This document summarizes key trends from SXSW 2011 related to digital marketing and innovation. It discusses the convergence of offline and online experiences, use of transmedia storytelling, integration of game mechanics, evolving factors that drive purchases, emergence of micro-communities, and importance of actionable analytics. The document emphasizes leveraging these trends to create engaging experiences for consumers by understanding their preferences, social networks, and providing value and utility.

2. This is what the
weather was like

3. What we ate

4. We didn’t sleep

5. Digital Lab
SXSW 2011 Trends
Presented by:
@jonathanvu
@melanieswong
@anarjoshi
March 25, 2011

8. “The reason people love their parents is because they loved
you first. Brand should consider the metaphor and give to
their customers before asking things from them”
- Gary Vaynerchuk, Author/Entrepreneur

9. What are we going to talk about
Convergence of Offline/Online Advertising
Transmedia
Gamification
Evolution of Purchase Decisions
Emergence of Micro-communities
Actionable Analytics

10. #Convergence of Advertising

11. “The mobile phone acts as a cursor that connect the physical
and digital worlds together”
- Marissa Mayer, Google VP Consumer Products

12. What it means for innovation
The convergence of offline and online user experience has
been evolving for years, but now we have hit a critical
mass, where things that were first characterized as
trends have become integral in our daily lives

16. Source: Christina White/SapientNitro. “Thin Is In: The Future of Digital Wallets”. SXSWi 2011

17. What it means for us
There is no longer a difference between an online and
offline identity, relationship, and experience
We need to find opportunities to leverage this convergence
by creating an experience that can provide utility aligned
with the reality of today’s consumer

18. #Transmedia

19. “Transmedia is inherently about creating culture”
- James Milward, Secret Location Producer

20. What it means for innovation
Transmedia is about bringing storytelling to multiple platforms
Using the right platform to extend the story
It’s not a “marketing gimmick”
Good marketers know how to tell good stories

21. Source: Barbara Vance. “Transmedia Storytelling”. SXSWi 2011

23. What it means for us
Story is the most important
The key is to connect the story with valuable content and have it make
sense to be in multiple platforms – cannot make a commercial ‘just
because’
It should make sense to have a presence online vs. TV spot

24. #Gamification

25. “The last decade was the decade of the social
layer, now the game layer is coming”
-Seth Priebatsch, SCVNGR Chief Ninja

26. What it means for innovation
Gaming started as something only niche audiences
understood, but location-based services took game
mechanics mainstream
The game layer is being integrated in companies today, like
Groupon turning coupons and promotions into a
challenge

27. Game User Journey
Come Bring Come
and Try It Friends Back

32. What it means for us
We can integrate game mechanics into work we do to
increase user engagement and loyalty
Game design patterns are flexible and can be tested,
measured, and optimized to create the right type of
action
We should be careful when designing rewards as they have
become so prevalent that users expect them and only
engage when there is high pay-off

33. Evolution of #PurchaseDrivers

34. “Every two days now we create as much information as we
did from the dawn of civilization up until 2003”
- Eric Schmidt, Google CEO

35. What it means for innovation
We need to help consumers through the clutter, by
offering relevant content in the right context
Curate user experiences based on preferences,
location, and influencers in their networks

36. Type of Content
Personal Social Global

41. What it means for us
Knowing that consumers are inundated by
content, we have to engage with consumers in
the right context and provide a real utility
The right context can be created by tapping into
their preferences, location, and influencers
networks

42. Emergence of #Micro-communities

43. “Mainstream is nothing anymore. Mainstream is whatever
you are interested in.”
- Felicia Day, Writer/Actress of web series The Guild

44. Source: Paul Adams/Google “The Real Life Social Network V2”

45. Source: Paul Adams/Google “The Real Life Social Network V2”

46. What it means for innovation
There is a recent boom in startups exploring
concepts related to small groups of friends and
interests to enable consumers to connect in
more meaningful ways

47. Micro-communities

48. Social Commerce

49. What it means for us
For our brands, we should look to connect with
consumers around specific interests
Adding an authentic social good layer doesn’t have
to be partnering with a non-profit – it can be
something more core to your brand and users

50. #Analytics

51. “Radical innovation requires both evidence and intuition:
evidence to become informed, and intuition to inspire us
in imagining and creating new and better possibilities.”
-Jane Fulton Suri, IDEO Partner and CD

52. What it means for innovation
Data can paralyze creativity and prevent
companies from making any daring decisions
But, they need it to show the value of campaigns
and learn about what not to do next time

53. The Local Maxima Problem
Source: Joshua Porter/Performable “Metrics Driven Design” SXSWi 2011

54. Consumer Usage Analytics
Acquisition Conversion Engagement Satisfaction
Source: Joshua Porter/Performable “Metrics Driven Design” SXSWi 2011

55. What this means for us
Key steps in metric-driven design
Identify business objectives
Map out the user journey
Identify core metrics
Test, measure, and optimize

56. Key Trends from SXSW
Convergence of Offline/Online Advertising
Transmedia
Gamification
Evolution of Purchase Decisions
Emergence of Micro-communities
Actionable Analytics

57. “What makes big ideas into a brand? Big ideas are like trains
– people have to want to go that way. The big promise is that
it belongs to everybody who wants it.”
- Tim O’Reilly, O’Reilly Media Founder