Austin2Boston: Sharing Learnings from SXSWi 2012
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Transcript of Austin2Boston: Sharing Learnings from SXSWi 2012
March 28, 2012#Austin2Boston
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
Valuable, Useful and EntertainingBRANDS: TO WIN MAKE YOURSELF…
@adamcohen
• 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
• 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
Returning to Boston with #SxSARS
@vargasl
Playing by the Rules
@vargasl
• 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
• 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
What’s Your Super Hero Back Story??
The BIG Fish
@jimstorer
What’s Your Super Hero Back Story??
The BIG Fish
@jimstorer
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
This just in!!
@jimstorer
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
• 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
• 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
SXSW = LAYERS…on existing interests…on existing knowledge…on existing relationships
@mbloomstein
@mbloomstein
@mbloomstein
@mbloomstein
• 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
• 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
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