Everybody has a good time at South by Southwest and you’ve been utterly annoyed by conference spam? This kit provides a way to fight back. Know what to tweet, comment and simply fake it with our 'Fake Kit'. Please share it if you like it. South by Southwest is a Conference in Austin, Texas, that celebrates the convergence of the interactive, film, and music industries. March 10-19, 2017.

1. #SXSW17FAKE KIT
#SXSW17
7 useful things you need to
know to fake your attendance at
South by Southwest.

2. Note: Not everything is meant seriously. Use of
recommendations may result in serious loss of clout.

3. First of all, you need to know what to complain about. Because,
complaining is an important means to demonstrate your very high
expectations. It can only reflect positively on you. Here is a list.
#1#1 KNOW WHAT TO
COMPLAIN ABOUT

4. COMPLAIN LIST
WAITING IN LINES
They were really not worth your time. 20-30 mins of
waiting for each session? That are serious opportunity
cost if you multiply it by 7 days.
WRONG NAME BADGE
Everybody thought you are a Travel agent as the
registry wasn't able to change your premier company
name on your badge.
RAINY WEATHER
Your wishful thinking made you pack summer clothes.
But it rained all day, every day and there was a
serious chance of getting the flu.
CRAPPY INTERNET
You had to buy Wifi credit for 120€ - 5,99€ per
charge with ‚Tag‘ for 100 MB - since there was no
working Wifi anywhere.

5. THE
M
A
SLOW
CO
M
PLA
IN
PYRA
M
ID
O
F
SXSW
Self Fullfillment
WAITING IN LINES
Social Needs
CRAPPY INTERNET
Physiological needs
RAINY WEATHER
Esteem Needs
WRONG NAME BADGE …by
the
way, M
aslow
had
it w
rong

6. #2#2 BE FAMILIAR
WITH THE LOCATIONS
You only need to remember 5 places to chip into any
conversation and show that you are part of the group. Even if
you don't have anything valuable to add, dropping locations
will show that you know.

7. PLACES
CONVENTION CENTER
The place to be for all big keynotes by speakers like
Guy Kawasaki, Ray Kurzweil, Tim Ferris, Cory Richards.
Room with the longest line: Ballroom D.
JW MARRIOTT OR MARRIOTT?
Yes there are two. They are very close to each other
and host a lot of talks that start with ‚the future of…‘,
‚AI and…‘, ‚The UX of….'
GERMAN HAUS AND HOUSE OF SMART
The place to be for free beer, food & Germans. At day
they host talks with speakers like Mark Cuban and
Dr. Z. At night they host live music parties.
6TH STREET VS RAINY STREET
Yuppies go out in the west, college students and
tourists in the center, hipsters in the east. 6th Street
is the center of the center. But you know what –
that’s 2016 talk - rainy street is the new centre.

8. PLACES
Beer
Knowledge
6TH STREET
JW MARRIOTT
CONVENTION CENTER
MARRIOTT
Beer but
not free
GERMAN HOUSE
HOUSE OF SMART
Some good
speakers and
beer
Many good
speakers and
beer
Just beer and
bull riding
RAINY STREET

9. #3#3 KNOW WHAT PEOPLE
LAUGHED ABOUT
Laughing with other people or making them laugh is an
extremely effective means to bond. So knowing what topics
people were talking about is a must to fake it.

10. LAUGH LIST
OBSCURE TITLES
There were interesting titles. Almost too interesting.
Would you go to a ‚how to suppress your feelings‘
meet up? We did. Want to know what it was? PM us!
QUESTIONABLE CASES
PeChat, a talking button to get control of your kids. It
is attached to their favourite toy and says whatever
you want to say. Imagine, when they find out…
VR MOVES
The vast versatility of VR opportunities created some
funny films. There was a flying machine, a gold hunt
with zombies and a bouldering spiderman experience.
BIZARRE FOODS
At lunch we discovered Soylent. It is a bottled meal
replacement smoothie and includes all important
nutrients. It tasted nice… but… 400kcal for nothing?

12. #4#4 BE ABLE TO DROP AN
EXPERT'S QUOTE
Using experts to undermine your point gives you
ultimate credibility. Cialdini, who defined 6 drivers of
‚influence‘, calls it authority.

13. Don’t talk about it, be about
it. It’s story doing.
Tanarra Schneider, Fjord, on
Social Content.
The real challenge is
translating data into insights.
David Grant, Popsugar, on
using data tools for insights.
Pre-suation accellerates
persuation.
Robert Cialdini, Author of
Pre-suation on Influence.

14. If chat is the new browser,
Chatbots are the new
websites.
Messenger Kik on
Chatbots.
Good leaders are the ones
who make you feel safe and
included.
Patrycja Slawuta on hacking
yourself.
Originals make the
unfamiliar familiar.
Adam Grant on creating
innovations.

15. #5Its important to know all the buzzwords. But not to use
them (that will make you look a little behind) - no, to bash
them. That gives you extra smart points.
#5 KNOW THE HYPECYCLE
OF BUZZWORDS

16. Oh my god, I’m
leaving with a PHD
in futurism!
What the
heck are they
talking about?
Wait, that’s…
what’s this about?
Sure i can explain
that to you…noob!
BLOCK CHAIN
AI/HI
CHAT BOTS
MACHINE
LEARNING
NEW
STORY TELLING
DEEP
LEARNING
TRANSACTION MODEL
HEALTHYFICATION
ANYTHING 4.0
BUZZWORDS
Reality
Excitement

17. #6A book tip, a smart framework or a brilliant case are
always good things to share. People will appreciate it. It’s
about giving and getting (more) back.
#6 SHARE SOMETHING
VALUABLE

18. CASES
VW Speed Camera Lottery -
Social Influence gamification
Pop Sugar -
Multiform storytelling
BOTS
Romance Now -
storytelling bot
Tic Tac Toe -
gaming bot
Icon8 -
self expression bot
CNN -
convincing students bot
Roll bot -
group of people bot
Murder mistery -
role play bot
LINKS
yukaichou.com -
Gamification 8
selfhackathon.com -
Psychology of yourself
BOOKS
Hooked, Nir Eyal
Originals, Adam Grant
Pre-suation, Robert Cialdini
Triggers, Marshal Goldsmith
TOOLS
Sli.do
makerarm
thimble
Popsugar trendrank

19. #7Follow all experts from the event. Your sudden high
activity will reflect in the feed and you will profit from the
I am interested effect.
#7 FOLLOW AND
SHOW IT

20. PEOPLE
Sara Dietschy
YouTuber
Adam Grant
Innovation Specialist
Patrycja_NYC
Psychologist
Brandi
YouTuber
Yakaichou
Gaming Expert
Mark Cuban
Investor

21. Thanks for reading. Let us know what you think.
And share it, if you like it. Chop, chop.
Christoph Korittke
Head of Strategy
Liane Siebenhaar
Director Digital Strategy