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Per patiti del web/10 - Le pillole di SXSW by Matteo Sarzana/VML@Y&R

14/03/2012

SXSW è un festival musicale, cinematografico e delle tecnologie emergenti che ha luogo ogni anno a marzo ad Austin (Texas) e che quest’anno celebra il 25°anniversario. Dal 1994, le conferenze nel campo interattivo hanno fatto del Festival il luogo ideale per il lancio di tecnologie digitali emergenti. In diretta da Austin per Youmark ogni giorno le pillole con le novità principali, raccontate da Matteo Sarzana, general manager di VML, la divisione digital di Y&R Brands. 

Digital Debauchery with Anthony Bourdain
Anthony Bourdain 

We started in 2010 with a twitter page @noreservation we wanted a more direct connection with fans and we thought social medias were the easiest way to start this relathionsip.
I also wanted to know everyone that the person behinf twitter is me.
A lot of the people in the show do tweet. And it really looks like twitter is like a second show which goes along with the one on tv.
It looks like people do like food pornography, people do go to restaurants and they tweetpics of their food.
It’s more than food, it’s about the people getting together to have lunch. 

We are always trying new technologies linked to social media, we live streamed on facebook while we were having dinner and answered live questions coming in from social medias.
If you run a tv network you are caring about how many people wathc the tv show. I do not give a shit about it, I’m interested in how many people I can get in touch with, with how many people I can establish a relationship which lasts across medias and more than the single tv show. 

How social media drive tv viewership? I think it’s a combination of contents we publish and the interaction with the users we find on the streets.
When the content is too much for the tv network we use social medias to spread it and this eventually adds more audience to the tv show and more people engaged online.
We just went to finland and the only reason we went there was because looking at the analytics coming from social media, 
I discovered there is a huge fan base in finland, so we wanted to reward these users since it is the biggest community after the US. Before going there we asked for suggestions and tips to the users.
We do this everytime, we ask the locals through social medias what we should do in a specific cities.
Actually social medias are what help us deliver the show and make it successful. 

Matteo Sarzana, Austin

 

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