SXSW 2012

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3:30pm

Effective Social Media Presence in Higher Ed

Friday March 9, 2012 3:30pm - 4:30pm @ InterContinental Stephen F. Austin (Assembly Room) (701 Congress Ave., Austin, TX 78701)

Higher education isn't known for early adoption of innovation. As an industry, it tends to lag behind. This has been generally true of social media implementation as well. And yet some institutions have been successful at creating social media programs that are strategic, integrated, measurable, innovative, and most important, highly successful. How have they overcome the obstacles? Who made it happen? What changes were required to normal ways of doing business? And what can we all learn from it?

Speakers

Asst VP | DePaul University | Deborah Maue joined DePaul University...

Social Media Strategist | Great Lakes Educational Loan Services...

Type Interactive, Core Conversation
Hashtag #sxsw #highedsoc
Theme Branding and Marketing
Level Intermediate
Website http://schedule.sxsw.com/2012/events/event_IAP10150

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5:00pm

Smokey Bear Tweetup

Friday March 9, 2012 5:00pm - 6:00pm @ InterContinental Stephen F. Austin (Assembly Room) (701 Congress Ave., Austin, TX 78701)

Smokey Bear has been a national icon since 1944 and has had a Twitter icon since 2010. Meet Smokey and the man behind the bear's tweets. While Smokey usually reminds folks that only you can prevent wildfires, in this session he'll help you see how you can build a social media wildfire, responsibly. Learn how staying in character is critical to improving the quality of your connections and interactions and get a better sense of how you can make a legacy brand relevant today. Attendees will walk away with 7 tactics that will revolutionize their communication strategy through social storytelling and create social good through social media at the same time. All attendees will also receive free bear hugs.

Speakers

VP of Public Rel & Social Media | Ad Council | As VP of Public...

Michael Bellavia

CEO | HelpsGood | Michael Bellavia is an Emmy winning producer...

Wildfire Prevention Icon | Ad Council | Smokey Bear has been...

Type Interactive, Core Conversation
Hashtag #sxsw #smokeytweetup
Theme Branding and Marketing
Level Beginner
Website http://schedule.sxsw.com/2012/events/event_IAP11813

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11:00am

Y Rappers R Better Marketers Than U

Saturday March 10, 2012 11:00am - 12:00pm @ InterContinental Stephen F. Austin (Assembly Room) (701 Congress Ave., Austin, TX 78701)

To quote Jay-Z, “I’m not a businessman, I’m a business, Man.” No one connects more deeply with their audiences than rappers. They're fearless marketers -- stirring up trouble, grabbing the mic, commanding attention, and ultimately, selling a ton of product. This session will look at (and listen to) how rappers turn personal brands into marketing platforms, including how they:

-project a consistent brand image
-market to new audiences (rappers have been doing this well since RunDMC met Aerosmith)
-innovate in a digital world (T-Pain’s popular Autotune App, for example)
-cross promote with advertisers
-leverage product placement (mmm, Cristal)
-and drive culture

Last year, Bing won the 2011 Grand Prix at Cannes International Festival of Creativity by launching Jay-Z’s new book. The question is, which brand was the bigger winner?

Speakers

Creative Dir | SapientNitro

Creative Director | SapientNitro

Type Interactive, Core Conversation
Hashtag #sxsw #Rappers
Theme Branding and Marketing
Level Beginner
Website http://schedule.sxsw.com/2012/events/event_IAP9821

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12:30pm

How Brands Build Advocates By Anticipating Needs

Saturday March 10, 2012 12:30pm - 1:30pm @ InterContinental Stephen F. Austin (Assembly Room) (701 Congress Ave., Austin, TX 78701)

Why are brands constantly pissing us off online? Despite the opportunities for engagement that digital technologies provide, most companies’ customer service-focus has been reactionary. Brands only reach out to their customers when there is already a problem, if at all. Hello Pepco, “Most Hated” company in America, I’m talking to you.

Speakers

Chairman & Co-Founder | Parature | Duke leads Parature’s corporate...

Dir, Digital Strategy | R2integrated | Leigh George, Ph.D.

Type Interactive, Core Conversation
Hashtag #sxsw #BrandAdv
Theme Branding and Marketing
Level Advanced
Website http://schedule.sxsw.com/2012/events/event_IAP11587

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3:30pm

Your Marketing Sucks: Why You Need to Think Local

Saturday March 10, 2012 3:30pm - 4:30pm @ InterContinental Stephen F. Austin (Assembly Room) (701 Congress Ave., Austin, TX 78701)

Every consumer is local. They live in a community. They’re engaging and interacting in their favorite places, online and offline. And much of today’s marketing misses the mark when it comes to connecting with local consumers online. In this session, we’ll share practical strategies about how any business - from start-ups to local businesses to national brands, agencies, and franchises - can think local in their online marketing and connect the dots between their digital strategies and their physical presence.

Speakers

Dir of Mktg | ReachLocal | At ReachLocal I'm responsible for...

Tiffany Monhollon

Digital Content Mgr | ReachLocal | Passionate about connecting...

Type Interactive, Core Conversation
Hashtag #sxsw #localchat
Theme Branding and Marketing
Level Intermediate
Website http://schedule.sxsw.com/2012/events/event_IAP12273

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5:00pm

How to Break Through the Noise with Great Events

Saturday March 10, 2012 5:00pm - 6:00pm @ InterContinental Stephen F. Austin (Assembly Room) (701 Congress Ave., Austin, TX 78701)

By now, every good marketer knows that bringing people together in the real world is a powerful tool for building a community around your company. Despite all our cool social platforms, from Google+ to Quora to Facebook, there is no substitution for getting together in good old physical reality.

Speakers

VP | The Parnassus Group

VP, Radar | O'Reilly Media

Type Interactive, Core Conversation
Hashtag #sxsw #grev
Theme Branding and Marketing
Level Intermediate
Website http://schedule.sxsw.com/2012/events/event_IAP10178

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11:00am

We the People: Creating a Consumer's Bill of Rights

Sunday March 11, 2012 11:00am - 12:00pm @ InterContinental Stephen F. Austin (Assembly Room) (701 Congress Ave., Austin, TX 78701)

Who will determine the future of your privacy and digital life? Will it be Apple, Google, Al Franken, or you?Everyone's talking about all of the data people are creating and how it’s protected – or not. Key Internet players have faced lawsuits and legislative, regulatory and media scrutiny for how they track, share, sell, and retain consumer info. This has created a perfect storm for Congress to lead a charge to protect consumer privacy. But governments are as interested in access to consumer and citizen data as any big company.Shouldn’t we the people have a say in defining these standards? Absolutely.We’ll use this session to create a privacy bill of rights that tackles key issues around data, permissions, transparency, exporting information, and data deletion. We’ll use location based services as the case study, led by leading practitioners in the field.Together, in this interactive session, we’ll create 10 unalienable rights and vote to ratify it for the world to use.

Speakers

Pres & Founder | Placecast | Anne Bezancon is the Founder and...

Co-Founder & CEO | Personal.com | Shane is co-founder and CEO...

Type Interactive, Core Conversation
Hashtag #sxsw #LBSRights
Theme Branding and Marketing
Level Beginner
Website http://schedule.sxsw.com/2012/events/event_IAP10279

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12:30pm

Brand As API: Connect Differently

Sunday March 11, 2012 12:30pm - 1:30pm @ InterContinental Stephen F. Austin (Assembly Room) (701 Congress Ave., Austin, TX 78701)

As brands finally begin to deliver on the promise of a 1-to-1 relationship with their customers (through social media, mobile, and data-driven tools), it is critical to develop a new foundation for that relationship. This requires brands to leave the “broadcast relationship” and, instead, build a relationship sharing communication, innovation, and the very product/service itself. Insight into this relationship can be found in the structure, language, and use of APIs (Application Programming Interface). APIs provide a set of rules – a language for connecting to data and services. To remix. To build. To leverage. To extend. Many API calls provide explicit metaphors for the ways brands can connect to customers. Generally, the API relationship provides insights into the role of brands in the customers’ life. This conversation will explore these metaphors, share case studies, and work to build a language for better connecting consumers with their brands.

Speakers

Professor, Chair & Co-Dir | Interactive Media Studies Miami...

Professor & Co-Dir | Interactive Media Studies Miami University...

Type Interactive, Core Conversation
Hashtag #sxsw #brandasapi
Theme Branding and Marketing
Level Advanced
Website http://schedule.sxsw.com/2012/events/event_IAP13812

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3:30pm

F**k Privacy: Neuromarketing Is the Web's Future

Sunday March 11, 2012 3:30pm - 4:30pm @ InterContinental Stephen F. Austin (Assembly Room) (701 Congress Ave., Austin, TX 78701)

Consumers are uninformed, and consequently paranoid, about data collection and privacy standards. They presume marketers are peering into their personal lives and equate web analysts to identity thieves. What they fail to understand are the hidden costs to cracking down on privacy, for the capitalist and consumer in us all. Privacy restrictions will result in decreased sales, lost jobs, poor content, irrelevant advertising and shitty consumer experiences. It will set digital technology back a decade. One could argue this pro-privacy is almost rooted in anti-capitalism.

Speakers

Joseph Carrabis

Founder & CRO | NextStage Global

SVP, Mktg Sci | Critical Mass | Shaina is the SVP of Marketing...

Type Interactive, Core Conversation
Hashtag #sxsw #FkPrivacy
Theme Branding and Marketing
Level Advanced
Website http://schedule.sxsw.com/2012/events/event_IAP13234

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5:00pm

Personal Identity Management: Why It Matters

Sunday March 11, 2012 5:00pm - 6:00pm @ InterContinental Stephen F. Austin (Assembly Room) (701 Congress Ave., Austin, TX 78701)

The marketing ecosystem as it stands is unsustainable. Consumers don’t trust marketers to respect their privacy, and unfortunately, marketers have done a poor job explaining how data is collected, managed and applied to improve the customer experience.

Speakers

Fatemeh Khatibloo

Sr Analyst | Forrester Research | Fatemeh serves Customer Insights...

Type Interactive, Core Conversation
Hashtag #sxsw #IDMatters
Theme Branding and Marketing
Level Intermediate
Website http://schedule.sxsw.com/2012/events/event_IAP9563

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11:00am

Credit vs. Collaboration: The Organization Divide

Monday March 12, 2012 11:00am - 12:00pm @ InterContinental Stephen F. Austin (Assembly Room) (701 Congress Ave., Austin, TX 78701)

There's a stark contrast between “owning” an idea versus collaborating in an open structure. It's often the root of the divide between “traditional” and “digital/new media” people. Because good ideas evolve into better ideas through collaboration and open input, organizations that can effectively bridge these camps are the ones that will survive. Let’s Kumbaya with Azher Ahmed, SVP Director of Digital Operations and Jonathan Sackett, Managing Director and CDO of DDB Chicago.

Speakers

Sr VP, Dir of Digital Ops | DDB | For over 15 years, Azher has...

Jonathan Sackett

Managing Dir, CDO | DDB Chicago | Jonathan Sackett EVP, Chief...

Type Interactive, Core Conversation
Hashtag #sxsw #credvcoll
Theme Branding and Marketing
Level Intermediate
Website http://schedule.sxsw.com/2012/events/event_IAP11905

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12:30pm

Crowdsourced Creative: Friend to Advertising?

Monday March 12, 2012 12:30pm - 1:30pm @ InterContinental Stephen F. Austin (Assembly Room) (701 Congress Ave., Austin, TX 78701)

Perhaps no segment of interactive marketing is as provocative as crowdsourcing, a rapidly emerging approach to media creation that can cut traditional production costs by as much as 90% and is having profound effects on in-house and agency marketers alike. Hear pros and cons and see real-life examples, case studies, and lessons from the perspectives of leading global brands, agencies and crowdsourcing production companies on how the crowd is going mainstream and what it could all mean to you. Joining Neil will be Robb Miller, Director of Marketing for Site Content, Dell.com.

Speakers

Pres | Poptent Inc

Type Interactive, Core Conversation
Hashtag #sxsw #Friend2Ads
Theme Branding and Marketing
Level Intermediate
Website http://schedule.sxsw.com/2012/events/event_IAP12286

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3:30pm

Drugs, Milk & Money: Social & Regulated Industries

Monday March 12, 2012 3:30pm - 4:30pm @ InterContinental Stephen F. Austin (Assembly Room) (701 Congress Ave., Austin, TX 78701)

Social media presents countless opportunities to engage target audiences. But many marketers in regulated industries are missing out because they constantly hear “we’re not allowed to” when it comes to social marketing. Previous bad experiences with regulatory agencies paralyze companies once known for their marketing prowess. In the meantime, customers continue to actively search for information online, share their brand experiences and sometimes get scooped up by competitors that have figured out how to engage while still remaining compliant. This session will discuss how brands in regulated industries like pharma, healthcare, food/beverage and financial services can successfully use social marketing to connect with and activate key constituents. Learn how organizations can effectively work with their legal and regulatory teams, create value-added content to engage current and prospective customers, build brand equity, drive sales and loyalty, and gain competitive advantage.

Speakers

CEO | Digital Influence Group | As Chief Executive Officer of...

Type Interactive, Core Conversation
Hashtag #sxsw #Regulated
Theme Branding and Marketing
Level Intermediate
Website http://schedule.sxsw.com/2012/events/event_IAP9741

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5:00pm

Blogging: Why So Many Women Are Doing It

Monday March 12, 2012 5:00pm - 6:00pm @ InterContinental Stephen F. Austin (Assembly Room) (701 Congress Ave., Austin, TX 78701)

Blogging is nothing new, however the number of bloggers continues to grow. Mom bloggers, fashion bloggers, food bloggers, and life style bloggers have seemingly taken over Blogger, Wordpress, and Tumblr, and most of these types of blog authors are women. Young, female bloggers have become a force to be reckoned with: the most popular ones have their lives made into movies, they write and sell books that top best seller lists, and they guest design for major brands. The lesser known bloggers still influence their readers in big ways, and companies have sat up and have taken notice. Let's discuss why women blog, how they use social media differently than men, and why brands are eager to connect with these women.

The Austin Chronicle recommends this event in "A Patchwork Planet: How blogging became the (very lucrative) 21st century quilting bee" Read the full feature here.

Speakers

Alessandra Colaci

Founder | Republic Of Wow

Founder | Texas Style Council | Blogger | Thrift Store Lover...

Type Interactive, Core Conversation
Hashtag #sxsw #ladyblogs
Theme Branding and Marketing
Level Beginner
Info Y
Website http://schedule.sxsw.com/2012/events/event_IAP12916

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11:00am

Digital Divas: How Girls Rule the Digital Universe

Tuesday March 13, 2012 11:00am - 12:00pm @ InterContinental Stephen F. Austin (Assembly Room) (701 Congress Ave., Austin, TX 78701)

How can brands in low-interest, low-involvement categories truly engage women in the digital space? Which of women’s digital activities are purchase decision drivers vs. distractors? What do women really want from brands online? Ogilvy, Microsoft and Mindshare teamed up to tackle those questions and more with “Digital Divas,” a groundbreaking study of more than 12,800 women that reveals how the Venus-Mars analogy extends into the digital sphere: how women vs. men live and breathe online and what that means for brands. "Digital Divas" makes sense of the daunting deluge of data on women in the digital domain to tell the story of how women seek, share and shop across channels. We’ll discuss and debate some hot topics, like why women really “like” brands on Facebook and what a “like” is truly worth. We’ll share some surprising new digital developments, like what surpassed peer recommendations and store coupons in 2011 to become the No. 1 influencer of women’s online purchase decisions. And we’ll illustrate how even the least sexy brands are connecting with, captivating and cashing in on women in the digital domains they rule.

Speakers

Partner, Cultural Strategy Director | Ogilvy & Mather | Dayna...

Graceann Bennett

Managing Partner, Dir of Strategic Planning | Ogilvy & Mather...

Type Interactive, Core Conversation
Hashtag #sxsw #Divas
Theme Branding and Marketing
Level Intermediate
Website http://schedule.sxsw.com/2012/events/event_IAP12284

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12:30pm

The Creative Collaboration Conundrum

Tuesday March 13, 2012 12:30pm - 1:30pm @ InterContinental Stephen F. Austin (Assembly Room) (701 Congress Ave., Austin, TX 78701)

We’ve all been shown nirvana-like visions of a collaborative future where we join hands in beautiful creative harmony: the art director will join with designer, with the content strategist, with the planner, with the technologist. The list goes on.The reality of collaboration, however, often falls short, leading at times to the polar opposite extremes of territorialism and outright hostility.We’ll be sharing concrete examples of outstanding collaboration in the digital creative space and asking others to share their experiences. We'll be encouraging people to share moments of collaborative triumph and also of spectacular failure, all in the spirit of unearthing some of the foundations for successful collaboration in the all-play sandbox of interactive creativity.

Speakers

Group Planning Dir | RAPP | A legal alien (expat Brit) who's...

Executive Creative Director | RAPP | Executive Creative Director...

Type Interactive, Core Conversation
Hashtag #sxsw #sandbox
Theme Branding and Marketing
Level Intermediate
Website http://schedule.sxsw.com/2012/events/event_IAP9443

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3:30pm

Who’s in Charge? Too Many Cooks in the Project

Tuesday March 13, 2012 3:30pm - 4:30pm @ InterContinental Stephen F. Austin (Assembly Room) (701 Congress Ave., Austin, TX 78701)

Projects might be complex or simple, but the real catch is finding ways to collaborate with the different personalities involved. Sometimes these challenges come in the form of an un-managed client, coworker or peer. Either way, with too many cooks in the kitchen, unwanted stress, frustration and hostility can quickly turn even the simplest of tasks into the perfect storm. Find out how to best align client needs, talent pools, and peer input so that the project can be delivered smoothly from conception to completion.

Speakers

Dir, Design Research & Strategy | Design Central | As Director...

Stephanie Perkins

Dir Digital Ops | inVentiv Communications | Stephanie Perkins...

Type Interactive, Core Conversation
Hashtag #sxsw #2manycooks
Theme Branding and Marketing
Level Intermediate
Website http://schedule.sxsw.com/2012/events/event_IAP12381

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5:00pm

Taking Your Brand Back from Your Customers

Tuesday March 13, 2012 5:00pm - 6:00pm @ InterContinental Stephen F. Austin (Assembly Room) (701 Congress Ave., Austin, TX 78701)

Consumers today expect more and more from your brand. While some would argue, consumer's now "own" your brand, we counter with the notion that companies who’ve lost their brands to their consumers did so because they failed to remain relevant.

Speakers

Engagement Dir | HUGE | Peter Wolfgang (Engagement Director...

Virginia Alber-Glanstaetten

718 880 3730 | Huge Inc | Virginia M. Alber-Glanstetten (Planning...

Type Interactive, Core Conversation
Hashtag #sxsw #BrandBack
Theme Branding and Marketing
Level Intermediate
Website http://schedule.sxsw.com/2012/events/event_IAP13545

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