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Austin2Boston: Sharing Learnings from SXSWi 2012
 

Austin2Boston: Sharing Learnings from SXSWi 2012

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SXSW Interactive was bigger than ever this year—festival organizers reported over 24,000 registered attendees--but we know not everyone can brave the crowds and make the trip to Austin. ...

SXSW Interactive was bigger than ever this year—festival organizers reported over 24,000 registered attendees--but we know not everyone can brave the crowds and make the trip to Austin.

That’s why FH Boston brought a little piece of Texas back to the Bay State for our second annual Austin2Boston event. Unfortunately, we learned that street tacos and Texas BBQ don’t travel well…but our A2B guests enjoyed apps and drinks at the Back Bay Social Club, heard from our panel of smart folks who shared their key takeaways from SXSW2012, and networked with peers from brands and agencies alike. Attendees shared their thoughts on Twitter throughout the evening using #Austin2Boston.

Our excellent panelists, who grabbed the mike to share their thoughts were:
• Adam Cohen, SVP of Digital and Social Media at Fleishman Hillard
• Jessica Paar, Sr. Public Relations Manager, Boston Beer Company
• Lauren Vargas, Community Management Strategist at Aetna
• Margot Bloomstein, Principal of Appropriate, Inc.
• Jim Storer, Co-founder and principal at The Community Roundtable

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  • Stop with the interruption-based, flashiness – “KEEP IT REAL”, focus on engagement and don’t force a sales pitch down people’s throats. For example, can we put a call out for a ban of BOOTH BABES?First and foremost be there to assist festival goers with some basic needs.Based on analysis of people attending SXSW, Chevy completed it’s 3rd year as a major corporate sponsorActivations:Chevrolet Sound Garage – Indie Music Series“Secret Walls” graffiti artist competitionChevrolet MyLink – Use smartphones to try out Chevy’s new MyLink infotainment systemDrive a Chevy – Test drives- about 1000 last yearInfluencer program that included a Tweethouse event and sponsoring the Allhat annual partyVolt Recharge Lounge – 5,524 people vs (5,119 last year)“Catch – A – Chevy” This year, a fleet of 45 cars and SUVs (with QR codes inside). This year 22,328 passengers (last year 11,106)“Samsung captured the buzz,” but Chevy was the “love winner.” -NetbaseDuring SXSW 2011, Capitol Chevy became the 3rd most visited dealership website in the country, with the dealership in the 32nd DMA in the country Searches of small cars, small car competitors, and Chevy from Austin IP addresses resulted in ads directing consumers to Capitol Chevy
  • Success will come when you stay true to yourself and to your audience.Don’t try to be something you’re not. We make beer, not satellites.Authenticity

Austin2Boston: Sharing Learnings from SXSWi 2012 Austin2Boston: Sharing Learnings from SXSWi 2012 Presentation Transcript

  • March 28, 2012#Austin2Boston
  • Jim Margot Lauren Jessica Adam Storer Bloomstein Vargas Paar CohenCo-founder Principal of Community Sr. Public SVP Digital and Appropriate, Management Relations and Socialprincipal at Inc. Strategist at Manager, Media at The Aetna Boston Beer Fleishman-Community Company HillardRoundtable @mbloomstein @vargasl @samadamsbee @adamcohen@jimstorer r #Austin2Boston
  • BRANDS: TO WIN MAKE YOURSELF…Valuable, Useful and Entertaining @adamcohen
  • • Innovate • BEWARE: Official vs. UnofficialFOR BRANDS • It’s not for everybodyIT’SBECOMINGMORED I F F I C U LT@adamcohen
  • • Engagement is king • This all still applies to B2B, Financial Services and other industries • “Surprise and delight” customers isKeep It never a bad approach • Go back to the beginning:REAL Start with insight about the audience @adamcohen
  • Returning to Boston with #SxSARS @vargasl
  • Playing by the Rules @vargasl
  • • Manage the gray of personal/professional boundaries – Build and socialize governance documentsLegal-Up • Encourage workforce to embrace(culture change community manager responsibilitiesthrough education – 3E’s via @Oxfam: Educate,- without inciting Entertain, Engagefe a r ) • Understand legal, compliance and privacy policy and guidelines@vargasl
  • • Encourage transparency and context of industry-regulated policies and guidelines • Develop processes that amplify the humanity of an organization and scale social media as a customerWalking the Talk service tool (not just marketing)“It’s hard to be a rabidfan of a process.” – Debra • Explore the meaning of intellectualAskanese (@askdebra) property in a social organization • Don’t be afraid to say “No.” @ va rga s l
  • The BIG FishWhat’s Your Super Hero Back Story?? @jimstorer
  • The BIG FishWhat’s Your Super Hero Back Story?? @jimstorer
  • 1. Community builders on the brand side are getting tired. 2. Serendipity happens, but notThe Small Frye if you’re focused on your phone. 3. Work/Life Balance? How about Life Balance?!?!@jimstorer
  • This just in!! @ j i m sto re r
  • “Now you can do something useful on Facebook for once. Help make a beer.” “…this is pretty much one of the most brilliant uses of social media in the beverage business I have seen so far.” “Well, consider this my official request that the beer be brewed year- round, bottled, and sold in six-packs. Sam Adams sent me a bottle of the beer to “The final brew, B’Austin ale sample, and man, is it was a big hit during the Girl good.” + Guy Interactive party on Saturday night.”Crowd Craft Project: B’Austin AleStay true to yourself and to your audience. @samadamsbeer
  • • There’s a lot of noise. You have to be creative, not just look shiny, to actually engage the audience. • Focus on local. Bringing a little piece of Boston to Austin resonated. • Relationships move the needle. GreatCrowd Craft Project opportunity to network with smart, creative people.Other key learnings • Measurement is tough.from SXSWi@samadamsbeer
  • Continuing the • Customer engagement is key.Dialogue Continue to engage in a dialogue with drinkers. • Partner with the right people. • Leverage social media tools to share, broadcast, and curate. @samadamsbeer
  • SXSW = LAYERS …on existing interests …on existing knowledge …on existing relationships @mbloomstein
  • @mbloomstein
  • @mbloomstein
  • @mbloomstein
  • Layers > novelty • Don’t expect anything new—even you, Billy Corgan—but embrace whatEmbrace, enrich, you have.enhance, & engage • Enrich what you know or suspect. • Enhance relationships by layering and adding contexts. • Engage with your audience and community.@ mbloomstein
  • What now, what next? • Grow up. Now is the time to mature our thinking, processes, and budgets. • Invest in core communication goals before chasing new channels. • Fight FOMO in platforms and parties. Be where you are. @mbloomstein
  • Jim Margot Lauren Jessica Adam Storer Bloomstein Vargas Paar CohenCo-founder Principal of Community Sr. Public SVP Digital and Appropriate, Management Relations and Socialprincipal at Inc. Strategist at Manager, Media at The Aetna Boston Beer Fleishman-Community Company HillardRoundtable @mbloomstein @vargasl @samadamsbee @adamcohen@jimstorer r Thank you! #Austin2Boston