AUSTIN, TX  SXSWINTERACTIVE | FILM | MUSICThe @finianmurphy          report                             @finianmurphy @ SXSW
What is   SXSW                       ?Established 1987, South by Southwest is aconvention for the music, film and interact...
Last year, 2012, what was the hype?           MOBILE                      SOCIAL NETWORKS                               AP...
Last year, 2012, what was the hype?             }       It was all about                     the technology               ...
2013, we parked the technology                 {                       1 BehaviourIt was a return to                      ...
1 BehaviourWe have moved beyond the debatesabout technology adoption,about social networksabout mobile,about old vs. new m...
Content for all platforms“The railroad trackshave been built – now the question is,“What’s worthsharing on them?”Jonah Per...
How Twitter is changing TV viewing                                                                                    US d...
How Twitter is changing TV viewing                                                                        Agencies are cur...
Foursquare has created the social map                                                                              Foursqu...
Online marketplaces now provide viable options                                                                      AirBnB...
What does this mean for communications?  Every consumer is digital  It is not a young person’s game  Every idea has digita...
2 Physical ObjectsWe have been obsessed withthe online worldthe digital spacethe mobile appsthe social networksHowever peo...
Bringing Google (AdWords) into the real world                                                                        Googl...
Wearable Technology: The Talking Shoe                                                                                     ...
The best interface is no interfaceLeap Motion was the hottest technology launch at SXSW 2013, allowingpeople to interact w...
3D printing digital creative                                                                               Allowing people...
Major online retail now experimenting with pop-upsThe retail world has realisedthat the consumer wants to experience both ...
To have and to hold“This is not anti-tech,we’re not turning offelectricity,                                               ...
What does this mean for communications?   Consumers seek great offline experiences   As well as smart technologies   An ide...
3 StorytellingOur focus has been onbig datathe social media strategythe celebrity endorsementthe sponsored eventHowever th...
Storytelling involves taking risks“When you’remaking a story...the things you                                             ...
Do you have a community? Use them                                                                    LEGO leans to their a...
Big Data driving creativity!                                                                                   Data is hel...
Data without soul is meaningless                                                                                          ...
2013, we parked the technology                                  {                                  1 Behaviour “This year ...
So what about 2014?        “One of the certainties of        being a futurist is that        everything is temporary”     ...
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SXSW Report 2013

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Hi, I'm a Planner with BBDO agency, Irish International. I was invited to talk about innovation in the ad industry at SXSW 2013 and while I was there I noted some themes that were occurring at the convention. Have a look, and let me know what you think @finianmurphy

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SXSW Report 2013

  1. AUSTIN, TX SXSWINTERACTIVE | FILM | MUSICThe @finianmurphy report @finianmurphy @ SXSW
  2. What is SXSW ?Established 1987, South by Southwest is aconvention for the music, film and interactive (tech &advertising) industries.Hosted by the residents of Austin, TX, SXSWbecomes home to 100,00 marketers, movie makersand musicians who converge on the city for tendays, every March, to discuss and shape the future. @finianmurphy @ SXSW
  3. Last year, 2012, what was the hype? MOBILE SOCIAL NETWORKS APPS Brands which were embracing Social design was king and every Apps for finding people, findingmobile into their strategies, using product and campaign which places, adding tags, declaring location and building on the didn’t have social networks at interests, sharing photos, making second screen trend. their core was criticised. events, making coffee... @finianmurphy @ SXSW
  4. Last year, 2012, what was the hype? } It was all about the technology @finianmurphy @ SXSW
  5. 2013, we parked the technology { 1 BehaviourIt was a return to 2 Physical Objects the real world 3 Storytelling @finianmurphy @ SXSW
  6. 1 BehaviourWe have moved beyond the debatesabout technology adoption,about social networksabout mobile,about old vs. new mediaWe have now returned to observing consumer behaviour,digital just happens to be part of this. @finianmurphy @ SXSW
  7. Content for all platforms“The railroad trackshave been built – now the question is,“What’s worthsharing on them?”Jonah Peretti, founder & CEO of BuzzFeed (25 million monthlyunique users) describes how we should stop talking about thetechnology and focus on the content we are creating. @finianmurphy @ SXSW
  8. How Twitter is changing TV viewing US drama American Idol SuperBowl We’re chatting online while watching live TV, but who are we talking to while binging on boxsets? Breaking BadThese charts show the level of social media conversations fordifferent types of TV. Finales and events can cause a dramatic spike,while streaming/VOD peaks early and then tails off @finianmurphy @ SXSW
  9. How Twitter is changing TV viewing Agencies are currently not set up to react to TV viewers who are tweeting along with showsOreos was cited as a brand with a simple tactic, tweeting out thisimage during the SuperBowl in reaction to the lights going out duringthe football game. It was amplified by over 30,000 RTS or likes. @finianmurphy @ SXSW
  10. Foursquare has created the social map Foursquare can now show the behaviour of people in cities - when and where they travel, work, eat and relaxMany have written Foursquare off, but moving from a game wherepeople “check-in” to a search utility for finding the best places to go, itnow offers a “social” layer of maps, with over 3 billion points of interest @finianmurphy @ SXSW
  11. Online marketplaces now provide viable options AirBnB provides not just a place to rest your head but provides a unique experience not available anywhere elseOnline marketplaces with unique experiences (e.g. sharing a vintagecar via RealityRides; Etsy connecting directly with craftmaker) arebecoming serious competitors to mainstream brands. @finianmurphy @ SXSW
  12. What does this mean for communications? Every consumer is digital It is not a young person’s game Every idea has digital baked in Ideas without digital will not succeed We need to plan faster and be more agile As creative content is devoured quickly1 Behaviour @finianmurphy @ SXSW
  13. 2 Physical ObjectsWe have been obsessed withthe online worldthe digital spacethe mobile appsthe social networksHowever people seek something tangible, a return to thereal world, physical things which can also be connected. @finianmurphy @ SXSW
  14. Bringing Google (AdWords) into the real world Google is encouraging“By bringing developers to build ideas fortechnology closer – Glass, but at $1,500 will it ever reach the masses? we can get it out of the way”Timothy Jordan, Developer Advocate, GoogleGoogle live-demoed their Glass product, a pair of glasses whichdisplays information in the foreground of your vision as you go aboutyour day - bringing digital information into the the real world. @finianmurphy @ SXSW
  15. Wearable Technology: The Talking Shoe While the shoe might be far off, people are already actively broadcasting their every move, meal, movie...Every move the user makes generates data that’s captured using an accelerometer, gyroscope andpressure sensors. The data is translated into commentary that gets pushed to banners and social media,creating new, interesting content in the digital world from something happening live in the physical one. @finianmurphy @ SXSW
  16. The best interface is no interfaceLeap Motion was the hottest technology launch at SXSW 2013, allowingpeople to interact with computers with their hand gestures - it is onestep closer to removing interfaces we interact with. @finianmurphy @ SXSW
  17. 3D printing digital creative Allowing people to print objects has created a community of makers who help in product development3D printing allows the user to print physical objects from designs theycreate or download. This allows prototypes to be quickly created.GeoMagic Inc has produced a 3D printer for home and school use. @finianmurphy @ SXSW
  18. Major online retail now experimenting with pop-upsThe retail world has realisedthat the consumer wants to experience both online andoffline buying opportunities.Owned by Gap Inc. Piperlime.com has created a NYC pop-up shop inorder to see what clothes people buy in ‘the physical world’ where touchis important, and what people are happy to buy online. @finianmurphy @ SXSW
  19. To have and to hold“This is not anti-tech,we’re not turning offelectricity, There is a revival of older but we all like to eat by traditions that are fading with the transition to digital candlelight” Vinyl Never Die in music, photography, art.Physical artifacts can be keepsakes, identity markers and statussymbols. Physical objects also have a longevity that digital objects lack;76% of a JWT 2013 survey said as much. @finianmurphy @ SXSW
  20. What does this mean for communications? Consumers seek great offline experiences As well as smart technologies An idea should live in a real and virtual place Physical (outdoor, retail) and online (sites, mobile) Ideas people will experience (everywhere) These moments will be shared with others2 Physical Objects @finianmurphy @ SXSW
  21. 3 StorytellingOur focus has been onbig datathe social media strategythe celebrity endorsementthe sponsored eventHowever there can be an emotional void in digital work,and emotions in our creative is vital, storytelling is vital @finianmurphy @ SXSW
  22. Storytelling involves taking risks“When you’remaking a story...the things you Danny Boyle (Slumdogthink you shouldn’t do... Millionaire, Trainspotting and the Olympics Opening do them” Ceremony) on risk takingDavid Carr (New York Times writer) described Boyle’s 2013 movieTrance as the type of story that “when you hit the sidewalk, you don’twant to be by yourself, you want to talk about it with someone else” @finianmurphy @ SXSW
  23. Do you have a community? Use them LEGO leans to their adult fans to help them develop new products and act as advocates of the brand.LEGO presented an impressive case study which has shown how theircrowdsource model for New Product Development has led to storiesbeing created around three new products in the past year. @finianmurphy @ SXSW
  24. Big Data driving creativity! Data is helping to inform better decision making, but must be balanced with human instinct. “We know what people watch on Netflix and how big a likely audience is for a given show based on people’s viewing habits” Jonathan Friedland, Netflix Communications DirectorWhen Netflix analysed their bank of TV and film shows, the viewing datatold them people liked Kevin Spacey, political dramas and David Fincher,which led them to commission a 13 part drama - House of Cards. @finianmurphy @ SXSW
  25. Data without soul is meaningless Data can inform us, but it does not account for emotions or empathy, created by storytelling“There is an emotionalvoid in the digital age” Paul Woolmington: Naked Comms founderThe Good Night Light, brings is a physical object which is connected to the internet to allow youknow when your friends or family turn on and off their lamp indicating that they are in their homes(storytelling). This brings an emotion and a behaviour right into a digital product. @finianmurphy @ SXSW
  26. 2013, we parked the technology { 1 Behaviour “This year it wasall about the real 2 Physical Objects world” The Wall Street Journal 3 Storytelling @finianmurphy @ SXSW
  27. So what about 2014? “One of the certainties of being a futurist is that everything is temporary” BRUCE STERLING, SXSW CLOSING SPEECH 2013 @finianmurphy @ SXSW

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