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SXSW Interactive 2014

Stop Crap Social, Start Building Behaviors

Having trouble bringing real purpose or strategy to your social media? Turns out, when you mix together 3-act narrative, and neilsen’s Participation Inequality law, you’ve got a framework for some pretty sweet social campaigns that make buying stuff a natural outcome of a desired behavior. Plus, how campaigns, conversation and curation all work together in a way that actually makes people happy: to decide on your product together. Of course, you’ll see practical examples from brands like Taco Bell, KFC, Tombstone Pizza, and others. This workshop will be two and a half hours long.

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  1. What are narrative structures, and how do they converge in social media?
  2. How and why is it important to separate transactions / campaigns and desired behaviors?
  3. What has changed about people's relationships with brands, and what that means practically in social media?
  4. How do you build audiences of scale in social with a mix of content and conversation, and what's that workflow?
  5. What is a brand's most effective role in social media?



Michael Leis, Strategist, Independent Consultant

Meta Information:

  • Tags: social media
  • Event: Interactive
  • Format: Workshop
  • Track: Content and Distribution
  • Track 2
  • Level: Intermediate
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