GFM SXSW Denver Download Event - Qdoba
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Lauren Preston from Qdoba Mexican Grill discusses South by Southwest buzzwords and how to apply best practices from SXSW to your brand.
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GFM SXSW Denver Download Event - Qdoba
- 1. battle of the buzzwords. takeaways from SXSWi 2012.
- 3. content • Selling vs. storytelling Ex: Chrysler • Be your own content publisher Ex: RedBull • Curate an actionable experience • Capitalize on user-generation Ex: Subaru
- 4. relevance • Key to good content • Don’t go for “viral” • Be authentic, memorable • Focus on the journey • Relevance builds trust, trust builds business.
- 5. engagement • Disney: “We have a gigantic Facebook fanbase, and no idea what to do with it” • Compel to engage • Cross-platform importance Ex. Old Spice • Audience demand
- 6. influencers/advocates • Every person in your organization, every “fan” of your brand already influences someone. • Your best brand advocates already exist • Leverage and inspire
- 7. measurement • “A million Facebook “likes” is not a meaningful metric” • Conversion is key • There will never be a magic bullet • Data, data, data
- 8. so lo mo • Lo: Focus on hyperlocal Social Serendipity (ex. Highlight) • Mo: Say goodbye to QR codes Say hello to mobile payments and augmented reality
- 9. transmedia • Social TV movement Ex. NBC, Bravo, GetGlue • Cross-platform storytelling • Extend the user experience beyond the TV • Shift from passive to interactive viewers
- 10. other insightful musings • Prepare to hear things you’ve heard before. • Not everything will be earth shattering. • Be content with affirmation. • Allow yourself to be forward-thinking. • Take advantage of collective brainpower.
- 11. and last, but not least… • Don’t play the buzzword drinking game while at SXSW. Or else you’ll end up like this guy….
- 13. thank you.
Notes de l'éditeur
- Everything I learned at SXSW can be conveyed through a handful of “buzzwords” - prefer to think of SXSW’s “buzzwords” more as the most prevalent themes from Austin this year.Introduce Bravo TV drinking game.
- Buzzword #1: Content Consumers don’t want to be sold a brand’s product or service, they want to be told a story. Chrysler was used as an example with their Detroit/Eminem commercialsAlso Subaru’s “My First Car” campaign was starting to get traction because of its cross-platform use
- Social media can’t make bad content good, but it can make good content great.
- Let the audience’s need and demands create and drive new engagement experiences – Thrillist
- Your employees already have skin in the game, an investment in your brand. They are your #1 brand advocates and they already exist. Learn quickly how to leverage them.
- Businesses need to define their own ROI based on their own business model, and not just attach a bunch of numbers and metrics
- Everything from social, to search, marketing should focus on the local level. Focus on hyperlocal: One of the more difficult, but yet most important/necessary “pills” we’ve had to swallow as a national brand. Social Seredipity – creepy?
- The beauty of transmedia is that the idea behind this has existed for years – like when I’d call my sister to download after the most recent version of American Idol or watching and discussing a show with friends. Shazam leads the charge in the commercial space
- Unfortunately, the double edge sword here is that often affirmation is difficult to make actionable. Even if the session is talking about the past or the present, allow yourself to start thinking about the future. With how fast things are moving in this space, if you are thinking only a month or two out from now, you’re already too far behind. Being in Austin with colleagues or friends in likeminded businesses