1. Meet the Guides
Jamison Antoine
Community Manager
@withthecomb
David Berkowitz
VP of Emerging Media
@dberkowitz
Stevie Dove
Senior Social Strategist
@steviedove
Layne Harris
Technical Director
@hellroy
Your Pre-Conference Guide to SXSW Interactive 2012
Nicole Hering
For ongoing coverage, visit the SXSW BrandLand blog where 360i’s team of Social Marketing Strategist
guides share their experiences in Austin and report on the learnings that are @nicolehering
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
Katie Perry
the trek to Texas or following from your home, we hope you’ll join us on Marketing Manager
our journey. Visit sxsw.360i.com to learn more. @katieeperry
Colette Quatrine
Account Supervisor
@CQ_Colette
Follow us at sxsw.360i.com.
#BrandLand

2. Austin Hot List
4 trends that should be on every marketer’s SXSW 2012 radar
01 Social Serendipity 02 ABCs of APIs 03 Curation Nation 04 Mobile Downsizing
Previous years at SXSW It wasn’t long ago that SXSW attendees are the Who needs cash or
proved to be a test case only a programmer consummate oversharers credit cards, or laptops,
for applications like or hardcore techie and overconsumers. That or hotel keys, or pens, or
Foursquare that allow would know what an means they’re the perfect cameras? While many
friends to easily find each other, see API is. Now the acronym (which audience for anything that will save techies will roam Austin
which places are popular, and get stands for “application programming time, energy, and attention resources with oversized bags, smartphones
recommendations. New apps like interface”) is going mainstream to use social filters that narrow down are becoming powerful and
Sonar, Banjo and Highlight will help as just about every social service what sessions to attend, what parties pervasive enough that people will
people discover friends of friends – gains scale by opening up its to hit, which restaurants to eat at, get to minimize what they carry
usually people one hasn’t met. core functionality so that other which blogs and media sources around with them. Of course, with
applications can be built on it. to read for event coverage, which everyone relying more on their
personalities to follow, which photos mobile devices, battery power won’t
to view, and everything else. Most keep up.
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.
© 2012 360i sxsw.360i.com / twitter.com/360i / #BrandLand

3. 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.
Power Shell-shocked
Geek Foodie Socialite Creative
Networker Onlooker
Your Bite Wahoo’s Fish Taco Uchi Lambert’s Guero’s Salt Lick Fogo de Chao
Lobby Lounge at the
Your Bar Stubb’s Haddington’s Driskill Hotel The Jackalope The Mohawk
Four Seasons
Nothing; everyone
Your Ride Karaoke bus Taxi Pedi cab Limo Your own two feet
comes to you
30 miles outside Austin
Your Digs Hilton Austin The W Driskill Hotel A friend’s couch Hilton Austin
(you booked too late!)
Your Robert Scoble NIchelle Stephens Dennis Crowley John Winsor Dave McClure Hugh Forrest
Leader (@scobleizer) (@niche) (@dens) (@jtwinsor) (@davemcclure) (@hugh_w_forrest)
App of
Sonar FoodSpotting Pinterest Tumblr LinkedIn Twitter
Choice
Can’t →→ Vote4Geeks: Why →→ Food Trucks Share →→ The View from In- →→ Transmedia Story- →→ Tech Detox: Can →→ How to Read the
Miss Techies Should Run Social Media Tips side Rainn Wilson’s telling You Survive a Day World
Sessions for Office Brainstem without Technol-
→→ Reprogram Your →→ Next Stage: Cin- ogy? →→ Expanding Our
→→ FutureShop: Virtual Yard, Then Eat It →→ Anything You Can ematic Storytelling Intelligence without
QR Stores, NFC Re- Do, I Can Do Back- and Journalism →→ Tapping into Amer- Limit
ceipts & More →→ My Robotic Kitchen wards in Heels ica’s Secret Sauce:
Planned This Din- →→ Psychology of Nar- Entrepreneurs →→ Making the Real
→→ Big Data + Social ner Party →→ Vetting in the Age of cissism and How It World Easier to Use
Graph Social Media: Who Affects Brands →→ Get Lucky: Create
Do You Trust? Serendipity to Spur
Innovation
Sh*t You “You can only get this “I know it’s not authen- “I don’t need an invite to “I wanted to hit the “Meet me in the south- “Don’t tell my boss, but I
Say app if you root your tic, but I prefer my Frito the Foursquare party. Wieden keynote but I west corner of the haven’t had this much
phone.” pie with goat cheese.” I’ll just text Dennis don’t do sessions before Hilton lobby 20 feet fun since college.”
when I get there.” noon.” from the sofas. It’s the
spot with the best WiFi
reception.”
© 2012 360i sxsw.360i.com / twitter.com/360i / #BrandLand

4. Your Survival Kit
Beyond 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: 3-in-1 outlet adapters:
You’ll want to carry one or two pocket-sized These turn one three-prong outlet into three. When
battery packs with USB sockets that can be used all available outlets are taken (and they will be), this
to plug in your iPhone or Android device on the $5 gadget seems miraculous.
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: Anything that will help you catch some Z’s:
Schedules in Austin can be hard to predict, but pick Whether it’s a sleep mask, ear plugs, a sound
a spot or two that you’re hearing ab out and make a machine, or any other sleep aid, bring what you can
reservation or two so you can at least have one meal to get some quality sleep. If you try to experience
that’s not from a food truck or vending machine. everything at SXSW, you will wind up clocking post-
Hint: SeamlessWeb works well for a number of midnight hours that you might not have seen since
Austin hot spots (though as usual, some favorites college. That means you will also want to minimize
won’t be on the list). any early morning phone calls or meetings.
Additional Resources: Lanyrd guide to SXSW, Plancast, SXSW Go (official mobile app), Sched.org Unofficial Guide, Conference Map via Austin360
© 2012 360i sxsw.360i.com / twitter.com/360i / #BrandLand