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SXSW 2013 What We Learned


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Emily Reeves and Kyle Floyd of Stone Ward Advertising provide a recap of their learnings and key takeaways from the 2013 SXSW Interactive Festival.

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SXSW 2013 What We Learned

  1. 1. What We Learned
  2. 2. What Is SXSW?5 Days Crammed Full of Learning WhatYou Need to Learn More About• Over 30,000 attendees for the Interactive Festival this year.• Entrepreneurs, digital marketers, designers, developers, journalists, publishers, rocket scientists, engineers, bloggers, film makers, musicians, and basically anyone else curious about technology.• 20 miles of walking to attend 25, one-hour long sessions.• The place you go to live in the future for five days then go home to live back in the present. 2 @stoneward
  3. 3. What Is SXSW? 3 @stoneward
  4. 4. The Sessions We Attended Kyle Floyd Emily Reeves Opening Remarks from Bre Pettis Opening Remarks from Bre Pettis The Mechanics of Magic: 7 Game Design Insights Marketing Implications of Facebook’s Graph Search Awe-Inspiring Web Typography You Can Do Now How to Rank Better in Bing and Google Mobile Saturday: Re-Imagine Everything How Twitter Has Changed the Way We Watch TVShow&Smell 2: Marketing Experiences Beyond Visual Brainstorming Technology FirstMake Me Care: Digital Storytelling to Affect Change Elon Musk Keynote Elon Musk Keynote Beyond Squishy: The Principles of Adaptive Design Beyond Squishy: The Principles of Adaptive Design Designing for User-Generated Chaos Present Shock: When Everything Happens Now Shooting, Producing, Selling: Secrets of Web TV Introduction to Adobe Edge Tools & Services Mythbusting: Engineering a Viral Video Concept to Reality: Creating Adobe Edge Reflow Swiss Miss Keynote Behavior Change as Value Proposition How Will Art, Copy & Code Re-imagine Advertising?How Will Art, Copy & Code Re-imagine Advertising? The End of the Coach Potato: Future of Social TV The Content Shaped Elephant in the Room Death by Demographics The Sports Tightrope: Balancing Your Content Moving From Story to Narrative Do Good Work & Everything Else Happens The Future of Location: From Social to Utility Julie Uhrman & Josh Topolsky Keynote Julie Uhrman & Josh Topolsky Keynote The Art of Making Fun of Yourself Content for Slow Experiences Designing Habits: From Big Data to Small Changes Building New Experiences with Google Glass Pandora and TechCrunch Dissect Music & Tech Pandora and TechCrunch Dissect Music & Tech Hype vs. Reality: Takeaways from SXSWi 2013 Chaotic Good: The Right Alignment for Your Company Google[x]: Building a Moonshot Factory The Big Power Shift in Media Matthew Inman Keynote Matthew Inman Keynote Breaking the Mold with Meaningful Design Change the Ratio: Conversations with Rachel Sklar 4 @stoneward
  5. 5. Do You See Any Themes? 5 @stoneward
  6. 6. Top 6 Trends1 Hardware vs. Software2 Going Viral3 Data4 Message Consistency5 Digital Advertising Shifts6 Mobile / Responsive / Content 6 @stoneward
  7. 7. Hardware 7 @stoneward
  8. 8. HardwareMakerBot Replicator 8 @stoneward
  9. 9. Hardware @stoneward
  10. 10. Hardware MakerBot Digitizer - $2200• Make 3d digital model of an object around 8" tall.• Takes less than 3 minutes, transferred to MakerWare with USB.• Use Replicator to make another one! @stoneward
  11. 11. Hardware Near-Field Communication• Communicate/share with other devices• Pay for products• Pull energy from your environment• generate power/data using customer traffic• Wireless charging surfaces, vehicle consoles, Power kiss cards, restaurant and retail applications. No more hunting plugs in the airport? @stoneward
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  13. 13. Hardware @stoneward
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  15. 15. HardwarePeople are willing to merge their digital and physical worldsPeople are willing to give you data in return for useful tools Logging data greatly increases behavior change @stoneward
  16. 16. Hardware Google Glass• Think about how content will be delivered to the Glass screen.• Glass is about short, quick interactions.• It should be there when users want it and out of the way when they don’t.• It is a very “right now” device. @stoneward
  17. 17. Going Viral 17 @stoneward
  18. 18. 18 @stoneward
  19. 19. Going viralHumor is the Modus Operandi of the web Real life On the web 19 @stoneward
  20. 20. Going viralCan all brands be funny?If you aren’t utilizing humor aspart of your overall brandpersonality, you aren’t eating abalanced breakfast.People will make fun if youonline, and a good sense ofhumor helps you manage genuineconsumer interactions.– Ben Huh, CEO, Cheezburger 20 @stoneward
  21. 21. Going viral• Humor removes friction and stress• To be funny on the web requires honesty and a willingness to make fun of yourself• Humor posts with images get 20x the virality, because images are the quickest route to the content• The best humor involves a shared kernel of truth between teller and hearer• Brands shouldnt try to be funny all the time, (nobody likes that guy). White space works in design AND social media. 21 @stoneward
  22. 22. Going viralBrands fail when they:• Have an insufficient testing infrastructure• Dont learn from mistakes• Try too hard / try too hard to be first• Lack clear objectives with humor• Mistake 10 angry people with 10,000 mildly annoyed peopleIf you are trying too hard...... 22 @stoneward
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  24. 24. Going viralViral Videos• Create good content that works. It doesn’t have to be sexy or a high production value. With good content, it doesn’t matter.• The ribs are the social outreach and sharing. It is about connecting to your real audience.• Track how you are doing in YouTube search and replicate what you are doing well.• Think of your YouTube channel as your own cable network.• Content, content, content. 24 @stoneward
  25. 25. Going viralViral Videos• Too much control can rob the personality out of a video.• However, having a plan can ensure you have a storyline that is followable. So having a storyboard, a script and knowing camera angles are good things.• Shoot with whatever you have, even an iPhone. People watching web videos crave humanness. They are not looking for or wanting something that is super polished.• Never underestimate the power of good audio. It is 50% of the experience. 25 @stoneward
  26. 26. Going viralViral Videos• Keep it short: at least one minute. Under three minutes is ideal. But definitely under five minutes if you want to keep people through to the end.• Create static content to complement your video: photos and text. The photos can be shared to other channels--like Pinterest--that link back to the site where your video can be found. Text aids in SEO.• Keep it simple. 26 @stoneward
  27. 27. Going viralViral Videos• The viral distribution strategy is as important as the idea itself.• Twitter has a half life of an hour.• Facebook has a half life of a day.• Pinterest has a half life of a week.• What spreads depends on the platform. We behave differently depending on the context and what platform we are interacting on. 27 @stoneward
  28. 28. Data 28 @stoneward
  29. 29. Using Data to Increase RelevancyWhat kind of data? • Personal preferences you’ve selected when you fill out profiles on social networks. • Your search engine history. • Key words in your gmail. • Sites you’ve visited and products you’ve looked at. • Content you engage with (like, share or comment on). • Content your friends have shared. 29 @stoneward
  30. 30. Using Data to Increase RelevancyThe result? HIGHLY TARGETED ADVERTISING (that works) 30 @stoneward
  31. 31. Message Consistency 31 @stoneward
  32. 32. Were all on the same spaceship,and it seems to be speeding up.— Ben Malbon, Google
  33. 33. Message Consistency • Narrative collapse: Users can interrupt your narrative at any point and go somewhere else • Digiphrenia:You cannot manage too many "multiple-instances" of yourself across several channels • Overwinding: Putting too much weight on a single moment or a single event. • Fractal-Noia: Hectically make connections that are not there in an attempt to make sense of things @stoneward
  34. 34. Message ConsistencyHow to deal with it:Re-activate the human parts of what youdo. Use intuition, unfocused your eyes torecognize patterns instead of finding falseconnections, adapt a "sustainable" modelinstead of a "winning" model.But most importantly..... @stoneward
  35. 35. Message ConsistencyKnow who you are.A well-defined and honest brandpersonality and system of values willenable you to surf the digital space,instead of drowning in it. 35
  36. 36. Message ConsistencyRichard Clarke,Arsenal Media GroupArsenal Media Groupsonline persona:The authoritativevoice of clubmanagement. 36 @stoneward
  37. 37. Arsenal Media Groupsonline persona:An optimistic,but realistic fan @stoneward
  38. 38. Message Consistency• Important to show that you feel what your fans feel. Its false to speak with an emotionless tone, fans WANT to share their triumphs and their grief, make them want to share it with you.• Act as a funnel, bring in content from other sources, (give bloggers a stage) encourage others to share your content, make it easy to do so• Initiate the definitive hashtag for current news, the one others want to use• You dont have to be first, be foremost. Be the final word.• Reply to fans!!!! Make it a 2-way conversation. @stoneward
  39. 39. Digital Advertising Shifts 39 @stoneward
  40. 40. Digital Advertising ShiftsA Time of ChangeToday, we are in the midst of a second creative revolution, Code isbeing added to the core creative process (Art+Copy), enabling newforms of brand expression and engagement. This is the creativeteam for the connected world.The Idea Is Still KingWhat hasn’t changed is the need for human insights, breakthroughideas and emotional stories. Code facilitates new kinds ofexperiences and adds dimensions, but it doesn’t replace thestorytelling skills the advertising industry has honed over the pastfifty years. 41 @stoneward
  41. 41. Digital Advertising ShiftsHow will the modern web shape the future of advertising?Google is partnering with the innovative brands, storytellersand makers who are defining it to find out. @stoneward
  42. 42. Digital Advertising ShiftsNative or Branded Content• May eventually replace banner advertising on content sites.• Publishers are working with brands to write the content that their site visitors want and that ties to the brand in some way.• Results showing huge lift in social sharing of this branded content because it is RELEVANT to the viewers.• On BuzzFeed, story units have a 1-2% click through rate. 43 @stoneward
  43. 43. Digital Advertising Shifts 44 @stoneward
  44. 44. Digital Advertising ShiftsNative or Branded Content: SociabilitySocial can make ads great again.You can tell stories again. Notcram a message into a banner ad.  • Social is a way of thinking. Not a trick.  • Have a heart. EQ as important as IQ.  • Content is about identity. Like the challenges of being tall means giving awkward hugs. • Capture the moment. Brands have trouble doing this because they cant move that rapidly.  • Cute animals deserve respect. If you dont love animals, you are a serial killer or an android.  • Nostalgia is very social.  • Human rights is social and connects us.  • Dont post things that people are embarrassed to share.  45 @stoneward
  45. 45. Mobile First / Responsive Design / Content 46 @stoneward
  46. 46. Mobile First / Responsive Design / Content1. Mobile is exploding • Heavy mobile data users are projected to triple to one billion by the end of 2013. • Mobile internet adoption has outpaced desktop internet adoption 8x. • Over half of Android and iPhone users spend +30 minutes/day using mobile apps.2. Mobile forces you to focusMobile devices require software development teams to focus on only the mostimportant data and actions. There simply isnt room on a 320 by 480 pixel screen forunnecessary elements.So when a team designs mobile first, the result is an experience focused on the keytasks users want to accomplish without extraneous detours and interface debris.3. Mobile extends your capabilitiesNew mobile application platforms offer more: precise location information from GPS;user orientation from a digital compass; multi-touch input from one or moresimultaneous gestures; device positioning from an accelerometer; and many more. 47 @stoneward
  51. 51. 39% WHILE #POOPIN 52
  52. 52. 53
  53. 53. WEB WEB 54
  54. 54. QUANTITATIVE QUALITATIVE๏ Screen size ๏ User goals๏ Connectivity ๏ User environment๏ Device capabilities ๏ User attention๏ Processing power ๏ User capabilities๏ Input methods 55
  57. 57. Mobile First / Responsive Design / ContentConsider Multi-Platform storytelling (Instead of the same story sliced different ways) 58
  58. 58. Mobile First / Responsive Design / ContentSmile! People like your photos more than your words 59
  59. 59. Mobile First / Responsive Design / Content10% of all photos taken by humankindwere taken in the past 12 months 60
  60. 60. Mobile First / Responsive Design / Content It’s time to usephotos as more than accessories 61
  61. 61. Mobile First / Responsive Design / Content1. Boost social traffic Pinterest went from obscurity to 10M monthly users in 6 months 62
  62. 62. Mobile First / Responsive Design / Content2. Intuitive Navigation Pictures are the quickest route to understanding. 63
  63. 63. Mobile First / Responsive Design / Content3. Natural Engagement 64
  64. 64. Mobile First / Responsive Design / Content4. Integrated Shopping 63% of shoppers place more value on the image than the product description 65
  65. 65. Mobile First / Responsive Design / Content5. Smarter contextual advertising (Ads that don’t suck) Garnier saw 116% lift in favorable brand sentiment 66
  66. 66. Sharing The Experience 67 @stoneward
  67. 67. How We SharedIt was important to us to share the experienceas we were learning. Why? • The information is timely and we wanted to make sure we were processing the information as we gathered it to not be overwhelmed at the end. • Search engine optimization for Stone Ward. • “Practicing what we preach” to clients about content generation and sharing. • Recognition that we are not attending for our personal growth; we are attending for the agency’s growth. 68 @stoneward
  68. 68. How We SharedWhat did we do? • Two written blog posts per day on a topic or topics that we thought most relevant to our business. • Daily video summaries with both of us recapping our top takeaways (five videos total), each under five minutes. • Tweeting throughout the day from the @stoneward account and Emily’s personal account, @reeves501, including photos and Vine videos throughout. • Google Hangout invitation to the staff on the fourth day for a Q&A session. • This presentation. 69 @stoneward
  69. 69. How We Shared 70 @stoneward
  70. 70. How We Shared 71 @stoneward
  71. 71. How We Shared 72 @stoneward
  72. 72. How We Shared 73 @stoneward
  73. 73. How We Shared 74 @stoneward
  74. 74. How We Shared 75 @stoneward
  75. 75. How We Shared 76 @stoneward
  76. 76. How We Shared 77 @stoneward
  77. 77. How We Shared @stoneward
  78. 78. How We Shared @stoneward
  79. 79. How We Shared @stoneward
  80. 80. How We Shared 81 @stoneward
  81. 81. How We Shared 82 @stoneward
  82. 82. Thank you.Kyle Floyd Emily ReevesDirector of Design/Associate Creative Director Director of Digital Innovation & Insight @reeves501