SXSWi '11 day two: Top bold digital moments & ideas

Live from Austin, TX, here are the highlights from day two of SXSWi:

1. Brands as Media

The notion of "brands as media" or "brands as publisher" was the theme of multiple panels today.  Savvy brands are building deeper relationships with their customers through the content they create – content at the intersection of a brand's core values and those of their audiences.  Not all brands are great at this; it requires certain finesse, and relevance is critical.

2. Celebrities and Online Campaigns

The growth of social media gives celebrities an unparalleled connection to their audience.  The authenticity that a platform like Twitter provides for a celebrity helps drive an audience toward content that they are already interested in.  This allows brands to reach consumers through target marketing, putting brands in front of their target audiences in a way that consumers want to be reached.  Brands can get involved in a very traditional way through story-line integration and product placement, but activating celebrities to feel passionate about the product or company online will make it a passion project, not just a money maker.

3. Being Funny on Twitter Without Getting Fired

To tweet or not to tweet?  Many Twitter users find themselves in the middle of this daily internal debate.  While the purpose of Twitter is to enable users to be subjective, share ideas and express their point of view, at what point do you hold out tweeting and hit the backspace button?  If it takes you 20 minutes to debate whether or not to post, delete all 140 characters immediately and start over.  Beyond that, be aware of your audiences and what their expectations of you and your content are.  You are a reflection of the content you produce.

4. Online Marketing in the Moment

The rise in the online world of social media offers both great opportunity and dangerous pitfalls for brands big and small.  Customers will talk about a brand online whether the brand is present to provide its point of view or not.  Rob Garner of iCrossing asserts, "the brands that will win are taking advantage of this conversational aspect of being alive and being present."  In other words, brands need to move as quickly online as the audiences they are trying to reach.  It is certainly a lofty goal, but it doesn't hurt to try.