wattsup 1 sxsw recap

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Author: erinvandesteeg

Post on 06-May-2015



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Page 1: WattsUp 1 SXSW Recap
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The key to making something go viral is the headline/how you frame your story. Writers at Upworthy create 25 headlines per story and test

the best headlines in two markets to see what works best. We must pair viral content with paid spend and TEST everything.

“Almost nothing will go viral.”

- Insight from Upworthy

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• How can we write more engaging titles for blog posts, social media, emails, etc.?

• How can we entice people to click on our links on social media and more through curiosity-inducing copy?

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SXSW Highlight

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Your video needs to be executed quickly before it becomes irrelevant. BUT FIRST, determine your distribution plan. How are people going to

see this? Don’t think about what the movie is going to be first, think backwards.

“If someone walks in your office and asks to make a viral video, shut the door.”

- Roxy Philson, Global Creative Director “The One Campaign” agit8

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“It’s all about the right time, the right place and relevancy. The difference between editing for online vs. TV is your constantly fighting

the audience online. Therefore, your content needs to have some form of payoff. Always have momentum in your video and start with the

content right away.”

– Nick Agich, Maker Studios Editor

“Video enriches your brand because you’re reaching a whole new audience. Start with your mission statement and see how far you can push

the brand.”

- Liam Cronin, Online Content Producer PETA

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• Access to quick editing resources is necessary to turn around timely content.

• Create an integrated distribution plan for enriched media online.

• Diversify and grow our current online audience by leveraging new and unique video content.

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There is no exact science to predicting earned media, but it is planable. We need the right content, planned media spending, a flight strategy

and analytics approach.

“Strategy should never be static, it should always be evolving.”

- Marty Baker, Hershey’s

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• We should never expect things to go viral without thorough planning and a paid spend to accompany a campaign.

• Our media strategy should have three strategies in the works: paid, owned and shared.

• How can we strengthen the analyses of our marketing efforts to better learn and plan for the future?

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Brands make their fans the true OOH experience these days. A fan out singing your praises is much more effective than a billboard.

We are not living in an age of wallpaper. This is why static billboards and messages just don’t cut

through the clutter.

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Personalization Matters

• The future of marketing is empty containers – those containers will be filled with the right content for the right person and delivered at just the right time.

• Screens need to push content to EACH of us, not many of us

• The real “photo booth” is our pockets

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• Marketing based on attributes, location and demographics will help shape our ability to drive purchases

• Getting to know our customers is of utmost importance – relevance matters

• “Stop apologizing and start innovating”

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“We need to understand how consumers are digesting content and mold our strategy to meet them – or – Stop building shit and start

understanding your consumer.”- Andrew Bowens, SVP External Comm Master Card

What are we up against?“Social is a marketing channel that often

doesn’t have advocacy and understanding across the organization.”

“You can’t engage your customers if you don’t have engaged employees”

– Natanya Anderson, Whole Foods

“Put the megaphone down, don’t lose it in marketing”

-VP Web + Infrastructure, Siemens

Customer connection is key. We (as marketers) need to listen first, understand

and respect the consumer, or we’re doomed to fail.

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• Social media is an integral ingredient in our overall strategy. Investing in internal social media, training and building a digital brand army is key to success.

• Be a student of the changing environment and be adaptable. Look at how social media shapes the company vs. measurement and follower growth.

• Customer connection is key. Content pollution is real and we need to focus on consumer values.

• There will be hurdles to overcome building a social workforce.• Trust our employees and empower them with technology

resources. Making knowledge available increases productivity.

“Social doesn’t change your company, it reveals it.”

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Top 10 Mobile Trends for 2014+ (JWT)

1. Holistic connectivity is on the horizon2. Wearables break out3. Mobile is the prime screen4. Mobile changes how we socialize5. Shifting to visual6. Outsourcing to the machine7. Privacy and security fears change the game8. Rage against the machine9. Bringing mobile to many10. Mobile disrupts everything

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• By 2017, 80% of the places we shop will have wifi. And no, it’s not just so people can surf the web.

• The average mobile web user consumers SIX HOURS of media per day.

Location-based marketing can actually be respectful of a

consumer’s time because it’s hyper-relevant.

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• The #1 use-case for social media that has the strongest ROI is innovation.

• IBM Executive Sandy Carter says that in the future, the Klout score could be the new SAT score. Influence will continue to matter.

• Content pollution is a thing, and it’s real. We all have a responsibility to understand if what we’re dumping is relevant.

• Whole Foods reiterated the importance of listening to customers, getting to know them and talking to them on a local level.

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MOA Takeaway

• What is our mobile strategy? Our mobile roadmap?

• How can we use mobile to enhance the guest experience?

• How can we use push messaging and alerts to enhance the guest experience?

• Don’t overpromise on personalization!

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“Chanel aspires to be a dream for all, but a reality for few.”

- John Galantic, Chanel COO + President, on staying true to a powerful brand mission.

The Chanel brand is more about creative expression and less about planned marketing pushes. They create a company and a structure

that allows this to exist.

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• What is our ultimate brand promise to our customers (and ourselves)?

• How do we ensure that everything we do adds value to this promise?

• What is needed to encourage us to exercise creativity and try new things?

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Consumers are willing to share data with you if they get something in return. Just be transparent.

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• Create a space for your most influential tier to do what they do best: influence

• Provide charging stations, technology and programming to keep the conversation going

• Pull in partners and sponsors to further the effort

• Encourage technology use to help amplify your brand

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• As the most trafficked place in the country, we need to embrace this “technology hideaway” trend and leverage it to keep the most socially influential guests talking

• How can we use technology, social and a physical space to enhance the guest experience?

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ENTREPRENEURCMO of Salesforce.com

Founder of Buddy Media and Golf.Com

“Why Weirdos Outperform Normals”

“We are awesome at being average, and average at

being awesome.”

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• There is a direct correlation between weirdness and memorability

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• It’s easier than ever to be weird – social networks allow everyone to find their community

• Niche marketing is important today because it fosters a sense of community and today, more than ever, people value being part of a weird, niche community

• This is why a “like” is so powerful today

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MOA Takeaway

• We need to keep on embracing our weirdness!• How can we narrow in on communities and

niches within our customer-base/fan-base to further market to these groups?

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Radio Shack, Charmin, Samsung, PPLConnect and more brought SXSW attendees things that made their SXSW experience better: phone

chargers, free batteries, TP, standing in line for you, etc.

“The smartest marketers at SXSW were solving people’s problems.”

- Linda Lacina, Writer for Entrepreneur Magazine

on clever marketing lessons from SXSW

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Say watt?!

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Say watt?!WWE has invested in the second screen experience to keep the action moving and viewers engaged wherever they are. Here is John Cena, looking thrilled, discussing just that.

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• How can we use these lessons and incorporate them into our own MSHT initiative?

• What problems do our guests have that we can help solve?

• How can we solve their problems faster and better?

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Thinks everyone, ever.

Everyone loves to have fun.

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GIFs are the new photo booths.

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• How can we help our guests have more fun?• How can we have more fun?

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Meanwhile at…

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1. Two MN Made film (Kumiko the Treasure Hunter and Wicker Kittens) both mention MOA

2. Theatres MOA is getting recognized as an independent theatre3. Former Iowa State Representative John Holveck dreams of

assembling a 1,000 piece puzzle in MOA4. Werewolves stalk retirement homes for easy prey5. Mobile charging stations in theatre lobby6. Custom poster art stands out over studio produced art7. VOD can help theatrical8. The big screen experience isn’t going anywhere, but…9. In theatre expectations are changing (reserved seating, in

theatre dining, luxury seating, immersive audio)10. This community wants to share, just not during the show.

Top 10 SXSW Film things That Chris Saw and Stuff

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Chase shared 10 steps to build your creative muscle >>

“Nothing can be new without creativity.”

- Chase Jarvis, photographer + digital

entrepreneur on creativity as the new literacy

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1. Pursue a creative craft2. Space3. Play4. Find a tribe5. Show your work6. Imperfection + iteration7. Put more of you into your work8. Doubt9. Make something everyday10. You have nothing to lose

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• How can we build our creative muscle to encourage creativity in our marketing campaigns, brainstorming sessions, meetings and more?

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“Live the life you want, not the one you’re settling for.”

“When you take care of yourself, you can be successful and deal with what life hands you. Look through your life when you’re asking “why?”

and allow yourself joy, happiness and gratitude.”

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