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

Epic Battle: Creativity vs. Discipline in Social

#sxsw #EpicBattle

As social media marketing moves from experimental to institutional, brands no longer question social media marketing as a line item. That said, the strategies and deployment of social campaigns continues to introduce big questions about ROI versus spending and effective measurement has been a trendy topic without clear answers for years. The tension introduced by the the creativity made familiar by traditional brand campaigns and the measurement that performance/Internet marketing allows has created increasingly urgent questions for CMOs, agencies and social networks alike. This panel brings together divergent voices in the evolving social media marketing realm and will address the questions brands, agencies and social networks need to answer in 2012.

With a mix of measurement and analytics experts 140Proof, standout creative agencies Mekanism and BBDO and social network Formspring will review specific intereactions with brand case studies and discuss the following questions:



Jason Harris Pres/CEO Mekanism

Jason Harris is President and CEO of the award-winning creative agency Mekanism (

An expert in strategy, management and marketing, Harris can hold three opposing ideas in his head at the same time and still function. He works closely with brands and companies to create shareable, provocative and emotional content that engages audiences.

Standout projects include the global launch campaign for the Nike/Apple running system Nike+; the pioneering viral series Clearification for Microsoft (Cannes Lion winner); a launch of a new Axe line of body wash (Webby winning, and the recent revitalization of PepsiCo’s Brisk.

About Mekanism
Mekanism is a creative company that builds and engages consumers and digital audiences. We sprinkle our love of storytelling across integrated advertising, brand entertainment and social media development programs to inspire measurable brand loyalty and drive sales. The agency has been covered by Fast Company magazine, The New York Times and The Wall Street Journal. Mekanism was recently named to Adage’s 2011 “A List Agency to Watch” as well as a “Small Agency of the Year” winner.

John Manoogian III Founder, CTO 140 Proof

Founder and CTO of 140 Proof. Hybrid thinker. Advisor to startups & smart folks. Coder/designer since the days of tree-forts and the TI-85 graphing calculator.

John created the 140 Proof brand and co-led development of its API and ad-targeting architecture. Prior to contributing to 140 Proof's success, John helped launch social bookmarking (as the founder of Feed Me Links) and the consumer web (as Director of Engineering & UX at Organic Inc). John studied computer science, cryptography, and design at the University of Michigan. He codes & tweets as jm3 , and advises startups like Huddl, Gumshoe, and Tixelated.

Kristin Maverick Dir, Earned Media The Barbarian Group

Kristin is a Director at The Barbarian Group, a creative agency in New York where she works on the Earned Media team.

Throughout her career, Kristin has and continues to work on creative ways for today's leading brands to interact in this social world including Mattel's Barbie, Expedia, GE and General Mills.

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Sarahjane Sacchetti Founder

Leveraging more than ten years of communications experience advising technology companies and managing political campaigns, Sarahjane does marketing & communications for startups. She was most recently the head of Marketing & Communications for Formspring. At Formspring, Sarahjane oversaw all marketing initiatives, including alliances with major music labels, PR and product marketing.

Before joining Formspring, Sarahjane was Founder and Principal of communications firm Story Labs, where she assisted clients Cisco, Quantcast and Suntech to execute product and issues-based campaigns. Before focusing on technology, Sarahjane directed political campaigns resulting in the passage of over $800 million in successful finance measures for California school and healthcare districts. Sarahjane has a B.A. in Communications and Politics from New York University.

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