SXSW 2013 Sampler

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Contents Preface ix Acknowledgments xi About the Authors xv Introduction 1 1 The Backchannel: Bringing the Social Conversation to the Forefront 7 2 Social TV Guides: Curating Social Media for Content Discovery 33 3 TV Check-In Services: Creating Vertical Social Networks around Television 57 4 The Second Screen: Enhancing TV with Synched Content Experiences 81 5 Social TV Ratings: Adding a New Dimension to Television Audience Measurement 109 6 Bridge Content: Driving Engagement In-Between Episode Airings 133 7 Audience Addressability: Using Online and Direct Mail Targeting Practices on TV 157 8 TV Everywhere: Watching TV Content Whenever and Wherever 177 vii
viii Contents 9 Connected TVs: Blending Online Content with Television Content 203 10 Conclusion (for Now): Connecting the Dots 227 11 To Be Continued . . .: Filling in the Gaps 241 Notes 245 Index 259
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SXSW ® 2013 Sampler Foreword by Je
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Contents Acknowledgements ix Introd
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4 Twitter 53
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56 Channels Percentage of Tweets Th
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58 Channels tweeted around 22 times
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60 Channels Average # of Followers
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62 Channels Percentage of Tweets Re
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64 Channels 6 5 4 3 2 1 0 12:00 am
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66 Channels life, feel free to talk
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68 Channels 1. game 2. going 3. hah
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70 Channels CTR 18% 16% 14% 12% 10%
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72 Channels If you ’re sharing co
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74 Channels 0.2% 0% -0.2% -0.4% -0.
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Chapter 1 Great Britain ‘‘In a
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Great Britain 29 programs. This aus
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Great Britain 31 that made WhipCar
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Great Britain 33 younger drivers, s
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Great Britain 35 On the night we me
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Great Britain 37 she recalled, ‘
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Great Britain 39 things as basic as
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Great Britain 41 system and from so
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Great Britain 43 proposals to suppo
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Great Britain 45 motivate others to
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Great Britain 47 The average return
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Great Britain 49 The consumers are
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Great Britain 51 well-known local o
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Great Britain 53 Remarkably, Cherie
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11 IMPROVING THE UMOT TO OPTIMIZE T
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TOTAL RECALL
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How do we ensure that our customers
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Yet even with the pervasiveness of
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looking for the experience. Busines
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SORRY, WE’RE CLOSED How to Surviv
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The customer journey is still evolv
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[ ] DISRUPTIVE TECHNOLOGY IS A CATA
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They include: Blockbuster Borders C
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Case Study: What’s the Worst That
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world—faster, more competitive, a
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No one can pinpoint where we exist
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xx INTRODUCTION
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To that end, we’ve engaged a tale
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Contents Foreword: The Benchmark of
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Introduction In my last corporate j
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Introduction xxvii day, I gain insi
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Introduction xxix from studying bas
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Introduction xxxi is happening in r
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Introduction xxxiii Part Three allo
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INTRODUCTION Properly organized and
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● Fortune 500 companies that are
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● How to evaluate results ● The
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In 2000, Goldcorp CEO Rob McEwen wa
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4 CROWDSTORM What LEGO discovered w
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6 CROWDSTORM While Coase is focused
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8 CROWDSTORM Finally, in business a
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10 CROWDSTORM then-candidate Barack
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12 CROWDSTORM together collaborativ
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14 CROWDSTORM In 2010, what was uni
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16 CROWDSTORM We have focused so fa
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18 Key Partners Key Activities Valu
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20 CROWDSTORM few of the success st
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viii CONTENTS Chapter 3 Take Stock
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x CONTENTS Chapter 29 Celebrate Suc
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xiv YOU CHOOSE THE PATH TO FOLLOW o
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xvi PREFACE it became that focusing
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Short On Time, But Still Crave Amaz
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Short On Time 3 If all these pages
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Why a Guide? 5 If it were as simple
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Why a Guide? 7 4. Taking the Road L
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How to Be a Passion Hit 33 Those wh
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How to Be a Passion Hit 35 Each of
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viii Contents The Direct Approach
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x Contents Recording and Distributi
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xviii Introduction and make good gr
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xx Introduction more informed decis
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xxii Introduction The next question
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4 The Art of Explanation Trevor had
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BETH KANTER KATIE DELAHAYE PAINE FO
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x SIX The Ladder of Engagement: How
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The Secret Sauce for Nonprofi ts Ne
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United States (HSUS), the nation
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without a measurement plan is a was
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An important part of MomsRising ’
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Theme 9: Measurement Is Valuable at
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I N T R O I INTRODUCTION A BRIEF HI
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C H A P T E R 04 EDITORIAL INFOGRAP
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C H A P T E R 08 WHAT MAKES A GOOD
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fig. 1.1-1.17 01 02 03 08 09 10 IMP
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I M P O R TA N C E A N D E F F I C
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vi Contents 13 How to Apologize to
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1 How One Man Changed a Billion-Dol
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How One Man Changed a Billion-Dolla
Page 225 and 226: Marketing Is a Verb 5 haven’t eve
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Page 229 and 230: Companies Aren’t Awesome; People
Page 232 and 233: Contents 1 Usually High Call Volume
Page 234 and 235: Contents vii 33 Hall of Shame 103 3
Page 236 and 237: 2 The Book of Business UnAwesome do
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Page 240 and 241: 3 Customers Don’t See Silos Being
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Page 267 and 268: CONTENTS Foreword vii by Jeff Dachi
Page 269 and 270: FOREWORD Everything that can be soc
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Page 273 and 274: 2 SOCIAL BUSINESS BY DESIGN future
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Page 294 and 295: Introduction 3 Small businesspeople
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Page 298 and 299: Introduction 7 Consider any job or
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Page 305 and 306: Contents Foreword by David Meerman
Page 307 and 308: Contents ix Off-Page SEO: The Power
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Page 311 and 312: 4 Inbound Marketing well. More rece
Page 313 and 314: 6 Inbound Marketing Ten years ago,
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