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

Social + Location + Mobile = The Perfect Beer

#sxsw #beerpanel


How can the Foursquare-ification of our world change the way we get access to our favorite products to explore and discover new ones? What can brands learn about highly engaged users in niche markets, like beer enthusiasts, who use social networks and check-in services? This panel will focus on: Conversion/ROI: How can businesses in beer and other niche markets tap into the passion of consumers to find successful paths to conversion. Data: The importance of meaningful (semantic) data vs unstructured (not meaningful) data and how this information plays an important yet unique role for consumers, brands and vendors in a niche market like the beer industry. Decisions: How key data points can drive critical business decisions in niche markets like the beer industry. User Behavior: What we (marketers, product developers, businesses) can learn from highly engaged users in a niche market with these specific interests.


Hanna Laney Word Nerd Great Divide

Hanna has worked for Rogue Ales and Spirits and currently works for Great Divide Brewing Company in Denver, Colorado. In her role as Great Divide's marketing coordinator, she oversees all digital strategy and brand vernacular.

As a contributing writer for The Huffington Post and Denver Off The Wagon, Hanna explores the intersection of craft beer, pop culture and society.

John Vajda Prod Mgr Untappd

John Vajda is Product Manager at Untappd and loves exploring the world of beer. His goal in life is to try every beer at least once while visiting as many breweries and pubs as possible. Combing his love for technology, social media, location based services, and product management with beer is a dream come true. In 2009 he founded and was CEO of RedPint thereby inventing the concept oft the Beer Check-in. Untappd acquired RedPint in June 2011.

John is a certified Scrum Professional as well as a PMP certified project manager, and has over 8 years of experience in project and product management in software, eCommerce and web development. He has worked for Oracle, PayPal, eBay and most recently with Rue La La where he "daylights" as a Product Manager and Business Analyst. 

John has a strong entrepreneurial spirit and enough rebelliousness sprinkled with audacity to think Untappd can truly disrupt the beer industry with their service. John & Untappd have been written about in Mashable and TechCrunch as well as Technorati.

Melani Gordon Co-Founder TapHunter

Check out Social + Location + Mobile = The Perfect Beer, #beerpanel Sat 3:30pm

As Co-Founder and CEO of Tap Hunter, Melani Gordon’s innate leadership, entrepreneurial spirit and ultimate passion for craft beer has quickly made her a sought-after industry influencer. With more than 12 years of marketing and sales expertise, and having held senior roles at a variety of high-tech and startup firms, Melani leverages her extensive background in new media and marketing strategy to support the vision and success of Tap Hunter every day. When she isn’t juggling phone calls and beer bottles, Melani enjoys road biking, mountain biking, camping and snowboarding the Sierras near her hometown in Reno, Nevada. While she still loves riding, Melani saves her cut-throat, must-win attitude for the day-to-day operations at Tap Hunter’s headquarters.

Mike Schneider SVP Dir Digital Incubator Allen & Gerritsen

@SchneiderMike leads the products and ideas lab called the Digital Incubator for Ad Age's top place to work in media and marketing, Allen & Gerritsen. Mike is a beer enthusiast with over 17 years of marketing and technology experience and currently is focused on building social, location, mobile, content and commerce strategies for his clients, mentoring and marketing for startups and general social media douche-baggery. For more on SchneiderMike, watch his appearance on #ScotchOclock

Terry Lozoff Founder, CEO Antler Agency

Terry Lozoff has been on the front lines of the non-traditional and digital marketing industry for over a decade. As co-founder, President and CEO of Antler, Terry leads a stellar team of forward-thinking minds, social media and digital experts, trendsetters, and experiential marketing aces. Along with his roles of growing the vision and reach of Antler, Terry directs digital strategy for the agency, oversees key accounts and makes sure that the agency stays at the forefront of the industry and continues to provide value to the companies they work with.

Terry has developed and lead marketing strategies for companies including Miller Brewing Co., Magners Irish Cider, GlobalPost, New Balance and Liberty Mutual.

Terry has been a featured speaker on many topics in the digital and experiential marketing space. He has also written for publications including The Huffington Post, Mashable and Social Media Examiner. Terry is extremely passionate about the world of beer, wine and whisky. His drink-related thoughts can be found at

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