Sessions at SXSW Interactive 2012 about Facebook in St David's Bethell Hall

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Tuesday 13th March 2012

  • I May "Like" You, but I'm Not in Like with You

    by Chloe Gottlieb

    So people “like” your brand on Facebook. Big deal.

    Many brands have become slaves to the “like” button. They give away valuable stuff in return for a passive thumbs-ups, never realizing that this behavior could actually be cheapening their customer relationships.

    “Likes" come easy, but real relationships come with real exchange and sacrifice. The laws of currency show that people value something more when they have to give something to get it. And if brands can provide experiences that solve real problems, they can ask for more in return. What can brands offer customers so that they have more skin in the game?

    In this session, we will look closely at examples of a deeper, more balanced value exchange between consumers and brands. We will discuss strategies to uncover what your brand has to offer, and what your most valuable customers can give in return.

    At 9:30am to 10:30am, Tuesday 13th March

    In Capital Ballroom B, St David's Bethell Hall

  • The Facebook Customer Service Challenge for Brands

    by Eric Ludwig, Mark Williams, Molly DeMaagd and Bryan Person

    Managing customer service on a Facebook Page is a messy proposition, particularly for large businesses and brands. Increasingly impatient customers and fans are flocking to the Facebook Wall to fire off specific questions or complaints about product and service issues, with the expectation of receiving a rapid-fire satisfactory response and the threat of making a big stink across their social networks if they don’t. Plus, the exchange happens right out in the open for all to see. How can brands cope?

    From discussions on scaling staffing coverage to evaluating when to respond and the right tone to take, our panelists will share their experiences, hiccups, and words of wisdom for carrying out good customer service in the challenging Facebook environment.

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

    In Capital Ballroom B, St David's Bethell Hall

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