Brand Journalism in the Real-World

A session at SXSW Interactive 2012

Brand journalism is often defined by what it isn’t. It’s not just blogging, it’s not PR, but it isn’t traditional reporting either. This session will focus not only on defining brand journalism, but also will go in-depth on what brand journalism looks like in action, how organizations can incorporate editorial practices and how traditional journalists can make the shift. MarketingProfs Chief Content Officer Ann Handley will sit down with Twitter’s Editorial Director Karen Wickre, Eloqua’s in-house reporter Jesse Noyes and Erica Swallow of Southern Swallow Productions to discuss what adaptations need to be made in corporate environments, how to mitigate bias, and what policies you should institute to ensure the emerging practice’s integrity. It’s brand journalism, with a real world emphasis. This session is sponsored by Eloqua.

About the speakers

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Jesse Noyes

Corporate Reporter, Eloqua

Jesse Noyes is Corporate Reporter at Eloqua. He launched his career inside the newsrooms at the Boston Herald and the Boston Business Journal. Today he focuses on finding the narratives that drive business, educate and entertain, and explain the trends impacting marketers everywhere.

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Karen Wickre

Editorial Dir, Twitter

Karen Wickre is Editorial Director at Twitter, where she oversees the Twitter content style and voice. Previously she was the founder and long-time editor of Google's network of corporate blogs. Follow her at @kvox.

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Erica Swallow

Owner, Southern Swallow Productions

Erica Swallow is the owner of Southern Swallow Productions, where she creates compelling tech, travel, wine and lifestyle content. Erica is also an international speaker, having most recently spoken at WOMMA Summit in Las Vegas, Social Marketers Summit in Prague and Social Media Brasil in São Paulo. Erica previously served as the Associate Editor of Partner Content at Mashable and before that, helped develop and implement the social media marketing strategy for The New York Times. In 2008, she was chosen out of a pool of over 3,000 candidates to blog on CosmoGirl.com about her internship at Saatchi & Saatchi, where she managed a team to create an ad campaign for a non-profit of her choice. Erica is a graduate of New York University Stern School of Business with a Bachelor of Science in International Business and Marketing. While at NYU she also studied Mandarin Chinese, studied abroad in Shanghai, China, and co-founded NYU China Care, a club that raises funds for disabled Chinese orphans. When sheís not tweeting, tumbling and blogging, she enjoys the finer things in life: friends, food, wine, chocolate, traveling and dancing.