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SXSE 2014
 

SXSE 2014

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    SXSE 2014 SXSE 2014 Presentation Transcript

    • PRESENTS SOUTH BY SOUTH EAST
    • the next 2 hours SXSW distilled Break Q&A Drink and discussions @davidcaygill @benessen @deemac99@Fourie_duPreez
    • There are so many amazing things in the universe. don’t be distracted by things that are not. “ ” the insights that matter Dr Neil deGrasse Tyson, Astrophysicist, Cosmos
    • change at the rate of moore’s law
    • Participation brands visibly enhance the flow of people’s lifestyles.
    • lifestyle hacks #1 practical magic
    • lifestyle hacks #2 habituality
    • lifestyle hacks #3 material quality
    • Confidential © 2014
    • the team 1. 21st century content craft 2. Future of social is collaboration 3. Brands as digital anthropologists 4. Living in an automated world 5. From design to de$ign 6. Hardware / Software / Wear 7. Innovation at the edges 8. Your next billion customers
    • 21st century content craft
    • 21st century content craft A cyberpunk tech war is coming. not for your pocket, desktop or living room. but for how you experience reality. “ ”John Brownlee, Fast Company
    • algorithmic journalism
    • algorithmic journalism works 50m+ unique visitors per month 75k av Facebook Likes per post 380m page views from 100 posts 5m minutes daily watching
    • perfecting curiosity gaps
    • brand collaboration through native advertising
    • entertaining mobile brand utility
    • extraordinary digital storytelling
    • extraordinary digital storytelling
    • rebooting the news
    • rebooting cookery!
    • rebooting the news
    • the rise and rise of short form video
    • next generation internet
    • next generation virtual reality for brands
    • key takeouts 3. Foster a culture of content craft 2. Make content that POPS 4. Re-imagine immersive brand experiences 1. Craft for the ‘curiosity gap‘
    • The future of social is collaboration
    • collaboration active output orientated social as means to end connection passive input orientated social as end in itself a new social paradigm
    • CREATIVE COLLABORATION TECHNOLOGY COLLABORATIVE ECONOMY
    • access over ownership peer to peer
    • more like real lifehuman & authentic
    • CREATIVE COLLABORATION TECHNOLOGY COLLABORATIVE ECONOMY
    • The next frontier is to make asynchronous communication as seamless as real time conversations “ ” From ‘connection’ to ‘collaboration’ Stephen Kim, Global Creative Solutions, Microsoft / Skype
    • share desktop surfaces with illumishare
    • MIT Scratch programme collaborative programming for kids
    • brand participation through collaboration
    • key takeouts 1. Design for access as well as ownership 2. Identify the passionate peers in your category 3. Create the tools to enable collaborative creativity 4. Focus your social use on productive output
    • brands as digital anthropologists
    • stop doing digital marketing and start doing marketing for the digital age “ ” brands as digital anthropologists Ben Malbon, Dir Strategy, Google Creative Labs
    • the inequalities of participation
    • harness superfans to fuel participation
    • Being anonymous & private is the ‘new social’
    • brands stepping out into digital culture
    • brands stepping out into digital culture
    • brands stepping out into digital culture
    • the way we communicate is evolving
    • a growing universal visual language
    • collaborative social experiences through entertainment
    • key takeouts 1. Let superfans in to fuel participation 2. Be honest and creative when entering new spaces 3. Get fluent in new visual vocabularies 4. Mobilise communities through creative collaboration
    • software > hardware > Wear
    • software > hardware > Wear 15 years' time computers will be more intelligent than we are and will be able to understand what we say, learn from experience, make jokes, tell stories and even flirt. “ ”Carl Bass, President & CEO of Autodesk Inc,The Robot Revolution.
    • the race has changed
    • ubiquitous embedded computing
    • perceptive computing
    • perceptive computing
    • sci-fi as a business plan
    • health as a tech toy
    • ultra specific wearables
    • wearables as controllers
    • wearables as controllers
    • do we still need single use devices?
    • Data Capture Lifestyle context Behavioural prompt Measurement Enhancement from quantification to qualification
    • giving customers a privileged perspective
    • key takeouts 1. What role do you play as tech wraps around your consumer? 2. How can you activate actionable health and fitness? 3. What data do you need to do more for your consumer? 4. How do you help your audience improve themselves?
    • living in an automated world
    • “ ” Brands in an automated world 12 Ahead brands can be the connective tissue between real people and technology
    • new times and a new class of consumer
    • human api
    • using artificial intelligence as ‘sense makers’
    • enhancing your life with automation
    • gamifying participation
    • big data hubris Source: Gartner / IBM, 2014
    • the promise of predictive marketing Source: Gartner / IBM, 2014
    • reverse engineering hollywood ource: Gartner / IBM, 2014
    • key takeouts 1. Start designing for an automated world 2. Find extraordinary auto enhance brand moments 3. Embed motivation core drivers into experiences 4. Harvest data for predictive patterns
    • From design to DE$IGN
    • “ ” visual everything we must change our mindset about design and designers Maria Giudice, Innovator and Author, Rise of the DEO
    • “ ” design everything we must change our mindset about design and designers Maria Giudice, Innovator and Author, Rise of the DEO
    • design is the glue that connects the brand
    • visual productexperience DE$IGN commercial From design to DE$IGN
    • 1. design = ALIGN A DESIRED OUTCOME WITH A USER’S INTEREST
    • 2. design = informed iteration
    • 3. design = insight driven persuasion
    • 4. design = craft
    • design = change from ceo to deo: change agent facilitator iterates
    • key takeouts 1. Make Design the glue for your brand 2. Make your Design process commercial 3. Align the user’s interests with the brand’s 4. Add some Design thinking to your day to day
    • Your next 1 billion customers
    • Oxfam: African advertising campaign is helping to dispel negative stereotypes
    • AFRICA’S MIDDLE CLASS HAS TRIPLED OVER THE LAST 30 YEARS
    • class attendance climbed to 95%
    • 43% of kenya’s $40 billion GDP flows through M-pesa
    • 3 key take-outs Understand the context of the market then you will see the opportunities to innovate Develop exciting value propositions that are relevant for the audiance Adapt your approach to mobile to suit the technologies available
    • innovation at the edges
    • Where does innovation happen in your organisation?
    • R&D Centre in leeds? Marketing meeting?
    • when different kinds of people meet
    • 18c internet culture
    • Innovation at the edges True discovery happens in a very undirected way, when you figure it out as you go along “ ” Joi Ito, MIT Media Lab Director
    • learn by doing
    • re-imagine the tools you need
    • make social sawdust
    • Two life saving machines
    • point of use technology + global logistics
    • social growth strategies
    • key takeouts 3. Embrace new opportunities and pivots 2. Lower the barrier of experimentation 4. Create byproducts from your process 1. Find collaborations in your network
    • THANK YOU Break
    • PRESENTS SOUTH BY SOUTH EAST BREAk - 10 minuets
    • PRESENTS SOUTH BY SOUTH EAST questions - #sxse