SXSW 2012 Lessons Emily Reeves

{ SXSW 2012 }

music festival ﬁlm festival interactive communications conference 25,000 attendeesgeekspring break { what is SXSW? } austin, tx march 9-13, 2012 launches emerging technology trends discussions

{emily’s perspective }

27 session slots { my schedule over 5 days } 30-40 session options per slot Keeping Loyal Customers by Shaking Sh*t Up Fireside Chat with Vic Gundotra on Google+ MIT Media Lab: Making Connections Creating the Code: A BBC Transmedia Documentary Top Chef: How Transmedia is Changing TV Everything is a Remix, so Steal Like an Artist Making the Real World Easier to Use Storytelling Beyond Words: New Forms of Journalism Digital Sport: Know More, Do More High On Line: Applying Psychology to Web Design Ambient Location and the Future of the Interface Beautiful Data? No, That Data is a Sex Machine Maps of Time: Data as Narrative Shut Up & Draw: A Non-Artist Way to Think Visually Location Tracking: Threatening or Value-Added? Expanding Our Intelligence Without Limit Personal Lifestreams Provide Data for Public Good What’s the Holy Grail of Social/Mobile/Local? Epic Battle: Creativity vs. Discipline in Social Digital Divas: How Girls Rule the Digital Universe Branded Content: We’re All Publishers Now A Recipe for Success: A Blog, A Brand, A Business Taking Your Brand Back from Your Customers Inside Instagram The View From Inside Rainn Wilson’s Brainstem How to Read the World Coding the Next Chapter of American History

{ }heard

{ } themes #1 Content and/or Content Curation #2 Storytelling#3 Discovery, Exploration, Customization #4 Using the Right Tools #5 Observation

{ } #1 contentbrands publishers creating content (or become excellent curators of relevant content) that pulls people to us

{ }#1 content cont.what is content? why do it?• photos • thought leadership• videos • seo• blogs • reaching out through• stories multiple touchpoints• data/infographics • reputation building• webinars• white papers• books• curation how to do it? • define messages • define target • define voice • define channels • monitor and measure

{ storytelling #2 }transmediausing interactive media platforms designed in a thoughtful way that beautifully showcases the content while engaging the reader infographics using stories to make sense of the data Storify curating existing online content to craft our narrative

{ storytelling #2 cont. }transmediaBBC: The CodeGoal• broaden documentary audience viewership beyond the typical 1/2 million men 55+ years old viewersElements• tv show with integrated treasure hunt clues• online games revealed clues• direct mail revealed hints• social media for teasing, fan collaboration, hints• website with PDF game bookResults• 2 million viewers• 1 million games played• 24 minutes average game play• winner was a woman

{ } cont. storytelling #2transmediaBravo: Top ChefGoals• capture Top Chef audiences online• secure 1 million streamsElements• tv show• online web series that impacted ﬁnal results• social media - fans and contestants• online voting• points for activities onlineResults• 8 million streams

{ storytelling #2 } cont. infographics • data visualization • wireframe story • approach editorially • innately shareable • dashboard developmenthttp://visualization.geblogs.com/

{ storytelling #2 } cont.Storify• pulls from resources around Internet• automatically attributes sources• notiﬁes people when their content is used• can add narrative between curated content• tell the story in varying formats

{ discovery #3 }the information companies have about us is wide and deep we are giving up our preferences through our social networks, web browsing and mobile apps and they are starting to use that information to give us better experiences

{ discovery cont. #3 }customized content & relevant recommendations• socially annotated search• advertising speciﬁc to the content viewed• based on friends• based on location• based on preferences• based on previous web activities better experience • saves time • discovery of people, places and things in context of our lives

{ discovery cont. #3 }Google• annotated search (+)• increases click-through 5-10% Highlight • people nearby Thrillest • online shopping • created products coordinated with advertising Foursquare • radar • explore Geoloqi • erecting digital fences around certain locations, and then pairing your movements with self-identiﬁed data points to aid you in moving through the world

{ } tools #4(1) set objectives for digital and social(2) measure all decisions against those objectives(3) consider the audience(4) evaluate the competition(5) consider how you will measure success (in other words, no you shouldn’t be on Pinterest just because everyone is talking about it)

{ #5 observation }it is OK to see what others do well and make it better

{ thank you } @reeves501 msadverthinker.comereeves@stoneward.com

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SXSW 2012 Lessons Emily Reeves

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