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Sxsw Team Presentation April14 Slideshare

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SXSW 2010 journalistic reporting

SXSW 2010 journalistic reporting

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  • 1. SxSW 2010 Austin, TX
  • 2. South what?
  • 3. ❝ Often dubbed the Sundance of new ❞ media, SXSWi is the bellwether for what lies ahead for digital culture. – Advertising Age, March 24, 2009
  • 4. ❝Welcome to Austin, a city where, for the time being, everybody is famous, the economy is rocking, and the grid ❞ is groaning under an influx of the digitally interested. – New York Times, March 23, 2009
  • 5. facts and figures • First sxsw in 1987, all about music • First sxsw multimedia in 1994 • Became sxsw interactive in 1999 This year: • Interactive participants: 15,000+ (40% ↑ YOY) • 40% more registrations than sxsw music 2010 • Countries represented: 31
  • 6. personas Ashton Kutcher Scott Heiferman, Evan Williams, Meetup.com Twitter Guy Kawasaki Jeff Jervis, Gary Vaynerchuk The Buzz Machine Danah Boyd Wine Library Social Media Researcher @ Microsoft
  • 7. today #1 : social [media+business]; today’s connective tissue #2 : UX #3 : on steroids #4 : practical philosophy
  • 8. #1 social [media+business]; today’s connective tissue 8
  • 9. Question: How different was this event from others, when you say ‘connective tissue’ ? “It just felt more connected. All the time. Nearly like a scene from Blade Runner.”
  • 10. In short: super- location- connective + transparent + = connected sensitive tissue of sxsw
  • 11. MySXSW • Not just a website but an Event Social Network • Connect Twitter followers • Connect to Facebook • Connect with new people [Contacts] • See who is attending [Groups] • Install [Tools] check it out? • Customize [My Schedule] user: molonese p/w: sxswrocks
  • 12. MySXSW - Groups • Who is attending • Connect with them
  • 13. MySXSW - Tools MySXSW on iPhone Features: • My Schedule • Map • Search • Notifications • My Card (send via email or SMS) • News • Compatibility: only iPhone v3.x  • Developer: DUB • User feedback: not updating at times
  • 14. QR (quick response) Code Application 1: “Follow me” @ mySxSW • How? Snap the QR Code on my event tag with your phone • Get: name, photo, company, etc • Then: follow me on my.sxsw; events attended, what I say, see my groups, etc. • After: synch up all contacts gathered with my address book • Applies: to people, brands, events Application 2: Quick access to content • How? Snap the QR Code on poster, print ad •Result: get instant access to mobile page; text, mp3, video, etc. Application 1 Application 2
  • 15. QR (quick response) Code • Phones and apps: • iPhone: I-Nigma • Windows Mobile:Bee Tagg • BlackBerry: I-Nigma or BeeTagg • Android: Google Zxing Reader • Nokia: I-Nigma • Result: few people used it, but it shows innovation leadership of sxsw. Expected to be big in the coming years. Application 1 Application 2
  • 16. Tweets kill Twitter’s keynote • Highly anticipated keynote • Worthy quotes: • “We are a force for the good” •“Difference between transparent and open?” Window is transparent but closed. Door is open.” • @Anywhere disappointed the interactive world. Lacked a larger context. • Voted the worst keynote in the history of sxsw. Ironically, the tweeting audience killed the keynote. • They never read the tweets in real time for feedback • 75% of audience left before the end.
  • 17. #tags at tracks #sparkamovement What’s good about it? • synopsis of the track left on Twitter • real-time feedback to the presenters • helps decide if worth switching to another track
  • 18. #tags in life This is Jenn’s real story
  • 19. Gowalla What’s cool [need mobile] • know where your friends are • ping them “at a great bistro now” • what they say about places • imports friends from FB and Twitter • rewards (pins)
  • 20. Foursquare What’s cool [on mobile] • very similar to Gowalla • venue-specific promos from vendors • rewards (badges)
  • 21. Foodspotting What’s cool • connects food lovers • rates and reviews food and places • helps make food decisions • tagged by food type and geography • natural fit for food-related sponsors
  • 22. #2 : UX (user experience) 22
  • 23. UX • Web psychology • Best UX sites • Rapid prototyping (exercise)
  • 24. web psychology #1 Likeability •use of personalities like Obama, liked celebrities #2 Social Proof •smiling models sell better #3 Authority (example of banking #4 Reciprocity products) •obvious but not used #5 Scarcity often enough #6 Commitment
  • 25. web psychology ..continued • show what like-minded people are #1 Likeability doing, e.g. “people with red hair, buy this…. “ #2 Social Proof • the power of “first follower” • power of groups / peer opinions, #3 Authority experiment “which is the longest line”, most see A when others say so too. #4 Reciprocity A. -------- B. ---------------- #5 Scarcity C. ---- #6 Commitment
  • 26. web psychology ..continued #1 Likeability • show people that you are credible • reference made to “Stanford #2 Social Proof Guidelines for Web Credibility” • “Ashton Kutcher said… “ #3 Authority • “Jack Welch says… “ #4 Reciprocity #5 Scarcity #6 Commitment
  • 27. web psychology ..continued #1 Likeability • you give, you get #2 Social Proof • dog adoption as an analogy; the dog given “free” for the #3 Authority weekend always finds a home #4 Reciprocity • Google doing it with its free #5 Scarcity apps like Reader. #6 Commitment
  • 28. web psychology ..continued #1 Likeability • especially when we know something will be short in #2 Social Proof supply #3 Authority • tell people when it’s running out #4 Reciprocity #5 Scarcity #6 Commitment
  • 29. web psychology ..continued #1 Likeability • create a low entry point for people to commit. Games #2 Social Proof are a good example of merits and rewards to create a hook #3 Authority • comes across how the site #4 Reciprocity engages us #5 Scarcity #6 Commitment
  • 30. web psychology ..continued #1 Likeability • Great sites like Amazon subscribes to all these #2 Social Proof principles #3 Authority • Recommendation: run this checklist to see how a site #4 Reciprocity can be optimized further #5 Scarcity #6 Commitment
  • 31. best UX nibs UX experts’ picks: • We hardly ever acknowledge a good UX • zappos .com site but get so irritated • mint.com with a bad one. • urbanoutfitter.com • Let someone else tell • amazon.com you the site is great • turbotax.com (assuming you are the designer/UX person)
  • 32. rapid prototyping The Wallet Exercise (by c/o Intuit, designed TurboTax.com) The idea: • Experiment early by conducting rough and rapid experiments • Means little time investment • Validate ideas (as idea creators get so hang up on their ideas)
  • 33. rapid prototyping ..continued Step 1
  • 34. rapid prototyping ..continued Step 2
  • 35. rapid prototyping ..continued Step 3
  • 36. rapid prototyping ..continued Step 4
  • 37. rapid prototyping ..continued From this, to …………………………….. this We can use this approach to communicate a POV (strategy), a new interactive approach (with the client or a focus group).
  • 38. #3 : on steroids
  • 39. battle of the decks Idea: • Present a powerpoint deck you had never seen before. 10 slides in 5 minutes. • Be judged for originality, confidence and storytelling skills.
  • 40. SXSW matchmaking: pitching content to Miller Light “Advertising is so 20th Century. Watch a world famous brand stop interrupting TV and start dating motion media online. Six content creators will pitch their ideas live on the Day Stage. A fast six minutes each. One will secure $24,000 to make their film. Another will get $8,000 decided by the audience.”
  • 41. Bing maps evolution • Silverlight makes it AMAZING! • Applications built on top of Bing Maps • E.g. see real-time Tweets in this location
  • 42. #4 : practical philosophy
  • 43. neuroscience and marketing • Pet rock success – do we need neuroscience to sell? • There are no such things as “super ads”, no mind reading • Use of smiley faces in ads show a higher acceptance level in ads than neutral faces • Not being able to decipher a facial expression makes us more curious (Monalisa, catwalk model?). Why? • Human brain can only process 2-3 images at a time. • Anything more than 3 gives us anxiety. Why? • Decoy marketing – a counterintuitive way to sell more • Dips and chips; the evocative moment of dipping the chip in the salsa; moment of the experience. • Ask the kids to study before going to sleep. Why?
  • 44. too much math killing marketing? • Panel split “for” and “against” math • Right/left brain people see things differently (vid) • Moderator listening to audience tweets and responds in real-time • Most popular session at sxsw (‘coz they listen?)
  • 45. privacy and publicity • Privacy is not dead • Google’s Buzz fiasco • Facebook’s privacy disconnect Danah Boyd • Living in a publicity world Ethnographer, Social Media Researcher • Message for us @ Microsoft Full talk on : http://www.danah.org/papers/talks/2010/SXSW2010.html
  • 46. spark a movement Scott Heiferman, founder of Meetup.com podcast: http://my.sxsw.com/events/event/5004
  • 47. spark a movement …continued “Followers are over rated”
  • 48. spark a movement …continued Cult Dictatorship Band 21st century movement Brand
  • 49. spark a movement …continued • an inspiration, not leadership • making followers powerful • get them to self- organize • Leadership Factory 21st century movement
  • 50. spark a movement …continued Architecture for Humanity
  • 51. spark a movement …continued Let’s Story of ME Story of WE
  • 52. spark a movement …continued
  • 53. spark a movement …continued
  • 54. documenting ideas
  • 55. Microsoft @ sxsw
  • 56. brands @ sxsw
  • 57. disappointments • No ‘wow’ launches such as the next Twitter-, Foursquare-like • Having to arrive early for better tracks and keynotes • Some tracks brilliant, some sub-standard • Food selection/health and coffee queues • Total Pepsi block, no Coke.. • Wish we were more to cover it all!
  • 58. what we loved • The energy • The brains • The ideas • DPE team connections • Getting to know each other..
  • 59. useful links • Aston Kutcher – Katalyst Media – the future of media? • Chris Brogan http://www.chrisbrogan.com/ - social media consultant and a blogger • Danah Boyd keynote : http://www.danah.org/papers/talks/2010/SXSW2010.html http://sxsw.com/node/4700 takeaways: • Gary Vaynerchuk presentation (Wine Library founder) http://www.youtube.com/sxsw#p/c/746DB49695B7D2F3/27/ BEYjvifUdeM • SXSW.com login : user: molonese, p/w: sxswrocks
  • 60. till next year

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