BBDO Atlanta 10 Takeaways from SXSW

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  • 1. SX6s // South by in 6 second increments QuickTime™ and a AVC Coding decompressor are needed to see this picture.
  • 2. SXSWi’13 Stats30k attendees in 2013 // 2012: 24k // 2011: 19k1,833 Interactive Sessions60% 24-35 male60% HHI $100k+48% repeat attendees21% international registrants (from 72 countries)#1 most talked about:Grumpy Cat followed by Elon Musk, and Al Gore
  • 3. WWW.DIGITALLABLIVE.COM
  • 4. “SXSW is where you go experience thefuture for a few days before you haveto go back home to the present.”- DENNIS CROWLEY, FOUNDER/CEO FOURSQUARE
  • 5. 1.) Big data is important2.) Design to change behavior3.) Don’t say viral4.) Be awesome5.) Create distribution6.) Collaborate7.) Value the experience8.) Humanize tech9.) Act like startups10.) Be passionate10 KEY TAKEAWAYS
  • 6. Big Data is Important
  • 7. “We have all of humanity’s knowledge in our hands. It’s our responsibility to make that useful.” - Amit Singhal, GoogleBIG DATA ACCORDING TO GOOGLE
  • 8. BIG DATA ACCORDING TO AL GORE
  • 9. BIG DATA ACCORDING TO US
  • 10. Design to ChangeBehavior
  • 11. Through data, we can track our ownbehaviors to make actual changes inour real lives.THE SHIFT FROM BIG DATA TO “QUANTIFIED SELF”
  • 12. WHEN YOU CHECK INAT 2 AM... AND GET FOUR HOURS YOUR WEIGHT GOES UP OF SLEEP... TWO POUNDS ONE WEEK LATER. UNDERSTANDING YOUR OWN DATA
  • 13. Google’s talking shoe motivates you tomove FEEDBACK & FEEDFORWARD
  • 14. Stop saying “Viral”
  • 15. 1.) Most things are not “Viral.”2.) You never know in advancewhich ideas will work.3.)Try lots of things & optimize THERE IS NO GOING VIRAL FORMULA
  • 16. 85% of these views were paid forBUYING THE SEED, IS 1/2 THE BATTLE
  • 17. It should be 50/50 split onfiguring out the idea &how to make it spread.Not 95/5SPREADING THE SEED, IS THE OTHER 1/2 OF THE BATTLE
  • 18. Be Awesome
  • 19. “You could have a hugemarketing budget, but if nobodywants to share your content andideas then it’s not working.”-Jonah Peretti, Buzzfeed CEO
  • 20. BROADCAST BORED-AT-WORKTHE NEW “MASS” NETWORKS
  • 21. If it’s not MOBILE it won’t SPREAD Sweet SpotUNDERSTAND THE PLATFORMS
  • 22. Quality contentdoesn’t have tohave highproduction value. GRUMPY CAT MOST SHARED AT SXSWi
  • 23. REAL-TIME RESPONSE OREO SUPERBOWL AD
  • 24. “Social is a way ofthinking, not a channel ora trick.”JONAH PERETTI, BUZZFEED CEO
  • 25. 1.) Have a heart, be emotional2.)  Content is about identity3.)  Relate to your audience4.)  Be nimble & responsive5.) Capture the moment6.) Cute animals deserve respect7.) Humor is inherently social8.) Nostalgia9.) Don’t post things people areembarrassed to share
  • 26. Create NewDistribution Models
  • 27. By building from assets up,TMZ grew beyond a website,and now has a TV show, radioshow, and bus tour.
  • 28. "The goal, is tobecome HBO fasterthan HBO canbecome us." Reed Hastings, Netflix CEO
  • 29. Collaborate withConsumers
  • 30. Hawaii Five-0 rantwo different finales,on each coast basedon social feedback
  • 31. CROWD SOURCING CONTENT
  • 32. Value the Experience,not the “Thing”
  • 33. As our audiences becomeharder to reach,we have to create experiencesthey actually want to have.
  • 34. 90% rent a brand they’ve 90% rent a brand they’ve never rented or owned before never rented or owned beforeCREATING AN EXPERIENCE ECONOMY
  • 35. Using real women & photosboosted conversion rates PEOPLE WANT AUTHENTICITY
  • 36. Buying things is so “passé”Lululemon// Yoga Classes // In StoreSnow Skis // Demo // Slopeside J Crew // Whiskey // Liquor Store
  • 37. Humanize Technology
  • 38. As we spend more time withdigital, the value we place onexperiences with real people& things increases.THE DIGITAL BACKLASH
  • 39. We’ve always thought wewere digital natives.But we’re not. Then. Now .THE MYTH & REALITY
  • 40. How do parents raise digitally-savvy children without relying onthe convenience of technology as ababysitter? THE ANXIETY
  • 41. Technology should bethere when we want it, andout of the way when wedont.THE SHIFT IN OUR RELATIONSHIP WITH TECH
  • 42. “Hardware” can marry digital with physicalMakerBot// 3D Printing QuickTime™ and a H.264 decompressor are needed to see this picture. 3M Innovation// Virtual Help DeskFUTU// 3D Printing Shoes 3M Innovation// Virtual Help Desk
  • 43. What’s holding computers back isthe limited number of ways inwhich we can use them. LEAP MOTION & THE FUTURE OF GESTURE CONTROL
  • 44. LEAP MOTION & THE FUTURE OF GESTURE CONTROL
  • 45. GOOGLE GLASS IS ALMOST HERE.
  • 46. IT WILL CHANGE THE WAY WE ACT
  • 47. THE WAY WE COMMUNICATE
  • 48. QuickTime™ and a H.264 decompressor are needed to see this picture.GOOGLE GLASS IS ALMOST HERE.
  • 49. Act like Startups
  • 50. “Just because something has been done the same way for a long time, doesn’t mean it’s the only way.”NICK CAVE
  • 51. The Traditional Approach Planners write a brief Creative concept Present ideas to account and clientWATERFALL APPROACH
  • 52. AGILE APPROACH: CONCEPT > TEST > ITERATE
  • 53. Scrum: multiple smallteams working in anintensive andinterdependent manner.
  • 54. Adopt a Lean MentalityDidn’t accept credit cards at launchPhones in driver’s cars died after 4 hours JWT’s “Pop-up” Agency for Startups
  • 55. Be Passionate
  • 56. ELON MUSK//BADASS “If humanity doesn’t land on mars, that will be my greatest disappointment.”CEO and CTO of SpaceX, CEO and Head Product Designer at Tesla, CEO of Solar City
  • 57. First 3 Rocket Launches Failed
  • 58. TINA ROTH EISENBURG1.) Embrace enthusiasm2.) Don’t complain, make things3.) Surround yourself with likeminded peopleOwner of Swiss Miss, Creative Mornings, Teux Deux app, & online Tattoo shopTattly
  • 59. 1.) Big data is important2.) Design to change behavior3.) Don’t say viral4.) Be awesome5.) Create distribution6.) Collaborate7.) Value the experience8.) Humanize tech9.) Act like startups10.) Be passionate10 KEY TAKEAWAYS