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SxSW 2014 Trends, Observations, Predictions
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SxSW 2014 Trends, Observations, Predictions

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SxSW observations. Privacy comes out of the closet. Digital manufacturing gets accessible. Social responsibility emerges as a cool thing to do. Actions beat advertising when it comes to marketing. And …

SxSW observations. Privacy comes out of the closet. Digital manufacturing gets accessible. Social responsibility emerges as a cool thing to do. Actions beat advertising when it comes to marketing. And more.

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  • 1. 2014 @edwardboches
  • 2. privacy comes out of the closet
  • 3. You have decided not to tell Facebook your home phone number. ! Guess what? They know it. It’s in a friend’s contacts and she forgot to conceal it.
  • 4. Do you have any idea how many trackers are following you when you visit a website? ! Often there are 40 or more trackers taking note of your IP and cookies.
  • 5. Your meta data reveals where you’ve been, who you’ve been with, how long you’ve been there?
  • 6. Do you want the government, Google, or Facebook to know you’re visiting gay sites, gun sites, porn sites, or political party sites?
  • 7. Do you even know how many companies you’ve allowed to access your Twitter feed? ! When is the last time you checked your settings?
  • 8. Prediction: ! Consumers will pay more attention to privacy. ! There is an opportunity for social and Internet brands to promote and endorse end-to-end encryption. ! New tools will gain traction.
  • 9. digital manufacturing becomes accessible
  • 10. Once, computers were only available to large corporations. ! Then came the personal computer.
  • 11. Once, printing presses were only available to media giants and publishers. ! Then came desktop publishing.
  • 12. Once, milling machines were only available to large factories. ! Then came digital manufacturing.
  • 13. Now, $650 buys you a milling machine. ! Free software (EASEL) makes manufacturing as easy as blogging.
  • 14. Prediction: ! The maker movement will go mainstream. ! Larger brands, retailers, big box stores will modify business models to accommodate the new interest. ! A smaller percentage of goods will be made in China.
  • 15. marketing transcends advertising
  • 16. ! IBM markets cognitive computing with a food truck that captures everyone’s imagination.
  • 17. ! It’s an initiative in which the brand does something rather than say something.
  • 18. IBM invites user participation.
  • 19. It creates content.
  • 20. It tells a story rather than promote a product.
  • 21. Prediction: ! More and more brands will do rather than tell. ! Consumer participation will be essential to all good marketing ideas. ! Content will be created by the brand, the user and the experience itself.
  • 22. brands build good will through social responsibility
  • 23. Lack of clean drinking water kills millions of children every year.
  • 24. No health organization has the resources or infrastructure to bring clean water to remote areas in Paraguay or Ghana.
  • 25. Coca Cola is the one brand whose tentacles reach to the most distant corners of the world.
  • 26. Partnering with DEKA, Coke transport the parts to build EKO Centers and bring the Slingshot clean water system to those who need it most.
  • 27. Prediction: ! More brands will find value in social responsibility. ! Innovative partnerships and collaboration will create opportunities for both parties. ! More of the world’s problems will be solved by for-profit corporations.
  • 28. personal data is the new obsession
  • 29. Calories burned, time spent in R.E.M., and now our personal genome, mapped and tapped.
  • 30. Your DNA will help you track your ancestors, determine the source of your personality traits, and maybe even prevent disease in both you and larger communities.
  • 31. It’s motivated by profit, too.
  • 32. Founder Anne Wojcicki previously worked on Wall Street investing in companies that made money off of treatment rather than prevention. Treatment of preventable diseases — obesity and diabetes for example — is a multi-billion dollar business.
  • 33. But lots of companies compete to make money off of treatment. Why not make money off of prevention?
  • 34. Prediction: ! Personal data is the new gold rush. ! Profit motives will be disguised as being more altruistic than they actually are. ! Consumers will come to expect and even rely on data about their health, DNA, lifestyle, energy consumption and more. ! New moral issues — breeding better offspring — will challenge social and legal standards.
  • 35. how we are connected will drive innovation
  • 36. Biz Stone asked a simple question.
  • 37. “If we were going to create a search engine today, would we want to search only the web? Or all the people we are connected to at any given moment.”
  • 38. Jelly searches your friends and your friends’ friends. Two degrees of separation.
  • 39. The question isn’t whether Jelly will be a big idea. The question is where the next big ideas will come from.
  • 40. What else can be created based on how connected we are to each other?
  • 41. Prediction: ! We ain’t seen nothin’ yet.