at sxsw 2013, the audience is the author

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Music, creatives and techies all collide for SXSW. Fashion and brands are part of the experience, too. That's a ton of rich content in one tiny space. From a brand marketing perspective, user-generated content will grow and brands must be ready.


  • 1. The Audience is the AuthorA look at how social + digital media marketing is evolvingin the new era of consumer generated content (CGC)SXSW 2013Jennifer Tofanelli, Director of Digital + Social, Sears

2. Agenda & Implications Overview of event The 3 things that matter Hardware AND software Social cause marketing User-generated content (author is the audience) Specific trends in social + digital marketing Examples of what retail + fashion brands did 3. OverviewSXSW celebrated its 27th anniversary this past March as it welcomedmore than 60,000 registered conference attendees. The conferencetakes place in downtown Austin, TX and is broken into three distinctsections; film, interactive & music. In the past, SXSWi has been aplace for start-ups to launch the next new social product. Twitter andFourSquare were both born at SXSW. This past year brought attentionto three main areas of inspiration: The convergence of hardware and software development Consumer generated content Social cause marketing 4. Fashion + Shopping Retailers at SXSW 2013 5. SXSWiSouth by Southwest is presented in three separate sections; film, interactive and music. Theinteractive segment is the most popular; growing from just over 9,000 paying attendees in2008 to over 30,000 in 2013.Content & keynotes : the author is the audienceElon Musk, SpaceX CEO, gave one of the more popular keynote speeches, on space exploration,entrepreneurship and the evolving art of connecting with the consumer. Jane Pratt, Matthew Oatmeal,Al Gore and Tim Burners-Lee also headlined with keynote speeches that covered topics like print-to-digital + social evolution, using social to drive global change, pitching his new book and ramblings of adigital genius, respectively. All keynotes managed to address the topic of user-generated content.Traditionally reserved for start-ups, developers and indie designers, conference sessions focused moreon examining the underlying traits of the digital age as well as integrated brand approaches tomarketing in the digital arena. Brands played a big part in the promotion of content, talks andinteractive sessions. The interactive portion saw an increase in support from corporate sponsors thatincluded Chevy, 3M, Target, Samsung, Ford, Fast Company, 3M, American Airlines, Adobe Systems, andAT&T.Fashion + Tech converged with branded experiences and conference sessions that included digitalmarketing from Target, Neiman Marcus, Modcloth, Pose, PoshMark, Nordstrom, Macys, Walmart,Bergdorf Goodman, Free People, Poshmark, Lyst, Kaboodle, Gap, Refinery 29, Kate Spade, Whole Foodsand StyleCaster and more. 6. SXSWi : Trends 2013 : Focus on the User Its no longer what brand want consumers to digest. Its now how users prefer to consumeand what type of content they consume. The focus for growth is on the mobile user, withuser-generated content as the catalyst for moving brands forward and developingtechnologies that support that growth.Focus on the user was most evident in 6 specific areas: Mobile payment apps Group chat apps Video & music apps & software Recharging stations & hardware Loyalty programs Cloud computingConverging hardware and software development to support consumer-generated contentmeans making sure people are armed with the right brand story to tell. It also means theyare armed with the right software and hardware to tell that story in the most dynamic,relevant, innovative way. Otherwise, its a risk to the brand and its a risk to the author. 7. SXSWi : Trends 2013 : Focus on the User Mobile payment apps :: From Square to Paypal to Level Up to Google Wallet,mobile payment apps were the talk of the town. Seth Priebatsch launchedSCVNGR back in 2010 and returned to the keynote stage at SXSWi to talkabout his latest venture, Level Up, a mobile payment game-changer.Group chat apps :: The other side to making mobile more trustable ismaking mobile more enjoyable. Group app chats allow for both asconsumers use private groups to control their communications and at thesame time, start building a more immediate, more trustful relationship withthe behavior AND the device. was a clear winner at SXSWi.Video & music apps :: amping up what Instagram & Pinterest haveperfected, image filtering and video manipulation apps were a plenty. Addin the ability to instantly edit with apps like Camera Plus and Clinch, and itis easy to think that this trend will continue as technology to support UXneeds develops at the same time.Recharging stations & hardware :: Mophie partnered with AmericanApparel to sponsor the Brooklyn Vegans free music. Other branded mobilecharging vendors were everywhere, like the AT&T station to the right. 8. SXSWi : Trends 2013Awards programs :: loyalty-based big data repository business models are everywhere.Because loyalty programs can be social intention-based (tweeting or sharing in Facebook)or consumer data driven (tied to credit card info & online behavior) loyalty programs aregetting more localized, actionable and social in nature. Example companies like PeerIndex,glocal, Lyst social shopping and invite users to discover, share and shop withinan awards-based digital experience.Social engagement dashboards & cloud computing :: in comparing a system of crowd-sourcing data to a single social media dashboard, retailers are shifting resources away fromPR outreach teams and into social media/moderation teams, so they can use socialconversations to engage in authentic ways. Crowdsourcing data and social dialogue allowsbrands to determine what content is most meaningful to increase conversion and exceedonline customer service expectations. Winners in this category included Amazon WebServices, Mass Relevance, Meltwater, Resource, Bloomfire and a few more. 9. The Future of Retail is MobileWalmart, ShopKick, the Branding Brand and Urban Airship took to the stage for a paneldiscussion on how the future of retail is mobile. The two areas of challenge for all retailersis 1. evolving the in-store experience to support the capabilities of mobile and 2. gettingstakeholders to support the time and resources needed to make it a smooth & enjoyableshopping experience.Using mobile to drive consumer into the store is the wrong tactic, experts agree, becausemobile programming is happening at a time when consumers are already forming theirmobile shopping preferences.Steve Yankovich, Innovator from eBay told a similar story in a session titled, Whyshopping will never be the same. Dan Shust of ResourceLAB discussed his workdeveloping innovative purchasing paths from store to online to social and beyond forVictorias Secret and Kohls while Barry Bourbon of Gensler Group did the same for Gap. 10. An Deadly Interview with Nina Garcia & Randi ZuckerbergNina Garcia, creative director for Marie Claire magazine, star of Project Runway, styleambassador for JCPenney and leading fashion expert joined Randi Zuckerberg of ZuckerbergMedia and formerly of Facebook, in a conference session titled, Style Goes Viral: the Futureof Fashion at SXSWi. #viralstyleThree things the panelist agreed on:1.) social mobile is critical to purchasing decisions more than ever before2.) consumers and brands alike need to own their content but also keep it real3.) images are everything. Nina said, If you are in fashion and you are not on Pinterest, you are dead.Fast fashion (like Zara & H+M) are places whereNina sees a lot of future growth, as well as brandswho use social to have honest and helpfulconversations instead of celebrity-heavy paidendorsements. Nina said that editors need to lead thefashion discussion while Randi argued that bloggershad the capabilities to create more influential user-generated content from an integrated marketingperspective. PR media impressions were dead, saidRandi. UGC is king, she said. 11. ModCloth Plays Modest Role in Shaping UGC forthe Online Fashion, an online boutique specializing in vintage-inspired apparel and decor,was introduced in 2002 and continues to grow into a unique social shoppingexperience, built around community engagement and no brick and mortar storefront.ModCloth has two strong digital merchandising campaigns that capitalize on user-generated content; the Be the Buyer program and the Make the Cut Contest. Their socialmedia team manages these regular programs to encourage engagement, content curationand social sharing vetted by crowdsourcing.CMO/COO Kerry Cooper hosted a session on the challenges and opportunities forbrands ready to take on community collaboration, in their marketing andmerchandising. Modcloth also presented their strategy for infusing crowdsourcing as away to reach the best influencers and keep the most engaged customers. Dont try to beall things to all people, you will fail, she seemed to imply. 12. Leading Fashion Sites Discuss Social StrategyDKNY, Bergdorf Goodman and Lucky Magazine hosted an intimate panel discussion onlistening and leveraging your best social media strategies to create authenticrelationships in Twitter, Facebook, YouTube, Google+, Vine, Pinterest, Instagram andTumblr. #sxswi #llFashionTop take-aways: Commit to a brand voice & tone to build a social persona Limit traditional marketing & overly promotional messages if brand wants to createa social persona Do not use same messages across channels; recognize that each channel hasopportunity to engage with a new audience Listen to your audience to continually reinvent content strategy Focus less on conversion in social, more on reputation mgmt & customer acquisition End goal should be to add value; delight if you can Aliza Licht Cannon Hodge John Jannuzzi 13. A Panelist with Leading Fashion Sites Discussed theRole of Female Influencers in Content CurationFashion editors from popular trend sites HelloGiggles, HuffPo Fashion, XOJaneand Jezabel gathered together for an interactive panel o