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Anthem Digital @ SXSW 2011: Learnings & Insights
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Anthem Digital @ SXSW 2011: Learnings & Insights

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Mark Silva, SVP Emerging Platforms, and Tarah Feinberg, Digital Innovation Specialist, at Anthem Worldwide - Digital, attended SXSWi & SXSW Music 2011. While there, we chatted with the digerati, ...

Mark Silva, SVP Emerging Platforms, and Tarah Feinberg, Digital Innovation Specialist, at Anthem Worldwide - Digital, attended SXSWi & SXSW Music 2011. While there, we chatted with the digerati, tested the emerging technologies and apps and learned as much as we could with our peers. This presentation includes our observations, insights and a deep analysis of GroupMe, SCVNGR and Hashable, three of the most popular apps at the event. In addition, we highlight several brand promotions that stood out from the noise. There was no dearth of brand integrations and promotions at SXSW 2011, but there were a few brands that truly stood out by offering utility and relevant experiences. Chevy, PepsiCo and Foursquare stood out above all.

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    Anthem Digital @ SXSW 2011: Learnings & Insights Anthem Digital @ SXSW 2011: Learnings & Insights Presentation Transcript

    • SXSW 2011 Real Branding Emerging Platforms Insights & Takeaways Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • WHAT STOOD OUT? Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • KEY TRENDS & THEMES ‣ GeoSocial ‣ Abundant 3rd party Foursquare API innovation (reminiscent of Twitter) ‣ Recommendations (food, events, etc.) ‣ Nightlife & Dating ‣ Gamification ‣ Transmedia ‣ Photo Sharing Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • LEADERS (BY TWEETS) http://tcrn.ch/hSsZ2J Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • STANDOUT BRANDS Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • BEST PARTIES & EVENTS ‣ Foursquare plays foursquare at PepsiMax lot all week ‣ 140 Characters Conference (#140conf) cocktail party ‣ Startup RV ‣ SimpleGeo ‣ Foursquare official party ‣ Foursquare/PepsiMax Big Boi concert ‣ Hashable/Groupme Party ‣ Crowdtap launch party (Mr. Youth) ‣ Big Bang Bordello Party with True Ventures and Tunehopper Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • THE APP WARS Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • Instagram 65% Foodspotting 65% THE PEOPLE’S Addieu 44% CHOICE: Foursquare 43% BEST 24 APPS AT Yobongo 41% SXSW 2011 Hashable 38% WalkIn 37% Per Opinionaided, free iOS survey app GroupMe 36% Source: http://bit.ly/jhRVgO Uber 36% Situationist 36% GroundLink 36% Neer 35% IntoNow 34% SWAGG 33% Fast Society 31% Skifta 26% Hurricane Party 26% Grouped{in} 25% Beluga 24% SCVNGR 23% HeyWire 23% Whrrl 22% Kik 16% Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved Gowalla 13%Monday, May 2, 2011
    • OVERVIEW ‣ Group messaging application ‣ Text ‣ Calling ‣ Share photos & location in chats ‣ Branded groups around entertainment and other commercial properties ‣ Create as many groups as you want ‣ Avoid SMS fees if using data ‣ Free Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • EMERGING PLATFORMS VETTING Team/stability & values Audience/demographic Distribution/pot. reach Engagement/connection Ext value/earned media ‣ Created in May 2010 ‣ “Hundreds of ‣ Users invite friends ‣ Branded groups ‣ No charge for at TechCrunch’s thousands” of ‣ Tap into brand- ‣ Conversational branded groups yet Disrupt Hackathon registered users relevant categories, ‣ Brand awareness & ‣ Few brands on ‣ Over $11M in ‣ Over 1M SMS/day events & engagement platform yet funding: betaworks, ‣ Need specifics: conversations ‣ Conversational, SV Angel, First Round ‣ Reach extremely entertainment- Capital, Lerer ‣ # regular users social, trendsetting focused platform Ventures & angels ‣ User demos early adopters ignites network effect ‣ Co-Founder Steve ‣ Engagement w/ focused on telling ‣ GroupMe has Martocci formerly of branded groups social groups what’s partnerships with Gilt Group and Tumblr worth paying major events (e.g. ‣ powered by Twilio attention to Lollapalooza) & is ‣ Won “Best Group receiving a great deal Messaging App” at of press SXSWi Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • GROUPME LEAD THE GROUP MESSAGING PACK GroupMe was the clear winner. Beluga got a bump from the FB acquisition. *Analyze this with caution - based on Twitter data http://tcrn.ch/dMmdNN Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • ‣ Benefits: ASSESSMENT ‣ Drawbacks: ‣ Good UI & functionality ‣ Most useful at large events with many ‣ Works seamlessly with SMS if user doesn’t activities have app/data service ‣ Member list not intuitive if using SMS ‣ Great value to user if data service ‣ Like email reply all, generates unneeded available messages to whole group ‣ Recommendation: ‣ Main Competitors: ‣ Consider testing effectiveness for clients ‣ Beluga (owned by Facebook) • Tap into existing GroupMe events/ ‣ Fast Society partnerships ‣ Party & dating apps (e.g. Hurricane Party) • Curate/promote relevant conversations Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • OVERVIEW ‣ Social location-based gaming platform for mobile phones ‣ Players participate in digital challenges (scavenger hunts) through real world activities ‣ Earn virtual rewards (badges) ‣ LevelUp: Earn real world rewards (discounts & deals) ‣ Free Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • EMERGING PLATFORMS VETTING Team/stability & values Audience/demographic Distribution/pot. reach Engagement/connection Ext value/earned media ‣ Launched in July ‣ Over 1M registered ‣ Over 20k locations ‣ LevelUp offers ‣ Platform not 2010 users with live deals businesses tiered saturated by brands ‣ Over $15M in funding ‣ To be included as ‣ Activity posted to FB loyalty scheme, yet native app on 4G & Twitter incentivizing repeat ‣ Game & deal-focused ‣ $100M valuation visits Sprint Android ‣ Tap into brand- platform ignites ‣ Founder, Seth handsets ‣ Game network effect Priebatsch, is a serial relevant categories, entrepreneur who ‣ Need specifics: locations & ‣ Daily/regular deals ‣ Scvngr is receiving a began founding ‣ User demos incentivize purchase ‣ Reach extremely great deal of press companies with decisions social, trendsetting ‣ # regular users international teams early adopters at 12 (received $1M ‣ activity stats focused on finding funding at 17) ‣ Engagement w/ deals, having fun and ‣ Over 650 institutions and success of telling others about it are building offers experiences Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • SCVNGR CASE STUDY: BUFFALO WILD WINGS Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • ASSESSMENT ‣ Benefits: ‣ Drawbacks: ‣ Visionary, insightful, articulate leader ‣ Participants must download app ‣ Some proven results with businesses ‣ Gamification is fun, but not regular part of ‣ Earning = more meaningful incentives daily activity for most than coupons & daily deals ‣ LBS privacy concerns ‣ Recommendation: ‣ Main competitors: ‣ Build a test challenge on the platform with ‣ Foursquare a retail client who shares the target demo ‣ Facebook ‣ Get familiar with user experience ‣ Yelp? individually ‣ Groupon/Living Social (for deals) Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • OVERVIEW ‣ Mobile digital business networking & relationship tracker ‣ Connect with people using Twitter name or email address ‣ Post and share who you meet with on Twitter ‣ Introduce contacts to each other ‣ Track who you connect with the most ‣ Discover new people by seeing who your friends are meeting ‣ Choose specific hashtags for different activities (e.g. #justmet, #beers, #raninto) ‣ Free Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • EMERGING PLATFORMS VETTING Team/stability & values Audience/demographic Distribution/pot. reach Engagement/connection Ext value/earned media ‣ Launched private ‣ Digital media ‣ Mentions posted by ‣ Connect with other ‣ Streamline beta in June 2010 professionals influencers to their technophiles connections & follow- ‣ Over $4M in funding ‣ Advertising/ networks ‣ Act as trendsetter in ups at industry marketing industry events ‣ Founder, Michael Yavondite: Quigo, professionals Altavista, Juno ‣ Need specifics: ‣ Streamlines business ‣ # users networking & social ‣ User demos interactions ‣ # regular users ‣ activity stats Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • HASHABLE SXSWI 2011 INFOGRAPHIC Gary V was the most hashed Most active type: “Founders” (27%) Most Active Hometowns: 1. Boulder 2. NYC 7. SF Peak Times: 12-3pm & 7-10pm Full infographic: http://hashable.com/sxsw Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • ASSESSMENT ‣ Benefits: ‣ Drawbacks: ‣ Streamlined, paperless way to share ‣ Participants must download app/visit site contact information ‣ Some consider these hashtag ‣ Record of who you met where communications spammy ‣ Automatically integrates connection ‣ Competing with LinkedIn, so doesn’t messages from connected accounts integrate (Foursquare, Twitter) when hashtags are ‣ Contact info usually incomplete used ‣ Recommendation: ‣ Main competitors: ‣ Use for individual needs if it adds utility ‣ LinkedIn ‣ Carefully consider when to post ‣ Bump connections to other social networks ‣ Plaxo Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • A VETERAN MAKES WAVES ‣ Explore ‣ Category ‣ Friends’ tips ‣ Popularity ‣ Distance ‣ American Express SXSW Partnership ‣ Users received automatic discount at POS with check-in and linked account Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • BRANDS @SXSW Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • NOISE & SPAM Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • PEPSI MAX Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • FEDEX Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • CNN GRILL Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • UBER Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • CHEVY Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • AGENCIES Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • KEY TRENDS & THEMES ‣ Utility ‣ Service ‣ Fit ‣ Entertainment ‣ Food ‣ Contests (especially the most Spammy) ‣ Free Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • OTHER HIGHLIGHTS Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • USING SXSW RESOURCES FOR GOOD...FAST Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • GAMESALAD Creation: Drag & Drop - no coding required Testing: on any iOS device Portfolio Management: Submit to App Store Marketing material creation Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • KIIP Reward gamers at point of achievement with tangible gifts Launched out of stealth April 11, 2011 Currently discussing partnership opportunities for our clients Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • LIPTON NATURALS @Lipton Lounge directly across from Convention Center Conducted on-site interviews in Lounge & around SXSW Music - generated original video series - amplified editorial content strategy Drove large FB Fan and Twitter follower increase Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011
    • SXSWI 2011: DIVE DEEPER ‣ Silva’s “Bubble or Bubbly?” panel: http://www.youtube.com/watch?v=GWZLx8Zcvrg ‣ Shiv Panel: http://www.youtube.com/watch?v=Xb9Kby9_NBQ ‣ PepsiCo Video w/ Silva & Lou Kerner: http://www.youtube.com/watch?v=nuFuS3dWGzE ‣ Brisk Panel: http://www.fastcompany.com/1743284/sxsw-2011-pepsico-panel-with-danny- trejo ‣ Amazingly thorough, multi-media Storify account: http://bit.ly/fvtjZq ‣ Photostream from Foursquare engineer: http://bit.ly/fnH7k2 Proprietary and Confidential ©2011 Real Branding, Inc. All Rights ReservedMonday, May 2, 2011