The Marketer’s SxSWi Day Schedule Sampler

The Marketer’s SxSWi Day Schedule Sampler

Audience

South by Southwest is practically here and the streets of downtown Austin will be crawling with techies, marketers and more beginning this Thursday!

Over the past two weeks we’ve published a couple of posts to help prepare you for SxSWi:

Hopefully you were able to use some of that info to begin preparing and settling on your schedule while in Austin.  Perhaps the most difficult part of scheduling a SxSW trip is deciding on your day schedule, though. There are so many panels, sessions and speakers – how do you choose where to spend your time?

We’re here to help you with that decision.

While we’ve been sorting through online marketing influencers who are attending the conference, we’ve also come across several interesting marketing panels and sessions. We assessed each of them closely and kept track of the ones we felt would be the most valuable for marketers like you to attend.

They may not all be relevant to all marketers, and some overlap so still force you to make a tough choice – but we encourage you to give all of these sessions a consideration!

Monday, March 16

Quantified Selfie: Our Digital Well Being Meet Up

12:30 PM – 1:30 PM

There are a ton of wearable technologies and apps available to track your personal well being. Everything ranging from nutrition to exercise to sleeping habits to even your mood can now be monitored and shared. Which of those technologies and apps really work though? This session, hosted by PwC’s Kat Mandelstein, will discover which digital technologies really work for improving our well being.

When Millennials Take Over

5:00 PM – 5:20 PM

Jamie Notter and Maddie Grant will be releasing their new book, When Millennials Take Over, at SxSW, and their panel will share case studies and research from it. With millennials now entering leadership roles at many companies, business will begin changing to better fit the vision of that cohort. Jamie and Maddie will give you concrete, actionable advice about how to prepare for the coming change and how to set your company apart as a leader rather than a follower.

When the Glimpse Is Worth More Than the Glare

5:00 PM – 6:00 PM

Did you know the average person’s attention span decreased from 12 seconds in 2000 to 8 seconds in 2013? Popular social media platforms like Vine, Snapchat and Instagram allow users to share video content as short as 6 seconds in length, a prime opportunity to capture our dwindling attention span. But many marketers still grapple with using these platforms, seeing constraints where others see opportunity. Join Frank Danna, Annie Park, Darren Lachtman and Michael Platco as they share trends, styles, influencers and more that can help marketers utilize the increasingly popular short-form video platforms.

Tuesday, March 17

The Hitchhiker’s Guide to Game Advertising

11:00 AM – 12:00 PM

To fully understand the advertising opportunities that games afford brands and marketers, they must understand the changing dynamics of gamers and gameplay. Join the panel of MRY’s David Berkowitz, Twitchtv’s Kym Nelson, Nielsen’s Michael Flamberg and Ari Brandt of MediaBrix as they discuss the evolving gamer landscape and the future evolution of gaming advertising.

Redefining Realness for Brands on Twitter

12:30 PM – 1:30 PM

After recent Twitter gaffes by brands like DiGiorno, US Airways, the American Red Cross and Chrysler, fear of messing up or worrying too much about what followers think has led some brands to lose creativity. Join Bianca Buckridee of Sprinklr, Christina Warren of Mashable, John Colucci of Engadget and Maria Bonaccorse of Procter & Gamble as they discuss how brands can stay smart and creative, and if they do make a mistake, how to bounce back with class.

New at Mattr: Top Vine Influencers

New at Mattr: Top Vine Influencers

Vine is wildly popular and growing fast, with over 40 million users and 1.5 billion plays of the 6-second videos per day.  The personal, creative videos are perfect for spreading brand awareness in an entertaining and engaging way, and marketers from companies like Lego, Adidas and Pizza Hut are beginning to catch on.

That’s why today, we’ve announced the addition of the Top Vine influencers into our app!

The Power of the Vine Influencer

Top Vine influencers have accrued millions of dedicated fans, which can open up a whole new audience to marketers. More importantly, though, these ‘celebrities’ are extremely relatable – they’re famous for being mostly normal. As marketers can attest, that normalcy goes a long way when trying to keep customer’s attention or building trust within certain markets.

Here’s a look at the Top 20 Vine influencer stats to show just how powerful they might be to your brand’s marketing and influencer strategy!

Top 20 Vine influencer stats.

We hope the addition of Vine influencers to the Mattr app is valuable to you, and helps you deliver more impactful campaigns to a broader audience. Other app improvements you might notice this week include assigning/ removing users from a report, editing a report and exporting your report data. Go check it out!

And remember, we always welcome feedback on what you would like to see to make our app more useful and efficient.

3 Ways Teen Fashion Retailers Can Dress Up Back-To-School Campaigns

3 Ways Teen Fashion Retailers Can Dress Up Back-To-School Campaigns

(Originally posted in Convince&Convert)

Let’s be honest. For being the second-largest retail opportunity of the year, back-to-school shopping is about as exciting as a trip to the DMV.

Its bland predictability is a shame because there are nearly $300 per household at stake. Think of the millions of backpacks, sneakers, and No. 2 pencils smart retailers will sell before the first day of school.

Teen fashion brands are major stakeholders in the back-to-school frenzy. Abercrombie & Fitch, American Eagle Outfitters, and Aéropostale were all written off as dying brands, but they have one significant resource that gives them an edge: a much higher persona cardinality. This allows them to focus their creative, media, and influencer spending on one persona type rather than a blanket audience.

For big players and up-and-coming brands alike, it doesn’t matter how creative your advertising is. If you don’t take the time to tailor your message to the right consumer, it will get lost in the noise. To get on this year’s lucrative back-to-school shopping list, you need to tap into the power of flawlessly targeted social media campaigns and customer-specific messaging.

Here are three simple steps to ensure you’re reaching your target customer in the right way:

1. Hit the Right Tone With Your Content

There are two main customer personas vying for teen fashion revenue: bargain-hunting moms who prefer Walmart and Target and fashion-conscious teens who prefer Abercrombie & Fitch and American Eagle.

Walmart and Target’s social audience consists of mostly 25- to 34-year-old women with either wholesome or reliable brand personalities — people who click on simply worded, tangible content. These personalities respond to money words such as “discount” or “sale.”

Teen fashion engagers represent a completely different group. They have a rugged or daring brand personality and are known as the cynics of the brand personality spectrum. They’re turned off by hyperbole and fluff, and they don’t care for money words. An update that dotes “40 percent off!” won’t excite them, so save it.

Here’s a great example of an American Eagle tweet that missed the mark when it tried to use money words to entice teen fashion engagers:

JHCC1 298x240 3 Steps for Getting Your Brand on the Back to School Shopping List

You can almost hear the employee at American Eagle say, “But this is for Walmart people!”

When you’re after the rugged or daring teen fashion types, stay away from the simplistic, unambiguous content that wholesome types love, and focus on stylish, edgy content.

2. Choose a Targeted Platform, and Make It Visual

While most brand-sourced posts will benefit from a more visual platform such as Instagram or Vine, you still need to make this decision based on your target market research.

If you look at the teen fashion market, recent statistics might suggest that Facebook is still the most popular social media platform. But you can see below that the teen fashion crowd engages the most on other social sites, including Vine and Instagram.

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However, Facebook does rank in the top two for Walmart’s 25- to 34-year-old group of wholesome or reliable women, and some surprising platforms — such as Bonanza — might be worth looking into.

Making an educated decision about where to focus your time and energy is absolutely crucial for capturing your audience’s attention. Abercrombie & Fitch, for example, will want to target younger consumers by concentrating on their influencer network and posting on mobile-friendly visual platforms such as Instagram and YouTube. On the other hand, brands targeting moms will have more success with Facebook and Pinterest.

3. Use Twitter to Identify Hard-Working Influencers

Twitter is the champion of all social platforms for analytics. It’s a great tool for vetting your would-be influencer and endorser network and making sure your content is tuned into the right brand personality.

For example, teen fashion influencers are heavy Twitter users with tweet histories going back thousands of engagements. These influencers are over-indexed — that is, uniquely popular among this persona — and completely different from the influencers of Walmart’s and Target’s markets.

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In stark contrast to the teen fashion influencers, the following image of Walmart and Target influencers are clearly mommy bloggers who appeal to 25- to 34-year-old wholesome and reliable females.

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Choosing the best influencer or endorser for your brand will help your back-to-school promotions work harder and your marketing budget go further.

It’s not about competing with other brands to get on the back-to-school shopping list. It’s about sharing a unique and specific message with a unique and specific audience that will scrawl your name at the top of that shopping list. Establish trust and build loyalty by targeting your social media strategy to a clearly defined customer persona, and you can’t go wrong.