sxsw downloaded 2011

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May 6, 2011

SxSW Downloaded

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Social Media Celebs & Jake Gyllenhaal

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#frisbeetweet, #secretwinepary& a trailer park

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Saying it ShortHelen Klien Ross (@adbroad, @bettydraper)

• The less you say, the more they'll remember.

• You have to find a way to make what you’re saying stand out.

• If you're trying to write, unplug!

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1.Make a story our brains are wired for stories.

2.Make every word count.oData: The king died. Then, the queen.o Story: The king died. Then, the queen

died of grief.3.Consider the target.4.Keep it simple.

o Just because you have 140 characters, doesn't mean you have to use them.

5. Say it different.

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Social Media: The Next Generation of Business

EngagementDave Evans (@EvansDave), Jake McKee (@JakeMckee )

• Identify and focus on process, metrics and measurements applicable to your business objectives.o Tie social to all other business

initiatives.• Engagement isn't a click on a

banner, it's a conversation!• ROI - think about the purpose of the

investment first; what are we trying to measure.

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Detractors• There are some people

you cannot engage.• Engaging determined

detractors only amplifies their voice.

• There are some people you cannot engage.

• Engaging determined detractors only amplifies their voice.

• What to do if a detractor posts (or a rumor posts) on your page?

• How far do you let a determined detractor go?

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Customer Experience: Future Trends and Insights

• Loyalty is an emotional attachment.• What emotions are you trying to

evoke in your customers/clients?• How do you pick out what your

customers/clients really want?• What is your subconscious

message?

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#FAIL: Social Media PR Disasters

Marla Erwin (@MarlaErwin)

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The Striesand EffectA primarily online phenomenon in which an attempt to hide or remove a piece of information has the unintended consequence of publicizing the information more widely.

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The lesson?

Don’t broadcast your mistakes

andknow when…

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Fight social media fire with social media

water.

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• You cannot measure ROI as one specific thing; measure ROI of whole marketing.

• Three metrics the C-Suite cares about:o How much did we make?o How much did we save?o How happy are our customers/clients?

• Add a layer of reality to understanding analytics.

• Measure more over time and trends.• Building true followers is an organic process.• You have to compel them to click "like.”

Measuring Social Media Let's Get Serious

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Creating, Curation and the Ethics of Content Strategy

Margot Bloomstein (@mbloomstein)

CREATION• Creation is the act of making new meaning

from the world and often times sharing it with others.

• If we're not creating new meaning, we're just adding to the noise.

• What is our content strategy's point of view?• Point of view:

o How visible is your point of view?o What is the bias or perspective they're

bringing?

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CURATION• Curation is an act of creating new

meaning by combining existing content with new perspective.

• Human vs. automation• Shape the visitors experience:

pair things, create groups and consider scale.

• Perspective is a unique purview of humans; without that (perspective), it's just aggregation.

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• "You cannot not communicate."oWe need to own that process.

• Curation with intention.

• Communication with intention.

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The Thank You EconomyGary Vaynerchuk (@garyvee)

• From the beginning of time until 2003; the same amount of content is being created every 48 hours.

• Legitimately care first!

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• Hit an emotional center.

• When you take it outside the context of what you do, that takes it to a different level.

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• Don't try to close in one minute (like a 19 year old boy), you need patience!

• People hear social media and they just want to push. oYou can't just push!!

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• Old Spice guy campaign a fail; all they did was push.

• Social media is not a fad because it's human.

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“It's not how many followers you have, it's how many followers engage and give a sh*t about you.”

- Gary Vee

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