The document discusses 4 marketing ideas from SxSWi 2012: 1) New applications of social media like ambient social and social TV. 2) The power of "transmedia" storytelling across multiple platforms. 3) Crowdsourced messaging that incentivizes external networks to create content. 4) Creating products instead of just ads to positively impact consumer lives. The key takeaways are to adapt to changing social media uses, leverage multi-screen strategies, involve customers in campaigns, and build products people want over clever ads. An open mindset is needed given shifting consumer and technology trends.

1. 4 Fresh Ideas for Marketers from SxSWi 2012

2. “SxSWi is to ideas, what CES is to gadgets”
-8th Annual SxSW Interactive (25th Annual SxSW)
-Biggest ever: est. 25k attendance (up 25% YoY)
-4 ideas worth paying attention to
-New Applications of Social Media
-The Power of “Transmedia”
-Crowdsourced Messaging
-Creating “Products,” Not Just Ads
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3. New Applications of Social Media
-Outside the 1.3MM posts generated about SxSW, there were two new
ways to use social media being discussed
-Ambient Social: the ultimate SoLoMo concept, using mobile
apps to locate others in real-time by social connection or
common interest
-Highlight, Glancee, Sonar, and Banjo are the major players
-Social TV: participating with live TV by accessing the power of
real-time searching and conversation on the second screen
-Miso, IntoNow, GetGlue, Viggle, and many others

4. The Power of “Transmedia”
-Transmedia is defined as “telling a single story across multiple formats using
current digital technologies”
-Not only does the experience live on multiple screens, each feeds the
other in a unique way
-Top Chef example (Ogilvy panel notes shown here):
-TV reality series that held a second competition online at TopChef.com
-That competition fed into the TV program, giving consumers a
compelling reason to go back and forth
-All the while, harnessing social media to fuel viewing and sharing of
both screens

5. Crowdsourced Messaging
“Customers are part of your culture. By inviting them to participate
in your campaigns and community, you can speed progress, gain
candid market insight, and have some fun!”
- Dave Olson, VP Community, HootSuite
-Crowdsourced messaging is reaching out and incentivizing an
external network of people to create content for you
-As it pertains to marketing, there are 2 important tips:
-Appeal to an audience’s heart first, then their wallet
-If you’re going to crowdsource, use a “gentle voice” when you
want to protect your brand
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6. Creating “Products,” Not Just Ads
"Ads are decreasing in relevance to consumers. Agencies have to
broaden their offerings to stay afloat. They have to go from making
people want things to making things that people want."
- Robbie Whiting, Director of Creative Tech at Duncan/Channon
-Sometimes physical, sometimes digital; the best agencies and the
smartest clients are creating products that serve a true purpose in
people’s lives
-Examples include: Deeplocal’s Nike Chalkbot, Anomaly’s ‘Avec Eric’
cooking show, TBWA’s Project

7. What does this all mean?
• Social media is on track to permeate all aspects of our lives; it’s essential that your long-term plan
can adapt to a variety of new use-cases.
• Adopting a multi-screen strategy goes far beyond just making sure you have presence across them
all, it’s about leveraging the unique strengths of each and making them work in tandem.
• By allowing customers to get involved in your marketing campaigns, you can show sincerity and the
ability to build a pro-active, advocating community around your brand.
• Building products and services that positively impact the lives of your target consumer will take your
messaging much deeper than even the most ingenious ad campaign.
• KEEP AN OPEN MIND! In a world where consumer expectations are shifting as quickly as
technology is progressing, it’s crucial to seek out new methods of storytelling, not matter how
outlandish and risky they may sound.

8. For any additional information, contact Rex Harris on the SMGx team at rex.harris@smvgroup.com