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SXSW Proposal - 2013: Year of the People?
 

SXSW Proposal - 2013: Year of the People?

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A few slides of sample content for what could be a SXSW presentation in 2013.

A few slides of sample content for what could be a SXSW presentation in 2013.

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  • \n\n
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  • And at the time, this video (Zooey Deschanel + Joseph Gorden Levitt singing What Are You Doing New Year’s Eve) had recently come out. Are y’all familiar with this video?\n\nOMG She’s quirky and she’s cute and she’s the new girl. She’s pretty famous, but she’s no lady gag\n
  • This is the future\n\nZD started a site called hello giggles, aiming to be the girl version of funny or die. \n\n\n
  • This is the future\n\nZD started a site called hello giggles, aiming to be the girl version of funny or die. \n\n\n
  • I loved pop culture and pop art in general. But I took a painting class and it didn’t exactly go well. And then it came to me- I realized that Warhol got it right. You can move the needle of pop culture through brands. The campbell’s soup can. One of the most iconic pieces of work, and what lies beneath is a brand.\n\nAnd it’s what inspired my entire career in advertising.\n\nBut think about htis. You Know Campbell’s soup - partly because it was a soup brand and you ate it growing up and its nostalgia and partly because of Warhol. I know their colors are red and white and that they sell soup, but until writing this presentaiton, I had no idea that the company was started in 1869 by Joseph A Campbell, a fruit merchant and his partner Abraham Anderson, an icebox manufacturer. I knew the brand.\n\n
  • So I decided to put Rachel’s thoughts to the test. I picked some of the biggest trends in digital right now and set up a battleground: people vs. brands. \n\nI figured people like sports and we’re all a bit competitive so... \n\n\n
  • First up, storytelling.\n\nStories and storytelling have always been a big part of what defines a brand. You’re willing to pay more for something that has an emotional value attached - But we’ll come back to that later. \n\n\n
  • To set this stage, I wanted to start with this Isaac. And his proposal. You guys seen this?\nOh btw, who uses Keynote? Did you know you can kind of edit within the program? So awesome.\n I watched this and thought ‘what an amazing storyteller!’ \nOK who am i kidding He’s this dude who apparently has way too much time on his hands. \nBut really, he is a great storyteller. \n\nAnd this kind of storytelling, while the mechanics and the nuance and the organization might not come naturally to us, the narration does. \nStories and storytelling have been around since the beginning of time. Carl Linnaeus, a Swedish zoologist & botanist - He’s known as the founding father of taxonomy, which when it comes down to it is all about describing species, so i think he knows what he’s doing ;) - And he argued that humans shouldn’t have been called homosapiens, which translates to wise man but instead called Homo narrans or “narrating man\n\nWe construct our experience and render the world through narrative. In this fundamental sense, we are compelled to tell stories — both to ourselves and others. Stories, in this sense, can’t be avoided. They are essential to personal identity and social interaction. Not everyone has the tools to tell stories \n
  • I picked this video because the Clios named it one of the best pieces of work for the past year - I watched this video and I immediately got the chills. I love the story that they’re telling and I love the mechanics they use to tell the story.\n\nBrands are traditionally good at certain kinds of storytelling, the founder stories. Where it comes from/provenance stories. Or the product stories. Or as Faris calls them, ‘exaggerated benefit stories.’ AKA ads\n\nEssentially, They’re good at telling stories about themselves. \n\nAnd they have the budget and the tools (usually)\n\nBut storytelling from brands usually lacks depth - and even when it’s done well, you know it’s being done to sell a product\n\n
  • So who do you think wins when it comes to storytelling?\n\nI think people. Brands are occasionally epic with their stories, but natural narration, the passion the intuition - wins out.\n\n
  • So who do you think wins when it comes to storytelling?\n\nI think people. Brands are occasionally epic with their stories, but natural narration, the passion the intuition - wins out.\n\n
  • So who do you think wins when it comes to storytelling?\n\nI think people. Brands are occasionally epic with their stories, but natural narration, the passion the intuition - wins out.\n\n
  • But I think sometimes the line is blurred - and it’s likely going to get more blurred. I think brands are going to bridge the gap with collaboration and co-creation\nYou have to have the right people, and a foundation built on trust - but if you’re able to start that initial conversation, based on something real, something meaninful... Brands can borrow relevance from consumers. And they can do this by creating content with them or curating content that they’ve written\nFor it to be really successful, brands have to guide participation. There have to be key stakeholders within the organization that have a vision and that vision has to translate into inspiration for consumers. Know where you’re going before you get there. \nAnd then test & learn. See what’s working and let the numbers guide you.\nThe last key to bridging the gap with collaboration and co-creation is to reward participants for their involvement. So that they get something out of it, too. And so that they’ll keep coming back and wanting to support you.\n
  • Of course this is just my opinion\n
  • \n

SXSW Proposal - 2013: Year of the People? SXSW Proposal - 2013: Year of the People? Presentation Transcript

  • SAM P LE FO CO R S NT X S W EN T2013: YEAR OF THE PEOPLE THOUGHTS FOR SXSW
  • SAM P LE FO CO R S NT X S W EN T2013: YEAR OF THE PEOPLE? THOUGHTS FOR SXSW
  • SAM P LE FO CO R S NT X S W EN T hi, i’m rosie!i’m on twitter as @rosiesiman :)
  • SAM360i P LE FO CO R S NT X S W EN T i work at 360i as a social strategist (and it’s pretty awesome.)
  • SAM2012 // ZOOEY DESCHANEL PROVES SHE’S CUTER THAN YOU COULD HAVE EVER IMAGINED P LE FO CO R S NT X S W EN T
  • SAM2012 // ENTER HELLO GIGGLES P LE FO CO R S NT X S W EN T Source: http://bit.ly/AlV1E5
  • SAM2012 // ENTER HELLO GIGGLES P LE FO CO R S NT X S W EN T“Every time ZooeyDeschanel picks up aukelele, a hipster angel getshis wings tattoo.”- Rachel Sklar’s friend Source: http://bit.ly/AlV1E5
  • SAM2012 // ENTER HELLO GIGGLES P LE FO CO R S NT X S W EN T “That’s not even it. Her genius“Every time Zooey is that she knows that, andDeschanel picks up a figured out that she shouldukelele, a hipster angel gets own a piece of the tattoohis wings tattoo.”- Rachel Sklar’s friend parlor.” - Rachel Sklar Source: http://bit.ly/AlV1E5
  • SAMPEOPLE MATTER MORE THAN BRANDS... OR DO THEY? P LE FO CO R S NT X S W EN T
  • SAM6 TRENDS THAT MATTER P LE FO CO R S NT X S W EN T STORYTELLING CONTENT CURATION ENTREPRENEURIALISM TRANSMEDIA INFLUENCE DO GOOD
  • SAM6 TRENDS THAT MATTER P LE FO CO R S NT X S W EN T STORYTELLING CONTENT CURATION ENTREPRENEURIALISM TRANSMEDIA INFLUENCE DO GOOD
  • SAM STORYTELLING // THE BATTLEGROUND P LE FO CO R S NT X S W EN T BRANDSPEOPLE ISAAC’S LIVE LIP-DUB PROPOSAL http://www.youtube.com/watch?v=5_v7QrIW0zY
  • SAM STORYTELLING // THE BATTLEGROUND P LE FO CO R S NT X S W EN T BRANDSPEOPLE ISAAC’S LIVE LIP-DUB PROPOSAL http://www.youtube.com/watch?v=5_v7QrIW0zY
  • SAM STORYTELLING // THE BATTLEGROUND P LE FO CO R S NT X S W EN T BRANDSPEOPLE BACK TO THE START, CHIPOTLE http://www.youtube.com/watch?v=5_v7QrIW0zY
  • SAM STORYTELLING // THE BATTLEGROUND P LE FO CO R S NT X S W EN T BRANDSPEOPLE BACK TO THE START, CHIPOTLE http://www.youtube.com/watch?v=5_v7QrIW0zY
  • SAM STORYTELLING // THE BATTLEGROUND P LE FO CO R S NT X S W EN T BRANDSPEOPLE
  • SAM STORYTELLING // THE BATTLEGROUND P LE FO CO R S NT X S W EN T NATURAL NARRATORS BRANDSPEOPLE
  • SAM STORYTELLING // THE BATTLEGROUND P LE FO CO R S NT X S W EN T NATURAL NARRATORS BRANDSPEOPLE (OCCASIONALLY EPIC) ELEVATOR PITCH GIVERS
  • SAM STORYTELLING // THE BATTLEGROUND P LE FO CO R S NT X S W EN T NATURAL NARRATORS BRANDSPEOPLE (OCCASIONALLY EPIC) ELEVATOR PITCH GIVERS WINNER: PEOPLE
  • SAMSTORYTELLING // HOW BRANDS CAN BRIDGE THE GAP WITH COLLABORATION & CO-CREATION P LE FO CO R S NT X S W EN T BORROW RELEVANCE GUIDE PARTICIPATION TEST & LEARN REWARD
  • SAMSOUND INTERESTING? // VOTE USING THE SXSW PANEL PICKER. P LE FO CO R S NT X S W EN T WHAT DO YOU THINK?? SHARE TRENDS YOU THINK SHOULD BE COVERED OR PROVIDE ADDITIONAL FEEDBACK ON TWITTER: @ROSIESIMAN [ AND IF YOU’RE INTERESTED IN HEARING MORE, ] VOTE FOR THIS PANEL USING SXSW’S PANELPICKER
  • SAMSHAMELESS PLUG // YOUR WEEKLY CULTURAL CACHE P LE FO CO R S NT X S W EN T WANT THE 10 THINGS YOU SHOULD BE PAYING ATTENTION TO EACH WEEK DELIVERED TO YOUR INBOX ON TUESDAY MORNINGS? I THOUGHT SO :) WWW.THETUESDAYTEN.COM