For the 2013 SXSW Interactive Festival, Ogilvy has proposed to host ten sessions and our experts have been invited to participate in three-hosted sessions. Topics cover globalization, mobile, big data, disruption, sports, talent, viral, and emerging trends.
Here is a review on each session. Please take a moment to vote on the panel that you would like to see represented at SXSW, and please share and promote within your network. Your public vote accounts for 30% of the decision-making process on the panel submission, along with SXSW Advisory Board (40%) and the input of the SXSW staff (30%). Voting will close on Friday, August 31st, 2012.
Lost in Translation: Global Social Contrast
With such a diverse landscape of social media, technology, cultural and behavior differences around the globe, how do you deliver social media solutions that are relevant to local markets? How are social business solutions designed to differentiate the collaboration and advocacy in New York vs Hong Kong vs London? How do the strengths of social media drive value internally and in customer relationships, while at the same time managing risk? Our panel is built of a global team that works with iconic brands to “socialize” their businesses, creating fully integrated social media solutions for the new customer/stakeholder journey.
Big Data and Clarity Through Visualization
Data. The word may not sound sexy, but here’s a thought that is: What would it mean for your business if you could turn your data—those sexy little numbers—into actionable strategies that drive real growth and revenues?
What is Big Data? Simply quantified by the four “Vs” of Volume, Variety, Veracity and Velocity, at Social@Ogilvy we believe in the value of data when it is used sparingly and in the business context. It’s not about grabbing everything, but enabling the simple gathering of key metrics that add up to and deliver valuable business insight.
Dimitri Maex, Managing Director, OgilvyOne New York and Scott McBride, Regional Business Director, Social and Digital at Ogilvy & Mather Asia Pacific, discuss how using the data you already have, along with data visualization techniques, will ease the concerns of business leaders.
Dimitri Maex, OgilvyOne Worldwide
Scott McBride, Ogilvy & Mather
Ripe for Disruption: Social Media Marketing
Is social media about to be destroyed by the same force that destroyed television? Because marketing and PR departments are using social media as the key vehicle to hock products and heighten conversation, its leading to a path of disruption or destruction of what once made social media exciting. Is social media as we know it ripe to be disrupted for another communication system or behavior? Is marketing communications ruining the social experience? Have you watched as social media has gone from its early stages (punk rock) to its current form (corporate rock sellout) where a one-size-fits-all methodology makes brands connecting with people an oxymoron?
Geoffrey Colon, futurist and trend hunter at Social@Ogilvy leads this discussion on how brands that begin to use social platforms in humanizing ways can save themselves from disinterest, while those that keep following the current path of over-amplification may find themselves on the road to extinction.
Geoffrey Colon, Social@Ogilvy
Who Got Game? Brits v. Yanks Football Showdown
Football can be traced back to the English public schools in the 18th century. The British Empire enabled its spread worldwide and by the 19th century, Americans were playing their own distinct regional version. Today we see two distinct sports being played on opposite sides of the pond. As the game has evolved, so too has fandom, with social media as the driver.
Today, fans are a highly interactive part of the sport. But is the sports world giving fans the experience they want? Which side of the pond is winning in engaging its fans in social? In the ultimate showdown, well answer that question in true sports fashion—a match to crown the “real” football champion. Mark Ward, Head of Social Media for UK soccer club, Tottenham Hotspur, and Chris Heydt of Social@Ogilvy will debate which sport is really winning with social media.
The debate features video questions from prominent players, and will determine who is scoring in social when it comes to fan recognition—soccer or football?
Chris Heydt, Social@Ogilvy
Mark Ward, Tottenham Hotspur
The Epic Rise And Evolution Of Bullsh*t
Never before in the history of humanity have so many people been lied to or manipulated on a daily basis. We are about to face several hundred million dollars worth of engineered bullsh*t in the form of political advertising this coming November. Add the usual parade of sugary drink marketing, bikini babe advertising, and biased “reporting” … and we’re facing the perfect storm of bullsh*t.
In this talk, we’ll look at the entertaining (and sometimes tragic) rise of propaganda and lies in history … as well as how social media has contributed to the problem. From the lessons of CIA body language experts to the secrets of the “lie doctor” — this exclusive solo session, influenced by the number-one best-selling book, Likeonomics, will offer a new hope for a bullsh*t-free future and what it will take to make it a reality. Not to mention how avoiding the bullsh*t trap can change your life for the better.
Rohit Bhargava, Social@Ogilvy
Viral is a Dirty Word Part 2: Content Paradigms
Remember when content was simple? Just “be present,” “join the conversation” or “make a viral.” You built a social media footprint, launched a few YouTube channels, started a Slideshare account, kicked-off Linked In communities and signed up for more Twitter handles than you have employees. There’s just one problem; now you have to create content to fill them.
Most brands aren’t comfortable being publishers, and many agencies are still partying like it is 1999… offering up expensive TV strategies with “digital components” like Web banners.
Very few marketers have addressed the on-going digital paradigm shift away from traditional short-term campaigns or one-hit wonders and towards a commitment to consistent, sustainable content of both quality and quantity.
Last year, we provided a cure for viral video; this year, we show how you can win by mastering content strategies by refining story arcs, addressing the content marketplace and making the most of tools you have.
Robert Davis, OgilvyOne Worldwide
Jeremy Sanchez, Global Strategies
Cram Your Mobile: New Cultural Norms for Social
In a world where we are constantly glued to our mobile devices, when is 24/7 connectedness all too much? Who better than to help answer this question than YOU–the most digitally savvy voices in the country? Together, we’ll write the mobile etiquette rules for the modern age through a lively, light debate.
During the session, we’ll have a sketch artist working in tandem with a writer to create a digital handbook for the new mobile manners, as crowd-sourced from audience input on the discussion topics. The rulebook will be immediately available for post-event download.
Wednesday Word on Social
The Wednesday Word on Social is an almanac of trend-hunting. Hosts Gemma Craven and Geoffrey Colon (or the two “GCs”as they like to be known) delve into what the new platforms are, why you should pay attention, how tiny screens are taking over the world, and disruptive technologies and trends in social media.
Topics include points of view on the new offerings of Facebook and Twitter, to social crisis management, to new platforms like Airtime, to hashtag methodology. As long as it’s social and it’s trending, Wednesday Word is covering the news and providing personality and opinion on it. Come see two of the more known names in social discuss the happenings of SXSW in this engaging live recording of this informative podcast live from Austin 2013.
Digital Hiring: Buzzword experts or true talent?
Every industry is inundated with talent proclaiming their digital prowess. But who really has the goods? In a time where companies are only as good as the talent they bring in, hiring for digital has become increasingly difficult. All of a sudden, every resume reads the same. The culprit: “buzzwords experts.” In this panel, we will explore the industry buzzword trend, and how to weed out the real talent from the talkers.
Barbara Tejada, Ogilvy & Mather
Bertha Deshon, Ogilvy & Mather
Debating Responsive Design in Healthcare
Responsive Design, the hot topic debate of the mobile community, rages on as the two sides collide in the name of delivering the best mobile experience in healthcare. Not since the browser wars has one topic dominated the Web development and marketing community in such a diametrically opposed and heated debate.
Two seasoned experts in the digital healthcare and marketing community, heralding from Ogilvy CommonHealth, take the stage to openly argue the merits and shortcomings of Responsive Design as a viable strategy in the complex world of mobile Web development in healthcare.
On the affirmative, Chris Cullman, VP and Digital Strategist, argues the merits of responsive design, backed by instances and evidence of what it can offer the mobile healthcare community.
Taking the opposing viewpoint, Matt Balogh, SVP and Director of Technology, aims to demonstrate the dangers and pitfalls responsive can have in the complex and highly regulated world of digital healthcare marketing.
Matthew Balogh, Ogilvy CommonHealth
Chris Cullmann, Ogilvy CommonHealth
Is Big Still Beautiful?—Hosted by MEC
How do big agencies and small agencies partner with start-ups effectively?
In today’s changing landscape, big and small tech and media companies equally have an opportunity to partner with big-name brands to create transformative marketing programs for consumers and clients– but is that really true? Is that really happening?
Jack Bamberger, MEC
Teressa Iezzi, Fast Company’s Co. Create
Bill Clifford, SessionM
Brandon Berger, Ogilvy & Mather
Face Down, Apps Up… hosted by Music Interactive
The explosion of digital platforms, propelled by social and mobile technologies, has increased the complexity of the buyer’s journey. How do modern marketing professionals evaluate technologies and new opportunities for their brands to create marketing programs that reach consumers in today’s attention economy? This panel is designed to explore how digital marketing professionals are “making it happen” and delivering results for their respective organizations. In this report from the frontlines, four marketers, all working in different industries, will share what’s working for them now, and how they tie it all together.
From strategic planning, messaging, media mix, and measurement, learn the techniques that drive acquisition, conversion, and retention. Bring your notepad, and questions for this interactive session will have actionable insights you can bring to begin activating back at your office.
Jason Kapler, Networked Insights
Heather Park, Nars Cosmetics
Michael Berner, American Express
Gemma Craven, Social@Ogilvy
Rules of Attraction: Social Video and Entertainment–hosted by Unruly
Movie studios, video game publishers and TV networks have realized the conversion of social video in a marketing strategy has gone from optional to crucial. A two-minute trailer, episode promos, behind-the-scenes material, video game clips—all are critical components in any entertainment company’s social video marketing plan.
The challenge, however, is figuring out what kinds of video content, on which platforms, are more likely to be successful in igniting intrigue across every kind of audience on the social Web. The one-trailer-fits all approach, for example, might excite your average moviegoer or occasional gamer, but could be a huge turnoff to your ultimate fanboy, who’s seen the trailer multiple times before the movie or game is released.
Panelists will examine data from Unruly’s Viral Video Chart on some of the most viewed and shared entertainment-related social video content on the Web and discuss video content strategies that get people sharing before, during, and following a release.
Art Zeidman, Unruly
Jonathan Sackett, Ogilvy & Mather
Craig Parks Independent, Film Channel (IFC)
Doctor, Doctor My Data Is Killing Me!
The healthcare industry’s lack of proactivity has failed Danny. Its collection and representation of vital patient data is in critical condition. ‘Danny the Diabetic’ weighs 234lbs, has an HbA1c of 8.3%, a TC level of 7.4 mmol/L, his BP is 140/90mmHg and consumes 26,421 kcals p/week. Danny has no idea what this means. This must change because Danny now monitors his own health as part of the digital ‘Quantified Self’ phenomenon. Considered, design-led thinking could clarify Danny’s understanding of his health to change his behaviour and maybe even save his life.
This offers huge opportunities to the industry and its brands. Marketing professionals must catalyse this evolution by gathering, interpreting and communicating important insights. This multi-disciplinary panel discussion – featuring results from research undertaken specifically for the session– will offer unparalleled insight into this fascinating topic.
David Davenport-Firth, Ogilvy Commonhealth Worldwide
Thomas Goetz, Wired Magazine
James Heywood, PatientsLikeMe
Gary Wolf, The Quantified Self
600,000 Years of Health Communications
Flash back 600 thousand years & deconstruct the world’s first public health campaign. Learn how cave paintings were the prototype for sharing life-saving health messages.
Visual storytelling was (and still is) an effective way to share health messages. The story is illustrated in comic panels. We’ll share an entertaining tale about Grok, a caveman who uses cave paintings to teach his tribe to survive. Grok’s medical messages spread virally across multiple mediums, including mobile (leaves & rocks).
The story reveals Grok as a pioneer health educator who taught his people how to stay alive by avoiding poisonous berries & saber-tooth tigers.
And through Grok, modern communicators will learn how content strategy, health messaging, & visual branding hasn’t changed much in 600,000 years. You may be surprised what a Neanderthal can teach you about motivating patients.
It’s about storytelling. And we’re motivated by stories…because we’re all descendants of Grok.
Buddy Scalera, Ogilvy CommonHealth Worldwide
Death of a Sales Man – Pharma Going Digital
Already juggling shrinking sales teams and more legislative constraints, pharma companies are now confronting an uncontrollable shift in behavior from one of their key customers. As healthcare professionals (HCPs) go mobile, they want this “private” online behavior to be part of their professional data stream: the right info on demand, from sources they trust themselves. Faced with these “in motion” changes, how can the pharma industry best attract, engage and convince this critical target group?
It will require strategic countermeasures, strategies that must provide clear guidance on two levels: Corporate brand level: Being successful with this would entail that the corporate brand will become a guiding star and create framework the next level: Product brand level: HCPs should be exposed (online) to the relevant product/therapy area information when needed. This is a transition from a push to pull mechanism in the market, which forces the industry to rethink their sales activities.
TBA, Ogilvy Healthworld
Debating Responsive Design in Healthcare
Responsive Design, the hot topic debate of the mobile community, rages on as the two sides collide in the name of delivering the best mobile experience in healthcare. Not since the browser wars has one topic dominated the web development and marketing community in such a diametrically opposed and heated debate.
Two seasoned experts in the digital healthcare and marketing community, heralding from Ogilvy CommonHealth, take the stage to openly argue the merits and shortcomings of Responsive Design as a viable strategy in the complex world of mobile web development in healthcare.
On the affirmative, Chris Cullman, VP and Digital Strategist, argues the merits of responsive design backed by instances and evidence of what it can offer the mobile healthcare community.
Taking the opposing viewpoint, Matt Balogh, SVP and Director of Technology aims to demonstrate the dangers and pitfalls responsive can have in the complex and highly regulated world of digital healthcare marketing.
Matthew Balogh, Ogilvy CommonHealth
Chris Cullmann, Ogilvy CommonHealth
The Web 3.0 of Digital Healthcare in Aging Society
According to World population prospects(UN), the population aged 65 is expected to increase 710 million and accounted 10% of entire population of the world by 2020. In aging society, How distribute healthcare resource is very important and web 3.0 could be a key solution. Digital healthcare has many potential to contribute healthcare service but seniors have difficulties to use at web 2.0 since it requires them to learn how-to use. We expect web 3.0 will give us big changes in the healthcare market, for seniors specially, patients and HCPs.
For instance; Seniors could be easy to use digital healthcare since web 3.0 will provide best user interface personally. They can care chronic disease by themselves easily and save medical costs, also. Patients could be provided customized lifestyle care service even at home based on web 3.0. HCPs could contact more patients and have focused or expanded roles for their patients. Let’s imagine how web 3.0 will affect healthcare in aging society!
Ahlam Song, Ogilvy CommonHealth
Seyong Noh, LG U+
Digital Primitives – The Anthropology of Social
From the beginning, the Internet has allowed patients and caregivers to create online communities that provide something offline communities cannot. In the case of rare genetic disorders, it is a chance to connect with others who know what you are facing; in the case of debilitating disease, a chance to talk openly with others who know what it is like to live in an able-bodied society. The same way that deaf communities sprung up throughout the world, online communities lack formal institutional structures, and come in a number of shapes and sizes, with different cultural norms, interactional rules, and languages.
Anthropology and linguistics, as sciences focusing on society and communication, are ideally suited to unpack and understand these communities. We explore real-world examples of online health-related communities, the belief structures of groups, the fault-lines that exist, and what these analyses tell us about the real-world needs and experiences of community members.
Brad Davidson, Ogilvy CommonHealth Insights & Analytics
Rob Malouf, Department of Linguistics and Asian/Middle Eastern Languages, San Diego State University
What Does Your Health Data Tell The World?
Mobile devices and smart phones begin to help us monitor our exercise, calorie intake, and the number of steps that we take, science fiction is becoming reality. This year, smartphones will outsell feature phones and the public is taking to their small-screen devices as a content consumption platform in and out of the home. These devices are increasingly becoming how we manage our professional, personal lives. These devices, when combined with health specific monitoring devices like the Jabba Up and FitBit extend the information being captured with sleep and motion statistics.
And what about all of this data? Where does it go? How is it accessed and by who? These are some of the big questions to ask when we capture the data. How do we provide transparency to physicians to certain types of data and not others?
These are some of the larger healthcare issues that need to be addressed. What about the moral responsibilities in genetically transmittable conditions?
Chris Cullmann, Ogilvy CommonHealth
Matt Balogh, Ogilvy CommonHealth
Married on a First Date? Analytics in Pharma
Just as you would not get married without knowing your future spouse first (probably), you should not spend money, time, and effort creating a marketing campaign without first taking stock of what you already know. Marketing pharma products to prospective patients is challenging, and marketing to health care professionals is near impossible between doctors’ busy schedules and industry regulations. But collecting digital data may be easier than you think, and applying it correctly will ensure your marketing campaigns are both efficient and effective.
George E. Roberts, Janssen, the Pharmaceutical company of Johnson and Johnson
Leslie Prives, Ogilvy Healthworld
Sharon Gallacher, GlaxoSmithKline
Christina Connor, Ogilvy Healthworld