Sxse1 hammersmith final

SXSE1
Top trends and marketing relevance

Confidential © iris 2011

The birth place


Who’s next?


Brands have arrived...


Clients tuned in


Speaking today
Lindsay Landy
Planning

Overall trends and
what this means for
brands

Roisin Kiberd
Social Media Content
Creator

The power of
movements

Jon Burkhart
Social Media Creative
Director

The power of the
second screen


8 key trends from
SXSW
Lindsay Landy


TREND 1:
THE SIXTH SENSE


TREND 2:
THE POWER OF MOVEMENTS


"We have created in our
South-by-type world
a lot of incentive and
addiction to feedback
and stimulus from the
world around us.”
Baratunde Thurston, SXSW Keynote
‘How to read the world’.

o New apps show how comfortable we
are being hypersocial and
hyperconnected.
o The new breed of social is ‘mass
social’ and ambient.
o People like to be part of something,
even if the connection is not as
strong as on Facebook. Causes bring
them together.

A few recent good examples:
The London riot cleanup last summer
Cash Mobs (themselves a reaction to
Groupon)
Kickstarter, Indie-go-go, Kiva, even the
Kony 2012 campaign.
American politics (more so than in the
UK).

SXSW featured lots of examples of skilled ‘post-crowdsourcing’ campaigns,
like Chevy’s ‘From Prototype to Production’ panel.
FOMO- how people can be mobilised en masse.
Changing the world by giving brands a cause.
Arguing the case for online voting.


Charitable crowdsourcing has paved the way, with sites
like Kiva making a lot of small difference rather than one
big one.


Cause.it debuted at SXSW, and uses more sophisticated
geolocation to link businesses to local causes, making it
easier to bring difference across society.


Kickstarter leads innovation using a crowdsourcing
model, a kind of middle ground between marketing and
charity.

Indiegogo is a similarly highly successful platform for
funding filmmakers.


How crowdsourcing was in the past:
Chevy have been vilified and celebrated for their use of
crowdsourcing. This 2006 campaign was a fail: the Tahoe
SUV 2006 campaign, where ‘fan submitted’ video edits
went very wrong.

Chevy Tahoe SUV2011
Confidential © iris
campaign, parody videos, 2006

Chevy have done an about-turn by incentivizing their
crowdsourcing
A prize that matters: chance to be screened at the
Superbowl.
Entertaining rather than simply ‘interactive’
MoFilm, Microsoft’s crowdsourcing company, as
intermediary.

7363192 YouTube Views for ‘Zombie Ride’ // 1 million Facebook Likes
//87,451 Twitter followers

Doritos ‘Crash the Superbowl’
6,100 entries for 2012 // highest-rating Superbowl ad // $1 million prize
//4161 media mentions

Other brands like to highlight innovation as their cause.
Toyota know their brand well enough not to count on
entertainment, like Doritos, and to play up what they
have and are known for.
Eco-friendly and socially minded, socially conscious
crowd-sourcing, but with professionally-made films.
Crowdsourcing for good (and entertainment): Toyota’s Ideas for Good

Heineken’s rich history of design mean they can take it
as their ‘cause’ 107,144 FB visits
37,000 Likes
Genuine human aspect , in that it connects people. countries
145 different
Shows that they’re listening to followers, but keeping
30,000 connections
750,000 Limited Edition
high standards- perfect middle ground forbottles sold out.
reaching
1.2m winning design gift
packs


The Cuusoo Minecraft proposal racked up 10,000 votes in 24 hours.
Very much a case of Lego knowing their audience and appealing to
the geeks.. In this case through their own Kickstarter-style
platform.
A good example of a massive company acting like a start-up and
proving very agile and quick to listen and react.
Result: Renewed cred with their followers in the tech world, and in
2010 (two years after Cuusoo’s launch) they reached $1 billion in
sales for the first time in their history.

Pepsi Refresh- similar, and could be expanded with geo-
location (cause.it and highlight style!)
Opens up process to public, but keeps in control
Interactive on multiple levels- votes and ideas
Measurable change, using social media to make the
process more detailed and more human.
Pepsi Refresh Everything
63 million votes // 5 million site registrations //$19 million beyond grants
//79k volunteers

What can we take from this?
Crowd-sourcing has moved on, and this time it works
better.

Brands have a grassroots following, like it or not.
Show that you’re listening.

Reach out, but do it on your own terms.

Know yourself and what you stand for, because any U-turns will
be transparent on the Facebook Timeline.

The ‘Age of Uprising’ is applicable to brands as well as politics.

Don’t be afraid to experiment (But don’t get caught out!)


TREND 3:
MULTI-SCREEN STORYTELLING


Stories on many
screens
Jon Burkhart
Social Media Creative
Director


Social TV & Second Screen
apps & Audience
Data & Brands


Social is still a deep focus which drives
valuable conversations around
engagement and authenticity for brands,
and further how it transforms the sales
narrative… Whether its second screen or
building branded channels, there was no
doubt that great video content is what a
lot of businesses are innovating around.”

Oxygen Media’s Jennifer Kavanagh


The Lean Forward

Passive – Watching (Where we have been)
Persistent – Engaged (Where we are now)
Perceptive – Personalized (Where we are going)

Highly personalized experiences from immersive programing that you are in, to
the simple -socially informed electric program guides, your shows and DVR
recordings etc… This will also include real-time interactive advertising that is
highly personalized TV Everywhere will be perceptive to you and your
preferences, your library, your life. It’s all about you


Watching, tweeting, blogging the superbowl

Terms like second screen are being chucked around with abandon.
It’s all about how content sits as the centre point between mobile,
social and real time experiences.

The 2nd screen can both add to the experience and distract to push
you somewhere else.


Miso is a new app which allows fans/viewers to create sideshows to accompany
their favourite shows. It’s going to be big
A sideshow is an interactive content experience which plays on your iphone or
ipad while you’re watching tv
The interaction is really cool allowing you to check in, join conversations, find
out extra info like what track have they used in the show, what they’re wearing
and the ability
Using a timeline interface Fans can add commentary at key points in the
narrative

It’s about empowering
viewers to participate in
programs they love in an
organic and authentic
way. A constant theme at
the conference was that
TV isn’t just something
you watch anymore – it’s
an experience you live.”

Travel Channel’s Nisha
Chittal


When people are talking about Glee on Twitter, we study these Gleeks in an
almost stalker-like manner and then report back to brands who they are,
where they hang out, where they live and more importantly what products
they talk about. All in real-time.
Network Insights’ Sean Reckwerdt


3D storytelling
Meta+Micro Stories
Give people What They Want
Real-Time Media Planning
More meaningful Connections


The platform is not the story. The story is who
and how and why and what it makes you feel.

Channel 4’s Hilary Perkins


TREND 4:
REAL-TIME CONTENT


Playing the role of publisher and content creator means moving beyond old-
school push-message advertising. It means creating engaging content that
invites the consumer in to make the experience their own, and it means allowing
the consumer to be the copywriter in some cases. It also means that brands
must constantly evaluate if their content is fresh, engaging, provoking and
causing a reaction in their audience. It means that brands must entertain … or
fail.


Turn consumers into the content creators.
Oscars time – Makes any YouTube video an award winner in seconds.
We created this UG tool to allow people to artistify their favourite YouTube Films.
The head of content at YouTube told Jon that loads of people at Google and the
tube were playing with this. 14,000 films were made in a week and made it onto
Comedy Central’s Colbert report. Films still being made today


TREND 5:
THE REAL WORLD GETS
SMART


We’re seeing a big growth in the humanizing of vast amounts of data, make it
useful and accessible for everyone.

Nike Fuel Band (a wrist band) is the latest example where your movements are
turned into a currency by analysing all your movement data for the day and
motivating you to be more active.

But thinking about the mood emotion type connection there could be an
application between this and the entertainment platform serving emotive
content © iris 2011
Confidential

TREND 6:
DATA MINING 2.0


Hunch personalizes the internet by helping you to
share and discover great recommendations about all
sorts of topics.
Hunch’s ambitious mission is to build a ‘Taste Graph’ of
the entire web, connecting every person on the web
with their affinity for anything, from books to
electronic gadgets to fashion or vacation spots.


TREND 7:
DIGITAL NICHE
"I think the interactive industry has reached a point where the tools and
platforms are becoming more mature, and we're going to see a trend toward
focused applications. Pinterest and Instagram are not trying to do everything,
just do a few things well. I think the over-arching theme we will experience at
SXSW 2012 is "More and Specific". Additionally, I think we'll begin to see a B2B
renaissance. The sex appeal and lure of fast money in B2C (especially in social)
is wearing. This does not include mobile, which I believe still has a lot of room."


TREND 8:
Ambient technology – the
internet of things



Key take aways

1. THE SIXTH SENSE
2. THE POWER OF MOVEMENTS
3. MULTI-SCREEN STORYTELLING
4. REAL-TIME CONTENT
5. THE REAL WORLD GETS SMART
6. DATA MINING 2.0
7. DIGITAL NICHES
8. AMBIENT TECHNOLOGY

'digital isn't a medium, it's
the age we're in’.
Greg Johnson, HP's global creative director


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