This is my day at SXSW Friday, March 12th.

Brian awoke in a pretty rough state – neither of us packed any Advil. Rookie mistake.

After overcoming a great deal of pain, we hopped on a shuttle to the conference. We ate at a place called BD Riley's – an Irish pub. Burgers for breakfast. Truly living the American (Texan?) dream.

At 2:00pm I saw Margot Bloomstein talk about Content Strategy.

Content strategy is a bridge between design/IA and copy. It's performed early in the site planning process. The Content Strategist takes into account what the client wants to say and how it ties into the brand, and then outlines it.

I like the idea behind this. It allows designers to work with something concrete when they're creating comps. It gives copywriters a pretty appropriate style-guide. And of course, it can narrow the project manager's estimation down a lot. The client benefit is a project that is more likely on-time, on-budget and a better representation of themselves online.

At 3:30 I went to Ballroom D to see Ogilvy's Kaiser Kuo talk about Google's situation in China. The room was surprisingly empty.

Kaiser's insight into the Chinese Internet user base was really deep and interesting.

His message to the room was essentially "most Chinese Internet users don't care about the Internet we think they ought to have."

He outlined three scenarios of what could happen with Google in China and dispelled some of the myths around the situation. One insight that jumped out at me in particular was around the Chinese Mobile market.

Kaiser's point was, Google will be reluctant to give up in China because the mobile market there is so huge. They're making a major push into mobile with Android, and they can't ignore China's influence in this space.

After the two panels I returned to the hotel for a nap. At around 6:00pm I hopped on a shuttle back to the conference area to meet with a few friends.

We had dinner at a wonderful restaurant called Fogo de Chao; a Brazilian barbecue. If you're ever in Austin, I highly recommend it.

Finishing out the evening we met up with the iStock veterans at Imperia. They introduced us to photographer John Reese. John's portfolio is incredibly impressive. He's a very interesting guy.

Saturday will bring a panel by Ze Frank, Quentin Tarantino and the folks from Happy Cog.