SXSW Interactive
SXSW Interactive Festival (2010)
When Wiredrive attended the SXSW Interactive Festival in 2010, I came up with a strategy to cover the festival as a journalist, and then build a Wiredrive-powered Microsite to showcase the content. Following the conference, my coverage was cross-promoted by clients and trade publications.
During the festival, we posted real-time updates of the events and festivities on a Tumblr blog (the predecessor to Instagram). My team and I wrote 45 posts throughout the festival and tweeted over 100 times. I encouraged my team to push the boundaries of social media and get creative!
When we got back, I produced the Wiredrive-powered microsite which my team built in 2 weeks using Slideshow Pro, HTML and Wiredrive. I promoted the microsite through email marketing and banner ads on Boards Online. Every component of the campaign was tracked in Google Analytics and reviewed with the partners afterward.
The campaign was successful in that it generated new business and could be used as a training tool for developers and existing clients to show how easy it was to integrate Wiredrive into a website.
“Erika’s strongest assets are her ability to foster enthusiastic client relationships, her passion for digital marketing strategies, and her tireless commitment to every project she undertakes. She is passionate about what she does and is willing to go the extra mile (several miles if need be) to see that an event, website, media package, or any other project is executed to spec. Erika is resourceful and well-connected in the advertising and media production businesses and is someone who can be called on to help facilitate marketing and logistical needs.”
One of my clients invited me to be a guest blogger on his “Posterous” blog, covering my experience of the SXSWi Conference. I found it in my files and thought it would be fun to post! Although the tools may be outdated, the message is still relevant to this day. The COVID pandemic forced traditionalists and technologists to come together to progress with regard to education. We’re still fighting “the system” to upgrade and unify systems!
Proud to be a “Digital Immigrant”
by Erika Levy
I was over-prepared for SXSW. I got myself and my team geared up with A/V equipment, armed with apps and in sync with a strategy to document the entire interactive festival. We had all logistical information at our fingertips and 11 different ways to connect with each other and the outside world: Facebook, Twitter, Tweetdeck, Tumblr, iCal, SXSW App, i-nigma, Bump, Foursquare, text message and the actual phone.
The funny thing, though, is that I still found comfort in going to the information desk to ask a human being for directions, and sometimes it was faster. They had computers set up all around, but I noticed a lot of people went to the booth to ask questions. I always thought the term “Digital Immigrants” referred to my parents or ancestors, but I guess I do still have one foot in the past.
I found this essay called Digital Natives Digital Immigrants by Marc Prensky. He says:
“The Digital Immigrant ‘accent’ can be seen in such things as needing to print out a document written on the computer in order to edit it (rather than just editing on the screen); and bringing people physically into your office to see an interesting web site (rather than just sending them the URL).
The single biggest problem facing education today is that our Digital Immigrant instructors, who speak an outdated language (that of the pre-digital age), are struggling to teach a population that speaks an entirely new language. ”
There is a great divide between traditional and digital advertising, but the only way forward is to continue learning and growing together. It was encouraging to see “traditional” ad pros at SXSW Interactive this year. They are no longer in denial. The need to stay relevant or be left in the dust. They are no longer afraid. Technology is becoming much more user friendly.
Partnerships between “traditional” and “digital” agencies are forming. Though they both aim to be “leaders,” they will always be dependent on one another. The business models will change, but the skill-sets that each possess are both needed to guide clients through offline and online advertising challenges.
Creating “original content” and “going viral” is so “yesterday.” Now, it’s all about “real-time” coverage. After obtaining a coveted press pass, I set out to:
Post real-time coverage to a Tumblr blog
Conduct video interviews with speakers and attendees
Create a microsite (powered by Wiredrive mRSS) to showcase photos, videos and blog recaps
My team and I were able to post 45 times to the blog throughout the festival and we tweeted over 100 times. However, I don’t think anyone could really digest the amount of information we doled out. As much as we crave information, consuming it is like eating empty calories most of the time. It goes right through you.
Brands who target digital natives will get a much higher ROI on real-time advertising than brands who are trying to get the attention of digital immigrants because they are still fumbling with adoption and overwhelmed by the constant flow of information. It will be a few more years before Boomers and, even most Gen X’ers, to join the conversation on these new real-time platforms.
As Damon Webster says, “You gotta filter the grid.” You have to use aggregators, filters, lists and bookmarks to scan information, so you can filter and organize the information. You have to control the content you consume, or it will consume you.
The biggest challenge for me at the conference was balancing being present and capturing the moments at the same time. Some of the best connections I made happened when I put down my phone and looked up. I hope we don’t lose that natural instinct to connect with community as we evolve, because some of the best moments are the ones you don’t capture.