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"Serendipity: That was the buzz word at this year\u2019s South by Southwest Interactive conference in Austin, Texas. It was probably the same word as last year \u2014 but I wasn\u2019t there so I couldn\u2019t tell you. I\u2019d love to tell you there was one major product announcement or even trend that defined SXSW, but I\u2019d be lying. The experience was akin to being a metal orb in a pinball machine, bounding from one relay to another, having random conversations, seeing oddball sights and making unexpected discoveries. I thoroughly enjoyed it.\nThose who know me will tell you I\u2019m not a go-with-it kind of guy. Conferences usually mean a packed schedule of meetings, lots of note taking, a ton of writing and absolute exhaustion. Fun doesn\u2019t really fit in (in all the years I\u2019ve attended CES and Comdex before it, I have never seen a Vegas show). \nHowever, I had been traveling a lot in the weeks leading up to SXSW, (Barcelona, San Francisco), which meant I had less time to prepare. By the time I arrived on Thursday evening, I was in a state of panic: How do I cover this show?\nThat night, I walked over to the nearly deserted conference hall and picked up my badge. It would be almost 12 hours before I realized how big a deal this was. After wandering the mostly empty halls for a while, I headed back to my room to try and prepare for the day. In my hand I now had a pocket SXSWi schedule that detailed the dozens and dozens of panels I could attend. Some looked interesting, but almost none newsworthy. How do I cover a show without news?\nThis is Big\nThe next morning, I learned something important about SXSWi: News or no news, this was one hot conference. Remember how I waltzed in and walked off with my badge? Now there were hundreds of people in that same registration hall queued up for their badges and a line of thousands more that snaked clear around the perimeter of the conference hall. Some told me they waited three hours. \nObviously there was something here. As I had done before, I started walking the halls, taking pictures and tweeting what I saw. Panels didn\u2019t start for a couple more hours, so I had time to acclimate myself. Outside, the driving rain, which had started when we arrived on Thursday, was only intensifying. It served to keep whoever came into the giant convention center inside. This, too, turned out be beneficial and helped me discover the most important part of SXSWi: The people.\nWherever I went, whether I was standing, sitting or walking at SXSW, I found people to talk to. Sometimes they were people I knew. Like a friendly PR rep who has helped me on many a story and actually connected me with Pinterest\u2019s first investor while I was at the show. Other times, it was folks I\u2019d only known through Twitter. I could recognize their avatars, but had never actually met them. There was the occasional Mashable fan and even some people who follow me. In every case, we had amazing discussions where I learned about cool stuff going on or around the show, new products and technologies and how to navigate SXSW. One guy gave me an important piece of advice, which would come in handy later. He said, yes, there are tons of panels, \u201Cbut if you find yourself in one you don\u2019t like, simply get up and walk out. There is no shame in that.\u201D\nLater when I went to a James Franco panel that ended up not featuring the multi-hyphenate actor, I quietly excused myself without even a hint of guilt.\nShuffling, Shuffling\nAs the morning progressed, I found myself wandering up and down the halls looking for anything that might turn into an interesting story or photo-op. I even hopped across the street \u2014 and out into the cold and rain \u2014 to check out Jud Apatow\u2019s coffee stand for his new HBO series \"Girls,\" but mostly because I wanted more free coffee.\nEven when I did find some newsworthy stuff, it was almost by accident. I wandered into a panel on documentaries mostly so I could sit down. Soon the panelists were talking about the most controversial doc on the planet: KONY 2012. Back in the halls, the ISIS NFC-based mobile payment system launch, which was news, was unhandled in a most un-news-like manner: They used a magician to show how ISIS worked. No press conference. In fact, I don\u2019t think SXSW had a single press conference. I thought that was weird, but I just went with it.\nI attended a couple of panels, but also got shut out of some others. SXSW is not really concerned with reporters. Panels are for everyone and if you\u2019re not there early enough, you\u2019re out of luck. When this happened to me, I just did my best to go with the flow and find other interesting opportunities.\nSerendipity\nTime and time again, the best parts of SXSW were happening in the halls. I met and chatted with Google\u2019s Vic Gundotra and Bradley Horowitz as they ate breakfast. They seemed genuinely happy to see me, even if I was standing between them and their breakfast tacos. After this chance meeting, I began to focus more closely on the SXSW crowd, actively seeking friendly and familiar faces. I made a conscious decision to approach everyone and anyone I wanted to meet. No one ever ran away screaming.\nClearly others were doing the same. At one point it took me an hour and a half to walk 300 feet. No one was blocking my way, I just kept meeting people (like Robert Scoble, Ed Baig, Guy Kawasaki, Andy Cohen, Tony Hsieh, Steve Case, Tobey MacGuire, Craig Newmark). All the notables were kind, funny and gracious. I also met many people most (or relatively few) people have never heard of, though I bet someday you will.\nThere was the very young entrepreneur, James Brown, who stopped me in the hall to give me a fast pitch on Goalee, a site that mashes up your social graph and interest graph to create an eHarmony-like matchmaking service for business and networking.\nI have a near-perfect memory for faces and spotted Irene McGee, the former reality TV star (Real World Seattle) who now blogs about health-related technology at FYIiving.\nI sat with Americans Elect CTO Joshua Levine who spoke passionately to me about fixing a broken political system. The online organization\u2019s grassroots candidate (who will be selected from among 300 drafted candidates via virtual primaries in May and a virtual convention in July) likely has no chance of winning. But don\u2019t tell Levine that.\nThen there was startup founder Hajj Flemings who grabbed me in the hall to show off Gokit.me. He said it was like a mash-up between Pinterest and About.me (though neither site is in any way involved with it). The site (an app is coming later) adds layers of identities to help you manage your social personas and content boards. Flemings was not the first to promise me that his product could tap into the best parts of Pinterest.\nLater I ran into young food lover David Segall who came up with a way to track chefs and pop-up food experiences on PopGrub.com.\nWhen the weather cleared up, I met more people on the streets, at food trucks and in outdoor event spaces.\nAll these chance meetings were not just the best part of the conference, they were ultimately what SXSW is all about. When I left the show, I had a fistful of business cards and new insight into how small companies and startups develop and work to grab attention. Many were not above a stunt or intense pitch, but they were also willing to let you come to them. \nMy plan for a highly organized SXSW never materialized, but I had one of the best conferences of my career. I can\u2019t wait to do it all again.\nMy SXSW Magical Mystery Tour\n\n\nScenes From SXSW\n\n\n\n\n\n\n\nA look at the ISIS Mobile Wallet Booth\nThe mobile wallet software was a sponsor at SXSW.\n\n\n\n\n\n\n\n\n\n\nGuy Kawasaki Fireside Chat\nGuy Kawasaki talked with Google's Vic Gondotra.\n\n\n\n\n\n\n\n\n\n\nHBO Bikes \nHBO was giving out free coffee and offering bike rentals to promote their new show, The Girls.\n\n\n\n\n\n\n\n\n\n\nHighlight Cart\nHIghlight, one of the most talked-about apps at SXSW, had this rolling promo, a modified shopping cart.\n\n\n\n\n\n\n\n\n\n\nHootSuite SXSW Bus\nHootSuite had their own promotional vehicle: a giant owl bus.\n\n\n\n\n\n\n\n\n\n\nJames Franco Session\nJames Franco had a panel at SXSW to promote his new social service, but he didn't show to his own event.\n\n\n\n\n\n\n\n\n\n\nCool Hat, Dude\nLets hope that FullContact doesn't make all its employees wear these hats.\n\n\n\n\n\n\n\n\n\n\nMashable Food Truck\nMashable is offering free empanadas to SXSW goers for lunch. Stop by the truck if you're in Austin!\n\n\n\n\n\n\n\n\n\n\nMorning Munchies\nToday Show also had a food truck at SXSW. It's a popular way for brands to promote themselves.\n\n\n\n\n\n\n\n\n\n\nPepsi Social Monitor\nPepsi has this cool social media and data board--its made up of 12 HDTVs with an analog scroller at the top.\n\n\n\n\n\n\n\n\n\n\nPower Surge\nPower is a precious commodity here--we're all gathered around the Belkin power pods at the Chevy Volt booth\n\n\n\n\n\n\n\n\n\n\nRobert Scoble\n@RobertScoble is a notable face at SXSW. Here he is with Ed Baig.\n\n\n\n\n\n\n\n\n\n\nSXSW Registration\nThe lines on Friday to pick up badges were more than three hours long.\n\n\n\n\n\n\n\n\n\n\nSXSW from Above\nThe crowds were filling up the Austin Convention Center as well.\n\n\n\n\n\n\n\n\n\n\nSamsung and the Olympics\nSamsung's Genome Project lets you know how you're connected to the athletes at the Summer Olympics.\n\n\n\n\n\n\n\n\n\n\nAT&amp;T Power Stations\nThese lockers from AT&amp;T hold chargers for all kinds of smartphones--and they look neat, too.\n\n\n\n\n\n\n\n\n\n\nKeeping Austin Weird\nYes, Austin is a weird place -- this was the setup at a food cart-go figure.\n\n\n\n\n\n\n"^^<http://www.w3.org/2001/XMLSchema#string>
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