What if agencies and marketers created products and services, not just ads? And what if they made these things for themselves, not just for clients? They do. But tackling things like product design, creating new businesses or building complex real-world experiences requires a creative, technical, managerial and entrepreneurial spirit more associated with Silicon Valley than Madison Avenue. It demands new roles, agile approaches, external partnerships, technologies, investments and compensation models that can drive even the most hardened finance director crazy. And in some cases, it may even require a complete reboot from the ground up. The ability to make something that isn’t an “ad” is no longer optional in modern advertising. But it's certainly not easy, either. So what can we learn from the makers, technologists and agencies already playing in this space? Turns out, a whole heckuva lot.
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.
by Bill Pauls and John McHale
To quote Jay-Z, “I’m not a businessman, I’m a business, Man.” No one connects more deeply with their audiences than rappers. They're fearless marketers -- stirring up trouble, grabbing the mic, commanding attention, and ultimately, selling a ton of product. This session will look at (and listen to) how rappers turn personal brands into marketing platforms, including how they:
-project a consistent brand image
-market to new audiences (rappers have been doing this well since RunDMC met Aerosmith)
-innovate in a digital world (T-Pain’s popular Autotune App, for example)
-cross promote with advertisers
-leverage product placement (mmm, Cristal)
-and drive culture
Last year, Bing won the 2011 Grand Prix at Cannes International Festival of Creativity by launching Jay-Z’s new book. The question is, which brand was the bigger winner?
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.
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.
'Coolhunting' was conceived by the author/futurist William Gibson in his novel "Pattern Recognition." 'Cool hunting' is now an active research area at the MIT Center for Collective Intelligence. If past is any indication, 'coolfarming' can change everything. Jared Diamond (author of "Guns, Germs, and Steels") identified a single catalytic event where civilization increased productivity ten to hundred times - when humanity emerged from hunter gatherer society to agrarian society. Are we soon about to witness an evolution of the same magnitude in the field of innovation? This panel will share insights from the academic research of the mastermind himself, Peter Gloor. We will also hear from corporate leaders where the rubber meets the road, and shed some light on recent acquisitions and emerging opportunities. New head of products at MySpace, CMO of Badoo, and the founder of W4 will provide a balanced view on projecting trends and impact on advertising.
By now, every good marketer knows that bringing people together in the real world is a powerful tool for building a community around your company. Despite all our cool social platforms, from Google+ to Quora to Facebook, there is no substitution for getting together in good old physical reality.
But how many parties are there at SXSW? How many drinkups are there every evening in New York, San Francisco, or Seattle? How do you stand out from the crowd and build an event for your audience that will draw people in and help you really connect?
In this session, Jason Preston, Vice President of Strategy at the Parnassus Group, the creators of the Tweet House, 140tc Twitter Conference, and the Blog Business Summit, will share the secrets to creating a compelling event that will rise above the noise and turn attendees into evangelists.
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.
Need to boost website conversion and sales? Want to accomplish more with fewer resources? You need to appeal to and engage your customer’s brain. The vast majority of your buyer’s decision-making is driven by emotion and unconscious processes, and if you are only selling features, benefits, and prices you aren’t maximizing your success. Learn how to apply cutting-edge neuroscience, neuromarketing, and behavior research in designing your site, crafting persuasive copy, and more. But don’t worry, this is a jargon-free presentation. The expert panelists, all from different backgrounds, will focus on techniques that produce bottom-line results.
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.
B2B Marketers unite and connect! Come to the Marketers Meet Up and join other marketers who share your passion for everything marketing. Chat with guest social media and marketing technology experts. Learn how to make the latest strategies and techniques pay off for you. Also, don’t forget the Marketers Remix evening party at Stage Six on Monday, March 12th. www.marketo.com/sxsw . Marketers Unite!
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.
Get together with other predictive technology and marketing experts for an hour of brainstorming, idea-buidling, networking, friend-making and career-enhancement. Or, attend this Meet Up to learn more about this segment of the industry -- or if you are looking to hire a predictive technology and marketing expert for your company.
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:
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.
9th–13th March 2012