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South by Southwest 2010
SXSW 2010
Austin, Texas




                2
SXSW 2010
Austin, Texas




                3
SXSW 2010
Austin, Texas




                4
SXSW 2010
Austin, Texas




                5
SXSW 2010
Introduction
About


— 3 industry events converge in
  a Texas-sized week

— Music since 1987, Film &
  Interact...
SXSW 2010
Interactives




               7
SXSW 2010
Interactives




               8
SXSW 2010
Interactives




               9
SXSW 2010
Lego




            10
SXSW 2010
Keynote – Daniel Elk, Spotify


— Spotify is consuming more
  internet bandwidth than Sweden

— “Spotify will ne...
SXSW 2010
Keynote – Evan Williams, Twitter


— Launched @anywhere app

   - connect through content elsewhere
   on web

 ...
SXSW 2010
Dennis Crowley, FourSquare


— FourSquare v Gowalla, at SXSW 2010

— Aim is to make check-in the most
  enjoyabl...
SXSW 2010
#thelifegraph


— Facebook will be central hub for
  location services – not FourSquare or
  Gowalla

— Privacy ...
SXSW 2010
#cityisaplatform


— The city is layer upon layer of time-based
  meaning, waiting to be peeled back

— “Until o...
SXSW 2010
#notouching

—   Once we get used to an interface, we get faster
    at it (eg. keyboard shortcuts)

—   Our han...
SXSW 2010
#notouching – Pranav Mistry, Sixth Sense




                                           17
SXSW 2010
#sxswqr – QR Codes


—   QR tool instantly recognisable, it’s almost a brand in its
    own right

—   In USA, 2...
SXSW 2010
#fundingfromthecrowd

—   Kickstarter http://www.kickstarter.com/

—   Reward-based crowdfunding: the more you f...
SXSW 2010
#mbsp – Maps, Books, Spimes, Paper

—   Post-Digital – “screens are becoming boring”

—   @localondon is just a ...
SXSW 2010
#mbsp – Maps, Books, Spimes, Paper




                                     21
SXSW 2010
#mbsp – Maps, Books, Spimes, Paper




                                     22
SXSW 2010
Other highlights


— #contentme

   - adding relevant recommendations
   to content increases dwell time by
   4...
SXSW 2010
Other highlights


— #perfectlyirrational, Dan Ariely

     - Ariely sold $20 bill in auction,
     starting at ...
SXSW 2010
Automotive at SXSW


                     — General Motors dedicated 30%
                       of its marketing...
SXSW 2010
Automotive




             26
SXSW 2010
Film


— The Hurt Locker, 2009

— 2010 winners: http://is.gd/csPBm

— #cinematictitles

    - Life 2.0 case stud...
SXSW 2010
Close




SXSW 2010 presentations on Slideshare:
http://is.gd/csO1J




                                        ...
SXSW 2010
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SXSW 2010

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An overview of my time at South by Southwest 2010

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SXSW 2010

  1. 1. South by Southwest 2010
  2. 2. SXSW 2010 Austin, Texas 2
  3. 3. SXSW 2010 Austin, Texas 3
  4. 4. SXSW 2010 Austin, Texas 4
  5. 5. SXSW 2010 Austin, Texas 5
  6. 6. SXSW 2010 Introduction About — 3 industry events converge in a Texas-sized week — Music since 1987, Film & Interactive since 1994 — Keynotes, panels, discussion groups, awards, parties 6
  7. 7. SXSW 2010 Interactives 7
  8. 8. SXSW 2010 Interactives 8
  9. 9. SXSW 2010 Interactives 9
  10. 10. SXSW 2010 Lego 10
  11. 11. SXSW 2010 Keynote – Daniel Elk, Spotify — Spotify is consuming more internet bandwidth than Sweden — “Spotify will never be a social network, it’s not what we do.” — 350,000 paid subscribers, 100 million playlists for 7 million users — Showed Spotify on Andriod Sony Ericsson — “Music is like water” – the most social object there is — US launch in 2010, probably free 11
  12. 12. SXSW 2010 Keynote – Evan Williams, Twitter — Launched @anywhere app - connect through content elsewhere on web - partnered with 13 companies initially (Huffington Post, Digg, Bing) — Openness is a survival technique for businesses, be open to the idea that you are wrong and open to other ideas — Open v Transparency – “a window is transparent but a door is open” — Mass walkout 12
  13. 13. SXSW 2010 Dennis Crowley, FourSquare — FourSquare v Gowalla, at SXSW 2010 — Aim is to make check-in the most enjoyable experience, through rewards, games, etc — “We just want people to get free beer” — “Our job is to remind users to check-in…it can be cumbersome to remember to check-in” — How do you make checking-in a more passive experience? — Privacy issues of passive check-in — FourSquare experiments with brands, eg. Pepsi, Domino’s – “some will work, some won’t” — “How do you reward the influencers?” 13
  14. 14. SXSW 2010 #thelifegraph — Facebook will be central hub for location services – not FourSquare or Gowalla — Privacy rules change when we go into a social world — Passive check-in: apps should auto- check-in when you stay put for a certain amount of time — Based on past locations, you can calculate a 90%+ knowledge of where an individual will be tomorrow — Benefits of this in terms of city planning, traffic, etc — http://pleaserobme.com/ 14
  15. 15. SXSW 2010 #cityisaplatform — The city is layer upon layer of time-based meaning, waiting to be peeled back — “Until our sidewalks and graffiti can tweet, we’ll have to speak for them” — http://seeclickfix.com/citizens is US version of http://www.fixmystreet.com/ — Trash Track: MIT study (Biderman) to attach sensors to trash pieces to track where it goes http://senseable.mit.edu/trashtrack/ — @kenleyneufeld “When I became Library Director at Santa Barbara Library, the first thing I did was take down all the ‘No’ signs. People came.” — Manor Labs enables you to do good things for your city, with FourSquare-esque rewards: http://manorlabs.spigit.com/homepagelight 15
  16. 16. SXSW 2010 #notouching — Once we get used to an interface, we get faster at it (eg. keyboard shortcuts) — Our hands are very complex, but we’re using them in really simple ways. Starting to improve, eg. touch devices with pinch and scroll etc — Our body subtleties are also complex – how well are we using them from an interface pov? — Soft TV remote: twist, squeeze, pull ball to interact with interface. Every viewer has individual ball and interacts on-screen in their own way — Cute Circuit: sensors in clothing to vibrate your arm when you get a call — Mixed Initiative Dialogues: computer asks questions back in voice-activated interfaces — Touchless air guitar, with sound..! — Not all gestural games work: http://is.gd/cfYyh — Issues include appropriateness (do I look stupid?), physical feedback 16
  17. 17. SXSW 2010 #notouching – Pranav Mistry, Sixth Sense 17
  18. 18. SXSW 2010 #sxswqr – QR Codes — QR tool instantly recognisable, it’s almost a brand in its own right — In USA, 20 million QR codes downloaded onto phones by end 2010 — 75% of people in Japan scan codes on a regular basis — Most Android phones have QR code reader pre-installed (on 2.2 million Android devices already) — If design with multiple colours, make sure the foreground colour is a lot darker than the background colours — Harper Collins put QR code on Lauren Conrad book, ‘LA Candy’ - rationale that they couldn’t get info on customers who buy books once they’re purchased - swap your location of where code is read for additional content about the book/author - keeps evolving as a marketing tool for years - 9 months after publication it still gets as many scans as when launched — Facebook looking at giving everyone their own QR code 18
  19. 19. SXSW 2010 #fundingfromthecrowd — Kickstarter http://www.kickstarter.com/ — Reward-based crowdfunding: the more you fund, the better the reward — Backers only pay if the funding goal is reached — crowdfuning for not-for-profits http://www.razoo.com/ — WindowFarms allow you to grow your food on an apartment window - http://www.windowfarms.org/ - raised $28,000 (target $25,000) – grow your own food on an apartment window - Rewards: $25 is handwritten postcard from team, $50 is raffle for a prize, $100 is a digital book of the project — Keep your strategy alive and evolving – your backers don’t want to feel like they’ve backed a sinking ship — Importance of creating a story in crowd-funding projects. Create beats in the story to keep backers engage 19
  20. 20. SXSW 2010 #mbsp – Maps, Books, Spimes, Paper — Post-Digital – “screens are becoming boring” — @localondon is just a Twitter page, no website — Books in the age of the iPad – discussion on how to put value back into a magazine subscription http://craigmod.com/journal/ipad_and_books/ — There’s value in analogue/physical, but analogue friction adds challenges (eg. delivering newspapers to houses) — Newspaper Club: http://www.newspaperclub.co.uk — My Life in Tweets, book of all tweets of last year (James Bridle) — Digital hasn’t yet made souvenirs, unlike physical things 20
  21. 21. SXSW 2010 #mbsp – Maps, Books, Spimes, Paper 21
  22. 22. SXSW 2010 #mbsp – Maps, Books, Spimes, Paper 22
  23. 23. SXSW 2010 Other highlights — #contentme - adding relevant recommendations to content increases dwell time by 40% - Adaptive UI: interfaces should change depending on the user and the actions the user takes from click to click (Maher Roberts) — #mobilecommerce - in 2009, 750,000 unique visits per day on ebay mobile generated $500 million in mobile sales; an item is sold on ebay mobile every 2 seconds 23
  24. 24. SXSW 2010 Other highlights — #perfectlyirrational, Dan Ariely - Ariely sold $20 bill in auction, starting at $1. Winner keeps it (pays for it), but runner-up also has to pay. Winning bid was $23 so Ariely got $45 for his $20 bill — #ai2010, Artificial Intelligence - Robot team to defeat world cup winners by 2050 http://www.robocup.org/ - goal of AI is for robust, fully autonomous agents in the real world - defining ‘normal’ – constantly evolving criteria 24
  25. 25. SXSW 2010 Automotive at SXSW — General Motors dedicated 30% of its marketing budget to digital this year — Chevrolet — road-trips to Austin in Chevy cars tracked via Twitter, Facebook and OnStar — Gowalla tie-in: users check-in & get offers (eg. check-in at Austin airport for free ride downtown) — affixed QR codes on hoods of cars that launched microsites — released iReveal app to view AR models of cars on Austin streets 25
  26. 26. SXSW 2010 Automotive 26
  27. 27. SXSW 2010 Film — The Hurt Locker, 2009 — 2010 winners: http://is.gd/csPBm — #cinematictitles - Life 2.0 case study, titles by Tronic: http://vimeo.com/8913892 - front-load the film with visual style - use title sequence to pass on the film’s messaging and help train eyes of audience - title sequence as own little movie - Morgan Freeman gets credit before the title, written into his contracts 27
  28. 28. SXSW 2010 Close SXSW 2010 presentations on Slideshare: http://is.gd/csO1J 28

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