Here is an overview of what Gannetteers learned, saw and did at SXSWi 2011.

1. SXSWi 2011
๏ 20,000 attendees
(almost 40% increase over 2010)
๏ 1,000 talks over 5 days by 2,000
speakers
๏ Ten different locations
๏ Every hour there were 25 – 35
sessions

6. “The reason we’re at SXSW, and the
reason everyone else is here, is
that it’s the most concentrated
influx of exciting, fun, early
adopter, tech people who are
willing to try out anything at least
once.”
- Seth Priebatsch – SCVNGR

7. Some Gannetteers
in Austin, 2011
o Erik Bursch, USA TODAY
o Tim Carlson, USA TODAY
o Laura Cochran, Gannett
o Glenna DeRoy, USA TODAY
o Jodi Gersh, Gannett
o Chad Graham, Arizona Republic
o Joe Long, Cincinnati Enquirer
o Matt Rodbard, Metromix
o Matt Rogers, Gannett Digital, Indy
o Kathleen Sullivan, Gannett
o Chris Sweigart, 11Alive, Atlanta
o Linda Vo, Gannett
There were others we did not have an opportunity to connect with…

8. Examples of Panels Attended
o What Digital Tribes Can Learn from Native Americans
o Believe Me or Your Own Eyes: Eye Tracking
Entertainment
o Advanced Integration of Social Media Analytics
o Marketing Budgets Have Gone Social—Is It Working?
o Changing News Rooms and News Consumers
o Why Everything Is Amazing & Nobody Is Happy
o Why Journalists Need to Think Like Geeks

9. More Panels We Attended
o Getting ‘Em Online & Off-Their-Ass
o The Last Broadcast: Entertainment is Social- What's Next?
o NPR’s API: Create Once, Publish Everywhere
o TV Networks Extending Interactivity for Fans
o Bloggers vs. Journalists: It’s a Psychological Thing
o Hacking the News: Applying Computer Science to
Journalism
o How Social Media Fueled Unrest in the Middle East
o Long After the Thrill: Sustaining Passionate Users

10. Business Happens
Within months post-SXSW, many mergers and
acquisitions are announced. Business gets done
at SXSW.

11. Some companies we met with
o DoubleDutch
o Foodspotting
o intersect
o Picplz
o Sulia
o TextPlus
o Mass Relevance
o Hipmunk
o Twitter

12. SXSW Snippets:
some things we
heard and saw

13. Journalism

14. Problems legacy media is facing
(newsrooms established prior to
the Internet):
• They must now deliver across all platforms.
• They must now engage audience through social
media.
• They must no longer do it alone (have to partner
and collaborate).
• They have to utilize new tools and continually
evolve.

15. 1. Articles have been transformed into “Streams”
a. Constantly updated
b. Integrated with Facebook, allows for
people to follow a story
2. Start streams/stories early
3. Allows producers, reporters and crowd to
constantly edit and contribute
4. Every story gets a stream URL
5. Every update also gets a stream URL

16. Story is a product of language.
In the past, our only language
was words and text. Today, our
language includes video,
graphics, pictures, charts, etc.

17. Tips on Creating
Shareable Content
– Keep it simple — but be specific
– Think visual
– Respond in real time
– Create a question
– Make room for the user
– Be willing to iterate
– It’s not about you
The Oatmeal’s Matthew Inman

18. Gamification

21. “The gamification of news can be a
powerful tool for marketing and
reader engagement, but it must be
done in a way that rewards all
types of readers, based on their
level of involvement.”

22. Gamify the news by
rewarding 3 types of
activities
1. Reward activity
2. Reward curiosity
3. Reward involvement

23. Competitive vs. Cooperative
A. Difference between “competitive” and “cooperative” games
1. Competitive
a. Balance of skill and chance
b. Winners and losers (better and worse performers)
2. Cooperative
a. Can be used to achieve a collective goal
b. Benefits the common good
B. Some solutions are not scientific, they’re social
C. Teams are more sustainable
1. Sponsor people who need motivation from others
2. Team points add accountability –
“If we want to make lasting change, we need our friends to change with us.”
- James Fowler

24. A warning about “gamification”
o A layer of fun only works if the core activity is
something the user cares about.
o “Gamification,” as it is usually discussed, is
pretty much just sugarcoating.
o Human behavior is driven by psychology, and
there are certain timeless motivators.
o Use these motivators to inform game
mechanics.

25. Focus on intrinsic motivation.
Don’t start at the candy coated shell.
To sustain passionate users, provide a
service that is trustworthy and of value.
Delight is good, but it decreases over
time, so do not move away from your
core purpose in favor of delightful
motivators.

27. Innovation &
Design

29. The Thank You Economy
At its core, social media requires that business leaders
start thinking like small town shop owners.
(Business leaders) are going to have to allow the
personalities, heart, and soul of the people who run all
levels of the business to show.
Unless you are building a new company from the ground
up and can install caring as your businesses’ cornerstone,
you have to be willing to embark on a complete cultural
overhaul so that, like a local mom and pop shop, every
employee is comfortable engaging in customer service,
and does it authentically.
Letting the consumers decide for themselves that they really want to know you, versus
persuading them that they should, can make a very big difference in the relationship
that ensues.
If your view of social media is so tunnel-visioned that all you care about are the
number of fans or retweets or views you’re garnering, you’re missing the whole point.

32. Who owns the
virtual space
around you?

34. Social TV
Innovation isn’t forced on people, they want it.
For TV, the new water cooler is Facebook/Twitter
Consumers have active and passive states. It's
not just the TV show, but the brand... And how
does the brand engage in both states.

36. Today brands, media and audiences are equal
participants in an ecosystem
where each party is both a content creator and
distributor.

37. If Web 2.0 was the moment when
the collaborative promise of the
internet seemed finally to be
realized - with ordinary users
creating instead of just consuming -
Web 3.0 is the moment they forget
they're doing it.
Tim O’Reilly

38. 10% of PepsiCo’s overall spend is
for social media. They teamed
with Foursquare for a Brisk can.
Partnership with Foursquare (free
can with check-in) increased sales
by 140%. Estimates that social
media has grown by 30% year-
over-year across all brands (500
total).

39. Establishing ROI via social is very
difficult. Altimeter studies note that
66% of brands are measuring
engagement, but only 22% of them
have been able to tie those metrics
to conversion. At the same time,
48% of the companies said they are
heavily focused on ROI this year.

40. Commandments of
SM Analytics
• Social media isn’t just engagement – It’s a data
source to mine.
• Raw numbers are never as important as the
conclusions you draw from them.
• Know your audience. Focus on the eyeballs you
need to be in front of and know where they are.
• Talk to your non-customers as much as your
customers.
• Unite social media workflow with Sales/CRM.
Connect user profiles to social media accounts.

41. “Ask better questions”
-Jason Falls
Don't ask ‘Is Jodi a social media
expert?’ Ask ‘Can Jodi come up with social
strategies that will help my business?’
Ask questions that turn the conversation
over to the consumer. Share the power of
the conversation.

42. Governments aren’t
afraid of informed
people, they’re
afraid of
synchronized groups
of people.

43. Is Influence the ability
to drive action or is
Influence the ability to
change someone's
mind and drive action?

44. Collaborative Consumerism
[Collaborative consumption is based on the concept that some persons will pay for the
benefit of having access to product as opposed paying more to own it outright]
My generation
• I am a buyer
• Own features , own failures
C generation
• I am a sharer
• Experience benefits
*Think ZipCars

45. The media
presence at
SXSW

46. CNN
CNN Grill

47. AOL
AOL Loft

48. Guardian UK

49. Other
Sponsors
Pepsi Co Stage
Pepsi Max Lot
Free Rides w/Chevy

50. Thank you.
@jodiontheweb