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  • SXSW began as a music festival in 1987British singer James Blunt was discovered by producer Linda Perry while playing a small show at the 2004 SXSW Music festival, and was signed to Perry's Custard Records soon thereafter,[9] where he would go on to release all three of his subsequent albums.
  • In 1994, SXSW added a component for film and other media, named the "SXSW Film and Multimedia Conference".[3]In 1995, the SXSW Film and Multimedia Conference was split into two separate events, "SXSW Film" and "SXSW Multimedia".[3]In 1999, SXSW Multimedia was renamed "SXSW Interactive"
  • In 1999, SXSW Multimedia was renamed "SXSW Interactive"2007 ‘Coming out party’ for Twitter2008 Keynote interview with Mark Zuckerberg2009 Foursquare launches at SXSW
  • In 1999, SXSW Multimedia was renamed "SXSW Interactive"2007 ‘Coming out party’ for Twitter2008 Keynote interview with Mark Zuckerberg2009 Foursquare launches at SXSW
  • Smartphone sales overtook PC sales in the fourth quarter of 2010
  • Google Maps usage is 40% mobileLocation and contextual discoveryGoogle expects searches from mobile to exceed searches from PCs in 2013 – though that might happen sooner.Location-based services, including new releases of Maps for mobile, check-ins, deals and augmented reality, are evolving into quintessentially Google products. The world of "contextual discovery" – organising information, reviews and deals around a given location – is the local play on Google's longest-standing ambition.
  • (Late last year, Nicaragua refused to withdraw troops from a disputed parcel of land along its border with Costa Rica after Google Maps wrongly labelled it Nicaraguan territory.)
  • The explosive growth of smartphones, home wifi, laptops and tablets has provided the framework for widespread social TV
  • Smartphone sales overtook PC sales in the fourth quarter of 2010
  • Last decade for social layer frameworkNext decade for game layerAll about using dynamics, using forces to influence behaviour – what you do, where and how
  • Plus progression dynamics
  • Batman Rises campaign – Bane image) http://www.thedarkknightrises.com/ http://twitter.com/#!/thefirerises
  • Brand journalism is an editorial approach to brand building that is transparent and engages the audience. It is a non-fiction approach, that requires thinking like publishers rather than marketers or agencies.  Telling a story instead of pushing a message.It is changing the way companies and agencies approach public relations, communications, marketing and advertising.The use of dynamic online newsrooms for brand journalism escaped panel discussion, and umbrage at the use of the word “journalism” struck a nerve with many communication professionals, former journalists and journalists alike.
  • The Refresh Project accomplished everything a social media program is expected to: Over 80 million votes were registered; almost 3.5 million "likes" on the Pepsi Facebook page; almost 60,000 Twitter followers. The only thing it failed to do was sell Pepsi.The results are now in. It has been a disaster.Last week, The Wall Street Journal reported that Pepsi-Cola and Diet Pepsi had each lost about 5% of their market share in the past year. If my calculations are correct, for the Pepsi-Cola brand alone this represents a loss of over $350 million. For both brands, the loss is probably something in the neighborhood of 400 million to half-a-billion dollars.For the first time ever Pepsi-Cola has dropped from its traditional position as the number two soft drink in America to number three (behind Diet Coke.)In 2010, Pepsi's market share erosion accelerated by 8 times compared to the previous year.
  • DARPA: creator of the internet, email and modern computer graphics

Sxsw presentation june Sxsw presentation june Presentation Transcript

  • Lessons fromSXSW Interactive 2011
  • What I’ll be talking about
    Potted history of SXSW
    All that matters...
    SoLoMo
    Social TV
    Game dynamics and the game layer
    Brand journalism
    The future’s in your mind
  • View slide
  • View slide
  • Twitter launched prior to SXSW “to a whimper”
    Image of Zuckerberg
    Foursquare
  • Twitter launched prior to SXSW “to a whimper”
    Image of Zuckerberg
    Foursquare
  • SXSW Interactive 2011
  • SXSW Interactive 2011
  • SXSW Interactive 2011
  • Phones
    Social
    Location
    Mobile
    SoLoMo

  • A smartphone today would have been the most powerful computer in the world in 1985

    Horace Dediu, former Nokia Executive
    In fact, today's phones have about the same raw processing power as a laptop from 10 years ago. And every year they close the gap.
    Source: The Guardian
  • Smartphone salesto beat PC sales by 2011
  • Location, location, location
    The mobile phone acts as a cursor that connects the digital and physical worlds
  • Nicaragua Raids Costa Rica, Blames Google Maps
  • The father of Foursquare
  • It’s not just about badges
    now Foursquare is moving beyond the early-adopter market...
    ...the app will become more useful as a local guide for people who don’t want to check in everywhere they go.
    Source: Financial Times
  • Social TV
  • Social TV
    technology that supports social interaction in thecontext of watching television
    Source: Wikipedia
  • Backchannel
    Backchannel is the practice of using networked computers to maintain a real-time online conversation alongside live spoken remarks.
    Initial thinking was around integrated TV set offerings... but
  • The Second Screen
  • Wifi – unleashes laptops
    (and smartphones)
    Source: Percentage HH, Touchpoints 3 (2010) vsTouchpoints 2 (2008)
  • Smartphone salesto beat PC sales by 2011
  • Tablets redefine the backchannel
  • Re-linearization of TV


    linear TV, far from being dead,
    is actually making a resurgence
    Chloe Sladden, Twitter
  • Beyond Twitter
  • Game dynamics and the game layer
  • The Game Layer
    “creatively designed incentives and game-like compulsion loops”
  • Game Dynamics
    A collection of ways to influence behaviour that form the basis of many games but that can also be applied to achieve desired business and/or social outcomes
    A form of applied Praxeology
    The science of human action
    Related to behavioural economics
  • Appointment Dynamics
  • Influence
    and Status
  • Communal Discovery
  • Labour camp gold farmers
  • Brand Journalism
  • Brand Journalism

    a method of engaging our audience in discussions about the brand. This is done by creating compelling content and messages as well as by incorporating the audience’s own viewpoints

    Kyle Monson, JWT
  • What brands can learn…
    from news rooms and political campaigns
    Working in real time
    new content every day that promotes and encourages dialogue with their target audience
    They must also monitor new blog entries, videos and other items using (for example) RSS feeds or Twitter
    and political campaigns
    Messages are clearly formulated, with daily news about the “brand”, but oriented toward current events
    Source: Albert Pusch, Brand Republic
  • Seth Godin in 2004
    changing the marketing without changing the underpinnings of the business is almost always a bad strategy
    The marketer doesn't get to run the conversation. It's not really brand journalism that's happening, you see. It's brand cocktail party!
  • Win or Fail?
  • A quick look into the future…
  • From gesture to mind control
  • …for prosthetics
  • Smart dust
    Wireless sensor networks
  • Robots!
  • SXSW Interactive 2012
    come with us!
  • In summary
    The only things that matter are social networks, games and phones...
    ...and cheetah robots...
    ...and in the words of William Goldman,
    “nobody knows anything”
  • Social gibberish
    http://www.youtube.com/watch?v=NUbbDXHtQxU&feature=player_embedded