This is a preview of the SxSW Panel proposed by Unmetric, Elizabeth Arden, and Lippe Taylor. To vote for this panel now, visit: http://panelpicker.sxsw.com/vote/17844. These days, communication is free: the problem is attention. As new technologies and platforms continue to emerge, marketers are consistently required to change the way they communicate. And, as audience attention spans become shorter and shorter, brands must harness new and creative forms of micro-content to evoke the same deep connections as the large campaigns of the past.

1. presented by:
Tackling the Great Consumer
Attention Deficit
SXSW Panel Preview

2. These days, communication is free. The problem is attention.
As new technologies and platforms emerge, marketers are consistently
required to change the way they communicate. And, as audience attention
spans become shorter and shorter, brands must harness new and creative
forms of micro-content to evoke the same deep connections as the large
campaigns of the past.
This panel will explore the evolution of consumer conversations from the era
of billboards, radio, and TV spots to today. We’ll also discuss how brand
marketers are responding to limited consumer attention by learning to
package the same information into micro-content and through micro-
promotions.

3. then
1704
The first newspaper
advertisement is
published in the
Boston News-Letter.
1882
Procter & Gamble
begins advertising
Ivory soap.
Marketers have always had to
adapt their message to the
mediums available.
Source: Ad Age Advertising Century: Timeline
1924
Goodrich Tires
sponsors the first
hour long show over
a network of nine
radio stations.
1941
WNBT airs the first
TV spots, featuring a
Bulova watch that
ticks for 60 seconds.
1837
Samuel Morse conducts
the first successful
experiment with an
electrical recording
telegraph.

4. Source: Ad Age Advertising Century: Timeline
then
Over the past few centuries, one
thing has been loud and clear:
every channel has its quirks. The
type of broadcast medium and its
audience determine what kind of
content makes its way on there.
1958
The National
Association of
Broadcasters bans
subliminal ads.
1999
Internet advertising
breaks the $2 billion
mark and nears $3
billion.
2004
Mark Zuckerberg
launches Facebook
from his Harvard
Dorm Room.
1981
MTV debuts with
frenetic video images
that change the nature
of commercials.

5. now Marketers have innumerable
ways to reach their audiences
across
paid, organic, social, and
other digital marketing
channels. As a result, they’re
tasked with getting their
message across in a way
that’s both concise and
effective.

6. Before Twitter, there was the telegraph. Journalists frequently faced the
constraints of time and money. As a result, their content evolved to form new
words that were so frequently used that they eventually became part of the
English language.
In recent times, we have hashtags from Twitter and emoticons from e-mail
and IMs used in real world speech. We’ll tell the story of how brands can use
historical data and observations to embrace the rapid formation of new social
media platforms, and churn out stellar content to keep up with their
breathtaking pace.
We, the Tweeple.

7. Platforms like Twitter and Instagram are completely revolutionizing what we
consider content. Longwinded paragraphs and wordy sentences have been
replaced by 140 characters or mere hashtags.
However, what is most interesting is that this is NOT new: it’s happened
before with older technologies. By revisiting that era, we can pick up a few
lessons along the way that brands can use to predict where their content
opportunities lie.
Every channel has its quirks.

8. Brands face a quandary quite often these days. Should they focus on
Facebook, or Twitter or Vine (or whatever else pops up), just because it’s
new? Is their product more suited to 140 character promotion, or should they
be leveraging Pinterest? In between shares, retweets and repins, brands are
looking at niche ways to package their content that are suited to different
social platforms instead of a one size fits all approach.
The Catch-22 for brands.

9. These factors combine to form a glorious environment for brands, where the
best kind of consumers are users of social media platforms. It’s a time to get
on the radar of consumers when they are doing something enjoyable - with
absolutely no investment of their money, but with the best kind of investment
for brands - their time.
Social media is where everyone is at, right? It’s not just the cool factor that
makes it the best place for brands to be. Social media is fast, fun and free.
What does this mean when it comes down to brand and consumer
interactions?
Social is fast, fun, and free.

10. In the past, between print and television, brands have only had the option of
piggybacking their content on other more entertaining pieces of content. For
the first time, brands can connect with consumers through their own
content, in exclusive and smarter ways. With the advent of social
media, there’s no more judging popularity of TV shows to decide an ad
budget. Brands can pick a message and bring it to the screens of their most
important consumer - directly. No more piggybacking.
Brands can now speak to customers, not just at them.

11. With shorter attention spans and shorter forms of content, has the volume of
content brands put out there increased or decreased? We’ll do a deep dive
into data to discover the answers. Looking through brand content
broadcasted through print, webpages and now social media, we look at how
much the volume of content has changed massively with the evolution of
technology.
Brands have become aware of the massive changes in the output of their
creative efforts, and how it affects volume, length, and format across the
different channels available.
Do shorter attention spans mean less content?

12. With so many social platforms and so many brands, the attention spans
consumers have for marketing are at an all time low. Still, time constraints
aren’t the only thing determining how many people consume content: it's
also decided by the platform. Brands encounter platform-based constraints: a
Tweet doesn’t long as last as a Facebook post, and neither have the staying
power of a Pinterest pin.
Brands must navigate the tricky task of discovering the sweet spot to find the
right consumer at the right time on the right social platform. Using data, we
already know the amount of time people spend on social media
networks, and the corresponding half-life of content across social platforms.
Finding the content sweet spot.

13. Featured Panelists

14. Christina Bennett, Director of Public
Relations, Elizabeth Arden
Christina Bennett is the manager of public relations and
social media for Elizabeth Arden, Inc. In this role, she is
responsible for U.S. publicity efforts and global PR strategy
for the namesake Arden skincare, color and fragrance
portfolios. Additionally, she leads U.S. social media strategy
and execution for the Elizabeth Arden brand.
Previously, she held several positions in both U.S. and
global public relations at Avon Products. Christina began
her career in the beauty division of LaForce + Stevens.
A graduate of Georgetown University, Ms. Bennett holds a
Bachelor of Arts degree in English and Psychology.

15. Amber Roussel, Vice President of
Digital, Lippe Taylor
Amber Roussel is the Vice President of Digital Marketing at Lippe
Taylor in New York City, an award-winning agency that specializes in
brand communications and reaching women through innovative
marketing and public relations campaigns. Her daily work revolves
around providing dynamic online strategies that engage consumers
on a personal level. Her team is on the cutting edge of new media
to ensure that their brand clients are always modern in a market
that’s constantly evolving.
Prior to Lippe Taylor, Amber founded Ah-Ha! Creative, a marketing
consultancy focused on digital strategy, communications and event
design. She’s worked with clients such as Elizabeth
Arden, Keds, Nike Women, HP, Intel and Ford. Amber was a
featured panelist on Fast Company's Social Connections and has
presented at Social Media Week Berlin, Pecha Kucha New
York, Altitude Design Summit, Politicopia, and Interactive Strategies
Conference.
A graduate of Loyola University New Orleans, Amber holds a
Bachelor of Arts degree in Communications Studies.

16. Lakshmanan (Lux) Narayan, CEO & Co-
Founder, Unmetric
Lux Narayan is the CEO and Co-Founder of Unmetric
Inc, the Social Media Benchmarking company. Unmetric is
a pioneer in the social media competitive intelligence
space, and is quickly carving & owning a niche for itself in
providing unique analytics across social media platforms
like Facebook, Twitter, YouTube & Pinterest.
Lux is also a co-founder at ShareMyCake Charitable
Foundation, a non profit that focuses on raising a more
‘giving’ generation of kids. He continues to be a director at
Vembu Technologies, a company he previously co-founded.
A graduate of IIT Madras & IIM Calcutta, the greater part of
his two decades of work experience have been at the helm
of startups. The remaining years encompassed various
roles in advertising, media and entertainment.

17. For more information, visit www.elizabetharden.com | www.lippetaylor.com | www.unmetric.com
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