Learn about key themes and trends from the 2013 SXSW Interactive Festival

1. What Happens in Austin,
Doesn’t Stays in Austin

2. Kimberly Bennett Kristin Bolton-Keys Sheila Collins Scott Struletz
@kbennettlaw @kristinbkeys @sheiladcollins @struletz

3. Digital Moguls was by Kristin Bolton-Keys in 2011,
when a group of marketers at a Fortune 500 company were determined to
expand their digital knowledge. Over time, the group held several classroom
style learning sessions covering: Digital Marketing 101, Blogging 101, SEO
101 and Takeaways from the 2012 SXSW Interactive Conference.
Digital Moguls serves as a content hub providing innovative, intuitive and
inspirational content for those seeking to share their knowledge and learn
about digital technology and trends. Ultimately connecting people who want to
learn, share and create digital experiences.

4. Agenda
 How To Navigate SXSW
 Key Themes/Trends
 Session Recaps
 SXSW Takeaways
4

5. South By Southwest (SXSW) is held annually in Austin, Texas

6. Navigating SXSW: A Newbie’s Perspective
 Why SXSW?
 My SXSW POA
 Plan, plan, plan (wait, did I say plan!)
 Embrace Austin
 Experience the brands (Spotify House, Samsung, 3M, Trade
Show)
 Importance of BIT sessions (wearebit.com/@wearebit)
 Legal focused sessions in technology, film and music

7. Digital + Physical Innovation
Makerbot’s Replicator Beam

8. Connected Objects: Google Playground
Google opened a one day pop-up shop called Art, Copy & Code. Art, Copy Code is a series of
projects and experiments to show how creativity and technology can work hand in hand.

9. Augmented Reality

10. Chronic Media Multi-Tasking
VS.

11. Expectations of Cognitive Capabilities

12. Our Real Reality is Augmented
Local vs. Remote
Focused vs. Distracted
Unified vs. Fractured
Present vs. Absent
Now vs. Later

13. Lean Startup Track:
Etsy’s [Backend] Transition From Startup
2 Superpower
Description:
 A crowd favorite was the day long Lean Startup Track featuring Eric
Reis, author of “The Lean Startup”
Presenter:
 Ross Snyder, Software Engineer, Etsy
Highlights:
 Etsy transitioned from a waterfall development process to a
“continuous deployment process”
 Process includes deploying multiple times a day
 Product managers, designers, and senior management can deploy
 Deployinator - open source platform available on Github. Check out
the presentation here.

14. Startup Accelerator
Description:
 Startups battled it out to become the ultimate Interactive winner
across several verticals: News, Mobile, Innovative Web, and Health
Technologies.
Social Winner: Plotter Mobile Winner: Syntellia (Fleksy)

15. Data, Storytelling and Breaking Through
the Noise
Description:
 Explore how data driven stories can have significant impact for
connecting with the audiences you want to reach.
Presenters:
 Ashley Brown, Dustee Jenkins, Gary Goldhammer and Jon Steinberg
Highlights:
 Use data to react on your Editorial Calendar:
 Coke has a 2 hour brainstorm every week to look at the data and
determine how they can be more relevant.
 A recipe for Coca-Cola cake was so engaging that they created a food
vertical on their site.
 The new website/blog experience is about telling great stories, not
selling your product.
 A good rule of thumb - ask the media to share your story. If not, it
might be too product focused. If so, its probably a good story.

16. Lawyered: Lessons from
Foursquare, Meetup, & Etsy
Description:
 Lawyers from Foursquare, Meetup and Etsy explore the legal and business
challenges facing tech companies and provide insights on how growing tech
companies can navigate legal issues.
Presenters:
 Brian Chase, General Counsel, Foursquare
 David Pashman, General Counsel, Meetup
 Sarah Feingold, Counsel, Etsy
Highlights:
 Business and the Law
 Managing Risk
 Newer companies may have a higher risk tolerance
 Engage counsel early so risks can be assessed and managed
 Legal Trends: 2013 Hot Topics
 Privacy
 User generated content
 Balancing IP enforcement/disputes
Disclaimer: The following slides are not legal advice and instead are an overview of trends and discussions at SXSW. If you should need legal
advice, please seek the assistance of local counsel or your local bar association.

17. Crowdfunding 2.0 - The Game Changer
Description:
 The independent film business has lived with the donor form of Crowdfunding via
IndieGoGo and Kickstarter for years. Thanks to the new JOBS Act, there is a new form of
Crowdfunding.
Presenters:
 Dan Satorius (moderator), Of Counsel, Lommen Abdo Law Firm and Satorius Law Firm
 Brian Meece, Co-Founder & CEO, RocketHub
Highlights:
 Small part of the larger funding strategy for startups
 TV Example: Shark Tank
 Advantage for potential and fans
 Opportunity to have an equity stake in a business they believe in
 Managed by an intermediary
 Money gets invested only if minimum is reached
Disclaimer: The following slides are not legal advice and instead are an overview of trends and discussions at SXSW. If you should need legal
advice, please seek the assistance of local counsel or your local bar association.

18. Legal Takeaways
 Role of Counsel
 Active member of the team
 Engaged from the beginning/product planning phase
 In-house vs Outside Counsel
 As user-sourced content increases, tech companies will increasingly
be faced with a range of IP concerns and potential disputes.
 For privacy, companies need to balance their customer’s experience
while adhering to the laws. The need for clear, transparent policies
are essential.
 As startups, you are setting precedent not only for your
company, but potentially for the industry.
 Crowdfunding is a potential game changer. However, it should only
be one part of the larger funding strategy for a business.
Disclaimer: The following slides are not legal advice and instead are an overview of trends and discussions at SXSW. If you should need
legal advice, please seek the assistance of local counsel or your local bar association.

19. Keynote: Tina Roth Eisenberg,
Founder of Swiss Miss
Here are Tina’s 11 rules to live by:
1. Invest your life in what you love
2. Embrace enthusiasm - keep
going, gets in the flow, don't be afraid
to show it
3. Don't complain. Make things better -
do something about it or let it go
4. Trust and empower - shift from being
a maker to manager is difficult
5. Experience > Money
6. Surround yourself with like minded
people
7. Collaborate
8. Ignore the haters
9. Make time to think and breathe
10. If an opportunity scares you, take it
11. Be that eccentric Aunt to someone
(or whoever inspired you )

20. Questions?
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