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Last week I introduced the first half of our amazing speakers from our Movers & Shapers event. This is my final blog post in this series — please enjoy learning from the second half of our phenomenal speakers!

  • Kyle Flaherty, VP, Solutions Marketing, Rapid7
    Kyle used his time to talk about The New World Order and focused on the threat landscape from a marketer’s point of view. Marketers now represent one of the most visible threat landscapes on the horizon. He kicked things off on a bit of an ominous note: while technology has enabled all of us to work faster and smarter and has brought so many benefits to all of us, the downside the security risks it creates. Kyle reminded us that the bad guys outnumber us, are much better funded, are better trained and are way more motivated to get at your data than security companies are to protect your data. That reality impacts billions of dollars for companies and can sometimes cost lives.  Based on Rapid7’s research, most of the hacks we read about against today’s corporations boil down to one thing: compromised credentials. In other words, we have your user name and password. How do the bad guys get it? through social engineering. Kyle spent a minute talking about the pride that some of us take in our marketing (technology) stack for good reason: according to Gartner, by 2017, marketers will have more budget to spend on technology than CIOs. Crazy when you think about it… But with more technology comes more potential vulnerabilities. Kyle then showed an example of how attackers used technology to attack a published marketing stack along with a little business research to create a fake LinkedIn account for the company’s CEO to ultimately gain access to the company’s website.  So, what can marketers do? 1) Ditch PassWORDS for PassPHRASES. 2) Enable two-factor authentication everywhere you can. 3) Use tools like TinEye for reverse image searches via your browser. 4) To check about the safety of an attachment or URL, check out VirusTotal. 5) Use a tool like Okta for single sign on…  You can check out Kyle’s session right at the the 2 hour 26 minute mark of the Movers and Shapers livestream.

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  • Josh Kampel, President, Techonomy
    Josh joined us to talk about the Techonomic Future of Business. The whole idea behind Techonomy as an organization is to understand technology’s broader impact on business and the world in general. To understand that, Josh and others on the team (like Founder and CEO David Kirkpatrick) travel the world to interview business executives about technology’s impact on society. Before joining the Techonomy team, Josh had business experience with two industries facing disruption: first the music business in 1999. Napster began the disruption in 2001, he stayed in the industry until 2004 when he made the move to another industry about to be under siege at the time: newspaper publishing. 6 months after starting, Craigslist burst onto the scene, decimating newspaper classified ads… one of their most important revenue streams. His real-world experience of living through disruption has positioned him well to look at innovation within companies and recognizing disruptive forces and how companies can change to be part of it instead of a business casualty. Josh then walked the audience through examples of disruption where upstart companies forced big, established players to change business models. You can check out Josh’s session right at the the 2 hour 38 minute mark of the Movers and Shapers livestream.

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  • Chuck Hemann, Director, Digital Analytics at Intel
    Chuck is another person I have an immense of respect for. He led much of W2O’s analytics efforts when I joined the company almost three years ago. Fast forward to today, and he’s been heading Intel’s analytics’s efforts for the last 18 months. He sat down with our own Aaron Strout to discuss the topic Global Data Supply Chain and its impact on Intel. Regarding Intel’s journey, one of the first steps Chuck took to help move Intel forward was to invest heavily in their marketing stack. The goal for them was simple: to assemble a set of technology tools so they could put marketing metrics into the hands of marketers to let them draw insights from the data for their area of the business. In making that transition, Regarding their marketing stack, Chuck said it’s not the Field of Dreams. For Intel, it was a case of if you build it, they don’t necessarily come. What they quickly realized is how sophisticated the technology is doesn’t really matter. People are the engine that really make things run. To execute on their analytics vision, Intel asked the questions, “Are we measuring the right things? Do we have the right frameworks in place, do we have the right teams in place? Can we do this outside the United States? That led them to remaking many of their analytics’s frameworks, hiring more people with diverse skill sets, standardizing all their reporting and establishing reporting cadences so marketers knew when they would receive insights on a regular basis.  Now, 18 months later, having that infrastructure in place helps Chuck’s team provide marketers with insights information on complex campaigns around the world (like like Gaga’s recent moving tribute to David Bowie during the Grammys). When Aaron asked Chuck to talk more about the importance of people in the midst of so many data measurement tools, he had this to say…  data is only going to get more plentiful, it’s only going to get cleaner and more  accessible. As that technical reality happens, the importance of people in the equation is only going to grow. To that end, Chuck liken’s his team as insights consultants who sit in between the technology and the marketers trying to make sense of all the data. That person’s role is to be the himan face of that data. You can check out Chuck and Aaron’s discussion session just before the the 2 hour 59 minute mark of the Movers and Shapers livestream.

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  • Kip Knight – President, H&R Block
    Keep didn’t join us as the president of US retail operations at H&R Block. Instead, he discussed US Marketing and Communications College (USMCC) Real World Case Study that he helped implement for the US government. In other words, he shared details about his efforts and role as a professor in the US State Department. Kip has been a marketer at big companies for more than 30 years. He believes marketing is one of the strongest disciplines we have. And it’s something we’ve seen can be used for good or evil. In 2008, Kip got a call from the Whit House. He was asked to meet with the National Security Council to look at ways to improve the US’s image abroad. He along with two other marketers presented to members of the National Security Council.  At the end of that initial meeting. Kip made it clear that he didn’t think anything they discussed would have any impact on things moving forward. When he was asked for a proposal, Kip recommended assembling a group of marketers from other US businesses with the goal of helping the National Security Council better understand how to communicate with key audiences. They agreed, and that’s when Kip worked to pull together a team to help establish a curriculum that ultimately became the foundation for the US Marketing Communication College. The goal was to assemble a team that reflected world-class marketing thinking made up from professionals from leading American companies to teach US government agencies in a way that would enable diplomats to tackle 21st-century communications challenges. They started the effort by introducing the ABCDE Communication model as a framework for the curriculum they established. A) Audience B) Behavioral Objectives C) Content D) Delivery E) Evaluation. Ultimately, the group established a 1 week curriculum that is among the highest rating series of classes in the State Department. Since 2008, they’ve used 10 US Marketing College Sessions to train over 500 diplomats. Kip then shifted to discuss what he called the ultimate communications challenge: How do you market against ISIS? The team is set to meet to discuss approaches to tackle that difficult challenge. Initial State Department efforts like #ThinkAgainTurnAway have received lots of criticism from the media. It’s not easy. It will take a collective effort from the best minds in the space. Kip asked Bob Pearson on stage. Bob mentioned the upcoming meeting later this week with the US Institute for Peace.  Bob put the call out to US marketers and social media teams.,,, if your company wants to help or even if you as an individual are interested in joining the coalition to assist with these anti-ISIS efforts, reach out to Bob via Twitter (@bobpearson1845) to discuss. You can check out Kip’s session right at the the 3 hour 46 minute mark of the Movers and Shapers livestream.
  • Jesse Knish Photography Jesse Knish PhotographySanjay Dholakia, CMO, Marketo
    Sanjay joined us to discuss Marketing Automation and the New Era of Engagement. He’s had tons of business experience along his career: from consultant to CEO of a public company to CMO. He loves his current role—as CMO of a company with lots of clients, he gets to talk to many smart marketers with the goal of working to help them make sense of the data streams from their marketing stacks. He learns more from the marketing folks working through that transition. All this data has changed all our expectations as consumers. He referenced Amazon as an example of a company that has moved things forward in a big way. Why? Because they’re the ones who’ve figured out how to use data in a way that serves us as customers. We all know Amazon goes way beyond basic demographic data that some marketers still use today. Example: when Sanjay goes to Amazon.com, his home page is filled with women’s clothing. Why? Because he inly goes there to buy gifts for his wife. Amazon knows that and adjusts his experience accordingly. They could try to sell him millions of SKUs based on demographic data, but they don’t. Bottom line, Sanjay argued that he buys a lot from Amazon.com because they’ve figured out how to become useful. Being useful  or helpful is the new baseline in terms of customer expectations. That’s why it’s something all marketers should strive to do. You can check out Sanjay’s session right at the the 4 hour  mark of the Movers and Shapers livestream.
  • Jesse Knish Photography Jesse Knish PhotographyBrian Solis, Author and Principal, The Altimeter Group
    Christopher Wilder sat down to interview Brian about his new book, X: The Experience When Business Meets Design. Chris asked him first what he means by “user experience.” According to Brian, a lot of things we do in business today are based on philosophies from the 60s or 70s. And many times we’re measured against those old standards. Brian says experience is human, it’s emotional. An example of getting at user experience: Asking a fellow attendee, “How’s your SXSW going?” When Brian set out to write his book he sought to answer the question: What is an experience between a company and a customer?  While there’s no single answer, Brian defines an experience as a human reaction to any moment. Companies have lots of ways to create moments with a potential customer: marketing information, buying an item in a retail store, contacting customer service, etc. For customers, the experience is really the sum of all of those individual moments. Besides some of those methods being used to create those moments are based on outdated philosophies, the other problem is that all of those moments on the company side are managed by different parts of the business that most like don’t talk to each other. All the tools are there for companies to start to fix that. You can check out Chuck’s session a little over the 4 hour 35 minute mark of the Movers and Shapers livestream.

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Matthew Zito, Chief Strategy Officer, Synthesio; Joshua March, CEO, Conversocial

Matthew and Joshua discussed the 4 Stages of the Customer Buying Cycle along with what brands can do from in terms of social engagement along all of those stages. Here are the stages they discussed:

1) Research – Information gathering stage.. may ask friends for recommendations, read Yelp reviews, a person may do basic Google searches.

2) Interaction – This is typically the stage where a customer reaches out to a brand, a merchant, or other customers seeking more detailed information.

3) Purchase – This is the point where a customer actually buys a product from a brand, merchant or reseller. It’s at this point that brands receive the most data about their customer, basic demographic data, etc.

4) Perception – This is the what do you think of the product? phase. It’s where the customer has gone through the purchase, setup or installation process, has formed opinions after some amount of using the product, and may begin to share more detailed opinions online.

Joshua made the point with today’s social tools, brands have the opportunity for social engagement during any of the four buying stages. Matthew reiterated that 80% of the customers who have solid social levels of engagement with that brand or more loyal to that brand. The other bonus for brands is that customers are sharing more buying intent kinds of conversations via social, and many of those updates are public data. Joshua mentioned the trend of public social engagement extending to the private side, where Facebook recently allows customers to reach out to brands privately through Facebook Messenger. Both Matthew and Joshua highlighted Facebook’s now enabling transaction purchase receipts inside Messenger, so customers can now have lots of information at their fingertips when they may need it down the road. According to Joshua it doesn’t matter where a customer buys a product, since they are more than likely social and mobile. That means they are taps away from tweeting a question, able to post reviews, etc. Both Matthew and Joshua recognized the increasing importance of prompt responses when customers do reach out for help. Matthew cited a recent study that shows brands who responded promptly and helpfully consistently had the highest Net Promoter Score (NPS) ratings when they responded to customers within 30 minutes. NPS scores trailed off pretty dramatically the longer customers have to wait. Both also agreed that that 30 minute response expectation from customers is getting shorter and shorter. You can check out the joint discussion session just before the 4 hour 16 minute mark of the Movers and Shapers livestream

 

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We kicked off our 2nd annual Movers & Shapers event (last year known as Geekfest) on Saturday here during SXSW. This one featured several people I’m lucky to call friends. As Bob Pearson mentioned, we chose this list of speakers because many of them are shaping the future of business in this digital age.

Thanks to our clients, partners and sponsors and W2O employees who made today (and our other #SXW2O events) possible. Below are a few highlights from each of the speakers.

  • Javier Boix, Senior Director, StoryLab, AbbVie
    Javier discussed activating a storyline paradigm (see his pre-interview here). When he and the team thought about how to move AbbVie in the storytelling realm, they knew they had to approach things differently. That’s why they created StoryLab.  For AbbVie, StoryLab = Content Development + Media Relations + Digital + Measurement. Tune into the Movers & Shapers livestream at just over the 9 minute mark to see Javier’s session.

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  • Michael Jarjour, CEO, ODH, Inc
    Michael joined us to talk about how Data is Improving Mental Health. He sat down with our own Bob Pearson to discuss Michael’s passion, how we transform behavioral and health. Key challenges in behavioral health are resource constraints and highly fragmented data. Mentrics is a tool that combines ODH’s risk assessment data along with data of the complex care patients to find out which patients are most at risk.  From a data perspective, payers are the most important component. How does the risk stratification process work? Michael explained that the ODH team had worked on the solution for four years. It identifies the high-cost patient population to track cost drivers over a year. The goal is to help health care providers figure out which patients are at risk and provide insights into the kind of treatment that can best affect outcomes. It’s about identifying 1) which patients need the most help 2) what kind of help do they need? 3) How can we help? Tune into the Movers & Shapers livestream at about the 23 minute mark to see their discussion.

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  • Amber Naslund, SVP Marketing, Sysomos
    I’ve known Amber a long time. She’s someone I’ve always had a great deal of respect for. Now even more so after hearing her talk about embracing imperfection. Everyone talks about transparency and authenticity. Amber nails both. She lives and breathes social engagement and analytics. Much of her talk centered around Impostor Syndrome. It refers to “high-achieving individuals marked by an inability to internalize their accomplishments and a persistent fear of being exposed as “fraud.” In 2011, she was riding high when Radian6 was purchased by Salesforce, she had a successful book and was well-known for the social engagement work that she was a part of. During her next step is when she starting struggling those negative feelings of self-doubt. Especially as so many of her peers in the social space appeared to be at the top of their game. That period led her to do research on the topic. She quickly found in her interviews that Impostor’s Syndrome affects everyone… men, women, all ages, etc. Even extremely successful people like best-selling author Stephen King. Bottom line, Amber’s currently focused on making this topic as her next book. I hope she’s successful on that front and applaud her for having the courage to share with the folks here at our event.  You can check out Amber’s session at about the 39 minute mark of the Movers and Shapers livestream.
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  • Ray Kerins, SVP Head of Communications & Government Relations, Bayer
    Ray’s topic of discussion was the Criticality of Intellectual Property. Ray did something I wasn’t expecting. He made a talk about IP pretty lively and engaging. He started his session by acknowledging that most people’s eyes glaze over when they hear about patents and IP. He defined IP as the set of laws that protect individuals and companies who have created a unique product or thing. It’s important to all of us because it protects innovation. Ray cited one of the most difficult aspects of IP is the un-evenness of laws around the world. While those in the United States are decent, several countries outside the US have very weak laws, and in some cases, those laws can be difficult to enforce. Ray is a board member of the US Chamber of Commerce and he’s also a member of the Global Intellectual Property Center (GIPC). GIPC’s sole responsibility is to make sure the IP laws around the world help protect innovation created in America. According to Ray, IP creates job. He referenced several reports compiled by GIPC. One such report is the International IP Index, which ranks the world’s countries in terms of levle of IP protection. In other words, to track the places where counterfeiting is the biggest problem. Surprises? Venezuela is the country that currently ranks the highest on that list. India is #2. Another surprise? China currently ranks  17th on the list. Ray attributed China’s going down on the list (improving) to the Chinese government’s active efforts to strengthen their IP laws and enforcing those laws. You can check out Ray’s session just about the 50 minute mark of the Movers and Shapers livestream.
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  • Michele Skelding, SVP Global Technology and Innovation, Austin Chamber of Commerce
    Michele’s topic was The Next Big Thing? Disruptive Innovation in ATX. Michele has lived in Austin for the last 20 years and has worked in technology for most of that time. She joined the Austin Chamber of Commerce about three years ago with the goal of bringing her tech expertise to the city. Michele mentioned that the average age in Austin was 33. The city has a population of about 1.9 million people, of which 415,000 are students. What’s one of the most important things the city can do to keep those students here? Create jobs that they’ll want to stay here for. As a city, that means we have to be on target with our business benefits. Add it all up and Austin is expected to be one of the fastest growing cities until 2025. Michele ended with a plea for those of us in Austin to get engaged in terms of the future of the city. Along those lines, she mentioned recent headlines where Austin proposed city ordinances are creating barriers for companies like Uber and Lyft to operate in this city. One more thing: Thanks to Michele for making the introduction to Hugh Forrest and making that PreCommerce fireside chat possible. You can check out Ray’s session just about the 1 hour 27 minute mark of the Movers and Shapers livestream.

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  • Robert Scoble, Entrepreneur in Residence, UploadVR
    Robert is another person I’m fortunate to know pretty well. Robert’s book Naked Conversations (that he co-authored Shel Israel) had a big impact on me when I was gearing up to take the reins at Direct2Dell back in 2006. Robert’s one of the best in the business about what’s next in technology. Look at his other books as an example. Age of Context focused on how sensors and big data will continue to impact business. He and Shel are currently working on their third book called Beyond Mobile. Virtual Reality and Augmented Reality is not surprisingly one of the main topics that book will cover. Fresh off the news that he’s joining UploadVR as their Entrepreneur in Residence, Robert dove right into the topic of virtual reality and augmented reality. He discussed companies like Magic Leap and Meta that will play a part in the future, as well as other established tech companies like Facebook, Microsoft and Google. This technology is already showing up in our world… self-driving cars use sensors and tons of data to map the world around them. Heavy machinery company Caterpillar is already using AR to help train mechanics on repairs. According to Robert, augmented reality (where we interact with virtual objects superimposed on top of real-world objects) is going to have the biggest impact. We’re still 3 – 5 years away from the truly ground-breaking stuff that will occur has hardware gets smaller, faster and cheaper. It’s coming though, and in my opinion, there’s much to look forward to. You can check out Robert’s session at about the 1 hour 38 minute mark of the Movers and Shapers livestream.
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  • Patrick Moorhead, President and Principal Analyst, Moor Insights & Strategy
    Patrick’s topic was The Future of Healthcare is Closer Than it May Appear. Before becoming an industry analyst, he spent over 20 years in the tech business, focused on things like product management, product marketing and strategy. For 15 years he served on the board of St. Davids’s Medical Center and the Austin Heart Hospital (where he also chaired the board for five years). Besides sing the bureaucracy first hand, he was struck by the number of people so passionate about helping others. He mentioned that we spend over $3 trillion dollars in Healthcare annually. An estimated 90% of that goes toward chronic diseases like diabetes and high blood pressure. And an estimated 80% of those could be prevented with better healthcare along with personal responsibility. He also said the biggest issue in healthcare is the disconnect between payment and service. During the session, he called out that Moor Insights was welcoming Yuri Teshler to lead the Healthcare vertical  You can check out Patrick’s session at just over the 1 hour 58 minute mark of the Movers and Shapers livestream.
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  • Natanya Anderson, Sr. Marketing Director, 365 by Whole Foods Market
    Natanya talked about the Mandate to Innovate, which is a good topic for her given how much she has done inside the walls of Whole Foods before taking on the charter to expand their 365 effort. She touched on disruption and called out Whole Foods’ recent investment in Instacart as an example of how Whole Foods is working with innovative companies instead of against them. Figuring how to innovate inside a big brand was something she struggled with at first. Her light bulb moment came when she spoke at the Foresight & Trends Conference about 18 months ago. She spoke to many people there who were part of innovation groups, or in some cases, even innovation business units. Many of them spent time analyzing trends to help figure out what areas lend themselves to innovation within their respective companies. That’s when it hit her. Instead of thinking, “How do I get that (innovation) job?” She realized the better question was, “How do I make innovation part of my job?” She started by establishing a mandate to innovate for herself. That’s when she starting actively looking for places where Whole Foods could innovate. Then she extended the that intention to innovate to her entire team. She found that some people on her team were more receptive to it than others. The tipping point was when she tied innovation to the team’s goals overall and they worked as a group to figure out how to measure the innovation part of their efforts. Hint: It wasn’t ROI. You can check out Natanya’s session at just over the 2 hour 14 minute mark of the Movers and Shapers livestream.
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Check back soon to learn more from other speakers and what amazing insights they offered at Movers & Shapers!

 

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Lionel Menchaca currently serves as Director of Corporate & Strategy at W2O Group. Feel free to connect with him on LinkedIn or reach out to him on Twitter at @LionelGeek!


 

Learn more about W2O Group:  About  Work  Contact.

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In case you weren’t able to livestream our 5th Annual PreCommerce Summit here in Austin, here is a quick summary of one of the sessions. First off was Chuck Hemann and his presentation on how to scale analytics within an organization, globally. Not an easy task for sure, especially within such a large brand like Intel. He offered some really helpful tips below and you can also read the transcripts from a previous interview we did with him.

  • Strong commitment from senior leadership
  • Willing and able partners in the GEOS
  • Metrics Standardization – framework that works everywhere
  • Common taxonomy for all media channels – content, paid social, search, ec.
  • Global capabilities stack
  • Stakeholder commitment to read, optimize on a similar cadence
  • Embracing the connected network versus hub and spoke

He concluded by highlighting how Intel is tackling this challenge:

  • The ability to work with even more speed
  • Bringing the data sources together to tell a comprehensive story
  • Protruding data in more challenging markets
  • Tools and Insights training
  • Developing analytics muscle memory and talent

Next up was Amber Naslund with an inspiring story about storytelling. She did this so effectively by sharing her professional journey from when she first started blogging, to joining Radian6, consulting for a few years and then to her current position with Sysomos.

My biggest takeaway from her session was when she talked about purpose; and how storytelling, whether personal or professional, should have purpose. Without it, storytelling will not inspire others and be doomed to fail. She said that one reason her consulting company failed was this lack of purpose.

The session concluded with Kip Knight who discussed brand storytelling. He started off his talk highlighting some pretty cool examples of campaigns where storytelling was the pinnacle – Allstate, Flo from Progressive Insurance, George Zimmer from the Men’s Warehouse, Most interesting man in the world – Dos Equis and the infamous Etrade Baby.

He then talked about H&R Block’s “Get Your Billions Back” campaign, which referenced the $300 billion dollars the IRS delivered in tax refunds in 2013. The campaign featured a bow-tie wearing spokesperson and H&R Block tax preparer, Richard Gartland and provided expert tax preparation advice to ensure clients receive the maximum refund possible from the IRS.

 

ABOUT THE PANELISTS

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 chuckChuck Hemann (Global Analytics Manager – Intel) – Scaling Digital Analytics Around the Globe Bio: Chuck Hemann is the Analytics Manager for Intel. Over the last 10 years, Chuck has provided strategic counsel to clients on a variety of topics including, digital analytics, measurement, online reputation, social media, investor relations and crisis communications. Prior to joining Intel, he was the Executive Director of Analytics at Golin where he was responsible for leading digital analytics across the agency. Before Golin, he was the Group Director of Analytics for W2O Group where he was responsible for leading teams in New York and London.

Amber NaslundAmber Naslund (SVP, Marketing – Sysomos) – Storytelling: Individual vs. Corporate Bio: Amber Naslund if the SVP of Marketing for Sysomos, a social intelligence platform. Amber’s 15+ years of professional expertise spans nonprofit management, corporate communications, marketing, professional services and social business strategy. She is the former president of SideraWorks and VP of Social Strategy for Salesforce Radian6, where she advised Fortune 500 companies, such as L’Oreal, Dell and American Express. Amber is also the co-author of the best-selling social business book, “The Now Revolution.”

 

Kip KnightKip Knight (President, US Retail Operations – H&R Block) – Who Speaks For Your Brand? BIO: Kip joined H&R Block in 2012 and currently serves as the President of U.S. Retail Operations. Knight’s 30-year career has included senior management and marketing positions with P&G, PepsiCo and eBay. Knight started in marketing research at Burke Marketing Research and has since worked in over 65 countries. He is the founder of the U.S. Marketing Communication College at the U.S. State Department that trains diplomats on marketing strategy and implementation. Knight is currently on the Board of Directors at Quiznos.

For more information on our SXW2O events and speakers, please visit our website: http://w2oevents.com

There are three certainties in life… death, taxes and the fact that our company, W2O Group, will once again be hosting some awesome events during SXSW Interactive. Unless you live under a rock, you know this is one of the largest interactive conferences on this planet. Over 100,000 of the top digital, social and mobile minds from around the world haling from companies large and small, agencies, startups, etc. come to Austin, TX to network, attend panels and catch up on the latest trends. Many of these attendees are influential bloggers, senior marketing and communications professionals and journalists who report back on who is doing what in the interactive space.

Because a significant number of our clients at W2O Group (WCG, Twist and BrewLife) are now involved with SXSW Interactive, over the last six years we have developed a series of events during SXSW that complement all of the activities that go on during that time. Our signature event, the PreCommerce Summit, takes place on March 12 (Thursday) from 9:00 AM to 6:00 PM and is packed with speakers from well-known brands like H&R Block, Google, Twitter, Verizon, Intel and Bayer. We will also have thought leaders from companies like Techonomy, NBC and Bloomberg providing industry insights. Did we mention that we are honored to have none other than Al Roker, co-anchor of the Today Show, and a special fireside chat between Tech moguls, David Kirkpatrick (author of The Facebook Effect) and Vyomesh “VJ” Joshi (former EVP of printing at Hewlett Packard)?

We are interviewing a number of these speakers on our blog here.

ALRoker

Jon Harris (former head of comms at Hillshire Brands and media personality), will be interviewing Al at our event. You can hear more in our Live from Stubbs interview with Jon here on what he and Al will cover.

This event will be attended by about 400 plus customers and other industry thought leaders. A cocktail reception will follow. The event is complementary, but invite only. If you are interested in attending, please email us at info@w2ogroup.com. In that email, be sure to provide name, title and company. We will also be live streaming the event via UStream if you can’t physically be there. Registration is open to the public (RSVP here).

We will also host a digital brunch at our (not so) new office located in East Austin. If you like food trucks (hint: Gordoughs will be one), music, cocktails and lost of interesting people, you will enjoy this.

Every SXSW, we do our best to cover “what’s next” in digital. This year, we’re planning to host our first GeekFest on Saturday at The Austonian between 10am – 2pm. We have 12 speakers including Becky Brown, VP of media at Intel and TK Keanini, CTO of Lancope to give 15 minute talks with some time for Q&A every 3-4 talks. We will have no more than 70 people in attendance. This event is being sponsored by Synthesio.

In addition to our PreCommerce Summit (selected talks from last year’s event), Digital Brunch and Geekfest, we will also host our sixth annual Geek-a-Cue Saturday night at the historic Charles Johnson House (on the Colorado River). This is the house MTV uses to host its SXSW Music parties so you know it’s good. We were sad to not host our Geek-a-cue for a fourth time at world famous Franklin’s BBQ, but with their new expansion we simply ran out of room. Not to worry, however, because we are pleased to bring you one of Austin’s newest gems, Terry Blacks. While we won’t pretend anyone can cook brisket like Aaron Franklin… the Black brothers (their grandfather is Terry Black who opened Blacks in Lockhart 83 years ago) come pretty damn close.

Oh, did we mention that we have two AMAZING bands this year as well? For openers, we’ll have Austin favorite, Monte Montgomery. And then for our main act, we are featuring Black Joe Lewis (yes, that Black Joe Lewis that has appeared on Letterman and countless music festivals).

Check out my 2014 wrap up post to get a better flavor of the awesomeness you will experience this year.

Here are eventbrite links/descriptions of the events:

  • Friday, March 13th: Digital Brunch (400+ director to CMO level brand marketers/digital/social folks expected)
    • RSVP Here (no password required)
    • 3000 East Cesar Chavez, Austin
    • 10:00 AM – 2 PM
    • Food trucks, music, innovative demos, coffee, brunch, and mimosa/Bloody Marys to fuel your first festival day
    • Shuttles available from the Stephen F. Austin Hotel starting at 9:45am
  • 6th Annual Geek-a-cue: Saturday, March 14th:  (800 director to CMO level brand marketers/digital/social folks expected)
    • RSVP Here (password required – email info@w2ogroup.com to request invite)
    • Charles Johnson House – 404 Atlanta Street, Austin, TX
    • 6:00 PM – 10:00 PM
    • Roundtrip shuttle available from the Stephan F. Austin Hotel starting at 4:45 PM
    • To RSVP contact info@w2ogroup.com (space is limited)

As you can imagine, space is limited at these events so please make sure to RSVP soon. And if you do RSVP and decide after that you can’t make it, please be courteous and let us/me know that your slot is available.

We are over-the-moon excited to have Sysomos, DataSift, ClarabridgeSprinklr, Businesswire and Bayer as our sponsors this year. We greatly appreciate their support.

Today more than ever, one of the most critical metrics for any brand to think about measuring when it comes to its social media activities is engagement. It’s the one metric that lets customers know they care enough to “like” you, re-tweet you, “@” you, share you or comment on what’s been posted on your page. From a return on investment (ROI) perspective, engagement is also the one metric that helps you work toward scalability and greater reach. If you have one million fans following you, that’s good. But what you really want is ten million or a hundred million unless of course you work in the business to business space where the right “thousand” might suffice.

To help illustrate this point, it’s worth highlighting a key piece of functionality from the leading social network, Facebook (900 million members). When someone “likes” a brand on Facebook, most people tend to only see the brand in their own timeline. In fact, only 3 – 7.5 percent of Facebook members actually see to a brand’s updates at any given time. More importantly, the only way that the friends of a brand’s fans see their updates is if the brand can get its fans to “engage” with it. That means they need to like a post, share a post or comment on a post. Only then does it make its way out into the broader Facebook stream. If the average fan has 130 followers, that now takes that “one million” fans we talked about earlier and makes it 130 million potential eyeballs. That’s were the real action is.

So how does a brand go about creating engagement? As an agency that helps a number of Fortune500 companies with their engagement strategies, WCG has a few best practices up its sleeve but I thought it might be more valuable from your to hear from some of our customers (and friends of WCG) directly. Below you will find tips from the folks responsible for shaping social media at Intuit, Intel, SAP, Michaels Stores and H&R Block.

  • Adrian Parker, Social, Mobile & Emerging Media, Intuit – Answer the obvious. Remember that many customers are online because they are actively seeking information so build your engagement model around the “bread crumbs” that are likely to lead to your brand, product or service. At Intuit, we purposely push ourselves to not only think outside in from the customer’s perspective, but also think end-to-end across the entire experience. We’re all in the service industry.
  • Ekaterina Walter, Intel Social Media Center of Excellence – Welcome negative comments! They are not as scary as you think. As a matter of fact, they are a golden opportunity. It is much easier to turn negative emotion into advocacy than turn indifference into giving a damn about your brand. Do not delete negative comments, address them! Don’t take them personally, rather address them calmly and patiently and provide the most detailed knowledge/help you possibly can. Sometimes your customers just want to know that you are human, that you care. More tips in my Fast Company post, How to respond to Facebook attacks.
  • Joel Granoff, Sr. Director of Marketing, SAP – Marketers, B2B & B2C, have an opportunity to treat every “touchpoint” as sacred on the buyer’s journey; think of the demand generation sales funnel as a process for building enduring customer relationships. And, there’s no better way to build a relationship than to have your employees at the very top of the funnel intricately woven into the fabric of the brand starting with website chat, inbound & outbound tele and social media monitoring … these are not customer service agents, they are brand ambassadors.
  • Robert Freeman, Director of Digital and Social Marketing, Michaels Stores – Ask them to share their content and experiences. And be prepared to listen and respond to what they are saying, good or bad.
  • Scott Gulbrasen, Director of Social Media, H&R Block – A majority of the time, engage them about something they’re interested in. Too often brands make it constantly about themselves, their products and what they’re trying to sell. It seems counterintuitive but tap into the vein of the customer by asking and talking about them. This builds engagement and you learn more about your customers.

Have advice of your own? Feel free to share it in the comments.