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7 Things Worth Sharing From SXSW

7 Things Worth Sharing From SXSW



Two members of the Wong, Doody, Crandall, Wiener digital strategy team took the voyage to this year's SXSW. They came back with more stories than Charlie Sheen, a lot of free swag, and oh ya, this ...

Two members of the Wong, Doody, Crandall, Wiener digital strategy team took the voyage to this year's SXSW. They came back with more stories than Charlie Sheen, a lot of free swag, and oh ya, this simple little book filled with epic thoughts from the festival's featured speakers.



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7 Things Worth Sharing From SXSW 7 Things Worth Sharing From SXSW Presentation Transcript

  • 7 things worth sharing from Prepared by: NAME USAGE GUIDELINES LOGO
  • Howdy,As we prepared for our annual trip to Austin for thelargest SXSW interactive festival to date, we plannedon meeting a whole lot of great people, listening tosome of the most inspiring and innovative minds ofour time, and consuming at least 3 lbs. of brisket anda sixer of Shiner Bock.We’re happy to report that all went as planned.To all of the great people we met, it was a pleasure.To the endless piles of BBQ and beer, we hate youbut we’ll get over it soon. And to all of the incrediblyintelligent people we had the pleasure of listeningto and speaking with, we hope this simple littlebooklet does your epic presentations justice.
  • 1 Social Media Is About Caring, Not Just ContentWhat ever happened to “the customer is always right?”In a world where we’ve become increasingly more obsessed with the number of This sentiment was echoed in an inspiring speech by Gary Vaynerchuck, anFacebook fans and Twitter followers we have, we seem to forget that social entrepreneur, venture capitalist and author of the new book “The Thank Youmedia affords us an unparalleled opportunity to develop relationships with real Economy,” who preached the importance of authenticity, saying “thank you”people who use our products and services. regularly and using social media to show every customer how much you appreciate their business.Joseph Jaffe, author of “Life After the 30-second Spot” and “Flip The Funnel,” believesthat social media empowers companies to focus on the “right” end of the funnel, Takeaway: We try to buy attention with ads and earn attention with PR. Butinvesting resources in customer retention and loyalty. In an economy where the really, we should be paying attention to our customers. Ads come and go, andaverage company invests only 20% of its marketing budget on customer retention, mostly will be forgotten. Treat your customers the right way, and they’ll spenddespite 80% of its revenue coming from return customers, Jaffe argues, shouldn’t more money and tell more people about you.it be the other way around?
  • 2 Location, Location, LocationHow does your company check out with check-ins?With smartphone unit sales officially surpassing the PC in 2010, and mobile Internet There are several ways that location-based services and marketing are goingusage projected to top desktop Internet usage by 2014, location-based services to play a role in our lives in the years to come. But Dennis Crowley, founder ofcannot be ignored. Foursquare said it best, “We want to build tools that bridge the gap between what you experience online and take that offline.” We believe this to be theSmartphone in hand, an on-the-go consumer can use services like Foursquare, inherent benefit of all location-based services and expect to see the categoryGowalla and Facebook Places to share information with their friends about where grow increasingly more competitive over the next couple of years.they are, where theyve been, and how they evaluate their experience. Takeaway: Location-based services are the missing link between the brickEven with simple functions like tweeting, writing a review or performing a search, and mortar and online marketplaces and should provide a huge opportunity forwe now have the option of tagging our location in order to improve the context marketers in 2011 and 2012.of our posts and relevancy of our results.
  • 3 The Game Layer Is Bigger Than FarmVilleWhy do people worry about their virtual crops withering?The answer is simple. Games like FarmVille use simple, proven game mechanics On a much more relatable note, Nadya Direkova, Senior UX Designer atto keep us engaged – rewards, visual cues, social gameplay, advanced user Google discussed how gaming language is beginning to make its way onlinepaths, etc. Now if we could only use the same game mechanics to get people to and is actually driving the ways we interact with brands, citing sites like Grouponworry that much about the polar ice caps melting. and I Can Has Cheez Burger as excellent examples.According to Seth Priebatsch, Chief Ninja (we think that means CEO) at Takeaway: By making real-life tasks and experiences more like games almostSCVNGR, that isn’t such a far-fetched idea. Seth is on a mission to build a game any business can inspire customer loyalty and greater engagement with marketing“layer” on top of the world, and he believes simple game mechanics can help campaigns, retail experiences and beyond.provide solutions to all of the world’s problems, including global warming andour suffering education system.
  • 4 Design Ideas, Not ObjectsIf I asked you, “What is the iPod?” what would be your answer?That’s easy, it’s an MP3 player, right? Brunner, a former director of industrial design for Apple and mastermind behind the wildly successful Beats by Dr. Dre line of products (among many others),“Not so,” says Robert Brunner, renowned designer and partner at Ammunition argues that branding is dead because “nobody believes your story anymore.”Group, “The iPod is a portal into your entertainment universe.” He believes that a brand is not your logo, slogan or advertising. It’s the gutAmidst fierce competition, the iPod, and a variety of Apple products, have thrived feeling you have about a company or product. And if you’re not creatingdue to this type of thinking. Why? Because companies like Apple design ideas, something useful, you don’t have a story, and your brand doesn’t have a chance.not objects. While everyone else was selling the next great MP3 player, Applewas designing an experience, building a community and making it easier for Takeaway: People are not just looking for something usable. They are lookingpeople to access, buy and store the entertainment content they love. for something usable and useful.
  • 5 Create a Movement, Not Marketing But every company has the opportunity make a bigger impact in their communityNot every company is structured to support a “One for and communities around the world.One” business model like TOMS Shoes. In an inspiring speech by Blake Mycoskie, chief shoe giver and founder of TOMS Shoes, we learned how a life-changing trip to Argentina inspired the concept ofMost companies don’t have the marketing budget to “giving” as a business model. Mycoskie stressed that as the TOMS storycreate the next “Pepsi Refresh Project.” unfolded, he was never building a company, but a movement. As a result, traditional advertising, with few exceptions, has never been a consideration.And only a select few companies have the urgency of Toyota Takeaway: Marketing generates interest in a brand or product. A movement gets people on board with a brand or product. And the way you start a movement isto create something like “Ideas for Good.” by giving, not by talking, not by spreading. Ask yourself what can you give, not what can you talk about.
  • 6 Measure Twice, Create OftenData, data everywhere, but no idea what it means?The world has become obsessed with data. We now have sensors in our shoes When Southwest Airlines changed its mileage program, which subsequentlythat tell us how far we’ve run. Check-ins at brick and mortar establishments let crashed its website and 1-800 number, the flurry of customer complaints on theirbusiness owners know how loyal a customer is. And from a digital marketing Facebook provided insights into what they could have done better. Conversely,perspective, we can measure nearly every way a consumer interacts with your when the “Old Spice Guy” made his television debut, the resulting buzzbrand. informed what became one of the most successful “viral” campaigns in history.But while all these data are great to have, few people seem to understand what Takeaway: As marketers, we’re inclined to think in terms of launches wherethey mean and how they can use them to their benefit. we exert all of our energy and resources on one major push, then sit back and watch the show. This is a recipe for low engagement and possible disaster. It’sThe role of data in any situation are to provide feedback on something you’ve time to embrace iterative design, relying on feedback to make our productsdone or created. and message better.
  • 7 Fear Stifles Proactivity and CreativityThe only thing we have to fear is fear itself.No, FDR did not present at SXSW this year, but two guys who share similar They suggest the more specific we can be about our fear, the more comfortablesensibilities with the late president did. In a core conversation titled “Fear and the we’ll become with confronting it. And if we reframe our thought process, weArt of Creation,” Chris Guillebeau and Jonathan Fields shared their thoughts on have the power to overcome fear and welcome life’s inevitable setbacks asbeing fearless and how one’s success and sense of personal fulfillment is feedback for getting better.dependent on it. Takeaway: Fearlessness is a trait that seemed to run through the veins of everyEver wonder what keeps people from realizing their dreams? Surprisingly, it’s success story at SXSW and was truly inspiring. As companies venture into ararely a lack of ideas, intelligence or capital, said Guillebeau and Fields, but digital and social marketing space far different from any medium that camemore often a result of fear. Fear of hard work. Criticism. Failure. The list goes on. before it, it’s important to remain fearless. Try something, learn from it, and do it better the next time. Not taking risks can be the riskiest thing you do.
  • Thoughts?We’d love to hear them. NAME USAGE GUIDELINES Justin Johnson, Digital Strategist 310.280.7949 justin.johnson@wdcw.com LOGO @justinmjohnson Our colors and the Yin and O’Yang logo stay the same. EMAIL ADDRESS It will be firstname.lastname@wdcw.com, but recognize that it will take time for everyone outside the agency to make the adjustment. Your current email address will continue to work for the foreseeable future. WRITTEN USAGE Where you used to put “WONGDOODY” or “WongDoody,” now