Our team is heading off to SXSW in a couple of weeks - both Ogilvy's 360 Digital Influence team and a wider contingent of Ogilvy folks. we have a lot of panel speakers, we will have a few special events and/or meetups. Tune into my team's blog to get the latest on these events as we get closer and their experiences on the road.
A few years ago, I would have been a little less enthusiastic about such a big group going. Not any more. Whereas SXSW used to conjure up images of either 20-something, hipsters with a high tolerance for parties or social media blow-hards massaging Powerpoint-inflated egos, the event now has reached such a critical mass that tons of smart, disciplined digital folks attend and talk shop as well as socialize.
If you are a brand marketer there are three reasons you must go:
Stimulate your brain and become a better marketer
Google attends, Ford attends, Ogilvy attends, NYTimes attends, small interesting businesses attend. The wide variety of people and organizations ensures this isn't the usual echo-chamber. I just spent the past two weeks with 80 of Ogilvy's social media strategists in the US and Mexico. These are some of the smartest young whippersnappers (what does that word even mean?). My brain boiled with ideas just from being around this community of 'lean-forward' thinkers. We generated more good ideas in 2 days than in 2 weeks of solitary writing and thinking.
That's what you will get out of SXSW if you play your cards right and hang with the right folks.
Walk the walk of being 'social'
This is a bit of a related corollary to my first point. SXSW is a social microcosm (getting more macro every year). The activity of moving between sessions, going to invite-only parties, seeing folks you haven't seen in a long while, intently following tweets in between live exchanges delivers a great dividend: shared experience and interests. This leads to a stronger connection and bonding. And it will grow both your weak and strong ties, each of which has a benefit. We could all use more of that. It really will help you do your job.
Find and connect with talent
A ton of folks attend. Many are passionate. Most are smart. Many know what they are doing. And a bunch are great marketers. That is a valuable concentration of talent. I need to find a few key players for my team at Ogilvy. Our group is actually looking for quite a few folks. If this year is anything like last year (seems to be) we have a steep growth pattern. Personally, I am looking for a couple of really experienced, senior folks to help me grow from the scrappy startup to the global business we have become. I am lucky to have a team of great talent scouts on the ground in Austin that week.
Why I am not going
There is only one reason why I am not attending. I used to have a lot of reasons for not attending. Most are not rational. Some have to do with what SXSW used to be like vs. what it has become. This year, I was looking forward to attending for the 3 main reasons above. I even had a decent hotel room that I just let go of.
But when I looked at the schedule filled with immovable client commitments in different parts of the world, I realized that by attending SXSW, I would be away from my children and wife for 4 straight weekends on top of rigorous weekly schedules where I don't often see them, I just couldn't do it. I need them more than I need SXSW. I have the faith that I will find additional opportunities to connect with people I might have seen there. And I know I have a great team on the ground out there who will represent like no other.
Go. Enjoy. It's a good move.
Thanks for this, this is my first year out and even after years of wanting to attend but skipping (for some of the very reasons you are skipping this year) - I was feeling a bit let down on actually attending. It's nice to read a positive, business oriented 'review' of SxSW and the benefits. I'll be on the lookout for your team on the ground...
Posted by: Lynette Young | March 02, 2011 at 09:26 AM
Lynette, John, This is my first year as well. Very excited. Invited to and looking forward to several good parties as well. I do hope to connect with and attend a few of the key events put on by Ogilvy. I've met a few from the DC office before. Hope to see them there. Thanks for this post. Glad I made the decision to go this year.
Posted by: Sarah Buhr | March 02, 2011 at 01:25 PM
John: Thanks for this post. We (Council of PR Firms) are making our maiden voyage to SXSW next week, so we’re not quite sure what’s in store for us. It’s been an important place for our members (like Ogilvy) to go over the years; we want to be a part of the action this time. The learning, networking are clearly a big enticement for us. Thanks again for the wisdom.
We hope to see some of your team at our panel and/or cocktail reception on March 11th!
Posted by: Matt Shaw | March 02, 2011 at 04:46 PM
John, this was an excellent post and a great read. It brings back memories of my experiences at SXSWi last year. At the time I was at Agency and I was fortunate enough to experience the conference as a spectator and as an active representative for my clients. There was an element inherent in this well rounded experience that will forever be invaluable in my mind; not only did I see the personal/professional value in attending SXSW, but I also saw the value in brand participation.
Now that I am working in-house I was hoping to influence my current leadership team to participate in SXSWi '11; however, I was not able to succeed. I will absolutely be passing this post along to build my case for attending next year's conference. Thank you!
Posted by: Damion_white | March 03, 2011 at 12:38 PM