Sessions at SXSW Interactive 2012 about Brands and Marketing

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Saturday 10th March 2012

  • Your Marketing Sucks: Why You Need to Think Local

    by Mike Merrill and Tiffany Monhollon

    Every consumer is local. They live in a community. They’re engaging and interacting in their favorite places, online and offline. And much of today’s marketing misses the mark when it comes to connecting with local consumers online. In this session, we’ll share practical strategies about how any business - from start-ups to local businesses to national brands, agencies, and franchises - can think local in their online marketing and connect the dots between their digital strategies and their physical presence.

    Why does local matter for every brand? 86% of consumers use the internet to find a local business. 20% of all searches on Google have local intent. 1 in 3 mobile searches is local. Google map use is 40% local. After looking up a local business on a smart phone, 61% of users called the business and 59% visited. 100% of consumers are local.

    It all starts with picking the right strategy for your business type. We’ll share ideas and examples of thinking local from a strategic brand perspective: Content Strategy, Search, SEO & Keyword Strategy, Local Listings, Social Strategy, Online Advertising, Reputation Management, Ambassador & Engagement Strategy, and Mobile Strategy.

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

    In Assembly Room, InterContinental Stephen F. Austin

    Coverage slide deck

  • How to Get Consumers Addicted to Your Content

    by Tara-Nicholle Nelson

    In the early days of owned and earned media (i.e., content) brands believed that communicating their messages via social and traditional media were the keys to success. And content is working; 61 percent of brands are doubling down on content this year. But advanced content strategists know that driving specific business objectives using content requires a wholesale shift to the user’s perspective - creating content that is entirely about theuser and the things they already care about. And for all the hand-wringing that goes on about creating the right content, 90 percent of brands investing in content lack a plan for optimizing the content and its distribution to reach targets, get them to “try” it and get them to come back to it on a regular basis.

    This presentation takes brands and marketers on a deep dive into the behavioral neuropsychology that drives audiences to try and become addicted to a brand’s content, and helps them translate that knowledge into a scalable program that drives specific business objectives using consumer-centric content, complete with case studies of these strategies in action.

    At 5:00pm to 5:15pm, Saturday 10th March

    In Texas Ballroom 4-7, Hyatt Regency Austin

    Coverage slide deck

  • #SxCincy Haus Party

    by CincyTech

    The #SxCincy Haus Party is from 8-11 p.m. featuring Cincinnati beer and chili and the opportunity to mingle with Cincinnati’s consumer, brand and marketing experts.

    711 San Antonio St. @ the #SxCincy Haus

    At 8:00pm to 11:00pm, Saturday 10th March

Sunday 11th March 2012

  • The Power of Unpopular

    by Erika Napoletano

    You probably never thought you'd want to build an unpopular brand, but branding rules have changed. Considering that every successful brand in history is inherently unpopular with a specific demographic, whom have YOU identified as the demographic that will never like you? Get introduced to author Erika Napoletano and the Power of Unpopular: a better way to run your business – and your life. Erika's the voice behind @RedheadWriting and RedheadWriting.com, as well as a monthly columnist for Entrepreneur Magazine and the author of two books. While she was never the prom queen (thank heavens), she's figured out how to leverage one word with seemingly negative implications into powerful fodder to build brands with staying power in the marketplace. You won't find case studies from corporate behemoths here - you'll find stories and advice from people just like you who want to wake up every day, do what they love, and do it for the people who will love them. Because that's who truly matters.

    At 10:00am to 10:20am, Sunday 11th March

    In Ballroom G, Austin Convention Center

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

  • Branded Documentary: Cause Marketing's Best Media?

    by Lisa Pearson, Stephanie Smirnov, David Modigliani 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.

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

    In Room 18ABCD, Austin Convention Center

  • Crowdsourced Creative: Friend to Advertising?

    by Neil Perry

    Perhaps no segment of interactive marketing is as provocative as crowdsourcing, a rapidly emerging approach to media creation that can cut traditional production costs by as much as 90% and is having profound effects on in-house and agency marketers alike. Hear pros and cons and see real-life examples, case studies, and lessons from the perspectives of leading global brands, agencies and crowdsourcing production companies on how the crowd is going mainstream and what it could all mean to you. Joining Neil will be Robb Miller, Director of Marketing for Site Content, Dell.com.

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

    In Assembly Room, InterContinental Stephen F. Austin

  • Drugs, Milk & Money: Social & Regulated Industries

    by Glenn Engler

    Social media presents countless opportunities to engage target audiences. But many marketers in regulated industries are missing out because they constantly hear “we’re not allowed to” when it comes to social marketing. Previous bad experiences with regulatory agencies paralyze companies once known for their marketing prowess. In the meantime, customers continue to actively search for information online, share their brand experiences and sometimes get scooped up by competitors that have figured out how to engage while still remaining compliant. This session will discuss how brands in regulated industries like pharma, healthcare, food/beverage and financial services can successfully use social marketing to connect with and activate key constituents. Learn how organizations can effectively work with their legal and regulatory teams, create value-added content to engage current and prospective customers, build brand equity, drive sales and loyalty, and gain competitive advantage.

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

    In Assembly Room, InterContinental Stephen F. Austin

  • Brands That Believe in Sex After Marriage

    by Noel Franus

    We work so hard to get people to like us. Buy this! Click here! Love me! So why is it that so many people—and most brands—suck at keeping things lively once they have us on the hook?

    Customer service generally stinks. Products rarely evolve with our needs. And loyalty programs are usually no more than a carrot on a string.

    A marriage isn’t supposed to be this dull.

    We’ll take a look at the nitty-gritty psychology and behaviors associated with keeping things exciting long after buy-in, explore left-of-center approaches to bringing customers back and serve up inspiration for designers who want to to create experiences that build customers for life.

    At 3:45pm to 4:00pm, Monday 12th March

    In Texas Ballroom 4-7, Hyatt Regency Austin

  • Genius or Feeble? Ranking Luxury Brands Digital IQ

    by Scott Galloway

    How do Chanel, Louis Vuitton, BMW and Rolex stack up across digital platforms. NYU Stern Professor of Marketing Scott Galloway, has developed the L2 Digital IQ Index® to evaluate the digital competence of brands across more than 350 datapoints. The flagship Luxury Index ranks 100 iconic luxury brands across four dimensions: Site & E-commerce, Digital Marketing, Social Media and Mobile, and assigns them a Digital IQ.

    This no mercy, no malice review helps brands allocate capital more efficiently and serves as a proxy for which firms are most innovative. L2 has established a statistically significant relationship between Digital IQ and shareholder value and revenue growth.

    What's your brand's Digital IQ?

    At 5:30pm to 5:45pm, Monday 12th March

    In Texas Ballroom 4-7, Hyatt Regency Austin

Tuesday 13th March 2012

  • Digital Divas: How Girls Rule the Digital Universe

    by Graceann Bennett and Dayna Dion

    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.

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

    In Assembly Room, InterContinental Stephen F. Austin

  • Leif to Bieber: The Web Has Changed Nothing

    by Sara Meaney and Al McWilliams

    Let’s face it. Leif Garrett (1979) and Justin Bieber (2011) are the same thing. Both made music videos, both had photo spreads in Tiger Beat, and both look(ed) more like girls than boys. It’s the same marketing formula: brand, messaging and distribution.

    This point/counter-point style presentation will discuss examples of how the formula for marketing success has largely remained unchanged over the past decades, despite the rapid introduction of new channels.

    The presenters will challenge the audience to think critically about the role of the Internet (distribution channel) vs. the quality of the brands and the messages themselves, while focusing on the need for a “back to basics” approach to marketing and communications, regardless of channel or medium, online or offline. Come prepared to debate and open to having your perspective widened.

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

    In Capital Ballroom B, St David's Bethell Hall

    Coverage audio clip