SXSW Interactive 2012 schedule

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Friday 9th March 2012

  • Formula 1: Driving Global Technology & Innovation

    by Geoff Moore

    Formula One racing represents the pinnacle of motorsport where every intricate detail contributes to the overall success of the car and the team. Safety features, tire design and even organization of pit crews have a far-reaching effect on our everyday lives.

    One of the principal advances in technology that Formula One has inspired is the regular use of carbon fiber - famed for its strength-to-weight ratio. Carbon fiber now makes up the whole of Formula One cars' "monocoques" - the shell that safely encloses drivers. Advances from Formula One trickle down into the consumer vehicles we use every day. Anti-lock brakes, improved energy efficiency and aerodynamics all originated in Formula One.

    Beyond high-performance advances in the automotive and medical industries, there are also spin-offs of F1 technology that are likely to touch our lives in more subtle ways.

    The abandonment of "slicks" - tires without grooves - in Formula One for a decade led to great leaps in tire design that are now seeing application elsewhere. On one hand, F1 tire design has gone on to inspire the manufacture of incredibly effective non-slip boots. On another, the attempts to reduce the amount of rubber in contact with the track has led to the design of fishing line with a star-shaped cross-section, reducing drag on the fishing pole's guides and allowing anglers to cast further.

    The sport’s investment in research and development has developed into the space age of the 21st century, impacting many aspects of people’s everyday lives all across the world.

    At 2:00pm to 3:00pm, Friday 9th March

    In Salon FG, Hilton Austin Downtown

  • Get Smart! Hack Your Brain for Peak Performance

    by Megan Miller, Daniel Wetmore, Michael Scanlon and Dave Asprey

    The “quantified self” trend of tracking and tweaking physical performance is all the rage in Silicon Valley, especially among type-A data geeks and weekend-warriors hoping to gain an athletic edge. But the most interesting “body hacks” won’t just make you faster, stronger or leaner… they’ll actually improve your brain.

    We’ll explain how to dramatically cut the time it takes to learn a new skill by writing critical information to your brain’s hard drive during sleep. You'll learn how to grow relaxed and calm with the help of a heartbeat- and brainwave-syncing device. And we'll explain how to feed your brain with the optimal nutrition for high-powered cognitive processing.

    In this panel, you’ll get an overview of the current state of cognitive enhancement from Bonnier R&D technology researcher Megan Miller. Brain-hacker Dave Asprey will deliver a first-hand look at the fringes of self-experimentation. And you'll find out how emerging software and biofeedback technologies are making it possible to improve sleep, cognition and memory from Stanford neuro-scientist Daniel Wetmore and cofounder Michael Scanlon.

    At 2:00pm to 3:00pm, Friday 9th March

    In Salon H, Hilton Austin Downtown

    Coverage audio clip

  • Half Day Event - Startup America at SXSW

    Dedicated to helping young companies grow, the Startup America Partnership is providing a place to meet, collaborate and mingle with iconic entrepreneurs, VCs and other startups this year in the Startup Village. Unique programming elements, meeting spaces, refreshments of the caffeinated and/or adult variety, and daily giveaways will make the Startup America space a can’t-miss for startups.

    At 2:00pm to 6:00pm, Friday 9th March

    In Salon E, Hilton Austin Downtown

  • How 21st Century Tools Are Disrupting Global Power

    by Alec Ross

    It has become an article of faith that the United States and Europe are declining powers, that power is transferring from West to East, and from North to South. In truth, the far more powerful and important dynamic is the impact that technology and social media are playing devolving power from governments and large institutions to individuals and small institutions. This talk comes from the perspective of the apex of traditional power structure, as a witness to the truth of the wildly changing nature of power around the world.

    At 2:00pm to 3:00pm, Friday 9th March

    In Salon J, Hilton Austin Downtown

    Coverage audio clip

  • Keeping Loyal Consumers Engaged by Shaking Sh*t Up

    by Ben Lerer

    So you’ve developed a loyal consumer-base and built a strong foundation for your business. Now what? Thrillist’s evolving business model has been making headlines: by “mingling content and commerce” (New York Times, March 2011), industry experts have described Thrillist as “the future of media” (Wall Street Journal, May 2010). And with these changes, Thrillist’s revenue has quadrupled.

    Thrillist co-founder and CEO Ben Lerer will help you to see the bigger picture, illustrating the breadth of possibilities for evolving your online business. Lerer will draw on his experiences with Thrillist and the multitude of companies he has invested in through Lerer Ventures to give an extensive look at the development of online businesses, and what works and what doesn’t.

    At 2:00pm to 3:00pm, Friday 9th March

    In Salon C, Hilton Austin Downtown

  • Making a Grand Entrance: How to Launch a Product

    by Margit Wennmachers, Brandee Barker, Alex Constantinople and Kira Wampler

    You have the vision, you have the product, and you have the funding; it’s your time to make a splash. How do you turn a brilliant vision into a successful reality? Without the proper launch strategy, even the best idea can fall flat. This panel of marketing and PR mavens will take you through best practices for taking a product from stealth to superstar, including strategies for building anticipation, managing hype, handling speculation/misinformation, providing a cure for the common launch, and how to tap into buzz to predict sales/adoption and get customers engaging.

    At 2:00pm to 3:00pm, Friday 9th March

    In Salon B, Hilton Austin Downtown

  • Man vs. Algorithm: Online Video Curation Face-off

    by Marc Hustvedt and Neetzan Zimmerman

    Human or Machine? Who really knows what videos you're going to like best? Online video curation is in a heated battle between algorithmic curation and human, editorial selection. Let's settle this debate once and for all. The war of humans versus machines has hit the battlefield of online video curation. Recommendation engines and discovery algorithms are rapidly taking over on some of the world's biggest video sites including YouTube. But a tight band of master human curators are fighting back, like Philip DeFranco and Neetzam Zimmerman (The Daily This session will take test subjects from the audience in a blind face-off to see whether the humans can beat the picks of YouTube's "AL" algorithm. Session is hosted by Marc Hustvedt (Chill, Tubefilter)

    At 2:00pm to 3:00pm, Friday 9th March

    In Room 18ABCD, Austin Convention Center

    Coverage audio clip

  • Newsjacking: How to Inject Your Ideas

    by David Meerman Scott

    The rules have changed. The traditional PR model—sticking closely to a preset script and campaign timeline—no longer works the way it used to. Public discourse now moves so fast and so dynamically that all it takes is a single afternoon to blast the wheels off someone’s laboriously crafted narrative.Enter newsjacking: the process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business. It creates a level playing field—literally anyone can newsjack—but, that new level favors players who are observant, quick to react, and skilled at communicating. It’s a powerful tool that can be used to throw an opponent or simply draft off the news momentum to further your own ends. Marketing and PR expert and bestselling author David Meerman Scott prepares you to launch your business ahead of the competition and attract the attention of highly-engaged audiences by taking advantage of breaking news

    At 2:00pm to 2:20pm, Friday 9th March

    In Ballroom G, Austin Convention Center

    Coverage audio clip

  • OMG Your RFP Is Killing Me

    by Joe Rinaldi, John Stephens and Todd Nienkerk

    RFPs are like online dating. The WORST KIND of online dating. Imagine an online dating experience where all users have uniform information provided, one picture (and there's no telling how old it is...), a host of clinical, antiseptic statistics and data, and from that information, you have to select a date and commit to more than just one rendezvous. You have to commit to 6 months of dating.

    This is what RFPs do. They take vendors and strip them of their individuality in the hopes of surfacing an illusion of an apples to apples comparison. Stripping creative firms of their creativity while presenting their capabilities and their work, is like trying out a new starting pitcher by asking him to write an article about Steve Carlton.

    There has to be a better way. In this panel, business development professionals will speak to the RFP process and other options. Ways to circumnavigate an RFP will be discussed. Creative alternatives will be outlined and the strengths and weaknesses of RFPs will be analyzed. If you are building an RFP now, this is your intervention. If a project looms on the horizon, learn about your options. If you like a good war story, we'll be comparing scars like Robert Shaw and Richard Dreyfuss in Jaws.

    Let's start architecting a better process. Let's provide a solution that maximizes creatives' capabilities and speaks to clients' requirements, all while building a project team that collaboratively launches an amazing result.

    At 2:00pm to 3:00pm, Friday 9th March

    In Ballroom BC, Austin Convention Center

  • Perfect Timing: Evolving GLBT Suicide Prevention

    by Dino Hainline

    Luck favors the prepared. Build it and they will come. Pithy statements like these are recited on the belief that it takes movement to start action. Shortly before the “It Gets Better” campaign took off on Facebook and YouTube in response to the increase in teen suicide and bullying of GLBT youth, The Trevor Project – one of the main beneficiaries of “It Gets Better” – worked with Sensis on a complete redesign of their Website. Sensis approached Trevor as a pro-bono client and worked with them on increasing their focus from one of traditional development to digital outreach. Sensis and Trevor engaged hundreds of GLBT youth in an online research panel which helped the organization recognize the increasing popularity of digital and social media. The new look and feel of the Website and increased focus on social media in turn created a push for an institutional rebranding that breathed new life into this critical organization. With almost miraculous timing, the site launch and new digital focus coincided with the launch of the “It Gets Better” campaign. Hundreds of individual testimonials have been seen and shared by hundreds of thousands online. Google, NBC Universal and President Obama have all contributed videos with messages of hope and encouragement. In turn, this movement has helped galvanize the Trevor Project’s suicide prevention efforts and transform them as an organization. This panel will discuss how timing, perseverance and forward thinking with digital media helped give prominence to a pervasive problem in the gay, lesbian and transgender community.

    At 2:00pm to 3:00pm, Friday 9th March

    In Room 10AB, Austin Convention Center

    Coverage audio clip

  • Ping Pong Tourney

    Join Startup Village in our inaugural ping pong tourney; you need not be a professional, just register online or at the event (first come first serve) and prepare to have a blast. Each company may select two employees to represent them in a single elimination doubles tournament. We'll provide the paddles, balls, and tables; you bring your best ping pong skills and prepare to destroy the competition!

    At 2:00pm to 6:00pm, Friday 9th March

    In Room 400, 402, Hilton Austin Downtown

  • Play Werewolf (Game) Like a Mother Killing Pro

    by Todd Sawicki

    Werewolf, a variation of the Mafia game, is spreading like wildfire in the tech social circles. We've hosted overnight games in secret in the past at SXSW, but this time, we want to get more people involved. The game is the great equalizer. Though deceit, honesty, and raw powers of reasoning, you can get to know amazing people and build great friendships. This panel with long-time Werewolf players will teach you the basic rules, the best practices (yes, there are best practices even for a game), and how to host the game yourself. Come to SXSWi and leave with an amazing tool to build great experiences forever. Trust me, I'm a villager.

    At 2:00pm to 6:00pm, Friday 9th March

    In Presentation Tent, Palm Park

  • Popping Your Bubble: Stories of the Digital Divide

    by Dean Davis, Dee Davis, Eric Martin and Allison Aldridge-Saur

    At SXSW 2011, there were tweets where people were just coming to the realization that not everyone out there has a smart phone or tablet. This panel is designed to demonstrate how those who live and work in communities with limited access cope and compensate. The panel will represent people from rural areas and communities of color that deal with these issues every day. Discussion will be around obstacles to and solutions for getting broadband access, as well as how people creating sites and online tools that want to reach these audiences can engage with them.

    At 2:00pm to 3:00pm, Friday 9th March

    In Creekside I & II, Sheraton Austin Hotel at the Capitol

    Coverage audio clip

  • Raise Your Profile Using SXSW

    by Theda Sandiford, Brian Zisk, Hugh Forrest and Evan Cohen

    It takes a lot of money and effort to get to SXSW. Now that you've made it to Austin for the big event, what are the tips, tricks, and best practices you can use to effectively raise your profile?

    At 2:00pm to 3:00pm, Friday 9th March

    In Room 12AB, Austin Convention Center

    Coverage audio clip

  • Rethinking Civilization for the Social Age

    by Don Tapscott

    The continuing global economic and political crisis should be wakeup call to the world. We need to rethink and rebuild many of the organizations and institutions that have served us well for decades, even centuries, but are no longer able. Many traditional economic and social pillars of the industrial age have come to the end of their life cycle. Yet, enabled by the digital revolution there is dramatic change occurring everywhere, from Cairo streets to Wall Street, from the lecture halls of our universities to the halls of government. How can we rethink our economy and society for the new age?

    Don Tapscott is one of the world's leading thinkers about new new technology, new media and innovaiton in business and society. He is the author of 14 widely read books, most recently Macrowikinomics, and was recently chosen by the Thinkers50 organization as the 9th most important living business thinker in the world.

    At 2:00pm to 3:00pm, Friday 9th March

    In Exhibit Hall 5, Austin Convention Center

    Coverage sketch note

  • Sex on the Web – The Sabotage of Relationships?

    by Julie Gillis, Sadie Smythe, Rosie Q and Mia Martina

    People want to confess who they are to someone, anyone. And they want to discover who they are through that dialogue. Bonding occurs through disclosure and empathetic acceptance of that disclosure, as a result of confession. It is the basic transaction of relationships. The producers of the Austin-based performance series BedPost Confessions will discuss ways in which sexual content on the Internet helps facilitate the forming of new relationships, assists in transforming relationships, and explore how accessibility to such content might also sabotage them. We will examine the following questions and will also open the session for questions at the end.

    Issues addressed in this session will include:

    -- Has the Internet helped us become more sexually open or just lonelier?
    -- How is the flow of sexually explicit images and conversation impacting the way we define commitment in a modern relationship?
    -- Does online sexual correspondence via sexting, Facebook, Twitter etc. sabotage relationships or help them?

    At 2:00pm to 3:00pm, Friday 9th March

    In Driskill Ballroom, Driskill Hotel

  • Social Change, Social Media & Social Filmmaking

    by Dorothy Engelman, Sherien Barsoum, Meghan Warby and Rob Dyer

    Bringing together top filmmakers, change agents & digital communicators, this panel will share practical tips, tools & tactics for activists, non-profit pros, volunteers & creatives to affect social change through documentary-style online video.

    As online video consumption increases dramatically, your organization or cause should be developing long-term or campaign-focused strategies for film. Whether you intend to raise awareness or funds, using video efficiently & effectively could be the key to inspiring action.

    This panel includes new media pioneer Dorothy Engelman, who specializes in creating content for non-profits & founder of Get Involved, a network for volunteers; Rob Dyer, founder of Skate4Cancer & star of multiple engaging online videos & short docs; & Sherien Barsoum, former social worker & documentarian behind ‘Colour Me’

    At 2:00pm to 3:00pm, Friday 9th March

    In Room 9ABC, Austin Convention Center

    Coverage audio clip

  • Startup Marketing: Big Results with a Small Budget

    by Krista Neher and Saul Colt

    Are you struggling to market your startup? Do you have a great idea, but aren’t sure how to reach your audience and get customers? Even if you have the greatest product, marketing your product may be more difficult than you think. This workshop will cover the most effective and unusual marketing tactics that work for startups. You’ll learn how to get big results with a small budget and compete against companies that have more money and more resources.

    In this session marketing experts will share proven marketing strategies that get real results. This session will cover some of the best tips, secrets and unusual strategies that work to create raving and passionate fans for your company. This session isn’t marketing 101 - it focuses on low cost big impact opportunities specifically for startups and entrepreneurs.

    At 2:00pm to 3:00pm, Friday 9th March

    In Salon D, Hilton Austin Downtown

    Coverage audio clip

  • SXSW Yoga

    by Ari Stiles

    This is a “come as you are” session meant to accommodate mixed levels of experience with minimal need for special equipment or previous experience (read: no mats or yoga clothing required.) Special emphasis is placed on postures and practices to help those of us that sit at desks and use computers regularly. Much of what you learn here will help you build a home/work practice that is therapeutic and adjustable to your needs. Yoga was created thousands of years ago as a way to clear the mind in preparation for enlightenment. What better way to prepare for for the busy days of networking, information and fun at SXSW? See you there!

    At 2:00pm to 3:00pm, Friday 9th March

    In Room 8A, Austin Convention Center

  • The Cloud as Skynet: Conquering Digital Overload

    by Steve Rosenbaum

    Everybody talks about the “cloud” as if it is a digital savior. A beautiful white fluffy (free) cloud on a blue-sky day. Sounds nice, huh? But what if it’s a storm cloud? Today – there is a mad rush to move pictures, video, and event private data to the cloud. We live in a world today of constant connection. We’re blessed with unlimited access to pervasive communications. We are, in fact, shifting from an era of mere content abundance to an avalanche of undifferentiated data. Our hard drives runneth over. So - you can't blame your self for wanting to move to the cloud. Unlimited space for all your crap - and free. Who wouldn't sign up? Today the noisy web has resulted in the emergence of a handful of private, walled garden webs. A closed web. Will our cloud providers become information overloads? Can we save the web from privatization, and regain control over our data and our identities? Only if we move fast. Before ‘Big Data’ becomes ‘Big Government.’ Find out how digital ‘overload’ can insure power in the human web.

    At 2:00pm to 3:00pm, Friday 9th March

    In Ballroom EF, Austin Convention Center

  • The Concrete Jungle: Nature in an Urban Ecosystem

    by Marielle Anzelone and Yasser Ansari

    For the first time in history, the majority of people worldwide are living in cities. What does this mean for ecosystems across the planet and how does this change the way we experience the natural world? According to E.O. Wilson's biophilia hypothesis, humans have an instinctive bond with other living things, but as rapid urbanization continues, the nature near us disappears. How can we develop new ways to reconnect with nature and what roles do technology and digital media play in this effort? With backgrounds in the hard sciences, technology development and environmental activism, the panelists will share their experiences tackling these issues on the front lines of New York City. From the building of a popular city-wide festival for celebrating biodiversity to the launching of an award-winning mobile platform for citizen science, this panel will be of interest to urbanophiles, technologists, strategists, policy makers, and anyone else concerned about nature deficit disorder.

    At 2:00pm to 3:00pm, Friday 9th March

    In Sabine, Hilton Garden Inn Austin Downtown

    Coverage audio clip

  • The Future of Lifestyle Media

    by Grace Bonney, Camille Styles, Tolly Moseley and Andrew Wagner

    Lifestyle media is big business. And in a down economy, DIY culture (sewing, canning, etc.) has seen a trendy resurgence. But the lifestyle industry is rapidly changing. How can you break in? Once in, how do you stay current? This panel will first define the nebulous term “lifestyle media,” from national design magazines with full staffs to small, personal blogs headed by creative individuals. Who is the target market for lifestyle media? What do they want / need? How can you transition from being a lone, creative blogger to a nationally known resource? Second, we’ll discuss innovation in lifestyle media. Where is the innovation? How does the rise in online lifestyle media change the traditional media landscape? What’s the future of lifestyle media? Finally, we’ll discuss the nuts & bolts of lifestyle media. How do you hone your focus? Is your expertise more style-oriented? Are you a foodie? How can you channel your interests and knowledge in the right direction? Our panelists include the founder of one of the world's most popular design blogs, and editor-in-chief of a national lifestyle print magazine. Get a behind-the-scenes look at the relationship between print and online, and how major players in lifestyle media are working together.

    At 2:00pm to 3:00pm, Friday 9th March

    In Capitol E-H, Sheraton Austin Hotel at the Capitol

    Coverage note

  • Tweak Your Talk (A Cranky Talk Workshop)

    by Dan Willis and Adam Polansky

    Who gives a crap that you spoke at South by Southwest? It only counts if you crush it. We created the Cranky Talk Workshops a couple of years ago in a dedicated effort to eradicate mediocre conference presentations and now we’re bringing our six-pack of kickass to Austin. If you want to test drive your SXSW panel or solo presentation in front of a critical, but highly supportive workshop audience, consider participating in this intense event. (You must sign up in advance at ). And if you’re speaking at another conference soon after SXSW, we can help with that, too. Just stop by during the workshop with your prepared presentation and get some Cranky one-on-one coaching. (No advance sign-up required.)What’s the deal is with all this Crankiness? Cranky means that we don't waste our time or the time of others. It means that we have no patience for bullshit so feedback is direct and blunt. You have been warned.

    At 2:00pm to 6:00pm, Friday 9th March

    In Marigold, Holiday Inn Town Lake

  • Why Invest in Health Tech?

    by Shwen Gwee, Aneesh Chopra and Lisa Suennen

    Why Invest in Health Tech? Education, Inspiration, and Funding Advice for (Social) Health Tech Startups. This session is sponsored by Health 2.0 and Boehringer Ingelheim

    At 2:00pm to 3:00pm, Friday 9th March

    In Salon A, Hilton Austin Downtown

  • Wireless Wellness: App-tastic or Just Fun & Games?

    by Ina Fried and Mark Bertolini

    Imagine an app that could cut saturated fat from your diet. Or one that could cure gingivitis. Well, while technology has had a big role in making us more sedentary, it also has the potential to make us better informed, healthier and even more fit. In fact, patients are banking on this potential, which is why the AppStore offers more than 7,000 health apps for iPhone users alone. In this 60-min SXSW talk, Ina Fried of Dow Jones' All Things Digital sits down with Aetna Chairman and CEO Mark Bertolini to discuss how people are navigating this new landscape by using technology, especially mobile tech, to manage their health and make better health decisions. Already there are apps for testing eyesight, tracking exercise and even helping diabetics manage their glucose levels. Vast online communities complement these mobile apps by letting patients share, inform, and support one another. But what's next? Technology also has the potential to reshape the doctor-patient relationship, transforming it from one characterized by irregular visits to treat illness to true doctor-patient partnerships focused on wellness. And what about online health care records we hear so much about? We used to have a better chance of seeing bigfoot, but today companies like Aetna are making mobile health records a reality. Is this is a privacy breach in the making or are their real benefits to having this info on the go? This session is sponsored by Aetna.

    At 2:00pm to 3:00pm, Friday 9th March

    In Ballroom D, Austin Convention Center

  • Meaningful Use and Beyond: Health Software etc.

    by Fred Trotter

    What is an Electric Health Record (EHR)? In the HITECH Act, the Federal Government both answered the question and rendered it moot. They created a new term, "meaningful use." An EHR is that which can achieve meaningful use. But for SXSW, the important thing to understand is that pervasive EHR technology along with protocol-driven healthcare data exchange will serve to create the a new consistent "Operating System" and "Internet" for healthcare. Learn what you need to do to become a health IT geek; and profit.

    At 2:30pm to 2:50pm, Friday 9th March

    In Ballroom G, Austin Convention Center

    Coverage audio clip

  • David Meerman Scott Book Signing

    David Meerman Scott signs his book Real-Time Marketing & PR at the SXSW book store.

    At 2:35pm to 2:50pm, Friday 9th March

    In Ballroom G Foyer, Austin Convention Center

  • All Day Event - ScreenBurn Arcade

    The 2012 SXSW ScreenBurn Arcade is where the latest video game industry announcements, product demos and exciting game tournaments happen. ScreenBurn brings together the different worlds of gaming, including console, PC, mobile, toys, board games and comics to SXSW registrants and the general public through hands-on demos, panels, tournaments, networking events and more. Anyone can experience the FREE and open-to-the-public ScreenBurn Arcade, where industry and enthusiasts engage.

    At 3:00pm to 7:00pm, Friday 9th March

    In Exhibit Hall 1, Palmer Event Center

  • Eric Ries Book Signing

    Eric Ries signs his book ‘TThe Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses ’ at the SXSW bookstore.

    At 3:00pm to 3:15pm, Friday 9th March

    In Ballroom G Foyer, Austin Convention Center

  • LANFest

    Featuring Minecraft, COD: MW3 and more! LANFest is appreciating $5 cash, a can food item, or school supplies - where possible will benefit the Bastrop fire victims. Please come out and support this worthy cause with your donations.

    At 3:00pm to 7:00pm, Friday 9th March

    In Exhibit Hall 1, Palmer Event Center

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