2014 Schedule
Interactive: March 7–11  •  Film: March 7–15  •  Music: March 11–16

Mobilizing Communities in Times of Crisis

#sxsw #crisistalk

It’s hard to face the tragedies of the past year—Newtown, the Boston Bombing, Oklahoma Tornado and the Prescott Hotshots Wildfires. In the immediate aftermath, Americans are increasingly turning to Facebook, Twitter and social networks for news and comfort. It is critical that brands and organizations have real-time reactions in these spaces, both to promote relevant conversations and impede irrelevant ones.

Hear from marketers who all found themselves crafting in-the-moment content to address tragedies and found a way to funnel the heightened attention into positive action and results. Learn what your organization can do in advance of a disaster to lay the groundwork for an immediate-- and appropriate-- response. Hear how major disaster relief organizations are creating tech and advertising tools to provide immediate action.



Michael Bellavia



Michael Bellavia is an Emmy winning producer and digital marketing executive. As the CEO of both HelpsGood, a social media agency, and Animax, a production company, Michael helps create and improve their content creation and marketing strategies. Launched in 2011, HelpsGood uses social storytelling to help brands connect and engage with their audience. The agency provides marketing and communication services to brands, nonprofits and government agencies including the Ad Council, The Shelter Pet Project, American Heart Association, United Way, Save the Children, Whole Foods, AT&T and the US Olympic Committee. Since 2010, he has led the social media efforts for Smokey Bear, the wildfire prevention icon. For the past decade, Michael has also been the President of Animax, a multiplatform production company. A winner of the first broadband Emmy Award, Michael has produced TV, games, apps, sites and other creative technology solutions for Disney, ESPN, Bravo, Fox, MTV and NBC. Michael is the Chair of the New Media Council of the Producers Guild of America which represents professionals involved in digital storytelling. He has spoken at SXSW, NATPE, Digital Hollywood, CES, AdTech, OMMA, KidScreen and CTIA. Michael has an MBA from Columbia Business School and a BS in Engineering from The University of Michigan.


Paula Veale


Ad Council

As Executive Vice President of Corporate Communications, Paula oversees internal and external communications for the organization’s more than 50 public service campaigns as well as the Ad Council brand. Led by Paula, the PRISM (public relations, interactive and social media) team works to extend the reach of campaign PSAs into earned, digital and social media, thereby exposing millions more Americans to their critical messages.


Pete Giencke

GIS Data Engineer

Google Crisis Reponse

As a member of Google's Crisis Response team, Pete helps lead its product-level work, including Google Crisis Map, and serves as an Incident Commander when the team activates for a response. Since joining Google in 2008, Pete has contributed to several large-scale data integration and dissemination efforts, including Google Ocean and the Google Public Data Program.

Prior to joining Google in 2008, Pete served as a project manager at the Great Lakes Commission in Ann Arbor, MI and was a junior programmer at the Minnesota Population Center in Minneapolis, MN. Pete holds a bachelor's degree in geography and a master's degree in geographic information systems from the University of Minnesota, Twin Cities.

Shayne Adamski

Sr Mgr of Digital Engagement


Shayne Adamski does digital engagement strategy & communications at FEMA and is a creative guy, former volunteer firefighter, swimmer, and a charity: water fan.
To view his resume and portfolio please visit: http://shayneadamski.com/

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