Download pdf - SXSW 2013 Key Notes

SXSW 2013 Key Notes

3 April 2013

James Quinlan

Director of Social Media DDB Group Sydney @JayJayQuinlan

Hello.

All of these are OK tonight Twee7ng, Memeing, Facebooking,

Instagramming, Angry Birdsing, Blogging, Foursquaring, Pinteres7ng, Vineing,

MySpaceing, Planking, Spo7fying, Airbnbing, Linkeding, Flickring, Yelping, Pathing,

Tripadvisoring, YouTubeing, Harlem Shaking and Hadoukening.

I, Q

Graduated with three university degrees, went into the law.

Went into adver7sing, became Ac7ng Planning Director on Telstra.

DDB’s first ever Director of Social Media, responsible for social intelligence, community management and social strategy.

SXSW 2013 Video

Source: Idnworld.com

SXSW 2013

Source: theonion.com

SXSW 2013

This presenta7on examines the five key macro trends and 10 sub-‐trends coming out of SXSW 2013 – note that these should not be seen as independent, but become more powerful when combined.

Agenda

Macro Trend Sub-‐Trends

“Be$er Together” The rise of the cyborgs Cross category collabora7on

“Anything Anywhere Any2me” Mobility is the new black Context is king

“Business at the speed of social” Warts and all The sharing economy

“Be a fan of your fans” Deepen the rela7onship Extend the rela7onship

“From social to real world” From crowd sourced to co-‐developed The maker movement

Macrotrend 1 “Be$er Together”

It’s great when we’re together. In fact whether you’re a brand or a piece of technology nothing exists in isola2on, so it’s much be$er to advance by working together.

Sub-‐trends

•  The rise of the cyborgs •  Cross category collabora7on

The rise of the cyborgs

SXSW has typically been the launchpad (or at least the breakthrough moment) for so\ware programs, including both Twi]er and Foursquare. This year was different as we saw a very strong focus on hardware, in par7cular – and building on last year’s standout (the Nike Fuelband) – wearable technology that records, augments and enhances everyday life.


Designed to be there when you want it (and out of the way when you don’t want it) the standout piece of hardware was Google Glass – Internet connected eyewear that integrates the real world with Google’s index of everything. Look out for app integra7on (such as that from the New York Times (above)) and a whole new

defini7on of “Google Streetview”.

Source: h]p://abcnews.go.com Source: thewebpitch.com


Previously the stuff of spy novels, Memoto showcased its life blogging camera – a GPS-‐equipped device which users wear and which automa7cally takes a 5MB picture every 30 seconds. Worried about sor7ng

through literally thousands of shots? Fret ye not, a subscrip7on-‐based photo-‐storage service creates a photo 7meline and even picks the best shot from any moment.

Source: digitaltrends.com


Razorfish created a rideshare program with a fleet of 20 bikes, each of which carried GPS transponders (so that people could track them down) and Tweeted with its own handle and

personality.

Source: thefutureofads.com


Source: thefutureofads.com

How long is your innova7on 7meline? Probably too long for today’s market Open, collabora7ve teamwork can speed up innova7on. Think beyond the cross promo7on to true collabora7on, with brands (and more than a few crowd sourced people) all bringing the best they’ve got to offer for the benefit of all.

Cross category collaboration


Source: sneakhype.com

Google, Adidas, 72andSunny and YesYesNo worked together to produce talking shoes. Using an accelerometer, gyro and pressure sensor to analyse the wearer’s movements, these kicks have 250 phrases

that they can say to their owner, and their owner’s social network.


Source: youtube.com/user/iNTeresssss


Source: forge.localmotors.com

Local Motors is an open source car design firm that produces small runs of crowd-‐designed automobiles and has worked with companies such as Domino’s and Shell to produce hyper-‐specialised products that would

be otherwise unavailable.

Macrotrend 2 “Anything Anywhere Any2me”

We dis2nguish between channels and plaHorms – the people whom we serve or sell to don’t, they just want everything now, regardless of 2me and place.

Sub-‐trends

•  Mobility is the new black •  Context is king

Mobility is the new black

People are increasingly untethered from the desktop, the couch and the home, making our rela7onship with technology closer and more in7mate than ever before (as men7oned previously it’s even turning us into cyborgs). However with a customer base more omni-‐channel than we are (including instore as well), how best to keep them happy and coming back for more?


Source: even7fier.co

This ain’t no ordinary s7cker (or QR code for that ma]er), it’s a Samsung TecTile – a

reprogrammable NFC chip which can be used to trigger any number of tasks “in the real world” including display your business card on someone else's screen, place a call, launch an app, open a URL, "like" something on Facebook, or check in to

a place on Foursquare.


Source: geoawesomeness.com

Meijer uses sensors in its stores to offer customised informa7on and coupons via mobile phone, while customers who prepare shopping lists online can open up app inside the store and it will orders their list based on their loca7on in the aisles as well as displaying offers and coupons.

Context is king

In a world filled with mul7ple planorms, devices and content compe7ng for a]en7on, it’s cri7cal to find where people are and what they’re doing and then engage them in a manner that is most relevant. Uncover this and you have access to both immediacy and the ability to talk meaningfully to a very specific group of people. The importance of “Right message, right place, right 7me” has never been greater.

Context is king

Sources: badgeunlock.com, pcholic.blogspot.com, foursquareaddict.info

As we carry more technology with us and as it integrates with more things that we do loca7on is more important than ever before, and we’re going to use it more meaningfully than just

collec7ng badges. From our current passive/what you’ve done context (check ins for social status or badges) we’re moving towards ac7ve/what you can do (contextual informa7on such as

points of informa7on and things that you can join in or avoid).

Macrotrend 3 “Business at the speed of social”

As well as wan2ng to engage with brands in more places than ever before, people increasingly want to know everything about the brands that they deal with. Looking for transparency – and the opinions about the brand from someone other than the brand itself – if people can’t find what they want to buy then they might just rent it from someone they meet online.

Sub-‐trends

•  Warts and all •  The sharing economy

Warts and all

“Transparency” was the second-‐most used word at SXSW (a\er “innovate”) – however what became clear was that they won’t let brands and companies decide whether or not they’re living up to this standard, they will trust a peer. How role can brands fulfill here? Put it all out on the table, warts and all.

Warts and all

Source: armystrongstories.com

Real soldiers – as well as their families back home – tell real stories about their US Army

experiences, good and bad. Note that they even share their 50 page social media manual with anyone

via their SlideShare account.

Sharing economy

Social and commercial technologies have collided with recent economic forces to change the way we buy, sell, educate and employ themselves and create enterprises, spawning an en7rely new economy. Some products are immediately useful, others require a network to be built around them in order to become useful. The sharing economy – where the service provider is the owner – was originally a]rac7ve for cost reasons however it is increasingly about offering people a more personalised experience.

Sharing economy

Source: corp.fon.com

Startup Fon enables people to share some of their home Wi-‐Fi network in exchange for geong free Wi-‐Fi from anyone of the 7 million people in Fon's network.

Sharing economy A Fon Spot uses a special router with two WiFi signals – a private signal for the owner and a shared signal for other. It uses any broadband connec7on and allows members to safely share a bit of their WiFi with, crea7ng a crowd sourced network where everyone who contributes connects for free. No more roaming charges!

Source: corp.fon.com

Sharing economy

Google Ventures-‐backed RelayRides enables people to rent cars from their neighbours by the hour or by the day with an aim to reduce reliance on personal car ownership.

Source: technode.com

Sharing economy

GM has used RelayRides as a way for people to experience its vehicles first hand.

Source: h]p://gm-‐volt.com

Macrotrend 4 “Be a fan of your fans”

Despite having more choice than ever before, people are geong closer to brands (and bands – an area where this trend is par7cularly prevalent) than ever before, seeking far more than the simple product.

Sub-‐trends

•  Deepen the rela7onship •  Extend the rela7onship

Deepen the relationship

“Always on” and “cross planorm” are two phrases that we use more and more, reflec7ng a desire amongst people for deeper rela7ons (and higher expecta7ons) with brands than ever before. Your product might not be enough to sa7sfy people anymore.


XXXXX

Source: Pledgemusic.com

Pledgemusic may look like the Kickstarter of the music world, however for fans it’s not about the amount of money that is raised, it’s about enjoying unprecedented access to ar7sts.


XXXXX Source: Pledgemusic.com


XXXXX

Source: neowin.net

Drawing viewers deeper into the program, the HBO second screen app for Game of Thrones provides an interac7ve map of Westeros, showing the loca7on of characters, with addi7onal content relevant to each episode popping up as you watch. It’s a great applica7on for a show

with such a large cast and it also helps draw viewers deeper into the story.


XXXXX

Source: thirtysecondstomars.com

Of course with a deeper rela7onship comes an opportunity to increase the financial return from new products – even for something that recently has been viewed as “free” to download.

Extend the relationship

XXXXX

Think beyond the moment of use – while technology allows people to enjoy a deeper rela7onship with the things they’re into it also highlights the opportunity for brands to enjoy a more frequent role in people’s lives than their products may otherwise suggest.


One of the more interes7ng fan engagement ini7a7ves shown was what happened in between airings of TV programs, with character Twi]er accounts sharing content like behind-‐the scenes

photos, ou]akes and contests.

Source: h]ps://twi]er.com/codenameduchess


Source: durangotv.blogspot.com

Last Chance Kitchen is a web series featuring challenges in which the ousted chefs compete for a chance to get back into the compe77on.

Macrotrend 5 “From social to real world”

Things are great when we’re together, but what makes them even be$er is when we join the online and offline worlds, turning 1s and 0s into real things, inven2ng and innova2ng much faster than large companies or governments ever could.

Sub-‐trends

•  From crowd sourced to co-‐developed •  The maker movement

From crowd sourced to co-developed

Using the social space to share ideas between people and companies isn’t just about sourcing ideas, but it can also help to develop them, realise them and gauge demand before release.


Source: lego.cuusoo.com

Lego Cuusoo – turning fans’ ideas into real toys (and giving them a financial cut in return) while also researching ideas in the market to see how interested people are about them.


Special briefs require a range of talents – including people you’ve never met before – in order to answer them.

Source: localmotors.com

The Maker Movement

As components con7nue to become more accessible and consumer technology becomes more powerful, individuals are building their own tech solu7ons to hard ques7ons, and they are inven7ng and innova7ng much faster than large companies or governments ever could. All that you require is a great idea – and possibly the support of several thousand people you’ve met on the Internet.

The Maker Movement

Source: pcworld.com

While not quite at the “in home” stage yet (the supplies are s7ll very expensive) 3D prin7ng is almost within reach, literally allowing people to “beam” physical products around the world via

a CAD file.

The Maker Movement

Have a great idea but not enough money to get it off the ground? Enlist the help of several thousand “backers” while retaining full ownership of your work via Kickstarter.

Source: kickstarter.com

The Maker Movement

Source: kickstarter.com

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