Sessions at SXSW Interactive 2011 on Friday 11th March in Ballroom F

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• Help Save SXSW from Marketer Douchebaggery

  by Ben Essen, Emily Hickey, Nihal Mehta, Ryan Daume and Zeb Dropkin

  Is SXSWi in danger of being ruined by the influx of marketers to the conference?

  Coming off of SXSWi 2010, Jolie O'Dell struck a cord with her post WHY SXSW SUCKS
  "Too many people, not enough tech... dodging and evading these shallow douchebags... only to find swarms of douchebags showing up an hour or so after the location is made known..."

  We're bringing some smart, caring minds together to move the chatter in the halls into the light of a focused panel. The elephant in the room is being put on center stage. Can SXSWi adapt, or will it be overrun? Has the conference jumped the shark? Voices for both the techie/creator side and the marketer side will make up the panel.

  We're aiming to land on solutions - this is not a bitch session. How can we address the challenges of a changing audience and optimize for the conference for valuable interactions? Are some social ground rules called for?What will the audience for SXSWi 2015 look like? Can we envision how that it could kick ass?

  This challenge is not unique to SXSWi. We see communities struggling similarly to adapt and build value. We can learn from their mistakes and solutions.

  This conference is as resilient as it's participants. If you show up, it will to.

  LEVEL: Beginner

  • SXSW

  At 2:00pm to 3:00pm, Friday 11th March

  In Ballroom F, Austin Convention Center

  Coverage video

• Do Agencies Need to Think Like Software Companies?

  by Allison Mooney, Amanda Kelso, Matt Galligan, Rick Webb and Robert Rasmussen

  Now that digital and mobile is a component of any innovative ad campaign, the question arises: How much do marketers need to know about technology? The truth is, advertisers and brand marketers are entering a brave new world -- one where code is on par with content. The 21st-century ad isn't something to be looked at, it's something to be used. Our reliance on mobile tools, such as apps, position them as the perfect vehicles for brands. "Consumers" are now "users." So are "marketers" now "developers"?

  Enter the hybrid marketer. More and more agencies are finding they need to educate and cultivate a new breed of people who understand tech from a marketing and brand perspective, and who have a consumer mindset. These creative technologists also lend a software company vibe around an agency.

  But should agencies really try this stuff at home? Should they be worrying about, say, the video capability of the latest iPhone? Or just stick to their core competencies and work with real software companies and development shops to realize their ideas? This panel will look at this new staffing paradigm and debate what the agency of the future should look like.

  LEVEL: Intermediate

  • Agencies
  • Process

  At 3:30pm to 4:30pm, Friday 11th March

  In Ballroom F, Austin Convention Center

• Block Party Capitalism: Where Analog and Digital Intersect

  by John Gerzema

  What do pickles; vinyl records, urban chickens, Farmville, flea markets and Tumblr have in common? They are all part of 'block party capitalism,' built on the idea that old-fashioned values like provenance, commitment, quality and authenticity are finding renewed commercial and social relevance through new technologies. This next evolution of our digital world is where off and online intersect to make everyday life more economical, meaningful and pleasant. A pickle merchant in Brooklyn starts on a skateboard and through bloggers and hard work grows into a sustainable business. Vinyl records in San Francisco flourish as people showcase their passion for better sound and feel on Tumblr's Vinyl Sunday's. Backyard chicken farmers in Dallas suburbs multiply through an online community to share tips on raising coops, while flea markets across the U.S. grow into modern day malls driven in large part by the viral loops of mobile media. This panel includes start up founders, large companies and local entrepreneurs who work at the intersection of this analog and digital movement. They will help us explore how it’s changing the way we buy, sell and live.

  LEVEL: Beginner

  • Entrepreneurship

  At 5:00pm to 6:00pm, Friday 11th March

  In Ballroom F, Austin Convention Center