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BBDO SF SXSW Recap

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  • 1. This is what theweather was like
  • 2. What we ate
  • 3. We didn’t sleep
  • 4. Digital LabSXSW 2011 Trends March 25, 2011
  • 5. “The reason people love their parents is because they loved you first. Brand should consider the metaphor and give to their customers before asking things from them” - Gary Vaynerchuk, Author/Entrepreneur
  • 6. What are we going to talk about Convergence of Offline/Online Advertising Transmedia Gamification Evolution of Purchase Decisions Emergence of Micro-communities Actionable Analytics
  • 7. #Convergence of Advertising
  • 8. “The mobile phone acts as a cursor that connect the physical and digital worlds together” - Marissa Mayer, Google VP Consumer Products
  • 9. What it means for innovationThe convergence of offline and online user experience has been evolving for years, but now we have hit a critical mass, where things that were first characterized as trends have become integral in our daily lives
  • 10. Source: Christina White/SapientNitro. “Thin Is In: The Future of Digital Wallets”. SXSWi 2011
  • 11. What it means for us There is no longer a difference between an online and offline identity, relationship, and experienceWe need to find opportunities to leverage this convergence by creating an experience that can provide utility aligned with the reality of today’s consumer
  • 12. #Transmedia
  • 13. “Transmedia is inherently about creating culture” - James Milward, Secret Location Producer
  • 14. What it means for innovationTransmedia is about bringing storytelling to multiple platforms Using the right platform to extend the story It’s not a “marketing gimmick” Good marketers know how to tell good stories
  • 15. Source: Barbara Vance. “Transmedia Storytelling”. SXSWi 2011
  • 16. What it means for us Story is the most importantThe key is to connect the story with valuable content and have it make sense to be in multiple platforms – cannot make a commercial ‘just because’ It should make sense to have a presence online vs. TV spot
  • 17. #Gamification
  • 18. “The last decade was the decade of the social layer, now the game layer is coming” -Seth Priebatsch, SCVNGR Chief Ninja
  • 19. What it means for innovation Gaming started as something only niche audiences understood, but location-based services took game mechanics mainstreamThe game layer is being integrated in companies today, like Groupon turning coupons and promotions into a challenge
  • 20. Game User Journey Come Bring Comeand Try It Friends Back
  • 21. What it means for us We can integrate game mechanics into work we do to increase user engagement and loyalty Game design patterns are flexible and can be tested, measured, and optimized to create the right type of actionWe should be careful when designing rewards as they have become so prevalent that users expect them and only engage when there is high pay-off
  • 22. Evolution of #PurchaseDrivers
  • 23. “Every two days now we create as much information as we did from the dawn of civilization up until 2003” - Eric Schmidt, Google CEO
  • 24. What it means for innovationWe need to help consumers through the clutter, by offering relevant content in the right context Curate user experiences based on preferences, location, and influencers in their networks
  • 25. Type of ContentPersonal Social Global
  • 26. What it means for us Knowing that consumers are inundated by content, we have to engage with consumers in the right context and provide a real utilityThe right context can be created by tapping into their preferences, location, and influencers networks
  • 27. Emergence of #Micro-communities
  • 28. “Mainstream is nothing anymore. Mainstream is whatever you are interested in.” - Felicia Day, Writer/Actress of web series The Guild
  • 29. Source: Paul Adams/Google “The Real Life Social Network V2”
  • 30. Source: Paul Adams/Google “The Real Life Social Network V2”
  • 31. What it means for innovation There is a recent boom in startups exploringconcepts related to small groups of friends and interests to enable consumers to connect in more meaningful ways
  • 32. Micro-communities
  • 33. Social Commerce
  • 34. What it means for us For our brands, we should look to connect with consumers around specific interestsAdding an authentic social good layer doesn’t have to be partnering with a non-profit – it can be something more core to your brand and users
  • 35. #Analytics
  • 36. “Radical innovation requires both evidence and intuition: evidence to become informed, and intuition to inspire us in imagining and creating new and better possibilities.” -Jane Fulton Suri, IDEO Partner and CD
  • 37. What it means for innovation Data can paralyze creativity and prevent companies from making any daring decisionsBut, they need it to show the value of campaigns and learn about what not to do next time
  • 38. The Local Maxima Problem Source: Joshua Porter/Performable “Metrics Driven Design” SXSWi 2011
  • 39. Consumer Usage AnalyticsAcquisition Conversion Engagement Satisfaction Source: Joshua Porter/Performable “Metrics Driven Design” SXSWi 2011
  • 40. What this means for us Key steps in metric-driven design Identify business objectives Map out the user journey Identify core metrics Test, measure, and optimize
  • 41. Key Trends from SXSWConvergence of Offline/Online Advertising Transmedia Gamification Evolution of Purchase Decisions Emergence of Micro-communities Actionable Analytics
  • 42. “What makes big ideas into a brand? Big ideas are like trains– people have to want to go that way. The big promise is that it belongs to everybody who wants it.” - Tim O’Reilly, O’Reilly Media Founder

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