The digital version of the SXSW Interactive Program Guide is now available. Packed full of information, this guide is a must-read before leaving home and on the plane, as well as a great resource on the ground. Download today!
Issue link: http://read.uberflip.com/i/644232
BRANDING & MARKETING HILTON AUSTIN DOWNTOWN: 500 EAST 4TH STREET FRIDAY, MARCH 11 11:00 AM Hilton Austin Downtown: Room 616AB Like a Boss: Track Success with Google Analytics RSVP REQUIRED. Are you pressured to prove success on your website but not exactly sure where to start? Many people put the most basic tracking code on their websites and call it a day. In this session, you'll learn how to make a measurement plan and deploy tags for an actual website using Google Analytics. You should have a general understanding of Google Analytics. Bring your laptop! Isaac Abramowitz, Eric Chun Workshop (2 hours) • Intermediate 11:00 AM Hilton Austin Downtown: Salon H Trust Me, I'm an Algorithm Brands help us make decisions, and they give us choices. But to do this, they need to win our trust. The growth of smart services changes that dynamic – increasingly, algorithms are making decisions for us. In this talk, we explore the role of brands in this new landscape and ask who we are now supposed to trust. Are algorithms brands? And if not, do they have a responsibility to brands? Martin Harrison Solo • Advanced 11:00 AM Hilton Austin Downtown: Salon J Sharenting to Equal Parenting: Modern Family Myths Using a combination of Facebook's internal data analysis and commissioned research, Helen proves or disproves popular beliefs about modern-day parenting and the role of technology. By separating fact from fiction, brands will gain an understanding of how, when and where to best engage parents in a truly authentic and relevant way. Helen Crossley Solo • Intermediate 12:30 PM Hilton Austin Downtown: Salon H Screw Email! Why the Clever Comms Are Handmade Emails might have reach, but you're 3,300 percent more likely to open a handwritten letter. Handmade marketing deserves to be a big future trend. Why? Because it works. Discover how the old school revival could be powered by ex-cons and the homeless in this iconoclastic talk packed with original research, entrepreneurial interviews and disruptive ideas. Max Maclean, Ran Stallard Dual • Advanced 12:30 PM Hilton Austin Downtown: Salon J The Next Multibillion Opp: Marketing in Messaging Messaging apps such as WhatsApp, Snapchat and Kik have overtaken social networks as the dominant social platforms in terms of active users. Two hundred fifty-seven billion text messages are sent per day and, with that, there is a huge opportunity to engage audiences where they are spending most of their time. This panel will address how to effectively engage across the messaging landscape. Anthony Green, Lesley Robin, Vivian Rosenthal, Robert Candelino Panel • Advanced 12:30 PM Hilton Austin Downtown: Salon K Transforming the Future: Advertising and the IoT Era Quick – to the DeLorean! Pop culture's portrayal of the future, and how advertising fits into it, is endless. But Back to the Future and others aside, what is advertising's destiny? Brian Wong, Kiip CEO, discusses the role marketing will take in the Internet of Things (IoT) era. While breaking this down by strategy, not screens, Wong will intro- duce "connected moments." Brian Wong Solo • Intermediate 3:30 PM Hilton Austin Downtown: Salon H No More Mr Tough Guy: Brands Putting People First You don't have to be a "tough guy" to be the best. Hear from some of the brands that are putting people first, delivering exceptional experiences and proving the good guy doesn't always finish last. Kira Wampler, Dean Carter, Mike Isaac Panel • Intermediate 3:30 PM Hilton Austin Downtown: Salon J Generation Z and Gender: Beyond Binaries? Generation Z – today's teenagers, born between 1995 and 2003 – has grown up in a world of unprecedented gender fluidity. Same-sex marriage is a fact, transgender mod- els walk runways and Miley Cyrus doesn't "relate to what people would say defines a girl or a boy." Drawing on new data, hear from creative innovators about evolving attitudes on gender and youth culture and takeouts for brands. Becca McCharen, Shepherd Laughlin, Tyler Ford, Arabelle Sicardi Panel • Intermediate 3:30 PM Hilton Austin Downtown: Salon K Products with Purpose: How Indie Brands Go Big Meet three fast-growth retailers that have been sought out by the likes of Anthro- pologie, Crate and Barrel and Whole Foods to get unique, sustainable items in the hands of consumers at large. Hear how each business owner took their "small" ideas mainstream as well as the opportunities and challenges associated with maintaining an indie brand at scale. Amy Cazin, Evan Streusand, Jessica Knopp, Tracey Wallace Panel • Advanced 5:00 PM Hilton Austin Downtown: Salon H Marketing to Moments That Matter From meals to memes, first steps to first job, moving on to moving up, millions of people connect around what matters to them every day. And thanks to mobile, people can share – and share in – these moments more easily than ever before. On the surface, some of these moments may feel ordinary. But dig deeper, and they reveal extraordi- nary insights. Ann Mack Solo • Intermediate 5:00 PM Hilton Austin Downtown: Salon J The New Marketing of Brands: Body Image and Gender Girls, boys, women and men in America are profoundly affected by body image and gender perceptions. Kids as young as five years of age express dissatisfaction with their body image. Images in the media, advertisements and fashion magazines are some of the many factors that influence one's perception. Can companies that are in the business of making money and selling products change the culture? Jess Weiner, Yalda T Uhls, Meredith Walker, Vivian Odior Panel • Advanced 5:00 PM Hilton Austin Downtown: Salon K Culture: The New Currency of Retail In a digital age, retail is leaning back to age-old traditions of customer and community experience. One by one, ecommerce powerhouses are returning to the ground. Modern retailers are prioritizing hubs for culture and community over boxes to transact sales. Is the "sales per square foot" measurement model becoming irrelevant? Lacey Norton, Ethan Song, Rick Badgley, Robbie Myers Panel • Intermediate SATURDAY, MARCH 12 9:30 AM Hilton Austin Downtown: Salon H We Need More Mischief and Whimsy We need more mischief in this world of perfectly-shot hot dog legs and my-life-is- so-perfect status updates. Whimsy, humor and mischief are all incredibly powerful ways to grab people's attention. From Medium's brilliant release notes to ridiculous 404 pages, people are starting to see the massive engagement that making someone smile can deliver. Eamonn Carey Solo • Advanced 9:30 AM Hilton Austin Downtown: Salon J What Winning Looks Like How many organizations that start with a huge, audacious goal get to declare victory and pack up? In 2015 Freedom to Marry was able to declare "mission accomplished" when SCOTUS ruled marriage equality of the law of the land. What can we learn from this decisive victory and others in the making? Join us to discuss what it takes to declare victory in the digital age. Joe Rospars, Juana Summers, Michael Crawford Panel • Advanced FESTIVAL SESSIONS 9 2 B R A N D I N G & M A R K E T I N G S X S W. C O M