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

Branded Content: We're All Publishers Now

#sxsw #Branded

The Internet has made everyone a publisher. Even brands are now doing what used to solely be the domain of media companies: creating compelling content. Great content is being used to gain fans, inform customers and increase exposure on the Internet. This panel will discuss the principles of successful viral content - whether articles, infographics or videos and how companies can apply these to branded content. And we're talking about more than just slapping your logo on a pie chart. We'll discuss how to get started, measure results and set goals, as well as the importance of a consistent strategy. You've heard the phrase "content is king" over and over again; this panel will show how and why.


Amy Vernon Head Honcho

Amy spent nearly 20 years as a professional daily newspaper journalist before the Great Newspaper Culling of 2008. She made a seamless transformation from old media to new and has been featured in articles in a variety of publications and sites, including the New York Times and Venture Beat and has written for a variety of websites including The Next Web, Network World and the SourceForge blog.

She’s an inaugural inductee of the New Jersey Social Media Hall of Fame and has spoken at many conferences and events, including Columbia Journalism's Social Media Weekend, Reynolds Journalism Institute's The Engagement Metric, ROFL Con II and Affiliate Summit East. She is married and has two young sons. Amy also is known as the Bacon Queen of the Internet.

Audrey Gray VP, Exec Comm American Express

Audrey joined American Express in 2009, after 15 years in the news media. As the VP of Executive Communications at AmEx, Audrey creates fresh, authentic content on a variety of digital platforms to help senior leaders connect with employees and customers. Audrey began her career in public radio as a news director and talk show host. She moved to public television in 1995, working as a reporter and documentary producer at WHYY in Philadelphia. She won an Emmy for documentary writing in 1998. By the turn of the century, Audrey was writing and producing national TV shows for the Discovery network and for Fox. From '05-'09, she returned to journalism as a Senior Editor at the Consumer Technology Publishing Group, specializing in mobile and digital imaging.

Emily Miethner Community Mgr RecordSetter

Emily is passionate about building community, making connections, and creating opportunities. Her specialties include social media, community management, and event production and management. In 2010 Miethner Founded NY Creative Interns, which is now the largest and most active Meetup for interns and recent grads in New York City and has hosted over 20 events for more than 1,200 guests.

She works full-time as the Community Manager at, the new home for world records and her previous employers include Sterling Publishing, Gawker, Flavorpill, and Time Out New York Magazine.

Emily is also on the board of Techies Give Back, part of the nextNY fellowship program, and is an active Skillshare teacher. She also loves peanut butter.

Lindsey Weber Sr Creative Editor

Lindsey cares about the Internet more than most people do. She started off as the Community Manager for AOL's web-darling,, while also blogging for sites including a newly-launched BuzzFeed and MSN. After that, she headed over to the Universal Record Database, now RecordSetter, where she co-wrote the RecordSetter Book of World Records. The 352-page book was released in November of 2011 and featured the world's most amazing, most unique and most insane human achievements. Joining creative agency The Barbarian Group in 2011 to work on their Earned Media team, she worked on digital campaigns for GE, Samsung and The Daily. Now as the Senior Creative Strategist (back at!) BuzzFeed, she's continuing to help brands to make cool stuff for the web. She also created web famo blogs We Have Lasers!!!!!!!!! (devoted to celebrating the school portrait laser background), Tom Hanks Wax Museum, SpotiFYI and most recently: the NYT-featured Twitter parody @WeBoughtaZ00.

Shane Snow Co-Founder Contently

Shane Snow is cofounder of New York-based startup, Contently, a marketplace that connects journalists with brand publishers. He writes about technology for Wired, Mashable, Fast Company and others, and has designed infographics for brands like MTV and Samsung.

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