360i's sxsw brandland: pre-conference guide
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Your Pre-Conference Guide to SXSW Interactive 2012
For ongoing coverage, visit the SXSW BrandLand blog where 360i’s team of
guides share their experiences in Austin and report on the learnings that are
most pertinent to brand marketers. We’ll provide a filter to the madness and
navigate through the noise - so you don’t have to. Whether you are making
the trek to Texas or following from your home, we hope you’ll join us on
our journey. Visit sxsw.360i.com to learn more.
Meet the Guides
Jamison Antoine
Community Manager
@withthecomb
Stevie Dove
Senior Social Strategist
@steviedove
Layne Harris
Technical Director
@hellroy
Nicole Hering
Social Marketing Strategist
@nicolehering
Katie Perry
Marketing Manager
@katieeperry
Colette Quatrine
Account Supervisor
@CQ_Colette
David Berkowitz
VP of Emerging Media
@dberkowitz
Follow us at sxsw.360i.com.
#BrandLand
Austin Hot List4 trends that should be on every marketer’s SXSW 2012 radar
© 2012 360i sxsw.360i.com / twitter.com/360i / #BrandLand
01 Social Serendipity
Previous years at SXSW
proved to be a test case
for applications like
Foursquare that allow
friends to easily find each other, see
which places are popular, and get
recommendations. New apps like
Sonar, Banjo and Highlight will help
people discover friends of friends –
usually people one hasn’t met.
02 ABCs of APIs
It wasn’t long ago that
only a programmer
or hardcore techie
would know what an
API is. Now the acronym (which
stands for “application programming
interface”) is going mainstream
as just about every social service
gains scale by opening up its
core functionality so that other
applications can be built on it.
03 Curation Nation
SXSW attendees are the
consummate oversharers
and overconsumers. That
means they’re the perfect
audience for anything that will save
time, energy, and attention resources
to use social filters that narrow down
what sessions to attend, what parties
to hit, which restaurants to eat at,
which blogs and media sources
to read for event coverage, which
personalities to follow, which photos
to view, and everything else. Most
information attendees access will
likely by filtered by some other source
first – and that source will usually be
someone they know, who is directly or
indirectly contributing.
04 Mobile Downsizing
Who needs cash or
credit cards, or laptops,
or hotel keys, or pens, or
cameras? While many
techies will roam Austin
with oversized bags, smartphones
are becoming powerful and
pervasive enough that people will
get to minimize what they carry
around with them. Of course, with
everyone relying more on their
mobile devices, battery power won’t
keep up.
Which type of SXSW-er are you?SXSW Interactive attracts a range of personalities that experience the festival in vastly different ways.
Fall into one of these categories? Our grid below will help you navigate the week.
© 2012 360i sxsw.360i.com / twitter.com/360i / #BrandLand
→ Vote4Geeks: Why Techies Should Run for Office
→ FutureShop: Virtual QR Stores, NFC Re-ceipts & More
→ Big Data + Social Graph
“You can only get this app if you root your phone.”
Sonar
Robert Scoble (@scobleizer)
NIchelle Stephens (@niche)
Dennis Crowley (@dens)
John Winsor (@jtwinsor)
Dave McClure (@davemcclure)
Hugh Forrest (@hugh_w_forrest)
FoodSpotting Pinterest Tumblr LinkedIn Twitter
30 miles outside Austin (you booked too late!)
Hilton AustinA friend’s couchDriskill HotelThe WHilton Austin
Karaoke bus
Stubb’s
Wahoo’s Fish Taco Uchi Lambert’s Guero’s Salt Lick Fogo de Chao
Haddington’s Driskill Hotel The JackalopeLobby Lounge at the
Four SeasonsThe Mohawk
TaxiNothing; everyone
comes to youPedi cab Limo Your own two feet
“I know it’s not authen-tic, but I prefer my Frito pie with goat cheese.”
“I don’t need an invite to the Foursquare party. I’ ll just text Dennis when I get there.”
“I wanted to hit the Wieden keynote but I don’t do sessions before noon.”
“Meet me in the south-west corner of the Hilton lobby 20 feet from the sofas. It’s the spot with the best WiFi reception.”
“Don’t tell my boss, but I haven’t had this much fun since college.”
→ Food Trucks Share Social Media Tips
→ Reprogram Your Yard, Then Eat It
→ My Robotic Kitchen Planned This Din-ner Party
→ The View from In-side Rainn Wilson’s Brainstem
→ Anything You Can Do, I Can Do Back-wards in Heels
→ Vetting in the Age of Social Media: Who Do You Trust?
→ Transmedia Story-telling
→ Next Stage: Cin-ematic Storytelling and Journalism
→ Psychology of Nar-cissism and How It Affects Brands
→ Tech Detox: Can You Survive a Day without Technol-ogy?
→ Tapping into Amer-ica’s Secret Sauce: Entrepreneurs
→ Get Lucky: Create Serendipity to Spur Innovation
→ How to Read the World
→ Expanding Our Intelligence without Limit
→ Making the Real World Easier to Use
Your Bite
Your Bar
Your Ride
Your Digs
Your Leader
App of Choice
Can’t Miss Sessions
Sh*t You Say
Geek CreativeSocialiteFoodiePower Networker
Shell-shocked Onlooker
© 2012 360i sxsw.360i.com / twitter.com/360i / #BrandLand
Your Survival KitBeyond the everyday travel essentials, here are a few more
items you’ll want to pack to make it through a week in Austin.
Portable USB chargers:
You’ll want to carry one or two pocket-sized
battery packs with USB sockets that can be used
to plug in your iPhone or Android device on the
go. Alternatively, you can get cases that double as
backup batteries. Bring as much extra power as you
can afford and can fit in your pockets.
Reservations:
Schedules in Austin can be hard to predict, but pick
a spot or two that you’re hearing ab out and make a
reservation or two so you can at least have one meal
that’s not from a food truck or vending machine.
Hint: SeamlessWeb works well for a number of
Austin hot spots (though as usual, some favorites
won’t be on the list).
Additional Resources: Lanyrd guide to SXSW, Plancast, SXSW Go (official mobile app), Sched.org Unofficial Guide, Conference Map via Austin360
Anything that will help you catch some Z’s:
Whether it’s a sleep mask, ear plugs, a sound
machine, or any other sleep aid, bring what you can
to get some quality sleep. If you try to experience
everything at SXSW, you will wind up clocking post-
midnight hours that you might not have seen since
college. That means you will also want to minimize
any early morning phone calls or meetings.
3-in-1 outlet adapters:
These turn one three-prong outlet into three. When
all available outlets are taken (and they will be), this
$5 gadget seems miraculous.
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