Proposals for SXSW Interactive ’12

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SXSW InteractiveWith SXSW nominations in full swing, we wanted to share some ideas that were submitted by Stuzo | Dachis Group. With such rapid change in the social space, it’s important for the SXSW panel to be extremely selective in choosing presentations – a mix of beginner, intermediate, and advanced sessions on a range of topics that sometimes may serve simultaneously as foundation and hyper-granular, depending on the flavor of the day. Do we want an 30,000 foot view of the Facebook platform, its history, its fluctuations, and its current state? Or do we want a deep dive on functionality, tactics, and ROI on a new player in the space with lots of hype? There is a balance to strike with SXSW topics, and we want your help in voting for those which you think are most a) relevant to your business, and b) valuable to you based on business objectives in social for 2012. Below, are five summaries of Stuzo | Dachis Group proposals with links to vote for them. Let us know which you like best with your votes and comments!

Social Reward Programs
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Organizer: Gunter Pfau – Dachis Group | Philadelphia
Description: Reward, Affinity and Loyalty programs have been around for years. With the democratization of social technologies and shift in consumer behavior, the time has come to take a fresh look at the strategy and execution of these programs. We’ll walk through the structure of a social reward program, discuss how brands can leverage their legacy reward programs, and touch on key reward program mechanics that help brands sustain customer engagement in the social reward program over time.
Questions
Answered:
  1. What is the evolution/history of the reward program?
  2. What is a social reward program?
  3. What are key reward program mechanics?
  4. How can you leverage legacy reward programs?
  5. How do you sustain customer engagement in social reward programs?

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Exploiting Social Buying Trends
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Organizer: Jed Singer – Dachis Group Philadelphia
Description: Social deal sites and group-deal networks have been cropping up and maturing at a staggering rate this year. Now that companies like Groupon and Living Social have literally changed the way that the public purchases online, how can you leverage the group buying trend in your social and digital marketing plan, both at the strategic and tactical levels. Discover the benefits of group buying; find out how brands are leveraging group buying within their campaigns; learn how to integrate group buying into and across other digital properties; and see how brands structure deals in ways that foster longer, richer relationships with their consumers.
Questions
Answered:
  1. How should group buying be used?
  2. How can brands leverage group buying within campaigns?
  3. What are the benefits of group buying within campaigns?
  4. How should group buying be integrated into owned and operated digital properties?
  5. What are the considerations for structuring deals to foster long-term consumer relationships?

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Secrets to User-Centric Social Experiences
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Organizer: Jack Jokinen – Dachis Group Philadelphia
Description: People have certain fundamental wants and desires that drive them to take actions every minute of every day. Businesses, to be successful, must understand their consumers’ wants and desires, and must be able to subtly and seamlessly incorporate them intro branded marketing efforts. Here, we’ll pinpoint the set of innate wants and desires that resonate most effectively in digital and social, discuss how to leverage those desires to generate engagement, and share examples of how campaigns have successfully mapped user flows, business objectives, and consumers’ desires to drive results for brands in the space.
Questions
Answered:
  1. What are the innate human desires that should be targeted?
  2. How do you leverage those desires to generate engagement?
  3. How do you pinpoint the right desires per campaign?
  4. What are some examples of campaigns that target those innate desires?
  5. How do you activate and manage desires for sustained engagement?

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Global Social Experience Activation
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Organizer: Mark Spangler – Dachis Group – Philadelphia
Description: Global marketing efforts have had to deal with localization for decades, and as we’ve seen in the past – from the Chevy Nova in South America to United Airlines in Hong Kong – it’s not always as easy as doing the same campaign somewhere new. Now, with the digital and social space uniting voices around the world, globalizing and localizing campaigns is more imperative than ever. We’ll examine the issues that must be considered when launching global campaigns, achieving buy-in from your internal marketing groups around the world, adapting campaigns across markets, activating your local markets and creating advocates for your campaign, and designing campaigns to be flexible and scalable at the global level.
Questions
Answered:
  1. What should be considered when executing global campaigns?
  2. How can internal global buy-in be achieved for campaigns?
  3. How do you adapt campaigns to local markets?
  4. How do you activate local markets?
  5. How do you design campaigns to be flexible and scalable across markets?

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Facebook Pages Through the Social Business Lens

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Organizer: Richard Robin – Dachis Group Philadelphia
Description: By now practically everyone agrees that Facebook is indispensable as a marketing channel. The marketing department has lead the adoption of Facebook within the organization since the early days when Facebook Pages were first launched in 2008. However, with Facebook burgeoning to over 750 million users, it’s time to think hard about a 360º presence for the organization rather than just marketing. An organization’s Facebook community consists not only of potential customers, but also vendors, investors, potential investors, employees, potential employees, current customers, etc. In order to win, large organizations need to first focus on organizing as a social business – breaking down the walls between departments, appointing and empowering leadership to drive social initiatives, and developing processes and procedures that enable the flow of content and information freely between all stakeholders. This presentation will focus on what a Facebook Fan page should look like when it’s approached through the Social Business lens.
Questions
Answered:
  1. How does an organization go about thinking of their Facebook presence through the lens of Social Business?
  2. Which business units and constituents should have representation and be engaged in a meaningful way on Facebook?
  3. What major pitfalls should an organization avoid internally to ensure an organization that enables effective management of a Facebook presence across business units?
  4. How should an organization go about executing on the technical development of a Social Business centric Facebook presence?
  5. What are five factors for measuring whether an organization’s Facebook presence is designed through the Social Business lens?

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