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

Begin at the End: Content Planning for Insights

#sxsw #BeginAtEnd

ATTENTION: You must signup in advance to attend this workshop. You will need to have a valid SXSW badge, and an activated SXsocial account. To reserve your seat, please go here: https://sup.sxsw.com/schedule/IAP23340

Do you want to deliver better quality engagement, social insights and ROI/value from your social marketing program?

This workshop teaches how to develop "purposeful engagement" - story-based marketing that mashes up content marketing & data analytics to design social content for the results you have in mind.

You will leave the workshop with a series of worksheets that form a blueprint to help evolve your current social marketing program. These are tactics and tips you can start using immediately - no radical change or managerial approvals required.

The workshop is broken into 3 sessions:

- Storytelling as Social Marketing
- Data Analysis and Deriving Social Insights
- Content Planning for Insights

The final session is highly interactive, with the first two sessions more instructional. (questions and constructive input are highly encouraged) The three key takeaways we would like you to leave with are:

1. Stories make for the best, most effective social engagement, not messages.

2. The real value of social comes from analyzing conversations, not measuring engagement volume.

3. There is a method for developing purposeful engagement.

The world of social marketing is becoming more of a 'pay to play' environment, and we see a lot of engaging content out there that, well, honestly sorta sucks.

It's the kind of engagement that doesn't bring value to anyone, really.

This workshop teaches you how to be more efficient with your content in order to get closer to your business goals faster.

- Attendees should be mid-to-senior level practitioners, or advanced beginners at the least. This is NOT an introductory class.

- Audience participation is encouraged. The last third of the workshop is devoted to helping solve issues and challenges that attendees are currently experiencing with their social program..

What to Bring:
- Please bring a pen or pencil - we will be going 'old school' and handing out worksheets. Yes, we will have these available electronically for takeaway. We just think there is value in writing things down too.

- Bring your problems! We will do some group workshop activities, and it's better to solve real problems than hypothetical ones.

Our hope is that everyone finds the workshop immediately useful in your practice when you return from SXSW.



Dorice Piraino

Business Analyst


As the business analyst for Live World since August 2012, Dorice has worked with one of the largest retailers on Facebook offering insights and strategy to help maximize the effectiveness of the brand’s social interactions. With over a decade of experience as an analyst, she began her career working with a nonprofit that earned the Presidential Award for Microenterprise Excellence for their development of key outcome metric standards for the microenterprise industry. She contributed to the leading-edge publication, “Social Return on Investment in Microenterprise,” which helped steer the direction for microenterprise industry. Thereafter, she worked with various Bay Area nonprofits helping them develop surveys, performance metrics and agency scorecards. Moving away from non-profit work, Dorice worked for the advanced analytics department at Oracle where she produced marketing effectiveness scorecards, global revenue reports, subject line testing and regression analysis. These reports often analyzed the profitability of marketing campaigns on sales - figuring out average deal sizes and rate of returns. Afterwards, she moved into internet marketing, performing analysis and strategy to improve campaign performance and to increase the revenue per lead.

Dorice holds a bachelor’s degree in English literature & Spanish from Dominican University in River Forest, IL and also has an associates degree in computer programming.


Mark Williams

Dir, Social Strategy & Content Programming


Mark is the Director of Social Strategy and Content Programming at LiveWorld. He's been developing online communities and social media campaigns and strategies for Fortune 500 brands since 1999.

Mark is also a professional actor, director and producer who blends his experience telling stories with audiences to weave social marketing tales that engage and deeply involve customers.

He's worked with major brands like P & G, Kraft, HBO, the NBA, QVC, Showtime, MTV, Scientific American, MINI, Johnson & Johnson, and American Express among others. He currently works for a well-known brand that you either love or hate, but his contract says he can't tell you who it is.

He holds a BA degree in History, an MFA in Theater and has travelled to 6 continents including Antarctica, making him one continent shy from drinking cocktails all over the world.

Thanks to our sponsors

Miller Lite Monster Energy Esurance Chevrolet AT&T IFC Subway Austin Chronicle

Music sponsor

Sonic Bids

Interactive sponsors

Deloitte American Express Pennzoil