Right. So, where do we start? Well I guess I should have sent updates from the front earlier, but I got sucked into the carnival of geekdom and couldn’t help but just enjoy it. Three days into South By South West Interactive and the first thing I feel I should mention is that I’m tired. I’m knackered infact, as if I had been working on 6 debriefs, 5 pitches and had run the New York marathon all over the same weekend. The good news is the weekend is over. The bad news is, it has gone by far too quickly.
SXSWi is the most intense conference/festival ever. And it’s not just because of the ridiculous number of panels, talks and workshops, or the mental number of parties kicking off as soon as the last speaker of the day drops the mic. I think it has more to do with the immersive nature of the experience as a whole. SXSW is basically a massive social experiment a la Zimbardo about a world, a few years out, where every single human being has totally embraced the real-time social web and is always logged on, life-streaming and constantly connected to his own tribe.
There’s no in or out of SXSW, once you are here you can only be IN: in the conference centre, on the streets, in the virtual space. It’s a total experience, a world that Tim from @madebymany yesterday described as the “Kingdom of Awesome, a metaphorical ‘State’ of hive-mind” where for one single week you’re intensely sharing and life-sharing with hundreds of people on Twitter, Facebook and the blogosphere collapses into a physical space, a few blocks weird town in Texas. No wonder that the two apps that are rocking this year’s edition, Foursquare and Gowalla, only do one thing: connecting virtual characters to physical spaces.
Foursquare experienced an extraordinary day yesterday, recording a record-breaking 347,000 check-ins in one day (as in people checking in a conference room, a venue or a bar when they get there, to let their connections know that they are there). I’ve been using Foursquare for a while in London but using it here in Austin has a completely different meaning. In a context where only a few people are using it, the engagement leans towards the gaming elements, while in situations like SXSWAustin the app serves a solid social purpose.
Foursquare’s location-based sharing meets a need that couldn’t be met by any other media: facilitating face-to-face connections between people who build and manage their networks through social media, i.e. people with ahigher number of active social connections. Imagine if you were to phone, txt or generally engage, 1-2-1, with the hundreds of people you’re constantly in touch with on Twitter… One week wouldn’t be enough just to get hold of half of them.
I had the same feeling last year, when I came to SXSW for the first time and realized how different it was to use Twitter in a place where 12 thousand other festival peoploids were doing exactly the same at the same time. In a situation like this Twitter is simply way more efficient than any other available media. And it’s not just a question of scale, it’s a completely different way of existing in a social space, building knowledge, relationships and ultimately societies. You know all this. But being immersed in it is a completely different story.
So, even if every panel had been useless, every party boring, and even if it had been pouring rain for a week (as opposed to the amazingly warm summer that welcomed us), it would still be all very worthwhile. Because SXSW is not so much about SXSW but more about the community around it. It’s not about emergent technology in itself but about bringing together in one place, people who use fairly common social technologies just to see what happens. It’s about taking part in this weird laboratory of the future, where you can really start grasping what social technology is all about, what are the opportunities, what are the challenges and the dangers ahead.
Note to self: next SXSW posts, a lot shorter and with actual content/no random rumblings
