couples together. Plus smart, professional 20-somethings are sexting with abandon. See gaffes by Anthony Weiner, Tiger Woods and et al. Are these technologies a blessing or a burden? Will the personal and professional continue to collide in dramatic ways?

    At 6:30pm to 7:30pm, Monday 12th March

    In Capital Ballroom A, InterContinental Stephen F. Austin

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

  • Why Ad Agencies Should Act More Like Tech Startups

    by Rei Inamoto

    Ad agencies pride themselves on big ideas and creativity. But for too long, they’ve relegated technology and code as production tasks, not as strategic points of view.

    In the 21st century, ad agencies need to embrace the Culture of Code in order to stay relevant.

    Creativity no longer belongs to those who have the word "creative" in their title. In fact, many brilliant ideas from the past few years have been coming out of non-creative people. Well, they were always creative -- it’s just that "creatives" thought they weren’t.

    As technology influences consumer behaviors to change, the very definition of the “Idea” also needs to evolve. Put it this way: In the 20th century, copywriters had film scripts hidden in their drawers. In this century, we need to have product ideas ready to go.

    Join me as I discuss why tech startups are stealing business from ad agencies as well as lessons for agencies to avoid going extinct.

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

    In Capital Ballroom A, InterContinental Stephen F. Austin

    Coverage audio clip

  • Storytelling: From the Bar to the Boardroom

    by Chris Castiglione and Kevin Allison

    With the growth of shows like The Moth, and This American Life, true storytelling is more popular than ever. Whether you’re at the bar or in the boardroom – everyone has a story to tell.

    In this talk Kevin Allison (founder of The Story Studio, RISK! and former member of The State) and Christopher Castiglione (RISK! producer and UX product designer) will teach you the skills to wow a crowd with your story.

    You’ll learn how to select compelling story topics, use the “five beat” structure to build suspense, and tap into the larger thematic meaning of your ideas. We’ll apply our storytelling skills to themes that will come in handy the next time you are pitching your innovative new product, describing your business model, or just chatting up that “special person” at a SXSW after-party.

    This talk encourages audience participation: during the talk audience everyone will be given the opportunity to apply our storytelling techniques to one of their own stories. A few audience members will be given the opportunity to share aspects of their story live on stage, and receive criticism so that we all can learn together.

    Each participant will leave with a 3-minute story that builds upon the principals taught during the talk. Using techniques adopted from improv and sketch comedy – you’ll learn how to craft a story that your audience will remember long after you have gone.

    At 12:30pm to 1:30pm, Tuesday 13th March

    In Capital Ballroom A, InterContinental Stephen F. Austin

    Coverage audio clip

  • How The X Factor USA "Got Social" in Season One

    by Sam Decker, Olivier Delfosse, Chloe Sladden, Jill Johnson and Don Wilcox

    Producing X Factor US for the first season was no small task. Wrap new social TV strategies around the promotion and production and you've got quite an act! In this session you will learn how social was integrated into the X Factor on Fox across production companies, broadcasters, and social integration partners. Learn about the impact and payoff from social integration in the show and digital, and how TV and social industry leaders see this changing the way TV is produced in the future.

    At 3:30pm to 4:30pm, Tuesday 13th March

    In Capital Ballroom A, InterContinental Stephen F. Austin

    Coverage audio clip

  • Help! I Have an Internet Stalker or Blackmailer!

    by Jonathan Zittrain and Lisa Borodkin

    The benevolent Internet promotes expression, collaboration and experimentation. But the current legal scheme can make the Internet a place where digital tracks persist long after their intended use. In a world of d0xing and h8ing, we face a critical juncture for reconciling freedom of speech with privacy.

    This panel will review of norms of online and offline conduct and suggest possible ways of striking a balance, without breaking the Internet along the way.

    1. Reputation Bankruptcy may be an option to rehabilitate a ruined reputation in the reputation economy, and a solution to peer-to-peer privacy problems.

    2. (Re)Contextualization has pros and cons as a remedy in a legal scheme when third-party online speech is treated differently from printed speech.

    3. Disownership of Content: Should "disown this" features become the norm, allowing users to release content into the wild?

    4. Ephemerality: Should certain types of content be designed to degrade over time?

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

    In Capital Ballroom A, InterContinental Stephen F. Austin