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March 28, 2012
#Austin2Boston
Jim            Margot           Lauren          Jessica       Adam
  Storer        Bloomstein         Vargas           Paar         Cohen

Co-founder      Principal of    Community         Sr. Public   SVP Digital
    and         Appropriate,    Management        Relations    and Social
principal at        Inc.        Strategist at     Manager,      Media at
    The                            Aetna         Boston Beer   Fleishman-
Community                                         Company        Hillard
Roundtable
               @mbloomstein       @vargasl      @samadamsbee @adamcohen
@jimstorer                                           r
                               #Austin2Boston
BRANDS: TO WIN MAKE YOURSELF…
Valuable, Useful and Entertaining
                                    @adamcohen
• Innovate
                   • BEWARE: Official vs.
                     Unofficial
FOR BRANDS         • It’s not for everybody
IT’S
BECOMING
MORE
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

Keep It     never a bad approach

          • Go back to the beginning:
REAL        Start with insight about the
            audience



                               @adamcohen
Returning to Boston with #SxSARS




                                   @vargasl
Playing by the Rules




                       @vargasl
• Manage the gray of
                       personal/professional boundaries –
                       Build and socialize governance
                       documents


Legal-Up             • Encourage workforce to embrace
(culture change        community manager responsibilities
through education      – 3E’s via @Oxfam: Educate,
- without inciting     Entertain, Engage
fe a r )
                     • Understand legal, compliance and
                       privacy policy and guidelines



@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
Walking the Talk
                               service tool (not just marketing)
“It’s hard to be a rabid
fan of a process.” – Debra   • Explore the meaning of intellectual
Askanese (@askdebra)           property in a social organization

                             • Don’t be afraid to say “No.”


                                                       @ va rga s l
The BIG Fish
What’s Your Super Hero Back Story??




                                      @jimstorer
The BIG Fish
What’s Your Super Hero Back Story??




                                      @jimstorer
1. Community builders on the
                 brand side are getting tired.



                 2. Serendipity happens, but not
The Small Frye   if you’re focused on your phone.



                 3. Work/Life Balance? How
                 about Life Balance?!?!


@jimstorer
This just in!!




                 @ j i m sto re r
“Now you can do something
                                               useful on Facebook for once.
                                                   Help make a beer.”




                                              “…this is pretty much one of the
                                             most brilliant uses of social media
                                              in the beverage business I have
                                                         seen so far.”

                                                                                “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
             “The final brew, B’Austin ale                                       sample, and man, is it
             was a big hit during the Girl                                                good.”
              + Guy Interactive party on
                   Saturday night.”




Crowd Craft Project: B’Austin Ale
Stay true to yourself and to your audience.
                                                                              @samadamsbeer
• There’s a lot of noise. You have to be
                        creative, not just look shiny, to actually
                        engage the audience.
                      • Focus on local. Bringing a little piece of
                        Boston to Austin resonated.

                      • Relationships move the needle. Great
Crowd Craft Project     opportunity to network with smart,
                        creative people.

Other key learnings   • Measurement is tough.
from SXSWi




@samadamsbeer
Continuing the   • Customer engagement is key.
Dialogue           Continue to engage in a
                   dialogue with drinkers.

                 • Partner with the right people.

                 • Leverage social media tools to
                   share, broadcast, and curate.



                                    @samadamsbeer
SXSW = LAYERS
     …on existing interests
     …on existing knowledge
     …on existing relationships



                         @mbloomstein
@mbloomstein
@mbloomstein
@mbloomstein
Layers > novelty    • Don’t expect anything new—even
                      you, Billy Corgan—but embrace what
Embrace, enrich,      you have.
enhance, & engage   • Enrich what you know or suspect.
                    • Enhance relationships by layering and
                      adding contexts.
                    • Engage with your audience and
                      community.


@ mbloomstein
What now, what next?   • 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.



                                         @mbloomstein
Jim            Margot          Lauren          Jessica       Adam
  Storer        Bloomstein        Vargas           Paar         Cohen

Co-founder      Principal of   Community         Sr. Public   SVP Digital
    and         Appropriate,   Management        Relations    and Social
principal at        Inc.       Strategist at     Manager,      Media at
    The                           Aetna         Boston Beer   Fleishman-
Community                                        Company        Hillard
Roundtable
               @mbloomstein      @vargasl      @samadamsbee @adamcohen
@jimstorer                                          r
               Thank you! #Austin2Boston

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Austin2Boston: Sharing Learnings from SXSWi 2012

  • 2. Jim Margot Lauren Jessica Adam Storer Bloomstein Vargas Paar Cohen Co-founder Principal of Community Sr. Public SVP Digital and Appropriate, Management Relations and Social principal at Inc. Strategist at Manager, Media at The Aetna Boston Beer Fleishman- Community Company Hillard Roundtable @mbloomstein @vargasl @samadamsbee @adamcohen @jimstorer r #Austin2Boston
  • 3. BRANDS: TO WIN MAKE YOURSELF… Valuable, Useful and Entertaining @adamcohen
  • 4. • Innovate • BEWARE: Official vs. Unofficial FOR BRANDS • It’s not for everybody IT’S BECOMING MORE D I F F I C U LT @adamcohen
  • 5. • Engagement is king • This all still applies to B2B, Financial Services and other industries • “Surprise and delight” customers is Keep It never a bad approach • Go back to the beginning: REAL Start with insight about the audience @adamcohen
  • 6. Returning to Boston with #SxSARS @vargasl
  • 7. Playing by the Rules @vargasl
  • 8. • Manage the gray of personal/professional boundaries – Build and socialize governance documents Legal-Up • Encourage workforce to embrace (culture change community manager responsibilities through education – 3E’s via @Oxfam: Educate, - without inciting Entertain, Engage fe a r ) • Understand legal, compliance and privacy policy and guidelines @vargasl
  • 9. • 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 Walking the Talk service tool (not just marketing) “It’s hard to be a rabid fan of a process.” – Debra • Explore the meaning of intellectual Askanese (@askdebra) property in a social organization • Don’t be afraid to say “No.” @ va rga s l
  • 10. The BIG Fish What’s Your Super Hero Back Story?? @jimstorer
  • 11. The BIG Fish What’s Your Super Hero Back Story?? @jimstorer
  • 12. 1. Community builders on the brand side are getting tired. 2. Serendipity happens, but not The Small Frye if you’re focused on your phone. 3. Work/Life Balance? How about Life Balance?!?! @jimstorer
  • 13. This just in!! @ j i m sto re r
  • 14. “Now you can do something useful on Facebook for once. Help make a beer.” “…this is pretty much one of the most brilliant uses of social media in the beverage business I have seen so far.” “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 “The final brew, B’Austin ale sample, and man, is it was a big hit during the Girl good.” + Guy Interactive party on Saturday night.” Crowd Craft Project: B’Austin Ale Stay true to yourself and to your audience. @samadamsbeer
  • 15. • There’s a lot of noise. You have to be creative, not just look shiny, to actually engage the audience. • Focus on local. Bringing a little piece of Boston to Austin resonated. • Relationships move the needle. Great Crowd Craft Project opportunity to network with smart, creative people. Other key learnings • Measurement is tough. from SXSWi @samadamsbeer
  • 16. Continuing the • Customer engagement is key. Dialogue Continue to engage in a dialogue with drinkers. • Partner with the right people. • Leverage social media tools to share, broadcast, and curate. @samadamsbeer
  • 17. SXSW = LAYERS …on existing interests …on existing knowledge …on existing relationships @mbloomstein
  • 21. Layers > novelty • Don’t expect anything new—even you, Billy Corgan—but embrace what Embrace, enrich, you have. enhance, & engage • Enrich what you know or suspect. • Enhance relationships by layering and adding contexts. • Engage with your audience and community. @ mbloomstein
  • 22. What now, what next? • 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. @mbloomstein
  • 23. Jim Margot Lauren Jessica Adam Storer Bloomstein Vargas Paar Cohen Co-founder Principal of Community Sr. Public SVP Digital and Appropriate, Management Relations and Social principal at Inc. Strategist at Manager, Media at The Aetna Boston Beer Fleishman- Community Company Hillard Roundtable @mbloomstein @vargasl @samadamsbee @adamcohen @jimstorer r Thank you! #Austin2Boston

Editor's Notes

  1. Stop with the interruption-based, flashiness – “KEEP IT REAL”, focus on engagement and don’t force a sales pitch down people’s throats. For example, can we put a call out for a ban of BOOTH BABES?First and foremost be there to assist festival goers with some basic needs.Based on analysis of people attending SXSW, Chevy completed it’s 3rd year as a major corporate sponsorActivations:Chevrolet Sound Garage – Indie Music Series“Secret Walls” graffiti artist competitionChevrolet MyLink – Use smartphones to try out Chevy’s new MyLink infotainment systemDrive a Chevy – Test drives- about 1000 last yearInfluencer program that included a Tweethouse event and sponsoring the Allhat annual partyVolt Recharge Lounge – 5,524 people vs (5,119 last year)“Catch – A – Chevy” This year, a fleet of 45 cars and SUVs (with QR codes inside). This year 22,328 passengers (last year 11,106)“Samsung captured the buzz,” but Chevy was the “love winner.” -NetbaseDuring SXSW 2011, Capitol Chevy became the 3rd most visited dealership website in the country, with the dealership in the 32nd DMA in the country Searches of small cars, small car competitors, and Chevy from Austin IP addresses resulted in ads directing consumers to Capitol Chevy
  2. Success will come when you stay true to yourself and to your audience.Don’t try to be something you’re not. We make beer, not satellites.Authenticity