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a Insider’s Guide to SXSW Interactive 2015: Following the SXSW TraX @MSLGROUPNA @msl_group #MSLSXSW

Insider’s Guide to SXSW Interactive 2015: Following the SXSW TraX

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Welcome to MSLGROUP’s third edition of The Insider’s Guide to SXSW Interactive. SXSW Interactive’s 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 you’re 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. We’ll 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.

Text of Insider’s Guide to SXSW Interactive 2015: Following the SXSW TraX

  • aInsiders Guide to SXSW Interactive 2015: Following the SXSW TraX

    @MSLGROUPNA @msl_group#MSLSXSW

  • b Photo by Dyxie on Flickr

    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.

    Welcome to MSLGROUPs third edition of The Insiders Guide to SXSW Interactive.

    Following the TraX to SXSW

  • 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.

    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.

    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.

    Stephanie Agresta Global Practice Director, Digital MSLGROUP @stephagresta

    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.

    Cover photos clockwise from left: Luca Sartoni, Nan Palmero and Paul Hudson on Flickr, Image Think by Nam Chau.

    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 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:

    Food and Experiential Dining #MSLFood

    Health and Medtech #MSLHealth

    Social Media and Privacy #MSLPrivacy

    Work and Career #MSLWork

    Branding and Marketing #MSLBranding

    Content and Distribution #MSLContent

    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.

  • 2Mark McClennan @mcclennan

    Social Media and Privacy TraX

    Mark is a social media, privacy and fraud expert who has worked tech PR for 19 years. He is chair-elect of the PRSA.

    Helen Shik @helenshik

    Social Media and Privacy TraX Health and Medtech TraX

    Helen is a healthcare PR, social media and digital content expert with more than 20 years of experience.

    Meet Our TraX Team at SXSW Interactive

    02 Meeting Our TraX Team 04 Planning Your Trip 06 Surviving in Austin 09 Building Your Session

    Viewing Plan11 Taking in the Big Picture 12 Getting a Global Perspective

    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?

    Greg Eppich @gregeppich

    Food and Experiential Dining TraX

    Greg has nearly 20 years of experience as a communicator in the food industry.

    Jenny Heinrich @jennyheinrich

    Food and Experiential Dining TraX

    Jenny has over 15 years of digital experience in food and consumer matters.

    Aleisia Gibson-Wright @aleisiag

    Health and MedTech TraX

    Aleisia formerly led global public relations for the Medical Diagnostics unit of GE Healthcare.


  • 3Jeff Melton @JeffDM

    Content and Distribution TraX

    Jeff is head of Global Technology and Platforms and leads the global integration of digital technology with the MSLGROUPs global digital offerings.

    Denise Vitola @denisevitola

    Brand and Marketing TraX

    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.

    Brian Burgess @centerorch

    Work and Career TraX

    Brian leads the MSLGROUP global employee practice.

    Romain Vezirian @whoisromeo

    Branding and Marketing TraX

    Romain is a digital professional with over eight years of experience and develops digital strategies in Atlanta.

    Marcy Massura @marcymassura

    Work and Career TraX

    Marcy is a SXSW veteran, New York Digital Practice Lead for MSLGROUP and social media powerhouse.

    Matt Dickman @mattdickman

    Branding and Marketing TraX

    Matt is a digital marketing specialist who has created successful marketing programs for some of the largest CPG and entertainment companies in the world.

    Erin Lanuti @erinlanuti

    Content and Distribution TraX

    Erin is one of the most senior experts at MSLGROUP in paid media, content and integrated marketing. She has over 20 years of experience.

  • 410 Texas-Style Planning Tips

    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.

  • 5Planning Your Trip

    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.

    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.

    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.

    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.

    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.

    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.

    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.

    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.

    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.

    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.

  • 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.

    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.

    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.

    * Please note that registrants must purchase a pass.

    Surviving in Austin

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  • 8Mar








































  • 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.

    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.

    Building your Session Viewing Plan

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  • 11

    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

    Taking in the Big Picture

    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.

    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.

    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!

    Photos opposite page: clockwise from the left by Paul Papadimitriou, Nan Palmero, Kris Krg, and Andrew Feinberg on Flickr.

  • 12

    Getting a Global Perspective

    By Stephanie Agresta, Global Practice Director, Digital, MSLGROUP #MSLGlobal

    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 from around the globe to immerse themselves in the global digital ecosystem of SXSW in ways that help drive innovation for our clients worldwide. Global content is integrated into every SXSW theme. But there are a myriad of ways to navigate the show for those interested in finding like-minded global attendees. Here are a few of the top items to be aware of:

    Global Connections: SX Global Connections seeks to reduce the challenge of connecting by bringing relevant content, networking, and business opportunities to the international SXSW community. Dont miss the kick-off event!

    Trade Show 2015 Exhibitors The Trade Show has now grown to one of the most popular aspects of SXSW. Still manageable in size, attendees can make valuable connections with exhibitors. Many of the global sponsors are represented here. Latin America SXSW recently announced the creation of SXAmricas. SXAmricas promotes networking, ideas and new partnerships from Latino film, music and technology leaders. Two panels of note include: Neymar: From Brazil Soccer Star to YouTube Creator

    Latin America: Silicon Valleys New Frontier

    Asia At MSLGROUP, we are proud of our deep expertise in navigating the global digital landscape in Asia. These panels on Asia specific topics will prove to be some of the most popular: One World, Two Internets: Chinas Tech Innovation Winning Over Chinas Wired Women The Birth of Korean Cool

  • 13

    Spotlight AsiaMobile Lifestyle Comes of Age Sunday, March 15 8:30 AM 10:00 AM W Hotel, 200 Lavaca St Great Room C


    Join MSLGROUP, Mondelz, Line and other global tech marketers to discuss the emergence of the mobile consumer in Asia and the global trends it is sparking. Asia is now leading the way for mobile messaging and communications innovation. Theregion entered a new period ofgrowth at the same time as mobile-Internet access became widely available, resulting in the region leapfrogging the PC-Internet era. In an environment with mobile at the core, rich development and invention is happening in exciting ways. Despite having being around for a fraction of the time, messaging services like Line, WeChat and Kakao Talk have sizable user bases rivaling Facebook. But these Asian

    apps are more than just messaging, they are lifestyle platforms, branching out to include mobile payments, shopping, taxi services, banking, and more. As a result, social networking platforms have been transformed into indispensable digital extensions of a users life. The Mobile Lifestyle era is upon us. The leaders of the major western digital platforms are now traveling to the East to understand this innovation and the invention thats still around the corner in North America and Europe. Together we will explore what happens when a mobile messaging app becomes the digital life engine for millions of people. What does this transformation means for peoples lives, businesses and society? What does this mean for global brand marketers? This event is invite only. If you are interested in attending, please reach out to us at CorporateCommunicationsNA @mslgroup.com.

    Patricia Albuquerque Sao Paulo, Brazil Partner & Content Director, MSLGROUP Espalhe @patialbuc

    Jon Chin Singapore Director of Digital & Social, Southeast Asia @jonwchin

    Alice Hu Shanghai, China Manager, Social & Digital, Asia @alicehu

    Marcelo Minutti Sao Paulo, Brazil Director @mminutti

    Nicolas Moreau Paris, France Digital Strategies Consultant, Publicis Consultants @nico_dude

    Narendra Nag Delhi, India Asia Practice Leader, Digital & Social Media @narendranag

    Adrian Rosenthal Berlin, Germany Head of Digital & Social Media, Germany @neurosenthal

    Josh Shapiro Sao Paulo, Brazil Director of Market Development & Client Engagement @joshds

    Juliana Junqueira Vieira Sao Paulo, Brazil Digital Director, MSLGROUP Andreoli

    Meet MSLGROUP experts from around the globe who are attending SXSW this year

  • 14

    By Greg Eppich, SVP, MSLGROUP, and Jenny Heinrich, VP, Social Media & Digital Content, MSLGROUP #MSLFoodLast years SXSW left us feeling a little hungry. Not literally hungry, ofcourse. Theres a lot of great food in Austin and well certainly take advantage of that again this year. Breakfast tacos or kolaches, anyone?

    The truth is, were hungry for more SXSW sessions that focus on food. This years lineup, led by a wide range of respected food industry thought leaders, looks quite satisfying. Theyll address the worlds food supply, responsible sourcing and sustainable production methods, plus predict food trends and shifts in food marketing and retail.

    In addition to this years hearty sessions (see below for our top picks), were looking forward to these SouthBites highlights:

    SouthBites Lounge at the Driskill Hotel, which will serve as the home base for food industry professionals, fans and press. Were keeping our fingers crossed for lots of free food, too. Can you blame us?

    The third annual SouthBites Trailer Park will celebrate Austins iconic food trailer culture. This years Trailer Park will offer a wide range of foods from Asian street cuisine and Turkish style wraps to gourmet grilled cheese sandwiches and Korean Mexican fusion, just to name a few. The SouthBites Trailer Park will be open every day from Friday, March 13, through Saturday, March 21, 11 a.m. to midnight.

    Craft-Cocktail Happy Hour Presented by KitchenAid at the Driskill Hotel on Saturday, March 14, from 6:00-8:00 p.m. This happy hour will wrap the first day of SouthBites programming and offer an open bar, appetizers and a

    guest mixologist to create a variety of craft cocktails using KitchenAid tools. They had us at cocktail. SouthBites Food Truck

    Showcase Party on Monday, March 16, from 9:30 p.m. to midnight. Located at the SouthBites Trailer Park, this late night celebration will highlight the delicious eats crafted by chefs of the 14 participating food trailers and mark the close of SouthBites programming for 2015.

    We invite you to join us, using the hashtag #MSLFood, as we share key findings and insights from these and other SouthBites sessions and events at SXSW Interactive 2015.

    The Food and Experiential Dining TraX

  • 15

    Session picks from our experts

    Made in Brooklyn: A Craft Foods Revolution Saturday, March 14, 11:00AM - 12:00PM Driskill Hotel, Driskill Ballroom #sxsw #SouthBites

    Craft foods and beverages have been gaining mass appeal, as consumers want more authenticity, sustainable practices and seasonality. With their popularity gaining momentum, the effects on the larger food ecosystem have yet to be fully understood. This session will highlight success stories of purveyors who have scaled their business from micro to macro. http://schedule.sxsw.com/2015/events/event_IAP38255

    The Unexpected Power of Shared Meals Saturday, March 14, 11:00AM - 12:00PM Driskill Hotel, Maximilian #sxsw #SouthBites

    Participating in a shared meal leads to expanding ones interactions with new people, cultures, foods and thoughts. This session will highlight the success for meal sharing and how it can make an impact that reaches further than the dinner table. http://schedule.sxsw.com/2015/events/event_IAP35870

    The Future Role of Tech in Dining and Food Saturday, March 14, 3:30PM - 4:30PM Austin Convention Center, Ballroom D #sxsw #momotech

    David Chang of Momofuku fame will discuss how technology is continually changing and shaping the way people interact with food, and how restaurants, chefs and at-home diners consume meals both literally and digitally.


    Mega Bites: Mining Food Data for Insights Saturday, March 14, 3:30PM - 4:30PM Driskill Hotel, Driskill Ballroom #sxsw #SouthBites

    A wealth of data is being collected every day through food apps, restaurant check-ins and recipe searches. However, the landscape of food as big data is still taking shape, and how it will affect meal innovation is yet to be known. This session will seek to explain the future intersection of food and technology.

    Join us as a panel of entrepreneurs from some of the leading companies in food data and food technology discuss the possibilities for big food data. We are on the verge of something that can transform the entire food system, and the leaders in this movement will share their thoughts, ideas and learnings.

    Our panelists will unveil innovative insights they have gleaned from their experiences and share specific use cases. Learn what lies in the future of mining food data and the advantages and obstacles at the convergence of food and technology.


    Saturday 14 March

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    Grocery Wars: The Future of Buying Food Sunday, March 15, 9:30AM - 10:30AM Driskill Hotel, Maximilian #sxsw #SouthBites

    Technology and customization take center stage as consumers demand a more personalized and streamlined experience when shopping in-store. At the center of this revolution is the continued need for purveyors to stay up to date on a seamless buying experience, smart in-store advertising and packaging that provides buyers with information they demand such as ingredients, history and how it can best be used to its fullest potential.


    Building a Better Breakfast Sunday, March 15, 12:30PM - 1:30PM Driskill Hotel, Driskill Ballroom #sxsw #SouthBites

    Breakfast has long been seen as the most important meal of the day. But with an ever-growing population, innovations need to be made in the global food system to account for higher demand. Josh Tetrick, Damir Kaul and Andrew Zimmerman will provide their unique outlooks on how this can be done.

    Well take a look from the view of the entrepreneur (Josh Tetrick), the investor (Samir Kaul) and the culinarian (Andrew Zimmern), and the three will be moderated by sustainable food writer, Jane Black (NYT, Washington Post, Slate). http://schedule.sxsw.com/2015/events/event_IAP31681

    Changing the World through Food: A Love Story Sunday, March 15, 3:30PM - 4:30PM Driskill Hotel, Driskill Ballroom #sxsw #SouthBites

    Renowned chef and restauranteur Michael Chiarello and philanthropist Eileen Chiarello bring their love for each other, food and sustainability on a mission to change the world. They will discuss how they have cultivated success through food, each other and by making a difference in communities across the nation.

    Join the Chiarellos for a candid conversation about how love shaped their commitment to flavor, farming and a sustainable food futureand the blood, sweat and tears it took to get where they are today. http://schedule.sxsw.com/2015/events/event_IAP42722

    Sunday 15 March

    Session picks from our experts

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    72 Ways Food Can Change the World Monday, March 16, 11:00AM - 12:00PM Driskill Hotel, Maximilian #sxsw #SouthBites

    Food and nonprofit successes converge in the story of Hot Bread Kitchen and how poverty and nutrition can be tackled by one everyday food. Eater Editor-in-Chief Amanda Kludt spoke with Jessamyn Rodriguez about her success in providing careers to immigrant men and women by turning their bread-making abilities into businesses. http://schedule.sxsw.com/2015/events/event_IAP43026

    Food Criticism in the Digital Age Monday, March 16, 5:00PM - 6:00PM Driskill Hotel, Driskill Ballroom #sxsw #SouthBites

    Citizen journalism through Instagram, Yelp and Twitter have made restaurant reviews accessible to any diner. In this new digital age, food critics discuss the impact of instantaneous feedback and how it continues to shape the future of food critique and criticism. http://schedule.sxsw.com/2015/events/event_IAP43704

    Monday 16 March

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    By Aleisia Gibson-Wright, SVP, Health MSLGROUP #MSLHealthUnder normal circumstances, thinking about attending a conference for work could lead to a serious, deep, guttural yawn,

    right? Yes, but this is no ordinary conference, its SXSW, one of the top industry trend events in the world. There will be no yawning for me. Airline ticket in my purse, bottled water in hand, bag of pretzels in my coat pocket and a vision of complete immersion in the beautiful world of BIG DATA in health again one of this years trending topics has me alive with excitement.

    What am I most looking forward to? Big data. Its frightening, scintillating and perplexing, particularly in the health space, as technology is still burgeoning. It has applications that range from provider-specific business intelligence to scouring an entire states health records to pinpoint people at risk for certain ailments. Many believe big data can help target early warning signs and improve patient safety.

    How big data is used in preventative medicine is key to why Im so interested in the topic. Its like the ability to analyze other people like myself similar family health history, ethnicity, test results and all that medical stuff to determine what could happen to my health in the future is justoh, riveting. Follow me to find out what I really thought about the session.

    During my time at SXSW, Ill stop and take a moment to appreciate the awesomeness of this industry and the breadth of topics we get to understand and influence. And while Im in Austin, I will definitely make time to appreciate the Tex-Mex and BBQ.

    If youd like to meet up with me for a dip of guac and refried beans, a rack of something savory or to just to talk about the conference, tweet me @aleisiag #MSLHealth.

    The Health and Medtech TraX

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    Patient Power: A Data and Mobile Health Revolution Saturday, March 14, 9:30AM - 10:30AM JW Marriott, Room 203-204 #sxsw #PatientPWR

    It has been estimated that as much as 90% of all data in the world has been generated in the past two years. While big data has dramatically changed the way we live our lives from shopping to social interactions, the big data revolution is just beginning to touch the most sacred aspect of our lives: our health. This panel will discuss the current state and future of the big data revolution in health and personal wellness, as well as the challenges to building a data-driven health system. http://schedule.sxsw.com/2015/events/event_IAP36508

    Session picks from our experts

    Digital Health and Consumerization of Healthcare Saturday, March 14, 11:00AM - 12:00PM JW Marriott, Room 203-204 #sxsw #DigiHealth

    The explosion in technology over the past decade has transformed the world we live in, and nearly all successful businesses today leverage new technologies to their advantage. Yet due to its regulatory and competitive complexity, the healthcare industry has been a notorious laggard in incorporating the benefits of the digital revolution. Recent years, however, have seen numerous innovations on the digital health front and, finally, the move towards a consumerized healthcare system that gives patients more control over their care. Re/code Senior Editor James Temple will moderate a panel to discuss these issues with Beth Seidenberg, partner at Kleiner Perkins Caufield & Byers, and former chief medical officer of Amgen, Mike Lee, founder and CEO of MyFitnessPal, and Ray Bradford, founder and CEO of Spruce Health. http://schedule.sxsw.com/2015/events/event_IAP42614

    Why HIPAA Wont Save You: Protecting Data Privacy Saturday, March 14, 5:00PM - 6:00PM JW Marriott, Room 203-204 #sxsw #SXSWHIPAA

    Every day, people are collecting, sharing and leveraging health information sometimes without even realizing it. From fitness tracking tools to info shared through social to online search and purchases made online, a wealth of health-related data is being generated about each of us that, if used wisely, could improve health outcomes. But while much has been said about the opportunities, few people give much thought to the digital footprint they leave behind a footprint that includes data and information not necessarily protected under existing regulatory guidance (HIPAA). By bringing together key stakeholders who can talk to the needs of patients, manufacturers and entrepreneurs, we aim to tackle both the promise and the risks of maximizing the wealth of health information generated online. http://schedule.sxsw.com/2015/events/event_IAP41752

    Saturday 14 March

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    Session picks from our experts

    Finding a Breast Cancer Cure: What Needs to Change Sunday, March 15, 5:00PM - 6:00PM JW Marriott, Room 201-202 #sxsw #BCCure

    Breast cancer is the second largest cause of cancer death among women in the U.S., invading the lives of millions of women and their caregivers. How can the breast cancer community from consumers and physicians to researchers, health plans and tech companies create change? What do we need to do to help find a cure? In this session, breast cancer survivor, advocate and blogger Ann Silberman, along with digital health media expert David Kopp, will lead an interactive discussion exploring what needs to change in breast cancer care and treatment today, the emerging role digital innovation will play in helping find a cure and how we can all help. http://schedule.sxsw.com/2015/events/event_IAP40477

    Is Big Data the Next Wonder Drug? Sunday, March 15, 5:00PM - 6:00PM JW Marriott, Room 203-204 #sxsw #HealthData

    In a world where we track our sleep, steps, sex, vitals, DNA and almost everything imaginable is data the panacea we hope itll be for our health? Or is it another fad, a placebo, a sugar pill that makes us feel psychologically, but not measurably, better? Now that weve begun collecting data on ourselves, how do we use it to improve our future health? And what happens when data is extended from the individual to the collective body? What are the societal implications?

    Find out what comes after the quantified self in a panel with Walter de Brouwer, founder and CEO of Scanadu, a NASA Ames Research Center-based company aimed at making this the last generation to know so little about our health; and Eric Topol, M.D., director of the Scripps Translational Science Institute, who is using digital and genomic technologies to reboot the future of medicine. http://schedule.sxsw.com/2015/events/event_IAP42194

    Sunday 15 March

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    Bionic Pancreas: Getting Closer Monday, March 16, 11:00AM - 12:00PM JW Marriott, Room 201-202 #sxsw #BioHealth

    Insulin-dependent diabetics live daily with a pancreas that is not functioning properly. A healthy pancreas secretes both insulin to counter high blood sugar and glucagon to counter low blood sugar. The standard of care to date has been the injection of insulin to manage high blood sugar and the ingestion of carbohydrates to manage low blood sugar. This is akin to managing the temperature in your house with a space heater to add heat and opening the windows to cool things off. It works, but not very well. This session will discuss the industry and academic partnerships underway to create a bionic pancreas that combines novel medical devices and formulations of insulin and glucagon to mimic the function of the pancreas outside the body. http://schedule.sxsw.com/2015/events/event_IAP36516

    Crossing Over: The New Guard of Healthcare Monday, March 16, 3:30PM - 4:30PM JW Marriott, Room 203-204 #sxsw #hcnewguard

    This panel will provide a robust discussion around the experience/journey of entrepreneurs from non-healthcare backgrounds into the highly regulated healthcare industry. We will focus on why they made the leap and explore the benefits and challenges of crossing over to healthcare, while establishing best practices and setting targeted expectations for first-time founders in the digital health space. http://schedule.sxsw.com/2015/events/event_IAP42350

    Turning Big Healthcare into Hubs of Innovation Tuesday, March 17, 11:00AM - 12:00PM JW Marriott, Room 203-204 #sxsw #bigHCideas

    Patients and providers face challenges at our healthcare institutions on a daily basis. These organizations are ripe with real problems, real providers and real patients. This makes them the perfect test environment and partner for entrepreneurs with new ideas and novel approaches to achieve impact. By creating meaningful connections between entrepreneurs, providers and patients, innovation can happen, the spread of new ideas can be accelerated and we can begin to fix our broken system. http://schedule.sxsw.com/2015/events/event_IAP32793

    Monday 16 March Tuesday 17 March

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    The Social Media and Privacy TraX

    By Mark McClennan, SVP, MSLGROUP #MSLPrivacy

    For those interested in social and privacy, SXSW takes a much different approach than the typical security or fraud conference. SXSW organizers have put together a series of more than 100 sessions of interest to communicators and marketing professionals in those markets and anyone looking at using big data to optimize communications or prepare for potential data security issues.

    These are key issues that many communications professionals struggle or live with daily. Some sessions get in the weeds, others look at macro trends and their impact on society.

    4. Going to the sessions isnt enough. The sessions are great, but the conversations before and after are where I typically get the most value. Plan to stay after the sessions you care most about and dont use your pre-session time to catch up on email. You just might miss the best connections and insights. 5. The social backchannel is strong. In previous years, I noticed the social backchannel discussions around the security and privacy sessions were very strong. Follow the hashtags for great opportunities to connect with people you want to meet while keeping up on all the social and privacy sessions.

    To maximize your SXSW social and privacy sessions, keep these points in mind: 1. JW Marriott is your friend. Almost all Social and Privacy sessions will be held at the JW Marriott Austin on 2nd Street. This new hotel that opened in February is about three blocks east of the Convention Center. 2. Size up the rooms. We looked at the floorplan and the rooms are not created equal. Salon 7 has room for 610 attendees, so sessions there should be relatively easy to get into. Salon 8 only has room for 210, so plan to get there early to avoid being shut out.

    3. Tune in to simulcast. SXSW simulcasts keynotes across its venues. So if you want to catch an afternoon session, avoid the crowds at the Convention Center and watch from the JW Marriott.

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    Session picks from our experts

    Rethinking Privacy in the Internet of Things Friday, March 13, 4:00PM - 4:15PM Austin Convention Center, Ballroom C #sxsw #unboundid

    One of the hottest trends that will hit organizations in 2015 is the rise of the Internet of Things. With the mass boom in online profiles, companies will very soon be dealing with millions to billions of ID challenges and creating a need for consumer identity management (CIM). Traditional enterprise identity management software struggles to deal with more than 100,000 separate IDs. (Think about ithow many companies have more than 100,000 employees, so why should their ID management solutions operate at web scale?) When you add new technology like the Internet of Things and the huge amount of device profiles and attributes created per sensor (like Hue lights or Nest thermostats), the number of data points and identities can reach the billions pretty quickly. http://schedule.sxsw.com/2015/events/event_IAP41649

    Security of Things: Who Will Save Us? Friday, March 13, 3:30PM - 4:30PM JW Marriott, Salon 4 #sxsw #SXSWSaveUs

    Two years ago, the Internet of Things was just beginning its rise as one of the most buzzed-about topics of the technology world. Now, smart homes are a reality, our phones and wearable computers are the command line of our lives, and a slew of new, connected gadgets hit the marketplace every year (even toilets arent off limits). A parallel shift is happening in the security world, as threats and attackers become more sophisticated, cyberespionage becomes a real-world concern, and a new data breach makes headlines practically each day. http://schedule.sxsw.com/2015/events/event_IAP32078

    Future Crimes from the Digital Underworld Saturday, March 14, 3:30PM - 4:30PM JW Marriott, Salon 4 #sxsw #updatenow

    Criminals are often the earliest and most innovative adopters of technology. Theyre already stealing identities, draining online bank accounts and wiping out computer servers in the blink of an eye, but thats childs play compared to whats coming next.

    From one of the worlds leading authorities on global security, Future Crimes takes readers deep into the digital underground to illuminate the alarming ways criminals, corporations and even countries are using new and emerging technologies against you, and how this makes everyone more vulnerable than ever thought possible. http://schedule.sxsw.com/2015/events/event_IAP31867

    Friday 13 March Saturday 14 March

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    Session picks from our experts

    What Keeps the Internets Leading CPOs Up At Night Saturday, March 14, 3:30PM - 4:30PM JW Marriott, Salon 8 #sxsw #privacypro

    As data hoarding continues to become an integral part of society, companies are looking to chief privacy officers to help manage data protection and privacy concerns. Demand for data security and privacy professionals has grown exponentially and organizations are recognizing the need to better manage privacy and examine how they handle data within their organization. This panel will include CPOs from some of todays top companies debating the current challenges and opportunities in the privacy landscape and what they see on the horizon. From online tracking and mobile technologies to dealing with surveillance issues, hear from these leaders on where the most challenging privacy issues of the day are going. http://schedule.sxsw.com/2015/events/event_IAP36987

    Cyber-Insecurity: Youre not as Safe as You Think Sunday, March 15, 11:00AM - 1:30PM JW Marriott, Room 307 Pre-registration required #sxsw #HackerU

    Facebook knows everything about you, but what does that mean? Edward Snowden exposed that the NSA was tracking ordinary citizens; why should you care? In this workshop, youll learn why you and your company should be concerned about your online security, and where you are vulnerable to having your data exposed. Hint: its everywhere from your computer to your phone, even to your baby monitors. Led by Amadeus Stevenson, CTO of Decoded, the global company giving professionals a high-level understanding of code, cybersecurity and more, attendees are going to hack themselves - yes, themselves. Armed with a greater knowledge to keep both their personal and professional information safe from prying eyes, they will gain a deeper understanding of the holes in the fabric of our modern world. http://schedule.sxsw.com/2015/events/event_IAP39855

    Fingerprints Are Usernames, Not Passwords Sunday, March 15, 9:30AM - 10:30AM JW Marriott, Room 404 #sxsw #biometrics

    As biometric sensors find their way into your consumer devices, you will be tempted by your device manufacturers and app providers to use them for authentication. While I wont tell you, Dont do it, we will discuss the consequences of using biometrics for authentication, rather than identification. There are plenty of inventions that turned out to be bad ideas, or are simply misused. Without a course correction in the consumer world, biometrics are rapidly headed in that direction. http://schedule.sxsw.com/2015/events/event_IAP37091

    Sunday 15 March

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    Data (in)Security: MIT Scientists Tackle Privacy Sunday, March 15, 3:30PM - 4:30PM JW Marriott, Salon 8 #sxsw #CSAILPrivacy

    In recent years, no technology issue has drawn as much debate as data privacy, from revelations about government surveillance to major corporate data breaches. The topic has spurred tough questions about the balance between access and privacy and how to use data to help solve problems without sacrificing anonymity.

    If anyone can tackle these issues, its the team at MITs Computer Science and Artificial Intelligence Laboratory (CSAIL). Since the labs founding 50 years ago, its researchers have been at the hub of the technology revolution and key players in developing innovations like the personal computer, Ethernet and the World Wide Web.

    A panel of CSAILs leading thinkers, including cryptography expert Shafi Goldwasser, RSA algorithm co-inventor Ron Rivest and former White House adviser Danny Weitzner, will discuss their work on the subject and the biggest challenges for todays data scientists and privacy advocates. http://schedule.sxsw.com/2015/events/event_IAP36963

    Data Discrimination: Exploring Big Data and Bias Sunday, March 15, 11:00AM - 12:00PM JW Marriott, Salon 7 #sxsw #DataBias

    Data analytics give businesses and government powerful new tools. Analyzing data troves allows companies to spot inefficiencies in supply chains. Police can track where crime is spreading. Retailers can tinker with pricing based on user data. But do these advancements have potential pitfalls, too? Could retailers discriminate against customers based on their age, race and income by creating specific profiles of people through data? Will people end up deprived of opportunities if search engines automatically show them different results based on what an algorithm knows about them? Will algorithms be used to change pricing for people in rich neighborhoods versus poor neighborhoods?

    Those are all questions that Washington regulators are pondering now. This panel will address the ethical and legal questions about Big Data analysis and discuss ways to avoid an age of digital inequity as more data is collected, stored and analyzed about us than ever before. http://schedule.sxsw.com/2015/events/event_IAP43058

    Sunday 15 March

    Follow the Money: Cyber Crime and the Black Market Tuesday, March 17, 12:30PM - 1:30PM JW Marriott, Salon 4 #sxsw #SXstolen

    What exactly happens when a cyber-criminal steals your credit card number? Believe it or not, in a matter of a couple hours your personal information could have taken a trip to multiple countries before being sold on the black market. When it comes to cyber-crime, the Internet is a global ecosystem and hackers know no borders. Come take a behind-the-scenes look as we follow a stolen credentials international journey through the black market. See for yourself how cyber-crime isnt a single issue impacting one country, but rather a global issue impacting consumers, corporations and governments around the world. In what country will our stolen credential end up? Join us to find out. http://schedule.sxsw.com/2015/events/event_IAP41706

    Tuesday 17 March

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    The Work and Career TraX

    By Brian Burgess, Global Co-Director, MSLGROUP Employee Practice #MSLWorkAfter 20 years of attending many conferences about marketing and communications, last year I dipped my toe into SXSW. While it was a bit overwhelming in scale, it was endlessly informative and exciting. Last years experience changed my perception that SXSW is for the extremely techy, webby, Twittery people focused on changing the world with digital and social media. In reality, its a bunch of diverse human beings with insatiable curiosities, experiences and points

    of view. Its a Petri dish for diversity and inclusion. Its not so much about digital and social itself as it is about how humans adapt behavior in the digital age.

    MSLGROUPs global Employee Practice, works with organizations around the world that grapple with the same issues how to get their employees heads, hearts and hands in the game around business strategy, brand delivery and navigating change. Every single day.

    Were most excited to hear the panels that focus on change because the pace of change.

    Our tip: find speakers with diverse backgrounds business owners, leaders inside larger companies, authors and academics, futurists and behavioral scientists.

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    Session picks from our experts

    How to Build a Following around Your Idea Friday, March 13, 12:30PM - 12:50PM Austin Convention Center, Ballroom G #sxsw #StandOut

    Too many people believe if they keep their heads down and work hard, their ideas will be recognized on their merits, but thats simply not true anymore. To make a name for yourself and gain traction for your best ideas, you have to capitalize on your unique perspective and knowledge and inspire others to listen and take action. Former presidential campaign spokeswoman Dorie Clark, a regular contributor to Forbes, HBR, and Entrepreneur, explains how to identify the ideas that set you apart and how to promote them successfully. http://schedule.sxsw.com/2015/events/event_IAP34457

    Fear, Shame, Empathy & More Ways to Change Behavior Friday, March 13, 3:30PM - 4:30PM Austin Convention Center, Exhibit Hall 5 #sxsw #danpink

    In this entertaining and provocative session, Daniel Pink best-selling author of Drive and To Sell is Human, and host and co-executive producer of NatGeoTVs Crowd Control will look at the science and practice of behavior change. Hell show how subtle changes in environment can dramatically affect what people do. And hell explore the power (and limits) of techniques from fear to gamification to empathy to distraction. Youll leave with some smart tips on changing the behavior of those in your workplace, school or home. http://schedule.sxsw.com/2015/events/event_IAP42182

    Driving Results through Culture Saturday, March 14, 12:30PM - 12:50PM Austin Convention Center, Ballroom G #sxsw #CultureEng

    For 25 years, S. Chris Edmonds has helped leaders create safe, inspiring work environments where employees thrive. He will share insights from his new book, The Culture Engine, and outline how to change your teams culture through an organizational constitution.

    Leaders of organizations typically invest greater time and energy managing products and services than they do managing their culture, yet culture drives everything that happens in their organizations, good or bad. An organizational constitution specifies the teams purpose, values and behaviors, strategies and goals. Managing to these vital elements helps create a workplace of cooperation and respect, not one of competition and frustration. http://schedule.sxsw.com/2015/events/event_IAP43005

    Friday 13 March Saturday 14 March

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    Session picks from our experts

    Evolving Employee Advocacy with Scale and Impact Saturday, March 14, 5:00PM - 6:00PM Hyatt Regency Austin, Zilker Ballroom 3 #sxsw #EmplAdvcy

    Employee advocacy marketing is here to stay. The idea that a companys employees, customers and most loyal fans can generate measurable, impactful results is one digital marketers have adopted across the globe.

    Adam Keats, vice president, Strategic Partnerships, at Dynamic Signal, and Marcy Massura, SVP, NYC Digital Practice Lead at MSLGROUP, will dissect the natural progression the industry has recently taken and explore how companies - both big AND small - are implementing solutions that allow them to drive measurable business results from these marketing efforts.

    Presented by Dynamic Signal. http://schedule.sxsw.com/2015/events/event_IAP43504

    No One Understands You, and What to Do About It Sunday, March 15, 9:30AM - 10:30AM JW Marriott, Room 408-409 #sxsw #HowTheyCU

    We think we know how we come across to other people - but surprisingly often, were wrong. Decades of research shows there are very weak correlations between how others see us and how we believe we are seen.

    On the bright side, other peoples biases are predictable, not random. We can anticipate how we will be seen, once we understand how perception really works. People can never see you as you are our brains are just not wired for objectivity. But after this session, you will finally be able to see what others see - and many of your past difficulties, frustrations and misunderstandings will begin to make sense. http://schedule.sxsw.com/2015/events/event_IAP39071

    Company Culture Is the Only Competitive Advantage Sunday, March 15, 12:30PM - 1:30PM JW Marriott, Room 407 #sxsw #CultHeart

    You know culture eats strategy for breakfast, but did you know its your start-ups most powerful weapon? Join Culture LabX co-founders Josh Levine and Lindsay Wolff Logsdon for an in-depth discussion about company culture, why its critical to companies who need to scale, why its so damn hard to define and what makes it the most underutilized competitive advantage in business history. Get a seat in the room or take a back seat in the market. http://schedule.sxsw.com/2015/events/event_IAP38012

    Sunday 15 March

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    Rise of the Employee: Leveling the Power Balance Sunday, March 15, 3:45PM - 4:00PM Austin Convention Center, Ballroom C #sxsw #eepower

    Fifty years ago, most people worked for the same companies their entire lives. They had no idea what they could or should earn, and many likely felt scared to ask questions.

    Now that the majority of people have multiple jobs throughout their careers, employers pay more attention to employee engagement, satisfaction and personal development to retain talent.

    In this session, ZenPayroll CEO and co-founder Joshua Reeves will explore why weve entered the age of the employee, and how the imbalance of power in the workplace has shifted. http://schedule.sxsw.com/2015/events/event_IAP39832

    Learning to Work in the Future Sunday, March 15, 3:30PM - 4:30PM JW Marriott, Salon 5-6 #sxsw #futurism

    Based on his experience as IDEOs planetary futurist-in-residence, Alex Steffen (co-founder of Worldchanging and author of Carbon Zero) shares his strategies for how to stay fluent in the use of new ideas and skills when the pace of change keeps increasing.

    If your success and creativity are based in part on your ability to stay current and grow new skills, this is a talk you need to hear. http://schedule.sxsw.com/2015/events/event_IAP43334

    Sunday 15 March

    Cultures of Advocacy: People, Product and Change Monday, March 16, 12:30PM - 1:30PM JW Marriott, Salon 1 #sxsw #advocate

    Its one thing to face the hard challenges of finding better ways to work and create. Its another thing to turn a goal of evolving into actions and ideas that colleagues, customers and clients can rally around. This panel will propose creating cultures of advocacy, explore what innovation even means for an organization and whether it should even be a priority and propose strategies for pushing past the barriers of territoriality and trepidation. http://schedule.sxsw.com/2015/events/event_IAP42643

    Monday 16 March

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    The Branding and Marketing TraX

    By Denise Vitola, NA Consumer Practice Director, MSLGROUP and Matt Dickman, SVP, Global Digital & Social Strategy Director, MSLGROUP #MSLBranding The pace of change will never be slower than it is today.

    That single statement is the perfect backdrop for the 2015 SXSW Interactive Festival and its

    intersection with brand marketing. Each year, the worlds best marketers and biggest brands come together with technologists, artists and musicians in Austin, Texas with the goal of changing the world.

    Facebook has, in a matter of five years gone from dorm rooms to board rooms. Social networking innovations in China are both connecting Chinese people to the rest of the world and putting U.S.-based networks on notice. Mobility is both empowering the masses with access to information and forcing companies to think about marketing in new, untethered ways.

    Commerce is becoming more mobile-centric form tap-to-pay to mobile e-commerce. The power to buy is in the palm of our hands and that revolution is not being led from the U.S., but China.

    PR has been at the forefront of the change that is enveloping brands

    and the marketing function. Our roots in an earned approach to marketing and understanding that consumer engagement is crucial now and in the future, PR has a critical seat at the table in defining the future.

    As owned, paid and earned media intertwine, and each becomes underpinned with social elements, the next five to ten years will be even more dynamic. Much of that future will be built upon technology platforms from the way we engage, the places we buy and the manner in which we create insights from immense stockpiles of data, technology is the core.

    SXSW is the place to be in order to see and experience this change first hand. The brand marketing track looks at the present with a firm eye on the future and nobody is looking back.

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    Session picks from our experts

    Digital Diversity: How Culture Impacts Digital Friday, March 13, 11:00AM - 12:00PM Hyatt Regency Austin Zilker Ballroom 2 208 Barton Springs Rd #sxsw #FBDiverse

    In the U.S. alone, there is a new majority of people in seven of the nations 15 largest cities. The change in these cultural dynamics provides new opportunities for businesses.

    To understand the role culture plays in the lives of three major groups: U.S. Hispanics, Asian Americans and African Americans, Facebook and Ipsos Media CT have partnered together. In this presentation, our teams will illustrate how culture influences attitudes, behaviors and priorities and how that influences the way people communicate online. We will also describe the expectations of multicultural consumers, plus explore how brands can engage with people in culturally relevant ways. http://schedule.sxsw.com/2015/events/event_IAP41339

    Do You Know the ROI of WOM? Do You Want To? Friday, March 13, 12:30PM - 1:30PM Hyatt Regency Austin Zilker Ballroom 2 208 Barton Springs Rd #sxsw #ROIofWOM

    Many marketers recognize that word of mouth (WOM)/earned media, online and off, is the most effective form of advertising, but precisely how effective is it? Up to now, theres been no industry-wide, definitive study to answer that question, but the Word of Mouth Marketing Association (WOMMA) has changed all of that with its new Return on WOM study. We now know the ROI of WOM marketing and, more importantly, how it can be maximized for brands across a variety of categories. http://schedule.sxsw.com/2015/events/event_IAP35452

    Building an Army of Brand Advocates Friday, March 13, 12:30PM - 1:30PM Hyatt Regency Austin Hill Country ABCD 208 Barton Springs Rd #sxsw #brandarmy

    Tech companies may be cutting edge when it comes to technology, but when it comes to mobilizing an army of brand advocates they have much to learn. Join senior executives from Virgin America, Change.org, and World Wildlife Fund to see how some of the worlds most innovative brands are engaging customers in strategic brand advocacy, and cultivating brand evangelists. http://schedule.sxsw.com/2015/events/event_IAP39274

    Friday 13 March

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    Session picks from our experts

    Brands: Connective Tissue between People and Tech Friday, March 13, 5:00PM - 6:00PM Hyatt Regency Austin Zilker Ballroom 3 208 Barton Springs Rd #sxsw #connective

    Brands are now just as likely to invest in everyday tools, services and life-hacks as they are traditional marketing campaigns. The most trusted brands are already behaving like lifestyle and wellbeing partners.

    If youre the kind of person who thinks advertising is a dirty word, maybe this panel will change your mind. Leo Burnetts Global Head of Social and Mobile James Kirkham and Contagious North American editorial director Nick Parish will step into the immediate future to identify miraculous innovations that will quickly be brought into the mainstream by brands. http://schedule.sxsw.com/2015/events/event_IAP40402

    Personalization for the People Saturday, March 14, 11:00AM - 12:00PM Hyatt Regency Austin Zilker Ballroom 2 208 Barton Springs Rd #sxsw #incontrol

    When companies overstep their boundaries with tactics that invade privacy, the results have been potentially disastrous government investigations, consumer group complaints, and *gasp!* user abandonment. So how can marketers reach consumers in a targeted manner without compromising trust? By putting the consumer back in control. When done right, privacy is maintained, and the consumer gets exactly what he or she wants, at the right time, in the right location and on the device of choice. At the center of the privacy debate is the mobile device, the crux of the modern consumers life. http://schedule.sxsw.com/2015/events/event_IAP40201

    CrossFit: A Passion Brand and Fitness Cult Saturday, March 14 12:30PM - 1:30PM Hyatt Regency Austin Zilker Ballroom 3 208 Barton Springs Rd #sxsw #SXCrossFit

    From a simple garage gym to one of Ad Ages hottest brands, CrossFit is rapidly redefining how companies push their messages, their consumers and their impacts. With a 50% annual growth rate, CrossFit is more than the next big thing in fitness its the new wave of grassroots marketing.

    CrossFit Brand Chief Jimi Letchford is a highly recruited wrestler, decorated U.S. Marine Infantry Officer and original CrossFit member, hand-picked by founder and CEO Greg Glassman. Letchford keeps the brand on message and on the radar of fitnessand marketingminds the world over. http://schedule.sxsw.com/2015/events/event_IAP39912

    Saturday 14 March

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    Excuse Me!: Do Marketers and Chat Really Blend? Saturday, March 14, 2:00PM - 3:00PM Sheraton Austin Capitol Ballroom 701 E 11th St #sxsw #MPost

    When messaging apps first exploded last year most analysts saw little role for advertisers in these havens of chat, disposable and private messages. Now even ad-averse leaders like WhatsApp are looking for ways to bring brands into the conversation. But is this the right environment for marketing? Do chatters really want to be distracted from one another here? And what have advertisers gotten from early partnerships with Kik, Tango, LINE and SnapChat? Both marketers and message app providers explore whether chat really is a new medium they can bank on. http://schedule.sxsw.com/2015/events/event_IAP43691

    The Future of Native Advertising Sunday, March 15, 11:00AM - 12:00PM Hyatt Regency Austin Zilker Ballroom 2 208 Barton Springs Rd #sxsw #newnative

    Suddenly, native advertising is everywhere. In your searches, your favorite publications, and social feeds. But really, native has been around for a long time. Part of the reason native advertising has exploded recently is that consumers are hard to pin down. Marketers must be more strategic with their ad creation, meanwhile, social platforms must prove they can be profitable businesses and publishers are desperate for new revenue streams.Native advertising is the future, but it will look very different than what we see today. In this panel we will discuss the future of successful native advertising and why it will benefit both advertisers and consumers. http://schedule.sxsw.com/2015/events/event_IAP40560

    Elevated Creativity: Visually Exploring Culture Sunday, March 15, 12:30PM - 1:30PM Hyatt Regency Austin Zilker Ballroom 2 208 Barton Springs Rd #sxsw #creativeAI

    Too often creativity and data are seen as rivals, with artificial intelligence the villain in the plot against human artistry and autonomy. But data can be more than target profiles, user clicks, and discreet surveillance.

    By visually mapping culture, we can create an elevated space for creative thought and insight. This data-sphere becomes a place of inspiration, where human ingenuity and data-driven technology meet, using a more collaborative Augmented Intelligence to trigger new ideas like never before.


    Sunday 15 March

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    The Content and Distribution TraX

    By Erin Lanuti, SVP, Paid Media and Cross Channel Strategy, MSLGROUP #MSLContent Bill Gates first coined the term content is king back in 1996. In 2014, the word content reigned supreme and organizations made significant investments in building infrastructure to create, manage, distribute and measure their efforts. But as quickly as marketers invest, the content ecosystem changes. As platforms emerge and evolve, so do content and distribution strategies.

    At MSLGROUP, we view content through the lens of a cross-channel strategy. Grounded in a deep

    understanding that earned media is among the most credible content for generating purchase intent, we help our clients see the value in putting targeted paid media around earned placements. By utilizing cost-effective paid media vehicles like native content discovery, influencer marketing and paid social, we can extend the reach and value of PR and more effectively measure its business value. When complemented with programmatic ads, we can serve our placement to the right targets on the right devices.

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    Session picks from our experts

    The Art and Science of Shareability Friday, March 13, 12:30PM - 1:30PM Hyatt Regency Austin, Texas Ballroom 4-7 #sxsw #shareable

    Join Dao Nguyen, BuzzFeeds publisher, to learn how the site uses art and science to understand shareability, distribution and how to integrate strategic data-driven research to grow audiences online. http://schedule.sxsw.com/2015/events/event_IAP44541

    Content Marketing vs Don Draper: The End of Ads Friday, March 13, 2:00PM - 3:00PM Sheraton Austin, Capitol Ballroom #sxsw #MPost

    From branded entertainment and viral video to native advertising and social media presence, the real innovation, creative energy and money in digital marketing seems headed away from traditional advertising. It is all about content now. Brands are publishers, entertainers, resources. Sponsors dont interrupt digital media experiences; they help build and enhance them. They need to reach out to niche audiences in countless smaller channels with custom content that is relevant to that consumer. So, is advertising as we know it a relic of 20th century mass media? Is there still room for the big idea in this world of fragmented, personalized experiences? Is Don Draper obsolete? http://schedule.sxsw.com/2015/events/event_IAP43197

    Use Your Words: Optimizing Content for Growth Saturday, March 14, 11:00AM - 12:00PM Hyatt Regency Austin, Texas Ballroom 4-7 #sxsw #usewords

    Should you urge people to join your service or bark at them to sign up, army style? What about your tagline...how can you possibly sum up everything you have to offer in just a handful of words?

    In this mobile-first world, where screen-estate is limited in the extreme, you need to make every word count.

    Come find out how to write the kind of short, sweet messages that mobile demands, hear a few of Pinterests wordsmithing success stories and learn how to choose the right words for your own audience. http://schedule.sxsw.com/2015/events/event_IAP39980

    Friday 13 March Saturday 14 March

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    Session picks from our experts

    Can Anyone Really Trust User-Generated Content? Saturday, March 14, 12:30PM - 1:30PM Hyatt Regency Austin, Texas Ballroom 4-7 #sxsw #NoFakeUGC

    People have more access toand more frequently rely uponthe recommendations of their peers than ever before. The feedback of others we believe to be like us has the power to make or break goods and services. This begs the question: does the market have an obligation to safeguard the authenticity of user-generated content? Join Bazaarvoice CEO Gene Austin as he discusses the dark side of social media, the impact of inauthentic behavior on businesses and consumers and what each of us can do to create a web worthy of our trust. http://schedule.sxsw.com/2015/events/event_IAP41634

    The Art and Science of Data-Driven Storytelling Saturday, March 14, 3:30PM - 4:30PM Hyatt Regency Austin, Big Bend #sxsw #artofdata

    Data is setting a new world order for everyone from designers, to developers, to brands, to advertisers and publishers - but converting data in its many forms into an engaging story isnt always as easy as it may seem. In a core conversation with Liz Lukas, CEO North America of Decoded - the global company giving professionals a high-level understanding of data, code and more - and James Ball, Special Projects editor for the Guardian Media Group, explore how the Guardian is harnessing data and data scientists to turn out groundbreaking news stories, including decoding NSA documents and more. http://schedule.sxsw.com/2015/events/event_IAP39548

    Data-Driven Strategy vs Editorial Gut Instinct Sunday, March 15, 11:00AM - 12:00PM Hyatt Regency Austin, Zilker Ballroom 1 #sxsw #datadriven

    Personal taste and intuition used to rule editorial strategy for media brands. Today, armed with live data feeds, in-depth analytics tools and constant user feedback, content planning and brand strategy have become a sort of editorial Jenga game, carefully balancing performance and results with the pressures of an hourly news cycle and emerging trends.Womens media brands Refinery29, Glamour and Poshly share how they utilize data to program contentfrom frequency of publish and editorial franchises to overarching brand strategywithout giving up editorial instinct and risk-taking entrepreneurial spirit. http://schedule.sxsw.com/2015/events/event_IAP35051

    Sunday 15 March

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    Transmedia Storytelling in the Age of Proximity Sunday, March 15, 12:30PM - 1:30PM Hyatt Regency Austin, Texas Ballroom 2-3 #sxsw #TechCities

    Cities are changing rapidly. Citizens and consumers are relying on their mobile devices for more services and have higher expectations from their governments. Brands and businesses are looking to engage with consumers in new and meaningful ways - merging digital and physical lines of business.

    We will explore how cities and business are moving to take advantage of these technologies and the opportunity to better engage with citizens and customers. http://schedule.sxsw.com/2015/events/event_IAP35960

    How New Media Business Models Can Save Journalism Sunday, March 15, 5:00PM - 6:00PM Hyatt Regency Austin, Texas Ballroom 2-3 #sxsw #mediabiz

    While society can prosper without many disrupted businesses, journalists and the media play a critical role holding societys decision-makers to account. Yet as they transition to digital, revenues have been dramatically undermined. Newspapers have closed and jobs in journalism have dried up. Now they face an even more rapid transition to mobile, where digital dimes are turning to mobile pennies.

    Join insiders from The New York Times, Vice, First Look Media and Dutch media startup Blendle as they dissect and debate the competing models that will define the media business of the next decade. http://schedule.sxsw.com/2015/events/event_IAP40554

    News or Not? Navigating Native in the Grey Zone Monday, March 16, 9:30AM - 10:30AM Hyatt Regency Austin, Texas Ballroom 4-7 #sxsw #NativeNews

    The latest media evolution has occurred on the paid side, where prestigious media outlets have come to embrace content communications/marketing. FORTUNE, Forbes and even The New York Times have all built native advertising platforms. For brands, native has become a transformative play in their communications as paid media is being called upon to deliver the kind of third-party endorsement that used to be earned. Navigating this complicated and still-developing world of content communications and marketing requires original thinking and strategic communications innovation. http://schedule.sxsw.com/2015/events/event_IAP43795

    Monday 16 March

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    Publicis Groupe is a global leader in marketing, communication, and business transformation. We invite you to join us at the SXSW Job Market to learn about exciting opportunities with our leading agencies, including Saatchi & Saatchi,

    Leo Burnett, MSLGROUP, ZenithOptimedia, Performics, Razorfish and DigitasLBI.

    Join us and grow your skills and career for both today and tomorrow.

    Manage Your Career at 2015 SXSW Interactive

    Face-to-face conversations are the best way to give your job search a boost. Even if youre not looking right this minute, those connections could come in handy someday. So freshen up your resume, pack your business cards, update your portfolio, organize your digital career links and add the SXSW Job Market presented by Publicis Groupe to your Austin itinerary.

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    Parties at SXSW Interactive

    Interactive Opening Party Friday Pi Day of the Century Saturday (a great example of the fun, quirky side of SXSW; celebrate "Super Pi Moment" on 3/14/15 at 9:26:53am) SXSW Film + Interactive Fusion Party Saturday MashBash at SXSW Sunday Interactive Closing Party Tuesday (Kudos to you if youre still going strong on Tuesday after a party every night.) There are many unofficial parties at SXSW too look on Twitter for handles like @SXSWPartyList and @sxswparty that aggregate party information and tweet it out.

    Big parties are cool, but to spend more time partying and less time waiting, try going at off-peak times. Be open to where the night takes you; theres a lot more going on downtown than the big official parties. Our SXSW Interactive party recommendations are:

    Photo by Tye Truitt

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    Austins restaurant scene is a swirl of activity, with cool new eateries popping up everywhere. In February, CultureMap Austin reported more than more than 50 restaurant and bar projects slated for 2015. Here are a few picks from the new entries as well as some old faves.


    Breakfast / Brunch

    Counter Cafe The second location of this downtown favorite is open at 1914 E. Sixth St. They serve down-home diner creations with a gourmet twist for breakfast and lunch, 7:30 am-4:00 pm. South Congress Caf The greatest brunch spot in town is right on the South Congress strip. Dont leave without trying their famous Bloody Mary! Photo by Jason Rosenberg on Flickr

    Ciscos Its been there for more than 50 years and the dcor shows it. Who cares? The migas and biscuits are to die for. Juan in a Million This local favorite has served fajitas, tacos, enchiladas, burritos, chalupas and now-famous breakfast plates since 1980 and the menu has changed little since then. Why mess with a good thing?

    24 Diner Forget cookie-cutter diner stuff. They offer daily blackboard specials with ingredients from local farms. The best chicken and waffles in Austin.

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    Torchys Tacos Chicken, pork, fish, and veggie theyre all there, plus taco of the month specials. Go and be surprised! Franklin Barbeque Check em out for brisket, ribs, pulled pork, turkey, sausage and more. Dont be scared away by the line; its worth the wait. Make a note: theyre closed on Mondays. Perlas Known for their seafood and oyster bar, this is the top patio spot in town for people watching. Fricanos Deli Daily specials and nothing but fresh food are hallmarks of this local gem. Its right by UT, so get a sandwich to go and walk up Guadalupe Street. FoodHeads Theres a long list of specialty sandwiches, soups, salads and sides, all made from scratch. Multiple tea flavors too. Hula Hut If youve never had Mexican food with a Tiki twist, Austin is the place to try it. Ask for a table on the back patio overlooking the lake. Hopdoddy Burger Bar Burgers and beer are the specialties, but while youre there, treat yourself to a Chocolate Stout or Red Velvet Cake shake.

    Dinner, Food Trucks and Happy Hours

    Fixe This modern southern creation opened late last year in the new IBC Bank building on West Fifth Street. The early word is very good. Luckys Puccias After a successful Kickstarter campaign, this popular trailer opened a brick-and-mortar at 1611 W. Fifth St. in mid-January. In addition to the puccias (Italian wood-fired flatbread sandwiches), pizzas are on the menu. Take note, the trailers only open until 3:00 pm Monday through Thursday. Gourdoughs Public House The newest location of Gourdoughs Public House opened in late January. Just in case you need booze and donuts without leaving 78701. La Traviata Elegant dining is the way this Italian bistro describes itself. We highly encourage a visit (closed Sundays). Eddie Vs Downtown Austins nicest seafood restaurant. We recommend the Tuna Tartare, Hong Kong Style Sea Bass or Bone-in Filet. And leave room for the Bananas Foster Flamb. Reservations suggested. Curras Grill This may be the best Tex-Mex in the city. Order the avocado margarita. La Condesa This contemporary take on Mexican cuisine is located in the 2nd Street district. Try the seasonal salsa.

    Vespaio This is Italian food at its finest. Vespaio on South Congress serves authentic antipasti, pizzas, pastas, entrees and decadent desserts.

    Uchi+Uchiko Uchi is closer to downtown and Uchiko is larger, but both offer Japanese small plates and sushi. Paul Qui (winner of Top Chef Season 9) is the executive chef at Uchiko. Moonshine When you crave classic American comfort food, this is your stop. The Pecan Crusted Catfish and White Chocolate Bread Pudding are staples! Second Bar + Kitchen Clean, contemporary dcor paired with seasonal ingredients and local artisan products create a cool vibe for a casual night out. Lamberts Downtown Barbeque Now this feels like Texas. Classic favorites made fancy with an inventive twist. Barley Swine If you have a car and can get a reservation, this unique culinary experience is not to be missed. The Chefs Selection menu is $75 per person. Our other favorites include Stubbs BBQ, Iron Cactus, Gueros, Hudsons on the Bend and the scallops from Wink. If youre feeling adventurous (and have transportation), make the trek to The Salt Lick for the barbecue; youll thank us!

    Photo by John Tornow on Flickr

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