Welcome to MSLGROUPs third edition of The Insiders Guide to SXSW Interactive. SXSW Interactives broad array of speakers and events is enormous, with so many things to see and do at the Convention Center, hotels and sites around the city. Whether youre a veteran or a first timer to SXSW Interactive, you need to plan before you go to get the most out of the experience. To help you plan, SXSW Interactive organizes content around very specific themes. This year, MSLGROUP decided to leverage this content filter with MSLGROUP TraX. Our team of experts will be onsite to follow six different areas of interest and offer you real-time updates and discussion opportunities, both on social platforms and during live events. Well even make influencer introductions onsite and through social channels. We hope you join MSLGROUP on our journey to SXSW Interactive 2015. To get a daily email update, please visit this link to choose your TraX: http://msl.gp/TraXemail. See you there.
<ul><li><p>aInsiders Guide to SXSW Interactive 2015: Following the SXSW TraX</p><p>@MSLGROUPNA @msl_group#MSLSXSW</p></li><li><p>b Photo by Dyxie on Flickr</p><p>SXSW Interactives broad array of speakers and events is enormous, with so many things to see and do at the Convention Center, hotels and sites around the city. Whether youre a veteran or a first timer to SXSW Interactive, you need to plan before you go to get the most out of the experience.</p><p>Welcome to MSLGROUPs third edition of The Insiders Guide to SXSW Interactive. </p><p>Following the TraX to SXSW</p></li><li><p>1Its time to get detailed about your plans for maximizing SXSW Interactive 2015. This years event is jam-packed with more big ideas and innovations than ever before, and were here to help you take advantage of all the possibilities. Since it began in 1994 with 36 speakers, SXSW Interactive has grown into the top global digital and interactive meeting in the world, with more than 30,000 attendees descending on Austin each March. The social and digital evolution can be chronicled by pivotal discussions at the 20 previous events, and no doubt there will be major milestone discussions in 2015. </p><p>Over the course of two decades, SXSW Interactive speakers have broadened from digital and social inventors like Facebooks Mark Zuckerberg and Instagrams Kevin Systrom to the likes of new age car and rocket maker Elon Musk and social activist Edward Snowden. As the idea of convergence programming grows, SXSW Interactive in 2015 means people like Charles Barkley are part of the conversation too. </p><p>The story today is about how digital and social innovation impacts every corner of business and industry to shape peoples lives, governments actions and opportunities for new economic growth. SXSW Interactives broad array of speakers and events is enormous, with so many things to see and do at the Convention Center, hotels and sites around the city. Whether youre a veteran or a first-timer to SXSW Interactive, you need to plan before you go to get the most out of the experience. </p><p>Stephanie Agresta Global Practice Director, Digital MSLGROUP @stephagresta</p><p>Stephanie is the senior-most digital executive at MSLGROUP and has been recognized as one of the very top digital creators, innovators and strategists in public relations.</p><p>Cover photos clockwise from left: Luca Sartoni, Nan Palmero and Paul Hudson on Flickr, Image Think by Nam Chau.</p><p>To help you plan, SXSW Interactive organizes content around very specific themes. </p><p>This year, MSLGROUP decided to leverage this content filter with MSLGROUP TraX. </p><p>Our team of experts will be onsite to follow six different areas of interest and offer you real-time updates and discussion opportunities, both on social platforms and during live events. Well even make influencer introductions onsite and through social channels. </p><p>We invite you to contribute to the community and follow along by checking our Twitter hashtags. This will be helpful to those of you heading to Austin as well as those who want to track along from home. We will follow these categories:</p><p> Food and Experiential Dining #MSLFood</p><p> Health and Medtech #MSLHealth</p><p> Social Media and Privacy #MSLPrivacy</p><p> Work and Career #MSLWork</p><p> Branding and Marketing #MSLBranding</p><p> Content and Distribution #MSLContent</p><p> We hope you join MSLGROUP on our journey to SXSW Interactive 2015. To get a daily email update, please visit this link to choose your TraX: msl.gp/TraXemail. See you there. </p></li><li><p>2Mark McClennan @mcclennan</p><p>Social Media and Privacy TraX</p><p>Mark is a social media, privacy and fraud expert who has worked tech PR for 19 years. He is chair-elect of the PRSA.</p><p>Helen Shik @helenshik</p><p>Social Media and Privacy TraX Health and Medtech TraX</p><p>Helen is a healthcare PR, social media and digital content expert with more than 20 years of experience. </p><p>Meet Our TraX Team at SXSW Interactive </p><p>02 Meeting Our TraX Team 04 Planning Your Trip 06 Surviving in Austin 09 Building Your Session </p><p>Viewing Plan11 Taking in the Big Picture 12 Getting a Global Perspective </p><p>TraX:14 Food and Experiential Dining 18 Health and Medtech 22 Social Media and Privacy 26 Work and Career 30 Branding and Marketing 34 Content and Distribution 38 Manage Your Career 39 Parties 40 Hungry? </p><p>Greg Eppich @gregeppich</p><p>Food and Experiential Dining TraX</p><p>Greg has nearly 20 years of experience as a communicator in the food industry.</p><p>Jenny Heinrich @jennyheinrich</p><p>Food and Experiential Dining TraX</p><p>Jenny has over 15 years of digital experience in food and consumer matters.</p><p>Aleisia Gibson-Wright @aleisiag</p><p>Health and MedTech TraX</p><p>Aleisia formerly led global public relations for the Medical Diagnostics unit of GE Healthcare.</p><p>Contents</p></li><li><p>3Jeff Melton @JeffDM</p><p>Content and Distribution TraX</p><p>Jeff is head of Global Technology and Platforms and leads the global integration of digital technology with the MSLGROUPs global digital offerings.</p><p>Denise Vitola @denisevitola</p><p>Brand and Marketing TraX</p><p>Denise is the North America Consumer Practice director for MSLGROUP. She is well known for developing on-strategy, insight-inspired campaigns that integrate earned, owned, paid and shared tactics that infuse social, digital and mobile.</p><p>Brian Burgess @centerorch</p><p>Work and Career TraX</p><p>Brian leads the MSLGROUP global employee practice.</p><p>Romain Vezirian @whoisromeo</p><p>Branding and Marketing TraX</p><p>Romain is a digital professional with over eight years of experience and develops digital strategies in Atlanta.</p><p>Marcy Massura @marcymassura</p><p>Work and Career TraX</p><p>Marcy is a SXSW veteran, New York Digital Practice Lead for MSLGROUP and social media powerhouse.</p><p>Matt Dickman @mattdickman</p><p>Branding and Marketing TraX</p><p>Matt is a digital marketing specialist who has created successful marketing programs for some of the largest CPG and entertainment companies in the world.</p><p>Erin Lanuti @erinlanuti</p><p>Content and Distribution TraX</p><p>Erin is one of the most senior experts at MSLGROUP in paid media, content and integrated marketing. She has over 20 years of experience.</p></li><li><p>410 Texas-Style Planning Tips</p><p>You wont have any trouble figuring out whats on the SXSW Interactive agenda the event planners have everything locked and loaded. What you might not be sure of is what to wear, what to bring and how to plan your off time. Follow our insider guidelines and youll be ready for anything.</p></li><li><p>5Planning Your Trip</p><p>1. Download SXSW GO. The Official 2015 Mobile Guide to South by Southwest lets you see the lineup, create your own personal schedule and sync your devices so everythings up to date. The app is available for download to your iPhone, iPad or Android. </p><p>2. Check the weather forecast. March temps in Austin are usually pretty nice (how do 60s and 70s sound?), but Texas weather can change in a hurry. Plan to dress in light layers and bring a jacket and umbrella for those stray showers. </p><p>3. Wear comfortable shoes. Youll walk a lot and likely stand in a line or two, so comfy shoes are a must. If you want to try biking, bring shoes you can wear using B-cycle, Austins bike share system. </p><p>4. Pack your workout clothes. Whether you hit the hotel gym, tackle one of Austins many running trails or take a wake-up walk around the block, exercise is a great way to keep your energy up during long SXSW days.</p><p>5. Stash extra chargers and batteries. Whats the most popular thing at a technology conference? Technology! Everyone will be on Wi-Fi, so be ready for signals to come and go and batteries to die at the most inconven-ient moment. Bring extra batteries and a portable charger, and stake out the charging stations at each venue. </p><p>6. Bring your own bottled water and snacks. Skip the long refreshment lines at SXSW by tucking a few waters and packs of trail mix in your suitcase or stopping at Royal Blue Grocery on your way through downtown. </p><p>7. Leave a little room in your suitcase. Downtowns 2nd Street District has more than 50 local specialty shops, services and eateries. Set aside time to shop and take a piece of Austin home with you.</p><p>8. Be prepared to network. Were not suggesting a canned elevator speech, but having a few key phrases in your back pocket will help get conversations going. And dont forget to bring plenty of business cards. </p><p>9. Pick your parties. Theres at least one party every night, and times are staggered so you can make almost all of them if you want. Pace yourself though and make sure you have the right access badge before showing up at the door. </p><p>10. Plan a stop at the SXSW Job Market presented by Publicis Groupe. Its free, open to everyone and a great place to meet people, even if youre not looking for a job. You never know, right? March 13-14, JW Marriott.</p></li><li><p>6Theres more to SXSW Interactive than sessions and parties. Use our insider tips to navigate the event like a pro and round out your Austin experience. </p><p>Transportation Its easy to get around downtown on foot or bicycle (check out B-cycle, Austins bike share system), and MetroBus and MetroRail are great for destinations further afield. Good news if youre staying somewhere other than downtown Austin: SXSW has evolved an efficient hotel shuttle service for registrants whose hotels are outside the downtown walkable area.* Music Austin is a music lovers mecca, with live bands playing somewhere every night. Read the signposts, collect postcards on street corners and check out the Downtown Austin Alliance for live music venues. Parking Dont worry about parking if your hotel is outside your walking distance comfort zone and you go for a rental car. Theres a garage on 2nd Street just two blocks from the Austin Convention Center, the hub of SXSW Interactive. Get there early to snag a spot. Scheduling SXSW works best if you plan ahead. Yes, consider developing a personal run of show for the event, but dont feel the need to schedule every minute of your trip. Take a breath. Leave time for spontaneity. </p><p>Satellite-ing Who says you have to be in the room to get value out of SXSW keynote sessions? Avoid the crowds and watch from a satellite location where you can network with people who have similar interests. In many cases, interesting sessions are held immediately following the keynote, saving you time and steps. Social media SXSW Interactive is all about technology, but its also about people. Follow conversations on Twitter, Facebook and Instagram, but dont spend the week looking at your phone. Use this opportunity to make authentic connections that will live beyond Austin. Lounging Nothing will rejuvenate you like a comfortable sofa, a cold drink and a charging station in one of the SXSW Lounges. Stop by to network or meet up with friends and learn about new business opportunities. In particular, we recommend the PayPal Social Media Lounge hosted by TechSet, in Room 19AB of the Convention Center. Youll be able to get your caffeine fix at our coffee bar, pick up essentials at the PayPal store, and recharge yourself and your devices at one of our many work stations. </p><p>* Please note that registrants must purchase a pass. </p><p>Surviving in Austin</p></li><li><p>7</p></li><li><p>8Mar</p><p>14Sat</p><p>Mar</p><p>15Sun</p><p>Mar</p><p>13Fri</p><p>Mar</p><p>17Tues</p><p>Mar</p><p>15Sun</p><p>Mar</p><p>14Sat</p><p>Mar</p><p>14Sat</p><p>Mar</p><p>13Fri</p><p>Mar</p><p>17Tues</p><p>Mar</p><p>15Sun</p><p>Mar</p><p>16Mon</p><p>Mar</p><p>14Sat</p><p>Mar</p><p>15Sun</p><p>Mar</p><p>15Sun</p><p>Mar</p><p>13Fri</p><p>Mar</p><p>13Fri</p><p>Mar</p><p>14Sat</p><p>Mar</p><p>15Sun</p><p>Mar</p><p>17Tues</p><p>Mar</p><p>16Mon</p></li><li><p>9The best tool for planning and organizing your sessions is the SXSW GOTM app, available for download to your iPad, iPhone or Android devices. Browse all the events and speakers and create your personal schedule, then log in to sync it with your other devices. Want to see what sessions your friends and connections are going to? Its all right there.</p><p>SXSW Interactive is full of cant-miss sessions, panels and keynotes. To stay on track, keep them all straight and catch the ones you really want, make lists of your A, B and C choices. That way, if your first choice is full, you can always skip to your B list or even your Cs. Make notes on times and places to be sure youre in the right place at the right time. Allow time for travel. </p><p>Building your Session Viewing Plan</p></li><li><p>10</p></li><li><p>11</p><p>SXSW Interactive has a long tradition of lining up the worlds most innovative and inspiring speakers. Keynote events run from 2-3 p.m. each day in Exhibit Hall 5 of the Austin Convention Center. These presentations take the form of either a solo talk, an interview, or a conversation between two individuals. This year, you will have the opportunity to see: Paola Antonelli Senior Curator, Metropolitan Museum of Art Friday Princess Reema Bint Bandar Al-Saud CEO, Alfa International Saturday Martine Rothblatt Chairman & CEO, United Therapeutics Sunday Logan Green Co-founder & CEO, Lyft Monday Astro Teller Captain of Moonshots, Google[x] Tuesday </p><p>Taking in the Big Picture</p><p>They are must-attend events for anyone with a show badge, but you dont need to be in the hall to view them. SXSW simulcasts keynotes across its venues, enabling you to avoid the crowds and watch from a satellite location and network with people who have similar interests.</p><p>We also highly encourage attendees to check out the Featured Sessions to hear from influential celebrities and the top names behind some of the industrys most innovative trends and important conversations. This years line-up of SXSW speakers includes Charles Barkley, Bonin Bough, Russell Brand, Pete Cashmore, Malcolm Gladwell, Jesse Jackson, Guy Kawasaki, Josh Klein, Julia Louis-Dreyfus, Eric Schmidt, Brian Solis, Biz Stone, Eric Topol, Gary Vaynerchuk, Jack Welch and more.</p><p>SXSW Interactive is not just 60 minute sessions there are a variety of fascinating things to do outside the convention center. SXSW Interactive Workshops offer in-depth, multi-hour education on a variety of subjects, all located on the third floor of the JW Marriott. A multitude of Convergence Meet Ups are scheduled each day to connect attendees with similar interest across disparate industries. Theres also the Gaming Expo, Startup Village, SXgood (the official social good platform at SXSW), comedy and more a quick internet search including SXSW can reveal all kinds of events and opportunities to enjoy!</p><p>Photos opposite page: clockwise from the left by Paul Papadimitriou, Nan Palmero, Kris Krg, and Andrew Feinberg on Flickr.</p></li><li><p>12</p><p>Getting a Global Perspective</p><p>By Stephanie Agresta, Global Practice Director, Digital, MSLGROUP #MSLGlobal</p><p>The City of Austins official motto is Live Music Capital of the World. Its time everyone also recognizes the importance that Austin and SXSW play on the global digital landscape. SXSW is now the largest and most important gathering of global digital marketers annually. SXSW Interactive has always been about whats emerging from Silicon Valley and New York City. But now, technology trends in Brazil, China, India, Korea and Australia are making big waves. Every year the percentage of attendees and sponsors from outside the United States has grown. Last year the 32,798 attendees of Interactive came from 82 countries. For global digital marketers, the show is must-attend. MSLGROUP brings colleagues...</p></li></ul>