SXSW interactive 2008

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Monica\'s presentation to ninemsn on her SXSWi experience.

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SXSW interactive 2008

  1. 1. http://valleywag.com/tag/sxsw Spring Break for the web world 7500 total Interactive, Gold and Platinum registrants Music began in ’87, interactive in ‘94
  2. 2. The Suxorz: The Worst Ten Social Media Ad Campaigns of 2007
  3. 3. <ul><li>All ten here: http://techory.com/sxsw/?p=87 </li></ul><ul><li>Molson: ads on facebook - send us photos of use of their product (aka f’d up) - win a trip to Cancun </li></ul><ul><li>Wal-Marting Across America: blog of family going across US in RV stopping at Wal-Marts on their way </li></ul><ul><li>All I Want for Christmas is a PSP: Fake blog about “charlie” who only wanted a psp for christmas - backfired. comments: good job turning your consumers off your product - everybody knew it was a fake </li></ul><ul><li>PayPerPost: pay bloggers to post about products - mom got kids to smash camera because they want HP camera *won* </li></ul><ul><li>http://www.youtube.com/watch?v=muIMHphSmUQ&eurl=http://valleywag.com/tech/pay-per-post/i-just-wish-i-had-shown-more-love-to-hp-233495.php </li></ul>The Suxorz: The Worst Ten Social Media Ad Campaigns of 2007
  4. 4. The Suxorz: The Worst Ten Social Media Ad Campaigns of 2007 <ul><li>Marie Digby </li></ul><ul><li>Almost 6 million views on YouTube of her acoustic, amateur looking video covering Rihanna's Umbrella </li></ul><ul><li>http://www.youtube.com/watch?v=589Mvlz6LWE </li></ul><ul><li>Blog posting on her MySpace page, Ms. Digby wrote: &quot;I NEVER in a million years thought that doing my little video of Umbrella in my living room would lead to this . tv shows, itunes, etc !!!&quot; </li></ul><ul><li>The box marked &quot;Type of Label&quot; on her MySpace Music page said, &quot;None.&quot; </li></ul><ul><li>Truth is she was signed to a major 18 months earlier </li></ul><ul><li>Hollywood Records had helped her devise the strategy, consulted with her on which songs to post and distributed a high-quality studio recording of &quot;Umbrella&quot; to iTunes and radio stations </li></ul>
  5. 5. The Suxorz: The Worst Ten Social Media Ad Campaigns of 2007 <ul><li>Don’t lie </li></ul><ul><li>Don’t attempt to corrupt authentic voices </li></ul><ul><li>Don’t take advantage of folks (e.g. family bloggers) </li></ul><ul><li>Don’t get caught! </li></ul><ul><li>Be transparent </li></ul><ul><li>Media agencies suck – they don’t know how to work in this space where spin doesn’t rule </li></ul><ul><li>Bloggers/content makers will be the best advocates for your products but they should always have FULL DISCLOSURE to your audience </li></ul><ul><li>The bottom line, according to the panelists is: treat people as people , not as a mass. You'll be forgiven if you're honest with people. </li></ul>
  6. 6. The Art of Speed: Conversation with monster makers <ul><li>http://teaandscandal.co.uk/2008/03/10/sxsw2008-the-art-of-speed-conversation-with-monster-makers/ </li></ul><ul><li>This session will focus on how to accomplish huge things in little time. From near-overnight IPOs and massive cult followings, to instant NY Times bestsellers and runaway viral campaigns, learn tricks from those who have created monsters of buzz, fame, and fortune. </li></ul><ul><li>Tim Ferris, author of The Four Hour Work Week </li></ul><ul><li>Mike Cassidy, Benchmark Capital </li></ul><ul><li>Evan Williams, Co- founder of Twitter </li></ul><ul><li>Cali Lewis, Host and co=producer of Geekbrief.tv </li></ul><ul><li>This was interesting for anyone hoping to run their own start-up, but one thing that was applicable for us was this idea that at the beginning you need to focus in on a particular market </li></ul><ul><li>Foster a small, loyal audience – let them help you perfect the product </li></ul><ul><li>As it swells it will “go mainstream” in it’s own time </li></ul><ul><li>Look at Facebook, it started with college students, then the US, then overseas. </li></ul>
  7. 7. Keynote Speaker: Mark Zuckerberg
  8. 8. Keynote Speaker: Mark Zuckerberg <ul><li>The now infamous interview with SXSWi’s headlining act. Our version of a rockstar. </li></ul><ul><li>Mark has obviously been media trained, over-using words like “community” “communication” “understanding” and always looking at the audience </li></ul><ul><li>But the real travesty was the interviewing style by journalist Sarah Lacy </li></ul><ul><li>Audience were interested in technical aspects of Facebook, not a gossipy, “personality” style interview Sarah was attempting (which is difficult to get with a robot like Mark anyway). </li></ul><ul><li>Mob style heckling happened in person, but even louder on TWITTER </li></ul><ul><li>http://valleywag.com/369238/abstruse-3d-chart-shows-just-how-much-engineers-dislike-sarah-lacy 47.50 – 52.15 minutes </li></ul><ul><li>Full analysis of this on Valleywag: http://valleywag.com/search/sxsw%20mark%20zuckerberg%20sarah%20lacy/ </li></ul>
  9. 9. Keynote Speaker: Mark Zuckerberg <ul><li>Blogfather Jeff Jarvis on Lacy's Zuckerbomb : </li></ul><ul><li>Writes Jeff Jarvis, the magazine veteran who turned blogger a few years ago: When it became obvious that the audience was hostile to her — cheering Zuckerberg when he told her to ask a question — she acted hurt, as if this hour was about her. Worse, she told us how tough her job was. It wasn't tough. It was a privilege and she was blowing it. And at the end, when she said that people should send her an email telling her what went wrong, she was so 1994; she didn't understand that the people in the crowd were already coalescing in Twitter and blogs into an instant consensus. Oh, if only there'd been a back-channel chat projected on the screen beside her. Then, she could have seen.[ BuzzMachine ] </li></ul>
  10. 10. Content Boundaries, a 12-Step Program
  11. 11. Content Boundaries, a 12-Step Program <ul><li>Heather Armstrong (of Dooce ) and Maggie Mason (of Mighty Girl ) </li></ul><ul><li>http://webtide.wordpress.com/2008/03/09/sxsw-interactive-2008-blog-day-2/ </li></ul><ul><li>Step 5: Be transparent </li></ul><ul><li>- Don’t be a robot - make it easy for people to understand where you’re coming from. </li></ul><ul><li>- Explain yourself. </li></ul><ul><li>- Avoid jargon (talk about things the way you’d actually talk to them in person) </li></ul><ul><li>Be as human as possible. (example: eBay uses three different tones - friendly, witty, professional - that they use differently for different purposes) </li></ul><ul><li>Step 11: Publish for readers you want, not the ones you have </li></ul><ul><li>- Don’t worry about whether all people will GET what you offer - direct your content for those people you’re trying to reach. </li></ul><ul><li>- You don’t have to reach the whole world - just the part of your world you’re trying to reach. </li></ul>
  12. 12. GOSSIP! <ul><li>http://valleywag.com/365674/julia-allison-crashes-sxsw-explains-it-all </li></ul><ul><li>Ev Williams (twitter.com), Shaila Dewan (reporter, new york times), Owen Thomas (valleywag), Alan Citron (tmz.com) and Julia Allison (star magazine).  The panel not only talked about gossip, but got some interesting gossip started right then and there. </li></ul>
  13. 13. Ad-Supported Music, A New Hope For The Industry? <ul><li>Question raised is “can ad-supported music replace album sales on a dollar-for-dollar basis” </li></ul><ul><li>Tricky question to answer as it’s difficult to put a dollar value on music </li></ul><ul><li>Interscope’s Ted Mico trashed the idea that music should be thought of as just a a promotional tool: ”I need more marketing and promotion on the internet like I need a root canal without anesthetic.” </li></ul><ul><li>Peter Rojas, RCRD LBL: “I’m not interested in the music industry at all in the traditional sense.” Rather than seeing RCRD LBL as a, well, record label, he sees it as a social media, blog site with music as the glue: “It’s not about trying to attract revenue out of each download. ...You’re creating a relationship with an audience.” </li></ul><ul><li>As for the ‘old’ digital model, he suggested that the only people he knows who buy tracks from iTunes are people who get giftcards from grandparents for Christmas. By this point, audience members started getting agitated. One screamed out something about Rojas disregarding intellectual property.” Mico suggested that it was silly for Rojas to disclaim the traditional model since he called his site RCRD LBL (it’s pronounced ‘record label’) “It’s obviously a bow to the past.. The idea that oh it’s a blog and oh it’s radically different is bllsht.” Then Rojas returned with: “The different is is that we make money.” (Zing!) Mico: “You’re (still) selling music!” </li></ul>
  14. 14. Ad-Supported Music, A New Hope For The Industry? <ul><li>Simon Wheeler, director of digital for Beggars Group (an indie-label conglomeration): &quot;We're tying to create a different kind of business: blogging and social media,&quot; Wheeler said. &quot;We're not trying to extract as much value out of every time a user downloads a track...we're looking at sites that think about music as a social online experience rather than a retail experience. The product is the blog, and the music and the downloads are part of that, but we think about it as a bigger package. Consumers today are used to getting music online and it being free. If you're a college freshman, you've grown up with Napster and free music has never not been a part of your life. We're creating something that's part of that world.&quot; </li></ul><ul><li>http://www.paidcontent.org/entry/419-sxsw-ad-supported-music/ </li></ul><ul><li>http://www.pcmag.com/article2/0,2817,2275459,00.asp </li></ul><ul><li>http://www.businessweek.com/the_thread/techbeat/archives/2008/03/the_fight_for_t.html </li></ul>
  15. 15. Bit and pieces <ul><li>What’s hot? Monetisation of independent blogs, start-ups (particularly those involving social networking), twitter , facebook, tumblr, imeem, pandora’s box, iPhone, Valleywag, online video </li></ul><ul><li>Saw Marshall Herskovitz (thirtysomething, My So Called Life) talk about Quarterlife </li></ul><ul><li>Met the editor of Passive Aggressive, http://www.passiveaggressivenotes.com/2008/02/06/this-is-not-positive-communication/ </li></ul><ul><li>Had my PostSecret books signed by the guy behind the project, Frank Warren </li></ul>

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