PETER SHANKMAN

How to Survive SXSW With your Health, Dignity, and Most Importantly, Your Reputation Intact.

Another in the “How to be taken seriously” series. This time: Surviving SXSW and not coming out worse on the other side.

Having “been there, done that” multiple times when it comes to SXSW, I thought I’d pass along some helpful advice for you from someone who’s survived the war, and emerged more or less unscathed on the other side. These are tried and true, time-tested tips. I can’t encourage you enough to use them – Especially #1. Especially #1.

1) For the love of all that’s good and holy, don’t drink. SXSW is funny. Take thousands of stressed out people, fly them somewhere. Keep them up late into the night, ply them with free alcohol, then expect them to be at their best the next morning. I’m not saying don’t go to the parties. The parties are fun. Just get a glass of club soda with a slice of lime at the beginning of the event, and nurse it. Not only will you be much happier the next morning, but you’ll get to actually remember what you did at the party, who you talked to, and what you said. Perhaps more importantly, you won’t be “that guy.” I’ve been “that guy” once. Three years later, there’s still not water hot enough to wash off the shame. Plus, if you’re smart, you’ll keep a flip-cam with you to catch some spectacular blackmail opportunities against the people who didn’t heed this rule. BONUS: Before the conference even starts, make a date with your best friends for the day after you get home, go out, have a few Margaritas, and enjoy being back.

2) Networking starts LONG before you get there. The second you register, use the beauty of social media to let the world know, and find new people who are going as well. Ask them if there’s a hashtag, then use it. You want to have at least ten new people you plan to meet over the course of the conference before you go to the conference. The rest of the people you meet will be nice bonuses. The end game for you is to come out with new contacts. I’d dare say that information you learn at the panels and such is second to really good contacts.

3) Don’t be a Business Card Ninja. A Business Card Ninja walks into a panel, throws 100 cards at the first 100 people he meets, and vanishes. He doesn’t talk about how he can help you, nor does he offer any insight into why it’s beneficial to know him. You know what happens to his card? After I pull it out of my chest (since that’s where it landed when he threw it at me) I throw it away. Meet people at these conferences and make it about HOW YOU CAN HELP THEM, not how they can help YOU. Help them, and they’ll help you by default.

4) Bring: Vitamin C, Tylenol, and a ton of water. Excedrin and Imodium wouldn’t hurt, either. Before you get to the conference or the hotel, stop at a deli at least a mile away (Ask your cab driver to make a quick detour, or GPS it.) Buy a gallon of water for each day you’re at the event. Then make sure to drink it. Drinking water is the easiest way to avoid getting sick at the conference, and having it turn into a full-blown case of the Flu when you get home. Conference centers are dry by default. Being in Texas doesn’t help. Drink water like you were Les Stroud in the Kalahari. And don’t wait until you’re thirsty. That means you’re already dehydrated. Note the color of your urine. Yellow? You’re dehydrated. Know your normal pulse? If it’s higher, you’re dehydrated. Also, don’t stock up on juice (empty calories, take a vitamin pill) or sodas (calories, plus the inevitable crash.) Just drink water. And for all those “company dinners,” eat on the lighter side. Steakhouses are the best – They always have incredibly small steaks off the menu – just ask for them.

5) Don’t forget about working out – Don’t give up your routine just because you’re on the road. The healthier you are walking into that first meeting, the more your brain works, the better you remember, the sharper you are in general. Get in that early workout – And you never know who you’re going to meet in the gym, too! Chances are, the most successful people are the ones in the gym in the morning. They didn’t get successful by sleeping in, you know. I’ve made some of the best connections ever at the hotel gym at 6am.

6) Get there first. You know how crowds always form around the speakers as soon as they’re done speaking? They’re not listening to you. They’re smiling, and looking at the line behind you. So – Do the opposite – Find them ten minutes BEFORE their speech starts. Talk to them, tell them how excited you are to hear them speak – Then, when you say goodbye, give them a business card on which you’ve written “I’M THE ONE WHO SPOKE TO YOU BEFORE YOUR SPEECH.” Trust me – Your card will stand out when the speaker gets back home and looks at the hundreds of cards he or she collected.

7) Map out restaurants, hotels, gyms, (even hospitals) beforehand. Use Google Maps to map out anything you might need. Print it out and keep it with you. Hey, you never know – Imagine those people at the Jacob Javitz center on 9/11. Print it out and put it in your bag. Never have to use it? Awesome. But if something happens and you do? Even more awesome. Five minutes of prep time can be the difference between life and death – or hey, even just a reservation at a good restaurant, or apologizing for bringing people to an Olive Garden.

8) Lastly: Have fun. SXSW is a great conference, and Austin is a great city. If you can, try and take a half-day to explore it. Anything three miles from the convention center. The world is wonderful – Slurp up as much of it as you can!

Let me hear your best tips below – I’ll send you something travel-worthy for the best one.

  • http://the-river.net Pamela Parker

    Hmm… Not sure I’d agree with #1. Don’t drink to EXCESS, for sure, but if you can manage to have 1 or 2 drinks per night, you’re good. Drink water the rest of the time. My #9 might be “BE where you are” — don’t spend your time constantly on Twitter trying to figure out where the better party or panel is. The best place to be is the party you’re at now. Enjoy it rather than wishing you were somewhere else. Also, #10 you can’t be everywhere and do everything. During some time periods, there were 5 panels I wanted to see — all going on at once. Just pick something and get the most you can out of it. And #11… Go with the flow. Don’t be so married to the schedule you picked out that you aren’t able to capitalize on serendipity.

  • http://www.obsessedwithconformity.com Jim Mitchem

    I’ve never been, but would probably thrive at this according to your tips. Except for the part about being social IRL. Maybe I’d just sit in a corner and invent dialogue for everyone. One year. Probably not.

  • http://tdhurst.com Tyler Hurst

    Wear something interesting. People usually remember me because of my hair and my shirts. Makes reconnecting easy.

  • http://www.plex.com Patrick Fetterman

    Great message for ANY conference or tradeshow. (BTW, Peter, I assume you meant “not coming out worse” in the first paragraph, instead of “now coming out worse”.)

    I was just in Austin last week, and it is a fantastic town. Good food, great beer, etc. If you can only see one thing outside of SXSW, go watch the bats emerge from the Congress Ave Bridge at sundown. More than 1.5 MILLION bats come out every night – amazing!

  • Lauren

    All very salient points. I would drive home the part about the flip cam in #1. YOU WILL BE FILMED AND PHOTOGRAPHED EVERYWHERE. All the time. This is my 6-7th sxsw and I still find old pictures of me on random people’s Flickr accounts from sxsw- there are so many cameras between the party hosts, attendees, tourists…. SXSW isn’t Vegas. What happens there stays ALL OVER THE INTERNET FOREVER. Don’t think you can be a dumbass at sxsw and it won’t follow you home.

  • http://katjaibur.posterous.com/ Kat Jaibur

    I agree with Patrick and Lauren. Excellent points for any conference. I sure hope people will heed your #1, but there will always be those who think they know better or are unique. You’re right… those drunken antics can take YEARS to live down, if you’re lucky. Great idea to stop and get a ton of water before you get to the hotel, and to get some exercise I think it’s important to find some time you can claim for yourself, whether it’s a walk or 10 minutes of meditation or journaling or all of the above to stay centered in who you are and not get swept up in the tsunami that happens at events.
    Wondering what you would advise to those who haven’t lined up their people to meet , Point #2, before the event. I’m not going to SXSW, but sometimes attend things at the last minute. Got networking tips for attending on the fly?

  • http://www.itriagehealth.net Marcia Noyes

    We are all in the car headed to the airport. We realized that we forgot to set up a group messaging so we can stay in touch with the 12 going from iTriage. We’ll have it done before we hit DIA.

  • Clisty

    Don’t try to save a few bucks by sharing a room with a friend. You’ll need that space to decompress and be by yourself throughout the conference.

  • Pingback: Surviving and Thriving at SXSW: Make It Your Show

  • http://jeancompton.com/ jean compton

    Great tips, Peter! I would say, if you’ve read something by a speaker or attendee there, let him/her know how much you appreciated their book. I got to speak to Simon Sink (Start With Why) at RHHLIVE last year and I think it means a lot to authors to know how a book affected someone.

  • http://www.rezscore.com Sean

    There’s a trick I often use at conferences which is to print out a special batch of business cards, and on the back have a line that says “I met Sean at SXSW and we discussed___________”. People always remember it, and having them write down what you discussed lodges you, your biz and your brand in their heads. Sometimes I’ll even include a line following “We will talk again on __________”, as kind of a not-so-subtle call to action for next steps.

  • http://www.kirstenlovesjuiceplus.com Kirsten

    I recommend taking Juice Plus+. It is 17 fruits and vegetables in a capsule or a chewable. It is the only nutrional supplement for the German, Swiss and Austrian Olympic teams. Research shows Juice Plus boosts the immune system so your give yourself a real chance at not getting the flu. If people do not listen to #1 – then take extra JP+.

  • http://www.twitter/com/almonte Mario

    When did social media become a meeting place for AA? You forgot to mention that it’s a great place to get chicks.

  • http://sysomos.com Travis Bradley

    Amazing post. Word i hope to remember around midnight. Cheers.

  • http://www.lynetteyoung.com Lynette Young

    What if you are one of the people we’d like to chat with at SxsW?

  • http://websiteurl Alex

    Great tips for networking at any professional event!! I think it’s a great idea to go up to the speaker before the speech rather than after when I’m sure she/he is bombarded with people. I think it’s important to remember to keep each interaction meaningful. It’s not about the number of interactions but the quality of each interaction.

  • http://websiteurl Caroline McIntosh

    Linked to your blog from SPEAKER NET ezine. Read your GREAT article and all the comments and hate to admit it. I STILL don’t know what SXSW stands for.

  • http://www.rezscore.com Sean

    When do you announce the winners? I want me some Scottevest :)

  • http://www.teamaguilar.com/4s-ranch-real-estate.html Alex Aguilar

    Regarding point #1: Don’t feel too bad about being THAT GUY Peter. We’ve all been THAT GUY at some point in our lives. I’d go as far as saying if you’ve never had the pain/pleasure of being THAT GUY and then dealing with the fallout afterwards, you haven’t really lived!

    Otherwise, yeah, I agree with your overall point. I’ve never seen the logic in drinking at conferences. There’re plenty of opportunities in the rest of the year to go hog wild –doing so at an industry gathering in front of your peers is not the smartest move.

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