SXSW 2013 Key Notes

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This presentation examines the five key macro trends at SXSW 2013 and the 10 key sub-trends that lay under these.

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  • 1.SXSW2013 KeyNotes 3April2013

2. James Quinlan Director of Social Media DDB Group Sydney @JayJayQuinlan Hello. 3. All of these are OK tonight Twee7ng,Memeing,Facebooking, Instagramming,AngryBirdsing,Blogging, Foursquaring,Pinteres7ng,Vineing, MySpaceing,Planking,Spo7fying,Airbnbing, Linkeding,Flickring,Yelping,Pathing, Tripadvisoring,YouTubeing,HarlemShaking andHadoukening. 4. I, Q Graduatedwiththree universitydegrees,wentinto thelaw. Wentintoadver7sing,became Ac7ngPlanningDirectoron Telstra. DDBsrsteverDirectorof SocialMedia,responsiblefor socialintelligence,community managementandsocial strategy. 5. SXSW 2013 Video Source:Idnworld.com 6. SXSW 2013 Source:theonion.com 7. SXSW 2013 8. Thispresenta7onexaminesthevekeymacrotrendsand10sub-trendscomingoutofSXSW2013note thattheseshouldnotbeseenasindependent,butbecomemorepowerfulwhencombined. Agenda MacroTrend Sub-Trends Be$erTogether Theriseofthecyborgs Crosscategorycollabora7on AnythingAnywhereAny2me Mobilityisthenewblack Contextisking Businessatthespeedofsocial Wartsandall Thesharingeconomy Beafanofyourfans Deepentherela7onship Extendtherela7onship Fromsocialtorealworld Fromcrowdsourcedtoco-developed Themakermovement 9. Macrotrend 1 Be$erTogether Itsgreatwhenweretogether.Infactwhetheryoureabrandorapieceof technologynothingexistsinisola2on,soitsmuchbe$ertoadvanceby workingtogether. Sub-trends Theriseofthecyborgs Crosscategorycollabora7on 10. The rise of the cyborgs SXSWhastypicallybeenthelaunchpad(oratleastthebreakthroughmoment)forsoware programs,includingbothTwi]erandFoursquare.Thisyearwasdierentaswesawavery strongfocusonhardware,inpar7cularandbuildingonlastyearsstandout(theNike Fuelband)wearabletechnologythatrecords,augmentsandenhanceseverydaylife. 11. The rise of the cyborgs Designedtobetherewhenyouwantit(andoutofthewaywhenyoudontwantit)thestandoutpieceof hardwarewasGoogleGlassInternetconnectedeyewearthatintegratestherealworldwithGooglesindex ofeverything.Lookoutforappintegra7on(suchasthatfromtheNewYorkTimes(above))andawholenew deni7onofGoogleStreetview. Source:h]p://abcnews.go.comSource:thewebpitch.com 12. The rise of the cyborgs Previouslythestuofspynovels,MemotoshowcaseditslifebloggingcameraaGPS-equippeddevice whichuserswearandwhichautoma7callytakesa5MBpictureevery30seconds.Worriedaboutsor7ng throughliterallythousandsofshots?Fretyenot,asubscrip7on-basedphoto-storageservicecreatesaphoto 7melineandevenpicksthebestshotfromanymoment. Source:digitaltrends.com 13. The rise of the cyborgs Razorshcreatedarideshareprogramwithaeetof20bikes,eachofwhichcarriedGPS transponders(sothatpeoplecouldtrackthemdown)andTweetedwithitsownhandleand personality. Source:thefutureofads.com 14. The rise of the cyborgs Source:thefutureofads.com 15. Howlongisyourinnova7on7meline?Probablytoolongfortodaysmarket Open,collabora7veteamworkcanspeedupinnova7on.Thinkbeyondthecrosspromo7on totruecollabora7on,withbrands(andmorethanafewcrowdsourcedpeople)allbringing thebesttheyvegottooerforthebenetofall. Cross category collaboration 16. Cross category collaboration Source:sneakhype.com Google,Adidas,72andSunnyandYesYesNoworkedtogethertoproducetalkingshoes.Usingan accelerometer,gyroandpressuresensortoanalysethewearersmovements,thesekickshave250phrases thattheycansaytotheirowner,andtheirownerssocialnetwork. 17. Cross category collaboration Source:youtube.com/user/iNTeresssss 18. Cross category collaboration Source:forge.localmotors.com LocalMotorsisanopensourcecardesignrmthatproducessmallrunsofcrowd-designedautomobilesand hasworkedwithcompaniessuchasDominosandShelltoproducehyper-specialisedproductsthatwould beotherwiseunavailable. 19. Macrotrend 2 AnythingAnywhereAny2me Wedis2nguishbetweenchannelsandplaHormsthepeoplewhomweserve orselltodont,theyjustwanteverythingnow,regardlessof2meandplace. Sub-trends Mobilityisthenewblack Contextisking 20. Mobility is the new black Peopleareincreasinglyuntetheredfromthedesktop,thecouchandthehome,makingour rela7onshipwithtechnologycloserandmorein7matethaneverbefore(asmen7oned previouslyitseventurningusintocyborgs). Howeverwithacustomerbasemoreomni-channelthanweare(includinginstoreaswell), howbesttokeepthemhappyandcomingbackformore? 21. Mobility is the new black Source:even7er.co Thisaintnoordinarys7cker(orQRcodeforthat ma]er),itsaSamsungTecTilea reprogrammableNFCchipwhichcanbeusedto triggeranynumberoftasksintherealworld includingdisplayyourbusinesscardonsomeone else'sscreen,placeacall,launchanapp,opena URL,"like"somethingonFacebook,orcheckinto aplaceonFoursquare. 22. Mobility is the new black Source:geoawesomeness.com Meijerusessensorsinitsstorestooercustomisedinforma7onandcouponsviamobilephone, whilecustomerswhoprepareshoppinglistsonlinecanopenupappinsidethestoreanditwill orderstheirlistbasedontheirloca7onintheaislesaswellasdisplayingoersandcoupons. 23. Context is king Inaworldlledwithmul7pleplanorms,devicesandcontentcompe7ngfora]en7on,its cri7caltondwherepeopleareandwhattheyredoingandthenengagetheminamanner thatismostrelevant.Uncoverthisandyouhaveaccesstobothimmediacyandtheabilityto talkmeaningfullytoaveryspecicgroupofpeople. TheimportanceofRightmessage,rightplace,right7mehasneverbeengreater. 24. Context is king Sources:badgeunlock.com,pcholic.blogspot.com,foursquareaddict.info Aswecarrymoretechnologywithusandasitintegrateswithmorethingsthatwedoloca7onis moreimportantthaneverbefore,andweregoingtouseitmoremeaningfullythanjust collec7ngbadges.Fromourcurrentpassive/whatyouvedonecontext(checkinsforsocial statusorbadges)weremovingtowardsac7ve/whatyoucando(contextualinforma7onsuchas pointsofinforma7onandthingsthatyoucanjoininoravoid). 25. Macrotrend 3 Businessatthespeedofsocial Aswellaswan2ngtoengagewithbrandsinmoreplacesthaneverbefore, peopleincreasinglywanttoknoweverythingaboutthebrandsthattheydeal with.Lookingfortransparencyandtheopinionsaboutthebrandfrom someoneotherthanthebranditselfifpeoplecantndwhattheywantto buythentheymightjustrentitfromsomeonetheymeetonline. Sub-trends Wartsandall Thesharingeconomy 26. Warts and all Transparencywasthesecond-mostusedwordatSXSW(aerinnovate)howeverwhat becameclearwasthattheywontletbrandsandcompaniesdecidewhetherornottheyre livinguptothisstandard,theywilltrustapeer. Howrolecanbrandsfulllhere?Putitalloutonthetable,wartsandall. 27. Warts and all Source:armystrongstories.com Realsoldiersaswellastheir familiesbackhometellreal storiesabouttheirUSArmy experiences,goodandbad.Note thattheyevensharetheir50page socialmediamanualwithanyone viatheirSlideShareaccount. 28. Sharing economy Socialandcommercialtechnologieshavecollidedwithrecenteconomicforcestochange thewaywebuy,sell,educateandemploythemselvesandcreateenterprises,spawningan en7relyneweconomy. Someproductsareimmediatelyuseful,othersrequireanetworktobebuiltaroundthemin ordertobecomeuseful.Thesharingeconomywheretheserviceprovideristheowner wasoriginallya]rac7veforcostreasonshoweveritisincreasinglyaboutoeringpeoplea morepersonalisedexperience. 29. Sharing economy Source:corp.fon.com StartupFonenablespeopletosharesomeoftheirhomeWi-Finetworkinexchangeforgeong freeWi-Fifromanyoneofthe7millionpeopleinFon'snetwork. 30. Sharing economy AFonSpotusesaspecialrouter withtwoWiFisignalsaprivate signalfortheownerandashared signalforother.Itusesany broadbandconnec7onandallows memberstosafelyshareabitof theirWiFiwith,crea7ngacrowd sourcednetworkwhereeveryone whocontributesconnectsforfree. Nomoreroamingcharges! Source:corp.fon.com 31. Sharing economy GoogleVentures-backedRelayRidesenablespeopletorentcarsfromtheirneighboursbythe hourorbythedaywithanaimtoreducerelianceonpersonalcarownership. Source:technode.com 32. Sharing economy GMhasusedRelayRidesasawayforpeopletoexperienceitsvehiclesrsthand. Source:h]p://gm-volt.com 33. Macrotrend 4 Beafanofyourfans Despitehavingmorechoicethaneverbefore,peoplearegeongcloserto brands(andbandsanareawherethistrendispar7cularlyprevalent)than everbefore,seekingfarmorethanthesimpleproduct. Sub-trends Deepentherela7onship Extendtherela7onship 34. Deepen the relationship Alwaysonandcrossplanormaretwophrasesthatweusemoreandmore,reec7nga desireamongstpeoplefordeeperrela7ons(andhigherexpecta7ons)withbrandsthanever before. Yourproductmightnotbeenoughtosa7sfypeopleanymore. 35. Deepen the relationship XXXXX Source:Pledgemusic.com PledgemusicmaylookliketheKickstarterofthemusicworld,howeverforfansitsnotabout theamountofmoneythatisraised,itsaboutenjoyingunprecedentedaccesstoar7sts. 36. Deepen the relationship XXXXXSource:Pledgemusic.com 37. Deepen the relationship XXXXX Source:neowin.net Drawingviewersdeeperintotheprogram,theHBOsecondscreenappforGameofThrones providesaninterac7vemapofWesteros,showingtheloca7onofcharacters,withaddi7onal contentrelevanttoeachepisodepoppingupasyouwatch.Itsagreatapplica7onforashow withsuchalargecastanditalsohelpsdrawviewersdeeperintothestory. 38. Deepen the relationship XXXXX Source:thirtysecondstomars.com Ofcoursewithadeeperrela7onshipcomesanopportunitytoincreasethenancialreturnfrom newproductsevenforsomethingthatrecentlyhasbeenviewedasfreetodownload. 39. Extend the relationship XXXXX Thinkbeyondthemomentofusewhiletechnologyallowspeopletoenjoyadeeper rela7onshipwiththethingstheyreintoitalsohighlightstheopportunityforbrandsto enjoyamorefrequentroleinpeopleslivesthantheirproductsmayotherwisesuggest. 40. Extend the relationship Oneofthemoreinteres7ngfanengagementini7a7vesshownwaswhathappenedinbetween airingsofTVprograms,withcharacterTwi]eraccountssharingcontentlikebehind-thescenes photos,ou]akesandcontests. Source:h]ps://twi]er.com/ codenameduchess 41. Extend the relationship Source:durangotv.blogspot.com LastChanceKitchenisawebseriesfeaturingchallengesinwhichtheoustedchefscompetefora chancetogetbackintothecompe77on. 42. Macrotrend 5 Fromsocialtorealworld Thingsaregreatwhenweretogether,butwhatmakesthemevenbe$eris whenwejointheonlineandoineworlds,turning1sand0sintorealthings, inven2ngandinnova2ngmuchfasterthanlargecompaniesorgovernments evercould. Sub-