Sessions at SXSW Interactive 2012 about Strategy and Social Media

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Saturday 10th March 2012

  • Big Social Media Results at Small Organizations

    by Aimee Roundtree

    If you're at a small organization, you might have more great ideas and willingness to serve your community than you do time, money, or help. Lots of small organizations in your shoes--associations, societies, coalitions, departments, units, health advocacy groups, community health centers, and non-profit start-ups--use social media for outreach, education, PR and promotion. Financial and human resource limitations make social media appealing for achieving organizational goals. But don't just assume that if you build it, they will come. And, don’t limit yourself to using the same strategies as larger organizations with more resources. If you want to do big things with social media at your small organization, you have to be creative and flexible, use what works, and know thyself. This presentation will help you think through developing, implementing, and measuring an effective campaign by sharing details of success stories from professional organizations and health advocacy groups.

    At 11:00am to 12:00pm, Saturday 10th March

    In Rio Grande, Hilton Garden Inn Austin Downtown

    Coverage audio clip

  • Likeable Social Media

    by Dave Kerpen

    Are you using social media the right way in order to grow your brand? By following Dave Kerpen's 18 ways to succeed, your brand can become irresistible in the social media space. Based on his new book "Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (& other social networks)" Dave will present how brands can thrive by using social media. You will learn the best ways to use each of the social networks, business success stories, and find out how to apply Dave's advice to your brand. 5 Takeaways for attendees: 1. Best Practices for Facebook, Twitter, YouTube, LinkedIn2. 18 rules to apply to and test your social media strategy3. Why listening and responding is so valuable to brands4. What sorts of content to put out to your audience5. How to be likeable!

    At 11:30am to 11:50am, Saturday 10th March

    In Ballroom G, Austin Convention Center

    Coverage audio clip

  • What Content Strategists Can Learn from the Movies

    by Carmen Hill

    Whether it’s Bridget Jones in pursuit of Mark Darcy or Luke Skywalker on a quest to discover himself while overcoming evil, film protagonists are on a journey inspired by the promise of adventure and reward. Real people are on a similar quest to solve problems--including the prospective customers you hope to attract with your content marketing strategy. By applying principles of film narrative you can shape the online journey of your buyers, helping them bond with fellow travelers and overcome obstacles along the way. To do that, you must look beyond the spreadsheets, diagrams and content management systems that are the tricks of your trade and think like a storyteller: Who are the heroes--and the villains? What conflicts and challenges do they face? What is their quest and what is the reward? Learn how to use film narrative to unite your team and client around a storyline, map the buyer’s journey, and align the right content to the right person in the right way and at the right time.

    At 4:15pm to 4:30pm, Saturday 10th March

    In Texas Ballroom 4-7, Hyatt Regency Austin

Monday 12th March 2012

  • How to Be Strategically Unlikeable Online

    by Rohit Bhargava

    For every brand turning on a new listening program or focusing on engaging their users online there is a lot of attention on the topic of social media strategy. Brands that don't have one are desperately chasing one - yet the problem is no longer a lack of strategy. That's so 2011. The problem now is that more and more brands are becoming strategically unlikeable. Being social isn't the same thing as being likeable. In some cases, they are actually opposite. In this panel, we will talk about the one principle that every successful person already knows, yet the one that has eluded so many brands ... why likeability is actually the golden trump card, and why brands are historically so bad at it. From examining the lessons from completely unlikeable leaders like Steve Jobs or Rupert Murdoch to sharing the theories of building likeable brands and the new culture of "likeonomics," Rohit Bhargava and Dave Kerpen, two bestselling authors will take audience members inside what it means to be unlikeable and offer real tips on how to avoid falling into that trap ... as a business and as a person.

    At 9:30am to 10:30am, Monday 12th March

    In Capital Ballroom B, InterContinental Stephen F. Austin

    Coverage audio clip