For the next few days this is going to function as my thought download receptable for all things mySXSWi – see post below – with quick summaries of 'what did I learn, what did I gain'.
Panel: My boss doesn't get it: championing social media to the man
Details: who & what
Essentially a panel on justification, which I hate doing for sub-editing (hey, spell and fact checking is a basic) but which forms part of the pitch in social media.
The 'man': anyone from the budgetarian (if that's not a word, it should be) to the 'enemies' of social media such as the legal department and more nebulous ones such as 'control'.
The issue: the ROI of social media and what's in it for the 'man'.
• involve your enemy, get old curmudgeons on their grandkid's Facebook sites
• dispel the myths (there is >some< control when you engage in social media)
• understand the culture and attitudes of your client and meet them where they're at to help them implement culture change
• failed pitches – sit on it for six months; they may well come back to you presenting it as their innovative new strategy
• culture change starts small: set up small silent swat teams to create small successes to role-model on and also momentum for change but be sure to tie in to business value
• don't fear failure but see engagement as an ongoing lesson
• play to the psychology of who you are pitching to (what do they want, a promotion? Secretly lobby the individual who can present your ideas as theirs)
• set expectations from the start and be realistic
• define metrics upfront and what you are measuring success by
• If the corporate culture isn't changing in the time frame you need, move on to somewhere where you can make a difference.
Panel 2: The ecosystem of news
Details: who & what
A bullish talk on the future of news (if not newspapers) with ideas about becoming curators on content and innovation elsewhere. Too much on this one and lots of implications for a journalists so going to post thoughts at my subbing blog instead at some future point. Essentially traditional media is feeling the pain of going from 'news desert to a lush rainforest' of news and information but without a timeframe in which to evolve and adapt. The result is fear for both newspapers and the future of news. But history tells us "there will be more content, not less, more analysis, more precision.' Will traditional media adapt quickly enough, or spend time and resource keeping the old model alive?
An Austin interactive showcase, which is running throughout the week. But interested to meet Mason Hale, chief technology officer of One Spot, which provides a curation service for the Wall Street Journal. 'One Spot leverages the skill of knowing what your audience wants to read. It's kind of like Stumbleupon but with extra layers of tools to facilitate curation of content.' He also pointed out the time-saving and efficiency element for a news editor. I'm yet to see how it works in actuality but interesting uses following the panel on news ecosystems.