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BU at SXSW Social Media Communicators, 05/01/2013

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Page 1: BU at SXSW

BU at SXSWSocial Media Communicators, 05/01/2013

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Jonathan SurmaczCollege of Communication

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Key Theme

As people (and penguins) increasingly use mobile devices (smartphones, tablets) for web activity, designers and developers must consider the 'speed' or 'performance' of their websites and applications as a critical part of experience design.

Baby Penguin lost his right eye while waiting for bu.edu to load.

Designing for web performance

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Key Takeaways

● Performance == design● Experiences must be made with mobile users in mind● Build for your content, not a specific device● Mobile users don't want 'web light'● 'Best practices' are evolving... keep up with change● Keep code and content lean

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Eric SuligaCollege of Communication

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Key Theme

Big Data

Seeing The Patterns

Designing For People

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Key Takeaways

Control & Innovation

Understand the data

Improve print & digital design to change with evolving student body

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Jenny MackintoshPublic Relations

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Key Theme

Evolution of location-based services

Context-sensitive networks & search

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Sessions & ExamplesThe Future of Location: From Social to UtilityFoursquare's evolution from social network to map layer & data source

Now You See Me: The Future of Ambient LocationWe have the tools; why is networking still so inefficient? (Highlight app)

The Rise of Contextual Social NetworksShifting focus from all-inclusive communities (Facebook) to niche communities that serve specific purposes (Nextdoor, Path)

"Who is doing what, and for what reason?"

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Key Takeaways

Benefits of harnessing location data; providing context

Improving calendar functionality to include ability to “check in” to events; rewarding behavior

Considering niche communities for niche purposes (career, networking, exploration of campus)

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Kim RelickCollege of Communication

Strategic Marketing & Communication

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Key Theme

Lessons in Social Media Content Development

Storytelling: People remember stories, not messages. Yep, on Facebook, too.

Empathy: Importance of empathizing with your key stakeholders

Flip the perspective: Tell your brand story from your customer’s POV – ○ Speak to what they're interested in○ Weave a theme into the messages to create a story arc ○ Incorporate responses from your customers to advance the story

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Key Takeaways

Top storytelling tips:1. Customer comments and actions will guide good story ideas2. Social stories are often nonlinear (people are ADHD, they catch a pieces of information here

and there)3. Stories should be both structured and improvisational (what is the goal of your story?)4. Use each social media platform to its best advantage5. Give people something to do in the story, then reward them (engagement, build incremental

payoffs along the way)6. Highly visual: tell your story in words and pictures or just pictures7. Focus on shareability8. Create characters who represent your customers and what they like

General points to consider:1. Social networks were invented for people to tell stories2. Who is your brand at a party and why do you want to hang out with them?3. Good Examples of character development:: Old Spice Man, Geico, Mad Men (madmenyourself.

com; @peggyolson; bitly/teampeggy)4. Bad brand behavior: Telling the same story over and over again

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Kristy KimeDevelopment & Alumni Relations

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Key Theme

Social media has given people the ability to create and market their own personal brand; the age of the startup is growing at exponential speed.

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Sessions & Examples

FrenemiesUsing fandom to your advantage as in storytelling. How HBO leveraged social media to drive the Game of Thrones storyline.

Affinity, Intent & the War for Marketing Dollars“Database of intentions” vs “database of affinity” (Google vs. Facebook), a record of what people like rather than what they intend to do. (Listen here)

Brands, Bloggers & the Social Commerce FutureHow businesses bucket Facebook, Twitter, Pinterest and all social media platforms into a single category.

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Key Takeaways

The emphasis to put a $ value on social media marketingo Not quite there, but moving closer

The importance of Google and analytics

Managing social contento Embracing the positives along with the negativeso Reacting and responding to public comments

Wait: One negative comment doesn't mean all followers agreeo Fine line between embracing the negative and asking for it

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Leah DavisDevelopment & Alumni Relations

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Key Theme

Personalization technology

5 years ago, the focus of internet culture shifted away from static informational websites and towards interactive social media platforms.

Today, we're in the midst of a similar shift towards the "personalized web."

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Sessions & Examples

A Robot in Your Pocket: AI Powered ApplicationsCustomization tools that bring us the content we want (Listen here)

Marketing Implications of Facebook's Graph SearchRelating frequency to the social object (Watch here)

LevelUpSupporting your favorite nonprofit from your smartphone (Listen here)

Google NowNessAmazon

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Key Takeaways

● Expectations are shifting

● Privacy is still a key issue

● Location is different than personalization

● Humanization of technology

● What does this mean for us?

○ increase passive data collection, when possible○ more data = more possibilities○ with great power comes great responsibility○ work to provide a better "personalized BU experience"