Laid-back networking
Ferris approached networking at SXSW as looking for long-term relationships. He didn’t try to oversell, pitch too much, or anything like that. Instead, he was just communicating that he’s there for the first time, with his book, and more of the small-talk.
Instead of reaching out straight to the A-list panelists, he went for much less crowded moderators who often have impressive bios too. Every time, he could, Ferris left just as little info about his book as possible, but enough to build curiosity.
Another way of leaving a mark was to join a five-minute talk at the Web 2.0 Expo and jump into conversations with the interested audience straight after.
From this natural conversations, many people became interested in the book.