How The X Factor USA "Got Social" in Season One

A session at SXSW Interactive 2012

  • Jill Johnson
  • Don Wilcox

Tuesday 13th March, 2012

3:30pm to 4:30pm (CST)

Producing X Factor US for the first season was no small task. Wrap new social TV strategies around the promotion and production and you've got quite an act! In this session you will learn how social was integrated into the X Factor on Fox across production companies, broadcasters, and social integration partners. Learn about the impact and payoff from social integration in the show and digital, and how TV and social industry leaders see this changing the way TV is produced in the future.

About the speakers

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Sam Decker

CEO, Mass Relevance Inc

Sam Decker is Founder and CEO of Mass Relevance, the enterprise social curation company focused on bringing relevant, real-time conversations to any experience. Previously he was founding Chief Marketing Officer at Bazaarvoice, the leader in Software as a Service (SaaS) social commerce technologies serving over 1,000 brands. Decker was responsible for building the company's brand, products and platform. Before joining Bazaarvoice, Decker spent seven years of leadership at Dell, Inc. in marketing, online, CRM, and customer-centricity strategy. From 1999-2003, he led Dell's consumer web site, building Dell.com into the largest consumer eCommerce site at $3.5B in annual sales, and established global best practices in merchandising, analytics, product management, and operations. Sam pioneered Dell's customer-centricity strategy and customer segmentation using Six Sigma methodology. Before Dell, Decker spent more than six years in the Bay Area leading marketing, sales and product strategy at B2C and B2B (series A) startups. Decker has authored two books on word of mouth marketing, serves on the digital advisory board for P&G, served on the board of the Word of Mouth Marketing Association (WOMMA), and blogs at deckermarketing.com or @samdecker.

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Olivier Delfosse

VP, Interactive, Mobile, & Digital Content, FremantleMedia

Olivier Delfosse is the Vice President, Interactive, Mobile and Digital Content, North America for FremantleMedia Enterprises (FME), based in the company’s offices in Burbank, California. At FME Olivier is responsible for all sales, product development, marketing and new business initiatives for interactive, mobile and digital content in North America across the whole spectrum of FremantleMedia’s television shows and third party brands. These include American Idol, America’s Got Talent, The Price Is Right, Family Feud, Let’s Make A Deal, and The X Factor. In his current position, Olivier leads all social strategy and content exploitation for Fremantle’s evergreen shows, including the highly successful social media campaigns for The X Factor, on which he led a partnership with Twitter to implement the first of its kind Twitter voting on a talent based reality competition. The X Factor Season 1 ended up being the #1 Unscripted Social Show for the run of the season. Delfosse has also grown his business with great success working across all new gaming platforms, including high profile and groundbreaking successes with the Family Feud and The Price Is Right brands in the mobile gaming, iPhone/iPad and Facebook gaming arenas. Delfosse also oversaw a company investment and partnership in a portfolio of original IP games for Facebook with a variety of development partners. On the digital content front, Delfosse is responsible for overseeing digital extensions for all major FremantleMedia brands, while also brokering deals for original digital content. Delfosse’s most recent successes include a 12 city online travel series for MSN, sponsored by Buick called re:discover, and a choose-your-own-adventure series on YouTube sponsored by AXE called, The Teleporter. In addition, Delfosse led the team that was awarded a highly coveted YouTube Premium Content Channel (Pets & Animals), and he oversees the internal digital studio that supports this endeavor. Delfosse is a graduate of the University of Virginia, a member of the Academy of Television Arts & Sciences Interactive Peer Group, and a frequent speaker at conferences on social TV, digital content and gaming.

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Chloe Sladden

VP, Media, Twitter

Chloe Sladden, VP of Media at Twitter, leads a team that imagines and implements new approaches to content creation and audience engagement via Twitter. Her team develops partnerships with media, news and entertainment organizations, as well as athletes, actors, musicians, politicians, journalists, civic leaders and more. She has a special focus on interactive TV. Her team’s work is covered regularly in The New York Times, Fast Company, Vogue, the Hollywood Reporter and more. Before Twitter, Chloe worked at Current TV where she produced the Webby Award-winning Hack the Debate) in which curated Tweets were first ever broadcast, as well as Current Diggs the Election and Current Twitters the Inauguration. Previously, Chloe was a management consultant in Booz Allen Hamilton's media and entertainment practice, where she worked with film studios, book publishers, TV networks and record companies. She also co-produced/directed “Headstrong,” a documentary broadcast on public television. Chloe is on the board of Grey Area Foundation for the Arts, a non-profit designed to drive open innovation at the intersection of art, design, data and technology. She is also on the board of Headstrong.

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Jill Johnson

Head of Digital/Interactive, SYCO Entertainment

Jill Johnson is the Head of Digital/Interactive for SYCO Entertainment, run by Simon Cowell and joint venture with Sony Music Entertainment. She officially moved over from Sony Music in November 2011 after having worked with The X Factor since last March 2011.
Having started out her career in A&R and Marketing at MCA and ASCAP, Jill returned to the music business 4 1/2 years ago as Sr. Director for Digital Marketing Best Practices and Product Development within the Global Digital Business and Direct to Consumer groups at Sony Music Entertainment. Within these roles, Jill had been deeply integrated within the record label divisions and sold and created branded opportunities and digital strategies with artists and across Sony Music artists sites. Brands included: Sony make.believe, Ford Sync, Old Navy, Folgers, Sony Pictures, AT&T, Virgin Mobile and more.
Prior to SME, Jill held the position of VP Business Development for AWE, a branded entertainment agency within Omnicom. She worked with Omnicom (DDB, Fathom, BBDO, GMR, etc.) and direct brand clients (Nokia, Chrysler/Jeep, A&E, Axe, Paramount, Boru Vodka, Time Warner Cable, etc.) to align on-brand goals (digital and physical) with entertainment. This included negotiating and creating opportunities with indie and major record labels, music publishers and copyright, talent management, booking agencies and celebrities.
Jill served as senior consultant/partner for Sound Input LLC, providing strategic counsel, marketing alliance, digital strategy and services to clients at the intersection of entertainment and new media/technology; and record labels and brands seeking online and offline promotional opportunities. Clients included: Microsoft/WindowsMedia, AT&T Wireless, Motorola, EMI, Virgin Records America, P&O Needlloyd, Reed Midem Organization (France), Interscope/Geffen/A&M Records & IDJ (Universal Music Group), Hollywood/Disney Records, MMG/Dentsu (Japan), Armani Exchange A/X, Improv w/ Diet Coke, Los Angeles Lakers/Lakers Youth Foundation, Key3Media/Comdex, Perrier/BWR, and more!

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Don Wilcox

VP/GM, Branded Entertainment, Fox Broadcasting Company

As Vice President and General Manager of Branded Entertainment, Don Wilcox oversees content, product development, design, production, sales integrations and technology for FOX’s primary online platforms, including Fox.com, AmericanIdol.com and TheXFactorUSA.com. In this role, Mr. Wilcox leads the team that initiates audience interaction on these platforms and develops branded online content and custom sponsorship concepts for all of the network’s primetime shows. While at FOX, he has introduced online voting to AMERICAN IDOL, developed the first MVPD-authenticated full episodes product for a broadcast network and helped launch the first-ever Twitter-based voting mechanism for THE X FACTOR. Prior to joining FOX, Mr. Wilcox served as the Executive Director of Marketing at Sony Pictures Digital, where he managed online content, brand management, promotions, e-mail and mobile marketing for the entire lineup of Sony Pictures television shows. He joined Sony Pictures Digital from the Walt Disney Internet Group, where he served as Executive Producer for ABC.com and Oscar.com. During his tenure there, Mr. Wilcox created the first-of-its-kind live, user-voted story outcome for the TWO GUYS AND A GIRL series finale and introduced the first mobile products for THE ACADEMY AWARDS. He has also held positions at NBC Internet and Microsoft Corporation. Based in Los Angeles, CA, Mr. Wilcox has received four Webby Award nods; he was nominated in 2002 for the WHO WANTS TO BE A MILLIONAIRE site and in 2005 for Seinfeld.com. He was also a Webby honoree in 2006 for his work on TheBoondocksTV.com and Jeopardy.com.

Next session in Capital Ballroom A

5pm Help! I Have an Internet Stalker or Blackmailer! by Jonathan Zittrain and Lisa Borodkin


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10 attendees

  • Adam Holzband
  • Brian Dainton
  • Chloe Sladden
  • Darla Krusee
  • David Henderson
  • Joshua Brandau
  • Nicholas Barr
  • Olivier Delfosse
  • Sam Decker
  • Sandy Chang

1 tracker

  • Juliana Nascimento

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Time 3:30pm4:30pm CST

Date Tue 13th March 2012


Capital Ballroom A, InterContinental Stephen F. Austin

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