SXSW Interactive 2016 - the recap

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Hello from Austin

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Hill+Knowlton Strategies 2016

Data

2TrendsSports + Culture

POTUS

Hill+Knowlton Strategies 2016

Hill+Knowlton Strategies 2016

Data3

Hill+Knowlton Strategies 2016

Hill+Knowlton Strategies 2016

4What we didLook at conversation relating to the official hashtags (918,000), as well as the individual speakers in two contexts; most hyped, and most enjoyed.This allowed us to look at the sessions that were worth paying attention to.

Hill+Knowlton Strategies 2016

Most hyped? Storytelling and consumer data5Barack Obama dominated online chatter as he became the first serving President of the United States to attend and give a speech at a SxSW eventKevin Plank, CEO and Founder of Under Armour, created a stir talking about how to use power of data may be used to improve healthJJ Abrams and Andrew Jarecki stressed that tech will be unable to improve storytellingNBA Commissioner Adam Silver touched on uses of social media and virtual reality for fansKerry Washington, star of TV show Scandal, gave a talk about social media and the impact it made on creating exposure for her as a person and the show itself

Hill+Knowlton Strategies 2016

Hill+Knowlton Strategies 2016

Most enjoyed? Niche or specialist topics 6Scholar Bren Browns keynote was the most enjoyed session. Attendees most cited this quote; "We are emotional, feeling beings who, on rare occasions, thinkStewart Butterfields (CEO of Slack & co-founder of Flickr) mentions relating to his quote that now is the time to start a $1bn companyNujoud Merancy, NASAs Planning lead for the space mission to Mars was received wellJimmy Wales generated the highest share of positive content, focusing on building an active editor community & the future facing the community currentlyBruce Sterling, science fiction writer, presented his state of the world. He stressed the importance of social networks in todays age, with many quoting the following assertion from the talk: "Facebook is bigger than the Catholic church

Hill+Knowlton Strategies 2016

Hill+Knowlton Strategies 2016

The most enjoyed speakers talked about largely niche stories. This was great, however it actually meant some more general topics such as gender (in)equality that came to the fore on individual days were not as enjoyed overall:

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By volume?7We knew that chatter about speakers would continue across a number of days to give even larger mention volumes which are displayed in this chartThis show two new entries; Richard Linklater (who hosted a film premiere as part of SXSW Film and Interactive) and YouTuber Kian Lawley showing that people talk more about the speakers even more upon reflection of the talkAgain, the topics for these speakers focused around story telling and the use of data

Hill+Knowlton Strategies 2016

Hill+Knowlton Strategies 2016

Hashtag-tastic8#sxsw (314,290,114)#sxswi (160,350,270)#sxsw2016 (194,954,199) #innovation (11,603,121)#technology (7,113,448)

Hill+Knowlton Strategies 2016

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Hill+Knowlton Strategies 2016

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ObamaPOTUSPresidentGoogleSelf-driving car

Hill+Knowlton Strategies 2016

Hill+Knowlton Strategies 2016

The influencers10

@dannydevriendt(MD of Mediabrands)@ndahlberg (Miami Herald Staff Writer + blogger)@chrisyates11 (Emmy winning broadcaster + marketer)@USAIDUS poverty charity@BBCWorldNews organisation@SapientNitroDigital agency

@jasminevallejoPR + Marketing consultant@SheilaSAuthor and speaker

@MediaPostMarketing trade publication@sxswOfficial feed

Hill+Knowlton Strategies 2016

Most shared links11

POTUS live linkWhite House Chief Digital Officer on Technology and the imperative of CitizenshipEngadgets write up of the JJ Abrams sessionEngadgets live announcementGoogles self-driving car clip on Carautodaily.com

Hill+Knowlton Strategies 2016

Hill+Knowlton Strategies 2016

The majority of the most shared links were directing the public to information about specific events and the speakers rather than discussion points around what was said.

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12Demographic Breakdown

Hill+Knowlton Strategies 2016

Mentions around a talk by Tyler Hoechlin were largely shared by females users, driven largely by fan sites. Hoechlins stars shared details of his event, without expressly engaging with the content of the talk. The talk focused on team mentality in sports, a typically male-led topic.

Congresswoman Katherine Clark led a session relating to law enforcement around online trolls. Mentions relating to the session were driven by male social media users.

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13Whos talking?

Hill+Knowlton Strategies 2016

Trends14

Hill+Knowlton Strategies 2016

Hill+Knowlton Strategies 2016

This year we took four H+Kers to Austin to report on trends across Design, Entertainment, Media & Sports 15

Hill+Knowlton Strategies 2016

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Hill+Knowlton Strategies 2016

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Hill+Knowlton Strategies 2016

However, when we got there, we saw these four things converge not in a terrible, awkward way like Batman v Superman but in a useful way. Horizontality was at its peak.16

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VRCognificationLivestreamingEmpathyVideoSnapchatPersonalisation

Hill+Knowlton Strategies 2016

As such, here are 7 things to think about17

18Demonstrations of VR are currently so underwhelming because theyre made by engineers

Ricardo Casale at UN Spotlight; The New Frontier of Virtual reality

Hill+Knowlton Strategies 2016

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Hill+Knowlton Strategies 2016

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Hill+Knowlton Strategies 2016

Hill+Knowlton Strategies 2016

They said that theres HUGE potential for the film and media industry to create immersive stories that make people truly feel something when they experience VR. The UNs latest project, Clouds over Sidra (a VR experience that aims to show viewers the world of a 12 year old refugee) aims to inspire consumers to not just be voyeurs of an issue, but be moved, triggering empathy toward the issue at hand and hopefully inspire to take actions for change. We also see this sense of immersion in lower-tech ways; like Guardian Labs work with The National Autistic Society launched last week.

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20While VR puts you in the story, written word remains the best medium to inform the public

CEO of New York Times, Mark Thompson in Embracing Virtual Reality to Better to Tell a Story

Hill+Knowlton Strategies 2016

Hill+Knowlton Strategies 2016

Continuing that sense of practically, Mark Thompson spoke about the different uses for VR and urged people to remain balanced in their view.20

21Virtuality+ VR is nothing new+ His prediction is that this will evolve to become one screen (possibly glasses-based); which allows us to dial through realities, from real world to augmented, mixed reality and virtual immersion+ Movement from internet of information, to the internet of experiences

Hill+Knowlton Strategies 2016

Wired co-founder Kevin Kelly also stood firmly in that practical camp21

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Hill+Knowlton Strategies 2016

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Hill+Knowlton Strategies 2016

The opportunity for brands is to focus on that sense of experience; and since experience is 50% tactical to consider how to take VR and use it in a physical sense. 22

hyper real23

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To