insider’s guide to sxsw interactive 2015: following the sxsw trax

44
a Insider’s Guide to SXSW Interactive 2015: Following the SXSW TraX @MSLGROUPNA @msl_group #MSLSXSW

Upload: mslgroup

Post on 08-Apr-2016

297 views

Category:

Documents


0 download

DESCRIPTION

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.

TRANSCRIPT

Page 1: Insider’s Guide to SXSW Interactive 2015: Following the SXSW TraX

a

Insiderrsquos Guide to SXSW Interactive 2015 Following the SXSW TraX

MSLGROUPNA msl_groupMSLSXSW

b Photo by Dyxie on Flickr

SXSW Interactiversquos 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 yoursquore 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 MSLGROUPrsquos third edition of The Insiderrsquos Guide to SXSW Interactive

Following the TraX to SXSW

1

Itrsquos time to get detailed about your plans for maximizing SXSW Interactive 2015 This yearrsquos event is jam-packed with more big ideas and innovations than ever before and wersquore 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 30000 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 Facebookrsquos Mark Zuckerberg and Instagramrsquos Kevin Systrom to the likes of new age car and rocket maker Elon Musk and social activist Edward Snowden As the idea of ldquoconvergence programmingrdquo 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 peoplersquos lives governmentsrsquo actions and opportunities for new economic growth SXSW Interactiversquos 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 yoursquore 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 Wersquoll 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 mslgpTraXemail See you there

2

Mark 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

TraX14 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

Contents

3

Jeff Melton JeffDM

Content and Distribution TraX

Jeff is head of Global Technology and Platforms and leads the global integration of digital technology with the MSLGROUPrsquos 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

4

10 Texas-Style Planning Tips

You wonrsquot have any trouble figuring out whatrsquos on the SXSW Interactive agenda ndash 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 ldquooffrdquo time Follow our insider guidelines and yoursquoll be ready for anything

5

Planning Your Trip

1 Download SXSWreg 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 everythingrsquos 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 Yoursquoll 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 Austinrsquos bike share system

4 Pack your workout clothes Whether you hit the hotel gym tackle one of Austinrsquos 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 Whatrsquos 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 Downtownrsquos 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 Wersquore not suggesting a canned elevator speech but having a few key phrases in your back pocket will help get conversations going And donrsquot forget to bring plenty of business cards

9 Pick your parties Therersquos at least one party every night and times are staggered so you can make almost all of them if you want Pace yourself though ndash 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 Itrsquos free open to everyone and a great place to meet people even if yoursquore not looking for a job You never know right March 13-14 JW Marriott

6

Therersquos 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 Itrsquos easy to get around downtown on foot or bicycle (check out B-cycle Austinrsquos bike share system) and MetroBus and MetroRail are great for destinations further afield Good news if yoursquore 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 loverrsquos 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 Donrsquot worry about parking if your hotel is outside your walking distance comfort zone and you go for a rental car Therersquos 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 donrsquot 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 itrsquos also about people Follow conversations on Twitter Facebook and Instagram but donrsquot 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 Yoursquoll 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

7

8

Mar

14Sat

Mar

15Sun

Mar

13Fri

Mar

17Tues

Mar

15Sun

Mar

14Sat

Mar

14Sat

Mar

13Fri

Mar

17Tues

Mar

15Sun

Mar

16Mon

Mar

14Sat

Mar

15Sun

Mar

15Sun

Mar

13Fri

Mar

13Fri

Mar

14Sat

Mar

15Sun

Mar

17Tues

Mar

16Mon

9

The 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 Itrsquos all right there

SXSW Interactive is full of canrsquot-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 yoursquore in the right place at the right time Allow time for travel

Building your Session Viewing Plan

10

11

SXSW Interactive has a long tradition of lining up the worldrsquos most innovative and inspiring speakers Keynote events run from 2-3 pm 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 amp CEO United Therapeutics Sunday Logan Green Co-founder amp 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 donrsquot 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 industryrsquos most innovative trends and important conversations This yearrsquos 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 ndash 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 Therersquos also the Gaming Expo Startup Village SXgood (the official social good platform at SXSW) comedy and more ndash a quick internet search including ldquoSXSWrdquo can reveal all kinds of events and opportunities to enjoy

Photos opposite page clockwise from the left by Paul Papadimitriou Nan Palmero Kris Kruumlg and Andrew Feinberg on Flickr

12

Getting a Global Perspective

By Stephanie Agresta Global Practice Director Digital MSLGROUP MSLGlobal

The City of Austinrsquos official motto is ldquoLive Music Capital of the Worldrdquo Itrsquos 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 whatrsquos 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 32798 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 Donrsquot miss the kick-off event

Trade Show ndash 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 SXAmeacutericas SXAmeacutericas 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 Valleyrsquos 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 Chinarsquos Tech Innovation Winning Over Chinarsquos Wired Women The Birth of Korean Cool

13

Spotlight AsiaMobile Lifestyle Comes of Age Sunday March 15 830 AM ndash 1000 AM W Hotel 200 Lavaca St Great Room C

MSLGlobal

Join MSLGROUP Mondelēz 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 The region entered a new period of growth 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 userrsquos 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 thatrsquos 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 peoplersquos 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 mslgroupcom

Patricia Albuquerque Sao Paulo Brazil Partner amp Content Director MSLGROUP Espalhe patialbuc

Jon Chin Singapore Director of Digital amp Social Southeast Asia jonwchin

Alice Hu Shanghai China Manager Social amp 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 amp Social Media narendranag

Adrian Rosenthal Berlin Germany Head of Digital amp Social Media Germany neurosenthal

Josh Shapiro Sao Paulo Brazil Director of Market Development amp 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 amp Digital Content MSLGROUP MSLFoodLast yearrsquos SXSW left us feeling a little hungry Not literally hungry of course Therersquos a lot of great food in Austin and wersquoll certainly take advantage of that again this year Breakfast tacos or kolaches anyone

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

In addition to this yearrsquos hearty sessions (see below for our top picks) wersquore looking forward to these SouthBites highlights

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

ndash The third annual SouthBites Trailer Park will celebrate Austinrsquos iconic food trailer culture This yearrsquos 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 am to midnight

ndash Craft-Cocktail Happy Hour Presented by KitchenAid at the Driskill Hotel on Saturday March 14 from 600-800 pm 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 ndash SouthBites Food Truck

Showcase Party on Monday March 16 from 930 pm 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 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP38255

The Unexpected Power of Shared Meals Saturday March 14 1100AM - 1200PM Driskill Hotel Maximilian sxsw SouthBites

Participating in a shared meal leads to expanding onersquos 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 httpschedulesxswcom2015eventsevent_IAP35870

The Future Role of Tech in Dining and Food Saturday March 14 330PM - 430PM 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

httpschedulesxswcom2015eventsevent_IAP43201

Mega Bites Mining Food Data for Insights Saturday March 14 330PM - 430PM 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

httpschedulesxswcom2015eventsevent_IAP39373

Saturday 14 March

16

Grocery Wars The Future of Buying Food Sunday March 15 930AM - 1030AM 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

httpschedulesxswcom2015eventsevent_IAP34122

Building a Better Breakfast Sunday March 15 1230PM - 130PM 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

Wersquoll 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) httpschedulesxswcom2015eventsevent_IAP31681

Changing the World through Food A Love Story Sunday March 15 330PM - 430PM 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 futuremdashand the blood sweat and tears it took to get where they are today httpschedulesxswcom2015eventsevent_IAP42722

Sunday 15 March

Session picks from our experts

17

72 Ways Food Can Change the World Monday March 16 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP43026

Food Criticism in the Digital Age Monday March 16 500PM - 600PM 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 httpschedulesxswcom2015eventsevent_IAP43704

Monday 16 March

18

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 itrsquos 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 ndash again one of this yearrsquos trending topics ndash has me alive with excitement

What am I most looking forward to Big data Itrsquos 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 statersquos 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 Irsquom so interested in the topic Itrsquos like the ability to analyze other people like myself ndash similar family health history ethnicity test results and all that medical stuff ndash to determine what could happen to my health in the future is justhellipoh riveting Follow me to find out what I really thought about the session

During my time at SXSW Irsquoll 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 Irsquom in Austin I will definitely make time to appreciate the Tex-Mex and BBQ

If yoursquod 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

19

Patient Power A Data and Mobile Health Revolution Saturday March 14 930AM - 1030AM 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 ldquobig datardquo 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 httpschedulesxswcom2015eventsevent_IAP36508

Session picks from our experts

Digital Health and Consumerization of Healthcare Saturday March 14 1100AM - 1200PM 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 Recode Senior Editor James Temple will moderate a panel to discuss these issues with Beth Seidenberg partner at Kleiner Perkins Caufield amp Byers and former chief medical officer of Amgen Mike Lee founder and CEO of MyFitnessPal and Ray Bradford founder and CEO of Spruce Health httpschedulesxswcom2015eventsevent_IAP42614

Why HIPAA Wonrsquot Save You Protecting Data Privacy Saturday March 14 500PM - 600PM JW Marriott Room 203-204 sxsw SXSWHIPAA

Every day people are collecting sharing and leveraging health information ndash 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 ndash 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 httpschedulesxswcom2015eventsevent_IAP41752

Saturday 14 March

20

Session picks from our experts

Finding a Breast Cancer Cure What Needs to Change Sunday March 15 500PM - 600PM JW Marriott Room 201-202 sxsw BCCure

Breast cancer is the second largest cause of cancer death among women in the US invading the lives of millions of women and their caregivers How can the breast cancer community ndash from consumers and physicians to researchers health plans and tech companies ndash 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 httpschedulesxswcom2015eventsevent_IAP40477

Is Big Data the Next Wonder Drug Sunday March 15 500PM - 600PM JW Marriott Room 203-204 sxsw HealthData

In a world where we track our sleep steps sex vitals DNA and almost everything imaginable ndash is data the panacea we hope itrsquoll 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 wersquove 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 MD director of the Scripps Translational Science Institute who is using digital and genomic technologies to reboot the future of medicine httpschedulesxswcom2015eventsevent_IAP42194

Sunday 15 March

21

Bionic Pancreas Getting Closer Monday March 16 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP36516

Crossing Over The New Guard of Healthcare Monday March 16 330PM - 430PM JW Marriott Room 203-204 sxsw hcnewguard

This panel will provide a robust discussion around the experiencejourney 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 httpschedulesxswcom2015eventsevent_IAP42350

Turning Big Healthcare into Hubs of Innovation Tuesday March 17 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP32793

Monday 16 March Tuesday 17 March

22

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 isnrsquot 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 donrsquot 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

23

Session picks from our experts

Rethinking Privacy in the Internet of Things Friday March 13 400PM - 415PM 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 100000 separate IDs (Think about ithelliphow many companies have more than 100000 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 httpschedulesxswcom2015eventsevent_IAP41649

Security of Things Who Will Save Us Friday March 13 330PM - 430PM JW Marriott Salon 4 sxsw SXSWSaveUs

Two years ago the ldquoInternet of Thingsrdquo 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 arenrsquot 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 httpschedulesxswcom2015eventsevent_IAP32078

Future Crimes from the Digital Underworld Saturday March 14 330PM - 430PM JW Marriott Salon 4 sxsw updatenow

Criminals are often the earliest ndash and most innovative ndash adopters of technology Theyrsquore already stealing identities draining online bank accounts and wiping out computer servers in the blink of an eye but thatrsquos childrsquos play compared to whatrsquos coming next

From one of the worldrsquos 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 httpschedulesxswcom2015eventsevent_IAP31867

Friday 13 March Saturday 14 March

24

Session picks from our experts

What Keeps the Internetrsquos Leading CPOs Up At Night Saturday March 14 330PM - 430PM 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 todayrsquos 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 httpschedulesxswcom2015eventsevent_IAP36987

Cyber-Insecurity Yoursquore not as Safe as You Think Sunday March 15 1100AM - 130PM 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 yoursquoll learn why you and your company should be concerned about your online security and where you are vulnerable to having your data exposed Hint itrsquos 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 httpschedulesxswcom2015eventsevent_IAP39855

Fingerprints Are Usernames Not Passwords Sunday March 15 930AM - 1030AM 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 wonrsquot tell you ldquoDonrsquot do itrdquo 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 httpschedulesxswcom2015eventsevent_IAP37091

Sunday 15 March

25

Data (in)Security MIT Scientists Tackle Privacy Sunday March 15 330PM - 430PM 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 itrsquos the team at MITrsquos Computer Science and Artificial Intelligence Laboratory (CSAIL) Since the labrsquos 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 CSAILrsquos 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 todayrsquos data scientists and privacy advocates httpschedulesxswcom2015eventsevent_IAP36963

Data Discrimination Exploring Big Data and Bias Sunday March 15 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP43058

Sunday 15 March

Follow the Money Cyber Crime and the Black Market Tuesday March 17 1230PM - 130PM 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 credentialrsquos international journey through the black market See for yourself how cyber-crime isnrsquot 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 httpschedulesxswcom2015eventsevent_IAP41706

Tuesday 17 March

26

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 yearsrsquo 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 itrsquos a bunch of diverse human beings with insatiable curiosities experiences and points

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

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

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

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

27

Session picks from our experts

How to Build a Following around Your Idea Friday March 13 1230PM - 1250PM 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 thatrsquos 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 httpschedulesxswcom2015eventsevent_IAP34457

Fear Shame Empathy amp More Ways to Change Behavior Friday March 13 330PM - 430PM Austin Convention Center Exhibit Hall 5 sxsw danpink

In this entertaining and provocative session Daniel Pink mdash best-selling author of ldquoDriverdquo and ldquoTo Sell is Humanrdquo and host and co-executive producer of NatGeoTVrsquos ldquoCrowd Controlrdquo mdash will look at the science and practice of behavior change Hersquoll show how subtle changes in environment can dramatically affect what people do And hersquoll explore the power (and limits) of techniques from fear to gamification to empathy to distraction Yoursquoll leave with some smart tips on changing the behavior of those in your workplace school or home httpschedulesxswcom2015eventsevent_IAP42182

Driving Results through Culture Saturday March 14 1230PM - 1250PM 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 teamrsquos 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 teamrsquos 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 httpschedulesxswcom2015eventsevent_IAP43005

Friday 13 March Saturday 14 March

28

Session picks from our experts

Evolving Employee Advocacy with Scale and Impact Saturday March 14 500PM - 600PM Hyatt Regency Austin Zilker Ballroom 3 sxsw EmplAdvcy

Employee advocacy marketing is here to stay The idea that a companyrsquos 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 httpschedulesxswcom2015eventsevent_IAP43504

No One Understands You and What to Do About It Sunday March 15 930AM - 1030AM JW Marriott Room 408-409 sxsw HowTheyCU

We think we know how we come across to other people - but surprisingly often wersquore 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 peoplersquos 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 ldquoas you arerdquo ndash 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 httpschedulesxswcom2015eventsevent_IAP39071

Company Culture Is the Only Competitive Advantage Sunday March 15 1230PM - 130PM JW Marriott Room 407 sxsw CultHeart

You know culture eats strategy for breakfast but did you know itrsquos your start-uprsquos most powerful weapon Join Culture LabX co-founders Josh Levine and Lindsay Wolff Logsdon for an in-depth discussion about company culture why itrsquos critical to companies who need to scale why itrsquos 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 httpschedulesxswcom2015eventsevent_IAP38012

Sunday 15 March

29

Rise of the Employee Leveling the Power Balance Sunday March 15 345PM - 400PM 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 wersquove entered the age of the employee and how the imbalance of power in the workplace has shifted httpschedulesxswcom2015eventsevent_IAP39832

Learning to Work in the Future Sunday March 15 330PM - 430PM JW Marriott Salon 5-6 sxsw futurism

Based on his experience as IDEOrsquos 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 httpschedulesxswcom2015eventsevent_IAP43334

Sunday 15 March

Cultures of Advocacy People Product and Change Monday March 16 1230PM - 130PM JW Marriott Salon 1 sxsw advocate

Itrsquos one thing to face the hard challenges of finding better ways to work and create Itrsquos 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 ldquocultures of advocacyrdquo explore what innovation even means for an organization mdash and whether it should even be a priority mdash and propose strategies for pushing past the barriers of territoriality and trepidation httpschedulesxswcom2015eventsevent_IAP42643

Monday 16 March

30

The Branding and Marketing TraX

By Denise Vitola NA Consumer Practice Director MSLGROUP and Matt Dickman SVP Global Digital amp Social Strategy Director MSLGROUP MSLBranding ldquoThe pace of change will never be slower than it is todayrdquo

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

intersection with brand marketing Each year the worldrsquos 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 US-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 US 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

31

Session picks from our experts

Digital Diversity How Culture Impacts Digital Friday March 13 1100AM - 1200PM Hyatt Regency Austin Zilker Ballroom 2 208 Barton Springs Rd sxsw FBDiverse

In the US alone there is a new majority of people in seven of the nationrsquos 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 US 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 httpschedulesxswcom2015eventsevent_IAP41339

Do You Know the ROI of WOM Do You Want To Friday March 13 1230PM - 130PM 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 therersquos 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 ldquoReturn on WOMrdquo study We now know the ROI of WOM marketing and more importantly how it can be maximized for brands across a variety of categories httpschedulesxswcom2015eventsevent_IAP35452

Building an Army of Brand Advocates Friday March 13 1230PM - 130PM 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 Changeorg and World Wildlife Fund to see how some of the worldrsquos most innovative brands are engaging customers in strategic brand advocacy and cultivating brand evangelists httpschedulesxswcom2015eventsevent_IAP39274

Friday 13 March

32

Session picks from our experts

Brands Connective Tissue between People and Tech Friday March 13 500PM - 600PM 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 yoursquore the kind of person who thinks advertising is a dirty word maybe this panel will change your mind Leo Burnettrsquos Global Head of Social and Mobile James Kirkham and Contagiousrsquo 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 httpschedulesxswcom2015eventsevent_IAP40402

Personalization for the People Saturday March 14 1100AM - 1200PM 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 mdash 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 consumerrsquos life httpschedulesxswcom2015eventsevent_IAP40201

CrossFit A Passion Brand and Fitness Cult Saturday March 14 1230PM - 130PM Hyatt Regency Austin Zilker Ballroom 3 208 Barton Springs Rd sxsw SXCrossFit

From a simple garage gym to one of Ad Agersquos 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 fitnessmdash itrsquos the new wave of grassroots marketing

CrossFit Brand Chief Jimi Letchford is a highly recruited wrestler decorated US 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 fitnessmdashand marketingmdashminds the world over httpschedulesxswcom2015eventsevent_IAP39912

Saturday 14 March

33

Excuse Me Do Marketers and Chat Really Blend Saturday March 14 200PM - 300PM 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 httpschedulesxswcom2015eventsevent_IAP43691

The Future of Native Advertising Sunday March 15 1100AM - 1200PM 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 streamsNative 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 httpschedulesxswcom2015eventsevent_IAP40560

Elevated Creativity Visually Exploring Culture Sunday March 15 1230PM - 130PM 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 ldquoAugmented Intelligencerdquo to trigger new ideas like never before

httpschedulesxswcom2015eventsevent_IAP35106

Sunday 15 March

34

The Content and Distribution TraX

By Erin Lanuti SVP Paid Media and Cross Channel Strategy MSLGROUP MSLContent Bill Gates first coined the term ldquocontent is kingrdquo back in 1996 In 2014 the word ldquocontentrdquo 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

35

Session picks from our experts

The Art and Science of Shareability Friday March 13 1230PM - 130PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw shareable

Join Dao Nguyen BuzzFeedrsquos 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 httpschedulesxswcom2015eventsevent_IAP44541

Content Marketing vs Don Draper The End of Ads Friday March 13 200PM - 300PM 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 donrsquot 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 httpschedulesxswcom2015eventsevent_IAP43197

Use Your Words Optimizing Content for Growth Saturday March 14 1100AM - 1200PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw usewords

Should you urge people to ldquojoinrdquo your service or bark at them to ldquosign uprdquo army style What about your taglinehow 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 Pinterestrsquos wordsmithing success stories and learn how to choose the right words for your own audience httpschedulesxswcom2015eventsevent_IAP39980

Friday 13 March Saturday 14 March

36

Session picks from our experts

Can Anyone Really Trust User-Generated Content Saturday March 14 1230PM - 130PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw NoFakeUGC

People have more access tomdashand more frequently rely uponmdashthe recommendations of their peers than ever before The feedback of others we believe to be ldquolike usrdquo 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 httpschedulesxswcom2015eventsevent_IAP41634

The Art and Science of Data-Driven Storytelling Saturday March 14 330PM - 430PM 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 isnrsquot 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 httpschedulesxswcom2015eventsevent_IAP39548

Data-Driven Strategy vs Editorial Gut Instinct Sunday March 15 1100AM - 1200PM 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 trendsWomenrsquos media brands Refinery29 Glamour and Poshly share how they utilize data to program contentmdashfrom frequency of publish and editorial franchises to overarching brand strategymdashwithout giving up editorial instinct and risk-taking entrepreneurial spirit httpschedulesxswcom2015eventsevent_IAP35051

Sunday 15 March

37

Transmedia Storytelling in the Age of Proximity Sunday March 15 1230PM - 130PM 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 httpschedulesxswcom2015eventsevent_IAP35960

How New Media Business Models Can Save Journalism Sunday March 15 500PM - 600PM 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 societyrsquos 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 httpschedulesxswcom2015eventsevent_IAP40554

News or Not Navigating Native in the Grey Zone Monday March 16 930AM - 1030AM 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 communicationsmarketing FORTUNE Forbes and even The New York Times have all built native advertising platforms For brands ldquonativerdquo 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 httpschedulesxswcom2015eventsevent_IAP43795

Monday 16 March

38

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 amp 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 yoursquore 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

39

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 31415 at 92653am) SXSW Film + Interactive Fusion Party Saturday MashBash at SXSW Sunday Interactive Closing Party Tuesday (Kudos to you if yoursquore still going strong on Tuesday after a party every night) There are many unofficial parties at SXSW too ndash 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 therersquos a lot more going on downtown than the big official parties Our SXSW Interactive party recommendations are

Photo by Tye Truitt

40

Austinrsquos 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

Hungry

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 730 am-400 pm South Congress Cafeacute The greatest brunch spot in town is right on the South Congress strip Donrsquot leave without trying their famous Bloody Mary Photo by Jason Rosenberg on Flickr

Ciscorsquos Itrsquos been there for more than 50 years ndash and the deacutecor 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

41

Lunch

Torchyrsquos Tacos Chicken pork fish and veggie ndash theyrsquore all there plus taco of the month specials Go and be surprised Franklin Barbeque Check lsquoem out for brisket ribs pulled pork turkey sausage and more Donrsquot be scared away by the line itrsquos worth the wait Make a note theyrsquore 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 Itrsquos right by UT so get a sandwich to go and walk up Guadalupe Street FoodHeads Therersquos a long list of specialty sandwiches soups salads and sides all made from scratch Multiple tea flavors too Hula Hut If yoursquove 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 yoursquore 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 Luckyrsquos 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 trailerrsquos only open until 300 pm Monday through Thursday Gourdoughrsquos Public House The newest location of Gourdoughrsquos 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 Vrsquos Downtown Austinrsquos nicest seafood restaurant We recommend the Tuna Tartare Hong Kong Style Sea Bass or Bone-in Filet And leave room for the Bananas Foster Flambeacute Reservations suggested Currarsquos 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 deacutecor paired with seasonal ingredients and local artisan products create a cool vibe for a casual night out Lambertrsquos 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 Chefrsquos Selection menu is $75 per person Our other favorites include Stubbrsquos BBQ Iron Cactus Gueros Hudsonrsquos on the Bend and the scallops from Wink If yoursquore feeling adventurous (and have transportation) make the trek to The Salt Lick for the barbecue yoursquoll thank us

Photo by John Tornow on Flickr

42

Do you want more SXSW tips Tweet us

msl_group MSLGROUPNA MSLSXSWMSLFoodMSLHealthMSLPrivacyMSLWorkMSLBrandingMSLContent

Page 2: Insider’s Guide to SXSW Interactive 2015: Following the SXSW TraX

b Photo by Dyxie on Flickr

SXSW Interactiversquos 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 yoursquore 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 MSLGROUPrsquos third edition of The Insiderrsquos Guide to SXSW Interactive

Following the TraX to SXSW

1

Itrsquos time to get detailed about your plans for maximizing SXSW Interactive 2015 This yearrsquos event is jam-packed with more big ideas and innovations than ever before and wersquore 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 30000 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 Facebookrsquos Mark Zuckerberg and Instagramrsquos Kevin Systrom to the likes of new age car and rocket maker Elon Musk and social activist Edward Snowden As the idea of ldquoconvergence programmingrdquo 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 peoplersquos lives governmentsrsquo actions and opportunities for new economic growth SXSW Interactiversquos 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 yoursquore 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 Wersquoll 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 mslgpTraXemail See you there

2

Mark 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

TraX14 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

Contents

3

Jeff Melton JeffDM

Content and Distribution TraX

Jeff is head of Global Technology and Platforms and leads the global integration of digital technology with the MSLGROUPrsquos 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

4

10 Texas-Style Planning Tips

You wonrsquot have any trouble figuring out whatrsquos on the SXSW Interactive agenda ndash 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 ldquooffrdquo time Follow our insider guidelines and yoursquoll be ready for anything

5

Planning Your Trip

1 Download SXSWreg 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 everythingrsquos 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 Yoursquoll 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 Austinrsquos bike share system

4 Pack your workout clothes Whether you hit the hotel gym tackle one of Austinrsquos 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 Whatrsquos 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 Downtownrsquos 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 Wersquore not suggesting a canned elevator speech but having a few key phrases in your back pocket will help get conversations going And donrsquot forget to bring plenty of business cards

9 Pick your parties Therersquos at least one party every night and times are staggered so you can make almost all of them if you want Pace yourself though ndash 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 Itrsquos free open to everyone and a great place to meet people even if yoursquore not looking for a job You never know right March 13-14 JW Marriott

6

Therersquos 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 Itrsquos easy to get around downtown on foot or bicycle (check out B-cycle Austinrsquos bike share system) and MetroBus and MetroRail are great for destinations further afield Good news if yoursquore 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 loverrsquos 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 Donrsquot worry about parking if your hotel is outside your walking distance comfort zone and you go for a rental car Therersquos 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 donrsquot 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 itrsquos also about people Follow conversations on Twitter Facebook and Instagram but donrsquot 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 Yoursquoll 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

7

8

Mar

14Sat

Mar

15Sun

Mar

13Fri

Mar

17Tues

Mar

15Sun

Mar

14Sat

Mar

14Sat

Mar

13Fri

Mar

17Tues

Mar

15Sun

Mar

16Mon

Mar

14Sat

Mar

15Sun

Mar

15Sun

Mar

13Fri

Mar

13Fri

Mar

14Sat

Mar

15Sun

Mar

17Tues

Mar

16Mon

9

The 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 Itrsquos all right there

SXSW Interactive is full of canrsquot-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 yoursquore in the right place at the right time Allow time for travel

Building your Session Viewing Plan

10

11

SXSW Interactive has a long tradition of lining up the worldrsquos most innovative and inspiring speakers Keynote events run from 2-3 pm 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 amp CEO United Therapeutics Sunday Logan Green Co-founder amp 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 donrsquot 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 industryrsquos most innovative trends and important conversations This yearrsquos 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 ndash 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 Therersquos also the Gaming Expo Startup Village SXgood (the official social good platform at SXSW) comedy and more ndash a quick internet search including ldquoSXSWrdquo can reveal all kinds of events and opportunities to enjoy

Photos opposite page clockwise from the left by Paul Papadimitriou Nan Palmero Kris Kruumlg and Andrew Feinberg on Flickr

12

Getting a Global Perspective

By Stephanie Agresta Global Practice Director Digital MSLGROUP MSLGlobal

The City of Austinrsquos official motto is ldquoLive Music Capital of the Worldrdquo Itrsquos 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 whatrsquos 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 32798 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 Donrsquot miss the kick-off event

Trade Show ndash 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 SXAmeacutericas SXAmeacutericas 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 Valleyrsquos 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 Chinarsquos Tech Innovation Winning Over Chinarsquos Wired Women The Birth of Korean Cool

13

Spotlight AsiaMobile Lifestyle Comes of Age Sunday March 15 830 AM ndash 1000 AM W Hotel 200 Lavaca St Great Room C

MSLGlobal

Join MSLGROUP Mondelēz 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 The region entered a new period of growth 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 userrsquos 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 thatrsquos 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 peoplersquos 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 mslgroupcom

Patricia Albuquerque Sao Paulo Brazil Partner amp Content Director MSLGROUP Espalhe patialbuc

Jon Chin Singapore Director of Digital amp Social Southeast Asia jonwchin

Alice Hu Shanghai China Manager Social amp 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 amp Social Media narendranag

Adrian Rosenthal Berlin Germany Head of Digital amp Social Media Germany neurosenthal

Josh Shapiro Sao Paulo Brazil Director of Market Development amp 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 amp Digital Content MSLGROUP MSLFoodLast yearrsquos SXSW left us feeling a little hungry Not literally hungry of course Therersquos a lot of great food in Austin and wersquoll certainly take advantage of that again this year Breakfast tacos or kolaches anyone

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

In addition to this yearrsquos hearty sessions (see below for our top picks) wersquore looking forward to these SouthBites highlights

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

ndash The third annual SouthBites Trailer Park will celebrate Austinrsquos iconic food trailer culture This yearrsquos 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 am to midnight

ndash Craft-Cocktail Happy Hour Presented by KitchenAid at the Driskill Hotel on Saturday March 14 from 600-800 pm 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 ndash SouthBites Food Truck

Showcase Party on Monday March 16 from 930 pm 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 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP38255

The Unexpected Power of Shared Meals Saturday March 14 1100AM - 1200PM Driskill Hotel Maximilian sxsw SouthBites

Participating in a shared meal leads to expanding onersquos 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 httpschedulesxswcom2015eventsevent_IAP35870

The Future Role of Tech in Dining and Food Saturday March 14 330PM - 430PM 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

httpschedulesxswcom2015eventsevent_IAP43201

Mega Bites Mining Food Data for Insights Saturday March 14 330PM - 430PM 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

httpschedulesxswcom2015eventsevent_IAP39373

Saturday 14 March

16

Grocery Wars The Future of Buying Food Sunday March 15 930AM - 1030AM 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

httpschedulesxswcom2015eventsevent_IAP34122

Building a Better Breakfast Sunday March 15 1230PM - 130PM 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

Wersquoll 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) httpschedulesxswcom2015eventsevent_IAP31681

Changing the World through Food A Love Story Sunday March 15 330PM - 430PM 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 futuremdashand the blood sweat and tears it took to get where they are today httpschedulesxswcom2015eventsevent_IAP42722

Sunday 15 March

Session picks from our experts

17

72 Ways Food Can Change the World Monday March 16 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP43026

Food Criticism in the Digital Age Monday March 16 500PM - 600PM 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 httpschedulesxswcom2015eventsevent_IAP43704

Monday 16 March

18

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 itrsquos 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 ndash again one of this yearrsquos trending topics ndash has me alive with excitement

What am I most looking forward to Big data Itrsquos 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 statersquos 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 Irsquom so interested in the topic Itrsquos like the ability to analyze other people like myself ndash similar family health history ethnicity test results and all that medical stuff ndash to determine what could happen to my health in the future is justhellipoh riveting Follow me to find out what I really thought about the session

During my time at SXSW Irsquoll 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 Irsquom in Austin I will definitely make time to appreciate the Tex-Mex and BBQ

If yoursquod 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

19

Patient Power A Data and Mobile Health Revolution Saturday March 14 930AM - 1030AM 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 ldquobig datardquo 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 httpschedulesxswcom2015eventsevent_IAP36508

Session picks from our experts

Digital Health and Consumerization of Healthcare Saturday March 14 1100AM - 1200PM 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 Recode Senior Editor James Temple will moderate a panel to discuss these issues with Beth Seidenberg partner at Kleiner Perkins Caufield amp Byers and former chief medical officer of Amgen Mike Lee founder and CEO of MyFitnessPal and Ray Bradford founder and CEO of Spruce Health httpschedulesxswcom2015eventsevent_IAP42614

Why HIPAA Wonrsquot Save You Protecting Data Privacy Saturday March 14 500PM - 600PM JW Marriott Room 203-204 sxsw SXSWHIPAA

Every day people are collecting sharing and leveraging health information ndash 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 ndash 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 httpschedulesxswcom2015eventsevent_IAP41752

Saturday 14 March

20

Session picks from our experts

Finding a Breast Cancer Cure What Needs to Change Sunday March 15 500PM - 600PM JW Marriott Room 201-202 sxsw BCCure

Breast cancer is the second largest cause of cancer death among women in the US invading the lives of millions of women and their caregivers How can the breast cancer community ndash from consumers and physicians to researchers health plans and tech companies ndash 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 httpschedulesxswcom2015eventsevent_IAP40477

Is Big Data the Next Wonder Drug Sunday March 15 500PM - 600PM JW Marriott Room 203-204 sxsw HealthData

In a world where we track our sleep steps sex vitals DNA and almost everything imaginable ndash is data the panacea we hope itrsquoll 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 wersquove 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 MD director of the Scripps Translational Science Institute who is using digital and genomic technologies to reboot the future of medicine httpschedulesxswcom2015eventsevent_IAP42194

Sunday 15 March

21

Bionic Pancreas Getting Closer Monday March 16 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP36516

Crossing Over The New Guard of Healthcare Monday March 16 330PM - 430PM JW Marriott Room 203-204 sxsw hcnewguard

This panel will provide a robust discussion around the experiencejourney 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 httpschedulesxswcom2015eventsevent_IAP42350

Turning Big Healthcare into Hubs of Innovation Tuesday March 17 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP32793

Monday 16 March Tuesday 17 March

22

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 isnrsquot 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 donrsquot 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

23

Session picks from our experts

Rethinking Privacy in the Internet of Things Friday March 13 400PM - 415PM 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 100000 separate IDs (Think about ithelliphow many companies have more than 100000 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 httpschedulesxswcom2015eventsevent_IAP41649

Security of Things Who Will Save Us Friday March 13 330PM - 430PM JW Marriott Salon 4 sxsw SXSWSaveUs

Two years ago the ldquoInternet of Thingsrdquo 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 arenrsquot 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 httpschedulesxswcom2015eventsevent_IAP32078

Future Crimes from the Digital Underworld Saturday March 14 330PM - 430PM JW Marriott Salon 4 sxsw updatenow

Criminals are often the earliest ndash and most innovative ndash adopters of technology Theyrsquore already stealing identities draining online bank accounts and wiping out computer servers in the blink of an eye but thatrsquos childrsquos play compared to whatrsquos coming next

From one of the worldrsquos 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 httpschedulesxswcom2015eventsevent_IAP31867

Friday 13 March Saturday 14 March

24

Session picks from our experts

What Keeps the Internetrsquos Leading CPOs Up At Night Saturday March 14 330PM - 430PM 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 todayrsquos 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 httpschedulesxswcom2015eventsevent_IAP36987

Cyber-Insecurity Yoursquore not as Safe as You Think Sunday March 15 1100AM - 130PM 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 yoursquoll learn why you and your company should be concerned about your online security and where you are vulnerable to having your data exposed Hint itrsquos 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 httpschedulesxswcom2015eventsevent_IAP39855

Fingerprints Are Usernames Not Passwords Sunday March 15 930AM - 1030AM 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 wonrsquot tell you ldquoDonrsquot do itrdquo 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 httpschedulesxswcom2015eventsevent_IAP37091

Sunday 15 March

25

Data (in)Security MIT Scientists Tackle Privacy Sunday March 15 330PM - 430PM 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 itrsquos the team at MITrsquos Computer Science and Artificial Intelligence Laboratory (CSAIL) Since the labrsquos 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 CSAILrsquos 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 todayrsquos data scientists and privacy advocates httpschedulesxswcom2015eventsevent_IAP36963

Data Discrimination Exploring Big Data and Bias Sunday March 15 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP43058

Sunday 15 March

Follow the Money Cyber Crime and the Black Market Tuesday March 17 1230PM - 130PM 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 credentialrsquos international journey through the black market See for yourself how cyber-crime isnrsquot 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 httpschedulesxswcom2015eventsevent_IAP41706

Tuesday 17 March

26

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 yearsrsquo 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 itrsquos a bunch of diverse human beings with insatiable curiosities experiences and points

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

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

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

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

27

Session picks from our experts

How to Build a Following around Your Idea Friday March 13 1230PM - 1250PM 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 thatrsquos 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 httpschedulesxswcom2015eventsevent_IAP34457

Fear Shame Empathy amp More Ways to Change Behavior Friday March 13 330PM - 430PM Austin Convention Center Exhibit Hall 5 sxsw danpink

In this entertaining and provocative session Daniel Pink mdash best-selling author of ldquoDriverdquo and ldquoTo Sell is Humanrdquo and host and co-executive producer of NatGeoTVrsquos ldquoCrowd Controlrdquo mdash will look at the science and practice of behavior change Hersquoll show how subtle changes in environment can dramatically affect what people do And hersquoll explore the power (and limits) of techniques from fear to gamification to empathy to distraction Yoursquoll leave with some smart tips on changing the behavior of those in your workplace school or home httpschedulesxswcom2015eventsevent_IAP42182

Driving Results through Culture Saturday March 14 1230PM - 1250PM 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 teamrsquos 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 teamrsquos 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 httpschedulesxswcom2015eventsevent_IAP43005

Friday 13 March Saturday 14 March

28

Session picks from our experts

Evolving Employee Advocacy with Scale and Impact Saturday March 14 500PM - 600PM Hyatt Regency Austin Zilker Ballroom 3 sxsw EmplAdvcy

Employee advocacy marketing is here to stay The idea that a companyrsquos 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 httpschedulesxswcom2015eventsevent_IAP43504

No One Understands You and What to Do About It Sunday March 15 930AM - 1030AM JW Marriott Room 408-409 sxsw HowTheyCU

We think we know how we come across to other people - but surprisingly often wersquore 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 peoplersquos 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 ldquoas you arerdquo ndash 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 httpschedulesxswcom2015eventsevent_IAP39071

Company Culture Is the Only Competitive Advantage Sunday March 15 1230PM - 130PM JW Marriott Room 407 sxsw CultHeart

You know culture eats strategy for breakfast but did you know itrsquos your start-uprsquos most powerful weapon Join Culture LabX co-founders Josh Levine and Lindsay Wolff Logsdon for an in-depth discussion about company culture why itrsquos critical to companies who need to scale why itrsquos 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 httpschedulesxswcom2015eventsevent_IAP38012

Sunday 15 March

29

Rise of the Employee Leveling the Power Balance Sunday March 15 345PM - 400PM 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 wersquove entered the age of the employee and how the imbalance of power in the workplace has shifted httpschedulesxswcom2015eventsevent_IAP39832

Learning to Work in the Future Sunday March 15 330PM - 430PM JW Marriott Salon 5-6 sxsw futurism

Based on his experience as IDEOrsquos 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 httpschedulesxswcom2015eventsevent_IAP43334

Sunday 15 March

Cultures of Advocacy People Product and Change Monday March 16 1230PM - 130PM JW Marriott Salon 1 sxsw advocate

Itrsquos one thing to face the hard challenges of finding better ways to work and create Itrsquos 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 ldquocultures of advocacyrdquo explore what innovation even means for an organization mdash and whether it should even be a priority mdash and propose strategies for pushing past the barriers of territoriality and trepidation httpschedulesxswcom2015eventsevent_IAP42643

Monday 16 March

30

The Branding and Marketing TraX

By Denise Vitola NA Consumer Practice Director MSLGROUP and Matt Dickman SVP Global Digital amp Social Strategy Director MSLGROUP MSLBranding ldquoThe pace of change will never be slower than it is todayrdquo

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

intersection with brand marketing Each year the worldrsquos 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 US-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 US 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

31

Session picks from our experts

Digital Diversity How Culture Impacts Digital Friday March 13 1100AM - 1200PM Hyatt Regency Austin Zilker Ballroom 2 208 Barton Springs Rd sxsw FBDiverse

In the US alone there is a new majority of people in seven of the nationrsquos 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 US 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 httpschedulesxswcom2015eventsevent_IAP41339

Do You Know the ROI of WOM Do You Want To Friday March 13 1230PM - 130PM 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 therersquos 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 ldquoReturn on WOMrdquo study We now know the ROI of WOM marketing and more importantly how it can be maximized for brands across a variety of categories httpschedulesxswcom2015eventsevent_IAP35452

Building an Army of Brand Advocates Friday March 13 1230PM - 130PM 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 Changeorg and World Wildlife Fund to see how some of the worldrsquos most innovative brands are engaging customers in strategic brand advocacy and cultivating brand evangelists httpschedulesxswcom2015eventsevent_IAP39274

Friday 13 March

32

Session picks from our experts

Brands Connective Tissue between People and Tech Friday March 13 500PM - 600PM 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 yoursquore the kind of person who thinks advertising is a dirty word maybe this panel will change your mind Leo Burnettrsquos Global Head of Social and Mobile James Kirkham and Contagiousrsquo 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 httpschedulesxswcom2015eventsevent_IAP40402

Personalization for the People Saturday March 14 1100AM - 1200PM 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 mdash 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 consumerrsquos life httpschedulesxswcom2015eventsevent_IAP40201

CrossFit A Passion Brand and Fitness Cult Saturday March 14 1230PM - 130PM Hyatt Regency Austin Zilker Ballroom 3 208 Barton Springs Rd sxsw SXCrossFit

From a simple garage gym to one of Ad Agersquos 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 fitnessmdash itrsquos the new wave of grassroots marketing

CrossFit Brand Chief Jimi Letchford is a highly recruited wrestler decorated US 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 fitnessmdashand marketingmdashminds the world over httpschedulesxswcom2015eventsevent_IAP39912

Saturday 14 March

33

Excuse Me Do Marketers and Chat Really Blend Saturday March 14 200PM - 300PM 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 httpschedulesxswcom2015eventsevent_IAP43691

The Future of Native Advertising Sunday March 15 1100AM - 1200PM 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 streamsNative 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 httpschedulesxswcom2015eventsevent_IAP40560

Elevated Creativity Visually Exploring Culture Sunday March 15 1230PM - 130PM 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 ldquoAugmented Intelligencerdquo to trigger new ideas like never before

httpschedulesxswcom2015eventsevent_IAP35106

Sunday 15 March

34

The Content and Distribution TraX

By Erin Lanuti SVP Paid Media and Cross Channel Strategy MSLGROUP MSLContent Bill Gates first coined the term ldquocontent is kingrdquo back in 1996 In 2014 the word ldquocontentrdquo 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

35

Session picks from our experts

The Art and Science of Shareability Friday March 13 1230PM - 130PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw shareable

Join Dao Nguyen BuzzFeedrsquos 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 httpschedulesxswcom2015eventsevent_IAP44541

Content Marketing vs Don Draper The End of Ads Friday March 13 200PM - 300PM 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 donrsquot 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 httpschedulesxswcom2015eventsevent_IAP43197

Use Your Words Optimizing Content for Growth Saturday March 14 1100AM - 1200PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw usewords

Should you urge people to ldquojoinrdquo your service or bark at them to ldquosign uprdquo army style What about your taglinehow 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 Pinterestrsquos wordsmithing success stories and learn how to choose the right words for your own audience httpschedulesxswcom2015eventsevent_IAP39980

Friday 13 March Saturday 14 March

36

Session picks from our experts

Can Anyone Really Trust User-Generated Content Saturday March 14 1230PM - 130PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw NoFakeUGC

People have more access tomdashand more frequently rely uponmdashthe recommendations of their peers than ever before The feedback of others we believe to be ldquolike usrdquo 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 httpschedulesxswcom2015eventsevent_IAP41634

The Art and Science of Data-Driven Storytelling Saturday March 14 330PM - 430PM 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 isnrsquot 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 httpschedulesxswcom2015eventsevent_IAP39548

Data-Driven Strategy vs Editorial Gut Instinct Sunday March 15 1100AM - 1200PM 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 trendsWomenrsquos media brands Refinery29 Glamour and Poshly share how they utilize data to program contentmdashfrom frequency of publish and editorial franchises to overarching brand strategymdashwithout giving up editorial instinct and risk-taking entrepreneurial spirit httpschedulesxswcom2015eventsevent_IAP35051

Sunday 15 March

37

Transmedia Storytelling in the Age of Proximity Sunday March 15 1230PM - 130PM 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 httpschedulesxswcom2015eventsevent_IAP35960

How New Media Business Models Can Save Journalism Sunday March 15 500PM - 600PM 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 societyrsquos 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 httpschedulesxswcom2015eventsevent_IAP40554

News or Not Navigating Native in the Grey Zone Monday March 16 930AM - 1030AM 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 communicationsmarketing FORTUNE Forbes and even The New York Times have all built native advertising platforms For brands ldquonativerdquo 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 httpschedulesxswcom2015eventsevent_IAP43795

Monday 16 March

38

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 amp 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 yoursquore 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

39

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 31415 at 92653am) SXSW Film + Interactive Fusion Party Saturday MashBash at SXSW Sunday Interactive Closing Party Tuesday (Kudos to you if yoursquore still going strong on Tuesday after a party every night) There are many unofficial parties at SXSW too ndash 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 therersquos a lot more going on downtown than the big official parties Our SXSW Interactive party recommendations are

Photo by Tye Truitt

40

Austinrsquos 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

Hungry

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 730 am-400 pm South Congress Cafeacute The greatest brunch spot in town is right on the South Congress strip Donrsquot leave without trying their famous Bloody Mary Photo by Jason Rosenberg on Flickr

Ciscorsquos Itrsquos been there for more than 50 years ndash and the deacutecor 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

41

Lunch

Torchyrsquos Tacos Chicken pork fish and veggie ndash theyrsquore all there plus taco of the month specials Go and be surprised Franklin Barbeque Check lsquoem out for brisket ribs pulled pork turkey sausage and more Donrsquot be scared away by the line itrsquos worth the wait Make a note theyrsquore 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 Itrsquos right by UT so get a sandwich to go and walk up Guadalupe Street FoodHeads Therersquos a long list of specialty sandwiches soups salads and sides all made from scratch Multiple tea flavors too Hula Hut If yoursquove 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 yoursquore 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 Luckyrsquos 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 trailerrsquos only open until 300 pm Monday through Thursday Gourdoughrsquos Public House The newest location of Gourdoughrsquos 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 Vrsquos Downtown Austinrsquos nicest seafood restaurant We recommend the Tuna Tartare Hong Kong Style Sea Bass or Bone-in Filet And leave room for the Bananas Foster Flambeacute Reservations suggested Currarsquos 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 deacutecor paired with seasonal ingredients and local artisan products create a cool vibe for a casual night out Lambertrsquos 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 Chefrsquos Selection menu is $75 per person Our other favorites include Stubbrsquos BBQ Iron Cactus Gueros Hudsonrsquos on the Bend and the scallops from Wink If yoursquore feeling adventurous (and have transportation) make the trek to The Salt Lick for the barbecue yoursquoll thank us

Photo by John Tornow on Flickr

42

Do you want more SXSW tips Tweet us

msl_group MSLGROUPNA MSLSXSWMSLFoodMSLHealthMSLPrivacyMSLWorkMSLBrandingMSLContent

Page 3: Insider’s Guide to SXSW Interactive 2015: Following the SXSW TraX

1

Itrsquos time to get detailed about your plans for maximizing SXSW Interactive 2015 This yearrsquos event is jam-packed with more big ideas and innovations than ever before and wersquore 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 30000 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 Facebookrsquos Mark Zuckerberg and Instagramrsquos Kevin Systrom to the likes of new age car and rocket maker Elon Musk and social activist Edward Snowden As the idea of ldquoconvergence programmingrdquo 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 peoplersquos lives governmentsrsquo actions and opportunities for new economic growth SXSW Interactiversquos 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 yoursquore 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 Wersquoll 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 mslgpTraXemail See you there

2

Mark 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

TraX14 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

Contents

3

Jeff Melton JeffDM

Content and Distribution TraX

Jeff is head of Global Technology and Platforms and leads the global integration of digital technology with the MSLGROUPrsquos 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

4

10 Texas-Style Planning Tips

You wonrsquot have any trouble figuring out whatrsquos on the SXSW Interactive agenda ndash 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 ldquooffrdquo time Follow our insider guidelines and yoursquoll be ready for anything

5

Planning Your Trip

1 Download SXSWreg 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 everythingrsquos 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 Yoursquoll 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 Austinrsquos bike share system

4 Pack your workout clothes Whether you hit the hotel gym tackle one of Austinrsquos 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 Whatrsquos 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 Downtownrsquos 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 Wersquore not suggesting a canned elevator speech but having a few key phrases in your back pocket will help get conversations going And donrsquot forget to bring plenty of business cards

9 Pick your parties Therersquos at least one party every night and times are staggered so you can make almost all of them if you want Pace yourself though ndash 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 Itrsquos free open to everyone and a great place to meet people even if yoursquore not looking for a job You never know right March 13-14 JW Marriott

6

Therersquos 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 Itrsquos easy to get around downtown on foot or bicycle (check out B-cycle Austinrsquos bike share system) and MetroBus and MetroRail are great for destinations further afield Good news if yoursquore 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 loverrsquos 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 Donrsquot worry about parking if your hotel is outside your walking distance comfort zone and you go for a rental car Therersquos 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 donrsquot 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 itrsquos also about people Follow conversations on Twitter Facebook and Instagram but donrsquot 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 Yoursquoll 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

7

8

Mar

14Sat

Mar

15Sun

Mar

13Fri

Mar

17Tues

Mar

15Sun

Mar

14Sat

Mar

14Sat

Mar

13Fri

Mar

17Tues

Mar

15Sun

Mar

16Mon

Mar

14Sat

Mar

15Sun

Mar

15Sun

Mar

13Fri

Mar

13Fri

Mar

14Sat

Mar

15Sun

Mar

17Tues

Mar

16Mon

9

The 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 Itrsquos all right there

SXSW Interactive is full of canrsquot-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 yoursquore in the right place at the right time Allow time for travel

Building your Session Viewing Plan

10

11

SXSW Interactive has a long tradition of lining up the worldrsquos most innovative and inspiring speakers Keynote events run from 2-3 pm 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 amp CEO United Therapeutics Sunday Logan Green Co-founder amp 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 donrsquot 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 industryrsquos most innovative trends and important conversations This yearrsquos 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 ndash 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 Therersquos also the Gaming Expo Startup Village SXgood (the official social good platform at SXSW) comedy and more ndash a quick internet search including ldquoSXSWrdquo can reveal all kinds of events and opportunities to enjoy

Photos opposite page clockwise from the left by Paul Papadimitriou Nan Palmero Kris Kruumlg and Andrew Feinberg on Flickr

12

Getting a Global Perspective

By Stephanie Agresta Global Practice Director Digital MSLGROUP MSLGlobal

The City of Austinrsquos official motto is ldquoLive Music Capital of the Worldrdquo Itrsquos 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 whatrsquos 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 32798 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 Donrsquot miss the kick-off event

Trade Show ndash 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 SXAmeacutericas SXAmeacutericas 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 Valleyrsquos 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 Chinarsquos Tech Innovation Winning Over Chinarsquos Wired Women The Birth of Korean Cool

13

Spotlight AsiaMobile Lifestyle Comes of Age Sunday March 15 830 AM ndash 1000 AM W Hotel 200 Lavaca St Great Room C

MSLGlobal

Join MSLGROUP Mondelēz 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 The region entered a new period of growth 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 userrsquos 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 thatrsquos 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 peoplersquos 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 mslgroupcom

Patricia Albuquerque Sao Paulo Brazil Partner amp Content Director MSLGROUP Espalhe patialbuc

Jon Chin Singapore Director of Digital amp Social Southeast Asia jonwchin

Alice Hu Shanghai China Manager Social amp 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 amp Social Media narendranag

Adrian Rosenthal Berlin Germany Head of Digital amp Social Media Germany neurosenthal

Josh Shapiro Sao Paulo Brazil Director of Market Development amp 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 amp Digital Content MSLGROUP MSLFoodLast yearrsquos SXSW left us feeling a little hungry Not literally hungry of course Therersquos a lot of great food in Austin and wersquoll certainly take advantage of that again this year Breakfast tacos or kolaches anyone

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

In addition to this yearrsquos hearty sessions (see below for our top picks) wersquore looking forward to these SouthBites highlights

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

ndash The third annual SouthBites Trailer Park will celebrate Austinrsquos iconic food trailer culture This yearrsquos 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 am to midnight

ndash Craft-Cocktail Happy Hour Presented by KitchenAid at the Driskill Hotel on Saturday March 14 from 600-800 pm 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 ndash SouthBites Food Truck

Showcase Party on Monday March 16 from 930 pm 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 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP38255

The Unexpected Power of Shared Meals Saturday March 14 1100AM - 1200PM Driskill Hotel Maximilian sxsw SouthBites

Participating in a shared meal leads to expanding onersquos 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 httpschedulesxswcom2015eventsevent_IAP35870

The Future Role of Tech in Dining and Food Saturday March 14 330PM - 430PM 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

httpschedulesxswcom2015eventsevent_IAP43201

Mega Bites Mining Food Data for Insights Saturday March 14 330PM - 430PM 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

httpschedulesxswcom2015eventsevent_IAP39373

Saturday 14 March

16

Grocery Wars The Future of Buying Food Sunday March 15 930AM - 1030AM 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

httpschedulesxswcom2015eventsevent_IAP34122

Building a Better Breakfast Sunday March 15 1230PM - 130PM 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

Wersquoll 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) httpschedulesxswcom2015eventsevent_IAP31681

Changing the World through Food A Love Story Sunday March 15 330PM - 430PM 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 futuremdashand the blood sweat and tears it took to get where they are today httpschedulesxswcom2015eventsevent_IAP42722

Sunday 15 March

Session picks from our experts

17

72 Ways Food Can Change the World Monday March 16 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP43026

Food Criticism in the Digital Age Monday March 16 500PM - 600PM 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 httpschedulesxswcom2015eventsevent_IAP43704

Monday 16 March

18

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 itrsquos 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 ndash again one of this yearrsquos trending topics ndash has me alive with excitement

What am I most looking forward to Big data Itrsquos 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 statersquos 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 Irsquom so interested in the topic Itrsquos like the ability to analyze other people like myself ndash similar family health history ethnicity test results and all that medical stuff ndash to determine what could happen to my health in the future is justhellipoh riveting Follow me to find out what I really thought about the session

During my time at SXSW Irsquoll 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 Irsquom in Austin I will definitely make time to appreciate the Tex-Mex and BBQ

If yoursquod 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

19

Patient Power A Data and Mobile Health Revolution Saturday March 14 930AM - 1030AM 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 ldquobig datardquo 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 httpschedulesxswcom2015eventsevent_IAP36508

Session picks from our experts

Digital Health and Consumerization of Healthcare Saturday March 14 1100AM - 1200PM 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 Recode Senior Editor James Temple will moderate a panel to discuss these issues with Beth Seidenberg partner at Kleiner Perkins Caufield amp Byers and former chief medical officer of Amgen Mike Lee founder and CEO of MyFitnessPal and Ray Bradford founder and CEO of Spruce Health httpschedulesxswcom2015eventsevent_IAP42614

Why HIPAA Wonrsquot Save You Protecting Data Privacy Saturday March 14 500PM - 600PM JW Marriott Room 203-204 sxsw SXSWHIPAA

Every day people are collecting sharing and leveraging health information ndash 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 ndash 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 httpschedulesxswcom2015eventsevent_IAP41752

Saturday 14 March

20

Session picks from our experts

Finding a Breast Cancer Cure What Needs to Change Sunday March 15 500PM - 600PM JW Marriott Room 201-202 sxsw BCCure

Breast cancer is the second largest cause of cancer death among women in the US invading the lives of millions of women and their caregivers How can the breast cancer community ndash from consumers and physicians to researchers health plans and tech companies ndash 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 httpschedulesxswcom2015eventsevent_IAP40477

Is Big Data the Next Wonder Drug Sunday March 15 500PM - 600PM JW Marriott Room 203-204 sxsw HealthData

In a world where we track our sleep steps sex vitals DNA and almost everything imaginable ndash is data the panacea we hope itrsquoll 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 wersquove 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 MD director of the Scripps Translational Science Institute who is using digital and genomic technologies to reboot the future of medicine httpschedulesxswcom2015eventsevent_IAP42194

Sunday 15 March

21

Bionic Pancreas Getting Closer Monday March 16 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP36516

Crossing Over The New Guard of Healthcare Monday March 16 330PM - 430PM JW Marriott Room 203-204 sxsw hcnewguard

This panel will provide a robust discussion around the experiencejourney 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 httpschedulesxswcom2015eventsevent_IAP42350

Turning Big Healthcare into Hubs of Innovation Tuesday March 17 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP32793

Monday 16 March Tuesday 17 March

22

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 isnrsquot 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 donrsquot 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

23

Session picks from our experts

Rethinking Privacy in the Internet of Things Friday March 13 400PM - 415PM 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 100000 separate IDs (Think about ithelliphow many companies have more than 100000 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 httpschedulesxswcom2015eventsevent_IAP41649

Security of Things Who Will Save Us Friday March 13 330PM - 430PM JW Marriott Salon 4 sxsw SXSWSaveUs

Two years ago the ldquoInternet of Thingsrdquo 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 arenrsquot 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 httpschedulesxswcom2015eventsevent_IAP32078

Future Crimes from the Digital Underworld Saturday March 14 330PM - 430PM JW Marriott Salon 4 sxsw updatenow

Criminals are often the earliest ndash and most innovative ndash adopters of technology Theyrsquore already stealing identities draining online bank accounts and wiping out computer servers in the blink of an eye but thatrsquos childrsquos play compared to whatrsquos coming next

From one of the worldrsquos 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 httpschedulesxswcom2015eventsevent_IAP31867

Friday 13 March Saturday 14 March

24

Session picks from our experts

What Keeps the Internetrsquos Leading CPOs Up At Night Saturday March 14 330PM - 430PM 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 todayrsquos 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 httpschedulesxswcom2015eventsevent_IAP36987

Cyber-Insecurity Yoursquore not as Safe as You Think Sunday March 15 1100AM - 130PM 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 yoursquoll learn why you and your company should be concerned about your online security and where you are vulnerable to having your data exposed Hint itrsquos 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 httpschedulesxswcom2015eventsevent_IAP39855

Fingerprints Are Usernames Not Passwords Sunday March 15 930AM - 1030AM 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 wonrsquot tell you ldquoDonrsquot do itrdquo 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 httpschedulesxswcom2015eventsevent_IAP37091

Sunday 15 March

25

Data (in)Security MIT Scientists Tackle Privacy Sunday March 15 330PM - 430PM 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 itrsquos the team at MITrsquos Computer Science and Artificial Intelligence Laboratory (CSAIL) Since the labrsquos 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 CSAILrsquos 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 todayrsquos data scientists and privacy advocates httpschedulesxswcom2015eventsevent_IAP36963

Data Discrimination Exploring Big Data and Bias Sunday March 15 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP43058

Sunday 15 March

Follow the Money Cyber Crime and the Black Market Tuesday March 17 1230PM - 130PM 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 credentialrsquos international journey through the black market See for yourself how cyber-crime isnrsquot 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 httpschedulesxswcom2015eventsevent_IAP41706

Tuesday 17 March

26

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 yearsrsquo 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 itrsquos a bunch of diverse human beings with insatiable curiosities experiences and points

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

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

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

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

27

Session picks from our experts

How to Build a Following around Your Idea Friday March 13 1230PM - 1250PM 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 thatrsquos 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 httpschedulesxswcom2015eventsevent_IAP34457

Fear Shame Empathy amp More Ways to Change Behavior Friday March 13 330PM - 430PM Austin Convention Center Exhibit Hall 5 sxsw danpink

In this entertaining and provocative session Daniel Pink mdash best-selling author of ldquoDriverdquo and ldquoTo Sell is Humanrdquo and host and co-executive producer of NatGeoTVrsquos ldquoCrowd Controlrdquo mdash will look at the science and practice of behavior change Hersquoll show how subtle changes in environment can dramatically affect what people do And hersquoll explore the power (and limits) of techniques from fear to gamification to empathy to distraction Yoursquoll leave with some smart tips on changing the behavior of those in your workplace school or home httpschedulesxswcom2015eventsevent_IAP42182

Driving Results through Culture Saturday March 14 1230PM - 1250PM 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 teamrsquos 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 teamrsquos 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 httpschedulesxswcom2015eventsevent_IAP43005

Friday 13 March Saturday 14 March

28

Session picks from our experts

Evolving Employee Advocacy with Scale and Impact Saturday March 14 500PM - 600PM Hyatt Regency Austin Zilker Ballroom 3 sxsw EmplAdvcy

Employee advocacy marketing is here to stay The idea that a companyrsquos 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 httpschedulesxswcom2015eventsevent_IAP43504

No One Understands You and What to Do About It Sunday March 15 930AM - 1030AM JW Marriott Room 408-409 sxsw HowTheyCU

We think we know how we come across to other people - but surprisingly often wersquore 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 peoplersquos 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 ldquoas you arerdquo ndash 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 httpschedulesxswcom2015eventsevent_IAP39071

Company Culture Is the Only Competitive Advantage Sunday March 15 1230PM - 130PM JW Marriott Room 407 sxsw CultHeart

You know culture eats strategy for breakfast but did you know itrsquos your start-uprsquos most powerful weapon Join Culture LabX co-founders Josh Levine and Lindsay Wolff Logsdon for an in-depth discussion about company culture why itrsquos critical to companies who need to scale why itrsquos 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 httpschedulesxswcom2015eventsevent_IAP38012

Sunday 15 March

29

Rise of the Employee Leveling the Power Balance Sunday March 15 345PM - 400PM 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 wersquove entered the age of the employee and how the imbalance of power in the workplace has shifted httpschedulesxswcom2015eventsevent_IAP39832

Learning to Work in the Future Sunday March 15 330PM - 430PM JW Marriott Salon 5-6 sxsw futurism

Based on his experience as IDEOrsquos 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 httpschedulesxswcom2015eventsevent_IAP43334

Sunday 15 March

Cultures of Advocacy People Product and Change Monday March 16 1230PM - 130PM JW Marriott Salon 1 sxsw advocate

Itrsquos one thing to face the hard challenges of finding better ways to work and create Itrsquos 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 ldquocultures of advocacyrdquo explore what innovation even means for an organization mdash and whether it should even be a priority mdash and propose strategies for pushing past the barriers of territoriality and trepidation httpschedulesxswcom2015eventsevent_IAP42643

Monday 16 March

30

The Branding and Marketing TraX

By Denise Vitola NA Consumer Practice Director MSLGROUP and Matt Dickman SVP Global Digital amp Social Strategy Director MSLGROUP MSLBranding ldquoThe pace of change will never be slower than it is todayrdquo

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

intersection with brand marketing Each year the worldrsquos 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 US-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 US 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

31

Session picks from our experts

Digital Diversity How Culture Impacts Digital Friday March 13 1100AM - 1200PM Hyatt Regency Austin Zilker Ballroom 2 208 Barton Springs Rd sxsw FBDiverse

In the US alone there is a new majority of people in seven of the nationrsquos 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 US 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 httpschedulesxswcom2015eventsevent_IAP41339

Do You Know the ROI of WOM Do You Want To Friday March 13 1230PM - 130PM 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 therersquos 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 ldquoReturn on WOMrdquo study We now know the ROI of WOM marketing and more importantly how it can be maximized for brands across a variety of categories httpschedulesxswcom2015eventsevent_IAP35452

Building an Army of Brand Advocates Friday March 13 1230PM - 130PM 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 Changeorg and World Wildlife Fund to see how some of the worldrsquos most innovative brands are engaging customers in strategic brand advocacy and cultivating brand evangelists httpschedulesxswcom2015eventsevent_IAP39274

Friday 13 March

32

Session picks from our experts

Brands Connective Tissue between People and Tech Friday March 13 500PM - 600PM 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 yoursquore the kind of person who thinks advertising is a dirty word maybe this panel will change your mind Leo Burnettrsquos Global Head of Social and Mobile James Kirkham and Contagiousrsquo 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 httpschedulesxswcom2015eventsevent_IAP40402

Personalization for the People Saturday March 14 1100AM - 1200PM 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 mdash 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 consumerrsquos life httpschedulesxswcom2015eventsevent_IAP40201

CrossFit A Passion Brand and Fitness Cult Saturday March 14 1230PM - 130PM Hyatt Regency Austin Zilker Ballroom 3 208 Barton Springs Rd sxsw SXCrossFit

From a simple garage gym to one of Ad Agersquos 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 fitnessmdash itrsquos the new wave of grassroots marketing

CrossFit Brand Chief Jimi Letchford is a highly recruited wrestler decorated US 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 fitnessmdashand marketingmdashminds the world over httpschedulesxswcom2015eventsevent_IAP39912

Saturday 14 March

33

Excuse Me Do Marketers and Chat Really Blend Saturday March 14 200PM - 300PM 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 httpschedulesxswcom2015eventsevent_IAP43691

The Future of Native Advertising Sunday March 15 1100AM - 1200PM 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 streamsNative 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 httpschedulesxswcom2015eventsevent_IAP40560

Elevated Creativity Visually Exploring Culture Sunday March 15 1230PM - 130PM 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 ldquoAugmented Intelligencerdquo to trigger new ideas like never before

httpschedulesxswcom2015eventsevent_IAP35106

Sunday 15 March

34

The Content and Distribution TraX

By Erin Lanuti SVP Paid Media and Cross Channel Strategy MSLGROUP MSLContent Bill Gates first coined the term ldquocontent is kingrdquo back in 1996 In 2014 the word ldquocontentrdquo 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

35

Session picks from our experts

The Art and Science of Shareability Friday March 13 1230PM - 130PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw shareable

Join Dao Nguyen BuzzFeedrsquos 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 httpschedulesxswcom2015eventsevent_IAP44541

Content Marketing vs Don Draper The End of Ads Friday March 13 200PM - 300PM 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 donrsquot 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 httpschedulesxswcom2015eventsevent_IAP43197

Use Your Words Optimizing Content for Growth Saturday March 14 1100AM - 1200PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw usewords

Should you urge people to ldquojoinrdquo your service or bark at them to ldquosign uprdquo army style What about your taglinehow 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 Pinterestrsquos wordsmithing success stories and learn how to choose the right words for your own audience httpschedulesxswcom2015eventsevent_IAP39980

Friday 13 March Saturday 14 March

36

Session picks from our experts

Can Anyone Really Trust User-Generated Content Saturday March 14 1230PM - 130PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw NoFakeUGC

People have more access tomdashand more frequently rely uponmdashthe recommendations of their peers than ever before The feedback of others we believe to be ldquolike usrdquo 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 httpschedulesxswcom2015eventsevent_IAP41634

The Art and Science of Data-Driven Storytelling Saturday March 14 330PM - 430PM 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 isnrsquot 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 httpschedulesxswcom2015eventsevent_IAP39548

Data-Driven Strategy vs Editorial Gut Instinct Sunday March 15 1100AM - 1200PM 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 trendsWomenrsquos media brands Refinery29 Glamour and Poshly share how they utilize data to program contentmdashfrom frequency of publish and editorial franchises to overarching brand strategymdashwithout giving up editorial instinct and risk-taking entrepreneurial spirit httpschedulesxswcom2015eventsevent_IAP35051

Sunday 15 March

37

Transmedia Storytelling in the Age of Proximity Sunday March 15 1230PM - 130PM 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 httpschedulesxswcom2015eventsevent_IAP35960

How New Media Business Models Can Save Journalism Sunday March 15 500PM - 600PM 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 societyrsquos 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 httpschedulesxswcom2015eventsevent_IAP40554

News or Not Navigating Native in the Grey Zone Monday March 16 930AM - 1030AM 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 communicationsmarketing FORTUNE Forbes and even The New York Times have all built native advertising platforms For brands ldquonativerdquo 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 httpschedulesxswcom2015eventsevent_IAP43795

Monday 16 March

38

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 amp 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 yoursquore 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

39

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 31415 at 92653am) SXSW Film + Interactive Fusion Party Saturday MashBash at SXSW Sunday Interactive Closing Party Tuesday (Kudos to you if yoursquore still going strong on Tuesday after a party every night) There are many unofficial parties at SXSW too ndash 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 therersquos a lot more going on downtown than the big official parties Our SXSW Interactive party recommendations are

Photo by Tye Truitt

40

Austinrsquos 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

Hungry

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 730 am-400 pm South Congress Cafeacute The greatest brunch spot in town is right on the South Congress strip Donrsquot leave without trying their famous Bloody Mary Photo by Jason Rosenberg on Flickr

Ciscorsquos Itrsquos been there for more than 50 years ndash and the deacutecor 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

41

Lunch

Torchyrsquos Tacos Chicken pork fish and veggie ndash theyrsquore all there plus taco of the month specials Go and be surprised Franklin Barbeque Check lsquoem out for brisket ribs pulled pork turkey sausage and more Donrsquot be scared away by the line itrsquos worth the wait Make a note theyrsquore 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 Itrsquos right by UT so get a sandwich to go and walk up Guadalupe Street FoodHeads Therersquos a long list of specialty sandwiches soups salads and sides all made from scratch Multiple tea flavors too Hula Hut If yoursquove 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 yoursquore 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 Luckyrsquos 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 trailerrsquos only open until 300 pm Monday through Thursday Gourdoughrsquos Public House The newest location of Gourdoughrsquos 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 Vrsquos Downtown Austinrsquos nicest seafood restaurant We recommend the Tuna Tartare Hong Kong Style Sea Bass or Bone-in Filet And leave room for the Bananas Foster Flambeacute Reservations suggested Currarsquos 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 deacutecor paired with seasonal ingredients and local artisan products create a cool vibe for a casual night out Lambertrsquos 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 Chefrsquos Selection menu is $75 per person Our other favorites include Stubbrsquos BBQ Iron Cactus Gueros Hudsonrsquos on the Bend and the scallops from Wink If yoursquore feeling adventurous (and have transportation) make the trek to The Salt Lick for the barbecue yoursquoll thank us

Photo by John Tornow on Flickr

42

Do you want more SXSW tips Tweet us

msl_group MSLGROUPNA MSLSXSWMSLFoodMSLHealthMSLPrivacyMSLWorkMSLBrandingMSLContent

Page 4: Insider’s Guide to SXSW Interactive 2015: Following the SXSW TraX

2

Mark 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

TraX14 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

Contents

3

Jeff Melton JeffDM

Content and Distribution TraX

Jeff is head of Global Technology and Platforms and leads the global integration of digital technology with the MSLGROUPrsquos 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

4

10 Texas-Style Planning Tips

You wonrsquot have any trouble figuring out whatrsquos on the SXSW Interactive agenda ndash 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 ldquooffrdquo time Follow our insider guidelines and yoursquoll be ready for anything

5

Planning Your Trip

1 Download SXSWreg 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 everythingrsquos 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 Yoursquoll 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 Austinrsquos bike share system

4 Pack your workout clothes Whether you hit the hotel gym tackle one of Austinrsquos 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 Whatrsquos 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 Downtownrsquos 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 Wersquore not suggesting a canned elevator speech but having a few key phrases in your back pocket will help get conversations going And donrsquot forget to bring plenty of business cards

9 Pick your parties Therersquos at least one party every night and times are staggered so you can make almost all of them if you want Pace yourself though ndash 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 Itrsquos free open to everyone and a great place to meet people even if yoursquore not looking for a job You never know right March 13-14 JW Marriott

6

Therersquos 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 Itrsquos easy to get around downtown on foot or bicycle (check out B-cycle Austinrsquos bike share system) and MetroBus and MetroRail are great for destinations further afield Good news if yoursquore 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 loverrsquos 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 Donrsquot worry about parking if your hotel is outside your walking distance comfort zone and you go for a rental car Therersquos 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 donrsquot 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 itrsquos also about people Follow conversations on Twitter Facebook and Instagram but donrsquot 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 Yoursquoll 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

7

8

Mar

14Sat

Mar

15Sun

Mar

13Fri

Mar

17Tues

Mar

15Sun

Mar

14Sat

Mar

14Sat

Mar

13Fri

Mar

17Tues

Mar

15Sun

Mar

16Mon

Mar

14Sat

Mar

15Sun

Mar

15Sun

Mar

13Fri

Mar

13Fri

Mar

14Sat

Mar

15Sun

Mar

17Tues

Mar

16Mon

9

The 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 Itrsquos all right there

SXSW Interactive is full of canrsquot-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 yoursquore in the right place at the right time Allow time for travel

Building your Session Viewing Plan

10

11

SXSW Interactive has a long tradition of lining up the worldrsquos most innovative and inspiring speakers Keynote events run from 2-3 pm 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 amp CEO United Therapeutics Sunday Logan Green Co-founder amp 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 donrsquot 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 industryrsquos most innovative trends and important conversations This yearrsquos 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 ndash 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 Therersquos also the Gaming Expo Startup Village SXgood (the official social good platform at SXSW) comedy and more ndash a quick internet search including ldquoSXSWrdquo can reveal all kinds of events and opportunities to enjoy

Photos opposite page clockwise from the left by Paul Papadimitriou Nan Palmero Kris Kruumlg and Andrew Feinberg on Flickr

12

Getting a Global Perspective

By Stephanie Agresta Global Practice Director Digital MSLGROUP MSLGlobal

The City of Austinrsquos official motto is ldquoLive Music Capital of the Worldrdquo Itrsquos 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 whatrsquos 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 32798 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 Donrsquot miss the kick-off event

Trade Show ndash 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 SXAmeacutericas SXAmeacutericas 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 Valleyrsquos 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 Chinarsquos Tech Innovation Winning Over Chinarsquos Wired Women The Birth of Korean Cool

13

Spotlight AsiaMobile Lifestyle Comes of Age Sunday March 15 830 AM ndash 1000 AM W Hotel 200 Lavaca St Great Room C

MSLGlobal

Join MSLGROUP Mondelēz 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 The region entered a new period of growth 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 userrsquos 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 thatrsquos 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 peoplersquos 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 mslgroupcom

Patricia Albuquerque Sao Paulo Brazil Partner amp Content Director MSLGROUP Espalhe patialbuc

Jon Chin Singapore Director of Digital amp Social Southeast Asia jonwchin

Alice Hu Shanghai China Manager Social amp 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 amp Social Media narendranag

Adrian Rosenthal Berlin Germany Head of Digital amp Social Media Germany neurosenthal

Josh Shapiro Sao Paulo Brazil Director of Market Development amp 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 amp Digital Content MSLGROUP MSLFoodLast yearrsquos SXSW left us feeling a little hungry Not literally hungry of course Therersquos a lot of great food in Austin and wersquoll certainly take advantage of that again this year Breakfast tacos or kolaches anyone

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

In addition to this yearrsquos hearty sessions (see below for our top picks) wersquore looking forward to these SouthBites highlights

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

ndash The third annual SouthBites Trailer Park will celebrate Austinrsquos iconic food trailer culture This yearrsquos 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 am to midnight

ndash Craft-Cocktail Happy Hour Presented by KitchenAid at the Driskill Hotel on Saturday March 14 from 600-800 pm 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 ndash SouthBites Food Truck

Showcase Party on Monday March 16 from 930 pm 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 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP38255

The Unexpected Power of Shared Meals Saturday March 14 1100AM - 1200PM Driskill Hotel Maximilian sxsw SouthBites

Participating in a shared meal leads to expanding onersquos 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 httpschedulesxswcom2015eventsevent_IAP35870

The Future Role of Tech in Dining and Food Saturday March 14 330PM - 430PM 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

httpschedulesxswcom2015eventsevent_IAP43201

Mega Bites Mining Food Data for Insights Saturday March 14 330PM - 430PM 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

httpschedulesxswcom2015eventsevent_IAP39373

Saturday 14 March

16

Grocery Wars The Future of Buying Food Sunday March 15 930AM - 1030AM 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

httpschedulesxswcom2015eventsevent_IAP34122

Building a Better Breakfast Sunday March 15 1230PM - 130PM 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

Wersquoll 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) httpschedulesxswcom2015eventsevent_IAP31681

Changing the World through Food A Love Story Sunday March 15 330PM - 430PM 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 futuremdashand the blood sweat and tears it took to get where they are today httpschedulesxswcom2015eventsevent_IAP42722

Sunday 15 March

Session picks from our experts

17

72 Ways Food Can Change the World Monday March 16 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP43026

Food Criticism in the Digital Age Monday March 16 500PM - 600PM 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 httpschedulesxswcom2015eventsevent_IAP43704

Monday 16 March

18

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 itrsquos 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 ndash again one of this yearrsquos trending topics ndash has me alive with excitement

What am I most looking forward to Big data Itrsquos 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 statersquos 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 Irsquom so interested in the topic Itrsquos like the ability to analyze other people like myself ndash similar family health history ethnicity test results and all that medical stuff ndash to determine what could happen to my health in the future is justhellipoh riveting Follow me to find out what I really thought about the session

During my time at SXSW Irsquoll 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 Irsquom in Austin I will definitely make time to appreciate the Tex-Mex and BBQ

If yoursquod 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

19

Patient Power A Data and Mobile Health Revolution Saturday March 14 930AM - 1030AM 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 ldquobig datardquo 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 httpschedulesxswcom2015eventsevent_IAP36508

Session picks from our experts

Digital Health and Consumerization of Healthcare Saturday March 14 1100AM - 1200PM 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 Recode Senior Editor James Temple will moderate a panel to discuss these issues with Beth Seidenberg partner at Kleiner Perkins Caufield amp Byers and former chief medical officer of Amgen Mike Lee founder and CEO of MyFitnessPal and Ray Bradford founder and CEO of Spruce Health httpschedulesxswcom2015eventsevent_IAP42614

Why HIPAA Wonrsquot Save You Protecting Data Privacy Saturday March 14 500PM - 600PM JW Marriott Room 203-204 sxsw SXSWHIPAA

Every day people are collecting sharing and leveraging health information ndash 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 ndash 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 httpschedulesxswcom2015eventsevent_IAP41752

Saturday 14 March

20

Session picks from our experts

Finding a Breast Cancer Cure What Needs to Change Sunday March 15 500PM - 600PM JW Marriott Room 201-202 sxsw BCCure

Breast cancer is the second largest cause of cancer death among women in the US invading the lives of millions of women and their caregivers How can the breast cancer community ndash from consumers and physicians to researchers health plans and tech companies ndash 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 httpschedulesxswcom2015eventsevent_IAP40477

Is Big Data the Next Wonder Drug Sunday March 15 500PM - 600PM JW Marriott Room 203-204 sxsw HealthData

In a world where we track our sleep steps sex vitals DNA and almost everything imaginable ndash is data the panacea we hope itrsquoll 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 wersquove 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 MD director of the Scripps Translational Science Institute who is using digital and genomic technologies to reboot the future of medicine httpschedulesxswcom2015eventsevent_IAP42194

Sunday 15 March

21

Bionic Pancreas Getting Closer Monday March 16 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP36516

Crossing Over The New Guard of Healthcare Monday March 16 330PM - 430PM JW Marriott Room 203-204 sxsw hcnewguard

This panel will provide a robust discussion around the experiencejourney 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 httpschedulesxswcom2015eventsevent_IAP42350

Turning Big Healthcare into Hubs of Innovation Tuesday March 17 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP32793

Monday 16 March Tuesday 17 March

22

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 isnrsquot 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 donrsquot 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

23

Session picks from our experts

Rethinking Privacy in the Internet of Things Friday March 13 400PM - 415PM 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 100000 separate IDs (Think about ithelliphow many companies have more than 100000 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 httpschedulesxswcom2015eventsevent_IAP41649

Security of Things Who Will Save Us Friday March 13 330PM - 430PM JW Marriott Salon 4 sxsw SXSWSaveUs

Two years ago the ldquoInternet of Thingsrdquo 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 arenrsquot 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 httpschedulesxswcom2015eventsevent_IAP32078

Future Crimes from the Digital Underworld Saturday March 14 330PM - 430PM JW Marriott Salon 4 sxsw updatenow

Criminals are often the earliest ndash and most innovative ndash adopters of technology Theyrsquore already stealing identities draining online bank accounts and wiping out computer servers in the blink of an eye but thatrsquos childrsquos play compared to whatrsquos coming next

From one of the worldrsquos 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 httpschedulesxswcom2015eventsevent_IAP31867

Friday 13 March Saturday 14 March

24

Session picks from our experts

What Keeps the Internetrsquos Leading CPOs Up At Night Saturday March 14 330PM - 430PM 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 todayrsquos 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 httpschedulesxswcom2015eventsevent_IAP36987

Cyber-Insecurity Yoursquore not as Safe as You Think Sunday March 15 1100AM - 130PM 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 yoursquoll learn why you and your company should be concerned about your online security and where you are vulnerable to having your data exposed Hint itrsquos 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 httpschedulesxswcom2015eventsevent_IAP39855

Fingerprints Are Usernames Not Passwords Sunday March 15 930AM - 1030AM 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 wonrsquot tell you ldquoDonrsquot do itrdquo 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 httpschedulesxswcom2015eventsevent_IAP37091

Sunday 15 March

25

Data (in)Security MIT Scientists Tackle Privacy Sunday March 15 330PM - 430PM 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 itrsquos the team at MITrsquos Computer Science and Artificial Intelligence Laboratory (CSAIL) Since the labrsquos 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 CSAILrsquos 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 todayrsquos data scientists and privacy advocates httpschedulesxswcom2015eventsevent_IAP36963

Data Discrimination Exploring Big Data and Bias Sunday March 15 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP43058

Sunday 15 March

Follow the Money Cyber Crime and the Black Market Tuesday March 17 1230PM - 130PM 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 credentialrsquos international journey through the black market See for yourself how cyber-crime isnrsquot 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 httpschedulesxswcom2015eventsevent_IAP41706

Tuesday 17 March

26

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 yearsrsquo 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 itrsquos a bunch of diverse human beings with insatiable curiosities experiences and points

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

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

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

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

27

Session picks from our experts

How to Build a Following around Your Idea Friday March 13 1230PM - 1250PM 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 thatrsquos 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 httpschedulesxswcom2015eventsevent_IAP34457

Fear Shame Empathy amp More Ways to Change Behavior Friday March 13 330PM - 430PM Austin Convention Center Exhibit Hall 5 sxsw danpink

In this entertaining and provocative session Daniel Pink mdash best-selling author of ldquoDriverdquo and ldquoTo Sell is Humanrdquo and host and co-executive producer of NatGeoTVrsquos ldquoCrowd Controlrdquo mdash will look at the science and practice of behavior change Hersquoll show how subtle changes in environment can dramatically affect what people do And hersquoll explore the power (and limits) of techniques from fear to gamification to empathy to distraction Yoursquoll leave with some smart tips on changing the behavior of those in your workplace school or home httpschedulesxswcom2015eventsevent_IAP42182

Driving Results through Culture Saturday March 14 1230PM - 1250PM 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 teamrsquos 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 teamrsquos 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 httpschedulesxswcom2015eventsevent_IAP43005

Friday 13 March Saturday 14 March

28

Session picks from our experts

Evolving Employee Advocacy with Scale and Impact Saturday March 14 500PM - 600PM Hyatt Regency Austin Zilker Ballroom 3 sxsw EmplAdvcy

Employee advocacy marketing is here to stay The idea that a companyrsquos 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 httpschedulesxswcom2015eventsevent_IAP43504

No One Understands You and What to Do About It Sunday March 15 930AM - 1030AM JW Marriott Room 408-409 sxsw HowTheyCU

We think we know how we come across to other people - but surprisingly often wersquore 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 peoplersquos 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 ldquoas you arerdquo ndash 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 httpschedulesxswcom2015eventsevent_IAP39071

Company Culture Is the Only Competitive Advantage Sunday March 15 1230PM - 130PM JW Marriott Room 407 sxsw CultHeart

You know culture eats strategy for breakfast but did you know itrsquos your start-uprsquos most powerful weapon Join Culture LabX co-founders Josh Levine and Lindsay Wolff Logsdon for an in-depth discussion about company culture why itrsquos critical to companies who need to scale why itrsquos 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 httpschedulesxswcom2015eventsevent_IAP38012

Sunday 15 March

29

Rise of the Employee Leveling the Power Balance Sunday March 15 345PM - 400PM 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 wersquove entered the age of the employee and how the imbalance of power in the workplace has shifted httpschedulesxswcom2015eventsevent_IAP39832

Learning to Work in the Future Sunday March 15 330PM - 430PM JW Marriott Salon 5-6 sxsw futurism

Based on his experience as IDEOrsquos 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 httpschedulesxswcom2015eventsevent_IAP43334

Sunday 15 March

Cultures of Advocacy People Product and Change Monday March 16 1230PM - 130PM JW Marriott Salon 1 sxsw advocate

Itrsquos one thing to face the hard challenges of finding better ways to work and create Itrsquos 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 ldquocultures of advocacyrdquo explore what innovation even means for an organization mdash and whether it should even be a priority mdash and propose strategies for pushing past the barriers of territoriality and trepidation httpschedulesxswcom2015eventsevent_IAP42643

Monday 16 March

30

The Branding and Marketing TraX

By Denise Vitola NA Consumer Practice Director MSLGROUP and Matt Dickman SVP Global Digital amp Social Strategy Director MSLGROUP MSLBranding ldquoThe pace of change will never be slower than it is todayrdquo

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

intersection with brand marketing Each year the worldrsquos 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 US-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 US 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

31

Session picks from our experts

Digital Diversity How Culture Impacts Digital Friday March 13 1100AM - 1200PM Hyatt Regency Austin Zilker Ballroom 2 208 Barton Springs Rd sxsw FBDiverse

In the US alone there is a new majority of people in seven of the nationrsquos 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 US 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 httpschedulesxswcom2015eventsevent_IAP41339

Do You Know the ROI of WOM Do You Want To Friday March 13 1230PM - 130PM 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 therersquos 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 ldquoReturn on WOMrdquo study We now know the ROI of WOM marketing and more importantly how it can be maximized for brands across a variety of categories httpschedulesxswcom2015eventsevent_IAP35452

Building an Army of Brand Advocates Friday March 13 1230PM - 130PM 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 Changeorg and World Wildlife Fund to see how some of the worldrsquos most innovative brands are engaging customers in strategic brand advocacy and cultivating brand evangelists httpschedulesxswcom2015eventsevent_IAP39274

Friday 13 March

32

Session picks from our experts

Brands Connective Tissue between People and Tech Friday March 13 500PM - 600PM 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 yoursquore the kind of person who thinks advertising is a dirty word maybe this panel will change your mind Leo Burnettrsquos Global Head of Social and Mobile James Kirkham and Contagiousrsquo 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 httpschedulesxswcom2015eventsevent_IAP40402

Personalization for the People Saturday March 14 1100AM - 1200PM 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 mdash 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 consumerrsquos life httpschedulesxswcom2015eventsevent_IAP40201

CrossFit A Passion Brand and Fitness Cult Saturday March 14 1230PM - 130PM Hyatt Regency Austin Zilker Ballroom 3 208 Barton Springs Rd sxsw SXCrossFit

From a simple garage gym to one of Ad Agersquos 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 fitnessmdash itrsquos the new wave of grassroots marketing

CrossFit Brand Chief Jimi Letchford is a highly recruited wrestler decorated US 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 fitnessmdashand marketingmdashminds the world over httpschedulesxswcom2015eventsevent_IAP39912

Saturday 14 March

33

Excuse Me Do Marketers and Chat Really Blend Saturday March 14 200PM - 300PM 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 httpschedulesxswcom2015eventsevent_IAP43691

The Future of Native Advertising Sunday March 15 1100AM - 1200PM 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 streamsNative 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 httpschedulesxswcom2015eventsevent_IAP40560

Elevated Creativity Visually Exploring Culture Sunday March 15 1230PM - 130PM 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 ldquoAugmented Intelligencerdquo to trigger new ideas like never before

httpschedulesxswcom2015eventsevent_IAP35106

Sunday 15 March

34

The Content and Distribution TraX

By Erin Lanuti SVP Paid Media and Cross Channel Strategy MSLGROUP MSLContent Bill Gates first coined the term ldquocontent is kingrdquo back in 1996 In 2014 the word ldquocontentrdquo 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

35

Session picks from our experts

The Art and Science of Shareability Friday March 13 1230PM - 130PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw shareable

Join Dao Nguyen BuzzFeedrsquos 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 httpschedulesxswcom2015eventsevent_IAP44541

Content Marketing vs Don Draper The End of Ads Friday March 13 200PM - 300PM 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 donrsquot 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 httpschedulesxswcom2015eventsevent_IAP43197

Use Your Words Optimizing Content for Growth Saturday March 14 1100AM - 1200PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw usewords

Should you urge people to ldquojoinrdquo your service or bark at them to ldquosign uprdquo army style What about your taglinehow 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 Pinterestrsquos wordsmithing success stories and learn how to choose the right words for your own audience httpschedulesxswcom2015eventsevent_IAP39980

Friday 13 March Saturday 14 March

36

Session picks from our experts

Can Anyone Really Trust User-Generated Content Saturday March 14 1230PM - 130PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw NoFakeUGC

People have more access tomdashand more frequently rely uponmdashthe recommendations of their peers than ever before The feedback of others we believe to be ldquolike usrdquo 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 httpschedulesxswcom2015eventsevent_IAP41634

The Art and Science of Data-Driven Storytelling Saturday March 14 330PM - 430PM 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 isnrsquot 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 httpschedulesxswcom2015eventsevent_IAP39548

Data-Driven Strategy vs Editorial Gut Instinct Sunday March 15 1100AM - 1200PM 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 trendsWomenrsquos media brands Refinery29 Glamour and Poshly share how they utilize data to program contentmdashfrom frequency of publish and editorial franchises to overarching brand strategymdashwithout giving up editorial instinct and risk-taking entrepreneurial spirit httpschedulesxswcom2015eventsevent_IAP35051

Sunday 15 March

37

Transmedia Storytelling in the Age of Proximity Sunday March 15 1230PM - 130PM 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 httpschedulesxswcom2015eventsevent_IAP35960

How New Media Business Models Can Save Journalism Sunday March 15 500PM - 600PM 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 societyrsquos 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 httpschedulesxswcom2015eventsevent_IAP40554

News or Not Navigating Native in the Grey Zone Monday March 16 930AM - 1030AM 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 communicationsmarketing FORTUNE Forbes and even The New York Times have all built native advertising platforms For brands ldquonativerdquo 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 httpschedulesxswcom2015eventsevent_IAP43795

Monday 16 March

38

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 amp 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 yoursquore 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

39

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 31415 at 92653am) SXSW Film + Interactive Fusion Party Saturday MashBash at SXSW Sunday Interactive Closing Party Tuesday (Kudos to you if yoursquore still going strong on Tuesday after a party every night) There are many unofficial parties at SXSW too ndash 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 therersquos a lot more going on downtown than the big official parties Our SXSW Interactive party recommendations are

Photo by Tye Truitt

40

Austinrsquos 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

Hungry

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 730 am-400 pm South Congress Cafeacute The greatest brunch spot in town is right on the South Congress strip Donrsquot leave without trying their famous Bloody Mary Photo by Jason Rosenberg on Flickr

Ciscorsquos Itrsquos been there for more than 50 years ndash and the deacutecor 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

41

Lunch

Torchyrsquos Tacos Chicken pork fish and veggie ndash theyrsquore all there plus taco of the month specials Go and be surprised Franklin Barbeque Check lsquoem out for brisket ribs pulled pork turkey sausage and more Donrsquot be scared away by the line itrsquos worth the wait Make a note theyrsquore 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 Itrsquos right by UT so get a sandwich to go and walk up Guadalupe Street FoodHeads Therersquos a long list of specialty sandwiches soups salads and sides all made from scratch Multiple tea flavors too Hula Hut If yoursquove 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 yoursquore 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 Luckyrsquos 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 trailerrsquos only open until 300 pm Monday through Thursday Gourdoughrsquos Public House The newest location of Gourdoughrsquos 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 Vrsquos Downtown Austinrsquos nicest seafood restaurant We recommend the Tuna Tartare Hong Kong Style Sea Bass or Bone-in Filet And leave room for the Bananas Foster Flambeacute Reservations suggested Currarsquos 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 deacutecor paired with seasonal ingredients and local artisan products create a cool vibe for a casual night out Lambertrsquos 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 Chefrsquos Selection menu is $75 per person Our other favorites include Stubbrsquos BBQ Iron Cactus Gueros Hudsonrsquos on the Bend and the scallops from Wink If yoursquore feeling adventurous (and have transportation) make the trek to The Salt Lick for the barbecue yoursquoll thank us

Photo by John Tornow on Flickr

42

Do you want more SXSW tips Tweet us

msl_group MSLGROUPNA MSLSXSWMSLFoodMSLHealthMSLPrivacyMSLWorkMSLBrandingMSLContent

Page 5: Insider’s Guide to SXSW Interactive 2015: Following the SXSW TraX

3

Jeff Melton JeffDM

Content and Distribution TraX

Jeff is head of Global Technology and Platforms and leads the global integration of digital technology with the MSLGROUPrsquos 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

4

10 Texas-Style Planning Tips

You wonrsquot have any trouble figuring out whatrsquos on the SXSW Interactive agenda ndash 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 ldquooffrdquo time Follow our insider guidelines and yoursquoll be ready for anything

5

Planning Your Trip

1 Download SXSWreg 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 everythingrsquos 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 Yoursquoll 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 Austinrsquos bike share system

4 Pack your workout clothes Whether you hit the hotel gym tackle one of Austinrsquos 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 Whatrsquos 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 Downtownrsquos 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 Wersquore not suggesting a canned elevator speech but having a few key phrases in your back pocket will help get conversations going And donrsquot forget to bring plenty of business cards

9 Pick your parties Therersquos at least one party every night and times are staggered so you can make almost all of them if you want Pace yourself though ndash 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 Itrsquos free open to everyone and a great place to meet people even if yoursquore not looking for a job You never know right March 13-14 JW Marriott

6

Therersquos 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 Itrsquos easy to get around downtown on foot or bicycle (check out B-cycle Austinrsquos bike share system) and MetroBus and MetroRail are great for destinations further afield Good news if yoursquore 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 loverrsquos 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 Donrsquot worry about parking if your hotel is outside your walking distance comfort zone and you go for a rental car Therersquos 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 donrsquot 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 itrsquos also about people Follow conversations on Twitter Facebook and Instagram but donrsquot 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 Yoursquoll 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

7

8

Mar

14Sat

Mar

15Sun

Mar

13Fri

Mar

17Tues

Mar

15Sun

Mar

14Sat

Mar

14Sat

Mar

13Fri

Mar

17Tues

Mar

15Sun

Mar

16Mon

Mar

14Sat

Mar

15Sun

Mar

15Sun

Mar

13Fri

Mar

13Fri

Mar

14Sat

Mar

15Sun

Mar

17Tues

Mar

16Mon

9

The 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 Itrsquos all right there

SXSW Interactive is full of canrsquot-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 yoursquore in the right place at the right time Allow time for travel

Building your Session Viewing Plan

10

11

SXSW Interactive has a long tradition of lining up the worldrsquos most innovative and inspiring speakers Keynote events run from 2-3 pm 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 amp CEO United Therapeutics Sunday Logan Green Co-founder amp 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 donrsquot 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 industryrsquos most innovative trends and important conversations This yearrsquos 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 ndash 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 Therersquos also the Gaming Expo Startup Village SXgood (the official social good platform at SXSW) comedy and more ndash a quick internet search including ldquoSXSWrdquo can reveal all kinds of events and opportunities to enjoy

Photos opposite page clockwise from the left by Paul Papadimitriou Nan Palmero Kris Kruumlg and Andrew Feinberg on Flickr

12

Getting a Global Perspective

By Stephanie Agresta Global Practice Director Digital MSLGROUP MSLGlobal

The City of Austinrsquos official motto is ldquoLive Music Capital of the Worldrdquo Itrsquos 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 whatrsquos 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 32798 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 Donrsquot miss the kick-off event

Trade Show ndash 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 SXAmeacutericas SXAmeacutericas 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 Valleyrsquos 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 Chinarsquos Tech Innovation Winning Over Chinarsquos Wired Women The Birth of Korean Cool

13

Spotlight AsiaMobile Lifestyle Comes of Age Sunday March 15 830 AM ndash 1000 AM W Hotel 200 Lavaca St Great Room C

MSLGlobal

Join MSLGROUP Mondelēz 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 The region entered a new period of growth 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 userrsquos 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 thatrsquos 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 peoplersquos 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 mslgroupcom

Patricia Albuquerque Sao Paulo Brazil Partner amp Content Director MSLGROUP Espalhe patialbuc

Jon Chin Singapore Director of Digital amp Social Southeast Asia jonwchin

Alice Hu Shanghai China Manager Social amp 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 amp Social Media narendranag

Adrian Rosenthal Berlin Germany Head of Digital amp Social Media Germany neurosenthal

Josh Shapiro Sao Paulo Brazil Director of Market Development amp 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 amp Digital Content MSLGROUP MSLFoodLast yearrsquos SXSW left us feeling a little hungry Not literally hungry of course Therersquos a lot of great food in Austin and wersquoll certainly take advantage of that again this year Breakfast tacos or kolaches anyone

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

In addition to this yearrsquos hearty sessions (see below for our top picks) wersquore looking forward to these SouthBites highlights

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

ndash The third annual SouthBites Trailer Park will celebrate Austinrsquos iconic food trailer culture This yearrsquos 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 am to midnight

ndash Craft-Cocktail Happy Hour Presented by KitchenAid at the Driskill Hotel on Saturday March 14 from 600-800 pm 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 ndash SouthBites Food Truck

Showcase Party on Monday March 16 from 930 pm 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 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP38255

The Unexpected Power of Shared Meals Saturday March 14 1100AM - 1200PM Driskill Hotel Maximilian sxsw SouthBites

Participating in a shared meal leads to expanding onersquos 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 httpschedulesxswcom2015eventsevent_IAP35870

The Future Role of Tech in Dining and Food Saturday March 14 330PM - 430PM 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

httpschedulesxswcom2015eventsevent_IAP43201

Mega Bites Mining Food Data for Insights Saturday March 14 330PM - 430PM 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

httpschedulesxswcom2015eventsevent_IAP39373

Saturday 14 March

16

Grocery Wars The Future of Buying Food Sunday March 15 930AM - 1030AM 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

httpschedulesxswcom2015eventsevent_IAP34122

Building a Better Breakfast Sunday March 15 1230PM - 130PM 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

Wersquoll 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) httpschedulesxswcom2015eventsevent_IAP31681

Changing the World through Food A Love Story Sunday March 15 330PM - 430PM 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 futuremdashand the blood sweat and tears it took to get where they are today httpschedulesxswcom2015eventsevent_IAP42722

Sunday 15 March

Session picks from our experts

17

72 Ways Food Can Change the World Monday March 16 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP43026

Food Criticism in the Digital Age Monday March 16 500PM - 600PM 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 httpschedulesxswcom2015eventsevent_IAP43704

Monday 16 March

18

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 itrsquos 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 ndash again one of this yearrsquos trending topics ndash has me alive with excitement

What am I most looking forward to Big data Itrsquos 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 statersquos 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 Irsquom so interested in the topic Itrsquos like the ability to analyze other people like myself ndash similar family health history ethnicity test results and all that medical stuff ndash to determine what could happen to my health in the future is justhellipoh riveting Follow me to find out what I really thought about the session

During my time at SXSW Irsquoll 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 Irsquom in Austin I will definitely make time to appreciate the Tex-Mex and BBQ

If yoursquod 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

19

Patient Power A Data and Mobile Health Revolution Saturday March 14 930AM - 1030AM 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 ldquobig datardquo 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 httpschedulesxswcom2015eventsevent_IAP36508

Session picks from our experts

Digital Health and Consumerization of Healthcare Saturday March 14 1100AM - 1200PM 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 Recode Senior Editor James Temple will moderate a panel to discuss these issues with Beth Seidenberg partner at Kleiner Perkins Caufield amp Byers and former chief medical officer of Amgen Mike Lee founder and CEO of MyFitnessPal and Ray Bradford founder and CEO of Spruce Health httpschedulesxswcom2015eventsevent_IAP42614

Why HIPAA Wonrsquot Save You Protecting Data Privacy Saturday March 14 500PM - 600PM JW Marriott Room 203-204 sxsw SXSWHIPAA

Every day people are collecting sharing and leveraging health information ndash 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 ndash 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 httpschedulesxswcom2015eventsevent_IAP41752

Saturday 14 March

20

Session picks from our experts

Finding a Breast Cancer Cure What Needs to Change Sunday March 15 500PM - 600PM JW Marriott Room 201-202 sxsw BCCure

Breast cancer is the second largest cause of cancer death among women in the US invading the lives of millions of women and their caregivers How can the breast cancer community ndash from consumers and physicians to researchers health plans and tech companies ndash 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 httpschedulesxswcom2015eventsevent_IAP40477

Is Big Data the Next Wonder Drug Sunday March 15 500PM - 600PM JW Marriott Room 203-204 sxsw HealthData

In a world where we track our sleep steps sex vitals DNA and almost everything imaginable ndash is data the panacea we hope itrsquoll 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 wersquove 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 MD director of the Scripps Translational Science Institute who is using digital and genomic technologies to reboot the future of medicine httpschedulesxswcom2015eventsevent_IAP42194

Sunday 15 March

21

Bionic Pancreas Getting Closer Monday March 16 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP36516

Crossing Over The New Guard of Healthcare Monday March 16 330PM - 430PM JW Marriott Room 203-204 sxsw hcnewguard

This panel will provide a robust discussion around the experiencejourney 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 httpschedulesxswcom2015eventsevent_IAP42350

Turning Big Healthcare into Hubs of Innovation Tuesday March 17 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP32793

Monday 16 March Tuesday 17 March

22

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 isnrsquot 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 donrsquot 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

23

Session picks from our experts

Rethinking Privacy in the Internet of Things Friday March 13 400PM - 415PM 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 100000 separate IDs (Think about ithelliphow many companies have more than 100000 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 httpschedulesxswcom2015eventsevent_IAP41649

Security of Things Who Will Save Us Friday March 13 330PM - 430PM JW Marriott Salon 4 sxsw SXSWSaveUs

Two years ago the ldquoInternet of Thingsrdquo 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 arenrsquot 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 httpschedulesxswcom2015eventsevent_IAP32078

Future Crimes from the Digital Underworld Saturday March 14 330PM - 430PM JW Marriott Salon 4 sxsw updatenow

Criminals are often the earliest ndash and most innovative ndash adopters of technology Theyrsquore already stealing identities draining online bank accounts and wiping out computer servers in the blink of an eye but thatrsquos childrsquos play compared to whatrsquos coming next

From one of the worldrsquos 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 httpschedulesxswcom2015eventsevent_IAP31867

Friday 13 March Saturday 14 March

24

Session picks from our experts

What Keeps the Internetrsquos Leading CPOs Up At Night Saturday March 14 330PM - 430PM 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 todayrsquos 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 httpschedulesxswcom2015eventsevent_IAP36987

Cyber-Insecurity Yoursquore not as Safe as You Think Sunday March 15 1100AM - 130PM 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 yoursquoll learn why you and your company should be concerned about your online security and where you are vulnerable to having your data exposed Hint itrsquos 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 httpschedulesxswcom2015eventsevent_IAP39855

Fingerprints Are Usernames Not Passwords Sunday March 15 930AM - 1030AM 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 wonrsquot tell you ldquoDonrsquot do itrdquo 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 httpschedulesxswcom2015eventsevent_IAP37091

Sunday 15 March

25

Data (in)Security MIT Scientists Tackle Privacy Sunday March 15 330PM - 430PM 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 itrsquos the team at MITrsquos Computer Science and Artificial Intelligence Laboratory (CSAIL) Since the labrsquos 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 CSAILrsquos 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 todayrsquos data scientists and privacy advocates httpschedulesxswcom2015eventsevent_IAP36963

Data Discrimination Exploring Big Data and Bias Sunday March 15 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP43058

Sunday 15 March

Follow the Money Cyber Crime and the Black Market Tuesday March 17 1230PM - 130PM 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 credentialrsquos international journey through the black market See for yourself how cyber-crime isnrsquot 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 httpschedulesxswcom2015eventsevent_IAP41706

Tuesday 17 March

26

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 yearsrsquo 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 itrsquos a bunch of diverse human beings with insatiable curiosities experiences and points

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

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

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

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

27

Session picks from our experts

How to Build a Following around Your Idea Friday March 13 1230PM - 1250PM 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 thatrsquos 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 httpschedulesxswcom2015eventsevent_IAP34457

Fear Shame Empathy amp More Ways to Change Behavior Friday March 13 330PM - 430PM Austin Convention Center Exhibit Hall 5 sxsw danpink

In this entertaining and provocative session Daniel Pink mdash best-selling author of ldquoDriverdquo and ldquoTo Sell is Humanrdquo and host and co-executive producer of NatGeoTVrsquos ldquoCrowd Controlrdquo mdash will look at the science and practice of behavior change Hersquoll show how subtle changes in environment can dramatically affect what people do And hersquoll explore the power (and limits) of techniques from fear to gamification to empathy to distraction Yoursquoll leave with some smart tips on changing the behavior of those in your workplace school or home httpschedulesxswcom2015eventsevent_IAP42182

Driving Results through Culture Saturday March 14 1230PM - 1250PM 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 teamrsquos 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 teamrsquos 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 httpschedulesxswcom2015eventsevent_IAP43005

Friday 13 March Saturday 14 March

28

Session picks from our experts

Evolving Employee Advocacy with Scale and Impact Saturday March 14 500PM - 600PM Hyatt Regency Austin Zilker Ballroom 3 sxsw EmplAdvcy

Employee advocacy marketing is here to stay The idea that a companyrsquos 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 httpschedulesxswcom2015eventsevent_IAP43504

No One Understands You and What to Do About It Sunday March 15 930AM - 1030AM JW Marriott Room 408-409 sxsw HowTheyCU

We think we know how we come across to other people - but surprisingly often wersquore 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 peoplersquos 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 ldquoas you arerdquo ndash 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 httpschedulesxswcom2015eventsevent_IAP39071

Company Culture Is the Only Competitive Advantage Sunday March 15 1230PM - 130PM JW Marriott Room 407 sxsw CultHeart

You know culture eats strategy for breakfast but did you know itrsquos your start-uprsquos most powerful weapon Join Culture LabX co-founders Josh Levine and Lindsay Wolff Logsdon for an in-depth discussion about company culture why itrsquos critical to companies who need to scale why itrsquos 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 httpschedulesxswcom2015eventsevent_IAP38012

Sunday 15 March

29

Rise of the Employee Leveling the Power Balance Sunday March 15 345PM - 400PM 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 wersquove entered the age of the employee and how the imbalance of power in the workplace has shifted httpschedulesxswcom2015eventsevent_IAP39832

Learning to Work in the Future Sunday March 15 330PM - 430PM JW Marriott Salon 5-6 sxsw futurism

Based on his experience as IDEOrsquos 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 httpschedulesxswcom2015eventsevent_IAP43334

Sunday 15 March

Cultures of Advocacy People Product and Change Monday March 16 1230PM - 130PM JW Marriott Salon 1 sxsw advocate

Itrsquos one thing to face the hard challenges of finding better ways to work and create Itrsquos 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 ldquocultures of advocacyrdquo explore what innovation even means for an organization mdash and whether it should even be a priority mdash and propose strategies for pushing past the barriers of territoriality and trepidation httpschedulesxswcom2015eventsevent_IAP42643

Monday 16 March

30

The Branding and Marketing TraX

By Denise Vitola NA Consumer Practice Director MSLGROUP and Matt Dickman SVP Global Digital amp Social Strategy Director MSLGROUP MSLBranding ldquoThe pace of change will never be slower than it is todayrdquo

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

intersection with brand marketing Each year the worldrsquos 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 US-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 US 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

31

Session picks from our experts

Digital Diversity How Culture Impacts Digital Friday March 13 1100AM - 1200PM Hyatt Regency Austin Zilker Ballroom 2 208 Barton Springs Rd sxsw FBDiverse

In the US alone there is a new majority of people in seven of the nationrsquos 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 US 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 httpschedulesxswcom2015eventsevent_IAP41339

Do You Know the ROI of WOM Do You Want To Friday March 13 1230PM - 130PM 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 therersquos 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 ldquoReturn on WOMrdquo study We now know the ROI of WOM marketing and more importantly how it can be maximized for brands across a variety of categories httpschedulesxswcom2015eventsevent_IAP35452

Building an Army of Brand Advocates Friday March 13 1230PM - 130PM 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 Changeorg and World Wildlife Fund to see how some of the worldrsquos most innovative brands are engaging customers in strategic brand advocacy and cultivating brand evangelists httpschedulesxswcom2015eventsevent_IAP39274

Friday 13 March

32

Session picks from our experts

Brands Connective Tissue between People and Tech Friday March 13 500PM - 600PM 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 yoursquore the kind of person who thinks advertising is a dirty word maybe this panel will change your mind Leo Burnettrsquos Global Head of Social and Mobile James Kirkham and Contagiousrsquo 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 httpschedulesxswcom2015eventsevent_IAP40402

Personalization for the People Saturday March 14 1100AM - 1200PM 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 mdash 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 consumerrsquos life httpschedulesxswcom2015eventsevent_IAP40201

CrossFit A Passion Brand and Fitness Cult Saturday March 14 1230PM - 130PM Hyatt Regency Austin Zilker Ballroom 3 208 Barton Springs Rd sxsw SXCrossFit

From a simple garage gym to one of Ad Agersquos 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 fitnessmdash itrsquos the new wave of grassroots marketing

CrossFit Brand Chief Jimi Letchford is a highly recruited wrestler decorated US 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 fitnessmdashand marketingmdashminds the world over httpschedulesxswcom2015eventsevent_IAP39912

Saturday 14 March

33

Excuse Me Do Marketers and Chat Really Blend Saturday March 14 200PM - 300PM 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 httpschedulesxswcom2015eventsevent_IAP43691

The Future of Native Advertising Sunday March 15 1100AM - 1200PM 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 streamsNative 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 httpschedulesxswcom2015eventsevent_IAP40560

Elevated Creativity Visually Exploring Culture Sunday March 15 1230PM - 130PM 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 ldquoAugmented Intelligencerdquo to trigger new ideas like never before

httpschedulesxswcom2015eventsevent_IAP35106

Sunday 15 March

34

The Content and Distribution TraX

By Erin Lanuti SVP Paid Media and Cross Channel Strategy MSLGROUP MSLContent Bill Gates first coined the term ldquocontent is kingrdquo back in 1996 In 2014 the word ldquocontentrdquo 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

35

Session picks from our experts

The Art and Science of Shareability Friday March 13 1230PM - 130PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw shareable

Join Dao Nguyen BuzzFeedrsquos 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 httpschedulesxswcom2015eventsevent_IAP44541

Content Marketing vs Don Draper The End of Ads Friday March 13 200PM - 300PM 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 donrsquot 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 httpschedulesxswcom2015eventsevent_IAP43197

Use Your Words Optimizing Content for Growth Saturday March 14 1100AM - 1200PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw usewords

Should you urge people to ldquojoinrdquo your service or bark at them to ldquosign uprdquo army style What about your taglinehow 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 Pinterestrsquos wordsmithing success stories and learn how to choose the right words for your own audience httpschedulesxswcom2015eventsevent_IAP39980

Friday 13 March Saturday 14 March

36

Session picks from our experts

Can Anyone Really Trust User-Generated Content Saturday March 14 1230PM - 130PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw NoFakeUGC

People have more access tomdashand more frequently rely uponmdashthe recommendations of their peers than ever before The feedback of others we believe to be ldquolike usrdquo 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 httpschedulesxswcom2015eventsevent_IAP41634

The Art and Science of Data-Driven Storytelling Saturday March 14 330PM - 430PM 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 isnrsquot 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 httpschedulesxswcom2015eventsevent_IAP39548

Data-Driven Strategy vs Editorial Gut Instinct Sunday March 15 1100AM - 1200PM 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 trendsWomenrsquos media brands Refinery29 Glamour and Poshly share how they utilize data to program contentmdashfrom frequency of publish and editorial franchises to overarching brand strategymdashwithout giving up editorial instinct and risk-taking entrepreneurial spirit httpschedulesxswcom2015eventsevent_IAP35051

Sunday 15 March

37

Transmedia Storytelling in the Age of Proximity Sunday March 15 1230PM - 130PM 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 httpschedulesxswcom2015eventsevent_IAP35960

How New Media Business Models Can Save Journalism Sunday March 15 500PM - 600PM 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 societyrsquos 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 httpschedulesxswcom2015eventsevent_IAP40554

News or Not Navigating Native in the Grey Zone Monday March 16 930AM - 1030AM 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 communicationsmarketing FORTUNE Forbes and even The New York Times have all built native advertising platforms For brands ldquonativerdquo 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 httpschedulesxswcom2015eventsevent_IAP43795

Monday 16 March

38

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 amp 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 yoursquore 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

39

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 31415 at 92653am) SXSW Film + Interactive Fusion Party Saturday MashBash at SXSW Sunday Interactive Closing Party Tuesday (Kudos to you if yoursquore still going strong on Tuesday after a party every night) There are many unofficial parties at SXSW too ndash 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 therersquos a lot more going on downtown than the big official parties Our SXSW Interactive party recommendations are

Photo by Tye Truitt

40

Austinrsquos 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

Hungry

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 730 am-400 pm South Congress Cafeacute The greatest brunch spot in town is right on the South Congress strip Donrsquot leave without trying their famous Bloody Mary Photo by Jason Rosenberg on Flickr

Ciscorsquos Itrsquos been there for more than 50 years ndash and the deacutecor 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

41

Lunch

Torchyrsquos Tacos Chicken pork fish and veggie ndash theyrsquore all there plus taco of the month specials Go and be surprised Franklin Barbeque Check lsquoem out for brisket ribs pulled pork turkey sausage and more Donrsquot be scared away by the line itrsquos worth the wait Make a note theyrsquore 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 Itrsquos right by UT so get a sandwich to go and walk up Guadalupe Street FoodHeads Therersquos a long list of specialty sandwiches soups salads and sides all made from scratch Multiple tea flavors too Hula Hut If yoursquove 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 yoursquore 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 Luckyrsquos 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 trailerrsquos only open until 300 pm Monday through Thursday Gourdoughrsquos Public House The newest location of Gourdoughrsquos 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 Vrsquos Downtown Austinrsquos nicest seafood restaurant We recommend the Tuna Tartare Hong Kong Style Sea Bass or Bone-in Filet And leave room for the Bananas Foster Flambeacute Reservations suggested Currarsquos 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 deacutecor paired with seasonal ingredients and local artisan products create a cool vibe for a casual night out Lambertrsquos 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 Chefrsquos Selection menu is $75 per person Our other favorites include Stubbrsquos BBQ Iron Cactus Gueros Hudsonrsquos on the Bend and the scallops from Wink If yoursquore feeling adventurous (and have transportation) make the trek to The Salt Lick for the barbecue yoursquoll thank us

Photo by John Tornow on Flickr

42

Do you want more SXSW tips Tweet us

msl_group MSLGROUPNA MSLSXSWMSLFoodMSLHealthMSLPrivacyMSLWorkMSLBrandingMSLContent

Page 6: Insider’s Guide to SXSW Interactive 2015: Following the SXSW TraX

4

10 Texas-Style Planning Tips

You wonrsquot have any trouble figuring out whatrsquos on the SXSW Interactive agenda ndash 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 ldquooffrdquo time Follow our insider guidelines and yoursquoll be ready for anything

5

Planning Your Trip

1 Download SXSWreg 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 everythingrsquos 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 Yoursquoll 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 Austinrsquos bike share system

4 Pack your workout clothes Whether you hit the hotel gym tackle one of Austinrsquos 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 Whatrsquos 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 Downtownrsquos 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 Wersquore not suggesting a canned elevator speech but having a few key phrases in your back pocket will help get conversations going And donrsquot forget to bring plenty of business cards

9 Pick your parties Therersquos at least one party every night and times are staggered so you can make almost all of them if you want Pace yourself though ndash 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 Itrsquos free open to everyone and a great place to meet people even if yoursquore not looking for a job You never know right March 13-14 JW Marriott

6

Therersquos 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 Itrsquos easy to get around downtown on foot or bicycle (check out B-cycle Austinrsquos bike share system) and MetroBus and MetroRail are great for destinations further afield Good news if yoursquore 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 loverrsquos 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 Donrsquot worry about parking if your hotel is outside your walking distance comfort zone and you go for a rental car Therersquos 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 donrsquot 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 itrsquos also about people Follow conversations on Twitter Facebook and Instagram but donrsquot 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 Yoursquoll 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

7

8

Mar

14Sat

Mar

15Sun

Mar

13Fri

Mar

17Tues

Mar

15Sun

Mar

14Sat

Mar

14Sat

Mar

13Fri

Mar

17Tues

Mar

15Sun

Mar

16Mon

Mar

14Sat

Mar

15Sun

Mar

15Sun

Mar

13Fri

Mar

13Fri

Mar

14Sat

Mar

15Sun

Mar

17Tues

Mar

16Mon

9

The 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 Itrsquos all right there

SXSW Interactive is full of canrsquot-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 yoursquore in the right place at the right time Allow time for travel

Building your Session Viewing Plan

10

11

SXSW Interactive has a long tradition of lining up the worldrsquos most innovative and inspiring speakers Keynote events run from 2-3 pm 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 amp CEO United Therapeutics Sunday Logan Green Co-founder amp 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 donrsquot 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 industryrsquos most innovative trends and important conversations This yearrsquos 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 ndash 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 Therersquos also the Gaming Expo Startup Village SXgood (the official social good platform at SXSW) comedy and more ndash a quick internet search including ldquoSXSWrdquo can reveal all kinds of events and opportunities to enjoy

Photos opposite page clockwise from the left by Paul Papadimitriou Nan Palmero Kris Kruumlg and Andrew Feinberg on Flickr

12

Getting a Global Perspective

By Stephanie Agresta Global Practice Director Digital MSLGROUP MSLGlobal

The City of Austinrsquos official motto is ldquoLive Music Capital of the Worldrdquo Itrsquos 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 whatrsquos 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 32798 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 Donrsquot miss the kick-off event

Trade Show ndash 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 SXAmeacutericas SXAmeacutericas 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 Valleyrsquos 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 Chinarsquos Tech Innovation Winning Over Chinarsquos Wired Women The Birth of Korean Cool

13

Spotlight AsiaMobile Lifestyle Comes of Age Sunday March 15 830 AM ndash 1000 AM W Hotel 200 Lavaca St Great Room C

MSLGlobal

Join MSLGROUP Mondelēz 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 The region entered a new period of growth 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 userrsquos 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 thatrsquos 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 peoplersquos 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 mslgroupcom

Patricia Albuquerque Sao Paulo Brazil Partner amp Content Director MSLGROUP Espalhe patialbuc

Jon Chin Singapore Director of Digital amp Social Southeast Asia jonwchin

Alice Hu Shanghai China Manager Social amp 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 amp Social Media narendranag

Adrian Rosenthal Berlin Germany Head of Digital amp Social Media Germany neurosenthal

Josh Shapiro Sao Paulo Brazil Director of Market Development amp 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 amp Digital Content MSLGROUP MSLFoodLast yearrsquos SXSW left us feeling a little hungry Not literally hungry of course Therersquos a lot of great food in Austin and wersquoll certainly take advantage of that again this year Breakfast tacos or kolaches anyone

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

In addition to this yearrsquos hearty sessions (see below for our top picks) wersquore looking forward to these SouthBites highlights

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

ndash The third annual SouthBites Trailer Park will celebrate Austinrsquos iconic food trailer culture This yearrsquos 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 am to midnight

ndash Craft-Cocktail Happy Hour Presented by KitchenAid at the Driskill Hotel on Saturday March 14 from 600-800 pm 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 ndash SouthBites Food Truck

Showcase Party on Monday March 16 from 930 pm 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 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP38255

The Unexpected Power of Shared Meals Saturday March 14 1100AM - 1200PM Driskill Hotel Maximilian sxsw SouthBites

Participating in a shared meal leads to expanding onersquos 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 httpschedulesxswcom2015eventsevent_IAP35870

The Future Role of Tech in Dining and Food Saturday March 14 330PM - 430PM 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

httpschedulesxswcom2015eventsevent_IAP43201

Mega Bites Mining Food Data for Insights Saturday March 14 330PM - 430PM 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

httpschedulesxswcom2015eventsevent_IAP39373

Saturday 14 March

16

Grocery Wars The Future of Buying Food Sunday March 15 930AM - 1030AM 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

httpschedulesxswcom2015eventsevent_IAP34122

Building a Better Breakfast Sunday March 15 1230PM - 130PM 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

Wersquoll 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) httpschedulesxswcom2015eventsevent_IAP31681

Changing the World through Food A Love Story Sunday March 15 330PM - 430PM 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 futuremdashand the blood sweat and tears it took to get where they are today httpschedulesxswcom2015eventsevent_IAP42722

Sunday 15 March

Session picks from our experts

17

72 Ways Food Can Change the World Monday March 16 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP43026

Food Criticism in the Digital Age Monday March 16 500PM - 600PM 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 httpschedulesxswcom2015eventsevent_IAP43704

Monday 16 March

18

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 itrsquos 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 ndash again one of this yearrsquos trending topics ndash has me alive with excitement

What am I most looking forward to Big data Itrsquos 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 statersquos 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 Irsquom so interested in the topic Itrsquos like the ability to analyze other people like myself ndash similar family health history ethnicity test results and all that medical stuff ndash to determine what could happen to my health in the future is justhellipoh riveting Follow me to find out what I really thought about the session

During my time at SXSW Irsquoll 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 Irsquom in Austin I will definitely make time to appreciate the Tex-Mex and BBQ

If yoursquod 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

19

Patient Power A Data and Mobile Health Revolution Saturday March 14 930AM - 1030AM 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 ldquobig datardquo 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 httpschedulesxswcom2015eventsevent_IAP36508

Session picks from our experts

Digital Health and Consumerization of Healthcare Saturday March 14 1100AM - 1200PM 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 Recode Senior Editor James Temple will moderate a panel to discuss these issues with Beth Seidenberg partner at Kleiner Perkins Caufield amp Byers and former chief medical officer of Amgen Mike Lee founder and CEO of MyFitnessPal and Ray Bradford founder and CEO of Spruce Health httpschedulesxswcom2015eventsevent_IAP42614

Why HIPAA Wonrsquot Save You Protecting Data Privacy Saturday March 14 500PM - 600PM JW Marriott Room 203-204 sxsw SXSWHIPAA

Every day people are collecting sharing and leveraging health information ndash 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 ndash 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 httpschedulesxswcom2015eventsevent_IAP41752

Saturday 14 March

20

Session picks from our experts

Finding a Breast Cancer Cure What Needs to Change Sunday March 15 500PM - 600PM JW Marriott Room 201-202 sxsw BCCure

Breast cancer is the second largest cause of cancer death among women in the US invading the lives of millions of women and their caregivers How can the breast cancer community ndash from consumers and physicians to researchers health plans and tech companies ndash 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 httpschedulesxswcom2015eventsevent_IAP40477

Is Big Data the Next Wonder Drug Sunday March 15 500PM - 600PM JW Marriott Room 203-204 sxsw HealthData

In a world where we track our sleep steps sex vitals DNA and almost everything imaginable ndash is data the panacea we hope itrsquoll 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 wersquove 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 MD director of the Scripps Translational Science Institute who is using digital and genomic technologies to reboot the future of medicine httpschedulesxswcom2015eventsevent_IAP42194

Sunday 15 March

21

Bionic Pancreas Getting Closer Monday March 16 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP36516

Crossing Over The New Guard of Healthcare Monday March 16 330PM - 430PM JW Marriott Room 203-204 sxsw hcnewguard

This panel will provide a robust discussion around the experiencejourney 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 httpschedulesxswcom2015eventsevent_IAP42350

Turning Big Healthcare into Hubs of Innovation Tuesday March 17 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP32793

Monday 16 March Tuesday 17 March

22

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 isnrsquot 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 donrsquot 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

23

Session picks from our experts

Rethinking Privacy in the Internet of Things Friday March 13 400PM - 415PM 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 100000 separate IDs (Think about ithelliphow many companies have more than 100000 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 httpschedulesxswcom2015eventsevent_IAP41649

Security of Things Who Will Save Us Friday March 13 330PM - 430PM JW Marriott Salon 4 sxsw SXSWSaveUs

Two years ago the ldquoInternet of Thingsrdquo 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 arenrsquot 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 httpschedulesxswcom2015eventsevent_IAP32078

Future Crimes from the Digital Underworld Saturday March 14 330PM - 430PM JW Marriott Salon 4 sxsw updatenow

Criminals are often the earliest ndash and most innovative ndash adopters of technology Theyrsquore already stealing identities draining online bank accounts and wiping out computer servers in the blink of an eye but thatrsquos childrsquos play compared to whatrsquos coming next

From one of the worldrsquos 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 httpschedulesxswcom2015eventsevent_IAP31867

Friday 13 March Saturday 14 March

24

Session picks from our experts

What Keeps the Internetrsquos Leading CPOs Up At Night Saturday March 14 330PM - 430PM 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 todayrsquos 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 httpschedulesxswcom2015eventsevent_IAP36987

Cyber-Insecurity Yoursquore not as Safe as You Think Sunday March 15 1100AM - 130PM 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 yoursquoll learn why you and your company should be concerned about your online security and where you are vulnerable to having your data exposed Hint itrsquos 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 httpschedulesxswcom2015eventsevent_IAP39855

Fingerprints Are Usernames Not Passwords Sunday March 15 930AM - 1030AM 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 wonrsquot tell you ldquoDonrsquot do itrdquo 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 httpschedulesxswcom2015eventsevent_IAP37091

Sunday 15 March

25

Data (in)Security MIT Scientists Tackle Privacy Sunday March 15 330PM - 430PM 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 itrsquos the team at MITrsquos Computer Science and Artificial Intelligence Laboratory (CSAIL) Since the labrsquos 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 CSAILrsquos 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 todayrsquos data scientists and privacy advocates httpschedulesxswcom2015eventsevent_IAP36963

Data Discrimination Exploring Big Data and Bias Sunday March 15 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP43058

Sunday 15 March

Follow the Money Cyber Crime and the Black Market Tuesday March 17 1230PM - 130PM 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 credentialrsquos international journey through the black market See for yourself how cyber-crime isnrsquot 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 httpschedulesxswcom2015eventsevent_IAP41706

Tuesday 17 March

26

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 yearsrsquo 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 itrsquos a bunch of diverse human beings with insatiable curiosities experiences and points

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

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

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

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

27

Session picks from our experts

How to Build a Following around Your Idea Friday March 13 1230PM - 1250PM 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 thatrsquos 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 httpschedulesxswcom2015eventsevent_IAP34457

Fear Shame Empathy amp More Ways to Change Behavior Friday March 13 330PM - 430PM Austin Convention Center Exhibit Hall 5 sxsw danpink

In this entertaining and provocative session Daniel Pink mdash best-selling author of ldquoDriverdquo and ldquoTo Sell is Humanrdquo and host and co-executive producer of NatGeoTVrsquos ldquoCrowd Controlrdquo mdash will look at the science and practice of behavior change Hersquoll show how subtle changes in environment can dramatically affect what people do And hersquoll explore the power (and limits) of techniques from fear to gamification to empathy to distraction Yoursquoll leave with some smart tips on changing the behavior of those in your workplace school or home httpschedulesxswcom2015eventsevent_IAP42182

Driving Results through Culture Saturday March 14 1230PM - 1250PM 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 teamrsquos 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 teamrsquos 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 httpschedulesxswcom2015eventsevent_IAP43005

Friday 13 March Saturday 14 March

28

Session picks from our experts

Evolving Employee Advocacy with Scale and Impact Saturday March 14 500PM - 600PM Hyatt Regency Austin Zilker Ballroom 3 sxsw EmplAdvcy

Employee advocacy marketing is here to stay The idea that a companyrsquos 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 httpschedulesxswcom2015eventsevent_IAP43504

No One Understands You and What to Do About It Sunday March 15 930AM - 1030AM JW Marriott Room 408-409 sxsw HowTheyCU

We think we know how we come across to other people - but surprisingly often wersquore 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 peoplersquos 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 ldquoas you arerdquo ndash 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 httpschedulesxswcom2015eventsevent_IAP39071

Company Culture Is the Only Competitive Advantage Sunday March 15 1230PM - 130PM JW Marriott Room 407 sxsw CultHeart

You know culture eats strategy for breakfast but did you know itrsquos your start-uprsquos most powerful weapon Join Culture LabX co-founders Josh Levine and Lindsay Wolff Logsdon for an in-depth discussion about company culture why itrsquos critical to companies who need to scale why itrsquos 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 httpschedulesxswcom2015eventsevent_IAP38012

Sunday 15 March

29

Rise of the Employee Leveling the Power Balance Sunday March 15 345PM - 400PM 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 wersquove entered the age of the employee and how the imbalance of power in the workplace has shifted httpschedulesxswcom2015eventsevent_IAP39832

Learning to Work in the Future Sunday March 15 330PM - 430PM JW Marriott Salon 5-6 sxsw futurism

Based on his experience as IDEOrsquos 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 httpschedulesxswcom2015eventsevent_IAP43334

Sunday 15 March

Cultures of Advocacy People Product and Change Monday March 16 1230PM - 130PM JW Marriott Salon 1 sxsw advocate

Itrsquos one thing to face the hard challenges of finding better ways to work and create Itrsquos 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 ldquocultures of advocacyrdquo explore what innovation even means for an organization mdash and whether it should even be a priority mdash and propose strategies for pushing past the barriers of territoriality and trepidation httpschedulesxswcom2015eventsevent_IAP42643

Monday 16 March

30

The Branding and Marketing TraX

By Denise Vitola NA Consumer Practice Director MSLGROUP and Matt Dickman SVP Global Digital amp Social Strategy Director MSLGROUP MSLBranding ldquoThe pace of change will never be slower than it is todayrdquo

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

intersection with brand marketing Each year the worldrsquos 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 US-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 US 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

31

Session picks from our experts

Digital Diversity How Culture Impacts Digital Friday March 13 1100AM - 1200PM Hyatt Regency Austin Zilker Ballroom 2 208 Barton Springs Rd sxsw FBDiverse

In the US alone there is a new majority of people in seven of the nationrsquos 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 US 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 httpschedulesxswcom2015eventsevent_IAP41339

Do You Know the ROI of WOM Do You Want To Friday March 13 1230PM - 130PM 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 therersquos 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 ldquoReturn on WOMrdquo study We now know the ROI of WOM marketing and more importantly how it can be maximized for brands across a variety of categories httpschedulesxswcom2015eventsevent_IAP35452

Building an Army of Brand Advocates Friday March 13 1230PM - 130PM 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 Changeorg and World Wildlife Fund to see how some of the worldrsquos most innovative brands are engaging customers in strategic brand advocacy and cultivating brand evangelists httpschedulesxswcom2015eventsevent_IAP39274

Friday 13 March

32

Session picks from our experts

Brands Connective Tissue between People and Tech Friday March 13 500PM - 600PM 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 yoursquore the kind of person who thinks advertising is a dirty word maybe this panel will change your mind Leo Burnettrsquos Global Head of Social and Mobile James Kirkham and Contagiousrsquo 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 httpschedulesxswcom2015eventsevent_IAP40402

Personalization for the People Saturday March 14 1100AM - 1200PM 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 mdash 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 consumerrsquos life httpschedulesxswcom2015eventsevent_IAP40201

CrossFit A Passion Brand and Fitness Cult Saturday March 14 1230PM - 130PM Hyatt Regency Austin Zilker Ballroom 3 208 Barton Springs Rd sxsw SXCrossFit

From a simple garage gym to one of Ad Agersquos 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 fitnessmdash itrsquos the new wave of grassroots marketing

CrossFit Brand Chief Jimi Letchford is a highly recruited wrestler decorated US 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 fitnessmdashand marketingmdashminds the world over httpschedulesxswcom2015eventsevent_IAP39912

Saturday 14 March

33

Excuse Me Do Marketers and Chat Really Blend Saturday March 14 200PM - 300PM 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 httpschedulesxswcom2015eventsevent_IAP43691

The Future of Native Advertising Sunday March 15 1100AM - 1200PM 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 streamsNative 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 httpschedulesxswcom2015eventsevent_IAP40560

Elevated Creativity Visually Exploring Culture Sunday March 15 1230PM - 130PM 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 ldquoAugmented Intelligencerdquo to trigger new ideas like never before

httpschedulesxswcom2015eventsevent_IAP35106

Sunday 15 March

34

The Content and Distribution TraX

By Erin Lanuti SVP Paid Media and Cross Channel Strategy MSLGROUP MSLContent Bill Gates first coined the term ldquocontent is kingrdquo back in 1996 In 2014 the word ldquocontentrdquo 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

35

Session picks from our experts

The Art and Science of Shareability Friday March 13 1230PM - 130PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw shareable

Join Dao Nguyen BuzzFeedrsquos 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 httpschedulesxswcom2015eventsevent_IAP44541

Content Marketing vs Don Draper The End of Ads Friday March 13 200PM - 300PM 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 donrsquot 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 httpschedulesxswcom2015eventsevent_IAP43197

Use Your Words Optimizing Content for Growth Saturday March 14 1100AM - 1200PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw usewords

Should you urge people to ldquojoinrdquo your service or bark at them to ldquosign uprdquo army style What about your taglinehow 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 Pinterestrsquos wordsmithing success stories and learn how to choose the right words for your own audience httpschedulesxswcom2015eventsevent_IAP39980

Friday 13 March Saturday 14 March

36

Session picks from our experts

Can Anyone Really Trust User-Generated Content Saturday March 14 1230PM - 130PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw NoFakeUGC

People have more access tomdashand more frequently rely uponmdashthe recommendations of their peers than ever before The feedback of others we believe to be ldquolike usrdquo 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 httpschedulesxswcom2015eventsevent_IAP41634

The Art and Science of Data-Driven Storytelling Saturday March 14 330PM - 430PM 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 isnrsquot 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 httpschedulesxswcom2015eventsevent_IAP39548

Data-Driven Strategy vs Editorial Gut Instinct Sunday March 15 1100AM - 1200PM 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 trendsWomenrsquos media brands Refinery29 Glamour and Poshly share how they utilize data to program contentmdashfrom frequency of publish and editorial franchises to overarching brand strategymdashwithout giving up editorial instinct and risk-taking entrepreneurial spirit httpschedulesxswcom2015eventsevent_IAP35051

Sunday 15 March

37

Transmedia Storytelling in the Age of Proximity Sunday March 15 1230PM - 130PM 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 httpschedulesxswcom2015eventsevent_IAP35960

How New Media Business Models Can Save Journalism Sunday March 15 500PM - 600PM 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 societyrsquos 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 httpschedulesxswcom2015eventsevent_IAP40554

News or Not Navigating Native in the Grey Zone Monday March 16 930AM - 1030AM 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 communicationsmarketing FORTUNE Forbes and even The New York Times have all built native advertising platforms For brands ldquonativerdquo 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 httpschedulesxswcom2015eventsevent_IAP43795

Monday 16 March

38

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 amp 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 yoursquore 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

39

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 31415 at 92653am) SXSW Film + Interactive Fusion Party Saturday MashBash at SXSW Sunday Interactive Closing Party Tuesday (Kudos to you if yoursquore still going strong on Tuesday after a party every night) There are many unofficial parties at SXSW too ndash 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 therersquos a lot more going on downtown than the big official parties Our SXSW Interactive party recommendations are

Photo by Tye Truitt

40

Austinrsquos 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

Hungry

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 730 am-400 pm South Congress Cafeacute The greatest brunch spot in town is right on the South Congress strip Donrsquot leave without trying their famous Bloody Mary Photo by Jason Rosenberg on Flickr

Ciscorsquos Itrsquos been there for more than 50 years ndash and the deacutecor 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

41

Lunch

Torchyrsquos Tacos Chicken pork fish and veggie ndash theyrsquore all there plus taco of the month specials Go and be surprised Franklin Barbeque Check lsquoem out for brisket ribs pulled pork turkey sausage and more Donrsquot be scared away by the line itrsquos worth the wait Make a note theyrsquore 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 Itrsquos right by UT so get a sandwich to go and walk up Guadalupe Street FoodHeads Therersquos a long list of specialty sandwiches soups salads and sides all made from scratch Multiple tea flavors too Hula Hut If yoursquove 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 yoursquore 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 Luckyrsquos 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 trailerrsquos only open until 300 pm Monday through Thursday Gourdoughrsquos Public House The newest location of Gourdoughrsquos 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 Vrsquos Downtown Austinrsquos nicest seafood restaurant We recommend the Tuna Tartare Hong Kong Style Sea Bass or Bone-in Filet And leave room for the Bananas Foster Flambeacute Reservations suggested Currarsquos 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 deacutecor paired with seasonal ingredients and local artisan products create a cool vibe for a casual night out Lambertrsquos 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 Chefrsquos Selection menu is $75 per person Our other favorites include Stubbrsquos BBQ Iron Cactus Gueros Hudsonrsquos on the Bend and the scallops from Wink If yoursquore feeling adventurous (and have transportation) make the trek to The Salt Lick for the barbecue yoursquoll thank us

Photo by John Tornow on Flickr

42

Do you want more SXSW tips Tweet us

msl_group MSLGROUPNA MSLSXSWMSLFoodMSLHealthMSLPrivacyMSLWorkMSLBrandingMSLContent

Page 7: Insider’s Guide to SXSW Interactive 2015: Following the SXSW TraX

5

Planning Your Trip

1 Download SXSWreg 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 everythingrsquos 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 Yoursquoll 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 Austinrsquos bike share system

4 Pack your workout clothes Whether you hit the hotel gym tackle one of Austinrsquos 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 Whatrsquos 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 Downtownrsquos 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 Wersquore not suggesting a canned elevator speech but having a few key phrases in your back pocket will help get conversations going And donrsquot forget to bring plenty of business cards

9 Pick your parties Therersquos at least one party every night and times are staggered so you can make almost all of them if you want Pace yourself though ndash 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 Itrsquos free open to everyone and a great place to meet people even if yoursquore not looking for a job You never know right March 13-14 JW Marriott

6

Therersquos 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 Itrsquos easy to get around downtown on foot or bicycle (check out B-cycle Austinrsquos bike share system) and MetroBus and MetroRail are great for destinations further afield Good news if yoursquore 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 loverrsquos 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 Donrsquot worry about parking if your hotel is outside your walking distance comfort zone and you go for a rental car Therersquos 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 donrsquot 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 itrsquos also about people Follow conversations on Twitter Facebook and Instagram but donrsquot 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 Yoursquoll 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

7

8

Mar

14Sat

Mar

15Sun

Mar

13Fri

Mar

17Tues

Mar

15Sun

Mar

14Sat

Mar

14Sat

Mar

13Fri

Mar

17Tues

Mar

15Sun

Mar

16Mon

Mar

14Sat

Mar

15Sun

Mar

15Sun

Mar

13Fri

Mar

13Fri

Mar

14Sat

Mar

15Sun

Mar

17Tues

Mar

16Mon

9

The 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 Itrsquos all right there

SXSW Interactive is full of canrsquot-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 yoursquore in the right place at the right time Allow time for travel

Building your Session Viewing Plan

10

11

SXSW Interactive has a long tradition of lining up the worldrsquos most innovative and inspiring speakers Keynote events run from 2-3 pm 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 amp CEO United Therapeutics Sunday Logan Green Co-founder amp 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 donrsquot 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 industryrsquos most innovative trends and important conversations This yearrsquos 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 ndash 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 Therersquos also the Gaming Expo Startup Village SXgood (the official social good platform at SXSW) comedy and more ndash a quick internet search including ldquoSXSWrdquo can reveal all kinds of events and opportunities to enjoy

Photos opposite page clockwise from the left by Paul Papadimitriou Nan Palmero Kris Kruumlg and Andrew Feinberg on Flickr

12

Getting a Global Perspective

By Stephanie Agresta Global Practice Director Digital MSLGROUP MSLGlobal

The City of Austinrsquos official motto is ldquoLive Music Capital of the Worldrdquo Itrsquos 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 whatrsquos 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 32798 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 Donrsquot miss the kick-off event

Trade Show ndash 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 SXAmeacutericas SXAmeacutericas 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 Valleyrsquos 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 Chinarsquos Tech Innovation Winning Over Chinarsquos Wired Women The Birth of Korean Cool

13

Spotlight AsiaMobile Lifestyle Comes of Age Sunday March 15 830 AM ndash 1000 AM W Hotel 200 Lavaca St Great Room C

MSLGlobal

Join MSLGROUP Mondelēz 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 The region entered a new period of growth 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 userrsquos 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 thatrsquos 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 peoplersquos 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 mslgroupcom

Patricia Albuquerque Sao Paulo Brazil Partner amp Content Director MSLGROUP Espalhe patialbuc

Jon Chin Singapore Director of Digital amp Social Southeast Asia jonwchin

Alice Hu Shanghai China Manager Social amp 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 amp Social Media narendranag

Adrian Rosenthal Berlin Germany Head of Digital amp Social Media Germany neurosenthal

Josh Shapiro Sao Paulo Brazil Director of Market Development amp 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 amp Digital Content MSLGROUP MSLFoodLast yearrsquos SXSW left us feeling a little hungry Not literally hungry of course Therersquos a lot of great food in Austin and wersquoll certainly take advantage of that again this year Breakfast tacos or kolaches anyone

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

In addition to this yearrsquos hearty sessions (see below for our top picks) wersquore looking forward to these SouthBites highlights

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

ndash The third annual SouthBites Trailer Park will celebrate Austinrsquos iconic food trailer culture This yearrsquos 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 am to midnight

ndash Craft-Cocktail Happy Hour Presented by KitchenAid at the Driskill Hotel on Saturday March 14 from 600-800 pm 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 ndash SouthBites Food Truck

Showcase Party on Monday March 16 from 930 pm 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 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP38255

The Unexpected Power of Shared Meals Saturday March 14 1100AM - 1200PM Driskill Hotel Maximilian sxsw SouthBites

Participating in a shared meal leads to expanding onersquos 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 httpschedulesxswcom2015eventsevent_IAP35870

The Future Role of Tech in Dining and Food Saturday March 14 330PM - 430PM 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

httpschedulesxswcom2015eventsevent_IAP43201

Mega Bites Mining Food Data for Insights Saturday March 14 330PM - 430PM 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

httpschedulesxswcom2015eventsevent_IAP39373

Saturday 14 March

16

Grocery Wars The Future of Buying Food Sunday March 15 930AM - 1030AM 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

httpschedulesxswcom2015eventsevent_IAP34122

Building a Better Breakfast Sunday March 15 1230PM - 130PM 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

Wersquoll 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) httpschedulesxswcom2015eventsevent_IAP31681

Changing the World through Food A Love Story Sunday March 15 330PM - 430PM 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 futuremdashand the blood sweat and tears it took to get where they are today httpschedulesxswcom2015eventsevent_IAP42722

Sunday 15 March

Session picks from our experts

17

72 Ways Food Can Change the World Monday March 16 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP43026

Food Criticism in the Digital Age Monday March 16 500PM - 600PM 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 httpschedulesxswcom2015eventsevent_IAP43704

Monday 16 March

18

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 itrsquos 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 ndash again one of this yearrsquos trending topics ndash has me alive with excitement

What am I most looking forward to Big data Itrsquos 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 statersquos 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 Irsquom so interested in the topic Itrsquos like the ability to analyze other people like myself ndash similar family health history ethnicity test results and all that medical stuff ndash to determine what could happen to my health in the future is justhellipoh riveting Follow me to find out what I really thought about the session

During my time at SXSW Irsquoll 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 Irsquom in Austin I will definitely make time to appreciate the Tex-Mex and BBQ

If yoursquod 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

19

Patient Power A Data and Mobile Health Revolution Saturday March 14 930AM - 1030AM 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 ldquobig datardquo 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 httpschedulesxswcom2015eventsevent_IAP36508

Session picks from our experts

Digital Health and Consumerization of Healthcare Saturday March 14 1100AM - 1200PM 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 Recode Senior Editor James Temple will moderate a panel to discuss these issues with Beth Seidenberg partner at Kleiner Perkins Caufield amp Byers and former chief medical officer of Amgen Mike Lee founder and CEO of MyFitnessPal and Ray Bradford founder and CEO of Spruce Health httpschedulesxswcom2015eventsevent_IAP42614

Why HIPAA Wonrsquot Save You Protecting Data Privacy Saturday March 14 500PM - 600PM JW Marriott Room 203-204 sxsw SXSWHIPAA

Every day people are collecting sharing and leveraging health information ndash 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 ndash 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 httpschedulesxswcom2015eventsevent_IAP41752

Saturday 14 March

20

Session picks from our experts

Finding a Breast Cancer Cure What Needs to Change Sunday March 15 500PM - 600PM JW Marriott Room 201-202 sxsw BCCure

Breast cancer is the second largest cause of cancer death among women in the US invading the lives of millions of women and their caregivers How can the breast cancer community ndash from consumers and physicians to researchers health plans and tech companies ndash 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 httpschedulesxswcom2015eventsevent_IAP40477

Is Big Data the Next Wonder Drug Sunday March 15 500PM - 600PM JW Marriott Room 203-204 sxsw HealthData

In a world where we track our sleep steps sex vitals DNA and almost everything imaginable ndash is data the panacea we hope itrsquoll 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 wersquove 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 MD director of the Scripps Translational Science Institute who is using digital and genomic technologies to reboot the future of medicine httpschedulesxswcom2015eventsevent_IAP42194

Sunday 15 March

21

Bionic Pancreas Getting Closer Monday March 16 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP36516

Crossing Over The New Guard of Healthcare Monday March 16 330PM - 430PM JW Marriott Room 203-204 sxsw hcnewguard

This panel will provide a robust discussion around the experiencejourney 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 httpschedulesxswcom2015eventsevent_IAP42350

Turning Big Healthcare into Hubs of Innovation Tuesday March 17 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP32793

Monday 16 March Tuesday 17 March

22

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 isnrsquot 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 donrsquot 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

23

Session picks from our experts

Rethinking Privacy in the Internet of Things Friday March 13 400PM - 415PM 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 100000 separate IDs (Think about ithelliphow many companies have more than 100000 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 httpschedulesxswcom2015eventsevent_IAP41649

Security of Things Who Will Save Us Friday March 13 330PM - 430PM JW Marriott Salon 4 sxsw SXSWSaveUs

Two years ago the ldquoInternet of Thingsrdquo 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 arenrsquot 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 httpschedulesxswcom2015eventsevent_IAP32078

Future Crimes from the Digital Underworld Saturday March 14 330PM - 430PM JW Marriott Salon 4 sxsw updatenow

Criminals are often the earliest ndash and most innovative ndash adopters of technology Theyrsquore already stealing identities draining online bank accounts and wiping out computer servers in the blink of an eye but thatrsquos childrsquos play compared to whatrsquos coming next

From one of the worldrsquos 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 httpschedulesxswcom2015eventsevent_IAP31867

Friday 13 March Saturday 14 March

24

Session picks from our experts

What Keeps the Internetrsquos Leading CPOs Up At Night Saturday March 14 330PM - 430PM 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 todayrsquos 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 httpschedulesxswcom2015eventsevent_IAP36987

Cyber-Insecurity Yoursquore not as Safe as You Think Sunday March 15 1100AM - 130PM 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 yoursquoll learn why you and your company should be concerned about your online security and where you are vulnerable to having your data exposed Hint itrsquos 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 httpschedulesxswcom2015eventsevent_IAP39855

Fingerprints Are Usernames Not Passwords Sunday March 15 930AM - 1030AM 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 wonrsquot tell you ldquoDonrsquot do itrdquo 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 httpschedulesxswcom2015eventsevent_IAP37091

Sunday 15 March

25

Data (in)Security MIT Scientists Tackle Privacy Sunday March 15 330PM - 430PM 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 itrsquos the team at MITrsquos Computer Science and Artificial Intelligence Laboratory (CSAIL) Since the labrsquos 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 CSAILrsquos 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 todayrsquos data scientists and privacy advocates httpschedulesxswcom2015eventsevent_IAP36963

Data Discrimination Exploring Big Data and Bias Sunday March 15 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP43058

Sunday 15 March

Follow the Money Cyber Crime and the Black Market Tuesday March 17 1230PM - 130PM 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 credentialrsquos international journey through the black market See for yourself how cyber-crime isnrsquot 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 httpschedulesxswcom2015eventsevent_IAP41706

Tuesday 17 March

26

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 yearsrsquo 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 itrsquos a bunch of diverse human beings with insatiable curiosities experiences and points

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

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

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

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

27

Session picks from our experts

How to Build a Following around Your Idea Friday March 13 1230PM - 1250PM 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 thatrsquos 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 httpschedulesxswcom2015eventsevent_IAP34457

Fear Shame Empathy amp More Ways to Change Behavior Friday March 13 330PM - 430PM Austin Convention Center Exhibit Hall 5 sxsw danpink

In this entertaining and provocative session Daniel Pink mdash best-selling author of ldquoDriverdquo and ldquoTo Sell is Humanrdquo and host and co-executive producer of NatGeoTVrsquos ldquoCrowd Controlrdquo mdash will look at the science and practice of behavior change Hersquoll show how subtle changes in environment can dramatically affect what people do And hersquoll explore the power (and limits) of techniques from fear to gamification to empathy to distraction Yoursquoll leave with some smart tips on changing the behavior of those in your workplace school or home httpschedulesxswcom2015eventsevent_IAP42182

Driving Results through Culture Saturday March 14 1230PM - 1250PM 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 teamrsquos 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 teamrsquos 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 httpschedulesxswcom2015eventsevent_IAP43005

Friday 13 March Saturday 14 March

28

Session picks from our experts

Evolving Employee Advocacy with Scale and Impact Saturday March 14 500PM - 600PM Hyatt Regency Austin Zilker Ballroom 3 sxsw EmplAdvcy

Employee advocacy marketing is here to stay The idea that a companyrsquos 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 httpschedulesxswcom2015eventsevent_IAP43504

No One Understands You and What to Do About It Sunday March 15 930AM - 1030AM JW Marriott Room 408-409 sxsw HowTheyCU

We think we know how we come across to other people - but surprisingly often wersquore 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 peoplersquos 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 ldquoas you arerdquo ndash 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 httpschedulesxswcom2015eventsevent_IAP39071

Company Culture Is the Only Competitive Advantage Sunday March 15 1230PM - 130PM JW Marriott Room 407 sxsw CultHeart

You know culture eats strategy for breakfast but did you know itrsquos your start-uprsquos most powerful weapon Join Culture LabX co-founders Josh Levine and Lindsay Wolff Logsdon for an in-depth discussion about company culture why itrsquos critical to companies who need to scale why itrsquos 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 httpschedulesxswcom2015eventsevent_IAP38012

Sunday 15 March

29

Rise of the Employee Leveling the Power Balance Sunday March 15 345PM - 400PM 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 wersquove entered the age of the employee and how the imbalance of power in the workplace has shifted httpschedulesxswcom2015eventsevent_IAP39832

Learning to Work in the Future Sunday March 15 330PM - 430PM JW Marriott Salon 5-6 sxsw futurism

Based on his experience as IDEOrsquos 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 httpschedulesxswcom2015eventsevent_IAP43334

Sunday 15 March

Cultures of Advocacy People Product and Change Monday March 16 1230PM - 130PM JW Marriott Salon 1 sxsw advocate

Itrsquos one thing to face the hard challenges of finding better ways to work and create Itrsquos 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 ldquocultures of advocacyrdquo explore what innovation even means for an organization mdash and whether it should even be a priority mdash and propose strategies for pushing past the barriers of territoriality and trepidation httpschedulesxswcom2015eventsevent_IAP42643

Monday 16 March

30

The Branding and Marketing TraX

By Denise Vitola NA Consumer Practice Director MSLGROUP and Matt Dickman SVP Global Digital amp Social Strategy Director MSLGROUP MSLBranding ldquoThe pace of change will never be slower than it is todayrdquo

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

intersection with brand marketing Each year the worldrsquos 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 US-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 US 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

31

Session picks from our experts

Digital Diversity How Culture Impacts Digital Friday March 13 1100AM - 1200PM Hyatt Regency Austin Zilker Ballroom 2 208 Barton Springs Rd sxsw FBDiverse

In the US alone there is a new majority of people in seven of the nationrsquos 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 US 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 httpschedulesxswcom2015eventsevent_IAP41339

Do You Know the ROI of WOM Do You Want To Friday March 13 1230PM - 130PM 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 therersquos 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 ldquoReturn on WOMrdquo study We now know the ROI of WOM marketing and more importantly how it can be maximized for brands across a variety of categories httpschedulesxswcom2015eventsevent_IAP35452

Building an Army of Brand Advocates Friday March 13 1230PM - 130PM 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 Changeorg and World Wildlife Fund to see how some of the worldrsquos most innovative brands are engaging customers in strategic brand advocacy and cultivating brand evangelists httpschedulesxswcom2015eventsevent_IAP39274

Friday 13 March

32

Session picks from our experts

Brands Connective Tissue between People and Tech Friday March 13 500PM - 600PM 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 yoursquore the kind of person who thinks advertising is a dirty word maybe this panel will change your mind Leo Burnettrsquos Global Head of Social and Mobile James Kirkham and Contagiousrsquo 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 httpschedulesxswcom2015eventsevent_IAP40402

Personalization for the People Saturday March 14 1100AM - 1200PM 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 mdash 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 consumerrsquos life httpschedulesxswcom2015eventsevent_IAP40201

CrossFit A Passion Brand and Fitness Cult Saturday March 14 1230PM - 130PM Hyatt Regency Austin Zilker Ballroom 3 208 Barton Springs Rd sxsw SXCrossFit

From a simple garage gym to one of Ad Agersquos 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 fitnessmdash itrsquos the new wave of grassroots marketing

CrossFit Brand Chief Jimi Letchford is a highly recruited wrestler decorated US 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 fitnessmdashand marketingmdashminds the world over httpschedulesxswcom2015eventsevent_IAP39912

Saturday 14 March

33

Excuse Me Do Marketers and Chat Really Blend Saturday March 14 200PM - 300PM 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 httpschedulesxswcom2015eventsevent_IAP43691

The Future of Native Advertising Sunday March 15 1100AM - 1200PM 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 streamsNative 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 httpschedulesxswcom2015eventsevent_IAP40560

Elevated Creativity Visually Exploring Culture Sunday March 15 1230PM - 130PM 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 ldquoAugmented Intelligencerdquo to trigger new ideas like never before

httpschedulesxswcom2015eventsevent_IAP35106

Sunday 15 March

34

The Content and Distribution TraX

By Erin Lanuti SVP Paid Media and Cross Channel Strategy MSLGROUP MSLContent Bill Gates first coined the term ldquocontent is kingrdquo back in 1996 In 2014 the word ldquocontentrdquo 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

35

Session picks from our experts

The Art and Science of Shareability Friday March 13 1230PM - 130PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw shareable

Join Dao Nguyen BuzzFeedrsquos 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 httpschedulesxswcom2015eventsevent_IAP44541

Content Marketing vs Don Draper The End of Ads Friday March 13 200PM - 300PM 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 donrsquot 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 httpschedulesxswcom2015eventsevent_IAP43197

Use Your Words Optimizing Content for Growth Saturday March 14 1100AM - 1200PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw usewords

Should you urge people to ldquojoinrdquo your service or bark at them to ldquosign uprdquo army style What about your taglinehow 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 Pinterestrsquos wordsmithing success stories and learn how to choose the right words for your own audience httpschedulesxswcom2015eventsevent_IAP39980

Friday 13 March Saturday 14 March

36

Session picks from our experts

Can Anyone Really Trust User-Generated Content Saturday March 14 1230PM - 130PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw NoFakeUGC

People have more access tomdashand more frequently rely uponmdashthe recommendations of their peers than ever before The feedback of others we believe to be ldquolike usrdquo 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 httpschedulesxswcom2015eventsevent_IAP41634

The Art and Science of Data-Driven Storytelling Saturday March 14 330PM - 430PM 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 isnrsquot 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 httpschedulesxswcom2015eventsevent_IAP39548

Data-Driven Strategy vs Editorial Gut Instinct Sunday March 15 1100AM - 1200PM 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 trendsWomenrsquos media brands Refinery29 Glamour and Poshly share how they utilize data to program contentmdashfrom frequency of publish and editorial franchises to overarching brand strategymdashwithout giving up editorial instinct and risk-taking entrepreneurial spirit httpschedulesxswcom2015eventsevent_IAP35051

Sunday 15 March

37

Transmedia Storytelling in the Age of Proximity Sunday March 15 1230PM - 130PM 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 httpschedulesxswcom2015eventsevent_IAP35960

How New Media Business Models Can Save Journalism Sunday March 15 500PM - 600PM 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 societyrsquos 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 httpschedulesxswcom2015eventsevent_IAP40554

News or Not Navigating Native in the Grey Zone Monday March 16 930AM - 1030AM 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 communicationsmarketing FORTUNE Forbes and even The New York Times have all built native advertising platforms For brands ldquonativerdquo 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 httpschedulesxswcom2015eventsevent_IAP43795

Monday 16 March

38

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 amp 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 yoursquore 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

39

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 31415 at 92653am) SXSW Film + Interactive Fusion Party Saturday MashBash at SXSW Sunday Interactive Closing Party Tuesday (Kudos to you if yoursquore still going strong on Tuesday after a party every night) There are many unofficial parties at SXSW too ndash 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 therersquos a lot more going on downtown than the big official parties Our SXSW Interactive party recommendations are

Photo by Tye Truitt

40

Austinrsquos 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

Hungry

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 730 am-400 pm South Congress Cafeacute The greatest brunch spot in town is right on the South Congress strip Donrsquot leave without trying their famous Bloody Mary Photo by Jason Rosenberg on Flickr

Ciscorsquos Itrsquos been there for more than 50 years ndash and the deacutecor 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

41

Lunch

Torchyrsquos Tacos Chicken pork fish and veggie ndash theyrsquore all there plus taco of the month specials Go and be surprised Franklin Barbeque Check lsquoem out for brisket ribs pulled pork turkey sausage and more Donrsquot be scared away by the line itrsquos worth the wait Make a note theyrsquore 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 Itrsquos right by UT so get a sandwich to go and walk up Guadalupe Street FoodHeads Therersquos a long list of specialty sandwiches soups salads and sides all made from scratch Multiple tea flavors too Hula Hut If yoursquove 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 yoursquore 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 Luckyrsquos 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 trailerrsquos only open until 300 pm Monday through Thursday Gourdoughrsquos Public House The newest location of Gourdoughrsquos 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 Vrsquos Downtown Austinrsquos nicest seafood restaurant We recommend the Tuna Tartare Hong Kong Style Sea Bass or Bone-in Filet And leave room for the Bananas Foster Flambeacute Reservations suggested Currarsquos 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 deacutecor paired with seasonal ingredients and local artisan products create a cool vibe for a casual night out Lambertrsquos 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 Chefrsquos Selection menu is $75 per person Our other favorites include Stubbrsquos BBQ Iron Cactus Gueros Hudsonrsquos on the Bend and the scallops from Wink If yoursquore feeling adventurous (and have transportation) make the trek to The Salt Lick for the barbecue yoursquoll thank us

Photo by John Tornow on Flickr

42

Do you want more SXSW tips Tweet us

msl_group MSLGROUPNA MSLSXSWMSLFoodMSLHealthMSLPrivacyMSLWorkMSLBrandingMSLContent

Page 8: Insider’s Guide to SXSW Interactive 2015: Following the SXSW TraX

6

Therersquos 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 Itrsquos easy to get around downtown on foot or bicycle (check out B-cycle Austinrsquos bike share system) and MetroBus and MetroRail are great for destinations further afield Good news if yoursquore 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 loverrsquos 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 Donrsquot worry about parking if your hotel is outside your walking distance comfort zone and you go for a rental car Therersquos 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 donrsquot 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 itrsquos also about people Follow conversations on Twitter Facebook and Instagram but donrsquot 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 Yoursquoll 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

7

8

Mar

14Sat

Mar

15Sun

Mar

13Fri

Mar

17Tues

Mar

15Sun

Mar

14Sat

Mar

14Sat

Mar

13Fri

Mar

17Tues

Mar

15Sun

Mar

16Mon

Mar

14Sat

Mar

15Sun

Mar

15Sun

Mar

13Fri

Mar

13Fri

Mar

14Sat

Mar

15Sun

Mar

17Tues

Mar

16Mon

9

The 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 Itrsquos all right there

SXSW Interactive is full of canrsquot-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 yoursquore in the right place at the right time Allow time for travel

Building your Session Viewing Plan

10

11

SXSW Interactive has a long tradition of lining up the worldrsquos most innovative and inspiring speakers Keynote events run from 2-3 pm 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 amp CEO United Therapeutics Sunday Logan Green Co-founder amp 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 donrsquot 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 industryrsquos most innovative trends and important conversations This yearrsquos 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 ndash 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 Therersquos also the Gaming Expo Startup Village SXgood (the official social good platform at SXSW) comedy and more ndash a quick internet search including ldquoSXSWrdquo can reveal all kinds of events and opportunities to enjoy

Photos opposite page clockwise from the left by Paul Papadimitriou Nan Palmero Kris Kruumlg and Andrew Feinberg on Flickr

12

Getting a Global Perspective

By Stephanie Agresta Global Practice Director Digital MSLGROUP MSLGlobal

The City of Austinrsquos official motto is ldquoLive Music Capital of the Worldrdquo Itrsquos 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 whatrsquos 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 32798 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 Donrsquot miss the kick-off event

Trade Show ndash 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 SXAmeacutericas SXAmeacutericas 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 Valleyrsquos 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 Chinarsquos Tech Innovation Winning Over Chinarsquos Wired Women The Birth of Korean Cool

13

Spotlight AsiaMobile Lifestyle Comes of Age Sunday March 15 830 AM ndash 1000 AM W Hotel 200 Lavaca St Great Room C

MSLGlobal

Join MSLGROUP Mondelēz 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 The region entered a new period of growth 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 userrsquos 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 thatrsquos 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 peoplersquos 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 mslgroupcom

Patricia Albuquerque Sao Paulo Brazil Partner amp Content Director MSLGROUP Espalhe patialbuc

Jon Chin Singapore Director of Digital amp Social Southeast Asia jonwchin

Alice Hu Shanghai China Manager Social amp 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 amp Social Media narendranag

Adrian Rosenthal Berlin Germany Head of Digital amp Social Media Germany neurosenthal

Josh Shapiro Sao Paulo Brazil Director of Market Development amp 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 amp Digital Content MSLGROUP MSLFoodLast yearrsquos SXSW left us feeling a little hungry Not literally hungry of course Therersquos a lot of great food in Austin and wersquoll certainly take advantage of that again this year Breakfast tacos or kolaches anyone

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

In addition to this yearrsquos hearty sessions (see below for our top picks) wersquore looking forward to these SouthBites highlights

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

ndash The third annual SouthBites Trailer Park will celebrate Austinrsquos iconic food trailer culture This yearrsquos 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 am to midnight

ndash Craft-Cocktail Happy Hour Presented by KitchenAid at the Driskill Hotel on Saturday March 14 from 600-800 pm 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 ndash SouthBites Food Truck

Showcase Party on Monday March 16 from 930 pm 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 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP38255

The Unexpected Power of Shared Meals Saturday March 14 1100AM - 1200PM Driskill Hotel Maximilian sxsw SouthBites

Participating in a shared meal leads to expanding onersquos 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 httpschedulesxswcom2015eventsevent_IAP35870

The Future Role of Tech in Dining and Food Saturday March 14 330PM - 430PM 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

httpschedulesxswcom2015eventsevent_IAP43201

Mega Bites Mining Food Data for Insights Saturday March 14 330PM - 430PM 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

httpschedulesxswcom2015eventsevent_IAP39373

Saturday 14 March

16

Grocery Wars The Future of Buying Food Sunday March 15 930AM - 1030AM 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

httpschedulesxswcom2015eventsevent_IAP34122

Building a Better Breakfast Sunday March 15 1230PM - 130PM 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

Wersquoll 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) httpschedulesxswcom2015eventsevent_IAP31681

Changing the World through Food A Love Story Sunday March 15 330PM - 430PM 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 futuremdashand the blood sweat and tears it took to get where they are today httpschedulesxswcom2015eventsevent_IAP42722

Sunday 15 March

Session picks from our experts

17

72 Ways Food Can Change the World Monday March 16 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP43026

Food Criticism in the Digital Age Monday March 16 500PM - 600PM 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 httpschedulesxswcom2015eventsevent_IAP43704

Monday 16 March

18

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 itrsquos 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 ndash again one of this yearrsquos trending topics ndash has me alive with excitement

What am I most looking forward to Big data Itrsquos 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 statersquos 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 Irsquom so interested in the topic Itrsquos like the ability to analyze other people like myself ndash similar family health history ethnicity test results and all that medical stuff ndash to determine what could happen to my health in the future is justhellipoh riveting Follow me to find out what I really thought about the session

During my time at SXSW Irsquoll 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 Irsquom in Austin I will definitely make time to appreciate the Tex-Mex and BBQ

If yoursquod 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

19

Patient Power A Data and Mobile Health Revolution Saturday March 14 930AM - 1030AM 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 ldquobig datardquo 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 httpschedulesxswcom2015eventsevent_IAP36508

Session picks from our experts

Digital Health and Consumerization of Healthcare Saturday March 14 1100AM - 1200PM 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 Recode Senior Editor James Temple will moderate a panel to discuss these issues with Beth Seidenberg partner at Kleiner Perkins Caufield amp Byers and former chief medical officer of Amgen Mike Lee founder and CEO of MyFitnessPal and Ray Bradford founder and CEO of Spruce Health httpschedulesxswcom2015eventsevent_IAP42614

Why HIPAA Wonrsquot Save You Protecting Data Privacy Saturday March 14 500PM - 600PM JW Marriott Room 203-204 sxsw SXSWHIPAA

Every day people are collecting sharing and leveraging health information ndash 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 ndash 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 httpschedulesxswcom2015eventsevent_IAP41752

Saturday 14 March

20

Session picks from our experts

Finding a Breast Cancer Cure What Needs to Change Sunday March 15 500PM - 600PM JW Marriott Room 201-202 sxsw BCCure

Breast cancer is the second largest cause of cancer death among women in the US invading the lives of millions of women and their caregivers How can the breast cancer community ndash from consumers and physicians to researchers health plans and tech companies ndash 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 httpschedulesxswcom2015eventsevent_IAP40477

Is Big Data the Next Wonder Drug Sunday March 15 500PM - 600PM JW Marriott Room 203-204 sxsw HealthData

In a world where we track our sleep steps sex vitals DNA and almost everything imaginable ndash is data the panacea we hope itrsquoll 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 wersquove 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 MD director of the Scripps Translational Science Institute who is using digital and genomic technologies to reboot the future of medicine httpschedulesxswcom2015eventsevent_IAP42194

Sunday 15 March

21

Bionic Pancreas Getting Closer Monday March 16 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP36516

Crossing Over The New Guard of Healthcare Monday March 16 330PM - 430PM JW Marriott Room 203-204 sxsw hcnewguard

This panel will provide a robust discussion around the experiencejourney 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 httpschedulesxswcom2015eventsevent_IAP42350

Turning Big Healthcare into Hubs of Innovation Tuesday March 17 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP32793

Monday 16 March Tuesday 17 March

22

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 isnrsquot 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 donrsquot 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

23

Session picks from our experts

Rethinking Privacy in the Internet of Things Friday March 13 400PM - 415PM 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 100000 separate IDs (Think about ithelliphow many companies have more than 100000 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 httpschedulesxswcom2015eventsevent_IAP41649

Security of Things Who Will Save Us Friday March 13 330PM - 430PM JW Marriott Salon 4 sxsw SXSWSaveUs

Two years ago the ldquoInternet of Thingsrdquo 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 arenrsquot 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 httpschedulesxswcom2015eventsevent_IAP32078

Future Crimes from the Digital Underworld Saturday March 14 330PM - 430PM JW Marriott Salon 4 sxsw updatenow

Criminals are often the earliest ndash and most innovative ndash adopters of technology Theyrsquore already stealing identities draining online bank accounts and wiping out computer servers in the blink of an eye but thatrsquos childrsquos play compared to whatrsquos coming next

From one of the worldrsquos 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 httpschedulesxswcom2015eventsevent_IAP31867

Friday 13 March Saturday 14 March

24

Session picks from our experts

What Keeps the Internetrsquos Leading CPOs Up At Night Saturday March 14 330PM - 430PM 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 todayrsquos 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 httpschedulesxswcom2015eventsevent_IAP36987

Cyber-Insecurity Yoursquore not as Safe as You Think Sunday March 15 1100AM - 130PM 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 yoursquoll learn why you and your company should be concerned about your online security and where you are vulnerable to having your data exposed Hint itrsquos 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 httpschedulesxswcom2015eventsevent_IAP39855

Fingerprints Are Usernames Not Passwords Sunday March 15 930AM - 1030AM 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 wonrsquot tell you ldquoDonrsquot do itrdquo 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 httpschedulesxswcom2015eventsevent_IAP37091

Sunday 15 March

25

Data (in)Security MIT Scientists Tackle Privacy Sunday March 15 330PM - 430PM 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 itrsquos the team at MITrsquos Computer Science and Artificial Intelligence Laboratory (CSAIL) Since the labrsquos 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 CSAILrsquos 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 todayrsquos data scientists and privacy advocates httpschedulesxswcom2015eventsevent_IAP36963

Data Discrimination Exploring Big Data and Bias Sunday March 15 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP43058

Sunday 15 March

Follow the Money Cyber Crime and the Black Market Tuesday March 17 1230PM - 130PM 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 credentialrsquos international journey through the black market See for yourself how cyber-crime isnrsquot 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 httpschedulesxswcom2015eventsevent_IAP41706

Tuesday 17 March

26

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 yearsrsquo 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 itrsquos a bunch of diverse human beings with insatiable curiosities experiences and points

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

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

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

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

27

Session picks from our experts

How to Build a Following around Your Idea Friday March 13 1230PM - 1250PM 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 thatrsquos 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 httpschedulesxswcom2015eventsevent_IAP34457

Fear Shame Empathy amp More Ways to Change Behavior Friday March 13 330PM - 430PM Austin Convention Center Exhibit Hall 5 sxsw danpink

In this entertaining and provocative session Daniel Pink mdash best-selling author of ldquoDriverdquo and ldquoTo Sell is Humanrdquo and host and co-executive producer of NatGeoTVrsquos ldquoCrowd Controlrdquo mdash will look at the science and practice of behavior change Hersquoll show how subtle changes in environment can dramatically affect what people do And hersquoll explore the power (and limits) of techniques from fear to gamification to empathy to distraction Yoursquoll leave with some smart tips on changing the behavior of those in your workplace school or home httpschedulesxswcom2015eventsevent_IAP42182

Driving Results through Culture Saturday March 14 1230PM - 1250PM 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 teamrsquos 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 teamrsquos 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 httpschedulesxswcom2015eventsevent_IAP43005

Friday 13 March Saturday 14 March

28

Session picks from our experts

Evolving Employee Advocacy with Scale and Impact Saturday March 14 500PM - 600PM Hyatt Regency Austin Zilker Ballroom 3 sxsw EmplAdvcy

Employee advocacy marketing is here to stay The idea that a companyrsquos 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 httpschedulesxswcom2015eventsevent_IAP43504

No One Understands You and What to Do About It Sunday March 15 930AM - 1030AM JW Marriott Room 408-409 sxsw HowTheyCU

We think we know how we come across to other people - but surprisingly often wersquore 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 peoplersquos 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 ldquoas you arerdquo ndash 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 httpschedulesxswcom2015eventsevent_IAP39071

Company Culture Is the Only Competitive Advantage Sunday March 15 1230PM - 130PM JW Marriott Room 407 sxsw CultHeart

You know culture eats strategy for breakfast but did you know itrsquos your start-uprsquos most powerful weapon Join Culture LabX co-founders Josh Levine and Lindsay Wolff Logsdon for an in-depth discussion about company culture why itrsquos critical to companies who need to scale why itrsquos 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 httpschedulesxswcom2015eventsevent_IAP38012

Sunday 15 March

29

Rise of the Employee Leveling the Power Balance Sunday March 15 345PM - 400PM 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 wersquove entered the age of the employee and how the imbalance of power in the workplace has shifted httpschedulesxswcom2015eventsevent_IAP39832

Learning to Work in the Future Sunday March 15 330PM - 430PM JW Marriott Salon 5-6 sxsw futurism

Based on his experience as IDEOrsquos 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 httpschedulesxswcom2015eventsevent_IAP43334

Sunday 15 March

Cultures of Advocacy People Product and Change Monday March 16 1230PM - 130PM JW Marriott Salon 1 sxsw advocate

Itrsquos one thing to face the hard challenges of finding better ways to work and create Itrsquos 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 ldquocultures of advocacyrdquo explore what innovation even means for an organization mdash and whether it should even be a priority mdash and propose strategies for pushing past the barriers of territoriality and trepidation httpschedulesxswcom2015eventsevent_IAP42643

Monday 16 March

30

The Branding and Marketing TraX

By Denise Vitola NA Consumer Practice Director MSLGROUP and Matt Dickman SVP Global Digital amp Social Strategy Director MSLGROUP MSLBranding ldquoThe pace of change will never be slower than it is todayrdquo

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

intersection with brand marketing Each year the worldrsquos 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 US-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 US 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

31

Session picks from our experts

Digital Diversity How Culture Impacts Digital Friday March 13 1100AM - 1200PM Hyatt Regency Austin Zilker Ballroom 2 208 Barton Springs Rd sxsw FBDiverse

In the US alone there is a new majority of people in seven of the nationrsquos 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 US 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 httpschedulesxswcom2015eventsevent_IAP41339

Do You Know the ROI of WOM Do You Want To Friday March 13 1230PM - 130PM 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 therersquos 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 ldquoReturn on WOMrdquo study We now know the ROI of WOM marketing and more importantly how it can be maximized for brands across a variety of categories httpschedulesxswcom2015eventsevent_IAP35452

Building an Army of Brand Advocates Friday March 13 1230PM - 130PM 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 Changeorg and World Wildlife Fund to see how some of the worldrsquos most innovative brands are engaging customers in strategic brand advocacy and cultivating brand evangelists httpschedulesxswcom2015eventsevent_IAP39274

Friday 13 March

32

Session picks from our experts

Brands Connective Tissue between People and Tech Friday March 13 500PM - 600PM 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 yoursquore the kind of person who thinks advertising is a dirty word maybe this panel will change your mind Leo Burnettrsquos Global Head of Social and Mobile James Kirkham and Contagiousrsquo 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 httpschedulesxswcom2015eventsevent_IAP40402

Personalization for the People Saturday March 14 1100AM - 1200PM 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 mdash 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 consumerrsquos life httpschedulesxswcom2015eventsevent_IAP40201

CrossFit A Passion Brand and Fitness Cult Saturday March 14 1230PM - 130PM Hyatt Regency Austin Zilker Ballroom 3 208 Barton Springs Rd sxsw SXCrossFit

From a simple garage gym to one of Ad Agersquos 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 fitnessmdash itrsquos the new wave of grassroots marketing

CrossFit Brand Chief Jimi Letchford is a highly recruited wrestler decorated US 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 fitnessmdashand marketingmdashminds the world over httpschedulesxswcom2015eventsevent_IAP39912

Saturday 14 March

33

Excuse Me Do Marketers and Chat Really Blend Saturday March 14 200PM - 300PM 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 httpschedulesxswcom2015eventsevent_IAP43691

The Future of Native Advertising Sunday March 15 1100AM - 1200PM 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 streamsNative 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 httpschedulesxswcom2015eventsevent_IAP40560

Elevated Creativity Visually Exploring Culture Sunday March 15 1230PM - 130PM 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 ldquoAugmented Intelligencerdquo to trigger new ideas like never before

httpschedulesxswcom2015eventsevent_IAP35106

Sunday 15 March

34

The Content and Distribution TraX

By Erin Lanuti SVP Paid Media and Cross Channel Strategy MSLGROUP MSLContent Bill Gates first coined the term ldquocontent is kingrdquo back in 1996 In 2014 the word ldquocontentrdquo 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

35

Session picks from our experts

The Art and Science of Shareability Friday March 13 1230PM - 130PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw shareable

Join Dao Nguyen BuzzFeedrsquos 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 httpschedulesxswcom2015eventsevent_IAP44541

Content Marketing vs Don Draper The End of Ads Friday March 13 200PM - 300PM 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 donrsquot 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 httpschedulesxswcom2015eventsevent_IAP43197

Use Your Words Optimizing Content for Growth Saturday March 14 1100AM - 1200PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw usewords

Should you urge people to ldquojoinrdquo your service or bark at them to ldquosign uprdquo army style What about your taglinehow 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 Pinterestrsquos wordsmithing success stories and learn how to choose the right words for your own audience httpschedulesxswcom2015eventsevent_IAP39980

Friday 13 March Saturday 14 March

36

Session picks from our experts

Can Anyone Really Trust User-Generated Content Saturday March 14 1230PM - 130PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw NoFakeUGC

People have more access tomdashand more frequently rely uponmdashthe recommendations of their peers than ever before The feedback of others we believe to be ldquolike usrdquo 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 httpschedulesxswcom2015eventsevent_IAP41634

The Art and Science of Data-Driven Storytelling Saturday March 14 330PM - 430PM 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 isnrsquot 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 httpschedulesxswcom2015eventsevent_IAP39548

Data-Driven Strategy vs Editorial Gut Instinct Sunday March 15 1100AM - 1200PM 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 trendsWomenrsquos media brands Refinery29 Glamour and Poshly share how they utilize data to program contentmdashfrom frequency of publish and editorial franchises to overarching brand strategymdashwithout giving up editorial instinct and risk-taking entrepreneurial spirit httpschedulesxswcom2015eventsevent_IAP35051

Sunday 15 March

37

Transmedia Storytelling in the Age of Proximity Sunday March 15 1230PM - 130PM 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 httpschedulesxswcom2015eventsevent_IAP35960

How New Media Business Models Can Save Journalism Sunday March 15 500PM - 600PM 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 societyrsquos 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 httpschedulesxswcom2015eventsevent_IAP40554

News or Not Navigating Native in the Grey Zone Monday March 16 930AM - 1030AM 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 communicationsmarketing FORTUNE Forbes and even The New York Times have all built native advertising platforms For brands ldquonativerdquo 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 httpschedulesxswcom2015eventsevent_IAP43795

Monday 16 March

38

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 amp 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 yoursquore 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

39

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 31415 at 92653am) SXSW Film + Interactive Fusion Party Saturday MashBash at SXSW Sunday Interactive Closing Party Tuesday (Kudos to you if yoursquore still going strong on Tuesday after a party every night) There are many unofficial parties at SXSW too ndash 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 therersquos a lot more going on downtown than the big official parties Our SXSW Interactive party recommendations are

Photo by Tye Truitt

40

Austinrsquos 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

Hungry

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 730 am-400 pm South Congress Cafeacute The greatest brunch spot in town is right on the South Congress strip Donrsquot leave without trying their famous Bloody Mary Photo by Jason Rosenberg on Flickr

Ciscorsquos Itrsquos been there for more than 50 years ndash and the deacutecor 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

41

Lunch

Torchyrsquos Tacos Chicken pork fish and veggie ndash theyrsquore all there plus taco of the month specials Go and be surprised Franklin Barbeque Check lsquoem out for brisket ribs pulled pork turkey sausage and more Donrsquot be scared away by the line itrsquos worth the wait Make a note theyrsquore 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 Itrsquos right by UT so get a sandwich to go and walk up Guadalupe Street FoodHeads Therersquos a long list of specialty sandwiches soups salads and sides all made from scratch Multiple tea flavors too Hula Hut If yoursquove 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 yoursquore 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 Luckyrsquos 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 trailerrsquos only open until 300 pm Monday through Thursday Gourdoughrsquos Public House The newest location of Gourdoughrsquos 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 Vrsquos Downtown Austinrsquos nicest seafood restaurant We recommend the Tuna Tartare Hong Kong Style Sea Bass or Bone-in Filet And leave room for the Bananas Foster Flambeacute Reservations suggested Currarsquos 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 deacutecor paired with seasonal ingredients and local artisan products create a cool vibe for a casual night out Lambertrsquos 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 Chefrsquos Selection menu is $75 per person Our other favorites include Stubbrsquos BBQ Iron Cactus Gueros Hudsonrsquos on the Bend and the scallops from Wink If yoursquore feeling adventurous (and have transportation) make the trek to The Salt Lick for the barbecue yoursquoll thank us

Photo by John Tornow on Flickr

42

Do you want more SXSW tips Tweet us

msl_group MSLGROUPNA MSLSXSWMSLFoodMSLHealthMSLPrivacyMSLWorkMSLBrandingMSLContent

Page 9: Insider’s Guide to SXSW Interactive 2015: Following the SXSW TraX

7

8

Mar

14Sat

Mar

15Sun

Mar

13Fri

Mar

17Tues

Mar

15Sun

Mar

14Sat

Mar

14Sat

Mar

13Fri

Mar

17Tues

Mar

15Sun

Mar

16Mon

Mar

14Sat

Mar

15Sun

Mar

15Sun

Mar

13Fri

Mar

13Fri

Mar

14Sat

Mar

15Sun

Mar

17Tues

Mar

16Mon

9

The 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 Itrsquos all right there

SXSW Interactive is full of canrsquot-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 yoursquore in the right place at the right time Allow time for travel

Building your Session Viewing Plan

10

11

SXSW Interactive has a long tradition of lining up the worldrsquos most innovative and inspiring speakers Keynote events run from 2-3 pm 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 amp CEO United Therapeutics Sunday Logan Green Co-founder amp 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 donrsquot 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 industryrsquos most innovative trends and important conversations This yearrsquos 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 ndash 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 Therersquos also the Gaming Expo Startup Village SXgood (the official social good platform at SXSW) comedy and more ndash a quick internet search including ldquoSXSWrdquo can reveal all kinds of events and opportunities to enjoy

Photos opposite page clockwise from the left by Paul Papadimitriou Nan Palmero Kris Kruumlg and Andrew Feinberg on Flickr

12

Getting a Global Perspective

By Stephanie Agresta Global Practice Director Digital MSLGROUP MSLGlobal

The City of Austinrsquos official motto is ldquoLive Music Capital of the Worldrdquo Itrsquos 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 whatrsquos 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 32798 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 Donrsquot miss the kick-off event

Trade Show ndash 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 SXAmeacutericas SXAmeacutericas 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 Valleyrsquos 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 Chinarsquos Tech Innovation Winning Over Chinarsquos Wired Women The Birth of Korean Cool

13

Spotlight AsiaMobile Lifestyle Comes of Age Sunday March 15 830 AM ndash 1000 AM W Hotel 200 Lavaca St Great Room C

MSLGlobal

Join MSLGROUP Mondelēz 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 The region entered a new period of growth 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 userrsquos 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 thatrsquos 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 peoplersquos 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 mslgroupcom

Patricia Albuquerque Sao Paulo Brazil Partner amp Content Director MSLGROUP Espalhe patialbuc

Jon Chin Singapore Director of Digital amp Social Southeast Asia jonwchin

Alice Hu Shanghai China Manager Social amp 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 amp Social Media narendranag

Adrian Rosenthal Berlin Germany Head of Digital amp Social Media Germany neurosenthal

Josh Shapiro Sao Paulo Brazil Director of Market Development amp 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 amp Digital Content MSLGROUP MSLFoodLast yearrsquos SXSW left us feeling a little hungry Not literally hungry of course Therersquos a lot of great food in Austin and wersquoll certainly take advantage of that again this year Breakfast tacos or kolaches anyone

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

In addition to this yearrsquos hearty sessions (see below for our top picks) wersquore looking forward to these SouthBites highlights

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

ndash The third annual SouthBites Trailer Park will celebrate Austinrsquos iconic food trailer culture This yearrsquos 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 am to midnight

ndash Craft-Cocktail Happy Hour Presented by KitchenAid at the Driskill Hotel on Saturday March 14 from 600-800 pm 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 ndash SouthBites Food Truck

Showcase Party on Monday March 16 from 930 pm 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 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP38255

The Unexpected Power of Shared Meals Saturday March 14 1100AM - 1200PM Driskill Hotel Maximilian sxsw SouthBites

Participating in a shared meal leads to expanding onersquos 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 httpschedulesxswcom2015eventsevent_IAP35870

The Future Role of Tech in Dining and Food Saturday March 14 330PM - 430PM 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

httpschedulesxswcom2015eventsevent_IAP43201

Mega Bites Mining Food Data for Insights Saturday March 14 330PM - 430PM 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

httpschedulesxswcom2015eventsevent_IAP39373

Saturday 14 March

16

Grocery Wars The Future of Buying Food Sunday March 15 930AM - 1030AM 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

httpschedulesxswcom2015eventsevent_IAP34122

Building a Better Breakfast Sunday March 15 1230PM - 130PM 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

Wersquoll 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) httpschedulesxswcom2015eventsevent_IAP31681

Changing the World through Food A Love Story Sunday March 15 330PM - 430PM 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 futuremdashand the blood sweat and tears it took to get where they are today httpschedulesxswcom2015eventsevent_IAP42722

Sunday 15 March

Session picks from our experts

17

72 Ways Food Can Change the World Monday March 16 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP43026

Food Criticism in the Digital Age Monday March 16 500PM - 600PM 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 httpschedulesxswcom2015eventsevent_IAP43704

Monday 16 March

18

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 itrsquos 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 ndash again one of this yearrsquos trending topics ndash has me alive with excitement

What am I most looking forward to Big data Itrsquos 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 statersquos 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 Irsquom so interested in the topic Itrsquos like the ability to analyze other people like myself ndash similar family health history ethnicity test results and all that medical stuff ndash to determine what could happen to my health in the future is justhellipoh riveting Follow me to find out what I really thought about the session

During my time at SXSW Irsquoll 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 Irsquom in Austin I will definitely make time to appreciate the Tex-Mex and BBQ

If yoursquod 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

19

Patient Power A Data and Mobile Health Revolution Saturday March 14 930AM - 1030AM 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 ldquobig datardquo 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 httpschedulesxswcom2015eventsevent_IAP36508

Session picks from our experts

Digital Health and Consumerization of Healthcare Saturday March 14 1100AM - 1200PM 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 Recode Senior Editor James Temple will moderate a panel to discuss these issues with Beth Seidenberg partner at Kleiner Perkins Caufield amp Byers and former chief medical officer of Amgen Mike Lee founder and CEO of MyFitnessPal and Ray Bradford founder and CEO of Spruce Health httpschedulesxswcom2015eventsevent_IAP42614

Why HIPAA Wonrsquot Save You Protecting Data Privacy Saturday March 14 500PM - 600PM JW Marriott Room 203-204 sxsw SXSWHIPAA

Every day people are collecting sharing and leveraging health information ndash 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 ndash 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 httpschedulesxswcom2015eventsevent_IAP41752

Saturday 14 March

20

Session picks from our experts

Finding a Breast Cancer Cure What Needs to Change Sunday March 15 500PM - 600PM JW Marriott Room 201-202 sxsw BCCure

Breast cancer is the second largest cause of cancer death among women in the US invading the lives of millions of women and their caregivers How can the breast cancer community ndash from consumers and physicians to researchers health plans and tech companies ndash 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 httpschedulesxswcom2015eventsevent_IAP40477

Is Big Data the Next Wonder Drug Sunday March 15 500PM - 600PM JW Marriott Room 203-204 sxsw HealthData

In a world where we track our sleep steps sex vitals DNA and almost everything imaginable ndash is data the panacea we hope itrsquoll 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 wersquove 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 MD director of the Scripps Translational Science Institute who is using digital and genomic technologies to reboot the future of medicine httpschedulesxswcom2015eventsevent_IAP42194

Sunday 15 March

21

Bionic Pancreas Getting Closer Monday March 16 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP36516

Crossing Over The New Guard of Healthcare Monday March 16 330PM - 430PM JW Marriott Room 203-204 sxsw hcnewguard

This panel will provide a robust discussion around the experiencejourney 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 httpschedulesxswcom2015eventsevent_IAP42350

Turning Big Healthcare into Hubs of Innovation Tuesday March 17 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP32793

Monday 16 March Tuesday 17 March

22

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 isnrsquot 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 donrsquot 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

23

Session picks from our experts

Rethinking Privacy in the Internet of Things Friday March 13 400PM - 415PM 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 100000 separate IDs (Think about ithelliphow many companies have more than 100000 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 httpschedulesxswcom2015eventsevent_IAP41649

Security of Things Who Will Save Us Friday March 13 330PM - 430PM JW Marriott Salon 4 sxsw SXSWSaveUs

Two years ago the ldquoInternet of Thingsrdquo 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 arenrsquot 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 httpschedulesxswcom2015eventsevent_IAP32078

Future Crimes from the Digital Underworld Saturday March 14 330PM - 430PM JW Marriott Salon 4 sxsw updatenow

Criminals are often the earliest ndash and most innovative ndash adopters of technology Theyrsquore already stealing identities draining online bank accounts and wiping out computer servers in the blink of an eye but thatrsquos childrsquos play compared to whatrsquos coming next

From one of the worldrsquos 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 httpschedulesxswcom2015eventsevent_IAP31867

Friday 13 March Saturday 14 March

24

Session picks from our experts

What Keeps the Internetrsquos Leading CPOs Up At Night Saturday March 14 330PM - 430PM 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 todayrsquos 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 httpschedulesxswcom2015eventsevent_IAP36987

Cyber-Insecurity Yoursquore not as Safe as You Think Sunday March 15 1100AM - 130PM 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 yoursquoll learn why you and your company should be concerned about your online security and where you are vulnerable to having your data exposed Hint itrsquos 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 httpschedulesxswcom2015eventsevent_IAP39855

Fingerprints Are Usernames Not Passwords Sunday March 15 930AM - 1030AM 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 wonrsquot tell you ldquoDonrsquot do itrdquo 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 httpschedulesxswcom2015eventsevent_IAP37091

Sunday 15 March

25

Data (in)Security MIT Scientists Tackle Privacy Sunday March 15 330PM - 430PM 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 itrsquos the team at MITrsquos Computer Science and Artificial Intelligence Laboratory (CSAIL) Since the labrsquos 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 CSAILrsquos 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 todayrsquos data scientists and privacy advocates httpschedulesxswcom2015eventsevent_IAP36963

Data Discrimination Exploring Big Data and Bias Sunday March 15 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP43058

Sunday 15 March

Follow the Money Cyber Crime and the Black Market Tuesday March 17 1230PM - 130PM 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 credentialrsquos international journey through the black market See for yourself how cyber-crime isnrsquot 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 httpschedulesxswcom2015eventsevent_IAP41706

Tuesday 17 March

26

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 yearsrsquo 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 itrsquos a bunch of diverse human beings with insatiable curiosities experiences and points

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

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

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

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

27

Session picks from our experts

How to Build a Following around Your Idea Friday March 13 1230PM - 1250PM 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 thatrsquos 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 httpschedulesxswcom2015eventsevent_IAP34457

Fear Shame Empathy amp More Ways to Change Behavior Friday March 13 330PM - 430PM Austin Convention Center Exhibit Hall 5 sxsw danpink

In this entertaining and provocative session Daniel Pink mdash best-selling author of ldquoDriverdquo and ldquoTo Sell is Humanrdquo and host and co-executive producer of NatGeoTVrsquos ldquoCrowd Controlrdquo mdash will look at the science and practice of behavior change Hersquoll show how subtle changes in environment can dramatically affect what people do And hersquoll explore the power (and limits) of techniques from fear to gamification to empathy to distraction Yoursquoll leave with some smart tips on changing the behavior of those in your workplace school or home httpschedulesxswcom2015eventsevent_IAP42182

Driving Results through Culture Saturday March 14 1230PM - 1250PM 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 teamrsquos 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 teamrsquos 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 httpschedulesxswcom2015eventsevent_IAP43005

Friday 13 March Saturday 14 March

28

Session picks from our experts

Evolving Employee Advocacy with Scale and Impact Saturday March 14 500PM - 600PM Hyatt Regency Austin Zilker Ballroom 3 sxsw EmplAdvcy

Employee advocacy marketing is here to stay The idea that a companyrsquos 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 httpschedulesxswcom2015eventsevent_IAP43504

No One Understands You and What to Do About It Sunday March 15 930AM - 1030AM JW Marriott Room 408-409 sxsw HowTheyCU

We think we know how we come across to other people - but surprisingly often wersquore 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 peoplersquos 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 ldquoas you arerdquo ndash 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 httpschedulesxswcom2015eventsevent_IAP39071

Company Culture Is the Only Competitive Advantage Sunday March 15 1230PM - 130PM JW Marriott Room 407 sxsw CultHeart

You know culture eats strategy for breakfast but did you know itrsquos your start-uprsquos most powerful weapon Join Culture LabX co-founders Josh Levine and Lindsay Wolff Logsdon for an in-depth discussion about company culture why itrsquos critical to companies who need to scale why itrsquos 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 httpschedulesxswcom2015eventsevent_IAP38012

Sunday 15 March

29

Rise of the Employee Leveling the Power Balance Sunday March 15 345PM - 400PM 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 wersquove entered the age of the employee and how the imbalance of power in the workplace has shifted httpschedulesxswcom2015eventsevent_IAP39832

Learning to Work in the Future Sunday March 15 330PM - 430PM JW Marriott Salon 5-6 sxsw futurism

Based on his experience as IDEOrsquos 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 httpschedulesxswcom2015eventsevent_IAP43334

Sunday 15 March

Cultures of Advocacy People Product and Change Monday March 16 1230PM - 130PM JW Marriott Salon 1 sxsw advocate

Itrsquos one thing to face the hard challenges of finding better ways to work and create Itrsquos 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 ldquocultures of advocacyrdquo explore what innovation even means for an organization mdash and whether it should even be a priority mdash and propose strategies for pushing past the barriers of territoriality and trepidation httpschedulesxswcom2015eventsevent_IAP42643

Monday 16 March

30

The Branding and Marketing TraX

By Denise Vitola NA Consumer Practice Director MSLGROUP and Matt Dickman SVP Global Digital amp Social Strategy Director MSLGROUP MSLBranding ldquoThe pace of change will never be slower than it is todayrdquo

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

intersection with brand marketing Each year the worldrsquos 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 US-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 US 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

31

Session picks from our experts

Digital Diversity How Culture Impacts Digital Friday March 13 1100AM - 1200PM Hyatt Regency Austin Zilker Ballroom 2 208 Barton Springs Rd sxsw FBDiverse

In the US alone there is a new majority of people in seven of the nationrsquos 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 US 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 httpschedulesxswcom2015eventsevent_IAP41339

Do You Know the ROI of WOM Do You Want To Friday March 13 1230PM - 130PM 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 therersquos 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 ldquoReturn on WOMrdquo study We now know the ROI of WOM marketing and more importantly how it can be maximized for brands across a variety of categories httpschedulesxswcom2015eventsevent_IAP35452

Building an Army of Brand Advocates Friday March 13 1230PM - 130PM 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 Changeorg and World Wildlife Fund to see how some of the worldrsquos most innovative brands are engaging customers in strategic brand advocacy and cultivating brand evangelists httpschedulesxswcom2015eventsevent_IAP39274

Friday 13 March

32

Session picks from our experts

Brands Connective Tissue between People and Tech Friday March 13 500PM - 600PM 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 yoursquore the kind of person who thinks advertising is a dirty word maybe this panel will change your mind Leo Burnettrsquos Global Head of Social and Mobile James Kirkham and Contagiousrsquo 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 httpschedulesxswcom2015eventsevent_IAP40402

Personalization for the People Saturday March 14 1100AM - 1200PM 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 mdash 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 consumerrsquos life httpschedulesxswcom2015eventsevent_IAP40201

CrossFit A Passion Brand and Fitness Cult Saturday March 14 1230PM - 130PM Hyatt Regency Austin Zilker Ballroom 3 208 Barton Springs Rd sxsw SXCrossFit

From a simple garage gym to one of Ad Agersquos 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 fitnessmdash itrsquos the new wave of grassroots marketing

CrossFit Brand Chief Jimi Letchford is a highly recruited wrestler decorated US 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 fitnessmdashand marketingmdashminds the world over httpschedulesxswcom2015eventsevent_IAP39912

Saturday 14 March

33

Excuse Me Do Marketers and Chat Really Blend Saturday March 14 200PM - 300PM 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 httpschedulesxswcom2015eventsevent_IAP43691

The Future of Native Advertising Sunday March 15 1100AM - 1200PM 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 streamsNative 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 httpschedulesxswcom2015eventsevent_IAP40560

Elevated Creativity Visually Exploring Culture Sunday March 15 1230PM - 130PM 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 ldquoAugmented Intelligencerdquo to trigger new ideas like never before

httpschedulesxswcom2015eventsevent_IAP35106

Sunday 15 March

34

The Content and Distribution TraX

By Erin Lanuti SVP Paid Media and Cross Channel Strategy MSLGROUP MSLContent Bill Gates first coined the term ldquocontent is kingrdquo back in 1996 In 2014 the word ldquocontentrdquo 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

35

Session picks from our experts

The Art and Science of Shareability Friday March 13 1230PM - 130PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw shareable

Join Dao Nguyen BuzzFeedrsquos 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 httpschedulesxswcom2015eventsevent_IAP44541

Content Marketing vs Don Draper The End of Ads Friday March 13 200PM - 300PM 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 donrsquot 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 httpschedulesxswcom2015eventsevent_IAP43197

Use Your Words Optimizing Content for Growth Saturday March 14 1100AM - 1200PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw usewords

Should you urge people to ldquojoinrdquo your service or bark at them to ldquosign uprdquo army style What about your taglinehow 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 Pinterestrsquos wordsmithing success stories and learn how to choose the right words for your own audience httpschedulesxswcom2015eventsevent_IAP39980

Friday 13 March Saturday 14 March

36

Session picks from our experts

Can Anyone Really Trust User-Generated Content Saturday March 14 1230PM - 130PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw NoFakeUGC

People have more access tomdashand more frequently rely uponmdashthe recommendations of their peers than ever before The feedback of others we believe to be ldquolike usrdquo 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 httpschedulesxswcom2015eventsevent_IAP41634

The Art and Science of Data-Driven Storytelling Saturday March 14 330PM - 430PM 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 isnrsquot 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 httpschedulesxswcom2015eventsevent_IAP39548

Data-Driven Strategy vs Editorial Gut Instinct Sunday March 15 1100AM - 1200PM 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 trendsWomenrsquos media brands Refinery29 Glamour and Poshly share how they utilize data to program contentmdashfrom frequency of publish and editorial franchises to overarching brand strategymdashwithout giving up editorial instinct and risk-taking entrepreneurial spirit httpschedulesxswcom2015eventsevent_IAP35051

Sunday 15 March

37

Transmedia Storytelling in the Age of Proximity Sunday March 15 1230PM - 130PM 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 httpschedulesxswcom2015eventsevent_IAP35960

How New Media Business Models Can Save Journalism Sunday March 15 500PM - 600PM 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 societyrsquos 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 httpschedulesxswcom2015eventsevent_IAP40554

News or Not Navigating Native in the Grey Zone Monday March 16 930AM - 1030AM 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 communicationsmarketing FORTUNE Forbes and even The New York Times have all built native advertising platforms For brands ldquonativerdquo 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 httpschedulesxswcom2015eventsevent_IAP43795

Monday 16 March

38

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 amp 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 yoursquore 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

39

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 31415 at 92653am) SXSW Film + Interactive Fusion Party Saturday MashBash at SXSW Sunday Interactive Closing Party Tuesday (Kudos to you if yoursquore still going strong on Tuesday after a party every night) There are many unofficial parties at SXSW too ndash 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 therersquos a lot more going on downtown than the big official parties Our SXSW Interactive party recommendations are

Photo by Tye Truitt

40

Austinrsquos 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

Hungry

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 730 am-400 pm South Congress Cafeacute The greatest brunch spot in town is right on the South Congress strip Donrsquot leave without trying their famous Bloody Mary Photo by Jason Rosenberg on Flickr

Ciscorsquos Itrsquos been there for more than 50 years ndash and the deacutecor 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

41

Lunch

Torchyrsquos Tacos Chicken pork fish and veggie ndash theyrsquore all there plus taco of the month specials Go and be surprised Franklin Barbeque Check lsquoem out for brisket ribs pulled pork turkey sausage and more Donrsquot be scared away by the line itrsquos worth the wait Make a note theyrsquore 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 Itrsquos right by UT so get a sandwich to go and walk up Guadalupe Street FoodHeads Therersquos a long list of specialty sandwiches soups salads and sides all made from scratch Multiple tea flavors too Hula Hut If yoursquove 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 yoursquore 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 Luckyrsquos 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 trailerrsquos only open until 300 pm Monday through Thursday Gourdoughrsquos Public House The newest location of Gourdoughrsquos 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 Vrsquos Downtown Austinrsquos nicest seafood restaurant We recommend the Tuna Tartare Hong Kong Style Sea Bass or Bone-in Filet And leave room for the Bananas Foster Flambeacute Reservations suggested Currarsquos 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 deacutecor paired with seasonal ingredients and local artisan products create a cool vibe for a casual night out Lambertrsquos 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 Chefrsquos Selection menu is $75 per person Our other favorites include Stubbrsquos BBQ Iron Cactus Gueros Hudsonrsquos on the Bend and the scallops from Wink If yoursquore feeling adventurous (and have transportation) make the trek to The Salt Lick for the barbecue yoursquoll thank us

Photo by John Tornow on Flickr

42

Do you want more SXSW tips Tweet us

msl_group MSLGROUPNA MSLSXSWMSLFoodMSLHealthMSLPrivacyMSLWorkMSLBrandingMSLContent

Page 10: Insider’s Guide to SXSW Interactive 2015: Following the SXSW TraX

8

Mar

14Sat

Mar

15Sun

Mar

13Fri

Mar

17Tues

Mar

15Sun

Mar

14Sat

Mar

14Sat

Mar

13Fri

Mar

17Tues

Mar

15Sun

Mar

16Mon

Mar

14Sat

Mar

15Sun

Mar

15Sun

Mar

13Fri

Mar

13Fri

Mar

14Sat

Mar

15Sun

Mar

17Tues

Mar

16Mon

9

The 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 Itrsquos all right there

SXSW Interactive is full of canrsquot-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 yoursquore in the right place at the right time Allow time for travel

Building your Session Viewing Plan

10

11

SXSW Interactive has a long tradition of lining up the worldrsquos most innovative and inspiring speakers Keynote events run from 2-3 pm 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 amp CEO United Therapeutics Sunday Logan Green Co-founder amp 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 donrsquot 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 industryrsquos most innovative trends and important conversations This yearrsquos 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 ndash 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 Therersquos also the Gaming Expo Startup Village SXgood (the official social good platform at SXSW) comedy and more ndash a quick internet search including ldquoSXSWrdquo can reveal all kinds of events and opportunities to enjoy

Photos opposite page clockwise from the left by Paul Papadimitriou Nan Palmero Kris Kruumlg and Andrew Feinberg on Flickr

12

Getting a Global Perspective

By Stephanie Agresta Global Practice Director Digital MSLGROUP MSLGlobal

The City of Austinrsquos official motto is ldquoLive Music Capital of the Worldrdquo Itrsquos 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 whatrsquos 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 32798 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 Donrsquot miss the kick-off event

Trade Show ndash 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 SXAmeacutericas SXAmeacutericas 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 Valleyrsquos 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 Chinarsquos Tech Innovation Winning Over Chinarsquos Wired Women The Birth of Korean Cool

13

Spotlight AsiaMobile Lifestyle Comes of Age Sunday March 15 830 AM ndash 1000 AM W Hotel 200 Lavaca St Great Room C

MSLGlobal

Join MSLGROUP Mondelēz 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 The region entered a new period of growth 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 userrsquos 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 thatrsquos 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 peoplersquos 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 mslgroupcom

Patricia Albuquerque Sao Paulo Brazil Partner amp Content Director MSLGROUP Espalhe patialbuc

Jon Chin Singapore Director of Digital amp Social Southeast Asia jonwchin

Alice Hu Shanghai China Manager Social amp 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 amp Social Media narendranag

Adrian Rosenthal Berlin Germany Head of Digital amp Social Media Germany neurosenthal

Josh Shapiro Sao Paulo Brazil Director of Market Development amp 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 amp Digital Content MSLGROUP MSLFoodLast yearrsquos SXSW left us feeling a little hungry Not literally hungry of course Therersquos a lot of great food in Austin and wersquoll certainly take advantage of that again this year Breakfast tacos or kolaches anyone

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

In addition to this yearrsquos hearty sessions (see below for our top picks) wersquore looking forward to these SouthBites highlights

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

ndash The third annual SouthBites Trailer Park will celebrate Austinrsquos iconic food trailer culture This yearrsquos 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 am to midnight

ndash Craft-Cocktail Happy Hour Presented by KitchenAid at the Driskill Hotel on Saturday March 14 from 600-800 pm 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 ndash SouthBites Food Truck

Showcase Party on Monday March 16 from 930 pm 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 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP38255

The Unexpected Power of Shared Meals Saturday March 14 1100AM - 1200PM Driskill Hotel Maximilian sxsw SouthBites

Participating in a shared meal leads to expanding onersquos 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 httpschedulesxswcom2015eventsevent_IAP35870

The Future Role of Tech in Dining and Food Saturday March 14 330PM - 430PM 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

httpschedulesxswcom2015eventsevent_IAP43201

Mega Bites Mining Food Data for Insights Saturday March 14 330PM - 430PM 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

httpschedulesxswcom2015eventsevent_IAP39373

Saturday 14 March

16

Grocery Wars The Future of Buying Food Sunday March 15 930AM - 1030AM 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

httpschedulesxswcom2015eventsevent_IAP34122

Building a Better Breakfast Sunday March 15 1230PM - 130PM 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

Wersquoll 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) httpschedulesxswcom2015eventsevent_IAP31681

Changing the World through Food A Love Story Sunday March 15 330PM - 430PM 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 futuremdashand the blood sweat and tears it took to get where they are today httpschedulesxswcom2015eventsevent_IAP42722

Sunday 15 March

Session picks from our experts

17

72 Ways Food Can Change the World Monday March 16 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP43026

Food Criticism in the Digital Age Monday March 16 500PM - 600PM 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 httpschedulesxswcom2015eventsevent_IAP43704

Monday 16 March

18

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 itrsquos 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 ndash again one of this yearrsquos trending topics ndash has me alive with excitement

What am I most looking forward to Big data Itrsquos 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 statersquos 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 Irsquom so interested in the topic Itrsquos like the ability to analyze other people like myself ndash similar family health history ethnicity test results and all that medical stuff ndash to determine what could happen to my health in the future is justhellipoh riveting Follow me to find out what I really thought about the session

During my time at SXSW Irsquoll 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 Irsquom in Austin I will definitely make time to appreciate the Tex-Mex and BBQ

If yoursquod 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

19

Patient Power A Data and Mobile Health Revolution Saturday March 14 930AM - 1030AM 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 ldquobig datardquo 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 httpschedulesxswcom2015eventsevent_IAP36508

Session picks from our experts

Digital Health and Consumerization of Healthcare Saturday March 14 1100AM - 1200PM 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 Recode Senior Editor James Temple will moderate a panel to discuss these issues with Beth Seidenberg partner at Kleiner Perkins Caufield amp Byers and former chief medical officer of Amgen Mike Lee founder and CEO of MyFitnessPal and Ray Bradford founder and CEO of Spruce Health httpschedulesxswcom2015eventsevent_IAP42614

Why HIPAA Wonrsquot Save You Protecting Data Privacy Saturday March 14 500PM - 600PM JW Marriott Room 203-204 sxsw SXSWHIPAA

Every day people are collecting sharing and leveraging health information ndash 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 ndash 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 httpschedulesxswcom2015eventsevent_IAP41752

Saturday 14 March

20

Session picks from our experts

Finding a Breast Cancer Cure What Needs to Change Sunday March 15 500PM - 600PM JW Marriott Room 201-202 sxsw BCCure

Breast cancer is the second largest cause of cancer death among women in the US invading the lives of millions of women and their caregivers How can the breast cancer community ndash from consumers and physicians to researchers health plans and tech companies ndash 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 httpschedulesxswcom2015eventsevent_IAP40477

Is Big Data the Next Wonder Drug Sunday March 15 500PM - 600PM JW Marriott Room 203-204 sxsw HealthData

In a world where we track our sleep steps sex vitals DNA and almost everything imaginable ndash is data the panacea we hope itrsquoll 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 wersquove 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 MD director of the Scripps Translational Science Institute who is using digital and genomic technologies to reboot the future of medicine httpschedulesxswcom2015eventsevent_IAP42194

Sunday 15 March

21

Bionic Pancreas Getting Closer Monday March 16 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP36516

Crossing Over The New Guard of Healthcare Monday March 16 330PM - 430PM JW Marriott Room 203-204 sxsw hcnewguard

This panel will provide a robust discussion around the experiencejourney 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 httpschedulesxswcom2015eventsevent_IAP42350

Turning Big Healthcare into Hubs of Innovation Tuesday March 17 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP32793

Monday 16 March Tuesday 17 March

22

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 isnrsquot 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 donrsquot 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

23

Session picks from our experts

Rethinking Privacy in the Internet of Things Friday March 13 400PM - 415PM 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 100000 separate IDs (Think about ithelliphow many companies have more than 100000 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 httpschedulesxswcom2015eventsevent_IAP41649

Security of Things Who Will Save Us Friday March 13 330PM - 430PM JW Marriott Salon 4 sxsw SXSWSaveUs

Two years ago the ldquoInternet of Thingsrdquo 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 arenrsquot 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 httpschedulesxswcom2015eventsevent_IAP32078

Future Crimes from the Digital Underworld Saturday March 14 330PM - 430PM JW Marriott Salon 4 sxsw updatenow

Criminals are often the earliest ndash and most innovative ndash adopters of technology Theyrsquore already stealing identities draining online bank accounts and wiping out computer servers in the blink of an eye but thatrsquos childrsquos play compared to whatrsquos coming next

From one of the worldrsquos 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 httpschedulesxswcom2015eventsevent_IAP31867

Friday 13 March Saturday 14 March

24

Session picks from our experts

What Keeps the Internetrsquos Leading CPOs Up At Night Saturday March 14 330PM - 430PM 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 todayrsquos 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 httpschedulesxswcom2015eventsevent_IAP36987

Cyber-Insecurity Yoursquore not as Safe as You Think Sunday March 15 1100AM - 130PM 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 yoursquoll learn why you and your company should be concerned about your online security and where you are vulnerable to having your data exposed Hint itrsquos 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 httpschedulesxswcom2015eventsevent_IAP39855

Fingerprints Are Usernames Not Passwords Sunday March 15 930AM - 1030AM 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 wonrsquot tell you ldquoDonrsquot do itrdquo 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 httpschedulesxswcom2015eventsevent_IAP37091

Sunday 15 March

25

Data (in)Security MIT Scientists Tackle Privacy Sunday March 15 330PM - 430PM 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 itrsquos the team at MITrsquos Computer Science and Artificial Intelligence Laboratory (CSAIL) Since the labrsquos 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 CSAILrsquos 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 todayrsquos data scientists and privacy advocates httpschedulesxswcom2015eventsevent_IAP36963

Data Discrimination Exploring Big Data and Bias Sunday March 15 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP43058

Sunday 15 March

Follow the Money Cyber Crime and the Black Market Tuesday March 17 1230PM - 130PM 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 credentialrsquos international journey through the black market See for yourself how cyber-crime isnrsquot 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 httpschedulesxswcom2015eventsevent_IAP41706

Tuesday 17 March

26

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 yearsrsquo 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 itrsquos a bunch of diverse human beings with insatiable curiosities experiences and points

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

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

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

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

27

Session picks from our experts

How to Build a Following around Your Idea Friday March 13 1230PM - 1250PM 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 thatrsquos 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 httpschedulesxswcom2015eventsevent_IAP34457

Fear Shame Empathy amp More Ways to Change Behavior Friday March 13 330PM - 430PM Austin Convention Center Exhibit Hall 5 sxsw danpink

In this entertaining and provocative session Daniel Pink mdash best-selling author of ldquoDriverdquo and ldquoTo Sell is Humanrdquo and host and co-executive producer of NatGeoTVrsquos ldquoCrowd Controlrdquo mdash will look at the science and practice of behavior change Hersquoll show how subtle changes in environment can dramatically affect what people do And hersquoll explore the power (and limits) of techniques from fear to gamification to empathy to distraction Yoursquoll leave with some smart tips on changing the behavior of those in your workplace school or home httpschedulesxswcom2015eventsevent_IAP42182

Driving Results through Culture Saturday March 14 1230PM - 1250PM 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 teamrsquos 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 teamrsquos 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 httpschedulesxswcom2015eventsevent_IAP43005

Friday 13 March Saturday 14 March

28

Session picks from our experts

Evolving Employee Advocacy with Scale and Impact Saturday March 14 500PM - 600PM Hyatt Regency Austin Zilker Ballroom 3 sxsw EmplAdvcy

Employee advocacy marketing is here to stay The idea that a companyrsquos 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 httpschedulesxswcom2015eventsevent_IAP43504

No One Understands You and What to Do About It Sunday March 15 930AM - 1030AM JW Marriott Room 408-409 sxsw HowTheyCU

We think we know how we come across to other people - but surprisingly often wersquore 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 peoplersquos 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 ldquoas you arerdquo ndash 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 httpschedulesxswcom2015eventsevent_IAP39071

Company Culture Is the Only Competitive Advantage Sunday March 15 1230PM - 130PM JW Marriott Room 407 sxsw CultHeart

You know culture eats strategy for breakfast but did you know itrsquos your start-uprsquos most powerful weapon Join Culture LabX co-founders Josh Levine and Lindsay Wolff Logsdon for an in-depth discussion about company culture why itrsquos critical to companies who need to scale why itrsquos 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 httpschedulesxswcom2015eventsevent_IAP38012

Sunday 15 March

29

Rise of the Employee Leveling the Power Balance Sunday March 15 345PM - 400PM 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 wersquove entered the age of the employee and how the imbalance of power in the workplace has shifted httpschedulesxswcom2015eventsevent_IAP39832

Learning to Work in the Future Sunday March 15 330PM - 430PM JW Marriott Salon 5-6 sxsw futurism

Based on his experience as IDEOrsquos 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 httpschedulesxswcom2015eventsevent_IAP43334

Sunday 15 March

Cultures of Advocacy People Product and Change Monday March 16 1230PM - 130PM JW Marriott Salon 1 sxsw advocate

Itrsquos one thing to face the hard challenges of finding better ways to work and create Itrsquos 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 ldquocultures of advocacyrdquo explore what innovation even means for an organization mdash and whether it should even be a priority mdash and propose strategies for pushing past the barriers of territoriality and trepidation httpschedulesxswcom2015eventsevent_IAP42643

Monday 16 March

30

The Branding and Marketing TraX

By Denise Vitola NA Consumer Practice Director MSLGROUP and Matt Dickman SVP Global Digital amp Social Strategy Director MSLGROUP MSLBranding ldquoThe pace of change will never be slower than it is todayrdquo

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

intersection with brand marketing Each year the worldrsquos 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 US-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 US 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

31

Session picks from our experts

Digital Diversity How Culture Impacts Digital Friday March 13 1100AM - 1200PM Hyatt Regency Austin Zilker Ballroom 2 208 Barton Springs Rd sxsw FBDiverse

In the US alone there is a new majority of people in seven of the nationrsquos 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 US 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 httpschedulesxswcom2015eventsevent_IAP41339

Do You Know the ROI of WOM Do You Want To Friday March 13 1230PM - 130PM 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 therersquos 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 ldquoReturn on WOMrdquo study We now know the ROI of WOM marketing and more importantly how it can be maximized for brands across a variety of categories httpschedulesxswcom2015eventsevent_IAP35452

Building an Army of Brand Advocates Friday March 13 1230PM - 130PM 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 Changeorg and World Wildlife Fund to see how some of the worldrsquos most innovative brands are engaging customers in strategic brand advocacy and cultivating brand evangelists httpschedulesxswcom2015eventsevent_IAP39274

Friday 13 March

32

Session picks from our experts

Brands Connective Tissue between People and Tech Friday March 13 500PM - 600PM 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 yoursquore the kind of person who thinks advertising is a dirty word maybe this panel will change your mind Leo Burnettrsquos Global Head of Social and Mobile James Kirkham and Contagiousrsquo 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 httpschedulesxswcom2015eventsevent_IAP40402

Personalization for the People Saturday March 14 1100AM - 1200PM 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 mdash 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 consumerrsquos life httpschedulesxswcom2015eventsevent_IAP40201

CrossFit A Passion Brand and Fitness Cult Saturday March 14 1230PM - 130PM Hyatt Regency Austin Zilker Ballroom 3 208 Barton Springs Rd sxsw SXCrossFit

From a simple garage gym to one of Ad Agersquos 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 fitnessmdash itrsquos the new wave of grassroots marketing

CrossFit Brand Chief Jimi Letchford is a highly recruited wrestler decorated US 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 fitnessmdashand marketingmdashminds the world over httpschedulesxswcom2015eventsevent_IAP39912

Saturday 14 March

33

Excuse Me Do Marketers and Chat Really Blend Saturday March 14 200PM - 300PM 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 httpschedulesxswcom2015eventsevent_IAP43691

The Future of Native Advertising Sunday March 15 1100AM - 1200PM 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 streamsNative 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 httpschedulesxswcom2015eventsevent_IAP40560

Elevated Creativity Visually Exploring Culture Sunday March 15 1230PM - 130PM 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 ldquoAugmented Intelligencerdquo to trigger new ideas like never before

httpschedulesxswcom2015eventsevent_IAP35106

Sunday 15 March

34

The Content and Distribution TraX

By Erin Lanuti SVP Paid Media and Cross Channel Strategy MSLGROUP MSLContent Bill Gates first coined the term ldquocontent is kingrdquo back in 1996 In 2014 the word ldquocontentrdquo 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

35

Session picks from our experts

The Art and Science of Shareability Friday March 13 1230PM - 130PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw shareable

Join Dao Nguyen BuzzFeedrsquos 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 httpschedulesxswcom2015eventsevent_IAP44541

Content Marketing vs Don Draper The End of Ads Friday March 13 200PM - 300PM 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 donrsquot 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 httpschedulesxswcom2015eventsevent_IAP43197

Use Your Words Optimizing Content for Growth Saturday March 14 1100AM - 1200PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw usewords

Should you urge people to ldquojoinrdquo your service or bark at them to ldquosign uprdquo army style What about your taglinehow 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 Pinterestrsquos wordsmithing success stories and learn how to choose the right words for your own audience httpschedulesxswcom2015eventsevent_IAP39980

Friday 13 March Saturday 14 March

36

Session picks from our experts

Can Anyone Really Trust User-Generated Content Saturday March 14 1230PM - 130PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw NoFakeUGC

People have more access tomdashand more frequently rely uponmdashthe recommendations of their peers than ever before The feedback of others we believe to be ldquolike usrdquo 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 httpschedulesxswcom2015eventsevent_IAP41634

The Art and Science of Data-Driven Storytelling Saturday March 14 330PM - 430PM 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 isnrsquot 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 httpschedulesxswcom2015eventsevent_IAP39548

Data-Driven Strategy vs Editorial Gut Instinct Sunday March 15 1100AM - 1200PM 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 trendsWomenrsquos media brands Refinery29 Glamour and Poshly share how they utilize data to program contentmdashfrom frequency of publish and editorial franchises to overarching brand strategymdashwithout giving up editorial instinct and risk-taking entrepreneurial spirit httpschedulesxswcom2015eventsevent_IAP35051

Sunday 15 March

37

Transmedia Storytelling in the Age of Proximity Sunday March 15 1230PM - 130PM 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 httpschedulesxswcom2015eventsevent_IAP35960

How New Media Business Models Can Save Journalism Sunday March 15 500PM - 600PM 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 societyrsquos 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 httpschedulesxswcom2015eventsevent_IAP40554

News or Not Navigating Native in the Grey Zone Monday March 16 930AM - 1030AM 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 communicationsmarketing FORTUNE Forbes and even The New York Times have all built native advertising platforms For brands ldquonativerdquo 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 httpschedulesxswcom2015eventsevent_IAP43795

Monday 16 March

38

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 amp 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 yoursquore 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

39

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 31415 at 92653am) SXSW Film + Interactive Fusion Party Saturday MashBash at SXSW Sunday Interactive Closing Party Tuesday (Kudos to you if yoursquore still going strong on Tuesday after a party every night) There are many unofficial parties at SXSW too ndash 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 therersquos a lot more going on downtown than the big official parties Our SXSW Interactive party recommendations are

Photo by Tye Truitt

40

Austinrsquos 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

Hungry

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 730 am-400 pm South Congress Cafeacute The greatest brunch spot in town is right on the South Congress strip Donrsquot leave without trying their famous Bloody Mary Photo by Jason Rosenberg on Flickr

Ciscorsquos Itrsquos been there for more than 50 years ndash and the deacutecor 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

41

Lunch

Torchyrsquos Tacos Chicken pork fish and veggie ndash theyrsquore all there plus taco of the month specials Go and be surprised Franklin Barbeque Check lsquoem out for brisket ribs pulled pork turkey sausage and more Donrsquot be scared away by the line itrsquos worth the wait Make a note theyrsquore 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 Itrsquos right by UT so get a sandwich to go and walk up Guadalupe Street FoodHeads Therersquos a long list of specialty sandwiches soups salads and sides all made from scratch Multiple tea flavors too Hula Hut If yoursquove 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 yoursquore 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 Luckyrsquos 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 trailerrsquos only open until 300 pm Monday through Thursday Gourdoughrsquos Public House The newest location of Gourdoughrsquos 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 Vrsquos Downtown Austinrsquos nicest seafood restaurant We recommend the Tuna Tartare Hong Kong Style Sea Bass or Bone-in Filet And leave room for the Bananas Foster Flambeacute Reservations suggested Currarsquos 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 deacutecor paired with seasonal ingredients and local artisan products create a cool vibe for a casual night out Lambertrsquos 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 Chefrsquos Selection menu is $75 per person Our other favorites include Stubbrsquos BBQ Iron Cactus Gueros Hudsonrsquos on the Bend and the scallops from Wink If yoursquore feeling adventurous (and have transportation) make the trek to The Salt Lick for the barbecue yoursquoll thank us

Photo by John Tornow on Flickr

42

Do you want more SXSW tips Tweet us

msl_group MSLGROUPNA MSLSXSWMSLFoodMSLHealthMSLPrivacyMSLWorkMSLBrandingMSLContent

Page 11: Insider’s Guide to SXSW Interactive 2015: Following the SXSW TraX

9

The 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 Itrsquos all right there

SXSW Interactive is full of canrsquot-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 yoursquore in the right place at the right time Allow time for travel

Building your Session Viewing Plan

10

11

SXSW Interactive has a long tradition of lining up the worldrsquos most innovative and inspiring speakers Keynote events run from 2-3 pm 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 amp CEO United Therapeutics Sunday Logan Green Co-founder amp 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 donrsquot 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 industryrsquos most innovative trends and important conversations This yearrsquos 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 ndash 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 Therersquos also the Gaming Expo Startup Village SXgood (the official social good platform at SXSW) comedy and more ndash a quick internet search including ldquoSXSWrdquo can reveal all kinds of events and opportunities to enjoy

Photos opposite page clockwise from the left by Paul Papadimitriou Nan Palmero Kris Kruumlg and Andrew Feinberg on Flickr

12

Getting a Global Perspective

By Stephanie Agresta Global Practice Director Digital MSLGROUP MSLGlobal

The City of Austinrsquos official motto is ldquoLive Music Capital of the Worldrdquo Itrsquos 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 whatrsquos 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 32798 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 Donrsquot miss the kick-off event

Trade Show ndash 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 SXAmeacutericas SXAmeacutericas 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 Valleyrsquos 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 Chinarsquos Tech Innovation Winning Over Chinarsquos Wired Women The Birth of Korean Cool

13

Spotlight AsiaMobile Lifestyle Comes of Age Sunday March 15 830 AM ndash 1000 AM W Hotel 200 Lavaca St Great Room C

MSLGlobal

Join MSLGROUP Mondelēz 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 The region entered a new period of growth 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 userrsquos 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 thatrsquos 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 peoplersquos 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 mslgroupcom

Patricia Albuquerque Sao Paulo Brazil Partner amp Content Director MSLGROUP Espalhe patialbuc

Jon Chin Singapore Director of Digital amp Social Southeast Asia jonwchin

Alice Hu Shanghai China Manager Social amp 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 amp Social Media narendranag

Adrian Rosenthal Berlin Germany Head of Digital amp Social Media Germany neurosenthal

Josh Shapiro Sao Paulo Brazil Director of Market Development amp 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 amp Digital Content MSLGROUP MSLFoodLast yearrsquos SXSW left us feeling a little hungry Not literally hungry of course Therersquos a lot of great food in Austin and wersquoll certainly take advantage of that again this year Breakfast tacos or kolaches anyone

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

In addition to this yearrsquos hearty sessions (see below for our top picks) wersquore looking forward to these SouthBites highlights

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

ndash The third annual SouthBites Trailer Park will celebrate Austinrsquos iconic food trailer culture This yearrsquos 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 am to midnight

ndash Craft-Cocktail Happy Hour Presented by KitchenAid at the Driskill Hotel on Saturday March 14 from 600-800 pm 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 ndash SouthBites Food Truck

Showcase Party on Monday March 16 from 930 pm 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 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP38255

The Unexpected Power of Shared Meals Saturday March 14 1100AM - 1200PM Driskill Hotel Maximilian sxsw SouthBites

Participating in a shared meal leads to expanding onersquos 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 httpschedulesxswcom2015eventsevent_IAP35870

The Future Role of Tech in Dining and Food Saturday March 14 330PM - 430PM 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

httpschedulesxswcom2015eventsevent_IAP43201

Mega Bites Mining Food Data for Insights Saturday March 14 330PM - 430PM 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

httpschedulesxswcom2015eventsevent_IAP39373

Saturday 14 March

16

Grocery Wars The Future of Buying Food Sunday March 15 930AM - 1030AM 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

httpschedulesxswcom2015eventsevent_IAP34122

Building a Better Breakfast Sunday March 15 1230PM - 130PM 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

Wersquoll 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) httpschedulesxswcom2015eventsevent_IAP31681

Changing the World through Food A Love Story Sunday March 15 330PM - 430PM 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 futuremdashand the blood sweat and tears it took to get where they are today httpschedulesxswcom2015eventsevent_IAP42722

Sunday 15 March

Session picks from our experts

17

72 Ways Food Can Change the World Monday March 16 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP43026

Food Criticism in the Digital Age Monday March 16 500PM - 600PM 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 httpschedulesxswcom2015eventsevent_IAP43704

Monday 16 March

18

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 itrsquos 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 ndash again one of this yearrsquos trending topics ndash has me alive with excitement

What am I most looking forward to Big data Itrsquos 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 statersquos 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 Irsquom so interested in the topic Itrsquos like the ability to analyze other people like myself ndash similar family health history ethnicity test results and all that medical stuff ndash to determine what could happen to my health in the future is justhellipoh riveting Follow me to find out what I really thought about the session

During my time at SXSW Irsquoll 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 Irsquom in Austin I will definitely make time to appreciate the Tex-Mex and BBQ

If yoursquod 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

19

Patient Power A Data and Mobile Health Revolution Saturday March 14 930AM - 1030AM 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 ldquobig datardquo 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 httpschedulesxswcom2015eventsevent_IAP36508

Session picks from our experts

Digital Health and Consumerization of Healthcare Saturday March 14 1100AM - 1200PM 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 Recode Senior Editor James Temple will moderate a panel to discuss these issues with Beth Seidenberg partner at Kleiner Perkins Caufield amp Byers and former chief medical officer of Amgen Mike Lee founder and CEO of MyFitnessPal and Ray Bradford founder and CEO of Spruce Health httpschedulesxswcom2015eventsevent_IAP42614

Why HIPAA Wonrsquot Save You Protecting Data Privacy Saturday March 14 500PM - 600PM JW Marriott Room 203-204 sxsw SXSWHIPAA

Every day people are collecting sharing and leveraging health information ndash 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 ndash 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 httpschedulesxswcom2015eventsevent_IAP41752

Saturday 14 March

20

Session picks from our experts

Finding a Breast Cancer Cure What Needs to Change Sunday March 15 500PM - 600PM JW Marriott Room 201-202 sxsw BCCure

Breast cancer is the second largest cause of cancer death among women in the US invading the lives of millions of women and their caregivers How can the breast cancer community ndash from consumers and physicians to researchers health plans and tech companies ndash 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 httpschedulesxswcom2015eventsevent_IAP40477

Is Big Data the Next Wonder Drug Sunday March 15 500PM - 600PM JW Marriott Room 203-204 sxsw HealthData

In a world where we track our sleep steps sex vitals DNA and almost everything imaginable ndash is data the panacea we hope itrsquoll 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 wersquove 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 MD director of the Scripps Translational Science Institute who is using digital and genomic technologies to reboot the future of medicine httpschedulesxswcom2015eventsevent_IAP42194

Sunday 15 March

21

Bionic Pancreas Getting Closer Monday March 16 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP36516

Crossing Over The New Guard of Healthcare Monday March 16 330PM - 430PM JW Marriott Room 203-204 sxsw hcnewguard

This panel will provide a robust discussion around the experiencejourney 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 httpschedulesxswcom2015eventsevent_IAP42350

Turning Big Healthcare into Hubs of Innovation Tuesday March 17 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP32793

Monday 16 March Tuesday 17 March

22

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 isnrsquot 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 donrsquot 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

23

Session picks from our experts

Rethinking Privacy in the Internet of Things Friday March 13 400PM - 415PM 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 100000 separate IDs (Think about ithelliphow many companies have more than 100000 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 httpschedulesxswcom2015eventsevent_IAP41649

Security of Things Who Will Save Us Friday March 13 330PM - 430PM JW Marriott Salon 4 sxsw SXSWSaveUs

Two years ago the ldquoInternet of Thingsrdquo 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 arenrsquot 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 httpschedulesxswcom2015eventsevent_IAP32078

Future Crimes from the Digital Underworld Saturday March 14 330PM - 430PM JW Marriott Salon 4 sxsw updatenow

Criminals are often the earliest ndash and most innovative ndash adopters of technology Theyrsquore already stealing identities draining online bank accounts and wiping out computer servers in the blink of an eye but thatrsquos childrsquos play compared to whatrsquos coming next

From one of the worldrsquos 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 httpschedulesxswcom2015eventsevent_IAP31867

Friday 13 March Saturday 14 March

24

Session picks from our experts

What Keeps the Internetrsquos Leading CPOs Up At Night Saturday March 14 330PM - 430PM 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 todayrsquos 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 httpschedulesxswcom2015eventsevent_IAP36987

Cyber-Insecurity Yoursquore not as Safe as You Think Sunday March 15 1100AM - 130PM 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 yoursquoll learn why you and your company should be concerned about your online security and where you are vulnerable to having your data exposed Hint itrsquos 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 httpschedulesxswcom2015eventsevent_IAP39855

Fingerprints Are Usernames Not Passwords Sunday March 15 930AM - 1030AM 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 wonrsquot tell you ldquoDonrsquot do itrdquo 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 httpschedulesxswcom2015eventsevent_IAP37091

Sunday 15 March

25

Data (in)Security MIT Scientists Tackle Privacy Sunday March 15 330PM - 430PM 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 itrsquos the team at MITrsquos Computer Science and Artificial Intelligence Laboratory (CSAIL) Since the labrsquos 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 CSAILrsquos 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 todayrsquos data scientists and privacy advocates httpschedulesxswcom2015eventsevent_IAP36963

Data Discrimination Exploring Big Data and Bias Sunday March 15 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP43058

Sunday 15 March

Follow the Money Cyber Crime and the Black Market Tuesday March 17 1230PM - 130PM 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 credentialrsquos international journey through the black market See for yourself how cyber-crime isnrsquot 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 httpschedulesxswcom2015eventsevent_IAP41706

Tuesday 17 March

26

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 yearsrsquo 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 itrsquos a bunch of diverse human beings with insatiable curiosities experiences and points

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

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

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

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

27

Session picks from our experts

How to Build a Following around Your Idea Friday March 13 1230PM - 1250PM 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 thatrsquos 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 httpschedulesxswcom2015eventsevent_IAP34457

Fear Shame Empathy amp More Ways to Change Behavior Friday March 13 330PM - 430PM Austin Convention Center Exhibit Hall 5 sxsw danpink

In this entertaining and provocative session Daniel Pink mdash best-selling author of ldquoDriverdquo and ldquoTo Sell is Humanrdquo and host and co-executive producer of NatGeoTVrsquos ldquoCrowd Controlrdquo mdash will look at the science and practice of behavior change Hersquoll show how subtle changes in environment can dramatically affect what people do And hersquoll explore the power (and limits) of techniques from fear to gamification to empathy to distraction Yoursquoll leave with some smart tips on changing the behavior of those in your workplace school or home httpschedulesxswcom2015eventsevent_IAP42182

Driving Results through Culture Saturday March 14 1230PM - 1250PM 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 teamrsquos 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 teamrsquos 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 httpschedulesxswcom2015eventsevent_IAP43005

Friday 13 March Saturday 14 March

28

Session picks from our experts

Evolving Employee Advocacy with Scale and Impact Saturday March 14 500PM - 600PM Hyatt Regency Austin Zilker Ballroom 3 sxsw EmplAdvcy

Employee advocacy marketing is here to stay The idea that a companyrsquos 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 httpschedulesxswcom2015eventsevent_IAP43504

No One Understands You and What to Do About It Sunday March 15 930AM - 1030AM JW Marriott Room 408-409 sxsw HowTheyCU

We think we know how we come across to other people - but surprisingly often wersquore 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 peoplersquos 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 ldquoas you arerdquo ndash 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 httpschedulesxswcom2015eventsevent_IAP39071

Company Culture Is the Only Competitive Advantage Sunday March 15 1230PM - 130PM JW Marriott Room 407 sxsw CultHeart

You know culture eats strategy for breakfast but did you know itrsquos your start-uprsquos most powerful weapon Join Culture LabX co-founders Josh Levine and Lindsay Wolff Logsdon for an in-depth discussion about company culture why itrsquos critical to companies who need to scale why itrsquos 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 httpschedulesxswcom2015eventsevent_IAP38012

Sunday 15 March

29

Rise of the Employee Leveling the Power Balance Sunday March 15 345PM - 400PM 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 wersquove entered the age of the employee and how the imbalance of power in the workplace has shifted httpschedulesxswcom2015eventsevent_IAP39832

Learning to Work in the Future Sunday March 15 330PM - 430PM JW Marriott Salon 5-6 sxsw futurism

Based on his experience as IDEOrsquos 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 httpschedulesxswcom2015eventsevent_IAP43334

Sunday 15 March

Cultures of Advocacy People Product and Change Monday March 16 1230PM - 130PM JW Marriott Salon 1 sxsw advocate

Itrsquos one thing to face the hard challenges of finding better ways to work and create Itrsquos 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 ldquocultures of advocacyrdquo explore what innovation even means for an organization mdash and whether it should even be a priority mdash and propose strategies for pushing past the barriers of territoriality and trepidation httpschedulesxswcom2015eventsevent_IAP42643

Monday 16 March

30

The Branding and Marketing TraX

By Denise Vitola NA Consumer Practice Director MSLGROUP and Matt Dickman SVP Global Digital amp Social Strategy Director MSLGROUP MSLBranding ldquoThe pace of change will never be slower than it is todayrdquo

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

intersection with brand marketing Each year the worldrsquos 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 US-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 US 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

31

Session picks from our experts

Digital Diversity How Culture Impacts Digital Friday March 13 1100AM - 1200PM Hyatt Regency Austin Zilker Ballroom 2 208 Barton Springs Rd sxsw FBDiverse

In the US alone there is a new majority of people in seven of the nationrsquos 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 US 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 httpschedulesxswcom2015eventsevent_IAP41339

Do You Know the ROI of WOM Do You Want To Friday March 13 1230PM - 130PM 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 therersquos 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 ldquoReturn on WOMrdquo study We now know the ROI of WOM marketing and more importantly how it can be maximized for brands across a variety of categories httpschedulesxswcom2015eventsevent_IAP35452

Building an Army of Brand Advocates Friday March 13 1230PM - 130PM 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 Changeorg and World Wildlife Fund to see how some of the worldrsquos most innovative brands are engaging customers in strategic brand advocacy and cultivating brand evangelists httpschedulesxswcom2015eventsevent_IAP39274

Friday 13 March

32

Session picks from our experts

Brands Connective Tissue between People and Tech Friday March 13 500PM - 600PM 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 yoursquore the kind of person who thinks advertising is a dirty word maybe this panel will change your mind Leo Burnettrsquos Global Head of Social and Mobile James Kirkham and Contagiousrsquo 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 httpschedulesxswcom2015eventsevent_IAP40402

Personalization for the People Saturday March 14 1100AM - 1200PM 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 mdash 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 consumerrsquos life httpschedulesxswcom2015eventsevent_IAP40201

CrossFit A Passion Brand and Fitness Cult Saturday March 14 1230PM - 130PM Hyatt Regency Austin Zilker Ballroom 3 208 Barton Springs Rd sxsw SXCrossFit

From a simple garage gym to one of Ad Agersquos 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 fitnessmdash itrsquos the new wave of grassroots marketing

CrossFit Brand Chief Jimi Letchford is a highly recruited wrestler decorated US 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 fitnessmdashand marketingmdashminds the world over httpschedulesxswcom2015eventsevent_IAP39912

Saturday 14 March

33

Excuse Me Do Marketers and Chat Really Blend Saturday March 14 200PM - 300PM 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 httpschedulesxswcom2015eventsevent_IAP43691

The Future of Native Advertising Sunday March 15 1100AM - 1200PM 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 streamsNative 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 httpschedulesxswcom2015eventsevent_IAP40560

Elevated Creativity Visually Exploring Culture Sunday March 15 1230PM - 130PM 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 ldquoAugmented Intelligencerdquo to trigger new ideas like never before

httpschedulesxswcom2015eventsevent_IAP35106

Sunday 15 March

34

The Content and Distribution TraX

By Erin Lanuti SVP Paid Media and Cross Channel Strategy MSLGROUP MSLContent Bill Gates first coined the term ldquocontent is kingrdquo back in 1996 In 2014 the word ldquocontentrdquo 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

35

Session picks from our experts

The Art and Science of Shareability Friday March 13 1230PM - 130PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw shareable

Join Dao Nguyen BuzzFeedrsquos 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 httpschedulesxswcom2015eventsevent_IAP44541

Content Marketing vs Don Draper The End of Ads Friday March 13 200PM - 300PM 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 donrsquot 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 httpschedulesxswcom2015eventsevent_IAP43197

Use Your Words Optimizing Content for Growth Saturday March 14 1100AM - 1200PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw usewords

Should you urge people to ldquojoinrdquo your service or bark at them to ldquosign uprdquo army style What about your taglinehow 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 Pinterestrsquos wordsmithing success stories and learn how to choose the right words for your own audience httpschedulesxswcom2015eventsevent_IAP39980

Friday 13 March Saturday 14 March

36

Session picks from our experts

Can Anyone Really Trust User-Generated Content Saturday March 14 1230PM - 130PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw NoFakeUGC

People have more access tomdashand more frequently rely uponmdashthe recommendations of their peers than ever before The feedback of others we believe to be ldquolike usrdquo 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 httpschedulesxswcom2015eventsevent_IAP41634

The Art and Science of Data-Driven Storytelling Saturday March 14 330PM - 430PM 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 isnrsquot 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 httpschedulesxswcom2015eventsevent_IAP39548

Data-Driven Strategy vs Editorial Gut Instinct Sunday March 15 1100AM - 1200PM 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 trendsWomenrsquos media brands Refinery29 Glamour and Poshly share how they utilize data to program contentmdashfrom frequency of publish and editorial franchises to overarching brand strategymdashwithout giving up editorial instinct and risk-taking entrepreneurial spirit httpschedulesxswcom2015eventsevent_IAP35051

Sunday 15 March

37

Transmedia Storytelling in the Age of Proximity Sunday March 15 1230PM - 130PM 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 httpschedulesxswcom2015eventsevent_IAP35960

How New Media Business Models Can Save Journalism Sunday March 15 500PM - 600PM 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 societyrsquos 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 httpschedulesxswcom2015eventsevent_IAP40554

News or Not Navigating Native in the Grey Zone Monday March 16 930AM - 1030AM 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 communicationsmarketing FORTUNE Forbes and even The New York Times have all built native advertising platforms For brands ldquonativerdquo 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 httpschedulesxswcom2015eventsevent_IAP43795

Monday 16 March

38

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 amp 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 yoursquore 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

39

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 31415 at 92653am) SXSW Film + Interactive Fusion Party Saturday MashBash at SXSW Sunday Interactive Closing Party Tuesday (Kudos to you if yoursquore still going strong on Tuesday after a party every night) There are many unofficial parties at SXSW too ndash 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 therersquos a lot more going on downtown than the big official parties Our SXSW Interactive party recommendations are

Photo by Tye Truitt

40

Austinrsquos 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

Hungry

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 730 am-400 pm South Congress Cafeacute The greatest brunch spot in town is right on the South Congress strip Donrsquot leave without trying their famous Bloody Mary Photo by Jason Rosenberg on Flickr

Ciscorsquos Itrsquos been there for more than 50 years ndash and the deacutecor 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

41

Lunch

Torchyrsquos Tacos Chicken pork fish and veggie ndash theyrsquore all there plus taco of the month specials Go and be surprised Franklin Barbeque Check lsquoem out for brisket ribs pulled pork turkey sausage and more Donrsquot be scared away by the line itrsquos worth the wait Make a note theyrsquore 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 Itrsquos right by UT so get a sandwich to go and walk up Guadalupe Street FoodHeads Therersquos a long list of specialty sandwiches soups salads and sides all made from scratch Multiple tea flavors too Hula Hut If yoursquove 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 yoursquore 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 Luckyrsquos 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 trailerrsquos only open until 300 pm Monday through Thursday Gourdoughrsquos Public House The newest location of Gourdoughrsquos 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 Vrsquos Downtown Austinrsquos nicest seafood restaurant We recommend the Tuna Tartare Hong Kong Style Sea Bass or Bone-in Filet And leave room for the Bananas Foster Flambeacute Reservations suggested Currarsquos 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 deacutecor paired with seasonal ingredients and local artisan products create a cool vibe for a casual night out Lambertrsquos 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 Chefrsquos Selection menu is $75 per person Our other favorites include Stubbrsquos BBQ Iron Cactus Gueros Hudsonrsquos on the Bend and the scallops from Wink If yoursquore feeling adventurous (and have transportation) make the trek to The Salt Lick for the barbecue yoursquoll thank us

Photo by John Tornow on Flickr

42

Do you want more SXSW tips Tweet us

msl_group MSLGROUPNA MSLSXSWMSLFoodMSLHealthMSLPrivacyMSLWorkMSLBrandingMSLContent

Page 12: Insider’s Guide to SXSW Interactive 2015: Following the SXSW TraX

10

11

SXSW Interactive has a long tradition of lining up the worldrsquos most innovative and inspiring speakers Keynote events run from 2-3 pm 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 amp CEO United Therapeutics Sunday Logan Green Co-founder amp 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 donrsquot 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 industryrsquos most innovative trends and important conversations This yearrsquos 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 ndash 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 Therersquos also the Gaming Expo Startup Village SXgood (the official social good platform at SXSW) comedy and more ndash a quick internet search including ldquoSXSWrdquo can reveal all kinds of events and opportunities to enjoy

Photos opposite page clockwise from the left by Paul Papadimitriou Nan Palmero Kris Kruumlg and Andrew Feinberg on Flickr

12

Getting a Global Perspective

By Stephanie Agresta Global Practice Director Digital MSLGROUP MSLGlobal

The City of Austinrsquos official motto is ldquoLive Music Capital of the Worldrdquo Itrsquos 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 whatrsquos 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 32798 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 Donrsquot miss the kick-off event

Trade Show ndash 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 SXAmeacutericas SXAmeacutericas 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 Valleyrsquos 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 Chinarsquos Tech Innovation Winning Over Chinarsquos Wired Women The Birth of Korean Cool

13

Spotlight AsiaMobile Lifestyle Comes of Age Sunday March 15 830 AM ndash 1000 AM W Hotel 200 Lavaca St Great Room C

MSLGlobal

Join MSLGROUP Mondelēz 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 The region entered a new period of growth 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 userrsquos 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 thatrsquos 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 peoplersquos 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 mslgroupcom

Patricia Albuquerque Sao Paulo Brazil Partner amp Content Director MSLGROUP Espalhe patialbuc

Jon Chin Singapore Director of Digital amp Social Southeast Asia jonwchin

Alice Hu Shanghai China Manager Social amp 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 amp Social Media narendranag

Adrian Rosenthal Berlin Germany Head of Digital amp Social Media Germany neurosenthal

Josh Shapiro Sao Paulo Brazil Director of Market Development amp 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 amp Digital Content MSLGROUP MSLFoodLast yearrsquos SXSW left us feeling a little hungry Not literally hungry of course Therersquos a lot of great food in Austin and wersquoll certainly take advantage of that again this year Breakfast tacos or kolaches anyone

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

In addition to this yearrsquos hearty sessions (see below for our top picks) wersquore looking forward to these SouthBites highlights

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

ndash The third annual SouthBites Trailer Park will celebrate Austinrsquos iconic food trailer culture This yearrsquos 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 am to midnight

ndash Craft-Cocktail Happy Hour Presented by KitchenAid at the Driskill Hotel on Saturday March 14 from 600-800 pm 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 ndash SouthBites Food Truck

Showcase Party on Monday March 16 from 930 pm 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 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP38255

The Unexpected Power of Shared Meals Saturday March 14 1100AM - 1200PM Driskill Hotel Maximilian sxsw SouthBites

Participating in a shared meal leads to expanding onersquos 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 httpschedulesxswcom2015eventsevent_IAP35870

The Future Role of Tech in Dining and Food Saturday March 14 330PM - 430PM 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

httpschedulesxswcom2015eventsevent_IAP43201

Mega Bites Mining Food Data for Insights Saturday March 14 330PM - 430PM 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

httpschedulesxswcom2015eventsevent_IAP39373

Saturday 14 March

16

Grocery Wars The Future of Buying Food Sunday March 15 930AM - 1030AM 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

httpschedulesxswcom2015eventsevent_IAP34122

Building a Better Breakfast Sunday March 15 1230PM - 130PM 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

Wersquoll 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) httpschedulesxswcom2015eventsevent_IAP31681

Changing the World through Food A Love Story Sunday March 15 330PM - 430PM 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 futuremdashand the blood sweat and tears it took to get where they are today httpschedulesxswcom2015eventsevent_IAP42722

Sunday 15 March

Session picks from our experts

17

72 Ways Food Can Change the World Monday March 16 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP43026

Food Criticism in the Digital Age Monday March 16 500PM - 600PM 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 httpschedulesxswcom2015eventsevent_IAP43704

Monday 16 March

18

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 itrsquos 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 ndash again one of this yearrsquos trending topics ndash has me alive with excitement

What am I most looking forward to Big data Itrsquos 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 statersquos 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 Irsquom so interested in the topic Itrsquos like the ability to analyze other people like myself ndash similar family health history ethnicity test results and all that medical stuff ndash to determine what could happen to my health in the future is justhellipoh riveting Follow me to find out what I really thought about the session

During my time at SXSW Irsquoll 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 Irsquom in Austin I will definitely make time to appreciate the Tex-Mex and BBQ

If yoursquod 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

19

Patient Power A Data and Mobile Health Revolution Saturday March 14 930AM - 1030AM 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 ldquobig datardquo 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 httpschedulesxswcom2015eventsevent_IAP36508

Session picks from our experts

Digital Health and Consumerization of Healthcare Saturday March 14 1100AM - 1200PM 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 Recode Senior Editor James Temple will moderate a panel to discuss these issues with Beth Seidenberg partner at Kleiner Perkins Caufield amp Byers and former chief medical officer of Amgen Mike Lee founder and CEO of MyFitnessPal and Ray Bradford founder and CEO of Spruce Health httpschedulesxswcom2015eventsevent_IAP42614

Why HIPAA Wonrsquot Save You Protecting Data Privacy Saturday March 14 500PM - 600PM JW Marriott Room 203-204 sxsw SXSWHIPAA

Every day people are collecting sharing and leveraging health information ndash 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 ndash 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 httpschedulesxswcom2015eventsevent_IAP41752

Saturday 14 March

20

Session picks from our experts

Finding a Breast Cancer Cure What Needs to Change Sunday March 15 500PM - 600PM JW Marriott Room 201-202 sxsw BCCure

Breast cancer is the second largest cause of cancer death among women in the US invading the lives of millions of women and their caregivers How can the breast cancer community ndash from consumers and physicians to researchers health plans and tech companies ndash 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 httpschedulesxswcom2015eventsevent_IAP40477

Is Big Data the Next Wonder Drug Sunday March 15 500PM - 600PM JW Marriott Room 203-204 sxsw HealthData

In a world where we track our sleep steps sex vitals DNA and almost everything imaginable ndash is data the panacea we hope itrsquoll 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 wersquove 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 MD director of the Scripps Translational Science Institute who is using digital and genomic technologies to reboot the future of medicine httpschedulesxswcom2015eventsevent_IAP42194

Sunday 15 March

21

Bionic Pancreas Getting Closer Monday March 16 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP36516

Crossing Over The New Guard of Healthcare Monday March 16 330PM - 430PM JW Marriott Room 203-204 sxsw hcnewguard

This panel will provide a robust discussion around the experiencejourney 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 httpschedulesxswcom2015eventsevent_IAP42350

Turning Big Healthcare into Hubs of Innovation Tuesday March 17 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP32793

Monday 16 March Tuesday 17 March

22

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 isnrsquot 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 donrsquot 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

23

Session picks from our experts

Rethinking Privacy in the Internet of Things Friday March 13 400PM - 415PM 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 100000 separate IDs (Think about ithelliphow many companies have more than 100000 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 httpschedulesxswcom2015eventsevent_IAP41649

Security of Things Who Will Save Us Friday March 13 330PM - 430PM JW Marriott Salon 4 sxsw SXSWSaveUs

Two years ago the ldquoInternet of Thingsrdquo 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 arenrsquot 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 httpschedulesxswcom2015eventsevent_IAP32078

Future Crimes from the Digital Underworld Saturday March 14 330PM - 430PM JW Marriott Salon 4 sxsw updatenow

Criminals are often the earliest ndash and most innovative ndash adopters of technology Theyrsquore already stealing identities draining online bank accounts and wiping out computer servers in the blink of an eye but thatrsquos childrsquos play compared to whatrsquos coming next

From one of the worldrsquos 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 httpschedulesxswcom2015eventsevent_IAP31867

Friday 13 March Saturday 14 March

24

Session picks from our experts

What Keeps the Internetrsquos Leading CPOs Up At Night Saturday March 14 330PM - 430PM 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 todayrsquos 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 httpschedulesxswcom2015eventsevent_IAP36987

Cyber-Insecurity Yoursquore not as Safe as You Think Sunday March 15 1100AM - 130PM 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 yoursquoll learn why you and your company should be concerned about your online security and where you are vulnerable to having your data exposed Hint itrsquos 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 httpschedulesxswcom2015eventsevent_IAP39855

Fingerprints Are Usernames Not Passwords Sunday March 15 930AM - 1030AM 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 wonrsquot tell you ldquoDonrsquot do itrdquo 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 httpschedulesxswcom2015eventsevent_IAP37091

Sunday 15 March

25

Data (in)Security MIT Scientists Tackle Privacy Sunday March 15 330PM - 430PM 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 itrsquos the team at MITrsquos Computer Science and Artificial Intelligence Laboratory (CSAIL) Since the labrsquos 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 CSAILrsquos 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 todayrsquos data scientists and privacy advocates httpschedulesxswcom2015eventsevent_IAP36963

Data Discrimination Exploring Big Data and Bias Sunday March 15 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP43058

Sunday 15 March

Follow the Money Cyber Crime and the Black Market Tuesday March 17 1230PM - 130PM 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 credentialrsquos international journey through the black market See for yourself how cyber-crime isnrsquot 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 httpschedulesxswcom2015eventsevent_IAP41706

Tuesday 17 March

26

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 yearsrsquo 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 itrsquos a bunch of diverse human beings with insatiable curiosities experiences and points

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

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

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

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

27

Session picks from our experts

How to Build a Following around Your Idea Friday March 13 1230PM - 1250PM 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 thatrsquos 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 httpschedulesxswcom2015eventsevent_IAP34457

Fear Shame Empathy amp More Ways to Change Behavior Friday March 13 330PM - 430PM Austin Convention Center Exhibit Hall 5 sxsw danpink

In this entertaining and provocative session Daniel Pink mdash best-selling author of ldquoDriverdquo and ldquoTo Sell is Humanrdquo and host and co-executive producer of NatGeoTVrsquos ldquoCrowd Controlrdquo mdash will look at the science and practice of behavior change Hersquoll show how subtle changes in environment can dramatically affect what people do And hersquoll explore the power (and limits) of techniques from fear to gamification to empathy to distraction Yoursquoll leave with some smart tips on changing the behavior of those in your workplace school or home httpschedulesxswcom2015eventsevent_IAP42182

Driving Results through Culture Saturday March 14 1230PM - 1250PM 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 teamrsquos 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 teamrsquos 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 httpschedulesxswcom2015eventsevent_IAP43005

Friday 13 March Saturday 14 March

28

Session picks from our experts

Evolving Employee Advocacy with Scale and Impact Saturday March 14 500PM - 600PM Hyatt Regency Austin Zilker Ballroom 3 sxsw EmplAdvcy

Employee advocacy marketing is here to stay The idea that a companyrsquos 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 httpschedulesxswcom2015eventsevent_IAP43504

No One Understands You and What to Do About It Sunday March 15 930AM - 1030AM JW Marriott Room 408-409 sxsw HowTheyCU

We think we know how we come across to other people - but surprisingly often wersquore 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 peoplersquos 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 ldquoas you arerdquo ndash 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 httpschedulesxswcom2015eventsevent_IAP39071

Company Culture Is the Only Competitive Advantage Sunday March 15 1230PM - 130PM JW Marriott Room 407 sxsw CultHeart

You know culture eats strategy for breakfast but did you know itrsquos your start-uprsquos most powerful weapon Join Culture LabX co-founders Josh Levine and Lindsay Wolff Logsdon for an in-depth discussion about company culture why itrsquos critical to companies who need to scale why itrsquos 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 httpschedulesxswcom2015eventsevent_IAP38012

Sunday 15 March

29

Rise of the Employee Leveling the Power Balance Sunday March 15 345PM - 400PM 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 wersquove entered the age of the employee and how the imbalance of power in the workplace has shifted httpschedulesxswcom2015eventsevent_IAP39832

Learning to Work in the Future Sunday March 15 330PM - 430PM JW Marriott Salon 5-6 sxsw futurism

Based on his experience as IDEOrsquos 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 httpschedulesxswcom2015eventsevent_IAP43334

Sunday 15 March

Cultures of Advocacy People Product and Change Monday March 16 1230PM - 130PM JW Marriott Salon 1 sxsw advocate

Itrsquos one thing to face the hard challenges of finding better ways to work and create Itrsquos 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 ldquocultures of advocacyrdquo explore what innovation even means for an organization mdash and whether it should even be a priority mdash and propose strategies for pushing past the barriers of territoriality and trepidation httpschedulesxswcom2015eventsevent_IAP42643

Monday 16 March

30

The Branding and Marketing TraX

By Denise Vitola NA Consumer Practice Director MSLGROUP and Matt Dickman SVP Global Digital amp Social Strategy Director MSLGROUP MSLBranding ldquoThe pace of change will never be slower than it is todayrdquo

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

intersection with brand marketing Each year the worldrsquos 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 US-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 US 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

31

Session picks from our experts

Digital Diversity How Culture Impacts Digital Friday March 13 1100AM - 1200PM Hyatt Regency Austin Zilker Ballroom 2 208 Barton Springs Rd sxsw FBDiverse

In the US alone there is a new majority of people in seven of the nationrsquos 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 US 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 httpschedulesxswcom2015eventsevent_IAP41339

Do You Know the ROI of WOM Do You Want To Friday March 13 1230PM - 130PM 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 therersquos 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 ldquoReturn on WOMrdquo study We now know the ROI of WOM marketing and more importantly how it can be maximized for brands across a variety of categories httpschedulesxswcom2015eventsevent_IAP35452

Building an Army of Brand Advocates Friday March 13 1230PM - 130PM 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 Changeorg and World Wildlife Fund to see how some of the worldrsquos most innovative brands are engaging customers in strategic brand advocacy and cultivating brand evangelists httpschedulesxswcom2015eventsevent_IAP39274

Friday 13 March

32

Session picks from our experts

Brands Connective Tissue between People and Tech Friday March 13 500PM - 600PM 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 yoursquore the kind of person who thinks advertising is a dirty word maybe this panel will change your mind Leo Burnettrsquos Global Head of Social and Mobile James Kirkham and Contagiousrsquo 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 httpschedulesxswcom2015eventsevent_IAP40402

Personalization for the People Saturday March 14 1100AM - 1200PM 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 mdash 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 consumerrsquos life httpschedulesxswcom2015eventsevent_IAP40201

CrossFit A Passion Brand and Fitness Cult Saturday March 14 1230PM - 130PM Hyatt Regency Austin Zilker Ballroom 3 208 Barton Springs Rd sxsw SXCrossFit

From a simple garage gym to one of Ad Agersquos 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 fitnessmdash itrsquos the new wave of grassroots marketing

CrossFit Brand Chief Jimi Letchford is a highly recruited wrestler decorated US 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 fitnessmdashand marketingmdashminds the world over httpschedulesxswcom2015eventsevent_IAP39912

Saturday 14 March

33

Excuse Me Do Marketers and Chat Really Blend Saturday March 14 200PM - 300PM 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 httpschedulesxswcom2015eventsevent_IAP43691

The Future of Native Advertising Sunday March 15 1100AM - 1200PM 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 streamsNative 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 httpschedulesxswcom2015eventsevent_IAP40560

Elevated Creativity Visually Exploring Culture Sunday March 15 1230PM - 130PM 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 ldquoAugmented Intelligencerdquo to trigger new ideas like never before

httpschedulesxswcom2015eventsevent_IAP35106

Sunday 15 March

34

The Content and Distribution TraX

By Erin Lanuti SVP Paid Media and Cross Channel Strategy MSLGROUP MSLContent Bill Gates first coined the term ldquocontent is kingrdquo back in 1996 In 2014 the word ldquocontentrdquo 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

35

Session picks from our experts

The Art and Science of Shareability Friday March 13 1230PM - 130PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw shareable

Join Dao Nguyen BuzzFeedrsquos 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 httpschedulesxswcom2015eventsevent_IAP44541

Content Marketing vs Don Draper The End of Ads Friday March 13 200PM - 300PM 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 donrsquot 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 httpschedulesxswcom2015eventsevent_IAP43197

Use Your Words Optimizing Content for Growth Saturday March 14 1100AM - 1200PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw usewords

Should you urge people to ldquojoinrdquo your service or bark at them to ldquosign uprdquo army style What about your taglinehow 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 Pinterestrsquos wordsmithing success stories and learn how to choose the right words for your own audience httpschedulesxswcom2015eventsevent_IAP39980

Friday 13 March Saturday 14 March

36

Session picks from our experts

Can Anyone Really Trust User-Generated Content Saturday March 14 1230PM - 130PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw NoFakeUGC

People have more access tomdashand more frequently rely uponmdashthe recommendations of their peers than ever before The feedback of others we believe to be ldquolike usrdquo 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 httpschedulesxswcom2015eventsevent_IAP41634

The Art and Science of Data-Driven Storytelling Saturday March 14 330PM - 430PM 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 isnrsquot 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 httpschedulesxswcom2015eventsevent_IAP39548

Data-Driven Strategy vs Editorial Gut Instinct Sunday March 15 1100AM - 1200PM 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 trendsWomenrsquos media brands Refinery29 Glamour and Poshly share how they utilize data to program contentmdashfrom frequency of publish and editorial franchises to overarching brand strategymdashwithout giving up editorial instinct and risk-taking entrepreneurial spirit httpschedulesxswcom2015eventsevent_IAP35051

Sunday 15 March

37

Transmedia Storytelling in the Age of Proximity Sunday March 15 1230PM - 130PM 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 httpschedulesxswcom2015eventsevent_IAP35960

How New Media Business Models Can Save Journalism Sunday March 15 500PM - 600PM 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 societyrsquos 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 httpschedulesxswcom2015eventsevent_IAP40554

News or Not Navigating Native in the Grey Zone Monday March 16 930AM - 1030AM 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 communicationsmarketing FORTUNE Forbes and even The New York Times have all built native advertising platforms For brands ldquonativerdquo 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 httpschedulesxswcom2015eventsevent_IAP43795

Monday 16 March

38

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 amp 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 yoursquore 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

39

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 31415 at 92653am) SXSW Film + Interactive Fusion Party Saturday MashBash at SXSW Sunday Interactive Closing Party Tuesday (Kudos to you if yoursquore still going strong on Tuesday after a party every night) There are many unofficial parties at SXSW too ndash 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 therersquos a lot more going on downtown than the big official parties Our SXSW Interactive party recommendations are

Photo by Tye Truitt

40

Austinrsquos 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

Hungry

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 730 am-400 pm South Congress Cafeacute The greatest brunch spot in town is right on the South Congress strip Donrsquot leave without trying their famous Bloody Mary Photo by Jason Rosenberg on Flickr

Ciscorsquos Itrsquos been there for more than 50 years ndash and the deacutecor 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

41

Lunch

Torchyrsquos Tacos Chicken pork fish and veggie ndash theyrsquore all there plus taco of the month specials Go and be surprised Franklin Barbeque Check lsquoem out for brisket ribs pulled pork turkey sausage and more Donrsquot be scared away by the line itrsquos worth the wait Make a note theyrsquore 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 Itrsquos right by UT so get a sandwich to go and walk up Guadalupe Street FoodHeads Therersquos a long list of specialty sandwiches soups salads and sides all made from scratch Multiple tea flavors too Hula Hut If yoursquove 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 yoursquore 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 Luckyrsquos 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 trailerrsquos only open until 300 pm Monday through Thursday Gourdoughrsquos Public House The newest location of Gourdoughrsquos 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 Vrsquos Downtown Austinrsquos nicest seafood restaurant We recommend the Tuna Tartare Hong Kong Style Sea Bass or Bone-in Filet And leave room for the Bananas Foster Flambeacute Reservations suggested Currarsquos 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 deacutecor paired with seasonal ingredients and local artisan products create a cool vibe for a casual night out Lambertrsquos 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 Chefrsquos Selection menu is $75 per person Our other favorites include Stubbrsquos BBQ Iron Cactus Gueros Hudsonrsquos on the Bend and the scallops from Wink If yoursquore feeling adventurous (and have transportation) make the trek to The Salt Lick for the barbecue yoursquoll thank us

Photo by John Tornow on Flickr

42

Do you want more SXSW tips Tweet us

msl_group MSLGROUPNA MSLSXSWMSLFoodMSLHealthMSLPrivacyMSLWorkMSLBrandingMSLContent

Page 13: Insider’s Guide to SXSW Interactive 2015: Following the SXSW TraX

11

SXSW Interactive has a long tradition of lining up the worldrsquos most innovative and inspiring speakers Keynote events run from 2-3 pm 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 amp CEO United Therapeutics Sunday Logan Green Co-founder amp 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 donrsquot 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 industryrsquos most innovative trends and important conversations This yearrsquos 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 ndash 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 Therersquos also the Gaming Expo Startup Village SXgood (the official social good platform at SXSW) comedy and more ndash a quick internet search including ldquoSXSWrdquo can reveal all kinds of events and opportunities to enjoy

Photos opposite page clockwise from the left by Paul Papadimitriou Nan Palmero Kris Kruumlg and Andrew Feinberg on Flickr

12

Getting a Global Perspective

By Stephanie Agresta Global Practice Director Digital MSLGROUP MSLGlobal

The City of Austinrsquos official motto is ldquoLive Music Capital of the Worldrdquo Itrsquos 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 whatrsquos 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 32798 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 Donrsquot miss the kick-off event

Trade Show ndash 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 SXAmeacutericas SXAmeacutericas 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 Valleyrsquos 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 Chinarsquos Tech Innovation Winning Over Chinarsquos Wired Women The Birth of Korean Cool

13

Spotlight AsiaMobile Lifestyle Comes of Age Sunday March 15 830 AM ndash 1000 AM W Hotel 200 Lavaca St Great Room C

MSLGlobal

Join MSLGROUP Mondelēz 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 The region entered a new period of growth 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 userrsquos 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 thatrsquos 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 peoplersquos 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 mslgroupcom

Patricia Albuquerque Sao Paulo Brazil Partner amp Content Director MSLGROUP Espalhe patialbuc

Jon Chin Singapore Director of Digital amp Social Southeast Asia jonwchin

Alice Hu Shanghai China Manager Social amp 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 amp Social Media narendranag

Adrian Rosenthal Berlin Germany Head of Digital amp Social Media Germany neurosenthal

Josh Shapiro Sao Paulo Brazil Director of Market Development amp 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 amp Digital Content MSLGROUP MSLFoodLast yearrsquos SXSW left us feeling a little hungry Not literally hungry of course Therersquos a lot of great food in Austin and wersquoll certainly take advantage of that again this year Breakfast tacos or kolaches anyone

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

In addition to this yearrsquos hearty sessions (see below for our top picks) wersquore looking forward to these SouthBites highlights

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

ndash The third annual SouthBites Trailer Park will celebrate Austinrsquos iconic food trailer culture This yearrsquos 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 am to midnight

ndash Craft-Cocktail Happy Hour Presented by KitchenAid at the Driskill Hotel on Saturday March 14 from 600-800 pm 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 ndash SouthBites Food Truck

Showcase Party on Monday March 16 from 930 pm 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 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP38255

The Unexpected Power of Shared Meals Saturday March 14 1100AM - 1200PM Driskill Hotel Maximilian sxsw SouthBites

Participating in a shared meal leads to expanding onersquos 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 httpschedulesxswcom2015eventsevent_IAP35870

The Future Role of Tech in Dining and Food Saturday March 14 330PM - 430PM 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

httpschedulesxswcom2015eventsevent_IAP43201

Mega Bites Mining Food Data for Insights Saturday March 14 330PM - 430PM 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

httpschedulesxswcom2015eventsevent_IAP39373

Saturday 14 March

16

Grocery Wars The Future of Buying Food Sunday March 15 930AM - 1030AM 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

httpschedulesxswcom2015eventsevent_IAP34122

Building a Better Breakfast Sunday March 15 1230PM - 130PM 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

Wersquoll 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) httpschedulesxswcom2015eventsevent_IAP31681

Changing the World through Food A Love Story Sunday March 15 330PM - 430PM 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 futuremdashand the blood sweat and tears it took to get where they are today httpschedulesxswcom2015eventsevent_IAP42722

Sunday 15 March

Session picks from our experts

17

72 Ways Food Can Change the World Monday March 16 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP43026

Food Criticism in the Digital Age Monday March 16 500PM - 600PM 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 httpschedulesxswcom2015eventsevent_IAP43704

Monday 16 March

18

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 itrsquos 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 ndash again one of this yearrsquos trending topics ndash has me alive with excitement

What am I most looking forward to Big data Itrsquos 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 statersquos 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 Irsquom so interested in the topic Itrsquos like the ability to analyze other people like myself ndash similar family health history ethnicity test results and all that medical stuff ndash to determine what could happen to my health in the future is justhellipoh riveting Follow me to find out what I really thought about the session

During my time at SXSW Irsquoll 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 Irsquom in Austin I will definitely make time to appreciate the Tex-Mex and BBQ

If yoursquod 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

19

Patient Power A Data and Mobile Health Revolution Saturday March 14 930AM - 1030AM 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 ldquobig datardquo 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 httpschedulesxswcom2015eventsevent_IAP36508

Session picks from our experts

Digital Health and Consumerization of Healthcare Saturday March 14 1100AM - 1200PM 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 Recode Senior Editor James Temple will moderate a panel to discuss these issues with Beth Seidenberg partner at Kleiner Perkins Caufield amp Byers and former chief medical officer of Amgen Mike Lee founder and CEO of MyFitnessPal and Ray Bradford founder and CEO of Spruce Health httpschedulesxswcom2015eventsevent_IAP42614

Why HIPAA Wonrsquot Save You Protecting Data Privacy Saturday March 14 500PM - 600PM JW Marriott Room 203-204 sxsw SXSWHIPAA

Every day people are collecting sharing and leveraging health information ndash 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 ndash 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 httpschedulesxswcom2015eventsevent_IAP41752

Saturday 14 March

20

Session picks from our experts

Finding a Breast Cancer Cure What Needs to Change Sunday March 15 500PM - 600PM JW Marriott Room 201-202 sxsw BCCure

Breast cancer is the second largest cause of cancer death among women in the US invading the lives of millions of women and their caregivers How can the breast cancer community ndash from consumers and physicians to researchers health plans and tech companies ndash 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 httpschedulesxswcom2015eventsevent_IAP40477

Is Big Data the Next Wonder Drug Sunday March 15 500PM - 600PM JW Marriott Room 203-204 sxsw HealthData

In a world where we track our sleep steps sex vitals DNA and almost everything imaginable ndash is data the panacea we hope itrsquoll 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 wersquove 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 MD director of the Scripps Translational Science Institute who is using digital and genomic technologies to reboot the future of medicine httpschedulesxswcom2015eventsevent_IAP42194

Sunday 15 March

21

Bionic Pancreas Getting Closer Monday March 16 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP36516

Crossing Over The New Guard of Healthcare Monday March 16 330PM - 430PM JW Marriott Room 203-204 sxsw hcnewguard

This panel will provide a robust discussion around the experiencejourney 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 httpschedulesxswcom2015eventsevent_IAP42350

Turning Big Healthcare into Hubs of Innovation Tuesday March 17 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP32793

Monday 16 March Tuesday 17 March

22

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 isnrsquot 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 donrsquot 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

23

Session picks from our experts

Rethinking Privacy in the Internet of Things Friday March 13 400PM - 415PM 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 100000 separate IDs (Think about ithelliphow many companies have more than 100000 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 httpschedulesxswcom2015eventsevent_IAP41649

Security of Things Who Will Save Us Friday March 13 330PM - 430PM JW Marriott Salon 4 sxsw SXSWSaveUs

Two years ago the ldquoInternet of Thingsrdquo 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 arenrsquot 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 httpschedulesxswcom2015eventsevent_IAP32078

Future Crimes from the Digital Underworld Saturday March 14 330PM - 430PM JW Marriott Salon 4 sxsw updatenow

Criminals are often the earliest ndash and most innovative ndash adopters of technology Theyrsquore already stealing identities draining online bank accounts and wiping out computer servers in the blink of an eye but thatrsquos childrsquos play compared to whatrsquos coming next

From one of the worldrsquos 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 httpschedulesxswcom2015eventsevent_IAP31867

Friday 13 March Saturday 14 March

24

Session picks from our experts

What Keeps the Internetrsquos Leading CPOs Up At Night Saturday March 14 330PM - 430PM 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 todayrsquos 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 httpschedulesxswcom2015eventsevent_IAP36987

Cyber-Insecurity Yoursquore not as Safe as You Think Sunday March 15 1100AM - 130PM 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 yoursquoll learn why you and your company should be concerned about your online security and where you are vulnerable to having your data exposed Hint itrsquos 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 httpschedulesxswcom2015eventsevent_IAP39855

Fingerprints Are Usernames Not Passwords Sunday March 15 930AM - 1030AM 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 wonrsquot tell you ldquoDonrsquot do itrdquo 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 httpschedulesxswcom2015eventsevent_IAP37091

Sunday 15 March

25

Data (in)Security MIT Scientists Tackle Privacy Sunday March 15 330PM - 430PM 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 itrsquos the team at MITrsquos Computer Science and Artificial Intelligence Laboratory (CSAIL) Since the labrsquos 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 CSAILrsquos 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 todayrsquos data scientists and privacy advocates httpschedulesxswcom2015eventsevent_IAP36963

Data Discrimination Exploring Big Data and Bias Sunday March 15 1100AM - 1200PM 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 httpschedulesxswcom2015eventsevent_IAP43058

Sunday 15 March

Follow the Money Cyber Crime and the Black Market Tuesday March 17 1230PM - 130PM 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 credentialrsquos international journey through the black market See for yourself how cyber-crime isnrsquot 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 httpschedulesxswcom2015eventsevent_IAP41706

Tuesday 17 March

26

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 yearsrsquo 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 itrsquos a bunch of diverse human beings with insatiable curiosities experiences and points

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

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

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

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

27

Session picks from our experts

How to Build a Following around Your Idea Friday March 13 1230PM - 1250PM 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 thatrsquos 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 httpschedulesxswcom2015eventsevent_IAP34457

Fear Shame Empathy amp More Ways to Change Behavior Friday March 13 330PM - 430PM Austin Convention Center Exhibit Hall 5 sxsw danpink

In this entertaining and provocative session Daniel Pink mdash best-selling author of ldquoDriverdquo and ldquoTo Sell is Humanrdquo and host and co-executive producer of NatGeoTVrsquos ldquoCrowd Controlrdquo mdash will look at the science and practice of behavior change Hersquoll show how subtle changes in environment can dramatically affect what people do And hersquoll explore the power (and limits) of techniques from fear to gamification to empathy to distraction Yoursquoll leave with some smart tips on changing the behavior of those in your workplace school or home httpschedulesxswcom2015eventsevent_IAP42182

Driving Results through Culture Saturday March 14 1230PM - 1250PM 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 teamrsquos 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 teamrsquos 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 httpschedulesxswcom2015eventsevent_IAP43005

Friday 13 March Saturday 14 March

28

Session picks from our experts

Evolving Employee Advocacy with Scale and Impact Saturday March 14 500PM - 600PM Hyatt Regency Austin Zilker Ballroom 3 sxsw EmplAdvcy

Employee advocacy marketing is here to stay The idea that a companyrsquos 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 httpschedulesxswcom2015eventsevent_IAP43504

No One Understands You and What to Do About It Sunday March 15 930AM - 1030AM JW Marriott Room 408-409 sxsw HowTheyCU

We think we know how we come across to other people - but surprisingly often wersquore 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 peoplersquos 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 ldquoas you arerdquo ndash 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 httpschedulesxswcom2015eventsevent_IAP39071

Company Culture Is the Only Competitive Advantage Sunday March 15 1230PM - 130PM JW Marriott Room 407 sxsw CultHeart

You know culture eats strategy for breakfast but did you know itrsquos your start-uprsquos most powerful weapon Join Culture LabX co-founders Josh Levine and Lindsay Wolff Logsdon for an in-depth discussion about company culture why itrsquos critical to companies who need to scale why itrsquos 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 httpschedulesxswcom2015eventsevent_IAP38012

Sunday 15 March

29

Rise of the Employee Leveling the Power Balance Sunday March 15 345PM - 400PM 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 wersquove entered the age of the employee and how the imbalance of power in the workplace has shifted httpschedulesxswcom2015eventsevent_IAP39832

Learning to Work in the Future Sunday March 15 330PM - 430PM JW Marriott Salon 5-6 sxsw futurism

Based on his experience as IDEOrsquos 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 httpschedulesxswcom2015eventsevent_IAP43334

Sunday 15 March

Cultures of Advocacy People Product and Change Monday March 16 1230PM - 130PM JW Marriott Salon 1 sxsw advocate

Itrsquos one thing to face the hard challenges of finding better ways to work and create Itrsquos 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 ldquocultures of advocacyrdquo explore what innovation even means for an organization mdash and whether it should even be a priority mdash and propose strategies for pushing past the barriers of territoriality and trepidation httpschedulesxswcom2015eventsevent_IAP42643

Monday 16 March

30

The Branding and Marketing TraX

By Denise Vitola NA Consumer Practice Director MSLGROUP and Matt Dickman SVP Global Digital amp Social Strategy Director MSLGROUP MSLBranding ldquoThe pace of change will never be slower than it is todayrdquo

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

intersection with brand marketing Each year the worldrsquos 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 US-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 US 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

31

Session picks from our experts

Digital Diversity How Culture Impacts Digital Friday March 13 1100AM - 1200PM Hyatt Regency Austin Zilker Ballroom 2 208 Barton Springs Rd sxsw FBDiverse

In the US alone there is a new majority of people in seven of the nationrsquos 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 US 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 httpschedulesxswcom2015eventsevent_IAP41339

Do You Know the ROI of WOM Do You Want To Friday March 13 1230PM - 130PM 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 therersquos 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 ldquoReturn on WOMrdquo study We now know the ROI of WOM marketing and more importantly how it can be maximized for brands across a variety of categories httpschedulesxswcom2015eventsevent_IAP35452

Building an Army of Brand Advocates Friday March 13 1230PM - 130PM 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 Changeorg and World Wildlife Fund to see how some of the worldrsquos most innovative brands are engaging customers in strategic brand advocacy and cultivating brand evangelists httpschedulesxswcom2015eventsevent_IAP39274

Friday 13 March

32

Session picks from our experts

Brands Connective Tissue between People and Tech Friday March 13 500PM - 600PM 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 yoursquore the kind of person who thinks advertising is a dirty word maybe this panel will change your mind Leo Burnettrsquos Global Head of Social and Mobile James Kirkham and Contagiousrsquo 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 httpschedulesxswcom2015eventsevent_IAP40402

Personalization for the People Saturday March 14 1100AM - 1200PM 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 mdash 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 consumerrsquos life httpschedulesxswcom2015eventsevent_IAP40201

CrossFit A Passion Brand and Fitness Cult Saturday March 14 1230PM - 130PM Hyatt Regency Austin Zilker Ballroom 3 208 Barton Springs Rd sxsw SXCrossFit

From a simple garage gym to one of Ad Agersquos 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 fitnessmdash itrsquos the new wave of grassroots marketing

CrossFit Brand Chief Jimi Letchford is a highly recruited wrestler decorated US 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 fitnessmdashand marketingmdashminds the world over httpschedulesxswcom2015eventsevent_IAP39912

Saturday 14 March

33

Excuse Me Do Marketers and Chat Really Blend Saturday March 14 200PM - 300PM 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 httpschedulesxswcom2015eventsevent_IAP43691

The Future of Native Advertising Sunday March 15 1100AM - 1200PM 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 streamsNative 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 httpschedulesxswcom2015eventsevent_IAP40560

Elevated Creativity Visually Exploring Culture Sunday March 15 1230PM - 130PM 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 ldquoAugmented Intelligencerdquo to trigger new ideas like never before

httpschedulesxswcom2015eventsevent_IAP35106

Sunday 15 March

34

The Content and Distribution TraX

By Erin Lanuti SVP Paid Media and Cross Channel Strategy MSLGROUP MSLContent Bill Gates first coined the term ldquocontent is kingrdquo back in 1996 In 2014 the word ldquocontentrdquo 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

35

Session picks from our experts

The Art and Science of Shareability Friday March 13 1230PM - 130PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw shareable

Join Dao Nguyen BuzzFeedrsquos 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 httpschedulesxswcom2015eventsevent_IAP44541

Content Marketing vs Don Draper The End of Ads Friday March 13 200PM - 300PM 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 donrsquot 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 httpschedulesxswcom2015eventsevent_IAP43197

Use Your Words Optimizing Content for Growth Saturday March 14 1100AM - 1200PM Hyatt Regency Austin Texas Ballroom 4-7 sxsw usewords

Should you urge people to ldquojoinrdquo your service or bark at them to ldquosign uprdquo army style What about your taglinehow 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 Pinterestrsquos wordsmithing success stories and learn how to choose the right words for your own