Redefining realness for brands on Twitter - SXSW 2015
REDEFINING REALNESS FOR
BRANDS ON TWITTER
SXSW 2015 PANEL PROPOSAL
John Colucci | @johncolucci
Social Media Manager at Engadget
Christina Warren | @ﬁlm_girl
Senior Tech Analyst, Mashable
Marie Bonaccorse | @CJMami
Family Care Community Manager, Procter & Gamble
When a brand makes a mistake on Twitter, followers seem to rejoice in a poor
social media manager’s plight. We’re all familiar with a few examples, like the
@RedCross’s beer-ﬁlled camping trip, @Chrysler’s angst against Detroit drivers, or
@KennethCole’s assumption about the #Cairo uprising.
Fear about messing up or worrying too much what followers think makes brands
less creative. Yes, a brand can get right up to the line without crossing it. They can
jump onto a trending topic, like when LeBron changes his mind again, nailing it.
FEAR LOWERS CREATIVITY.
Brands can be sassy with followers and troll them when needed, like how Charmin
and DiGiorno Pizza do it on the daily, converting haters and trolls into life-long
brand advocates in the process – and having fun, too.
This panel will oﬀer simple, uncomplicated advice to help brands stay smart and
creative. And if they do mess up, we’ll talk about how they can bounce back with
class, without soiling their pants in the process.
BRANDS CAN BE SASSY.
This panel will oﬀer simple, uncomplicated
advice to help brands stay smart and
creative. And if they do mess up, we’ll talk
about how they can bounce back with
class, without soiling their pants in the
DON’T SOIL YOUR PANTS.
Can brands get close enough to the line without crossing?
Charmin, DiGiorno Pizza, Tesco Mobile, and others do this on the daily and create
a truly unexpected and refreshing brand voice. We’ll get you up to the line and
share how you can win without crossing it.
How can a brand turn trolls and haters into passionate brand advocates?
Even “celebrity” trolls like Rob Delaney are no match for the quick-witted toilet
paper bears at Charmin. And a big bank brand can actually make it easy to use
social media to talk ﬁnance with ease. We’ll walk through examples and help you
spin the conversation.
How can a brand recover from a ﬂub?
There’s two routes: use the buttoned-up response that legal suggested, or own it
and win. @RedCross used their opportunity to to convert their drunken camping
trip into a key lesson on drunk driving.
QUESTIONS WE’LL ANSWER
How can a brand nail real-time-marketing?
It’s not that hard, but part of the success isn’t overthinking it. Sure, a cookie brand
can hire an agency and have 12 people in a ‘war room’ during the Super Bowl, but
a community manager in PJs on the couch can have the same impact. We’ll go in-
Are content providers like Mashable, Engadget, CNN, or even a conference like
Yes they are, and we’ll talk about the ways they apply voice and inject fun into
existing content to cast it to a wider audience.
QUESTIONS WE’LL ANSWER (pt.2)
THANK YOU FOR LOOKING!
WE’RE COUNTING ON YOUR VOTE
AND HOPE TO SEE YOU AT