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BBDO SF SXSW Recap
This is what the
weather was like
What we ate
We didn’t sleep
Digital Lab
SXSW 2011 Trends
           Presented by:
            @jonathanvu
          @melanieswong
             @anarjoshi

          March 25, 2011
BBDO SF SXSW Recap
BBDO SF SXSW Recap
“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
What are we going to talk about


      Convergence of Offline/Online Advertising
                                   Transmedia
                                  Gamification
              Evolution of Purchase Decisions
             Emergence of Micro-communities
                           Actionable Analytics
#Convergence of Advertising
“The mobile phone acts as a cursor that connect the physical
                                and digital worlds together”

           - Marissa Mayer, Google VP Consumer Products
What it means for innovation



The 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
BBDO SF SXSW Recap
BBDO SF SXSW Recap
BBDO SF SXSW Recap
Source: Christina White/SapientNitro. “Thin Is In: The Future of Digital Wallets”. SXSWi 2011
What it means for us


    There is no longer a difference between an online and
              offline identity, relationship, and experience

We need to find opportunities to leverage this convergence
 by creating an experience that can provide utility aligned
                       with the reality of today’s consumer
#Transmedia
“Transmedia is inherently about creating culture”

     - James Milward, Secret Location Producer
What it means for innovation



Transmedia 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
Source: Barbara Vance. “Transmedia Storytelling”. SXSWi 2011
BBDO SF SXSW Recap
What it means for us


                                           Story is the most important

The 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
#Gamification
“The last decade was the decade of the social
          layer, now the game layer is coming”

      -Seth Priebatsch, SCVNGR Chief Ninja
What it means for innovation


        Gaming started as something only niche audiences
        understood, but location-based services took game
                                   mechanics mainstream

The game layer is being integrated in companies today, like
          Groupon turning coupons and promotions into a
                                                 challenge
Game User Journey


 Come         Bring     Come
and Try It   Friends    Back
BBDO SF SXSW Recap
BBDO SF SXSW Recap
BBDO SF SXSW Recap
BBDO SF SXSW Recap
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
                                                    action

We 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
Evolution of #PurchaseDrivers
“Every two days now we create as much information as we
            did from the dawn of civilization up until 2003”

                               - Eric Schmidt, Google CEO
What it means for innovation



We 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
Type of Content

Personal       Social        Global
BBDO SF SXSW Recap
BBDO SF SXSW Recap
BBDO SF SXSW Recap
BBDO SF SXSW Recap
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 utility

The right context can be created by tapping into
    their preferences, location, and influencers
                                       networks
Emergence of #Micro-communities
“Mainstream is nothing anymore. Mainstream is whatever
                                 you are interested in.”

    - Felicia Day, Writer/Actress of web series The Guild
Source: Paul Adams/Google “The Real Life Social Network V2”
Source: Paul Adams/Google “The Real Life Social Network V2”
What it means for innovation



  There is a recent boom in startups exploring
concepts related to small groups of friends and
   interests to enable consumers to connect in
                         more meaningful ways
Micro-communities
Social Commerce
What it means for us


    For our brands, we should look to connect with
               consumers around specific interests

Adding 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
#Analytics
“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
What it means for innovation



      Data can paralyze creativity and prevent
   companies from making any daring decisions

But, they need it to show the value of campaigns
        and learn about what not to do next time
The Local Maxima Problem




      Source: Joshua Porter/Performable “Metrics Driven Design” SXSWi 2011
Consumer Usage Analytics
Acquisition   Conversion                  Engagement              Satisfaction




                Source: Joshua Porter/Performable “Metrics Driven Design” SXSWi 2011
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
Key Trends from SXSW


Convergence of Offline/Online Advertising
                             Transmedia
                            Gamification
        Evolution of Purchase Decisions
       Emergence of Micro-communities
                     Actionable Analytics
“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
BBDO SF SXSW Recap
BBDO SF SXSW Recap

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BBDO SF SXSW Recap

  • 2. This is what the weather was like
  • 5. Digital Lab SXSW 2011 Trends Presented by: @jonathanvu @melanieswong @anarjoshi March 25, 2011
  • 8. “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
  • 9. What are we going to talk about Convergence of Offline/Online Advertising Transmedia Gamification Evolution of Purchase Decisions Emergence of Micro-communities Actionable Analytics
  • 11. “The mobile phone acts as a cursor that connect the physical and digital worlds together” - Marissa Mayer, Google VP Consumer Products
  • 12. What it means for innovation The 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
  • 16. Source: Christina White/SapientNitro. “Thin Is In: The Future of Digital Wallets”. SXSWi 2011
  • 17. What it means for us There is no longer a difference between an online and offline identity, relationship, and experience We need to find opportunities to leverage this convergence by creating an experience that can provide utility aligned with the reality of today’s consumer
  • 19. “Transmedia is inherently about creating culture” - James Milward, Secret Location Producer
  • 20. What it means for innovation Transmedia 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
  • 21. Source: Barbara Vance. “Transmedia Storytelling”. SXSWi 2011
  • 23. What it means for us Story is the most important The 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
  • 25. “The last decade was the decade of the social layer, now the game layer is coming” -Seth Priebatsch, SCVNGR Chief Ninja
  • 26. What it means for innovation Gaming started as something only niche audiences understood, but location-based services took game mechanics mainstream The game layer is being integrated in companies today, like Groupon turning coupons and promotions into a challenge
  • 27. Game User Journey Come Bring Come and Try It Friends Back
  • 32. 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 action We 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
  • 34. “Every two days now we create as much information as we did from the dawn of civilization up until 2003” - Eric Schmidt, Google CEO
  • 35. What it means for innovation We 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
  • 36. Type of Content Personal Social Global
  • 41. 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 utility The right context can be created by tapping into their preferences, location, and influencers networks
  • 43. “Mainstream is nothing anymore. Mainstream is whatever you are interested in.” - Felicia Day, Writer/Actress of web series The Guild
  • 44. Source: Paul Adams/Google “The Real Life Social Network V2”
  • 45. Source: Paul Adams/Google “The Real Life Social Network V2”
  • 46. What it means for innovation There is a recent boom in startups exploring concepts related to small groups of friends and interests to enable consumers to connect in more meaningful ways
  • 49. What it means for us For our brands, we should look to connect with consumers around specific interests Adding 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
  • 51. “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
  • 52. What it means for innovation Data can paralyze creativity and prevent companies from making any daring decisions But, they need it to show the value of campaigns and learn about what not to do next time
  • 53. The Local Maxima Problem Source: Joshua Porter/Performable “Metrics Driven Design” SXSWi 2011
  • 54. Consumer Usage Analytics Acquisition Conversion Engagement Satisfaction Source: Joshua Porter/Performable “Metrics Driven Design” SXSWi 2011
  • 55. 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
  • 56. Key Trends from SXSW Convergence of Offline/Online Advertising Transmedia Gamification Evolution of Purchase Decisions Emergence of Micro-communities Actionable Analytics
  • 57. “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