REDEFINING REALNESS FOR BRANDS ON TWITTER

SXSW 2015 PANEL PROPOSAL

John Colucci | @johncolucci Social Media Manager at Engadget

YOUR PANEL

Christina Warren | @film_girl Senior Tech Analyst, Mashable

Marie Bonaccorse | @CJMami Family Care Community Manager, Procter & Gamble

When a brand makes a mistake on Twitter, followers seem to rejoice in a poor social media manager’s plight. We’re all familiar with a few examples, like the @RedCross’s beer-filled camping trip, @Chrysler’s angst against Detroit drivers, or @KennethCole’s assumption about the #Cairo uprising.

MISTAKES HAPPEN.

Fear about messing up or worrying too much what followers think makes brands less creative. Yes, a brand can get right up to the line without crossing it. They can jump onto a trending topic, like when LeBron changes his mind again, nailing it.

FEAR LOWERS CREATIVITY.

Brands can be sassy with followers and troll them when needed, like how Charmin and DiGiorno Pizza do it on the daily, converting haters and trolls into life-long brand advocates in the process – and having fun, too. This panel will offer simple, uncomplicated advice to help brands stay smart and creative. And if they do mess up, we’ll talk about how they can bounce back with class, without soiling their pants in the process.

BRANDS CAN BE SASSY.

This panel will offer simple, uncomplicated advice to help brands stay smart and creative. And if they do mess up, we’ll talk about how they can bounce back with class, without soiling their pants in the process.

DON’T SOIL YOUR PANTS.

Can brands get close enough to the line without crossing? Charmin, DiGiorno Pizza, Tesco Mobile, and others do this on the daily and create a truly unexpected and refreshing brand voice. We’ll get you up to the line and share how you can win without crossing it. How can a brand turn trolls and haters into passionate brand advocates? Even “celebrity” trolls like Rob Delaney are no match for the quick-witted toilet paper bears at Charmin. And a big bank brand can actually make it easy to use social media to talk finance with ease. We’ll walk through examples and help you spin the conversation. How can a brand recover from a flub? There’s two routes: use the buttoned-up response that legal suggested, or own it and win. @RedCross used their opportunity to to convert their drunken camping trip into a key lesson on drunk driving.

QUESTIONS WE’LL ANSWER

How can a brand nail real-time-marketing? It’s not that hard, but part of the success isn’t overthinking it. Sure, a cookie brand can hire an agency and have 12 people in a ‘war room’ during the Super Bowl, but a community manager in PJs on the couch can have the same impact. We’ll go in-depth. Are content providers like Mashable, Engadget, CNN, or even a conference like SXSW “brands?” Yes they are, and we’ll talk about the ways they apply voice and inject fun into existing content to cast it to a wider audience.

QUESTIONS WE’LL ANSWER (pt.2)

THANK YOU FOR LOOKING!

WE’RE COUNTING ON YOUR VOTE AND HOPE TO SEE YOU AT

#SXSW2015!