austin2boston: sharing learnings from sxswi 2012
DESCRIPTION
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 RoundtableTRANSCRIPT
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March 28, 2012#Austin2Boston
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JimStorer
Co-founder and principal
at The Community Roundtable
@jimstorer
Lauren Vargas
Community Management Strategist at
Aetna
@vargasl
Margot Bloomstein
Principal of Appropriate,
Inc.
@mbloomstein
JessicaPaar
Sr. Public Relations Manager,
Boston Beer Company
@samadamsbeer
AdamCohen
SVP Digital and Social Media at
Fleishman-Hillard
@adamcohen
#Austin2Boston
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Valuable, Useful and EntertainingBRANDS: TO WIN MAKE YOURSELF…
@adamcohen
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• Innovate• BEWARE: Official vs.
Unofficial• It’s not for everybodyF O R B R A N D S
I T ’ S B E C O M I N G M O R E D I F F I C U LT
@adamcohen
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• Engagement is king
• This all still applies to B2B, Financial Services and other industries
• “Surprise and delight” customers is never a bad approach
• Go back to the beginning:Start with insight about the audience
Keep It REAL
@adamcohen
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Returning to Boston with #SxSARS
@vargasl
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Playing by the Rules
@vargasl
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• Manage the gray of personal/professional boundaries – Build and socialize governance documents
• Understand legal, compliance and privacy policy and guidelines
• Encourage workforce to embrace community manager responsibilities – 3E’s via @Oxfam: Educate, Entertain, Engage
( c u l t u re c h a n g e t h ro u g h e d u c a ti o n - w i t h o u t i n c i ti n g fe a r )
Legal-Up
@vargasl
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• 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 customer service tool (not just marketing)
• Explore the meaning of intellectual property in a social organization
• Don’t be afraid to say “No.”
Walking the Talk“It’s hard to be a rabid fan of a process.” – Debra Askanese (@askdebra)
@vargas l
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What’s Your Super Hero Back Story??
The BIG Fish
@jimstorer
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What’s Your Super Hero Back Story??
The BIG Fish
@jimstorer
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1. Community builders on the brand side are getting tired.
3. Work/Life Balance? How about Life Balance?!?!
2. Serendipity happens, but not if you’re focused on your phone. The Small Frye
@jimstorer
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This just in!!
@jimstorer
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Stay true to yourself and to your audience.
Crowd Craft Project: B’Austin Ale
“…this is pretty much one of the most brilliant uses of social media
in the beverage business I have seen so far.”
“Now you can do something useful on Facebook for once.
Help make a beer.”
“The final brew, B’Austin ale was a big hit during the Girl + Guy Interactive party on
Saturday night.”
“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 sample, and man, is it
good.”
@samadamsbeer
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• There’s a lot of noise. You have to be creative, not just look shiny, to actually engage the audience.
• Relationships move the needle. Great opportunity to network with smart, creative people.
• Measurement is tough.
• Focus on local. Bringing a little piece of Boston to Austin resonated.
Other key learnings from SXSWi
Crowd Craft Project
@samadamsbeer
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• Customer engagement is key. Continue to engage in a dialogue with drinkers.
• Partner with the right people.
• Leverage social media tools to share, broadcast, and curate.
Continuing the Dialogue
@samadamsbeer
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SXSW = LAYERS…on existing interests…on existing knowledge…on existing relationships
@mbloomstein
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@mbloomstein
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@mbloomstein
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@mbloomstein
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• Don’t expect anything new—even you, Billy Corgan—but embrace what you have.
• Enrich what you know or suspect.• Enhance relationships by layering and
adding contexts.• Engage with your audience and
community.
Layers > novelty
Embrace, enrich, enhance, & engage
@mbloomstein
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• 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.
What now, what next?
@mbloomstein
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JimStorer
Co-founder and principal
at The Community Roundtable
@jimstorer
Lauren Vargas
Community Management Strategist at
Aetna
@vargasl
Margot Bloomstein
Principal of Appropriate,
Inc.
@mbloomstein
JessicaPaar
Sr. Public Relations Manager,
Boston Beer Company
@samadamsbeer
AdamCohen
SVP Digital and Social Media at
Fleishman-Hillard
@adamcohen
Thank you! #Austin2Boston