The SXSW 2012 presentation analyzes five macro trends and ten sub-trends emerging from the festival, including 'big data,' 'out and about,' 'social consumption,' 'new interactions,' and 'richer experiences.' Each trend highlights the integration and impact of technology on social behaviors, consumer experiences, and content consumption. The implications suggest opportunities for brands to connect with consumers through enhanced interaction, data utilization, and innovative content marketing strategies.

1. SXSW
2012
Key
Notes
27
April
2012

2. I, Q
Social
Intelligence
Manager
and
Senior
Strategic
Planner,
DDB
Group
Sydney
@jayjayquinlan
james.quinlan@syd.ddb.com
Tel:
+61
2
8260
2068
(direct)

3. SXSW 2012
Video

5. hQp://secretsoSheyoungandsavvy.com
secretsoSheyoungandsavvy.com

6. Contents
The
purpose
of
this
presentaVon
is
to
examine
the
five
key
macro
trends
and
10
sub-­‐trends
coming
out
of
SXSW
2012
(including
the
interacVve
and
music
components
of
the
fesVval).
Note
that
these
trends
should
not
be
seen
as
independent,
but
instead
become
more
powerful
when
combined.
Macro
Trend
Sub-­‐Trends
“Big
Data”
Data
Everywhere
Drowning
In
Data
“Out
and
About”
SoLoMo
Ambient
LocaVon
“Social
Consump8on”
MulVscreening
The
trend
of
trending
“New
Interac8ons”
Mobile
only
Interface
design
“Richer
Experiences”
GamificaVon
Content
markeVng

7. “Listen up youngsters…no
keynote, just key notes…”
Bruce
Springsteen
SXSW
2012
Music
keynote
speech
(calgaryherald.com)

8. Macrotrend 1
“Big
Data”
As
the
number
of
data
collec8on
points
increases
enormously,
capturing
informa8on
about
all
the
things
in
the
world,
including
us,
there
is
a
massive
opportunity
for
people
to
learn
about
themselves
and
organisa8ons
to
learn
about
their
customers
and
poten8al
customers.
Sub-­‐trends
• Data
everywhere
• Drowning
in
data

9. Data Everywhere

10. Data Everywhere
• More
devices
than
ever
are
creaVng
more
data
than
ever
• Data
is
increasingly
available/
required
in
real
Vme
• Humans
as
data
sources
via
wearable
technology
• Nike
Fuel
Lot
video
ImplicaVons
• More
data
means
more
opportuni8es
to
understand
people
• People
also
want
to
share
the
data
that
they’re
genera8ng,
especially
due
to
gamifica8on

11. Drowning In Data
SpoVfy
(businessinsider.com)

12. Drowning In Data
• Unlimited
choice
combined
with
limited
Vme
and
aQenVon
means
that
people
are
don’t
know
where
to
start
• CuraVon
from
trusted
sources
is
required
to
connect
people
with
content
that
is
meaningful
to
them
(private
networks
are
one
way
of
doing
this)
• Companies/brands
can
help
people
to
cut
through
the
noise
ImplicaVons
• Content
is
about
discovery,
not
difficulty
–
people
are
looking
to
connect
with
things
via
either
either
recommenda8ons
from
brands
that
they
follow
or
their
peers
Path
private
sharing
network
(shinyshiny.tv)

13. Macrotrend 2
“Out
And
About”
With
advances
in
technology
comes
a
change
in
focus
from
mobile
(which
focuses
on
devices
and
what
they
can
do)
to
mobility
(which
focuses
upon
what
the
technology
enables
us
to
do,
and
increasingly
where
and
when
we
can
do
it).
Sub-­‐trends
• SoLoMo
• Ambient
locaVon

14. SoLoMo
Highlight
locaVon-­‐sharing
app
(digitalVmes.ie)

15. SoLoMo
• SoLoMo:
Social
LocaVon
Mobile
• SoLoMo
means
that
(potenVally)
three
Vmes
as
much
data
will
be
generated
• PotenVal
to
leverage
spontaneity
• A
fourth
vector:
gamificaVon
ImplicaVons
• Beyond
focusing
on
social,
local
and
mobile
in
isola8on,
consider
how
we
can
combine
them
to
provide
more
relevant
content
and
value
to
people
“Life
Is
Crime”
locaVon-­‐based
massively
mulVplayer
mobile
game
(stuffmideast.com)

16. Ambient Location
newtechpost.com

17. Ambient Location
• The
“geo-­‐locaVon
meetup”
• Privacy
sVll
a
concern
–
but
may
disappear
if
the
uVlity
is
clear
• NarrowcasVng
–
to
a
select
group
of
people
instead
of
the
world
at
large
• Ability
to
interact
with
both
people,
objects
and
offers
• Sonar
video
ImplicaVons
• Brands
need
to
be
transparent
when
it
comes
to
which
data
they
are
broadcas8ng
to
other
people/users
Sonar
–
an
app
that
shows
you
who’s
at
a
locaVon
and
why
they
maQer
to
you
(appadvice.com)

18. Macrotrend 3
“Social
Consump8on”
It’s
not
enough
to
consume
items
–
people
now
want
to
do
it
together,
sharing
the
experience
with
others
not
just
aSer
the
event,
but
during.
Sub-­‐trends
• The
trend
of
trending
• MulVscreening

19. Trend Of Trending
Mashable.com

20. Trend Of Trending
• CuraVon
plagorm
• Real
Vme
data
• Ability
to
see
what
others
are
interacVng
with
• Ability
to
overlay
influence
ImplicaVons
• Trends
and
trending
are
another
way
for
people
to
“cut
through
the
noise”
and
find
content
that
is
meaningful
to
them
New
York
Times
(lsatblog.blogspot.com)

21. Multi Screening
Team
Coco
tablet
app
(briefmobile.com)

22. Multi Screening • MulV-­‐screening
is
a
behaviour
that
people
are
already
using
–
the
challenge
is
to
leverage
this
and
focus
it
so
that
people
are
mulV-­‐screening
the
one
acVvity
• A
recent
example
is
the
Team
Coco
tablet
app
(video)
• MulV
screening
can
be
used
before,
during
and
aSer
acVviVes
such
as
TV
• QuesVon
–
which
screen
is
now
the
“second”
screen?
ImplicaVons
• Consider
how
to
integrate
peer-­‐to-­‐peer/social
so
that
people
can
enjoy
an
experience
that
they’re
interested
in
together
Team
Coco
tablet
app
(funkyspacemonkey.com)

23. Macrotrend 4
“New
Interac8ons”
While
technology
has
enabled
us
to
do
an
enormous
number
of
things,
increasing
aVen8on
is
being
paid
to
how
we
and
other
pieces
of
technology
interact
with
things.
Sub-­‐trends
• Mobile
only
• Interface
design

24. Mobile Only
Mobile
Roadie
(blog.soundcloud.com)
XXXXX

25. Mobile Only
• Mobile
vs
web
–
quesVon
which
to
create
first
or
at
all
• Experiences
that
connects
you
with
the
few,
or
with
the
many
• There
has
been
a
split
in
design
between
hyper-­‐
specialised
and
full/rich
funcVonality
ImplicaVons
• Mobile
applica8ons
don’t
have
to
be
“dumbed
down”
versions
of
a
digital
experience
–
consider
what
people
need
most
when
they’re
using
their
device
SXSW
Laminate
app
(beta
tesVng
version)
from
Live
NaVon
(venturebeat.com)

26. Interface Design

27. Interface Design
• Current
interfaces
isolate
us
from
our
environment
–
we
spend
a
lot
of
our
Vme
looking
down
• We
are
familiar
with
gesture
techniques
(primarily
via
Kinect
–
especially
since
the
developer
kit
was
launched)
but
other
technologies
include
heat,
smell,
taste
and
voice
ImplicaVons
• Consider
how
people
can
use
mul8ple
devices
together
to
give
people
a
richer
experience

28. Macrotrend 5
“Richer
Experiences”
The
promise
of
“the
medium
is
the
message”
is
increasingly
coming
true
–
with
brand
experience
and
u8lity
becoming
as
important,
if
not
more
so,
than
the
core
of
what
is
being
communicated.
Sub-­‐trends
• GamificaVon
• Content
markeVng

29. Gamification
blackvibes.com

30. Gamification
• A
trend
that
can
be
used
across
mulVple
industries
• Ties
in
with
SoLoMo
–
SoLoMoGa
ImplicaVons
• Use
gamifica8on
to
encourage
interac8on
and
to
make
things
beVer,
rather
than
an
end
in
itself
American
Express
TwiQer
Sync
(mybanktracker.com)

31. Content Marketing

32. Content Marketing
• ArVsts
are
thinking
beyond
record
stores
and
the
iTunes
Store
–
adverVsing
is
the
new
radio/
music
is
the
new
soSware
• Approach
music
as
a
partnership
between
brand
and
band,
not
as
a
licensing
agreement
• People
will
pay
to
buy
“adverVsing”
such
as
the
State
Farm
“Empire
State
of
Mind”
work
ImplicaVons
• For
successful
integra8on,
music
supervision
needs
to
be
involved
at
the
start
of
the
process/
briefing
Nike
Chosen
video
content
(undrln.com)

33. For More
hQp://ddbdoesausVn.com/
ddbdoesausVn.com

34. Music
Alabama
Shakes

35. Music The
Black
Ryder

36. Music We
Were
Promised
Jetpacks