What's In the air at SXSWi 2012?

After just over a day at SXSWi 2012, here are three prominent themes I have picked up from conversations and presentations: 1. Deeper integrations of mobile and social: Applications of data integration based on social and location aware inputs - both user-based (FourSquare) and context based (facial recognition on public cameras) 2. Extending the curve of possibility in interactive media for social change: Celebrating a number of existing and startup initiatives that marry economic gains with positive social impacts. 3. Shift in branding conversation: Brands are not static but continually, socially negotiated at the point where users engage with products/services. The atmosphere surrounding the conference is, as you can imagine, upbeat, positive and optimistic. No talk of a down economy, only plans for growth in the areas of continuing, creative forms of online engagement.