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20 How do you connect? 12South By Southwest Interactive Imagination Summary March 2012
2012 South By Southwest (SXSW) Interactive FestivalKey Takeaways People before Tech – Good content, cool technology, great connections Connect or Perish – Brands must build and enable ongoing relationships Digital and Social are only part of the portfolio – Offline still essential
SXSW: Where is Social going? Mobile More people are accessing content on mobile Mobile first, web second? We all have “Mary Poppins bags” in our pockets Social Business Social is moving beyond marketing Customer Service Crowdsourcing creative Shift from selling to building relationships Niche Networks Interest Graph vs. Social Graph Social media fatigue – Dunbar’s numberThe Opportunities:• Content has to be mobile friendly• Integrate social customer service – be responsive• Create relevant, quality content that builds the community
SXSW: Where are Brands going? Purpose Moving beyond a product – purpose Meaning over utility – customers want a mission Relationships Social has enabled two-way communication with brands Consumers want to deal with a human, not an organization Trust, reliable, honest, empathetic Decentralized Brand lives out there – Food Truck Brand as API Tribal Make sure you’re talking with the CoreThe Opportunities:• Lean into a purpose – give people a mission• Scale ongoing relationships with the Core• Explore outreach – bring the brand to the people
SXSW: Where is Marketing going? Real-time Agile – no sessions on Pinterest Moving from campaign to always-on Lean Build, Measure, Learn Minimum Viable Product – smallest experiment to success Pivot = a change in strategy without a change in vision Storytelling Brands as publishers – Red Bull, AP, BMWThe Opportunities:• Iterate, small experiments• Portfolio approach – think like an investment manager• What about original content?
SXSW: What are other brands doing? Dell Crowdsourcing video content for commercials RadioShack Using Pinterest to connect with loyal fans Chevy Meeting people at the point of need – solving problems and making people happy Patterson Dental Sharing the social media love – giving away knowledge, gaining loyalty
SXSW: Other Trends and Ideas Location-based tech is still very young Check-ins and discovery apps are interesting, but not widely adopted Challenges – Privacy and Power IRL is still huge Oversold SXSW sessions Box Tops University People want to connect Calm Technology Watch for more apps/tools to run in the background Helping you live your life
For more information contact: Tim Bursch Sr Social Media Strategist 612.770.9573 firstname.lastname@example.org