SISO 2012 CEO SUMMIT SPEAKER INTERVIEW

Hugh Forrest

Hugh Forrest PhotoHugh Forrest, Director of Interactive for SXSW, kindly answered a few questions in the midst of last minute preparations prior to next month’s show.

Would you share a couple of tricks to keeping SXSW fresh and expanding revenue without looking like a “sell out” to your avid community?

In terms of keeping the event fresh, the biggest trick in the SXSW Interactive playbook is harnessing the power of the online community. One of our main community-oriented strategies is the SXSW PanelPicker, an online interface that encourages the online community to send in panel proposals for the event (for the 2012, we received more than 3200 such proposals). The PanelPicker also allows anyone with an internet connection to vote on which of these proposals are the best fit for the event. The popularity of this interface is one of the main factors in our recent success.

(FYI: The PanelPicker is a two-step online system that allows the SXSW community to have a significant voice in programming panels, presentations, discussions, demonstrations, etc. Step One is for entering programming proposals. Step Two allows the community to browse all ideas — and rate which of these proposals they think are the best fit for the event.)

Note: There were many tweets requesting people vote for a variety of panels during the selection process. This kind of viral marketing really works and feels authentic because it is. - Stephanie Selesnick, SISO’s Community Ringleader

What would you say are the top two most challenging community issues you face at SXSW?

One, the SXSW Interactive Festival has been lucky enough to experience positive growth in a down economy. But, such growth means that there is a portion of the core community who are disappointed that the event isn't exactly how it was 5 years ago (when they first started attending). Engaging that core community and trying to convince them that growth / change for all parties involved is a good thing is always a challenge. This is particularly challenging since the enthusiasm of this core community is one of the factors that propelled this growth in the first place.

Two, staying true to the Big Tent philosophy. Which means that we try to offer a lot of different kinds of content that appeals to a lot of different kind of people. Sometimes that means that we offer content that may seem a little out of place to some attendees ("why are you covering sports -- that has nothing to do with Interactive Technology"). But, again, our vision has always been that SXSW is a Big Tent. And, the more different kinds of things that we can offer, the more compelling the event becomes. As long as the bottom line is creativity, we believe it all fits into SXSW.

What are some key takeaways our conference attendees can expect to learn from your session?

Other points I'd like to talk about:

a) The necessity / importance of creating year-round buzz for your event.
b) The necessity / importance of engaging your most vocal critics.
c) "Markets are conversations" which is one of my favorite concepts

Anything else you’d like to share?
As in the second question . . . I feel very very strongly about the power of an engaged community. We have a top-notch staff at SXSW Interactive -- and that is great. But, the most important strength of our event is the passion of the community. Without this community, we are nothing.

By the way, if you have a twitter handle, you’d like to share, please send it on over:
@Hugh_W_Forrest

Eric Ly

Photo of Eric LyYou're going to be discussing increasing community databases leading to more live attendance and opportunities for monetizing new media. A lot of our members and conference attendees have sophisticated marketing departments, but may not understand all the new vocabulary associated with New Media. How would you paraphrase your session for the uninitiated?

• Learn about the philosophy and thinking behind LinkedIn

• Learn the basic ideas behind social media so it's not so scary

• Learn how social media might be very valuable to your events

What lessons can we take from your experience with founding LinkedIn to bring to our own business communities?

• Building successful communities takes time.  It cannot be done overnight.

• Successful communities involve more than just commercial interests.  It takes relevant and valuable content.

• Engagement is key to successful communities.

What are the top 3 takeaways our attendees will receive from your session? In other words, what kinds of things can we expect to learn?

• Social media is simply a new tool in the marketing arsenal with some new benefits never before possible

• Face-to-face events and social media were meant for each other

• Those who engage in social media today will reap the benefits before others do

You can follow Eric on Twitter at: @ericly and @presdo
 

Bill Schlough

Bill Schlough Image

Bill Schlough has been with the San Francisco Giants for the last fourteen years. His session discusses how technology has played a roll in filling the 3 million seats they sell annually.

Being in the Bay Area and with all the technology out there, I’m sure you are inundated with offers from vendors. How do you vet companies and decide who to use? What are your criteria?

If there is an immediate need for something, then I will take a cold call. Otherwise, there is a fairly simple 4 step screening process for vendors:

1. Is the vendor a season ticket holder, longtime Giants supporter or knows someone in the organization (personal reference)?

2. Is this technology going to enhance the experience for the fans? (Most of the time it’s about the live experience, but occasionally it is mobile.)

3. Is it going to make the Giants make a profit? It’s also ok if the project is neutral, but losing money is unacceptable.

4. Does the company have staying power - in other words, does the company have a viable business model? We learned this lesson during the dot.com days and got burned by some of those deals.

How do you handle off-season fan engagement?

We are getting better at it than we used to be. For example, over the holidays we sell huge amount of merchandise in proprietary stores located all over the San Francisco Bay Area.  Additionally, the Major League Baseball does a good job generating publicity year-round with all kinds of events (awards, drafts, etc.).

We also run a very successful Black Friday ticket sale, then stop selling tickets until right before the Superbowl.

January is the quietest month of the year, but we hold a Fan Fest every year during Superbowl Weekend (or the weekend prior). This year 36,000 fans came to AT&T Park and participated in all kinds of activities. In the week leading up to Fan Fest we fêted the season ticket holders with special parties, player appearances, etc.

Since you sell over 3 million tickets a season, what’s a key metric to success?

Before the season begins, we usually have sold at least 2 million seats - most of them to season ticket holders, but not all. 

Editor’s Note: There are 81 home games in an average season. The Ballpark has 42,648 seats. The average game sells 41,819 seats, or 99.8% capacity in a season.

Neal Vitale and Tony Uphoff

Photo of Neil VitaleSISO Interview with Neal Vitale, 1105 Media & Tony Uphoff, UBM TechWeb

Neal Vitale and Tony Uphoff’s session, entitled “Back to the Future” covers the methodology of integrating “old world” marketing such as printed brochures and direct mail, with the “new world” of email promotion, social media and on-site blogging. The session also features Carmel McDonagh from 1105 and Dan Melore from UBM who will be illustrating the new normal with real life examples.

SISO Ringleader asked Neal and Tony a few questions about their session.

Stephanie: “Everyone” says it’s nearly impossible to quantify social media metrics when it comes to shows.  What are your thoughts?

Neal: I think it's a mistake to try to quantify directly. Social media serves a valuable function of pre- and at-event marketing and awareness. They may not have revenue attached but seem to be of utility.

Tony: Social media is unique in that it has both qualitative as well as quantitative impact. I do feel that marketers have to set expectations around social media engagement. These can be based on previous programs, industry wide metrics and their own aspirations. At the same time, social media is digital word of mouth. And like literally word of mouth, much of the impact is measured in buzz and intangible qualitative feedback.

Stephanie: For the small and medium show producer who doesn’t have a huge marketing department and has very limited resources, can you please share a strategy or tactic we can expect to take away from the session?

Neal: Use social media - virtually free, except for the time to set up and manage.

Tony: Social Media is a time investment. It is also something that needs to become a core competency with brands of all sizes.

Stephanie: Is there really hope to get the “20 something” marketing managers to understand print and traditional communication methods value?

Neal: A basic tenet of marketing says that different customers use different channels to purchase a product - if all you do is use online tools, you can miss those that prefer other media, like print/ direct mail.

Tony: Of course “20 something’s” that become managers have always been, and always will be, measured ultimately on results. As long as print and integrated programs drive results marketers will use them, regardless of their age.

Stephanie: Anything else you’d like to share?  

Neal: Come to the session!

Tony: The session will be fantastic and I look forward to input from the audience as well.