I am not fully recovered yet from my first ever South by Southwest Interactive (SXSWi) experience, however, despite my lacking ability to function at a normal rate, I will attempt to give you my recap on the interactive mega-conference.
A lot of People and Zone Bar Danger Zones
I’ve read that there were approximately 15,000 to 16,000 people in attendance this year, this is not a fact but there is no doubt in my mind that this number is at least close to accurate. The reality of this really hit home pretty much every time a cab was necessary. A 45-minute wait is never fun but with some patience and all things considered, it’s fine and understandable. However, when I received my ‘pick-up call’ from a cab company nearly 2 hours after I called on my last day in Austin, I couldn’t help but laugh at the fact that they actually thought I would still be waiting for them. The cab situation was not ideal and the amount of people in attendance was a bit overwhelming at times but it wouldn’t be SXSW if it was any other way, right?
One of the first things I noticed when I arrived at the convention center was that there were quite a few non-tech related sponsors. Starbucks Via samples were EVERYWHERE and at times, Zone Bar reps were practically throwing samples at us. Seeing the Monster brand mascot playing foursquare (real foursquare, not digital Foursquare) was amusing although unfortunately entirely irrelevant. Microsoft and AOL both had a solid presence but in the end, it was odd to me that there were so few sponsors related to the digital industry. I guess it was just a reminder that when all is said and done, this is a huge ‘event’ – educational and beneficial for sure, but entertainment-based at its core.
The Buzz in a Nutshell
While in attendance I definitely noticed that social media, mobile marketing and location-based services such as Gowalla and Foursquare received a lot of attention. I also enjoyed learning about some up and coming start-ups with creative new digital ideas. Within these start-ups, there were many conceptual trends and again, there was a huge focus on social and mobile, but trends or not the ideas were creative and it was cool to get the opportunity to learn the thought process behind these innovative ideas. That said, there was one start-up in particular that I feel didn’t get as much love as it deserved.
That start-up is a service called Nutshell Mail and I love it because it provides its users with a super efficient way to being social. It brings all of your social account updates and notices together in one interactive email. You can respond and update your accounts directly from your email without ever leaving your inbox. Users can receive as many or as few email updates as they’d like throughout the day. Critics of the start-up saw issues with real-time response and felt there were already other programs doing something similar. I would argue that Nutshell Mail is obviously not for the power-user. This user isn’t going to be waiting with bated breath to hear where the next spontaneous tweet-up is going to be nor will they be bummed if they miss an opportunity to win a prize for being the first to retweet a hashtag. This service is more for people on the go who love their social networks but don’t always have the time or the ability to log on. There are similar programs out there, like Hootsuite for example, however, they do not allow you to update all of your networks without ever leaving your inbox – To me, this is a huge benefit and has made a user out of me. As a side note, it’s a great way to monitor your kids’ social networks too… if that’s something you’re into. I personally know nothing about this.
Microsoft, a Creepy Dude, the Haunted Hotel and My First Time
I had a few highlights during the trip. I’d have to say the Microsoft party topped them all. Since Terralever partnered with Microsoft at SXSWi we had the opportunity to demo our Silverlight work at the Microsoft Interactive Lounge during their huge bash. There was a ton of foot traffic and plenty of curious attendees who found their way to the Terralever demo station.
I truly enjoyed showing off our work to such an awesome crowd of people. Well, actually, the majority of the crowd was great – The dude who allowed me to give him my entire Silverlight shpeel, then looked at me in complete confusion and said, “you look good,” he was an interesting character. Besides Creepy McCreepster, it was a great opportunity for some intelligent industry-related conversations and of course it was an awesome event to show people Silverlights’ capabilities and how we have leveraged them at Terralever. Microsoft put together an article that goes into more detail about our SXSW partnership and the projects that were highlighted – If you’d like, you can check it out here.
Other SXSW highlights include:
- The Society of Digital Agencies (SoDA) Unconference that was a collaborative discussion on the future of digital – and asked the question, are digital agencies ready to lead?
- My haunted hotel room which was cool because that doesn’t happen everyday
- The late night pizza that was widely available and very delicious
- Catching up with Terralever alum, Lesley Caldwell, who showed us the town
- Spotting Guy Kawasaki in the taxi line but unfortunately feeling way not geeky or deserving enough to interrupt his conversation to say hi
- Awesome people and a one-of-a-kind experience
The event as a whole was a whirlwind of craziness and I spent much of the time just trying to stay afloat and figuring out things just in time to discover that I already missed them. In retrospect, it’s easy to see that as with most things, your first time is a complete learning experience. Now that I have some experience under my belt and a better understanding of what its all about, I’m confident that any future trips to SXSWi will be a little bit less overwhelming for me.
Has SXSWi Lost its Mojo?
There has been chatter that SXSW has officially lost it’s mojo and has been consumed by the desire to be a huge money-maker and not so much a reliable source for industry people to grow, collaborate and learn (and party). Being my first time in attendance, I don’t think it’s fair for me to take a stance one way or the other, however, I will say that I believe the experience is entirely in the hands of the beholder. SXSWi is, and can be, whatever you want it to be. The early adopters may feel like the event has gotten too big and too mainstream, or perhaps over-commercialized, and maybe that is the case. No doubt the conference has evolved over time but that doesn’t mean that it’s lost its ‘special purpose’, which of course, is to bring bright digital minds and emerging technology together in an entertaining and social atmosphere. Indeed, it did just that. For those who are SXSWi pros – What are your thoughts on the evolution of the event? As a rook, I’d love to hear your thoughts.
{ 3 comments… read them below or add one }
@Courtney thanks for providing a first-timer’s perspective. You’ve hit on the crazy, chaotic diversity of learning and socializing that makes SXSW Interactive a unique experience. I also think you hit a really solid point on the head: SXSW is what you make of it. I see the value that continues to draw huge attendance, and I understand the disillusionment expressed by many who think that SXSWi has lost it’s edginess. Whether you attend every session, or whether you skip sessions to catch a catch up with industry colleagues from across the country, the event draws leading thinkers who want to share and expand their knowledge. Tapping into that knowledge sharing to spur new ideas and formulate meaningful connections is the responsibility of each attendee.
Zzzzzzz….going to work is what you make of it, going to church is what you make of it… SXSW today is more like a f***-ed up waste of company dollars …
@Griffin – I apologize that my outlook bores you. However, if you were there on your company dime, then technically you were working right? Which would mean that in the end it is work after-all and therefore can be whatever you make of it, right?
To each his own, I’m sure some people find the event beneficial while others only see it as a waste of time and money and each for their very own reasons.
I would love to hear more as to why you feel the way you do….