Sxse1 hammersmith final

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Bring to life the best from SxSW for our key client: Sony Mobile

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Sxse1 hammersmith final

  1. 1. SXSE1 Top trends and marketing relevanceConfidential © iris 2011
  2. 2. Confidential © iris 2011
  3. 3. The birth place Confidential © iris 2011
  4. 4. Who’s next? Confidential © iris 2011
  5. 5. Brands have arrived... Confidential © iris 2011
  6. 6. Brands have arrived... Confidential © iris 2011
  7. 7. Clients tuned in Confidential © iris 2011
  8. 8. Speaking today Lindsay Landy Planning Overall trends and what this means for brands Roisin KiberdSocial Media Content Creator The power of movements Jon Burkhart Social Media Creative Director The power of the second screen Confidential © iris 2011
  9. 9. 8 key trends from SXSW Lindsay Landy Confidential © iris 2011
  10. 10. TREND 1: THE SIXTH SENSEConfidential © iris 2011
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  13. 13. TREND 2: THE POWER OF MOVEMENTSConfidential © iris 2011
  14. 14. "We have created in ourSouth-by-type worlda lot of incentive andaddiction to feedbackand stimulus from theworld around us.” Baratunde Thurston, SXSW Keynote Confidential © iris 2011 ‘How to read the world’.
  15. 15. o New apps show how comfortable we are being hypersocial and hyperconnected.o The new breed of social is ‘mass social’ and ambient.o People like to be part of something, even if the connection is not as strong as on Facebook. Causes bring them together. Confidential © iris 2011
  16. 16. A few recent good examples:The London riot cleanup last summerCash Mobs (themselves a reaction toGroupon)Kickstarter, Indie-go-go, Kiva, even theKony 2012 campaign.American politics (more so than in theUK). Confidential © iris 2011
  17. 17. SXSW featured lots of examples of skilled ‘post-crowdsourcing’ campaigns,like Chevy’s ‘From Prototype to Production’ panel.FOMO- how people can be mobilised en masse.Changing the world by giving brands a cause.Arguing the case for online voting. Confidential © iris 2011
  18. 18. Charitable crowdsourcing has paved the way, with siteslike Kiva making a lot of small difference rather than onebig one. Confidential © iris 2011
  19. 19. Cause.it debuted at SXSW, and uses more sophisticatedgeolocation to link businesses to local causes, making iteasier to bring difference across society. Confidential © iris 2011
  20. 20. Kickstarter leads innovation using a crowdsourcingmodel, a kind of middle ground between marketing andcharity. Confidential © iris 2011
  21. 21. Indiegogo is a similarly highly successful platform forfunding filmmakers. Confidential © iris 2011
  22. 22. How crowdsourcing was in the past: Chevy have been vilified and celebrated for their use of crowdsourcing. This 2006 campaign was a fail: the Tahoe SUV 2006 campaign, where ‘fan submitted’ video edits went very wrong.Chevy Tahoe SUV2011 Confidential © iris campaign, parody videos, 2006
  23. 23. Chevy have done an about-turn by incentivizing their crowdsourcing A prize that matters: chance to be screened at the Superbowl. Entertaining rather than simply ‘interactive’ MoFilm, Microsoft’s crowdsourcing company, as intermediary.7363192 YouTube Views for ‘Zombie Ride’ // 1 million Facebook Likes//87,451 Twitter followers Confidential © iris 2011
  24. 24. Doritos ‘Crash the Superbowl’6,100 entries for 2012 // highest-rating Superbowl ad // $1 million prize Confidential © iris 2011//4161 media mentions
  25. 25. Other brands like to highlight innovation as their cause. Toyota know their brand well enough not to count on entertainment, like Doritos, and to play up what they have and are known for. Eco-friendly and socially minded, socially conscious crowd-sourcing, but with professionally-made films.Crowdsourcing for good (and entertainment): Toyota’s Ideas for Good Confidential © iris 2011
  26. 26. Heineken’s rich history of design mean they can take itas their ‘cause’ 107,144 FB visits 37,000 LikesGenuine human aspect , in that it connects people. countries 145 differentShows that they’re listening to followers, but keeping 30,000 connections 750,000 Limited Editionhigh standards- perfect middle ground forbottles sold out. reaching 1.2m winning design gift packs Confidential © iris 2011
  27. 27. The Cuusoo Minecraft proposal racked up 10,000 votes in 24 hours.Very much a case of Lego knowing their audience and appealing tothe geeks.. In this case through their own Kickstarter-styleplatform.A good example of a massive company acting like a start-up andproving very agile and quick to listen and react.Result: Renewed cred with their followers in the tech world, and in2010 (two years after Cuusoo’s launch) they reached $1 billion insales for the first time in their history. Confidential © iris 2011
  28. 28. Pepsi Refresh- similar, and could be expanded with geo- location (cause.it and highlight style!) Opens up process to public, but keeps in control Interactive on multiple levels- votes and ideas Measurable change, using social media to make the process more detailed and more human.Pepsi Refresh Everything63 million votes // 5 million site registrations //$19 million beyond grants//79k volunteers Confidential © iris 2011
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  31. 31. What can we take from this?Crowd-sourcing has moved on, and this time it worksbetter.Brands have a grassroots following, like it or not.Show that you’re listening.Reach out, but do it on your own terms.Know yourself and what you stand for, because any U-turns willbe transparent on the Facebook Timeline.The ‘Age of Uprising’ is applicable to brands as well as politics.Don’t be afraid to experiment (But don’t get caught out!) Confidential © iris 2011
  32. 32. TREND 3: MULTI-SCREEN STORYTELLINGConfidential © iris 2011
  33. 33. Stories on many screens Jon Burkhart Social Media Creative DirectorConfidential © iris 2011
  34. 34. Social TV & Second Screen apps & Audience Data & BrandsConfidential © iris 2011
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  36. 36. Social is still a deep focus which drives valuable conversations around engagement and authenticity for brands, and further how it transforms the sales narrative… Whether its second screen or building branded channels, there was no doubt that great video content is what a lot of businesses are innovating around.” Oxygen Media’s Jennifer KavanaghConfidential © iris 2011
  37. 37. The Lean ForwardPassive – Watching (Where we have been)Persistent – Engaged (Where we are now)Perceptive – Personalized (Where we are going)Highly personalized experiences from immersive programing that you are in, tothe simple -socially informed electric program guides, your shows and DVRrecordings etc… This will also include real-time interactive advertising that ishighly personalized TV Everywhere will be perceptive to you and yourpreferences, your library, your life. It’s all about you Confidential © iris 2011
  38. 38. Watching, tweeting, blogging the superbowlTerms like second screen are being chucked around with abandon.It’s all about how content sits as the centre point between mobile,social and real time experiences.The 2nd screen can both add to the experience and distract to pushyou somewhere else. Confidential © iris 2011
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  41. 41. Miso is a new app which allows fans/viewers to create sideshows to accompanytheir favourite shows. It’s going to be bigA sideshow is an interactive content experience which plays on your iphone oripad while you’re watching tvThe interaction is really cool allowing you to check in, join conversations, findout extra info like what track have they used in the show, what they’re wearingand the abilityUsing a timeline interface Fans can add commentary at key points in thenarrative Confidential © iris 2011
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  44. 44. It’s about empowering viewers to participate in programs they love in an organic and authentic way. A constant theme at the conference was that TV isn’t just something you watch anymore – it’s an experience you live.” Travel Channel’s Nisha ChittalConfidential © iris 2011
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  52. 52. When people are talking about Glee on Twitter, we study these Gleeks in an almost stalker-like manner and then report back to brands who they are, where they hang out, where they live and more importantly what products they talk about. All in real-time. Network Insights’ Sean ReckwerdtConfidential © iris 2011
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  54. 54. 3D storytelling Meta+Micro Stories Give people What They Want Real-Time Media Planning More meaningful ConnectionsConfidential © iris 2011
  55. 55. The platform is not the story. The story is whoand how and why and what it makes you feel. Channel 4’s Hilary Perkins Confidential © iris 2011
  56. 56. TREND 4: REAL-TIME CONTENTConfidential © iris 2011
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  59. 59. Playing the role of publisher and content creator means moving beyond old-school push-message advertising. It means creating engaging content thatinvites the consumer in to make the experience their own, and it means allowingthe consumer to be the copywriter in some cases. It also means that brandsmust constantly evaluate if their content is fresh, engaging, provoking andcausing a reaction in their audience. It means that brands must entertain … orfail. Confidential © iris 2011
  60. 60. Turn consumers into the content creators.Oscars time – Makes any YouTube video an award winner in seconds.We created this UG tool to allow people to artistify their favourite YouTube Films.The head of content at YouTube told Jon that loads of people at Google and thetube were playing with this. 14,000 films were made in a week and made it ontoComedy Central’s Colbert report. Films still being made today Confidential © iris 2011
  61. 61. TREND 5: THE REAL WORLD GETS SMARTConfidential © iris 2011
  62. 62. We’re seeing a big growth in the humanizing of vast amounts of data, make ituseful and accessible for everyone. Nike Fuel Band (a wrist band) is the latest example where your movements areturned into a currency by analysing all your movement data for the day andmotivating you to be more active.But thinking about the mood emotion type connection there could be anapplication between this and the entertainment platform serving emotivecontent © iris 2011 Confidential
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  64. 64. TREND 6: DATA MINING 2.0Confidential © iris 2011
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  67. 67. Hunch personalizes the internet by helping you to share and discover great recommendations about all sorts of topics. Hunch’s ambitious mission is to build a ‘Taste Graph’ of the entire web, connecting every person on the web with their affinity for anything, from books to electronic gadgets to fashion or vacation spots.Confidential © iris 2011
  68. 68. TREND 7: DIGITAL NICHE"I think the interactive industry has reached a point where the tools andplatforms are becoming more mature, and were going to see a trend towardfocused applications. Pinterest and Instagram are not trying to do everything,just do a few things well. I think the over-arching theme we will experience atSXSW 2012 is "More and Specific". Additionally, I think well begin to see a B2Brenaissance. The sex appeal and lure of fast money in B2C (especially in social)is wearing. This does not include mobile, which I believe still has a lot of room." Confidential © iris 2011
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  70. 70. TREND 8:Ambient technology – theinternet of thingsConfidential © iris 2011
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  73. 73. Confidential © iris 2011 Key take aways 1. THE SIXTH SENSE 2. THE POWER OF MOVEMENTS 3. MULTI-SCREEN STORYTELLING 4. REAL-TIME CONTENT 5. THE REAL WORLD GETS SMART 6. DATA MINING 2.0 7. DIGITAL NICHES 8. AMBIENT TECHNOLOGY
  74. 74. digital isnt a medium, its the age were in’. Greg Johnson, HPs global creative directorConfidential © iris 2011

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