Events and Conferences

There was a lot to digest after a week of events at the Digital Content NewFronts (DCNF), which wrapped on Thursday with Google’s BrandCast event. This year, the magnitude of the event trumped those of years past, with platforms proudly touting the power of native digital content to attract large brand marketers. This post brings you all the highlights from DCNF 2012.

About the Digital Content NewFronts

The DCNF mission statement, according to its site, is to “to shape a new and practical marketplace for connecting the wealth of native digital content with brand marketers and their media and marketing agencies.”

What is compelling about this mission is the emphasis on “native” digital content. It’s a subtle, but important distinction – and one that speaks to the creative voices involved in this exchange. This is not an event focused on drumming up interest in repurposed TV content; rather, its focus is on content designed for digital consumption.

We’ve yet to fully create the DCNF’s mission of a “practical marketplace,” though it was made clear last week that we have witnessed a palpable shift in our industry. While the concept of NewFronts dates back to 2008, there was something profoundly different this time around. The scope, scale and showmanship of these NewFronts seem to have finally caught the attention of big brand marketers. It was more than an event this time – it was an exciting experience of which brands wanted to be a part.

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After a whirlwind week in Austin, the SXSW BrandLand team has compiled their top ten themes from the conference — trends that rose above the noise and will continue to be important topics for brands in the coming months. Flip through the recap below, and visit sxsw.360i.com for our complete coverage of SXSW 2012.

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The rain has finally cleared up in Austin and Team 360i is ready for the second leg of SXSW. Below is a recap of some of the top takeaways thus far. Follow us for the next few days at sxsw.360i.com for even more conference coverage.

1. If last year’s SXSW buzzword was “cloud-based,” and the year before that was “location-based,” this year’s is definitely “transmedia.” 360i client Bravo said that cross-platform storytelling was at the heart of the network’s recent Top Chef campaign, which made the show the most streamed program in NBCU history. On deck for Bravo? A social media game built around the popular Real Housewives series. [How Transmedia is Changing TV]
2. If there’s a Top Chef winner within a 30 mile radius, our David Berkowitz will find him. Then he’ll give a great presentation on the future of mobile payments.
3. Since digital is such a powerful mechanism for storytelling, it’s no surprise that the stories of athletes – a perennial focus during the Olympics – will be paramount during London 2012. Look for new and exciting ways to connect with your favorite teams and athletes come July. [Priming Audiences for a Truly Social Olympic Games]
4. The man behind Lil Wayne’s social media coup that quickly dethroned our client Oreo during the brand’s innovative record-setting event last spring is apparently a huge fan of 360i. Who knew? [Meet the Man Behind Lil Wayne’s Digital Strategy]
5. Gamification is an important piece of the Foursquare puzzle – but it’s not at the center of CEO Dennis Crowley’s vision these days. In a keynote address, Crowley said he wants people to see the platform’s powerful ability to deliver relevant information about places you go – beyond just offering badges and rewarding check-ins. Foursquare now has nearly 20MM users. [Making the Real World Easier to Use]
6. The law might not be the most exciting thing for a community manager to consider, but it’s an increasingly important one as content curation takes new shapes on platforms like Pinterest. There are four main factors courts look at when making a call on what’s covered (and not covered) by the Fair Use Act. [Social Media & the Law]
7. When life gives you lemons, distribute branded ponchos and umbrellas.
8. Innovative filmmaker George Lucas borrowed several themes and individual shots from movies that preceded Star Wars, such as the classic Western “The Searchers.” Original doesn’t have to mean that your idea or content is unprecedented; it could also mean that you took an innovative spin on something that already exists, reincarnating an old idea as something entirely different. Oh, and speaking of Star Wars, someone gave out branded light sabers. [Everything is a Remix, So Steal Like An Artist]
9. App design and development for touch screen devices should strike a balance between metaphor and tech. For example, apps can carry out a book metaphor by simulating flipping through pages – but if it doesn’t contain some sort of search functionality, you’ve likely taken the metaphor too far. [Tapworthy Touchscreen Design]
10. Optimizing your advertising efforts for the real-time environment might mean thinking like a news outlet. This is the strategy IKEA employed during its 365 campaign, which churned out a new commercial every day for an entire year. Creative reviews were replaced by “editorial board” meetings so that content could be created and optimized in semi-real time. [Real-Time Newsjacking]

Follow us at sxsw.360i.com and on Twitter @360i for more updates from SXSW Interactive.

Today, we launched a blog that we’ll use to capture and relay the core learnings emerging from SXSW as they happen, focusing on what their tangible implications are for marketers. It’s called SXSW BrandLand, and the 360i team on the ground in Austin will be updating it often during SXSW Interactive from March 9-14. Follow us on Tumblr and via Twitter @360i (#BrandLand) for real time updates.

Joining us in Austin? Download 0ur Pre-Conference Guide to SXSW.

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Bravo’s popular late night series, “Watch What Happens Live,” is partnering with TaskRabbit for a special integration at SXSW Interactive. This marks the first time the breakthrough service networking platform has partnered with a major brand. TaskRabbit works by providing its users with a crowdsourced pool of able service providers – called “TaskRabbits” – to complete both everyday and skilled tasks.

The on-air, online and on-the-ground integration connects Bravo’s digital savvy audience with the TaskRabbit platform and in turn, engages SXSW-goers in Austin with the Bravo brand. TaskRabbit will be featured on the March 7 episode of “WWHL.” At SXSW, more than 200 Bravo-branded TaskRabbits will award 1,000 attendees with $25 in TaskRabbit credits that can be redeemed for conference-specific perks, such as holding a prime parking spot or waiting in line at a busy food truck.

On March 10, Bravo joins the SXSW conference line-up with a panel titled, “Top Chef: How Transmedia is Changing TV.” Speakers will include on-air talent such as “WWHL’s” Andy Cohen and “Top Chef” judge Tom Colicchio, in addition to digital leaders at the brand, who will discuss how Bravo is bringing multi-platform storytelling beyond the linear screen.

Bravo will also host an exclusive party on March 10 at the TaskRabbit Park in downtown Austin to celebrate “WWHL.”

Bravo, a client of 360i, is renowned for being a first-mover in the digital space. The network became the first entertainment brand to partner with Foursquare in 2010, then formed a pioneering partnership with Foodspotting the very next year. BRAVO’s efforts in digital have garnered the brand accolades from the Shorty Awards, the DPAC Awards, CableFAX and more.

Last night we had the pleasure of co-hosting the “Using Community to Empower & Excite” panel for Social Media Week with the #CMMeetup team. We heard from a range of community managers speak about their experiences inspiring conversations and engagement across communities of varying sizes and types.

Panelists included:

• Jessica Lawrence, Managing Director of NY Tech Meetup
• Veronica Chan, Director of Content at gojee
• Laura Chin, Social Media Manager at Etsy
• Gabe Alonso, Community Manager at 360i
• Moderator: Matt Wurst, Director of Digital Communities at 360i

The discussion centered on how collaboration fits into community management, how social currently plays into the community, how community managers can excite their communities and how content can be created to inspire further engagement. What became very apparent throughout the panel is that each community is truly different, and there are no universal ‘rules’ of engagement that hold true for every single community.

Here’s our recap of the top takeaways:

1. Community managers do more than simply delete posts and block users. Of course, moderation is an important aspect of community management, but there is a much higher responsibility. It is the CMs job to make the community comfortable, create excitement and facilitate connections between people.

2. Community management often requires the manager to become a method actor. Often a community manager has to step into the shoes of their audience. CMs have to imagine they are who they are trying to reach to create the best content and connect with users in a way that’s honest and genuine.

3. There is value exchange and collaboration within a community. Recognizing, praising and sharing the creativity of your community encourages them to work with you. If a CM is creating value for the user and consumer, and recognizing their efforts within the community, the consumer is often happy to share and help to grow the fan base.

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Today marks day one of Social Media Week, a global conference taking place simultaneously in 12 cities worldwide. We’re excited to participate once again this year through five events taking place in New York over the course of the week. Our first event, held at the Hearst Tower, centered on the much-buzzed about topic of social TV, and more specifically, how emerging media is changing the live viewing experience.

David Berkowitz, VP of Emerging Media at 360i, moderated a lineup of panelists from leading networks, platforms and second-screen applications. Participants included:

• Johnsie Garrett, SVP of Sales and Business Development, ClipSync
• Kimber Myers, Director of Brand Partnership, Get Glue
• Jesse Redniss, SVP of Digital, USA Network
• Ellen Stone, SVP of Marketing, BRAVO Media

Each panelist presented some ways their respective brands and technologies are creating connected experiences for TV viewers. From BRAVO’s “Social Edition” to USA Network’s Chatter app and Hashtag Killer interactive social game, networks are increasingly creating new experiences to meet viewers evolving consumption habits. By the same token, multi-screen platforms and providers like Get Glue (now with 2MM users) and ClipSync are facilitating and enriching these interactions between brands and viewers. Below we list seven key learnings from the session.

1. Social TV isn’t an isolated trend. According to a recent Yahoo! study, 86 percent of mobile Internet users use their devices while watching television. Given the rise of mobile adoption and social media activities, it’s becoming harder and harder for TV brands to ignore the growing opportunities to make their programming more social.

2. We haven’t reached the tipping point yet. As USA Network’s Jesse Redniss pointed out, Super Bowl XLVI was the largest social TV event in history; yet, many of the TV spots did not incorporate social calls to action. There remains opportunity for deeper integration between networks and viewers.

3. Social can have a role in storytelling. Both BRAVO and USA Network have launched transmedia efforts that bring social directly into the programming itself. For Top Chef Texas, BRAVO added an entire online show called “Last Chance Kitchen” for eliminated cast members. In similar fashion, USA Network’s Hashtag Killer app brought viewers directly into the storyline of Psych and empowered them to connect with their favorite characters.

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