Social media companions and multiscreen viewing experiences are now as synonymous with premiere, primetime television as your living room couch. However, what does all this multitasking and social engagement mean for the networks promoting shows? Nearly every major network and cable outlet includes at least one social media component to compliment its linear programming, driving engagement with its viewers. But, why? This panel will explore (and hopefully answer) what is the measurement of success in multi-screen viewing. Does social media directly drive ratings? Does social/digital buzz translate to more eyeballs on the screen, or just more critics? We will delve into how social media is driving tune-in and increasing buzz surrounding linear programming. We will look at spikes in viewership associated with spikes in social media and strong SM campaigns through various case studies and examples.
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.
A resident tweets about a moldy apartment; the apartment company sues her for libel. An employee is fired because of a photo on Facebook. A monkey takes a self portrait on a digital camera accidently left in the forest by a photographer. Who owns the copyright – the monkey or the photographer? A month after the court verdict, there are more than 40 Facebook pages entitled F*ck Casey Anthony.
In today’s digital age, technology is advancing faster than the law. Do old-school laws apply to new-school technology? Don’t we have 1st Amendment rights online or should we be scared about what we post? In this thought-provoking session, we’ll look at legal issues, such as defamation, copyright, the 1st Amendment and hate speech, and how these issues apply to social media. We’ll discuss the definitions of these issues and examine recent court cases around social media and let the audience decide if these cases have merit.
by Daxton Stewart, Kathleen Olson, Riyad Omar and Victoria Ekstrand
Social media have made sharing information with friends and followers easier and quicker, but federal copyright law is struggling to adapt to the challenges presented by these tools. When hot news breaks, how soon can it be tweeted? If an image is shared via Flickr or Facebook, can it be used for news or marketing purposes? Is it fair use to post portions of song lyrics, news articles, or YouTube videos on your Tumblr? What legal ramifications do mock Twitter accounts face? Will Creative Commons save us all? This panel of attorneys, scholars and media professionals discuss how courts and the industry have been handling these issues and some possible solutions to resolve them.
No sticky mat necessary, though we'll address sticky situations arising from poor online social media manners and how to heighten our collective consciousness as upright citizens of the social media community through the lens of the yamas--the five universally ethical disciplines of yogic philosophy that govern how we interact with others. Transcending creed, country, age and time, these include non-violence, truth, non-stealing, continence, and non-coveting. We'll explore how online social media's far-reaching platform coupled with the implementation of the yamas breeds powerful potential for personal growth and philanthropic progress. No matter the model, the domain, or the product/mission/vision: the tipping point that will bring home humanity’s collective blue ribbon in advancing positive social change is perhaps best liberally paraphrased in the words of Krishna in the yogic text, the Bhagavad Gita: 'You have a voice and a purpose. For Pete’s sake, use them.' As online bodhisattvas-in-training minding our Ps and Qs and setting our integrated intentions toward information, news and POV dissemination, together we can, in the words of Gandhi, be the change we wish to see in the world. We'll share wellness tools to support you while you’re off saving the web wide world and explore the value added to both the person and the populace in bringing mindful media to the masses, one heartfelt hashtag at a time. Don’t worry, we won’t make you chant (well, maybe we will).
From trademark and patent infringement claims to sweepstakes compliance, legal matters have started to impact businesses social media use in a meaningful way. But can marketers and PR teams create and launch social media campaigns quickly and effectively…in partnership with legal teams? Join Sprint in-house marketing counsel June Casalmir and her former Sprint PR client and current Capital One Senior Marketing Manager Rich Pesce for an honest and entertaining dialogue on building partnerships between social media managers and the lawyers who support them. Find out firsthand what it’s like to be the lawyer who deals with company social media strategies on a daily basis, and then hear a client’s perspective on best strategies for negotiating the legal review process.
The Internet is a fantastic resource for sharing and storing ideas, information, and creative works. But users -- individuals and companies -- can't take advantage of that bounty without help from a network of large and small service providers, from social media services like Facebook to storage services such as DropBox and SpiderOak. Too often, these providers are cowed by legal threats into taking down perfectly legal material (like the Facebook page you use to network for your business) or revealing private information about their users. How can you earn your users' loyalty by doing better, and how can you help ensure that the services on which you rely do right by you and your customers? What legal risks do you need to watch out for, and how can you make them go away? A group of experienced lawyers and business owners will help you answer these questions from a legal and practical perspective.
Women tend to pursue what has been called the 'iconic self,' a flawless version of ourselves that we project to the world: a woman with the right job, reputation, looks, home, family -- the list goes on. When it comes to creating that ideal image, technology has arguably raised the stakes even further. Now we have to construct a perfect self to present across many channels and platforms. Who should you be on Facebook, Twitter, LinkedIn, Google+? What parts of yourself should you expose, when do you draw the line, and what if you cross it? Is it even possible to be authentic online? On this panel we'll delve into the sometimes paralyzing performance anxiety technology produces, how we can mitigate it, and discuss thorny questions about what should and should not be revealed online. And, once you've solved that dilemma, how to know who you really are in the midst of all these iterations.
Mommybloggers have become a major force in electronic social media and are making an impact on traditional media, as television and print journalism cross over into the blogosphere. But what about dads? Over the past few years we're seen an increase in men writing online about their experiences as fathers. Dadbloggers are writing about a number of issues that men have traditionally shied away from discussing: work-life balance, the challenges and rewards of raising children, and how being a father affects men both physically and emotionally. With the attention given to mommybloggers by media and brands, can we expect dad bloggers to grow and have the same clout? Does the dadblogging community exist, and does it represent an accurate cross-section of American fathers? Will brands and publishers flock to dadbloggers as they have to mommybloggers? We'll explore the opportunities and challenges dads face as they look to push dadblogging into the public consciousness.
Social media has gone mainstream! But it's not everywhere yet. In this session, we'll focus on the five emerging trends on how enterprises are leveraging social media. Patterns have emerged among social businesses and we'll review how organizations are leveraging these new capabilities to deliver bottom-line results. Specifically, in this session we will look into the technologies that enable organizations to generate new ideas, accelerate innovation, increase customer satisfaction, increase productivity, and gain a competitive edge. This session is sponsored by IBM.
Tools like Nike Plus and FitBit, apps like Lose It, Run Keeper, and Skimble, and communities like Daily Burn and Spark People are helping to change everyday workouts from a solitary to a social pursuit. The magic of these devices, tools, and communities enables people to track their fitness, undertake fitness programs, track and share their progress overtime, and learn from peers and professionals. This panel will look at where it’s all headed and what it means for everyday interactive experiences. Conversation will include the provocative question: can the Internet make you fit?
Doesn’t it seem like a new social network launches every day? From geosocial to social TV, from social gaming to social news, it seems like we’re just adding a “social” layer to everything we do, online or offline. As a digital solution for seemingly every facet of human culture emerges, it’s starting to look a lot like...well, human culture, digitized.
We have to ask: how many social networks are people willing to sign up for? Do people want a massive social network with everyone on it or are they more interested in niche networks focused on different passions? Maybe both. Or, maybe we’ll all just get sick of it and start mailing letters to each other again.
To truly understand the human appetite for social, we will open the aperture of understanding social outside just social networks to examine how people are communicating with peers and brands in life as a whole. Some of our richest data today comes from forums or communities. As the world gets more digital and measurable, increasing our ability to capture people, places and things and the various activities and actions one can take within those combinations, the sharing of that information will be an essential extension of social.
This session will explore why people keep signing up for new social networks, look at “social fatigue”, consider evolving human social behavior and, with the audience’s help, create a collective manifesto about how we will put the “social” back into “social networking”.
As the entrepreneur Prince sang, “So, tonite I’m gonna party like its nineteen ninety-nine.”
Social media is a means to end.
Social media is also increasingly horizontal in its application across the marketing funnel.
And it is a bubble.
As in 1999, this bubble is marked by four attributes:
Escalating valuations: Our panel will prove how Groupon cannot sustain growth, and the valuations of current social marketing stocks are not sustainable
Inflated salaries: How the scarcity of social marketing experts overinflated the salaries of the very people attending SXSW. This escalation came in part of a misguided panic in not understanding how to channel consumer behavior. This is why so many people are at SXSW with expense reports.
Dizzying competition: The world does not need more than 40 photo sharing services. We are at the end of the beginning, which will include a winnowing of services and consultants.
Tremendous hype: The number of publishers versus voyeurs is actually shrinking. This inversion of word-of-mouth to buzz is what bit Snakes on a Plane in 2006. Whenever there is a sustained inversion of buzz and word-of-mouth, the situation conflates.
SXSW is ground zero of this hype. The event elevates the channel over the objective, and the buzz over the results. It is a cultural event, but does not focus on analytics, results, and research, the cornerstones of social media. What happens at SXSW has little affect on the consumer unlike CES or E3.
What does it mean to wage a story? In this panel, Pulitzer prize-winning journalist Jose Antonio Vargas describes the moment of coming out as an undocumented immigrant, an "outlaw" in his own country. He explores the ways in which his radically visible story traveled from the New York Times to Facebook to Youtube and back -- and forced a toxic national debate into a human frame. As context for Jose's incredible story, Joe Sudbay, Deputy Editor of AMERICABlog, describes how bold, hi-tech storytelling transformed the political calculus during the waning months of the last Congress and landed him in a meeting with President Obama at the White House. Felipe Matos takes us on a journey that reinvents what it means to push for civil rights: a 1,500 mile walk from Miami to DC, tweeted at every turn.These hypervisible, once-invisible stories are changing what we thought we knew about the communities that are "coming out," as well as how to tap the power of social media to ignite change.
With 110 twitter accounts, 20 tweeting astronauts, an Image of the day posted to Facebook and more, NASA's social media strategy is all about extending the space "experience". For the last shuttle launch of Atlantis, 150 lucky individuals were invited to attend the official NASA Tweetup to experience the lift-off first-hand, with exclusive behind the scenes access to astronauts, facilities, lectures and more. Hear from Erik Sowa, NASA Tweetup attendee and director of engineering at ExactTarget's Social Media Lab, and Stephanie Schierholz, NASA's head of social media, as they discuss the process behind this groundbreaking event.
Is Twitter the Borg? Will social media help solve our global challenges? Who's the better captain -- Kirk or Picard? We'll answer these and many other questions from Professor Rotolo's course, "Star Trek and the Information Age," which explores modern issues of technology, society and leadership through examples from Star Trek. The session will also highlight how social media are used as a central component of the course, providing tips and best practices.
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.
In 1985 London boiled in a summer of unrest known as the Boardwater Farm Riots. Some 26 years later, last summer's London Riots began under much the same circumstances yet grew to be dramatically more destructive. The primary difference between the two events: the present-day existence of social media. As a result the London Riots of 2011 were meticulously documented in millions of Tweets, BBM messages, Internet news mentions, and Facebook posts. The electronic record tells a fascinating tale of social media’s role in the chaos, from its provision of “utilities” for riot planners and onlookers to its ability to steer the event’s emotional tone. Framed in the context of the Arab Spring uprising that came before and the Occupy Movement that would follow, this presentation offers a unique view into one of the most devastating illustrations of social media's power the world has known and the role it plays for revolutionaries, rioters, and rebels alike.
A recent survey of 17,000 people found that 60% of Americans believe that neighbors are worse today than they were 15 years ago. What role does social media play in this perception of decline? We’ll have perspectives from State Farm, which commissioned the large scale survey across all 50 states; Kelly Weiss, Executive Director of Austin Habitat for Humanity; and Gretchen Rubin, an author whose research has focused on the question of how connectedness affects our happiness – including how ties with neighbors and communities have an impact on our overall wellbeing.
by Brian Lang
Today 40 million people are over 65 - the largest and fastest growing demographic in America. With Baby Boomers retiring, over 10,000 people a day turn 65, a trend that will continue over the next decade. Americans age 50+ are increasingly likely to have a cell phone, a laptop or tablet, or a game console, and represent the fastest growing age segment to adopt to social networking and hypernet technology. What’s the opportunity? A connected lifestyle that blurs boundaries across home, work, leisure, and retirement, smoothly connecting our online and offline lives. Unfortunately, this tech-enabled lifestyle is not yet widespread among older age ranges, hampered by technology choices that are complex and difficult to use. To enable a connected living and social aging experience for older consumers, vendors need to begin to design for all, and entrepreneurs and the venture community need a more dynamic relationship with this huge and underserved growth market.
Connecting the power of social media with commerce should be a no brainer -- the next chapter in eCommerce. Indeed, Facebook has shown that people are 4x more likely to buy something when it's recommended by a friend and 10x more likely to buy a deal after a friend buys it. But despite all this intuitive rightness, it doesn't appear to be taking off like Zynga games.This panel will explore the boundaries of social commerce -- it's a popular meme but what is it really? How are the big ecommerce players looking at this big opportunity? And what big things are already happening in this next chapter of online commerce?Local and Social also go together like Peanut Butter & Jelly. This panel will also explore the local aspects of social commerce, which touches mobile, geo-location, check-ins, deals and good old fashion local businesses.
Radio no longer drives music sales - social does. In fact, if you get your strategy right, you can drive sales almost entirely through your existing fans.This panel session will be led by Crowd Factory CEO Sanjay Dholakia along with 4 other Music Industry Leaders who specialize in Social Media in order to look at new social marketing techniques that mobilize a fan base to rapidly build awareness and buzz around new music and artists. The discussion will focus around fan-fueled social marketing strategies being used by top artists such as Jennifer Lopez, Britney Spears and Robin Thicke as well as emerging artists such as Cady Groves. The panel will examine group deals in the music industry and as well as how radio has shifted to social. In addition panel members will provide tips for social marketing that work for both established and emerging artists including insights into the group deal that helped land Britney Spears' "Femme Fatale" at #1 on the Billboard charts.
We all know social media's genius at pretending to read our minds. Facebook and Google+ reintroduce us to our friends; Pandora plays us music we're algorithmically likely to enjoy; Amazon delivers us to authors who feel statistically familiar. This sleight of hand flatters us and pulls us inward.
But what it doesn’t do so well is surprise us. Our sense of serendipity—the startling coincidence, the amazing happenstance—has eroded severely. A random greeting from a long-lost friend once would have been a lightning bolt in your day; by now, it’s much tougher to lose touch with someone than get reacquainted. If your most discreet pals plot your surprise party, their presence in your location-based apps will give up the ghost. Want to go wander around a foreign city? Forget it: Google has made getting lost not just obsolete but technically impossible.
Will surprise be the next hot online commodity? We’ve seen signs that it might. Chatroulette’s randomness enthralled us briefly, and group-deal sites’ digital coupons deliver us the odd caipoeira lesson—but could surprise be more valuable than that? Will social media, or advertisers, figure out how to sell us back our serendipity?
With the onset of Google+ Hangouts, Skype on Facebook, and the plethora of other video-chat driven communities, how and where do the kids fit in? Or should they be left out of the equation all together? Our panelists will share their fascinating theories, their kid-tested results and the sometimes surprising conclusions for what our kids' online futures could look like. After this discussion, you'll better understand and appreciate what makes and breaks engaging, social media platforms for kids.
by Kendall Morris and Beth Mulhern
Every day we meet companies who realize the importance of participating in social media but have no idea how to begin. “What department does social media live in; Marketing, IT, PR, Customer Support?” “What type of commitment of resources and budget do I need? “Can’t we just hire a college student to do this?” “How do we measure success?” With all these questions, it is no wonder defining the need has become so challenging. Some companies are finding themselves “stuck” before they even begin! How to Write an RFP for Social Media will walk you through the process of creating an RFP that clearly identifies your company's business objectives and leads you to an ROI. You will learn how to:
You will come away with a clear outline for how to meet your individual goals with a template worksheet to ensure you are asking yourself the right questions throughout the process.
9th–13th March 2012