Sessions at SXSW Interactive 2012 about Brands in Omni Downtown

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Friday 9th March 2012

  • Hammurabi, Horseshoes and Hookers in Social Media

    by Peter Kim

    Understanding why social media works the way it does can be traced back to origins well before The Cluetrain Manifesto. I'll take a look into anthropology and the concepts of communal sharing, authority ranking, equality matching, and market pricing to analyze how social media works today. Most importantly, I'll discuss how brands - armed with an understanding of these basic ideas - can activate them in today's social media environment.

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

    In Capital Ballroom, Omni Downtown

    Coverage audio clip

Sunday 11th March 2012

  • 5 Brands Travel the US Inspiring Entrepreneurship

    by Joey DeVilla, Christelle Lachapelle, Jonathan Kay, Amy Ellis 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!

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

    In Lone Star, Omni Downtown

    Coverage audio clip

Monday 12th March 2012

  • @BettyDraper's Guide to Social Storytelling

    by Helen Klein Ross

    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.

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

    In Longhorn, Omni Downtown

    Coverage audio clip

  • Sharing: A Window into the Human Psyche

    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.

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

    In Lone Star, Omni Downtown

Tuesday 13th March 2012

  • The Math That Matters in the Real-time Web

    by Gilad Lotan

    “My real competition is 30 billion status updates,” PepsiCo Head of
    Digital Shiv Singh has said of the challenge of being a brand in the
    social space. Attention is the new bottleneck, and brands often adopt
    counter-productive strategies to try and break through. They swear by
    a certain time of day or spend an inordinate amount of time trying to
    reach certain Twitter users deemed "influencers."

    But what if there's something else at work in the massive flow of
    information on Twitter? What if its not so much these so-called
    "influencers" that propel a piece of information to major viral
    broadcast, but the micro-networks and the aggregated interactions that
    amass around them instead? Part case study of how massive spreads of
    information and half how-to on the tools brands need to create and
    manage micro-networks, this presentation will unlock that data
    patterns on social that, when intelligently predicted and captured,
    can be used to amplify the spread of a message on a grand scale.

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

    In Longhorn, Omni Downtown