2008 SXSW Interactive Festival
Panel Organizer Resource Page

This is the resource page for panel organizers for the 2008 South by Southwest (SXSW) Interactive Festival. SXSW can be a very confusing process, so please read this information carefully. If you still have questions after reading this page, please feel free to e-mail us at interpanels at sxsw.com.

1. General Panel Philosophy
2. Organizational Structure for Panel Process
3. Panel Specifics
4. Making Your Panel Great
5. Timeline and Other Details

1. General Panel Philosophy

I am doing a solo session, not a panel. Does the information on this page still apply to me?
Yes, absolutely. For the sake of simplicity, all programming is referred to as "panels" on this page. But, we definitely understand that some of you will be doing solo presentations. In other words, please continue reading.

Wow, this page goes on forever. Why are these instructions so long?
Yes, for better or for worse, this is a fairly long document. But, there are a lot of details with regards to the SXSW Interactive Panel Process that we want you to be aware. The more you are aware of these details, the more likely that your panel will be a success.

Why are panels so important at SXSW Interactive?
Panel programming is the heart of what we do. Incredibly creative people (such as yourself) come to SXSW interactive Festival because of the conversations, ideas, connections and brainstorms that rise out of these panel sessions. We put a lot of work into the panel programming -- we hope that you will do the same. Maybe this comes across a little too sternly. We think that SXSW Interactive is a lot of fun. To this end, we think that the more advanced planning you do for your panel, the more fun you will have at the event.

What should I hope to accomplish with my panel?
Good question. Realize that your panel session will only last for one hour -- and, once on stage, this time will fly by incredibly quickly. So, it is probably a mistake to think that you can cover all aspects of the specific topic in such a short timeframe. Moreover, if you try to cover too much information, you will probably end up losing the audience. Perhaps a better approach is to visualize your panel as a starting block for a conversation that will occur at greater length in some other venue (either at SXSW, or online, or in some other venue). Again, don't try to stuff too much content into your allotted 60 minutes. Instead. imagine that the passion and energy of your panel ignites a discussion that continues for long after the event.

Would you describe SXSW Interactive as a generalist or a specific event?
SXSW Interactive is definitely a generalist event. In other words, panels cover a wide variety of topics. Most attendees seem to like this -- the diverse range of content mimics the various diverse range of interests for most digital creatives. That said, the best way to keep the attention of attendees is to offer very specific information about the topic at hand.

How does SXSW feel about advetorial content?
To be as clear as possible, our core audience has little or no patience for advetorial content! If you are seeing SXSW as a forum to directly promote your company, then this is probably the wrong event for you. Moreover, the SXSW audience typically reacts very negatively to this type of behavior. So, instead of helping your company by trying to promote it from the panel dais, you will be actively hurting it (by turning off all the uber-geeks who attend SXSW). Again, if this is the reason you are wanting to organize a panel, then it is best that we give your timeslot to someone else.

But what do I get out of SXSW if I can't promote my company?
If you bring energy and enthusiasm and new ideas and objectivity to your panel, attendees will be very impressed. An engaging presentation will create far more buzz for your company than presenting a one-sided sales pitch.

2. Organizational Structure for Panel Process

As the person who proposed this session, what is my role in the pre-event panel process?
Your primary role at this point is to recruit other speakers (unless this is a solo session).

What happens after someone says they want to be on my panel?
Wait, you are skipping a step here. Before you invite others to speak on your panel, please e-mail the list of potential speakers to interpanels at sxsw.com.

But I already sent SXSW a list of speakers when I submitted my panel proposal. Do I have to send this list in again?
Yes, we definitely need you to re-send the list of other potential speakers for your panel.

What happens when I send my list in?
We will review this list of potential speakers with regards to two very important criteria. First, we want to make sure that you are not trying to recruit the same speaker for your session that someone else is trying to recruit for another session. Given the number of very talented technology experts who would like to speak at the 2008 SXSW Interactive Festival, we want to minimize the number of speakers who serve on more than one panel. Second, we want to make sure that the session you are organizing will reflect the diversity of the new media community. Recruiting four middle-aged white males for your panel does not meet our standards for diversity. Nor does recruiting four speakers who all generally have the same approach / opinion on the topic at hand.

Why is diversity so important?
Saving the long philosophical talk for another venue, we will drive straight into the practical. The most interesting panel discussions at SXSW Interactive are the ones where there is a certain amount of conflict and respectful disagreement. One or two voices of dissent will make everyone refine their arguments and will make for a much more engaging conversation. Want to ensure that your panel will have some productive disagreement? Then look for a diverse selection of genders, ages and geographical backgrounds when putting together speakers for your panel.

OK, I have gotten approval from the SXSW Interactive staff on the speakers I want to invite for my session. Now what happens?
After you have re-submitted your list of other speakers to SXSW and we have approved this list, then you can begin contacting these people. At this point, when a speaker on your approved list confirms his or her availability for the session, please send the name and e-mail of this person to interpanels at sxsw.com. We will then follow-up with this speaker with all the boring (but very very necessary) paperwork.

What else will I be expected to do?
In addition to recruiting speakers, we expect you to do the bulk of hard thinking regarding the focus of this panel. This hard thinking includes putting together a short panel description for the Program Book, putting together a longer panel description for the SXSW website, and putting together a list of pre-event questions for the other speakers to review. We also expect you to take an active role in pre-event communication with the other speakers on your session (although SXSW will provide you with a lot of help with this).

Help, I don't have time to do all this. Does this mean I have to cancel my panel at SXSW?
If you do not have time to recruit other speakers for your session, then SXSW can help you with this. If you don't have time to refine the focus of your session, then SXSW can help you with this. Please communicate with us ASAP if you think you will need help with either of these tasks.

What does the moderator of my panel do?
The moderator of the panel is the person who keeps the discussion focused on the topic at hand. He or she may be an expert on the given topic. Or, he or she may just be someone who is good at asking questions and keeping a conversation on track.

Am I the moderator of my panel?
Yes, you can be the moderator of the panel if this is the role that you want to play. However, in many cases, it might work better to recruit someone else to moderate this session -- and have you serve as one of the panelists. Why? Because you probably have very strong opinions one way or another on the topic at hand. Typically, the most effective moderators are people who have a more objective approach.

If I am recruiting someone else to be moderator, do I need to go over this name with you guys before I invite this person?
Yes.

3. Panel Specifics

Where does my panel occur?
All panel programming for the 2008 SXSW Interactive Festival occurs at the Austin Convention Center (500 East Cesar Chavez Street). We will get you more specific information about which room at the Austin Convention Center as we get closer to the event.

How long does my panel last?
Your panel will last for 60 minutes.

What part of this 60 minutes should be devoted to questions from the audience?
The final 15 minutes of the session should be devoted to questions.

How many panel slots per day?
Five. The timing of these slots are 10:00-11:00; 11:30-12:30; 2:00-3:00; 3:30-4:30; and 5:00-6:00.

How many panel slots run at any one time?
For 2008, we plan to have at least eight panel slots running concurrently.

How many speakers do I need for my panel?
Panels typically have four speakers, plus one moderator. Fewer speakers than that is fine. However, we strongly strongly discourage having more speakers than that. Why? Because 60 minutes goes by very very quickly -- and the more speakers you have on the session, the less talk time and depth for any given speaker.

What format do you recommend for my panel?
This is really up to you and the other speakers on your session to decide. One approach is to have each speaker give a very short presentation (5-6 minutes), then open up for discussion (followed by questions from the audience). Another approach is to scrap the presentations and go straight into discussion mode. Again, this is your decision.

Will my panel have a chance to meet before we go on stage?
Yes. Your panel will meet in the Green Room an hour before the session is to begin. More specific information about the Green Room will be e-mailed to you in February.

What kind of technical set-up will there be in the panel room?
Each room is equipped with one computer, a fixed-line high-speed Internet connection, as well as a projection system. The room will also be equipped with microphones for the speakers (and most likely one microphone for the audience to ask questions).

What if I need other equipment for my panel room?
The sooner you tell us what kind of equipment you would like for your panel room, the more likely we can make this request happen. E-mail these requests to interpanels at sxsw.com. Unfortunately, we are unable to fulfill last-minute equipment requests.

How big will the audience be for my panel?
For the 2008 event, room sizes range from 250 seats to 1400 seats. These rooms will often fill to capacity during the SXSW Interactive Festival.

Are speakers given a free badge for SXSW Interactive?
Yes. In fact, speakers are given a Gold Badge (value = $650). The Gold Badge allows speakers to attend all SXSW Interactive events, as well as events (panels and screenings) associated with SXSW Film.

How do the other speakers on my panel obtain their Gold Badge?
When you receive a verbal confirmation from another speaker for your session, send the name and e-mail of this person to interpanels at sxsw.com. SXSW will then send this person information on how to redeem their comp registration -- and we will copy you you on this letter. Remember, please do NOT obtain verbal confirmations from other potential speakers before reviewing these names with SXSW.

Does SXSW pay for travel and lodging for the other speakers on my panel?
Unfortunately, SXSW does not have the budget to pay travel or lodging expenses for speakers.

What is the level of expertise of the audience at SXSW Interactive?
The audience that will potentially attend your panel at SXSW Interactive covers a fairly broad spectrum. Some of these people are well-established experts. Others are technology mavens, but they are beginners in this particular topic. We realize that it is not realistic to put together a panel that will be engaging to this entire spectrum of experience. This is the main reason we are asking panel organizers to tell us whether their session is beginner, intermediate or advanced. This information about level of expertise will be included in the panel descriptions that are printed on the SXSW website, in the Program Book and in the Pocket Guide.

Will my session be recorded?
Yes, we will make an audio recording of your panel. This recording will be posted on the SXSW Interactive Podcast Page in the weeks / months following the conclusion of the 2008 event.

I am also interested in attending SXSW Music. Is this possible?
As a panelist, you can upgrade your Gold Badge to a Platinum badge at a discount rate. Please e-mail interpanels at sxsw.com for information on how to do this.

My spouse / partner / significant other would like to see my panel at SXSW Interactive. Is this possible?
Yes, each speaker is allowed one Day Pass for their husband, wife or significant other. Please e-mail interpanels at sxsw.com for information on how to do this.

Should I send the other speakers on my panel to this page?
No, please don't. We are creating a slightly simpler URL for panelists -- i.e., a URL that doesn't have quite as much information about how to organize the panel.

When will I receive my badge in the mail?
Because of concerns about badge fraud, we do not mail badges. Badge pickup at the Austin Convention Center will begin at noon on Friday, March 7. You will receive more extensive information about badge pickup as we get closer to the event.

When will I learn the day and timeslot for my panel?
At present, we are still confirming programming. The next step in this process is slotting panel times. We hope to complete the slotting by December 1, if not earlier. One way or another, we will let you know the time for your panel as soon as we know.

I have heard you mention panel ratings before. What are these?
Towards the end of each session, attendees are given a rating card for them to record their perceptions of the given panel. These rating cards are the primary vehicle for the SXSW staff to evaluate speakers. So, if your panel is given high marks by the audience, there is a good chance you will be invited to speak at the event in future years. If your panel receives poor marks, then it is unlikely that we will want you to speak in the future. So, use this as one more incentive to spend some quality time preparing for your session.

4. Making Your Panel Great

Can you re-explain why diversity is so important to SXSW?
We survey attendees after every panel session to ask them what they liked (and disliked) about the given session. One of the most frequent criticisms that we hear goes along the line that "everyone on the panel basically said the same thing." In other words, the audience wants to hear some degree of conflict. They want to hear opposing views, as long as they views are well-articulated and presented in a respectful manner. Having a diverse selection of speakers is the best way to bring in opposing views.

But I talk about this topic all the time with the people that I want to bring onto the panel. Isn't that a good thing?
Not necessarily. Our experience is that such panels often come off as too chummy -- like an inside conversation that is hard for an outsider to follow. So, we strongly suggest that you bring at least one person into the panel who isn't part of your "regular conversation." As before, adding a dissenting voice will make everyone on the session sharpen their focus. This will, in turn, make for a much more memorable panel for the audience.

Are you saying that my panel should be a full-on debate?
Not necessarily. For some topics, the debate format makes sense. For other topics, it probably does not. Either way, you do want to have at least one person on the session who has a radically different point-of-view or approach or methodology or technique or style. Please believe us when we say that adding a degree of conflict will make your panel much much stronger.

How much advanced work should I do to prepare for my panel?
We don't have a hard-and-fast rule on how much preparation you should put in. However, you should also understand that the most frequent criticism we receive in our panel surveys is the following: "they didn't seem like they were prepared at all." Don't let this criticism happen to your session. In other words, spend a little time between now and March thinking about exactly what you want to cover in your panel. As noted in the "Organizational Structure" section of this page, SXSW will help you with this process by asking you for a refined panel description and by asking you to come up with a list of questions for pre-event communication.

What exactly do you mean by pre-event communication?
We strongly recommend that you and the other speakers on your session communicate frequently via phone or e-mail in the weeks leading up to SXSW. Some have pointed out that talking too much about the panel content before the event ruins the spontaneity of the session. Others believe that the more you talk about the panel content, the better the session itself will be. Both of these arguments have substantial merit. But, one way or another, pre-event communication between the panelists helps everyone feel more comfortable and everyone understand each other a little better. Whether it is favorite websites or favorite Austin restaurants, talk about something. Just talk.

Will SXSW help in the pre-event communication process?
Absolutely. In February, we will e-mail and call all speakers to remind them of the importance of this process.

Can I pitch my product at my panel?
As before, we strongly discourage panel presentations that sink into advetorial. Doing this will hurt your company more than it will help it. Again, if this is the reason you want to speak, then SXSW is probably not the right event for you.

What should I look for in other speakers?
At the risk of sounding like a broken record, diversity is extremely important. Beyond that, look for people who have strong and passionate opinions about what they do. Look for people who are not shy about speaking in front of a crowd -- strong opinions don't do any good if someone doesn't have good speaking skills. Just be careful not to go too far overboard on this point. Having one person dominate the panel conversation isn't any fun either.

Should my session focus on the big picture or on something more specific?
As noted earlier in this memo, the 60-minute panel constraint is extremely limiting. In other words, we think is it a mistake to try to cover every single aspect of your topic in this hour timeframe. Instead, pick something more specific which you can give in-depth analysis on.

Hmmm. If you want me to be more focused, that might mean tweaking the title of my panel proposal. Is that OK at that point?
Absolutely. We would much rather you tweak the title and focus of your session now, as opposed to have a less-then-stellar session at the event.

5. Timeline and Other Details

How soon do you need the list of other speakers from me?
The sooner you can get this list to others, the sooner we can confirm this list and the sooner you can start confirming these people. In other words, we need the list of potential other speakers ASAP.

How soon do you need the other speakers on my panel to be confirmed?
We would like to have all speakers confirmed by December 1. Sooner is definitely better.

What if the other speakers are not confirmed by December 1?
We really want to see your panel be part of the 2008 SXSW Interactive Festival. So, as mentioned above, we will make every effort to assist you in putting the session together (if assistance is what you need). On the other hand, if we are not seeing significant progress on this panel by December 1, then we will not hesitate to replace it with something else.

What is the deal with hotel rooms during SXSW Interactive?
There are hundreds of great downtown hotel rooms in Austin -- rooms that are within easy (and safe) walking distance of the Austin Convention Center. That said, SXSWeek brings thousands of visitors to the city and lodging will become very scarce. In fact, the first of these downtown hotels will begin to sell out their SXSW room block in November and December. This is another reason that we want you to confirm the other speakers on your session ASAP.

How do panelists reserve a hotel room during SXSW?
The comp registration materials allow speakers to reserve a hotel room via the SXSW Housing Desk. Unfortunately, SXSW is not able to cover lodging expenses for panelists.

When will the podcast of my session be posted on the SXSW Interactive website?
Podcasts of 2008 panel programming will be posted on the SXSW site beginning the week after the event. As we get closer to March, a full schedule of the release dates for these podcasts will be posted on the SXSW Interactive website.

Will you be giving us more updates about the panel process as we get closer to the event?
Yes, we will definitely have a lot more information for you as we get closer to the event.

Where can I find those "See Me Speak" buttons for my blog or website?
The "See Me Speak at SXSW" button is available at http://2008.sxsw.com/interactive/programming/panels/resources/. Please make sure to link any graphics to: http://2008.sxsw.com/interactive/?=see_me_speak.

I am still confused. What should I do?
Please don't ever hesitate to e-mail us at interpanels at sxsw.com with questions -- about the panel process or about other aspects of the event. SXSW can be a very confusing event, especially for first-time attendees. We are here to try to make that process less confusing.