SXSW Learnings

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I had a chance to attend SXSW this year. I got in a car crash in my Taxi, I was part of the Homeless Hotspots debate and in-between I attended a few sessions which are shared here.


<p>SXSW LEARNINGS</p> <p>Griffin Farley 2012</p> <p>PHASES OF THE WEB</p> <p>Documents linked together. For brands this often meant copying and pasting their print marketing materials online. When we interacted with websites, we couldnt interact with other people.</p> <p>THE FIRST PHASE OF THE WEB</p> <p>THE SECOND PHASE OF THE WEB</p> <p>With the second phase we started seeing opportunities for interaction with others. Some websites had reviews, and ways to leave comments. Many brands added social network buttons to their existing site pages. This social behavior was bolted on. </p> <p>THE THIRD PHASE OF THE WEB</p> <p>We are now in the third phase of the internet where websites are being rebuilt around people. Social behavior is the key feature. It is not bolted on. </p> <p>Dont think about the social web as a set of features to add on to your existing site.</p> <p>The social web is not about adding a like button or a share button.</p> <p>Zynga, Facebook Photos and Etsy reinvented businessesby designing around people.</p> <p>Think of the social web like you think of electricity. Its always there poweringeverything else. Social behavior is the same: always there, motivating us to act.</p> <p>QUICK TIPS</p> <p>A CASE AGAINST THE TIPPING POINT</p> <p>If you reach and influence the minority of influential people in society,they will in turn influence hundreds, thousands and even millions of others.</p> <p>Much marketing in the last ten years has been focused on finding and seedingmessages with these influentials.</p> <p>THE LAW OF THE FEW</p> <p>This focus on influentials is mostly based on a view of how we want the worldto work versus how it actually works. </p> <p>HOW WE WANT MARKETING TO WORK</p> <p>15%of influencers</p> <p>30%of conversations</p> <p>85%of non-influencers</p> <p>70%of conversations</p> <p>Focus marketing efforts on lots of small connected groups vs. a few influencers</p> <p>Our online world is catching up with our offline world.</p> <p>People live in networks, they are not isolated, independent actors.Most decision funnel marketing is based on this.</p> <p>For the first time in humanity, we can accurately map and measurehuman-to-human interaction.</p> <p>DRIVING FACTORS BEHIND THIS</p> <p>This will force a move towards Permission based marketing instead of Disruption/ Interruption based marketing</p> <p>Move away from the idea of finding influentials.Celebrities can still drive behavior</p> <p>We are all influential in different contexts. You ned to find everydaypeople who are passionate about what your brand does, and market to them.</p> <p>They will go on to tell their friends.</p> <p>Dont focus on products, focus on interests.</p> <p>QUICK TIPS</p> <p>SOCIAL COMMUNITY MANAGEMENT</p> <p>COMMUNITY MANAGEMENT EXPERTS</p> <p>Interesting</p> <p>Empathy for Others</p> <p>Respect for the Brand</p> <p>Contagious Passion about the Brand </p> <p>COMMUNITY MANGER TRAITS</p> <p>Cant Train Judgement</p> <p>THE SKILL YOU ARE BORN WITH</p> <p>Disregard Resumes, Odd Backgrounds, Hire Interesting People</p> <p>Their Attitude: Here I am and this is how I can add value</p> <p>They need to be a reflection of their audience</p> <p>They need to be an employee first, fan second</p> <p>Nobody had success converting a fan into a community manager</p> <p>HIRING A COMMUNITY MANAGER</p> <p>Founders set the voice, early beta tester emails, letters from archives</p> <p>Write a community credo (community manifesto)</p> <p>Belonging to this community means what?</p> <p>EDITORIAL VOICE</p> <p>User of the Day</p> <p>Real Life Events for Users to Attend</p> <p>QUICK TIPS</p> <p>START UP ACCELERATORS</p> <p>ROCK STARS OF THE BUSINESS WORLD</p> <p>THE NUMBER</p> <p>A year ago their were less than 10 start up accelerators</p> <p>Now their are more than 200</p> <p>Next year their could be 1000</p> <p>THE DEALS</p> <p>If they accept you you get $6,000 per founder, max $18,000</p> <p>Have to work out of the accelerator for 3 months</p> <p>They get your product to the next phase (whatever that is)</p> <p>They put you in front of Venter Capitalists and Angel Investors</p> <p>QUICK TIPS</p> <p>If you have an idea find a start-up accelerator that has done the following:</p> <p>A history of funding</p> <p>A network of mentors</p> <p>An in-house team that can get your idea to the next phase</p> <p>An accelerator that doesnt take more than 6% equity</p>