SXSW interactive 2008

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

Transcript of SXSW interactive 2008

  • 1. Spring Break for the web world 7500 total Interactive, Gold and Platinum registrants Music began in 87, interactive in 94
  • 2. The Suxorz: The Worst Ten Social Media Ad Campaigns of 2007
  • 3.
    • All ten here:
    • Molson: ads on facebook - send us photos of use of their product (aka fd up) - win a trip to Cancun
    • Wal-Marting Across America: blog of family going across US in RV stopping at Wal-Marts on their way
    • 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
    • PayPerPost: pay bloggers to post about products - mom got kids to smash camera because they want HP camera *won*
    The Suxorz: The Worst Ten Social Media Ad Campaigns of 2007
  • 4. The Suxorz: The Worst Ten Social Media Ad Campaigns of 2007
    • Marie Digby
    • Almost 6 million views on YouTube of her acoustic, amateur looking video covering Rihanna's Umbrella
    • Blog posting on her MySpace page, Ms. Digby wrote: "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 !!!"
    • The box marked "Type of Label" on her MySpace Music page said, "None."
    • Truth is she was signed to a major 18 months earlier
    • Hollywood Records had helped her devise the strategy, consulted with her on which songs to post and distributed a high-quality studio recording of "Umbrella" to iTunes and radio stations
  • 5. The Suxorz: The Worst Ten Social Media Ad Campaigns of 2007
    • Dont lie
    • Dont attempt to corrupt authentic voices
    • Dont take advantage of folks (e.g. family bloggers)
    • Dont get caught!
    • Be transparent
    • Media agencies suck they dont know how to work in this space where spin doesnt rule
    • Bloggers/content makers will be the best advocates for your products but they should always have FULL DISCLOSURE to your audience
    • 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.
  • 6. The Art of Speed: Conversation with monstermakers
    • 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.
    • Tim Ferris, author of The Four Hour Work Week
    • Mike Cassidy, Benchmark Capital
    • Evan Williams, Co- founder of Twitter
    • Cali Lewis, Host and co=producer of
    • 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
    • Foster a small, loyal audience let them help you perfect the product
    • As it swells it will go mainstream in its own time
    • Look at Facebook, it started with college students, then the US, then overseas.
  • 7. Keynote Speaker: Mark Zuckerberg
  • 8. Keynote Speaker: Mark Zuckerberg
    • The now infamous interview with SXSWis headlining act. Our version of a rockstar.
    • Mark has obviously been media trained, over-using words like community communication understanding and always looking at the audience
    • But the real travesty was the interviewing style by journalist Sarah Lacy
    • 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).
    • Mob style heckling happened in person, but even louder on TWITTER
    • 47.50 52.15 minutes
    • Full analysis of this on Valleywag:
  • 9. Keynote Speaker: Mark Zuckerberg
    • Blogfather Jeff Jarvis on Lacy's Zuckerbomb :
    • 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 ]
  • 10. Content Boundaries, a 12-Step Program
  • 11. Content Boundaries, a 12-Step Program
    • Heather Armstrong (of Dooce ) and Maggie Mason (of Mighty Girl )
    • Step 5: Be transparent
    • - Dont be a robot - make it easy for people to understand where youre coming from.
    • - Explain yourself.
    • - Avoid jargon (talk about things the way youd actually talk to them in person)
    • Be as human as possible. (example: eBay uses three different tones - friendly, witty, professional - that they use differently for different purposes)
    • Step 11: Publish for readers you want, not the ones you have
    • - Dont worry about whether all people will GET what you offer - direct your content for those people youre trying to reach.
    • - You dont have to reach the whole world - just the part of your world youre trying to reach.
  • 12. GOSSIP!
    • Ev Williams (, Shaila Dewan (reporter, new york times), Owen Thomas (valleywag), Alan Citron ( and Julia Allison (star magazine). The panel not only talked about gossip, but got some interesting gossip started right then and there.
  • 13. Ad-Supported Music, A New Hope For The Industry?
    • Question raised is can ad-supported music replace album sales on a dollar-for-dollar basis
    • Tricky question to answer as its difficult to put a dollar value on music
    • Interscopes 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.
    • Peter Rojas, RCRD LBL: Im 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: Its not about trying to attract revenue out of each download. ...Youre creating a relationship with an audience.
    • 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 (its pronounced record label) Its obviously a bow to the past.. The i