Sessions at SXSW Interactive 2012 about Social Media and Publishing

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Monday 12th March 2012

  • Social Role-Playing: Brands and Publishers

    by Halle Hutchison, Kevin Barenblat, Sarah Smith, Justin Merickel and EB Boyd

    If the advent of social media platforms causes brands to become publishers then what do publishers become? Whether the ultimate role reversal or just a momentary identity crisis, brands and publishers know that they don’t want to be the last to the party, struggling to keep up with the current conversation and void of “Likes.” Brands and publishers alike are now storytellers -- curators -- and seek the expertise of those who understand that social media platforms are an extension of their branding and serve the same purpose -- retaining consumers, attracting new ones and encouraging a deeper relationship. Both groups seek to create and optimize content, and better yet, deliver a seamless consumer experience with consistent, integrated advertising.

    While the conversation about ROI and future of social media is just beginning, most brands and publishers are looking to experts that offer a holistic and tailored solution for capitalizing on the social marketing opportunity with Facebook and Twitter. Both groups know that quality publishing and the right dialogue are important and translate into word of mouth support that scales.

    Come spend an hour listening to a small and engaging group of international social media and digital marketing experts, a leading publisher and a renowned brand, all who have seen the light of social media and know it shines brightly when executed well.

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

    In Creekside I & II, Sheraton Austin Hotel at the Capitol

  • 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