SXSW 2012 - Top 4 Trends
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Tammy Chiasson, Experiential Planner at john st. reviews the top 4 trends that came out of SXSW 2012.
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SXSW 2012 - Top 4 Trends
- 1. Trending at SXSWi Date March 30, 2012
- 2. Themes 1.media convergence 2.brand journalism 3.union of physical and social world 4.Agile marketing johnst.com 2
- 4. Media convergence is the process where several media channels come together to exist and operate in synergy. johnst.com 4
- 6. Transmedia storytelling is the process of telling a story across multiple channels and tailoring the content for those channels and their audiences. johnst.com 6
- 9. Lesson: Rather than striving for consistency across channels, Marketers should be communicating different things across multiple channels based on the audience. johnst.com 9
- 11. Brand journalism a shift from brands selling themselves to honest brand storytelling that invites audience participation. johnst.com 11
- 15. Brand journalism in the Tracking trends to make real world great content The curators and the Real-time newsjacking curated. cold blooded tweeter. Times are a changin’ digital story telling today. Brands are the new publishers Entertain or fail .
- 16. being a journalist + fresh + engaging + provoking + causes a reaction in your audience johnst.com 15
- 17. Lesson: When creating content we need to focus on what the audience wants to hear rather than what we want to say. johnst.com 16
- 18. 3. union of social media and real world experiences johnst.com 17
- 23. Lesson: The ability to drive action with consumers means that as marketers we should focus on what we want consumers to do instead of what we want them to think. Providing platforms that drive action. johnst.com 22
- 25. Optimize Make it better based on real world feedback Learn Gather real world feedback Test Release products, content, ideas to the real world. 24
- 28. Lesson: We should start optimizing based on real world learnings. johnst.com 27
- 29. questions johnst.com 28
Editor's Notes
- Instead of talking about 1 particular session my presentation today is on some overall themes at SXSW this year. There were over 2500 panels at SXSW in 5 days so obviously as one person you barely see a fraction of what is being delivered. That being said from building my schedule, attending as many sessions as I could and talking to other people about their sessions there were definitely some trending topics. \n
- The four themes that I took away from the conference. 1. media convergence, 2. brand journalism 3. union of physical and social world 4. agile marketing \n
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- Media convergence is the process where several media channels come together to exist and operate in synergy. \n
- This is happening as a result of 2nd and 3rd screen viewing. Consumers consuming media across multiple-platforms simutanesly\n
- Media convergence has resulted in the need of Transmedia storytelling. This is the process of telling a story across multiple channels and tailoring the content for those channels and their audiences. \n
- There were a lot of panels at SXSW about how transmedia is impacting the Television industry. I attended the top chef panel. Where Andy Cohen (who is pretty cute in person) moderated a panel on what Bravo and specifically top chef is doing from a Transmedia storytelling perspective. They launch a web only show called Last chance kitchen where they gave the chefs who had been voted off from each episode a chance to compete to be voted back in, 2. They had a fan favorite competition that lasts the entire season where fans can vote across digital platforms for their favourite chef and finally fans could talk to the chef’s via social media. Ultimately the take away as this worked in terms of their business objectives they drove higher view ship overall and the Television episode where they winner of last chance kitchen was announced received the greatest number of viewers. I’m sure you are starting to see a lot of this for the different shows you watch. \n
- Probably the best brand example of Transmedia storytelling is Procter & Gambles old spice work that everyone is familar with. The key to this campaign was that they did not just plaster their television ads everywhere. They revealed different parts of the Story in different mediums. So they an additional video on youtube and you could live tweet him on twitter. \n
- So what can we learn from the media convergence theme. Basically the take away is that we should not be striving for consistency across difference channels anymore \n
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- Brand journalism is a shift from brands selling themselves to honest brand storytelling that invites audience participation. Which seems like a natural progression from the last theme. So with more and more ways to tell a storey and such a focus on content it makes sense that brands have to be more engaging with their content. \n
- David Mirman Scott who you see here introduced the idea of brand journalism in his book The new rules of marketing & pr and he was a keynote speaker to kick off the topic on the first day this year talking about his new book News Jacking. This is an evolution of the brand journalism idea. He was speaking about how you can inject your ideas in to breaking news. \n
- Sadly I did not get to see him speak because I was in this VERY long line for hours waiting to get my pass but luckily there were a ton of sessions on the topic. \n
- here is just a snapshot of a few and I was able to see Brands are the new publishers and brand journalism in the real world. \n
- here is just a snapshot of a few and I was able to see Brands are the new publishers and brand journalism in the real world. \n
- here is just a snapshot of a few and I was able to see Brands are the new publishers and brand journalism in the real world. \n
- here is just a snapshot of a few and I was able to see Brands are the new publishers and brand journalism in the real world. \n
- here is just a snapshot of a few and I was able to see Brands are the new publishers and brand journalism in the real world. \n
- here is just a snapshot of a few and I was able to see Brands are the new publishers and brand journalism in the real world. \n
- here is just a snapshot of a few and I was able to see Brands are the new publishers and brand journalism in the real world. \n
- In these seasons the key to doing this sucessfulliy was to create content that is fresh, engaging, thought provoking and that gets a reaction. Basically we need to foster content that spreads and abandoned content that does not. \n
- So what’s the lesson from brand journalism? When creating content we need to focus on what the audience wants to hear rather than what we want to say. \n
- The 3rd theme for me was the union of social media and real world experiences. Never has it been more obvious than this year that social media has the ability to drive world world action and enhance experiences. There were a ton of talks about this. \n
- There were talks on the role Social Media played in driving the Arab spring. From facilitating groups for real world action to bringing what was happening and impossible to broadcast on television to the masses. \n
- I also had the opportunity to see Al Gore and Sean Parker talk about their plans democratize politics through social tools. Sean Parker annouced is backing of 2 specific technologies one that helps organize voters and one that helps citizens campaign for politicians. \n
- From a brand perspective these theme was most evident in 2 brand experiences at SXSW for conference goers. The first one being Nike Fuel. Nike set-up a pop-up location close to the convention center which was the hub of the conference. The launched fuel band there so SXSW attendees could by the band. If you are not familiar with it Nike+ fuel band tracks all of a persons physical activity. Wearing and using the band during the week provided perks. It gave you exclusive access to events and concerts put on my NIke and all of the events were geared to give you more fuel points. To update your activity level. The fuel band is ingrated Facebook,, letting users compete against their friends and professional athletes to see who can accumulate the most points over a specified period of time, and, of course, encourages users to share their interactions across their network.\nIt’s also integrated with Foursquare. Users can sync their accounts on the popular geolocation service with their fuel bands and visit nikefuelhotspots.com to see at which venues around Austin people are generating the most points.\n\n \n
- On the heels of launching a new experience for Twitte where cardmembers can sync their card with Twitter accounts, allowing them to turn customized Twitter hashtags savings via statement credit in just a few days.\n\n\nAmerican Express the new Twitter functionality during a special, nationally live-streamed concert from SXSW -- “Amex Sync Show Presenting JAY Z” Conference attendees who had an Amex card and tried out the new service were invited to the concert that was then live streamed for everyone else via social media. Both the service and the event demonstrate social media’s ability to drive real world action. \n\n\n
- If we apply this lesson to the NIke example Nike wanted consumers to start collecting fuel points and the built an experience around doing this. VS telling people about fuel band. \n
- My final theme was probably the most prevalent amongst all the panels I saw and what a lot of people were talking about. Some of us also saw Gareth Kay speak yesterday and he talked a lot about this. Agile marketing is based on the fact that digital culture as created a “ do then learn” approach. \n
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- The founders of Twitter, Instragram and Pinterest all sat on Panels this year where they talked about how the successful products they have today are a result of real world feedback of their original ideas. Twitter first interation was actually a SMS service to communicate with a small group. The founders of instagram were actually developing an check-in app similar to 4 square that used photos and learned that the photo sharing aspect with the one desirable to consumers \n
- Highlight helps you learn more about the people around you. It is combines social,local and mobile If someone standing near you also has Highlight, their profile will show up on your phone. You can see their name, photos of them, mutual friends, and anything else they have chosen to share. When you meet someone, Highlight helps you see what you have in common with them. And when you forget their name at a party a week later, Highlight helps you remember it. \nThey launched this year at SXSW and were probably the standout app even though they new the app was not perfect it drains battery life so a lot people actually downloaded and deleted it while there because Battery life on your phone is already such a challenge. That being said they got a ton of buzz and released a statement that they are working on it. basically they Tested, learned and are now optimizing. \n\n
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