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Filter: InterContinental Stephen F. Austin (Capital Ballroom B)
 

3:30pm

We Made This, and It's Not an Ad
    What if agencies and marketers created products and services, not just ads? And what if they made these things for themselves, not just for clients? They do. But tackling things like product design, creating new businesses or building complex real-world experiences requires a creative, technical, managerial and entrepreneurial spirit more associated with Silicon Valley than Madison Avenue. It demands new roles, agile approaches, external partnerships, technologies, investments and compensation models that can drive even the most hardened finance director crazy. And in some cases, it may even require a complete reboot from the ground up. The ability to make something that isn’t an “ad” is no longer optional in modern advertising. But it's certainly not easy, either. So what can we learn from the makers, technologists and agencies already playing in this space? Turns out, a whole heckuva lot.

    Speakers
    Dir of Creative Tech & Production | Duncan/Channon


    Type Interactive, Solo
    Hashtag #sxsw #wemadethis
    Theme Branding and Marketing
    Level Advanced
    Website http://schedule.sxsw.com/2012/events/event_IAP12751


5:00pm

It's Alive: Interactive Machines That Captivate
 
 

9:30am

Influence: It's in Your Genes

11:00am

How Your Data Can Predict the Future
    Today, we have data – lots of it. We can process information – in many ways. We have models to understand our process. With these tools and a dash of creativity, we are discovering surprising patterns of human behavior and by extension, a way to accurately predict our desires and our future. In fact, we can quantify movements, behaviors, desires, and moods on a scale that wasn’t possible before a series of advances in processing power, developments in psychology, the science of social networks and collaboration, and most importantly, access to data. As we have evolved from Web 1.0 to 4.0 – in this anticipatory era – what will we dream up next? Beyond addressability and ad relevance, marketing initiatives and product development, how else can businesses utilize these advances? In advertising, industry, & humanity, can we make the leap from inductive logic to intuition? Can we supplement our brain mechanics with these new tools to finally predict what makes us happy?

    Speakers
    VP Dir of Research & Analytics | Saatchi & Saatchi NY | Becky...


    Type Interactive, Solo
    Hashtag #sxsw #happydata
    Theme Branding and Marketing
    Level Beginner
    Website http://schedule.sxsw.com/2012/events/event_IAP12024


12:30pm

Rebuilding LEGO
    In June 2003, Jørgen Vig Knudstorp presented the results of his internal study to the Board of LEGO. In a devastating report, he told them that 2003 was going to be a terrible year and 2004 was likely to be worse. The company had defaulted on its loans, was running out of cash, and might not survive.

    How did LEGO get in such trouble? In a word, innovation. LEGO’s managers had followed the advice of academics and consultants – advice that is still being given today – about how to manage innovation: head for blue ocean markets, practice creative disruption, build an innovation culture. That advice almost led LEGO to ruin.

    After verifying Knudstorp’s findings, the Board restructured the management team and appointed him CEO. Within two years, Knudstorp and his team had fundamentally redesigned how LEGO managed innovation, and built one of the most sophisticated innovation systems in the world. Today, LEGO is the most profitable and fastest growing company in the toy industry, with growth and profitability rates similar to Apple’s.

    The goal of this talk is tell the SXSW audience the LEGO story and the lessons they can learn from the company’s fall and rebirth

    Speakers
    The Wharton School | David Robertson joined the faculty of the...


    Type Interactive, Solo
    Hashtag #sxsw #LEGO
    Theme Branding and Marketing
    Level Intermediate
    Website http://schedule.sxsw.com/2012/events/event_IAP14044


3:30pm

FOMO: How Can Brands Tap into Fears of Missing Out

5:00pm

Coolhunting and Coolfarming with Social Media
    'Coolhunting' was conceived by the author/futurist William Gibson in his novel "Pattern Recognition." 'Cool hunting' is now an active research area at the MIT Center for Collective Intelligence. If past is any indication, 'coolfarming' can change everything. Jared Diamond (author of "Guns, Germs, and Steels") identified a single catalytic event where civilization increased productivity ten to hundred times - when humanity emerged from hunter gatherer society to agrarian society. Are we soon about to witness an evolution of the same magnitude in the field of innovation? This panel will share insights from the academic research of the mastermind himself, Peter Gloor. We will also hear from corporate leaders where the rubber meets the road, and shed some light on recent acquisitions and emerging opportunities. New head of products at MySpace, CMO of Badoo, and the founder of W4 will provide a balanced view on projecting trends and impact on advertising.

    Speakers
    Exec VP, Prod | Specificmedia/Myspace | Jason Knapp, EVP of Product...

    Chief Mktg Officer | Badoo | Jessica leads a team focused on...

    Founder | Monad Corporation | Jun's current focus is http://SPRE.AD...

    TBD | MIT Center for Collective Intelligence | I am happily juggling...

    Founder | W4.Com | www.wickswalker.com


    Type Interactive, Panel
    Hashtag #sxsw #coolfarm
    Theme Branding and Marketing
    Level Advanced
    Website http://schedule.sxsw.com/2012/events/event_IAP9172


6:30pm

Sex Nets: Pickup Artists vs. Feminists
    Are sex-positive feminism and pickup artistry inherently opposed? Are they possibly dependent on each other? In recent years, the popularity of the pickup artist movement has placed the subject in popular cultural locations such as MTV and Oprah. The internet is ever birthing new discussions on all sides of the debate, and the realities of social media and geolocation technologies makes finding and building niche communities easier than ever. Are these methods helping average guys score, or is it an avenue to breed sexual predators? For or against, people from many backgrounds are weighing in on a discussion that is rooted in the most basic mediums of the web. Join a panel of men and women ranging from seasoned pick-up artists, to outspoken feminist bloggers, to those who straddle the line. No longer talking at each other, these experts in their fields will debate with each other the realities of the new sex rules, and what these rules mean in the context of a mediated life.

    Speakers
    CEO | Insurance Zebra

    Dating Coach | CharlieNox.com | Featured as one of the Top 100...

    Clarisse Thorn is a feminist, sex-positive educator who has delivered...

    Hybrid Writer & Educator | Private Consulting | Kristin Cerda...


    Type Interactive, Salon
    Hashtag #sxsw #SexNets
    Theme Branding and Marketing
    Level Beginner
    Website http://schedule.sxsw.com/2012/events/event_IAP9536


 
 

9:30am

Consumer Patterns Revealed by Dating Site Insiders
    Why is it that out of 40M online daters in the U.S., only 1.3M are on the largest paid site? Even dating sites that don’t brand themselves as catering to a niche tend to attract certain types of daters. And there are no universal rules. Take NY for example: 20something social go-getters favor HowAboutWe while professionals are on Match.com. 30something entrepreneurs crave Okcupid while the traditional-valued join eHarmony. Yet the same group of people in Austin will yield different results. How do users choose the site they’re on, what inspires brand loyalty, and how do companies uncover useful data on consumer decisions? The dating industry is a great case for this phenomenon, but the issue touches nearly every consumer-facing industry. The result? Companies are battling it out for users. What makes one person choose Foursquare over Gowalla, or Groupon over LivingSocial? In a never-before-seen meeting of the dating giants, we’ll delve into the enigmatic consumer mind.

    Speakers
    Co-Founder | How About We

    VP, Brand & Creative Strategy | eHarmony

    Founder/CEO | eFlirt Expert | Laurie Davis is the founder of...

    CEO Match, Inc/Co-Founder & CEO, OkCupid | Match Inc/OkCupid...

    Co-Founder & Co-CEO | Zoosk


    Type Interactive, Panel
    Hashtag #sxsw #lovebattle
    Theme Branding and Marketing
    Level Intermediate
    Website http://schedule.sxsw.com/2012/events/event_IAP10064


11:00am

How Brain Science Turns Browsers into Buyers

12:30pm

Customers Are Irrational: Stop Fighting It
    Why do people knock wood for luck? Why do people press elevator buttons 20 times, even though they know it won’t make the elevator come any faster? People are irrational. Why do people love inanimate objects like smartphones? Why do people cry when they see an artist’s work? People are irrational.Who are your customers? Irrational people. So why then do organizations design rational experiences? Emotions comprise more than half the typical customer experience. With the immediacy of information and social media, you must embrace that irrationality and use it to your advantage by building a deliberate experience. Effectively managing and engaging subconsciously with these irrational customers is essential.Join international bestselling customer experience author Colin Shaw as he presents new psychological research that reveals examples of irrationality, the mistakes organizations are making today, and how you can embrace irrationality and build an emotionally engaging experiences.

    Speakers
    CEO, Founder | Beyond Philosophy | Colin Shaw is a successful...


    Type Interactive, Solo
    Hashtag #sxsw #BeyPhil
    Theme Branding and Marketing
    Level Intermediate
    Website http://schedule.sxsw.com/2012/events/event_IAP9224


3:30pm

Brands with Benefits: Hooking Up with Good Deals
    Are your customers in a long-term relationship with your brand? Do you get the feeling they are just looking for a one night stand? Or is it just…complicated? Today’s frugal consumer is increasingly likely to bounce between brands and stores to find the best deal, and competition for their love is heating up. How do you keep the flame alive with the “deal of the moment” consumer that has a bit of a wandering eye? If you’re looking for a short-term hook up with a hot little check-in app – try another panel. This session will cover long-term loyalty solutions that create the perfect marriage of today’s social, local and mobile strategies. Hear from leaders at Gilt City, Modiv Media and Linkable Networks about how brands and retailers are keeping customers loyal with in-store mobile commerce, card linked offers and daily deal programs that drive redemption. By offering your customers exactly what they want, when they want it, you can get the relationship back on track.

    Speakers
    Cofounder and President | Placemeter | I'm the co-founder and...

    CMO | Modiv Media | Bringing more than 20 years of management...

    Independent Adviser | Until May of 2009, Sarah was CEO of Aegis...

    CEO | Linkable Networks | Tom Burgess is a seasoned executive...


    Type Interactive, Panel
    Hashtag #sxsw #brands12
    Theme Branding and Marketing
    Level Intermediate
    Website http://schedule.sxsw.com/2012/events/event_IAP11314


5:00pm

Don't Just Sell Things: Change the World
    Our world is changing: the planet is warming, the population is growing, the water supply is being threatened and financial systems are suffering. Traditional ways of conducting business and developing products are evolving and the belief that earning a profit for profit's sake is becoming dangerously irresponsible. Hosted by Matthew Bishop from The Economist, the session will bring together Neil Powell, founder of The Information Blanket; Cindy Gallop, founder of If We Ran the World; Margaret Keene, executive creative director at Saatchi & Saatchi LA, the agency helping Toyota harness the power of their brand with programs like “Ideas for good” and “100 cars for good;” and Leo Premutico, co-founder of Johannes Leonardo, to explore the intersection of ethics and economics and look at why driving for social good has become has the guiding principle for the world's leading innovators.

    Speakers
    Founder & CEO | MakeLoveNotPorn

    Co-Founder | Johannes Leonardo

    Executive Creative Director | Saatchi & Saatchi LA | Forget The...

    Founder & CEO | iGiveMore Inc | Matt Bishop is Founder & CEO...

    Founder & Designer | The Information Blanket | As a designer...


    Type Interactive, Panel
    Hashtag #sxsw #DJSTChange
    Theme Branding and Marketing
    Level Intermediate
    Website http://schedule.sxsw.com/2012/events/event_IAP12341


6:30pm

Big Business: The Future of Marijuana Journalism
    Gawker says William Breathes, the nation’s first medical marijuana critic, has the “best job in journalism,” which may be why he’s been featured by the New York Times, CNN and The Daily Show. Meet him at our panel about how to cover the medical marijuana industry. Breathes and Patricia Calhoun, editor of the Westword, are based in Denver, Colorado, the Wild West of “MMJ,” where there are more dispensaries than Starbucks'. We'll show you how to report on and earn revenue from the medical marijuana industry in your community in a way that's useful to all involved. We'll share advice about handling MMJ politics, culture and how the multi-million dollar industry sprang up around it. And yes, how to cover pot culture without pandering. MMJ still remains a taboo subject for the old guard of journalism, who at best cover pot with a wink and a nod. And finally, we'll talk about being a pot critic – which may not always be the best job in journalism, but it sure beats writing obits.

    Speakers
    Editor | westword

    Medical Marijauan Critic | Village Voice Media/Denver Westword...


    Type Interactive, Salon
    Hashtag #sxsw #MarJournal
    Theme Branding and Marketing
    Level Intermediate
    Website http://schedule.sxsw.com/2012/events/event_IAP9525


 
 

9:30am

How to Be Strategically Unlikeable Online
    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.

    Speakers
    EVP Strategy | Ogilvy | Rohit Bhargava is a marketing expert...


    Type Interactive, Dual
    Hashtag #sxsw #rulikeable
    Theme Branding and Marketing
    Level Beginner
    Website http://schedule.sxsw.com/2012/events/event_IAP8605


11:00am

Building Digital Products with Passionate Users

12:30pm

Data Breaches: Taking the Bull by the Horns
    Over the past year, 90% of businesses have been hit by at least one IT security breach. What does this mean? Businesses should consider breaches a statistical certainty and be prepared. Breaches are not the only thing to worry about–most security incidents are not cyber-attacks, but process or other non-hacker issues, like employee activities outside the firm. And it’s not just an IT problem. The manner in how breaches occur, how companies respond and ensuing media coverage can destroy a brand, impacting the whole business. Today, leaders must know about technologies that enable companies to quickly respond and protect customers, plus communication techniques to ensure their brand weathers the storm. In this panel, you’ll hear from experts regarding crisis communications, legal issues and consumer concerns in the event of a breach. Learn how to be ready with a smart plan that includes proactive protection, company preparedness, customer communications and media outreach.

    Speakers
    Pres | CSID | Joe Ross is president and co-founder of CSID, with...

    Partner | DeVore & DeMarco | Joseph V. DeMarco is a partner at...

    VP Data Breach | Experian Consumer Direct | Currently leading...

    Assoc | Hunton & Williams | Monika Jedrzejowska is an associate...

    Sr Lecturer & Advisory Council Member | The University of Texas...


    Type Interactive, Panel
    Hashtag #sxsw #Breach
    Theme Branding and Marketing
    Level Beginner
    Website http://schedule.sxsw.com/2012/events/event_IAP12514


3:30pm

New Media and CSR: Communicating Corporate Good

5:00pm

Community & Influence: How Not to Piss People Off

6:30pm

En/Forced Femme: Sex Workers and Social Media
 

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