SXSW 2013 Key Notes


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This presentation examines the five key macro trends at SXSW 2013 and the 10 key sub-trends that lay under these.

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SXSW 2013 Key Notes

  1. 1. SXSW  2013   Key  Notes     3  April  2013      
  2. 2. James Quinlan Director of Social Media DDB Group Sydney @JayJayQuinlan Hello.
  3. 3. All of these are OK tonight Twee7ng,  Memeing,  Facebooking,   Instagramming,  Angry  Birdsing,  Blogging,   Foursquaring,  Pinteres7ng,  Vineing,   MySpaceing,  Planking,  Spo7fying,  Airbnbing,   Linkeding,  Flickring,  Yelping,  Pathing,   Tripadvisoring,  YouTubeing,  Harlem  Shaking   and  Hadoukening.  
  4. 4. I, Q Graduated  with  three   university  degrees,  went  into   the  law.   Went  into  adver7sing,  became   Ac7ng  Planning  Director  on   Telstra.   DDB’s  first  ever  Director  of   Social  Media,  responsible  for   social  intelligence,  community   management  and  social   strategy.  
  5. 5. SXSW 2013 Video   Source:  
  6. 6. SXSW 2013 Source:  
  7. 7. SXSW 2013
  8. 8. This  presenta7on  examines  the  five  key  macro  trends  and  10  sub-­‐trends  coming  out  of  SXSW  2013  –  note   that  these  should  not  be  seen  as  independent,  but  become  more  powerful  when  combined.   Agenda Macro  Trend    Sub-­‐Trends   “Be$er  Together”    The  rise  of  the  cyborgs          Cross  category  collabora7on   “Anything  Anywhere  Any2me”  Mobility  is  the  new  black          Context  is  king   “Business  at  the  speed  of  social”  Warts  and  all          The  sharing  economy   “Be  a  fan  of  your  fans”    Deepen  the  rela7onship          Extend  the  rela7onship   “From  social  to  real  world”  From  crowd  sourced  to  co-­‐developed              The  maker  movement  
  9. 9. Macrotrend 1 “Be$er  Together”     It’s  great  when  we’re  together.  In  fact  whether  you’re  a  brand  or  a  piece  of   technology  nothing  exists  in  isola2on,  so  it’s  much  be$er  to  advance  by   working  together.     Sub-­‐trends       •  The  rise  of  the  cyborgs     •  Cross  category  collabora7on  
  10. 10. The rise of the cyborgs SXSW  has  typically  been  the  launchpad  (or  at  least  the  breakthrough  moment)  for  soware   programs,  including  both  Twi]er  and  Foursquare.  This  year  was  different  as  we  saw  a  very   strong  focus  on  hardware,  in  par7cular  –  and  building  on  last  year’s  standout  (the  Nike   Fuelband)  –  wearable  technology  that  records,  augments  and  enhances  everyday  life.    
  11. 11. The rise of the cyborgs Designed  to  be  there  when  you  want  it  (and  out  of  the  way  when  you  don’t  want  it)  the  standout  piece  of   hardware  was  Google  Glass  –  Internet  connected  eyewear  that  integrates  the  real  world  with  Google’s  index   of  everything.  Look  out  for  app  integra7on  (such  as  that  from  the  New  York  Times  (above))  and  a  whole  new   defini7on  of  “Google  Streetview”.       Source:  h]p://  Source:  
  12. 12. The rise of the cyborgs Previously  the  stuff  of  spy  novels,  Memoto  showcased  its  life  blogging  camera  –  a  GPS-­‐equipped  device   which  users  wear  and  which  automa7cally  takes  a  5MB  picture  every  30  seconds.  Worried  about  sor7ng   through  literally  thousands  of  shots?  Fret  ye  not,  a  subscrip7on-­‐based  photo-­‐storage  service  creates  a  photo   7meline  and  even  picks  the  best  shot  from  any  moment.   Source:  
  13. 13. The rise of the cyborgs Razorfish  created  a  rideshare  program  with  a  fleet  of  20  bikes,  each  of  which  carried  GPS   transponders  (so  that  people  could  track  them  down)  and  Tweeted  with  its  own  handle  and   personality.   Source:  
  14. 14. The rise of the cyborgs Source:  
  15. 15. How  long  is  your  innova7on  7meline?  Probably  too  long  for  today’s  market     Open,  collabora7ve  teamwork  can  speed  up  innova7on.  Think  beyond  the  cross  promo7on   to  true  collabora7on,  with  brands  (and  more  than  a  few  crowd  sourced  people)  all  bringing   the  best  they’ve  got  to  offer  for  the  benefit  of  all.   Cross category collaboration
  16. 16. Cross category collaboration Source:   Google,  Adidas,  72andSunny  and  YesYesNo  worked  together  to  produce  talking  shoes.  Using  an   accelerometer,  gyro  and  pressure  sensor  to  analyse  the  wearer’s  movements,  these  kicks  have  250  phrases   that  they  can  say  to  their  owner,  and  their  owner’s  social  network.    
  17. 17. Cross category collaboration Source:  
  18. 18. Cross category collaboration Source:   Local  Motors  is  an  open  source  car  design  firm  that  produces  small  runs  of  crowd-­‐designed  automobiles  and   has  worked  with  companies  such  as  Domino’s  and  Shell  to  produce  hyper-­‐specialised  products  that  would   be  otherwise  unavailable.  
  19. 19. Macrotrend 2 “Anything  Anywhere  Any2me”     We  dis2nguish  between  channels  and  plaHorms  –  the  people  whom  we  serve   or  sell  to  don’t,  they  just  want  everything  now,  regardless  of  2me  and  place.     Sub-­‐trends       •  Mobility  is  the  new  black   •  Context  is  king  
  20. 20. Mobility is the new black People  are  increasingly  untethered  from  the  desktop,  the  couch  and  the  home,  making  our   rela7onship  with  technology  closer  and  more  in7mate  than  ever  before  (as  men7oned   previously  it’s  even  turning  us  into  cyborgs).       However  with  a  customer  base  more  omni-­‐channel  than  we  are  (including  instore  as  well),   how  best  to  keep  them  happy  and  coming  back  for  more?  
  21. 21. Mobility is the new black Source:   This  ain’t  no  ordinary  s7cker  (or  QR  code  for  that   ma]er),  it’s  a  Samsung  TecTile  –  a   reprogrammable  NFC  chip  which  can  be  used  to   trigger  any  number  of  tasks  “in  the  real  world”   including  display  your  business  card  on  someone   else's  screen,  place  a  call,  launch  an  app,  open  a   URL,  "like"  something  on  Facebook,  or  check  in  to   a  place  on  Foursquare.  
  22. 22. Mobility is the new black Source:     Meijer  uses  sensors  in  its  stores  to  offer  customised  informa7on  and  coupons  via  mobile  phone,   while  customers  who  prepare  shopping  lists  online  can  open  up  app  inside  the  store  and  it  will   orders  their  list  based  on  their  loca7on  in  the  aisles  as  well  as  displaying  offers  and  coupons.  
  23. 23. Context is king In  a  world  filled  with  mul7ple  planorms,  devices  and  content  compe7ng  for  a]en7on,  it’s   cri7cal  to  find  where  people  are  and  what  they’re  doing  and  then  engage  them  in  a  manner   that  is  most  relevant.  Uncover  this  and  you  have  access  to  both  immediacy  and  the  ability  to   talk  meaningfully  to  a  very  specific  group  of  people.     The  importance  of  “Right  message,  right  place,  right  7me”  has  never  been  greater.    
  24. 24. Context is king Sources:,,     As  we  carry  more  technology  with  us  and  as  it  integrates  with  more  things  that  we  do  loca7on  is   more  important  than  ever  before,  and  we’re  going  to  use  it  more  meaningfully  than  just   collec7ng  badges.  From  our  current  passive/what  you’ve  done  context  (check  ins  for  social   status  or  badges)  we’re  moving  towards  ac7ve/what  you  can  do  (contextual  informa7on  such  as   points  of  informa7on  and  things  that  you  can  join  in  or  avoid).    
  25. 25. Macrotrend 3 “Business  at  the  speed  of  social”     As  well  as  wan2ng  to  engage  with  brands  in  more  places  than  ever  before,   people  increasingly  want  to  know  everything  about  the  brands  that  they  deal   with.  Looking  for  transparency  –  and  the  opinions  about  the  brand  from   someone  other  than  the  brand  itself  –  if  people  can’t  find  what  they  want  to   buy  then  they  might  just  rent  it  from  someone  they  meet  online.       Sub-­‐trends       •  Warts  and  all   •  The  sharing  economy  
  26. 26. Warts and all “Transparency”  was  the  second-­‐most  used  word  at  SXSW  (aer  “innovate”)  –  however  what   became  clear  was  that  they  won’t  let  brands  and  companies  decide  whether  or  not  they’re   living  up  to  this  standard,  they  will  trust  a  peer.       How  role  can  brands  fulfill  here?  Put  it  all  out  on  the  table,  warts  and  all.  
  27. 27. Warts and all Source:   Real  soldiers  –  as  well  as  their   families  back  home  –  tell  real   stories  about  their  US  Army   experiences,  good  and  bad.  Note   that  they  even  share  their  50  page   social  media  manual  with  anyone   via  their  SlideShare  account.  
  28. 28. Sharing economy Social  and  commercial  technologies  have  collided  with  recent  economic  forces  to  change   the  way  we  buy,  sell,  educate  and  employ  themselves  and  create  enterprises,  spawning  an   en7rely  new  economy.       Some  products  are  immediately  useful,  others  require  a  network  to  be  built  around  them  in   order  to  become  useful.  The  sharing  economy  –  where  the  service  provider  is  the  owner  –   was  originally  a]rac7ve  for  cost  reasons  however  it  is  increasingly  about  offering  people  a   more  personalised  experience.    
  29. 29. Sharing economy Source:   Startup  Fon  enables  people  to  share  some  of  their  home  Wi-­‐Fi  network  in  exchange  for  geong   free  Wi-­‐Fi  from  anyone  of  the  7  million  people  in  Fon's  network.  
  30. 30. Sharing economy A  Fon  Spot  uses  a  special  router   with  two  WiFi  signals  –  a  private   signal  for  the  owner  and  a  shared   signal  for  other.  It  uses  any   broadband  connec7on  and  allows   members  to  safely  share  a  bit  of   their  WiFi  with,  crea7ng  a  crowd   sourced  network  where  everyone   who  contributes  connects  for  free.     No  more  roaming  charges!   Source:  
  31. 31. Sharing economy Google  Ventures-­‐backed  RelayRides  enables  people  to  rent  cars  from  their  neighbours  by  the   hour  or  by  the  day  with  an  aim  to  reduce  reliance  on  personal  car  ownership.     Source:  
  32. 32. Sharing economy GM  has  used  RelayRides  as  a  way  for  people  to  experience  its  vehicles  first  hand.     Source:  h]p://gm-­‐  
  33. 33. Macrotrend 4 “Be  a  fan  of  your  fans”     Despite  having  more  choice  than  ever  before,  people  are  geong  closer  to   brands  (and  bands  –  an  area  where  this  trend  is  par7cularly  prevalent)  than   ever  before,  seeking  far  more  than  the  simple  product.     Sub-­‐trends       •  Deepen  the  rela7onship   •  Extend  the  rela7onship    
  34. 34. Deepen the relationship “Always  on”  and  “cross  planorm”  are  two  phrases  that  we  use  more  and  more,  reflec7ng  a   desire  amongst  people  for  deeper  rela7ons  (and  higher  expecta7ons)  with  brands  than  ever   before.     Your  product  might  not  be  enough  to  sa7sfy  people  anymore.    
  35. 35. Deepen the relationship XXXXX   Source:   Pledgemusic  may  look  like  the  Kickstarter  of  the  music  world,  however  for  fans  it’s  not  about   the  amount  of  money  that  is  raised,  it’s  about  enjoying  unprecedented  access  to  ar7sts.  
  36. 36. Deepen the relationship XXXXX  Source:  
  37. 37. Deepen the relationship XXXXX   Source:     Drawing  viewers  deeper  into  the  program,  the  HBO  second  screen  app  for  Game  of  Thrones   provides  an  interac7ve  map  of  Westeros,  showing  the  loca7on  of  characters,  with  addi7onal   content  relevant  to  each  episode  popping  up  as  you  watch.  It’s  a  great  applica7on  for  a  show   with  such  a  large  cast  and  it  also  helps  draw  viewers  deeper  into  the  story.  
  38. 38. Deepen the relationship XXXXX   Source:   Of  course  with  a  deeper  rela7onship  comes  an  opportunity  to  increase  the  financial  return  from   new  products  –  even  for  something  that  recently  has  been  viewed  as  “free”  to  download.  
  39. 39. Extend the relationship XXXXX   Think  beyond  the  moment  of  use  –  while  technology  allows  people  to  enjoy  a  deeper   rela7onship  with  the  things  they’re  into  it  also  highlights  the  opportunity  for  brands  to   enjoy  a  more  frequent  role  in  people’s  lives  than  their  products  may  otherwise  suggest.  
  40. 40. Extend the relationship One  of  the  more  interes7ng  fan  engagement  ini7a7ves  shown  was  what  happened  in  between   airings  of  TV  programs,  with  character  Twi]er  accounts  sharing  content  like  behind-­‐the  scenes   photos,  ou]akes  and  contests.   Source:  h]ps://twi] codenameduchess  
  41. 41. Extend the relationship Source:     Last  Chance  Kitchen  is  a  web  series  featuring  challenges  in  which  the  ousted  chefs  compete  for  a   chance  to  get  back  into  the  compe77on.      
  42. 42. Macrotrend 5 “From  social  to  real  world”     Things  are  great  when  we’re  together,  but  what  makes  them  even  be$er  is   when  we  join  the  online  and  offline  worlds,  turning  1s  and  0s  into  real  things,   inven2ng  and  innova2ng  much  faster  than  large  companies  or  governments   ever  could.     Sub-­‐trends       •  From  crowd  sourced  to  co-­‐developed   •  The  maker  movement  
  43. 43. From crowd sourced to co- developed Using  the  social  space  to  share  ideas  between  people  and  companies  isn’t  just  about   sourcing  ideas,  but  it  can  also  help  to  develop  them,  realise  them  and  gauge  demand   before  release.  
  44. 44. From crowd sourced to co- developed Source:   Lego  Cuusoo  –  turning  fans’  ideas  into  real  toys  (and  giving  them  a  financial  cut  in  return)  while   also  researching  ideas  in  the  market  to  see  how  interested  people  are  about  them.  
  45. 45. From crowd sourced to co- developed Special  briefs  require  a  range  of  talents  –  including  people  you’ve  never  met  before  –  in  order  to   answer  them.   Source:  
  46. 46. The Maker Movement As  components  con7nue  to  become  more  accessible  and  consumer  technology  becomes   more  powerful,  individuals  are  building  their  own  tech  solu7ons  to  hard  ques7ons,  and   they  are  inven7ng  and  innova7ng  much  faster  than  large  companies  or  governments  ever   could.       All  that  you  require  is  a  great  idea  –  and  possibly  the  support  of  several  thousand  people   you’ve  met  on  the  Internet.  
  47. 47. The Maker Movement Source:   While  not  quite  at  the  “in  home”  stage  yet  (the  supplies  are  s7ll  very  expensive)  3D  prin7ng  is   almost  within  reach,  literally  allowing  people  to  “beam”  physical  products  around  the  world  via   a  CAD  file.    
  48. 48. The Maker Movement Have  a  great  idea  but  not  enough  money  to  get  it  off  the  ground?  Enlist  the  help  of  several   thousand  “backers”  while  retaining  full  ownership  of  your  work  via  Kickstarter.     Source:  
  49. 49. The Maker Movement Source:  
  50. 50. For More  
  51. 51. Music The  Joy  Formidable   Image:  
  52. 52. Music Lissie   Image:  
  53. 53. Music Widowspeak   Image:  20wa]