So, it's the end of day one and I have walked about 5000 steps today. I guess I won't need much working out this week! This really is a sight to behold. The line get passes stretched the length of the convention center and then doubled back on itself an equal length. I'm so glad that I picked up my pass yesterday.
The IBM Lounge opened at 1:00 PM and there were already people looking to get in. I don't know if they were just anxious for electricity and the chance at a comfy chair or if they were really anxious to learn about social business. I'm sure it was the latter.
I attended a few sessions today. The first was about "newsjacking", by David Meerman Scott. He's made a study of the sort of guerilla tactics used by some savy marketeers to attach their news to current events and turn the stories in their direction. He gave several good examples and explained that when the media is covering a story that everyone else covers they are looking for something to fill that second paragraph. If you can put an entertaining twist on the story, then you become news right along with the main report.
If you are tryingto market your software there is probably some gold in there for you, but I think the idea goes beyond basic PR. Often, when you are a smaller company with an idea that is not on everyone's radar screen you are competing with some pretty big competition. It's easy to let them set the agenda about what the future of technology should be, how things should work, and how people should think about technology. That's tough. It's tough to get attention like that and tough to make headway. I think that Newjacking can and should extend to technologies. Any time that people are dealing with the pervasive ideas it's an opportunity for you to discuss or demonstrate yours. Whenever people talk about the so-called "mainstream" direction it's a chance for you to show the alternatives. I'd use the turn "ideajacking" but that sounds like IP theft.
We aren't going to move anywhere dramatically different if we also go in the same direction. This was a philosophical undertone to everything and everyone I saw today.
One of the key ideas that David stressed in his presentation is that speed andagility are keys to successful newsjacking. You need to be able to recognize the opportunity and to respond quickly via your social tools. If your organization is bogged down in last years trends, or last decade's procedures this is going to be a problem, whether you are talking about getting publicity or getting a shot at changing someone's thinking about how the world works. (Isn't that all pretty much the same thing?) You have to develop a culture of being able to respond.
It's interesting stuff. His book is only available in ebook formats, but it's available in several of them. I'm not endorsing the book, but you should be able to find it instantly by searching for "Newsjacking".
I have more to tell, but there's a party getting started. (It is SXSW after all!) I'll share more later on and for the rest of the week.