SXSW (concept) by Matthew Hanacek

SOUTH BY SOUTHWEST INTERACTIVE CONFERENCE | AUSTIN, TX MARCH 11-15, 2016

SXSWÂŽ Interactive features five days of compelling presentations from the brightest minds in emerging technology, scores of exciting networking events hosted by industry leaders, the incredible new SXSW Trade Show and an unbeatable lineup of special programs showcasing the best new digital works, video games and innovative ideas the international community has to offer. Join us for the most energetic, inspiring and creative event of the year, taking place March 11-15, 2016 in Austin, Texas.

Table of Contents Friday. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Saturday. . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Sunday . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 History of SXSW . . . . . . . . . . . . . . . . . . . . 30 Sponsors . . . . . . . . . . . . . . . . . . . . . . . . . . . 31

FRIDAY

FRIDAY, MARCH 11 9:00 – 10:00 a.m. Room 121

WRITING | TECHNICAL WRITING

The Accidental Writer: Great Web Copy for Everyone Great copy is often overlooked, despite it being critical to the effectiveness of nearly every website. Yet often, a business owner, designer, or developer, perhaps pressured by budget and time limitations, will write the copy him or herself. This session will tell you when that’s a good idea, and when it’s not. For those times when it’s okay to be the “accidental writer,” you’ll learn quick tips for crafting effective web copy. For those times when you really need to bring in a pro, you’ll learn how to work with a web writer to get the best copy for your website, as quickly and cheaply as possible. This is a great session for those wishing to learn more about a brand's web development and the keys to acquiring good copy writers. Melanie Seibert

FRIDAY, MARCH 11 10:00 – 11:00 a.m. Room 124

Writing | Technical Writing THE ACCIDENTAL WRITER: GREAT WEB COPY FOR EVERYONE App, Shmapp, Tell Me What Great copy is critical to the effectiveness of nearly every Works Across Platforms! website. Yet often, a business owner, designer, or developer, MOBILE APPLICATIONS

The mobile market by is flooded with time fun, useful and engaging perhaps pressured budget and limitations, will write the applications. These apps are becoming increasingly important copy him or herself. This session will tell you when that’s a good to a company’s success butthose manytimes companies areokay simply idea, and when it’s not. For when it’s to be the recreating product mobile adequate “accidentaltheir writer,” you’llfor learn quickwithout tips forgiving crafting effective consideration the differences mobile Web basedin a web copy. For to those times when in you reallyand need to bring usage patterns. Additionally, specific benefits thatgetthetheiPhone, pro, you’ll learn how to work with a web writer to best Android BlackBerry platforms are commonly not fully copy for or your website, as quickly offer and cheaply as possible. leveraged. During this session, Aaron Forth, director of product design at Intuit’s Mint.com, will discuss how companies can analyze Seibert customer usage patterns to develop the best possible Melanie mobile application and mold the application to harness the advantages of each platform presented. Aaron Forth

FRIDAY, MARCH 11 11:00 a.m. – 12:00 p.m. Room 121

Writing | Technical Writing THE ACCIDENTAL WRITER: GREAT WEB COPY FOR EVERYONE Apps for Healthy Kids: Government Challenges FTW GOVERNMENT AND TECHNOLOGY

The Apps for Healthy Kids competition pooled $60k in prizes in support of the First Lady’s Let’s Move initiative to reduce obesity and raise awareness for healthy lifestyles. USDA led the effort providing the MyPyramid dataset and focusing the app and game competition on “tweens” for learn through play, and nutritional gatekeepers to arm them with critical information to make healthy food choices. We started from scratch and found tremendous support in the Office of Science and Technology Policy as well as the game/app developer community. The challenge platform welcomed entries and we invited the public to vote. An esteemed judging panel including Aneesh Chopra and Steve Wozniak will Melanie Seibert By the time SXSW begins, the winning games and apps will be select winners. making a positive impact on children and adults to make health food and lifestyle choices. Other federal examples will provide alternative approaches to using competitions to achieve specific goals. Government is becoming more adept in utilizing games, tools and Internet technologies to reach citizens on relevant platforms and personal tech devices. Amanda Eamich, Dir of Web Comm, USDA Bev Godwin, Dir Center for New Media, US General Services Administration Brandon Kessler, CEO, ChallengePost Jenn Gustetic, Lead Assoc., Phase One Consulting Group Peter Rhee, Media Director, USDA

FRIDAY, MARCH 11 1:00 p.m. – 2:00 p.m. Room 124

Writing | Technical Writing THE ACCIDENTAL WRITER: GREAT WEB COPY FOR EVERYONE Avatar Secrets to Real Life & Love SELF-HELP | SELF-IMPROVEMENT

After a recent shoot for PBS FRONTLINE’s Digital Nation, I looked at my colleagues-attractive, successful women-and was struck by a startling realization: We’re all struggling to find the right guy, yet MMO gamers seem to be finding true love. What’s going on? Time and again as an interactive media producer & professor, I’ve encountered gamers who’ve found their soulmates inworld. With digital citizens spending a staggering 3-billion hours a week in online games, what are they onto that the rest of us should know? How is the internet fostering our primal instincts? And how can we apply this magic to our real lives? Seeking answers, I challenged myself to look for love in one of the most unlikely places: World Melanie Seibertof Warcraft. My journey has me exploring the addictive pull of online worlds: the rush of adventure & the feeling of accomplishment at the end of a challenge. So how we can apply this allure to real life to reengage with the physical world? That’s the $3-billion question. In this presentation, I’ll reveal the 10 secrets that online games teach us about succeeding in life & love. I’ll share the harrowing trials & tribulations of heartbreak & hardware malfunctions, the sage wisdom gained in conversations over all-night raids. Ramona Pringle, Muliplatform Producer, Ramona Pringle Productions

FRIDAY, MARCH 11 3:00 p.m. – 4:00 p.m.

Writing | Technical Writing THE ACCIDENTAL WRITER: GREAT WEB COPY FOR EVERYONE Baby’s Gotta Face For Radio: Great copy isBased critical to the effectiveness of nearly every Web Radio? website. Yet often, a business owner, designer, or developer, CONTENT

perhaps pressured by budget and time limitations, the The media landscape is fundamentally changing,will andwrite in order copy him or herself. This session will tell you when that’s a good for public radio stations (NPR affiliate stations) to not only idea, andbut when it’s they not. For those times when it’saesthetic okay to beasthe survive thrive, must establish a visual “accidental writer,” you’ll learn quick tips for crafting unique and distinctive as their sound. In doing so, effective producers, web copy. For and thosejournalists times when really need to bringand in a programmers areyou faced with practical pro, you’ll learn how to work with a web writer to get the best theoretical challenges as well as opportunities. This panel will copy for how your public website, as quickly as possible. explore radio stationsand cancheaply build interactive visual components with the goal of becoming a hyper-local nonprofit multi-media presence while serving a global audience. Melanie Seibert

Rebecca McInroy, KUT Radio 90.5 FM

FRIDAY, MARCH 11 4:00 p.m. – 5:00 p.m. Room 121

Writing | Technical Writing THE ACCIDENTAL WRITER: GREAT WEB COPY FOR EVERYONE BattleDecks 2011 SPORTS

Battledecks Great copy isiscritical a laugh-riot to the effectiveness rollercoaster of nearly fun andevery nerves as website.contestants several Yet often, a try business to put owner, together designer, coherent or presentations developer, perhaps from nonsensical pressuredKeynote by budget decks. and time Previous limitations, contestants will write have the copy him cried, laughed, or herself. wet This their session pants and willgotten tell youimpregnated when that’s aduring good idea,show. the and when The audience it’s not. For hasthose a great times time when unlike it’s okay any other to be the “accidental across the entire writer,”weekend. you’ll learnEveryone quick tipsgoes for crafting home happy effective and web copy. laughs uncontrollably For those times fromwhen start you to end. reallyLast need year’s to bring show in awas apro, huge you’ll success, learn how andtowe work didn’t witheven a web hand writer outtofree get vuvuzelas the best copy to thefor audience. your website, Get toasthis quickly eventand early cheaply and ifasyou're possible. feeling especially confident in your presentation abilities, get up on stage and get to presenting, you won't forget it! Melanie Seibert Mule Design Studio Design Director, Melanie Seibert

FRIDAY, MARCH 11 9:00 –10:00 a.m. Room 124

Writing | Technical Writing THE ACCIDENTAL WRITER: GREAT WEB COPY FOR EVERYONE Big Brother on a Big Screen SOCIAL ISSUES

Greatthe copy is really criticaldo to that? the effectiveness of nearly Can NSA Um, yes. Join ACLU every and EFF website. Yet often, a business owner, designer, or developer, at the movies to take a close look at how government perhaps pressured by budget andthe time limitations, willup write surveillance has caught up with fables dreamed for the copy him orflicks. herself. Thislocation sessiontracking will tell you when that’s a good Hollywood From to sensor networks, idea, discuss and when it’s not. For those times when it’s okaylegal, to be the we’ll what’s technologically possible, what’s “accidental writer,” learnand quick tips for crafting and the impact on you’ll business society. The event effective will web copy. For those times whendata you servers really need bring cover everything from splitting withtothe NSAin a pro,web you’ll learn how to with a web writer toAny getand the all best to cam hacking onwork our personal devices. copy of forFahrenheit your website, quicklybeand cheaplythis as possible. fans 451asshould attending event with a hand full of questions (Q&A at the end). There will be three main talks, but the majority of time will be spent discussing Melanie Seibert government involvement in our lives via technology and future technologies. Our gracious guests are asking for the tough questions, so bring it on! Jaunty tin foil hats, constitutions, Info Wars stickers, and popcorn will be provided! Chris Conley, Technology & Civil Liberties Fellow, ACLU of Northern California Cindy Cohn, Legal Director, EFF

FRIDAY, MARCH 11 11:00 a.m. – 12:00 p.m.

Writing | Technical Writing THE ACCIDENTAL WRITER: GREAT WEB COPY FOR EVERYONE Block Party Capitalism: Where Great copy is criticaland to the effectiveness of nearly every Analog Digital Intersect website. Yet often, a business owner, designer, or developer, ADVERTISING

perhaps by records, budget and timechickens, limitations, will writeflea the What do pressured pickles; vinyl urban Farmville, copy himand or herself. will tell youare when good party markets Tumblr This havesession in common? They all that’s part ofa‘block idea, and when For those times when it’s okay like to be the capitalism,’ builtit’s on not. the idea that old-fashioned values provenance, “accidental writer,” quick tips crafting effective commitment, qualityyou’ll and learn authenticity are for finding renewed commercial web social copy. For those times when really need This to bring a and relevance through newyou technologies. nextinevolution pro, learn howis towhere work off with a web writer to gettothe besteveryday of ouryou’ll digital world and online intersect make copymore for your website,meaningful as quickly and life economical, and cheaply pleasant.asApossible. pickle merchant in Brooklyn starts on a skateboard and through bloggers and hard work grows into a sustainable business. Vinyl records in San Francisco Melanie Seibert flourish as people showcase their passion for better sound and feel. 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 due to the viral loops of mobile media. John Gerzema, President, BrandAsset Consulting

FRIDAY, MARCH 11 1:00 p.m. – 2:00 p.m. Room 121

Writing | Technical Writing THE ACCIDENTAL WRITER: GREAT WEB COPY FOR EVERYONE Cargo Containers: The Next Great copy is critical to the effectiveness of nearly every Big YetSocial Network? website. often, a business owner, designer, or developer, HISTORY OF TECHNOLOGY

perhaps pressured by budget and time limitations, will write the The you wear. The electronic gizmos you use. copyclothes him or herself. This session will tell you when that’sMuch a good of theand foodwhen you it’s eat.not. These payloads were delivered idea, For physical those times when it’s okay to be the by a complex, standards based, slow-moving packet switched “accidental writer,” you’ll learn quick tips for crafting effective network packets container web copy.that Foruses thosecargo timescontainers when you as really need and to bring in a ships as the network pipe. The containers, ships and ports pro, you’ll learn how to work with a web writer to get the best are digital and getting smarter. How containerization copygoing for your website, as quickly and cheaply as possible. rules commerce. How new container technology is changing 40 years of no change. Hear why containers will become an integral Seibert part of emerging human social networks. Learn more Melanie about digital containers and the new technologies that are improving efficiency and changing the way we do business. Tom Stitt, Producer, HealthXMedia

FRIDAY, MARCH 11 2:00 p.m. – 3:00 p.m. Room 124

Writing | Technical Writing THE ACCIDENTAL WRITER: GREAT WEB COPY FOR EVERYONE Child’s Play: Game Design As Great copy is critical to the effectiveness of nearly every An Educational Gateway website. Yet often, a business owner, designer, or developer, EDUCATION

perhaps pressured by budget and time limitations, will write the Society to gain lot from will ourtell next of akids, copy himstands or herself. Thisa session yougeneration when that’s good who onlyit’sconsuming vasttimes amounts media, idea,are andnot when not. For those whenofit’s okay but to be the highly engaged with creating themselves. “accidental writer,” you’ll learn media quick tips for craftingResearch effective shows the top type of media kids aim to online web copy. For those times when you reallyengage need toinbring in a are games. If we empower them with the tools to make their pro, you’ll learn how to work with a web writer to get the best own give them the opportunity to as build valuable copy games, for your we website, as quickly and cheaply possible. technical, artistic, storytelling, media literacy, and complex systems thinking skills. This panel will explore actual classroom case studies and perspectives on the effects of Melanie Seibert teaching game design to young children. Claudio Midolo, Game Designer, Institute of Play and Quest to Learn Idit Caperton, MaMaMedia Inc Nina Walia, Associate Director, PBS

FRIDAY, MARCH 11 4:00 p.m. – 5:00 p.m. Room 121

EDUCATION

Writing | Technical Writing Grassroots Rocking THE ACCIDENTAL WRITER: Innovation GREAT WEB COPY FOR EVERYONE the Great copyEvent is critical to the World effectiveness of nearly every website. Yet often, a business owner, designer, or developer, Like the web, startups are transforming the world of perhaps pressured by budget and time limitations, will write the conferences, and the action is in local and niche events. We’ll copy himhow or herself. session will tell youevent when that that’s a good explore you canThis produce a world-class attracts idea, and when it’s not. For those times when it’s okay to be the a national audience by tapping into engaged niche audiences “accidental writer,” you’ll learn quick tips for crafting effective and regional passions. New technology in ticketing, marketing, web copy. For those makes times when you really need toanbring in a and communicating it possible to produce world-class pro, how to work with aByweb writerinto to get best eventyou’ll on alearn minor-league budget. tapping thethe lessons copy for your website, as quickly and cheaply as possible. learned from producing open source ‘camps’, conference startups are more engaging, more authentic, and more community focused. With a focus on audience engagement, Melanie Seibert inspiring passions and building bonds between attendees. Chris Schultz, CEO, Voodoo Ventures LLC

FRIDAY, MARCH 11 3:00 p.m. – 9:00 p.m. Buffalo Billiards

PARTY

Writing | Technical Writing SXSW Film THE ACCIDENTAL WRITER:Opening GREAT WEB COPYParty FOR EVERYONE You’re invited to the opening night celebration that kicks off the Great copy isFilm critical to the Enjoy effectiveness of nearly every and 2011 SXSW Festival. drinks with old friends website. Yet often, a business owner, designer, or developer, have fun making new ones! The party kicks off with Dj Esco and perhaps pressured by budget limitations, willlineup write the all time legend, Dj Premier onand the time decks. Next in the is copy him or herself. This session will tell you when that’s a good a collection of cutting edge rappers starting with Quentin Miller idea, and when it’s not. Pusha For those it’s and okaySchoolboy to be the from WDNG CRSHRS, T oftimes Goodwhen Music, “accidental writer,” you’ll learn quick tips for crafting effective Q from the rap super group TDE (Top Dawg Entertainment). web those times youintroduced really needtotomore bringarcade in a Latercopy. in theFor evening, guestswhen will be pro, you’ll to work to getperformers, the best games andlearn morehow media! Thewith nighta web endswriter with three copy for your website, as quickly and cheaply as possible. each one Grammy award winners, starting with Taylor Swift, Alicia Keys, and lastly, John Mayer. Drop everything, this is going to be one memorable night! Melanie Seibert Drink price will vary, bring valid I.D. – 21 and Up Melanie Seibert

SATURDAY

Writing | Technical Writing

THE ACCIDENTAL WRITER: GREAT WEB COPY FOR EVERYONE Great copy is critical to the effectiveness of nearly every website. Yet often, a business owner, designer, or developer, perhaps pressured by budget and time limitations, will write the copy him or herself. This session will tell you when that’s a good idea, and when it’s not. For those times when it’s okay to be the “accidental writer,” you’ll learn quick tips for crafting effective web copy. For those times when you really need to bring in a pro, you’ll learn how to work with a web writer to get the best copy for your website, as quickly and cheaply as possible.

Melanie Seibert

SATURDAY, MARCH 12 9:00 – 10:00 a.m. Room 124

Writing | Technical Writing THE ACCIDENTAL WRITER: GREAT WEB COPY FOR EVERYONE Cops 3.0: The Future of Great copy is critical toand the effectiveness nearly every Policing theofInternet website. Yet often, a business owner, designer, or developer, GOVERNMENT AND TECHNOLOGY

The internet has become a critical tool limitations, for law enforcement. perhaps pressured by budget and time will write the This willThis explore ways is being copy presentation him or herself. session willthat tell ityou when used that’sfor a good investigations outreach and will idea, and whenand it’s community not. For those times when it’sdiscuss okay to privacy be the issues and controversies as well as tips the reach and limits of the “accidental writer,” you’ll learn quick for crafting effective law go online. The future of lawneed enforcement webwhen copy. police For those times when you really to bring inwill a be in how length will address concerns pro,discussed you’ll learn to and workthe withspeakers a web writer to get the best such as privacy, surveillance, andand much more.asLearn more copy for your website, as quickly cheaply possible. about the ways our government, state and federal, are utilizing the internet and social media to learn more about criminal Melanie Seibert activity and to stay one step ahead of terrorist attacks, local crimes, and other domestic offenses.

Kirby Plessas CEO Plessas Experts Network Inc

SATURDAY, MARCH 12 10:00 – 11:00 a.m. Room 121

EDUCATION

Writing | Technical Writing Creating an Effective THE ACCIDENTAL WRITER: GREAT WEB COPY FOR EVERYONE Marketing Internof nearly Program Great copy is critical to the effectiveness every website. Yet often, a business owner, designer, or developer, perhapsyou pressured by budget limitations, will write the Would like a helping handand thattime is affordable, copy him or herself. session will tellthe youexplosion when that’s a good accommodating, andThis productive? With of Web idea,mobile and when it’s not. For those okay to be the and applications, now moretimes thanwhen ever, it’s companies “accidental writer,” learnhand. quickWith tips so for much crafting could benefit from ayou’ll helping to effective do, and so web copy. For thoseand times when you really to bring that in a little time, Amanda Caroline share howneed to knockout pro, you’ll learn how to list workwith withana internship web writerprogram, to get thewhere best online marketing to-do copy address for your website, as quickly and cheaply as possible. they how to assess the workload, create a mutually beneficial program and recruit Rockstar interns. Amanda and Caroline will share strategies and tactics on: (1) Finding Melanie Seibert ideal tasks for interns (2) Developing the internship program structure (3) Setting expectations on free versus paid. This presentation intends to show you how to create a win-win situation for both your company and your interns. Amanda McGuckin Hager, Founder, GoMarketMe Caroline Lim, Co-Founder, GoMarket.me

SATURDAY, MARCH 12 11:00 – 12:00 p.m. Room 124

DESIGN THINKING

Writing | Technical Writing Creative Workshop: THE ACCIDENTAL WRITER: GREAT WEB COPY 80 FOR EVERYONE Challenges to Sharpen Your Great copy is critical to the effectiveness of nearly every website. Yet often, a business owner, designer, or developer, Design Skills perhaps pressured by budget and time limitations, will write the copy him or herself. This session will tell you when that’s a good idea, and when not.Again. For those okay to You’re under theit’sgun. Onlytimes a fewwhen days it’s to come upbe the “accidental writer,” you’ll quick tips for crafting effective with a revolutionary new learn feature for your Web app. Or you’ve web Forbythose when need tonew bring in a beencopy. tasked your times boss to giveyou thereally company’s mobile pro, you’ll learn how to work withOr a web writer to getinthe experience a little more oomph. you’re floating thebest space copy for your website, as quickly possible. of a nebulous client problem that and you cheaply just can’tasseem to pin down. In these situations, it can be hard to focus on coming up with breakthrough ideas. But don’t worry&mdash;help is to the Melanie rescue. Seibert David Sherwin from frog design, a global innovation firm, will share tools and methods that any interactive professional can use to more consistently brainstorm quality ideas for interactive products and services. Workshop: 80 Challenges to Sharpen Your Design Skills (HOW Design Press). David Sherwin, Senior Interaction Designer, Frog Design

SATURDAY, MARCH 12 1:00 p.m. – 2:00 p.m. Room 121

EDUCATION

Writing | Technical Writing Death ofWRITER: theGREAT Textbook, THE ACCIDENTAL WEB COPY FOR EVERYONE Emergence of Games Great copy is critical to the effectiveness of nearly every website. Yet often, a business owner, designer, or developer, Textbooks publishedbyon trees and are on way out inwill Texas, and the perhaps pressured budget timethelimitations, write California the rest of the country and world. The Textbook industry is hoping they will be copy him or herself. This session will tell you when that’s a good replaced versions spruced withit’sanimated graphics. idea, and with whenon-line it’s not. For those times up when okay to be the However, it“accidental is likely that on-line textbooks will be successful writer,” you’ll learn quick tipsnoformore crafting effectivethan magazine advertising thatthose morphed banner ads. Linear web copy. For timesinto when you really need tocontent bring inwith a multiple choice answers at the end of each chapter, won’t work. And as with pro, you’ll learn how to work with a web writer to get the best banner ads, on the can measure thatand they don’t work. What does work? Socially copyInternet for youryou website, as quickly cheaply as possible. networked GAMES. The question for this panel is whether games will replace traditional educational media, and what those games look like. What will the teachersSeibert manual look like? How will learning be assessed? What happens to Melanie the clasSenioroom, or the school itself, when on-line learning is available 24/7? What does the PTA look like if parents can play along with their kids? What happens to the distinction between vocational and instructional if playing games is equivalent to performing a virtual job or service? James Bower, CEO, Numedeon/Whyville

SATURDAY, MARCH 12 2:00 p.m. – 3:00 p.m. Room 121

DESIGN THINKING

Writing | Technical Writing Design-Driven How THE ACCIDENTAL WRITER: GREATInnovation: WEB COPY FOR EVERYONE Designers Facilitate the Dialog Great copy is critical to the effectiveness of nearly every website. Yet often, a business owner, designer, or developer, In the real world, coming up with breakthrough doesn’t perhaps pressured by budget andatime limitations,idea will write themean itcopy will him get to market. By nature, innovative ideas are different and or herself. This session will tell you when that’s a good represent new ways of thinking. stakeholders idea, and when it’s not. For thoseGetting times when it’s okay to to recognize be the the value ofwriter,” these market-shaking buy into and support “accidental you’ll learn quickideas, tips for crafting effective them, and For agree to build a new of design web copy. those timesthem, whenrequires you really needkind to bring in a skill: facilitation. This session will show how leading innovation workshops pro, you’ll learn how to work with a web writer to get the best (collaborative design workshops) not cheaply only brings UX to the strategy copy for your website, as quickly and as possible. table, but it invents a new table at which strategic ideation and dialog can take place constructively. In this session, two designers will show how theySeibert have lead very different types of innovation workshops to Melanie generate creative new ideas, get stakeholders aligned around those ideas, and drive those innovations to market. They will share their favorite methods for getting cross-functional groups to ideate, filter ideas using the innovation funnel,. Carola Thompson, Senior Dir, Mindjet Jim Nieters, Director User Experience Yahoo!

SATURDAY, MARCH 12 3:00 p.m. – 4:00 p.m. Room 121

ADVERTISING

Writing | Technical Writing DoACCIDENTAL Agencies Need toFORThink THE WRITER: GREAT WEB COPY EVERYONE Like Software Companies? Great copy is critical to the effectiveness of nearly every website. Yet often, a business owner, designer, or developer, Now thatpressured digital andbymobile a component of anywillinnovative perhaps budgetisand time limitations, write the ad campaign, the question arises: How much do marketers need to about technology? copy him or herself. This session will tell you when that’sknow a good The is, advertisers and brand marketers entering a brave new world idea,truth and when it’s not. For those times when it’sare okay to be the -one where code you’ll is on learn par with content. 21st-century “accidental writer,” quick tips forThe crafting effective ad isn’t something to becopy. looked it’s something be really used.need Our reliance web Forat, those times whentoyou to bring inona mobile tools, such as apps, position them as the perfect vehicles for pro, you’ll learn how to work with a web writer to getbrands. the best“Consumers” are now are “marketers” nowcheaply “developers”? Enter the hybrid marketer. copy “users.” for your So website, as quickly and as possible. 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 Melanie Seibert 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? Amanda Kelso, Managing Director, Google Creative Lab Google Matt Galligan, Co-Founder & Chief Strategy Officer ,SimpleGeo Rick Webb, COO, The Barbarian Group Robert Rasmussen, CCO, Tribal DDB

SATURDAY, MARCH 12 4:00 p.m. – 5:00 p.m. Room 124

SELF-HELP | SELF-IMPROVEMENT

Writing | Technical Writing Don’t BeWRITER: Afraid OfCOPY Creativity! THE ACCIDENTAL GREAT WEB FOR EVERYONE Anything Can Happen Great copy is critical to the effectiveness of nearly every website. Yet often, a businessdoes owner, developer, When it comes to creativity, feardesigner, stand in or your way? How can perhaps pressured by budget and time limitations, will write a safety pin kick start your imagination? What do hats havethe to do copy him or herself. This session will tell you when that’s a good with it? Learn and experience key skills to crack open your creative idea, andMark whenChannon, it’s not. For those timesofwhen it’s okay be theof BBC’s noggin. Grand Master Memory and tocreator “accidental writer,” you’ll learn quick tips for crafting effective game show Monkhouses Memory Masters will share his insights as web copy. For those reallyand need to bringwhile in a leading a professional actor,times gamewhen showyou creator facilitator pro, you’ll learn to work with to a web writerinto60get the bestExpect to you through thehow process of idea concept minutes. copy for your website, as quickly and cheaply as possible. get involved, have some fun and learn 5 specific techniques: 1) Hit the ground running, where’s the frame? 2) Getting past fear by entering into the ‘state of play.’ 3) Utilizing Memory Techniques to generate Melanie Seibert ideas. 4) Access a world of resources through Mind Mapping. 5) Drive your group towards a solution with Six Thinking Hats. It’s not all about the big ideas though. To wrap it up, Mark will talk about ‘Mental Gaming’, changing the way you approach challenging day to day tasks-just don’t tell anyone, they might lock you up! Mark Channon, BBC

SUNDAY

SUNDAY, MARCH 13 9:00 – 10:00 a.m. Room 121

DESIGN THINKING

Writing | Technical Writing EFF vs Burning Battle THE ACCIDENTAL WRITER: GREAT Man: WEB COPY The FOR EVERYONE Continues Great copy is critical to the effectiveness of nearly every website. Yet often, a business owner, designer, or developer, For those following the chatter on the blogosphere, the Electric perhaps pressured by budget and time limitations, will write the Frontier Foundation (EFF) went on the attack in late 2009 copy him or herself. This session will tell you when that’s a good against Burning Man for the LLC’s DMCA policy and online idea, and when it’s not. For those times when it’s okay to be the terms of use. In a shocking turn of events, Burning Man, the “accidental writer,” you’ll learn quick tips for crafting effective EFF and Creative Commons entered into negotiations during web copy. For those times when you really need to bring in a 2010 to transform the largest counter cultural art gathering in pro, you’ll learn how to work with a web writer to get the best the world into a legal platform for human readable language copy for your website, as quickly and cheaply as possible. and a free culture. Will it work? Will it crash? What will they as a team decide? And how will you help them evolve further? Join us to explore Burning Man as a microcosm of creative Melanie Seibert culture and copyright: Anything goes in Black Rock City--except when you’ve got a camera in your hand. Rosalie Barnes, Educational Design, Community Relations Burning Man

SUNDAY, MARCH 13 10:00 – 11:00 a.m. Room 124

MUSIC

Writing | Technical Writing Expressing THE ACCIDENTAL WRITER:Yourself GREAT WEB COPY Musically FOR EVERYONE with Technology Great copy isMobile critical to the effectiveness of nearly every website. Yetlandscape often, a business owner, or developer, The mobile as we know it isdesigner, focused heavily on gaming, perhaps pressured by budget and time limitations, will write the productivity and social media applications. But as mobile technology copy him or tell you when people that’s awill good continues to herself. advanceThis andsession phones will become smarter, search idea, and when it’s not. For those times when it’s okay to be the for even more intimate, immersive and interactive ways of expressing “accidental quick tipshave for crafting effective themselves.writer,” Today, you’ll mobilelearn technologies made music creation easy, web copy. For those times when you really need to bring a ages, affordable and accessible to the masses, enabling users ofinall pro, you’ll learn how to work a web get the best of abilities and backgrounds, to with create and writer share to music, regardless copy for your website, as quickly and cheaply as possible. previous musical knowledge. Whether you’re a fan of hip hop, classic, pop or video game theme music, there is an app for everyone. And the entertainment industry has taken notice – almost every big name artist or Melanie Seibert brand has an app for mobile devices. Most of them are just fancy message boards providing information, but some are pushing the limits of what it means to interact with the artist or brand. From the palm of your hand you can Auto-Tune your voice to sound like your favorite hip hop star, play an instrument designed by Jorden Ruddess or join a virtual Glee club. Ge Wang Co-Founder, CTO, & Chief Creative Officer, Smule; Assistant Professor, Stanford

SUNDAY, MARCH 13 11:00 – 12:00 p.m. Room 124

BRANDING | MARKETING | PUBLICITY

Writing | Technical Writing Fan to Fanatic: THE ACCIDENTAL WRITER: GREAT True WEB COPYBlood’s FOR EVERYONE Marketing Hookof nearly every Great copy is critical to the effectiveness website. often,such a business TelevisionYetseries’ as Trueowner, Blooddesigner, start withora developer, great idea, a great perhaps pressured by budget and time limitations, willconcept write theto script, and great actors. But what happens between copy him or herself. session will on tellthe youmomentum when that’sthe a good phenomenon? HBO This has capitalized show has idea, and when it’s not. For those times when it’s okay to be thecreative gained throughout the first two seasons with one of the most “accidental writer,” you’ll learn quick tips for crafting effective marketing campaigns ever, including a Jessica Hamby character video web copy. For those times when you really need to bring a blog, character-based minisodes, web sites such as the inAmerican pro, you’llLeague, learn how work with a web writerfrom to get the best “L” Vampire andtomerchandise ranging Lafayette’s copy for your website, as quickly and cheaply as possible. necklace to Sookie’s Merlotte’s apron. Attendees will follow the story of True Blood from the inception of the series through casting and shooting, and finally, to the creation of the ongoing fan experience Melanie Seibert through the mediums of television and the Internet. They will learn the selling points, the marketing tools, and the magic that turns fans into fanatics, and ultimately, cold, hard cash. Erica Wiggins Todo Austin Zach Enterlin, HBO

SUNDAY, MARCH 13 1:00 p.m. – 2:00 p.m. Room 124

DIGITAL DIVIDE

Writing | Technical Writing Folkways These Days: THE ACCIDENTAL WRITER: GREAT WEB COPY FOR Crafty EVERYONE Knowledge in Digital Networks Great copy is critical to the effectiveness of nearly every website. business developer, With the Yet riseoften, of theavirtual has owner, come adesigner, renewedorinterest in the material. perhaps pressured by budget and time limitations, the from Evidence of this renewed interest is everywhere inwill popwrite culture, copy him or toherself. session will tell you when that’s a goodfrom yarn steampunk MakerThis Faire, from Readymade to Make to Etsy, idea, and when it’s not. For those times when it’s okay to be mandolin, the bombing to LED throwies. We see it in craft: the handmade “accidental writer,” you’ll learn quick tips for crafting effective the carefully stitched quilt, the custom cabinet. We see it in the vinyl web copy. For times whennostalgia you really to bring in resurgence andthose the newfound forneed the mixtape. Wea see it in pro, you’ll learn to work writer to get theofbest the Bamboo Bikehow Studio. Wewith seeaitweb in the resurrection Polaroid film copy for your website, as quickly and cheaply as possible. by the IMPOSSIBLE project. Even as we go further into digital culture, we’re getting up from the computer to hold stuff, to make stuff, to shake stuff. And yet, there’s a sense that renewed interest in the material is Melanie Seibert facilitated by digital networks. That is, we go online to learn about craft, to meet-up with makers, to feed our fetishes. We send pictures of our creations from our digital devices to our social networks. Magda Sayeg textile artist Knitta Please Nathan Kreuter, Asst Professor Western Carolina University William Burdette, The University of Texas

SUNDAY, MARCH 13 2:00 p.m. – 3:00 p.m. Room 121

GAMES FOR GOOD

Writing | Technical Writing Gamechanging: Turn Your App THE ACCIDENTAL WRITER: GREAT WEB COPY FOR EVERYONE Into A Cooperative Game Great copy is critical to the effectiveness of nearly every website. Yet often, aren’t a business owner, designer, or developer, Game mechanics just for games anymore. Designers of all perhaps pressured by budget and time limitations, will write users, the and social apps increasingly depend on gameplay to motivate copy him or them herself. This session will tell you when that’s good to Directorect towards goals. Organizations, too, use agames idea, and when it’s not. For those times when it’s okay to be the engage employees and customers to encourage full participation. “accidental writer,” you’ll learn quick tips for crafting effective Many familiar game mechanics are deeply rooted in competition, web copy. For against those times really need elements to bring inlike a pitting people eachwhen otheryou using familiar pro, you’ll learnand how to work with a webBut writer to get best leaderboards zero-sum rewards. there’s anthe alternative: copy for your website, as quickly and cheaply as possible. cooperative games provide a wholly different palette to product designers that want to put their users on the same side of a goal. Cooperative games are one way to build a smarter social web, Melanie Seibert one which organizes people to work together to accomplish really big things. In this highly interactive session we’ll actually play a cooperative game to demonstrate how they work. Thor Muller, CEO, Get Satisfaction Inc

SUNDAY, MARCH 13 3:00 p.m. – 4:00 p.m. Room 124

VIDEO GAMES

Games User Research: Ohno! You’re Doing It Wrong! Learn from the experts all about Games User Research and it’s ins and outs-What it is? Why to do it? When to do it? And How to do it? Use this stepping stone to return to your organization charged with energy to make better products and user experiences (not just for games!) through user research. Bonus: Learn about what can go wrong in Games User Research (and maybe laugh at the mistakes of others? Who doesn’t love a good anecdote from the field :-) Hear from the gaming industries best game developers; EA (Electronic Arts), Treyarch, and Activision. Those looking to learn more about the Video Games industry and get in touch with pioneers in the industry, this is the event for you! Video games, beer, 100 soda flavors, and plenty of appetizers included – All ages! Marina Kobayashi, Games User Researcher, Electronic Arts

SUNDAY, MARCH 13 4:00 p.m. – 5:00 p.m. Room 121

EDUCATION

Hate Gone Viral Hate Gone Viral tackles the challenges faced by society in dealing with the growing phenomenon of the proliferation of hate speech in new media. This phenomenon has created a “Internet Hate Incubator” that has accelerated and heated hate speech to a boiling point. Facebook, YouTube and Twitter have become prime breeding grounds for hate groups, cyberbullying and terrorist recruiting cells, all hiding behind the protections offered by First Amendment protected speech. What can we do to stem the tide of hatred? What can parents do as their children are exposed to this steady stream of hatred in a world? Hate Gone Viral attempts to answer those questions and explains how the Internet Hate Incubator and the Social Hate Incubator are playing roles in the increase in hate speech and violence in our society. Brian Cuban, Attorney At Law

Our History The first South by Southwest Music Conference and Festival (SXSW) was held in 1987 in Austin, Texas. Despite the fact that Austin was not a Top 20 major market at the time, the background and character of the city made it a perfect location for the conference. Austin was considered a fairly cosmopolitan town for its size because of the University of Texas, which draws people from all over the world. As home to the state government and Texas Legislature it has also always been a popular party town, with a reputation that goes back to the 19th century when numerous nightspots and bars were populated by General Custer’s troops after the Civil War. These nightspots are located in the same areas where the 6th Street and 4th Street club and bar scenes now exist. Austin’s eclectic music scene goes back to early in the city’s history (from Mexican, German and colonial origins)a and encompasses a wide variety of music including country, folk, jazz, blues and rock. Central Austin boasts more original music nightclubs in a concentrated area than any other city in the world. The classic problem facing Austin musicians was being isolated from the rest of the world here in the middle of Texas. SXSW was a way to reach out to the rest of the world, and bring them here to do business. To do that successfully, SXSW needed to appeal to people other than local artists whether they were from Austin, Ft. Worth, Chicago, Toronto, Munich or Tokyo. National interest in SXSW was immediate. For years, music businesses on both coasts had been intrigued by what was going on in Austin. The cosmic cowboy, blues, punk and other scenes had already proven that Austin was a receptive place for bands to be creative. With SXSW, music industry executives gained a good excuse to visit. International interest in SXSW began the second year due to many Austin and American bands finding their first success in Europe. Conversely, there was a lot of interest from SXSW registrants in the international bands who came to perform. SXSW now has offices in Ireland, Germany, Australia and Japan who help bring SXSW registrants to Austin. The music event has grown from 700 registrants in 1987 to over 16,000 registrants. As Austin has grown and diversified, film companies and high-tech companies have played a major role in the Austin and the Texas economies. In 1994, SXSW added a film and interactive component to accommodate these growth industries. SXSW Film and SXSW Interactive events together attract approximately 32,000 registrants to Austin every March. SXSW’s original goal was to create an event that would act as a tool for creative people and the companies they work with to develop their careers, to bring together people from a wide area to meet and share ideas. That continues to be the goal today whether it is music, film or the internet. And Austin continues to be the perfect location.