Unlocking the Power of Community in the Post-Social Era

{
  "id": "PP1162218",
  "track": "Brand & Marketing",
  "focus_area": null,
  "category": "Presentation",
  "event_id": "PP1162218",
  "event_type": "panel",
  "format": "Presentation",
  "genre": null,
  "subgenre": null,
  "name": "Unlocking the Power of Community in the Post-Social Era",
  "presented_by": null,
  "publish_at": "2025-11-03T16:30:00.000-06:00",
  "reservable": true,
  "reservable_id": "PP1162218",
  "reserved": false,
  "date": "2026-03-18",
  "end_time": "2026-03-18T11:00:00.000-05:00",
  "start_time": "2026-03-18T10:00:00.000-05:00",
  "message": null,
  "image": null,
  "credentials": [
    {
      "name": "Platinum Badge",
      "type": "platinum"
    },
    {
      "name": "Innovation Badge",
      "type": "innovation"
    }
  ],
  "contributors": [
    {
      "id": 77851,
      "company": "SW Projects",
      "credential_types": [
        "innovation"
      ],
      "entity_id": 2238803,
      "name": "Sara Wilson",
      "speaker_types": [],
      "title": "Founder & Principal",
      "image": {
        "alt_text": "Sara Wilson",
        "credit": "",
        "url": "https://images.sxsw.com/PHLGKDFCgXZXLbwyJswhsNILKsM=/252x39:1045x832/600x600/images.sxsw.com/48/c14e5eda-6748-446c-b6fa-fcd439cf715a/pcid-718508"
      },
      "speaker_type": "Speaker",
      "details": "Sara Wilson is a journalist-turned-social-marketer who helps top brands build community-powered strategies for attention, relevance, and loyalty with Gen Z through her consultancy, SW Projects. In 2020, she coined “digital campfires” in Harvard Business Review to describe Gen Z’s shift from public social media toward more intimate communities. She has delivered talks for companies including Shopify, Microsoft, and McKinsey, and advises Fortune 500s on tapping into organic communities. Previously, she led partnerships at Instagram, edited at The Huffington Post, and wrote for top publications. Her work has appeared in AdAge, MIT Sloan Management Review, and The Drum, and she has been featured as a digital strategy authority in AdWeek, Forbes, and Fast Company.",
      "links": {},
      "type": "person"
    }
  ],
  "venue": {
    "accessible": false,
    "age_policy": null,
    "floor": "5",
    "id": "V2051",
    "indoor_outdoor": null,
    "name": "Waterloo Ballroom 3",
    "parent_id": "V2024",
    "parent_venue_name": "Austin Marriott Downtown",
    "venue_entry_info": null,
    "formats": null,
    "location": {
      "address": "304 E Cesar Chavez St.",
      "lat_lon": [
        30.2628298,
        -97.74157
      ],
      "city": "Austin",
      "postal_code": "78701",
      "state": "TX",
      "name": "Austin Marriott Downtown"
    },
    "root": {
      "accessible": null,
      "age_policy": null,
      "floor": null,
      "id": "V2024",
      "indoor_outdoor": null,
      "name": "Austin Marriott Downtown",
      "parent_id": null,
      "parent_venue_name": null,
      "venue_entry_info": null,
      "formats": null
    },
    "events": "[omitted 5 venue events]"
  },
  "description": "The marketing landscape is in chaos. As attention spans contract, audiences retreat to private digital spaces and ad costs rise, traditional playbooks are becoming obsolete. Sara Wilson identified this shift in 2020, coining “digital campfires” in Harvard Business Review to describe Gen Z’s move toward intimate communities. In this talk, she shares her community-powered marketing framework—shaped by years at Instagram and advising Fortune 500s—showing how prioritizing relevance over reach by tapping into organic communities drives attention, loyalty, and ROI.",
  "experience_level": "Advanced",
  "accessibility": [
    "Closed captioned"
  ],
  "accessible_venue": false,
  "add_bcl_url": false,
  "add_slido": false,
  "age_policy": null,
  "american_sign_language": false,
  "apple_url": null,
  "audio_description": false,
  "caption_url": null,
  "closed_captioned": true,
  "cpe_credit": false,
  "has_subtitles": false,
  "hash_tags": [],
  "high_sensory_experience": false,
  "live": false,
  "long_description": "The marketing landscape is in chaos. As attention spans contract, audiences retreat to private digital spaces and ad costs rise, traditional playbooks are becoming obsolete. Sara Wilson identified this shift in 2020, coining “digital campfires” in Harvard Business Review to describe Gen Z’s move toward intimate communities. In this talk, she shares her community-powered marketing framework—shaped by years at Instagram and advising Fortune 500s—showing how prioritizing relevance over reach by tapping into organic communities drives attention, loyalty, and ROI.",
  "meeting_url": null,
  "meeting_url_live": false,
  "mentorly_url": null,
  "mobile_audio_url": null,
  "open_captioned": false,
  "playlist_tag": null,
  "rebroadcast": false,
  "recommended_ids": [],
  "search_conversions": null,
  "short_program": false,
  "slido_url": null,
  "sort": "UNLOCKING THE POWER OF COMMUNITY IN THE POST-SOCIAL ERA",
  "source": "Official",
  "squad_up_url": null,
  "stream_embed": null,
  "stream_id": null,
  "stream_url": null,
  "strobe_warning": false,
  "subdiscipline": null,
  "summit": null,
  "summit_display_name": null,
  "tags": [],
  "talent_attending": null,
  "title_only": false,
  "track_display_name": "Brand & Marketing track sponsored by Youtube",
  "trailer_id": null,
  "trailer_url": null,
  "video_on_demand": null,
  "vimeo_id": null,
  "vod": false,
  "xr_project_type": null,
  "youtube_id": null,
  "related_sales_client": null
}