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Brand marketers are currently in the midst of dealing with the implications of the most revolutionary shift in the history of communication. Social media has upended the entire landscape, shifting the balance of power from stakeholders in mass communications (brand marketers, advertisers) to a mass of communicators (anyone with a social media footprint). This shift has led to a number of hugely important questions. How will brand marketers measure and justify these new currencies of engagement? Are a tweet and a “Like” valued the same? Should they be? What will it take to engage consumers at scale in the age of social? How will social compare to the banner ad, which our keynote speaker, Jeff Dachis, helped pioneer twenty years ago? In this session at OMMA Social at SXSW, Dachis will tackle these topics and also address the role social will play in driving pre-purchase intent in the years to come.
One of the latest innovations coming out of Facebook is its search graph, which allows users to overlay their Facebook friends with other data, such as interests and location. This union of the social graph and the interest graph may further connect Facebook users with their friends, and help them find new ones, but what is its potential for marketers? Will it enhance targeting, increase ROI or lead to richer consumer insights. or simply be another, but not groundbreaking, tool in the marketer's toolbox on Facebook? This session will put Facebook Graph Search in perspective.
by Dave Morin
Dave Morin and Path have always maintained that privacy controls should be simple and that your data always belongs to you. Discover why building privacy and control directly into a product from the start is essential; explore alternative ways to share your information with friends and family in a private and contextual manner; learn about the importance of maintaining closer, private connections. Our social interactions should feel human again. Dave will discuss why social technology should be an extension of our real-life interactions and how networks can and should design for ease-of-use while empowering the user to be in control of their data.
This shift - back to human interactions and control over privacy - is quickly approaching. Are mobile and social companies ready for the switch?
Can great technology and elegant UX solve the problem of how to fully engage audiences with online video while still providing a “lean back” viewing experience? Or are these two modes of experiencing media forever incompatible? Come find out as we look at the case study of OVEE, the Online Video Engagement Experience, a one-of-its-kind social screening platform created by the Independent Television Service with funding from CPB and in partnership with software development agency, Carbon Five. OVEE was created to meet the challenges of presenting high quality film and television content, and building a unique real-time engagement experience around it for teachers, public television viewers, community organizers and dedicated fans. Meet the lead developer and lead strategist who have committed to this search for the holy grail of online video experiences.
The nation's space agency has embraced the use of social media to reach out, engaging new audiences in new ways and giving people behind-the-scenes access to areas rarely seen by the public. By using tweets, blog posts and streamed video interviews with groups across the world, the astronauts living and working on orbit have a unique vantage point in which to conduct science-altering experiments, encourage the next generation to study STEM in school and to open a door that rekindles the dreamer in all of us. Hear from and ask questions to an astronaut who recently flew aboard the International Space Station and NASA's social media manager during this panel and explore all the ways that you can connect with what's going on way up there from all the way down here.
How can we better understand how content circulates within contemporary networked culture? The collective decisions people make about whether to pass along content are profoundly reshaping the media landscape. Many content creators struggle with the growing prominence of grassroots audience practices, while an array of online communication tools have arisen to facilitate informal, instantaneous sharing. This environment offers new opportunities for people to pass along content and new models to generate revenue from user activities. While the means for people to circulate material have proliferated, recommending and sharing are impulses that have long driven how people interact around media texts. In this session, the authors of the new book Spreadable Media discuss core concepts from their work, focusing on the social logics and cultural practices that have enabled and popularized these new platforms, explaining why (not just how) sharing has become common practice.
Henry Jenkins will appear at the South by Bookstore to sign copies of “Spreadable Media: Creating Value and Meaning in a Networked Culture” and other titles he has authored following his panel “Spreadable Media: Value, Meaning & Network Culture”.
Henry Jenkins is Provost's Professor of Communications, Journalism, Cinematic Arts and Education at the University of Southern California. Previously, he was Peter de Florez Professor of Humanities and co-director of the Comparative Media Studies Program at MIT. He has headed major research initiatives in the areas of digital media and learning (Project New Media Literacies; Education Arcade), civic media and democratic participation (Civic Paths; Center for Civic Media), games and innovation (Singapore-MIT GAMBIT Games Lab), and producer/audience relations (Convergence Culture Consortium). He is Chief Advisor to the Annenberg Innovation Lab. He also helped establish and run the Media in Transition and Futures of Entertainment conference series at MIT and the Transmedia Hollywood series in Los Angeles. He has authored/edited 14 books, including the forthcoming books Spreadable Media and Reading in a Participatory Culture, as well as Textual Poachers and Convergence Culture.
RSVP Required - If your website has user-generated content or social media, you've likely gotten comments from people in crisis. Not only is this scary, but it can drain resources, raise legal issues, and create a PR nightmare. Prepare for the inevitable by creating a crisis plan. Together, Ashley Womble & Chris Gandin Le have advised safety teams at all major social networks, from MySpace to Pinterest on how to respond to users in emotional and suicidal crisis.
This workshop will provide an overview of online safety and mental health issues- including depression, suicide, self-harm, eating disorders, and bullying - to teach you how to handle a crisis without breaking a sweat. We'll outline best practices currently used by Google, Facebook and other major players and present case studies of crisis plans for small tech companies without their own safety teams.
You'll leave with:
•A customized crisis plan
•An understanding of your legal obligations
•Contacts for when you need to take action
Helpful if attendees are in customer service, user operations, or consumer safety teams at their companies. Anyone is welcome though, especially people with startups.
What to Bring:
To RSVP your seat for this workshop, please click on "Sign in to RSVP" on the official session page. You'll need to sign in using your SXsocial login information.
Social media has had a dramatic impact on how we watch television, with Twitter leading the way for a social TV revolution. Social television - the term used to describe the symbiotic relationship between social media and TV - is producing big changes in how TV programs are created, delivered and consumed. Shows like American Idol and Pretty Little Liars, and special televised events like the Golden Globes and X Games, have embraced social media as a way to interact more intimately with their audiences, bringing content from the TV screen to the second screen (and in some cases from the second screen to the TV screen).
We watch more live TV now than we did five years ago. Advertisers use branded hashtags to market to viewers. Fictional characters have their own Twitter accounts. Actors tweet from behind the scenes as they're filming new episodes. This panel will explore these changes and more in an attempt to understand the impact social media has had on TV (and vice versa).
As social media destroys previous conceptions of reporters, their sources and the "audience," journalism is being re-defined by the minute. It's also letting people on all sides of the equation get away with things they couldn't have before. For example, sources can demand to review the quotes from their interview with the reporter, and the reporter is more willing to do so than ever, knowing that the source could just as easily take to Facebook or Twitter with the information. Sponsored by the Knight Foundation.
Your ISP is spying on your network traffic, Zuck pwn'd your social graph. Even darling Twitter has thrown indie developers under the bus for the sake of "consistency." You probably know all this, and you still go on using these networks because there are no workable alternatives. Except there are alternatives, and we're actively building them out! This panel will demonstrate running code and working prototypes, but it will also make a case for networks as a central component of human freedom. Come help us frame the problem, consider existing solutions, and spec out more responsible networks that you and your friends will actually use.
With more than 123 million fans/followers on Facebook and Twitter, WWE ranks among the sports world's digital leaders. Wrestlemania XXVIII alone generated 110 worldwide trends over the show's five-hour period and the hashtag #Wrestlemania was mentioned more than 610,000 times on the day of the event. Learn how WWE's integrated marketing and content strategy is driving bone crushing levels of engagement by connecting Superstars directly with their fans - delivering exclusive content, stunning face-offs and real-time experiences that dominate social television.
Social media and the 24-hour news cycle have pushed the water cooler conversation into hyper-drive. It's happening around the clock with instantaneous reactions from professional critics and their armchair counterparts alike. For the industry, this trend is creating a bigger and bigger impact as the web's response to TV shows has altered plotlines and even meant curtains for unpopular characters.
Showrunners are responding and adapting in different ways. Some embrace the feedback and participate in the conversation, while others lambast the episode-by-episode, plot-by-plot analysis. So what does this mean for the future of TV? Are the real-time reviews killing creativity? Should show runners embrace or rebel against their outspoken online audiences? And, why hasn't the model of traditional focus groups evaluating pilots evolved? Should the process move online and be more open?
TV.com will host an engaging Q&A with celebrated showrunners on the topic.
In 2010, Mark Zuckerberg said: “There is going to be an opportunity over the next five years or so to pick any industry and rethink it in a social way.” His prediction has come true.
New profession-based social networks have emerged that extend B2B social networking beyond LinkedIn. These vertical social networks combine online communities and business software to help everyone from accountants and IT professionals to doctors and engineers rethink the 9-to-5 workday.
Hear how these professional social networks are transforming the way people do their jobs and how B2B marketers can leverage these communities to reach and engage with potential customers. Attendees will also learn about the innovative business models industry social networks are using and how such models can be applied to other industries.
Sponsored by Spiceworks.
Get together with other social storytelling experts for an hour of brainstorming, idea-buidling, networking, friend-making and career-enhancement. Or, attend this Meet Up to learn more about this segment of the industry.
by Gavin Jocius
Like it or not, we live in the age of annoyance. Technology, electronic communications, gadgets, airline travel—as it all gets “easier,” it also seems to get exponentially more annoying. Annoyance is described as an unpleasant mental state that can lead to emotions such as frustration and anger. Sound familiar? When was the last time you yelled at your “stupid computer,” got frustrated that your smartphone could not find a signal or de-friended someone over one too many annoying Facebook posts? As marketers, we have the difficult challenge of trying to engage buyers who are constantly distracted with status updates, tweets, daily deals, IMs, text messages, emails, etc. Having spent two years researching these issues for his book The Age of Annoyance (http://www.annoyance.us), Gavin will highlight some of the root causes of technological annoyances and offer ways that marketers can effectively use email and social media without frustrating the end user.
It takes more than a fancy tuxedo and a social media presence to create a social organization. In addition to building social profiles, businesses must invite the entire company to the online dance and coax people to do a little jig. In this presentation, Mark Grindeland, the CMO of TeleTech and the co-founder of the first multi-profile social networking site for women, shows you how to move beyond the basic two-step of corporate Facebook and Twitter pages and get everyone out on the social dance floor. You'll learn how to foster company community, indentify internal influencers, and turn executives (yes, even Mr. Fumblefoot) into social booty shakers. Plus, you'll understand how to cultivate engagement, collaboration, and test groups that reduce risk and deliver strategic insights. Not only will Mark address the challenges of building a social company that is both governed and measured for success, he'll help you play by the rules of corporate engagement and be the hit of the party.
When Matt Mullenweg started blogging 10 years ago, he was looking for a permanent home on the Web. His passion for blogging led him to develop WordPress, the most popular publishing platform on the Web, and then found Automattic, the company behind WordPress.com. With the rise of services like Flickr, Facebook and Twitter, though, many have feared blogging might die all together. In this session, Matt will sit down with AllThingsD co-executive editor Kara Swisher to discuss the future of blogging in a fragmented, social media-crazed world (disclaimer: AllThingsD is a WordPress client).
Social media is a pervasive part of our lives – from how we connect with our family & friends to how we consume media. But is it for everyone? How about the macho, foul-mouthed crab fisherman who spend months in the frigid waters off the coast of Alaska?
This panel, featuring captains from the popular Discovery Channel series “Deadliest Catch,” will look at the role of social media in the success and sustainability of the show. Whether creating special editions of shows in three days featuring fan commentary, adding live Tweets to premieres of the series' “After the Catch” companion show or engaging with audiences across social media year-round, “Deadliest Catch” is the perfect example of how a social strategy can evolve with a nonfiction TV series and its real-world talent.
Captains Sig, Johnathan and Keith will open up about their social media evolution – from naysayers to addicts – and how they directly engage with fans.
In his book 'The Peep Diaries' & doc 'Peep Culture,' Hal Niedzviecki notes our willingness to bare everything for entertainment, profit & reputation. Even if we don't aspire to fame, with every status update, video upload & burrito-Instagram, we expect to be witnessed. We marvel at the higher speeds & access to information; congratulate ourselves about using the same digital platforms as those powering recent revolutions, but we've drifted into consumption, broadcasting & 'curation' of increasingly meaningless content. We will debate Hal's idea - a peep culture centered on chasing maximum rewards for exposing private lives - with a demographic twist: Meghan Warby (aged 31) is a cautious digital native unsure about transparency; Boyd Neil (aged 63) is comfortable with digital ‘nakedness' as a necessity of digital democracy; & Niedzviecki (aged 41) who grew up with one of the first PCs but has become increasingly skeptical of the way we're turning domestic life into public product.
From the Vatican Secret Archives and Nevada's Area 51 to the Google server warehouse and the giant floating plastic garbage island in the middle of the ocean and a myriad of former insane asylums, hidden metro stations and towns evacuated by industrial disaster -- digital and social media have dramatically unearthed places that you're not supposed to know about and how to get there.
Social media has transformed culture, communication, creativity and journalism in every nation on Earth — other than North Korea, of course.
Wait — not so fast. What do we really know about social media's role in the mysterious nation — or what role it could play in the future, in the open or underground?
Frankly, not much. But one of the few Western journalists who's reported from North Korea is piecing together the clues.
Get some insight and answers to your questions as Associated Press Social Media Editor Eric Carvin leads a conversation with AP Korea bureau chief Jean H. Lee, a social media-savvy journalist with firsthand expertise on the reclusive regime north of the 38th parallel.
Lee, named to Foreign Policy's Twitterati 100 list of Twitter feeds to follow, has made more than a dozen trips to North Korea and is the only American reporter with permission to travel there regularly. If anyone can make sense of social media's role in the isolated nation, she's the one.
You've seen the extravagant sponsorship deals with athletes in the NBA, NFL, and NASCAR. But how often how do you hear about US athletes—the best in the world in a given sport—struggling to get by without a second job as a construction worker or accountant?
To help fund his Olympic dreams and make a statement about the current sponsorship restrictions in his sport of track & field, Nick Symmonds took to eBay to auction off a part of his body during his Olympic races to the sponsor with the highest bid. The result: a tattoo of a logo on his shoulder even his mom is proud of, a picture perfect partnership, and a big "middle finger" to a few international governing bodies.
How did social media, digital content development, and a bit of PR take one athlete's cause (and his sponsor's logo) to a billion viewers worldwide and turn an $11,000 "media buy" into gold? Did we mention that tattoo with the sponsor's logo must be covered by a piece of tape in every single race?
by Ben Essen
In the march to a more connected world, technology increasingly helps us to manage our day-to-day lives in more ways. Our behavior is tracked with sensors on smart devices; our social posts and tweets are mined for insight by marketers, our online actions are monitored and our location is logged where ever we go. This personal information plays a key role in driving the Big Data revolution. The race for better algorithms to predict our next move and the products we'd like to buy is on allowing marketers to create the digital impulse buy. Facebook prompts us to wish a friend happy birthday, perhaps re-starting a relationship long forgotten and creating the impulse interaction. Is this a passive innocuous helping hand or does it move us towards a state of assisted living, removing our ability to define the outcome of our own lives? How many of the actions we take are purely our will and how many have been the result of a guiding force?
As we're in touch with more people, the meaning of those connections is often diluted. This panel addresses how we can leverage and embrace new technologies to maintain strong personal connections with our ever-growing web of connections. We will explore the irony where we are in touch with more people than ever before but in a diluted manner and how our form of communication impacts these relationships.
In the last decade, news reporting on the U.S.-Mexico border has been decimated by the closing and downsizing of U.S. media organizations, censorship of Mexican media and the explosion of drug violence on the Mexican side of the border. In response, reporters and citizen journalists on both sides of the border have turned to social media, especially Twitter, to seek out information about events in Mexico and report on them. Many have been killed or threatened for using social media.
Learn how journalists and citizen journalists along the border use social media and other tools to report about violence in Mexico and to find missing persons. The panel will be comprised of seasoned reporters and an expert on Mexico and border issues who will talk about the difficulties and successes of covering the region during a challenging time in history.
by David Kenny
Of all media companies, consumers use The Weather Channel the most across all platforms - television, online and mobile. Most content producers and advertisers are begging for customer information, but TWC users automatically provide their zip code and other info to be sure they get the most accurate weather data in return. This gives the company a unique view into how local advertising has evolved over the last decade. With 30 million monthly mobile users, The Weather Channel is one of the few publishers with a large enough mobile audience to offer true hyperlocal audience targeting at scale. TWC CEO David Kenny will talk about the rise of hyperlocal and what the industry should expect next. He will detail how brands can now target beyond the ZIP code down to a city block, time of day and relevant message. He will cite mind blowing examples of how major brands like Chevy and Frito Lay are using this technology today...and how it may evolve over the next 10 years.
Social networks rise and fall as people try to find a site that satisfies their social needs, and the “one-size fits all” networks may no longer hold the value that they did when you first signed up. Are hourly updates from a childhood friend you're long out of touch with actually relevant? Do you want to share personal updates with your co-workers? People are feeling overwhelmed by the amount of information they are being inundated with and are looking for truly social experiences that enable them to make meaningful connections with the people and communities that matter to them. Contextual social networks are giving people the experiences and relationships that originally drew them to social networks: having a private online network catered to shared interests. Is this a new era of social networks? This diverse panel of social networks share how contextual platforms foster meaningful interactions based on real relationships, shared interests, activities and even around neighborhoods.
by Kira Wampler
You've created a disruptive new technology that's going to revolutionize an industry – at least until you can figure out how to explain it to someone. Kira Wampler, VP of Marketing for Lytro, will discuss how to craft a compelling story about your product or technology and how to educate the average consumer about your breakthrough technology, and turn PhD concepts into cocktail conversations.
Kira will explain how to educate your potential market by revealing that the current mindset is stagnant and how the solution lies – of course – in your stellar new technology. She'll walk through the stages of announcing a new product, and how to educate and excite a market on your product's benefits – without getting too wrapped up in the details that fly over consumers' heads. She'll also discuss some of the grassroots and social media efforts that can bring your product closer to your ideal target, taking away the inaccessibility from the product.
With the next generation of warfighters taking on the face of a video gamer in the States vs. a camouflaged soldier in the battlefield, STEM skills are increasingly important to today's military in order to continue protecting those that protect us. Activity-based intelligence, IT security infrastructure, drone navigation, "invisible" armor, aerial sensors – it's not "virtual reality"; it's the critical engineering needed in the defense world. But maintaining it is proving to be a challenge. It's not just that talent is going elsewhere; there's a considerable lack of female and minority representation in the field. Hear why defense company BAE Systems CIO Michael Bennett is touting STEM as the "great equalizer", and how his industry is using social media to attract employees to defense-related professions that would typically take their tech talent to traditionally-digital companies.
8th–12th March 2013