Themes at SXSW 2011

These are a few of the main themes I picked up on at SXSW 2011:

1. Relationships – lead to serendipity, opportunities – you’ve got to give before you receive.
2. Content creators write their own future – New technologies now enable content creators to sit in the drivers seat.  There are fewer limits for executing on their ideas.  Agencies are not necessarily needed and you can go straight to decision makers.  Brands can go direct to consumers.
3. More and more content – There’s no shortage of content, or a thirst for more.  It’s all about the long-tail of content.
4. Context – Conversations on social media is one on one, not 1 to many pushed messages.  Context is becoming more and more personal.
5. Cross Platform thinking – You can no longer think of “campaigns” by media outlet or tactic.  You have to think about how the message can be carried in a multitude of ways, across many media and outlets.
6. Outsourcing vs Insourcing – Do you handle your own social media or outsource it? Who’s better equipt to handle it, and is it genuine if outsourced?  The debate will continue.
7. Employee Empowerment – As consumers have a direct connection, via multiple media, to front line and customer service functions, these employees must be empowered and trusted to respond in the right way.
8. New Acquisition Funnel – Social media is about relationships.  How do you measure the strength or ROI of a relationship?  Also, it’s more than just customer acquisition now, it’s about the lifetime value of each potential customer.
9. Death of Privacy – Just a few years ago, people wouldn’t get a Facebook account or participate on Foursquare for fear of privacy.  Obviously, the idea of privacy is quickly eroding .
10. New Technologies – New technologies and applications of them are emerging every day.  The tough thing is trying to tell what will be adopted, and what’s just a gimmick.