This is the archived SXSW 2012 schedule. Please see the current schedule here.

The Promise and Pitfalls of Real-Time Marketing

#sxsw #RTMktg


Wondering how to stay relevant in today's 24x7 media environment? You're not alone.

Today, brands aren't built just through carefully orchestrated ad campaigns or splashy publicity stunts. Perceptions are also formed through the news stories of the hour and the timely stream of online conversations about brands.

Savvy marketers are retooling their communications practices to market more nimbly and take advantage of fleeting opportunities, online and off. It's the age of extemporaneous marketing.

In this lively panel, media experts from communications consultancies and blue chip consumer and b2b brands will debate the merits of real-time techniques in the marketing mixes of the future.

Panelists will discuss real-time marketing's value, practical tips for how to bring it to life in your organization, and what the future holds for early adopters. New research findings will also be unveiled, providing fresh insights on real-time marketing's impact on consumer perceptions and behaviors.

Along the way, this panel will provide tangible examples of organizations that are doing it right -- and frank discussion about brands that botched real-time marketing efforts from the word go.

Attendees will walk away with a better understanding of what real-time marketing can do for their businesses, and some sage advice on how to prepare for the future.



Abby Klanecky Dir, Digital & Social Media Dow Chemical

As Director for Digital & Social Media at The Dow Chemical Company, Abby Klanecky is responsible for the digital & social transformation of the 100+ year-old Fortune 50 company. Her global vision is built upon more than 11 years leading digital & communications efforts for Dow within Europe, Asia and the US. Most recently, she pioneered the ground breaking series drawing together the world’s foremost thought leaders in water, sustainability, & resource management in an industry-first social collaboration effort.

Jeff Beringer EVP Digital Practice Leader GolinHarris

Jeff Beringer leads the digital communications practice at Golinharris – a marketing consultancy with 38 offices around the world. He helps clients build their businesses by infusing technology into brand storytelling.

Beringer provides communications counsel for blue chip brands in many categories, spanning FMCG, healthcare, technology and non-profits.

He has contributed to the design and implementation of GH's new agency model, G4, focusing on delivery of specialized communications services.

Recently, Jeff conceived and lead development of the Bridge -- a network of real-time multimedia engagement centers that help brands engage stakeholders in the moments that matter most, spanning earned, owned, shared and paid media. These studios serve as the nerve centers of GH offices around the world, helping clients convert fleeting marketing opportunities into marketing results. PRWeek named the Bridge 'PR Innovation of the Year' in 2012.

If you catch Jeff without an electronic device in hand, chances are he's pitching his son batting practice in his suburban Dallas backyard, reading his daughters a goofy Shel Silverstein poem, or burning his wife's dinner on the grill.

Jim Dowd Exec Dir, National Media GolinHarris

Jim is thrilled to serve at GolinHarris as Executive Director and co-leader of the worldwide media Connectors Community. In this role, Jim is creating and implementing a national media strategy and execution model for a variety of agency teams and clients.

Jim is among our field’s acknowledged next generation leaders, named to PR Week magazine’s 40 Under 40 list and founder, in 2005, of The Dowd Agency. His passion is media relations, enabling him to lead the agency’s national media practice with a “rolled-up sleeve” mentality as he’s done for all of his clients since 1997.

At The Dowd Agency, Jim earned relationships with Yahoo!, Kodak, Levi Strauss, Coca-Cola, Jim Beam, Best Buy and other blue chip marketers. Prior to running his own company, Jim rose fast through the publicity ranks at NBC, launching high-profile properties like The Apprentice, contributing to the genesis of product-integrated reality programming.

Proud dad of three young children, Jim graduated magna cum laude from The University of Notre Dame and holds a Master of Arts degree from The Shakespeare Institute.

Rick Wion Dir of Social Media McDonald's Corporation

Beyond reminding folks how yummy the fries are, Rick’s efforts include social marketing campaigns, long-term branding, issues management, customer service and employee engagement. Using new trends and technologies to enhance digital storytelling around McDonald’s balanced menu options is also a key driver behind the brand’s endeavors.

Prior to McDonald’s, Rick was Vice President of digital and social media for GolinHarris in Chicago where he implemented digital-communications strategies for Fortune 500 companies including Unilever, Johnson & Johnson, and Dow among others.

Rick is also a former lifestyle/travel reporter, proud graduate from the University of Illinois, beer snob, die hard Cub fan and lover of the McRib.

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